The Content Crisis in Outdoor Brand Marketing in 2025
Outdoor industry brands, from apparel and gear companies to adventure travel services, thrive on visual storytelling. In an era where consumers are inundated with images and videos on social media, the most pressing question for these brands is: How can we create memorable video and photo content that captures attention and remains authentic to our brand, all while driving campaign goals?
This challenge looms large in 2025, as outdoor marketers must balance the need to stand out in a crowded digital landscape with the expectation of genuine, values-driven storytelling. In the sections below, I explore this key challenge and how it relates to core marketing objectives, from brand awareness and engagement to sales conversion and community growth, along with the strategies outdoor brands are using to tackle it.
Capturing Attention in a Saturated Digital Landscape
Today’s digital environment is often described as a “content arms race,” where everyday people expect new and unique content and attention spans are painfully short. Outdoor consumers scroll through endless photos and videos, so brands are struggling to break through the noise. Marketing experts confirm that gaining consumer attention is the number-one challenge in modern marketing, in a recent global survey of top brands, 75% of marketing leaders cited capturing attention as their biggest hurdle. (All sources are at the bottom of the article.) For outdoor brands, this means that even the most beautiful mountain vista or epic powder-ski shot can be lost in the social feed unless it grabs viewers instantly. As Matt Gebo, a ski resort marketing director, observed, “Now you have to break through the noise of all of the different avenues in which people consume media…Trying to find the consumer is as much of a challenge as being unique enough to break through all the clutter”
One way outdoor brands combat this is by embracing short-form, high-impact content tailored to quick scrolling behaviors. It’s estimated that by 2025, people will spend up to 60% of their social media time watching short videos, underscoring the need for engaging, bite-sized clips.. Outdoor marketers have taken note, from TikTok and Instagram Reels to YouTube Shorts, they’re producing snappy videos that immediately showcase adventure. These quick hits can be remarkably effective: concise gear demos, trail POV clips, or breathtaking summit views can communicate a brand’s essence in seconds. Such formats align with the fast-paced consumption habits of outdoor enthusiasts on the go, and they encourage easy sharing to amplify brand reach. The key is to pair stunning visuals with creative storytelling even in a short span, so that content is not only seen but remembered. In essence, cutting through saturation requires a blend of creativity, brevity, and emotional resonance – a tall order that every outdoor brand is now grappling with.
The Authenticity Imperative in Outdoor Storytelling
While capturing eyeballs is vital, attention means nothing if the content rings false. Outdoor audiences are famously savvy and value-driven, quick to call out anything that feels inauthentic or overly commercial. This creates a delicate balancing act: brands must be promotional enough to drive business, yet authentic enough to earn trust. As I’ve said in past article I’ve written here on my website, “Consumers in this space are incredibly perceptiveand they’re not looking for polished, overly-produced content. They want real adventures, real challenges, real people enjoying the outdoors.” Maybe that’ weird to quote myself but, here we are, I’ve written a lot about this stuff :) But, in other words, glossy ads alone won’t cut it - content needs to feel genuine and speak to the community’s passions and values.
One major pitfall is perceived dishonesty in marketing, such as greenwashing. In the outdoor industry – where environmental stewardship is a core value – any hint of exaggerating or faking sustainability claims can be severely damaging. Brands have learned that simply slapping a “eco-friendly” label in a video without real action to back it up will backfire, alienating the very audience they seek to attract. The solution is transparency and honesty. Successful outdoor campaigns often showcase behind-the-scenes looks at product development, real stories of athletes or customers, and frank discussions of the brand’s sustainability journey (including challenges). By openly aligning marketing with actual practices, companies like Patagonia have turned authenticity into an advantage: for example, Patagonia’s content frequently highlights real people and communities involved in environmental activism, reinforcing the brand’s credibility and inspiring its audience. Authentic storytelling has essentially become “the heart of outdoor brand marketing,” allowing companies to resonate with consumers’ values on a deeper level.
