Crafting and Content

Let's talk about the question of sponsorship...

In the past few weeks, I’ve had a few comments about sponsored posts—not in a negative way (per se), but as a conversation that naturally comes up when creators start working with brands. I’ve been fortunate to have been approached for a few sponsored videos recently, which has made me reflect on what sponsorship means to me, how I approach it, and where I draw the line.

This isn’t a snarky post—it’s an open discussion about balancing passion and opportunity in the world of creative content.

The Business of Creativity

Social media has opened up an entirely new genre of small business. Knitting designers, indie dyers, and content creators now have direct ways to connect with people who love their work. Monetisation—whether through ads, sponsorships, or collaborations—has made it possible for some to turn their craft into a full-time career.

Would that ever happen for me? Absolutely not. I have a corporate job, and I don’t see a world where my crafting replaces my salary. But could I grow enough to reduce my hours one day? Maybe. And why not?

The way we work and consume content is evolving, and social media has become a powerful marketing tool. If I can find ways to make my creative work more sustainable, isn’t that worth considering?

That said, let’s be realistic—knitting, spinning, and crochet aren’t exactly high-revenue industries. I’m not about to become a full-time influencer (knitfluencer?), but the idea of crafting a little more, working a little less, and creating a better balance is undeniably appealing.

Authenticity Matters

For me, the key is authenticity. Product placement needs to feel genuine—not just for my audience, but for me. I wouldn’t suddenly start marketing snacks or drinks just because a brand reached out. Could I make it fit? Sure, I could do a post about “the best snacks to eat while knitting”—but that wouldn’t feel natural to me. That’s where I draw the line.

There’s also a fine line between enthusiasm and obligation. I love talking about great yarn, amazing indie dyers, and the tools I use every day. But I want to talk about them because I love them—not because I feel I have to. The moment crafting starts feeling like a job instead of a joy, something has gone wrong.

There’s also an interesting conversation to be had about how we perceive sponsorships in different spaces. We’re all used to watching adverts on YouTube—it’s just part of the experience. But when individual creators do sponsorships, the reaction sometimes feels different. If I were paid to talk about a yarn I genuinely love and would have bought anyway, why is that different from a YouTube pre-roll ad for a big brand?

When (and When Not) to Take Opportunities

At the end of the day, it’s about balance. If I ever choose to work with a brand, it would have to be one I believe in—one that aligns with my values and the things I already use in my crafting life. And if that opportunity never comes? That’s fine too. This space has always been, and will always be, about sharing my love for making.

That doesn’t mean I’m opposed to opportunities—it just means I want them to be the right ones. I’d love to collaborate with brands that align with my creative values, share knowledge about products I already use, or work on projects that genuinely excite me. But forcing it? Chasing sponsorships just for the sake of it? That’s not the way I want to go.

I also think there’s a wider discussion here about how creators sustain themselves in this ever-growing digital space. Should we be expected to create endless free content just for the love of it? Or is it reasonable to find ways to make that passion financially sustainable?

Behind the scenes... making content.

I don’t have a grand conclusion to this post—just thoughts I wanted to put out there. What do you think? How do you feel about sponsorships in the crafting world? Do you approach creators differently when they take on sponsored content?