Ecomdigest Bedding - 08.29.2024

The importance of video content for B2B marketing and leveraging new e-commerce platforms

Author

Ecomdigest
August 29, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Ikea is at it again, folks. This time, they're rallying pyjama enthusiasts for a Guinness World Record event on August 28 in lmhult, Sweden. The goal? To gather the largest crowd of people wearing two-piece pyjamas. Following this spectacle, Ikea will host global pyjama parties across EMEA markets, including the UK, starting August 31. Shoppers in their PJs can join in on activities, knowledge-sharing, and special offers.

This stunt is part of Ikea's year-long focus on sleep, targeting six key factors: comfort, light, sound, air quality, decluttering, and storage. According to Ikea's Life At Home Report, 55% of people consider sleep their top wellbeing activity at home. Yet, half of adults are dissatisfied with their sleep, impacting daily life and work. Lower socio-economic groups are hit hardest by sleep issues.

Ingka Group’s Retail Manager, Tolga Öncü notes a growing customer interest in sleep, with bedroom furniture becoming Ikea's biggest online business. Demand for bedroom storage and bed textiles has surged in FY24. Customers want more sleep tips, solutions, and convenience, which Ikea aims to deliver in FY25.

Ikea's recent social campaign celebrated its click-and-collect service with humorous anthropomorphic Ikea stores. They also spoofed a posh kitchen ad, revealing it was for Ikea all along. In 2023, Ikea doubled its UK profit, with sales soaring to £2.46bn.

The article explores the growing trend of luxury bed linen, driven by cultural influences and consumerism. From Taylor Swift's album cover to TikTok's "bed-rotting" movement, high-end bedding has become a status symbol. Brands like Tekla and Toast are leading this market, offering aspirational designs and styles.

Emilia Hitching, a sleep expert, reviews the best places to buy bedding in 2024. Highlighting stores like Brooklinen, Cozy Earth, and Boll & Branch, she emphasises quality and affordability. Each store offers unique features, from thermoregulating sheets to luxurious silk pillows, ensuring a perfect balance of comfort and style.

The article reviews the top 12 bed sheets of 2024, highlighting their comfort, durability, and affordability. It features detailed evaluations of various materials like cotton sateen, microfiber, and Tencel, providing pros and cons for each. The guide also offers tips on choosing the best sheets based on personal preferences.

Forbes Vetted tested over 200 mattresses to find the best of 2024, naming Helix Midnight Luxe as the top pick. The article highlights various mattresses for specific needs, such as cooling, pressure relief, and back pain. Detailed reviews and expert tips guide readers in choosing the perfect mattress.

Performance Platters 🍽️

TikTok is revolutionizing peak season marketing, driving engagement and conversions through its unique blend of community, commerce, and entertainment. Brands should adopt a full-funnel approach, leveraging TikTok's advertising solutions to capture attention and influence purchasing decisions. This strategy promises significant business outcomes during the festive season.

B2B marketers in North America and Europe plan to boost social media and video content this year, driven by Gen Z's digital habits. Short-form social videos are seen as high ROI, with LinkedIn video uploads set to rise 45% YoY. This trend underscores the growing importance of video in B2B marketing.

Ecomdigest is a Contentive publication in the DTC Ecommerce division