High Point Market: Video Ad Shifts for 2026

eMarketer’s report that US retail social commerce sales will reach $116.3 billion in 2026 isn’t just a number for home furnishings brands heading to High Point Market. It’s a complete rewrite of the marketing playbook. The old model of waiting for designers to wander into your showroom is being upended by digital discovery, where the first contact often happens on a phone screen. The showroom visit is still the goal, but it’s increasingly the *result* of a compelling video ad, not the start of the journey. So how do you get a piece of that massive digital spend?

The 2026 Digital Shift: 78% of Consumers Prefer Video for Product Information

A HubSpot report found that a massive 78% of consumers worldwide prefer to get product information from video when they’re deciding what to buy. This is about education and building trust. For a home furnishings brand at High Point Market, the message is simple: if you aren’t using video to show off your designs, your craftsmanship, and what your brand stands for, you’re invisible to the majority of potential buyers. I’ve seen so many brands pour money into gorgeous photography and then wonder why nobody’s engaging online. The answer is almost always their lack of a real video strategy. A beautiful static image just can’t show the texture of a fabric or the way light hits a finished wood surface like video can, which is especially important for a tactile product like furniture. Think about it: a 15-second clip showing someone’s hand gliding across a new upholstery fabric communicates more about quality and feel than a whole paragraph of descriptive text ever could.

Short-Form Video Dominance: 89% Higher Engagement Rates

Nielsen’s data is pretty blunt: short-form vertical video gets 89% higher engagement rates than old-school horizontal videos on social media. This is a critical piece of information when planning your video ad strategy for High Point Market. You can’t just chop up your long-form catalog videos and expect them to work anymore. Platforms like Instagram Reels, TikTok, and YouTube Shorts aren’t a fad. They are a direct reflection of how people use their phones now. You have to make snappy, compelling videos specifically for these platforms, using quick cuts, trending audio, and a clear call to action. You could show a quick before-and-after of a room makeover with your pieces or a fast-paced tour of a new collection. Your only job is to grab their attention in the first three seconds and give them one clear message or aesthetic. If you ignore this format, you’re giving up a ton of reach and interaction, particularly with the younger, digitally savvy buyers who now have a huge say in home furnishing purchases.

Interactive Video Ads Boost Conversion by 20%

According to a late 2025 IAB report, adding interactive formats like shoppable tags, polls, and quizzes to your video ads can lift conversion rates by an average of 20%. This is how you turn video from something people just watch into something they actively do. For a furniture brand, this means putting direct purchase links right inside the video ad, letting a designer tap on a chair they see and immediately get a product page or a form to “book a showroom appointment.” Imagine running a video tour of your High Point Market space where a viewer can tap a specific sofa to see its dimensions and fabric options, or even schedule a call with a rep right then. This removes all the friction from the buying process. Tools for this are already built into platforms like Google Ads (specifically with YouTube’s shoppable TrueView for Action campaigns) and Meta’s ad suite. If you’re just showing your products without giving people a direct path to take the next step, you’re leaving money on the table.

The Power of Authenticity: User-Generated Content Drives 4x Higher Click-Through Rates

HubSpot’s research shows that video ads featuring user-generated content (UGC) pull in 4 times higher click-through rates than the brand’s own slickly produced content. This is a tough one for many home furnishings brands, which tend to default to sterile, highly polished lifestyle shoots. That aspirational stuff can work, but genuine, unscripted moments connect on a much deeper level. At High Point Market, this means getting designers, influencers, or your own staff to shoot candid, behind-the-scenes videos. Get a designer on camera giving their honest, excited reaction to a new piece in your showroom, or grab a quick interview with a craftsman talking about the details of the new line. These videos don’t need a Hollywood budget. In fact, looking a little rough around the edges often makes them feel more authentic and trustworthy. The campaigns I’ve seen succeed usually mix the professional shots with these real, human-centric clips. You’re trying to show the passion behind the product, not just the product itself.

Challenging Conventional Wisdom: The Myth of “Perfect” Production Value

Too many brands, especially in the luxury furniture space, are stuck on the idea that every single video ad must look like a movie. The old thinking is that anything less than flawless production damages the brand. I completely disagree. Of course high-quality visuals are needed to show off intricate details and rich materials, but leaning too hard on “perfect” production in 2026 can make your brand seem cold and out of touch. The data around short-form and user-generated content points directly to a preference for authenticity over untouchable polish.

The real power of video for High Point Market is in telling the story, showing the craftsmanship, and conveying the passion that goes into each piece. A quick, well-lit video shot on an iPhone with real enthusiasm from your team will often destroy an expensive, storyboarded production that feels lifeless. Is the message clear? Is the emotion genuine? Is there a direct way to engage? Those are the questions to ask, not just “is it glossy enough?” I see brands burn huge budgets on elaborate shoots when that cash would be far better spent on smart ad placement, A/B testing creative, or building out interactive features. People want to connect with the soul of your brand, and that means you have to allow for the human element that “perfect” productions often erase.

For any home furnishings brand at High Point Market, using video ads with a data-driven approach isn’t an option anymore. It’s how you’ll win. By zeroing in on short-form, interactive, and authentic content, you can grow your reach, engagement, and sales in a very tough market.