Social Media Insights for Outdoor Organisations and other Updates

What drives people to participate in outdoor activities, and how can we reach those who aren't already engaged? The latest data reveals fascinating insights into motivation, with physical health (78%), fun, social connection, and mental wellbeing topping the list. This creates both challenges and opportunities for outdoor providers looking to expand their reach.

The digital landscape is shifting dramatically for outdoor organizations. Our exploration of current social media trends reveals a "digital detox" movement affecting engagement across platforms. While Instagram and YouTube show modest gains, Facebook, TikTok, and Twitter all face declining engagement. The data points to a clear strategy: prioritize visual storytelling through video content that requires minimal reading from your audience. Video reels generate substantially higher engagement than other content types, and posts with fewer than 10 words perform best. Let your imagery communicate your message rather than relying on lengthy captions that audiences increasingly skip.

Creating truly inclusive outdoor experiences represents both an opportunity and responsibility for our industry. With one in five Australians living with a disability, understanding the barriers they face is essential. Cost remains the primary obstacle, followed by lack of knowledge about available activities, feelings of self-consciousness, and accessibility challenges. Social and emotional disabilities—often less visible than physical limitations—represent the largest segment of this population. Outdoor providers can respond through co-design with people who have lived experience, diverse activity options, program flexibility, regular inclusive events, clear communication about accessibility, and subsidized pricing options.

The outdoor industry stands at an important crossroads, balancing digital transformation with human connection while striving to make nature accessible to all. By understanding what motivates participation, adapting to changing digital behaviors, and embracing inclusive design principles, we can expand our reach while deepening our impact on increasingly diverse communities.

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Chapters

• 0:20 Introduction and North Coast Weather Concerns
• 3:28 Member Benefits and Resources Overview
• 8:13 Industry Updates and Upcoming Events
• 12:22 VET Review and Professional Development
• 16:31 Sport NSW Conference Key Takeaways
• 21:43 Social Media Trends for Outdoor Organizations
• 27:46 Disability Inclusion Recommendations