Top 7 DIY Influencers and Best Practices for Working with Them

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Let’s be real: You might not even be interested in doing your makeup or revamping a vintage chair, but it sure is entertaining to watch! And we all fool ourselves by saving these posts “for whenever we need it.” That’s the power that influencers have over us, which means they’re an invaluable resource for marketing. These people find their way into everyone’s FYPs!

But the fact that they have such power doesn’t equate to an instant fit. DIY can be many things, so there’s already a big segmentation that needs to be done. And then, each creator has their own brand, posting schedules, ways they go about the content they put out, and the partnerships they partake in. 

For us, a good way to get a feel for each category is to get into the top 7 DIY influencers, explore why they rock their category, which brands would fit their profiles, and how their uniqueness calls for some unique approach to the partnership.

Why do DIY influencers work?

Influencer marketing is a powerful means of matching passionate, hungry fans with the products and services they’re most likely to love. DIY industries are perhaps the ideal vertical, providing a means of supporting our everyday hobbies and dreams, fueled by those who inspire us to aspire for more.

DIY influencer doing her hair

The top 7 DIY influencers by category 

Disclaimer: because of what was discussed earlier, there’s a literal sea of DIY influencers, from all categories, from all around the world, with all sizes of followings. Our selection was made based on established careers, number of followers, and that je-ne-sais-quoi that characterizes the creators that found their way into this list. We are using them as representatives for each category, a good excuse to trigger a conversation around the specificities of their content, the ideal brands for them and creators like them to partner with, and the best way of going about collabs.

1. @AnaWhiteDIY (Home repair, furniture assembly)

Ana White is renowned for her DIY furniture designs. The key to her allure lies in her easy-to-follow plans and engaging video tutorials. Brands that like Ana’s vibe will thrive with influencers who have a knack for teaching and making complex tasks manageable. An approachable, tutorial-focused approach resonates with their followers, making it perfect for brands with products suitable for the “do it yourself” consumer.

2. @want.zamora (Home decor)

Want Zamora has cultivated a considerable following with his trendy home decor DIYs. He represents those interior design influencers who combine aesthetic sense with practical skills to create appealing content. His latest creation, an innovative Christmas tree made in collaboration with, made its way into magazines and even Banana Republic’s shopfront

To find similar influencers, search for those who showcase their work and the transformation process rather than just the end product. Make sure they stand out from the flock and are not just doing what’s in trend but making the trends. Brands should fully embrace the aesthetics and the creative process that such influencers showcase. 

3. @theDadLab (Parenting)

TheDadLab offers an innovative approach to parenting, combining learning with fun activities for kids. Brands interested in engaging with similar influencers should look for those showcasing interactive, family-oriented content. Such influencers would fit best with brands offering products and services that enrich family experiences and enhance early childhood development. 

Also, we love that this account focuses on dads and how they parent, which is a fun—and more realistic—approach than the traditional “mommy-focused” content we typically see in this category. Dads are in, finally!

4. @moriahelizabeth (Arts and crafts)

Moriah Elizabeth stands out with her handcrafted squishy toys and crafts, serving an enthusiastic and engaged audience. Her content represents influencers who have niched down to very specific but engaging craft forms. Brands looking to work with such influencers should have a keen understanding of this niche and offer partnerships that contribute to the creativity process while appealing to the specific audience. 

The appeal of an influencer like her is that what she does is very recognizable; this is very useful from a practical POV: people who like her will spot her content miles away, even if they don’t follow her, they’ll watch, and they’ll know it’s her. Look for content creators who have crafted a brand that’s so personal that you could spot them on the Reel Sea of the Explore page.

5. @alejandramezadiy (Fashion)

Alejandra’s strength lies in her innovative DIY fashion tips. She is representative of fashion influencers who put a personalized twist on the latest trends. Brands should be ready to allow creative freedom for the influencers in order for their authenticity to shine through, which is a major appeal to their followers. 

Something that makes Alejandra even better: she’s bilingual! This means your market reach has already expanded a ton. When partnering with creators like her, remember that followers already know what they’re looking for in her content. Don’t try to change that—instead, find a way to integrate the promotion into the content in an organic, seamless way.

6. @emilynoel83 (Beauty/makeup)

Emily Noel is a beauty guru recognized for her down-to-earth and straightforward makeup tips and product reviews. Respected for her teaching prowess and unbiased product insight, Emily epitomizes influencers who consistently deliver value to their eager audience. Brands seeking authentic representation can forge beneficial bonds with influencers like Emily, who educate followers about product application and utility.

The best strategy for brands is to trust in the influencer’s product knowledge and offer them products that align with their expertise. In doing so, they can convincingly share their experience and educate followers. Unique in her approach, Emily stands out for her personable style and professionalism. Her content bridges the gap between brand and consumer, creating a trustworthy influence in the online beauty space.

