Influencer Casting for DIY & Home Improvement Brands｜DIY HOME IMPROVE
Influencer casting for adhesives, repair materials, tools, and other DIY and home-improvement products. This category only works with posts from people who genuinely do the work. Because the process itself becomes the content, pairing a long-form YouTube video with short clips cut from the process tends to perform well. We've also run campaigns combining SNS with trade-magazine features.
Long-form video following the work from start to finish, structured to show a clear before-and-after, making concrete what the product actually solves.
Short-form clips and reels cut from the process. We repurpose long-form material into shorts to extend reach.
Combining SNS with placements like DIY trade magazines, choosing talent whose readership and viewership overlap.
Only people who actually do the work
DIY is one of the categories where a post from someone who's never used the product is spotted fastest. We build our shortlist strictly from people who work and post about it regularly.
The process itself becomes the content
Rather than explaining the product, we show what it solved, as a process. A clear before-and-after structure lets viewers picture their own situation.
Long-form and short-form together
Long-form carries the credibility of the process; short-form carries reach. We design a single shoot to produce both, increasing total exposure per campaign.
DIY / Home Improvement / Tools— a selection of the brands we've worked with in this category.
- Henkel
How do you find influencers for the DIY category?
We limit our search to people who regularly work with their hands and post about it — because a post from someone who's never used the product is spotted fast in this category. We review past posts for how often they work and how wide their tool range is before shortlisting, and whether they're used to structuring content around process is another key factor.
Which works better, YouTube or Instagram?
Combining both is the default. Long-form carries the credibility of the process; short-form carries reach. Designing a single shoot to produce both long- and short-form increases total exposure per campaign. The balance shifts depending on how complex the product is.
Can this pair with placements beyond SNS, like trade magazines?
Yes. In DIY, trade-magazine readers and SNS viewers overlap, and having the same person appear in both increases total touchpoints. We've coordinated magazine placements as part of a campaign before.
Does SNS work for more B2B-leaning products?
In some cases. Even for products used by professionals, if the purchase decision is made by an individual, feedback from an actual user carries weight. That said, the level of detail expected differs from consumer audiences, so we narrow to specialized voices who can speak to specs and working conditions.
Primary-source reports drawn from our own campaign records, plus field notes on how the work actually gets done. Where the industry deals in impressions, we answer in numbers.
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