Interiors & home: Creator & consumer data analysis, Q4 2023

Atmospheric vignettes are on the rise and small, impactful DIY projects showcasing creator ingenuity drove huge consumer interest.

This independent review of creator content about interiors and home in Q4 2023 provides strategic data-driven direction for brands in Q1 2024.

It also features six data charts:

  • The top ten influencer #ads about interiors that drove most consumer engagement.
  • Top ten influencer posts about general interiors.
  • Top ten influencer posts about DIY projects.
  • Top ten influencer posts about property renovation.
  • Top ten most engaged new home announcements.
  • Top ten influencer posts about Christmas decor.

Key findings include:

– 30% of the most engaged influencer content about general interiors was atmospheric vignettes about how a property feels to live in after it has been decorated.

– 70% of the most engaged influencer content about DIY documented small but meaningful projects, rather than the full-scale improvement of entire properties. The star of this particular show in Q4 2023 was Nadine Bacchus‘ documentation of how her boyfriend built a garden home office from scratch with no previous experience. The Reel went viral, generating a 396% consumer engagement rate.

Additional reading:

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