Why Equestrian Brands Can No Longer Ignore TikTok

TikTok might still feel like unfamiliar territory for many equestrian brands, but it’s no longer a platform that can be ignored. While other industries are building loyal communities, driving product discovery, and achieving measurable growth, much of the equestrian world is still on the fence, questioning whether TikTok is "right" for them.

The short answer? It is. And in 2025, it’s not just a nice-to-have - it’s a strategic necessity.

With 1.5 billion active users and rising influence among younger audiences, TikTok has become a cultural engine, a discovery tool, and a space where consumer habits are being shaped in real time. For equestrian businesses, this presents a huge opportunity to connect with the next generation of riders, buyers, and fans in a way that feels current, creative, and impactful.

In this article, we explore why TikTok matters, what equestrian brands can learn from leading examples across and outside the industry, and how to approach the platform with clarity and intention.

Why TikTok Matters in 2025

As of 2025, TikTok has over 1.5 billion active users worldwide, with more than 60% aged between 16 and 34. In the UK and US, daily usage now surpasses Instagram among users under 25, making TikTok a primary destination for entertainment, education, and discovery. A recent global survey revealed that 78% of Gen Z users have discovered a new brand on TikTok, and 55% have made a purchase based on content they’ve seen there. For equestrian businesses aiming to stay relevant and competitive, the message is clear: TikTok isn’t optional, it’s essential.

The platform is no longer just about trends or memes. It has evolved into a key engine for brand visibility, consumer influence, and cultural relevance. Users now spend an average of 58 minutes per day on the app and open it more than eight times daily. Among Gen Z, TikTok is now the second-most used platform for product discovery, and its in-app search is rapidly replacing traditional methods when it comes to exploring lifestyle, products, and how-to content.

This shift in user behaviour creates a major opportunity for equestrian brands to share meaningful, behind-the-scenes narratives that resonate with today’s audiences. TikTok thrives on honesty and relatability, content that reflects real moments rather than curated perfection. Videos created specifically for the platform, particularly those under 30 seconds, perform best, generating 23% higher completion rates and 22% more engagement than longer or repurposed videos originally designed for Instagram.

Looking outside the industry, some of the most successful TikTok strategies come from brands that fully embrace the platform’s personality. Duolingo’s mascot-led content combines trend-driven humour with recognisable branding to create high-impact engagement, while Ryanair breaks through the noise by turning low-budget airline culture into comedy gold. These brands don’t rely on high production value, they rely on consistency, cultural awareness, and a willingness to be bold, real, and sometimes imperfect.

This approach aligns with broader generational shifts in consumer expectations. According to a 2025 Deloitte report, 73% of Gen Z consumers say they feel more connected to brands that showcase real people and authentic experiences. In contrast, just 39% say the same about traditional, highly polished campaigns. For equestrian brands, this means visibility isn’t just about reach, it’s about relatability and trust.

TikTok is no longer an emerging platform, it’s a mainstream force in marketing, discovery, and community-building. Brands that treat it as a strategic priority, rather than a short-term experiment, will be the ones to shape how the equestrian industry is seen and supported by a broader, younger, and more digitally fluent audience.

Lessons from Outside the Industry

Some of the most innovative brand strategies on TikTok come from industries that have little to do with equestrianism, but offer valuable lessons in how to succeed on the platform. Loewe, for instance, has managed to make high fashion feel accessible and culturally relevant. Their content often embraces emotive storylines, artistic minimalism, and understated content, delivering a clear identity without overt messaging. (insert example screenshot)

Jacquemus achieves similar success by combining aspirational content with playful, on-trend concepts. Their feed feels current, yet unmistakably on-brand. (insert example screenshot)

Then there are brands like Duolingo and Ryanair, which have gone viral by embracing humour and self-awareness. Duolingo’s mascot-driven content, for example, leans heavily into internet culture, making the brand feel approachable and entertaining. Ryanair, known for budget travel, breaks through with quick, trend-driven content that balances honesty with comedic timing. (insert example screenshot)

The common thread among all of these? They understand TikTok is not a place for traditional advertising. It’s a space for personality, creativity, exploration and cultural awareness.

How These Lessons Translate for the Equestrian Industry

The equestrian world has long been rooted in tradition, craftsmanship, and legacy. These are powerful brand assets, but to connect with today’s digital-first audiences, especially younger generations, those values need to be expressed in ways that feel current, accessible, and human.

TikTok doesn’t require equestrian businesses to abandon their identity. Instead, it invites them to communicate it differently. That means shifting away from overly polished, static content and leaning into the moments that show real people, real process, and real passion. The best-performing brands on TikTok across all industries succeed not by creating flawless campaigns, but by consistently showing up with content that feels personal and relatable.

Influencer and creator collaborations are one effective entry point. By partnering with creators who already have an established audience and understand the platform’s tone, brands can tap into trusted communities while ensuring their content feels natural and platform-specific. This approach helps build reach, credibility, and relevance, all without the need for a heavy production budget.

