Fantastic Audience Stories and Where to Find Them

Marketing insights from a teenage horse girl turned creative strategist.

By Lauren Waters, Associate Director, Strategy

My obsession with horses has been with me since my earliest memory. I remember the Grand Champions and the Breyers. I remember riding Scooter, an old, cranky bay Arabian gelding, in Pony Club. I remember learning anything and everything I could about horses. Drawing them. Writing about them. I sought out fellow horse fans in my early forays on the World Wide Web. I cried the first time I watched Spirit: Stallion of the Cimarron. I still listen to the soundtrack.

I was a teenage horse girl. Now, I market products to grown-up horse people.

Listen for the simple human truths 

When you fall in love with horses, you’re in it for life. That’s why when I see brands trying to enter the equine space—or just market to horse people—I’m always curious to see if they get it. As both a writer and creative strategist, I understand the importance of connecting with an audience. Brands that miss the mark with horse people … that’s a surefire way to lose their trust (sometimes before it’s even earned).

People want to feel seen, not sold to. Brands that stand the test of time have mastered this concept. Sure, it’s possible to gain ground just by sheer quantity of ads, but at S&A we believe authenticity always wins in the long run. And the way to achieve authenticity is by listening to your audience. Put an ear to the ground and you’ll uncover deep, rich, human truths that will endear your brand to the people you’re trying to reach.

Be where the horse people are

Social listening and voice of consumer research are two of the most powerful marketing practices. What better way to understand your audience than hearing what they have to say in their own words? The insights gained from hearing what people really think about something can form the basis of everything from a brand foundation to campaign direction.

A funny video could inspire a new tagline. A heartfelt comment could lead to a new product. It’s all about gaining new perspective, then reflecting what your audience says back to them. And it’s much easier than you might think to find them. Horse people are passionate and we love to talk about horses. We find each other out there in the wild, wild west that is the internet.

Sit back and take it all in. Read through threads on Reddit. Scroll through hashtags on TikTok. Jot down ideas that stand out. Save posts that inspire you. It won’t take long to see what trends emerge and what makes your audience tick. These are insights that transcend demographics. Social listening is a gold mine of deep, rich insights that enable you to be more authentic in your storytelling.

The details really do matter

In the battle for attention, storytelling matters more than ever. It’s no longer enough to blast people with ads and hope something eventually sticks. Whether consumers need to see something seven or 20 times before it sticks, the reality is that more compelling stories make for memorable content. With 24/7 access to content creation tools, your audience is out there telling you what will resonate with them.

If there’s one thing the internet is good for, it’s giving people a platform for their passion. Take, for example, The Mane Quest by Alice Ruppert. Ruppert has turned her passion for horses into advocacy for better equine representation in video games. One of her focus areas is horse anatomy in games—which game creators portray atrociously. But to those who love horses, it matters.

It matters that the horse’s body moves correctly, their coat colors are genetically accurate, and their features match their breed. All of these things reflect authenticity and care. It’s not enough to dress someone up and send them out in a field to stand next to a horse. It has to be realistic and believable. Taking time to understand the difference between English and Western riding, down to the clothes, equipment (aka tack), even horse breeds, will go a long way to show you understand what it’s all about.

It’s a lesson any brand, but especially those marketing to horse owners and veterinarians, should take to heart. There’s a reason we turn to our resident horse authority, Susan Wright, VP, Client, to check our accuracy in words and photos. There’s a reason we seek input from equine experts and veterinarians to fact check our medical content. Horse people will see through anything inauthentic. Brands can’t cosplay being a horse person. You have to live it—or at least listen for it.

Let your audience be your guide

Embrace the unexpected, and trust your audience to guide you. Take time to understand their passions, their fears, their wants, their needs. Remember, people are drawn to horses because they love them and feel a deep connection to them. If you want your brand to connect, you have to reflect back the passion and acknowledge the unique role horses play in the lives of those who love them.

Even if you think something might not work, try it out. Tell your story in a way your audience wants to hear. Find out what matters to your audience, and make it matter to your brand. When you show up authentically, your audience will reward you with their time, attention and loyalty.

This article pairs with our Winter 2025 issue of Trendline: Equine. Subscribe to get the next issue!