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5 Firearms Marketing Alternatives You Haven’t Thought Of Yet

By December 9, 2023March 22nd, 2024Firearms Marketing

Reaching the over 8 million new gun owners who have recently entered the firearms market is more challenging than ever, especially in the realm of firearms marketing. However, firearm brands that have dedicated time to developing their brand and digital firearm marketing programs are now seeing significant rewards. In 2022, they experienced the third-highest sales record for guns, ammunition, optics, and accessories, with a notable contribution from female buyers.

If you’ve been on the fence about marketing and are now ready to capture this moment, in this article you will learn about:

  • Podcasts – Podcasts will continue to be a strong channel in 2024.
  • The Parallel Economy – Tap into anti-woke, pro-american networks and social media platforms
  • ExpertVoice – Incentivize behind-the-counter retailers and experts.
  • Focus on women and minorities – Women and minorities are the largest purchaser segment of firearms over the past 3 years—are you focused on them yet?
  • Influencers – Reach your audience through trusted firearm social media content creators.

If you’re not a big well-known brand like Ruger or Smith & Wesson, marketing your firearms brand and line of products for recreational shooting can leave you scratching your head wondering what to do.

Facebook, Google and YouTube which was once a bastion for firearm, ammunition, and hunting knife companies to advertise, now bans all paid advertising related to direct weapon sales. And Instagram announced in 2020 that they will begin cracking down on influencers who work in the firearms segment. We’ve seen several accounts cancelled over this past year.

Fox, the NFL and other major media outlets that used to be friendly to firearm manufacturers have shut the door as well. You may remember when Daniel Defense tried to run an ad in 2003 on the Super Bowl.

Below I’ve identified five firearms marketing alternatives that you haven’t thought of yet that will help you get your message out, build your brand and attract new defensive and recreational minded customers.

firearms marketing podcast1. Firearms Marketing Podcasts

The old is new and the new is old. In the last two years we’ve seen a resurgence in podcasts. Podcasts like Dan Bongino, GunTalk and Colin Noir and others offer a way for your brand to reach a broader audience and leverage the trust of the host. According to Influencer Marketing Hub:

  • There are over 2 million podcasts
  • More than 420 Podcast Listeners
  • 78% of Americans Are Aware of Podcasting
  • Almost 62% of US Consumers Listen to Podcasts
  • 180+ Million Americans Have Listened to a Podcast
  • 68% Listen to the Whole Episode

Podcasts are more influential than influencers according to Ad Age.

2. The Parallel Economy

As a growing number of Americans become aware that many of the brands they traditionally supported are diverging from their cherished values, a wave of new companies is emerging. These new enterprises pledge alignment with core American principles such as freedom and nationalism. Networks like PublicSQ, Truth Social, and Mammoth Nation have specifically catered to conservatives distancing themselves from corporate practices associated with “wokeness,” exemplified by companies like Target, Bud Light, Disney, and others.

firearm marketing alternative public sqIn response to this shift, an increasing number of shooting sports brands are making their debut on these alternative platforms, seizing the opportunity to connect with a captive audience that shares their values. The growth of these networks is noteworthy, with PublicSq reporting substantial milestones. According to Business Wire, in just 13 months since its nationwide launch, PublicSq has seen its Consumer Members and Businesses on the Platform surpass 1.4 million and 65,000, respectively, as of July 31st. This marks a remarkable growth of 272% and 98% since December 31, 2022, respectively.

The trend extends to direct-to-consumer brands as well, with EveryLife, PublicSq’s inaugural venture in this category, experiencing a robust start. Launched on July 13th, EveryLife generated an estimated revenue of $300,000 in its first 19 days of sales. Impressively, around 60% of EveryLife orders were monthly auto-renew subscriptions, indicating a sustained customer commitment.

Other companies, like Old Guard Pet Co., founded by Dr. Maggie Gooding, exemplify this pro-American shift. Old Guard Pet Co. not only produces pro-American dog food but also actively supports veterans and values aligned with American principles. Well-known firearm brands such as Sig, EOTech, and others are increasingly available through online retailers, signaling a broader shift toward these alternative platforms. It seems only a matter of time before brands themselves migrate to these platforms to reach an audience that resonates with their values.

firearms marketing on expert voice 3. ExpertVoice

ExpertVoice is a website that connects brands with experts in various fields, primarily sales associates and behind-the-counter workers in retail stores like Scheels, Sportsman’s Warehouse, Cabela’s, and thousands of other retailers in the U.S. These experts can try out products and provide feedback and reviews to help promote the products to their followers and communities.