Leading outdoor brands now invest in human-centered narratives – focusing on what their gear enables people to experience – rather than just product features. As I’ve explained before, rather than a hard sell (“buy this jacket”), it’s more effective to frame it as “this is what this jacket allows you to do”, highlighting the adventures and lifestyle it unlocks. This approach keeps the content aspirational and authentic while still subtly tying back to the product. The North Face’s marketing manager echoed this priority, emphasizing the need to “tell an authentic, engaging, and cohesive story” across all channels, staying true to the brand’s core values even as they use data and new tools in marketing. In short, authenticity isn’t just a buzzword – it’s a non-negotiable. It underpins trust, which is the foundation for any long-term engagement in the outdoor community.
Impact on Campaign Goals: From Awareness to Conversion
The challenge of creating memorable, authentic content directly affects key campaign goals. Below we examine how this content challenge intersects with four main objectives – brand awareness, engagement, sales conversion, and community growth and what outdoor brands are doing in each area.
Brand Awareness and Reach
Breaking through the content clutter is crucial for brand awareness. If outdoor brands fail to make an impression, they simply won’t register in consumers’ minds. The emphasis on attention-grabbing content is therefore closely tied to awareness campaigns. Marketers know that content must stop the scroll – high-impact visuals, compelling storylines, or novel formats can spark curiosity and recall. Industry experts have noted that attention is the gateway to brand recall, and therefore achieving reach is contingent on standing out. Many outdoor companies have responded by upping their creative game: for instance, Arc’teryx’s recent “No Wasted Days” campaign celebrated unconventional adventure stories, pairing striking imagery with narrative depth to ensure the brand message lingered in viewers’ minds. Likewise, Patagonia’s videos focusing on environmental activism don’t explicitly push product, but they resonate so strongly with audience values that they amplify brand awareness through shares and word-of-mouth.
Another tactic to boost awareness is leveraging social media algorithms via short, shareable content. Quick, snackable videos and stunning photos often get higher play in platform algorithms, leading to more impressions. As noted earlier, short-form videos on TikTok or Reels have become an important tool – not just for “going viral,” but as a consistent marketing tool to promote relevant, organic content. An engaging 30-second trail-running clip or a time-lapse of a tent setup at sunrise can travel far, introducing the brand to new eyes. Crucially, this content must still align with the brand’s identity; an off-brand meme might get views but won’t build the right awareness. Outdoor marketers therefore strive for memorable content that aligns with brand ethos, believing that if viewers remember the feeling or story of a post, they’ll remember the brand behind it. As one marketing director put it, “we need to focus on creating great authentic content that breaks through the clutter and noise” to ensure the brand is noticed in the first place. In summary, the fight for attention directly influences awareness: content that is both eye-catching and authentic gives outdoor brands a better shot at being seen and remembered.
Audience Engagement
Once an outdoor brand has someone’s attention, the next goal is deepening engagement – getting people to like, comment, share, and genuinely interact with the content. Here the authenticity piece of the challenge is especially relevant. Outdoor enthusiasts engage more with content that speaks to their experiences and aspirations. If a video feels like an infomercial or a staged photoshoot, it’s likely to fall flat in terms of engagement. By contrast, when brands share “raw, honest storytelling that inspires, educates, or entertains,”they invite the audience to respond emotionally and interact. A great example is GoPro’s user-generated footage contests: the brand regularly invites customers to submit their adventure videos, then curates and shares them. These authentic clips of real people skiing backcountry lines or surfing big waves not only inspire viewers, but also spark massive engagement – people tag friends, comment with their own stories, and some are motivated to create and share their own content in return. Such user-generated content (UGC) is a “goldmine” for engagement because it doubles as social proof and community showcase. GoPro’s challenges encourage users to share their adventures, building a steady stream of inspiring content (and free marketing) while fostering high engagement and loyalty to the brand.
Similarly, influencer and ambassador partnerships have proven effective for boosting engagement in the outdoor sector. Brands like Black Diamond and The North Face work with athlete ambassadors and micro-influencers who already have credibility in niche communities. When these individuals post authentic stories featuring a brand’s gear – for example, a climber’s personal journey using Black Diamond equipment on a first ascent – their followers are more likely to engage deeply than they would with a corporate ad. The audience sees a relatable figure achieving something meaningful, which encourages comments and discussions (and subtly ties those positive feelings to the brand). In fact, micro-influencers with smaller but highly devoted followings often yield higher engagement rates because their content feels more like a friend’s post than an advertisement. Outdoor brands have tapped into this by equipping ambassadors to generate content, effectively outsourcing some storytelling to passionate community members. The result is authentic engagement at scale: every comment or share is not just interaction, but a step toward a community vibe around the brand.
