29 Apr Social Media Has Changed: What Horse Farm Owners Need to Know in 2025
If you’re a horse farm owner, you’ve probably felt it. Your Instagram posts used to bring in new riders. Your Facebook page once filled up your summer camps. But lately? Fewer likes. Fewer shares. And not nearly as many inquiries.
You’re not alone—and it’s not your fault.
In 2025, social media marketing has shifted dramatically. The old rules no longer apply. Organic reach is lower than ever, the platforms have changed their priorities, and most small businesses—horse farms included—are spread too thin trying to keep up with it all.
This article breaks down what’s working now across the major platforms and gives you a roadmap for where to focus your energy if you want real results.
The Harsh Reality: Organic Reach Is Nearly Gone
Across all major platforms—Instagram, Facebook, TikTok, LinkedIn, YouTube, and X (formerly Twitter)—organic reach has plummeted. Today, the average post is only seen by 0.05% to 3% of your followers.
Let’s say you have 1,000 followers. That means as few as 5 people may actually see your content—unless you pay to boost it, or the algorithm gives you an unexpected boost.
Most farm owners don’t have time to become experts in six different platforms. And they shouldn’t have to.
So which platform should you actually focus on in 2025?
Let’s break down the strengths and weaknesses of each—specifically through the lens of horse farm marketing.
Instagram in 2025: A Portfolio, Not a Sales Tool
Instagram has fully transformed into an entertainment platform, not a relationship-builder. Reels dominate the algorithm, and even with great video content, only about 3% of your audience will see your posts unless you go viral or run ads.
That said, it still has value for horse businesses—especially if your farm is visually stunning.
What Works:
- Reels (short videos): Quick clips of horses running through the pasture, farrier work, lesson snippets, or grooming montages.
- Stories: Behind-the-scenes glimpses of farm life, birthdays, or camp fun.
- Saved content: Tip lists like “5 Signs Your Child Is Ready to Ride” can trigger the algorithm to show your post to more people.
What Doesn’t:
- Static image posts with long captions
- Expecting organic posts to drive real leads or conversions
Use Instagram as a digital portfolio. Make your account polished and professional for when people look you up—but don’t rely on it to generate new business alone.
Facebook in 2025: A Retirement Home for Organic Content
Facebook’s organic reach is the worst of any platform today—less than 0.05%. The platform now prioritizes content from friends, family, and groups over business pages.
But for horse farms that cater to parents or grandparents—especially people 45+—Facebook can still work if you know how to use it.
What Works:
- Local community groups: “Charlottesville Moms,” “Middleburg Equine Network,” or “Local Kids Camps” are where real conversations happen.
- Facebook Ads: Still some of the best targeting tools, especially by zip code, parental status, or interests like “horses” or “homeschooling.” In the USA, expect to pay under $5/lead for riding lessons and camps.
What Doesn’t:
- Posting to your business page and expecting results
- Boosting posts (run ads through the ad manager, don’t boost posts)
If you use Facebook, skip your business page. Focus on joining or creating groups, running well-targeted ads, and keeping your content video-based.
TikTok in 2025: Entertainment Meets Search Engine
Once known for dances, TikTok is now a search engine—especially for Gen Z and Millennials. About 40% of Gen Z users now search TikTok instead of Google.
For horse farms, this could be a goldmine if you’re willing to show up with raw, authentic, and highly visual content.
What Works:
- “Oddly satisfying” content: Mucking stalls, bathing horses, hoof cleaning
- Quick tips: “How to tack up a horse,” “What to wear for your first lesson”
- Personality-led content: Barn managers, trainers, or teen riders sharing stories or funny moments
What Doesn’t:
- Over-polished, high-production videos
- Expecting local targeting (your viral video may reach someone 2,000 miles away)
TikTok offers the highest organic reach—up to 3% or more. But it’s volatile. You can go viral one day, then see crickets for weeks.
Use TikTok if you’re comfortable being on camera, have creative content ideas, and want exposure—but know it’s unlikely to directly book local lessons unless you pair it with geo-targeted remarketing ads.
