How homeware brands can increase their TikTok following

TikTok has become one of the most important platforms for product discovery, especially in visual categories like homeware. It’s a huge opportunity to reach new customers organically. And with 49% of users saying TikTok has helped them make a purchase decision, it can be a valuable sales channel.

But cutting through the noise isn’t easy. Just search ‘home decor’ on TikTok and you’ll find thousands of creators and brands posting every day. Many of them have big teams, bigger budgets and viral hooks baked into their content.

If your current TikTok content isn’t gaining traction—or you’re unsure how to start—this article is for you. We’ll explore how homeware brands like Piglet in Bed and Lick paints have grown a loyal following and what practical lessons you can apply to your own strategy. 

TLDR: How homeware brands can grow their TikTok following

Don’t have time to read the full article? This summary gives you quick tips that you can start working into your brand’s marketing channel.  

• Start simple: You don’t need a big budget to get going. Begin with short videos filmed on your phone, test different formats and learn what resonates with your audience.
  
  
• Stay on-brand: Keep your visuals, tone, and styling consistent with the rest of your brand. This builds trust and makes your content instantly recognisable.
  
  
• Educate or entertain first: Avoid hard selling and, instead, focus on useful or relatable content that naturally features your products.
  
  
• Be flexible: Trends move fast on TikTok, but that doesn’t mean you have to be reactive all the time. Build a content bank and plan around key campaigns, but leave space to respond in real time.
  
  
• Try image carousels: These are effective for showing off product photography—especially during new launches or seasonal collections.
  
  
• Partner with like-minded creators: Collaborate with creators who genuinely align with your brand. Their content will feel more authentic and connect more deeply with their audience.
  
  
• Listen to your audience: Monitor your comments section to spot any challenges or issues your customers are experiencing with your product. If you make any changes, make sure to post about it to gauge their reaction.
  
  
• Brief like a pro: Treat content creation like a photoshoot. Provide clear direction on tone, style, lighting, format and intended use.
  
  
• Track a variety of metrics: Don’t focus on views alone. Prioritise metrics like shares, saves, comments, and new followers to measure real engagement and impact.

Peek inside the TikTok strategies of two popular homeware brands

There’s no single formula for TikTok success—especially in the homeware space, where brand personality, product aesthetics and audience needs vary. But two brands doing it particularly well are Piglet in Bed and Lick. Let’s take a look at how they approach content on TikTok:

How Piglet in Bed approaches TikTok

Piglet in Bed is known for its natural linen bedding and slow-living, countryside aesthetic. Their TikTok content is styled with soft, natural textures and muted tones—often contrasted by a cheeky tone of voice that reflects their brand personality. It’s this blend of calm visuals and bold messaging that helps them stand out.

How Lick approaches TikTok

Lick is a popular, UK-based paint brand. Their brand focuses on building confidence among decorators and DIYers. Their TikTok and social content is educational, entertaining, and deeply rooted in community-building. Amie Caswell, Head of Social Media and Creators at Lick, explains how they use TikTok to create relatable content, showcase in-house expertise (like their Director of Interior Design, Tash), and gather feedback to improve their products.

“It’s really nice for our community to know that there are real people at Lick… who’re there to give our decorators help and advice,” says Amie. “It’s important for our brand values, and has also given us a unique way to lean into video content.”

In a platform dominated by fast-moving trends and polished ads, Piglet in Bed and Lick both offer something different: real, community-focused content that feels human, helpful, and on-brand.

If you’re a homeware brand looking to build a meaningful TikTok presence, these two offer a great blueprint for growing with authenticity and purpose.

9 practical tips homeware brands can use to grow on TikTok

Growing a loyal following on TikTok doesn’t require big budgets or complicated production. As Lick and Piglet in Bed have proven, success comes from understanding your audience, staying consistent with your brand, and creating content that feels human. Below are nine key lessons to guide your own strategy.

1. Start small to find what resonates

You don’t need expensive video shoots to get started on TikTok. Some of Piglet in Bed’s early content was filmed on a phone in Rhiannon’s bedroom. She says:

“I just started off by posting anything and everything to get an idea of what was going to resonate. Having said that, I was posting stuff then that I wouldn’t post now. That’s because we now have a good understanding of what works and who our community is.”

