The boating industry is trying to strengthen its presence on social media to reach new audiences and support a generational shift in its customer base. However, many brands appear to be running aground in this effort. Boat and yacht brands achieve an average social media engagement rate of just 1.3%, according to the study “Social Media Insights – Boating Industry 2026” by Interconnection Consulting.

By comparison, other luxury industries achieve engagement rates of around 3% on average, more than double the level seen in boating. Engagement simply measures how often people interact with a post—by liking it, commenting on it, or sharing it—compared with the number of people who see it.

Instagram remains the main platform for boating brands, with almost all companies actively using it. On average, the brands analyzed have around 174.5 thousand followers, significantly lower than the 956.9 thousand followers typically seen among luxury brand accounts. One reason is the lack of differentiation, as many brands publish similar highly polished images that make it difficult to stand out.

Other platforms remain less developed. Only around 30% of the analyzed brands use TikTok actively, while YouTube is often used mainly for product presentations or boat tours. However, YouTube shows strong potential, with audience retention rates between 60% and 75%, indicating that viewers are willing to watch longer boating content when it is engaging.

Interaction levels remain a key challenge. Social media algorithms increasingly reward comments and conversations, yet the analyzed brands generate an average of only 6.1 comments per post in Instagram and 3.9 in YouTube, which limits organic visibility and makes it harder for content to reach wider audiences.

The analysis also highlights brands that perform particularly well on specific platforms. On Instagram, Azimut clearly stands out, achieving engagement rates well above the industry average thanks to frequent posts, diverse content, and targeted paid campaigns across Meta platforms. On YouTube, Sunseeker delivers some of the strongest results, generating high view numbers despite not having one of the largest subscriber bases, supported by a balanced mix of shorter and longer video formats.

“The boating industry has clearly embraced social media, but many brands are still using these platforms as digital brochures rather than as spaces for real conversation,” explains Rubén Eduardo Rodríguez, author of the study at Interconnection Consulting. “In a sector driven by aspiration and lifestyle, the brands that succeed online will be those that move beyond polished images and start building genuine dialogue with their audiences.”

Despite generating €25.5 billion in revenue in 2025, the boating sector is still struggling to define a clear digital strategy capable of attracting new audiences and sustaining long-term growth. As social media increasingly shapes how luxury brands are discovered and perceived, companies now face a decisive moment. Those that succeed in turning passive viewers into engaged communities will ultimately set the course for the sector’s future.

The study reviews several well-known companies in the sector, including Azimut, Bavaria, Beneteau, Brunswick, Ferretti Group, Hanse Yachts, Princess Yachts, Sanlorenzo, Sunseeker, and Yamaha Boating, which together represent a significant share of the global boating market.

Copyright: Interconnection Consulting. Publication free of charge for coverage regarding the study and Interconnection Consulting.

23/03/2026

Copyright: Interconnection, Publication free of charge for coverage regarding the study and InterConnection Consulting.