Why the Ag industry is using social media to reach consumers
“If you ate today, thank a farmer.” This phrase sums up how important agriculture is to modern life, but many consumers don’t know where their food came from, let alone who to thank for it.
This cultural rift is likely due to the influx of city-going Americans and the steady population decline of rural agricultural regions. The concentration of people in big cities has reduced opportunities for agriculturalists to meet their consumers. To fill in the blanks, Ag influencers are using social media to educate followers on who they are and what they do.
Seeking a deeper connection between themselves and the public, this new generation of agriculturalists prefers social media because the direct-to-consumer interface allows them to be more vulnerable with their audience and share specific information about their lifestyle, practices and values.
Consumers today are also more interested in where their food comes from compared to previous generations, and they’re turning to social media for their research. While Google holds its status as the most popular search engine, young Americans increasingly use TikTok, Snapchat and Instagram for research on a variety of topics — including agriculture. Alongside these popular apps, Ag influencers are also occupying the video and podcast space to connect with consumers directly.
Podcasting, like social media, allows these influencers to speak to their followers and share parts of their lives that wouldn’t always be publicized in traditional media. Long conversations and consistent publishing schedules allow agriculturalists to speak in-depth about their lifestyle, like how seasons affect harvests, what difficulties they face in their long-term operations and what rural Americans have in common with their urban counterparts.
According to a study by Successful Farming, around 35% of agriculturalists regularly listened to Ag-related podcasts in 2021. Around the same time, a Statista study found that nearly one in five Americans listen to podcasts, and that number is expected to grow rapidly in coming years.
If you’re interested in learning more about the world of agriculture, you can reach Charles Aris Practice Leader Eric Spell at eric.spell@charlesaris.com or (336) 217-9116. Also, see below for a few popular, Ag-related podcasts and influencers using new media to reach their consumers:
Influencers:
Michelle Miller spent the first decade of her career in fashion until she moved to a farm in Iowa for eight years. Now, after joining the world of agriculture and living on her current farm near Gainesville, Florida, she uses her platform to share stories of modern farming.
The Peterson brothers (Greg, Nathan and Kendal) run a farm in central Kansas and make educational videos on YouTube, TikTok, Facebook and Snapchat. They also blog about misunderstood topics in agriculture and speak at events ranging from Ag conferences to state fairs.
Amanda Radke is an author and influencer whose goal is to spread awareness about agriculture. After noticing that children’s perception of agriculture was limited in the classroom, she began publishing her own books under the business Ag Storytellers.
The NY Farm Girls are three sisters who went viral after sharing stories about their farm on YouTube and TikTok. Now, they’re using their audience to educate consumers about where exactly their food comes from.
Jamie from Red Mountain Produce is a self-proclaimed “AgVocate” using her platform to share information about rural living and farming. She has a large following on Instagram and co-hosts the Desert Farmwives podcast.
Podcasts:
This podcast consists of cohosts Natalie Kovarik and Tara Vander Dussen discussing the latest trends in agriculture and sharing their opinions on food systems and consumption.
Farmside Chat explores modern farming in the United States by interviewing agriculturalists and lawmakers about emerging trends and sustainability.
Rob Sharkey, a popular yet controversial voice in agriculture, hosts the SharkFarmer Podcast where he addresses agricultural trends and speaks with guests from a variety of backgrounds.
Ken Rapoport and Nick Miniter host this podcast where they discuss sustainable farming, animal welfare, consumer health and overall wellness in regard to agriculture.
This podcast focuses on new technology, trends and leaders who are shaping the world of agriculture through rapid advancements in AgTech and entrepreneurship.
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