In the ever-evolving world of social media, few industries capture the imagination quite like surfing. As someone who’s been passionate about surfing and it’s digital landscape for years, I’ve observed first-hand how surf brands are constantly reinventing their approach to engage audiences. In this article, I want to share insights into three major trends driving social media engagement in the surf industry; the dominance of video content, the power of real, unfiltered content, and showcasing brand heritage.
1) Video-First Strategy
In today’s digital world, teeming with static images and endless scrolling, surf brands are finding that video content helps cut through the clutter. Instagram Reels, TikTok and YouTube Shorts have become hyper-competitive battlegrounds where surf brands are shifting a significant portion of their content to dynamic video formats. This is because nothing conveys the freedom and passion of surfing like motion. While a photo can capture the beauty of a beach or wave, video content immerses the viewer in the full experience.
- Short clips showcasing crazy manoeuvres or barrel rides cater perfectly to the fast-scrolling habits of today’s mobile-dominant audience.
- Short behind-the-scenes snippets help to humanise the athletes, bridging the gap between brands and fans. Look no further than the World Surf League (WSL)‘s content strategy.
- Video POVs from the likes of Nathan Florence or Jamie O’Brien offer an immersive, first-hand experience of riding a wave, building an emotional connection with viewers.
2) Authenticity vs. Polish
Surfing’s spontaneity and deep connection with nature naturally translates into unfiltered, authentic content. As digital consumers, particularly millennials and Gen Z, seek real, unscripted moments, many surf brands are leaning into raw surf clips rather than highly produced content.
- Think of those imperfect moments – your favourite surfer missing an air of getting pitted – these remind you of the human element of the sport. This type of content need only feels more relatable for the everyday surfer but it importantly establishes trust with the surf brand.
- Of course there is still a place for highly-produced surf films, and there always will be. The likes of needessentials‘ ‘Lost Track Atlantic’ hold a special place and help brands dive into deeper, more cinematic stories. These longer form content pieces are also being repurposed into bit-sized snippets for brand’s channels.
3) Nostalgia and Storytelling
There’s a unique magic in the way that surf culture taps into nostalgia. Whether it’s vintage board designs, retro logos, archived photos or iconic surf films, brands create an emotional narrative that transports audience to a past era.
- Brands like Rip Curl have long leaned into sharing their brand story, speaking of humble beginnings in Torquay and how their timeless campaign, ‘The Search’, began in 1992. They’re now using Instagram carousels and YouTube to help tell these stories. This helps to create a deep, emotional bond with audiences, a connection that I can testify to ever since reading ‘The Rip Curl Story’ by Tim Baker.
- Many brands actively sponsor retro-themed surf events that celebrate the industry’s history, allowing surfers to experience the heritage in person. An example is Billabong’s long-standing sponsorship of the Burleigh Single Fin Festival. Not only do brands leverage these sponsorships across owned channels but attendees and fans post their experiences online helping to contribute to UGC.
The best surf content isn’t just seen – it’s felt. In an oversaturated digital world, the brands that break through are the ones that stay true to surfing’s raw energy, emotion, and heritage. As this space continues to evolve, I’m looking forward to seeing how brands balance authenticity with innovation.