Social media programs built to grow audience, drive revenue, and build community for firearms, outdoor, and performance brands.
Brands hire OMG to grow their business through social – not to post on a calendar. The work is built around outcomes that matter to the business: audience growth that compounds quarter over quarter, content that drives traffic and conversions to the brand’s owned channels, engagement that turns followers into customers and customers into long-term advocates. The metrics we measure ourselves against are the same metrics the brand uses to measure the business, which is why social work that’s actually driving growth looks very different from social work that’s just running.
Social in our industries has a unique challenge: the audience is highly engaged but also more skeptical than any other consumer category, the platforms are more restrictive, and the content has to ring true to people who’ve actually shot the gun, hunted the species, or built the rig. We produce content in-studio and on-location with a team that lives this lifestyle, and we run the platform navigation that keeps accounts healthy. That combination is what makes growth defensible in this market – and why the brands that pick OMG tend to stay.
The Social Environment Our Clients Operate In
Social in our industries is harder than in other categories – but it’s also more impactful when it works. The audiences are some of the most engaged on the platforms – hunters, shooters, anglers, and builders who consume content daily and reward brands that earn their trust. A social presence that actually resonates translates directly to brand affinity, dealer mindshare, ecommerce traffic, and direct revenue from the most influential customers in the category. The brands that win social in our industries aren’t the ones that post the most – they’re the ones whose social programs earn audience trust, drive measurable action, and compound over months. Getting there takes platform fluency, content authenticity, and a production engine that can keep up with the pace this audience expects.
The Social Stack We Manage
The platforms that make up a brand’s social presence don’t carry equal weight – they serve different audiences, run different content formats, and operate under different enforcement realities. The stack below covers the platforms most of our retainer clients use as their core social presence, plus the additional channels we layer in when the brand strategy calls for them.
The primary platform for visual brand storytelling across firearms, outdoor, and performance. Reels drive reach. Carousels drive detailed product engagement. Stories drive daily presence and time-sensitive campaign content. The audience skews younger and middle-tier compared to Facebook, which makes Instagram the platform where new audience growth happens for most brands. Compliance navigation is constant – Meta’s policies on firearms-related content shift without notice, and the rules for what gets a Reel shadowbanned change month over month. We produce content engineered to perform while keeping accounts healthy.
The platform where the older, more established side of our audiences still lives – and where some of the most engaged firearms, hunting, and outdoor communities have built their groups. The cadence is different from Instagram: less Reel-heavy, more feed posts, more long-form video, more Live content during product launches and trade show events. Cross-posted content from Instagram reaches a different demographic on Facebook, which is part of why both platforms still earn their place in a brand’s social mix. Compliance navigation matches Instagram (same Meta policy framework) but the enforcement patterns differ – we monitor each platform’s behavior independently.
YouTube (Long-Form and Shorts)
Long-form content for product education, brand storytelling, range demonstrations, and the mini-documentary work that drives real audience engagement. YouTube Shorts for vertical short-form distribution that compounds reach without burning production budget. Compliance work covers demonetization risks, age-gating considerations, and the platform-specific rules that apply to firearms content.
X (formerly Twitter)
For brands in our industries, X is one of the few major platforms that doesn’t actively suppress firearms and outdoor content. The audience skews highly engaged and politically conscious, the platform allows more direct posting than Meta or YouTube will tolerate, and the conversational format gives brands room to engage with their community in ways closed-ecosystem platforms don’t permit.
For brands selling to military procurement, law enforcement agencies, dealers, distributors, and B2B buyers, LinkedIn is the platform where decision-makers actually pay attention. We build LinkedIn content programs that establish brand presence with the professional buyers who never see consumer-facing social content.
TikTok, Truth Social, and Rumble
Available as additional platforms based on brand strategy. TikTok offers reach for brands willing to navigate one of the most aggressive platform policy environments for firearms-related content. Truth Social and Rumble provide reach to audiences who left mainstream platforms or who weren’t reachable there in the first place. Each adds complexity to the calendar but each can be worth the work for the right brand.
