United States
Magnolia is the lifestyle and home brand founded by Chip and Joanna Gaines in Waco, Texas, built on the mainstream success of their HGTV renovation series 'Fixer Upper.' What began as a television…
Total Followers -0.0%
6M
Across Instagram, TikTok
Primary Platform
YouTube
5.8M followers · 95% of audience
Engagement
1.3%
vs. 1.5% category median
Sponsorship Tier
Mega
Est. $69K–$161K / IG post
Chip Gaines debuted a new YouTube series without co-host Joanna Gaines, premiering August 17 on Magnolia Network's YouTube channel.
Baylor University announced the historic donation from Chip and Joanna Gaines' Waco-based lifestyle company, which will name the ballpark field and support capital projects.
The three-part limited series aired on Magnolia Network and HGTV, with Joanna's eldest daughter Ella appearing as a designer on a Magnolia project for the first time.
The gingerbread-house competition show marked a multi-platform push, debuting simultaneously on Magnolia Network, HBO Max, and Food Network.
Chip addressed criticism of 'Back to the Frontier' on social media after pushback from some Christian viewers, including comments from Franklin Graham.
| Window | TikTok | Combined | ||
|---|---|---|---|---|
| Last 7 days | -576 -0.0% | +109 +0.0% | +0 +0.0% | -467 |
| Last 30 days | -576 -0.0% | +492 +0.2% | +0 +0.0% | -84 |
| Last 90 days | +11K +0.2% | +1K +0.5% | +0 +0.0% | +12K |
| Last 365 days | +11K +0.2% | +1K +0.5% | +0 +0.0% | +12K |
Daily follower snapshots from CreatorDB's longitudinal index.
Magnolia is the lifestyle and home brand founded by Chip and Joanna Gaines in Waco, Texas, built on the mainstream success of their HGTV renovation series 'Fixer Upper.' What began as a television aesthetic has since expanded into a multi-arm company: Magnolia Market at the Silos, a flagship retail and gathering destination in Waco; Magnolia Table, their restaurant; Magnolia Realty; a print journal; and Magnolia Network, a streaming and linear television channel developed in partnership with Discovery. The brand's social accounts function as connective tissue across all these properties, with Instagram carrying the bulk of the audience.
Content across platforms mixes home inspiration, behind-the-scenes looks at the Waco campus, product launches such as Joanna's ongoing Loloi rug collaboration, and coverage of seasonal events like Silobration. The audience skews millennial with a near-even gender split — unusual for home-decor accounts — reflecting broad mainstream appeal rather than a tightly defined creator niche. Engagement sits modestly below category median, consistent with a corporate brand account rather than a personality-driven channel. Magnolia's most natural commercial posture is self-promotion within its own ecosystem; as Magnolia Network continues developing original programming, the social presence will remain central to driving traffic across retail, hospitality, and media.
Magnolia reaches an audience concentrated in United States primarily through YouTube, and is best activated via Instagram Reels and Stories, TikTok branded content. As a lifestyle creator they map naturally to brands targeting that space. With no brand deals logged yet, they read as an available, category-aligned partner for advertisers building early presence in the space. Engagement on YouTube runs around 1.3%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of Instagram Reels and Stories and TikTok branded content lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows lifestyle content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For United States-focused brands in lifestyle and related categories, Magnolia offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Magnolia's tier (Mega, 6M combined followers, United States). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
Magnolia was founded by Chip and Joanna Gaines, the husband-and-wife duo who became household names on HGTV's home-renovation series Fixer Upper. What began as a small design and contracting business in Waco, Texas grew into a sprawling lifestyle brand covering retail, dining, television, real estate, and publishing.
Magnolia Market at the Silos is located in Waco, Texas, built around two historic grain silos that Chip and Joanna Gaines converted into a shopping and outdoor destination. The complex has become one of Waco's top tourist draws, with retail shops, food vendors, and a large open lawn that hosts events like Silobration.
Silobration is Magnolia's annual fall festival held at the Silos campus in Waco, Texas. It typically brings together live music, local vendors, food, and community programming, drawing fans of the brand from across the country for a multi-day celebration tied closely to the Magnolia Market experience.
Magnolia Network is Chip and Joanna Gaines' own cable and streaming television channel, which launched in early 2022 after transitioning from the former DIY Network. It features original programming centered on home renovation, cooking, and lifestyle, including the revival of Fixer Upper under the title Fixer Upper: Welcome Home.
The Joanna Gaines x Loloi collaboration is a line of rugs and home textiles that Joanna designed with Loloi, a Dallas-based soft goods company known for designer partnerships. The collection reflects her signature warm, layered aesthetic and has been a recurring feature across Magnolia's social content and editorial channels.
Fixer Upper: The Hotel is a project in which Chip and Joanna Gaines renovated a historic hotel property in Waco, Texas, bringing their design sensibility to a full hospitality experience. The renovation was documented as Magnolia Network content and marks a major extension of the brand into the travel and lodging space.
Yes, Magnolia Table is a real, walk-in restaurant in Waco, Texas, serving breakfast and lunch inspired by Joanna Gaines' cookbook series of the same name. It consistently draws long lines from visitors making the broader trip to the Magnolia campus, and is considered a flagship experience of the brand.
The Magnolia Journal is Magnolia's quarterly print lifestyle magazine, covering home design, recipes, gardening, and personal storytelling rooted in the brand's ethos of intentional, grounded living. It is distributed at major retailers nationwide and has been a consistent part of the Magnolia brand portfolio for several years.
Yes, Magnolia Realty is the real estate arm of the Magnolia brand, operating primarily in the Waco, Texas market. It functions as part of the broader Magnolia ecosystem alongside the market, restaurant, TV network, and publishing properties that Chip and Joanna Gaines have built.
Magnolia maintains an active presence on Instagram and TikTok in addition to YouTube, with its largest and most engaged social audience on Instagram where it has built a following well into the millions. Content across all three platforms centers on home inspiration, lifestyle, and behind-the-scenes looks at the broader Magnolia brand.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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