How Dwelling Depot Helps Creators Get Extra Completed (HBBIP #125)

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I do know that you simply primarily learn this text for the creator economic system learnings, however do you could have a second to examine my residence enchancment journey?

In case you don’t, be at liberty to scroll down a bit of, or hey, even shut this weblog put up and are available again later. However I promise you that these threads will tie collectively, and I’ll at the very least attempt to make the ensuing tapestry price your whereas.

As I’ve mentioned beforehand, I’m within the midst of a renaissance, dwelling space-wise, in that I’m now being attentive to the area I dwell in. Other than decor (that sponsorship test from HomeGoods is within the mail, I’m certain of it), this newfound consideration entails a whole lot of DIY. Abruptly, I’m grappling with photos to hold, pipes to wash, and furnishings meeting that goes a bit additional than matching pegs to holes.

Briefly, I’m doing a whole lot of stuff. I’m one who does. A doer, even. And whereas I won’t know the right identify for each final screwdriver within the set I simply purchased (there’s the toddler, the less-little one, the massive one, the less-big one—gang’s all right here), I do know that I’ll put them to good use ultimately. However how?

Luckily for me, and a whole lot of different home-conscious customers, there’s a spot for us. Some would possibly even name it a depot.

The Prime Model  of All Time (of the Week): Dwelling Depot

A repository for all issues residence enchancment, Dwelling Depot has lengthy been a trusted authority for individuals who would quite do issues themselves, therefore the corporate slogan that I’ve been dancing round for the previous few paragraphs: how doers get extra finished.

However in response to the numbers, Dwelling Depot has additionally been working an efficient side-gig over the past a number of years. Increasingly more, Dwelling Depot is changing into how creators…create extra.

Alright, so I wouldn’t pitch that to the Dwelling Depot advertising and marketing staff, who clearly doesn’t want my assist anyway. However the sentiment is legitimate. Let’s show it by looking on the numbers.

Dwelling Depot Creator Depend, 2020 – 2025

As with different manufacturers we’ve coated just lately, Dwelling Depot noticed a little bit of a decline from 2020 to 2022, then recovered impressively. Over the previous six years, the model has roughly doubled the variety of world creators mentioning it, in flip yielding development amongst different metrics.

Dwelling Depot Publish Depend, 2020 – 2025

We see a reasonably comparable trajectory right here: that comfortable dip, adopted by a powerful rebound. Notice that Dwelling Depot’s surge in put up rely from 2024 to 2025 is barely extra pronounced than its surge in creator rely throughout those self same years—a sign that the model is discovering the proper creators to put up about it, quite than simply discovering extra creators.

Dwelling Depot EMV, 2020 – 2025

With EMV, the image adjustments significantly. Gone is that dip circa 2022; as a substitute, we see uninterrupted, accelerating development. From 2020 to 2025, Dwelling Depot elevated its Earned Media Worth (EMV) by greater than 4x, additional underscoring that the model’s success didn’t stem from uncooked quantity of creators or content material, however how deeply Dwelling Depot resonated with audiences on social.

Dwelling Depot Engagements, 2020 – 2025

However right here the image adjustments but once more. At first, engagements appears to be arrange on the identical monitor as its sister metric, EMV. Then alongside comes 2025, and Dwelling Depot experiences a gentle 11% YoY decline in engagements.

That is one other pattern we’ve seen just lately throughout a number of manufacturers, so Dwelling Depot is hardly alone right here. It speaks to the problem of capturing audiences’ consideration in an more and more fractured media ecosystem.

Dwelling Depot Impressions, 2020 – 2025

Did I say “audiences’ consideration?” Scratch that, as a result of as we will see from this chart of Dwelling Depot’s impressions, the model is fairly good at drawing eyes. An 8x enhance in impressions over the course of six years bears that out effectively sufficient. So possibly the engagements hole signifies one thing deeper than consideration, and tougher to outline: affinity.

Once we attempt to unravel that affinity puzzle, it helps to begin with channel exercise.

Dwelling Depot Share of Engagements by Platform, 2025

As we’d anticipate, Instagram fueled a majority of Dwelling Depot’s engagements in 2025. However the YoY development numbers inform a reasonably stark story:

• Instagram engagements, YoY change: -12%
• TikTok engagements, YoY change: 4%
• YouTube engagements, YoY change: 104%

Small however mighty, YouTube is positively booming in the case of engagements, whereas Instagram is sliding and TikTok is nearly breaking even.

Dwelling Depot Share of Impressions by Platform, 2025

Impressions finds YouTube taking on a notably bigger share of the pie, consuming into proportions for each TikTok and Instagram. However do the expansion charges match what we noticed for engagements?

• Instagram impressions, YoY change: +6%
• TikTok impressions, YoY change: -28%
• YouTube impressions, YoY change: +201%

Nicely, they do they usually don’t. Instagram reveals a little bit of pop, TikTok is down unhealthy, however the primary level holds true: YouTube is fueling appreciable development.

What’s behind that momentum, and Dwelling Depot’s creator advertising and marketing program extra usually?

As you would possibly anticipate, Dwelling Depot is essentially buoyed by DIY content material, that includes skilled creators modeling residence initiatives and displaying their followers the way to obtain supreme outcomes. Whereas I initially didn’t foresee the hyperlink between this style and YouTube, as soon as I began being attentive to my dwelling area, all of it made sense. These initiatives take time. Whereas TikTok and Instagram have their functions for fast hits and brief bursts of leisure, many DIY creators have carved out a distinct segment for themselves through considerably longer-form content material.

Take Dwelling RenoVision DIY, a YouTube channel run by contractor Jeff Thorman. On this channel, Jeff reveals his 4M subscribers the way to do all the things from the way to pour a concrete pad that can NEVER FAIL to the way to restore your broken drywall nook the RIGHT WAY. (Jeff is large on all caps, however truthful play to him, as a result of he’s doing a little IMPRESSIVE STUFF.)

Whereas Jeff is a Lowe’s companion, he’s additionally obtained a Dwelling Depot storefront that he mentions within the description part of each YouTube video. The outcome? $6.1M EMV through 164 posts as Dwelling Depot’s high 2025 EMV-driver. This complete was not solely almost twice as a lot because the model’s next-highest earner (on any channel), however up from Jeff’s personal $1.7M EMV through 87 posts mentioning Dwelling Depot in 2024.

Whenever you mix Jeff’s prolific advocacy with constant mentions from 731 Woodworks, a carpentry and residential enchancment creator who steadily spotlights financial savings and favourite merchandise at Dwelling Depot, or Rize Studio, a tool-focused channel devoted to the aesthetically pleasing features of DIY, you could have a potent, devoted creator cohort. In an period the place individuals lengthy to work with their arms and lower your expenses, it makes good sense that DIY content material is taking off on YouTube. What it doesn’t drive in engagements, it greater than makes up for in impressions.

One factor I really like about these creators? I didn’t know they have been on the market doing their factor. As with different latest area of interest discoveries, like water bottle aficionados or grocery retailer stans, I’ve realized as soon as once more that the creator economic system is even wider than it appears, and that there are every kind of cool communities on the market, sharing their passions with the world.

One other factor I really like about these creators? Loads of suggestions for my broken drywall nook. Time to go FIX THAT.

*All knowledge, except in any other case specified, stems from CreatorIQ’s public-facing model leaderboards. We’ll by no means share efficiency metrics from a buyer’s CreatorIQ profile, or any model’s personal data.

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