You’ll find influencers representing every industry and niche. However, there are definitely some unique influencer opportunities for outdoor brands.
Whether it be adventure vlogs or immersive point-of-view experiences, outdoor brands can get their products in front of a highly engaged (and often niche) audience.
So, what are some of the latest influencer marketing trends impacting outdoor recreation? That is the topic of conversation in our last post of this latest series.
The Future of Outdoor Recreation Looks Bright
Data shows that outdoor recreation is booming. In 2024, the increase in outdoor participation was in line with a trend of steady growth over the past decade. However, there have been noticeable increases in the diversity of socio-economic groups, which is important for outdoor brands to uncover.
For example, young people (18–24) and seniors (65+) are getting outside in higher numbers than ever before. One reason is believed to be because of “gateway activities” like camping, fishing, walking, hiking, running, and cycling. In addition, the number of “core” outdoor enthusiasts increased by 5.7%, reversing a decline occurring over the last decade.
New Trends Continue to Emerge
This growth, alongside industry-shaping trends, is opening doors for outdoor brands. From value-based purchasing and sustainability to the rise of TikTok for product discovery, staying on top of all industry trends will help your brand stay relevant in a fast-changing market.
So, what about influencer trends? How are they impacting marketing strategies among brands tied to outdoor recreation?
While every brand is unique, there are common themes among those using influencer marketing — the shift toward authenticity, the rise of long-term partnerships, value-driven content, and community building. Here is a closer look at some of the current influencer trends and their impacts.
Influencer Trends Influencing Marketing for Outdoor Brands
Here are some of the latest influencer trends to be aware of as an outdoor brand:
- The desire for more genuine, authentic recommendations is resulting in long-term collaborations with creators who use outdoor brand products and embody community values. Many consumers, especially Gen Z and Millennials, are leaning on influencers they trust to find products and solutions that best fit their lifestyle.
- Micro- and even nano-influencers are on the rise, offering access to highly engaged, targeted audiences. While these influencers have fewer followers, that is what makes them trustworthy in the online communities they have built. Many outdoor brands, such as those in the fly fishing, climbing, or trail running niches, are experiencing higher engagement and conversion rates based on this strategy.
- Consumers want value-driven, educational content that supports their active lifestyles. Influencers can help bridge this gap, delivering tutorials and how-to guides that feature your brand. Thanks to social commerce, it is also now easier than ever for consumers to discover your product and purchase it without experiencing any friction.
Next Steps
Want to check out some of the top outdoor influencer accounts?
Influencer Impact Part 3: Top Influencers in the Outdoor Space lists dozens of accounts, covering various outdoor enthusiasts.
If you’re seeking expert support to create, launch, or manage your next influencer campaign, Watauga Group can help. Dive deeper into what today’s experience-driven consumer wants out of their outdoor recreation experiences, benefiting from our original research insights and expertise — including strategies surrounding influencer marketing.
