Home & DIY Creator Marketing: What's Actually Working in 2026

Home content does well right now. The "cozy home" aesthetic has taken over social media, people are still working from home, and everyone seems to care about their spaces more than they used to.

We tracked dozens of home and DIY partnerships in January 2026. Smaller dataset than fashion or beauty, but that's actually the opportunity. Less competition, more room for brands to stand out.

Here's what we found.

The Home Creator Landscape

Home content creators tend to fall into distinct categories:

Most brands are working with the first two categories. DIY renovation creators are underutilized.

Who's Spending on Creator Content

Budget-Friendly / Fast Home

Temu Dominates our data this month. They're treating home content the same way they treat fashion: volume play.

• Creator sizes: 5K to 200K
• Content style: Wishlist reveals, seasonal decor, affordable finds
• Engagement: 1-9% range, higher on smaller accounts

The messaging is consistent: "affordable home upgrades" and seasonal resets. Spring decor is already in the feed.

Why it works for Temu: Low price point removes purchasing barriers. Creator says "I found this on Temu for $X" and followers can impulse buy.

SHEIN Home Surprising amount of home content under the SHEIN umbrella.

• Creator sizes: 40K to 1M+
• Content style: "Looks like Zara Home but it's SHEIN" comparisons, bedroom refreshes
• Engagement: 2-4% range

The Zara Home comparison is clever positioning. They're borrowing credibility from a premium brand while offering lower prices.

Furniture

Wayfair Active creator program. We tracked partnerships ranging from entryway cabinets to living room styling.

• Creator sizes: 35K to 200K
• Content style: Room reveals, practical storage solutions, styling tips
• Engagement: 3-7%, but one outlier hit 724% engagement (small account, viral post)

Wayfair wants lifestyle integration. The best performing content shows the furniture in context, not just product shots.

Ashley Furniture Working with home creators on longer-term relationships.

• Creator sizes: 200K range
• Content style: "Home takes time" narratives, intentional purchasing
• Engagement: 7% on tracked content

Interesting approach: Ashley is leaning into slow, thoughtful home building. One partnership specifically talked about collecting pieces over three years. That's a brand story, not just a product push.

La-Z-Boy Recliner partnerships. Dad content is the angle.

• Creator sizes: 50K range
• Content style: "Weekend morning routines," relaxation, dad life
• Engagement: 4.9% on tracked content

La-Z-Boy knows their audience. The content is comfort-focused, not style-focused. That honesty works.

Cozey Couch brand actively working with creators.

• Creator sizes: 50K to 1M+
• Content style: Living room reveals, "this is our couch" content
• Engagement: 3-4% range

They've built a creator program that feels authentic. Creators talk about their specific sectional configuration, not just "I love this brand."

Oak Furniture Land UK-based, solid oak positioning.

• Creator sizes: 35K range
• Content style: Showroom visits, craftsmanship focus, timeless design
• Engagement: 9.5% on tracked content

Premium furniture brands should note: the craftsmanship narrative drives engagement. "Solid oak," "built to last," "won't fall apart in two years" resonates.

Home Improvement

Benjamin Moore Color of the Year campaign (Silhouette AF-655).

• Creator sizes: 100K range
• Content style: Room transformation, two-tone painting tutorials
• Engagement: 5.4% on tracked content

Paint brands are seasonal. January is prime time for "new year, new room" content. Benjamin Moore is capitalizing.

Lowe's Multiple partnerships across categories: lighting, decor, tools.

• Creator sizes: 20K-120K
• Content style: Product finds, how-to content, family-friendly projects
• Engagement: 2-10% range

Lowe's is doing volume. They work with family creators, home decor creators, DIY creators. Broad approach.

CVS Pharmacy (Household) Household product content during their "Extra Big Deal Sale."

• Creator sizes: 40K range
• Content style: Budget-conscious, household essentials, sale alerts
• Engagement: 16.5% on tracked content

Drugstores compete in the household space. CVS is using creators to promote sales events.

