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The nautical sector has established itself on social networks, but interaction with audiences remains lagging behind, according to a study published in March 2026 by Interconnection Consulting.
A commitment below luxury standards
The "Social Media Insights âeuros Boating Industry 2026" report analyzes the digital performance of several major players in the boating industry, including Beneteau, Ferretti Group, Princess Yachts and Yamaha Boating.
The average engagement rate is 1.3%. This ratio measures interactions, likes, comments and shares, in relation to the reach of publications. By way of comparison, other luxury sectors are around 3%.
This gap reflects a more limited ability to generate reactions. For brands, this translates into lower visibility, as algorithms favor content that generates exchanges.
Instagram, a central platform but a limited audience
Instagram remains the main channel used by players in the boating industry. Almost all the brands surveyed publish regularly on it.
The average number of subscribers per account is 174,500. In other luxury segments, this base reaches nearly 956,900 subscribers. The gap remains significant, despite similar visual codes.
Most of the publications are based on images of boats at sea or at anchor, often very elaborate. This visual homogeneity makes it difficult to differentiate between accounts.
A lack of diversity in formats
The study highlights the limited use of the formats offered by the platforms. Approximately 30% of brands are present on TikTok, which remains marginal compared to current usage.
YouTube is used more for long-form content, such as boat tours or technical presentations. Viewing rates are high, between 60% and 75%, indicating a real interest in this type of content.
On Instagram, comment volumes remain low, with an average of 6.1 per publication. On YouTube, the figure drops to 3.9 comments.
These levels of interaction still reflect top-down communication, centered on product presentation.
Differentiating strategies for certain players
Some brands stand out for their above-average performance. Azimut, for example, shows higher engagement on Instagram. This performance is based on a sustained frequency of publication, a diversity of formats and the use of sponsored campaigns.
On YouTube, Sunseeker records high view volumes despite a smaller subscriber base. The study shows a balance between short videos and longer formats. These approaches demonstrate the importance of adapting content to the specific uses of each platform.
A transformation challenge for nautical brands
The report highlights a gap between investment in the sector, estimated at 25.5 billion euros in sales by 2025, and the maturity of digital strategies. Social networks are still often used as showcases, with content akin to visual catalogs. This approach limits interaction and loyalty.
For professionals, the challenge is to create engaging formats and develop an ongoing relationship with users. A webinar presenting the results is scheduled for March 26, 2026, with a focus on the areas of progress identified for the sector.
