Reaching farmers effectively today requires a deep understanding of their evolving media consumption habits. As digital content becomes more integrated into farmers’ lives, businesses must adapt their strategies to meet the unique needs of this diverse audience.
At Trilix, we’re proud to partner with agricultural leaders like Stine® Seed Company, Helena Agri-Enterprises, Practical Farmers of Iowa, Unverferth Manufacturing Co., Inc. and Iowa Farm Animal Care to connect with farmers across an increasingly digital media landscape.
The digital shift: Farmers embrace a multiplatform approach
Farmers have been using technology for years to make smarter, more informed decisions. Today, digital platforms like podcasts (e.g., Helena’s “FieldLink Podcast” and the “Stine Seedcast”), YouTube and social media are central to their media consumption. From checking market updates on X/Twitter to listening to agronomy podcasts in the tractor cab, farmers are integrating digital content into their day-to-day operations.
One notable trend is the rise of video content, which is becoming the preferred medium for learning, discovering new products and staying informed on industry trends. Farmers are increasingly interacting with video content, with some reporting 30%–40% higher engagement rates with live content, such as farm tours and informational videos, compared to standard posts. Video is engaging farmers in ways other formats can’t, making it an essential tool for businesses aiming to connect with this audience.
Navigating the digital noise: How to be seen
In today’s content-saturated world, farmers — like everyone else — are constantly bombarded with information. According to Farm Journal Research, producer use of social media and streaming was estimated to reach 70% in 2024. In such a crowded digital landscape, how can your brand stand out?
It’s not just about creating more content — it’s about delivering valuable content. Farmers want information that’s easy to digest and speaks directly to their needs. Video content allows businesses to convey complex messages quickly and interactively, offering a more engaging experience than traditional media. However, quality is essential. High production value and meaningful content will set your brand apart.
The power of a balanced marketing approach
While digital platforms continue to gain traction, not all farmers engage with them in the same way. Younger farmers tend to embrace social media and digital content, while older generations may still rely on traditional methods like print publications and face-to-face networking.
This gap underscores the need for a multiplatform strategy. The most effective approach combines video content, social media and traditional methods, such as print ads and mailers. Integrating these elements ensures your message reaches all segments of the farming community, whether via the latest YouTube video or a trusted magazine.
Adapting to farmers' changing media habits
To connect with today’s farmers, video content should be mobile-optimized, educational and easy to access on the go. Content that builds trust and fosters relationships also remains effective with those who prefer traditional media channels.
At Trilix, we specialize in integrated marketing strategies that blend digital innovation — including video — with proven traditional tactics. By embracing a balanced approach, we can help you reach farmers where they are, on their terms.