Kitchen & Appliances

Kenwood Kitchen mixer partnerships.

• Creator sizes: 300K range
• Content style: Recipe content featuring the appliance
• Engagement: 2.9% on tracked content

Kitchen appliances work best when the content is about the food, not the appliance. Kenwood gets this.

Circulon Cookware partnership with a creator who has "16 PANS" energy.

• Creator sizes: 90K range
• Content style: Cooking content, product durability
• Engagement: 4.5% on tracked content

Cookware brands: find creators who actually cook. Seems obvious but many partnerships feel forced.

Sleep & Comfort

Emma (Mattresses) Heavy campaign in France during winter sales.

• Creator sizes: 1K to 22K (really small!)
• Content style: Home office setup, bedroom decor, comfort focus
• Engagement: 0.08-0.15% (large view counts, low engagement - typical for mattress)

Emma is doing volume with micro-creators. The engagement is low but the view counts are high. Brand awareness play.

Engagement Patterns

Home content has different engagement patterns than beauty or fashion:

The insight: Practical, problem-solving content outperforms pure aesthetic content.

"This storage solution saved my life" > "Look how pretty my room is"

What Brands Should Know

Creator Selection

Based on our data:

Best performing partnerships:

• Creators who already post home content organically
• Smaller accounts (10K-50K) with engaged communities
• Creators who show their actual homes, not styled sets

Lower performing:

• One-off partnerships with non-home creators
• Large accounts with generic content
• Overly polished content that doesn't feel real

Content That Works

High performers:

• Room transformation content (before/after)
• Practical storage/organization solutions
• "I finally fixed this problem" narratives
• Seasonal refresh content (spring cleaning, holiday decor)

Lower performers:

• Pure product reviews
• Unboxing without context
• "AD" posts that feel disconnected from the creator's usual content

Platform Differences

Instagram:

• Room tours and aesthetic content
• Carousel posts showing multiple angles
• Stories for "day in the life" integration

TikTok:

• Quick transformation reveals
• Shopping hauls with personality
• POV: "found this at store" discovery content

Finding the Right Creators

Most home brands make the same mistake: they look for "home content creators" when they should look for creators whose lifestyle matches their product.

A mom with 30K followers who posts about her actual life (including her home) is more valuable than a professional home stager with 200K followers.

CollabFeed tracks real partnerships. You can see which creators are already working with home brands and what their content looks like.

Opportunities for Brands

Underserved Categories

Based on our tracking, these categories have fewer creator partnerships:

• Tools/hardware (minimal creator content)
• Paint/finishing (Benjamin Moore is active, few others)
• Building materials (almost none)
• Outdoor/garden (seasonal, just starting)

If you're in these categories, the creator marketing space is wide open.

Seasonal Timing

Home content follows predictable seasons:

• January-February: New year reset, organization, winter coziness
• March-April: Spring cleaning, outdoor prep
• May-June: Summer entertaining, outdoor spaces
• September-October: Fall cozy, back to routine
• November-December: Holiday decorating

Plan creator partnerships 6-8 weeks ahead of seasonal moments.

Methodology

This report uses CollabFeed's live tracking of Instagram and TikTok sponsored posts from January 2026. We filtered for "Home & DIY" niche and counted only verified paid partnerships.

Sample size: Dozens of home & DIY partnerships Platforms: Instagram, TikTok Date range: January 2026 Data source: CollabFeed real-time partnership tracking

What's Coming

• February: Valentine's home date night, cozy content
• March: Spring cleaning, organization push
• April: Outdoor space prep, garden content

Brands planning spring campaigns should lock in creators now.

Related posts:

• Top Fashion Brands Hiring UGC Creators: January 2026
• Finding UGC Creators for Your Beauty Brand: 2026
• Food Brands Hiring UGC Creators: January 2026

Data powered by CollabFeed. Track real-time brand partnerships at collabfeed.io.