Speed’s PR Consultant, Hannah Wallis discusses the rise of influencers in the home and lifestyle space and shares insight into how to work with them successfully.
The role of influencers in home and lifestyle PR has evolved dramatically, shifting from highly curated, aspirational aesthetics to more authentic, real-time content that resonates with audiences on a deeper level.
Today’s consumer is drawn to relatability over perfection, valuing influencers who offer unfiltered glimpses into their real lives rather than polished, overly staged endorsements. This shift means brands in the home and lifestyle space have to rethink their influencer strategy, moving away from traditional ‘staged’ partnerships towards dynamic, real-time storytelling that aligns with how people truly live.
Tapping into this for our client Zoflora, we gifted influencers the brand-new Springtime product and were able to capture their surprise and delight upon receiving the new products. This resulted in spontaneous, in the moment content, with raw and honest product reviews delivered in real-time.
Platforms like Instagram Stories and TikTok have fuelled this trend, enabling influencers to showcase products in action, respond to audience questions instantly, and engage in authentic conversations that traditional brand marketing struggles to replicate. This immediacy builds trust, making audiences feel like they are part of the process rather than simply being marketed to.
For home and lifestyle brands, this shift presents a POWERful PR opportunity. Instead of relying solely on polished campaign rollouts, brands can leverage influencers to tell their story organically, showing how their products integrate into everyday life.
A well-timed influencer post featuring a cosy, lived-in home setup, an honest review of sustainable furniture, or a behind-the-scenes look at a DIY project can generate buzz in a way that feels natural rather than forced.
An example of where this worked powerfully was our Love Your Laundry campaign with Brabantia. We created an integrated campaign that answered a simple question – can I dry my washing outside today? We worked with a tribe of home and lifestyle influencers who each shared their individual laundry routines in a way which linked organically to Brabantia’s portfolio of products. It also helped that we launched the campaign on a rather sunny day!
As consumers increasingly seek authenticity, influencers who provide real-time, transparent content will continue to shape the future of PR in the home and lifestyle space, turning brand messages into personal, credible experiences.
If you would like to learn more about how to amplify your PR through creator collaborations, register here for our expert-led event, From Hashtags to Headlines.