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A Rookie Guide to Becoming an Equine Influencer

close up of horse eye in black and white
Written by Michelle Greene

Turn Your Passion Into Profit

Let’s face it–anything to do with horses is pretty expensive. Whether you lease, lesson, or own, costs can add up fast. Regardless, we’ve got good news–there are creative (and fun) ways to make a little cash to offset your equine obsession.

If you’re social-media savvy, you may be able to earn extra income or score sample products by becoming an equine influencer.

influence text

Source: Canva

The Horsey Side Hustle

There are a lot of ways to fund your pony pastime. Whether you work off your board, horse-sit, or offer your grooming services, there are endless possibilities for equine-related side-hustles— even full-time gigs!

If you happen to be smart when it comes to social media, you can swap manual labor with digital work.

By creating a digital presence, you can share equine-friendly content on a variety of platforms, such as:

  • Instagram
  • Facebook
  • YouTube
  • TikTok

With enough followers, you can partner with brands and potentially receive free items (and payment!) for your endorsement.

Always disclose any relationship you might have with a brand–whether they are paying you or giving you free stuff, it’s a marketing (and legal) obligation to share that information with your followers.

But what is the difference between an influencer and a blogger?

While there can be a lot of similarities between influencing and blogging, these aren’t mutually exclusive labels.

Equine Influencer Equine Blogger
Focus on Visual Content Focus on Written Content
Hashtags Drive Viewership Keywords & SEO (Search Engine Optimization) Drive Readership
Can Have Brand Deals Can Have Brand Deals

How to Become an Equestrian Influencer

Maybe blogging and writing consistently isn’t your cup of tea, but you are a social media maven. Maybe you’re ready to step into the world of equestrian influencing!

With some time and dedication, you can turn your passion for horses into a way to connect and inspire fellow riders.

From crafting your unique brand to collaborating with like-minded creators, keep on reading to explore the steps to becoming a blue ribbon influencer.

girl kissing pony's forehead

Source: Canva

Pick a Primary Platform:

Every great journey begins with a solid foundation, and for aspiring influencers, that means finding a platform that best suits your needs.

YouTube is great for Vlogging, where TikTok may be a better option if you like quick short-form videos. While it may be important to maintain a presence on all major social media platforms, you will need to develop specific skills for each platform.

Instagram loves aesthetics, whereas Threads and Twitter may be a better option for a witty wordsmith.

Nail Down Your Niche:

Though the equestrian world may seem like a small corner of the internet, it is actually quite large. Before you can begin creating content, you’ve got to figure out what that content is going to be and who it is going to speak to.

  • What is your discipline?
  • What age is your audience?

Answering some key questions will set you up for success.

Brainstorm about Branding:

Every horse has their own unique markings and you need a brand/aesthetic that sets you apart from the herd. Think about your equestrian style, your message, and your passions—blend them all into a cohesive brand that speaks to your audience.

Knowing *who* you want to talk to, within the equestrian world, will help you with creating your brand.

Are you the empowering equestrian mentor, the adventurous trailblazer, or the stylish dressage diva?

Embody your persona to connect with others.

Learn by Doing:

The best way to learn about horses is to get in the saddle and ride, and the same applies to the equestrian-influencing world!

Experiment with content, try out different engagement tactics and see what sparks the most interest in your herd of followers.

If you find something that works, make sure it stays in rotation.

Create Content Consistently (But Beware of Posting Too Frequently!):

Keep your feed fresh and inviting with a consistent posting schedule.

There are many theories about what is the sweet spot for posting. Finding out what works best for you is part of the learn-by-doing category, but remember not to overwhelm your followers with a flood of posts.

Balance is the key to keeping them engaged and hungry for more.

bay horse trotting

Source: Canva

Creator Collaboration:

It’s a wild and wonderful world of equestrian influencers out there. My biggest advice is to connect with fellow riders online in an authentic way. Build a network of equestrians that you would love to work with.

Partnering with like-minded creators can lead to great opportunities and expand your digital “hoofprint.”

Grow Your Follower Base:

Engage with your audience, respond to their comments, and show them the love they deserve.

The way I see it, is if someone is taking the time to comment on one of my posts, I need to take the time to engage with them.

Happy followers are loyal followers, and they’ll spread the word about you and your content.

Eye on the Prize:

As your following grows, you may catch the eye of equestrian brands seeking ambassadors or opportunities for sponsored posts.

Embrace these partnerships, but remember to stay true to your equestrian soul and only endorse products you genuinely believe in.

Don’t go for a quick buck, instead investigate the brands and people wanting to work with you and only agree to work with those you would want to support on your own, without a social media following.

Note: Some equine organizations have very strict guidelines for us adult ammies, so make sure you are within the limits of what is acceptable before you accept that paid partnership! You don’t want to invalidate your amateur status.

Whether you become a sought-after brand ambassador or create those coveted sponsored posts, remember to stay authentic, embrace your passion, and share your equestrian magic with the world.

influencer directors cut

Source: Canva

Frequently Asked Questions

Q: Can you make a living as an equestrian influencer?

Absolutely! While it may take time and dedication to grow your following, many equestrian influencers have successfully turned their passion for horses into a rewarding career.

By engaging your audience, collaborating with brands, and exploring various revenue streams like sponsored posts and affiliate marketing, you can pave the way to a fulfilling equestrian influencer lifestyle.

Q: How do I become a successful equestrian influencer on Instagram, YouTube, or TikTok?

Building a loyal and engaged following is the key to success on social media platforms. Start by identifying your niche within the equestrian world and create content that resonates with your audience. Authenticity, passion, and a unique style will set you apart.

Q: What is the most profitable horse business for influencers?

The profitability of an equestrian influencer business depends on various factors, including your niche, audience size, and engagement.

For some influencers, brand partnerships and sponsored posts with equestrian product companies can be very profitable. Others may find success by creating and selling their own merchandise, digital products, or online courses related to horses.

Q: What is the fastest-growing equestrian sport on social media platforms?

Equestrian sports have been gaining popularity on social media, and one of the fastest-growing is dressage—both classic dressage and western dressage.

Q: Who is the most famous equestrian YouTuber or influencer?

While there are many talented and beloved equestrian influencers across different platforms, one of the most famous and admired equestrian YouTubers is none other than “This Esme.”

She has over 800k subscribers and 226.9M views.

YourRidingSuccess is another successful YouTube influencer with 148k subscribers and 5.5M views.

Q: Who is the biggest equestrian influencer on Instagram?

Charlotte Dujardin is one of the biggest equestrian influencers on Instagram. Her Instagram feed offers a glimpse into her training, competitions, and the special bond she shares with her beloved horses.

Q: Who is the most followed equestrian on Instagram?

Jessica Springsteen (@jessicaspringsteen) has over one million followers.

Parting Thoughts

Becoming a successful equestrian influencer takes a lot of work. You’ll need to be passionate about what you do, persistent (success doesn’t happen overnight!) and convey your genuine love for your chosen discipline and equine partner.

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About the author


Michelle began riding through Pony Club at age 5 and continued training through high school. After a hiatus for school and family, she's now back in the saddle with her hunter/jumper.