Social Media Influencer Marketing for Farm Businesses

Most of us are influenced by others, whether we like to admit to it or not. For instance, if you have children, you are probably very aware of the influence that friends or classmates can have on shoes, clothes, and so much more. Not only do many people seek out the opinions and recommendations of others (friends and family) before making purchases, but 67% are "at least a little more likely to purchase a product after a friend or family member shared it via social media" (Kapadia, 2016).

Building positive word-of-mouth among consumers is a crucial and long-valued aspect of marketing. While word-of-mouth recommendations have traditionally occurred in person, social media platforms have provided a new, different, and evolving space for this same recommendation process. Electronic word-of-mouth (eWOM) encompasses positive and negative statements regarding a brand or business that consumers encounter online (Liu et al., 2022). This includes messages or statements classified as user-generated content (UGC), regardless of whether a brand or company sponsors them. Electronic word-of-mouth has fundamentally changed how consumers interact with word-of-mouth marketing in the digital age (Liu et al., 2022).

Influencers and influencer marketing is nothing new in the world of word-of-mouth marketing. As eWOM has proliferated, so has influencer marketing. Sprout Social has described influencers as individuals who "have a dedicated social following and are viewed as experts within their niche" and influencer marketing as "a social media marketing approach that uses endorsements and product mentions from influencers" (SproutSocial, 2024). However, influencer marketing existed long before social media. Think about print and television advertisements and product endorsements. Brands would, and still do, pay celebrities or well-known individuals to promote their products or business, knowing that the celebrities build consumer confidence in the product (Basiouny, 2023).

Influencer marketing, as we currently know it, is effective. Findings from the 2024 Influencer Marketing Report show that 86% of consumers make influencer-inspired purchases at least once a year and that 49% do so monthly (SproutSocial, 2024). However, online creators and advertising more readily sway younger generations of consumers. Data released in 2018 highlighted that word-of-mouth recommendations from online sources have more influence on the purchasing decisions of younger adults than their older counterparts. Approximately 22% of young adults (ages 18 to 34) said they would purchase based on an online influencer recommendation (Marketing Charts, 2018). 

Influencers can be grouped into the following categories – celebrity, mega, macro, micro, and nano – primarily due to their celebrity status or follower numbers. The following categories have emerged regarding categorization and follower count. However, no universally accepted measurement exists.

Source Data: Influencer Marketing Hub, 2024

For farms and small businesses, the likelihood of landing a contract or deal with a celebrity or mega-influencer is slight. However, do not overlook the possibility of developing relationships with micro- or nano-influencers within your community or region. You can probably identify individuals your customers respect or want to emulate in areas such as cooking, baking, decorating, party planning, or homesteading. Who these individuals are will depend on your product(s), location, target customer groups, and other factors, but you likely have an idea.

Micro-influencers are typical people who are considered an authority on their niche or topic of interest. Nano-influencers, who have an even smaller number of followers, "tend to be experts in an obscure or highly specialized field" (Influencer Marketing Hub, 2024). Due to their smaller follower counts and tendency to specialize in their area of interest, these smaller influencers can develop high trust with their audience. The high levels of success for smaller or mid-size online influencers are primarily due to the perceived bond formed by and with their followers.

Micro- and nano-influencers have the following identified characteristics:

• Micro- and nano-influencers have a smaller community of followers. These smaller communities typically have a closer relationship with followers and may feel a responsibility to followers to be authentic and transparent, thereby building trust. At the same time, these individuals "have a large following compared to their peers and have demonstrated experience and success in running their social media accounts—they tell a story, have an eye for good content, and usually rack up likes and comments" (Mintel, 2018).
• The individual is viewed as a credible, trusted source. "Influencers were seen as more impactful compared to an average person based on the following characteristics: more credible and believable (94% vs. 83%), more knowledgeable (94% vs. 84%), and better at explaining how the product works or could be used (92% vs. 83%)" (Kirkpatrick). That is, these individuals are viewed as being authentic by their community/audience.
• Individuals are relatable to their audience. Consider mommy bloggers, for instance. These individuals typically are going through the same or similar experiences as their followers. Trust between the influencer and their community develops due to their shared experiences.
• Specialization in a topic. For individuals seen as an expert or highly skilled in something (baking, cooking, crafting, etc.), their followers are more likely to trust recommendations that fall in their area of expertise.
• High engagement. Nano-influencers have six times the engagement rate of influencers (Talbot, 2018). The combination of a small community, high trust, and relatability draws followers to interact with influencers by liking, sharing, or commenting on their posts.

