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Home Furnishings Industry Special Report:Social Media in the Time of Coronavirus

May 2020

Home Furnishings Industry Special Report:

Social Media in the Time of Coronavirus

While there's a seemingly infinite amount of things relating to the coronavirus pandemic that is still unknown, there is one thing about the situation that can be said with absolute certainty: people are at home more. Whether that means operating under shelter in place orders or beginning the slow process of returning their jobs, with everyone still attempting to minimize their time outside, people are spending many more hours per day in their primary residence.

As a result of that new reality, there has been a noticeable uptick in social media interest around home furnishings brands. The audience is trying to make the best of this less than ideal situation by thinking about how they can reconfigure their living space to accommodate all the additional tasks being tackled there. For home furnishing brands that presents a big opportunity for outreach on social media, but an opportunity that needs to be better understood to leverage.

For instance, how many home furnishing brands posted work from home content on their social channel and what are the best practices for sharing those types of posts? With so much of the audience not leaving the house, should home furnishing brands change the time of day they're posting on social? Meanwhile, with so much economic uncertainty, how are contests and giveaway promotions being received? Additionally, what social media platforms are proving to be the most effective for reaching consumers during the pandemic?

These questions and many more will all be answered in this Home Furnishings Industry: Social Media in the Time of Coronavirus special report. During such a stressful period, you need actionable insights, not uncertainty, and ListenFirst is making sure your brand has the analysis necessary for succeeding on social media.

About ListenFirstListenFirst is the social analytics solution trusted by the world’s leading brands. We unite billions of consumer signals from every social platform to give brands a complete picture of their performance and the analytics to drive successful strategies. For additional information, visit www.listenfirstmedia.com.

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Home Furnishings Industry Special Report: Social Media and the Coronavirus 3

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Conversation Around Coronavirus

Volume of Twitter and Reddit conversations mentioning “Coronavirus” or “Covid-19”

Conversation around the Coronavirus or Covid-19 is declining after a peak in March when the WHO declared Covid-19 a pandemic and states in the U.S. and countries around the world started shutting down. Conversation is still trending above early-March but is starting to slow down as people have come to terms with life in quarantine. While conversation in March was focused on ”washing your hands” and the lack of toilet paper and hand sanitizer, in April the conversation shifted towards attending to the crisis at hand and populations at-risk, while in May the conversation has so far been centered around a second wave and antibodies.

881M Mentions

CORONAVIRUS MENTIONS (TWITTER & REDDIT) JAN 01 – MAY 10, 2020

15M

48M

457M

235M

Based on Twitter conversations mentioning “Coronavirus” or “Covid-19”; sample size 275K Tweets

Sentiment Around Coronavirus

Analysis has shown that over time, people have become less fearful about the coronavirus, but as some regions have been able to ”flatten the curve,” fear has not necessarily lessened. Since mid-March, fear has been steady at 13%, negative sentiment has also been steady at 33%, while anger inched up, but has since remained flat. In general, negative feelings including emotions of anger, sadness and fear are still dominating conversation. As alcohol brands engage their audiences on social media, understanding people’s emotions are important in crafting the right message and social media strategy.

Sentiment Classification & Emotional Sentiment of Conversation

Sentiment 2/24-3/1

3/2-3/8

3/9-3/15

3/16-3/22

3/23-3/29

3/30-4/5

4/6-4/12

4/13-4/19

4/20-4/26

4/27-5/3

5/4-5/10

Positive 18% 18% 22% 23% 22% 22% 22% 22% 23% 22% 22%

Negative 39% 36% 37% 34% 33% 33% 32% 33% 33% 33% 32%

Neutral 43% 46% 41% 43% 45% 45% 45% 45% 45% 45% 45%

Fear 17% 17% 16% 14% 13% 13% 13% 13% 14% 14% 13%

Surprise 4% 4% 4% 4% 4% 4% 5% 5% 4% 4% 4%

Sadness 7% 6% 8% 7% 7% 6% 6% 6% 6% 6% 6%

Anger 4% 4% 5% 5% 5% 5% 5% 6% 5% 5% 5%

Joy 6% 7% 7% 8% 7% 7% 7% 7% 8% 7% 8%

Love 2% 1% 2% 3% 3% 3% 3% 3% 3% 3% 3%


% engaged users on Instagram (engaged users / impressions) based on sample size of 157 brands

What Should Home Furnishings Brands Be Doing Next?

