On social networks, internet users who were previously anonymous have gained notoriety and even authority in their field. They have become “influencers”, revolutionising the way in which companies interact with their target audiences. And among them are… farmers!
By taking to the web, farmers first wanted to combat agri-bashing. They have become youtubers, tiktokeurs and instagrameurs, talking about their profession, the difficulties and joys associated with it, sharing tips and tricks… In short, they are reclaiming their image. It’s their authenticity that appeals, and in particular the passion they pass on. And it works: some generate hundreds of thousands of subscribers! Agricoolteur has over 400,000 subscribers on TikTok, Océane Agricultrice has over 44,000 subscribers on YouTube, Etienne,agriyoutubeurre – YouTube and Thierry Agriculteur d’Aujourd’hui – YouTube have over 100,000… and they’re far from being the only ones!
Some agri-influencers form partnerships with brands to pay for their work on social networks. By sponsoring quality videos, or having products tested by an influencer who shares your values, your company can increase its visibility and, above all, increase its trust capital.
A wider audience
Working with agri-influencers is a way of making yourself visible to a large and diverse audience. You come into contact with a fan base that may be interested in your product. This exposure can extend your reach and generate traffic to your website. According to a study by Ratuken, almost 80% of French people* say they have discovered at least one new product or brand a week thanks to an influencer. A trend not to be ignored!
Credibility and trust
By sharing relevant information, their professional experiences or even more personal aspects of their lives, influencers gradually build up a relationship of trust with Internet users. They even interact with them during live shows or in comments, creating a sense of closeness. Followers often see their recommendations as advice from friends, which can influence their purchasing decisions. When an influencer shares their opinion of a product with transparency and honesty, the company’s credibility can be strengthened in the eyes of consumers.
Data to estimate effectiveness
Social networks provide invaluable data for assessing the effectiveness of your communication strategy. By working with agri-influencers, you can monitor the number of views, likes, shares and even conversion rates. This data analysis allows you to measure the return on investment of your efforts, readjust your strategy if necessary, and optimise your future campaigns for better results.
A win-win partnership
To target your communication, you need to choose your influencer carefully. Obviously, they need to be interested in your product and their fan base needs to be interested in your brand. What’s more, many influencers will ensure that their values and those of your company are well aligned. Finally, the question of remuneration (or sponsorship) will undoubtedly be at the heart of discussions. But here, it’s up to you to establish your strategy!
*Study based on a sample of 1,000 people aged 18 to 52.
Sources
Ratuken Global Marketing Influence Study – Consumer section