Imagine your latest amigurumi design going viral—suddenly, your Etsy shop is flooded with orders, your Instagram followers double in a week, and a craft magazine DMs you for an interview. Sounds like a dream? For thousands of crochet entrepreneurs, it’s reality—and it often starts with one 15-second Reel or TikTok.
In today’s digital landscape, short-form video isn’t just trendy—it’s essential for growing a handmade business. Platforms like Instagram Reels and TikTok reward creativity, authenticity, and quick engagement—perfect for showcasing the tactile beauty and satisfying rhythm of crochet. Whether you sell patterns, finished goods, or kits, these platforms can connect you with a global audience of yarn lovers who are ready to buy, follow, and share.
In this guide, we’ll break down exactly how to use Reels and TikTok to grow your crochet business—without fancy equipment, editing skills, or a massive time commitment. You’ll learn what types of content perform best, how to optimize your posts for discovery, and real-world strategies to convert views into sales. No fluff, no jargon—just practical, tested advice from makers who’ve been in your hook-and-yarn shoes.
Ready to turn your passion into visibility? Let’s get started.
Why Short-Form Video Is a Game-Changer for Crochet Makers
For years, craft businesses relied on blogs, static Instagram photos, or word-of-mouth. But algorithms have shifted—and video now dominates. According to Meta, Reels generate 30% more engagement than regular Instagram posts. On TikTok, videos under 30 seconds often see the highest completion rates, which boosts visibility.
Why does this matter for crocheters? Because crochet is inherently visual and rhythmic. The click of the hook, the pull of the yarn, the slow bloom of a flower motif—these are sensory experiences that photos can’t fully capture. A short video can show your stitch technique, the drape of your yarn, or the joy on a customer’s face when they receive their custom order.
Moreover, the barrier to entry is low. You don’t need a studio—just your phone, natural light, and 10 minutes. And unlike long YouTube tutorials, Reels and TikToks can be created quickly, making them sustainable even for busy makers.
Best of all? These platforms love niche communities. The #crochet hashtag has over 14 billion views on TikTok and 30+ million posts on Instagram. That’s not just noise—it’s a built-in audience actively searching for your content.
So if you’ve been posting flat product photos and wondering why sales are slow, it’s time to press record.
Content That Converts: 5 High-Performing Crochet Video Ideas
Not all videos are created equal. To stand out, focus on value-driven, engaging formats that educate, entertain, or inspire. Here are five proven ideas:
- “Satisfying Stitch” Clips
Film close-ups of your hook working through repetitive, rhythmic stitches (like moss stitch or popcorn rounds). Add calming music or ASMR-like sounds. These videos are oddly addictive and often go viral for their soothing effect. - Before-and-After Transformations
Show a tangled yarn mess turning into a polished finished piece. Or film a plain tote bag getting upgraded with your 3D flower appliqué. Transformation = instant storytelling. - Quick Tips & Fixes
“How to fix a dropped stitch in 20 seconds” or “Why your amigurumi looks lumpy (and how to fix it).” Solve a real problem, and viewers will save, share, and follow you for more. - Behind-the-Scenes (BTS)
Pack an order, sketch a new pattern, or swatch yarn colors. BTS content builds trust and shows the human behind the brand—something shoppers crave. - Trend Participation
Use trending sounds or challenges—but make them crochet-themed. Example: the “Get Ready With Me” trend becomes “GRWM: Crocheting a Market Tote in 60 Seconds.”
Pro tip: Always end with a clear call-to-action (CTA)—“Link in bio for the pattern,” “Comment ‘PDF’ and I’ll DM you the free guide,” or “Which color should I make next?”
Optimizing for Discovery: Hashtags, Captions, and Timing
Creating great content is only half the battle—you also need people to find it. That’s where smart optimization comes in.
Start with hashtags. Use a mix of:
- Broad (#crochet, #yarn)
- Niche (#amigurumicrochet, #crochetflower)
- Community (#crochetfam, #hookedoncrochet)
- Trending (check what’s rising weekly)
Aim for 5–10 relevant hashtags—not 30 generic ones. On TikTok, hashtags are less critical than on Instagram, but they still help with categorization.
