The Death of Influence in the Boating Industry

Throughout my writing, I’ve talked about top boating companies as if they belong to an exclusive club. If you’re reading this, chances are you’ve encountered one of them. They typically carry an ego, are notoriously difficult to work with, and project a sense of superiority.

At their core, their strength was always their customer base. People wanted to work with them because of that reach. But imagine if one of these legacy marine companies had to start from zero today—would they still be worth working with? Would you actually need them?

While they still have audiences across multiple channels, their social media dominance is over. Years of building a following now mean nothing.

And honestly, I think that’s a good thing. Social media has shifted in a way that levels the playing field. Follower count no longer matters—the real competition is in content itself. It’s the great equalizer.

There was a time when building followers and an "audience" felt like the ultimate goal. You’d look at companies with hundreds of thousands of followers and hope for a shoutout—some post that could drive customers your way.

But those days are over. Social media has taken a backseat in our strategy. When someone suggests a trade involving social posts, it’s just not worth it. I tell them, "If you send me what you want posted, I’ll post it." But expecting us to create dedicated content for you? Sure, feel free to use what we put out, but it’ll be sporadic—because frankly, it’s not the best use of our time.

The reality is, the jig is up. Social media followings have become almost meaningless. Every company, no matter how big or small, is now on the same playing field. Everyone starts fresh. This is the great equalizer.

Still not convinced? Let’s take a look at some major players. Discover Boating (NMMA) has 711,000 followers. BoatUS has 194,000. Now check their last 10 social posts—the engagement tells the real story.

As you might have gathered, especially with Discover Boating, the sheer lack of engagement despite their massive follower count proves that almost none of their followers are actually seeing their posts.

Social Media Has Changed—And Most Businesses Haven’t Caught Up

Social media is rapidly evolving, and followers or subscribers have become virtually meaningless. Platforms no longer prioritize content from the people and brands users choose to follow. Instead, they push content from strangers.

We’re now seeing more content from random creators than from the channels we’re actually subscribed to. The feed is flooded with high-entertainment, hype-driven content.

The Algorithm Shift

If you’ve noticed declining reach, views, and engagement, you’re not alone. This shift has hit 99% of companies in the boating industry particularly hard. And the reality is it was never about getting views—it was about getting customers.

Fewer people are seeing your content. Fewer people are taking action.

Many assume they can beat the system by increasing their posting frequency—going from weekly to daily—only to watch their reach continue to decline until they burn out.

What’s Really Happening

Every major platform—YouTube, TikTok, Instagram, Facebook, LinkedIn—has deprioritized content from friends, businesses, and even subscribed channels.

Even if you have a massive following, you’ve likely seen it: A million subscribers does not equal a million views. In fact, only a microscopic fraction of your audience actually sees your posts.

Why? Because social platforms have perfected user behavior analysis. Their entire business model is built on maximizing ad revenue, which means keeping people scrolling for as long as possible. They push the most engaging, high-retention content—the flashy, over-the-top, highly entertaining stuff. Meanwhile, business content is often seen as “boring” and gets buried.

Followers Are Just a Vanity Metric

Having 100K or even a million followers doesn’t mean what it used to. The only real value it provides is social proof—a signal that you’re credible.

Social proof still matters—reviews, comments, and testimonials all influence purchasing decisions. But beyond perception, a large following no longer guarantees reach, engagement, or sales.

The Content Your Customers Are Actually Seeing

The kind of content that dominates social feeds today is the stuff you get stuck watching on Instagram Reels, TikTok, or YouTube Shorts. It’s highly entertaining, designed to be addictive, and keeps people on the platform.

Most marine businesses can’t compete in that space. Their content simply doesn’t fit the high-energy, viral formula. And that’s the brutal truth: If your content doesn’t retain people, the algorithm will replace you with something that does.

Rethinking Social Media: It’s Not About More, It’s About Right

The game has changed. It’s no longer about reaching more people—it’s about reaching the right people. If you attract the right audience, you can achieve any business goal you’re aiming for.

Small is big now. If your content goes viral and racks up massive views, chances are it’s too broad—meaning those viewers are unlikely to convert into buyers.

Instead of chasing numbers, focus on content that speaks directly to your ideal customer. It’s no longer about who has the most followers. It’s about who has the most influence over the right audience.

So what’s the downside? If you’re an established brand that spent years building a following, it doesn’t matter much anymore. The upside? If you’re a new channel/business, you can post content and get discovered without having to grind for years.

It’s the TikTokification of social media—a shift where anyone can go from zero to massive exposure overnight without needing a long-established audience. Today, the only variable that matters is the content itself.

I believe that with the right content, anyone can get views and exposure. But here’s the catch—views and exposure alone aren’t enough to sustain long-term success. Don’t get hung up on a YouTube video hitting hundreds of thousands or even millions of views. Chances are, it’s a broad, mass-appeal video that isn’t necessarily reaching people who will actually buy your product or use your service.

To counter this, you need to create raw, authentic stories that resonate on an emotional level. Authenticity has always been valuable in marketing, but now, more than ever, it’s essential. And yes, you probably already knew that. But here’s the truth—if you’re not doing it, no one is going to see your content. The algorithm won’t push it, your audience won’t engage, and all the time, effort, and resources you put in will be a complete waste.

P.S: I believe that over the next year, the tides of the boating industry will shift in ways we’ve never seen before. The exclusive club of legacy marine businesses will erode, not through a single cataclysm, but by a thousand quiet cuts. The giants that have long dominated the space will fall—one by one—not because of a singular failure, but because the foundation they relied on no longer holds.

In their place, new companies will rise. Innovation, adaptability, and a willingness to collaborate will become the true currency of success. The era of monopolized influence is ending, replaced by an open sea where partnerships and shared vision will be the only way to expand.

And this is a good thing. It’s a long-overdue reckoning, a moment of liberation from the old guard. A fresh start for all. The game resets, and in the end, the best will win.