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A guide to using social media platforms for yacht marketing

Home > Digital Marketing > A guide to using social media platforms for yacht marketing

Posted by Gemma Harris 15 Jul 2022

It is undeniable that social media has changed how brands market themselves. Yachting brands have an elite and unique client base, which poses various challenges for digital marketing strategies when it comes to not only exclusivity and confidentiality clauses but also targeting the correct demographic, which is also changing. 

A new wealth generation is slowly making its way into the yachting industry, full of digitally savvy individuals. So, how can yachting brands harness the power of social media to boost their marketing efforts to the fullest? Here we explore some key questions about social media, including when to post on social media and what is the most popular social media platform to target these new audiences.

How to use social media for yacht marketing 

To gain the most from social media followings, yachting brands must stay current and relevant with premium content to reflect the superior nature of the industry. 

A social media presence for yachting brands isn’t necessarily to convert clients but to showcase the unique lifestyle, tell authentic stories, and inspire followers. 

Yachting brands need to create exciting and alluring content whilst maintaining the exclusivity, quality and bespoke nature of what they offer. Brands should also consider the industry’s global reach by knowing what is the most popular social media for countries and cultures with different digital experiences. With the correct content on each platform, brands must focus on the best platform for each country.

Twitter focuses on conversations and personal engagement with a brand’s audience. Whilst, of course, Twitter aids brand awareness, the main aim of Twitter for yachting brands is to build relevant relationships and offer personalised support with the use of replies and retweets. Twitter is about creating two-way communications, allowing your audience to engage with your content. Whether selling a yacht-related product or a yacht itself, it is a valuable platform to respond to your audience quickly. 

Facebook 

It is uncommon to come across people who do not use Facebook, but it is about knowing what and when to post on social media to gain the full advantages of the platform. 

Building and maintaining brand awareness is vital throughout all social media platforms, and Facebook focuses on the connection and interaction aspects of marketing. 

Whilst there are various forms of content that you can post on Facebook, for yachting brands, it is a great space to tell stories. The Facebook algorithm favours longer-form videos; therefore, it is the perfect platform for brands to share videos such as yacht tours, travel vlogs or even how-to videos. Yachting brands such as Oyster have facilitated video content by posting multi-part series of building an oyster and showcasing content from their various sailing regattas. 

LinkedIn has gleaned its status as a professional platform. It is a space to participate in industry discussions and share company news. Marcela de Ker Royer, a yachting content creator, known as The Yacht Lady, @onboardwithmarcela, suggests “sharing interesting articles on LinkedIn, where you share best practices and solutions that your products or service provide, is very engaging.” 

This longer-form content is not only engaging but helps cement the brand as an innovative leader and expert within the industry. The platform enables leaders to share their expertise and knowledge through articles, building upon their influence and thought-leadership reputations.

Creating content consistently and frequently that showcases expertise is essential on LinkedIn. In particular, brands can post thought leadership content under a founder of CEO profile, which can then be re-shared to a company page. Not everyone is a thought leader;  you need to be able to create and promote educational and helpful content to become one, and to be recognised as an expert takes time.

The power of images to fuel imagination is the underlying success of an effective Instagram marketing strategy. 

Instagram can help yachting brands grow their awareness by showcasing the yachting lifestyle through images and videos. Using Instagram can easily frame the yachting lifestyle due to the visual nature of the activities. 

Yachting brands should invest in a library of high-quality videos and photos across Instagram to use in various ways. “For yachting brands, the best platform is Instagram for brand awareness, but repetition and consistency are key while delivering value to the viewers and not always just selling,” states @onboardwithmarcela. Whilst a picture says a thousand words, brands should also be strategic with captions and ensure they are personable whilst staying on-brand.

The latest feature within Instagram for yachting brands to utilise is Instagram Reels; this allows users to facilitate a short video marketing strategy, sharing short clips and videos. These reels can enhance a brand’s voice and increase audience reach and interaction due to the more compelling nature of video content. Whether it is behind-the-scenes content, a sneak preview of a product, a snippet into yacht life or the latest cruising destination highlights, there is vast potential for content within reels, including the potential to go viral on the platform. Brands should also network with other creators; this cross-promotion helps boost audience reach. 

TikTok is the fastest-growing social platform and a favourite among younger generations. As @onboardwithmarcela states, “Tiktok is for the younger generation to get to know your brands.” The platform is still relatively new, and marketing strategies are still in development; however, what is sure is that yachting brands should have a presence on the platform.

