Imagine you’re in the market for stylish, high-quality furniture to transform your living space. You land on a brand’s website, but before making a decision, you want to see how they engage with their audience. The first place you head? Their social media channels. Almost 84% of consumers say they search for brands on social media before making a purchase. If their online presence is lacking or unimpressive, that’s a missed opportunity—and, likely, a lost conversion.
Today, having a strong social media presence is non-negotiable, no matter how small or big your business is. So, how do the best brands in the furniture industry capture attention and drive sales? Let’s explore BoConcept’s social media strategy to see how they’re getting it right and what key lessons you can learn.
About BoConcept
BoConcept, founded in Denmark in 1952, has become a global icon in modern furniture design, offering high-quality, customizable pieces that merge style with functionality. Known for its sophisticated Scandinavian aesthetic, BoConcept designs each collection with urban living in mind, creating furniture that maximizes space without compromising on elegance.
With over 300 stores across 65 countries, the brand’s influence is worldwide, yet its focus remains on providing a personalized experience—whether through tailored design consultations or modular furniture solutions. BoConcept’s commitment to sustainable practices and quality craftsmanship makes it a standout in the competitive furniture industry.
Let’s learn about BoConcept’s social media strategy in detail!
1. BoConcept’s social media strategy on Instagram
BoConcept’s social media strategy on Instagram focuses on visual storytelling to build brand identity and engage followers. With over 200,000 followers, BoConcept’s account serves as a guide for furniture brands striving to create a compelling social media presence.
The brand places aesthetics at the forefront of its Instagram marketing, showcasing its furniture in beautifully curated, real-life settings that embody its signature modern, Scandinavian style. Each post is thoughtfully designed to captivate users and make them stop scrolling. The visuals mix inspiration and aspiration, inviting followers to picture BoConcept’s pieces in their own homes.
Beyond beautiful imagery, BoConcept shares tips and tricks to educate followers on optimizing furniture choices for modern living. BoConcept often posts about space-saving solutions, design functionality, and modular furniture options, catering to followers who value both style and practicality.
Understanding that quick, engaging content is vital for today’s fast-scrolling audience,
BoConcept leverages Instagram Reels. These short, engaging videos offer glimpses of the brand’s creative process and styling sessions, adding a personal touch that builds authenticity and connection. By embracing this format, BoConcept meets the rising demand for shorter, interactive content, further drawing in its audience with a mix of educational and behind-the-scenes insights.
Do you know? Instagram users spend 50% of their time on the app watching Reels.
Key Lessons for your brand on Instagram:
- Prioritize aesthetics to capture attention and build a consistent brand identity.
- Showcase products in real-life settings to inspire customers and show usability.
- Share tips that educate your audience, addressing their lifestyle needs.
- Use Reels to deliver quick, engaging content like behind-the-scenes moments.
- Ensure every post is scroll-stopping with high-quality visuals to drive engagement.
Also read: Inside Kylie Cosmetics Social Media Strategy
2. BoConcept’s social media strategy on Facebook
BoConcept’s success on Facebook proves that the platform is anything but a “lost cause” for furniture brands. With smart strategies and engaging content, BoConcept has turned its Facebook page into a powerful brand asset. One key approach they use is consistent updates—company news, new collections, and events all get highlighted on their page, keeping BoConcept at the forefront of their audience’s mind.
For a furniture brand, visuals are everything. BoConcept’s Facebook feed reflects this, with high-quality images showcasing their stylish products and inspiring followers with ideas for their own spaces.
Reels are another priority for BoConcept, allowing them to share quick, easy-to-consume content that’s perfect for Facebook’s mobile users. With these, the brand offers a mix of styling tips, product demos, and behind-the-scenes content, creating a well-rounded view of BoConcept’s aesthetic and values.
Plus, BoConcept’s Facebook page offers a convenient WhatsApp button, giving customers direct access to inquiries, support, or product details. This quick connection shows a commitment to service and responsiveness—two factors that customers increasingly value.
Key lessons for your brand on Facebook:
- Regular updates keep your audience informed and engaged.
- Use visuals to highlight what makes your brand unique.
- Provide bite-sized, engaging content for easy consumption.
- Highlight real customer experiences to build trust.
- A WhatsApp button or similar feature can improve customer satisfaction.
3. BoConcept’s social media strategy on Pinterest
Pinterest, as we know, is all about visuals and sparking inspiration—and it’s an ideal platform for furniture brands to highlight products and styles in ways that resonate with users seeking home design ideas. BoConcept does this brilliantly by creating various pins that highlight the use of their furniture in real-life settings. You’ll find pins for individual pieces, like a sleek sofa, a statement sideboard, or a stylish chair, with each pin accompanied by a brief description to offer a sense of its style, functionality, and fit in different spaces.
