Real People, Real Products: Building Authentic Brand Partnerships with Ag Creators

In agriculture, nothing beats honesty. Glossy ads and staged testimonials may have their place in consumer marketing, but when you are speaking to farmers, the most powerful messages come from real people using real products in real conditions. That is why influencer marketing in the farming sector must be built on authenticity. And that starts with strong, well-matched partnerships between brands and content creators.

WHY AUTHENTICITY IS EVERYTHING IN FARMING

Farmers are quick to spot anything that feels inauthentic. They can tell when a video has been scripted. They know when someone is just going through the motions. Most of all, they can tell when a product does not belong on a particular farm.

That is why every successful influencer campaign in agriculture starts with one question: does this make sense?

If a creator is using a product that clearly fits into their routine, and they are talking about it in their own words, their followers will respond positively. It will feel genuine, relatable, and trustworthy. But if the product is a poor match, the content will fall flat. Even worse, it might damage both the brand’s credibility and the creator’s reputation.

FINDING THE RIGHT FIT

Matching the right product with the right creator is essential. This goes beyond farming type. It is about farming system, values, personality, and communication style.

Ask yourself:

• Does this creator genuinely need or use a product like ours? 
• Would it naturally appear in their day-to-day work? 
• Does their tone match our brand tone? 
• Do their values and audience overlap with ours? 

For example, a cattle crush should appear on a livestock farm where it will be used regularly and shown over time. An arable input is better suited to a mixed or arable-specific influencer who can show its impact across a full season.

When you get the fit right, the content does not feel like a promotion. It feels like a recommendation.

BUILDING LONG-TERM RELATIONSHIPS

One-off campaigns can create short bursts of interest, but long-term partnerships create far more value. When a farmer sees the same product being used again and again in a creator’s content, they start to trust that product. They see it in different conditions, in different seasons, and as part of real-world decision making.

A six-month or year-long partnership allows the creator to show:

• How the product performs over time 
• What challenges it solves 
• How it fits into their system 
• What feedback or improvements they might have 

This kind of content is far more compelling than a one-time post. It builds a narrative. It creates familiarity. And it shows commitment from both the creator and the brand.

GIVING CREATORS THE FREEDOM TO TELL THE TRUTH

Creators are not actors. Their influence comes from honesty, consistency, and personality. That means brands need to give them space to be themselves.

Of course, you should agree on what needs to be covered — key features, campaign messages, or visual requirements. But scripting a creator’s words, or asking them to speak in a voice that is not their own, will strip away the very thing that makes influencer marketing powerful in the first place.

Farmers follow these creators because they are authentic. Because they speak plainly, work hard, and tell it like it is. If your product is genuinely good, that is all it needs.

WHAT ABOUT NEGATIVE FEEDBACK

This is a concern for many brands. What if the creator says something critical? What if the product does not perform exactly as expected?

The truth is, this honesty builds trust. No product is perfect in every setting. If a creator can explain both the positives and the things they would change, it makes the content more believable. Their followers will respect it. And if your brand is open to feedback, you will benefit from genuine insight straight from your market.

That does not mean accepting poor results without question. But it does mean being prepared for realism. That realism is what makes content credible. It is what turns viewers into customers.

PROTECTING BOTH PARTIES

To keep things clear and professional, it helps to have proper agreements in place. These should outline:

• The content being delivered 
• Where and how it can be used 
• The timeline and deadlines 
• Payment or gifting terms 
• What happens if the product fails or cannot be used 

These agreements protect the brand, the creator, and the campaign. They ensure expectations are managed and that everyone feels valued.

It is also worth agreeing in advance whether content can be reused in paid advertising, on websites, or in printed materials. These details matter, especially as creator content often becomes part of a wider campaign.

HOW THIS LOOKS IN PRACTICE

Here is an example. A farm machinery company partners with a beef farmer who already owns their equipment. Over six months, she shares videos of using the machine during calving season, explains why it matters for animal welfare, and answers questions from her followers. At the same time, the brand runs a Facebook campaign using snippets from her footage, and includes her testimonial in their dealer brochure.

The audience sees consistency. They trust the message. And when they meet a rep at a show or visit the website, they already know the product. They have seen it in action.

That is the power of authentic creator marketing in agriculture.

RELATIONSHIPS COME FIRST

Influencer marketing is not about finding someone with the biggest audience. It is about finding the right person, on the right farm, telling the right story. It is about giving them the tools to be honest and the freedom to be themselves.

When that happens, the content will speak for itself. Farmers will listen. And your product will be shown in the best possible light — through the eyes of someone who lives and works in the same world as your customer.

This is not a trend. It is a return to what farming has always valued: trust, word of mouth, and proof through use. And it works.