5 Storytelling Lessons Outdoor Brands Can Learn from Social Media
5 Storytelling Lessons Outdoor Brands Can Learn from Social Media
Storytelling is at the heart of human connection. Since the earliest days of human history, people have shared stories to inspire, inform, and entertain. Over the past year, I’ve seen a lot of great storytelling happening on social media but it’s often dismissed as “quality storytelling” because of where we see it. However, there’s a lot to learn from what we see on social media. For outdoor brands, storytelling is an opportunity to connect deeply with audiences who share a passion for adventure, exploration, and the natural world so it’s important we know it well. Today, the rise of social media has transformed storytelling into a dynamic and interactive process, offering outdoor brands a wealth of inspiration and techniques to elevate their narratives.
From short, impactful videos on Instagram to the authenticity of user-generated content (UGC) across all platforms, social media has become a breeding ground for innovative storytelling strategies. These strategies, when adapted for outdoor brands, can help them engage audiences, build loyalty, and amplify their message in a crowded digital landscape.
In this blog, we will explore five storytelling lessons outdoor brands can learn from social media. These lessons draw from the most successful content trends and strategies on platforms like TikTok, Instagram, Facebook, and YouTube, and they reveal how brands can tell stories that resonate with their target audience. Whether you’re a marketing manager, an outdoor enthusiast, or a filmmaker in the industry, these lessons will provide actionable insights to inspire your next campaign.
Lesson 1: The Power of Authenticity
What it Means
Authenticity has become the gold standard for successful storytelling. Audiences today are savvy; they can easily spot inauthentic content, and they’re quick to disengage from marketing that feels overly polished or insincere. Instead, they crave stories that feel real and relatable. Social media has amplified this trend, rewarding content that is raw, unfiltered, and human.
How Social Media Shows This
The rise of user-generated content (UGC) on platforms like Instagram and TikTok is a testament to the power of authenticity. Videos filmed on smartphones, candid photos, and personal testimonials consistently outperform glossy advertisements. For example, TikTok’s “For You” page is flooded with everyday adventurers documenting their hikes, climbs, or paddleboarding trips in an unfiltered, genuine way. These videos often go viral because they show real people having real experiences—not staged productions.
Brands like Patagonia and REI have embraced this trend by featuring their customers’ stories. By sharing raw and unpolished content, they align their brand with the authenticity that audiences crave.
Application for Outdoor Brands
Outdoor brands can leverage authenticity in their storytelling by:
Highlighting User Stories: Encourage customers to share their outdoor adventures and feature them in your campaigns. For example, create a hashtag like #MyTrailStory and showcase these submissions on your social channels.
Partnering with Micro-Influencers: Collaborate with influencers who genuinely embody the outdoor lifestyle. Micro-influencers, in particular, tend to have highly engaged audiences who trust their recommendations.
Showcasing Behind-the-Scenes Content: Pull back the curtain on your brand. Share behind-the-scenes moments of your team testing gear, exploring new trails, or brainstorming campaigns. This creates a sense of transparency and trust.
Case Study: Patagonia
Patagonia has built its brand on authenticity by focusing on environmental activism and highlighting real-life stories of people making a difference. Their “Worn Wear” campaign, for instance, celebrates well-used and repaired gear, featuring real customers who share how their Patagonia products have accompanied them on incredible adventures. This campaign aligns perfectly with their sustainability values while showcasing the authenticity of their community.
Tips for Implementation
Keep It Real: Avoid over-polished, corporate language or visuals in your content. Instead, lean into the imperfections that make stories feel genuine.
Celebrate Vulnerability: Share stories that highlight challenges or failures as much as successes. Outdoor adventures are rarely perfect, and audiences relate to this honesty.
Engage Your Audience: Respond to comments and messages, and make your followers feel seen and heard. Authentic storytelling is a two-way conversation.
By focusing on authenticity, outdoor brands can foster deeper connections with their audience, building trust and loyalty in an increasingly competitive market.
Lesson 2: The Art of Short-Form Storytelling
What it Means
In an era of ever-decreasing attention spans, short-form storytelling has become a dominant force on social media. Platforms like TikTok, Instagram Reels, and YouTube Shorts thrive on bite-sized, impactful content that captures attention quickly. For outdoor brands, mastering the art of short-form storytelling is essential to cutting through the noise and leaving a lasting impression.
How Social Media Shows This
Social media platforms have shown that you don’t need a long runtime to tell a great story. Some of the most engaging content focuses on a single, powerful moment: the climactic leap off a cliff, the serene pause at a mountain summit, or the comedic misstep on a muddy trail. TikTok trends, for example, often revolve around short, relatable, and entertaining snippets of outdoor life, capturing the imagination of viewers in seconds.
Outdoor brands like Yeti have embraced short-form storytelling by creating quick, compelling videos that highlight key moments in adventurers’ lives. These videos don’t just showcase their products; they tell stories of courage, perseverance, and joy in the outdoors.
Application for Outdoor Brands
To create effective short-form stories, outdoor brands should:
Focus on One Strong Emotion: Choose a single emotion to convey—whether it’s awe, humor, or triumph. This creates a memorable and impactful story.
Leverage Trends and Challenges: Participate in trending hashtags or challenges that align with your brand’s values and audience.
Capture the Moment: Highlight the peak of an adventure—the summit, the finish line, or the first glimpse of a breathtaking view.
Case Study: Yeti’s "Hero Moments"
Yeti’s short videos, often shared on Instagram Reels and YouTube Shorts, focus on singular moments of triumph or connection. Whether it’s a fly fisherman reeling in a catch or a hiker enjoying coffee at sunrise, these clips are concise but emotionally resonant. By focusing on the human side of outdoor adventures, Yeti creates stories that stick with their audience.
