Candle Brand Social Media Marketing 101

Candle Brand Social Media Marketing 101

12 mins read

Let's face it, social media is a big deal for visually-driven products like candles. And it’s not just about posting pretty pictures every blue moon, but forging real connections and lighting up your brand in the crowded digital marketplace.

An aesthetic shot of a coffee placed next to a phone displaying an Instagram feed. Source: Pexels

In this guide, we'll teach you specific strategies to fire up your presence on platforms like Instagram, TikTok, Pinterest and Facebook. Whether you’re looking to refine your current approach or starting from scratch, this blog is your go-to for turning those likes into sales and followers into customers. Let’s get your brand buzzing with activity and your products flying off the virtual shelves!

What is social media marketing?

Social media marketing (SMM) is the art of using social platforms to build your brand, connect with consumers and drive sales. It involves crafting captivating content (written and visual), engaging with followers and optimising social strategies to meet business objectives. Let’s demystify some of the key terms and visit each platform that’s most relevant for home fragrance brands.

Key terms at a glance:

  • Engagement: Interaction with your content through likes, comments, shares and saves.
  • Algorithm: The complex system platforms use to decide which content gets seen by whom.
  • Hashtags: Words or phrases preceded by a # used to identify messages on a specific topic.
  • Analytics: Data to understand how your content performs and define your audience.

A quick summary of popular platforms (with data gathered from HubSpot):


Users: 1 billion monthly active users

Audience: Nearly even distribution of Gen Z and Millennials

Industry impact: B2C

Best for: High-quality images and videos; user-generated content; advertising

Perfect for visual storytelling, Instagram lets you showcase your candles through stunning imagery and creative videos. Use features like Stories for time-limited offers or behind-the-scenes peeks, and Reels for engaging, dynamic content that can go viral. The visual appeal of your candles can be enhanced with the right filters and photography techniques, making Instagram a powerhouse for brand aesthetics.


Users: 1 billion active monthly global users

Audience: Primarily Gen Z, followed by Millennials

Industry impact: B2C, then B2B

Best for: Short-form, creative video content, user-generated content, building brand awareness

The go-to platform for trending and viral content, TikTok is ideal for reaching a younger audience. Short, entertaining videos showing your candles in production, quick DIYs or fun, themed setups can capture attention quickly. Leverage trending sounds and challenges to boost your content’s reach.


Users: 482 million monthly active users worldwide

Audience: Primarily Millennials with a solid audience in Gen Z

Industry impact: B2C

Best for: Visual advertising; inspiration

A search engine disguised as a social network, Pinterest is where many users go for inspiration. High-quality pins of your candles can drive traffic to your website, along with tips like “best scents for relaxation” or “decorating with candles”. Since pins have a longer lifespan than posts on other platforms, your content works harder for you over time.


Users: 2.8 billion daily active users worldwide

Audience: Cusp of Gen Z and Millennials (most users aged 24-35)

Industry impact: B2C

Best for: Brand awareness, advertising, community building

With its vast user base, Facebook is great for building community. Share updates, host live candle-making sessions or run ads targeted to specific demographics. Facebook Groups can also be a goldmine for connecting with niche communities interested in home décor and fragrances.

Keep reading as we provide more information about how to use each platform, along with examples of candle brands with killer social media strategies. 

The power of social media for home fragrance brands 

Social media is a powerhouse for any brand looking to thrive in today’s digital age. Take Instagram, where a staggering 90% of users follow at least one business. This platform offers a massive opportunity for home fragrance brands to build customer loyalty and visibility. In fact, 68% of small businesses use social media as their primary marketing tool, with 89% of marketers affirming its effectiveness in boosting brand presence.

For home fragrance brands, social media is essentially your virtual scent lab. Platforms like Instagram, Pinterest and TikTok serve up a visual feast that allows you to engage the senses of your audience. Yes, even smell can be suggested through powerful imagery and creative content! Considering that 65% of people are visual learners, leveraging these platforms can significantly enhance how consumers perceive and interact with your brand.

Moreover, social media's shopping features integrate seamlessly into user experiences. On Instagram, 60% of users discover new products through the platform’s shopping tool, meaning your next loyal customer could stumble upon your brand while scrolling through their feed. Regular posts and instant purchase options are smart tactics to capitalise on these spontaneous discovery moments.

TikTok offers a unique advantage with its interactive 'Live' sessions, where 74% of Gen Z users report engaging further with a brand after encountering a product. This interaction underscores the value of real-time engagement—video content creation and partnering with influencers are potentially game-changing strategies for your brand.

Don't underestimate Facebook. Despite its text-heavy layout, it reaches 59% of the global social media population. For home fragrance businesses, Facebook is an excellent venue for cultivating community. You can engage in deeper conversations, share the stories behind your scents or host live sessions on the craft of home fragrance. 

Mastering social media is about transforming likes and shares into a dedicated customer base and tangible sales. So, how do we craft strategies that connect and convert? Let's look at actionable tactics that can amplify your brand on these popular platforms.

