Home Depot Launches Creator Portal to Connect with Influencers in Home Improvement Space

The Home Depot has officially entered the creator marketplace with its new Creator Portal, a centralized platform designed to connect with content creators and influencers specializing in home improvement content, according to a company announcement made on December 11, 2025.

The initiative positions Home Depot among a growing number of retailers establishing stronger ties with the influential creator economy, including direct competitor Lowe's. With affiliate marketing expected to drive over $210 billion in U.S. e-commerce sales this year, the move represents a strategic effort to engage current customers and attract new ones through authentic content partnerships.

How the Creator Portal Works

The Home Depot Creator Portal serves as a comprehensive hub where influencers can find inspiration for content development while exploring campaign and affiliate marketing opportunities. Already enrolling thousands of creators, the platform is now accepting applications from the public.

"Our creator partners are a community that drives meaningful engagement with current and future customers," said Molly Battin, Home Depot's senior vice president and chief marketing officer, in the announcement.

The portal offers multiple benefits for creators, including:

• Access to Home Depot-branded opportunities
• Connections to the brand's network of suppliers and products
• Training resources and best practices guides
• Options to maximize visibility with Home Depot
• Special perks and product gifts for select partners

For Home Depot, the platform represents a strategic channel to harness authentic content that resonates with consumers seeking home improvement inspiration and advice from trusted sources. This approach aligns with current e-commerce influencer marketing strategies that prioritize authenticity and specialized expertise in driving consumer engagement.

Application Process and Creator Requirements

For influencers interested in joining the Creator Portal, Home Depot has implemented a straightforward application system that evaluates content quality, audience demographics, and engagement metrics. Successful applicants typically demonstrate consistent posting schedules and authentic engagement with their followers. While the company hasn't disclosed specific follower count requirements, the focus appears to be on genuine influence rather than raw numbers.

World Cup Connection Amplifies Launch

To generate additional buzz around the portal, Home Depot has created a "Starting Lineup" program featuring prominent creators tied to the upcoming 2026 World Cup, which will be played across North America.

The roster includes a diverse mix of designers, home-improvement experts, and athletes, such as:

• Dude Perfect
• Trinity Rodman
• Carlos Flores
• Tony Henry

Content created through these partnerships includes practical tips for making backyards more soccer-friendly for neighborhood games and renovation advice for creating outdoor viewing spaces for World Cup parties.

The sports-themed partnership exemplifies how brands can develop strategic influencer marketing partnerships that connect with cultural moments while still remaining relevant to their core business offerings.

Growing Trend Among Major Retailers

Home Depot joins a wave of retailers establishing creator marketplaces to leverage the influence of content creators with dedicated followers. Over the past six months, brands including Sephora, Chewy, and Lowe's have launched similar initiatives.

Lowe's, Home Depot's direct competitor, launched what it billed as "the first home improvement creator network" earlier this year. During its beta launch, Lowe's platform enrolled over 17,000 creators and later secured a partnership with popular creator Mr. Beast, which included a creator-curated dedicated storefront on Lowe's website.

The growth of these creator networks aligns with industry projections showing affiliate marketing reaching nearly $280 billion by 2028, according to eMarketer data.

Monetization Opportunities for Creators

Beyond the stated benefits, the Creator Portal offers multiple revenue streams for participating influencers. Content creators can earn through traditional affiliate links, sponsored content opportunities, and exclusive product launches. This multi-faceted approach provides more financial stability for creators compared to single-campaign partnerships that were previously the industry standard.

How Consumers Can Benefit

The expansion of creator platforms like Home Depot's portal offers several advantages for consumers:

• Access to authentic home improvement content from trusted creators
• Practical DIY tutorials and project inspiration
• More personalized shopping recommendations
• Opportunity to discover new products through relatable content

For homeowners planning renovation projects or seeking inspiration, these creator partnerships can provide valuable insights from influencers who may better understand their specific needs and preferences than traditional advertising. Learning how to collaborate with influencers has become essential for brands wanting to connect with today's consumers who increasingly look to social media for purchasing decisions.

Enhanced Shopping Experience

The Creator Portal integrates with Home Depot's existing e-commerce platform, enabling consumers to seamlessly transition from inspiration to purchase. Product recommendations from trusted creators eliminate research fatigue and provide social proof that builds consumer confidence. This integration addresses a common pain point in the home improvement journey where consumers often feel overwhelmed by options and uncertain about making the right choices for their projects.

The Future of Retail-Creator Partnerships

As more retailers invest in creator marketplaces, these platforms are likely to evolve beyond simple affiliate programs into comprehensive content ecosystems. For brands like Home Depot, the long-term value extends beyond immediate sales to building community and loyalty around shared interests.

The timing of Home Depot's launch ahead of the 2026 World Cup suggests a strategic approach to connecting home improvement with cultural moments that engage consumers. By tapping into the excitement surrounding the tournament, the company positions itself to reach audiences who might be planning home updates to enhance their viewing experiences.

The success of these initiatives will ultimately depend on how effectively they facilitate authentic connections between creators, brands, and consumers while delivering content that genuinely adds value to the customer experience.