In the competitive furniture industry, traditional advertising methods are not enough to succeed. According to the U.S. Commerce Department, sales at furniture and home furnishings stores fell 6.1% year-over-year in March. That’s where influencers and advocates come into play. Harnessing their power can significantly amplify your brand’s reach, build trust with potential customers, and ultimately drive sales. This blog post delves into the strategic use of influencers and advocates in advertising your furniture business, providing you with actionable insights and effective strategies to make a mark in the industry.
The importance of leveraging influencers and brand advocates in the furniture and home furnishings industry cannot be overstated. In a sector where visual appeal, comfort, and personal taste play a crucial role in purchasing decisions, influencers and brand advocates serve as trusted sources of recommendation and inspiration. They not only help to increase brand visibility but also establish credibility and trust among potential customers.
IZEA’s Trust in Influencer Marketing report found that 50.7% of social media users have purchased products after seeing them being used by influencers. When making major purchases such as furniture, online research is especially important for consumers.
Influencers, with their large followings and ability to shape trends, can showcase your products in real-life settings, making them more relatable and appealing to consumers. On the other hand, brand advocates, who are often satisfied customers, provide authentic and positive word-of-mouth promotion, which can significantly influence their peers’ buying decisions.
Furniture and home furnishings brands should consider working with creators of all types, from influencers to brand advocates, to boost their efforts. For example, Lauren Hansen captures her love for brands while staying true to the furniture social media niche. She does a great job helping brands like West Elm gain exposure as she highlights how she personally styles their pieces throughout her feed for more than 197K followers.
Best practices for furniture marketing with creators
Promoting furniture and home furnishings through influencers and advocates requires strategic planning and execution. Here are some best practices:
Leverage brand ambassadorships and advocates
Brand ambassadorships and advocates are valuable assets in promoting furniture and home furnishings. These individuals are passionate about your brand and are often willing to share their positive experiences with their networks. To leverage this, establish a structured brand ambassador program where you can provide these advocates with exclusive perks like early access to new collections, special discounts, or even commission on sales they drive. Encourage them to share their genuine experiences with your products on their social media platforms or write reviews on your website. These authentic testimonials can significantly boost your brand’s credibility and reach. Remember, word-of-mouth marketing, especially from satisfied customers, can be incredibly influential in shaping potential customers’ perceptions and purchase decisions.
Work with influencers on educational content
Collaborating with influencers on educational content is an effective strategy to inform customers about the ordering process, specific product details, and answers to frequently asked questions. Influencers, with their knack for content creation, can present this information in a more engaging and relatable manner. They could create a step-by-step guide on how to order, unboxing videos to showcase what customers can expect, or even conduct a Q&A session to address common queries. This enhances the customer’s shopping experience by providing them with valuable information and positions your brand as transparent and customer-centric. Furthermore, educational content from trusted influencers can help alleviate any potential doubts or hesitations customers might have, thereby boosting their confidence in your products and brand.
Repurpose content
Brands have the opportunity to repurpose the content crafted by influencers for their own promotional materials and social media platforms. Securing usage rights for this content in influencer contracts is key. This approach offers a significant advantage as it showcases the practical usage of products in real-life scenarios.
Challenges and giveaways
Social media users often engage in brand-initiated challenges for a chance to win product giveaways or secure discounts. By centering these challenges around products, brands can engage a wider audience, generate buzz, and heighten interest in what you have to offer.
Encourage UGC with creative hashtags
Encouraging the use of inventive hashtags can be a compelling way to stimulate user-generated content (UGC). By prompting your partnered influencers and dedicated brand advocates to incorporate these unique hashtags into their content, you can highlight your brand in a captivating manner. Not only do these creative hashtags inspire influencers and advocates to generate content around them, but they also engage your audience, enticing them to explore your brand’s platforms and join in on the trending conversation.
For example, Wayfair encourages social media users to use the hashtag “#WayDay” when posting their favorite pieces as its sale approaches. Take a look as Wendy with more than 759K followers on Instagram, who posted her new bathroom look.
Work with a variety of influencer tiers
Working with a variety of influencer tiers can significantly benefit your brand. While top-tier influencers have a wider reach, micro- and nano-influencers often boast a more engaged and niche audience. These smaller-scale influencers can offer a higher level of authenticity and trust among their followers, which can lead to more impactful promotions for your brand. Additionally, collaborating with influencers across different tiers can help diversify your content and reach a broader demographic. This multi-tier approach ensures your brand message is delivered to a wide array of audiences, maximizing your brand’s visibility and potential for customer engagement.
Leveraging influencers and brand advocates can significantly boost your brand’s visibility, credibility, and customer engagement in the furniture and home furnishings industry. From choosing the right influencers and advocates, encouraging user-generated content, running challenges and giveaways, to creating educational content, these strategies can help you reach a wider audience and drive sales. However, it’s important to remember that each brand is unique, and what works for one may not work for another. Therefore, a personalized approach is key. IZEA’s strategy team is here to help you navigate this landscape. With their in-depth understanding of influencer marketing and brand advocacy, they can help you craft a strategy that aligns with your brand’s goals and resonates with your target audience. So, don’t hesitate to leverage their expertise to make the most of your influencer marketing efforts.
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