Tips for successful social media marketing content 

An effective social media strategy isn’t just about tossing content into the void and hoping it sticks; it's about broadcasting messages that resonate with your audience and drive tangible results. Let’s break down the essential dos and don'ts that will sharpen your strategy and ensure your brand’s voice is amplified across your followers’ feeds:


✅ Mix it up

Keep your followers intrigued with a variety of content types. From Instagram Stories that offer fleeting glimpses into your daily operations to polished posts and dynamic Reels, each format uniquely engages your audience. This variety keeps your feed fresh while catering to different follower preferences.

✅ Simplify the shopping process

Use features like Instagram Shopping to seamlessly integrate commerce into your social posts. Tagging products directly in images or stories makes it a breeze for followers to go from "just browsing" to "purchase complete" without ever leaving the app.

✅ Engage with influencers 

Collaborate with influencers who echo your brand's values. Remember, bigger isn't always better. Nano and micro-influencers often boast highly engaged audiences, making them goldmines for niche markets. They can amplify your reach authentically, adding a layer of trust and personal touch to your promotions.

✅ Be authentic

Let your audience be behind the curtain. Show them your candle craft or the team that brings their favourite scents to life. Authenticity builds trust and loyalty, making your brand feel more relatable and genuine.

✅ Capitalise on visual appeal

Platforms like Pinterest are ideal for visual storytelling. Use captivating images that showcase your products, suggesting how they fit into aspirational lifestyles. Paint a picture where your candles are essential facets of ideal home decor.


❌ Miss out on trends

On fast-paced platforms like TikTok, catching waves of trending sounds, challenges or hashtags can skyrocket your brand's visibility. Ignoring these trends can mean missing key opportunities to engage with a broader audience.

❌ Be too salesy

Balance is key. If every post screams "buy this!" you might turn off your followers. Weave in content that educates, entertains or inspires your audience alongside your promotional messages.

❌ Forget to interact

Social media is all about interaction. Not responding to comments or messages can make your brand seem distant or disinterested. Engage actively with your followers to build a community around your brand.

❌ Ignore metrics

Each social platform offers analytics tools that provide insights into what's working and what's not. Use this data to refine your strategy, optimise content and better understand your audience’s preferences.

The world of social media is dynamic and requires continuous learning and adaptation, so stay curious, stay adaptable and most importantly, keep your brand’s essence at the heart of your social media strategy. 

Inspo from top home fragrance brands 

Now, time to see some successful social media strategies in action. Here are just some of the ways brands are stealing the social media spotlight with original content on Instagram, TikTok, Facebook and Pinterest:


Example 1: Interactive product launches

Mala turned their new scent launch into a game with an interactive word search on their social channels. Talk about engaging! This playful twist drew in their audience, making the launch unforgettable. Interactive posts like these are gold for boosting engagement and keeping your brand top of mind.

Example 2: Partnering with power players 

Mala dialled up their influencer game by teaming up with Kim Kardashian. After sending her a PR package, Kim showed it off to her massive following. But Mala didn’t stop there—their founder shared the journey through a personal, enthusiastic video, adding a genuine, relatable face to the brand. While we can't all partner with celebrities like Kim Kardashian, the principle holds: influencers with smaller, more niche followings can be incredibly effective. 

Example 3: Seasonal giveaways

For Valentine’s Day, Mala mastered the art of seasonal content. And they didn’t just post; they engaged by sharing themed stories and posts, asking followers to spill their "worst first date" tales. Plus, they amped up the interaction with a giveaway. Clever, right? Seasonal content hooks your audience by tapping into current moods and celebrations, and it’s even better when you throw in a chance to win something.

Yankee Candle Company

Example 1: Embracing TikTok Trends 

Yankee Candle jumped on a popular TikTok fad featuring a trending sound and a playful dance that captures a relatable scenario: a couple humorously "arguing" over one partner buying too many candles. This approach showcases their candles in a fun, light-hearted way, leveraging TikTok’s algorithm favouring trending sounds and interactions to boost their visibility on users' For You Pages (FYP). 

It’s a smart move that mixes product placement with entertainment, resonating well with the platform’s audience’s values of creativity and relatability.

Example 2: Seasonal campaigns 

For Valentine’s Day, Yankee Candle crafted a special "Galentine's" setup, incorporating their pink candle range into a themed display. Engaging with holidays and observances like Valentine’s Day is a fantastic strategy because it taps into current user interests and seasonal moods, increasing the relevance and timeliness of the content. This not only enhances engagement but positions their products as perfect fits for seasonal celebrations.

Example 3: Behind-the-scenes content

Regularly featuring their fragrance designer in videos, Yankee Candle adds a personal touch by putting a friendly face to the name. This transparency fosters trust and builds a closer relationship with their audience. It humanises the brand, allowing followers to connect with the people behind the products. Showcasing the expertise and passion of their team enriches the content, educating and engaging customers on a deeper level.


