Divers Incorporated from Ann Arbor, Michigan, has found the true power of social media for the dive industry.
Utilizing social media and content has long been one of the staples of marketing for the industry. However, the focus has always been on follower accounts and viral reach.
However, Divers Incorporated has found that there is far more to it than that. It’s more about connection and engagement. It’s not just about follower counts! It’s about being present. It’s about engaging with your divers and making diving visible to the community. By seeing diving, engaging with diving and participating in it, members of the community become engaged and continue diving.
They have found that the power of social media for dive professionals and dive shops is twofold.
On the one hand, by sharing stories, content, images and other relevant materials, dive professionals engage with a potential customer base and interact with people who are interested in the diving community.
On the other hand, as more dive shops and dive professionals post content, create engaging content, and engage with a wider audience, diving as an industry becomes increasingly visible to the general public and more people become potentially interested in the aquatic world.
While there are many ways to engage with the general public, from podcasts, Instagram posts, YouTube Shorts and a wide range of other avenues, what really matters — and is the true secret to success — is authenticity. You have to be real; showing the authentic side of people’s experiences with the diving world is the key to successful engagement and social media content.
According to Divers Incorporated:
“We’re not trying to impress anyone – we’re trying to make diving more visible, more sustainable, and more rewarding for the people who love it. The more we all contribute to the conversation, the stronger the dive community becomes — online and in the water.”
