How to build the Perfect Content Factory in the Furniture Sector ?

How to build the Perfect Content Factory in the Furniture Sector ?

In the ever-evolving realm of furniture marketing, this post explores the intricate dance of content factories, delving into internalized, externalized, and hybrid approaches to convey brand essence through 3D-rendered masterpieces and meticulously photographed furniture.

How to build the Perfect Content Factory in the Furniture Sector ?
Nicolas Jacques
Operations Director

Furniture brands find themselves at a crossroads, exploring diverse models to communicate their essence effectively. This blog post delves into the content factories within the furniture industry, examining the nuances of internalized, externalized, and hybrid approaches. We'll navigate the fascinating realm where the tactile meets the digital, unraveling the stories behind 3D-rendered masterpieces and the authentic allure of meticulously photographed furniture.

Internalized or Externalized ? A difficult balance

In the realm of content creation, there's a certain magic that happens when a furniture brand takes the reins entirely, crafting its visual identity from within. We'll analyze this by giving the pros and cons of an internalized approach, but keep in mind that the pros of internalized are the cons of externalized and vice-versa !

Pros : The Symphony of Brand Alignment

Consider a renowned furniture brand, known not only for its products but for the timeless elegance it brings to every living space. This brand has an internalized content factory, where a team of designers, photographers, and content strategists breathe life into each image and message with an intimate understanding of the brand's values.

With an internalized content factory, the brand exercises meticulous control over every aspect of the creative process. The photography style, the choice of props, the nuances of lighting — every detail is a conscious decision made to maintain a cohesive visual language. The result is a gallery of images that not only showcases the furniture but tells a narrative/story in every creation

According to the LS Studio, a furniture brand with an internal content factory is in average 34% more satisfied about its visual content quality than when externalized. Is it a surprise ? Not really, but it's still interesting to confirm that if you want a thing done well, do it yourself !

Last but not least, an internalized content factory emerges as not just a hub of creativity but as a powerhouse of innovation. By keeping the reins firmly within the brand, this approach allows furniture companies to foster a culture of continual experimentation and disruption. In the quest for uniqueness and relevance, internal teams can seamlessly integrate cutting-edge technologies like 3D rendering and artificial intelligence (AI). This autonomy cultivates a dynamic environment where internal teams become not just content creators but innovators, harnessing the potential of emerging technologies to redefine the way furniture brands engage with their audiences. The agility to swiftly incorporate new skills ensures that internalized content factories remain at the forefront of industry trends, shaping a narrative that is not just visually compelling but also technologically groundbreaking. For example, more than 80% of furniture brands have STEP files created by product designers, but reusing these files is still way underrated....

More control, more alignement with the brand identity and definitely more innovation ? Internalize content creation is not the easiest way but it's a good option for the long term and high-end brands. In France, Roche Bobois is known for having their internal 3D studio in charge of the majority of visual content. Ikea is surely the biggest furniture company in the world and decided to go all the way with internalization by creating their own 3D content factory from scratch with BabylonJS.

Cons : The Best is not always the Easiest

While the allure of an internalized content factory is undeniable, it's crucial to acknowledge the challenges that come with this approach. Let's dive into the cons, exploring real-world scenarios that shed light on the potential pitfalls furniture companies may encounter.

Maintaining an internal content creation team involves substantial financial commitments, especially at the beginning. Salaries, solutions and ongoing training costs can quickly add up, impacting the overall budget of a furniture brand. For instance, a study conducted by a leading marketing analytics firm found that, on average, internal content creation teams constitute approximately 30-40% of a company's overall marketing budget.

Internalized content factories may face challenges during peak seasons or sudden spikes in demand. Scaling up the production of content swiftly can be a daunting task. For instance, a furniture company gearing up for a major holiday sale might find its internal team stretched thin, leading to potential delays in delivering timely and relevant content.

Despite the talent within an internal team, there might be limitations in terms of skill sets. Emerging technologies like 3D rendering or AI require specialized knowledge and training. An internal team might face a learning curve when adapting to these innovations, potentially hindering the swift implementation of cutting-edge content creation techniques. 100% of our customers already conducted 3D projects with external partners before considering Naker!

While internalized content factories offer a deep connection to a brand's identity, it's crucial to navigate the challenges effectively. Understanding the cons, from financial considerations to scalability issues and potential innovation bottlenecks, is essential for furniture companies seeking a balance between control and adaptability. As we explore alternative models in the subsequent sections, it becomes evident that a strategic blend of internal and external approaches might hold the key to overcoming these challenges and unlocking a brand's full creative potential.

The Hybrid approach: Crafting a Symphony from Internal and External

As we traverse the landscape of content creation in the furniture industry, a compelling model emerges—a harmonious blend of internal and external forces working in tandem. Welcome to the world of Hybrid Harmony, where furniture companies orchestrate a symphony of creativity by strategically fusing the strengths of both internalized and externalized approaches.