More than six weeks into stay-at-home orders and we’re starting to see how people have shifted behaviors to fit their new situation. While people are eager for life in lockdown to end, many are expressing anxiety as states start to re-open. This means that people will likely avoid non-essential stores and order online while the risk of a second wave still presents itself. Having a thoughtful social media strategy is critical to drive consumers towards your brand online.

A social media strategy that embodies your brand’s core purpose is more important now than ever. Consumers are looking for brands to show empathy, so showing your brand cares about its consumers and is listening is important to drive engagement and loyalty. Based on ListenFirst’sanalysis, here are three key social media metrics to consider as your brand looks to build brand equity and drive loyalty:

Instagram Saves

One of the most important metrics you might not be paying attention to is Instagram Saves. This metric speaks more directly to brand affinity and possible purchase intent. If a post resonates with someone so much that they want to save and return to that content, that’s a far clearer indicator that a consumer is interested in your brand or product. Instagram’s algorithm prioritizes content it thinks you’re most interested in seeing, and while Instagram would never reveal exactly what the secret sauce is to its algorithm, a “save” is almost certainly seen as an indication to the algorithm that your consumer is interested in your posts. By optimizing content to increase saves, home brands are not only making sure that individual posts are being revisited more, but that all brand posts are more likely to surface in the user’s feed.

% Engaged Users

If impressions is an important metric for measuring brand awareness campaigns, engagement is key in gauging whether your message is resonating with consumers. The % engaged users metric is measured as the percent of people who engage with your content after being exposed to it (i.e., engaged users / impressions). On Instagram, the % of engaged users for home furnishings brands in Q1 was 3.09%, up from 2.82% in Q1 2019. Knowing whether your brand is above or below this benchmark is a great way to know the performance of your social strategy.

Share of Comments

At a time of heightened anxiety, consumers are looking for ways to connect and share a sense of togetherness. While people are limited with physical contact, creating shared social experiences online are sought after more than ever. Home brands that can bring their community together meaningfully by asking people to share WFH tips, family activities, or simple tips to spruce up the home are generating engagement. Finding ways to generate earned social through comments on owned posts and then measuring whether your brand’s share of comments compared to other types of engagements is increasing is a valuable KPI.


Volume of reactions, comments, shares, retweets, likes, fan growth on Facebook, Twitter, Instagram, and mentions on Twitter | Jan 6 – May 10, 2020 compared to Jan 7 – May 12, 2019 | 157 brands

How Engagement Has Changed for Home Furnishing Brands

When quarantine went into effect in mid-March, home furnishing brands saw a +17.21% spike in their ListenFirst Social Engagement Score as consumers dealt with their new homebound realities. Since that initial spike during the week of March 16, social engagements on home furnishing brand content have remained relatively steady and trending far above pre-Covid-19 levels.

4,241,913

3,924,946

3,615,832

3,383,483

3,774,093

3,575,641

3,360,770

3,903,999

3,532,386 3,581,929

4,326,479

4,316,157

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4,191,278

4,316,638

4,177,170

4,143,285

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Social Engagement Score 2020

2020 2019


Based on volume of new posts on Facebook, Twitter, Instagram | Jan 6 – May 10, 2020 compared to Jan 7 – May 12, 2019 | 157 brands

Home Furnishing Brands Posting Less, But There’s Appetite for More

Home furnishing brands have posted less overall in 2020 compared to 2019 and have put barely any focus directly on Covid-19. Between March 9 – May 3, 2020, only 2% of home furnishing content mentioned either Coronavirus, Covid-19, quarantine, or staying at home. While the industry’s post frequency has dropped since the start of quarantine, there was an uptick starting the week of May 4, hitting its highest level so far in 2020 and trending close to 2019 levels.

