How Wayfair Professional Disrupts B2B Social Media

Wayfair Professional’s Opportunity

Wayfair Professional serves a wide audience in interior design, commercial spaces and other professional sectors. B2B brands face a unique challenge on social media — what strikes a chord with audiences usually does not feel corporate. Wayfair Professional decided to throw away the rulebook for B2B brands and focus on what its audience wants to see first. Evoking Taylor Swift, the brand built its “Eras 2.0” social strategy to be more personal, resonant and community-driven. Through its partnership with Dash Social, Wayfair Professional is now redefining what it means to build authentic relationships with a B2B audience on social media.

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Humanizing B2B Social Media

Wayfair Professional’s social media presence is grounded in one powerful insight: to stand out, a brand must feel human. The team’s social strategy is about engaging people as people, even in the B2B space. Its “Eras 2.0” social strategy encourages the social team to infuse content with personality and relatability while creating moments that audiences can connect with on a deeper level. Its new strategy playbook became one of the company’s most viewed strategy briefs internally, showing that humanized communications aren’t just resonating externally but are also inspiring teams within the organization.

Wayfair Professional’s guiding principle on social media is to “Speak Now” — and be a part of the moment across all channels. Whether their audience is fully immersed in work or casually scrolling, Wayfair Professional aims to meet them where they are with content that feels relevant, engaging and easy to share. This shift required moving beyond overly polished corporate posts and embracing a more organic, conversational style. Content doesn’t need to be 100% perfect — it just needs to feel real.

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Wayfair Professional’s audience includes interior designers who are highly active on social, sharing their work, engaging with trends and looking for brands that align with their aesthetic and values. The team knew that a traditional B2B marketing approach wouldn’t cut it with them, as interior designers have a discerning eye for connection and culture. Instead, they focused on speaking to their audience as a trusted co-worker would and prioritized non-promotional, storytelling-led content.

Additionally, instead of focusing on vanity metrics, the brand began to prioritize shares as its #1 metric, its logic being that if someone shares a post, it’s a sign that the content truly resonated, extending its reach to a broader network of potential customers.

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Real-Time Content and Community-Centric Engagement

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With interior designers as its core audience, Wayfair Professional needed to ensure its content was both aspirational and actionable. The team focused on creating highly shareable moments, balancing design inspiration with industry insights and humor. They leaned into content that felt personal, whether it was a trend-driven post, an inside joke about the design world or a stunning transformation that professionals could see themselves doing.

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The team introduced a new content pillar, design trends, which became a standout success. For the first time, social outperformed email marketing in directing users to their landing page. Behind-the-scenes content also became a major focus. Whether it was capturing real-time moments at events or showcasing the creative process, Wayfair Professional made social media feel like an extension of their brand’s world rather than just a promotional tool.

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Community-building has been a defining achievement for Wayfair Professional. Its creator program, the Tastemakers, has evolved into more than just a group of brand advocates — they have become a tight-knit network of designers who actively support and promote each other. When new Tastemakers are announced, existing members rally around them, creating a ripple effect of visibility and excitement. Building community and culture that transcends B2B marketing is the dream for any marketer, as it turns engagement into long-term brand advocacy and proves that authenticity fosters brand loyalty.

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The Astronomical Power of UGC and Pinterest

User-generated content has played a major role in strengthening Wayfair Professional’s brand presence. Using Dash Social, the team can easily identify and repurpose high-performing content from designers, ensuring that their social feed remains authentic and deeply connected to their audience. UGC has been especially impactful on Pinterest, where inspiration is key and content discovery is driven by search. A recent partnership with Pinterest itself, which featured creator collaborations based on platform insights, resulted in a 8.4% lift in brand favorability. Not only that, but the brand saw a 132,682% increase in Pinterest impressions in 2024 (you read that right!) — in other words, it had 100K impressions in 2023, and 131M impressions in 2024, proving that doubling down on your Pinterest strategy can yield unprecedented growth when done right.

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Dash Social’s UGC discovery tools have made it easy for the team to surface high-quality content from designers and integrate it seamlessly into their feed. By tracking performance through Vision AI, they can see which creative elements drive the most engagement and refine their approach accordingly. Social listening and mentions have also played a critical role in staying connected to their audience, allowing the team to track conversations, respond in real time and identify new opportunities for engagement or creator partnerships, such as Tastemakers.

By prioritizing human-first storytelling over traditional B2B marketing, Wayfair Professional has successfully turned social engagement into community growth and brand advocacy. Their trend-driven campaigns have redefined what B2B social marketing can achieve, showing that when done right, social media can drive measurable business impact. With a nimble, insights-driven approach, Wayfair Professional continues to push the boundaries of B2B social marketing — turning a traditionally corporate space into a vibrant, humanized brand experience.