Swedish furniture retailer IKEA is expanding its content strategy and launching its own YouTube channel channel in Germany – making use of its own in-house furnishing experts.
In the new “IKEA tips & tricks” format, two of the company’s interior designers offer assistance with questions relating to home living and interiors. By publishing weekly films, the furniture giant says it is now pursuing its own long-term content strategy on the video platform.
The company used YouTube as an advertising platform about two years ago, but only for a short time. Back then, IKEA primarily collaborated with well-known influencers.
Now the furnishing group has looked to its own employees – and with good reason. “We know what our customers are passionate about. We communicate with them directly every day on Facebook, Instagram and Pinterest,” explains Annette Wolfstein, Social Media Manager at IKEA Deutschland.
“To give our passion for contemporary homes, design and furnishings an authentic face, we’ve turned to our own employees for our YouTube format.”
The first video went online yesterday and addresses the topic of choosing a living room rug. The content was produced in IKEA’s furniture stores.