Tough agricultural products? Strategies in agricultural social media.

The communication strategy of crop protection products often rests on a very clear foundation: a visible correlation between cause, action and effect - a field becomes weed-free after an herbicide application, and a pest disappears after an insecticide, giving the farmer an immediate sense of money well spent. The challenge begins in the BIO segment (biostimulants, microorganisms, organic products), where the effects are often subtle, taking place inside the plant or in the soil structure, and sometimes the final result is only seen at the end of the season or over a multi-year period. Traditional sales messages are losing strength, and trust and authenticity of the message are becoming the key currency.

In an era of digital revolution driven by generational change, social media platforms are no longer just a pastime for farmers. As many as 81,21% (Martin&Jacob, „Channels for reaching farmers. Sources of Information and Their Reliability,” October 2023) of them say they look online for the information they need to run their farms. In this article, we will examine how to create a social media strategy that will turn the communication barriers of „difficult” products into market success.

What are „difficult products” in the agro industry and why do they require a specific approach?

The concept of „difficult products” in agriculture, which include BIO formulations, refers to two intersecting spheres: the biological-technical barrier and the communication-market barrier.

From an agronomic perspective, the use of BIO products involves much more uncertainty than the conventional system. We often come across the opinion that supporting crops with biological products are solutions with uncertain effects due to which farmers often approach the solutions offered to them with great skepticism.

It is this market perception that accounts for the product's difficulty:

• Invisibility of the effect: BIO products have physiological effects, improving, for example, the plant's resistance to stress. Without proper visualization and data, the message of their effectiveness remains only a promise to the farmer.
• Lack of confidence: For years, the agro market has been flooded with preparations of unclear composition and questionable origin, which has perpetuated in the agricultural community the pejorative term “holy water” in relation to biostimulants and microorganisms.
• Regulatory rigor and certification: Terms such as „bio,” „eco” and „organic” are legally regulated by EU Regulation 2018/848. Their unauthorized use on social media risks sanctions. Any communication must therefore be reliable and embedded in the certification system.

Why Education in the area of “difficult products” is the best social media agricultural marketing strategy?

In the case of demanding products, social media marketing cannot be based solely on a „buy now” message. It must become a process of building authority. Farmers trust sources that provide reliable, practical knowledge.

Education helps tame a „difficult” product. Instead of talking about innovation, it is useful to show how a particular product solves a specific problem, such as phosphorus blockage in the soil or drought stress. An effective tool here is content recycling - translating intricate research findings into accessible posts like „Did you know...”, infographics or short tutorials. Remember that fact-based emotional stories increase brand recall by as much as 22 times compared to dry data (Dr. Jennifer Aaker, „Harnessing the Power of Stories,” Stanford University).

Visualizing the „invisible” - what content formats best explain complex mechanisms?

In social media strategy in agriculture, the video format has become an invaluable tool in creating an authentic image and a format to show what no flyer can convey.

• Short video forms (Reels, TikTok, Shorts): Ideal for quick tips and visualization of processes, moreover, using this format we are “here and now”. TikTok saw as much as 300% growth in agricultural content in 2024, which shows the potential of this channel.
• Video Explainer: Animations showing product action at the plant cellular level.
• Reports from the field and farms: Authentic coverage with experts answering farmers' questions, but also user testimonials and feedback. Nothing builds credibility like showing real results on the ground.

Social media - an evidence-based strategy. How to present research results?

Farmers are pragmatists who look online for solutions to their problems, not empty promises. When presenting the results of BIO products, we must rely on transparency:

1. Data instead of opinion: As many as 35% (Martin & Jacob, „Channels for reaching farmers,” 29.11-12.12.2024.) farmers consider field survey reports the most useful form of communication.
2. Credibility of sources: It is worth publishing results not only from experimental plots, but from real farms.
3. The role of opinion leaders: Farmers trust each other the most (28%, Martin&Jacob „Channels for reaching farmers. Sources of information and their credibility,” October 2023) and expert practitioners. Working with micro-influencers who have high authority in their niches is much more effective than advertising campaigns with „big” network stars.

A case study from the field: how to show the effectiveness of a product whose effects can be seen only after time?

Effective storytelling in BIO agriculture should be based on showing the entire process - throughout the season. It is worth creating a series of „field diary” type content, following the plantation from sowing to harvest. Showing the difficulties, the struggle against the weather and the ultimate success builds authenticity, which is crucial for users.

What are the most common mistakes in social media strategy in agriculture?

An analysis of agribusiness operations identifies the most common stumbling blocks:

• Lack of consistency and authenticity: Using idealized, stock photos instead of realistic frames from field work.
• Skipping the awareness-building and education stage: Companies often go straight to aggressive product offering (hard sell), ignoring the fact that BIO products require prior explanation of their specific mechanism of action. In the agro industry, trust is the most valuable currency.
• Chaotic marketing activities and lack of measurable goals: Social media strategy often boils down to haphazard publications, without defined business goals (KPIs) and without linking them to specific steps in the marketing funnel. The lack of data monitoring makes it impossible to assess which content realistically builds engagement, and which are merely „empty” metrics.
• Improper selection of channels and formats: Scattering resources to platforms where the target audience does not hang out, or ignoring the growing importance of video (e.g., TikTok or Reels) are mistakes that limit reach.
• Use of overly hermetic language: Using only scientific or corporate jargon makes it difficult to build relationships. Communication should be factual and expert, but at the same time „life-like” and accessible to the practitioner.

Summary: It's time for a BIO revolution in your communications.

Building brand recognition in agricultural social media is a marathon, not a sprint. When dealing with „difficult” products, success depends on the synergy between integrity and creativity. Authenticity, storytelling and modern video formats are the most powerful tools in your hands today.

Let's remember that the modern farmer is an informed entrepreneur. If we provide him with the valuable knowledge and evidence he is looking for, we will gain not only a potential customer, but a loyal brand ambassador.

Is your social media strategy ready for the challenges of the 2026 season?

Invest in authenticity and start telling your story today. Do you want to increase sales of difficult porducts? Feel free to contact us - together we will prepare content for agricultural social media, which will build your market advantage.

We have been connecting agro brands with farmers for over 20 years.

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