Think about the last time you attempted a DIY or home improvement project. You started with a quick Google search to find instructions or tips online, right? More than likely, DIY bloggers or vloggers were the ones who provided the helpful information that helped guide your craftsmanship.
Humans are, by nature, visual creatures, and we seek out step-by-step instructions when learning or trying something new. So it’s no wonder that we seek out visual inspiration from blogs, Pinterest and YouTube. In fact, YouTube is the second-largest search engine, processing more than three billion searches each month.
Influencers are often the content creators behind these videos and social media content, which is why influencer marketing — which helps build a brand’s digital bookshelf and, ultimately, improves its search ranking — is arguably the most important channel for DIY and home improvement brands. Tapping creative DIY blogger experts puts your brand in an incredibly effective spotlight, helping inspire the bloggers’ thousands of devoted followers with out-of-the-box ways to use your product or service. Campaigns with DIY bloggers can result in shareable and creative content on behalf of your brand that reaches your target audience.
So just how in-demand are these types of advice-based DIY or home improvement posts?
- According to Google, two of the main reasons moms use YouTube are for how-to videos and DIY ideas.
- Home- and garden-related topics are in the top three most-searched topics on Pinterest.
- Tutorial, guide and how-to pins receive 42% higher click through rates.
- The second-most pinned category is DIY & crafts, followed by home decor.
- In the last 30 days alone, online influencers within The Motherhood’s network have shared more than 50 posts about DIY home renovation, sparking more than 1.9 million impressions (which is about 64,000 impressions per day)!
By gathering these types of insights, home improvement and DIY/craft brands can make informed, strategic choices when creating an influencer campaign – setting the program up for great success. Some of our most valuable insights about DIY consumers come from the bloggers who are on the front lines of this space.
Jackie with I Heart Arts n Crafts, one of our favorite crafty bloggers, recently shared with us that she tends to “get lost browsing Instagram hashtags” since she finds great inspiration for her own projects there, and, although it is time-consuming to create videos, she says the engagement she sees on her YouTube how-to videos makes that effort “so worth it!”
Moving DIY consumers to action with influencer posts:
DIYers are not only looking to be inspired, they will often try what they see on blogs and how-to videos. In fact, it’s not uncommon for The Motherhood campaigns to have dozens of reader comments stating they plan to try what they see and read — whether it be a recipe, a house project or new product. They aren’t just inspired, they are moved to action on behalf of a brand. For the DIY space in particular, the readers are often already looking for ideas; 90% of DIYers research online before going to a store to make a purchase.
Just take a look at some of these DIYers’ comments from a campaign with The Motherhood:
And more powerful DIYer comments inspired from the Bower Power Instagram post (disclaimer: not a program with The Motherhood, but we admire their work very much!):