What a Month of OMG Social Looks Like
A social media retainer built to drive growth isn’t just six platforms times one post per week. It’s a coordinated monthly cycle of content production, audience building, platform monitoring, scheduling, and reporting – all engineered to compound results over time. Here’s what the work looks like inside an OMG retainer.
Content Strategy and Editorial Calendar
Monthly content calendars built around the brand’s product launches, industry events, seasonal cycles, and the trade show calendar. Topic planning, theme development, and the editorial framework that holds the calendar together over months and quarters rather than week to week.
In-Studio and On-Location Content Production
Our team produces social content the same way we produce campaign content – in-studio with proper lighting and product photography, on-location at ranges, on hunts, on the water, on trails, and in workshops. Reels, Stories, Shorts, and feed posts produced for each platform’s native specs. The production capability is one of the biggest differentiators between our social work and what social-only agencies can deliver – we don’t depend on client-supplied content or stock imagery.
Platform Policy Navigation
Daily monitoring of what’s working and what’s getting flagged. Pre-publication review on borderline content. Account health monitoring across platforms. When platforms change policies without notice, we know within hours and adjust the calendar before the next post goes out.
Scheduling, Publishing, and Account Operations
Sprout Social for cross-platform scheduling, content approval workflows, and team collaboration. Native publishing for platforms where Sprout doesn’t capture the full feature set. Tagging, hashtag strategy, link management, and the technical hygiene that determines whether a post reaches its intended audience.
Reporting and Insights
Brands get direct access to Sprout Social – the entire content calendar, post archive, engagement data, and platform-by-platform performance metrics live in one place where the client can see what we’re seeing, when we’re seeing it. Monthly insight reports translate the raw data into strategic recommendations that feed back into the content calendar, the broader marketing program, and product strategy conversations.
Collaboration With Client Teams
Our team handles content production, calendar management, posting, platform strategy, and crisis response. Brands typically manage day-to-day DMs and direct follower conversations because those interactions move faster than agency workflows and are usually better served by people inside the company. We coordinate on flagged conversations, brand-sensitive moments, and the situations where an outside hand makes more sense.
Optional Add-On: Social Listening and Brand Monitoring
Social Listening and Brand Monitoring is an optional add-on for brands that want competitive intelligence and category-level awareness to inform their growth strategy. The work runs as a separate retainer when brands want real-time data on what their audience is saying, what’s working for their competitors, and where the conversations they should be participating in are happening across the digital landscape.
The program covers brand mention monitoring across every major social platform plus blogs, news sites, forums, review platforms, and industry-specific communities. Sentiment analysis classifies what’s being said about the brand and the category. Competitive intelligence tracks share of voice against named competitors – who’s winning the conversation, what their audience is responding to, and where the opportunity gaps sit. Crisis detection flags negative sentiment spikes in real time so the brand can respond before issues escalate. Monthly insight reports translate the raw monitoring data into strategic recommendations that feed back into the content calendar, the broader marketing program, and the brand’s growth strategy.
Most brands run social media without a clear read on what’s happening in their category outside their own accounts. Social Listening closes that gap. The brands that add this service get the competitive intelligence to know what’s resonating with the audience and what’s not, an early warning system for crises, and the data that informs better content strategy decisions month over month. KelTec is one of the brands currently running this program alongside their core social media engagement with OMG.
Who We Build Social For
Social media work for a firearms or outdoor brand isn’t a standalone service – it’s the engine that produces the content carrying every other channel. Here’s how that plays out across the brands we serve.
KelTec is a Florida-based firearms manufacturer known for innovative pistol, rifle, and shotgun designs. We took over their full-service retainer in September 2025 – producing the photo and video content that anchors their social presence across Instagram, Facebook, X, and YouTube, and that content also feeds digital advertising, email campaigns, website assets, and the cinematic product launches that drive their SHOT Show cycle. The PR-3AT and KP50 launches at SHOT Show were both supported by integrated campaigns where social-first content scaled across every channel in the stack.
