Social Media Impact

Social media has become a frequent driver of purchase decisions in the home improvement industry, influencing both product choice and timing. As a resource, social media's impact on home improvement spending grows stronger with younger generations, based on findings in the Home Improvement Research Institute's Homeowner Social Media Influence on Home Improvement Shopping Report, available to download for free even if you're not yet a HIRI member.

Gen Z/Y households with middle incomes are the strongest target, showing the highest rates of project expansion, upgrades, and unplanned add-ons as a result of social media's influence. Gen Z/Y and advanced DIYers are the most likely to act, turning inspiration into real purchases faster than older generations and novice DIYers. Social media is rarely the first place homeowners go for product research (only about 6% of homeowner had it as the top source), but its role grows as a secondary or supporting source. While not a starting point, it rounds out the mix of online research tools.

HIRI's Homeowner Social Media Influence on Home Improvement Shopping Report is a data-rich exploration of social media's increasingly strong impact on how home­own­ers gath­er inspi­ra­tion, con­nect with brands, and make pur­chas­ing deci­sions. The research pro­vides valu­able insights into the influ­ence of online con­tent and com­mu­ni­ties across the home improve­ment jour­ney.

When people are trying to decide between DIY and hiring pros for a home improvement project, they can use social to get project inspiration, watch what other homeowners are doing, the strategies they use, and what sort of results they get.

Homeowners can also get information about home improvement products and how to use them. Through this information, they can decide whether they feel comfortable pursuing a certain home improvement activity on their own, or if they need to hire a professional. Social media is also a useful channel for learning about local contractors, getting their expert advice, and seeing what services they have to offer.

The Home Improvement Research Institute's Homeowner Social Media Influence on Home Improvement Shopping Report found that almost half of Gen Z/Y social media users, in particular, are coming across social media content for home improvement ideas at least a few times a week.

Additionally, 40% of homeowners have started a project specifically because of social media content. The most popular types of projects are those that are highly compatible with DIY, such as interior painting, planting trees and shrubs, general landscaping, exterior painting, and outdoor lighting. 

Overall, product comparisons and reviews are one of the more influential types of content from brands or influencers when comes to motivating home improvement purchases. Gen Z and Millennial homeowners are the most engaged with social media reviews, with a majority reporting that they are "interested" or "extremely interested," based on the Home Improvement Research Institute's Homeowner Social Media Influence on Home Improvement Shopping Report.

For Gen X and Baby Boomers, reviews on social media are the second-most influential form of content, trailing only expert advice on common mistakes. Additionally, comfort and purchases through social media are modest overall, but Gen Z/Y emerge as key adopters, averaging about 2 purchases annually.

Instagram influences home renovation purchases by serving as one of the top sources for ideas, inspirations, and products. While it trails behind YouTube in terms of providing inspiration for home improvement activities, Instagram has significant influence among Gen Z and Millennial homeowners, according to data from the Home Improvement Research Institute's Homeowner Social Media Influence on Home Improvement Shopping Report.

Gen X homeowners also are influenced by what they see on Instagram, from DIY project ideas and tutorials to product information. However, Baby Boomers report experiencing barely any influence from Instagram. Additionally, the visual nature of social media, such as Instagram, strongly influences aesthetic categories, especially cabinets, window treatments, furniture, and countertops.

Social media can act as an inspiration for home improvement projects, motivating homeowners to try DIY activities. According to the Home Improvement Research Institute's Homeowner Social Media Influence on Home Improvement Shopping Report, more than half of Gen Z/Y have started a project from social media, mainly interior painting, landscaping and planting trees, plants or shrubs.

Additionally, most homeowners indicate social media occasionally leads or accelerates projects. On average, two projects per household were started or accelerated by social media. HIRI's research covers data to help identify social media's influ­ence on home improve­ment inspi­ra­tion and project initiation and highlight key touch­points and tim­ing in social media’s influence. 

Social media plays a significant role in home improvement purchase decisions, especially among Gen Z/Y, who check it nearly 40% of the time before buying. About one-third of all homeowners say social media frequently influences their brand or product choices, and on average, nearly two projects per year are started or accelerated because of it.

Influence is strongest in visually driven product categories like cabinets, furniture, and countertops. While overall comfort with purchasing through social platforms is growing, adoption remains uneven across generations, according to the Home Improvement Research Institute's Homeowner Social Media Influence on Home Improvement Shopping Report, step-by-step video guides and before-and-after visuals are the most influential formats for inspiring and guiding decisions.

Additionally, homeowners express high interest in expert advice, product comparisons, budget tips, and tutorials, particularly among younger generations when they are looking at social media. 

Social media can be a highly visible and cost-effective way for contractors to engage in home improvement marketing, especially if they utilize the right channels.

Homeowners have a high level of trust in contractors for home improvement advice, with Gen Z and Millennial homeowners demonstrating the highest level of trust, based on findings in the Home Improvement Research Institute's Homeowner Social Media Influence on Home Improvement Shopping Report.

For example, step-by-step guides are rated as most influential in inspiring or guiding home improvement decisions across social media users. With homeowners seeking out content on social media for home improvement project ideas and inspiration, contractors can successfully connect with via these channels (particularly YouTube, Instagram and Facebook) by providing the content they're looking for and promoting their business at the same time.