How Skill Builder Works With Brands
Skill Builder is an independent publisher focused on real-world building, renovation, and energy performance.
Our audience is made up of tradespeople, technically minded homeowners, and professionals who care about how things actually work — not hype, shortcuts, or marketing spin.
Brand partnerships on Skill Builder are built around explanation, demonstration, and scrutiny. Products and systems are shown in use, in context, and over time, with editorial independence maintained throughout.
This approach creates long-term value for both viewers and partners: content that is trusted, referenced, and returned to — not skipped or forgotten.
Audience Mindset
- Viewers come to Skill Builder to solve real problems, not for entertainment alone
- Long-form content is normal; many viewers watch 20–40 minutes
- The audience is sceptical of marketing claims and values transparency
- Purchasing decisions are often high-value and long-term (tools, materials, systems, training)
- Viewers regularly return to videos months or years later when tackling a project
Many viewers actively reference Skill Builder content when challenging contractors, suppliers, or sales claims.
Example Brand Partnership
The Insulated Panel Store
The challenge
The Insulated Panel Store needed to communicate a product that can be misunderstood or oversold online: insulated panel garden room kits. The goal was to show what the kit is actually like in the real world, how it goes together, and what level of competence and time the build really takes.
The approach
Skill Builder produced a long-form episode which follows the kit build step by step, assembling the insulated panels according to the client’s instruction manual, so viewers can see the process, the details that matter, and what’s involved before they buy.
The outcome
- The video reached 1.3 million views
- The client described it as the most successful collaboration they had undertaken
- Reported sales increased by 120% following publication
- The client returned for two further campaigns
A note on results
Not every collaboration will achieve results on this scale. This example reflects a situation where the product, audience, timing, and content format were particularly well aligned.
Skill Builder’s role is to create the conditions for success — through clarity, trust, and real-world demonstration — rather than to promise guaranteed outcomes.
Skill Builder Stats
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| Total Channel Views | 176 Million |
| Subscribers | 733k |
| Impressions | 2.3 Billion |
| Average View Duration | 7 Minutes |
| Likes | 4.5 Million |
| Comments | 2 Million |
| Shares | 0.5 Million |
| Monthly Views | 3 Million |
| Saved to Viewer’s Playlists | 1 Million |
| Gender Split | 92% Male / 8% Female |
| Age Groups | 18-34 20% ◾ 35-44 23% ◾ 45-54 21% ◾ 55-64 19% ◾ 65+ 15% |
| Geography | UK 62% ◾ US 14% ◾ IRE 5% ◾ AUS 4% ◾ CAN 3% |
| Popular Subjects | DIY ◾ Energy Tech ◾ Heating ◾ Carpentry ◾ Plumbing |
| Devices | Mobile 36% ◾ TV 32% ◾ Computer 22% ◾ Tablet 10% |
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| Total Followers | 250k |
| Total Interactions | 1.5 Million |
| Monthly Post Reach | 1 Million |
| Monthly Views | 1.8 Million |
| Gender Split | 94% Male / 6% Female |
| Age Groups | 18-34 25% ◾ 35-44 29% ◾ 45-54 24% ◾ 55+ 20% |
| Geography | UK 67% ◾ IRE 6% ◾ AUS 6% ◾ USA 5% ◾ IND 4% |
| Popular Subjects | DIY ◾ Home Improvement ◾ Carpentry ◾ Plumbing |
| Devices | Mobile 65% ◾ Computer 25% ◾ Tablet 10% |
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| Followers | 139k |
| Likes | 0.8 Million |
| Video Views | 32 Million |
| Audience Reached | 48 Million |
| Gender Split | 73% Male ◾ 27% Female |
| Age Groups | 18-24 21% ◾ 25-34 30% ◾ 35-44 23% ◾ 45-54 16% ◾ 55+ 10% |
| Geography | UK 78% ◾ IRE 6% ◾ SAF 4% ◾ AUS 3% ◾ USA 3% |
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| Followers | 21k |
| Reach | 164k |
| Interactions | 12.2k |
| Link Clicks | 1.5k |
| Gender Split | 93% Male ◾ 7% Female |
| Age Groups | 18-24 7% ◾ 25-34 38% ◾ 35-44 35% ◾ 45-54 12% ◾ 55+ 2% |
| Geography | UK 78% ◾ IRE 4% ◾ AUS 3% ◾ USA 3% ◾ NZL 2% |