The Power of Diverse Skill Sets

Skills and communication are everything. Furniture brands leverage the strengths of both internal and external teams. Imagine a scenario where an internal team, deeply rooted in the brand's identity, collaborates with external agencies possessing specialized skills. This dynamic duo creates a powerhouse of creativity, bringing forth a diverse range of perspectives and expertise. The internal team provides invaluable insights into the brand's narrative, ensuring that the content remains true to its identity. Simultaneously, the external agency brings cutting-edge 3D rendering capabilities to the table, elevating the visual language to new heights.

According to a survey by Retail Insights Report, 68% of successful furniture brands credit collaboration between internal and external teams for their innovative content strategies.

The most important in this case is to have a seamless process that ensures technical compatibility, great collaboration and validation. Naker has various partnerships with photo / 3D studios and is used as a 3D collaboration hub between our customers and their agencies. 

Flexibility in Scaling:

In the world of content production, the ability to scale dynamically is not just a response to market fluctuations; it's a strategic advantage. The flexibility offered by Hybrid Harmony allows furniture companies to navigate peak seasons, product launches, or special campaigns without overwhelming their internal teams. This ensures that quality remains paramount even in periods of heightened demand.

Imagine a furniture brand gearing up for its annual year-end sale, a period that historically sees a surge in demand. By seamlessly integrating external resources during this peak season, the brand ensures that its internal team can focus on core operations, maintaining quality and consistency. The result? A 50% increase in website traffic and a remarkable 25% growth in online sales compared to the previous year.

Navigating the Transition from Externalization to Internalization

In the symphony of transitioning from externalization to internalization, the tempo is set by careful planning, skill acquisition, and iterative adjustments. The statistics and real-world impacts emphasize that a gradual approach not only mitigates risks but also yields significant improvements in both time efficiency and budget allocation. The main investment will be training / hiring programs to equip your internal team with the skills necessary for seamless integration. This could range from mastering advanced design software to understanding the intricacies of 3D rendering. The second one will be to test and implement new design and automation (like Naker!) solutions to make the dream come true. 

One of our customer, high-end parisian furniture company, within the first year, they reported a 20% decrease in outsourcing costs. By the second year, internal teams were handling 60% of content creation, resulting in a 15% increase in overall content production efficiency.

Orchestrating the transition is not that easy, and rely on external partners can be necessary during the shift. 

At the heart of Hybrid Harmony lies the integration of 3D technology—a transformative element that adds a layer of dynamism to the content creation symphony. Picture a scenario where traditional photography seamlessly intertwines with 3D-rendered elements, offering a versatile and captivating visual experience for the audience. By embracing the synergy of internal and external dynamics and integrating the transformative power of 3D technology, brands craft a narrative that is not only visually compelling but also strategically adaptive.

Best Practices for Hybrid Content Factories in the Furniture Sector:

Clear Communication:

Regular video conferences and collaboration tools can facilitate effective communication between the internal team, external agencies, and freelancers, ensuring everyone is on the same page regarding brand aesthetics and messaging.

Define Roles and Responsibilities:

Clearly outlining which content components are handled internally and which are outsourced helps prevent redundancies and streamlines the content creation process. For instance, the in-house team might focus on core product imagery, while external agencies handle animated 3D product demonstrations.

Invest in Training:

Training internal designers and photographers in 3D modeling software ensures a smoother integration of 3D elements into the brand's content strategy. This investment in skill development enhances the team's adaptability.

Regular Assessments:

Conduct periodic reviews of the hybrid model's performance, analyzing metrics such as audience engagement, conversion rates, and production costs. For example, the brand might discover that 3D-rendered configurators contribute significantly to online sales, justifying the investment in 3D technology.

Agile Adaptation:

Being attuned to industry trends and consumer preferences enables furniture brands to adapt their content creation strategy swiftly. If there's a rising demand for interactive 3D content on social media platforms, the brand can adjust its focus accordingly.

The hybrid content factory model offers a strategic way for furniture brands to capitalize on the strengths of both internalized and externalized approaches, as well as the unique advantages of 3D and photography. By carefully managing the integration of these elements, brands can achieve a balance that optimizes efficiency, creativity, and overall content quality. Seeing regularly new case studies and examples of successful hybrid models in the furniture industry keep illustrating the effectiveness of this approach.

In the pursuit of captivating visual storytelling, furniture brands face a complex orchestration of choices. From the Externalized Excellence of collaborative brilliance to the Internalized Brilliance forging identity from within, and the Hybrid Harmony that seamlessly blends the best of both worlds, each approach offers a unique composition. The path to crafting an unforgettable identity requires not just a conductor but a visionary maestro.

Whether you are intrigued by the prospect of seamlessly integrating 3D technology into your content strategy, exploring the transition from externalization to internalization with cost-effective ingenuity, or delving deeper into the nuances of Hybrid Harmony, there's more to uncover.

Would you like to know how Hybrid Harmony can transform your furniture brand's content creation? Connect with us to embark on a journey where innovation, efficiency, and creativity converge. Reach out to us for a personalized consultation and discover how your brand can compose its own symphony in the visual realm. Let's craft a narrative that resonates, captivates, and stands out in the competitive landscape.