In the kitchen and bath industry, the way you communicate craftsmanship and process shapes how clients perceive your value before they ever meet you. At the same time, the rules of engagement are rapidly evolving. Algorithms are constantly changing, AI is rewriting how content is delivered and buyer behavior is more empowered than ever before. In the kitchen and bath industry, that means you’re not just showcasing cabinetry or remodeling services, you’re influencing how clients perceive your brand, your expertise and your process before they ever reach out. With each algorithm update and AI-driven search result, your visibility is either rising or falling in front of clients who are researching materials, designers and solutions long before deciding. We’re now selling the dream, the function and the lifestyle that comes with them. With every scroll, swipe and search, your next client is deciding whether they want to work with you, which means your visibility during that exploration phase matters.
Here are four of the latest emerging marketing tactics that are delivering real results for designers, manufacturers and industry collaborators alike.
Video Storytelling
Let’s start with what matters most right now: video. Whether it’s a 15-second Instagram Reel or a full-length project walkthrough on YouTube, video content is outperforming every other medium. It’s dynamic, emotional and it works.
People want to see the craftsmanship, not just read about it. Show the way a dovetail joint fits perfectly together. Walk us through the inspiration behind a color palette. Record the sound of soft-close hardware in a quiet kitchen. These seemingly small moments give your work sensory texture and weight, delivering a sight and sound experience static images can’t deliver.
You don’t need a film crew. Your phone, natural light and your knowledge are enough. Start by recording a 30-second clip showing how a spice pull-out works or do a voiceover as you flip through a recent set of renderings. The goal isn’t to be viral, it’s to be visible to those who appreciate it.
If you’re a cabinet manufacturer working with designers or dealers, this is where you can shine together. Offer co-branded video reels showcasing the before pictures, behind-the-scenes fabrication, installation and the finished spaces. One project can generate weeks of content – for both of you.
Meaning Behind Sustainability
Today’s buyers, especially those under 50, want to know that the materials in their homes aren’t just beautiful, but responsible. They care about the story behind the wood, the Volatile Organic Compounds (VOCs) in the finishes, and the carbon footprint of shipping. Nearly half of Americans (49%) report purchasing an environmentally friendly product in the past month, up from 43% just eight months ago. There is an accelerating trend toward values-driven buying behavior.
If you’re already taking steps toward sustainable manufacturing, even in small ways, talk about it. Educate your audience. If your cabinets are made with FSC-certified wood, explain what that means. If you’ve invested in a spray booth that reduces overspray waste or use LED lighting in your facility, share it. These are not just operational choices; they are marketing assets.
Designers can get in on this conversation as well. If you are specifying locally made cabinetry, highlight the benefit of the reduced transport emissions. Choosing timeless finishes over trends that require constant updating is sustainability, too. Every decision can be framed and presented around longevity, quality and care for the environment. This creates the foundation for selling quality over quantity. While doing so, keep in mind authenticity wins. Don’t just say “we care about the planet.” Break it down and demonstrate the steps you’re taking, and don’t be afraid to show that it’s a journey, not perfection
Design Journeys Start on Pinterest
Pinterest is often misunderstood in our industry. Some think it’s only a place for brides and recipes, but the truth is Pinterest is one of the most powerful, evergreen visual search engines out there.
Pinterest’s luxury audience has grown 31% year over year, three times faster than overall user growth. There are now millions of affluent users actively saving and researching high-end items. Pinterest is a prime segment for upscale cabinetry and custom design.
Homeowners come to Pinterest long before they reach out to a designer or contractor. They’re collecting ideas, forming preferences, and saving photos. Those saves often translate to decisions down the road.
If you’re not pinning your work, you’re missing long-term search engine optimization value. Pinterest pins are indexed by Google, which means they can drive traffic to your website, blog posts and project galleries for years after you post. Don’t just pin your projects. Pin content from your partners and trusted brands. It shows curation, not just self-promotion. In addition, Pinterest has embraced short-form video, and it’s another place your video content can live and work for you.
Collaborating for the Best Results
One of the most overlooked yet impactful marketing tactics right now? Collaboration. Builders, designers, cabinetmakers, tile vendors – we all work better when we share the spotlight. In fact, I have experienced that for decades in my marketing agency; collaborations consistently bring the best results.
Gone are the days of siloed marketing where each trade quietly promotes their piece of the puzzle. Today, collaborative marketing drives exposure, builds trust and creates a bigger story. Homeowners want to know who’s on your team.
Consider creating a co-branded case study that walks through a recent remodel from concept to completion. Each trade gets their voice, and each audience gets exposed to the others. Designers can feature their preferred cabinet manufacturer in a blog post. Manufacturers can include links to the designer’s site in social media captions.
It doesn’t have to be complex. Even something as simple as sharing each other’s posts, tagging each other in Stories, or going live together on Instagram can build momentum.
And from a search perspective, collaboration helps your backlinks and digital footprint. Google sees that your business relates to other reputable sources, and that raises your visibility.
Make Connections
In my experience, the best marketing doesn’t just promote – it connects. These trends aren’t about chasing algorithms or reinventing your entire strategy. They’re about being seen, understood and trusted. Video brings your story to life. Sustainability earns long-term trust. Pinterest keeps your brand discoverable for months. And collaboration helps all businesses rise together. You don’t need to master them all at once. Start with what feels most natural and build from there. The important thing is to start, because your next client is already watching, pinning, and planning. And they’re looking for someone just like you.
Denise Grothouse has an extensive background in international business, branding and marketing. She specializes in digital and social platforms and integrating them with traditional marketing and branding strategies in the kitchen and bath industry. She is the founder of Perfect Six Marketing and serves on the Leadership Council for the National Small Business Association.