The Influencer Marketing Guide for Home Decor Brands in 2023

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Influencer marketing has exploded across industries as brands embrace digital creators to reach modern audiences. But why should home decor companies specifically look to influencer collaborations as they build marketing strategies for 2023?

The Rising Home Decor Market

The global home decor market is growing at a staggering rate. Valued at $632 billion in 2021, researchers predict the industry will top $838 billion by 2028, expanding over 6% annually.

Simultaneously, consumers are devoting bigger budgets to enhancing living spaces. 78% spend more time and money decorating than 5 years ago according to Apartment Therapy. Young millennials between 25-34 especially crave aspirational, Instagrammable homes.

Social media fuels this acceleration. 92% of buyers now shop for home goods online, turning to apps for discovery over traditional media. In fact, #homedecor content alone draws over 15 billion views on TikTok annually.

As audiences flock to digital spaces for inspiration, influencer collaborations provide brands invaluable exposure through trusted curators. Let’s explore tips for capitalizing on this boom in 2023.

Types of Home Decor Influencers

Many tiers of influencers can aid home decor brands’ goals from awareness to conversions:

Lifestyle Influencers

Lifestyle influencers like The Sorry Girls master aspirational storytelling through shareworthy vignettes from cooking to home upgrades.

While not design experts, their aesthetically pleasing glimpses into routines and spaces attract similarly minded followers. Brands can provide products for seamless integration into content.

For example, a throw blanket gift exchange idea or showcasing candles during a relaxing bath routine. This natural incorporation spotlights beautiful, real-life usage minus overt sales pitches.

Interior Design Influencers

Dedicated interior design influencers like Erin Gates focus exclusively on elevating home interiors. Typically skilled designers themselves, they share tips, ideas, opinions, and tutorials based on experience.

Leveraging these niche experts offers brands informational promotion grounded in technical knowledge. Their category focus also nurtures trust and credibility with renovation-minded followers.

DIY and Craft Influencers

Energized by popularized Maker Culture, DIYers like Mr. Kate produce step-by-step tutorials for do-it-yourself upgrades spanning painting to repurposed furniture flipping. Their innovative, budget-conscious projects resonate with crafty, aspirational audiences eager to replicate shown outcomes.

For any brand selling products with customizable or craft elements, these influencers spotlight creative possibilities that incentivize purchases. Their hands-on guidance also builds confidence to decorate through their approaches.


Micro-influencers are everyday social media users with smaller but highly engaged follower bases below 100k. In the home space, their authentic content builds hometown-feeling communities.

What micro-influencers lack in reach they counter in resonance. Followers view them as genuine friends over celebrities. This fosters higher engagement and conversion potential despite smaller audiences. Lower cost partnerships also allow brands to activate multiple micro-influencers simultaneously to expand combined impressions.

Successful Influencer Campaigns

Before activating your own influencer programs, exploring impactful collaborations by prominent home goods companies builds helpful models:

1. Target

Home improvement giant Target skillfully blends aspirational shoots from elite influencers like designer Jeremiah Brent with the practical advice of micro-experts like Texas DIYer Jessica Hoyle:

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This high/low dance gives Target mass appeal, driving 8+ million engagements monthly. Followers gain real inspo seeing products practically elevate both bold signature spaces and cozy personal dwellings.

2. Anthropologie

Boho-chic lifestyle brand Anthropologie exudes effortless elegance across categories like fashion, beauty, entertaining and decor through a carefully curated community of creative partners:

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Their whimsical, signature aesthetic permeates all content. Consumers feel transported into Anthropologie’s worldview filled with stunning yet livable vignettes brimming with personality to emulate. This influential chorus sings in perfect brand harmony.

3. Purple

Mattress disruptor Purple charts over 80k Instagram engagements monthly through a grassroots network of micro-ambassadors who organically infuse the brand into daily moments:

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Followers respond to seeing genuine owners enjoy Purple products more than polished influencers. This communal feel makes the brand blend into daily life versus flashy promotion.

Specialty Retailers

Smaller specialty chains also unlock value through hyper-targeted partnerships. Nursery retailer Maisonette connects followers with micro baby and family experts sharing relatable parenting wisdom.