These characteristics also form the benefits of working with micro- and nano-influencers. The potential return from working with these influencers can far outweigh the potential cost due to their effectiveness in reaching willing consumers. As media habits and product search behavior evolve among consumers, there is increasing value in having products and experiences showcased in influencers' activities.

Here are some ideas for working with micro- and nano-influencers.

• If they are a known customer or user of your products, ask them to share how they use your products on their social media.
• Invite them to special events in hopes they will write and post positive comments about your business.
• Start a paid business relationship with the influencer(s). Micro- and nano-influencers can provide cost-effective marketing, with many charging less than $250 per post (Wiltshire, 2018). However, the Federal Trade Commission (FTC) requires that paid relationships be transparent with appropriate wording in the post, such as using the hashtag "#ad" or "paid partnership" (see Image 1).
• Connect and engage with causes that you believe in. Influencers who are also connected will likely share information about these causes, and you/your business may benefit.
• Promote influencer(s) by mentioning them in your posts or embedding their content in yours.

Image 1.  Paid Influencer post about Nash Family Creamery

Case Study: Nash Family Creamery

Nash Family Creamery (Chapel Hill, Tennessee) has worked with several influencers since opening. When an influencer visits the creamery, the Nashes always try to showcase the business and highlight products/flavors they believe are extra appealing to customers. Cody Nash notes that after each influencer visit and corresponding post, for about 10 days, he notices a substantial bump in traffic. 

While their engagement with each influencer has, up to now, been on a one-time basis, they maintain their relationships with them on social media through mutual commenting and supporting of posts. Most of the influencers have posted for free. However, some they have worked with charged up to $500/post.  

"It's a great way to reach new customers through a marketing channel that connects with consumers on such a personal level."
            ~ Cody Nash

Success with micro- and nano-influencer marketing starts with goals for what you want to accomplish by working with an influencer. Following that, building a strong and trusting relationship with them is key. Ensure they understand your business and values and will represent them well. Posts from influencers must seem genuine and fit with the rest of their posts and social media activity. Finding the best influencer(s) for your farm or agricultural business may take time. Finally, work with the influencer(s) on how to best share your story.

References and Resources

Basiouny, A. (May 30, 2023).  The Marketing Psychology Behind Celebrity Endorsements. Knowledge at Wharton. Accessed October 1, 2024.

Federal Trade Commission. (November 2019). Disclosures 101 for Social Media Influencers.  Accessed December 9, 2024

Influencer Marketing Hub.  (August 30, 2024).  What Is an Influencer? Social Media Influencers Defined [Updated 2024].  InfluencerMarketingHub.com.  Accessed October 1, 2024.

Kapadia, A. (2016).  Numbers Don't Lie: What a 2016 Nielsen Study Revealed about Referrals.  Business 2 Community. 

Kirkpatrick, D. (2016). Micro-influencers have major impact on buying behavior.  Marketing Dive.

Liu, Hongfei & Shaalan, Ahmed & Jayawardhena, Chanaka.  2022. The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours.  10.4135/9781529782509.n9. 

Marketing Charts. (December 10, 2018).  The Purchase Influencer Hierarchy: Friends & Family > Online Influencers > Celebrities.  MarketingCharts.com.

Mintel.  (2018).  Nano-Influencers. Trend Observation, International.  Retrieved December 10, 2018 from Mintel Reports database.

Mintel.  December 2023.  The Impact of Influencer Marketing on Consumers’ Purchasing Journey. 

Sprout Social (June 6, 2024).  What is influencer marketing: An influencer strategy guide for 2024. SproutSocial.com.  Accessed October 1, 2024.

Talbot, K. (2018).  From Nano Influencers to Instagram Entrepreneurs: 3 Hot Trends in Influencer Marketing. Forbes. 

Wiltshire, E. (2018).  4 Reasons Why Micro-Influencers are Key [Infographic].  Social Media Today.