Shop Deft is an e-commerce search engine for home decor items and furnitures. The tool also has a feature that allows you to upload any picture of a space and it will re-design it with ai technology. The brand has two separate social media accounts, each ran by a different creator. The first account started all the way back in February of 2023 and the second account began in July of 2023. All together the brand has over 20k followers on social media.

The brand has been quite successful in finding prominent interior designer creators to become their in-house creators, both creators have decently large personal brands:

https://www.instagram.com/orderlyen_/

https://www.tiktok.com/@brialiving?lang=en

Overall, the main account we are covering here makes good use of educational content and comedic memes for people interested in interior design or renovating their homes. It’s important to note here that finding a creator who is within your target audience is extremely important as they understand the pain points and other relatable experiences they go through.

Surprisingly, the brand has managed to consistently hit viral videos with the “talking head” format, a format that is oftentimes discouraged by us. We generally do not like the “talking head” format since it feels too sale-sy and generally does not perform well organically. But the main reason the “Talking head” format works well for this brand is because the creator is EXTREMELY well spoken and camera confident. Overall, even though we generally don’t recommend doing too many “talking head” videos, this brand account has proven it to be an effective strategy if the creators is well spoken.

Account Takeaways:

Have a balance of videos talking about your product, comedy content, and valuable educational videos. People don’t just want to be sold a product all day long on special media, so if you are able to mix in other valuable or entertaining videos, you will have an easier time growing a following.
Find creators that are in your target audience. Also, if you are able to do it, have multiple accounts since it increases your chances of hitting a different pocket of audiences since different creators will generally attract a different set of audience. Having multiple accounts will also increase your chances of going viral on separate accounts.
Talking head videos CAN work. Even though talking head videos plugging products are highly discouraged by us (they almost never perform well), the creator is extremely well spoken so even her “Talking head” videos plugging the product does well.