Digital marketing has become the dominant force in most industries, but when it comes to reaching farmers and ranchers, does it really work? The short answer: Yes, but only if you do it right.
Farmers Are Online – Just Not Like the Average Consumer
A common misconception is that farmers and ranchers are disconnected from digital spaces. In reality, 92% of farmers own a smartphone and over 70% regularly use social media, according to a Farm Journal Media survey. However, their media habits differ from urban consumers:
- Facebook and YouTube dominate. While Instagram and TikTok have growing rural audiences, Facebook remains the most widely used platform among farmers over 35.
- Ag-specific websites matter. Farmers trust industry-specific digital publications, ag forums, and cooperative resources over general news outlets.
- Email still works. With long days in the field, many farmers check emails early in the morning or after dark. A well-crafted subject line can go a long way.
Challenges of Digital Advertising in Agriculture
Farmers are working—not endlessly scrolling. That means digital ads need to be highly relevant and well-targeted to capture attention during limited downtime.
- Bad targeting leads to wasted impressions. Generic ad campaigns often miss the mark because farmers don’t fit standard demographic profiles.
- Mobile-first is a must. Farmers may check social media and emails from the tractor cab, so ads should be mobile-friendly and concise.
- Content matters more than clickbait. Farmers are looking for useful information, not gimmicks. Educational and problem-solving content performs better than overly sales-driven messaging.
So, Does It Work?
Digital can be highly effective in ag, but only when it’s:
- Tailored to the agricultural audience
- Placed on trusted, ag-specific platforms
- Focused on real value over flashy sales copy
Bottom line: Farmers and ranchers are digital consumers, but they engage with content differently. Marketers who understand this can cut through the noise and build meaningful connections.
Portions of article was developed with the assistance of AI tools and edited by marketing staff.
