For this post, I am analyzing two crochet/craft Instagram influencers, Toni Lipsey of @tlyarncrafts and Hailey Bailey of @madebyhaileybailey. They are both crochet designers who work with various yarn producers and other crochet-related products. Of the two, Toni Lipsey (Toni) has the most followers, 164k, while Hailey Bailey (Hailey) has 24.8k. Toni’s crochet features highly textured fabrics; she specializes in Tunisian crochet, a technique that works by row instead by stitch. Hailey largely designs clothing; she also hand-dyes yarn. They are both macro influencers, but both still run their accounts on their own as a vital source for their craft business.
Toni’s overall brand features yarn reviews, tutorials, designs, and lifestyle posts. In addition to Instagram, she also has a YouTube channel which features her yarn reviews and tutorials, a book about Tunisian crochet, and a personal website where she has a store and a blog. Her patterns are free; purchasing a pattern entitles the buyer to print an ad-free and formatted PDF file. She collaborates with yarn companies, craft supply companies, fellow bloggers, and others. When writing about a collaboration, her style of writing remains the same as her regular posts; she writes in a warm, breezy style. For example, with a recent collaboration, she wrote, “I love a good collab, and this one gives me all the warm and fuzzies. It feels good to partner with a company that supports designers and honors the slow making process 😌 Hobbii was kind enough to let me take over their stories today – head over to @hobbii_yarn to see them and get a copy of the Quinn Blanket for yourself 🌟 The Quinn Blanket is currently available exclusively from Hobbii, but you’ll be able to find it in the TLYC library early next month 🥰” Like many social media posts, her post is somewhat lacking in punctuation, as that may be seen as excessively formal in an informal setting. Her target audience includes other crocheters of all ages; as an African American crafter, she often posts about social justice issues and fellow Black-owned businesses.
Hailey’s brand, in contrast, is smaller in scope. She writes and posts crochet designs, usually clothing. She also dyes her own yarn and runs a monthly “mystery yarn” subscription service; subscribers receive a freshly dyed batch of yarn in the mail without knowing the color ahead of time. Her writing style is much like Toni’s; she posts about her designs, yarn lots, and her infant son. Her most recent sponsored post is for a craft bag that she also uses for a diaper bag: “The perfect mom bag doesn’t exis… @dellaqbags strikes again. They generously sent me their canvas Maker’s Tote bag to see if it could stand up to the test of the bag needs of both a fiber artist and mama. DUDE. It carries all of my stuff, baby wipes, diapers, a sippy cup, 3 random toys, and a WIP with room to spare. It is BOTTOMLESS. And adorable. I’ll show her in action later, but today the bubs and I have a fun afternoon planned with a friend and packing everything we need in this tote! Thanks so much Della Q for making THE BEST maker gear and saving me from having to carry 2 separate bags everywhere Archer and I go. My back also thanks you. #dellaq #dellaqbags #jimmybeanswool #makerstote #makerbag #makerlife #makermom #knitterstote #projectbag #makersgonnamake #knitters #knittersofinstagram #knitterinos #knitstagram #crochetersofinstagram #crochetallthethings #crocheter #mombag #yarnhoarder #yarnlover.” Her target demographics are knitters, crocheters, and other crafters. As a white crafter, she is aware of her privilege and uses her platform to advance POC crafters and has an “antiracism” story in her Instagram to educate and support.
Pitch, @tlyarncrafts
Dear Toni,
I have enjoyed your crochet tutorial YouTube videos for many years. Whenever I have a question about a technique, I know the answer is just a click away in your channel. I have also enjoyed making your blankets. The instructions are always so clear, and the results are always beautifully textured. I represent Lion Brand, and our company has a new yarn we think you’d be interested in.
As you know, Lion Brand has been at the forefront of the yarn industry, producing quality yarns since 1878. We’ve always been a family-owned and -operated business, recently winning an industry award for excellence. We publish several crochet and knitting newsletters, and have, like yourself, published yarn craft books.
Our newest offering is Hue + Me, a collaboration with creator Alexi Tavel of Two of Wands. Our new yarn is a bulky weight yarn made of a crafter-friendly 80% acrylic/20% wool blend that is both washable and dryable. Working with Alexi, we have carefully curated 24 beautiful colors of yarn, each of which coordinates with the others in the line, producing beautiful textiles for both crochet and knit.
We’d like to work with you to design a product for our new line; a beginner-friendly afghan which features our beautiful yarns in a richly textured fabric would be an ideal collaboration. We’d be happy to send you the yarn needed for your project for free, plus we’d feature your pattern on our site as a purchasable kit that includes a postcard introducing you to new customers. You’d also earn a commission on each sale of your kit.
I look forward to hearing from you soon! Please feel free to email me at dpete@lb.com for more information.
Sincerely,
David Pete
Outreach Coordinator
Pitch, @madebyhaileybailey
Dear Hailey,
I have enjoyed your crochet and yarn Instagram account for many years. Congratulations on the birth of your child! I love seeing how he’s grown. Your clothing designs are always on trend, well-made, and beautiful on any body. Your decision to make your designs size inclusive means that anyone can wear beautiful handmade items, a fact which my company wishes to celebrate. I represent Lion Brand, and our company has a new yarn we think you’d be interested in.
As you know, Lion Brand has been at the forefront of the yarn industry, producing quality yarns since 1878. As yarn producers, we appreciate your work as a specialty dyer. The colors you produce are gorgeous, the envy of anyone in the business. As for Lion Brand, we’ve always been a family-owned and -operated business, recently winning an industry award for excellence.
Our newest offering is Hue + Me, a collaboration with creator Alexi Tavel of Two of Wands. Our new yarn is a bulky weight yarn made of a crafter-friendly 80% acrylic/20% wool blend that is both washable and dryable. Working with Alexi, we have carefully curated 24 beautiful colors of yarn, each of which coordinates with the others in the line, producing beautiful textiles for both crochet and knit.
We’d like to work with you to design a product for our new line; a beginner-friendly cardigan which features our beautiful yarns would be an ideal collaboration. We’d be happy to send you the yarn needed for your project for free, plus we’d feature your pattern on our site as a purchasable kit that includes a postcard introducing you to new customers. You’d also earn a commission on each sale of your kit.
I look forward to hearing from you soon! Please feel free to email me at dpete@lb.com for more information.
Sincerely,
David Pete
Outreach Coordinator
Mock post (in the style of @tlyarncrafts):
The afghan featured in this post is one of Toni Lipsey’s designs; I have been crocheting it myself (and love it!).
Barbara Shaddix 