How Influencer Marketing Helps Chart New Waters in Boating, Connects with Next Generation of Boaters
At this year’s Discover Boating Marketing Leadership Summit, one standout takeaway was clear: in today’s media-saturated world, influencer marketing is proving to be one of the most effective ways to connect with modern consumers. That’s why Discover Boating, powered by NMMA and MRAA, continues to lead with a content-first strategy aimed at inspiring more people to explore the boating lifestyle.
Why Influencers Make an Impact
Influencers have become trusted voices for consumers. Their power lies in presenting products and experiences in a way that feelsgenuine and personal. Influencer content resonates because it reflects real lives, real passions, and real communities.
From Boomers to Gen Z, every generation looks to influencers to guide how they spend their time, money, and leisure. That trend represents an exciting opportunity for the boating industry: to meet potential boaters where they already are and show them how boating can enhance their lives.
Making the Right Connections
Success in influencer marketing doesn’t come from working with just anyone—it comes from finding creators whose audience aligns with our industry’s growth potential. For boating, this means people who value outdoor experiences, community, wellness, and adventure and are open to buying, renting, or joining a boating club.
Real Voices. Real Stories. Real Inspiration.
As part of the spring/summer “See You Out Here” integrated marketing campaign, Discover Boating partnered with influencers across the U.S. and Canada. These creators were selected for their ability to authentically connect with high-intent audiences likely to consider boating as part of their lifestyle.
Here are a few campaign highlights from Instagram, TikTok and YouTube:
- @NJOutdoorAdventures (3.5M followers/subscribers)
- @blk.people.outside (171K followers)
- @CanadianTravelGal (178K followers)
- @stefanthurairatnam (535K followers) / @destinationandleisure (1M followers)
- @baitbarbiefishing (18.5K followers)
The Big Picture
Influencer marketing is a powerful strategic tool helping our industry expand the market for boating. When consumers feel inspired or emotionally connected through influencer content, they’re significantly more likely to take action whether that’s researching boats, booking time on the water, or making their first purchase.
For the boating industry, this translates to greater interest and awareness, more engagement and participation and a broader, more diverse community of boaters.