Farmers scroll! How to create ad creatives that attract attention in Meta Ads?.

Farmers are active users of Facebook and Instagram. However, a logo and slogan alone are not enough to keep their attention as they scroll through the feed. In a world where hundreds of images and messages compete, something more matters - story, context and emotion. These are what determine whether an agricultural advertising creative will be effective.

From a study conducted by Martin & Jacob¹ in 2023, using a sample of N=447 respondents via CAWI, shows that as many as 62% farmers use Facebook, and 22% use Instagram. This data clearly shows that the presence of brands on social media is no longer an „option” - it's a real opportunity to reach people working on the land, exactly where they spend their free time. 

Effective marketing creation in agriculture So it starts with understanding how farmers use social media. It's there, while scrolling daily, that purchasing decisions are made.

The conclusions presented in the article are based on an analysis of a test advertising campaign in the agricultural machinery segment, conducted to evaluate the effectiveness of selected Meta Ads formats. It is worth noting that the Meta platform offers many more ad formats, such as Stories, collections or slideshows, which were not the subject of this analysis.

A good photo is the basis of marketing creation in agriculture

Authentic advertising creation in agriculture - what really works?

Tests we have conducted show that ads in which the product is shown in the right context - in motion, in natural settings - achieve significantly better CTR results than those that look like static catalog shots. For example, in the same campaign, when a machine is shot while working in a field, the CTR reaches 1.5-2%. In comparison, for shots taken in unreadable conditions, on snow, concrete or a hall background, the rate drops to 0.3-0.5%.

What does it show us?

The best results come from authentic shots, showing the life of the farm as it is. A machine in motion attracts attention much more effectively than one standing still in the yard. Natural light, sun and earth in the background build an impression of realness that cannot be achieved in artificial conditions.

The more the ad resembles an actual photo from the field, the greater the chance that a farmer will keep his or her thumb and give it a moment's attention. Because in the world of social media, it is naturalness, not perfection, that attracts attention - especially when the viewer is someone who knows the day-to-day work of farming inside out.

Farmers don't read marketing - only their language

To effectively reach farmers in Meta Ads campaigns, you need to drop the marketing jargon a bit. Slogans like „premium functionality,” „breakthrough solutions” may work in big tech, but they sound foreign and artificial in the agricultural world. The farmer doesn't feel them - and that means he won't stop at them while scrolling. 

Therefore, each marketing creation in agriculture should speak the language of the field, not the agency - simply, concretely and with emotion.

To see how farmers really react to different communication styles, we conducted a comparison test. We juxtaposed two versions of the same advertisement promoting a riding mower, differing only in the language of the message and the visual context.

In the first version, we used classic marketing language. The slogan „Perfect mowing without compromise” was juxtaposed with a photo of a machine dusted with snow, in a winter landscape. The result? A CTR of just 0.66%. 

In the second version, we opted for a more natural, approachable way of communication - „Mowing perfection in your hands.” - and the machine was shown in a natural setting, in the sunshine, against a farm background. The result was three times better: the CTR increased to 1.8%, with the same budget and audience.

This test clearly showed that farmers respond much better to language that is simple, concrete and grounded in the realities of daily work than to smooth advertising phrases detached from reality. Professional advertising in agriculture does not have to sound like a slogan - on the contrary, it gains when it shows real emotions and situations that farmers know from their own experience. 

The experiment showed that it is not the budget, but a well thought-out agricultural advertising creative that determines whether a farmer clicks and becomes interested in an offer.

Effective communication with the farmer is not a catalog of product features, but a response to his daily challenges:
„Will you make it in time before the rain?,
„Speed up the haying - before it starts raining again,
„Don't waste time with failures - choose a machine that will prove the job to completion.”

It is not slogans, but language that the farmer understands and feels. When advertising shows him a familiar context and speaks in his tone, storytelling ceases to be an ornament - it becomes an effective sales tool. The farmer doesn't need to be persuaded by technical parameters - just show that you understand what his work is like. The rest happens on its own.

Meta Ads formats - which works, when and why?

Data from our rolling ad campaigns clearly shows that the ad format in Meta Ads is of great importance - but not as an ornament. The effectiveness of the creative depends on whether it responds to the campaign objective and fits the context of the audience. The right format can not only increase engagement, but also translate realistically into sales results.

