Over the last couple of years Instagram has become one of the most competitive social media channels and in 2026 that competition is only going to increase, especially in the homeware industry where brands are trying to stand out in a saturated market. Gone are the days where relying solely on polished product photos and graphics will do the job. To stand out or in some instances just to compete, Instagram content needs to be authentic, feel real and show brand personality. This can be done by focusing on story telling and community. Throughout this article we’ll explore simple strategies homeware brands can use to be successful on Instagram.
Video Is Non-Negotiable
Including video into your strategy doesn’t mean investing into expensive equipment and professional editing, actually authentic video footage from a phone tends to perform best. Short-form video considerably outperforms other content formats, making reels essential for visibility and growth. Homeware brands that include short relatable videos into their content strategy, will usually outperform those brands who rely on static photos alone. Some ideas for video content include: styling transformations or transitions and behind the scene clips, this could be packing an order or joining a shoot day. Including just one reel a week will help exposure however ideally three to five reels a week will give your brand more chance to appear on explore pages and in feed suggestions, increasing brand awareness.
Sell the Lifestyle, Not Just the Product
People tend to buy with their emotions therefore it is necessary to ensure your instagram posts make the potential customer feel a certain way if they were to buy your product. Homeware brands that do their marketing well will focus on selling the lifestyle or how having the product makes someone feel as opposed to pushing the product alone.
An example of how you could implement this into your content is creating a reel which shows a cushion in a cosy evening setup, this will make the user feel relaxed and that if they buy the cushion their evenings will also feel cosy. This is much more likely to convert customers than posting images of cushion covers.
Build a Content Strategy
Before posting anything on Instagram you should create a clear content strategy that is built around 4-5 content pillars. This could include education such as styling tips or inspiration where you could showcase current trends or how customers have styled their pieces. An important pillar to include is social proof to create trust with new customers this could be through simple customer reviews or user generated content. No post should go out without serving a purpose to one of your content pillars. To save time you can batch create your content all at once and then schedule it throughout the month to stay consistent. Consistency is key to the Instagram algorithm.
Community Is the New Growth Strategy
Over the last few years community has been key in the success of brand building and that is becoming more prominent in 2026. Brands who prioritise brand building often see the benefits through stronger loyalty and increased repeat purchases. Building a community on Instagram consists of replying to every comment and direct message where there are 10 or 10,000, engaging with followers’ content and using UGC as a main contributor to your content strategy.
In addition to posting on the grid, stories are particularly important for building a community. Make full use of Instagram’s story features like polls, questions and reposting customers posts to engage customers and make them feel valued by the brand. Posting with purpose is just as important as posting frequency.
Conclusion
Being successful on Instagram comes from showing up consistently with relatable content that feels human. Homeware brands that include video, sell the lifestyle, follow a clear strategy and prioritise building a community will outshine other homeware brands. It doesn’t matter the size of the brand, any brand can turn Instagram into a powerful sales channel.
