As many people shelter-in-place at apartments and homes through the pandemic, houseplants have become a growing source of interest.
Houseplant brands like The Sill, Horti, and Bloomscape have all reported a surge in sales.
“Plantfluencers,” the influencers sharing photos, videos, and classes centered on plant-care tips, are a part of this boom.
Business Insider spoke with several plant influencers and brands about what it’s been like to be in this niche space during the pandemic.
Some plant influencers had vastly increased their followings and continued to land brand deals. Others have launched side projects like online classes and virtual plant-care events.
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While sheltering-in-place during the pandemic, many people are looking around their houses and apartments and wondering, “Should I buy more plants?”
For advice on the subject, some turn to “plantfluencers,” the social-media influencers who specialize in sharing content about — as their nickname suggests — plants.
These influencers’ horticultural content on social media ranges from houseplants to gardening to sustainable living. Some of them have built communities of hundreds of thousands across Instagram, YouTube, and TikTok.
And for some of these creators, it’s not just a passion, but a robust business as well. They collaborate with both local plant shops and larger direct-to-consumer brands like The Sill, teach courses, publish books, and partner with brands across industries for paid sponsorships.
Plantfluencers are not new to the scene, but their popularity and impact have surged amid the pandemic.
“We have seen a huge uptake in interest in these types of accounts since lockdown,” said Sarah Penny, head of content for Influencer Intelligence, an influencer marketing and data analytics platform.
One plant influencer who has seen major growth during the pandemic is Christopher Griffin (@PlantKween), whose Instagram follower count has increased by around 150,000 followers to over 225,000 in total. Their page is filled with colorful plants, educational content, and collaborations with brands like Horti. Griffin also works full time as an educator and assistant director at NYU’s LGBTQ+ Center.
“I think folks are looking for an opportunity to green-up their space and to make their homes that they’re working in have a little more light to it,” Griffin said. “And I’ve been sharing my journey about how I’ve been doing that, for me.” Griffin’s own houseplant count has grown by around 50 new plants to over 170.
Griffin attributed their recent follower growth to a combination of both …read more
Source:: Business Insider