Home Goods Industry Social Media Benchmark Report
Find out how your brand stacks up against home goods industry leaders.
Download the full home goods industry report to see the latest averages, statistics, and key metrics across home categories like decor, textiles, furniture, and more. Use these findings to set clear goals, sharpen creative, and discover where you’re winning or have opportunities to grow.
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Key Takeaways: 2026 Home Goods Industry Benchmark Report
- TikTok rewards intention. Brands are posting more, but video views are down 11% and engagement dropped from 2.4% to 1.4%.
- Instagram reach is growing. With views up 45%, Reels remain the strongest format to drive discovery.
- YouTube Shorts are gaining momentum. Views are up 127%, and high watch rates show audiences are staying engaged.
Home Goods Industry Benchmarks and Statistics
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What Top Home Goods Brands Are Doing Differently
Top-performing home goods brands stand out by turning products into inspiration. Whether it’s a distinct visual identity, aspirational interiors, or creative that helps audiences picture products in their own space, these brands create content that feels both practical and engaging.
Mackenzie-Childs feed is a rich source of design inspiration, with its maximalist style and signature checkerboard pattern making the brand instantly recognizable. It gives audiences ideas for styling everything from kitchen tables to holiday moments.
Loaf shares dreamy interiors furnished with its hand-crafted couches, beds, and signature pieces. On TikTok, the brand inspires cozy, yet aspirational spaces that get audiences excited about decorating their own homes.
Cozey makes it easy to visualize its products in your own home. On YouTube, Cozey highlights the comfort and convenience behind the brand with short videos and playful content series.
How Have Home Goods Benchmarks Changed Since Our Last Report?
From Frequent Posting To Selective Publishing
Previously, home brands posted more consistently to stay top of mind across platforms.
Now, home brands post less frequently on TikTok, averaging just 3 posts per week while maintaining similar engagement rates.
What changed: Quality, focus, and intention take priority over volume or posting to fill a calendar spot.
From Inconsistent Engagement Peaks To Balanced Engagement
In our last report, top TikTok home brands reached engagement rates up to 6.2%, with a category average of 2.7%.
The latest data suggests that home brands are seeing a more balanced average engagement rate of 1.4%, with a similar dip in views. With a rise in posting cadence, brands should look for intention over scale to drive more of this balanced engagement.
What changed: Breakout engagement is harder to achieve, and discovery-driven opportunities are opening up across the home industry.
From Static Visuals To Video-Led Discovery
High-performing home content historically leaned on polished, static imagery and styled interior shots, especially on Instagram.
Now, video is driving discovery, with TikTok averaging 95K views per post and Instagram Reels delivering reach and shares for home brands.
What changed: Motion and dynamic discovery outperform static visuals, making video an essential discovery driver.
What’s a Good Engagement Rate for Home Brands?
Home brands should aim for an engagement rate between 2.5% and 3.0% on TikTok, and between 1-1.5% on Instagram.
What Types of Content Perform Best for Home Goods Industry Brands?
For home brands, short-form video is driving the strongest performance, especially when it showcases products in real-life spaces. On TikTok, video content averages 119K views, helping brands reach new audiences through styled room tours and quick design tips. On Instagram, Reels boost reach and shares, making them ideal for visually engaging, saveable content. On YouTube, brands are posting less, but longer-form content like home tours and behind-the-scenes design videos add depth and bring storytelling to the forefront.
How Our Home Goods Industry Benchmarks Are Calculated
Dash Social pulled a sample of global companies across TikTok (n=1,361), Instagram (n=3,363), and YouTube (n=616) analyzing their activity between July 1, 2025 to December 31, 2025 to determine average performance against a predetermined set of KPIs. These benchmarks include organic, boosted and promoted content but exclude paid ads. They apply to handles with at least 1K followers, covering both customers and non-customers.
Download the Full Home Goods Industry Report
Dash Social’s benchmark report takes you through the latest metrics behind discovery, viewership, and how leading brands stand out on social.
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Social Media Benchmark FAQs
How do TikTok views for home brands compare to fashion or beauty?
Home brands see lower average views, around 119K per post, compared to fashion and beauty, which both exceed 200K. This signals lower reach and discovery on TikTok.
What benchmarks should I use for social media goals in the home space?
Home brands should aim for around 1.4% engagement by views and focus on improving reach and shares. Tracking TSI and video views will help measure growth.
What posting frequency boosts home decor brands?
Home goods brands post an average of seven times weekly on TikTok.