2,323

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New Posts 2020

2020 2019


Based on volume of reactions, comments, shares, retweets, likes on Facebook, Twitter, Instagram | Jan 6 – May 10, 2020 | 157 brands

Share of Voice of Home Furnishing Categories

Established furniture retail brands have the largest share of engagements so far in 2020, which is not surprising given the massive footprint that brands like Etsy, Williams-Sonoma, and Kirkland’s have. Soft Home Décor brands like Anthropologie and H&M Home, while they have the second largest share of engagement, saw significant drops in social media performance compared to 2019 and have lost share of voice in 2020. Meanwhile, Emerging Furniture & Décor brands like Chairish and Joybird have grown in engagement in the past year. While that category represents only 3% of total engagements, it’s one to look out for.

Established Furniture & Décor Retail

47%

Soft Home Décor Brands30%

Big-Box Retail16%

Emerging Furniture & Décor Retail

3%

Home Improvement2%

DTC Mattress Brands0.79%

Furniture As A Service0.55%

Traditional Mattress Brands0.39%

Share of Voice 2020


Volume of reactions, comments, shares, retweets, likes on Facebook, Twitter, Instagram | Jan 1 – May 10, 2020 compared to Jan 1 – May 12, 2019 | 157 brands

Established Furniture & Decor Continues to Grow

The Established Furniture & Décor Retail category led audience engagement in 2020 within the home furnishings industry with a 10.76% YoY growth, allowing it to pull ahead of its 2019 contender, Soft Home Décor Brands. While the home quarantine has perhaps motivated consumers to purchase new furniture and work-from-home setups, it seems they have not been as keen on linens and accents. Interestingly, home improvement brands have not seen a significant increase despite the extra time at home, signaling that consumers may be holding off on investing in projects in this uncertain economy.

27,983,058

17,748,903

9,291,983

1,773,956

1,463,370

469,443

323,141

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1,603,048

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679,126

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0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000

Established Furniture & Décor Retail

Soft Home Décor Brands

Big-Box Retail

Emerging Furniture & Décor Retail

Home Improvement

DTC Mattress Brands

Furniture As A Service

Traditional Mattress Brands

Content Responses 2020 vs 2019

2019 2020


Volume of reactions, comments, shares, retweets, likes, on Facebook, Twitter, Instagram | Jan 6 – May 10, 2020 | 157 brands

Instagram Dominates the Home Furnishings Industry

Instagram is the clear favorite for home furnishing brands’ social audiences. Though home furnishing brands publish nearly the same amount of posts on Instagram as they do on Facebook, consumers have clearly connected more with the Instagram content. Home furnishing brands saw an initial spike in Facebook engagement at the start of quarantine, but this has steadily decreased as the pandemic drags on. Twitter has also seen a dramatic drop in home furnishing audience engagement compared to the beginning of 2020, which can also be correlated to the decrease in number of tweets on the platform.

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4-May

Content Responses 2020

+43.30%

-2.47%

-1,111.12%


Volume of new posts on Facebook, Twitter, Instagram | Jan 6 – May 10, 2020 | 157 brands

Slight Uptick in Posting on Instagram & Facebook

Despite a drop in posting the week of March 16 when majority of the nation went on lockdown, posting across social media platforms has remained consistent on Instagram and Facebook. Home furnishing brands have steadily decreased their posting frequency on Twitter since the week of March 9, seeing their first significant uptick the week of May 4 which drove a +53% increase in social engagements on the platform.

0

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6-Jan13-Jan

20-Jan27-Jan

3-Feb10-Feb

17-Feb24-Feb

2-Mar9-Mar

16-Mar

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6-Apr13-Apr

20-Apr

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4-May

New Posts 2020

+5.26%

+2.95%

-5.69%


Best Time to Post: Instagram

Looking at the top 1,000 Instagram posts published by home furnishing brands in April 2020, 90% of the posts were uploaded during the 9am-6pm PST timeframe. However, home furnishing brands can also shift their focus to the 3am – 9am PST as well as the 6-9pm PST timeframes, which offer similar if not better content response rates, and much more opportunity for home furnishing brands to make their mark.

