From Farmer to Influencer: The Rise of Digital Storytelling

America’s farmers and ranchers have been storytellers for generations. They’ve talked about life on the farm while standing in line at the grocery store, visiting with neighbors at the county fair or sitting around the dinner table. They’ve shown schoolchildren firsthand where their food comes from, answered neighbors’ questions at the Little League game and helped their community leaders understand the issues impacting their farms and ranches.

But the world is changing. How we consume information is changing. And how we share our stories is changing, too.

While many Americans may not have been on a farm or know a farmer personally, they’re still curious about where their food comes from, how animals are cared for and what goes into getting the food they consume from the field to their grocery store shelves. They’re seeking answers to these questions. And they’re turning to social media for these answers.

While this shift has changed how farmers and ranchers think about storytelling, it also gives them a unique opportunity.

Social media has removed many of the traditional barriers to storytelling. Farmers no longer have to rely on a video crew, newspaper reporter or television station to tell their story. They are powerful storytellers in their own right, with the ability to reach millions of people outside of their local communities at their fingertips.

The demand is there. According to Pew Research Center, 84% of U.S adults use YouTube, 71% use Facebook, and 50% use Instagram. In 2025, 37% of U.S. adults reported use of TikTok, that’s compared to 21% in 2021. Our consumption habits have changed drastically. Roughly half of adults use Facebook and YouTube daily. Rather than waiting to consume scheduled television programming, audiences can now watch and learn on demand from the device in their pocket — giving farmers access to one of the largest classrooms in the world.

Not every farmer needs to have a million followers or participate in every viral trend to have an impact. Chasing a follower count can actually distract from what makes farmer creators so impactful. An engaged community, regardless of the size, who trusts the person behind the screen can be invaluable.

Reach is only part of the story. Trust is what turns reach into influence. The rise of the content creator not only reflects a shift in how we consume content, but also in whom we choose to listen to and believe. Pew found that 21% of American adults get their news from social media influencers. Among adults ages 18 to 29, that number increases to 38%.

Why are Americans turning to influencers and content creators? It’s simple: authenticity. “Be authentic” might sound like familiar advice, but the data shows that it’s more than just a buzzword. Almost half of adults whose news consumption comes from social media influencers say that authenticity is a critical factor. They value creators who show up on social media as themselves, share information in an honest way and provide value for the viewer.

As the saying goes, “people don't care how much you know until they know how much you care.” That’s why many folks look to social media personalities as a source of information. When you follow a creator, you get to know their experiences, values and points of view. You get an inside look at both their challenges and successes. You become invested in the person behind the post.

Farmers and ranchers are uniquely positioned to build this kind of connection with consumers because they already have something that takes many influencers years to develop: trust. When it comes to who consumers trust, farmers and ranchers are at or near the top of the list. Our national polling with Morning Consult shows trust in farmers is high at 80% — putting them among the most trusted professions in the nation.

Our polling also shows that nearly half of Gen Z get their news on agriculture and farming from social media. That means farmers have an incredible opportunity to show up in the places where younger audiences are already looking for food and agriculture content. Farmers and ranchers may not think of themselves as influencers, but they already have the trust and real-world experience that audiences are craving. Social media gives them the ability to amplify it.

Farmers are bringing people into their barns during calving season, explaining how families approach succession planning, offering a firsthand look at the innovation and technology that’s shaping modern agriculture, and talking honestly about drought conditions, labor challenges and the farm economy all on social media. These stories pull back the curtain and provide audiences with access they may never have otherwise. It allows farmers and ranchers to tell their own story — providing context that might not make it into a headline or news clip.

Farmers and ranchers have always had a great story to tell. Social media hasn’t changed the story. It’s made the table bigger, giving farmers the ability to pull up more chairs, to welcome consumers to the conversation and give millions of people a seat at the table.