Which Social Media Platforms Should Your Equestrian Brand Prioritise?
Updated January 6th 2025Social media has revolutionised how equestrian businesses connect with their audiences, build loyalty, and drive business. Whether you’re promoting a luxury saddle brand, organising a prestigious horse show, or running a boutique equestrian store, having a targeted social media strategy is essential to success. But with so many platforms available, where should you focus your efforts?
Equestrian brands are uniquely positioned to capitalise on the emotional and aesthetic appeal of horses and the equestrian lifestyle. Platforms like Instagram, Facebook, TikTok, LinkedIn, and YouTube each offer specific benefits. At EQuerry, we help equestrian businesses identify the platforms that work best for them and create strategies that deliver measurable results.
Below, we explore how each platform has evolved from 2020 to 2024 and how equestrian brands can leverage their features to achieve their goals.
Instagram: Your Brand’s Digital Magazine
Instagram is a natural fit for equestrian brands due to its focus on stunning visuals, storytelling, and aspirational content. With over 2.35 billion active users in 2024, Instagram continues to grow as one of the most influential platforms for businesses. Its audience includes a significant proportion of younger users, with over 60% of active users aged 18-34. This demographic is particularly engaged with lifestyle and luxury brands, making Instagram the ideal platform to showcase premium equestrian products and services.
For equestrian brands, Instagram offers the chance to highlight the beauty of the sport and the lifestyle it represents. Its carousel posts are perfect for showing off multi-angle shots of your products or covering events in detail. Stories create a sense of immediacy, whether it’s updates from a competition or behind-the-scenes content at a photo shoot. Meanwhile, Reels provide an opportunity to tap into Instagram’s algorithm and gain traction through engaging, short-form video content.
By 2024, businesses using Reels reported 20% higher engagement rates compared to static posts. Additionally, Instagram’s advanced targeting for paid advertising allows equestrian brands to connect with audiences based on interests, behaviours, and location, ensuring your marketing budget is spent effectively.
Equestrian businesses that regularly post high-quality visual content on Instagram have seen measurable results. For example, brands that include user-generated content, such as riders showcasing their products, report a 25% increase in customer trust and conversion rates. Instagram is not just a platform for sharing beautiful images but also a powerful tool for building relationships with your audience.
Facebook: The Reliable All-Rounder
Facebook remains a cornerstone of social media marketing, especially for businesses targeting a wide range of demographics. With 2.96 billion monthly active users in 2024, Facebook provides equestrian brands with unmatched reach and functionality. Its versatility allows businesses to engage with their audience through posts, videos, events, and community groups.
One of Facebook’s standout features is its ability to bring equestrian communities together. Many brands use Facebook Groups to create dedicated spaces for riders, event participants, or product enthusiasts to share advice and experiences. By 2024, over 700 million people engaged with Facebook Groups daily, underscoring the platform’s value in fostering connections.
For equestrian event organisers, Facebook’s event tools are indispensable. They allow businesses to promote events, sell tickets, and provide real-time updates to attendees. Between 2020 and 2024, events promoted on Facebook saw a 15% higher attendance rate compared to events advertised through other platforms.
Facebook’s advertising options are another powerful asset. The platform offers highly targeted ad campaigns that enable equestrian brands to focus on key audiences, such as horse owners in specific regions or individuals interested in equestrian sports. Ads featuring high-quality visuals and engaging captions achieve 2.3 times more interactions than text-only posts.
While some may view Facebook as a platform for older audiences, its diverse user base makes it an essential tool for reaching families, amateur riders, and professionals alike. Businesses that maintain an active presence on Facebook report higher customer retention and stronger brand loyalty, making it a reliable and rewarding choice for equestrian brands.
TikTok: A Rising Star in Equestrian Marketing
TikTok’s rapid growth has transformed it from a novelty platform into a marketing powerhouse. With over 1.8 billion active users in 2024, TikTok’s audience skews younger, making it a valuable platform for equestrian brands targeting riders under 30. Its creative, short-form video format allows brands to showcase their personality, build brand awareness, and engage audiences in fresh and innovative ways.
For equestrian brands, TikTok is an opportunity to step outside traditional marketing approaches. Content such as training tips, “day in the life” videos, or light-hearted horse-related challenges resonates strongly with TikTok’s audience. The platform’s emphasis on trends and virality means that even smaller brands have the chance to gain widespread visibility with the right content.
TikTok’s users spend an average of 90 minutes per day on the app, providing ample opportunity to capture their attention. Videos that align with trending audio or challenges generate 50% higher engagement, making it essential for brands to stay agile and up-to-date with current trends. Equestrian businesses that create authentic and relatable content see stronger connections with their audience, which translates to increased brand loyalty and recognition.
