Amid the unprecedented global disruption caused by the coronavirus disease (COVID-19) pandemic, an unexpected trend has emerged as people remain confined to their homes. It's the proliferation of do-it-yourself (DIY) projects. This phenomenon, driven by necessity and the growing role of social media platforms like TikTok, is reshaping not only the way individuals approach home improvement, but also the way companies like Behr engage with new, younger audiences. did.
The rise of the DIY trend
The DIY boom sparked by the pandemic was a direct result of people spending more time at home, looking for ways to occupy themselves and improve their living spaces. This change in consumer behavior was quickly recognized by companies including Behr, a leading paint brand. By leveraging his vibrant community of DIY influencers on TikTok, Behr saw a unique opportunity to connect with millennials, a demographic that values ​​authenticity and creativity. According to Newsweek, the brand hosted his DIY contest, which not only showcased its products but also fostered a sense of community and creativity among participants.
Influencers on the front lines
Influencers like Sarah Tereshinski and Ashley Basnight have helped push the DIY trend forward. Tereshinsky, who focuses on sustainable and repurposed design, and Basnight, who ventured into her DIY out of a desire to create a dining table without the hefty price tag, is one that Behr is looking to support. It embodies his DIY spirit. By partnering with these influencers, Behr effectively leverages their platform to showcase the versatility and quality of its products, while also leveraging the influencers' credibility and authentic connections with their followers. did.
Looking beyond the pandemic
As the world gradually emerges from the pandemic, questions remain. Will the DIY trend continue to thrive? Behr's social media and his strategic engagement with the DIY community suggest a belief in the enduring appeal of crafting and home improvement. The brand's commitment to fostering a culture of creativity and self-expression among millennials through platforms like TikTok recognizes the potential for these platforms to influence consumer habits and preferences well into the future, and is taking a forward-thinking approach. It shows.
The pandemic may have sparked a resurgence in DIY activities, but the continued interest in personalizing and improving one's living space speaks to a deeper desire for self-expression and sustainability. Behr's commitment to leveraging the power of social media and influencers in promoting DIY projects is not only a testament to the brand's adaptability, but also reflects the changing landscape of consumer engagement. There are also things. Looking ahead, it is clear that the intersection of creativity, sustainability, and technology will continue to shape the future of home improvement and design.