By experimenting with different formats and styles, the team was able to learn what their audience actually wanted to see.

Over time, they refined their content based on what performed well. They moved away from what didn’t work and doubled down on what did.

Takeaway: You don’t need a big budget to get started. Shoot quick videos on your phone, post consistently, and pay attention to what your audience engages with. Once you know what’s working, you can start investing more time and resources into it.

2. Keep your content visually and tonally consistent

TikTok might lean casual, but consistency still counts—especially if you’re trying to build a strong, recognisable brand. Lick does this brilliantly. Their content strikes a balance between being educational and entertaining, all while staying true to their mission of making decorators feel confident.

From colour psychology explainers to behind-the-scenes tips from their in-house expert Tash, everything they post feels unmistakably Lick. Their tone is friendly, expert-led and playful, with a strong visual identity that carries across TikTok, Instagram and beyond. Even when they’re leaning into memes or trending sounds, the content still feels on-brand.

As Amie Caswell, Head of Social and Creators, puts it:

“We’re always asking ourselves: How do we bring our brand personality to life? How do we create more entertaining content that isn't so brand heavy and serious all the time?”

Takeaway: Define your visual style and tone of voice early—and carry it across everything you post. Whether you’re creating a colour explainer or a trending audio meme, your content should feel recognisably ‘you.’ That way, when new people land on your feed, they immediately know what you’re about.

3. Blend in with your community, don’t just sell

Not everything you post needs to push a product. Piglet in Bed leans into tutorials, behind-the-scenes content and lifestyle tips that provide value without being overly promotional. Take this video that offers ‘sleep hygiene tips’ for a better rest. 😴

The video’s relatable aesthetic and focus on everyday problems make it a subtle but effective way to introduce products. And it works—the first comment is someone asking where the bed linens are from.

Takeaway: Use TikTok to educate or entertain your audience. Let your product appear naturally in the content, and allow your audience to discover it for themselves.

4. Don’t get too tied to a content plan

TikTok is fast-paced and trends are constantly changing. If you want to stay relevant, it's important you’re reacting to the content your audience is engaging with at the time. And having a tight content plan is going to get in the way. Rhiannon says:

“Trends come and go. Things like music trends and topics are constantly changing, so it’s important you’re on the ball. If you’ve got to wait for rounds of approvals, that’s going to slow you down.”

However, creating content on the fly doesn’t work for everyone. So Rhiannon has some great tips on creating a rough plan that you can fall back on:

Build a bank of content: Create some core content for each of your products. For example, if you’re doing a photoshoot for a new collection, make sure you’re capturing short videos that can be used in the future. There might be a piece of music that’s trending on TikTok, for example, that would go really well over some content you created a few months ago. This is also something that Toby from Nusa Films recommends on his episode: How to create thumb-stopping video ads.  

Plan your seasonal content: Lots of brands ramp up their marketing efforts around certain times of year. Think: Christmas, Black Friday, Cyber Monday and New Year sales. If there are any holidays your brand needs content for, these can be solid pillars in your content calendar which you can plan in advance.

💡For inspo, check out our article that offers 15 creative Black Friday campaigns from DTC brands.

Key takeaway: TikTok rewards speed and relevance—so rigid content plans can hold you back. Instead, build a flexible foundation with evergreen, seasonal content so you can leave space to stay reactive.

5. Use image carousels to showcase your products

TikTok may be a video-first platform, but Piglet in Bed has seen great results from using image carousels. They often use them to highlight photography from new collections, especially when launching a new product line or restock.

These carousels feel more polished than casual videos but still fit within the aesthetic of the platform.

Key takeaway: Image carousels are a great way to break up your feed and showcase your product photography. Use them when launching a new range or highlighting seasonal bestsellers.

6. Work with creators who align with your brand

Content creators and influencers are a huge part of TikTok. By collaborating with people who already have a name for themselves on the platform, you’ll be able to spread your brand message to a new audience.

