How to reach young farmers

The younger generation brings a refreshing approach to communications. As digital natives who are comfortable with AI-driven tools, getting the most out of online platforms is second nature.

1. Digital platforms - staying on trend

Research shows that  68% of farmers of all ages use social media channels daily in 2025. But, reaching young farmers effectively means understanding which platforms they favour and tailoring your content accordingly:

Facebook – the most popular platform among young farmers for sharing a range of content and promoting events

Instagram – favoured by younger users for building closer-knit communities through visual storytelling 

• WhatsApp – provides instant communication with businesses and suppliers or other local farmers, consistently gaining traction as a versatile means to communicate – not just for private use
• YouTube – consistently well-liked by rural users for storytelling through product ambassadors and influencers in longer, more detailed videos
• TikTok – useful for short snippets of information or day-in-the-life of videos; as a result, it is becoming increasingly popular
• X (formerly Twitter) – a fast and efficient way for farmers to share quick updates and communicate with industry experts and other farmers
• LinkedIn – is also a key channel as it provides an opportunity for professional networking and career progression. 

Online channels can be a captivating way to encourage active participation and interaction through campaigns such as #Farm24, by Farmers Guardian and Morrisons; encouraging agricultural influencers and everyday farmers to show their typical 24 hours on the farm.

1. 2. Agricultural shows and events 

Agricultural shows offer valuable face-to-face opportunities. They combine product demonstrations, diverse exhibitors, and crucially – direct engagement with your audience.

Let’s not forget – farmers trust farmers.

Speaking slots featuring farmers or agricultural stakeholders who genuinely use your products can build credibility with younger audiences far more effectively than traditional marketing.

However, be aware of using influencers who could be perceived as only aligning to you in return for financial or personal reward. Authenticity is important.

Young Farmers' Clubs provide a direct route to this demographic. With thousands of clubs across the UK, members are active at local agricultural shows and travel to major events like the Royal Welsh Show, Royal Highland Show, and Great Yorkshire Show.

Collaboration with clubs and event organisers can support in leveraging your target audience and are a fantastic way to engage with young farmers while they’re there and off the farm.

3. Innovation and technology

Young farmers love to learn and get stuck in, making online farming courses and webinars a great pathway for agricultural career development.

The numbers support this. From 2022 to 2025, there was a 35% increase in uptake of online agricultural courses, according to Farmonaut.

Agribusinesses can tap into this appetite for learning by sponsoring education programmes. Farm apprenticeship programmes for example, are an affordable way for young people to learn more about the sector from industry experts.

AHDB and LEAF's 2025 collaboration demonstrates this approach well. Together, they've developed school resources connecting food production and farming – bringing agricultural education both into the classroom and outdoors.

4. Print still matters

Despite the digital shift, many farmers still struggle with connectivity. In 2023, the NFU reported that connectivity issues were holding farmers back and more than 75% of members stated some level of unreliability in mobile phone signal.

The evidence speaks for itself, magazines have stood the test of time – Farmers Weekly and Farmers Guardian attract more than 50,000 readers combined weekly across their print publications, with digital versions expanding this core audience.

To engage younger readers using print, consider imagery, graphics, or listicles to help make content more attractive and digestible.

Regional-specific magazines and publications can also be a direct channel to specific target audiences and can achieve remarkably high engagement in their locality, particularly where digital and social networks support the print version.

Digital platforms still matter, but accessing a breadth of channels remains important for areas still suffering connectivity issues in signal-poor areas.

Why multi-media matters in food, farming and environment

Reaching the next generation of farmers requires presence across multiple platforms – both digital, print and in person.

Young farmers are active online, engaged at agricultural shows, and responsive to innovative product launches that capture their attention. But the fundamental principle is simple – businesses should aim to be where they are.

Combining social media engagement, educational content, event presence, and traditional print will build stronger connections with this audience than those relying on a single channel.

The young farming community is growing and evolving. Understanding how they communicate – and meeting them on their terms – is essential.

Read more from Pinstone’s Laura Yates on growing up in the countryside as a young farmer here, in Farmers Guardian. Read about the importance of young people in rural communities here.

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