5 Ways to Capture or Create Worthwhile Social Media Content

With spring steadily in progress, many horse professionals are gearing up their social media marketing efforts. Here are a few general tips to help you create content without wasting time—or putting yourself or your clients in a bad position.

Most horse professionals don't need more content to capture - there is already a lot going on around them.  They need content that reflects their program, respects their clients, and doesn't create unnecessary problems. And, they worry about how their content will come across on the massive social media stage. Often they think they can't possibly "compete" because they are measuring themselves by the wrong standards.  Here are some things to help you keep things in perspective. 

A lot of what you see online is influencer content.
That's not your job.

Your content should support your business and be thoughtful about what it opens up to outside interpretation.

First—A Quick Reality Check

Not everything that happens in your barn should be posted. Clients don't always want to be featured. Riders don't always want their learning moments shown. Horses (and training decisions) can be misunderstood very quickly. There's a difference between sharing your program and putting it under a the arm-chair equestrian microscope to be disected. Good business content understands that line. Now, let's jump into the 5 tips to help you walk it with success. 

1. Capture the feeling, not just the moment

Instead of filming the exact teaching moment, look for:

• a rider patting their horse after a good ride

• someone smiling as they leave the arena

• a quiet, satisfied moment

These are often more powerful—and less likely to draw unwanted critiques.

2. Be selective about teaching moments

Some teaching moments are great to share.

For example:

• a beginner learning to post and then getting it

• a simple, clear improvement

• something that doesn't require a lot of explanation

Others are not:

• complex corrections

• moments that could be misinterpreted

• anything that invites criticism from people who don't understand context

If it needs explanation to be understood properly, it's usually not worth posting.

3. Respect your clients—and get permission

Before you post anything with a client:

• Would they feel good about this being shared?

• Does it represent them well?

• Does it reflect the experience they want at your barn?

And just as importantly:

Make sure you have a signed social media release as part of your standard paperwork.

Even with a release, use judgment.
Just because you can post something doesn't mean you should.

Sometimes the best content is:

• from a distance

• from behind

• or focused more on the overall experience

4. Keep videos short and simple

You don't need long clips.

In most cases:

• 5–15 seconds is enough

• one clear moment is better than a full lesson

Short clips are:

• easier to capture

• easier to use

• and less likely to be taken out of context

5. Keep filming and editing manageable 

You don't need to turn this into a production.

Simple works:

• hold your phone steady

• frame the subject clearly

• trim the beginning and end

That's enough.

A Note on Professional Photos and Video

Some professionals have photographers or videographers who come to their farm or at are at shows—and this can be a major advantage.

• It gives you a large amount of high-quality content at once
• It captures your riding, training, and program at a higher level
• It allows you to stay focused on your work instead of constantly filming

If you have access to this, use it.

Then layer in simple, day-to-day content as needed. The combination works well and keeps everything manageable. 

Influencer Content vs. Business Owner Content

Influencer content:

• shows everything

• prioritizes attention

• often highlights extremes

Business owner content:

• is selective

• protects the client experience

• reflects what it's actually like to be part of your program

You're not trying to go viral.
You're trying to represent your business well.

The standard to use

Before you post, ask:

Does this reflect my program in a way I'm comfortable standing behind?

And:

Would my best clients feel good seeing this?

If yes, it's worth posting.

Want to set yourself up with a strategy that works for you and your schedule? Hop on our next member's group coaching session. 

May Members Group Coaching Session - Marketing as a System: Growth, Retention, Positioning, Brand
May 18 - 8:00 AM Pacific, 10 AM Central, 11 AM Eastern For horse professionals treat marketing is one more "something"  they have to keep up with i.e., posts, photos, updates. But the barns that grow steadily—and retain great clients—use marketing differently. They build it as a system. One that attracts clients when they're ready to grow… reinforces value so current clients stay engaged… and positions the business and its brand clearly in the market. In this session, we'll walk through the four roles your marketing should be playing—and how to make it support your business instead of adding to your workload.  Save your spot below. ...More

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