Next, write compelling captions. Even on video platforms, text matters. Ask a question (“What should I name this new bunny pattern?”), share a mini-story (“This stitch saved my sanity during chemo”), or include a fun fact (“Did you know cotton yarn gets softer with every wash?”).
Timing also plays a role. Post when your audience is most active—usually weekdays between 10 a.m.–2 p.m. or evenings after 7 p.m. local time. Use your platform analytics to confirm.
Finally, enable all engagement features: captions (for accessibility), location tags (boosts local reach), and always encourage comments by asking a question in your video or caption.
Turning Views Into Sales: The Follow-Through Strategy
Viral views don’t automatically equal revenue. You need a clear path from discovery to purchase.
First, optimize your bio. On both Instagram and TikTok, your bio is prime real estate. Include:
- What you offer (“Handmade crochet toys & PDF patterns”)
- Your unique angle (“Eco-friendly yarns • Small-batch designs”)
- A link (use a Linktree or similar to direct to your shop, latest pattern, or email list)
Second, pin your best-performing Reel or TikTok to your profile. This acts as your “storefront window”—the first thing new visitors see.
Third, nurture your audience. When someone comments, reply! When they DM, thank them. Consider creating a free lead magnet (like a “Top 5 Crochet Mistakes” PDF) to grow your email list—your most reliable sales channel.
And don’t forget cross-promotion. Share your TikTok on Reels (and vice versa), embed videos in blog posts, and mention your video content in Etsy shop announcements.
Real example: Crochet designer @stitchberry grew from 500 to 20K followers in 4 months by posting daily 15-second “stitch therapy” clips. She added a “Pattern Shop” link in her bio—and now 70% of her sales come from social traffic.
Common Mistakes (and How to Avoid Them)
Even well-intentioned creators make avoidable errors. Here’s how to sidestep them:
- Poor lighting: Never film in dim or harsh overhead light. Face a window for soft, natural illumination.
- Ignoring audio: Bad sound = skipped videos. Use trending music or record clean voiceovers.
- Inconsistent posting: You don’t need to post daily—but aim for 2–3 times per week to stay visible.
- Skipping analytics: Check which videos get saves and shares (not just likes). Those are your gold mines—make more like them.
- Being too salesy: People follow for value, not ads. Follow the 80/20 rule: 80% helpful/entertaining, 20% promotional.
Also, don’t compare your Day 1 to someone else’s Year 3. Growth takes time. Focus on progress, not perfection.
The Bigger Picture: Building Community, Not Just Customers
At its heart, social media isn’t about algorithms—it’s about connection. When you share your creative process, your struggles, and your wins, you invite others into your journey. That builds loyal followers who don’t just buy once—they become advocates.
Many crochet businesses thrive because their audience feels like friends. They vote on colors, suggest pattern names, and even send photos of their finished makes. This kind of engagement can’t be bought—it’s earned through authenticity.
And in a world of mass production, that human touch is your superpower. A Reel showing your hands carefully stitching a baby blanket for a NICU donation? That’s not just content—it’s emotional resonance.
So as you film, ask yourself: Am I showing my craft—or my heart? The best videos do both.
Ready to Hook Your Audience?
You don’t need millions of followers to build a thriving crochet business. You just need consistent, authentic, value-driven content that speaks to the right people—and Reels and TikTok are your megaphone.
Start small: film one 20-second video this week using your phone. Show a satisfying stitch, share a quick tip, or reveal your latest WIP. Use a trending sound, add a few hashtags, and hit post. That’s it.
Growth begins with a single stitch—and a single share.
Now we’d love to hear from you: What’s your biggest challenge with Instagram Reels or TikTok? Are you nervous about being on camera? Struggling with ideas? Or already seeing results? Share your thoughts in the comments below! And if this guide helped you, please share it with a fellow maker who’s ready to grow their crochet biz—one Reel at a time.
Happy hooking—and happy posting!
Gabriela Ferreira is a passionate crochet and knitting enthusiast who finds inspiration in every skein of yarn she touches. With a love for color, texture, and handmade detail, she brings creativity and warmth to each project she creates. Gabriela believes that every stitch tells a story, and she enjoys sharing her craft with others who appreciate the beauty of fiber arts.
