In the home and interiors industry, inspiration has always been the driving force behind consumer decisions. But in today’s digital landscape, the journey from discovering a dream aesthetic to making a purchase happens faster than ever – thanks to the power of social media. Platforms like Pinterest, TikTok and Instagram aren’t just shaping trends, they’re dictating buying behaviour.
For brands in the home sector, understanding how these platforms influence consumer habits is essential. So, how can PR and marketing teams leverage social media trends to boost engagement, drive sales and stay ahead of the competition?
Pinterest: The ultimate interiors mood board
Pinterest isn’t just a platform for passive inspiration – it’s an active shopping tool. According to recent data:
- 97% of Pinterest searches are unbranded, meaning users are open to discovering new brands and products.
- 83% of weekly Pinterest users make purchases based on content they see on the platform.
- 85% of Pinterest users use the platform when starting a new home project, from renovations to redecorating.
For brands, this means that Pinterest offers an organic way to capture consumers at the start of their buying journey, long before they’ve made a brand decision.
How home and interior brands can win on Pinterest
- Optimise for search: Pinterest is a visual search engine – treat it like Google! Use relevant keywords in Pin titles and descriptions (e.g. “sage green kitchen ideas” or “modern boho living room inspiration”).
- Use ‘shop the look’ pins: These allow users to click directly on products in images and purchase them instantly – removing friction from the buying journey.
- Leverage Pinterest trends: The platforms Trends Tool helps brands spot emerging design trends before they peak, allowing them to tailor content accordingly.
Instagram and TikTok: Where trends go viral
While Pinterest helps set the stage for home and interiors trends, Instagram and TikTok are where they explode. The rise of short-form video content has completely transformed how audiences engage with interiors content. Viral DIY hacks, time-lapse makeovers and aesthetic room tours dominate feeds, making these platforms essential for any home brand looking to drive engagement.
- #HomeInspo has over 10 million posts on Instagram, a clear indicator of audience interest.
- #InteriorDesign on TikTok has over 17.7 billion views, proving the massive engagement for interiors content.
- 4 in 10 users buy a product after seeing it on TikTok, proving just how influential social media has become in the buying process.
What’s driving engagement?
One of the biggest drivers of engagement on these platforms is short-form video. TikTok and Instagram Reels thrive on content like before and after transformations, mini home makeovers and “try this trend” videos that showcase popular aesthetics such as Scandinavian minimalism or cottagecore. Consumers love to see real life transformations, which is why home content that feels aspirational yet attainable tends to perform best. While Pinterest and Instagram traditionally favoured polished, picture-perfect interiors, TikTok has shifted preferences toward more authentic, lived-in spaces.
Another major shift has been the rise of DIY and budget-friendly content. Social media has democratised home design, with creators sharing rental-friendly hacks, upcycling projects and affordable styling ideas. Brands that position themselves as accessible and value-driven are thriving, as consumers actively seek out cost-effective ways to transform their spaces.
How brands can leverage Instagram and TikTok effectively
- Partner with the right influencers: Micro and nano influencers (5K-50K followers) often drive higher engagement and conversions in the home sector than macro influencers. Their content feels authentic, relatable and trustworthy.
- Leverage UGC (User Generated Content): Encourage customers to share how they use your products in their homes. Brands like Dunelm, MADE.com and Habitat have successfully built engaged communities by resharing real customer content.
- Jump on trending sounds and hashtags: Aligning content with viral audio or hashtags increases discoverability. For example, #DIYHome has 2B+ views on TikTok, a perfect opportunity for brands offering paint, wallpaper or home accessories.
From inspiration to purchase: How to convert engagement into sales
It’s not enough for brands to simply go viral – they need a clear strategy to turn social media engagement into actual sales:
- Make content instantly shoppable: Use Instagram’s product tags, TikTok’s shop feature and Pinterest’s Shop the Look Pins to ensure a seamless transition from inspiration to purchase.
- Drive traffic to owned platforms: Social media is great for discovery, but brands should funnel traffic to their website. Use call to actions like “Shop now via the link in bio” or integrate Instagram Shopping for direct purchases.
- Tell a story, not just sell a product: Consumers connect with real-life transformations and behind-the-scenes content.
- Stay agile: Trends move fast, what’s viral today might be outdated next month! Brands that embrace flexibility and react quickly to emerging trends will stay ahead.
We’re here to help!
Want to take your PR and social media strategy to the next level? If you’re looking for a specialist home and interiors agency, get in touch to see how we can help you tap into the power of digital trends and influencer marketing. Email hello@honestcommunications.co.uk and let’s chat!
