{"id":5415,"date":"2026-02-24T14:36:36","date_gmt":"2026-02-24T13:36:36","guid":{"rendered":"https:\/\/adagri.com\/?p=5415"},"modified":"2026-02-24T14:36:36","modified_gmt":"2026-02-24T13:36:36","slug":"influencer-marketing-in-agriculture-whether-it-is-worth-investing-in-it","status":"publish","type":"post","link":"https:\/\/adagri.com\/en\/blog\/influencer-marketing-w-rolnictwie-czy-warto-w-niego-inwestowac\/","title":{"rendered":"Influencer marketing in agriculture - is it worth investing in?"},"content":{"rendered":"

Modern agriculture is growing faster than ever before. Purchasing decisions on machinery, fertilizers or crop protection products require a lot of money, so trust is of great importance here. With dynamic digitization, a new element of agricultural marketing has emerged - influencer marketing in agriculture.<\/span><\/p>\n

Although it still arouses some skepticism, especially among more traditional audiences, agricultural influencers are becoming a viable communications force. Increasingly, they are the ones helping producers reach a new generation of farmers.<\/span><\/p>\n

What is influencer marketing in agriculture?<\/strong><\/h2>\n

In the agro industry, an influencer is not only a content creator, but first and foremost a Key Opinion Leader (KOL) - a practitioner who runs a farm himself, tests solutions and shares his experiences. Such an agricultural influencer builds trust not through advertising, but through authenticity.<\/span><\/p>\n

Agricultural vloggers, especially the younger generation (18-30 years old), combine traditional knowledge gained from family farms with the ability to create engaging content. It is their naturalness and real-world testing of equipment that makes farmers see their opinions not as advertising, but as proven recommendations from their peers.<\/span><\/p>\n

Where do farmers get their knowledge from?<\/strong><\/h3>\n

Martin&Jacob research (CAWI, 2024, n=378) shows that Instagram, TikTok or influencers themselves are only gaining <\/span>1% indications as a direct source of information<\/b> On plant protection products.<\/span><\/p>\n

However, this does not mean a lack of influence of influencer marketing in agriculture. On the contrary, farmers are actively seeking content created by opinion leaders, just <\/span>do not associate them with typical advertising<\/b>.<\/span><\/p>\n

Research from 2023 (Martin&Jacob, CAWI, n=447) confirms that:<\/span><\/p>\n