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From Soil to Sale: Top Gardening Influencers for Your Business

Man setting up camera to make a video of his plants

Influencers have become an incredible means for businesses to market their goods, but did you know that there are even gardening influencers? As more people turn to green spaces for solace and sustainability and increasingly seek advice on how to do so online, partnering with gardening influencers has become a top marketing strategy for businesses in the garden industry.

Here, we’ll explore gardening influencers, their impact, types, and the marketing opportunities they offer.

Table of Contents
The growing market for gardening products
What is a gardening influencer?
Types of gardening influencers
Top gardening influencers

The growing market for gardening products

Before diving into the world of gardening influencers, it’s essential to understand the scope and scale of the market they cater to.

The global gardening market has witnessed substantial growth in recent years, fueled by increasing interest in sustainable living, home gardening, and wellness trends. According to market research, the lawn and garden market is projected to generate USD 350 billion worldwide in 2024 with a compound annual growth rate (CAGR) of 2.74% between 2024 and 2028, with the US projected to lead this market with an estimated share of USD 133 billion.

Meanwhile, the global gardening equipment segment of the market was valued at USD 88.1 billion in 2022, and projections indicate continued growth in the coming years.

E-commerce platforms have played a significant role in driving this growth, offering consumers a convenient avenue to purchase gardening tools, supplies, seeds, and plants online. With the rise of online shopping, businesses in the garden industry are increasingly turning to digital marketing strategies, including influencer partnerships, to tap into this market.

What is a gardening influencer?

Man filming himself repotting a plant

Gardening influencers are individuals who have amassed a following on social media platforms like Instagram, YouTube, TikTok, and Pinterest by sharing their expertise, tips, and experiences related to gardening. These influencers curate content ranging from gardening tutorials, plant care guides, DIY projects, and garden tours to product reviews, catering to a diverse audience of gardening enthusiasts, beginners, and hobbyists.

Types of gardening influencers

There are a few types of gardening influencers your business can partner with. Before deciding which is the best fit, take the time to consider your business values and goals.

Here are some of the most common types of gardening influencers:

The expert gardener

These influencers are seasoned professionals or enthusiasts with extensive knowledge and experience in gardening. They share valuable insights, tips, and techniques based on their expertise, often focusing on specific niches such as organic, permaculture, or urban gardening.

Example: Monty Don (@themontydon)

Screenshot from Monty Don’s Instagram

Monty Don is a highly respected figure in the gardening world. He is known for his extensive knowledge and experience in traditional gardening methods and has authored several bestselling books on gardening. Monty’s content often focuses on practical gardening advice, plant care tips, and seasonal gardening tasks, catering to novice and experienced gardeners alike.

The plant parent

Known for their green thumbs and nurturing spirit, plant parent influencers have a knack for cultivating lush indoor jungles and outdoor gardens. They offer advice on plant care, propagation, and creating aesthetically pleasing green spaces.

Example: Summer Rayne Oakes (@homesteadbrooklyn)

Screenshot from Summer Rayne Oakes’s Instagram

Summer Rayne Oakes is a sustainability advocate, environmental scientist, and indoor gardening expert. She gained popularity on social media for her lush indoor jungle and commitment to eco-conscious living. Summer shares her expertise in plant care, propagation, and creating thriving indoor ecosystems, inspiring her followers to embrace plant parenthood and connect with nature in urban environments.

The DIY gardener

DIY gardening influencers inspire their audience with creative and budget-friendly projects, from building raised beds and compost bins to upcycling garden decor. They showcase the joy of getting hands dirty and transforming outdoor spaces with personalized touches.

Example: Laura LeBoutillier (@gardenanswer)

Screenshot from GardenAnswer’s Instagram

Laura LeBoutillier co-founded Garden Answer, a wildly popular gardening YouTube channel known for its engaging DIY projects and garden transformations. Laura’s content features a wide range of gardening topics, from building raised beds and installing irrigation systems to planting colorful flower arrangements. With her infectious enthusiasm and creative ideas, Laura inspires her audience to tackle their gardening projects with confidence.

The eco-conscious gardener

With a focus on sustainability and eco-friendly practices, these influencers advocate for mindful gardening methods, such as composting, water conservation, and organic fertilizers. They promote the importance of cultivating gardens that support biodiversity and environmental stewardship.

Example: Charles Dowding (@charles_dowding)

Screenshot from Charles Dowding’s Instagram

Charles Dowding is an organic gardening pioneer and no-dig gardening advocate known for his innovative approach to sustainable gardening. Charles shares practical advice on no-dig gardening (focussing on the health cycle of soil) and organic growing methods through his books, online courses, and social media platforms. He emphasizes the importance of working in harmony with nature and minimizing environmental impact, inspiring gardeners to adopt eco-friendly practices.

Top gardening influencers

In addition to the examples above, here are some of the top gardening influencers to keep an eye on in 2024:

  1. Hilton Carter (@hiltoncarter)
    • Plant stylist, author, and interior designer known for his lush green spaces
    • Specializes in indoor gardening, plant styling, and urban jungle aesthetics
    • Inspires his audience to incorporate plants into their homes and workplaces
  1. Alys Fowler (@alysf)
    • Gardening writer, television presenter, and former columnist for the Guardian newspaper
    • Known for her expertise in edible gardening, urban foraging, and sustainable living
    • Shares practical advice for growing food in small spaces and embracing a self-sufficient lifestyle
  1. James Wong (@botanygeek)
    • Ethnobotanist, broadcaster, and author known for his passion for plants and science
    • Shares fascinating insights into the botanical world, plant-based remedies, and gardening hacks
    • Known for his engaging writing style and ability to demystify complex botanical concepts
  1. Christy Wilhelmi (@gardenerd1)
    • Gardening educator, author, and organic gardening advocate
    • Specializes in organic vegetable gardening, edible landscaping, and urban homesteading
    • Provides practical advice for growing food sustainably and living a healthier, more self-sufficient lifestyle.
  1. Niki Jabbour (@nikijabbour)
    • Award-winning author, radio host, and vegetable gardening expert
    • Shares tips for year-round vegetable gardening, cold climate gardening, and season extension techniques
    • Known for her passion for growing unusual and heirloom varieties of vegetables

Whether you’re looking to promote gardening tools, seeds, plants, or sustainable gardening practices, collaborating with these influencers can help you reach and engage with a passionate community of gardeners around the world.

Final thoughts

The world of gardening influencers presents a fertile ground for businesses like yours seeking to connect with passionate gardeners and plant enthusiasts. By understanding the different types of gardening influencers and their unique appeal, you can strategically partner with influencers to cultivate brand awareness, drive sales, and foster a thriving community of green thumbs in the digital age.

As the gardening industry continues to flourish, harnessing the power of influencer marketing is sure to help your business grow.

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