'Agricultural producers will become micro-influencers in the future'

According to McKinsey's Global Farmer Insights report, the number of farmers using or willing to adopt at least one new digital technology to improve operations has increased by three percentage points to 52% since 2022. Looking at the communications side of this, it's estimated that by 2030, nearly 90% of farmers will be using a social media platform to interact with consumers and colleagues.

Mahmut Dikmen, who said he has been in the agricultural sector for nine years, stated that social media has redefined the marketing methods of agricultural products and that producers will turn into micro-influencers in the future.

'THERE ARE 4 MILLION PEOPLE ENGAGED IN AGRICULTURE IN Türkiye'

Dikmen said, "One of the main reasons why social media has become so important in Türkiye, where 4 million people are engaged in agriculture, is that agriculture takes place across a very wide geographical area. Therefore, many institutions actively utilize social media to convey their messages to the masses and to manage crises, natural disasters, or market fluctuations. Furthermore, while it's not always possible for companies and organizations providing agricultural services across such a vast geography to reach so many people in person through physical communication, social media presents itself as the most practical way to reach the young generation of producers."

'DEMOGRAPHICS SHOULD ALSO BE CONSIDERED WHEN CREATING SOCIAL MEDIA CONTENT FOR AGRICULTURE'

Dikmen, listing the criteria that should be prioritized when developing a social media strategy in agriculture, said, “Producers always lie at the heart of agriculture. It is crucial to provide the information they need, which will make their lives easier and increase their income, in a practical and understandable way. This is because our producers particularly want these kinds of solutions when using social media. When developing a strategy, it is necessary to take regional and seasonal differences into account. Furthermore, asking questions or organizing contests to encourage mutual communication,

"Providing quick information at any time also contributes to social media strategy," he said.

Dikmen continued his statements with the following words:

When choosing a target audience on social media, priority should once again be given to producers, who make up the majority. However, the demographic makeup of farmers is also important when creating content. For example, while the most active producer age group appears to be between 35 and 60, the number of male producers is reported to be higher. However, we see the increasing number and importance of female producers daily, and it's essential to incorporate this into target audience planning. Deciding which social media platform will be controlled by which field teams is also a critical step.

Dikmen made the following statements about the impact of active social media use on brand perception:

Companies that actively use social media have the opportunity to promote their products to a much wider geography and audience by providing reliable content, while also gaining new demand. Increased product usage naturally increases brand awareness. Conversely, active use of social media channels allows manufacturers to convey their message to the companies they want, at the time they want. This is because manufacturers may not be able to reach their field support employees or may not have met the company's field representative.

Touching on the importance of interpreting data obtained from social media in creating a strategy, Dikmen concluded by saying:

While the agricultural sector has progressed slowly in digitalization in the past, it has been undergoing a significant transformation in recent years, and I predict this momentum will continue in the coming period. Live support through mobile apps, smart agricultural applications, and digital training are likely to become prominent. Creating content will no longer be just about promoting or providing information to producers; engaging with them in the same digital environment will also become more important. I believe that producers will increasingly share their experiences in their fields as micro-influencers in the coming period and use social media more actively for product sales.

DHA

Reporter: News Center