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Roots to Revenue | How TikTok and Tillers Are Redefining the Home & Garden Funnel

Plus, discover how rebates are accelerating demand for electric lawn gear.

Author

Sophie Bruxner-Randall
May 07, 2025 • Estimated Reading Time: 7 minutes

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Welcome to Roots to Revenue, your essential newsletter for outdoor living eCommerce professionals.

Editor’s Pick 🌟

ClickZ was on the ground at POSSIBLE Miami, and here were our top takeaways:

  1. More than ever, consumer discovery is shifting to "interest media" platforms (like TikTok, Snap & Pinterest). Gary Vaynerchuk highlighted this evolution from a "social media era" to interest media, emphasizing that brands must now prioritize creating relevant content aligned with user interests to capture attention at the crucial initial stages of the customer journey.

  2. Measuring the ROI of top-of-funnel engagement on "interest media" channels is becoming a crucial differentiator. Despite recognizing the importance of reaching consumers earlier, many brands struggle to effectively track how content on interest media channels translated to bottom-line results. Those adopting full-funnel measurement solutions increasingly hold a competitive advantage.

  3. Commerce is increasingly integrated into content (e.g., TikTok Shop) demanding strategies that blend engagement and direct purchase. The growing impact of viral content driving sales, particularly through platforms like TikTok Shop, highlights the need for brands to embrace shoppable content experiences to capitalize on this evolution.

Turning these insights into actionable strategies is essential. For a free resource on strategically investing in and measuring the performance of upper-funnel 'interest media' channels, check out Fospha's Growth Accelerator Guide here.

Sector Spotlight 🎥

MARKET INSIGHTS

Exactitude Consultancy’s report on the Garden Electric Tillers Market delivers granular segmentation by product type, application, end user, technology, and geography, revealing actionable growth trends for marketers. Detailed company profiling and supply chain analysis assist marketing professionals in benchmarking competitors and refining go-to-market strategies. The actionable findings enable data-driven decision-making and targeted market positioning from 2025 to 2034.

SMART HOME INNOVATION

The global robotic lawn mower market, valued at $3.7 billion in 2024 with a projected 12.3% CAGR through 2034, is expanding due to surging consumer demand for automated, eco-friendly landscaping and integration with smart home systems. Marketers should note the momentum from subscription-based models, smartphone connectivity, and the commercial sector’s growing adoption, all of which create new targeting opportunities and competitive differentiation.

SUSTAINABLE PRODUCT TRENDS

State-funded rebate and voucher programs in California, Utah, and Vermont are accelerating consumer transition from gas-powered to electric lawn equipment by reducing upfront costs and providing extra incentives for recycling outdated tools. These programs increase market demand for electric tools, presenting marketing professionals with a timely opportunity to target environmentally conscious consumers seeking cleaner, quieter solutions.

MARKET GROWTH INSIGHTS

The global lawn mower market is projected to grow from $36.12 billion in 2025 to $49.19 billion by 2032, driven by technological advancement, changing consumer preferences, and increased investments. Marketers should note this expansion across residential and commercial sectors, emphasizing opportunities in product innovation and digital integration. Understanding segmentation by propulsion type, application, and geography enables targeted positioning and messaging in a rapidly evolving competitive landscape.

MARKET INSIGHTS

The US hand tools market is forecast to grow modestly, achieving a 1.1% CAGR in volume and 1.3% in value through 2035, driven by sustained demand and evolving import dynamics. Marketers should recognize key import sources like China and Vietnam, while capitalizing on high-growth product categories such as drilling, threading, and household hand tools. Understanding these granular shifts is crucial for supply chain optimization and market segmentation strategies.

Influencer Corner 📣

Video ads aren’t just about audience. They’re about context and timing | ClickZ.com

At POSSIBLE 2025, Gary Mittman, CEO of KERV.ai, joined Anna Peggram to explain why shoppable video is finally getting real traction and what needs to change in how we measure engagement. Key takeaways:

1. Stop guessing attention. Track action: Clicks, scans, and interactions matter more than inferred “attention.” Measure what people do, not what you think they saw.

2. Context is the new creative: If someone just watched a cooking show, don’t serve them a generic ad. Use real-time content recognition to deliver something relevant and shoppable.

3. AI doesn’t need taxonomies: Most ad systems still use categories built for humans. KERV leverages AI to match creative to content without rigid labels and that’s what makes the experience seamless.

📲 Like what you’re seeing?

Get real-time insights from top industry events, expert takes, and behind-the-scenes content. Follow ClickZ on Instagram, TikTok, and YouTube for your daily dose of marketing intel.

Optimization Hub ⚙️

BRAND COMMUNITY MONETIZATION

Building robust brand communities delivers measurable impact, with tactics such as member-exclusive product launches, community-led content creation, tiered membership programs, collaborative product development, and monetized events collectively generating over $2 million in revenue. Marketers gain higher customer lifetime value, lower marketing costs, improved product adoption, and sustainable growth by implementing these strategies. Community-focused approaches outperform traditional marketing, offering actionable frameworks for brands seeking authentic engagement and financial results.

INNOVATIVE MARKETING TECHNOLOGIES

APIs streamline email marketing by enabling automation, advanced segmentation, and real-time analytics, allowing marketers to send highly personalized messages and monitor campaign performance efficiently. Integrating robust email APIs strengthens customer engagement and optimizes campaign outcomes while ensuring data security and regulatory compliance.

INNOVATIVE AD TECHNOLOGIES

Google is expanding its CTV advertising through broader partnerships with Netflix, NBCUniversal, Disney, and new integrations with Tubi, Spotify, and Roblox, delivering enhanced reach on major streaming platforms and tentpole events. Marketers now access improved AI-driven tools within Display & Video 360 for precise targeting, custom audience segmentation, automated campaign optimization, and actionable reporting across a dynamic retail media ecosystem. With 98% CTV household penetration and YouTube’s dominant streaming watch time, leveraging Google’s advanced CTV offerings presents a significant opportunity for measurable brand impact and cross-channel campaign effectiveness.

ClickZ is a Contentive publication in the DTC Ecommerce division