November 7, 2025

Beyond the Gun: How Lifestyle Storytelling Attracts Earned Media

By Jason Laird

Social media can present unique challenges for firearm businesses. Platforms like Facebook, Instagram and YouTube may limit posts that reference firearms, even those intended to promote safety. Sometimes, accounts are flagged or suspended without clear explanation, which can make it harder to connect with your audience. I vividly remember when my small gun shop’s Facebook page was flagged because I shared a photo of a recent ammunition delivery. While frustrating, experiences like these can also encourage brands to lean into storytelling as a way to engage and build trust.

Here’s how lifestyle-driven content can help you earn free publicity:

1. Highlight experiences, not just products.

Instead of featuring a rifle on a table, show a family enjoying a range day or a hunting trip in breathtaking scenery. Stories about how firearms enable recreation and community build a broader audience and help normalize responsible ownership. Think outside the box and tell the bigger story.

2. Leverage alternative platforms and owned media.

As many mainstream platforms tighten their policies, many retailers are shifting their video content to sites like Rumble or focusing on their own blogs and newsletters. Building an email list and producing engaging content on your website gives you control over your message and a direct line to customers. Great internal content drives both engagement and positive earned media coverage.

3. Cultivate community.

Encourage customers to share their stories and experiences. User-generated content, such as photos from range days and testimonials about training classes, can humanize your brand. Engagement builds loyalty and attracts journalists seeking authentic, human-interest angles. News reporters want to tell stories that will resonate with their viewers, too.

Will you be at the 2026 SHOT Show^®?

In our SHOT Show 2026 session, we’ll dive deeper into leveraging lifestyle storytelling and show examples of how small brands have landed national coverage by focusing on people, not products. We’ll also discuss creative ways to sidestep social media roadblocks while staying within platform guidelines. There’s a lot more to explore and we can’t wait to share!

Enroll in this and other educational opportunities during the SHOT Show registration process, or add sessions anytime to your registration.

Seats will be limited. Enroll early to get your spot! Enrollment Fees Per Session: $40 NSSF Members | $75 Non-Members. Learn more about NSSF Membership here.

About the Author
Jason Laird owns Clear Source Communications and brings over 13 years of experience in broadcast television and radio across Montana and Colorado. He specializes in media relations and communications strategy, and also owns Treasure State Armory, a firearm store in Great Falls, Montana, which has been in operation for five years.

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