Being influenced by influencers

The trade organization National Marine Manufacturers Association has hired a fleet of social media influencers to promote its Discover Boating campaign in hopes of driving interest and participation in boating among new, younger, and more diverse audiences.

In a world where being popular on various platforms can be monetized, boating has partnered with contestants from The Bachelorette, Bachelor, and Bachelor in Paradise along with musicians and digital creators (ie, people that make videos of themselves) to steer people toward the water.

To date, influencer partners have generated millions of interactions (likes, shares, comments, views and clicks) and impressions (the number of times a follower sees the piece of content) through posts, stories, reels and videos on Instagram, Facebook and TikTok.

The three most clicked-on pages from influencer content include Go Boating Today, How to Start Boating, and Boat Finder, showing follower engagement and interest in trying boating and exploring the lifestyle.

Because nothing is quite as authentic as someone you follow being paid to tell you how they think.

Said one of these influencers, “I’ve been missing the water so much growing up as a beach kid! If you didn’t know, being nead [sic] the water can improve your mood, mental health, and overall wellness! I was in much need and can say first hand that we are all revived from such a fun day! If you are looking for a summer activity with friends and family I can’t recommend it enough!”

Oh boy!