Creative arts and craft influencers can make nearly any brand, product, or service shine. They are masters of presentation with a superb eye for aesthetics.
DIY influencers tend to showcase more lifestyle content than other types of influencers. You might see them building things at home (or building a home entirely) with the help of their spouses, siblings, or children. Or, they are thrift shopping to turn “reject” pieces into beautiful decorations.
The “how-to” approach of art influencers captures the audience’s imagination. Consumers long to create using the same materials and methods illustrated by their favorite social media influencers.
Top influencers in arts and crafts know how to create content that is easy to repurpose for ads long after the initial campaign is over. Additionally, their user-generated content (UGC) performs better across all digital marketing channels than content created by brands.
Quick history of crafting
Crafting and artistry are closely related. People developed crafts (special skills) to create beautiful yet practical pieces in ancient civilizations.
Some of these crafts functioned as decor, while others helped people serve food or establish culturally acceptable fashion. As society advanced into the industry and tech ages, many things that used to be crafted by hand are now mass-produced.
But because crafting and do-it-yourself (DIY) projects are both fun and popular, millions of people still employ their unique skills to create something special.
The rise of crafting during the COVID-19 pandemic
“Stuck at home without the diversions of socializing, travel or dining out, the crafting continued. Americans knitted, crocheted and wove through the lockdown. They made hand-tufted rugs, paper orchids, wooden chess sets, tiny shrines and botanical mandalas.”
– The New York Times
The economic impact of COVID-19 spurred an “awakening” among former and aspiring crafters. Masks were in short supply but simple to make using fabric and sewing machines. Those who could do so put out masks by the dozens. And that was just the beginning.
Many specialty stores closed, or consumers felt unsafe walking down aisles of home and craft stores. But with the help of DIY creators on social media, many learned how to make things themselves.
Rampant layoffs also left people at home feeling bored while trying to make ends meet on smaller budgets. For all these reasons and more, millions took to crafting alongside their favorite social media creators.
How arts and crafts brands can leverage influencers to grow
Paper, yarn, felt, paint, ceramic, and party product suppliers are some of the most common business categories collaborating with arts and crafts influencers. But there are many more industries that can benefit from DIY creators.
For example, many arts and crafts influencers assemble easy projects for all ages. Brands that cater to family and youth often find that partnering with artsy influencers yields fruitful results.
Arts and craft DIY-ers are in everything—cooking, home renovations, party planning, fashion, cosmetics, and more. Most successful craft influencers have their hands in more than one creative outlet. Some of them seem to do them all effortlessly.
Regardless, DIY influencers are great for any brand that favors style, color, and creativity. These influencers can help your brand engage more consumers and expand product markets.
Choosing the right arts and crafts influencer
Before you choose just any craft creator, you want to search carefully for influencers who meet a particular set of criteria. Here are some questions to think about when looking for the right influencer for your brand:
1. What are your influencer marketing goals?
Some influencers are better suited for driving revenue, and others are more suited for increasing brand awareness. The same goes for blogger/vlogger influencers who drive web traffic to your site and increase your search engine optimization.
2. Does your audience align with the influencer’s audience?
Influencers typically serve a niche audience. Hiring an influencer who fails to match the wants and needs of your audience will produce meager results.
3. Does the influencer have excellent engagement metrics or only vanity metrics?
Vanity metrics only note follower and like counts, and fake influencers can generate those numbers falsely. Instead, the influencers who bring the highest ROI know how to inspire meaningful comments, post shares, and conversions among their followers.
Brands already using crafting influencers for successful campaigns
Few people knew Brother printers for their crafting tools, but that changed when the brand partnered with art and DIY creators to promote their Brother Crafts USA brand of photo and ScanNCut printers.
Creators used ScanNCut machines to create a host of fun crafts, including photo frames, holiday cards, fabric patterns, and more.
Just because you’re not an arts and crafts brand doesn’t mean that you can’t leverage these creators to promote your products. In the @psimadethis post below, the creator masterfully integrated several sponsoring brands in an adorable home video.
Excited for the release of Hotel Transylvania on Amazon Prime, the creator and her son enjoyed movie-themed cookies (courtesy of fellow influencer @littlesparkscookies) while wearing gifted pajamas from Petite Plume.
Top 20 craft influencers brands should know
Top 5 craft bloggers
1. Damasklove.com
An Instagram influencer and long-time blogger, Amber Kemp-Gerstel hosts the Disney Family Show (Disney+) and is also a craft fanatic.
