Influencer
Growing Green: How Creator Samantha Hermann Turned Houseplants Into A Family Business
What turns a simple houseplant hobby into a business capable of supporting an entire family? For Samantha Hermann (@houseplusplant), it started with consistent posting, unwavering dedication, and a unique approach to establishing a true connection with her audience on Instagram, TikTok, and YouTube.
The mother of four began simply by sharing photos of her thriving indoor garden on social media after friends and family kept asking about her unusually healthy plants. Five years later, that casual sharing had grown into a flourishing business, allowing her husband to quit his job and start his own company.
“I made enough to cover my husband’s salary while being a stay-at-home mom, so he could quit his job and finally start his own company,” Samantha says. This transition from hobbyist to breadwinner didn’t happen by accident; it was the result of strategic consistency and a key shift in her approach to content creation.
Before diving into content creation, however, Samantha was a stay-at-home mom to her four children. “As they got older and went to school, I wanted a creative outlet. I’ve always been into DIY,” she explains. “I’m good at many things, but not a master of one.”
She experimented with sewing, painting, home decor, jewelry making, knitting, and crocheting. But houseplants eventually captured her attention, especially after her family moved into a home with better natural light.
“I’ve loved plants since I was a kid,” she says. “The green thumb runs in my family. My grandma had a huge outdoor garden, and my mom always kept plants inside and out.”
What began as casual photos soon dominated her Instagram feed. “My grandma said, ‘I don’t want to see plants, I want to see your kids!’” Samantha recalls with a laugh. That prompted her to create a dedicated account – House Plus Plant – where she could focus exclusively on her passion.
The timing proved serendipitous. She launched the account just before the COVID-19 pandemic, which sparked a houseplant boom.
“It was the perfect storm,” she says. “I already had a presence, then during the lockdown, people started buying plants and found my account. That’s when things really took off.”
The Content Strategy
Early on, Samantha stood out through her high-quality photography. “I do all my own photography,” she says. “My shots of me with plants were more striking, and my plants were bigger than most people had seen.”
When Instagram introduced Reels, she fully embraced video. She committed to posting daily and kept it up for three years straight. “I posted every single day, usually a reel. There were nights at 10 p.m. when I just wanted to sleep, but I hadn’t posted yet,” she says.
For this dedication, Samantha credits her background in competitive sports. “Playing volleyball my whole life taught me mental toughness. When things aren’t going well, I don’t freak out. I just stay consistent and push through.”
Her content mix continues to progress in response to shifting algorithms and audience preferences. “Every month, we’re learning what people want. Attention spans are shorter, but they also like longer content where they get to know you,” she explains.
She refuses to stick to one style. “I don’t want to only do one type of content. I like to mix it up,” she says.
Quality Engagement Over Quantity of Followers
Like many creators, Samantha once measured success by follower count. “At first, I thought more followers meant more money and a bigger community,” she says. “When I started, 100,000 views was unheard of. Now everyone has million-view videos.”
She soon learned viral reach doesn’t guarantee meaningful growth. “I had a reel hit 2 million views and got only a few new followers,” she explains. “I’d rather have 10,000 engaged followers than 100,000 who don’t care.”
This mindset shift has proven valuable with brands. “More brands know engagement matters most,” Samantha says. “They may have a range of creators in mind, but they choose based on engagement.”
Community Building
Unlike many influencers, Samantha personally responds to most audience messages. “I spend two to three hours a day going through DMs,” she says. “I still reply to about three-quarters of people. Some days it takes hours, but I love it.”
Samantha shares that her responsiveness often surprises followers. “People say, ‘I can’t believe you replied!’ It makes you more real, and they remember you next time they have a question,” she says.
She also replies when tagged in stories or when people message multiple creators. “Others don’t, but I actually love it,” she says. Her extroverted personality helps. “I’m an extrovert. I love conversation and small talk. It’s a learned skill, and the more you practice it, the easier it gets,” she explains.
Monetization: The Affiliate-First Approach
Samantha’s path to monetization began when followers asked about her plant care products. “People asked what fertilizer or soil I used. I shared for free for a long time, then realized I could use affiliate links,” she says.
Amazon quickly became her biggest revenue driver. “Amazon affiliates are different, because you earn from anything people buy, not just the product you recommend,” she says.
She expanded to other plant-related brands. “If I love a soil brand, I’ll reach out for an affiliate or collaboration,” she says. “Now I work with grow light, soil, and planter companies.”
Instagram Stories proved most effective for sales. “Stories sell better than reels. People can click links directly, and it’s more anonymous,” she says.
Brand Partnerships: Value and Genuine Connection
When it comes to brand partnerships, Samantha focuses on long-term collaborations. “I like partnerships we continue year after year,” she explains. “It shows my followers I really use the product, not just once.”
Some of her strongest collaborations are with brands that grew alongside her, like The Plant Bar, Rousseau Grow Lights, and Sol Soils. “We all started together. I’ve been talking about them for five years, and we’ve grown together,” she says.
She rejects “gifting only” deals. “I know my worth. I won’t create a video for just a free product,” she says. “You’re getting 700,000 eyes for $20. My time and audience are worth more.”
Her management company, Illuminate Social, helps with contracts. “At the beginning, contracts were overwhelming. Having them has been so helpful,” she says.
Scams and Content Fatigue
Throughout her creator career, Samantha has also faced scams. “I’ve been scammed a couple times, even through my management,” she reveals. “One looked like a legit podcast invite, but I accidentally gave them access to my Facebook business suite.”
Now she checks email legitimacy carefully. “If it’s a Gmail and not a company domain, it’s fake,” she warns.
Content fatigue is another challenge, especially while her family builds a new home. “This has been a hard content year. I don’t want to redo the yard or redecorate since we’re moving,” she explains. “It’s a hurry-up-and-wait situation with content ideas.”
New Home, New Content, and a Book
Samantha reveals her family’s new home is designed with content in mind, featuring abundant windows. “Right now, I’m limited to one room. The new house will have tons of windows, so I’ll have many different spaces to show,” she says.
This will help her expand the “house” side of House Plus Plant. “I want to share more about living with plants, not just the plants themselves,” she says.
She’s also getting a new puppy, which will open up fresh content opportunities. “People always ask how to keep pets away from plants. With a dog, I can show that,” she notes.
Her biggest project is a book on houseplant care. “I’m finishing the last section before it goes to production,” she reveals. “It covers basics, advanced care, DIY projects, and includes pictures and QR codes for videos.”
Persistence and Self-Worth
Samantha encourages new creators to persevere when things get tough. “Ninety percent of people quit. Push through those times, and that’s where growth happens,” she says. “After five years, there were times I wanted to quit. But if you don’t, good things happen.”
She also stresses knowing your value. “Thank brands for reaching out, but know your worth. That’s why they’re coming to you,” she advises. “Always negotiate. It’s part of the process.”
For Samantha, the benefits of houseplants extend beyond their aesthetic appeal. “The mental health aspect is huge,” she says. “Caring for something living, especially if you don’t have pets or kids, is so good for people. Watching something grow brings joy into your home.”
