In the world of superyacht marketing, social media isn’t just an afterthought—it’s a strategic pillar. Today’s charter clients, potential buyers, and even future crew members are watching from their phones. They’re drawn in by stunning drone footage, genuine moments, and behind-the-scenes access that showcases life aboard. But who’s capturing all that magic?

Your crew.

Engaging your crew in your superyacht social media strategy isn’t just smart—it’s essential. But it doesn’t happen automatically. Here are the top five ways to involve your crew and elevate your yacht’s digital presence:

1. It Starts at the Top: Social Media Should be Prioritized by the Owner

The most successful yachts treat social media like any other high-level operation—it’s driven from the top down. When owners and captains embrace the importance of building a digital brand, that mindset flows through the entire crew. Social strategy should be discussed during pre-season meetings, just like provisioning or itinerary planning. This shows it’s a valued part of the mission, not just a “nice to have.”
A strong signal from leadership—especially the owner—makes all the difference. When crew feel empowered and supported by those at the top, they’re more likely to contribute content, pitch creative ideas, and take ownership of their role in building the yacht’s brand.

2. Invest in the Right Tools: Drones, Mics & More

You wouldn’t expect your chef to deliver five-star meals with plastic cutlery—so don’t expect your crew to create high-quality content without the right tools.

Equip your team with:

• Drones for cinematic aerials and location reveals
• Lavalier microphones for clear voiceovers and guest interviews
• Waterproof cameras for action shots on the tender or during watersports
• Content editing software with mobile-friendly apps for on-the-go editing

Providing this gear shows your crew that you take content creation seriously—and want them to succeed.

3. Make Social Content a Team Sport

Creating content shouldn’t fall to one overworked deckhand or stewardess. Instead, assign light roles across the crew:

Engineers might shoot time-lapses of engine room prep
Stews can capture table settings and guest experiences (with permission)
Deckhands might film anchor drops, watersports and tender rides
Chefs can create recipe reels and galley tours
Create a rotating calendar so everyone contributes without feeling overwhelmed. Even one post a week per crew member adds up fast.

4. But, Assign a Content Captain!

Every successful campaign needs a leader—and your yacht’s social media strategy is no different. Designate a “Content Captain” to steer the ship. This could be a crew member who’s naturally creative, detail-oriented, and passionate about content. 

Their role? To:

• Coordinate with the rest of the crew
• Manage the content calendar
• Collect, curate, and organize footage
• Ensure brand consistency
• Liaise with external agencies or the owner

Giving someone ownership ensures accountability—and makes sure your strategy doesn’t drift off course.

5. Celebrate and Reward Crew Contributions

Recognition is everything. Capturing the perfect post can be time consuming and frustrating for crew members on top of their primary responsibilities. Consider tangible rewards—bonuses, extra time off, or fun team outings. When crew know their work is appreciated, they’re more motivated to go the extra mile.

At VEXA, we’re well versed in working in tandem with superyacht crews to craft the perfect social media marketing strategy. We’ll work with your crew to ensure that social content is not a burden on top of their day-to-day responsibilities and do the heavy lifting when it comes to editing and content calendar planning. By fusing polished professional content with the authenticity of real-time crew moments, we’re able to offer your audience a full, immersive narrative of the experience aboard a luxury superyacht.