Home and interiors is an underrated category in France: solid budgets, little competition between creators, and a format that converts almost on its own, the before and after.

What actually converts

The before and after

Same framing, same light, a single cut. The most profitable format in the category, effective even when badly filmed.

The real domestic problem

An overflowing wardrobe, a dark living room, a small bathroom. People buy the solution to their home.

Real time assembly

Especially with furniture. Showing the actual twenty minutes sells more than "easy to assemble".

Scale

How much space it really takes in a nine square metre room. It is the number one doubt and almost nobody answers it.

Durability at six months

The testimonial of someone who has had it a while converts better than an unboxing.

The French constraint: the small home

This is the angle the category neglects. A large share of buyers live in small spaces, often rented, forbidden from drilling or altering anything.

Content showing a no drill, reversible solution suited to twenty five square metres speaks to an enormous audience that brands rarely address. It is the best unexploited angle in the French market.

Which creators to hire

The one who lives in a home like your customer's. A Paris studio, a suburban flat, a house in a regional town: each speaks to a different audience.

Hiring only bright, spacious interiors signals that the product is not for the majority of French people.

And look for people who show their home as it is, mess included, before the change. Prior perfection ruins the before and after.

The brief that produces good material

Include: the product's dimensions, what must be shown, the real assembly time, three hooks, the disclosure wording, and the instruction to film the before with the same camera and in the same place as the after.

That last detail seems obvious and is the most frequent mistake.

The French calendar

The peaks are January, with the sales and resolutions to get organised, spring with the deep clean, the summer moving season, and Christmas. Black Friday drives a lot in appliances.

Where to go next

In home, the creator's house is part of the product. Our complete UGC guide for brands explains the rest of the process.