Furniture Influencer Marketing: How Influencers Drive Home Furnishings Sales

Influencer marketing is not confined to well-known influencer niches like beauty and fashion. It has expanded its reach to various sectors, including home furnishings. This blog post delves into the world of furniture influencer marketing, examining how these digital trendsetters are reshaping consumer behavior and boosting sales in the home furnishings industry. Whether you’re a furniture brand looking to refine your marketing strategy or an influencer seeking to understand your impact, this guide is for you.

Examples of furniture Influencer marketing

Home decor and furniture content has captured the attention of many social media users thanks to influencers’ creativity. Creators of various niches share their favorite furniture brands, how they style their pieces and endless DIY projects their followers can learn from and enjoy.

Furniture influencers range from Joanna Gaines and Kelly Wearstler to everyday brand advocates sharing their passions for creating a home. 

It’s not just furniture brands that can share home-improvement content. Paint, stain and hardware companies also team up with influencers to share inspiring content.

Benefits of furniture influencer marketing

Furniture brands that aren’t tapping into influencer marketing could be missing out on its benefits. According to the U.S. Commerce Department, furniture sales were down in 2023. One way to reach potential new customers is to meet them where they are online. Potential benefits:

Reach Gen Z

Through the creative minds of influencers, brands can reach their target audiences more effectively than traditional advertising methods. One key segment of the population, Gen Z, has shopping habits that differ from others. For example, Gen Z tends to trust the recommendations of influencers when shopping for products. They are also more likely to purchase when the company offers a buy now, pay later option, according to Insider Intelligence. This makes working with influencers key to reaching this generation where they spend time online and through their preferred method of researching products. 

Improved customer trust, relatability

Unlike traditional forms of advertising, influencer marketing opens the door to marketing that is not only effective but also extremely relatable for the average customer. Influencer content is often seen as more authentic, resonating with consumers on social media. For example, influencers can show how they style furniture pieces of how the product fits perfectly into their lifestyles. Plus, furniture is a long-term investment, meaning the pieces could be visible in influencers’ content long after the collaboration, reminding followers of the value of the products. 

Matilda Goad is an accomplished furniture designer and creator of her brand who does an excellent job of showcasing furniture styles and homes she has created for more than 200K followers on Instagram. 

Repurposing content

Influencer content can be repurposed in other advertising, like out-of-home ads, website content, newsletters and social media posts. Repurposing content allows brands to reach more of your target audience and create an effective cross-channel approach, all while saving money on production costs. For guidance on influencer rates, check out our State of Influencer Earnings report.  

What to look for in an influencer

We’ve put together a list of some of the main considerations for brands when choosing an influencer to work with:

• Relevant audience: An influencer’s audience should align with the brand’s target market. If the brand is selling high-end, luxury furniture, an influencer who primarily caters to budget-conscious followers might not be the best fit.
• Authenticity: The influencer should have a genuine connection with their audience and a history of promoting products they truly believe in. Their content should feel personal and authentic, which can lead to higher trust and engagement rates.
• Aesthetic alignment: The influencer’s style and aesthetic should match the brand’s. If the influencer’s content is modern and minimalistic, they might not be the best choice for a brand that sells rustic, traditional furniture.
• Engagement rate: Brands should look at an influencer’s engagement rate rather than just their follower count. An influencer with a smaller but highly engaged audience can often deliver better results than an influencer with a larger but less engaged audience.
• Experience in home decor or furniture promotion: An influencer with experience in promoting home decor or furniture products will have a better understanding of how to showcase these items effectively. They’ll also likely have a follower base that is interested in this type of content.
• Professionalism: The influencer should be professional and easy to work with. They should communicate effectively, meet deadlines and be open to feedback.
• Positive online reputation: The influencer should have a positive online reputation. Any past controversies or negative reviews could potentially harm the brand’s image.
• Creative content ideas: The influencer should be able to come up with creative ways to showcase the furniture in real-life settings, making it easier for potential customers to visualize the products in their own homes.

Influencers:

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Marketers:

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