From handmade jewelry to homemade stickers, Amber features paper suppliers, kid products, holiday promotions, and more.
2. Handmadecharlotte.com
HandmadeCharlotte is a talented cook. When she’s not cooking, she’s crafting. And when she’s not crafting or cooking, she’s creating new lattes, espressos, and a variety of morning beverages.
3. Abeautifulmess.com
Elsie and Emma (sisters) challenge followers to “Stay home and make something!” From building outdoor playhouses to fantastic wall art, these sisters are passionate about DIY in ways that will surprise you.
4. Ohhappyday.com
Oh Happy Day is down to party. Or, at least help you craft one. This homemade party decor fanatic teaches her readers how to create custom streamers, piñatas, menus, wall art, party favors, and more.
Studiodiy.com
Kelly Mindell loves three things the most—her family, remaking her bathroom, and Disneyland. When she’s not enjoying one of her favorite things in life, she’s “embracing color” and “making life a party.”
Kelly’s Studio DIY features her and her son spending time together crafting everything from popsicle stick buildings to wall art.
Top 5 Instagram craft influencers
1. @psimadethis
P.S. I Made This is “helping you craft the life you want.” She engages her followers with pastel-colored crafts, favorite recipes, and crafts for kids.
When it comes to party platters, P.S. I Made This is a master of elaborate meat, veggie, and dessert plates.
2. @kailochic
Watch Kailo Chic redecorate her living room hearth for every season and holiday—all with DIY products. She loves her vinyl cutting machine, felt, and shag.
Besides creating throw pillows, wall art, and planters, Kailo Chic shows her fans how to make home organization fun and fabulous.
3. @thediyday
If you thought that scrapbooking was dead, then you ought to meet Renee Day. This influencer takes paper crafting to the next level with handmade journals, calendars, note cards, scrapbooks, and more.
4. @liagriffith
Lia Griffith is one of Instagram’s best paper, yarn, and felt crafters and builds astoundingly life-like flower arrangements. Lia is also a master of wall art and miniature stuffed animals.
5. @ohjoy
Joy Cho is a life coach and public speaker obsessed with homemade wallpaper and luggage. More recently, she’s become an avid DIY-er for semi-custom projects.
Top 5 TikTok craft influencers
1. @drooandaya
Droo and Aya are Etsy vendors and an arts-and-crafts power couple. Not only do they use their TikTok to promote their products, but they also produce informative time-lapse videos showing fans how to make different types of crafts.
2. @nifty
We don’t know a lot about minimalist TikToker Nifty. But we do know that she thinks outside the box on a wide range of crafts while offering ingenious life hacks along the way.
3. @mary.creations1
If there’s a will to incorporate barnhouse themes in projects, Maria Maldonado will find a way. This Dollar Tree-loving DIYer has no shortage of home and office decor ideas.
4. @mrs.craftsalot
Though Mrs. Craftsalot insists that she’s not an artist, her TikTok and Instagram fans beg to differ. This glue gun master uses surprising ingredients to make holiday-themed decorations, prank her friends, and everything in between.
5. @athomewithshannon
From donut trees to witch’s broom cheese, there is never a dull moment with Shannon Doherty—known on TikTok as athomewithshannon. This mom of four has all the inspiration you’ll need for a seasonal or evergreen DIY project that your family and friends won’t forget.
You can also follow Shannon on Instagram.
Top 5 YouTube craft influencers
1. Mr. Kate
Mr. Kate is a designer couple for clothing, jewelry, and home decor projects. Also bloggers, vloggers, and Pinterest influencers, the Mr. Kate duo has a reach that extends beyond their nearly 4 million subscribers on YouTube.
2. Never Skip Brunch by Cara Newhart
A sucker for recycling random materials around the neighborhood, Cara Newhart engages her followers with day-by-day updates on room makeovers and furniture creations.
3. Natalies Outlet
Natalie is a lifestyle vlogger who regularly incorporates crafting and DIY videos into her broad collection of life hack, beauty, and hair care content. Among her favorite art projects are homemade journals and stationary.
4. SoCraftastic
Sarah Lynn is a fashion model who loves to craft every chance she gets. Because she accepts craft challenges, she has done it all and delights audiences while learning new skills.
5. SimpleCrafts
Merve is YouTube’s most prolific miniature and doll artist. Not only does she make some accessories herself, but she can also show you where to buy hard-to-find items online and in stores.
Learn more about influencer marketing: Influencer Marketing 101
