Social media frames the way we see the world. Agriculture influencers observe and embrace the beauty in tractors, calving season, freezing temperatures and hay fields. They use TikTok, Instagram and Facebook to promote their brands and show the world fun and challenging sides to farming and ranching. These influencers not only provide insight on the industry, but they make it fun and engaging by adding trends and relatable posts for their audience to enjoy.
A New Age of Farming
Social media is integral to the lives of many farmers and ranchers, providing them with the opportunity to market their businesses, educate consumers and diversify their income. Platforms like Instagram, YouTube and TikTok bring a new wave of visibility to agriculture, showing everything from crop rotations to animal care.
Risk to Reward
Sarah Johnson, an Ohio State University graduate, found that there were many things in the industry that she wanted to stay connected with, so she created a multifaceted career for herself. Johnson works for Purina Animal Nutrition sales primarily within the equine and cattle species. She manages the dealer network in Ohio, southern Indiana and West Virginia. She also found herself working with grain producers and operating her seed sales business with her fiancé, Coulton West.
Johnson and West both grew up showing cattle and they decided to share the pursuits and passions of their brand, West Ag, LLC, on social media. Eventually, they chose to share their daily lives on the farm, and it began to grow awareness for the industry. Little did they know that sharing short video clips on their TikTok page would reach over 50,000 people and create conversations and connections that have made a lasting impact.
“I’ve really enjoyed showcasing everything that God has blessed us with, and I never thought that so many people would be interested in what we do on a daily basis,” Johnson said.
Trust and Community
For many influencers, social media goes beyond their own business and personal growth. It becomes a chance to build a community, share tips and correct misconceptions about agriculture. Influencers can share hard moments with their audience, letting them know that they are not alone in their struggles.
Heather Welper, an agriculture influencer, gained up to 75,000 followers as she shared her honest and vulnerable journey with infertility. She continues to post about her experience as a business owner and life on the farm with a new baby.
“I already had somewhat of an online presence through sharing about our infertility journey, but I didn't want that to be all I posted about,” Welper said. “I've always wanted to be an advocate and to help others, but I didn't know how to go about that until I started posting online.”
Content creation and social media bring a sense of awareness to the agriculture industry. For example, influencers often share hard times and unfiltered content of farm life with livestock. The time and effort social media demand paints the picture of just how much these farmers and ranchers care about what they do.
Starting conversations about where consumers' food is from or how the clothes on their backs are made can be a pivotal moment for people. Influencers often collaborate with industry experts who can professionally educate the public.
Influencers can also promote products in the field that may be useful for the audience. Testing the product first and letting the followers know how it may work for their operation can build immense trust and transparency.
“One main goal for us is to stay true to who I am and who we are, and not get caught up in the pressure to always be recording and keep a healthy balance of keeping special moments still special and not always having the camera on,” Johnson said.
Fruits of Their Labor
Influencers battle negative comments, backlash and judgement for their online content. Despite this, influencers said they find their work rewarding.
“My favorite thing that's come from being an influencer isn't the free stuff or getting to do cool things, it's when the mom to a teenage girl comes up to me and says something along the lines of, ‘Thank you for being a great role model for young women,’” Welper said. “Those comments mean more to me than anything else.”
Social media influencers help shape people’s perceptions of the agriculture industry. Their pages give viewers a glimpse into who they are and why they love the industry so much. Reaching mass amounts of people on social media can make a positive impact on agriculture and represent farmers who live similar lives.
“It has opened up so many doors for people, it’s tough to put into words,” Johnson said. “We try to be as transparent as we possibly can, and I think it’s important to share all facets of [farming].”
View a Day in the Life of Agriculture Social Media Infulencers here: