The article examines current trends in product promotion on social media in 2025, with a special focus on the specifics of SMM communications for so-called “low-emotional” or “non-creative” product categories. Using the case of the flooring retail chain “Upravdom”, it explores the principles of building an effective SMM strategy aimed at engaging audiences and fostering sustained interest in visually unattractive and weakly viral products.
Particular attention is given to the use of modern digital tools such as content personalization algorithms, AI-driven recommendations, visual storytelling, interactive formats, and shorts videos. The article analyzes key approaches to creating valuable content that highlights the practical and aesthetic significance of the product in the consumer’s everyday life.
The role of emotional context and local positioning in shaping communication with the target audience is also considered.
The case presented in the article demonstrates how products considered “non-creative” from the perspective of classical SMM can be effectively integrated into social media, becoming part of the digital consumer experience.
The findings may be useful for digital marketing professionals, retail brands operating in the durable goods segment, and researchers in the field of communication technologies.