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Key takeaways
A handmade business social media budget is mostly time, because maker stories and process videos sell craft better than ads. As a GBL rule of thumb, small makers spend £50–£300 a month in cash, rising before Christmas and other gift seasons. Marketplace fees reduce margin, so check break-even before paying for ads.
- £50–£300 a month in cash for most small makers.
- Process videos and maker stories sell handmade work.
- Pinterest and Instagram suit gift buyers who plan.
- Count marketplace fees before setting ad budgets.
Want a maker's marketing plan? Message us on WhatsApp.
Chat on WhatsApp →What should a maker spend time on?
Showing how things are made, who makes them and how they are used. Short process videos, behind-the-scenes posts and customer photos build the connection buyers pay a premium for. Batch content around making sessions to save time.
When do ads make sense?
Before gift seasons, such as Christmas, Mother's Day and Valentine's Day, for products that already sell organically. Pinterest suits planners searching for gift ideas weeks ahead. Work out break-even ROAS after materials, marketplace fees, payment fees and postage first.
Send us your bestsellers and margins on WhatsApp and we will discuss your requirements.
Chat on WhatsApp →Should you send buyers to a marketplace or your own shop?
Your own shop keeps more margin and customer data, but a marketplace may convert better because buyers trust it. Ads to your own shop need a fast, clear product page. Track which converts better for your products before deciding where to point ad spend.
What does this look like in practice?
A pattern we see: a maker boosts finished-product photos with little result, while their occasional process videos get shared widely. Making process content the main output, and boosting the best of it before Christmas, usually brings more sales.
Maker budget checklist
- Post process and maker stories weekly.
- Batch content around making sessions.
- Work out break-even ROAS after all fees.
- Advertise before gift seasons only.
- Compare marketplace and own-shop conversion.
Next step
Film one short video of a product being made. Post it, and if it earns saves and shares, plan to boost it ahead of the next gift season.
Message us on WhatsApp with your video, or book a 30-minute consultation.
Chat on WhatsApp →Sources and further reading
- Pinterest Business help: get started · Pinterest
- Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013 · legislation.gov.uk
Frequently asked questions
How much should a handmade business spend on ads?
Many small makers spend £50–£300 a month in cash, more before Christmas and other gift seasons. Most sales come from organic content showing the making process. Before advertising, work out break-even ROAS after materials, marketplace fees, payment fees and postage.
Is Instagram or Pinterest better for crafts?
Instagram builds a following around maker stories and process; Pinterest works like a search engine where people plan gifts and projects weeks ahead. Many makers use Instagram for community and Pinterest for discovery. Choose one main platform to start. Review spend each quarter against bookings or enquiries, and adjust it in small steps.
Should I advertise my Etsy shop or my own website?
Your own site keeps more margin and customer data; a marketplace can convert better because buyers already trust it. Test both with the same product and budget, and compare sales and profit after fees before choosing where to send ad traffic.
Written by
Global Bridge Labs (GBL) is a UK–Sri Lanka partner for social media, websites and BPO. Everything here comes from client delivery, not theory.
