Not everyone is handy enough to tackle DIY home improvement projects, but that apparently doesn’t stop people from trying.
Frontdoor (FTDR), a home warranty and repair solutions platform, surveyed over 1,000 Americans and found 98% have taken on a DIY project at some point in their lives. Around 77% actually find the work fun, while 83% of DIYers feel empowered by taking matters into their own hands.
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More than half (52%) get their inspiration from social media, whether it’s how to save money or learn the skills and techniques to pull off the project.
In fact, for those who get stuck mid-project, 73% look to YouTube for help, 60% search Google, and 18% scroll social media — likely anything from videos on Instagram and TikTok to one of the many DIY threads on Reddit.
While the Frontdoor survey indicates that 42% wind up with some DIY regrets, 74% plan to do another project this year. And Lowe’s (LOW) is pulling out all the stops to ensure it will be the place where DIYers come to shop.
Lowe’s launches The Lowe’s Creator Network, the first of its kind.
Image source: Spencer Platt/Getty Images
Lowe’s launches its DIY creator network
Lowe’s recently announced the launch of The Lowe’s Creator Network, the first creator network dedicated to home improvement. It will enable DIYers to showcase their skills and projects — created with Lowe’s products, of course — to captive audiences on YouTube and other social media platforms.
The company is starting off with a bang. YouTube creator, entrepreneur, and philanthropist Jimmy Donaldson, aka MrBeast, who scores 2 billion views a month on his YouTube channel, was one of the first creators to join the network.
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In addition to MrBeast’s curated Lowe’s storefront, the company will be an exclusive “Beast Games” partner for the building of the new BeastCity, a “city” where contestants will live as they compete in the second season of the popular series.
However, creators don’t need to have the same level of fame as MrBeast to sign up.
“Driving preference and engagement with the Lowe’s brand by tapping into creators with varying levels of followers is a key priority for Lowe’s as we look to gain relevance with younger generations while increasing digital engagement,” Lowe’s Chief Marketing Officer Jen Wilson said in a company statement.
Appealing to the younger generations of DIYers
Still, MrBeast and other noted influencers like DadSocial and Chris Loves Julia will be spotlighting Lowe’s to millions of followers. And while some homeowners will still get their inspiration from shows on HGTV and the like, it’s clear that Lowe’s is looking to build a bigger connection with Millennial and Gen Z audiences — and turn them into paying customers.
Per the Frontdoor survey, the average age for people starting off on their DIY journeys is 28. And it’s not always about improving the interior of their homes. In fact, the report says that the top five most popular DIY projects in America are chicken coops, raised bed gardens, storm shelters, saunas, and outdoor lighting.
Nearly half (47%) of DIYers start their projects because they couldn’t afford to hire pros. But those who successfully complete their projects and are ready to tackle more might consider earning some money with the Lowe’s Creator Network.
Related: Lowe’s making drastic store change to beat Home Depot
The Lowe’s Creator website put out the call to home improvement and decorating content creators on its website, saying: “When you become a partner, you’ll get the mentoring you want and the chance [to] expand your content, featuring products from Lowes.com and helping you make money with your creative ideas.”
Creators can earn up to 20% commission on purchases through their Lowe’s affiliate links on their storefront, and there are additional performance-based perks and incentives.
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“Creators aren’t just making content. They’re building businesses by taking on real projects and connecting with their communities through meaningful storytelling,” said Lowe’s Head of Social and Influencer Marketing Jonathan Stanley.
“With Lowe’s Creator Network, we’re committed to helping our creators grow and are empowering them to bring their dream projects to life. From training resources to product samples and self-serve storefronts, we’re giving creators the resources to produce content they know their audiences will want to see,” Stanley says.
The Lowe’s Creator Network enrolled more than 17,000 creators during its beta launch. The goal is to build visibility on social for Lowe’s and its vendor partners, with plans to expand opportunities through Lowe’s Retail Media Network.
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