{"id":5286,"date":"2025-12-17T08:46:27","date_gmt":"2025-12-17T07:46:27","guid":{"rendered":"https:\/\/adagri.com\/?p=5286"},"modified":"2025-12-17T14:36:26","modified_gmt":"2025-12-17T13:36:26","slug":"farmers-scroll-how-to-create-ad-creatives-that-attract-attention-in-meta-ads","status":"publish","type":"post","link":"https:\/\/adagri.com\/en\/blog\/rolnicy-scrolluja-jak-tworzyc-kreacje-reklamowe-ktore-przyciagna-uwage-w-meta-ads\/","title":{"rendered":"Farmers are scrolling! How to create ad creatives that attract attention in Meta Ads?"},"content":{"rendered":"

Farmers are active users of Facebook and Instagram. However, the logo and slogan alone are not enough to capture their attention while scrolling through the feed. In a world where hundreds of images and messages compete with each other, something more counts \u2013 story, context, and emotion. These are precisely what determine whether an advertising creation in agriculture will be effective.<\/span><\/p>\n

From a study conducted by Martin & Jacob1<\/sup> w 2023 roku, na pr\u00f3bie N=447 respondent\u00f3w metod\u0105 CAWI, wynika, \u017ce a\u017c 62% rolnik\u00f3w korzysta z Facebooka, a 22% z Instagrama. Te dane jasno pokazuj\u0105, \u017ce obecno\u015b\u0107 marek w mediach spo\u0142eczno\u015bciowych nie jest ju\u017c \u201eopcj\u0105\u201d \u2014 to realna szansa dotarcia do ludzi pracuj\u0105cych na roli, dok\u0142adnie tam, gdzie sp\u0119dzaj\u0105 sw\u00f3j wolny czas.\u00a0<\/span><\/p>\n

Effective marketing in agriculture<\/a> So it starts with understanding how farmers use social media. That's where, during their daily scrolling, purchasing decisions are made.<\/span><\/p>\n

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 advertising formats, such as Stories, Collections, or slideshows, which were not the subject of this analysis.<\/p>\n

A good photo is the foundation of a marketing creation in agriculture.<\/strong><\/h2>\n

Authentic advertising creation in agriculture \u2013 what really works?<\/span><\/strong><\/h3>\n

From the tests we conducted, it appears that ads in which the product is shown in the right context \u2013 in motion, in natural conditions \u2013 achieve significantly better CTR results than those that look like static catalog shots. For example, in the same campaign, when the machine is shown working in the field, CTR reaches 1.5\u20132%. For comparison, in the case of photos taken in unclear conditions, on snow, concrete, or a hall background, this indicator drops to 0.3\u20130.5%.<\/span><\/p>\n

What does it show us?<\/span><\/strong><\/h3>\n

Authentic shots that show farm life as it is yield the best results. A machine in motion attracts attention much more effectively than one standing still in a yard. Natural light, the sun, and the earth in the background build a sense of realism that cannot be achieved in artificial conditions.<\/span><\/p>\n

The more the advertisement resembles a real photo from the field, the greater the chance that a farmer will stop and give it a moment of their attention. Because in the world of social media, it's naturalness, not perfection, that grabs attention \u2013 especially when the audience is someone who knows the daily life of farming inside and out.<\/span><\/p>\n

Farmers don't read marketing - only their language<\/span><\/strong><\/h2>\n

To effectively reach farmers in Meta Ads campaigns, you need to let go of some marketing jargon. Slogans like \u201epremium functionality\u201d and \u201ebreakthrough solutions\u201d might work in big tech, but in the agricultural world, they sound foreign and artificial. Farmers don't connect with them \u2013 and that means they won't stop scrolling when they see them.\u00a0<\/span><\/p>\n

Therefore, each <\/span>Marketing creation in agriculture<\/span><\/strong> It should speak the language of the field, not the agency \u2013 simply, concretely, and with emotion.<\/span><\/p>\n

