As August arrives and temperatures rise across Europe and North America, early summer is officially here. On social media, discussions about summer are ramping up among consumers in the U.S. and Europe. Summer is also a prime marketing hotspot for brands looking to expand internationally. Many consumer brands are leveraging specific summer use cases to drive significant organic engagement.
The scorching summer heat presents a golden opportunity for brand marketing. By tapping into specific summer consumption scenarios and creative strategies, international brands can stand out more effectively. According to Google Trends, keywords like "summer" and "camping" have shown a seasonal spike in interest since late May.
Incorporating product information and trending elements into marketing content not only helps precisely target potential consumers but also boosts exposure and engagement. On social media, traditional summer activities like beach surfing and camping have garnered impressive attention in the U.S. and European markets.
What new consumer trends are emerging in markets this summer? How can international brands best capitalize on key summer marketing opportunities? Stay tuned as SocialBook introduces some of the most renowned influencers in the outdoor space!
1. Fritz Meinecke: The Outdoor Reality Star with Both Fame and Fortune
Fritz Meinecke is a German content creator renowned for his adventurous and outdoor-themed content. His videos focus on survival challenges, jungle expeditions, and exploring abandoned places. He frequently showcases his journeys through rugged and remote areas, offering fans insights into adventure, survival skills, gear recommendations, and outdoor activities.
To date, his YouTube channel boasts 2.7 million subscribers and 352 million views, and his Instagram account has 979,000 followers.
Since 2014, Meinecke has been sharing his experiences in jungle survival, hiking, and outdoor biking on his YouTube channel. He has also collaborated with other YouTubers on reality survival shows, which has significantly boosted his fame abroad.
From SocialBook's SaaS platform, we also captured the distribution of Meinecke's fanbase, which is predominantly male and largely consists of enthusiasts in automobiles, photography, and outdoor travel. Additionally, in terms of commercial performance, Meinecke's average likes per post stand at 39,000, with even sponsored posts averaging 24,000 likes. These figures are both impressive and consistent.
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In recent years, Meinecke has organized an outdoor reality show called "7 Against Wild" which features seven popular outdoor bloggers competing in a 7-day wilderness survival challenge. Each participant is allowed to bring only seven items as they battle for points and strive to be the last one remaining in the wild. The series quickly gained the attention of outdoor enthusiasts and casual viewers alike upon its release. Its success not only skyrocketed the popularity of the cast but also led to the production of sequels in 2022 and 2023.
Moreover, Meinecke has also published an outdoor survival guide titled Der Abenteurer: Alles, was man über Outdoor wissen muss ("The Adventurer: Everything You Need to Know About the Outdoors"), which has received an impressive 4.6/5 rating on Amazon. It’s safe to say that he has achieved both fame and fortune!
Many companies have recognized Meinecke's influence among male audiences and in the outdoor sector, leading them to seek collaborations. For instance, the outdoor apparel brand RevolutionRace selected Meinecke as the model for their waterproof series promotional campaign and offered a 15% discount to his fans. This post not only garnered 28,000 likes but also received enthusiastic responses from fans in the comments section!
Additionally, there was soft promotion for the streaming platform Discovery+, as Meinecke's other reality show, Facing The Unknown, was exclusively streamed on Discovery+. During that period, it significantly attracted new users to Discovery+, particularly outdoor adventure enthusiasts. Many fans left comments saying, “Looking forward to the last episode coming out!!” The two promotional posts garnered 11,000 and 15,000 likes respectively, reflecting very stable engagement.
For sports brands looking to boost brand recognition, Meinecke is undoubtedly one of the best collaborators to make a significant impact. So, it's definitely worth considering him for your campaigns!
2. Angela Neururer: The Outdoor Goddess with a Masterful Eye for Photography
Angela Neururer is an outdoor enthusiast from the United States who shares her passion for fashion, travel, and fitness. Her content seamlessly blends high-quality photo shoots, stunning travel destinations, and practical fitness tips, garnering a devoted following.
As of now, Angela's Instagram boasts over 140,000 loyal followers. In the saturated influencer market, she brings a refreshing change. Through her breathtaking photography, authentic storytelling, and genuine interactions with her audience, she consistently attracts new fans.
She effortlessly combines her passion for these three areas, positioning herself as a fashionista, avid traveler, and fitness enthusiast within her niche. With stunning photos and impressive outdoor skills, Angela has attracted a substantial number of "devoted fans."
