With the rise of platforms like Facebook, Instagram, Pinterest, and even TikTok, reaching your target audience has never been easier. Collectively, these platforms boast a staggering 4.8 billion global social media users, encompassing an astonishing 59.9% of the world's population and a remarkable 92.7% of all internet users.
However, to stand out in this competitive space, you need to explore some less common social media strategies that can set your home improvement business apart.
In this article, we'll delve into 6 unconventional social media tactics that will help you effectively position your brand in front of this massive and diverse online audience.
Without further ado, let’s dive in.
1. Harness the Power of How-to Videos
In 2023, videos emerged as the predominant form of content on social networks. This trend offers an exceptional opportunity for home improvement brands to showcase their products in action, aligning perfectly with customer preferences. Recent statistics indicate that 72% of customers express a preference for learning about a product or service through video. Moreover, a striking 83% of respondents favor watching videos over accessing information or instructional content via text or audio.
When people embark on home renovation projects, they frequently turn to social media for DIY inspiration and guidance. So by producing step-by-step video tutorials, you not only demonstrate your products but also establish your brand as an authority in the industry. Use platforms like YouTube, Instagram, and even TikTok to share these videos, and don't forget to cross-promote them on your other social channels for maximum reach.
A/B tests will help you determine the optimal video length, format, and posting schedule. For instance, you may find that shorter videos perform better on certain platforms, while longer, in-depth tutorials resonate with a different segment of your audience.
2. User-Generated Content (UGC) Contests
Integrating customer-generated content (CGC) seamlessly into your marketing strategy can yield remarkable results. According to Stackla, 79% of people assert that CGC significantly influences their purchasing decisions.
Encouraging your customers to share their renovation projects using your products through UGC contests can be a game-changer. Ask them to post pictures or videos on social media, tagging your brand and using a specific hashtag. To sweeten the deal, you can further motivate participation by offering giveaways with enticing prizes for the winners, such as exclusive discounts or complimentary products.
The power of CGC lies not only in its ability to boost engagement but also in its capacity to build trust. Potential customers witnessing real individuals authentically enjoying and endorsing your offerings are more likely to be swayed.
To optimize your CGC contests, don't shy away from experimentation. Explore different contest themes, varying durations, and diverse prize structures to keep your audience engaged and eager to participate. Beyond immediate engagement, the CGC you accumulate can serve as a valuable resource for future marketing endeavors, including impactful testimonials and compelling case studies.
3. Partner with Influencers
Another way to increase brand reach and trust is by partnering with influencers. Recent statistics reveal that 61% of consumers place trust in product recommendations from influencers, a significantly higher trust factor than branded social media content, which only garners trust from 38% of consumers.
Collaborate with popular home improvement bloggers, DIY enthusiasts, or interior design experts who align with your brand's values. Influencers can create authentic content featuring your products and share it with their engaged followers, increasing your brand visibility and credibility.
However, When working with influencers, it's crucial to establish clear expectations, guidelines, and measurable goals. Track key performance indicators such as engagement rates, click-through rates, and conversion rates to assess the impact of influencer collaborations. By doing so, you can ascertain the tangible benefits of influencer collaborations and adjust your strategy accordingly to maximize their effectiveness.
4. Showcase Before-and-After Transformations
Everyone loves a good before-and-after transformation story. Share compelling visuals of projects that highlight the transformative power of your products. Whether it's a kitchen remodel, a bathroom renovation, or a backyard makeover, these visual narratives capture the imagination of your audience and inspire them to undertake similar projects using your products.
To make these transformations even more appealing, consider incorporating storytelling elements. Share the challenges faced, the creative solutions employed, and the emotional satisfaction of completing the project. This not only showcases your products but also creates a relatable connection with your audience.
5. Educational Webinars and Live Streams
Hosting live webinars or live-streaming events on platforms like Facebook and Instagram can deepen customer engagement and add more value to your brand. These sessions can cover various topics, such as DIY tips, product demonstrations, or home improvement trends. Engaging directly with your audience in real time fosters a sense of community and trust, enhancing your brand's image.
When planning webinars and live streams, pay attention to scheduling, promotion, and audience interaction. Encourage viewers to ask questions and provide feedback during the sessions, creating an interactive and informative experience.
6. Sustainability and Eco-Friendly Initiatives
Today's consumers are increasingly concerned about sustainability. Recent findings indicate that an impressive 78% of consumers place a high importance on sustainability, with 55% expressing their willingness to pay a premium for eco-friendly brands.
Given this growing awareness, it's paramount to shine a spotlight on your brand's eco-friendly initiatives and products across your social media channels.
To convey your sustainability efforts effectively, consider creating a dedicated content series or campaign that educates and engages your audience on environmental issues. Share success stories, case studies, and behind-the-scenes glimpses of your sustainable practices to build trust and transparency.
Incorporating these strategies into your social media marketing efforts can help you unlock new avenues for growth and engagement. Remember that social media are ever-evolving, so continuously monitor the performance of your campaigns, adapt to changing trends, and stay open to experimenting with new approaches to keep your brand at the forefront of the industry.