To test how farmers really react to different communication styles, we conducted a comparative test. We prepared two versions of the same advertisement promoting a riding lawn mower, differing only in the language used and the visual context.<\/span><\/p>\n

In the first version, we used classic marketing language. The slogan \u201ePerfect mowing without compromise\u201d was paired with a photo of the machine dusted with snow, in a winter landscape. The result? A CTR of just 0.66%.\u00a0<\/span><\/p>\n

In the second version, we focused on a more natural, accessible way of communication \u2013 \u201eMowing perfection in your hands\u201d \u2013 and the machine was shown in a natural setting, in the sun, against the backdrop of a farm. The result was three times better: CTR increased to 1.8%, with the same budget and the same target audience.<\/span><\/p>\n

This test clearly showed that farmers respond much better to simple, concrete language grounded in their daily work realities than to smooth, advertising phrases detached from reality. Professional advertising in agriculture doesn't have to sound like a slogan \u2013 on the contrary, it gains when it shows genuine emotions and situations that a farmer knows from their own experience.\u00a0<\/span><\/p>\n

The experiment showed that it is not the budget, but well-thought-out advertising creation in agriculture that determines whether a farmer will click and become interested in an offer.<\/span><\/p>\n

Effective communication with a farmer isn't a list of product features, but an answer to their daily challenges:<\/span>
\n \u201eWill you make it in time before the rain?,<\/span>
\n \u201eSpeed up the haying - before it starts raining again,<\/span>
\n \u201eDon't waste time with failures - choose a machine that will prove the job to completion.\u201d<\/span><\/p>\n

These are not slogans, but language that farmers understand and feel. When advertising shows them a familiar context and speaks in their tone, storytelling stops being a frill \u2013 it becomes an effective sales tool. There's no need to convince farmers with technical parameters \u2013 just show them you understand what their work looks like. The rest happens on its own.<\/span><\/p>\n

Meta Ads Ad Formats: Which Works, When, and Why?<\/span><\/strong><\/h2>\n

Data from our agricultural advertising campaigns clearly shows that the ad format on Meta Ads is of great importance\u2014but not as decoration. The effectiveness of creatives depends on whether they respond to the campaign's objective and adapt to the audience's context. The right format can not only increase engagement but also realistically translate into sales results.<\/span><\/p>\n

Reels \u2013 Reach and Brand Awareness<\/span><\/strong><\/h3>\n

Reels is a format that works well primarily for building brand awareness and campaign rhythm. In the analyzed campaigns, where the goal was \u201ecomplete video playback,\u201d the results were very good: over 60,000 full playbacks of individual creatives at an average cost of PLN 0.01 per view. The reach of one ad reached 30,000\u201338,000 users with budgets of PLN 400\u2013580.<\/span><\/p>\n

It is a format designed primarily for Building the first brand association quickly<\/strong>, product, or seasonal campaign, rather than for generating clicks or direct leads. Reels work best on initial stage of the campaign<\/strong>, when the goal is to open a topic and reach a wide audience with a simple, dynamic message \u2013 e.g., information about cashback, a promotion, or a new product on the market.<\/p>\n

Carousels \u2013 Effectiveness in Lead Generation and New Customer Acquisition<\/strong><\/h3>\n

Carousels are a frequently utilized sales format in agricultural campaigns; however, their effectiveness depends on the campaign's objective, product segment, and creative design. In campaigns analyzed by Adagri, conducted with the objective of \u201elink clicks,\u201d carousels achieved CTRs ranging from 1.28\u20131.93%, with CPC costs between 0.38\u20130.53 PLN and CPMs between 5 and 8 PLN.<\/p>\n

In a test campaign for agricultural machinery, which compared three ad formats over the same period and with the same budget, the carousel generated the highest number of contact forms \u2013 93 leads, with an average cost of PLN 71 per lead. For comparison, the animated display (slideshow) provided 62 leads at a lower unit cost (around PLN 65 per lead), while the static display generated 25 leads at a cost of PLN 77 per lead.<\/p>\n