LinkedIn in 2025: Thought Leadership for Horse Professionals
LinkedIn has grown into a serious content platform. It’s not just for resumes anymore.
If you’re a trainer, equine therapist, or business consultant in the horse world, LinkedIn is the place to show off your expertise and build trust.
What Works:
- Educational text posts: “What most people misunderstand about starting kids in horseback riding”
- Industry commentary: “Why riding lessons are still one of the best developmental tools for kids”
- Thoughtful engagement on others’ posts
What Doesn’t:
- Selling directly
- Sharing flashy visuals or selfies
It’s a niche play—but if your farm offers professional services, therapy programs, or hosts networking events or corporate team-building, LinkedIn could become a quiet powerhouse for you.
X (formerly Twitter) in 2025: Good for Opinions, Bad for Local Reach
X has become a place for fast, public conversation. You can build thought leadership and participate in trending industry discussions—but it’s tough to get local traction or show off visual work like horses and barns.
Unless you’re a consultant or speaker in the horse world, X is likely not worth your time.
YouTube in 2025: The Uncontested Winner
While every other platform is trying to get people to scroll fast and forget what they saw, YouTube is doing the opposite—and that’s why it’s so powerful.
YouTube is the only platform where you can:
- Build deep trust with viewers
- Get traffic for years from one good video
- Show up in Google search results (YouTube and Google Search are owned by the same company)
- Convert cold viewers into clients on autopilot
Start by filming just three helpful videos a week, then work from there to daily videos. You’re building a permanent, searchable asset that works like a 24/7 salesperson.
What Works:
- Problem-solving content: “What to expect at your child’s first riding lesson”
- Transformation videos: “From scared to confident—our 7-year-old beginner”
- Farm tour videos: Helps reduce fear and build trust before anyone books
What Doesn’t:
- Poor audio or visuals
- Trying to sell without teaching anything
Roger Wakefield, a plumber, became the most-viewed tradesman on YouTube—and built an empire around his business—just by answering customer questions on camera. The same strategy can work for horse farms.
The New Strategy: Focus + Longevity
You don’t need to be everywhere. You need to be where your audience is—and where your content will actually work for you long-term.
Here’s the breakdown:
- Good For: Visuals, portfolio, professional presence
- Use It If: You want to look polished but don’t rely on it for generating leads
- Good For: Reaching parents, joining local groups, running location-based ads
- Use It If: Your audience is 45+ and lives nearby
TikTok
- Good For: Attention, discovery, and viral short-form content
- Use It If: You enjoy filming creative content and can post consistently
- Good For: B2B services, equine therapy programs, and professional expertise
- Use It If: You want to build credibility and reach adult decision-makers
YouTube
- Good For: Long-term search visibility, building trust, and nurturing leads
- Use It If: You want evergreen marketing that converts over time
Recommendations for Horse Farm Owners
If you’re strapped for time or trying to rebuild after a slow season, here’s where to start:
- YouTube – Commit to three searchable videos per week, then work your way up to daily videos. This is your most powerful long-term strategy.
- Instagram – Keep it updated with reels and stories as a digital portfolio.
- Facebook – Join or create groups. Run location-targeted ads through ads manager (do not boost posts) when promoting events or camp registration. In spring 2025, expect to pay under $5/lead for lesson or camp ads.
- TikTok – Great for exposure and creativity, but don’t expect direct conversions for lessons or camps.
- LinkedIn – Use to connect with professional adults for partnerships, potential horse buyers, etc.
Final Thoughts
Social media has changed. Focus on platforms that build trust, authority, and long-term traffic, you can stop spinning your wheels and start seeing real results.
Whether you’re looking to book lessons, fill your summer camp, or attract new boarders, being strategic about where you show up online will save you time and grow your business.
And remember—you never need to go viral. You just need to show up for the right people in the right place.
Need help applying these strategies to your equine business? Text (203) 990-1259 to speak with our team of marketing experts who specialize in horse-focused businesses.
Go to https://kristinaderby.com for more free articles and horse business marketing education.
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