How Influencer Marketing Helps Expand the Market for Recreational Boating

Influencer marketing has emerged as one of the most effective ways to cut through the marketing, advertising, news and other media noise consumers face every day. That's why Discover Boating, powered by NMMA and MRAA, must prioritize a content-first approach to inspiring consumers to become boaters. By sharing inspirational content through real relationships with online "influencers" - people who have built a following that our target boating audience connects with, relates to, and is inspired by - Discover Boating helps these potential future boaters see boating as both aspirational and attainable.

Why Influencers Matter

Influencers are more than social media personalities. They're trusted voices that connect with people in a way that feels relatable and real. They've replaced news outlets, celebrities, and brands when it comes to compelling consumers to make buying and behavioral decisions. Influencers today make up the majority of social media, pop culture, and brand campaigns. From Boomers (age 61-79) to Gen X (age 45-60) and Millennials (age 29-44) to Gen Z (age 13-28), each generation consumes more and more information from influencers, which in turn shapes how they spend their time and money.

Their content doesn't just advertise a product, it reflects a lifestyle. And in the boating world, lifestyle is everything.

The key to successful influencer marketing, however, is not just working with anyone, but ensuring the audience that connects with the influencer is the audience most likely to become a future customer. In boating's case, that's someone with an interest in the outdoors, a strong desire for community, wellness, and the financial means to buy, rent or join a club.

Influencers in Action: Sharing Real Stories from the Water to Inspire Future Boaters

This summer, Discover Boating tapped into a network of influencers in the US and Canada that was chosen based on their ability to connect with consumers that show a high propensity to become future boaters. Discover Boating worked with each influencer to determine what kind of content would best inspire and motivate their followers and overwhelmingly it was getting them on the water to share their own boating experience and how Discover Boating can help their followers learn how to get started. Here are a few recent examples of Instagram Reels and TikToks:

• @WhitneyReynolds
• @CamillaPavann
• @AlanainWanderland
• @WellnessTraveled
• @TryItToronto

These stories resonate because they're rooted in real experiences, delivered by voices their followers trust. They show-not just tell-that boating is accessible, memorable, and worth experiencing.

Turning Inspiration into Industry Impact

By prioritizing real stories through influencers, Discover Boating is:

• Reaching audiences that have a high potential for boat ownership
• Elevating boating over other leisure activities as a wellness-forward, lifestyle-rich experience
• Expanding boating's audience to younger people who didn't grow up boating

As boating continues to compete for attention in a crowded outdoor recreation space, building emotional connections is more important than ever. Discover Boating's influencer strategy ensures that new audiences are not only aware of boating but actively imagining themselves as part of the lifestyle.

The Takeaway?

Influencer marketing isn't just a passing trend-it's an essential marketing tactic for reaching and inspiring customers and future customers. Research shows that when people feel connected or inspired by an influencer, they're more likely to take the next step in a buying journey. For the boating industry, that means more curiosity, more participation, and ultimately more boaters.