Horsey teenager’s mum speaks out.
There’s nothing new about the pester-power horsey teenagers mercilessly inflict on their nearest and dearest. But social media means it’s reached a whole new level, writes Lynze Rogers.
What’s seen on the screen really does decide what we buy. I say ‘we’ advisedly – because, in fact, it’s my 16-year-old daughter who makes the equestrian purchasing decisions with me and her father merely funding them.
The famous show jumpers and eventers whose posters populated my bedroom wall back in the day have been replaced by influencer icons who literally drive her consumer choices.
Riders like Esme Higgs (This Esme), Harlow Luna White and Erin Williams appear to have a real hold on what young riders aspire to. My daughter watches their videos and suddenly knows exactly which riding hat she wants, which colour saddle cloth is ‘in’, and which equestrian brands are must-haves.
It’s not just about safety or practicality; it’s about style, identity and belonging to a certain online riding community. These influencers make everything look effortless and fun, and their followers to want the same look and feel.
From TikTok to tackroom
I see first-hand how social media has turned tack rooms into trend boards.
This marketing is incredibly effective in a sector where image, lifestyle and aspiration go hand in hand. A single post or video can reach millions within hours, shaping opinions and driving sales.
Influencers build trust through their relatability; they feel more like friends than salespeople, which makes their recommendations even more persuasive.
While we oldies might roll our eyes at the constant stream of ‘must-haves,’ there’s no denying that influencers have changed the way riders discover, buy and connect with brands. They’re here to stay, and they’re redefining the modern equestrian marketplace one post at a time.
And OK… I will admit, I’ve just submitted to some secondary influence via my teenager - and ordered our ponies a treat-filled advent calendar in time for 1st December!
- Coming soon in ETN… we examine the equestrian influencers’ business model and how it works.
