Equestrian Influencers – How Do They Communicate With Their Followers?

If your horse business is a niche, you’ll need to create content that speaks specifically to your audience. Creating this content takes time and energy, but the rewards can be huge. This is why it is so important to understand the niche you are working in and the demographics of your ideal followers.

In the equestrian world, there are many different types of influencers, from equestrian fashionistas to equestrian lifestyle bloggers. There are even equestrian influencers that focus on specific disciplines, such as dressage or eventing.

An equestrian influencer is someone who has a large social media following and the ability to drive sales to their horse business. Influencers create content that aligns with a particular brand, and they use their platform to promote that brand. This allows them to generate revenue and connect with their audience in a unique way.

The majority of the equestrian influencers we studied share content that focuses on horses and horse-related activities. They use their horses to create a sense of authenticity and intimacy for their followers. They also produce ideas and perceptions about how horses should be cared for. They do this through face-work, using dialogues and reflections to present themselves as equestrians who are committed to the welfare of their horses.

This study is based on Goffman’s micro-sociological perspective of the self, which is used to analyze how the equestrian influencers perform their role as an authority in the community and how they communicate with their followers. The analysis is based on the concepts of line, face-work, and expressive order as described by Goffman.

Our research suggests that the equestrian influencers we observed create their own social environment through their social media platforms, where they are perceived as authorities within the community and they are trusted by their followers. In this community, they create a sense of authenticity by focusing on their own experiences and activities in the stable and they convey a view of their lives as “real horse people”. They do this through their posts, which include pictures of themselves riding horses, pictures of the countryside where they live, and videos of their training sessions.

The influencers we studied often engage in discussion with their followers through comments on their posts and through Facebook Lives. They also receive questions about their horses from their followers. The responses they give to these questions are part of their performance as an authority in the community and contribute to the trust that their followers have in them.

The influencers we studied engage in expressive order by avoiding controversy. However, their communication sometimes creates resistance from their followers. For example, Bella sometimes starts discussions about the treatment of her horses, and this could elicit criticism from some of her followers. Other influencers, such as Fredrik and Rebecca, do not engage in discussion or do not criticize their followers’ behavior towards the horses.