Volume of posts by time; Rate of content responses by time, Apr 1-30, 2020 | Instagram | Top 1,000 Posts from 284 food brands

0

46

188

224

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111

90.00%

1.00%

1.16%1.08%

1.07%

1.12% 1.04%

0.97%

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

0

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12am-3am 3am-6am 6am-9am 9am-12pm 12pm-3pm 3pm-6pm 6pm-9pm 9pm-12am

Time of Posts vs Content Response Rate on Instagram

Volume Of Posts Content Reponse Rate

Pacific Standard Time (PST)


Best Time to Post: Facebook

When analyzing the top 1,000 home furnishing posts on Instagram during April, 89% of the posts were uploaded between 6am-6pm PST. However, by far the best content response rate for home furnishing Facebook posts is between 6-9pm PST, where content response rate is at its highest, presenting ample opportunity for content to be seen. Only 6% of the Top 1000 posts were published during this timeframe.

Volume of posts by time; Rate of content responses by time, Apr 1-30, 2020 | Facebook | Top 1,000 Posts from 284 food brands

3

34

202

240 235

208

64

14

0.07%

0.14%

0.12%

0.20%0.19%

0.10%

0.20%

0.11%

0.00%

0.05%

0.10%

0.15%

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0.25%

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Time of Posts vs Content Response Rate on Facebook




Best Time to Post: Twitter

Like Facebook and Instagram, we see majority of Tweeting occur in the 6am-6pm timeframe, but home furnishing brands can home in even further. While majority of posts were published between 9am-12pm PST and 3-6pm PST; the 6-9am PST and 12-3pm PST timeframes drove 3X higher content response rates for home furnishing brands.

Volume of posts by time; Rate of content responses by time, Apr 1-30, 2020 | Twitter | Top 1,000 Posts from 284 food brands

2

25

187

296

200

238

42

10

0.04%0.03%

0.26%

0.09%

0.27%

0.09%

0.09%

0.03%

0.00%

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0.10%

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0.20%

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0.30%

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Time of Posts vs Content Response Rate on Twitter




Which Brands are On Top?

By percentage, Ralph Lauren Home was the home furnishing brand that generated the largest increase in social engagement since people started staying at home, March 16 - May 15, compared to January 15 - March 15. RLH’s path to success was a combination of addressing the pandemic and more evergreen content. For instance, an Instagram post about a book nook setupgenerated 13,372 responses while the brand’s post with the second most responses talked about Ralph Lauren manufacturing and donating masks and gowns.

% Change in volume of reactions, comments, shares, retweets, likes, fan growth on Facebook, Twitter, Instagram, and mentions on Twitter | Mar 16 - May 15, 2020 compared to Jan 15 – Mar 15, 2019 | 157 brands


Brands with the Biggest Increase in ListenFirst Social Engagement Score During Stay-at-Home Measures

