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Is TikTok Worth it for Equine Brands?

  • Writer: Alice Mantle
    Alice Mantle
  • Aug 13
  • 2 min read

TikTok has exploded in popularity over the last few years, becoming one of the fastest-growing social media platforms in the world.


With its short-form, highly engaging videos, it’s a place where trends are born, audiences are built, and brands go viral overnight.


But here’s the big question: is it worth the time and effort for equine businesses? Let’s break it down.


A person in a navy jacket and cap films with a smartphone on a gimbal in a grassy field under a cloudy sky. Trees are visible in the background.
Content, content, content! For TikTok or Instagram, Facebook, and your Website - a content shoot with me will set you up with content for weeks, if not months!

The Case for TikTok in the Equine Industry
1. Huge Organic Reach

Unlike some platforms where your posts only reach a small percentage of your followers, TikTok’s algorithm regularly pushes content to new audiences - even if you have zero followers. For equine brands, this means you can reach riders, horse lovers, and potential clients far beyond your local area.


2. Personality-Driven Content Wins

TikTok rewards authenticity over polish. That’s perfect for the equine industry, where behind-the-scenes yard life, training progress, horse personalities, and daily routines are genuinely fascinating to viewers. You don’t need expensive gear - just your phone and a willingness to share.


3. Trend Potential

Equestrian content may be niche, but it taps into popular TikTok trends: animal videos, “day in the life” stories, satisfying transformations, and relatable humour. One well-timed, trend-based video could introduce your brand to thousands (or even millions) of people overnight.


The Drawbacks to Consider
1. Content Consistency is Key

TikTok rewards frequent posting. If you can’t commit to 3–5 videos a week, your growth will be slower.


2. The Audience May Skew Younger

While TikTok is growing with all age groups, it still leans towards a younger demographic. If your target clients are older or less tech-savvy, this may impact your results.


3. Direct Sales Aren’t the Goal (at First)

TikTok is more about building brand awareness and connection than making immediate sales. You’ll need a funnel in place, like a link to your website or email list, to turn followers into paying customers.


How Equine Brands Can Win on TikTok

If you decide to give TikTok a try, here’s how to get the most out of it:


  • Post consistently - aim for at least 3 times a week.

  • Show your face and your horses - authenticity builds trust.

  • Use trending sounds - but put an equestrian twist on them.

  • Educate and entertain - mix quick tips with funny, relatable content.

  • Engage with your niche - comment on and duet other equestrian accounts.


Verdict: Is TikTok Worth It?

If you have the time to create consistent, authentic short videos - absolutely. TikTok offers equine brands the chance to reach massive audiences without paying for ads, something that’s becoming harder to achieve on other platforms.


But if you’re short on time, or if your ideal clients aren’t likely to be active on the platform, you might get a better ROI focusing on Instagram Reels (which can repurpose the same style of content) or Facebook.


Final Tip:

Even if you’re not ready to go all-in, securing your TikTok handle now and posting occasionally can help you build a small presence. Then, when you’re ready to invest more time, you’ll already have a foothold.

 
 
 

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