However, bear in mind the beauty world can get entangled in drama occasionally. For brands prioritizing maintaining an unproblematic image, look for influencers like Emily Noel, who is well-known for steering clear of disarray. And if, for any given reason, you’re hunting for drama-filled influencers, make sure it’s a calculated move shaped by your brand’s strategy. Always articulate any concerns and set clear boundaries in your contractual agreements. Anticipate potential issues and make intentional decisions that best benefit your brand’s image and objectives.

7. @mattloveshair (Hair)


i heard there was a snow storm in nyc so im taking advantage of my location while I can 🌳🌿🌊 #airwrap #dysonairwrap #blowdry

♬ Howl’s Moving Castle – Merry Go Round of Life – Vitamin String Quartet

Matt Loves Hair specializes in hair styling and care. He showcases the power of influencers within specialized niches. He’s also incredibly charismatic and will make you believe any story he comes up with (his classic being, “A stripper in Louisiana once told me…”). The right match for brands and such influencers will be those whose products can fulfill the unique needs of their followers. 

Brands should approach these influencers by trusting their expertise and clearly understanding the specific niche audience they cater to. In Matt’s case—and many alike—the great thing about him is that many people who don’t even care for their hair like that will follow him, just because he’s a fun time! This means more wiggle room for different types of products to be featured by creators like him.

Key takeaway: Understand and appreciate DIY influencer uniqueness for successful partnerships.

There’s real power in teaming up with DIY influencers, and even more so when we appreciate their uniqueness in the creatorverse. DIY’s a world of niches, serving up a wealth of marketing opportunities. However, success in this arena heavily relies on in-depth understanding and smart, strategic, symbiotic partnering.

This means marketing maestros need to take the time to explore the influencers in their targeted category. Dive into their content style, posting patterns, and partnership choices, and make sure your brand identity can seamlessly blend with theirs. Each one of our Top 7 DIY picks is absolutely nailing their respective scenes for their unique reasons—a potent blend of authenticity, creativity, and charisma.

When choosing the right DIY influencer, ask these questions:

  • Does the influencer resonate with my brand’s vibe?
  • Do they have a unique or fresh approach to their craft?
  • Would our partnership serve to enhance their content and connect with their audience in a meaningful way?

Remember, the secret sauce of successful collabs lies in:

  • maintaining the influencer’s authenticity
  • enabling creative freedom
  • integrating your brand organically into their content
  • understanding and respecting their audience
  • appreciating their uniqueness in the vast sea of influencers

Ultimately, the right DIY influencer partnership can elevate your brand, intensify engagement, broaden brand resonance, and stimulate conversions. Just remember every influencer is an individual brand in their own right, and a successful collaboration feels more like a perfect pairing, serving both brand and influencer—and, most importantly, delighting an engaged audience.

Learn more about influencer marketing: Influencer Marketing 101

Frequently Asked Questions

A DIY influencer is an individual who creates content around the theme of “Do It Yourself.” These influencers span across a variety of categories, including home decor, parenting, arts and crafts, fashion, beauty, and hair, showcasing their own personal projects and tutorials to inspire and engage their followers. They share their own best practices, hurdles, and triumphs, interacting with their online community along the way.

DIY influencers have carved a distinct space for themselves in the vast “DIY universe,” representing unique sub-categories within the broad domain of DIY. The specifics of each influencer and their content style, posting patterns, partnership choices, etc., are suited to different brands and products for targeted marketing collabs. Their appeal lies in their authenticity, creativity, specific expertise, and charisma, serving various types of consumer interests. Here are some examples:

  • DIY Home Improvement: Influencers like @AnaWhiteDIY focus on home repair and furniture assembly, providing easy-to-follow plans and engaging video tutorials.
  • Home Decor: Influencers such as @want.zamora combine aesthetic sense with practical skills to create appealing home decor content.
  • Parenting: DIY influencers like @theDadLab showcase innovative parenting approaches, combining learning with fun activities for kids.
  • Arts and Crafts: Some influencers, including @moriahelizabeth, have niched down to very specific craft forms, such as handcrafted squishy toys.
  • Fashion: @alejandramezadiy is an example of a fashion influencer who puts a personalized twist on the latest trends.
  • Beauty/Makeup: Some DIY influencers, like @emilynoel83, provide simple and straightforward beauty and makeup tips and product reviews, establishing themselves as beauty gurus.
  • Hair: @mattloveshair specializes in hair styling and care, allowing brands to access specialized niches.

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Written by GRIN Contributor

GRIN is the pioneer behind the world’s first Creator Management platform built to support every brand’s journey to connecting with consumers through authentic creator relationships. Thousands of the world’s fastest-growing brands—including SKIMS, Warby Parker, Allbirds, Mejuri, and MVMT—use GRIN to make creators feel like trusted, empowered partners and work with them to build their brands into household names.

© Grin Technologies Inc. 2024. All rights reserved.

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