Rank Brand Category ListenFirst Social Engagement Score % Change

1 Ralph Lauren Home Soft Home Décor Brands 169,275 853.07%

2 Nest Bedding DTC Mattress Brands 3,588 683.41%

3 Leesa DTC Mattress Brands 10,329 263.70%

4 Mattress Firm Traditional Mattress Brands 32,788 213.88%

5 Coyuchi Soft Home Décor Brands 31,395 181.32%

6 Blu Dot Established Furniture & Décor Retail 51,299 178.87%

7 Jayson Home Established Furniture & Décor Retail 14,038 170.90%

8 Amara Established Furniture & Décor Retail 7,418 169.16%

9 Hayneedle Established Furniture & Décor Retail 32,229 147.27%

10 Nebraska Furniture Mart Established Furniture & Décor Retail 22,609 129.23%

https://www.instagram.com/p/B_8HFtLHA2I/

https://www.instagram.com/p/B-NLsYGHeOZ/

Top 5 Brands by Category Ranked by Growth



Established Furniture Décor & Retail

Rank BrandSocial

Engagement Score

% Change

1 Blu Dot 51,299 178.87%

2 Jayson Home 14,038 170.90%

3 Amara 7,418 169.16%

4 Hayneedle 32,229 147.27%

5Nebraska Furniture Mart 22,609 129.23%

Soft Home Décor

Rank BrandSocial

Engagement Score

% Change

1 Ralph Lauren Home 169,275 853.07%

2 Coyuchi 31,395 181.32%

3 Zara Home 1,453,217 108.62%

4 St Frank 32,011 88.97%

5 UncommonGoods 31,150 85.97%

Emerging Furniture Décor

Rank BrandSocial

Engagement Score

% Change

1 Outer 6,762 88.25%

2 The Inside 18,600 72.08%

3 Dot & Bo 336 71.43%

4 Lovesac 221,580 52.63%

5 Floyd 52,754 30.40%

Big Box Home Retail

Rank BrandSocial

Engagement Score

% Change

1 Costco 655,865 101.25%

2 Nordstrom 660,042 62.66%

3 Big Lots 260,779 45.40%

4 Walmart 1,293,585 35.13%

5 Nordstrom Rack 156,467 27.22%

Brands with the biggest increase in ListenFirst Social Engagement Score from Mar 16-May 15, 2020 compared to Jan 15-Mar 15, 2020

Top 5 Brands by Category Ranked by Growth (continued)



Home Improvement

Rank BrandSocial

Engagement Score

% Change

1 Lowe's 284,994 126.47%

2 Ace Hardware 39,584 118.65%

3 Build.com 86,193 90.31%

4 Flooring America 506 58.62%

5 Benjamin Moore 101,128 52.79%

Furniture as a Service

Rank BrandSocial

Engagement Score

% Change

1 Houzz 75,628 77.04%

2 Fernish 3,871 66.21%

3 Houzz Pro 2,857 56.12%

4 Feather 12,791 -12.67%

5 Mobley 59 -46.85%

DTC Mattress Brands

Rank BrandSocial

Engagement Score

% Change

1 Nest Bedding 3,588 683.41%

2 Leesa 10,329 263.70%

3 DreamCloud 10,356 120.86%

4 Brooklyn Bedding 2,277 116.44%

5 Level Sleep 797 107.55%

Traditional Mattress Brands

Rank BrandSocial

Engagement Score

% Change

1 Mattress Firm 32,788 213.88%

2 beautyrest 3,003 109.71%

3 Serta 4,143 38.93%

4 Sleep Number 13,443 -0.39%

5 Tempur-Pedic 70,346 -12.28%

Brands with the biggest increase in ListenFirst Social Engagement Score from Mar 16-May 15, 2020 compared to Jan 15-Mar 15, 2020

Building Loyalty Via Giveaways

Giveaways are often found in home furnishing brands’ social media strategies at any time of the year, but even more so during this global pandemic. From Mar 9-May 3, home furnishing brands shared 35% more posts about giveaways than during the previous pre-Covid 8-week period. This strategy was prevalent across every home furnishing industry category. While large brands like Anthropologie, Pottery Barn, and Amazon Home promoted giveaways to quarantined consumers, smaller brands including Purple, Terrain, and Molecule also jumped on the giveaway train. Furthermore, giveaway posts ranked as the top posts for those smaller brands, giving them more exposure on social media.


Donations to Relief Efforts

The home furnishing industry also regularly posts on social media about donations they’ve made to various organizations. During the shutdown of the economy, the number of home furnishing industry posts regarding donations increased by 39% from Mar 9–May 3 compared to the previous 8 weeks. It didn’t just stop at monetary donations either; brands like Ralph Lauren Home and The Citizenry used their manufacturing lines to produce masks and isolation gowns to aid in the fight against Covid-19. Other home furnishing brands like American Furniture Warehouse offered their warehouse space to nonprofits to store medical supplies, gowns, equipment and more.


Sales & Discounts For A Greater Cause

While home furnishing brands are still promoting sales and discounts on social media, they are now also giving audiences a chance to give back at the same time. Brands including Crate & Barrel, Wayfair, Birch Lane, AllModern, Joss & Main, St Frank, and Ashley Furniture all ran a social media campaign to support FeedingAmerica during the Covid-19 pandemic, with several including an additional bonus discount to customers who donated. During times like this, when healthy and economic struggles are at the forefront, giving audiences the chance to donate while also enjoying discounts on your website is a winning strategy.