The results of this campaign show that a carousel performs well in initiatives focused on scale and showcasing multiple product variations, such as different machine models or product configurations. At the same time, the lower cost per lead for animation indicates that Combining both formats in a single ad set may be a more effective strategy than relying on just one format.<\/strong>. It should be emphasized, however, that these are conclusions from a specific test campaign and should not be treated as a universal rule for all campaigns in the agricultural industry.<\/p>\n

Display (static) \u2013 simple format to produce, complex to optimize<\/span><\/strong><\/h3>\n

The term \u201emore demanding\u201d stems from the nature of the format, not its technical complexity. Static display is simple to produce, however, in the analyzed test campaign for agricultural machinery, it required significantly greater precision in management than other formats. With the goal of \u201elink clicks,\u201d static graphics achieved CTR below 0.6%, and the CPC cost exceeded 1 PLN, which meant more frequent optimization was necessary to maintain an acceptable level of efficiency.<\/p>\n

Effective use of this format in a pilot campaign required:<\/p>\n

    \n
  • preparation of several graphic and communication variants for rotation,<\/li>\n
  • ongoing optimization of the message based on results (CTR, CPC),<\/li>\n
  • Matching content to seasonality and product availability, such as \u201eavailable off-the-shelf\u201d messages.<\/li>\n<\/ul>\n

    Static graphics became more fatigued faster than animation or carousels, which, without regular changes, led to a further decline in effectiveness. For this reason, in the analyzed display campaign, static performed best as a supporting format, used in the final stages of activities or for communicating time-limited promotions and offers, rather than as the main medium for a lead generation campaign.<\/p>\n

    Animated display \u2013 a format with great potential<\/span><\/strong><\/h3>\n

    Animated display formats are less frequently used in Meta Ads campaigns, but in practice, they can be an effective compromise between static graphics and full video, especially in lead generation campaigns in the agricultural industry.<\/p>\n

    In the analyzed agricultural machinery test campaign, animations achieved the highest CTR - 2.57%, with a CPM cost of PLN 11. This format also generated 62 leads at an average cost of about PLN 66 per contact, indicating high cost-effectiveness compared to other formats tested in this campaign.<\/p>\n

    A subtle animation effectively grabs attention in the feed and makes the ad stand out from static content. A slideshow is particularly useful when we want to simply demonstrate how a product works, its functionality, or introduce seasonal context without the need for full video production.<\/p>\n

    In the analyzed campaign, animations performed best in teasers, technical presentations, and seasonal messages, where message clarity and cost-effectiveness were key, rather than maximizing the scale of activities.<\/p>\n

    Conclusion: An animated display only makes sense when it is aligned with the campaign's objective and the specifics of the agricultural industry.<\/strong> Choosing a format solely for aesthetic reasons, without considering marketing strategy and sales funnel stage, rarely translates into real effectiveness.<\/p>\n\n\n\n\n\n\n\n\n
    Campaign objective<\/th>\nRecommended format<\/th>\n<\/tr>\n<\/thead>\n
    Reach, brand recognition<\/td>\nReels \/ Sponsored post<\/td>\n<\/tr>\n
    Generating leads<\/td>\nCarousel \/ Animated display format<\/td>\n<\/tr>\n
    Low-cost contact\/remarketing<\/td>\nStatic display (including dark posts)<\/td>\n<\/tr>\n
    First impression effect<\/td>\nAnimated display format<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    Agro advertising works when <\/span>aptly combines format, content, and seasonal context<\/span><\/strong>. Farmers respond to what they recognize as their own. The format should reinforce this - not hinder it.<\/span><\/p>\n

