KOLs (Key Opinion Leaders), whether they are design experts, interior decorators or simply enthusiasts, play a key role in shaping how audiences perceive and adopt decorating trends. As a result, the world of decoration and furnishing has become a lever of influence, impacting our lifestyles, identity and well-being. Discover decoration and furnishings in the influence world in 2023 and how it has transformed our relationship with our indoor and outdoor environment.
Based on the analysis of Kolsquare data, this study presents the performance of brands in the decoration industry (home furnishings & decoration, DIY, household appliances, home linen, bedding, garden & plants, and children’s decoration) worldwide. It is based on the analysis of millions of Kolsquare influencers, including more than 479,288 profiles that have mentioned one of the 123 home furnishings and decoration brands analyzed or used one of their brand hashtags at least once. The 4,425,418 posts analyzed between May 2022 and June 2023 were identified through mentions and brand hashtags on Instagram, YouTube, TikTok, Facebook and Twitter.
The below data are extracted from our study “Decoration and Furnishings, Social Platforms and Influencer Marketing in 2023“, available for download here.
According to our ranking, the home and decoration brands that dominate social networks (all platforms combined – Instagram, TikTok, Facebook, YouTube & Twitter) are:
1. H&M Home
H&M home tops the ranking with 60,676 mentions. With a strong online and offline presence, H&M Home enables customers to effortlessly browse and shop for their desired home products in-store or through their website. Overall, H&M Home has become a popular choice for individuals seeking modern and budget-friendly home decor solutions. They collaborated with the interior designer KOL Carla Kang (36,4k followers on Instagram).
2. IKEA
With 39,975 mentions, the Swedish multinational furniture and home furnishings retailer stays on top of the ranking. The company’s philosophy centers around offering well-designed and practical items that improve people’s everyday lives, making it a popular choice for millions of customers worldwide.
They have collaborated with @midecoidea (28.2k followers on Instagram)
3. Diptyque
Diptyque stands out in this ranking as it is a luxury French fragrance and home goods brand. Diptyque’s offerings evoke unique and captivating scents that have garnered a loyal following among those who appreciate exquisite fragrances and sophisticated home decor. The brand accumulates 34,659 mentions and have worked with @erik.winkowski (158k followers on Instagram) and the Korean actress @_seorina (8,8m followers on Instagram).
4. Zara Home
From the Inditex group, Zara Home is the home decor and lifestyle division of the popular Spanish fashion retailer, Zara. With a focus on current trends and affordable prices, Zara Home caters to those seeking modern and fashionable decor for their living spaces (27,006 mentions).
5. Westwing
Westwing is an online platform and e-commerce retailer specializing in home and living products. The brand curates an exclusive selection of furniture, decor, and accessories from various brands and designers. Their unique concept of time-limited sales events and thematic collections appeals to design-savvy customers looking for personalized and on-trend home decor solutions. They accumulated 26,334 mentions and have collaborated with @makemi.deco (40k followers on Instagram).
6. Desenio
Desenio is a Swedish-based online art and print retailer. It offers a wide array of stylish and contemporary posters, prints, and frames, catering to diverse tastes and interior design preferences. Desenio is known for its trendy and affordable artwork that allows customers to personalize their spaces with beautiful and eye-catching designs. With 20,424 mentions, they sponsored @yanissaxoxo (1.16m subscribers on YouTube) and collaborated with @mrsmighetto (133k followers on Instagram), @sofiarichiegrainge (11m followers on Instagram).
7. Maisons du monde
The French furniture and home decor company, known for its eclectic and globally-inspired collections has been mentioned 15,650 times. With a vast range of furniture, accessories, and decorative items, Maisons du monde offers diverse styles, from vintage and bohemian to modern and industrial, allowing customers to create unique and personalized living spaces.
8. Ferm Living
Ferm Living is a Danish design brand that specializes in modern home furnishings and lifestyle products. Established in 2005, the brand’s collections feature clean lines, contemporary patterns, and sustainable materials. Ferm Living’s designs encompass furniture, textiles, lighting, and accessories, blending functionality with aesthetics. The brand has been mentioned 12,981 times.
9. Søstrene Grene
Søstrene Grene is a Danish retail chain offering affordable and charming home decor, stationery, and DIY products. The brand focuses on simple and Scandinavian-inspired designs that bring a touch of coziness and creativity to homes. It has been mentioned 10,678 times.
10. Hay Design
Finishing off this ranking with 10,159 mentions, Hay Design is a Danish furniture and product design company that blends innovation and contemporary aesthetics. The brand collaborates with renowned designers such as Laila Gohar (270k followers on Instagram) to create modern and timeless pieces for modern living spaces.
Share of voice can be defined as a brand’s market share or presence relative to your competitors on different channels. It serves as a metric for determining how well-known and visible a brand is, figuratively what is its market share. The share of voice doesn’t refer to the percentage of sales, but to the percentage of discussion.
In this ranking, the top-3 is dominated by IKEA, H&M HOME and DIPTYQUE.
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.