Highlighting The Importance Of Family Time

With this unprecedented amount of time spent at home, brands are helping consumers take advantage of all the newfound family time. Between March 9 - May 3, 2020 home furnishing brands shared 579 social media posts talking about “Family,” which generated on average 1,400 responses. Whether its suggesting family dinner or movie nights, brands like Urban Outfitters Home, Kirkland’s, Arhaus, and High Fashion Home have found success on social by featuring content focused on the family. Some home furnishing brands have even taken it a step further and featured user-generated content, promoting the sense of community among their social audiences.


Focusing On Self-Care

Home furnishing brands have also found that it’s important to remind consumers to use some of this extra time at home to focus on self-care during these uncertain times. For example, Cost Plus World Market highlighted an at-home spa day or meditation content, Houzz and Living Spaces’ featured healthy and soothing rooms and décor, and H&M Home posted a harmony-inspiring setup. Home furnishing brands need to take a step back and focus on how to make sure their audiences come out this quarantine feeling rejuvenated and in a good place mentally and physically.


Activities & Audience Features

Home Furnishing & Improvement brands further connected with their social audiences by showing them that they understand how trying and monotonous a home quarantine can be. Brands like Crate & Barrel, Terrain, Lumber Liquidators, Williams-Sonoma, and West Elm provided fun and different activities and games for their audiences, many of which were contributed by their loyal shoppers and employees. These ranged from table settings, design books, and even new phone backgrounds inspired by their social followers. Showing social audiences that you appreciate their contributions and want to help get them through this trying time, can go a long way for home furnishing brands.


Best Practices For Work At Home Posts

Between Mar 9-May 3, 2020, Home Furnishing brands shared 670 posts mentioning either 'Home Office," "Work From Home," or "WFH" with those posts averaging 1,386 responses. The most successful of these posts often invited the audience to share pictures of their own work from home setup and tag their post with a brand related hashtag such as #MyAnthropologie, #WestElmWFH or #UOHome for Urban Outfitters.


Offering Free Zoom Backgrounds Has Become Industry Norm

During the Mar 9-May 3, 2020 time period, there were 61 social posts from home furnishing brands that mentioned the video conferencing platform Zoom with West Elm, Williams Sonoma, and Build.com among others offering free backgrounds to use for Zoom meetings. Meanwhile, The Container Store took a slightly more ambitious tact, offering free virtual custom closet designs through Zoom. Overall during Mar 9-May 3, there were 1,300% more home furnishing posts discussing ‘virtual’ subjects compared to the previous 8 weeks. Social distancing has accelerated the need for home furnishing brands to create virtual experiences and at the very least, brands should be offering free Zoom backgrounds.


Happy Hour Has Become Relevant To Home Furnishing Brands

Traditionally, Happy Hour is something that occurred in bars, but as the social media audience is now spending Happy Hour stuck at home, drinking has suddenly become a relevant topic for furnishing brands. Between Mar 9-May 3, 2020, home furnishing brands shared 50 posts that mentioned ”Happy Hour.” Successful examples of that strategy include Mitchell Gold + Bob Williams showcasing a home bar setup, Parachute sharing a recipe for a citrus ginger sparkler, Pier 1 selling a Bar Cart, and CB2 offering Happy Hour tunes.


The Audience Is Looking For Help With Home Gym Tips

With traditional gyms mostly shut down, home furnishing brands have stepped up the social media conversation about home gym solutions, mentioning “gyms” in 39 posts between Mar 9-May 3, 2020 which was 290% increase in the volume of gym-related posts compared to the previous eight weeks. There have been few successful angles on this theme; for instance, a Home Depot post about how to set up a home gym generated 4,280 responses. Meanwhile, The Container Store received 3,149 responses around a post about how to organize drawers relating to a home gym, with La-Z-Boy getting 2,158 responses around a Facebook post giving tips on how to move furniture out of the way.


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Home Furnishings Industry Special Report: Social Media in ...cdn.listenfirstmedia.com/special-report---home-furnishings---2020---final.pdfListenFirstis the social analytics solution