Spilling The Social Tea

One of the things I notice every season is how much pressure brands, designers, and reps put on real-time posting during market itself. There’s this feeling that every beautiful moment has to be uploaded immediately or it somehow loses value. The truth is, your audience isn’t only paying attention during those four days in High Point.

Every Market, I see brands pouring enormous amounts of time, energy, and money into creating beautiful showroom experiences only to completely miss the opportunity to maximize the content afterward.

One of the questions I get asked by almost every new client is “Which social media platform should we focus on?” While, my answer isn’t a one size fits all, I can absolutely tell you the answer is never, “You need to be everywhere.” Because not every platform serves the same purpose and not every audience behaves the same way.

At some point, almost every conversation about social media eventually circles back to the algorithm. “The algorithm killed our engagement.” “The algorithm isn’t showing our posts.” “The algorithm changed again.” While algorithms absolutely impact performance, I honestly don’t think they’re the biggest reason many furniture brands struggle on social media. In many cases, the problem isn’t visibility, it’s strategy.

This may be an unpopular opinion in marketing circles, but I don’t recommend TikTok for most furniture brands. At least not right now. And before anyone panics, let me clarify…I don’t think TikTok is a bad platform. I just think there’s a difference between a platform being popular and a platform being strategically beneficial for your specific industry. Those are not always the same thing.