Who Really Influences Motorcycle Buying Decisions Today?
When it comes to making a motorcycle purchase decision, there are numerous factors that come into play in the buyer’s mind. How much of a role do influencers play in the process? That’s the question we’ll be answering in the latest edition of the Motorcycle Marketing blog. We’ll evaluate the influence of ambassadors and content creators, the specific role of YouTube reviewers, the importance of friends and family and the difference between big name influencers and micro-influencers on the buying process.
We’ve spoken to industry professionals to get their views on how important influencers and content creators are to brands, as well as examining wider statistical data on the topic to bring you the inside line.
We've written before about how to find the right motorcycle influencers and how to make those relationships work, so here we’ll focus on the evaluation of the impact those partnerships can have in the real world.
"They Play A Key Role In Making The Right People Aware"
In terms of direct industry expertise on the topic, first we asked Can-Am’s Partnerships Specialist Jarret Cofer if he believes influencer collaborations can drive direct sales for brands.
Jarret commented, “I absolutely believe influencers and ambassadors can drive direct sales, today more than ever. I know I don’t buy anything without watching at least five third-party YouTube breakdowns on the product. Their impact is hard to put an exact number on but, they play a key role in making the right people aware that our products exist and could provide value to their lives.”
When it comes to assessing the importance of influencers on consumer (rider) buying decisions compared to friends and family, Jarret has a clearly defined view.
He explains, “I think of influencers and other content creators as friends you just haven’t met in person yet. Their opinions and how they showcase the product in use is still highly respected and valued by consumers.”
“Guide A Consumer Through Research And Consideration”
“Some partners are focused on the higher levels of the marketing funnel to gain awareness with the right audience, but more niche content creators, specifically those who focus on feature details, product reviews, latest releases and so on, are lower in the funnel and help guide a consumer through research and consideration, leading them toward purchasing once they’ve found the right product for them.”
When asked what he looks for in influencers and what he expects from influencer collaborations, he replies, “When searching for new influencers or brand ambassadors to partner with, the first thing I look for is brand and strategy fit. They must be aligned with who we are and who we’re trying to reach.”
“After that, I look for authentic and engaging content. Engaging content can lead to millions of views, but if it’s not authentic, real buyers will notice and will look at it as disingenuous and off-putting.”
The Influencer Perspective: Authenticity And Answering Follower Questions
Lola Zopfi, Ambassador for Yamaha Motor Benelux, gives her perspective on the influence she has. "I’m a presenter and ambassador for Yamaha Benelux, and an influencer. I often struggle with that last word, because when I look at other influencers in the online world, I often see things that feel too forced to me. Buy this, use this code, click on my link…”
“Still, I’m definitely an influencer, because I promote products too,” she acknowledges. “I just try to set myself apart by keeping my videos authentic. I really show my reaction when I’m riding: enthusiastic, genuine, and happy.”
“I’m honest when I find things difficult: in my videos about off-road riding, you can see how often I fall and how frustrating that is,” Lola adds. “And I only promote products I truly believe in. That’s why I get a lot of comments from people who want to know more. They see how enthusiastic I am about a product and then want to learn more.”
“I get the most diverse questions” states Lola. “From compliments about my videos and how they cheer people up, something I find very important, to questions about tires, navigation systems, and which motorcycle to buy.”
“The more I respond to my followers, the more they feel seen and heard. That’s why I always reply to my DMs and try to help the motorcycle community as best I can.”
Leonoor Fischer, influencer and brand ambassador for multiple premium brands, also explains: “I quite often get asked how tall I am and how I manage with my motorcycle. Over the past few years, I have also frequently received questions about my bike because people wanted to buy the same one. Think of my user experience, problems encountered, and which accessories I have added.”
“Following that, I eventually received messages from many of them saying that they had bought the same bike. That is really a funny part of being visible online.”
The statistics directly back up Jarret’s thoughts and Lola and Leonoor’s experiences, with studies showing that 75% of people now use social media for purchasing advice and 69% of consumers trust influencer recommendations.
Macro To Micro Influencers: Along The Purchasing Funnel
Working with and ensuring a presence on the YouTube channels of the biggest motorcycle content producers – think RevZilla, Fortnine, MotoBob, Freddie Dobbs and Big Rock Moto – is a key part of the puzzle for reach at scale.
Riders watching reviews on those channels will see that the creators and channel owners review a wide array of motorcycles and the reviewers have in-depth knowledge per riding discipline or model category.
Meanwhile, smaller influencers play their part in a significant way. With their niche audiences, when their location, content style, riding style and personality matches with a brand’s key target audience they can enhance customer affinity in a highly effective manner. “Authentic and engaging,” as Jarret from Can-Am puts it.
Yamaha: Working With Big Name Stars And Community Connections
A potential Yamaha customer in Poland might first see an advert for the Ténéré 700, see other riders enjoying the bike on the roads and trails, watch some prominent YouTube channel reviews and then finally see a relatable rider like Kewin Krawczyk on the bike and think, “If Kewin rides the Ténéré, I’ll give it a go too.”
That local credibility and connection sits at the heart of Yamaha’s Community Stories initiative.
Yamaha knows that potential customers can be drawn to the brand through the exposure they get from their biggest riders, such as Pol Tarres, Fabio Quartararo or Valentino Rossi back in the day, yet seeing ‘normal’ riders who look like them enjoying their first XSR700 rides can be the sign that finally persuades them to open their wallet.
Technical Brilliance And Family Values
Taking the example of Ducati, whose dominance in WorldSBK and MotoGP in recent years means the brand is rated highly from a technical perspective. Perhaps a female 25 year-old potential customer has grown up with her family watching the Italian brand win race after race on Sundays.
This future Ducati rider then sees a Fortnine video titled ‘The Best Adventure Motorcycle – Ducati DesertX Review’. Next, they start following @laila.cris_ on Instagram and it’s one of her videos that really generates a keen interest in the DesertX V2.
They discuss the bike with their father and aunt, who both also ride motorcycles and both love Ducati, and within days, the Italian manufacturer has another young customer on its standout ADV model.
The family and friends connection is important. Given the information overload many feel in the digital era, maybe it’s not a surprise that internet users' leading source of brand discovery in the United States was Word of Mouth according to a 2025 Statista study.
It’s All About The (Consumer) Journey
Influencers rarely operate only at the final conversion stage. Brand ambassadors such as MotoGP riders and big name content creators on YouTube typically drive awareness, while mid-tier reviewers help with comparison and validation.
Local riders, micro or nano-influencers and word-of-mouth via personal connections often provide that final vote of confidence that turns interest into transactions - especially when buyers are evaluating their first ADV bike, first A2-licence motorcycle or moving into a new riding category.
For brands in the motorcycle industry in 2026, the most effective tactic is not choosing between influencers and traditional marketing, but integrating both into a coordinated rider-focused strategy, focused on trust. Riders buy from other riders.
If you’d like help developing an influencer marketing strategy, building ambassador relationships, or strengthening other parts of your marketing funnel, we’d love to help. From influencer marketing and content creation to social media, PR and advertising, Motorcycle Marketing helps brands connect with riders and turn attention into action. Get in touch to discuss how we can support your brand.
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