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How to Become an Equestrian Influencer

Read Mira Müller Steinmann’s best tips for aspiring equestrian influencers. Get advice on gaining followers, staying authentic and how to be successful.


Thu 16 Nov - 23

Dreaming of becoming an equestrian influencer? Well, you’re in luck because we just asked Mira Müller-Steinmann for her best tips on how to be successful in this business. In this article, Mira shares her personal factors for success, her best tips for gaining more followers, and how to make a living as an influencer. Ready for some first-hand experience and advice from one of the most influential influencers in the German equestrian world?


What do you think were your personal factors to success?

Timing was definitely on my side. Plus, being young and not having any support from my family meant that my success in the sport was all my own doing. Despite the odds, I have become very successful with a horse that was not originally bred for it and wasn't as expensive as others at that level. So I believe my success on social media came from me having difficult starting conditions, and still being successful in the sport. Also, when I first started out, I was very versatile with my horse Samba, which I think was appreciated by many. Nowadays, what sets me apart is that I ride at a high level up to Grand Prix while also keeping my horses in a way that's natural and fair to them. It's not acceptable for horses to live in small stalls, and it's a message that's become increasingly important to me. I use my podcast to keep this issue in the spotlight, even if it might upset some people.


What advice would you give to young riders who want to pursue a similar path to yours?

Consistency is key, so keep posting regularly and try to find the best times to post for maximum reach. It's also important to attend events and network with others in the industry.

However, the biggest mistake you can make is trying to copy someone else. You need to figure out what drives you, what sets you apart and think about what type of content you'd like to see yourself. Personally, I'm very selective and don't consume much content. But whenever I post I always ask myself first: "Would I want to see that?" So start from that question, stay true to yourself, and don't try to be someone you're not. People can tell when you're being fake, and it quickly becomes boring.


“The biggest mistake you can make is trying to copy someone else.”

– Mira Müller-Steinmann


What are some things to keep in mind if you want to make a living as an influencer?
  • Inform and educate yourself: If you're unsure where to start, take the time to research and learn. Exchange ideas with colleagues to see what works well for them and to hear their experiences with collaborations.

  • Learn from others: Don't be afraid to approach and learn from others in the industry. Share your own knowledge and experiences. Some might fear that they're doing something wrong or that they give away too much information. But that's nonsense. It makes so much sense to help each other and learn from each other.

  • Be authentic: If you view Instagram solely as a money-making platform, you will have a tough time. You can start like that of course, but people usually notice that and it makes it hard to appear authentic. And being authentic is key in this business.

“Being authentic is key in this business.”

– Mira Müller-Steinmann

Best tips to get more followers on social media?

Follow trends! Whether it's posting on TikTok or using the reel function on Insta, for example. In the beginning, new things like that are always a little weird, like when it became a thing to talk in Stories. But now that's totally normal. And for such trends it's important that you are among the first to use them. You can also follow "how-to" profiles to learn about new trends These kinds of emerging trends are promoted by the algorithm, which may help in boosting your reach. However, I don't think forced growth, such as through "follow4follow," is effective. This approach lacks authenticity and typically yields only minimal results anyway.

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