6 Marketing Trends
Set To Define 2025
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As the firearms industry enters 2025, rapidly evolving consumer expectations, regulatory pressures and digital disruptions are reshaping marketing strategies. From diversifying messaging to leveraging advanced technologies, staying competitive means adapting to these trends.
Here’s an in-depth look at the forces shaping the future of firearms marketing and how businesses can pivot for success.
1. Expand Beyond Self-Defense Messaging
For years, the firearms industry has leaned heavily on self-defense as the primary motivator for first-time gun buyers. While effective, this singular focus risks limiting the broader appeal of firearm ownership. In 2025, expect a concerted effort to reposition firearms as tools for recreation, sport and family-friendly activities.
Shooting sports, for example, offer a unique opportunity to engage younger audiences, families and communities. Programs promoting competitions, hunting and range days can introduce newcomers to the enjoyment of shooting while reinforcing positive aspects of firearm ownership. Beyond attracting new participants, this shift also helps normalize the use of firearms in non-threatening, mainstream contexts.
Retailers can take advantage of this trend by hosting events such as beginner-friendly range days, sponsoring local shooting competitions or promoting gear tailored for recreational shooting. Highlighting these activities in marketing materials can help shift perceptions and expand the industry’s audience.
2. The Fall Of Traditional Influencers
Influencer marketing seemed like the future of outreach just a few years ago. However, in the firearms space, brands are reevaluating its value. Many companies have invested significant resources into influencer partnerships, only to find the return on investment falling short of expectations. In response, some are scaling back or eliminating influencer budgets entirely.
Why the change? Much of it boils down to authenticity and engagement. Large influencers with millions of followers often lack the niche credibility needed to resonate with firearm enthusiasts. Their audiences are broad but less likely to include deeply engaged shooters. For this reason, the trend is shifting toward micro- and nano-influencers — creators with smaller but highly engaged audiences. These influencers often have closer relationships with their followers, making their endorsements more impactful.
Retailers and manufacturers should focus on building partnerships with influencers who are authentic, knowledgeable and genuinely passionate about firearms. These creators may not have the biggest followings, but their influence within the community is far more meaningful.
3. Tread Lightly With “De-Influencing”
The rise of “de-influencing” presents a double-edged sword for the firearms industry. Originally intended to counter the overconsumption culture promoted by social media, de-influencing has evolved into a broader trend where creators discourage purchases or critique products. For firearm-related content, this trend requires careful navigation.
When done responsibly, de-influencing can provide honest, thoughtful reviews that help consumers make informed decisions. However, overly critical or sensational content risks damaging the reputation of not just individual brands but the entire industry. Negative portrayals can amplify existing stigmas around firearms, making it harder for the industry to build trust with broader audiences.
Content creators should focus on balanced reviews that highlight both strengths and areas for improvement. Retailers and manufacturers can also play a role by providing detailed product information and engaging with creators to ensure accurate representation of their offerings.
4. Decreased Reliance On Social Media
The firearms industry’s relationship with mainstream social media platforms continues to deteriorate. Platforms like Facebook, Instagram and YouTube have tightened restrictions on firearm-related content, leaving many brands feeling sidelined.
Meta’s “Recommendation Guidelines,” for instance, ensure that even compliant posts won’t reach users beyond an account’s existing followers, severely limiting growth potential. Similarly, YouTube’s updated firearm policies have made it increasingly difficult for creators to maintain their channels without facing strikes or demonetization.
These restrictions are driving brands to explore alternative platforms like Rumble and X (formerly Twitter). Guns.com’s decision to shift its video content away from YouTube is a prime example of this trend. In a press release, Scott Gara, managing editor of Guns.com, cited YouTube’s restrictive policies as unsustainable for firearm brands.
For retailers and manufacturers, this pivot underscores the importance of diversifying their digital presence. Building email lists, investing in owned media like websites and blogs and exploring niche platforms can help maintain visibility in an increasingly restrictive digital environment.
5. Video Content Remains King
Despite challenges with social media, video content continues to be one of the most effective ways to engage audiences. Platforms like Instagram Reels and YouTube Shorts are driving the trend toward short-form video, which captures attention quickly and effectively.
Product demos, behind-the-scenes factory tours and quick tips for improving shooting skills are just a few examples of content that performs well in video format. Short videos are particularly well suited for mobile viewing, which is how most consumers access content today.
Retailers should also consider incorporating user-generated video content. Encouraging customers to share their experiences — whether through testimonials or range day footage — can build trust and community engagement. Just ensure all content adheres to platform guidelines to avoid penalties.
6. AI Revolutionizes Customer Personalization
Artificial intelligence is no longer a futuristic concept — it’s here, and it’s reshaping marketing strategies across industries. For the firearms industry, AI offers powerful tools to deliver personalized experiences that drive engagement and loyalty. By analyzing browsing habits, purchase histories, and preferences, AI can recommend products, tailor email campaigns, and even predict future needs.
Voice and visual search technologies are also gaining traction, making it easier for consumers to find exactly what they’re looking for. For example, a customer could upload an image of a firearm part they need, and AI could match it with the exact product in the retailer’s inventory.
However, the effective use of AI requires transparency and balance. Over-personalization that feels intrusive or predictive can alienate customers. Retailers and manufacturers must be clear about how they collect and use data to build trust with their audience. When implemented thoughtfully, AI has the potential to revolutionize how the industry connects with its customers.
Adapting To Find Success in 2025
The firearms industry stands at a pivotal moment. With new opportunities to engage consumers and build brand loyalty, the strategies of the past will no longer suffice. By embracing these trends — whether it’s shifting away from fear-based messaging, navigating the complexities of social media or leveraging the power of AI — firearm retailers and manufacturers can position themselves for success in a rapidly changing market.
Adaptability, authenticity and innovation will be the keys to thriving in 2025 and beyond.
