Short-form video has transformed how consumers discover, shop and engage with content, especially in the home improvement space. Platforms like TikTok and Instagram Reels are no longer just for dance trends and viral memes; they’ve become powerful tools for brands to reach younger audiences, build awareness and inspire DIYers in under 60 seconds.
For home improvement brands, this is an opportunity to meet customers where they are – on their phones – with bite-sized content that’s fast, fun and full of value.
Why Short-Form Video Works
Younger consumers are turning to TikTok and Instagram Reels for more than just entertainment. These platforms are increasingly used as search engines, idea hubs and shopping guides. According to recent data, 73% of Gen Z consumers say they’re more likely to buy from a brand after seeing it on TikTok.
Short-form video allows home improvement brands to:
- Quickly demonstrate how a product works
- Offer creative inspiration through DIY tutorials
- Showcase transformations and before/after projects
- Highlight seasonal trends and product launches
- Engage through authentic, low-production storytelling
5 Strategies for Home Improvement Brands to Win on TikTok and Reels
1. Embrace the DIY Micro-Moment
Capture attention with quick, satisfying DIYs that can be completed in minutes or through a series. Think how to patch a hole in drywall, refinish cabinet hardware or assemble a backyard firepit. Show the process and results quickly and make sure it’s achievable.
2. Ride the Trends but Make Them Relevant
Using trending sounds, filters or formats can boost visibility, but the key is staying authentic. Adapt a trend to feature your product or tip in a way that feels native to the platform, not like an ad. For example, we produced an Earth Day video campaign for The Home Depot using the popular #HomeDepotHaul trend. By showcasing real product finds in a quick, casual format, the videos connected with DIYers and creators alike, driving organic reach and engagement without feeling overly branded.
3. Show Real People, Real Projects
Short-form video thrives on authenticity. Highlight your customers or employees completing real projects and don’t shy away from showing the messy middle. It makes content relatable and trustworthy.
4. Educate and Empower
Help users feel confident by sharing bite-sized tips and tricks. Focus on simple, repeatable DIY tasks that users can try at home, like sealing up drafts, repurposing outdoor furniture or organizing a utility closet. These types of videos work well on TikTok and Reels because they’re visual, practical and easy to follow.
5. Post Consistently and Engage
Short-form content works best when it’s part of an ongoing content plan. Post regularly, respond to comments, remix UGC (user-generated content) and keep an eye on what your audience responds to.
Final Takeaway
For home improvement brands, TikTok and Instagram Reels offer a fresh way to connect with a new generation of homeowners and renters. It’s not just about going viral – it’s about building brand relevance, educating your audience and showing up where they’re already looking for inspiration.
Need help developing a short-form video strategy that fits your brand? Porchlight can help you concept, script, shoot and share content that connects – fast.