IKEA shares interior design tips and tricks on YouTube in partnership with Brandboost by Divimove


The Swedish furniture giant is going to start publishing a format called "IKEA Tips & Tricks" online every Tuesday, with immediate effect. Following the success of the first YouTube challenge, IKEA is now banking on a long-term content strategy on the world's largest video platform. Lead roles in the weekly format will be played by IKEA's own staff, who will share new home improvement and interior design tips with viewers. The format is being developed and will be produced by the online video creative agency Brandboost by Divimove  in collaboration with Publicis Sapient.

Released on IKEA Germany's own and external platforms, users can now also find refreshing furnishing solutions on the world's second largest search engine. The short videos posted on the IKEA Germany YouTube channel every Tuesday will provide answers to questions like "What size of carpet looks optimally proportioned in a room?" or "What kind of lighting is best for a dining area?", thus helping people to meet the challenges encountered in styling their homes. The content will be produced in IKEA stores.

"We are in close contact with our customers on Facebook, Pinterest and Instagram. We know what motivates them. Now, as interior design experts with creative ideas and inspiration, we want to share our know-how with our users on YouTube. To give authenticity to our passion for modern living, design and furnishings in our YouTube format, we're relying on our own employees", explains Annette Wolfstein, Social Media Manager at IKEA Germany.

"YouTube is not just an entertainment platform, but also a source of inspiration and solutions to problems concerning the everyday challenges people face in their own homes. For a brand like IKEA, this user behaviour offers tremendous potential to reach new customer groups and build communities of our own. The key will be to have crisp content that creates real added value, is bang on brand and creates a buzz within the target group", says Roman Lunar, Senior Manager Business Development at Brandboost by Divimove.

In addition to developing and producing the content, Brandboost by Divimove will henceforth be responsible for managing and optimising every aspect of IKEA Germany's YouTube channel.

Here you can watch the first episode.

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