Eclipse Holsters is a full-service retainer where social media is one engine of an integrated direct-to-consumer growth program that also covers digital advertising, email marketing, website management, and SEO. Every photo we shoot for Eclipse earns its keep across multiple channels – product carousels on Instagram become hero images on the website, lifestyle content from a single shoot fuels paid social creative, email campaigns, and organic Instagram and Facebook posts. The integrated model means content production has compounding ROI across the marketing stack, and the social calendar is engineered with that downstream use in mind from the planning stage forward.
SB Tactical is a full agency-of-record relationship where social media work feeds into the broader marketing program across web, email, digital advertising, and SEO. The platform navigation work here is constant – pistol braces sit in one of the most scrutinized firearms content categories on every major platform, and the daily monitoring of what each platform will approve, suppress, or remove is part of the standing engagement. The content that comes out of the monthly production cycle also powers product launch campaigns, dealer-facing materials, and the SEO content that compounds organic visibility over months.
Hogue Inc and Hogue Knives anchor a multi-brand retainer relationship where social media is the primary pillar of the engagement. Two brands, two distinct social presences across Instagram, Facebook, and YouTube, with separate but coordinated content calendars produced from a single shared production effort. Hogue’s grips, holsters, and rifle stocks alongside Hogue Knives’ fixed-blade and folding knife lines all get covered in monthly content production cycles that supply social, web, and product launch needs – getting two brands’ worth of output from production economies that no in-house team could match.
A3 Tactical and HB Industries both run on OMG’s core retainer package – digital advertising, email, and social media combined into one integrated program. The content production we run for these brands is sized to support all three channels: the photo and video work that drops on Instagram and Facebook becomes the creative pool for digital advertising campaigns, the visual content for email marketing, and the brand presence work on social all in one monthly production cycle. For brands at this stage of growth, the integrated three-channel model is the most efficient path to measurable demand generation.
Dillon Precision is a digital advertising and social media partnership built around one of the most engaged communities in the firearms industry – reloaders. The audience knows reloading press components better than most marketers do, so the content has to land at that level of expertise. The social program runs across Instagram, Facebook, and X, with content production focused on the technical detail and community authority that this audience expects.
Precision Armament is a more recent addition to the OMG roster, running a social, email, and SEO retainer. Social media is the daily presence work building visibility for the brand’s muzzle device, barrel, and components catalog. Email runs the lifecycle and product launch communications. SEO builds the long-term organic visibility that compounds across the brand’s product catalog. The three services work together as a coordinated demand generation program built for a brand investing in the long game.
What Makes Our Social Work Different
We Build for Growth, Not Just Calendar Coverage
Brands don’t pay for social media management – they pay for the growth that social drives. Audience growth that compounds quarter over quarter. Engagement that turns followers into customers. Revenue contribution the marketing team can defend to leadership. Brand awareness that gives paid media and email more to convert against. Our programs are built around outcomes the business cares about – and we set growth targets up front with the brand so the work is measured the same way every other part of the business is measured. The platform fluency, the production capability, the daily operational rigor that comes with running in our industries – all of it is in service of growth that compounds over months and years, not vanity metrics that look good in monthly reports but don’t move the business.
We Live the Industry
Our team is the audience we produce for. We shoot, hunt, build, and wrench in these industries every weekend – not for client work, but because that’s who we are. In categories where the audience is more skeptical than any other consumer market, authenticity is the difference between content that grows the brand and content that gets ignored. The authenticity isn’t a creative direction we apply on top of an outsider’s interpretation – it’s a byproduct of who’s behind the camera. When the people producing the content are inside the audience instead of looking at it from the outside, every engagement metric performs differently.
We Produce Content In-House
Most social media agencies don’t produce content – they get assets from the brand or another agency and they post them. We sit upstream. The team that runs your calendar is the same team behind the camera, on location, building Reels frame by frame and editing Shorts overnight. When a launch needs five Reels in three weeks, we produce them. When a Story needs to go live the morning we get the brief, the team is already on the range or in the studio. Production capability isn’t a nice-to-have – it’s a growth lever. More content, produced faster, performing better because we know the audience.
