{"id":9984,"date":"2022-01-17T08:00:00","date_gmt":"2022-01-17T15:00:00","guid":{"rendered":"https:\/\/grin.co\/?p=9984"},"modified":"2025-10-03T14:20:31","modified_gmt":"2025-10-03T21:20:31","slug":"craft-influencers-and-influencer-marketing-campaigns","status":"publish","type":"post","link":"https:\/\/grin.co\/blog\/craft-influencers-and-influencer-marketing-campaigns\/","title":{"rendered":"Craft Influencers and Your Influencer Marketing Campaigns"},"content":{"rendered":"\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Top influencers in arts and crafts know how to create content that is easy to repurpose for ads<\/a> long after the initial campaign is over. Additionally, their user-generated content (UGC) performs better<\/a> across all digital marketing channels than content created by brands. <\/p>\n\n\n\n

Quick history of crafting<\/h2>\n\n\n\n

Crafting and artistry are closely related. People developed crafts (special skills) to create beautiful yet practical pieces in ancient civilizations. <\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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. <\/p>\n\n\n\n

The rise of crafting during the COVID-19 pandemic<\/h2>\n\n\n\n
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\u201cStuck 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.\u201d <\/em><\/p>\n– <\/em>The New York Times<\/em><\/a><\/cite><\/blockquote>\n\n\n\n

The economic impact of COVID-19 spurred an \u201cawakening\u201d 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.<\/p>\n\n\n\n

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. <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

How arts and crafts brands can leverage influencers to grow <\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

\"craft<\/figure>\n\n\n\n

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<\/a> yields fruitful results.<\/p>\n\n\n\n

Arts and craft DIY-ers are in everything\u2014cooking, 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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Choosing the right arts and crafts influencer<\/h3>\n\n\n\n

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:<\/p>\n\n\n\n

1. What are your influencer marketing goals?<\/h4>\n\n\n\n

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.<\/p>\n\n\n\n

2. Does your audience align with the influencer\u2019s audience?<\/h4>\n\n\n\n

Influencers typically serve a niche audience. Hiring an influencer who fails to match the wants and needs of your audience will produce meager results.<\/p>\n\n\n\n

3. Does the influencer have excellent engagement metrics or only vanity metrics?<\/h4>\n\n\n\n

Vanity metrics only note follower and like counts, and fake influencers can generate those numbers falsely. Instead, the influencers who bring the highest ROI<\/a> know how to inspire meaningful comments, post shares, and conversions among their followers. <\/p>\n\n\n\n

Brands already using crafting influencers for successful campaigns<\/h2>\n\n\n\n

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<\/a> brand of photo and ScanNCut printers.<\/p>\n\n\n\n

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A post shared by Kailo Chic\u00ae Kara Whitten (@kailochic)<\/a><\/p><\/div><\/blockquote>