Reels - reach and recognition

Reels is a format that works especially well in building brand awareness and campaign rhythm. In the analyzed campaigns, where the goal was „total replay of the video,” the results were very good: more than 60,000 full replays of single creations at an average cost of PLN 0.01 per view. The reach of a single ad reached 30-38,000 users with budgets of PLN 400-580.

It is a format designed primarily for Quickly build initial brand association, product or seasonal action, rather than to generate clicks or direct leads. Reels work best for initial stage of the campaign, when the goal is to open up the topic and reach a wide audience with a simple, dynamic message - for example, information about a cashback, a promotion or a new product on the market.

Carousels - effectiveness in generating leads and acquiring new customers

Carousels are a frequently used sales format in agro campaigns, but their effectiveness depends on the campaign objective, product segment and creative design. In the campaigns analyzed by Adagri, run with a „link click” objective, carousels achieved a CTR of 1.28-1.93%, with a CPC cost of PLN 0.38-0.53 and a CPM between PLN 5 and PLN 8.

In a test agricultural machinery campaign comparing three advertising formats over the same period and budget, carousel generated the highest number of contact forms - 93 leads, at an average cost of PLN 71 per lead. In comparison, animated display (slideshow) delivered 62 leads at a lower unit cost (about PLN 65 per lead), while static display generated 25 leads at a cost of PLN 77 per lead.

The results of this campaign show that the carousel works well for activities focused on scale and presentation of multiple variants of an offer, such as different machine models or product configurations. At the same time, the lower cost of acquiring a lead in the case of animation indicates that the combining both formats in one advertising mix can be a more effective strategy than relying solely on one format. However, it should be emphasized that these are conclusions from a specific test campaign and should not be taken as a universal rule for all campaigns in the agro industry.

Display (static) - a format that is easy to produce, demanding in optimization

The term „more demanding” is due to the nature of the format, not its technical complexity. Static display is simple to produce, but in the agricultural machinery test campaign analyzed, it required much more precision in management than the other formats. With a „link click” target, static graphics achieved a CTR of less than 0.6%, and a CPC cost of more than £1, which meant that more frequent optimization was required to maintain an acceptable level of performance.

Successful use of this format in the test campaign required:

• Preparation of several graphic and communication variants for rotation,
• ongoing optimization of the message based on results (CTR, CPC),
• Matching content to seasonality and product availability, such as „available off-the-shelf” messages.

Static graphics tended to fatigue more quickly than animation or carousel, which without regular changes led to a further decline in effectiveness. For this reason, in the analyzed campaign, static display worked best as a supporting format, used in the final stages of activities or to communicate time-limited promotions and offers, rather than as the main medium for a lead campaign.

Animated display - a format with great potential

The animated display format is sometimes used less frequently in Meta Ads campaigns, but in practice it can be an effective compromise between static graphics and full video, especially in lead campaigns in the agro industry.

In the analyzed agricultural machinery test campaign, animations achieved the highest CTR - 2,57%, at a CPM cost of PLN 11. The format also generated 62 leads at an average cost of about PLN 66 per contact, indicating high cost effectiveness compared to the other formats tested in this campaign.

The gentle movement in the animation effectively retains attention in the feed and allows the ad to stand out against static content. Slideshow works especially well when you want to show product performance, functionality or introduce seasonal context in a simple way, without having to produce a full video.

In the campaign analyzed, animations worked best in teasers, technical presentations and seasonal messages, where clarity of message and cost-effectiveness were key, rather than maximum scale.

Conclusion: animated display only makes sense if it is tailored to the campaign's objective and the specifics of the agricultural industry. Choosing a format purely for aesthetic reasons, without reference to the marketing strategy and sales funnel stage, rarely translates into real effectiveness.

Agro advertising works when aptly combines format, content and seasonal context. Farmers respond to what they recognize as their own. The format should reinforce this - not hinder it.

Data don't lie - this is how farmers behave on social media

Mobile rules - literally

In the campaigns analyzed by Adagri, more than 94% of traffic came from mobile devices. This is not a temporary trend, but a standard that every brand must reckon with. Creatives prepared with Meta Ads in mind should be designed primarily for a 6-6.5 inch screen. Any agricultural marketing creative should be designed with the mobile feed in mind, where contrast, rhythm and one-second scroll readability count. This means large, concise text - preferably two or three words per graphic, strong contrast (e.g., white letters on a dark background) and minimalist composition. Overloaded graphics simply get lost in a mobile feed.

