Recently, TikTok officially released "Home Refresh with TikTok" - a 16-page official marketing guide designed for home brands and marketers, covering popular home trends, user purchase behavior analysis, platform advertising solutions, creative content suggestions and other practical information. This undoubtedly provides valuable guidance and practical ideas for brands that are planning home life content.
So, what key trends does this guide reveal? And how can brands leverage TikTok to create the next hit? This article will distill the key points for you and provide practical tutorials.
Why is "home content" popular on TikTok?
TikTok said: "TikTok is not only a source of home inspiration, but also a place where decisions and shopping happen." This change comes from three major trends:
77% of users have recently purchased home care products
Nearly 50% of users are willing to buy fast-moving consumer goods directly on TikTok
Moving, renovation, rearrangement and other life nodes will trigger the need to explore new products
In other words, TikTok is not just a platform for seeding products, but also a real place for sales conversion. Seeding and conversion happen on the same platform, which is an opportunity that home furnishing brands cannot miss!
The popular trends of home content on TikTok
The guide mentioned that the following types of content are spreading hotly and have the characteristics of "easy to resonate and high conversion":
Before & After Home Renovation
Storage tips and organizing videos (#OrganizeWithMe)
Home decoration inspiration on a limited budget (#BudgetHomeDecor)
DIY Furniture Flip (#FurnitureFlip)
Vlog to create a comfortable lifestyle
These trending keywords and tags can not only increase exposure, but also target potential consumers who are "experiencing changes in their lives."
When is the best time to publish home furnishing advertisements?
TikTok also released its content release timeline suggestions for the first time:
January to March: Moving season, home decoration around the Spring Festival
May to July: Graduation season, peak rental season
September to October: seasonal storage, fall and winter atmosphere decoration
November to December: Double 11 and Black Friday sales, Christmas decoration boom
Suggestion: Start laying the content 2-4 weeks in advance, and combine it with TikTok's "Top View", "In-Feed Ads"and other advertising products to form a combined delivery, which will make it easier to gain concentrated attention.
How to shoot high-conversion home content? TikTok provides the following creative suggestions:
Also applies to other lifestyle brands!
Show real life scenes: real transformation scenes > pure product display
Tell a story: why you need this product and how it solves your pain points
Keep the first 3 seconds attractive: for example, by using Before/After and contrasting colors to attract attention
Pair with popular music & tags: Increase exposure and get algorithm recommendations
The video length is controlled within 15-30 seconds: in line with fragmented browsing habits
Add a call to action at the end: such as "Click the link to get the same style" or "Don't forget to like + follow for more home inspiration"
Practical suggestions for brands: How to use TikTok to promote home products?
1. Three-step content creation method
Select pain points: such as small rental space, cluttered home, etc.
Demonstrating transformation: Documenting the transformation process using products.
Lead conversions: Lead comments, likes, or jump to the brand homepage in the video description.
2. Use TikTok advertising tools to deliver targeted advertising
Use TikTok's Spark Ads to turn high-quality influencer content into advertising promotions.
Combine Interest Targeting + Life Events to accurately reach people who are renovating or moving.
3. Collaborate with vertical creators
Invite home furnishing, vlog, and organization and storage experts to test products and provide real feedback to enhance trust.
Advertising strategy: How to use TikTok tools for precise delivery?
TikTok offers a wide range of advertising products that home furnishing brands can use:
In-Feed Ads: Native video inserts, suitable for diverting traffic to brand homepages or e-commerce links
Spark Ads (secondary amplification of native content): short videos that have already performed well are used for advertising, with strong conversion effects
Hashtag Challenge: suitable for new product launches and increasing UGC participation
Shopping Ads: A closed loop of ordering within TikTok, gradually opening up globally
How can small sellers and personal bloggers get started quickly?
Practical path reference:
Topic positioning: Focus on "solving a problem", such as "5 minutes to organize the entrance hall" and "Storage tools for kitchens in rental houses"
Video structure: 1 second to catch the eye - show pain points - show products/solutions - compare results - end with interaction
Account growth path:
Phase 1: Imitate popular products and optimize editing rhythm
Phase 2: Self-contained style + highly interactive content
Phase 3: Combine e-commerce display/cooperation/live streaming and other forms of monetization
Conclusion
From trends to tools, from content to delivery, TikTok has already highlighted the key points for you. Home content is naturally adapted to the visual language and life-like expressions of short videos. As long as the strategy is appropriate, it can achieve unexpected conversion results on the platform.
Have you been attracted by any home products videos recently?
