On TikTok, Instagram, and YouTube, farmers are heavily investing in social media. Having become true content creators, they share their daily lives, popularize their practices, and attract the attention of brands and institutions. This rise of agri-influencers is transforming communication in the agricultural sector and modernizing its image with the general public. Through a study conducted by Visibrain and Antidox, we take a look at the trends and challenges of this new dynamic.
TikTok, the essential platform for agri-influencers
The phenomenon of agri-influencers is gaining increasing momentum in 2025. On platforms like TikTok, YouTube, or Instagram, farmers share their everyday lives, popularize their practices, and engage with institutions and decision-makers. According to a study conducted by Antidox and Visibrain, the influence of farmers on TikTok is particularly striking. Content creators in the sector have amassed over 2.2 million followers and 39 million likes, which are communities much larger than those on Instagram or Facebook. These videos, often short and impactful, provide a window into the reality of agricultural work, far from traditional clichés.
Hamama Naili, Senior Consultant at Antidox, emphasizes: “TikTok is a powerful lever to break down stereotypes and modernize the image of the profession, while highlighting new practices.” The platform, with its dynamic formats, thus becomes a strategic tool to draw attention to a sector undergoing significant transformation.
The feminization of the sector: an increasingly audible voice
While agriculture has long been perceived as an essentially male profession, social media shows a more balanced image of the sector. Indeed, among the 42 most popular farmers analyzed, 12 are women, representing 28% of agricultural influencers. This proportion is constantly increasing. These female farmers share their experiences. They bring a new perspective on the diversity of the sector, its challenges, and its evolutions.
Their testimonies help to modernize the image of agriculture. They also highlight their key role in this industry. An evolution to be commended, which also meets the expectations of an audience increasingly concerned about gender equality and representation in agricultural professions.
The new strategy of brands: collaborating with agricultural influencers
Brands specialized in agriculture have quickly understood the importance of partnering with agri-influencers to strengthen their communication. Numerous companies, such as New Holland, Kuhn France, and Sencrop, collaborate with these rising figures to showcase their products and innovations. These partnerships take various forms: product testing, sponsoring, and even contests like the one launched by Manitou France last November.
Jean-Baptiste De Wever, an agri-influencer followed by over 30,000 people, generated engagement 12 times higher than the average brand posts. He achieved this result through collaboration with her. This type of collaboration clearly demonstrates the impact that an agricultural content creator can have on a brand’s visibility and engagement.
Article based on a press release received by the editorial team.
