Chloe Buchanan, Public Relations and Social Media Manager at The MTM Agency, has explored the impact of influencer marketing in the maritime industry. The maritime industry has traditionally relied on trade media, corporate communications, and industry publications to tell its stories. However, with changes in communication patterns, new opportunities have emerged to leverage influencers in this field.
Growth of Influencer Marketing in the Maritime Industry
Influencer marketing has rapidly expanded beyond its roots in beauty, fashion, and lifestyle industries, becoming part of communication strategies across various sectors. In the UK, influencer partnerships reached £966 million in 2025 and are expected to hit £1.217 billion by the end of this year. This trend reflects the growing importance of influencer marketing in the consumer world.
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Challenges and Opportunities for Maritime Brands
The maritime industry can tell its stories in a more authentic and engaging way through collaboration with influencers. Unlike traditional content, maritime influencers provide a personal glimpse into life in this industry. This approach can include showcasing ship operations, life at sea, and the working realities in this field. Maritime brands do not need to collaborate with influencers who have millions of followers; a captain with 20,000 genuine followers may be far more valuable than an influencer with a larger audience but no engagement.
Recent research shows that 93% of marketers in the UK collaborate with micro-influencers. This indicates a preference for focusing on connection and engagement rather than merely coverage or reach. Brands should seek individuals who have experience and credibility in their industry and can tell authentic and compelling stories.
Guidelines for Influencer Collaborations
For maritime brands looking to incorporate influencer marketing into their strategies, there are some recommendations: First, the goal must be clearly defined. Is the objective recruitment, brand awareness, or technical education? Once the goal is established, identifying the right voice and platform will be easier. Second, brands should look within their industry to see if there are valuable influencers among their employees or customers.
Third, think beyond product advertising; the best collaborations offer audiences something they cannot get from corporate content. This could include a behind-the-scenes tour, technical explanations, or a day in the life at sea. Finally, brands should avoid excessive scripting and allow real voices and human stories to be expressed naturally.
Overall, it seems that influencers are not only replacing traditional communications but can also serve as an effective tool in the marketing strategies of maritime brands. This industry has numerous personalities with real stories and experiences that can help increase awareness and engagement with audiences.
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