The platform also offers significant opportunities for paid advertising. TikTok’s ad formats include in-feed videos, branded challenges, and interactive effects, allowing businesses to create highly engaging campaigns. Equestrian brands that use TikTok effectively often see an increase in website traffic and product sales, especially when campaigns highlight the unique aspects of their brand in a creative, entertaining way.
LinkedIn: The Professional Network
LinkedIn may not be the first platform equestrian brands consider, but it has become a critical tool for networking and building professional credibility. With 930 million users in 2024, LinkedIn is ideal for connecting with sponsors, industry leaders, and other equestrian professionals. In fact, it has evolved into a vital platform for professional networking, industry leadership, and business growth, and it provides businesses with unique opportunities to enhance brand visibility and establish meaningful connections, particularly in industries like equestrian sports that rely on sponsorships and professional collaborations.
Sponsorships are a vital part of the equestrian world, and LinkedIn offers an effective way to connect with potential partners. By sharing updates on successful events or impactful collaborations, equestrian businesses can attract sponsors interested in aligning with their brand. LinkedIn’s professional tone also makes it an excellent platform for B2B services, such as equestrian training programs or event consultancy.
For equestrian businesses, LinkedIn provides a space to showcase expertise and share thought leadership. Content like case studies, industry insights, and updates about key achievements can position your brand as a trusted authority. Between 2020 and 2024, posts featuring original research or detailed analysis saw a 42% increase in engagement, highlighting the demand for quality, informative content.
Additionally, LinkedIn is invaluable for recruitment. LinkedIn has become a pivotal platform for recruitment, with over 30 million companies maintaining an active presence. The platform facilitates the hiring of six individuals every minute, underscoring its effectiveness in connecting employers with potential candidates. This translates to approximately 8.6 million hires annually through LinkedIn. Additionally, over 140 job applications are submitted every second, highlighting the platform's extensive use in the job market.
As the equestrian industry evolves, attracting skilled professionals is essential. Businesses that actively use LinkedIn to post job openings and share company culture updates report higher-quality applications and improved hiring outcomes.
YouTube: Long-Form Content That Builds Trust
YouTube’s focus on long-form video content makes it a standout platform for storytelling and education. With 2.7 billion monthly users in 2024, YouTube remains one of the most popular platforms globally, offering equestrian brands an unparalleled opportunity to create in-depth content that resonates with audiences.
Equestrian brands can use YouTube to dive into detailed topics that other platforms cannot accommodate. Tutorials on horse care, product demonstrations, and event recaps are all popular formats. Videos longer than 10 minutes, which saw a 15% increase in viewership between 2020 and 2024, perform especially well, as they provide value to the viewer and foster a sense of trust in the brand.
YouTube’s search engine functionality is another advantage, ensuring that high-quality content remains discoverable long after it’s published. Approximately 40% of views on YouTube come from recommended or related videos, meaning that an investment in well-optimised content can deliver ongoing results.
For equestrian event organisers, live streaming competitions or behind-the-scenes footage can create excitement and engagement. Meanwhile, brands that provide educational content often attract a dedicated audience that is more likely to convert into loyal customers.
Why Work with an Agency?
While social media offers significant opportunities, managing it effectively requires expertise, strategy, and time. Working with a professional agency like EQuerry provides equestrian businesses with the clarity and purpose needed to maximise results.
Agencies deliver measurable benefits compared to in-house teams or freelancers. For example:
Efficiency in Ad Spend: Businesses that partner with agencies report a 20-30% higher return on ad spend due to data-driven optimisation and professional campaign management.
Expertise and Innovation: Agencies stay ahead of trends, ensuring your brand benefits from the latest platform features and best practices.
Consistency and Quality: Agencies create and manage content schedules, ensuring your brand maintains a professional and consistent presence.
Freelancers or in-house staff often lack the resources or breadth of experience to deliver comparable results. In fact, businesses working with agencies see 25% higher engagement rates on average compared to those relying solely on in-house teams. Agencies like EQuerry bring industry-specific expertise, ensuring your social media strategy aligns with your brand’s unique needs and goals.
By partnering with EQuerry, your equestrian brand can achieve greater clarity, purpose, and measurable growth, freeing you to focus on running your business while we handle the complexities of social media marketing.
Final Thoughts
Choosing the right social media platforms is essential for equestrian brands to achieve their business goals, whether it’s building brand awareness, attracting sponsors, or driving engagement. By understanding the strengths of each platform and aligning them with your audience and business goals, you can develop a focused social media strategy that amplifies your brand’s voice. Consistency, high-quality content, and data-driven decision-making are key to success across all platforms. The growth and effectiveness of social media platforms between 2020 and 2024 underscore their importance as tools for building relationships, enhancing visibility, and driving business outcomes. By investing time and resources into the right platforms, equestrian brands can ensure they remain competitive in an increasingly digital world.
