How Social Influencers Shape Furniture Buying Decisions

Social media influencer recording videos on his phone about interior design

In a world where inspiration is just a scroll away, social influencers are redefining how we design our spaces and choose furniture. Nearly 6 in 10 people planning to buy furniture in the next year admit that influencers play a role in their decisions. And for Millennials, the generation driving $13.19 trillion in buying power—it’s an even bigger deal, with 75% saying influencers have a major impact. Let’s explore how influencers are shaping furniture choices and share two smart strategies to tap into this trend.

“6 in 10 furniture shoppers turn to influencers”

The Millennial Effect

Millennials—known for their love of self-expression—turn to influencers for fresh, creative ideas. Their top platforms? Instagram leads at 66%, followed by Facebook and YouTube at 56%, and TikTok close behind at 55%. These spaces are their first stop for design inspiration, far outranking online furniture retailers, which come in sixth.

A chart depicting the percentage of social influence on millennial buying decisions per social media platform.

Here’s what Millennials want from influencer content:

  • Authenticity: Keep it real and relatable.
  • Practicality: Offer tips they can actually use.
  • Positivity: Make it fun and uplifting.
  • Freshness: Deliver new ideas that align with their modern or rustic-modern tastes.

Why Influencers Are a Game-Changer

Influencers are masters at sparking curiosity and building connections. For furniture brands, they’re essential for driving awareness and opening doors to new customers. With 80% of Millennials not tied to any specific retailer or brand, influencer collaborations can be the key to getting noticed. Their relatable and engaging content brings your brand to life in ways that traditional marketing simply can’t.

Strategies to Maximize Influencer Impact

  1. Host a Design Challenge
    Partner with influencers to launch a design challenge that showcases your products. Imagine a series where influencers revamp rooms using your furniture, sharing tips and progress on Instagram, YouTube, and TikTok. Encourage followers to join the fun by recreating these looks for a chance to win a shopping spree. This drives engagement and positions your brand as a hub for creativity and style.
  2. Affordable Makeover Series
    Collaborate with influencers to create a video or post series centered on budget-friendly room transformations. Highlight practical, stylish ways to use your products without breaking the bank. Promote the series across social channels with paid ads to reach a wider audience, reinforcing your brand’s accessibility and relevance.

The Bottom Line

From Instagram reels to TikTok trends, influencers are shaping how consumers approach furniture shopping. By partnering with the right voices and creating content that resonates, your brand can capture attention and earn a spot in customers’ homes. The question isn’t whether to invest in influencers; it’s how quickly you can get started. The next big idea for your brand might already be trending in their feed.

The insights quoted in this article are from a comprehensive national study conducted in October 2024 among 1,500 Americans who purchased furniture in the past year or planned to in the next year. To see more of this data or to request local market research for your company, please contact Elevate Marketing at www.GrowWithElevate.com or 818-874-2040.

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