Widely accepted as a powerful marketing tool for businesses of all kinds, the visual emphasis of many platforms is perfectly aligned with the creative world of home and interiors brands.
Social media is an opportunity for brands to be more ‘human’ - engaging with consumers and having meaningful interactions – something which home and interiors brands can use to their full advantage. But which are the best networks for raising awareness of new collections or trends? And what content should design-led brands be brushing up on?
Pinpoint your purpose
Strategy is key to the most effective social media marketing. Spend time before you start deciding what it is you want to achieve. Are you telling a story about new ranges to drive sales? Do you want to bring new customers on board? Are you looking to raise brand awareness? Or are you keen to establish yourselves as experts in a particular field? Once you have a purpose, you can think about content and where to share it.
Perfect your images
Photos, images and video are vital to any successful social media strategy – and especially for home and interiors brands. Visual content drives the highest levels of engagement – which is a perfect fit for an industry, which is all about aesthetics. Draw on your design skills to produce the most creative results. Imagery that’s artistic and visually stimulating is more likely to inspire and delight existing and prospective customers – and encourage them to share your content far and wide.
Choose the right platform
Rather than blanket targeting all the social media platforms you can think of, consider what it is you want to achieve.
Instagram is the darling of creative businesses thanks to the emphasis on images. Its strength lies in the opportunity for design brands to create a story around a new collection or trend, to post inspiring lifestyle images or to share interesting snapshots of what goes on behind the scenes. Instagram Stories are big news, too - this temporary content is a great way to build excitement and create a sense of urgency.
But rather than picking images in isolation, take time to think how these will work as part of your Insta photo grid. You could create a collage from the 9-photo grid, or focus on shots that fit a certain colour scheme. Treat your grid as a visual representation of your brand identity (your own mood board, if you like) and the perfect chance to get your design prowess across. And don’t forget hashtags: Take time to research and leverage the most popular hashtags used by your target customers.
Pinterest is naturally a perfect vehicle for marketing home brands. You can share your story via ‘pins’ with an audience that’s already on board and actively seeking inspiration. It’s a brilliant place to showcase new products (it’s worth noting that styled shots are pinned more than product shots), share lifestyle ideas, show the human side to your brand and engage with your customers. As a brand you can create a board to showcase a new collection, or set up a board and invite others to post their ideas – this is a great way to see what looks or products are popular.
Facebook remains the biggest social platform and excels at creating meaningful business-to-consumer and business-to-business relationships. As a home or interior brand, you have a wealth of opportunities to link your facebook page to your shop as well as to other social media platforms, like Instagram or Twitter. Facebook also enables you to post relevant updates and inspiration, test launch new products, share links to interior events, canvas opinion from your ‘likers’ and respond to their question or comments.
Twitter is a great place to follow interior designers, connect with influencers and to keep up-to-date with industry trends. Less visual than other platforms, it’s the ideal platform to share design advice or trends, whilst interacting with your community and answering questions. Like facebook, Twitter offers an excellent opportunity to perfect your customer service strategy. As with Instagram, researching the right hashtags to use is key to ensuring awareness and engagement.
In summary, homes and interiors brands have a wealth of opportunities when it comes to spreading the word on social media. Engage with the highly visual platforms to inspire consumers with design-led imagery, and back this up with customer conversations on the less image-led networks. But what’s key is ensuring that your images and your updates link back to the goals you have for your brand, maintain your tone or voice and support your brand ethos.