Craft & Hobby from TN Marketing is an instructional video platform designed specifically for libraries, offering expert-led classes across 20 creative disciplines—from crocheting and cooking to woodworking and painting. With over 4,000 hours of on-demand instructional videos suitable for all ages and skill levels, patrons have unlimited access to learn at their own pace, anytime.
Helping librarians engage their communities for more than 25 years, TN Marketing provides diverse programming ideas, ready-to-use marketing materials, and supportive resources. To learn more about how Craft & Hobby can enrich your library's offerings and assist librarians in building exciting programs for their communities, PW spoke with Barrett Evans, VP content strategy & distribution, and Michaela Falken, account manager of libraries & external partnerships. Here's the scoop.
Is there a typical way librarians use the videos?
Michaela: Librarians can use the videos for in-house programs. We allow public viewing rights on all videos, and each one comes with a downloadable/printable PDF file that serves as a great supplemental asset for patrons. Librarians are equipped with everything they need, from materials lists to patterns, recipes, and so on.
What’s one thing you want librarians to know about Craft & Hobby and how it can serve them?
Michaela: Libraries are one of the rare third spaces that people have access to without a cost associated with it. We recognize that building engaging programs on a regular basis is challenging. With our content, we offer dependable instruction for patrons to gather and use in the library. Creativity is important in the community, and we aim to cater to patrons' and librarians’ creative needs.
Barrett: Libraries have always been the epicenter of research and learning, and the vast array of tutorials that Craft & Hobby has available can help serve the diverse interests of library patrons.
Do you receive feedback from librarians on what’s working and what isn’t, and are there classes that are by far the most popular?
Michaela: All libraries are different. We do receive feedback, but across the board it's based on which categories work best with each library's specific patrons. This is why Craft & Hobby is a wonderful asset. Some folks are seasoned quilters who are looking for new projects and ideas, but others are more interested in getting started with a new hobby like outdoor photography. Craft & Hobby's diverse catalog can serve both these interests and nearly everything in between, and librarians can tailor their offerings to their community's interests.
From the feedback you've received from librarians, do you have a favorite success story to share?
Michaela: Yes, we have one rural library that has really jump-started their makerspace by using Craft & Hobby’s tutorials. They had trouble finding instructors for different projects like knitting and painting, and with Craft & Hobby, they have filled the gap with our classes. Now, they have folks who are using the database at home to continue learning after a program.
How do you work with librarians or guide them through how best to use your services? Do you provide tips or instruction to them on programming around your videos?
Michaela: We offer monthly newsletters highlighting seasonal programming ideas for patrons. We also encourage libraries to use familiar interests when first getting started with Craft & Hobby. Have patrons come in for crochet or knitting circles before? Try using a unique knitting project to introduce your patrons to the site. Typically, patrons start with a category they're familiar with but then expand to as many as five different categories.
TN Marketing has been creating instructional on-demand videos in the craft & hobby space for more than a quarter of a century. How has the company and educational content evolved over that time?
Barrett: TN Marketing has been dedicated to engaging people with their passions by developing enthusiast communities led by expert instructors eager to share their knowledge and experience with others. Throughout the years, TN Marketing has produced content in a wide variety of genres based on research, trends, and member feedback to offer a diverse portfolio of video instruction. We continue to develop tutorials that introduce new techniques and stunning results for beginners and advanced hobbyists.
With more than 20 different creative disciplines and 4,000 hours of instructional videos, how do you decide what content to offer?
Barrett: When we launched Craft & Hobby, we started by identifying the most popular classes and tutorial videos across a broad range of topics to develop the most robust, creative resource for lifelong learners. We reviewed the competitive landscape and wanted to ensure we expanded our offerings to include hobbies and interest areas like woodworking, photography, fitness, and cake design. We also stay attentive to trends and listen to the feedback from our community members to develop content that is of interest and accessible to all levels of makers.
With so many disciplines, how do you find your expert instructors?
Barrett: Most of the experts who provide instruction on the Craft & Hobby platform have years of experience teaching and developing curricula for in-person and online classes. Many instructors got their start within community education programs, and others built followings online through social platforms. A large percentage of Craft & Hobby’s instructors are also authors whose books are likely available in libraries.
How is Craftsy different from your other 20 creative disciplines?
Michaela: Offered within our Craft & Hobby content since we began, Craftsy offers some of our more niche categories, such as jewelry making, gardening, fun for kids, and cooking.
Craft & Hobby is a subscription-based service. Can you explain the subscription model? Are there tiers? Is it an annual subscription? Can all branches of a library use the same subscription? Is Craftsy included?
Michaela: Craft & Hobby is an annual subscription model that is based on the annual circulation of a library. We cater to individual libraries, districts, and consortiums. If a district subscribes, all branches can use the same subscription. We do offer Craftsy content in our model.
Barrett: We understand that a pay-per-user model can be challenging to libraries, and term-based checkouts can be frustrating for patrons, especially given the educational nature of Craft & Hobby courses. We wanted to provide access without limits so librarians and patrons can take the time they need to learn and find success in their creative pursuits.
Craft & Hobby is an endless source of inspiration for your makerspaces or for your library patrons to enjoy at home. And, it's easy to use.
Check out this quick video showcasing the breadth of creative offerings and demonstrating how the platform works. Then request a demo and free trial for your library.