Women click - and often make decisions

Campaign analyses show that women account for 35-40% of all clicks on farm purchase ads. This is not only the result of increased activity, but also the growing role of women in decision-making processes. Qualitative research conducted by Agro Woman Foundation i Institute of Rural and Agricultural Development of the Polish Academy of Sciences within the report Women in agriculture 2025² confirm that women are often the ones deciding on investments on the farm - from fertilizers and parts to services and products that improve comfort.

For marketers, this means one thing: it is not worth targeting campaigns exclusively to men. It is worth testing messages created from the perspective of the farmer's partner or wife, emphasizing such aspects as time savings, convenience or ease of use.

Video doesn't always click - but it works for the brand

Although the CTR for video formats (Reels, video display) is sometimes low - often at 0.04-0.09% - this does not mean that video ads are ineffective. On the contrary, their strength is in building brand awareness. In the campaigns analyzed, the average cost of watching a video to the end was only PLN 0.01, and single Reels accumulated more than 60,000 full plays. Even a short viewing time - 3 to 6 seconds - was enough to create an initial association with the brand and record it in the viewer's mind.

Therefore, video should be considered as a tool to build a strong brand in the minds of users, especially at the top of the sales funnel. The effectiveness of such formats is not in the number of clicks, but in the reach, frequency and strength of recall.

Seasonality is key to the effectiveness of agricultural advertising creative

Data from Adagri's campaign confirms that ads tailored to the rhythm of fieldwork perform noticeably better. CTR was higher when creatives referred to current weather conditions and farmers' real needs. 

Seasonality is not an add-on, but the basis of effective agricultural advertising creative - from the first frame to the last word in the headline. Graphics showing the product in a natural context - e.g., a fertilizer spreader against a green field, rather than in a snowy yard - and copy referring to situations from the farmer's life worked best: „will you have time before the rain?”, „last moment to spray”, „ready for haying?”.

That's why, when planning campaigns, it's a good idea to act in advance - adjust ads to the season and the weather, avoid messages that are detached from reality (such as promoting a lawnmower in winter) and create content that fits into the rhythm of daily farm work. This approach significantly increases the relevance of the message and its effectiveness.

There is no perfect format. But there is a strategy that works.

In agro marketing, the effectiveness of an ad does not depend on its aesthetics, but on its fit. The format must support the goal of the campaign, the message should take into account the realities of the season, and the language should take into account the experience of the viewer. The analysis of campaigns run by Adagri clearly shows that there is no single format that works always and everywhere. However, there are principles that allow you to choose solutions effectively.

Tests conducted show that the effectiveness of Meta Ads in the agro industry is not due to a single „best format,” but to the conscious matching of the ad format, type of visual creation and message content to the campaign objective and stage of the sales funnel.

Reels engage audiences, build awareness and communication rhythm, so they are great at the beginning of the sales funnel. Carousels increase sales - they allow you to showcase several products, encourage clicks and effectively acquire leads. Static images / dark posts provide a low cost of reach and work well as a reminder or support for other formats, while animated display combines visual appeal with simplicity of production, providing an effective compromise for campaigns with smaller budgets.

However, there is no format that will guarantee success on its own. The key is strategy. A successful campaign requires testing, measuring and continuous optimization. It is not a single idea that determines the outcome, but the ability to continuously adapt to audience behavior, season and communication goals.

The best campaigns in the agro industry have a common denominator - they know when to speak, how to speak and to whom to direct the message. An ad that appears at the right moment of scrolling, speaks the farmer's language and shows the product in the real context of the farmer's work doesn't just attract attention - it leads to a decision.

Because in the end, what matters is not who saw the graphic, but who clicked, inquired and bought. In the end, it's strategy and customization that make agricultural marketing creative and well-thought-out agricultural advertising creative stop being just an image - they become a real sales tool. Internet marketing allows you to effectively reach your target audience in the agriculture industry, increasing the effectiveness of your advertising efforts.

^{1 Martin & Jacob, Channels for reaching farmers. Sources of information and their reliability - total data (overview)., CAWI quantitative survey, N=447, owners or co-owners of farms with Internet access, implementation: 01.09-30.10.2023.
2 Agro Woman Foundation, Institute of Rural and Agricultural Development of the Polish Academy of Sciences, Women in agriculture 2025, report, 2025, https://www.ksowplus.pl/rolnictwo-i-produkcja-rolna/aktualnosc/raport-kobiety-w-rolnictwie-2025}

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