TikTok Publishes New Guide for Home Decor Marketers | Home Living Newsletter

Editor’s Pick 🌟

What Bees, Burgers and Brand Budgets Can Teach Us About Marketing Measurement
✍️ A ClickZ reflection on MadFest 2025

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

👉 Download the Glow Report

Sector Spotlight 🎥

MARKETING INSIGHTS

TikTok's New Home Decor Guide Unveils Trends and Marketing Tips

TikTok's new guide breaks down home decor trends, emphasizing the platform's role in influencing purchasing decisions. The guide includes key statistics, optimal ad campaign timings, and video creation tips, underscoring TikTok’s potential for tapping into consumer behavior during major life events. Essential for marketers aiming to enhance engagement and sales in the home decor niche.

RETAIL PERFORMANCE

Homewares Shine in June Amidst Flat Retail Sales Performance

Homewares sales excelled in June, with in-store sales rising 2.3%, despite overall flat retail figures. Marketers should note that changing weather patterns and the convenience of eCommerce influence consumer behavior, emphasizing the need for brick-and-mortar retailers to invest wisely to capture foot traffic.

HOME DECOR TREND

Guava Is Summer’s Juiciest Color Trend

Guava, a soft pink-orange hue, is emerging as a design trend due to its emotional warmth and versatility. It pairs well with neutrals, offering opportunities to create emotionally engaging and comforting spaces. Leveraging guava in design can enhance audience connection and brand authenticity.

Optimization Hub ⚙️

SOCIAL MEDIA STRATEGY

Currys Engages New Customers Through Strategic TikTok Success

Currys has effectively leveraged its social media presence, particularly on TikTok, to engage with a younger demographic, increasing brand preference to 26% compared to 21% three years ago. This strategic engagement is pivotal for marketers looking to penetrate Gen Z markets, providing actionable insights into effective social media adoption. Currys' success demonstrates the potential for targeted digital strategies to enhance brand equity in competitive industries.

AFFILIATE MARKETING

Amazon Doubles Influencer Commissions Ahead of Extended Prime Day Event

Amazon has doubled influencer commissions for its Prime Day period, running from July 1 to July 20, offering specific increases in 13 product categories, such as beauty and jewelry. This move aims to motivate influencers to enhance sales during the expanded four-day Prime Day event, presenting significant earning potential for marketers involved in content creation.