On Tiktok, hooking is far from cheesy. Leisure is attracting more and more users wishing to adopt more responsible consumption habits.
Who said crochet was corny? Certainly not Domitille. “I have a 1.5 hour journey and an XXL ball and you know what that means? We’re going to crochet together,” says the content creator on Tiktok. Armed with her hook and her ball of recycled yarn, the 25-year-old begins to crochet a bag for the summer.
“I started with a size 10 hook, but I found it was too airy. I really wanted a super tight bag. So I took a smaller hook. It hurt my fingers,” she smiles . For a minute, Domitille crochets and crochets tirelessly, until she finishes her purple handbag. “I’m a huge fan (…) I’ll give you a tutorial very soon because it’s really super simple.”
Consume differently
Obviously, the bag pleased his community. The video has more than 390,000 views. “Where do you find this kind of ball? I’m such a fan,” asks a user. “How do you round the bag,” adds another. The comments section of Domitille’s videos is filled with these curious and enthusiastic messages.
Like most crochet fans among Generation Z, Domitille tried this activity during confinement. After seeing a post on Instagram, “I started by making a soft toy, a cute little cow,” remembers Domitille, speaking to Tech&Co.
“I was quite proud of it so I shared it on TikTok.” Encouraged by a comment, she then shared a tutorial on the short video application.
“It exploded,” she cries. “Overnight, my video exceeded 500,000 views.” A dazzling reputation, which pushed the young woman to embrace a career as a content creator, specializing in crochet. In two years, she is now followed by 80,000 subscribers.
“The ‘handmade’ side is really what we like,” analyzes KC Popo, 26, who mainly makes crocheted cow stuffed animals on X, ex-Twitter. “The new generations are keen to consume better, for example by making their own clothes, their decorative objects… And crochet responds perfectly to this trend.”
6.5 million publications
The other interest is financial. In fact, starting crochet requires little investment. “Above all, you need patience,” points out KC Popo, real name Doriane, to Tech&Co.
“At first, I pulled my hair out. But it’s accessible to everyone. All you need is hooks, markers and a ball and that’s it.”
And as is often the case, when a trend is a hit, influencers are quick to jump into the breach. Like Domitille and KC Popo, more and more videographers are banking on the “Do it yourself” segment.editor’s note). As proof, the keyword #crochet brings together more than 6.5 million publications.
Gone is the image of the grandmother sitting in her armchair, trying to make an itchy sweater. Now, crocheters have a phone in their hand, braids in their hair and make a multitude of “girly” accessories. Like other influencers, they worry about the number of likes, building loyalty in their community and publishing content.
“Tutorials are what work best,” says Hanaé, 25, to Tech&Co. Bags for the page, small pencil case with floral motifs and star coasters, the videographer daily provides her subscribers with mini-videos where she presents her new creations. A year ago, the young woman had never touched a needle, even though she had always developed a liking for manual activities. She is now followed by 40,000 subscribers, looking for inspiration and advice.
“I feel useful”
“It’s very rewarding. I get a lot of comments saying they learned to crochet thanks to me,” she smiles. “I feel useful.”
A success that whets the appetite of brands specializing in crochet, like Happy Whool, or more generalists. Last September, the beauty brand Nuxe collaborated with Domitille. The influencer made small crochet lip balm holders. “I always try to adapt my creations to stay within the brand’s universe,” she explains. An approach that seems to please advertisers since the designer carries out on average two commercial collaborations per month, with mainstream brands.
The only downside to this model: crochet videos take time. “It’s not enough to turn on your camera and do your makeup live. It takes several hours or even several days to finish certain pieces,” recalls Hanaé. And that’s without counting the filming of the different shots, the editing… The young woman nevertheless tries to keep a regular rhythm, publishing one to three times a week.
“With only 24 hours in a day, it’s not easy! And then I always have this pressure to find relevant and pleasing ideas,” she insists. When at the beginning of the year, her employment contract ended, Hanaé took the opportunity to “take the time” and “go all out on Tiktok.”
A small business
A successful bet since in one summer, it quadrupled its number of subscribers. The videographer is now thinking of other projects. “Why not open an online store to sell my creations?” imagines Hanaé, who also plans to organize crochet workshops in the south.
For his part, KC Popo has already taken the plunge by creating his company. The young woman opened an online store on Etsy and offers her stuffed animals between 35 and 50 euros, depending on the working time. Prices that are difficult to pass for some users. In August, it faced a wave of negative comments regarding its sale prices.
“A crochet cow takes between 2.5 and 5 hours of work,” defends the designer. “Added to this are the price of the balls, the URSSAF charges…” But the young woman prefers to remain positive. “At least it gave me visibility.”
A wave of hatred, which has not tainted the performance of his business either. The young woman can sell up to ten stuffed animals in a month.