One of the first content creators that Rhiannon and her team worked with was Alana (alanalavv). Alana runs a cookbook club and regularly posts recipes and ‘day in the life’ videos. Rhiannon discovered Alana when she posted a video featuring Piglet in Bed’s linen.

“We need lots of home interior shots - but we don’t want it to be in the same home all the time. So it's nice to have different aesthetics and different spaces to inspire different people. Alana and I have gotten really close over the last few years and we regularly collaborate on ideas.”

See how Piglet in Bed and Alana collaborated to promote a press preview day at a London house.

Key takeaway: Collaborate with creators who genuinely align with your brand values and aesthetic. When a creator already loves your products, their content will feel natural—and more likely to connect with their audience. The result? More trust, more reach, and more meaningful engagement.

7. Feature your in-house experts

Chances are you’ve got people on your team with deep knowledge of your product or audience. For homeware brands, perhaps you’ve got people who are experts ininterior design - so why not bring them into your content?

That’s exactly what Lick did with their Director of Interior Design, Tash. Not only does she create their beautiful paints, she also  regularly answers customer questions about colour combinations, decorating tips and product selection. Amie realised Tash was answering the same community questions again and again—so they decided to turn that into content.

By bringing Tash into their TikTok videos, Lick has created a recognisable, trusted face for the brand. It’s helped build authority, humanise their content, and create a more meaningful connection with their audience.

“It’s really nice for our community to know there are real people at Lick, like Tash, who are there to help,” says Amie. “She creates the colours—so who better to talk about them than the person behind them?”

Key takeaway: Tap into the expertise already inside your business. Whether it’s your product designer, stylist, or customer experience lead, putting real people on camera helps your audience connect with your brand and builds trust through expert-led content.

8. Listen to your audience (and act on what they say)

TikTok isn’t just a platform for broadcasting—it’s a place to have a conversation. Both Piglet in Bed and Lick have shown the power of actually listening to their communities and letting that input shape the brand.

Take Lick, for example. They made a bold move by changing one of their most recognisable product elements—their iconic square paint tins. Why? Their audience told them it wasn’t practical for decorators. So they switched to a round tin and announced it on social. The reaction was overwhelmingly positive. 🙌

“They loved the uniqueness of our tins,” Aimee told us, “but from a practical, decorating point of view, it wasn't working for them… when we posted on social media to say we're moving to round tins, the response we got was amazing. I think it's because we’d actively listened to our community.”

Key takeaway: TikTok isn’t a one-way street. Use it as a feedback channel. When your audience feels heard—and sees their feedback reflected in your products or content—you build lasting trust and deeper brand loyalty.

9. Write briefs like a photoshoot plan

Whether you’re working with creators or producing videos yourself, having a clear brief of what you want to achieve will be essential. Rhiannon’s tip for briefing is to treat it like a photoshoot. Here are some things to include:

“Make sure you have all the deliverables listed in your brief. Include the kind of lighting that is going to work best for you. Point out the type of props and pieces around the home that wouldn't quite be right for your aesthetic. You should also be clear on the length of the video and whether you want it produced on an external platform or in TikTok itself. Be clear on styling and the types of video formats that work best for your audience.”

Key takeaway: If you need to brief your team or a creator on videos for TikTok, it’s a good idea to treat it like a photography brief. Include all the important elements that are needed to align with your brand.

How to measure the success of your TikTok strategy

So—you’re posting regularly, your visuals are on point, and your videos are starting to rack up views. But they’re not always going viral, and it’s not clear whether your content is really landing.

Let’s fix that.

Here’s how to go beyond surface-level metrics and understand what’s really working on TikTok.

Core Engagement Metrics

These show how people are interacting with your content. They’re a good way to spot what’s resonating (and what’s not).

Views (aka Play Count)

The total number of times your video has been watched. This is your baseline metric—use it to benchmark performance across posts.

Watch time and average watch duration

The TikTok algorithm loves content that keeps people watching, so it’s best practice to track:

• Watch time: Total time spent watching your video.
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• Average watch duration: The average time each viewer sticks around. If people are bailing early, that’s a sign to rethink your hook or pacing.

