Consumers no longer rely solely on traditional retail displays or high-street showrooms to discover home products. Platforms like Instagram, TikTok, and Pinterest now serve as digital mood boards, where home creators showcase products in lived-in settings. Seeing a sofa styled in a creator’s home or a paint colour applied in different lighting conditions helps audiences make more confident choices.

The Rise of DIY and Upcycling

Sustainability and cost-consciousness have led to a growing interest in DIY and upcycling. Home creators are at the forefront of this movement, demonstrating how to refresh furniture, repurpose materials, and make small but effective changes to interiors. Their content empowers audiences to experiment with their spaces rather than always buying new.

The Influence of Short-Form Video

Short-form video has changed the way home content is consumed. Snappy, engaging clips provide quick tutorials, room transformations, and product demonstrations that capture attention instantly. This format makes it easier for audiences to absorb ideas and for brands to showcase their products in action.

Authenticity Over Perfection

Consumers are moving away from unrealistic, show-home aesthetics and towards content that reflects real homes with character and functionality. Home creators who share the reality of interior design—whether it’s rental-friendly updates, family-friendly spaces, or budget-conscious decorating—resonate more with audiences, making their influence even stronger.

What This Means for Brands

For brands in the home sector, working with creators is one of the most effective ways to reach an engaged audience. By integrating products into organic, lifestyle-driven content, brands can tap into the trust that home creators have built with their followers. Whether through product recommendations, styling tips, or full-scale collaborations, creators help shape purchasing decisions in a way that feels natural and inspiring.