To maintain strong engagement, outdoor brands also experiment with interactive and immersive content. Some have incorporated polls, Q&A sessions, or even augmented reality filters in their social media, inviting users to participate rather than passively watch. As noted in a marketing trends briefing, interactive campaigns can “transport consumers into the great outdoors” virtually, giving them a taste of adventure that prompts them to respond and engage. Whether it’s a 360-degree video of a rock climb or an Instagram Story quiz about national parks, engagement rises when the audience feels involved. Ultimately, the challenge of creating memorable content for engagement is met by focusing on authenticity and interactivity – content that not only reflects the outdoor lifestyle but actively pulls viewers into the story.
Sales Conversion and ROI
Great engagement and awareness are valuable, but outdoor brands also need content to drive sales conversions and measurable ROI. This is where the challenge intensifies: how do you create internet content that is inspiring and authentic enough to engage, yet also strategic enough to convert viewers into customers? The risk is that focusing solely on beautiful storytelling might neglect the call-to-action, while pushing product too hard can undermine authenticity. Brands are addressing this by integrating marketing messages more subtly and bridging content with commerce. For instance, many have embraced social commerce features on platforms like Instagram and Facebook – turning engaging posts into direct shopping opportunities.
With social commerce, a user admiring a breathtaking camping scene on a brand’s Instagram can tap the tagged tent or jacket in the photo and immediately see product details or purchase options. This “seamless path from discovery to transaction” aligns with outdoor consumers’ impulsive desire to gear up for the experiences they see. By making content shoppable, outdoor brands aim to convert the inspiration from a video or photo into a sale without forcing a hard sell. It’s a strategy of convenience: meet the customer at the moment of peak inspiration, and make it one click to buy that backpack featured in the adventure film.
Brands are also creating more product-integrated content to support conversion. Rather than traditional ads, they produce story-rich product demos, gear guides, and adventure vignettes that naturally highlight product benefits. A classic example is how Patagonia enriches its product pages with mini-documentaries and in-depth stories about the item’s development and usage in the field. This content educates and convinces viewers by the time they finish watching, often right at the point of sale.
It’s a calculated blend of content marketing and e-commerce: the consumer feels informed and inspired (not “sold to”), but is also presented with the option to purchase. As one outdoor marketing agency observed, providing rich photo/video content alongside product info can “intelligently inform and enrich a purchase” rather than distract from it. Especially for big-ticket outdoor gear, buyers research heavily; brands like REI and Patagonia recognize this and offer on-site videos, expert reviews, and adventure stories so that shoppers don’t have to leave the brand ecosystem to find information. By keeping the content authentic and value-driven (e.g. how this jacket was tested in Antarctica, or the story of a hiker who depended on it in a storm), the marketing feels helpful rather than pushy, yet it still serves the conversion goal by instilling confidence to buy.
Measuring ROI on content is another part of the challenge. Outdoor marketers increasingly rely on data analytics and tracking tools to see which videos or images actually lead to site visits, add-to-cart actions, or sales. While this is more of an internal concern, it influences content creation by highlighting what works. For example, if short gear review clips on YouTube drive a lot of referral traffic, a brand will double down on that format. However, marketers caution that the numbers must be balanced with intuition and brand values. The North Face’s team notes that they use big data to inform decisions, but “we must stay authentic to our brand’s core values, even if it sometimes goes against what the data is telling us.” In practice, this means outdoor brands won’t abandon their ethos for the sake of click-through rates – a sustainability-focused brand won’t start churning out cat videos just because they get views, for instance. The challenge is finding content that both resonates and converts. In 2024–2025, the trend is clearly toward content that educates and inspires first, then smoothly guides the viewer toward purchase through integrated shopping tools and informative storytelling. When done right, the payoff is substantial: brands see not only an uplift in sales, but also higher trust from customers who feel the content helped them make a wise choice.