    Data doesn't lie \u2013 this is how farmers behave on social media<\/h2>\n

    Mobile rules - literally<\/span><\/strong><\/h3>\n

    W kampaniach analizowanych przez Adagri ponad 94% ruchu pochodzi\u0142o z urz\u0105dze\u0144 mobilnych. To nie chwilowy trend, lecz standard, z kt\u00f3rym musi liczy\u0107 si\u0119 ka\u017cda marka. Kreacje przygotowywane z my\u015bl\u0105 o Meta Ads powinny by\u0107 projektowane przede wszystkim pod ekran o przek\u0105tnej 6\u20136,5 cala. Ka\u017cda kreacja marketingowa w rolnictwie powinna by\u0107 projektowana z my\u015bl\u0105 o mobilnym feedzie, gdzie licz\u0105 si\u0119 kontrast, rytm i czytelno\u015b\u0107 w jednej sekundzie scrollowania. Oznacza to du\u017cy, zwi\u0119z\u0142y tekst \u2013 najlepiej dwa lub trzy s\u0142owa na grafik\u0119, silny kontrast (np. bia\u0142e litery na ciemnym tle) i minimalistyczn\u0105 kompozycj\u0119. Prze\u0142adowane grafiki po prostu gin\u0105 w mobilnym feedzie.<\/span><\/p>\n

    Women click \u2013 and often make decisions<\/span><\/strong><\/h3>\n

    Campaign analyses show that women are responsible for 35\u201340% of all clicks on ads for farm supplies. This is not only a result of increased activity but also of the growing role of women in decision-making processes. Qualitative research conducted by <\/span>Agro Woman Foundation<\/span><\/strong> i <\/span>Institute of Rural and Agricultural Development of the Polish Academy of Sciences<\/span><\/strong> as part of the report <\/span>Women in Agriculture 20252<\/sup><\/span><\/em> confirm that it is women who often decide on farm investments \u2013 from fertilizers and parts to services and products that improve working comfort.<\/span><\/p>\n

    For marketers, this means one thing: it's not worth targeting campaigns solely at men. It's worth testing messages created from the perspective of a farmer's partner or wife, emphasizing aspects such as time-saving, convenience, or ease of use.<\/span><\/p>\n

    Video doesn't always click - but it works for the brand<\/span><\/strong><\/h3>\n

    Although the CTR for video formats (Reels, video display) can be low \u2013 often at the level of 0.04\u20130.09% \u2013 this does not mean that video ads are ineffective. On the contrary, their strength lies in building brand awareness. In the analyzed campaigns, the average cost per view to completion was only PLN 0.01, and individual Reels gathered over 60,000 full views. Even a short viewing time \u2013 3 to 6 seconds \u2013 was enough to create the first association with the brand and register it in the recipient's awareness.<\/span><\/p>\n

    Therefore, video should be considered a tool for building a strong brand in users' minds, especially at the top of the sales funnel. The effectiveness of such formats lies not in the number of clicks, but in reach, frequency, and strength of recall.<\/span><\/p>\n

    Seasonality is the key to effective advertising creative in agriculture<\/span><\/strong><\/h3>\n

    Data from the Adagri campaign confirms that ads tailored to the rhythm of fieldwork achieve significantly better results. CTR was higher when creatives referred to current weather conditions and real farmer needs.\u00a0<\/span><\/p>\n

    Seasonality is not an add-on, but the foundation of effective agricultural advertising - from the first frame to the last word in the headline. Graphics showing the product in its natural context worked best - e.g., a fertilizer spreader against a green field, not a snowy lot - as did copy referring to situations from a farmer's life: \u201eWill you make it before the rain?\u201d, \u201eLast chance for spraying,\u201d \u201eReady for haymaking?\u201d.<\/span><\/p>\n

    Therefore, when planning campaigns, it is worth acting in advance \u2013 adapting advertisements to the season and weather, avoiding messages that are out of touch with reality (e.g., promoting a lawnmower in winter), and creating content that fits into the rhythm of daily farm work. Such an approach significantly increases the relevance and effectiveness of the message.<\/span><\/p>\n

    There is no perfect format. But there is a strategy that works.<\/span><\/strong><\/h2>\n

    In agricultural marketing, advertising effectiveness doesn't depend on aesthetics, but on suitability. The format must support the campaign's objective, the message should consider seasonal realities, and the language should align with the audience's experience. An analysis of campaigns conducted by Adagri clearly shows that there isn't a single format that works everywhere, all the time. However, there are principles that allow for the effective selection of solutions.<\/p>\n

