It is exhilarating to shoot photos at bike races. It doesn't matter if it's gravel, MTB, or road; I am genuinely giddy when I'm out on the road or trail with a camera in hand, waiting for the first racers to come into view.

Anticipation sharpens alertness. Before the lead racer gets to me, I'm constantly surveying the setting for interesting camera angles and perspectives. Then once the first rider zips by, it's run-and-gun photo shooting for the rest of the race.

It's in the moments in between that I have time to think and reflect about not just the race, but the whole spectacle of race weekend festivities.

Race directors, I have a question for you.

How much money are you spending on advertising your race?

Facebook and Instagram ads. Google Ads. Sponsored posts. Cycling media. Maybe a boosted post here and there when registration numbers need a little help.

Now for the harder question: Is it actually driving registrations?

One of the biggest misconceptions about tourism marketing is that creating better social media content requires a bigger budget.

More cameras. More software. More staff. More equipment. All of the goods.

For small towns and rural tourism organizations, that can make content creation feel out of reach before it even begins. Also, we assume we need all of that to stand out online.

But there's good news. Some of the most useful tools for building visibility today are relatively inexpensive. Heck, some are even free. Others are probably already sitting in your pocket.

Most race directors know how to promote a race.

Far fewer know how to build a brand.

Every year I see race directors pour enormous amounts of energy into registration announcements, sponsor posts, deadline reminders, and race-week updates. Then for many, almost as quickly as the finish line is packed away, the content stops.

The race disappears from social media.

The website sits unchanged for months.

Momentum fades.

Then, months before the race begins again next year, the process starts all over again.

I keep thinking there has to be a better way.

Your latest social media post could be thoughtful, beautifully produced, and genuinely useful.

It could also disappear from your followers’ feeds before most of them ever knew it existed.

Social media is a lot of fun for me. Over time, I have trained my algorithms to show me content I am interested in. My feeds are filled with bikes, trails, outdoor recreation, photography, small towns, rural tourism, and content marketing. All fun stuff.

But when it comes to creating and publishing social media content, there is a reality we cannot ignore.

One of the challenges many rural communities struggle with is exposure.

I am talking about more than attracting social media views, engagement, and followers. The larger challenge is simply letting other people on planet Earth know that your town exists.

That is where marketing comes to the forefront.

How do you get the word out?

Every year, the gravel cycling world turns its attention toward Emporia, Kansas.

Thousands of riders from around the world travel to Unbound Gravel. The event attracts roughly 5,000 participants and generates millions of dollars in economic activity for the community. For a few days each year, Emporia becomes the center of the gravel universe.

It’s an impressive success story.

But I think many rural communities are asking the wrong question.

The question isn’t, “How do we become the next Emporia?”

The better question might be, “What is our version of Dufur?”

I’ve worked with a lot of race directors over the years.

Different regions. Different disciplines. Different goals.

But one thing always stands out to me the moment I show up on race day: Every race has a personality.

You can feel it before the start. Some races feel more grassroots and raw. Others feel polished, sleek, and fast. Some are quiet and community-driven. Others feel like a full-on festival or party.

There was a time when posting about your race on social media actually meant something.

You could share a few photos, write a quick caption, maybe tag a sponsor or two, and people would see it. Riders would register. Momentum would build.

That time is gone.

Not completely. But enough that it’s worth saying out loud.

Social media is no longer a reliable way to grow a race if that is your exclusive way to grow awareness.

And if you’re a race director still relying on it as your primary marketing tool, you’re not alone. But you are at a disadvantage.

This isn’t a critique. It’s just the reality of how the system works now.

If you've followed along for any length of time, you'll also know that I still love and utilize social media a lot.

“We just need better content,” a race director told me recently.

He said it the way most people do ... frustrated, slightly overwhelmed, convinced the algorithm had turned against him. (Who doesn’t feel that way???)

When I asked what kind of content he meant, he paused.

“More reels, probably. Maybe more drone shots. Something that pops.”

That’s when I realized the real issue wasn’t really about creativity ... it was more about clarity.