Brands can also use ExpertVoice to offer special discounts and promotions to these experts. It is a platform for companies to connect with and engage influential people who can help promote their products to a broader audience. ExpertVoice harnesses the most effective firearm marketing channel of all: Word of Mouth. By getting listed on ExpertVoice, your brand can connect with the people your customers interact with when in the store actively shopping for gear.

firearm marketing women

Photo credit: Glock

4. Firearms Marketing to Women & Minorities

Women and minorities are a burgeoning segment in the industry as you might already know (Source: NSSF). You should consider using content or sponsoring a free shooting class or range day in your local newspaper or county magazine to attract interested customers.

Women are helping change some of the negative stereotypes typically associated with the firearm industry. Firearm manufacturers should consider this trend and do all they can to promote it. Almost all brands like Glock have added women in their imagery and are creating sections in their publications and websites that speak directly to them.

5. Influencers

Influencer marketing is a type of firearm marketing that uses category leaders or celebrities to communicate your brand’s message and content to their vast number of followers. Instead of buying print ads or filming commercials, you use the influencer to get the word out for you instead. The industry is taking increased notice of influencers like Guns Out TVHickok45, IV8888, and Warrior Poet Society. Influencers who have large networks of trusted followers represent an important component of your marketing mix. By tapping these well-known hunters and shooters, you can gain entrance into larger audiences.


Final Thoughts on Firearms Marketing

Aside from the firearms marketing options mentioned above, you might consider exploring Hulu’s self-serve ad platform, which is being utilized by brands like Strikeman. You may have also come across advertisements by Henry Firearms on popular talk radio shows. Glock has also experimented with commercials that don’t display firearms visually. These are some examples of how you can bypass anti-gun sentiments.

In conclusion, digital marketing can be made more effective and efficient with the use of podcasts, exploring the emerging freedom economy, targeting female audiences, and influencer involvement. Look for things to change again this year with the rise of AI platforms like ChatGPT and Google Bard.


5 Firearm Marketing Tips for 2024 

5 “Must Do” Firearm Marketing Tips for 2024


Are you ready for 2024?
Global conflicts, increasing crime rates, and a presidential election, 2024 will be intense. Defense-minded, law-abiding citizens will seek ways to enhance their sense of security for the protection of their families, properties, and rights. Prepare for this heightened interest by proactively organizing your website and firearms marketing strategies to capitalize on the upcoming surge.


Article was first written in October of 2020—updated December 9, 2023. 

Joshua Claflin

Josh Claflin, as the President of Garrison Everest, specializes in assisting businesses related to outdoor activities, hunting, adventure, and shooting sports. He focuses on developing effective messaging, branding, and digital marketing strategies that can help these businesses expand their brand presence, increase website traffic, build a larger contact list, and grow their customer base.


  • Tim says:

    This is Tim from the Military Arms Channel.

    I need to make a correction to this post. You can NOT accept paid advertising for YouTube videos if you monetize through AdSense. I had a close friend at Optics Planet and I did the end-cap as a favor for him. At one time I also did a favor for a local Discussion Forum with an end-cap (Indiana Gun Owners), however no money changed hands. My friend is no longer with Optics Planet and I no longer do end-caps for him or anyone else.

    Most firearms YouTubers will not accept payment for “hard coded” ads because if YouTube suspects you’re selling such ads and you monetize your videos through AdSense, they can and will yank your plug. Those that do accept paid advertising are breaking the rules of AdSense and potentially Federal Law.

    It’s also important to note that you can not link directly to any site in the video description that sells or helps to facilitate the sale of any AdSense banned items which includes firearms, BB guns, knives, airsoft, etc. You can mention them in videos and you can show a logo for up to 10 seconds, but that’s the extended of it. Yes, there are smaller channels that do it anyway and get away with it, but that’s only until they get caught. Hickok45 had his channel shut down twice for accepting Buds Gun Shop as a sponsor for his channel.

    Also, if you accept any money as a paid product placement, per FCC rules, you must disclose this to your audience. Not doing so is in violation of federal law and can not only get you in trouble with YouTube but you may also be fined by the FCC.

    I do not sell paid product placements. I do promote my own websites and stores while staying within YouTube/AdSense policies, but I do not accept payment for videos.

  • Joshua Claflin says:

    Thanks for your insight Tim. We’ve removed the section about YouTube and hope this will help other marketers navigate their options.

  • Tim says:

    Thank you Joshua.

    There is an alternative for firearms companies and accessories manufacturers who desire pre-roll ads but YouTube/Adsense will not accept their ads. The site is You will find most of the top firearms video bloggers / YouTubers on this site. Advertisers may purchase pre-roll and get their products in front of all these content creators videos.

    Thanks again,

    Military Arms Channel