As of: November 15, 2024 8:48 p.m
The Eurotier came to an end in Hanover. The four days of the fair focused on animal breeding and animal husbandry. But the topic of social media is also omnipresent when visiting a trade fair.
Gesa Ramme has been sharing everyday life on her farm in Gifhorn on the Internet for almost five years. It started when she wanted to let friends from the city share her everyday life: “Every time I posted a picture of a cow, I noticed from the reactions that it wasn’t as natural for many people as it was for me,” explains the 32-year-old. Today she also uses the Instagram platform to network with professional colleagues. The “agricultural bubble” on social networks is getting bigger and bigger, she observes.
More and more farmers are using social media
According to a current representative survey by the digital association Bitkom, 28 percent of farms in Germany are active on social media such as Instagram, Facebook or LinkedIn. Two years ago it was only 19 percent. Four out of five companies surveyed are convinced that digital technologies make agricultural production more transparent. Farmer Gesa Ramme also talks to her almost 20,000 followers about controversial topics such as animal welfare in livestock farming or dumping prices at discount supermarkets. “My biggest goal is to show that everything is not black and white,” she explains. “But also to show the profession of agriculture or just beautiful moments and to convey the feeling that you have when you work on a farm.”
Social media as an investment in the business
The Behn family on their farm in Groß Twülpstedt.
“Welcome to Wilhelms Bauernblick” – this is how Wilhelm Behn starts his TikTok video with a bag of seeds. In the one and a half minute short video, the 26-year-old farmer explains why he grows cover crops and what components his seeds consist of. It’s all pretty technical for an entertainment platform, but it seems to interest many. Over 10,000 people have already seen the video. The Behn family business from Groß Twülpstedt (Helmstedt district) decided at the beginning of the year to approach social media professionally. They pay an agency to produce the TikTok and Instagram videos for them. According to the Braunschweig agency, something like this can cost between 2,000 and 4,000 euros per month. “First, of course, my father asked, do we really need this so intensively and do we have to spend so much money on it now,” explains Behn. But the investment pays off because the online presence helps to make more people aware of the farm and the products from direct marketing.
DLG honors agricultural influencers
Agricultural influencers were also present at the Eurotier livestock trade fair in Hanover between November 12th and 15th. They make videos about calf feeding technology or give lectures for milking robot manufacturers. On the third day of the trade fair, the German Agricultural Society (DLG) honored six young agricultural influencers. Heike Zeller is a consultant for direct marketers and the jury chairwoman of the “Agri Influencer Awards”. According to Zeller, a good account is characterized by approachability and authenticity: “They don’t show me some nice facade, but tell the stories behind it.” However, she also experiences skepticism on the subject: “We are an industry that is definitely a bit more conservative and people often ask: ‘What’s the point of having these influencers?’ But we also have incredibly forward-thinking, forward-looking, technology-loving people.”
Agricultural companies advertise with influencers
But it’s not just about public relations. Advertising collaborations with influencers who originally grew up in the cosmetics and fashion industries have long since made their way into agriculture. “Paid advertising partnerships are playing an absolutely growing role and have become incredibly professional,” observes Zeller. The Influencer Prize is also sponsored by companies from the agricultural sector. Regardless of whether it is a feed, agricultural machinery or seed manufacturer – the agricultural industry has recognized how well advertising with influencers works, explains Zeller. However, according to the expert, the fact that social media is becoming a lucrative financial mainstay for the company is still the exception.
More information
Three women practice conventional farming in Lower Saxony. With ups and downs – and many innovative ideas. (04/30/2024) more
Stefan Ostendörp photographs people he sees on the streets of his city Leer. He obviously hits a nerve with this. (11/10/2023) more
On average, Heide vacationers are 41 years old, according to Lüneburger Heide GmbH. She also promotes the heath via TikTok. (06/07/2023) more
This topic in the program:
NDR 1 Lower Saxony | Hello Lower Saxony | November 15, 2024 | 7:30 p.m