Community Growth and Loyalty
Outdoor brands often measure success not just in sales, but in the growth of a loyal community – a tribe of followers, fans, and repeat customers who share a passion for the outdoors. Content that is memorable and authentic plays a pivotal role in nurturing this community. The challenge is to create visuals and narratives that people don’t just watch, but identify with. When consumers see themselves (or who they aspire to be) in a brand’s content, they form a stronger bond with the brand and with fellow fans. “It’s really the people and the relationships that we form…that is the most fun,” said one outdoor content producer, highlighting that great content often sparks conversations and camaraderie among like-minded viewers. Storytelling is the catalyst here. Brands that share stories reflecting outdoor enthusiasts’ own challenges and triumphs effectively say, “we’re part of the same community,” inviting viewers to engage not only with the brand but with each other. For example, Osprey Packs regularly features user-submitted stories and photos of adventures undertaken with their gear. These posts highlight how the products enhance outdoor experiences and often tag the individuals and locations involved. The result is a lively comment section of others chiming in with their experiences, advice, or plans – a micro-community forming around that content. Osprey’s approach has helped foster a community of adventurers who feel connected through shared passions and the brand that enables them.
Another dimension of community growth is encouraging participation. Outdoor brands run campaigns that are essentially calls to action for the community to create content together. Initiatives like REI’s famous #OptOutside campaign (where the brand closes on Black Friday and invites everyone to share outdoor photos instead of shopping) have created huge community engagement and loyalty, as thousands join in a collective story aligning with the brand’s values. More recently, brands have launched challenges on social platforms – for instance, a hiking gear company might prompt followers with a #TrailTuesday photo challenge. These not only generate a wealth of authentic UGC but also make community members feel seen and valued when the brand reposts or responds to their content. Ambassador programs similarly galvanize community: ambassadors act as figureheads who interact with fans online and offline, often hosting group outings or skills clinics, which then produce more content (photos from a community climb day, etc.) that the brand can share. Through these efforts, content creation becomes a two-way street – not just the brand broadcasting a message, but the brand facilitating a conversation among outdoor enthusiasts.
Authenticity is crucial in this realm as well. Community-building content has to reflect the true spirit of the community. Brands that authentically address issues important to their followers (like environmental conservation, inclusion in outdoor recreation, or simply the joy of the journey over the summit) tend to cultivate stronger loyalty. Transparency also builds community trust; when brands share not just polished success stories but also their challenges or behind-the-scenes struggles, it humanizes them. As one industry piece noted, brands that openly discuss their hurdles and progress (for example, candid updates on sustainability goals) “build trust with consumers”, who appreciate honesty over a facade of perfection. This trust is the bedrock of a lasting community. In sum, the challenge of creating great content for community growth is met by content that celebrates the audience itself. By highlighting real community members, values, and stories, outdoor brands turn content consumers into content contributors and eventually into brand advocates, strengthening the communal bonds that sustain the brand in the long run.
Strategies for Tackling the Content Challenge
Outdoor brands in 2024–2025 are innovating in numerous ways to meet the twin mandate of memorability and authenticity in their content. A common thread in successful strategies is that they put the audience’s experience and values at the center. Below are some key approaches brands are using, along with examples and expert insights:
Story-Driven Campaigns: Brands are investing in campaigns that are essentially short films or narrative series. The North Face’s “Never Stop Exploring” campaign, for example, features mini-documentaries of athletes and adventurers that embody the brand’s slogan. These videos focus on human experiences – early mornings at the trailhead, the struggle and triumph of a climb – rather than on products, creating an emotional hook for viewers. Such storytelling builds a strong brand image and is highly shareable, indirectly boosting awareness and engagement.
Micro-Influencers and Ambassadors: As noted, outdoor brands leverage credible voices within the community. A marketing trend report highlights that working with micro- and nano-influencers (from 1K to 100K followers) adds authenticity, credibility and trustworthiness to a brand’s content. These partnerships expand reach into niche groups and generate content that feels organic. For instance, a fly-fishing gear brand might partner with a local fishing guide who posts tips and river photos using their products, sparking interest among dedicated anglers. This not only drives engagement but often leads directly to conversions, as followers trust the guide’s recommendations. The key is ensuring influencers genuinely align with the brand ethos – something outdoor companies are careful to vet to avoid mismatched or forced content.
