There was a time when hunting brands leaned hard on celebrity endorsements: TV personalities, professional shooters, or championship callers with big followings and even bigger sponsorship deals. That era? It’s fading fast.
In its place, a new kind of influencer has emerged: the relatable, real-world hunter. The guy or gal you’d sit next to in a duck blind. The friend who knows how to glass a ridge and cook a perfect backstrap. The “everyday hunter.”
Shifting toward hunting brand influencers and away from flashy endorsement deals offers consumers the credibility, relatability, and trust they crave.
Authenticity Over Authority
Unruled’s 2025 Hunting Industry Insights Study tells a clear story:
- 47% of hunters trust peer-level influencers more than “hardcore pros.”
- Only 24% trust traditional celebrity or professional hunting personalities.
That’s a major shift. It tells us that today’s hunters don’t want to be sold to – they want to be spoken to. They’re looking for content that feels real, not rehearsed. Raw, not polished.
Why This Matters in 2026
Hunters aren’t just consumers – they’re culture-bearers. They want to see themselves in the content they consume, the stories brands tell, and the people chosen to represent those brands.
That means:
- Peer credibility beats professional status
- YouTube reviews beat glossy TV spots
- Mentor voices beat influencer hype
And it’s not just about relatability. It’s about trust. Hunters are making expensive, high-stakes decisions – about rifles, optics, apparel, and access. They want recommendations from people who actually use the gear in real situations, not just pose with it.
What Hunting Brands Should Do Right Now
As you plan your 2026 influencer strategy, here are some real-world moves that will resonate with the modern hunting consumer:
Build a micro-influencer field team.
Look for hunters with regional credibility, real-world experience, and engaged niche followings – even if they have fewer than 10K followers.
Prioritize gear reviews and tutorials.
Video content – especially on YouTube – is where buying decisions are made. 66.7% of hunters use YouTube for research and inspiration.
Incentivize UGC over polished content.
Let real hunters tell your story. User-generated content—field photos, gear in action, and hunt recaps—feel more trustworthy than staged shoots.
Don’t overproduce.
Rough-cut videos, trailhead interviews, and in-the-field audio make your brand feel accessible and honest.
Vet for ethics and alignment.
Influencer values matter. Hunters will sniff out performative partnerships in a heartbeat. Make sure your ambassadors truly reflect your brand’s ethos.
The Takeaway
In 2026, the most powerful hunting influencer won’t be on TV. He and she are on YouTube and in a Facebook group. They’re in the next generation of mentors, vloggers, and storytellers who are out there getting it done, not just showing up for a check.
Brands that embrace the rise of the everyday hunter, and elevate their voices, will not only gain credibility…they’ll earn loyalty. Because in this category, trust is the ultimate trophy.
To learn more, download a free copy of our 2025 Hunting Industry Insights Study.