Interaction Metrics

These metrics give you deeper insight into how engaged your audience really is.

• Likes: Think of likes as the digital equivalent of a polite head nod. They’re quick, low-effort, and signal a general sense of approval. Nice to have, but not the full story.
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• Comments: Comments = effort. Whether someone’s asking a question, tagging a mate, or just leaving a message, it means your video sparked a reaction.
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• Shares: When someone shares your video, they’re basically endorsing it and saying, “This is worth spreading.” Shares can bring in a wave of new eyeballs—especially helpful if your goal is awareness or brand discovery.
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• Saves: Saves are criminally underrated. They show someone found your content useful enough to revisit later—maybe to show a friend, try a tip, or go back and shop the product. High save counts often mean you’ve nailed relevance.
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• Engagement rate: These are a great way to compare videos of different reach levels. Here’s a simple formula to work out engagement on your videos:

Engagement Rate = (Likes + Comments + Shares) ÷ Views (or Followers) × 100

Audience growth metrics

These help you track how your TikTok presence is scaling over time.

• Follower growth rate: Your best indicator of long-term content impact. If someone follows you after watching a video, that’s the clearest “I want more” signal you’ll get.
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• Profile views: A high number of profile visits usually means your content piqued interest. People liked what they saw and wanted to learn more.
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• Demographics: Age, gender, and location data can help you refine your content and target the right crowd.

Conversion metrics

If you’re using TikTok to sell, this is where the rubber meets the road.

• CTR (Click-through rate): Measures how many people clicked a CTA (like a product tag or link in your bio). High CTR means you’re nailing the connection between content and action.
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• Link in bio clicks: Essential if you’re using tools like Linktree to direct traffic to your store or product page. Watch this metric to track interest beyond the app.
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• Conversion rate: To really tie TikTok back to revenue, track how many users convert (buy, sign up, etc.) after clicking through. You’ll need UTM links or a pixel setup for this.
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• Revenue attributed to TikTok: Platforms like Shopify or GA4 can help with this, using attribution pixels or unique links. This is the metric that proves your TikTok ROI.
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• Cost per acquisition (CPA): If you’re running ads, this one matters. It shows how efficiently you’re converting views into customers.
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Turning TikTok engagement into brand momentum

You’ve built momentum on TikTok, and the followers are starting to roll in. That’s a huge win—but now the focus shifts to what happens next. The real value lies in turning that interest into long-term engagement, loyal customers, and even brand advocates.

Here’s how to keep that momentum going and guide your TikTok audience through the rest of your marketing funnel:

• Build community, not just clicks: TikTok is about building community - not just clicks to your website. That’s why you need to consider it as an audience-first platform rather than a direct revenue driver. Once you’ve built a community of brand advocates, you’ll likely see organic recommendations and referrals coming in from your followers. This is something that Lick saw when they were building a community of painters and interior designers.

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• Drive traffic to your newsletter: Avoid the hard-sell where possible, and instead invite followers to explore more by linking to your newsletter sign-up in your bio and content. You could offer perks like early access or exclusive product previews to encourage signups.
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• Spot and reward your brand advocates: Keep an eye out for people who consistently comment and share your content. This is a good opportunity to build trust with them so that they’re more likely to recommend your products to their friends. You could offer them free samples and referral codes to incentivise them to continue engaging.  
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• Make it easy to buy with TikTok Shop: If you’re seeing product interest in the comments, setting up TikTok Shop can help close the loop. Tag products in your videos and make it easy for followers to buy directly through the app. For help getting started, check out our TikTok Shop best practices guide.
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• Repurpose your best content with Dash: If a TikTok video performs well, don’t let it live in isolation. Whether it’s a viral product demo or a highly engaged tutorial, that video could work just as well in paid ads, on product pages or in your next email campaign. That’s where Dash comes in. ✨

Dash makes it easy to store, tag, and repurpose your best-performing content, so your team can quickly find and reuse what’s already working. You can also use Dash to collect content from creators, organise it by campaign or product, and share it with retailers or wholesalers to help them sell more of your products.

Learn more in our article that covers DAM for ecommerce. Or try it yourself for free for 14 days.