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In the furniture market, seeing products in real homes and authentic living spaces is essential for purchase decisions. Furniture brands are discovering the potential of user-generated content (UGC) to create meaningful connections with their audience.
UGC offers furniture brands a cost-effective way to showcase their products in diverse home settings. As modern consumers increasingly seek inspiration from fellow homeowners rather than staged showrooms, this authentic content becomes invaluable for building trust and driving engagement.
User-generated content is transforming how furniture brands gather insights and inspire design. When customers share their styling choices, room arrangements, and practical usage experiences, they provide valuable feedback that shapes product development. This real-world input helps companies create furniture that better meets consumer needs, while building a community of brand advocates.
UGC content has become a powerful tool for furniture brands, demonstrating remarkable success in building consumer trust and driving purchase decisions through authentic home styling. This genuine, user-created content format offers valuable opportunities to showcase furniture and connect with home decor enthusiasts:
By leveraging UGC, furniture brands can develop a more relatable, trustworthy, and engaging marketing approach that resonates with home decorators while addressing common product visualisation challenges. Let’s check some real Furniture brands’ results with UGC.
In the furniture and home decor sector, authenticity plays a crucial role in purchase decisions. When potential customers see real homes featuring Sklum‘s furniture, it helps them envision how these pieces could transform their own spaces.
While professional photography has its place, customers particularly value seeing furniture in actual living environments. Sklum has enhanced their brand credibility by showcasing their products in real customer homes.
Their user-generated content strategy allows them to demonstrate product quality through genuine, customer-created content. Read the case study on how Sklum benefits from UGC.
“We believe that UGC is organic and authentic content that builds trust in the brand.”
Oana Andrada, CMO at Sklum
The results speak volumes about this approach: By implementing the Flowbox platform, Sklum achieved a remarkable 16.1% click-through rate on their community content, with 13.8% of users proceeding to view specific products.
Through the Flowbox platform, Sklum collects content organically generated by both end consumers and other businesses (for example, design studios); additionally, they collaborate with content creators and influencers.
We can’t forget the selling power that comes with user-generated content, especially when it’s directly connected to your products in your eCommerce store.
Jennifer Taylor Home has seen a conversion rate increase of 49.7% with their customer content integration, including a 22.06% interaction rate. Read the case study on how Jennifer Taylor Home benefits from UGC.
As a brand, Jennifer Taylor Home believe in the importance of giving your customers the best chance to understand how your home decor products will fit into their home.
“I think UGC is very important especially for a product category such as furniture. Even though we list our products with the dimensions, some people can’t actually picture in their mind how big or small the item actually is. To see it in a real life setting, they actually get a better idea of what the product will look like in terms of size and everything else.”
Vu Tong – eCommerce Account Manager with Jennifer Taylor Home
UGC is placed in various consumer touchpoints on the Jennifer Taylor Home website. UGC galleries are found on their product pages and also in a lookbook section.
Even mega brands like Ikea can benefit from a user-generated content strategy. There was never a lack of images from Ikea’s side; they own one of the largest photo studios in the world, so content is not a problem.
However, Ikea Switzerland realised the importance of showing their customers a more natural, authentic side of their products, rather than just perfectly lit and staged studio shots. Read the case study on how Ikea benefits from UGC.
“A lot of people look at Ikea advertisements and think ‘my home doesn’t look like that’ and ‘I can’t do that in my home’, and I am convinced that UGC can show them how easy it is. If other people can do it, so can you.”
Ines Bolter – Online Content Specialist at Ikea Switzerland
As trailblazers of UGC within Global Ikea, Ikea Switzerland has made a huge impact and inspired a large audience.
Not only have they inspired other Ikea branches to start working with UGC, but they have also seen great statistics. Ikea Switzerland achieved a 30% increase in average order value and an 8.6% increase in engagement rate after deploying a UGC strategy with Flowbox.
In the furniture retail industry, visualising products in authentic home settings significantly impacts purchasing confidence. ScS leverages user-generated content to showcase their sofas, flooring, and furniture in real customer homes, helping shoppers imagine how pieces will blend with their existing décor and lifestyle.
