Social Media Videos Reshape Home Renovation Content Consumption

The landscape of home renovation content consumption has dramatically shifted, with social media videos now frequently considered equivalent to traditional television viewing. A Deloitte study conducted in October 2025 found that 41% of surveyed users across all age groups define watching social media videos and streaming services as 'watching TV.' This trend is particularly pronounced among younger demographics, with 44% of millennials and 58% of Gen Z respondents indicating they spend more time consuming social media content than cable and streaming services. This evolution means that content creators in the home design niche can now offer a continuous stream of renovation material, a stark contrast to the weekly episodic format of traditional shows like those on HGTV, which often featured reveals like Ty Pennington's "Move that bus!".

While the accessibility of fresh entertainment has increased for consumers, with new content available at any moment through a simple swipe, the process of content creation for influencers in this space is considerably more demanding than it might appear. Viewers may perceive the content as less polished than highly produced series on HGTV and assume the work involved is simpler. However, influencers often undertake the complex task of transforming a home while simultaneously living in it, all while capturing and editing footage to create concise, engaging narratives, often within a minute in length. This contrasts sharply with the production methods of HGTV shows, where homeowners might temporarily relocate to hotels while a dedicated crew handles renovations and a separate team films the process. A production team then assembles the footage into a cohesive story.

For social media influencers, this entire process typically occurs under a single roof and is frequently managed by a single individual. This "one-person show" model necessitates a different approach to content creation and management. Influencers must balance the demands of renovating their living space with the continuous need to document, edit, and publish content for their online audience. The curated in-feed appearance of influencer homes often belies the reality of the renovation process, which can be chaotic and demanding. Four influencers shared their experiences exclusively with Realtor.com®, detailing the realities of opening their homes to public scrutiny and the intensive labor involved in producing their content. One influencer, identified as Amber, described the role as "the most incredible and rewarding job I’ve ever had, but I’ve also never worked harder in my life," highlighting the significant personal and professional commitment required.