Agribusinesses embrace ‘farmfluencers’ and social media marketing

Agricultural agribusinesses are increasingly shifting marketing budgets toward short-form video content and social media influencers, known as ‘farmfluencers’. This trend marks a departure from traditional industry advice delivery methods, such as technical PDFs, radio slots, and printed brochures.

Companies like Elders are utilizing agronomists and local experts to create authentic content for platforms like Instagram, Facebook, and TikTok. This content covers diverse topics including seasonal planning, crop disease responses, and mental health tips. Elders plans to further explore brand ambassador opportunities by 2027.

Additionally, Meat and Livestock Australia has engaged approximately 70 influencers, including chefs and social media personalities, since 2020. These creators focus on themes such as livestock welfare and land management to engage red meat producers and broader audiences.