Branding in Agribusiness: How storytelling and authenticity build trust and engagement on social media .

The agribusiness sector is undergoing a true digital revolution, and a key driver is generational change. Young farmers and professionals are entering the market, and they are naturally turning to social media as a tool for their work. In line with the general trends of digitization, and our observations from our daily work in the agricultural market, this audience is looking online for more than just dry data, machine specifications or product prices. Nowadays, building a brand on social media requires a different approach, focused on building relationships and capturing the attention of the audience. They expect authentic, reliable information and an emotional connection to the brands whose products they choose. They also increasingly want to identify with a company's image and values.

Building a brand in social media: foundations, or the power of authenticity

In today's dynamic world, where traditional sales messages dominate, trust has become the most valuable currency. Farmers, like other professionals, are increasingly aware and skeptical of advertisements that are not supported by facts or practical experience. This is why authenticity in marketing is no longer just an option, but is becoming the foundation of any an effective social media strategy.

But what is authenticity in agribusiness really? In short: it's being yourself. It's giving up idealized, perfect images in favor of transparency, showing behind-the-scenes work and even admitting mistakes. Authentic communication is based on consistency between what a brand says and what it actually does.

Why does authenticity build trust and support branding?

A study conducted by Martin&Jacob („Channels for reaching farmers. Sources of information and their reliability,” October 2023) shows that the Internet is the dominant channel for acquiring knowledge: 81.21% farmers say they look to it for the information they need to run their farms. In the face of a changing media landscape, authentic and direct communication is gaining in value, creating ideal conditions for building a strong brand. As many as 94% farmers use agricultural web portals, of which 46,98% do so daily. Moreover, farmers primarily trust each other and sources that provide reliable, practical knowledge. As many as 31% farmers found agricultural forums to be the most reliable source of knowledge, and 28% trust the opinions of other farmers.

Building brand awareness and positive brand image in social media is based on providing valuable content that influences brand perception and brand credibility.

Farmers are looking for credibility, as evidenced by the fact that emotional stories based on facts increase brand recall by as much as 22 times compared to dry facts. It is this combination of practical experience and expertise that is the edge that builds trust among farmers. 

Storytelling in practice - from field to screen in social media

Since we know that authenticity is the foundation, storytelling is the tool to express it. Storytelling in agricultural marketing is the art of telling stories that are real, believable and engaging. It's not about conveying flawless stories, but about showing everyday life - work, challenges and successes.

What kind of stories to tell?

• Product stories: Instead of saying the product is „innovative,” show how it solves a specific problem. Tell the story of a farmer who, thanks to a particular solution, coped with a crop disease, a challenge of the machinery park. These types of testimonials, videos are extremely effective. The study „Channels to Reach Farmers” (Martin & Jacob, 29.11-12.12.2024.) shows that testimonials are the most frequently cited, most useful form of media (40%), followed closely by field test reports (35%).
• Stories about people: Show the people behind the brand. This is building a long-term relationship.  
• „Behind the scenes” stories: Show the process, testing, field work. This highlights unique values: transparency and a sense of intimacy. 
• Stories about values: Tell the story of why you do what you do. Values such as sustainability or supporting local communities resonate with your target audience.

Storytelling tools

Video has become a key storytelling tool. Agricultural content on TikTok, according to the platform's analysis, has seen 300% growth in 2024, and the engagement generated by these materials is on average 156% higher than traditional Facebook posts. Increases can also be seen in the agriculture industry.

Video content is of great importance on different social media platforms - each of them has unique characteristics that are worth using in the strategy of building a brand presence. Adapting the message and format to the specifics of each platform allows you to better reach your audience and increase the effectiveness of your efforts.

• Short Videos (Reels, TikTok, Shorts): This is the fastest way to reach a young target audience. Short, dynamic videos in the form of a vertical video with appropriate text, music, dynamics can generate huge engagement on social media.
• Photo Gallery: Good photos are a must. Show interesting shots of field work, communities or educational graphics in the form of carousels, infographics. 

The power of opinion leaders to reach a wider audience

Influencer marketing in agriculture is a topic that raises many questions, especially when looking at the specifics of the industry. Farmers have very clear priorities when it comes to credibility, and their trust in this matter is directed toward practitioners.

In this context, it is extremely important that the brand is perceived as trustworthy, since brand credibility directly affects the building of relationships with audiences and customer loyalty.

While digital creators are part of everyday life, their role is often to provide inspiration or general news, rather than to be the first source a farmer can rely on for key professional decisions.

Who is an opinion leader in agriculture?

They are not necessarily celebrities with millions of followers. They are usually farmer-practitioners, experts, specialists who share their knowledge less often on YouTube, TikTok or Instagram but in regular face to face communication. Their authority comes from their knowledge and experience, not just the number of subscribers. Their recommendations have real weight. 

How to work with opinion leaders?

• Choose authenticity, not range: Instead of looking for the biggest profiles, find those whose communication style and values are consistent with your brand. Interestingly, when it comes to information on crop protection products, the role of „influencers” is very low (1% indications according to the study „Channels of reaching farmers. Sources of information and their credibility on crop protection products,” Martin & Jacob, 29/11-12/2024), which may indicate their low credibility in this particular category. This, however, provides an opportunity to build credible relationships with opinion leaders who have high authority in their niches.
• Opt for long-term cooperation: One-off campaigns are often a shot in the dark. Building long-term relationships allows you to craft credible and engaging campaigns.
• Co-creation of content: Instead of simply sending a product for review, suggest a joint project, such as an educational video series or a series of materials showcasing the entire growing season.

Time to take action and build community around the brand

Brand building in agricultural social media In the age of the digital revolution, it is a process that requires courage and a departure from the usual patterns. Authenticity and storytelling are not empty slogans, but the most powerful tools at your fingertips. 

Don't wait for what the future will bring. Create it by telling your stories. Be authentic, engage in dialogue with your audience, and remember that in the world of agricultural marketing, it is truth and passion that build the strongest brands. 

Want to make your business stand out in the agricultural industry? Write to us - we will prepare content that will get your brand noticed.

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

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