Optimising Content For Agriculture

Social:Farmers produces hundreds of unique social media creatives annually with each post tracked for effectiveness. But it's not just about how many likes a piece of content wins.

We score for who was hitting the like button: whether it is target audience farmers or some of the many fans of farm livestock, farm machinery and rural living.

Are you actually appealing to the millions comprising the BBC Countryfile demographic? A number of agricultural business accounts have built large non-farming audiences by using likes as a KPI without caring to examine the audience demographic responsible.

We specialise in delivering farming audience content to farming-only audiences.

Persuasive Writing And Social Media

Consider a 'Beware of the Bull' sign. It grabs attention and influences without adjectives, adverbs or accompanying graphics in just four short words. ('Free Money' would work well with just two.) The point is that short messages can be the most powerful, social media is much more visual that textual. Long spiels are simply scrolled past in milliseconds.

Being able to practise the art of abbreviation is important when writing for social media. Like Marconi's Marconigrams imagining you're having to stump up £1.50 for each word can help concentrate the writing mind.

There is more on writing for social media here Six Tips For Persuasive Writing On Social Media.

The Write Objectives

Three Do's
[1] Have a reason why the reader will be compelled to be interested in what you are writing. For example, wanting them to buy is exactly the wrong motivation when you're writing selling copy.

[2] Work to a writing plan. Even within just 280 characters, the classic beginning-middle-end structure works best.

[3] Be clear about having a single main writing objective; be it brand awareness, product awareness, knowledge sharing, opinion influencing, calling to action or selling.

And Three Don'ts
[1] Avoid hammering out the same marketing messages. Good social media should be taking time and creative input because effective content is like air, news and fish; it should always be as fresh as possible. Bored audiences melt silently away.

[2] Never use imperative verbs or phrases, even apparently friendly informal ones. Staying as close as possible to 'chatting' works well.

[3] Don't ignore continual low engagement, so track the numbers and try to learn. And if you think we might be able to help, with reach or content or both, we are always available for a friendly chat.

Images especially for Social Media in Agriculture

For each of our clients we need around 100 high quality, interesting, farming images or videos per year.

We use pure studio graphics only when necessary; in social media marketing to farmers studio graphics come a surprisingly long way behind images for farmer popularity.

Given the time and creativity often involved developing graphics this may be surprising but there it is. Real-life farming images win hands-down.

The great majority of our images come from Farm Pics, our own one-stop resource for UK farming images.