Why More Non-Outdoorsy Brands Are Working with Outdoor Creators to Source Content
Lately, more and more brands that don’t have anything to do with the great outdoors are teaming up with outdoor creators to tell their brand’s story.While it may sound like an unexpected pairing - its opening up new opportunities for both sides. Whether it’s a tech company, a supplement brand, or even a fashion label - outdoor creators are bringing a new perspective to their marketing.But what’s behind this trend, and why are brands with no direct connection to the outdoors jumping on the outdoor creator bandwagon? Let’s dive in and explore why these partnerships are becoming the new go-to for brands looking to connect with their audiences in a more authentic way.
The Appeal of Authentic, Adventure-Filled Content
When it comes to consumers being overloaded with content - authenticity is everything. Consumers, especially younger audiences, can sniff out inauthenticity a mile away. If your brand is using stock photos or scripted ads, it’s not going to hit the mark.People want to see real-life moments, raw experiences, and the kind of content that feels genuine.Enter outdoors creators.
Outdoor creators have a unique ability to capture the essence of real-life adventure—no filters needed. Whether they’re documenting a ski trip, a day out climbing with their buddies, cooking over an open fire, or simply soaking in a sunrise or sunset, their content feels real because it is real.This raw, unposed, unpolished vibe makes their content incredibly relatable, which is EXACTLY what brands need to build trust with their audience.
Storytelling in the Outdoors
One of the things that makes outdoor creators so appealing is their knack for storytelling. Whether it’s a the moments of peace taking in a beautiful landscape or capturing a more adrenaline-packed adventure, these creators know how to take their audience along on the journey.And that’s something every brand can benefit from!
Brands are increasingly looking for content that tells a story, not just showcases a product in a very posed way.Outdoor creators are THE BEST at weaving their experiences into stories that connect with people on an emotional level.They’re not just showing you a product—they’re telling you how that product fits into their life, whether it's a durable jacket on a multi-day hike or a high-energy snack to fuel a day skiing at the resort.
For a tech brand, for example, a content creator might show how their latest gadget withstands the elements during a rugged backcountry trip.Or for a clothing brand, a creator could highlight the versatility of their gear, whether they're climbing, hiking, or simply enjoying a weekend picnic.It’s about creating a story that aligns with the brand’s values and resonates with the audience, all while staying true to the creator’s authentic outdoor lifestyle.
The Growing Interest in Outdoor-Lifestyle Content
Outdoor content isn't just for outdoor brands anymore—it's for everyone. With the rise of social media and platforms like Instagram, YouTube, and TikTok, outdoor content has exploded in popularity. There’s something universally appealing about the great outdoors—whether it’s the serene beauty of a remote lake or the thrill of scaling a mountain peak.
Even if your brand doesn’t sell camping gear or hiking boots, people are drawn to this type of content. It evokes feelings of adventure, freedom, and the desire to disconnect from the hustle and bustle of daily life. Non-outdoorsy brands are realizing that tapping into this powerful imagery and feeling can help them create stronger emotional connections with their customers.
From wellness brands to lifestyle companies, partnering with outdoor creators is a way to tap into the growing interest in the outdoor lifestyle—whether your brand directly sells outdoor products or not. It’s about embracing the values of adventure, self-discovery, and sustainability that so many outdoor creators embody.
Expanding Brand Reach + Appeal
By partnering with outdoor creators, brands open themselves up to an entirely new audience. Outdoor creators often have loyal, engaged followings who trust their opinions. For many of these creators, their audience is made up of people who are passionate about nature, health, and living an active, adventurous life. This is the type of audience that’s often tough for traditional marketing to reach.
When a non-outdoor brand teams up with an outdoor creator, they’re essentially borrowing the creator’s influence and credibility. Think about it: if you’re a fitness brand and an outdoor creator showcases your products on a rugged hiking trail, you’re not just reaching fitness enthusiasts—you’re reaching people who value the outdoors, nature, and a healthy, active lifestyle. It’s a win-win.
This partnership expands a brand’s reach, bringing in fresh, engaged followers who are genuinely interested in what the brand has to offer. Plus, the credibility that comes from being featured by a trusted creator boosts the brand’s reputation and authenticity in a way that traditional ads just can’t.
A The Natural Fit for Sustainability and Eco-Friendly Brands
Many outdoor creators have a deep connection to nature and are passionate about sustainability and environmental responsibility. This makes them the perfect partners for brands that prioritize eco-friendliness, whether it's through sustainable products, ethical production methods, or environmental advocacy.
For example, an outdoor creator who champions eco-friendly travel could work with a sustainable clothing brand to show how their products stand up to both the outdoors and environmental concerns. Or a brand with a green initiative could partner with an eco-conscious creator to highlight their shared values, all while educating their audience on how to reduce their environmental footprint.
For non-outdoorsy brands that align with sustainability, working with outdoor creators is an opportunity to align themselves with a community that’s passionate about the same causes, all while creating content that speaks to people’s values.
Connecting with Consumers in an Authentic Way
At the end of the day, brands—no matter their industry—are realizing the power of outdoor content to cut through the noise and connect with their audience in a meaningful way. When you team up with outdoor creators, you're not just getting a beautiful photo or a cool video; you're getting an authentic, engaging story that speaks to people’s hearts and aspirations, because we want want to be in nature more, right?
Outdoor creators bring a sense of adventure, honesty, and connection to the content they produce—something that resonates with today’s consumers who crave real experiences over flashy ads. And for non-outdoorsy brands, this is the perfect opportunity to tap into a new audience, build trust, and tell your story in a way that feels genuine and powerful.
So, if you're a brand thinking about how to step up your content game, consider working with outdoor creators. Their passion, creativity, and authenticity could be just what you need to connect with your audience in an entirely new way, and Popfly is just the community of creators you are looking for!
