The power of the visual: Home decor and interior design on social


By   |   November 21st, 2018   |   Reading time: 5 minutes Brands, Digital Journalism

Social Media Analytics, Facebook Analytics

Interior design content demonstrates how hugely powerful a visual element can be to drive engagement on social. We took a look at some of the data for 2018.

From hygge to mid century revival, it seems as if our news feeds are filled with the latest must-have trends more and more often these days.

With this in mind, we decided to look at the top publishers of interior design content on the web and on Facebook, to see what’s hot and what’s not, and how that content is being delivered.

Facebook Native Interior Design Content

 

It was on Facebook, however, that home decor content really stood out. Where web articles were getting tens of thousands of engagements as a maximum, Facebook native posts extended into the hundreds of thousands of engagements on four occasions this year.

The top post came from Blossom, a Page that is well known for its arts and crafts posts, with a video on using bowls in your home decor which garnered 277,116 engagements on Facebook.

In fact, how-to videos, which we’ve recently noted appearing prevalently as social content, made up the top three posts this year so far, largely coming from what we would traditionally see as more arts and crafts focused Pages who happen to be taking advantage of the interest in home decor and interior design.

Beyond that, though, it was Design Plus Magazine all the way down, with photos of examples of interior design dominating the rest of the top content, taking six of the top ten spots. The content showcased the work of different photographers working with different designers to showcase the variety of work that is done in the space.

Interestingly, the vast majority of the engagements for most of these posts came from shares rather than likes, with around 70 percent of the engagement from shares. This is disproportionate to what we normally see, which is likes dominating the engagement numbers with shares, comments, and reactions normally trailing in their wake.

This top content was reflected in the top publishers, with Design Plus Magazine far and away ahead of its peers with 2.7 million engagements on its content so far this year.

There was then a dramatic drop off in terms of the number of engagements to the rest of the top Facebook Pages. Second-placed Hometalk garnered only around a quarter of the engagements that Design Plus did, while the bottom Pages in the list garnered only around 100,000 engagements for the year.

One interesting thing of note in this study was the difference we saw between content formats depending on the keyword we used when searching.

When looking at home decor, video dominated the engagements, as despite being only around five percent of the content posted, it made up nearly half of the engagements driven, followed by photos and links, which relatively underperformed in comparison to the amount posted.

When we looked at interior design as a keyword in Facebook Posts, however, the numbers tell a very different story. With this search, video makes up four percent of the posts, about the same as home decor, but receives only around nine percent of the engagements. This is still an overperformance, obviously, but nowhere near as defined as it was for the previous search.

Instead, it was photo that won the day for interior design posts, making up 28 percent of the posts but a massive 83 percent of the engagements. This was probably principally driven by the work of Design Plus Magazine, but is still a noteworthy trend and a subtle difference in terms of what content you should be looking to produce for the highest social return for the keywords that you want to use.

Web links significantly underperformed in comparison to other content types on Facebook, making up just eight percent of the engagements despite being two thirds of the content posted.

So let’s look and see how these web links did on a different platform.

Interior Design Content on the Web

 

As mentioned, interior design and home decor content was a little less impressive on the web, and we focused just on Pinterest when we looked because web content does not tend to garner a huge amount of engagements on Facebook relative to its native counterpart.

The top publisher of home decor content in terms of the Pins its web content attracted was home-designing.com which garnered around 54,000 engagements, with the second place going to domino.com at 52,403. Beyond that the number of engagements fell off rather dramatically, with the bottom of the top ten only garnering around a fifth of what the top publishers in the space did in terms of Pins.

In terms of the content itself that was successful on Pinterest, it was much more of a mixed bag, with a split between individual items and overall look. Lists still abound in this space, from the top article about twelve varieties of printables to a 40 modern bathroom vanities that drove 7,621 Pins.

Scandinavian design also featured as you might expect, confirming its status as something of a trend in the industry.

As mentioned, these numbers are significantly below what we saw from Facebook native content, so the takeaway here is sometimes there are things that are just designed to work far better on Facebook because of the format of the post.

Highly visual content such as interior design lends itself naturally to a visual medium such as Facebook, where you can maximize exposure to high-production value photos and videos of an eye catching product, and we saw that be the case here.

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