Every Race Has a Personality. Your Social Media Should Show It.
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.
The Race Marketing Mistake Almost Every Race Director Makes About Social Media
My DMs on Instagram are buzzing daily, with conversations with race directors not only across the country but also overseas. There's something unifying about the stress of lower-than-expected registration numbers as race day looms...
If you've been following along for any length of time, you'll realize there's about a 20% overlap in content in my articles from week to week. Not only am I trying to build bridges from one article to the next, but we also need weekly reminders of many of the same things (I know, I do).
I received a DM from a race director who was sharing, "We just need to push harder on social this month." I don't think there's a race director anywhere on planet Earth who doesn't think and feel the same.
I could sense his panic. Registration had stalled. The race was eight weeks out.
When it comes to social media and creating more awareness for your race ... what would you do? Or maybe more accurately, what DO you do?
Content Marketing Isn't Promotion. It's Infrastructure for Rural Communities and Bike Races
Most people think of content marketing as promotion.
You know … a post here. A photo there. Maybe a push when tickets go on sale or when a season kicks off.
That framing is the problem at hand. Why?
For rural communities and outdoor events especially, content marketing isn't a campaign. Instead, it's infrastructure and the system that makes everything else work.
If people don't know who you are, where you are, or why your place or event matters, nothing else matters. Not your website. Not your registration page. Not your economic impact goals.
Over the past several years, working alongside small towns, trail organizations, and race organizers, I've noticed the same pattern repeat itself again and again. The places and events that struggle most aren't lacking quality experiences. They're lacking visibility, clarity, and trust. Content is what quietly builds all three.
Why I’m So Invested in Rural Tourism and Small Town Economic Development
I’m a fan of small towns.
If I’m being honest, I have a deep love and affinity for struggling small towns. Odd confession, I know. But it makes sense once I say it out loud.
That’s the kind of town I grew up in. And if it was a struggling small town back then, it feels like every time I return, I notice a little more population decline, a few more vacant storefronts, and a quieter main street than I remember.
This wasn’t always the direction of my work.
Building an Influencer Strategy That Lasts: A Guide for Rural Tourism Leaders
You do not need a big budget or a marketing agency to start using influencers effectively. You already have what you need: authentic stories, local pride, and people who love your community. The key is learning how to turn those assets into lasting partnerships that help your town grow.
Throughout this series, I have explored what influencers are, why trust and authenticity matter most, and how influencers shape travel decisions. In this final article, I am turning our attention to something more practical: how rural communities can build influencer partnerships that last. You ready?
How Influencers Shape Travel Decisions: A Guide for Rural Tourism Leaders
By now, we have looked at who influencers are and why trust and authenticity matter most. But how does influencer marketing actually work? What makes someone decide to visit a place after watching or reading about it online?
The answer lies in psychology as much as marketing.
Influencer Marketing for Rural Tourism: What Every Small Town Needs to Know
If you are a small-town tourism director, a chamber leader, or someone working in rural economic development, chances are good you have heard the word influencer and rolled your eyes. Maybe you picture TikTok dances, product placements, or celebrities holding energy drinks. And if that is what comes to mind, you are right to be skeptical.
How Do We Compete with Better-Known Destinations with Bigger Budgets?
If you work in rural tourism, you’ve probably asked it (or at least felt it), "How do we compete with places like Sedona, Moab, or Bend?" Their Instagram feeds are full of sweeping drone shots, pro athletes, polished campaigns, and sponsored ads. Their budgets stretch farther. Their names are already on the map.
And yet, here you are. A small town with one part-time staffer, a tight marketing budget, and a whole lot of untapped beauty.
So what can you do?
Finding Your Niche: How Small Towns Can Attract the Right Visitors with Social Media
For small-town tourism, there’s a common trap: trying to appeal to everyone.
You end up with vague messaging, generic photos, and a website that says everything … and nothing at the same time.
And I get it. When you’re tasked with promoting your whole town, every event, every season, every “hidden gem,” you want to cast a wide net. Maybe … just maybe, someone out there will bite. At least nibble?
But here’s the hard truth I even have to remind myself for the work I do: when you try to speak to everyone, you end up connecting with no one.
The Race Director’s Guide to Building a Social Media Following That Converts
Ok, let’s get something out of the way.
If you’re organizing a gravel, MTB, or road race, growing your Instagram, Facebook, or TikTok followers just for the sake of numbers is a distraction. You’re not an influencer chasing vanity metrics. You’re a race director trying to build momentum and get riders to your start line.
So why do follower counts still matter?