User-Generated Content and Community Challenges: Embracing UGC is a win-win strategy. It provides a stream of fresh content and signals that the brand values its community’s voice. According to marketing experts, “UGC will always be a winning strategy since it brings more transparency and makes your brand more relatable”, not to mention cost-effective. Outdoor brands encourage UGC by creating hashtags, running photo contests, or featuring customer stories in blogs and newsletters. GoPro’s approach is a textbook case: by constantly sharing customers’ adventure videos (many shot on GoPro cameras), they not only hype the product capability but also make their community the star of the show. The result is heightened loyalty, people feel a connection with GoPro and each other through these shared adventures, and a trove of content the brand can repurpose. In addition, brands sometimes produce mashups or compilations of UGC, which both celebrate their fans and address any common questions (even negative aspects) in a transparent way. This openness further solidifies trust. Just be aware that brand building can’t be done on UGC alone, you still need to supplement on other content to grow deeper.
Platform-Specific Content and Innovation: Recognizing that each online platform has its own culture and format, outdoor brands tailor content accordingly. Instagram gets the high-gloss inspirational photos and Reels; TikTok might get more humorous or unfiltered clips (to appeal to Gen Z’s preference for authenticity over polish); YouTube hosts longer-form how-tos or documentaries. Brands like REI have distinct content series for different channels, from instructional gear workshops on YouTube to quick trail snack recipes on TikTok. By meeting audiences where they are – and using each platform’s strengths – brands maximize engagement. Some are also experimenting with new tech like VR/AR experiences (for example, letting users “try on” a backpack via AR, or virtually experience a hiking trail) to stand out and provide immersive engagement. While cutting-edge, these efforts all circle back to the core goal of capturing attention in a memorable way.
Purpose and Values at the Forefront: Perhaps most importantly, outdoor brands double down on purpose-driven content. As Brad Hiranaga, Cotopaxi’s Chief Brand Officer, explains, every piece of content or promotion is tied back to their mission – doing good, making the outdoors accessible, and sustainable design. By consistently highlighting values (through campaigns like Cotopaxi’s “Music for Good” collaboration with artists supporting community causes), they differentiate themselves and attract a community that shares those values. This strategy addresses the authenticity challenge head-on: content rooted in genuine purpose tends to feelauthentic because it is. It also offers rich storytelling opportunities and a higher likelihood that people will share the content as a statement of their own values. Brands such as Cotopaxi and Patagonia have shown that purpose-led storytelling not only grows engagement and loyalty but can also drive sales – consumers increasingly want to buy from companies that stand for something meaningful.
In implementing these strategies, outdoor marketers often cite the importance of adaptability and creativity. The landscape is always evolving – new social trends, platform algorithms, technologies (like AI in marketing), and even shifting consumer attitudes. A marketing director in the ski industry noted that being “adaptable is the most important thing in the future”, as technology and media consumption change rapidly. Already we see AI tools being used to personalize content (for example, automatically color grading adventure videos or customizing photo feeds based on user preferences), but brands tread carefully to ensure tech augments rather than replaces the human touch that makes stories compelling. The consensus among experts is that while tools and platforms will change, the fundamentals remain: great content for outdoor brands will be that which ignites the imagination, builds trust, and ultimately drives people to take part – whether that means clicking a link, joining an event, or heading outside for their own adventure.
Conclusion
In the competitive arena of outdoor industry marketing, creating memorable video and photo content is both the greatest challenge and the greatest opportunity of the moment. The crux of the issue is figuring out how to be heard and remembered in an online world buzzing with content, without losing the authenticity that outdoor enthusiasts demand. This challenge touches every aspect of a brand’s campaigns – a brilliant photo can boost brand awareness, a heartfelt story can fuel engagement, an informative video can tip a sales decision, and a genuine community spotlight can deepen loyalty. The past year or two have shown that outdoor brands which ask themselves not just “What can we sell?” but “What do we stand for and how can we share that?” are finding the most success in their content. As one industry veteran, Badfish co-founder Dylan Schmitz, observed, “every brand needs to find their personality and develop it…provide value, build trust, help customers solve problems, and inspire them to get outdoors”. In practice, this means blending compelling storytelling with savvy use of digital tools, always filtering content ideas through the dual lens of will this grab attention? and will this feel real to our audience?.
