It’s no secret that social media has become a huge part of marketing for equestrian businesses. Whether you’re running a livery yard, training horses, selling equine products, or running a dealing yard, chances are you’ve got a Facebook page, an Instagram account, and maybe even TikTok or YouTube.
And don’t get us wrong, social media can be brilliant. It’s free (mostly), easy to update, and a great way to show off your horses, connect with potential clients, and build a following. But here’s the thing:
Social media should be part of your marketing strategy – not all of it.
Here’s why relying solely on social media is a risky move, and what you should be doing instead to build a stronger, more sustainable online presence for your equestrian business.
You Don’t Own Your Social Media Accounts
Let’s start with the big one. Facebook, Instagram, TikTok – they might feel like “your” pages, but you don’t actually own them. You’re basically renting space on someone else’s platform.
And if that platform changes the rules (which it does all the time), your reach, your followers, and even your entire account can vanish overnight. Accounts can be hacked, disabled by mistake, or banned for no clear reason. Once that happens, it’s often almost impossible to get them back.
Imagine having a thousand potential buyers following your dealing yard on Instagram, only to lose access to the account just before your next batch of horses comes in. Nightmare.
The Algorithm Decides Who Sees You
Social media isn’t a level playing field. You can put hours into a carefully crafted post with gorgeous photos and a detailed description, only for the algorithm to decide it’s not worth showing to anyone.
Organic reach (that’s how many people see your content without paying for ads) is getting worse. On platforms like Facebook, even your own followers might not see your posts unless they’ve engaged with you recently.
So while you might think your post about that smart new 5-year-old is reaching everyone who follows your page, chances are, it’s not.
It’s Hard to Be Found via Search
Let’s say someone’s looking for a local riding school or a trustworthy horse dealer. Where do they go?
Probably Google. Not Facebook.
Social media platforms aren’t designed to work like search engines. Unless someone already knows your business name or stumbles across a tagged post, you’re relying on luck more than strategy.
If you don’t have a website that shows up when someone types “riding lessons in [your area]” or “horses for sale in the UK,” you’re missing out on loads of potential clients who are actively looking for what you offer.
You Can’t Showcase Everything Properly
Let’s be honest – social media isn’t always the easiest way to display everything you do.
If you’ve got horses for sale, social posts get buried quickly. There’s no easy way to browse through what you’ve currently got available. Customers have to scroll endlessly or message you to ask, “Is this one still for sale?” It’s not the best look, and it creates more work for you.
A proper website lets you organise your information clearly. Every horse can have its own page, with videos, breeding, price, height, and anything else people need to know. And you can update it whenever you want, without fighting the algorithm.
You Look More Professional With a Website
We all make decisions based on trust, and having a professional website instantly makes you look more established, trustworthy, and serious.
It shows you’ve invested in your business. It gives people confidence. Whether they’re booking in for lessons or spending thousands on a horse, most customers want to feel like they’re dealing with someone reliable, not just a Facebook profile.
Even something simple, like a clean layout, proper contact form, testimonials, and a page about your background, can make a huge difference to how people perceive you.
You Can Do More With a Website
Your website can do a lot more than just sit there looking pretty.
Want to collect email addresses so you can send out new horses before they go on social media? Done.
Want to include a blog to help boost your SEO (search engine optimisation) so you show up higher in Google searches? Easy.
Want to take deposits or bookings online? Totally possible.
Social media is fast and flashy, but your website is where the serious business happens. And unlike social media, your website works for you 24/7 – no algorithms, no distractions, no competing with videos of dancing dogs.
You’re Building Long-Term Value
When you invest in a good website and grow your mailing list or Google ranking, you’re building something that adds long-term value to your business.
Social media trends come and go. Remember when everyone was using Facebook Pages like websites? Or when TikTok was just for teenagers? Platforms evolve, audiences shift – and what works today might not work tomorrow.
But your website? That’s yours. And if you put in the effort to make it informative, well-designed, and easy to find, it’ll keep delivering results for years to come.
What Should You Do Instead?
We’re not saying ditch social media – far from it. It’s still a great way to build your brand and keep people engaged. But it needs to work alongside other tools, not be your whole marketing plan.
Here’s what we recommend:
1. Get a Professional Website
Invest in a clean, easy-to-use website that shows off your horses, your services, and your business story. Make sure it works on mobile (most people are browsing on their phones these days), and make it easy for people to get in touch.
2. Use Social Media to Drive People to Your Website
Instead of putting everything on Instagram or Facebook, use those platforms to share highlights and direct people to your website to learn more. Think of social as the signpost, and your website as the destination.
3. Build a Mailing List
This one’s often overlooked, but it’s gold. A mailing list means you can contact people directly – no algorithm in the way. Whether it’s to let buyers know about new horses or update clients about your services, it keeps you in control.
4. Keep an Eye on SEO
A well-structured website with the right keywords (like “horses for sale in Yorkshire” or “breaking and schooling in Kent”) will help more people find you through search engines. Add a blog if you’ve got the time – it really helps.
Final Thoughts
Social media is brilliant for what it is – a fast, visual, engaging way to connect with people. But it’s not the whole picture. And if you’re putting all your eggs in the Facebook basket, you’re leaving yourself vulnerable to algorithms, glitches, and disappearing posts.
A solid website gives you a home base – one that you own, control, and build over time. Combine that with smart use of social media, and your equestrian business will be in a far stronger position to grow.
Need help getting a proper website set up? That’s exactly what I do – especially for equestrian businesses. Drop me a message and let’s chat about what you need.