The platform is fun and lighthearted, which is okay for brands to embrace as long as messages are responsible on-brand at all times. One benefit to Tiktok is it can allow the yachting brand to be at the epicentre of the latest trends and trending hashtags, with a chance of going viral to increase audience reach. Another way to utilise TikTok is to use the live feature, as with Instagram, showing behind-the-scenes content and events such as boat shows. For the charter market, it is a great tool to show snippets of yacht tours and the lifestyle. 

TikTok creators are currently shaping the social media landscape; this viral power of TikTok is vast, and brands can use influencer partnerships to help. For example, with 105.5k followers on the platform, @mrsuperyachts posts regular yachting charter and sales content with high engagement rates and the content creator @yachtlifestyle, with 351.7k followers, highlights the yachting lifestyle on their channel. 

The power of influence 

The yachting industry has been redefined over recent years, which also applies to the development of social media. The shift of influencer marketing has slowly infiltrated luxury industries with top-tier influencers. 

Alex Jimenez, the popular yachting influencer with 876k followers, @theyachtguy, explains the development of social media throughout the industry. 

“10 years ago, social media and influencers were laughed at; now you have major brands like Boat International to the CEO of Fraser Yachts who have almost completely moved from professionally curated posts into the style of the influencer reposting whatever gets likes and follows,” Jimenez said.  

This brokerage role has developed significantly in the influencer age; Fraser currently has 92.2k Instagram followers. “The best marketing tool ever is word of mouth, and clients like to buy products or services recommended by someone they trust. That is why brands are collaborating with influencers to share their products or services to a big online community and audience that is relevant to the potential clients of the brands,” explains @onboardwithmarcela.

The future 

Most people spend at least a small portion of their day on social media; it has become an integral part of people’s lives and routines. The digital marketing landscape is so fluid that it is challenging to imagine the future. One potential development is the rise of popular platforms used primarily by Millennials and Gen Z, including TikTok and the continued popularity of short-form video content such as Instagram Reels. 

The metaverse will also have its role in the future and how to use social media for yacht marketing. Facebook, or Meta, are building social metaverses and investing heavily in AR and VR technology. Across all platforms, there will be a rise in technologies like AR and VR, facilitating better and more engaging user experiences. On the image-led platforms, Non-Fungible Tokens are making their mark; creators can now showcase their NFTs on Instagram; Jimenez suggests “the NFT revolution isn’t far away.” 

However vital social media marketing is becoming within the superyacht industry, brands must tread carefully regarding challenges such as privacy and confidentiality. Jimenez warns of copyright infringements on the horizon, “the industry has become super reliant on sharing content without permission because that’s the culture; however, that doesn’t make it legal,” he notes.  At Relevance Yacht, our digital marketing experts can help with social media strategies and marketing campaigns that deliver results. To learn more about how to use social media for yacht marketing, contact one of our consultants.

Read more articles by this author

How to Use Instagram for Yacht Charter Marketing

Yacht charter marketing is essential to promote and market yacht charter services to potential clients. The opportunities are endless with social media marketing tools being made available to businesses and potential consumers!  Using this platform to your benefit can be extremely beneficial if you’re the owner of a yacht charter looking to grow your business by reaching new potential clients on their favorite apps, but it must be done correctly for the benefits to be fully felt. To help owners understand the process of using Instagram as part of their plan to expand their share of the yacht charter market, the expert marketers at Marine SEO have created this quick guide to the strategy. Our team of professional digital marketers have years of experience in the field servicing countless marine industries and will gladly share insight whenever possible. Transparency is one of the core reasons we’ve become a leader in marine digital marketing services as a Fort Lauderdale-based agency. 

Why Marine Social Media Marketing Is Worth Considering

Yacht charter online marketing is one the most effective ways to reach people by using one of the greatest inventions to come to the world of advertising, the internet. And just as the internet completely changed marketing by making it go digital, social media platforms have changed digital marketing’s reach by creating social media marketing. The benefits of using these tools for yacht charter marketing can be seen in how well Instagram has been incorporated into marketing plans. The benefits of marketing your yacht charter business through Instagram include:

• Visual Appeal : Instagram is a highly visual platform, and yachts are known for their visual appeal. Using this particular social media platform, a yacht charter company can showcase the beauty and luxury of their yachts, which can attract potential customers.
• Targeted Audience : Instagram allows businesses to target specific audiences based on demographics, interests, and behaviors. This means a yacht charter company can target its ideal customers, such as those who are interested in luxury travel, sailing, or yachting.
• Engagemen t: By using this tool for social media marketing it allows for high levels of engagement with users through comments, likes, and direct messages. A yacht charter company can build relationships with potential customers and increase brand loyalty by engaging with users.
• Cost-effective : Instagram is a cost-effective marketing tool, as businesses can use organic posts, paid to advertise, or influencer marketing to reach their target audience.
• Brand Awareness : This is a great platform to increase brand awareness and showcase the unique features of a yacht charter company. This can help increase the company’s credibility and position it as a leader in the industry.