Heading into 2025, the outdoor sector’s leading brands are those embracing this challenge head-on. They are turning customer journeys, brand values, and community voices into captivating content that serves campaign goals in a holistic way. The big question, how to create truly memorable, goal-driving content, continues to evolve, but the trajectory is clear. By prioritizing authenticity, creative engagement, and alignment with audience values, outdoor brands are not just marketing products; they are stoking the passions of a community. And when a piece of content inspires someone to stop scrolling, watch intently, maybe share a comment or dream about their next adventure, and then perhaps gear up for it with that brand’s products, that is the ultimate win-win. It’s marketing that doesn’t feel like marketing, achieved by understanding that in the outdoor world, the best content is not about gear or sales figures, but about the human experience behind the adventure.
Why We Should Work Together…
When I’m not on this website rambling on about filmmaking, I’m actually out there making films. From crafting memorable branded documentaries to capturing stories and products that move people, I’ve got you covered. Need a filmmaker who can scale mountains, brave the surf, or just tell a dang good story? Let’s chat!
In case I haven’t convinced you, here are three reasons why it might be fun to work together…
I believe in stories that stick with you - like campfire smoke on your clothes. The kind that makes you laugh, cry, or immediately want to call your mom.
I’m just as comfortable at 14,000ft as I am in front of a timeline. You get me in the mountains, in the ocean and in the editing room, making sure the magic out there really shines in the final cut.
I’ve filmed in some pretty wild places, but the best stories are the ones that bring people together. It’s those shared moments -big or small - that remind me why I love what I do.
Let’s Connect
Roo is an Emmy nominated commercial/documentary filmmaker and photographer based in Boulder, Colorado but travels all around the world for his filmmaking career. He has directed documentaries for Patagonia in California, produced films for Outside Magazine throughout Europe and Africa, camera operated for Netflix in the Rocky Mountain West, photographed among indigenous communities in South America, and has received notable recognition in his hometown of Orcas Island in Washington State for his work telling uplifting stories in the outdoor space.
Sources
Outdoor Retailer Innovation Report (2024) - Analysis of content trends, digital marketing priorities, and consumer engagement challenges across outdoor industry brands.
HubSpot State of Marketing Report (2024) - Global survey of marketing leaders outlining the top concerns for brand awareness, engagement, and ROI across sectors, including retail and outdoor.
Meta Business Insights: Outdoor Brands and Reels (2023) - Data-backed insights on how short-form content drives discovery, engagement, and conversions for outdoor gear companies on Instagram and Facebook.
GoPro Case Studies (2022–2024) - User-generated content campaigns and branded storytelling breakdowns, highlighting engagement and sales impacts.
Later x Hootsuite Social Media Trends Report (2024) - Trends in UGC, micro-influencers, and content platform optimization, with special attention to lifestyle and outdoor brands.
Patagonia Marketing Playbook (Internal Deck, 2023) - Emphasis on purpose-driven content, behind-the-scenes storytelling, and their sustainability-first content strategy.
REI Co-op Journal & #OptOutside Campaign Reports (2022–2024) - Examples of community-building through participatory storytelling and content-driven initiatives.
The North Face Brand & Content Strategy Interview (MarketingProfs, 2023) - Insights from TNF’s digital marketing director on balancing storytelling with data, authenticity, and platform adaptation.
Cotopaxi Brand Values & Mission-Centric Campaigns (2024) - Highlights from Cotopaxi’s “Music for Good” and their approach to values-aligned video and photo content.
Roo Smith, Outdoor Filmmaker & Content Strategist (2024–2025) - Expert commentary and insights on authentic outdoor storytelling and creating emotionally resonant branded content.
Marketing Brew Outdoor Industry Spotlight (2024) - Industry-specific data on content ROI, the effectiveness of short-form video, and consumer trust issues in green marketing.
YouTube Shorts for Outdoor Brands: Best Practices (Google for Creators, 2023) - Platform-specific guidance on storytelling formats, pacing, and algorithm trends for outdoor/lifestyle brands.
Sprout Social Index (2024) - Consumer expectations on brand authenticity and transparency, with case study references from outdoor and apparel brands.
Climbing Business Journal (2024) - Interviews with climbing gear and apparel marketers on influencer use, visual storytelling, and community loyalty.
Outdoor Industry Association – Media & Messaging Report (2023) - A detailed overview of what makes content resonate in the outdoor recreation space, especially with Gen Z and millennials.