From the analysis by SocialBook Influencer MKT PRO, her primary audience is predominantly female, with their interests centered around travel and photography. For an influencer with a following in the six-figure range, an average of 23,000 likes per post is an impressive achievement. Additionally, the average number of likes over the past 60 days is close to 10,000, highlighting the high engagement rate among Angela's active followers.
As a result, several brands have extended offers to her. For example, outdoor gear brand Jack Wolfskin and travel company Visit Tirol have both selected Angela as their brand ambassador, with partnerships lasting up to five years. The two promotional posts have garnered 10,000 and 7,769 likes respectively, and the comments section is bustling with enthusiasm, with many users praising her with remarks like "Amazing photo!" and "Loved it!!"
As a travel enthusiast, Angela frequently receives official invitations from major attractions, such as Obertauern in Austria and Komoot in Indonesia. She often travels while promoting and photographing these locations, with each post resembling a high-quality promotional poster. Her work consistently garners admiration from her followers, with these two posts achieving 6,695 and 18,000 likes respectively. For an influencer with a following in the six-figure range, these engagement numbers are quite impressive.
3. Tyrhee Moore: The Trailblazer Who Elevates Climbing to the 'Path of the Soul‘
Tyrhee Moore is an American climber and outdoor education advocate, and a proud member of the 2013 team that was the first all-African American group to summit Denali. He has been a passionate advocate for diversity in outdoor sports and is the founder of the non-profit organization Soul Trak Outdoors. To date, Tyrhee has amassed a following of 34,000 on Instagram.
According to the analysis from SocialBook Influencer MKT PRO, women make up 63.21% of the audience, with interests predominantly in travel, photography, and family and friends. While the like count may not be extraordinarily high, the average video viewership exceeds 1.1 million, showcasing the impressive visibility of Tyrhee’s account!
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As a climber, outdoor education advocate, and photographer, Tyrhee has been dedicated to breaking racial barriers within the outdoor community and providing people of color with access to outdoor spaces, recreation, services, and leadership opportunities.
Over the years, Tyrhee has tirelessly worked to shift perceptions of African Americans in outdoor sports. Not only has he actively participated in major climbing competitions, but he also founded an outdoor education school. Unfortunately, the harsh reality remains that climbing, originally a sport dominated by white men, continues to reflect this bias. This persistent issue and its stereotypes have long troubled Tyrhee and fueled his drive to expand opportunities for Black individuals in the outdoor realm.
It wasn't until 2013, when Tyrhee and his African American team successfully summited the highest peak in the U.S., that he truly made his mark. Recognized as a 2014 Hero by Backpacker magazine and awarded the 2014 Outdoor Industry Inspiration Award, Tyrhee brought African American outdoor enthusiasts and athletes into the spotlight.
But climbing a peak has never been Tyrhee’s ultimate goal; inspiring the next generation to embrace outdoor sports is! This mission is the very essence of Soul Trak, the non-profit organization he founded. Tyrhee aims to empower a diverse range of outdoor leaders and help African Americans gain more recognition and applause in the outdoor arena. As a trailblazing figure in the realm of racial leadership, he naturally commands deep respect and admiration from both people and brands alike.
For instance, the outdoor gear brand Arcteryx Washington DC and Harvard University both sought out Tyrhee to be the ski instructor for a special Black History Month event. While the post about this event garnered only 393 likes, it attracted a significant number of potential users, including African American students from various universities. The comments section was filled with positive feedback from fans at North American colleges, with remarks like “This is why I love Soul Trak! 🙌🏾💙” and “So much fun!!! Can’t wait for the next adventure 🤟🏽,” clearly showcasing the strong word-of-mouth and high regard for his work.
In addition,the automotive brand Ford has officially announced Tyrhee as their brand ambassador, featuring regular account collaborations and sponsored content to ensure consistent exposure for the brand. This year’s partnership video has already amassed 902,000 views and over 200 comments. Many viewers have been impressed, leaving enthusiastic remarks like “Talk about horse power! 🐎🐎” and others, highlighting the strong impact and engagement generated by the collaboration.
That wraps up our spotlight on three standout outdoor influencers for this week. If you are looking to find the perfect influencers to drive sales and generate buzz, SocialBook is your go-to solution! We have access to a network of over 200 million influencers across eight major regions, including North America, Europe, South America, Southeast Asia, Australia/New Zealand, and the Middle East. Covering industries such as technology, e-commerce, gaming, finance, beauty, fashion, home goods, social media, food, and travel, we offer expert services for your international marketing needs.
