Scroll through any lifestyle influencer’s feed and you’ll see it — an effortless mix of storytelling, aesthetic, and consistency.

Now swap out the candles for caulk guns and the espresso machine for a power drill. The same formula works — it just looks a little different.

The lifestyle category cracked a code that hardware brands are still catching up to: influence isn’t about category, it’s about connection.

Here’s what hardware brands can learn:

1. Romanticize the everyday.
Lifestyle creators make the mundane feel meaningful. Hardware brands can do the same by showing the why behind the work — not just the product. A front door becomes “the start of every first impression.” A padlock becomes “peace of mind when you walk away.”

2. Invest in visual identity.
Lifestyle content is instantly recognizable because it feels cohesive. For hardware brands, that doesn’t mean pastel filters — it means consistent tone, lighting, and voice. Whether it’s a garage, jobsite, or backyard, your brand should feel the same wherever it shows up.

3. Partner for authenticity, not reach.
Lifestyle creators build loyalty by showing products they actually use. Hardware brands need that same approach — smaller creators with real credibility in DIY, trade, or maker communities often outperform big names when it comes to conversions and trust.

4. Mix education with aspiration.
Lifestyle creators teach you how while showing you why. Hardware brands should do both: show how products work, but also what they make possible — from weekend projects to long-term peace of mind.

The result? Content that feels less like a product pitch and more like a shared experience.

Because whether you’re styling a bookshelf or building one, great marketing starts with connection — not category.