Each of these pins is linked directly back to BoConcept’s website, making it easy for users to transition from inspiration to action—a seamless move that drives traffic and potential conversions. This approach not only serves to promote BoConcept’s range but also positions the brand as a go-to source for chic and functional furniture solutions.
Interesting Fact: 61% pinners in the UK have gone on to make a purchase as a result of seeing branded content.
BoConcept Pinterest marketing also categorizes Pinterest boards to appeal to specific design needs and preferences. There are dedicated boards like “Small Living Inspiration,” “Bedroom Design Ideas,” and “Home Office Design Ideas,” each one packed with pins that address unique styling ideas and solutions for those specific spaces. This organization makes it simple for users to find exactly what they’re looking for, whether it’s a compact design for a small space or sophisticated options for a home office.
Key lessons for your brand on Pinterest:
- On Pinterest don’t just show a product; show how it fits into real-life spaces.
- Each pin should guide viewers directly to your website, creating a pathway for engagement and conversions.
- Curate boards based on customer needs and design preferences, making it easy for users to find relevant inspiration.
- Add short descriptions to each pin to give context and highlight unique selling points without overwhelming viewers.
4. BoConcept’s social media strategy on YouTube
BoConcept’s YouTube strategy is all about connecting with its audience on a personal level, bringing viewers into the world of Scandinavian design through real-life examples, tips, and exclusive behind-the-scenes content.
One of their most engaging tactics is sharing “design cases” that feature real customers and showcase how BoConcept helps them bring their interior dreams to life. These videos highlight customer transformations and offer a sneak peek into how BoConcept’s pieces fit seamlessly into different lifestyles, which adds an authentic layer to their brand.
Beyond design cases, BoConcept shares practical “tips and tricks” for furnishing spaces. These videos range from small-space hacks to color-palette recommendations, helping viewers make thoughtful choices that elevate their homes. Such content is not only educational but empowers potential customers to visualize BoConcept products in their own spaces.
BoConcept also uses YouTube to take viewers behind the scenes of upcoming collections, store openings, and new product lines. These glimpses into their creative process foster a sense of transparency and exclusivity, allowing fans to see the thought, craftsmanship, and design expertise that go into each piece.
By opening up about its process, BoConcept builds customer trust and demystifies the world of luxury furniture, humanizing its brand and making it more approachable.
One smart aspect of BoConcept’s YouTube strategy is the use of playlists. Organizing videos into categories makes content easily accessible for viewers and signals to search engines that BoConcept is a valuable source of design-related content. From an SEO perspective, this structure boosts discoverability and keeps viewers on the channel longer, which can improve YouTube rankings.
Key Lessons for your brand on YouTube:
- Feature genuine customer stories to build credibility and trust.
- Provide valuable, relevant advice to help customers use your product more effectively.
- Share the process behind your products to connect on a deeper level and showcase your expertise.
- The more open you are, the more likely customers are to feel confident in choosing your brand.
5. BoConcept’s social media strategy on Linkedin
Many D2C brands shy away from Linkedin, believing it’s just a place for business updates or industry-specific content. But Linkedin is a goldmine for boosting brand awareness, connecting with industry experts, and even attracting top-tier talent. It’s not just a B2B space; for lifestyle and furniture brands like BoConcept, LinkedIn has become a versatile platform to showcase their story and creativity and reach a professional audience with an interest in design.
BoConcept leverages Linkedin to keep followers updated on a wide range of company happenings. From award shows to design events and global store openings, they share it all.
This strategy gives followers a sense of the brand’s international presence and achievements, building an impression of credibility and relevance in the modern design world. And BoConcept doesn’t stop at corporate updates—they actively feature their latest collections, using LinkedIn to introduce new designs to an audience that may consist of potential customers, collaborators, and even future hires.
Key takeaways for your brand on Linkedin:
- Share milestones, events, and behind-the-scenes glimpses that show off the brand’s personality and journey.
- Showcase products by tying them into your brand’s larger vision, and engage professionals who might be new fans.
- Awards, new store launches, and collaborations build credibility and encourage engagement from both followers and industry experts.
- Posting about design events or commenting on relevant news shows your brand’s relevance and keeps it connected to the professional community.
Kickstart your social media journey with Content Kettle!
If you’re a furniture brand struggling to create a strong online presence, BoConcept’s social media strategy is a great example to follow. High-quality, aesthetically pleasing photos that showcase your furniture in real-life settings can work wonders for capturing attention. Pair that with engaging short-form content, like Reels, to keep followers interested and drive brand awareness.
We know, though, that mastering social media isn’t easy—each platform has its nuances, and it takes time and focus to figure out what resonates with your audience. That’s where we at Content Kettle come in. Let us handle your social strategy so you can focus on growing your brand and other core areas of your business.