Example 1: Stylish brand placement 

Diptyque's social media profile reflects the brand's commitment to beauty and quality. Featuring a well-designed logo, succinct brand story and professionally captured images of their products––such as the limited edition coffee candle––they ensure every element reflects their high-end aesthetic. Regularly updating cover images to highlight specific products keeps the page fresh, strategically focusing attention on new or seasonal offerings.

Example 2: Promoting through partnerships

In a community-based post, Diptyque showcased artwork by artists related to the theme of their coffee candle without directly highlighting the product itself. This subtle approach promotes the artists, enhancing community relations and cleverly tying back to their product. By focusing on the art, Diptyque cultivates an appreciation for creativity and culture, which resonates deeply with its target audience, enhancing brand loyalty and product interest through association.

The White Company

Example 1: Selling a lifestyle

The White Company’s Pinterest profile is a masterclass in brand consistency. It features beautifully curated lifestyle images that stay true to the brand’s aesthetic. This approach subtly promotes their products by selling a lifestyle; followers are drawn to the images for inspiration, not realising at first glance that they are being guided towards specific products.

Example 2: Strategic content integration

Clicking on an image on their Pinterest board often leads to a blog post on their website. This method subtly transitions followers from simply viewing an aesthetically pleasing image to engaging with deeper, informative content. 

The blogs are written to relate directly to the products being promoted, positioning The White Company as a thought leader while gently guiding readers toward making a purchase. This strategy is effective because it offers value before making a sale, building trust and establishing the brand as a helpful resource rather than just a retailer.

The bottom line? These strategies offer a wealth of creative ideas for energising your social media presence. But remember, these are just jumping-off points! The beauty of social media lies in its endless possibilities for innovation. So while it's great to take inspiration from what's working for others, always keep an eye out for new, original ways to engage your audience.

Building your social media strategy

Ready to start posting? Crafting an effective social media strategy for your home fragrance business doesn't have to be overwhelming. Here's a straightforward, step-by-step guide to help you get started:

Step 1: Set clear objectives 

Begin by defining what you want to achieve through your social media efforts. Are you aiming to increase brand awareness, boost sales or enhance customer engagement? Your goals will dictate your strategy.

Step 2: Get to know your audience: 

Know who your customers are, what platforms they use and what content they resonate with. This understanding will help you tailor your messages and choose the right channels for distribution.

Step 3: Plan your content

Develop a content calendar that outlines what to post and when. Mix product highlights with lifestyle content that complements your fragrances, such as home decor tips or relaxation techniques. Ensure your content varies to maintain interest and engagement.

Step 4: Determine post frequency

Like most things in life, consistency is key in social media. Decide how often you will post based on your capacity and the norms of each platform. Posting 3 to 5 times weekly on platforms like Instagram and Facebook can keep your brand active without overwhelming your followers.

Step 5: Monitor and adapt

Use social media analytics to track the performance of your posts. See what works and what doesn’t, and adjust your strategy accordingly. Staying agile and responsive to the data will help refine your approach to achieve better results.

Follow these steps to create a social media strategy that turns followers into fans and customers into advocates.

Social media tools and resources

Managing a bustling candle business is no small feat, and social media can sometimes feel like just another item on your to-do list. However, the right tools can transform it from a chore to a powerful asset.

Scheduling and management

  • Hootsuite or Buffer: Both platforms allow you to schedule posts across multiple social media channels. This means you can plan a week’s or even a month’s content in advance, freeing up your time to focus on your products. They also provide insights into the best times to post based on when your audience is most active, helping you maximise engagement.

  • Later: Ideal for visually-driven platforms like Instagram and Pinterest, Later helps you visually plan your content calendar, ensuring your feed looks cohesive and on-brand.

In-depth performance analysis

  • Sprout Social: Offers detailed analytics that can help you understand which types of content perform best. It also tracks engagement trends and can compare your performance against competitors, which is invaluable for refining your strategy.

  • Google Analytics: While not solely for social media, Google Analytics can track the success of your social media efforts in driving traffic to your website. Understanding these pathways can help you better tailor your social media campaigns to lead to actual sales.

Creative content creation

  • Canva: With thousands of customizable templates and an intuitive design interface, Canva makes it easy for anyone to create eye-catching graphics that can make your posts stand out.

  • Adobe Spark: Offers functionalities similar to Canva, with the added benefits of Adobe’s design prowess––ideal for creating more polished visuals.

With these tools, even the busiest candle makers can spark significant engagement and drive sales without burning the midnight oil. They automate the mundane, allow for creative content creation, and provide deep insights into what’s working. 

Time to set your social media ablaze

We've explored how vital social media is for amplifying your home fragrance brand. From strategic content creation to leveraging the right tools, every action you take online can significantly impact your sales. Now, it's your turn to apply these insights, engage passionately with your community and watch your brand flourish in the bustling digital marketplace. Start today to see your social presence glow brighter than ever.

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