Influencers should be engaged in the knitting and crafting niche, aged 20-50, located in Ireland or Northern Ireland, with a presence on Instagram or YouTube.

Product Positioning

To effectively position a brand or product within the knitting and crafting market in Ireland and Northern Ireland, it is essential to highlight unique selling propositions that resonate with local consumers. This could include emphasizing the use of sustainable materials, promoting local craftsmanship, or showcasing the cultural significance of knitting and crafting in the region. For new products, consider aligning them with current trends such as eco-friendliness or DIY culture, which are gaining traction among consumers who value creativity and sustainability.

Target Customers

The ideal customer profile for a knitting and crafting brand in this region may include:

• Hobbyists: Individuals who engage in knitting and crafting as a leisure activity, often seeking new projects and materials to enhance their skills.

• Eco-conscious consumers: Shoppers who prioritize sustainable and ethically sourced materials, looking for brands that align with their values.

• Gift shoppers: People searching for unique, handmade gifts for friends and family, particularly during holidays or special occasions.

• Community members: Individuals involved in local crafting groups or clubs, who value community engagement and shared experiences.

Potential Influencer Matches

To effectively reach the target customers, consider collaborating with the following types of influencers:

• Micro-influencers: These influencers typically have a smaller but highly engaged following. They can create authentic content that resonates with niche audiences, making them ideal for promoting specific products or local events.

• Crafting bloggers: Influencers who specialize in crafting and DIY projects can provide tutorials and project ideas that showcase the product in use, appealing to hobbyists and gift shoppers.

• Sustainable living advocates: Influencers who focus on eco-friendly lifestyles can help promote sustainable products, attracting eco-conscious consumers.

• Local artisans: Collaborating with local crafters who have a strong community presence can enhance brand credibility and foster a sense of local pride.

Content Creation Ideas

To engage the target audience and encourage sharing, consider the following content topics and ideas:

• Tutorial videos: Create step-by-step guides for popular knitting and crafting projects, encouraging viewers to try them out and share their results.

• Behind-the-scenes content: Showcase the production process, highlighting the craftsmanship and materials used, which can resonate with consumers interested in sustainability.

• User-generated content campaigns: Encourage customers to share their own projects using your products, creating a sense of community and increasing brand visibility.

• Seasonal crafting ideas: Develop content around seasonal themes, such as holiday decorations or gifts, to inspire customers and drive sales during peak times.

• Collaborative projects: Partner with influencers to create unique projects that combine their style with your products, generating buzz and attracting their followers.