Social media knowledge expansion: What maritime marketers need to know right now

Social media in the maritime industry is evolving at pace, shaped by shifting audience behaviours, emerging technologies, and new approaches to content creation that challenge traditional marketing playbooks. For marketers operating in this space, staying relevant is no longer simply about maintaining a presence; it requires a deeper understanding of where attention sits, how trust is built, and which strategies genuinely drive results. 

In the latest episode of Social Media for Business, host Rebecca Bridgen of Innov8 Social speaks with Carl King, Digital Marketing Consultant at Seafarer Social and Lead Marketing Director at Crewin. The conversation explores what is working on social media right now, drawing on Carl’s experience growing a maritime app from 5,000 to 75,000 users through content alone and building a recognised voice within the seafarer community. His perspective offers a grounded view of how maritime marketers can adapt and improve performance in a rapidly changing landscape. 

Influencer strategy: an untapped opportunity in maritime 

One of the most significant drivers of recent growth within maritime social media has been the rise of seafarer influencers. During the COVID-19 pandemic, many crew members began sharing onboard experiences through video content, attracting substantial engagement from global audiences. 

These creators represent a powerful yet underutilised channel for maritime brands. By collaborating with influencers, particularly in regions such as the Philippines where Facebook dominates usage, organisations can access highly engaged communities in ways that traditional advertising cannot replicate. Structured ambassador programmes and authentic storytelling further amplify this effect, creating scalable and cost-effective growth. 

Podcasting as a low resistance growth channel 

A notable shift within LinkedIn over the past 12 to 18 months has been the increasing effectiveness of podcasting as a relationship building tool. Unlike direct outreach, which can often feel transactional, podcast invitations create a more natural entry point for conversation. 

This approach facilitates shared storytelling, mutual visibility, and content creation for both parties involved. It also establishes a foundation for longer term relationships, positioning podcasting as an indirect yet highly effective pathway to business development. In this context, content becomes a bridge rather than a pitch. 

Understanding where attention sits 

Engagement patterns within maritime audiences reveal a clear trend: attention often concentrates around negative or high impact events. Incidents at sea or operational challenges tend to generate significantly higher engagement than positive announcements or milestones. 

For marketers, this reinforces the importance of agility. Topical content can deliver strong visibility, but only within a narrow timeframe. The ability to respond quickly, with a clear and informed perspective, is critical. At the same time, positive industry developments remain important to communicate, contributing to long term reputation and industry progress even if they attract less immediate engagement. 

Why video continues to outperform 

Across platforms, video remains the most effective format for building engagement and trust. Content that prioritises storytelling over purely informational delivery tends to perform particularly well, especially on LinkedIn where audiences are willing to engage with longer-form content when the opening captures attention. 

The strength of video lies in its ability to humanise communication. Seeing and hearing individuals fosters a sense of connection and authenticity that written content alone cannot fully achieve. As a result, video plays a central role in establishing credibility and strengthening audience relationships. 

AI in practice: from tools to agents 

Artificial intelligence is increasingly embedded within marketing workflows, but its most effective use lies in augmentation rather than replacement. A growing number of marketers are adopting multi-platform approaches, using different tools for research, creative development, and analysis. 

Emerging AI agents represent the next stage of this evolution. These systems can operate autonomously, completing tasks such as performance reporting, audience analysis, and content research with minimal human input. Over the next 12 to 24 months, their adoption is expected to expand significantly. 

However, the importance of authentic, human-generated content remains unchanged. Audiences can quickly identify generic or overly automated outputs, reinforcing the need for AI to support rather than define a brand’s voice. 

Creativity: a maritime example 

Creativity within maritime marketing does not always require scale or complexity. One notable example is Maersk’s Pride Month initiative, which featured a rainbow painted shipping container travelling globally and inviting public interaction. 

The campaign combined simplicity with boldness, generating organic engagement as individuals shared images and messages across social platforms. It demonstrated how a single, well executed idea can create global visibility and meaningful connection, even within a traditionally conservative industry. 

Practical takeaways for maritime marketers 

The discussion highlights several actionable insights for improving social media performance: 

• Influencer partnerships offer a scalable way to reach niche maritime audiences • Podcasting provides a low-cost, high impact method for building relationships and visibility • Video should be prioritised as the primary format for engagement and trust building • AI tools enhance efficiency but should complement human creativity • Timely, topical content requires speed, preparation, and a clear point of view 

Conclusion: from presence to performance 

This episode reinforces a broader shift in how social media should be approached within maritime marketing. Success is no longer defined by activity alone, but by the ability to connect strategy, content, and audience behaviour in ways that deliver measurable outcomes. 

By embracing influencer collaboration, leveraging emerging formats such as podcasting and video, and integrating AI thoughtfully into workflows, marketers can move beyond visibility towards meaningful engagement and sustained growth. Social media, when approached strategically, becomes not just a communication channel, but a driver of business impact within the maritime sector. 

For those seeking to deepen their understanding, the full conversation is available on Spotify and YouTube, alongside further insights from Carl King and the Seafarer Social podcast. 

Listen here: Spotify: https://shorturl.at/RlJgy

YouTube: https://youtu.be/Oowhy-A2M8Q