Counter messaging has been heavily criticised, not least on the grounds of effectiveness. Whereas current debates are focused on the role of government and large organisations in developing and disseminating counter messages, this paper argues that such approaches overlook the informal production of counter messages. Recognising the appetite for ‘natural world’ content among those engaged in counter messaging, this paper highlights some of the potential benefits of informal approaches to counter messaging. At the same time, the paper also acknowledges the risks that may result from closer working between counter messaging organisations and informal actors.