Why Homeowners Trust DIY Influencers More Than Ads

Imagine you’re thinking about remodelling your kitchen… you’ve been looking at some gorgeous cabinets, a new splashback, perhaps a fancy tap that gives you boiling water, and you start doing your research (which is always so important). Once you do that, you’re going to end up seeing ads everywhere, such as on social media, Google and perhaps even your inbox - brands all want you to know they’re selling what you might be looking for, and they want you to buy from them.

But then you might stumble across a DIY influencer’s video, and you see them in their own home, actually installing those items you’ve been thinking about. They’re testing them, showing you how they work, talking through the pros and cons, and giving honest feedback - they might even admit where they made a mistake and tell you how they fixed it (very handy). And it all feels real and trustworthy.

And this is why homeowners are now putting their faith in influencers and ditching the traditional ads - read on to find out more.

People Trust People

Brands have spent decades (and decades) trying to convince us that their products are the best - it’s what they do. And they’ll use flashy commercials, celebrity endorsements, and lots of drama to sell the dream of owning whatever it is they sell. But the problem is that homeowners don’t actually want the dream (at least not in the end) - they want the reality.

Where do you look if you want reality? Well, a lot of the time, you’ll look at the DIY influencers because they show what happens when you actually try to install and use these products, rather than just what the businesses want you to see. If they find an unexpected issue, they’ll talk about it, and if they find something works brilliantly and they’re really glad they chose it, they’ll tell you. It’s that honesty that makes all the difference.

Watching Someone Else Makes It Seem Possible

Most people aren’t professional contractors, but that doesn’t stop them from tackling home improvement projects. And it shouldn’t - that’s why DIY is a thing. But the problem is that traditional ads often make DIY look way too easy or far too intimidating.

What’s great about DIY influencers is that they can bridge that gap and show that DIY is achievable, and when people watch them do the work (and they see what effort is involved), they’ll feel as though they can do it too, because they’ve got all the information. 

Plus, they’ll break things down in a way that ads just won’t ever do - they’ll tell you precisely which screws to use or what drill is going to work best, and they’ll even talk about why each step is important (which means you’ll be less likely to skip any), and they won’t gloss over any important details, meaning you get to be fully armed with all the knowledge and tools you’ll need to get the job done.

Reviews Or Scripted Marketing

If you’ve ever watched a traditional ad and thought whoever was in it was just a bit over the top and, even if the product looked good, you just couldn’t believe they were actually happy to use it (because they were trying too hard to tell you they were), then you’re not the only one. This seems to be how a lot of ads are, and although the idea behind them makes sense (because surely seeing someone happy with a product is a good thing), they’re not really all that great because they don’t seem real and it’s hard for people to trust them.

However, when a DIY influencer tries out a new product or tests a popular brand, they’re not reading from a script - they’re being honest about what they think. Of course, you need to be aware of sponsors and promotions because in that case a script may well be involved, but this should be clearly signposted and you’ll be able to know in advance. So again, you can still make up your own mind about what you’re seeing - and if it feels genuine, that’s because it probably is.

That’s the level of transparency that  builds a lot of trust, especially if the influencer in question is honest about the good and bad elements and you’ve seen them be critical in the past. No TV ad is ever going to admit that something it’s trying to sell isn’t perfect, but an influencer absolutely will.

Reliability Is Everything

What is it about traditional ads that people don’t like? Well, it’s true that it could be a number of things, but one thing that stands out is that those ads often feel as though they’re just talking at you and don’t really care whether or not they’re being heard or even if they make any sense. However, DIY influencers are different because they’re talking to you in a way that encourages conversation, and that’s perfect. These influencers answer questions in the comments, they engage in discussions, they might even ask for ideas for their UCG content, and then actually use one of those ideas… it makes what they’re doing feel much more organic and more like a community effort than a standard ad that would be the same whether you watched it or not.

There’s a lot that goes into making this all happen, but something you’ll get with good influencers is a good personality - you want to watch them. You choose to watch them. Most of the time, if there’s an opportunity to skip or fast forward an ad, that’s exactly what you’ll do, but when it comes to influencers, you’re the one clicking on their posts and videos and enjoying them, so it’s an entirely different situation and process.