    The tests conducted show that the effectiveness of ads in Meta Ads in the agricultural industry does not stem from a single \u201ebest format,\u201d but from a conscious match between the ad format, type of visual creative, and message content to the campaign objective and sales funnel stage.<\/p>\n

    Reels engage audiences, build awareness, and establish communication rhythm, making them perfect for the top of the sales funnel. Carousels drive sales \u2013 they allow for showcasing multiple products, encourage clicks, and effectively generate leads. Static images\/dark posts offer a low cost per reach and work well as reminders or support for other formats, while animated display ads combine visual appeal with simplicity of production, offering an effective compromise for campaigns with smaller budgets.<\/p>\n

    However, there is no single format that guarantees success on its own. The key is strategy. An effective campaign requires testing, measuring, and continuous optimization. It's not one idea that determines the outcome, but the ability to constantly adapt to audience behavior, the season, and communication goals.<\/p>\n

    The best campaigns in the agricultural industry have a common denominator \u2013 they know when to speak, how to speak, and to whom to direct the message. Advertising that appears at the right moment of scrolling, speaks the farmer's language, and shows the product in the real context of their work, not only grabs attention \u2013 it leads to a decision.<\/p>\n

    Because in the end, what matters is not who saw the graphic, but who clicked, inquired, and bought. Ultimately, it's strategy and alignment that transforms a marketing creation in agriculture and a well-thought-out advertising creation in agriculture from just a picture into a real sales tool. Online marketing allows you to effectively reach your target audience in the agricultural industry, increasing the efficiency of advertising activities.<\/p>\n

    1 Martin & Jacob, Channels for reaching farmers. Sources of information and their reliability - total data (overview).<\/i>, Quantitative CAWI study, N=447, owners or co-owners of farms with internet access, conducted: 09\/01\u201310\/30\/2023.
    \n<\/sup><\/span><\/span>2 \u00a0Agro Woman Foundation, Institute of Rural and Agricultural Development Polish Academy of Sciences, <\/span>Women in Agriculture 2025<\/span><\/i>, report, 2025,<\/span> https:\/\/www.ksowplus.pl\/rolnictwo-i-produkcja-rolna\/aktualnosc\/raport-kobiety-w-rolnictwie-2025<\/span><\/sup><\/span><\/em><\/p>","protected":false},"excerpt":{"rendered":"

    Rolnicy s\u0105 aktywnymi u\u017cytkownikami Facebooka i Instagrama. Jednak samo logo i has\u0142o nie wystarcz\u0105, by zatrzyma\u0107 ich uwag\u0119 podczas przewijania feedu. W \u015bwiecie, w kt\u00f3rym konkuruj\u0105 ze sob\u0105 setki obraz\u00f3w i komunikat\u00f3w, liczy si\u0119 co\u015b wi\u0119cej \u2014 historia, kontekst i emocja. To w\u0142a\u015bnie one decyduj\u0105 o tym, czy kreacja reklamowa w rolnictwie b\u0119dzie skuteczna. Z […]<\/p>\n","protected":false},"author":16,"featured_media":5288,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[90,92,91,89,87,88,77],"class_list":["post-5286","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-porady-marketingowe","tag-formaty-reklam","tag-kreacja-marketingowa","tag-kreacja-marketingowa-w-rolnictwie","tag-kreacja-reklamowa","tag-kreacja-reklamowa-w-rolnictwie","tag-meta-ads","tag-meta-ads-w-rolnictwie"],"yoast_head":"\nRolnicy scrolluj\u0105! Jak tworzy\u0107 kreacje reklamowe w rolnictwie? - Adagri<\/title>\n<meta name=\"description\" content=\"Skuteczna kreacja marketingowa w rolnictwie dzia\u0142a, gdy trafnie \u0142\u0105czy format, tre\u015b\u0107 i kontekst sezonowy. 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