- New research unveils that the top craft Instagram account to follow is New York based @aww.sam.
- @recycleandplay and @papermintdecor follow closely behind as the second and third top accounts to follow in 2021.
- Research reveals that eight of the top ten craft Instagram accounts are US based.
As Thanksgiving and Christmas approach, a new study has revealed Instagram’s most popular craft accounts to follow and take inspiration from before the holiday season begins.
The study carried out by Design Bundles, analysed the top 50 craft accounts and used Instagram data on number of followers, engagement rate and average likes to find the top 10 accounts.
Topping the list is New York based @aww.sam or Sam Ushiro. Popular for her colourful style and wide range of content including DIY, recipes and creative workshops, Sam has 5,223 average likes on her posts, a 1.82% engagement rate and 290,000 followers.
In second place is @recycleandplay who specialises in recycled crafts and activities for kids. The Californian mum of three has the second highest number of average likes of 4,337, the fourth highest number of followers of 446,000 and a 0.98% engagement rate, making her the second most popular craft Instagram account to follow.
Coming in third is DIY paper flowers and crafts expert @papermintdecor, who has the fourth highest average likes per post (3,169) despite having the eighth highest number of followers of 271,000.
In fourth place is German content creator @carodiy. Despite having 68,000 followers, the DIY expert tops the list for the highest engagement rate at 6.11% and takes the third spot for average number of likes per post (4,100).
Among the eight US based accounts to feature in the top ten, and in fifth place overall is @kailochic. The account run by Kara Whitten in Texas has 122,000 followers, an engagement rate of 1.34% and an average of 1,600 likes per Instagram post.
Commenting on the study, a spokesperson for Design Bundles said: “The holiday season is right around the corner so it is really interesting to see how social media platforms such as Instagram can provide inspiration for people’s homemade arts and crafts. With the popularity of videos overtaking pictures on Instagram, there are many step-by-step tutorials online that you can follow to get crafty with your festive decorations or gifts”.
| Instagram account | Followers | Engagement rate | Average likes | Overall rank |
| @aww.sam | 290,000 | 1.82% | 5,223 | 1 |
| @recycleandplay | 446,000 | 0.98% | 4,337 | 2 |
| @papermintdecor | 271,000 | 1.17% | 3,169 | 3 |
| @carodiy | 68,000 | 6.11% | 4,100 | 4 |
| @kailochic | 122,000 | 1.34% | 1,600 | 5 |
| @abeautifulmess | 676,000 | 0.39% | 2,610 | 6 |
| @thecreativeheartstudio | 145,000 | 1.06% | 1,511 | 7 |
| @sugarandcloth | 291,000 | 0.70% | 2,000 | 8 |
| @studiodiy | 422,000 | 0.56% | 2,310 | 9 |
| @ohjoy | 456,000 | 0.42% | 1,900 | 10 |
This research was carried out by Design Bundles, which offers high quality premium design resources and a marketplace which allows graphic designers to register and sell their products.
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