Unlocking the potential of agri-influencers

But is that now starting to change? As farmers, agronomists, consultants, innovators and thought leaders build engaged digital communities, shape conversations and influence perspectives in ways that traditional marketing channels simply can’t, influencer marketing is set to boom. For agribusinesses looking to build trust, expand reach and drive engagement, it shouldn’t be seen as an experiment, but rather a smart strategy.

At its core, agriculture is a trust-based industry and trust is the currency that influencers trade in. Farmers don’t make purchasing decisions lightly – they turn to their peers, industry experts and those with first-hand experience. A recommendation from a well-respected voice in the industry carries significantly more weight than a corporate advertisement ever could. The challenge for agribrands is to engage with this ecosystem authentically, ensuring that influencer partnerships add real value rather than coming across as transactional or forced.

Agriculture has always relied on word-of-mouth marketing, but digital transformation has given this phenomenon a much larger stage. Social media platforms like Instagram, YouTube and LinkedIn have provided a space for farmers and ag professionals to share their experiences, insights and product recommendations. What was once confined to local farming communities and conversations over the farm table is now a global chat, with agribusinesses able to engage audiences at an unprecedented scale.

The new generation of farmers are digital natives. This generation of decision-makers in agriculture is more comfortable than ever consuming and sharing content online. They seek out trusted voices, whether it’s for advice on input selection, machinery reviews or the latest sustainability innovations. The opportunity for agribusinesses is clear – by partnering with the right influencers, brands can tap into deeply engaged, highly relevant audiences that are actively seeking information to guide their business decisions.

One of the biggest mistakes brands make when approaching influencer marketing is treating it as just another advertising channel. A one-off post featuring a product might generate impressions, but it doesn’t build the kind of long-term credibility that moves the needle. Instead, brands need to take a partnership-driven approach, working with influencers over time to co-create content that educates, informs and strengthens relationships with their audience.

At Tracta, we’ve seen some agribusinesses partner with influential farmers to conduct real-world product trials, allowing them to document their experiences and provide genuine, unbiased feedback. Others are hosting digital roundtables and live Q&A sessions, featuring influential voices discussing pressing industry challenges, positioning their brand as a facilitator of important conversations rather than just another company pushing a product. The smartest brands are finding ways to integrate influencers into their educational and advocacy efforts, creating content that serves the industry rather than simply promoting their own agenda.

One of the most common misconceptions in influencer marketing is that follower count is the ultimate indicator of success. In reality, true influence is about depth of engagement, not breadth of audience. A micro-influencer with 1000 highly engaged followers in a niche agricultural sector can have a far greater impact than a generic influencer with 10,000 followers who don’t have a vested interest in farming. Authenticity and relevance are what drive real impact in agrimarketing.

When evaluating potential influencer partnerships, agribusinesses should consider:

• Trust and credibility – does the influencer have genuine expertise in their field?
• Engagement quality – are their followers actively interacting with their content?
• Content alignment – does their storytelling style and messaging align with your brand’s values and goals?
• Long-term potential – can this relationship evolve into an ongoing partnership rather than a one-time promotional post?

While influencer marketing presents a powerful opportunity, it also comes with risks, especially when brands take a transactional, rather than strategic, approach. Forced, overly commercial partnerships can backfire, damaging both the influencer’s credibility and the brand’s reputation. Farmers and agribusiness professionals are highly discerning audiences and any sign of inauthenticity can result in damaging disengagement rather than enhanced trust.

The key is letting influencers remain in control of their content. The most effective partnerships are those that allow influencers to showcase real-world applications of a product or service in a way that is natural to their audience. Heavy-handed scripting or overly promotional messaging should be avoided in favour of genuine, experience-driven storytelling.

For agribusinesses that have yet to embrace influencer marketing, now is the time to start. You don’t have to throw everything at it – just start small and experiment. The industry is shifting, and those who engage early will create advantage for themselves.

If you’re not sure how to get started, here’s a quick guide:

1. Identify the right influencers – trawl through social channels, papers, forums etc… and identify the people who are leading conversations. Look beyond follower count and focus on credibility, engagement and content and values alignment.
2. Build genuine relationships – approach influencers as partners, not as advertising platforms. Chemistry really matters. These people end up being an extension of your team, so you need to like them and trust them.
3. Co-create content – allow influencers to integrate your brand into their storytelling authentically. Don’t be too controlling. Let them express themselves. Yes brand alignment matters, but authenticity matters more.
4. Measure success – Track engagement, sentiment and long-term brand impact rather than just impressions and talk to your influencers about them. Share success.
5. Think long term – Prioritise sustained partnerships over one-off promotional posts. Bring them on the journey with you, get their buy in to your vision.

The agrimarketing landscape is evolving like every other and the time is ripe for agrimarketers to make influencers a part of their modern marketing toolkit. The brands that succeed won’t be the ones that simply buy exposure; they’ll be the ones that cultivate relationships, foster authentic engagement and build trust in the communities they connect with.

If you need help understanding how influencer marketing could add value to your brand, get in touch with us. It’s fundamentally the natural evolution of word-of-mouth marketing in a digital world. The only question is: will your brand be part of the conversation?