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You've got the aesthetic down. The grid is cohesive, the flatlays are styled within an inch of their life, the colour palette could sit in a design magazine. People compliment it. They save the posts. And still, sales aren't moving.
By the time most home and lifestyle brands start thinking seriously about Black Friday, it's already too late.
Walk down a high street and the shop window is doing a very specific job. It's not selling you anything directly. It's making you stop, look, and decide in about two seconds whether this place is for you. That's exactly what short-form video does now. Except the window isn't on a high street. It's a 9:16 frame on someone's phone, and you've got about a second and a half - not two - before they scroll past. For home and lifestyle brands, this matters more than most categories. Nobody's making a snap decision on a sofa. But they are making a snap decision about whether your brand is worth a second look. And a lot of brands are still treating that window like a TV ad slot.
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