Social media is a powerful channel for any digital marketer, including those marketing to farmers. The key to effective social media marketing in the ag industry lies in understanding how farmers use social media and the channels that are most relevant to them.
Farmers are going to form their opinion of your business based on what they see – or don’t see – on social. If you want them to have a positive impression of your brand, products or services, then invest time in cultivating a healthy online community and high-quality, valuable content.
Here is some data to show you farmers' most popular social media channels, along with some tips to run a better, more effective social media strategy.
How Farmers Use Social Media by Channel
The most recent data on social media provides some interesting insights when you consider the fact that most farmers are demographically older and live in rural areas:
- 66 percent of rural Americans use Facebook; 64 percent use YouTube
- 68 percent of Americans ages 50-64 use Facebook; 70 percent use YouTube
- Only 26 percent of rural Americans use Pinterest; 21 percent use Instagram; 13 percent use Twitter
While your agribusiness will need to perform its own ROI analysis of how much time and money should be invested in social media, these stats show that it’s clearly a good idea to give it a shot, at least to farmers on Facebook and YouTube.
How to Get Started
Getting started with social media doesn't require a major time investment at first. Here are a few easy tactics that you can start today:
- Start posting content today. It’s never been easier to create and post content for an audience to see. Whether you’re sharing a third-party content piece or general news on the industry, go ahead and start sharing. The better your content, the more farmers will find you.
- Use Facebook ads in your marketing. For as little as five dollars a day, you can start running Facebook ads to reach your target audience. Use our data-targeted programmatic for direct-to-farmer targeting based on your key demographics.
- Invest in video ads and video content on platforms like YouTube. Instead of old-school TV commercials, invest in video content on YouTube. Not only is YouTube the top social channel for farmers, you can get high click-through rates and a more direct connection through mobile devices.
The key is to get get started. Farmers are using social media in their day-to-day lives, and you don’t want to miss the opportunity to connect with them. Make sure your agricultural business strategy takes that into account.