As consumption scenarios change, more and more people choose to use social media to search for shopping inspiration for lamps. If you want to use lamp marketing to achieve better traffic effects, cross-border sellers must focus on consumers' recent concerns, seize popular materials and copywriting trends, and make their products more competitive.
Overall, consumers' search behavior reflects the following trends at this stage:
Starting to pay attention to autumn home decoration and Christmas light decoration inspiration;
Single products are more popular when integrated into pictures that highlight the home taste;
Multiple products, forming a collection of matching or purchase suggestions are more popular.
Lighting marketing insights: The popularity of internet celebrity sunset lights remains high
To elaborate, the search volume for keywords related to lamp has increased both week-on-week and month-on-month. The top four searched words include: desk lamp, standing lamp, sunset lamp, and bedroom lamps.
Among them, sunset lamp is a popular product that is popular all over the world. The recent search volume has continued to grow, indicating that its popularity has not subsided. Other keywords all have usage locations such as desk and room, which shows that most users' search purpose is to find inspiration for matching lamps placed in a certain location. The marketing suggestions for lamps drawn from this are that cross-border sellers should match keyword scenes with increasing search volume in advertising copy, and display multiple lamp styles in the same scene can better provide shopping inspiration for consumers.
Under the search results of the desk lamp keyword, most of the popular Pins are simple in style, with black/white/beige as the main colors; you can pay attention to the materials of the brands Urban Outfitters and DSHOP. Urban Outfitters is a fashion lifestyle brand that sells more than just lamps online.
Popular Pins related to standing lamp are relatively more minimalist, and the popular materials are mostly pure products displayed on a white background, or a minimalist white background, to reflect the unique shape of the lamp itself; brands such as Vakkerlight, Dezeen and Remodelista can be paid attention to.
Sunset lamp itself clearly refers to the product of sunset lamp. Judging from the popular Pins, there is almost no difference in the appearance and lighting effects of products launched by different brands. Basically, the round orange light is reflected on the wall, revealing the sofa or green plants in a corner of the home. Among such similar products, the light orange and clean white background used by Urban Outfitters are unique. Products are similar, and using different styles of materials to create differentiation is also an effective way for lighting marketing to attract attention.
Bedroom lamps are mostly placed on bedside tables. In addition to warm-style bedroom materials, popular Pins also include experience sharing and selection guides, providing multiple style inspirations at one time. Moreover, tutorial sharing content has a certain sense of mystery. Compared with materials that directly display product shapes, it can use curiosity to reach a wider audience.
Lighting marketing insights: Start preparing Christmas lights early
The search volume for the keywords related to lights increased both week-on-week and month-on-month, and the top four search terms were: christmas lights, kitchen lights ceiling, lights in bedroom, and room lights. Judging from the 70% monthly search growth for christmas light, users had already started searching for inspiration for Christmas lighting decorations in early August. Therefore, it is recommended that cross-border sellers can reflect the Christmas atmosphere in advertising images and include Christmas-related words in advertising copy, so as to occupy consumers' minds through lighting marketing in advance.
Under the search results for the keyword christmas lights, most of the products in the popular Pins are outdoor decorative light strings, which are used to decorate the exterior of the house or the courtyard to create a glowing edging effect.
The popular Pins of lights in bedroom give people a warm and comfortable feeling as a whole. The lamps are well integrated into the room decoration and become a whole. Although they are all bedroom lamps, the keywords lights in bedroom basically point to ceiling lamps, light strips and light strings, while bedroom lamps point to bedside lamps. When sellers use keywords in advertising copy, they should pay attention to the matching of words and products to achieve a more accurate traffic diversion effect.
Among the keywords related to lights, the search volume increased both week-on-week and month-on-month. The top 4 search terms include: christmas lights, kitchen lights ceiling, lights in bedroom, and room lights. Judging from the 70% monthly search growth of christmas light, users have started searching for inspiration for Christmas lighting decorations as early as early August. It is therefore recommended that cross-border sellers can reflect the Christmas atmosphere in advertising pictures and use Christmas-related words in advertising copy to occupy consumers' minds through lighting marketing in advance.
Under the search results of the keyword christmas lights, most of the products in the popular Pins are outdoor decorative light strings, which are used to decorate the exterior of the house or the courtyard to form a luminous outline effect.
The popular Pins related to kitchen lights ceiling are similar to bedroom lamps, integrating multiple pictures to give lighting ideas for this space. This type of lamp has both decorative and lighting functions, and sellers will be more cautious when choosing. Therefore, in lighting marketing, content containing purchase guides and experience sharing will be more convincing than pure lighting displays.
The popular Pins of lights in bedroom give people a warm and comfortable feeling as a whole, and the lamps are well integrated into the room decoration and become a whole. Although they are all bedroom lamps, the keywords "lights in bedroom" basically refer to ceiling lamps, light strips and light strings, while "bedroom lamps" refers to bedside lamps. When sellers use keywords in advertising copy, they should pay attention to the matching of words and products to achieve a more accurate traffic generation effect.
Lighting mrketing insights: Ambient lighting is gaining more attention
Among the keywords related to lighting, the search volume increased both week-on-week and month-on-month. The top three search frequency words include: ambient lighting, foyer lighting fixtures, and dining room lighting. Judging from the search growth rate and the style of popular materials, users are paying more and more attention to the atmosphere created by lighting, or the taste of home furnishing, rather than the lighting function. Sellers are advised to choose materials that can reflect a specific style and taste of home furnishing.
It can be seen that the focus of the popular Pins related to ambient lighting is on "environment" rather than "lighting". In addition to lamps, there are more furniture in the picture, such as sofas, TV cabinets, green plants, etc. Dark-toned furniture sets off the lamps with high saturation tones, leaving a good first impression of taste.
Foyer lighting fixtures are obviously chandeliers, and there are multiple centralized displays, and some are included in the foyer design as a whole display. The source of popular Pins in this sub-category is no longer only home or lamp brands, but also some home decoration bloggers, designers and other groups.
Lighting is part of home decoration. Consumers looking for inspiration for home decoration often do not have a clear shopping goal before searching until they see something they think is interesting. Therefore, it is also necessary for lighting sellers who want to do a good job in lighting marketing to understand the popular trends in home decoration in order to reach a wider audience interested in home decoration.