Meanwhile eco-friendly general store The Citizenry activates sustainable designers to highlight ethical production.

When niche retailers partner selectively with perfectly aligned creators, their ideals shine through as guiding forces more meaningful than transactions.

Finding and Vetting Influencers

With endless options, diligent evaluation ensures ideal investments. Here are proven approaches:

Leverage Instagram Hashtags: Monitoring relevant tags like #bohodecor or #ecorenovation finds actively engaged prospects. You can filter by engagement metrics like likes or comments as benchmarks.

Try Google Searches: Seek roundups like “Top Home Decor Influencers 2023” curated by established publications. Look for creators featured across multiple lists.

Use Influencer Marketing Platforms: Robust databases like Ainfluencer simplify sorting by niche, aesthetic, engagement, audience, and more with precise filters to benchmark.

Study Competitors: See who leaders in your category partner with already successfully. Consider those creators more likely receptive to your industry.

Request Referrals: Well-connected influencers happily provide vetted suggestions for compatible colleagues open to partnerships.

When compiling prospects, carefully evaluate:

💡Values Alignment: Beyond aesthetics, do you share passions for quality, sustainability, craftsmanship or other convictions?

💡Engagement Metrics: Favorites, comments and conversion rates carry more weight than vanity metrics like followers alone to quantify audience connection.

💡Content Consistency: Steady output that keeps fans engaged signals passion over fleeting trends.

💡Aesthetic Alignment: Ensure visual and tonal consistency with your brand identity for seamless blending.

Thoughtful vetting yields ideal brand ambassadors to propel objectives.

Influencer Campaign Best Practices

Once you identify strong creator matches, optimized partnership management ensures mutually satisfying results through:

Set Expectations

Openly discuss goals like target traffic, sales volume, subscriber growth and content formats. Convey guidelines about product integrations, necessary talking points, ideal shoot aesthetics and branding requirements.

Welcome creative perspectives, but provide guardrails for showcasing advantages. This alignment nurtures productivity for both parties.

Share Brand Assets

Proactively supply creators with product samples, logos, images, color palettes, brand guides and collateral to seamlessly incorporate.

Provide suggested narratives, shoot concepts or themes to kickstart ideas without limiting creative liberties. Reduce guesswork for optimal immortalizations.

Track Performance

Issue trackable links, exclusive promo codes and branded hashtags. Follow traffic sources, coupon redemptions and engagement on posts.

Quantify impact and demonstrate ROI across executive teams through concrete metrics versus guesses.

Maintain Dialogue

Schedule check-ins to assess progress, gathering feedback around what resonates with audiences and any suggested optimizations. Discover upsell opportunities through standout products.

Building genuine relationships beyond transactions drives higher performance through trust and editorial creative freedom.

The Power of Influencer Marketing Platforms

Executing sophisticated influencer programs independently demands extensive manual coordination. Streamlined platforms centralize efforts for turnkey optimization.

All-in-one services like Ainfluencer consolidate discovery, relationship management, asset sharing, post scheduling, approval workflows and always-on performance analytics.

Key advantages include:

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Benefit Explanation
Instant Discovery Search databases of 15M+ creators filterable by 1,500+ categories, pay rates, locations and content metrics
Simplified Outreach Contact thousands instantly through automated workflows
Seamless Collaboration Message, share brand resources and track progress in one place
Automated Reporting Clean dashboards centralize key benchmarks for data-driven decisions
Time Savings Condense weeks of manual efforts into minutes with expansive automation

{{< /table >}}

Central command centers pave the shortest path to home decor influencer marketing excellence.

Ready to Tap Home Decor Influencers?

As consumers increasingly turn to digital spaces for home inspiration, influencer collaborations grant brands direct access to these communities through relatable co-creation.

Hopefully this guide illuminated tips for identifying outstanding creator partners tailored to objectives. Always lead with values alignment and strategically structure arrangements for transparency.

Lastly, maximize creative output and recognize ROI by centralizing efforts within streamlined influencer marketing platforms.

The personalized showcasing influencers facilitate continues driving this new era of shopping discovery and trust. Is your brand ready to creatively stand out while making meaningful connections?

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