DIY Influencers Adapt Faster

The home improvement world moves quickly, and trends come and go in the blink of an eye. Brands often struggle to keep up with all these changes, but DIY influencers are all over them, and in fact, a lot of the time, they’re the ones setting the trends in the first place! 

You’ll see influencers experimenting with new styles and testing out viral home hacks, and doing all kinds of other things long before brands even notice anything’s changing, so if you want to know what’s popular right now, it’s the influencers you want to check out.

Top 5 DIY Influencers of the Moment & What Makes Them Stand Out

The DIY community is booming on social media, with influencers turning everyday materials into stunning creations. Whether it’s home renovations, crafting, upcycling, or art projects, these creators are inspiring millions with their creativity and resourcefulness.

Here are the top 5 DIY influencers dominating the scene right now, their followership, why people love them, and how brands can collaborate effectively with DIY creators.

1. Mr. Kate (@mrkate)

Followers: 3.81M (YouTube), 718K (Instagram)

Niche: Home Makeovers, Interior Design, Upcycling

Why Do Fans Love Her?

• Known for her incredible budget-friendly home makeovers and fun, quirky personality.
• Transforms dull spaces into dream interiors using clever DIY hacks.
• Shares behind-the-scenes home renovation content, making her relatable and inspiring.

Collaboration Tip: Brands in home decor, furniture, and renovation tools can collaborate with Mr. Kate for product placements, sponsored room makeovers, or branded DIY challenges.

2. The Sorry Girls (@thesorrygirls)

Followers: 2.24M (YouTube), 323K (Instagram)

Niche: DIY Home Decor, Crafting, Sustainable Upcycling

Why Do Fans Love Them?

• Masters at high-end looks on a budget with sustainable design choices.
• Their DIY transformations are easy to follow and great for renters.
• Focus on eco-friendly materials and repurposing items, aligning with green living trends.

Collaboration Tip: Ideal for brands promoting sustainable home improvement, paint, craft supplies, and eco-friendly materials.

3. Lone Fox (@lonefoxhome)

Followers: 1.76M (YouTube), 1,4M (Instagram)

Niche: Home Decor, DIY Renovations, Room Makeovers

Why Do Fans Love Him?

• Focuses on chic, modern DIY home transformations that look designer-made.
• Engaging personality and easy-to-follow tutorials make home improvement fun.
• Shares before-and-after makeovers, inspiring followers to recreate designs.

Collaboration Tip: Brands selling furniture, decor, lighting, or power tools can partner with Lone Fox for authentic, visually stunning content showcasing their products.

4. Maegan Brown (@thebakermama)

Followers: 627K (Instagram), 71,3K (TikTok)

Niche: DIY Food & Entertaining, Charcuterie Boards

Why Do Fans Love Her?

• Famous for creating aesthetic food spreads and charcuterie boards.
• Shares party-hosting hacks and fun snack ideas for all occasions.
• Beautiful, colorful content that’s both practical and Instagram-worthy.

Collaboration Tip: Perfect for food brands, kitchenware, and party planning companies looking to showcase their products in creative, visually stunning ways.

5. Handmade Charlotte (@handmadecharlotte)

Followers: 622K (Instagram), 100K (Pinterest)

Niche: Family-Friendly Crafts, DIY Art, Kid-Friendly Projects

Why Do Fans Love Her?

• Specializes in whimsical, creative DIY projects for families and kids.
• Focuses on seasonal and holiday crafts, making content timely and relevant.
• Engages parents with easy, fun projects to do with children.

Collaboration Tip: A great fit for brands in kids' toys, art supplies, or educational products looking to reach family-oriented audiences.

At the end of the day, DIY influencers don’t just create content—they inspire action. Their tutorials, makeovers, and hands-on projects encourage audiences to try new things and buy products that help them do so. Brands looking to tap into the home decor, crafting, or food spaces should consider collaborating with these top influencers for organic, engaging campaigns.

Pro Tip: Want to measure the impact of a DIY influencer campaign? Use influencer analytics tools like Influencity to track engagement, audience demographics, and ROI.