For any brand to achieve long-term success, finding a way to resonate with younger generations of consumers is critical. TikTok’s highly engaging short-form video content is making huge waves with Gen Z and young millennials, the latest groups of consumers to become a force in the U.S. marketplace. By effectively leveraging TikTok strategies for outdoor brands, you can capture the attention of these younger generations and earn their business.
Why Outdoor Brands Should Tap Into TikTok
Outdoor-industry brands should use TikTok to connect with the next generation of adventurers because the popular platform offers a direct line to highly engaged young audiences, who are often actively seeking out new products, experiences and brands. TikTok is more than just a platform for visibility. Especially for Gen Z and millennial consumers, it’s become a discovery engine.
These powerful statistics illustrate the opportunity TikTok presents for reaching next-generation consumers:
- When surveyed, 62% of Gen Z consumers on social media reported having used TikTok in the past month, with 45% of millennials saying the same.
- Together, Gen Z and millennials make up nearly 80% of TikTok’s regular users.
- Surveys show that nearly 70% of U.S. internet users between the ages of 18 and 19 use TikTok, and nearly 60% of 20- to 29-year-old internet users are on the platform.
- Hootsuite reports that 64% of Gen Zers have used TikTok as a search engine, and 10% say they’re more likely to perform a search on TikTok than Google.
Whether young outdoor enthusiasts are searching for the best hiking gear, planning a fishing trip or looking for adventure inspiration, the brands that show up on TikTok have the opportunity to shape their consumer journeys from an early age.
Strategies for Outdoor-Brand Success on TikTok
To break through on TikTok, outdoor brands need to create and post short-form video content that resonates, engages and invites participation. Here are some of the most effective ways your outdoor brand can stand out and grow its TikTok presence:
Emphasize Visual Storytelling
TikTok thrives on compelling visuals, making it the perfect platform for your outdoor brand to showcase the thrill of adventure. Post raw, immersive footage that captures attention and keeps audiences watching. Quick cuts, unique angles and real-life experiences perform better on the platform than polished, ad-like content.
Leverage TikTok Trends and Sounds
Trends shape TikTok’s culture, and outdoor brands that stay plugged in can ride the momentum of viral sounds, challenges and themes. Timing matters — early adopters of trends often see higher engagement, so staying active and adaptable is key.
Collaborate With Outdoor Creators
Partnering with outdoor influencers who genuinely love their chosen pursuits lends your brand credibility and helps you keep your content authentic. Whether they’re hikers, anglers, hunters or cyclists, these influencers give you a direct line of communication to engaged followers who trust their recommendations.
Share Educational and Entertaining Content
Create value-packed content by sharing how-to guides, survival tips, gear reviews or even your brand’s conservation efforts. Quick, digestible tips paired with compelling visuals make for highly shareable TikTok content.
Encourage User-Generated Content
TikTok is built for participation, and brands that invite their audience to engage tend to see the most success on the platform. Encourage user-generated content (UGC) to build community, amplify your reach and build trust.
Content Guidelines for Maximum Impact
Creating compelling TikTok content doesn’t require a massive production budget, but it does require a strategic approach. Follow these guidelines to connect with the right audiences, boost engagement, foster a loyal community, and turn views and followers into real-world growth for your outdoor brand.
Keep Content Short and Engaging
TikTok videos can be up to 30 minutes long, but those that perform best are much shorter, typically falling between 21 and 34 seconds in length. Start with an eye-catching moment to hook your target audience within the first two seconds.
Use Captions and Keywords Wisely
TikTok’s searchability is growing, making captions and hashtags powerful tools for discovery. Keep your captions short, engaging and relevant while naturally integrating keywords that reflect the video’s theme. Your hashtags should mix broad and niche terms — for example, a camping brand might use hashtags such as #CampingHacks, #VanLife and #OverlandingGear to reach different audiences.
Regularly Engage with Comments and Followers
Finding brand success on TikTok is about more than posting — it’s also about building a community. To strengthen relationships and keep your outdoor brand visible in users’ feeds, make a habit of active involvement on the platform. Respond to comments, ask questions or even create video replies to audience interactions.
Turn Engagement Into Conversions
To turn TikTok engagement into conversions, your brand can use TikTok Shop and product links to sell directly on the platform. Exclusive TikTok-only discounts create a sense of urgency and drive more purchases. Running TikTok Ads can also help you convert interested viewers into customers.
Strategically Target Top Prospects
To reach hunting and fishing enthusiasts or other specific audiences on TikTok, create content that speaks directly to their passions. For example, show gear in action, highlight seasonal hunting and fishing tactics, or showcase epic catches and trophy moments. Foster engagement by featuring real hunts, unique outdoor challenges and community traditions, and build trust and brand recognition with educational content. This could be expert technique tutorials, field-tested gear comparisons, DIY maintenance tips or trip-planning insights. (Note: Be mindful of TikTok’s policies, especially for hunting-focused content. The platform generally allows content about hunting, firearms and game, but restricts content that is overly graphic, promotes violence, or violates other safety and ethical standards.)
Take Your TikTok Efforts Higher With TBA Outdoors
At TBA Outdoors, we specialize in social media marketing for outdoor-industry clients. When you’re ready to grow, our team is here to help your brand boost its effectiveness on TikTok and other social platforms. To explore all the ways we can help, contact us today.