The home and garden market is predicted to surpass $300 billion by 2020, according to Statista. Savvy marketers know that they can effectively reach consumers through a multilayered approach. This includes content marketing for instruction and influencer marketing to sway the buying choices of novice home designers and landscapers.
Influencer discovery is a complex process. Brands and marketers shouldn’t only look at the number of followers a potential partner has. Engagement rates and values that align with the brand are critical. To help narrow down your options, we’ve rounded up these top home and garden influencers on the ‘Gram in 2019.
You might know her as half of the husband-wife duo starring in HGTV’s “Fixer Upper” and owner of the wildly popular Magnolia Market. Joanna Gaines has 11.5 million followers of her own and is a powerful brand influencer in her own right. Coupled with the 4.6 million people who follow Magnolia for home and design inspiration, it’s easy to see that Joanna holds serious sway among interior-design aficionados. Her feed is filled with cute personal shots, gorgeous professional-looking design ideas and promo materials.
This California native gained her degree in Industrial Design before working in fashion and eventually discovering her passion for clay. She’s influenced by wabi-sabi, the Japanese aesthetic that sees beauty in imperfections. And in that aesthetic is a simplicity that really resonates with fans of her handmade wares, many of which feature a single typeset word. Her pottery is so popular that there’s an almost cult-like following intent on collecting the best pieces. She has more than 290,000 followers on Instagram.
The Plant Hunter
More than 79,000 followers agree — The Plant Hunter is the place to go for gardening inspiration. If you need to know the latest trends or new ideas for outdoor spaces, the Insta feed for this Australian online magazine is sure to deliver. Launched by landscape designer Georgina Reid in 2013, this gardening authority aims to help its followers be better gardeners. It also explores the close connection between nature and humans with photos and influencer-generated content.
Inspire Me! Home Decor™️
This home decor and lifestyle brand was founded by Farah Merhi in 2012. It’s wildly popular on Instagram, where it has amassed 5.7 million followers, making it one of the most followed Insta pages of its kind. Followers are treated to a variety of gorgeous shots of home interiors ranging from classic to glam. Bathrooms, front steps, refrigerator interiors – nothing’s off limits, which is why people continue scrolling through the elegant feed filled with stunning shots, ideas and promos.
Big City Gardener
The Big City Gardener, aka Timothy Hammond, is an ideal Insta connection for beginner gardeners and those interested in urban gardening. After double majoring in Economics and Finance, Timothy took his career in a different direction when he transformed his hobby into his livelihood. He has a quarter-acre urban farm and a 9,000-square-foot warehouse where he puts his own tips and tricks into practice. His 26,000+ followers tune in for practical advice and easy-to-follow how-to videos.
This lifestyle and DIY blog-turned-Instagram staple has 972,000 followers and more than 3.6 million subscribers on YouTube. Followers who love accessories, housewares and interior design regularly tune in to what this husband-and-wife duo share. Many want to adopt a similar “Because, why not?” lifestyle for themselves. Mr. Kate’s Insta feed is filled with candid family shots, design inspiration and product recommendations.
This U.K. sensation known best as “Mrs. Hinch” has taken Instagram by storm with her transformative cleaning tips and tricks. They’re popular in the United Kingdom and have the power to reach people across the pond, too. She regularly highlights her favorite products and delivers daily Insta stories that keep her 2.9 million followers tuning in to see what’s next. She’s made the rounds on U.K. morning programs and has even put out a book, “Hinch Yourself Happy.”
The Happy Gardening Life
With 206,000 Instagram followers, The Happy Gardening Life is among the top choices for gardening influencer discovery. Headed by Jason Miles, who started the Insta feed in 2015 to spread the joy of gardening, this profile is more than just eye-catching photos. It’s also affiliated with 3EsthersFarm in Zambia where gardeners work together to produce healthy crops for an orphanage school’s meals. This feed is filled with photos of flowers and crops so gorgeous that they inspire even those with a brown thumb to try their hands at gardening.
Becki Owens found her passion for interior design at a young age by watching her dad mix colors in his paint store and remodel homes. She began by designing model homes and has since created a popular blog and a strong Instagram following. Her feed is filled with projects at varying stages, from rough-framed houses to gorgeous interiors. She has one million followers who regularly check out what this influencer is doing to gain inspiration for their own homes.
Looking for partners for your campaign? Find more influencers like this when you use IZEA as your go-to influencer discovery marketplace.