Maximise Your Store’s Reach with Social Media and Influencers

Today’s customer journey doesn’t always start on the shop floor, it often begins with a scroll. For independent furniture, home, and gift retailers, social media has become a key driver of discovery, trust, and sales. Done well, it turns browsers into buyers and followers into loyal fans.

Here’s how to make the most of Instagram, TikTok, Pinterest, and local influencers, plus the stats that prove why it’s worth your time.

Instagram: Visual Storytelling Meets Instant Shopping

Key Stats

2 billion monthly active users — the third largest social platform globally
61% use Instagram to discover new products
29% have made purchases through the app

Instagram is where your brand personality shines. Think of it as your visual CV, a space to show, not just tell. New products? Pop them on Stories or Reels. Customer reviews? Repost them (with credit). Hosting an event? Create a countdown or teaser series.

Quick Wins:

Tag products in your posts to make them shoppable
Maintain a consistent visual style (filters, fonts, tone of voice)
Respond to comments and DMs, people buy from people
Run mini giveaways or polls to boost interaction

TikTok: Authenticity, Trends, and the Power of Going Viral

Key Stats

1.6 billion active users worldwide
83% of shoppers say TikTok helps them discover new products
58% shop directly on the platform

TikTok thrives on realness. Forget glossy perfection — this is where behind-the-scenes snippets, unboxings, and honest reviews come into their own. It’s fast-paced, creative, and full of potential for smaller businesses to get noticed.

Content Ideas:

Quick styling tips or product tutorials
A ‘day in the life’ of your store
Live shopping sessions with exclusive offers

Top Tips:

Keep videos short, snappy, and fun
Jump on relevant audio trends or challenges
Encourage your customers to share their own videos (and tag you in)

Pinterest: The Long Game for Visual Discovery

Key Stats

553 million monthly active users globally
88% have bought something they discovered on Pinterest
Pinterest shoppers spend 40% more per month than those on other platforms

Pinterest isn’t just mood boards and wedding inspo. For home and gift retailers, it’s a goldmine for long-term visibility. Think of it as your silent salesperson, quietly working away in the background while customers plan their next home refresh.

Make It Work For You:

Create themed boards by style, room, or season
Use shoppable pins so customers can buy what they see
Optimise pin descriptions with relevant keywords
Use high-quality, vertical images that stop the scroll

Collaborating with Local Influencers: Community Trust, Amplified

Big isn’t always better. Micro and local influencers often have more engaged audiences and deeper trust within their communities, and that translates into results.

Why It Works:

Their recommendations feel more like word-of-mouth
Their content feels relatable and authentic
They’re often more open to meaningful, long-term partnerships

How to Start:

Find voices that align with your brand values and audience
Build a relationship, it’s not just about sending free stuff
Collaborate on content that feels natural: product reviews, store walk-throughs, or event coverage
Agree on fair terms and give them creative freedom, they know their audience best

Final Tips: Keep Showing Up

There’s no silver bullet, but consistency is close. The more you post, experiment, and engage, the more you learn what clicks with your community.

Remember:

Post regularly, but don’t just post for the sake of it
Focus on connection over perfection
Track what works — and be ready to tweak your strategy

Your audience is out there, scrolling, saving, searching. By making the most of these platforms and collaborating with voices that your customers already trust, you're not just keeping up. You're building something lasting.

And in a world of algorithms and fast-moving trends, that human touch still matters most.

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