Tips for Implementation
Edit Ruthlessly: Cut out anything that doesn’t serve the story. The shorter, the better.
Use Strong Visuals: Vibrant, high-quality visuals grab attention and convey the story quickly.
End with Impact: Whether it’s a laugh, a gasp, or a feeling of inspiration, make sure your story leaves a lasting impression.
Short-form storytelling allows outdoor brands to connect with audiences in a fast-paced digital world, offering a glimpse of the adventures and emotions that define their brand.
Lesson 3: Create Relatable, Human-Centric Stories
What it Means
At the core of every great story is the human experience. Social media excels in showcasing relatable, human-centric stories that connect deeply with audiences. People engage most with content that mirrors their own experiences, emotions, and aspirations. For outdoor brands, humanizing your story makes it more accessible and emotionally resonant.
How Social Media Shows This
Viral content on platforms like Instagram and Facebook often focuses on personal journeys, milestones, or overcoming challenges. For example, a hiker sharing their experience of summiting a peak after months of training can be far more compelling than a generic brand advertisement. These stories inspire audiences because they tap into universal emotions like perseverance, joy, and connection.
Application for Outdoor Brands
To create relatable, human-centric stories, outdoor brands should:
Focus on Real People: Showcase customers, employees, or ambassadors sharing their outdoor experiences.
Highlight Personal Journeys: Share stories of individuals overcoming challenges or achieving milestones in the outdoors.
Incorporate Community Stories: Amplify the voices of diverse outdoor communities to make your brand more inclusive and relatable.
Case Study: REI’s #OptOutside Campaign
REI’s #OptOutside campaign is a masterclass in human-centric storytelling. By encouraging people to spend Black Friday outdoors rather than shopping, the brand sparked a movement. The campaign featured real stories of people opting to reconnect with nature, resonating deeply with audiences who value outdoor experiences over consumerism.
Tips for Implementation
Show Emotion: Highlight the emotional highs and lows of outdoor adventures to connect with your audience.
Tell Stories Over Features: Focus on the people using your products rather than the products themselves.
Be Inclusive: Showcase diverse experiences and voices to resonate with a broader audience.
Lesson 4: Leverage Interactivity to Tell Collaborative Stories
What it Means
Social media thrives on interactivity, allowing brands to co-create stories with their audience. From polls and challenges to user-generated hashtags, collaborative storytelling fosters engagement and builds a sense of community. For outdoor brands, interactivity is an opportunity to involve audiences directly in the narrative.
How Social Media Shows This
Interactive campaigns on platforms like TikTok and Instagram often go viral because they invite audiences to participate. For example, challenges like the #IceBucketChallenge created a global movement by encouraging user-generated content. Outdoor brands can replicate this success by inspiring followers to share their adventures or participate in brand-led initiatives.
Application for Outdoor Brands
To create interactive, collaborative stories, outdoor brands should:
Launch Hashtag Campaigns: Create branded hashtags that encourage users to share their outdoor stories.
Host Challenges: Organize outdoor challenges that align with your brand values, like a hiking photo contest.
Engage in Two-Way Conversations: Respond to user content and engage with your audience to build community.
Case Study: National Geographic’s #YourShot
National Geographic’s #YourShot campaign invited users to share their best photos for a chance to be featured. The campaign generated massive engagement, with thousands of participants sharing stunning outdoor images. This collaborative approach not only showcased user talent but also reinforced NatGeo’s reputation as a leader in outdoor storytelling.
Tips for Implementation
Make It Fun: Gamify participation to make campaigns more engaging.
Showcase Participants: Highlight user contributions to make your audience feel valued.
Be Clear: Provide clear instructions and incentives to encourage participation.
Lesson 5: Build Communities Around Shared Values
What it Means
The most successful brands are those that build communities around shared values. Social media enables outdoor brands to create a sense of belonging by aligning their storytelling with the values their audience cares about, such as sustainability, inclusivity, and adventure.
How Social Media Shows This
Communities on platforms like Facebook Groups, Reddit, and Instagram thrive because they bring like-minded people together. For outdoor brands, tapping into shared values like environmental conservation or inclusivity can foster loyalty and advocacy.
Application for Outdoor Brands
To build communities around shared values, outdoor brands should:
Focus on Core Values: Create content that reflects your brand’s commitment to sustainability, adventure, or inclusivity.
Engage Consistently: Regularly interact with your audience through live Q&A sessions, comments, or direct messages.
Partner with Advocates: Collaborate with organizations or influencers who share your values to amplify your message.
Case Study: The North Face’s "Walls Are Meant for Climbing"
The North Face’s "Walls Are Meant for Climbing" campaign promoted inclusivity and community in climbing. By partnering with gyms and hosting global events, the brand reinforced its values while fostering a sense of belonging among climbers of all backgrounds.
Tips for Implementation
Be Genuine: Align campaigns with values your brand truly embodies.
Facilitate Conversations: Create spaces for your audience to discuss and share their perspectives.
Celebrate Milestones: Recognize and celebrate the achievements of your community.
What We can learn
Social media has revolutionized storytelling, offering outdoor brands new ways to connect with their audience. By embracing authenticity, mastering short-form content, focusing on human-centric stories, leveraging interactivity, and building communities around shared values, outdoor brands can create powerful narratives that inspire and engage.
Storytelling isn’t just about selling products—it’s about creating meaningful connections. By applying these lessons from social media, outdoor brands can strengthen their presence, build loyalty, and foster a deeper appreciation for the adventures they enable. Whether you’re a brand manager, marketer, or filmmaker, the time to harness the power of storytelling is now.
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.