Renovated Video Garners Appreciation and Ratings on Concrete Platform
In the digital age, the influence of social media personalities extends far beyond entertainment. A new breed of influencers, known as renovation influencers, are capturing the attention of tens to hundreds of thousands of subscribers daily. These individuals, such as Kai Baum from Berlin, document their home renovation projects on platforms like Instagram and YouTube, transforming their newfound visibility into a thriving business.
The appeal of these influencers is not lost on brands. Their high engagement and large audience make them an attractive target for sponsorships, donations, and remuneration. DIY stores, in particular, see a business opportunity in partnering with these influencers.
These influencers, however, are not typically architects, artisans, or interior decorators. Instead, they come from diverse backgrounds, using their platform to showcase their renovation projects, secure partnerships, and offer advice in the realm of renovation and real estate.
The strategy of brands involves sponsoring these influencers, providing them with free products, and sometimes offering remuneration for their content. The amounts of these partnerships and remunerations are not specified in a recent report broadcast on September 18, 2025, on "Envoyé spécial" by Maureen Alibert / Cover Films.
One of the key selling points for brands partnering with these influencers is authenticity. Their content, often filmed with an iPhone and edited quickly, offers a blend of a logbook, tutorial, and domestic soap opera, providing a relatable and engaging experience for their audience.
The success of these influencers can be attributed to their ability to depict the experiences of thousands of French individuals who renovate old properties with limited means and great determination. Some influencers, such as Seb and 2 Boys 1 House, have even saved up to 30,000 euros through these partnerships, financing a large part of their renovations through their online communities.
As brands continue to involve themselves in home renovation influencer projects, it's clear that this trend is here to stay. The future of renovation influencing looks bright, with many influencers making a career out of their passion for home improvements.