User-generated content (UGC) and employee-created content also play a vital role. Whether it's a yard assistant sharing a favourite moment with a pony, a saddle fitter talking through the tools of their trade, or a behind-the-scenes look at daily routines, this type of content builds transparency and emotional connection. It shifts the lens from corporate messaging to everyday authenticity, which is exactly what TikTok users want to see.

Behind-the-scenes storytelling remains a standout format. From prep before a show to packaging orders in the workshop or a rider’s first try on a new piece of tack, these glimpses into the inner workings of equestrian life make a brand feel approachable and real. They’re also easy to produce and can be filmed on the go, using only a phone and a few seconds of planning.

In short, the equestrian sector doesn’t need to reinvent itself to succeed on TikTok. It simply needs to show more of what’s already there - the people, the process, the personality - and present it in a way that invites engagement rather than observation. The more honest and unfiltered the content, the more trust it builds. And in 2025, trust is what converts attention into loyalty.

What Doesn’t Work on TikTok (and Why)

Understanding what falls flat on TikTok is just as important as knowing what succeeds. In 2025, content repurposed directly from Instagram sees an average 40% drop in engagement on TikTok. Why? Because TikTok has its own rhythm, tone, and expectations. One of the most common missteps equestrian brands make is cross-posting polished, aesthetic-driven content from Instagram without adapting it to feel native to TikTok. The platform thrives on unfiltered, in-the-moment content that feels spontaneous and human, not staged or overly produced.

In fact, overproduced videos often underperform. TikTok isn’t a platform for perfection; it’s a space for relevance, authenticity, and relatability. Another pitfall? Posting content that focuses solely on promotion. On TikTok, value must come first, whether through entertainment, emotion, or insight. Audiences are quick to scroll past anything that feels like a sales pitch.

Put simply: TikTok is a conversation, not a billboard. The brands that win are the ones willing to show up with personality, not polish.

A Strategy-First Approach

A strong TikTok presence doesn’t start with a video, it starts with clarity. For equestrian brands to show up effectively on the platform, there needs to be a deliberate approach rooted in brand identity, audience understanding, and long-term consistency. Before posting anything, it’s essential to define:

• Tone of voice: Should your content feel refined, playful, informative, experimental, or a blend of all four? Your tone should reflect your brand’s core personality, but also be flexible enough to suit different formats and moods. A conversational and approachable tone often performs best on TikTok, even for premium or heritage brands.

• Content themes: Identify the pillars that will shape your storytelling. Will you focus on the lifestyle behind the scenes, educational insights, team culture, product use in real life, or community involvement? Defining 3–5 core themes gives your content structure and makes it easier to plan ahead.

• Posting rhythm: Consistency matters more than frequency. Whether it’s once a week or three times a week, create a schedule you can sustain. This builds audience expectation, keeps the algorithm engaged, and ensures content quality doesn’t suffer due to unrealistic output goals.

• Approach to trends: Not every trend will be right for your brand, and that’s okay. The key is to participate selectively and creatively. Ask: Does this trend align with our values? Can we adapt it to our voice? Can it tell our story in a fun, relevant way? Trend-led content can spike visibility, but long-term success comes from relevance, not just reach.

• Onboarding and roles: If your team will contribute to content, define responsibilities early. Who will film, edit, post, or moderate comments? Will you work with creators, staff, or ambassadors? Building internal clarity helps avoid bottlenecks and encourages buy-in from across the brand.

• Performance and adaptation: Set clear metrics for what success looks like, engagement, reach, saves, website clicks, and check in regularly. Use these insights to refine your themes, tone, and timing. TikTok rewards consistency, but agility is just as important. Don’t be afraid to test, learn, and shift focus based on what your audience responds to.

Key Takeaways

TikTok offers equestrian brands more than just visibility, it’s a space to connect, influence, and lead. But success on the platform requires a mindset shift. Here’s what matters:

• Prioritise storytelling over selling. Audiences respond to emotion, humour, and honesty more than traditional promotion.

• Look outside the industry. Fashion, travel, and education sectors are setting the tone, don’t be afraid to borrow what works.

• Create with the platform in mind. Avoid repurposing polished Instagram content. TikTok rewards native, unfiltered, in-the-moment video.

• Build a strategy, not just a content calendar. Know your tone, define your themes, and post with consistency and intention.

• Show the real work. Behind-the-scenes clips, team insights, and everyday interactions can be more powerful than highlight reels.
  

In 2025, authenticity isn’t optional, it’s the baseline. Equestrian brands have the advantage of compelling visuals, passionate communities, and rich stories. The opportunity is already there. What’s needed now is creative confidence and a willingness to evolve.

Start small. Start real. Start where your audience already is. The brands willing to show up with personality and purpose are the ones that will define what’s next.