When building your social media strategy, you will naturally want to centre your efforts on engaging your audience in particular conversations; namely, those targeted towards your business or product. By taking notice of the wider interests and concerns your target audience is interested in, you could develop a deeper level of engagement.
Maybe* has been listening to the online conversation around DIY to see what retailers could learn about trends and attitudes to home improvement projects, and what this might mean for their customer’s behaviour.
By early Summertime each year, the clocks have sprung forward, we’ve got two bank holidays under our belts, and the evenings are getting lighter. And it would seem that the increase in sunshine, warmer temperatures, and the freshness of the season inspires us to initiate DIY projects.
Given the change in season, it may come as no surprise that within the DIY conversation, it is gardening, garden centres and plants that feature the most prominently.
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The What’s Being Said Report showing the words most commonly used in the DIY and Hardware conversation.
DIY does not 'spark joy'
When we dug a little deeper into the conversation, we got a sense of what is driving customer conversation around gardening and wider DIY, and how customers feel about it.
We may all be forgiven for thinking that with the approach to the Great British Summer, there would be some excitement, but actually, there’s as much negativity as there is positive sentiment in the conversation.
The How They Feel Report showing how the DIY and Hardware discussion is both positive and negative.
It turns out that trips to the garden centre can often cause pain points. Probing further, we found that the stress of the shopping experience, and the subsequent impact on wildlife and the environment, provided insight into the times when a hobby that generally brings a good deal of joy can easily become a grumble.
Environmental and cost-conscious consumers fuel the DIY conversation
In addition to informing shopping habits and attitudes to retailers, concerns about the environment play a part in why customers undertake gardening and DIY to begin with. As well as this environmentally aware customer, we also see cost conscious customers in this space. Retailers should consider these angles when creating content focusing on trends for handmade, crafting, upcycling, and saving money.
Many of the influencers in the conversation come from deals and discount providers.
The Who's Got Influence Report showing who has the most influence in the DIY and Hardware discussion.
But in addition to those influencers with a DIY deal to share, we also see that organisations and charities such as MND Manchester often use garden centre space to host charity events, coffee mornings and lunches.
There is an online contingent of DIY, gardeners and crafters so retailers could benefit from hosting events for the community to make things together, plant together and connect. This approach has worked well for national retailers like Hobbycraft and Maplin, so if premises size permits, this could be a great way to attract footfall as well as increase social engagement with content.