Our Fort Lauderdale social media marketing agency recommends using this platform for all the reasons listed above, but there is more to marketing on Instagram than is clearly presented. If you want your social media marketing on Instagram to be put to the best of its abilities, then you should know what it is that has to be done and how professionals in the field can guarantee success.

Using Instagram for Yacht Charter Online Marketing

The process of Instagram marketing, for those looking to see real significant results for their efforts on social media, is about more than just posting images and moving on. It is treated like any other marketing plan and has many elements that have been crafted and perfected by experts in the industry . Your boat charter digital marketing campaign through Instagram should include all the following:

• Scheduling a Marketing Photoshoot: To kick off your Instagram account, you’ll want a sufficient collection of high-quality photos showing off your vessel, your crew, and what charter guests can expect when they book a trip on your yacht. Scheduling a  marketing photoshoot  with an agency that offers professional yacht photography, and some models is the best way to utilize this strategy. Go out on a mini charter trip as your photographer takes tons of pictures in and around your boat with the models posing as guests.   Once you receive that extensive collection of glossy shots, post some on Instagram. Don’t post them all at once. Post these images and video clips periodically, in between more recent pictures and photos from guests. This content will ensure there’s a steady flow of images on your company’s Instagram feed. A useful Instagram marketing tip would be to shoot videos as well as photos. Videos are more engaging and give your yacht chartering business the ability to add music and special effects to differentiate your business from the rest. SEO video marketing is one of the most underrated facets of marine marketing and should be used to bolster social media marketing.  
• Creating Unique Yacht Hashtags : Modern content marketing would be incomplete without properly using boating hashtags for Instagram to boost your visibility. Guests sharing their experiences on your yacht charter in their social media accounts can serve as visual forms of referrals. These pictures and videos can also be used to build out your own Instagram account. Instead of asking your guests for pictures after their trip, encourage them to use your unique hashtag when posting on Instagram. This allows your boat marketing strategy to receive some input from current customers, making it more relatable as it develops.  
• Collect User-Generated Conten t: Just search your yacht charter’s unique hashtag on Instagram for convenient access to guest pictures. Pick the best quality photos and repost them onto your own Instagram account. Make sure to give proper credit by tagging your guests’ Instagram usernames. If you want to be even more diligent, DM the original poster and ask for permission to repost their photos.

There is more to the process, but mastering these three pillars of Instagram yacht charter marketing is a must if you want your yacht charter marketing campaign to be the best in the business. These tactics take time and skill to master, and these are just the most basic strategies to use on Instagram.

Our Fort Lauderdale Digital Marketing Agency 

If you’re interested in making use of our team’s expertise in social media yacht charter marketing through Instagram, then feel free to give us a call to schedule a meeting where a marketing plan for your business can be developed. Our expert marketers offer a host of other services, ranging from Paid Per Click Advertising to Fort Lauderdale SEO services , these services will round out your package and make your experience with our digital marketing agency the best one possible. Are you interested in learning more about the world of marine marketing from Marine SEO? If so, be sure to take a look at our other digital marketing blog articles for insights regarding all aspects of the services from professionals with years of experience in the industry.

Related Readings 

• Best Marine Instagram Accounts to Follow
• Using Social Media for Yacht Marketing  

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Targeting super yachts owned by Russian oligarchs could hit a nerve in Moscow

Poor transparency around ownership of assets can cause challenges, experts say.

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With sanctions levied and financial assets seized, Russian oligarchs have been scrambling to get their super yachts out of Western ports in search of safer harbours. 

One yacht, said to belong to Russian President Vladimir Putin himself, abruptly left port in Hamburg, Germany, just weeks before the Russian invasion of Ukraine prompted wide-reaching sanctions. Others were not so quick to leave European ports. 

Authorities in La Ciotat, on France's Mediterranean coast, seized a yacht they say is linked to sanctioned Russian oligarch Igor Sechin, the CEO of state oil company Rosneft. He was Russia's deputy prime minister from 2008 to 2012.

• Canada slaps sanctions on Russian oligarch Roman Abramovich
• Analysis With Russia pressing on and Ukraine digging in, how will Putin's war actually end?

Industry watchers say oligarchs everywhere are trying to keep their yachts from being taken.

​​"There's a few yachts that we are watching at the moment in the Atlantic," said Sam Tucker, head of super yachts at the firm VesselsValue, which tracks and estimates the value of these giant luxury yachts. 

