Let Farmers Sell to Farmers: Why Influencer Marketing Works in Agriculture

Trust has always been the foundation of farming. Whether it is about which fertiliser to use, what machinery to invest in, or how to manage livestock, farmers rely on advice from those they know and respect. That trust has traditionally been built in person, through conversations at markets, in sheds, over the farm gate or in the pub. Now, it is just as likely to be built through a smartphone screen. And that is exactly where influencer marketing comes into its own.

WHY PEER INFLUENCER MATTERS IN FARMING

Marketing in agriculture has always been shaped by peer recommendations. Farmers are pragmatic. They will not invest in a product just because of a clever advert. They want to know that it works, that someone like them has used it, and that it does what it says it will.

When a fellow farmer shares how a product fits into their routine and the results they have seen, it is not marketing in the traditional sense. It is word of mouth. And when that content is seen by thousands of other farmers online, it becomes incredibly powerful.

This is why working with farmer influencers makes so much sense. They are not celebrities. They are working people showing what they do, how they do it, and what they use. Their followers are engaged because they share the same challenges, values, and goals.

REAL FARMERS, REAL STORIES

Unlike other industries where influencer marketing can be polished or posed, agricultural content creators show the truth. That includes the mud, the mistakes, the weather, and the win. It is unfiltered and grounded in reality.

And that is why it resonates. A slick product video filmed in a studio will never compete with a farmer showing how a machine handles on a wet morning, or how a supplement has improved lamb growth rates. These stories are authentic. They are honest. And they stick.

WHAT BRANDS GAIN FROM INFLUENCER MARKETING

Agricultural businesses often ask why they should invest in influencer marketing. Here is what it brings:

• Relevance. The product is shown in action, on farm, in real conditions.
• Trust. Audiences already know and like the creator. That trust carries over to the product.
• Reach. Social platforms like YouTube, Instagram, and TikTok give your product visibility among highly targeted and engaged audiences.
• Longevity. The content lives on. A YouTube video from six months ago can still bring in views and interest today.

Crucially, it makes your brand feel part of the farming community, not outside of it trying to sell in.

A WORD ON FIT

One of the most important factors is choosing the right creator. The match needs to be credible. Sending a robotic scraper to an arable grower will not make sense. But giving it to a busy dairy farm with tight labour availability? That has value.

When a product fits the farm and the farmer genuinely uses it, the content becomes convincing without trying. The language is right. The visuals are natural. And the message carries weight.

SHORT TERM POST OR LONG TERM PARTNER

There is a place for both, but longer-term relationships nearly always perform better. When audiences see a product used consistently, it builds familiarity. If that same piece of kit appears in weekly videos, being tested and used across seasons, the impact is far greater than a one-off post.

This also gives the creator space to give honest feedback, to show the journey, and to build a story around the product. That kind of trust is hard to buy, and incredibly valuable when it is earned.

SCEPTICAL? THAT’S NORMAL

Many agri-marketers are still unsure about influencer marketing. Some wonder if farmers are really watching social media. Others are concerned about the cost, or the lack of control.

Here is what we know:

• YouTube is now one of the most popular learning tools for farmers.
• TikTok and Instagram are filled with farming content, much of it watched by other farmers.
• The cost of influencer content is often less than producing a brochure or hiring a film crew, especially when reused across channels.
• You do not need to give up control. Clear agreements and briefs still apply. You just need to trust the creator’s voice and audience.

START WHERE YOU ARE

If you are new to this, start small. Identify a few micro-influencers whose content you respect. Offer them the chance to try your product. Have a conversation about what matters to them and what will matter to their audience.

Work with them to shape a partnership, not just a transaction. You will be surprised how much value comes from even a small-scale campaign when it is done with thought and care.

LET THE FARM SPEAK FOR ITSELF

At its heart, influencer marketing in agriculture is about visibility, relatability, and trust. It gives farmers the chance to see your product through the eyes of someone they trust. And that is far more effective than any traditional advert.

Let farmers sell to farmers. Support the ones already telling stories and doing the work. When their content features your product, and it fits naturally into their routine, your brand becomes part of their community. And that is exactly where you want to be.