What woodworking creators can tell us about brand partnerships

As well as other ways to make money on YouTube and social.

The opportunities for finding niches in the creator economy are as limitless as the number of interests and hobbies of human beings. This week, I thought I’d share some woodworking creators whose strategies might offer insights relevant for a whole range of direct to consumer channels, and not just those for people who love carpentry.

Some watch woodworking videos because they are looking for specific information or guidance, however for many others, they find it entertaining and enjoyable as a passive viewing experience. For audiences looking for information, it can be for a variety of reasons such as:

• How to - practical videos explaining particular wood working techniques

• Product reviews - demonstration and reviews to inform a purchase decision

• Product guides - how to best use, maintain or fix a particular tool

• Woodwork showcase - wanting to buy or commissioning woodwork from the creator

• ASMR - the soothing and relaxing experience of watching woodworking.

Woodworking has exploded as a creator market in part because on one side, it is a craft that many people - often practically skilled men who work with their hands - are passionate about. And on the other side there are a number of companies who manufacture tools and other products they want to showcase to potential customers.

As a result, there has been a natural opportunity in the middle to be the conduit to get these products in front of audiences who are in the market to purchase, thus creating lucrative brand partnership opportunities for some creators.

Creators have a range of motivations for making videos for their woodworking channels. For some, they have a skill that has turned into a teaching business, while for others, they remain hobbyists who enjoy sharing their knowledge with audiences. Some creators use their channels to showcase brand partner products, while others see their channels as a mechanism to get individual commissions from clients, as well as sell their creations or their own branded products and tools direct to consumers.