"I'm expecting some of them to start doing U-turns in the middle of the ocean," he told CBC Radio's Day 6 .

Western countries have imposed a punishing package of sanctions and export control restrictions on Russia in response to the invasion of Ukraine. Russia's biggest banks were hit, as was the country's central bank. Major state-owned companies and some of the country's wealthiest individuals have seen overseas assets frozen.

The investment bank JP Morgan Chase believes Russia's economy will shrink 35 per cent in the second quarter of 2022 and seven per cent for the entire year.

White House spokesperson Jen Psaki says the suite of sanctions is meant to make every aspect of life difficult on Putin and the oligarchs who protect him.

"What we're talking about here is seizing their assets, seizing their yachts and making it harder for them to send their children to go to colleges and universities in the West," Psaki said in a briefing this week. "These are significant steps that will impact the people who are closely around President Putin."

<a href="https://twitter.com/hashtag/Putin?src=hash&amp;ref_src=twsrc%5Etfw">#Putin</a>´s Yacht "The Gracefull" inbound Kaliningrad from Hamburg in anticipation of future sanctions due to the conflict in <a href="https://twitter.com/hashtag/Ukraine?src=hash&amp;ref_src=twsrc%5Etfw">#Ukraine</a>. <a href="https://t.co/qdhAUhCH1m">pic.twitter.com/qdhAUhCH1m</a> &mdash; @GDarkconrad

Symbolic target

The yachts themselves are worth hundreds of millions of dollars, but experts in Russian sanctions say this isn't just about the dollar value.

"They don't have much value compared to the total net worth of an oligarch," said Bill Browder, a long-time advocate for stiff sanctions against Russian oligarchs, in an email to CBC Radio. 

But they are "a highly symbolic attack on something coveted by the oligarchs."

These ultra-luxurious ships became a status symbol for the oligarchs as they amassed fortunes in the 1990s and early 2000s.

"There is a bit of oneupmanship," Tucker told Day 6 . He says the biggest and most expensive ships are cloaked in secrecy. They have extreme privacy and security features, including bulletproof glass, and some require crew to sign non-disclosure agreements.

But Tucker says the biggest security and privacy feature of all is the opaque ownership structure of the yachts. He says precious little information about who actually owns these ships is available.

"[Only] basic information is disclosed — for example, the registered owner — which is often a shell company or a 'special interest vehicle' registered in Monaco, Malta, [or the] Cayman Islands," he said.

Untying those knots is a notorious problem, but one usually confined to taxation issues.

"One thing that I think may come out of this whole situation is the increased call for transparency and transparent ownership," said Tucker.

Yachts on the move

So far, only four super yachts have been seized, including a 213-foot yacht owned by Alexei Mordashov in Imperia, Italy.

While authorities sift through the byzantine paper trail of ownership, other oligarchs have scrambled their crews to get the yachts to somewhere safe.

"One of the things I've been trying to figure out is, where do they go [next]?" asked Alex Finley, a former CIA officer living in Barcelona, in an interview with  As It Happens host Gillian Findlay .

This week, Finley tweeted photos tracking a ship said to be owned by Roman Abramovich, the Russian billionaire who owns the Chelsea Football Club.

• Anxious Russians flee by the hundreds each day into neighbouring Finland

"A lot of these yachts that we've been looking at are heading towards the Maldives or the Seychelles. A few are in Montenegro, but they look like they're probably going to be on the move," Finley said in the interview .

Here you can see the sterns of both Aurora and Valerie, and in the other pic, the empty slip where Solaris used to be (which is the size of the empty hole in my heart). 7/ <a href="https://t.co/Luvj5vyWXp">pic.twitter.com/Luvj5vyWXp</a> &mdash; @alexzfinley

Neither the Maldives nor the Seychelles signed onto the sanctions, so the ships are probably safe from seizure there. Another major hub is Dubai.

"I think we're going to see Dubai as a big hotspot for these yachts," said Tucker. "It has hot weather all year round and … Russians can fly to Dubai without going through the EU airspace."

Tucker agrees that targeting the yachts is a symbolic move.

"It's really sending the message that they aren't untouchable. We've closed the skies on both sides of the Atlantic so their private jets can't operate, and now we're going after their super yachts," he said.

"I'd be feeling quite vulnerable if I was an oligarch right now."

ABOUT THE AUTHOR

Senior Business reporter for CBC News. A former host of On the Money and World Report on CBC Radio, Peter Armstrong has been a foreign correspondent and parliamentary reporter for CBC. Subscribe to Peter's newsletter here: cbc.ca/mindyourbusiness Twitter: @armstrongcbc

Interview with Sam Tucker produced by Rachel Levy-Mclaughlin

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