The Power of a Leadline Class Promotion: Insights from ABRA’s Most Successful Post

In June, I was asked to write a Facebook post for the American Buckskin Registry Association (ABRA) to promote a new class at the 2025 ABRA World Show:

Leadline Halter for kids 6 & under.

The ABRA office had been receiving a steady stream of calls asking for clarification on this class, questions like:

• Do kids need to own or lease a horse?

• Is ABRA registration required?

• Will it be judged like other classes?

A board member helped clarify the language for the official World Show Rules, and I was asked to translate that information into a clear, friendly post for social media.

I wrote the copy to directly answer the top questions while keeping the tone warm and inclusive, emphasizing confidence and fun. But there was something else that really brought the post to life: the image.

I chose a graphic featuring a small child leading a large buckskin horse, and that visual stopped the scroll. It told a story in a single glance, about trust, bravery, and future champions.

The result? The highest-performing post of the season.

Key Highlights:

• 8,763 views, with 77% from non-followers

• 142 interactions, including 15 shares and 126 reactions

• 17 link clicks to the World Show Rules

• Strong engagement from women ages 25–44 (likely parents or guardians)

• The only post to generate net new followers for the page from a class announcement

But here’s the interesting part…

Despite the strong engagement, only five entries came in for Leadline and one for Halter Leadline during the initial registration window. It’s a reminder that interest doesn’t always turn into immediate sign-ups, especially for new offerings that people may still be learning about, or that require planning and coordination with very young children.

Still, the post played a critical role: it raised awareness, answered questions, and created a sense of excitement. In many cases, that first spark of interest is what leads to future participation—even if it takes time.

The takeaway?

This post didn’t just perform well, it revealed something important: there may be more demand for youth Leadline classes than originally expected. The high reach and interaction from non-followers suggests a wider audience of parents, grandparents, and youth instructors who are curious, excited, and possibly looking for a way into the show world that feels fun and approachable.

It’s a reminder that even a single social post, when created with clarity, emotion, and purpose, can surface new opportunities and deepen community connection.

Looking for someone who can blend strategic thinking with community-centered content?

I'm currently open to full-time marketing roles and freelance opportunities focused on content strategy, campaign development, and community engagement, especially in industries where authenticity and trust matter.

If you're looking for someone who listens closely, translates complexity into clarity, and creates content that resonates and performs, let’s connect.

Karri Owens | owenskarri@gmail.com | 509-638-6904