While studio photography highlights product details, ScS prioritises practicality. Their UGC strategy—featuring tagged customer photos with #myScShome reveals how navy sofas complement rustic living rooms or modern coffee tables anchor minimalist spaces. Learn how ScS benefits from UGC.
“Seeing how others style their rooms allows people to see that they can do it too. It helps to democratise interior design as well.”
Katrina Bhowruth, Social and Content Manager at ScS
The results validate this approach: Users who interact with UGC convert 4.1x more frequently, driving a 3.84% increase in conversion rates.
This shift from staged perfection to real-life application builds credibility and reduces hesitation around high-ticket purchases.
ScS’s customer galleries, fuelled by Flowbox, aggregates content from homeowners and design enthusiasts. Each post acts as a peer endorsement, answering critical questions about durability, style, and value.
In the luxury furniture sector, bridging the gap between aspirational design and real-world application is key to driving conversions. Andrew Martin use UGC to showcase their furniture in lived-in interiors—whether styled by award-winning designers or everyday homeowners.
This approach transforms abstract design concepts into relatable inspiration, helping shoppers visualise how bold, eclectic pieces fit into their spaces. Learn how Andrew Martin benefits from UGC.
“UGC looks real; it shows people using our products in their actual homes. That authenticity drives higher engagement than polished campaigns.”
Gary Evans – Chief Marketing Officer at Andrew Martin
The results prove this shift: Visitors who click on Flowbox UGC content have a 49% higher likelihood of purchasing, while the average order value surged by 280% within a year.
While studio photography highlights craftsmanship, Andrew Martin’s UGC strategy prioritises authenticity.
Andrew Martin integrates UGC across their homepage, product pages, email campaigns, and paid ads. By curating content tagged with #myandrewmartin especially from interior designers featured in their prestigious Interior Design Review—the brand blends professional creativity with everyday usability.
The Flowbox UGC Platform has many great tools and capabilities that can help any Furniture brand, no matter how big or small. Here is an overview of the key platform features that can help you automate UGC tasks:
Flowbox’s Collection Tool continuously monitors social channels (Instagram, Facebook, TikTok, YouTube, Pinterest, and more) for brand mentions, tags, and designated hashtags.
Also, the Media Uploader feature enables your customers to upload UGC directly through your website or via a shareable link – no social media needed.
All captured posts flow into a single dashboard, ensuring your team never misses valuable user‑generated content.
The Moderation tool is a suite of AI‑powered moderation capabilities that lets you curate high‑quality, on‑brand UGC at scale:
Create, schedule, and distribute both user‑generated and branded content across multiple social platforms—all from within Flowbox. This unified interface eliminates manual posting, streamlines your social calendar, and preserves the authentic voice of your community.
Collect valuable customer feedback with highly customisable rating and review forms, moderate high volumes of ratings and reviews from within our platform or opt for auto moderation fields that optimise your workflow, then automatically display them directly on your product pages with different configurations to choose from.
With built‑in Google Analytics 4 integration, Flowbox lets you track every UGC interaction—clicks, conversions, engagement paths—alongside your broader marketing metrics. Use these insights to refine gallery placements, content mix, and UGC campaign tactics in a single, data‑driven dashboard.
For furniture brands, implementing a UGC content strategy has become essential for building authentic connections with their customers. Success stories from brands as big as IKEA demonstrate that leveraging customer content can significantly impact both brand trust and purchasing confidence.
A well-executed UGC strategy in furniture serves multiple purposes: it showcases real-life room arrangements in diverse home styles, demonstrates versatility in the furniture, validates quality and durability through genuine reviews, and builds an engaged home design community.
By incorporating customer room transformations, styling videos, and detailed reviews into their marketing strategies, furniture brands can create a more transparent and relatable shopping experience.
Whether it’s a dedicated community page or product pages featuring real-world installations, customer content should feature prominently to create an authentic showcase of home transformations that inspires and empowers both existing and potential customers.
Book a demo with Flowbox and we’ll show you how a UGC platform can boost your brand sales.
