Farmers and the power of digital marketing
Farming is undergoing a period of significant transformation, from emerging technologies and labour pressures to consolidation across the sector. In times of uncertainty, understanding your audience is more important than ever. So, how are today’s farmers making decisions? What influences them, what channels do they trust, and how does behaviour vary between large-scale and smaller operations? We’ve created this practical report to help you answer those questions (and craft marketing that truly speaks to the realities of modern farming).
Know your farmer, know your message
Inside the modern farm: what we know
Who works on the farm and who is really calling the shots?
Changing attitudes: how farms are adapting
Director of Agri-Works
Head of commercial content
Lead researcher
Tom Wright
Olivia Skeoch
Mitch Tulloch
In this report
Decision making: what drives digital behaviour?
Turning insight into impact: Our method
Brought to you by:
Inside the modern farm
Who is calling the shots?
Changing attitudes
Decision making
Our method
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Farmers and the
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What is being farmed?
A bit on the side?
What does this mean for you and your marketing?
Farming is not one-size-fits-all. It is an evolving industry, shaped by a mix of challenges and opportunities. Different farm types, and sizes, mean different goals, priorities, and decision-making journeys.
Arable farming stands out as the dominant farm type on larger holdings. This clear divide highlights the central role arable farming plays in the sector, not only in terms of land use but also in its commercial and strategic importance. As the arable farms tend to be larger, more structured, and commercially driven, they position themselves at the forefront for innovation, investment, and digital adoption.
Highest in larger farms: 69% vs 34% in smaller
Very few (10%) of small farms concentrating on Dairy vs 23% in larger
Little difference between farm sizes, 58% of larger farms vs 50% of smaller have beef
Again, similarities between sizes: 51% vs 42% in smaller
Q. What does your farm business consist of / produce?
Q. What other businesses/revenue lines do you have aside from farming (if relevant)?
Small farm (≤ 250 acres)
Large farm (> 251 acres)
Your marketing needs to be as varied and dynamic as those you’re trying to speak to and specifically targeted to the relevant audience. Agriconnect’s data empowers us to segment audiences with precision, delivering highly targeted and effective marketing campaigns.
0%
10%
20%
30%
40%
50%
60%
70%
33%
Solar / renewable energy
13%
Selling direct to consumers (e.g. online, to restaurants, farm shop, farmers market)
Tap on images for details
How the 'big four' compare
The arable farm divide
The amount of farmland in the UK is finite – a zero-sum game
For one farm to grow, another must contract or disappear entirely. This reflects a wider trend of consolidation within the sector, where expansion often goes hand-in-hand with resilience. Farms with larger or more diversified revenue streams are better positioned to acquire land, scale operations, and invest in growth — reinforcing their dominance in a landscape where smaller farms may be increasingly vulnerable.
11
of those surveyed have increased the size of their farm's land over the past 12 months
%
4%
Bed and breakfast
Arable
Beef
Dairy
Sheep
25%
Camping / Glamping / Holiday lets
Letting storage space on farm
7%
Events (e.g. weddings)
Animal sanctuary / Petting zoo
1%
Blogging / Vlogging / Social media presence
Vegetables
Poultry
Side business(es) /Secondary revenue line(s)
Family matters
Although a farm owner may have final say, influence on decisions can be as varied as the workers and family on the farm. Understanding who’s involved in day-to-day operations and decision-making helps build clearer, more effective content strategies.
Our data reveals that family plays a consistent and significant role in purchasing decisions across both small and large farms, often matching or exceeding the influence of farm managers and staff. 72% of small farms and 79% of large farms involve family members in their operations.
Q. How old are you?
Marketing to farmers means marketing to multi-generational, family-led businesses. Campaigns should include story-telling and case studies that feel inclusive of the full household, not just the business owner. Trust is important to farmers. So your approach needs to build on this and create a relationship with the audience. These people will consume content and feedback to the farm owner, so your messaging needs to speak to them. You need to choose a channel that allows you to really show the value of your brand and product; demonstrating your service and performance.
Family influence
How can you use this information to improve your marketing? Marketing to farmers means marketing to multi-generational, family-led businesses. Campaigns should include story-telling and case studies that feel inclusive of the full household, not just the business owner. Trust is important to farmers. So your approach needs to build on this and create a relationship with the audience. These people will consume content and feedback to the farm owner, so your messaging needs to speak to them. You need to choose a channel that allows you to really show the value of your brand and product; demonstrating your service and performance.
What does this mean for you? Smaller farms lean on minimal staffing, meaning that value-driven messaging will resonate. Using content will allow you to build upon the value of your product. Large farms scale their operations with a mixture of staff, meaning there is a wider range of people on the farm. These people will consume content and feedback to the farm owner, so your messaging needs to speak to them.
How should this influence your marketing plans? Trust is important to farmers. So your approach needs to build on this and create a relationship with the audience. You need to choose a channel that allows you to really show the value of your brand and product; demonstrating your service and performance.
The median age is 55-64, however, when this is separated between smaller and larger farms, it becomes clear that larger farms have a younger age bracket. 31% between 45-55 on a farm larger than 250 acres, compared to only 17% on smaller farms.
Generational shift
In farms smaller than 250 acres, 47% of people have another job compared to only 24% of farms greater than 250 acres. This means smaller farm decision-makers are more likely to work as agronomists, contractors, or in other ag-related roles, bringing outside perspectives and wider networks into their purchasing decisions. Influencing them may happen off the farm as much as on it.
Beyond the farm
75
of those surveyed have family members involved in the running of their farm
78
Are planning to pass on their farm business to their children / family
Additional labour
Large farms are more likely to bring in seasonal help (70%) vs 25% on small farms. 42% of large farms use 2 or more seasonal workers. This is 4 times more than small farms.
Seasonal workers
Q. Including yourself and family members, how many of the following have worked on your farm in the past 12 months?
Q. Which of the following family memebers help?
Q. What is your primary occupation?
So who really calls the shots?
Q. Which of the following statements best describes how input buying is approached in your farm business?
How can you use this information to improve your marketing? Marketing to farmers means marketing to multi-generational, family-led businesses. Many farms have one formal decision-maker, but choices are often shaped by a range of influencers, especially younger family members.
Messaging needs to go beyond the farm owner (and the age that audience reflect). Involvement on farms is multi-generational, so your messaging needs to mirror this. Campaigns should include story-telling and case studies that feel inclusive of the full household, not just the business owner.
5%
15%
35%
Permanent staff
Part-time staff
Contractors
0
1
2
3
4
5
6
7
8
9
10
> 10
Select a role to show responses
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Contractor usage is common in both small and large farms, with 93% of large farms using at least one contractor vs. 75% of small farms. Hedge cutting and silage making were the top responses with similar usage across both sizes but unsurprisingly, bailing and harvesting have a much greater use on larger farms.
Most farms, regardless of size, have 1-2 part-time workers (75% of small and 73% of large). Large farms are more likely to have 3-7 workers (24% vs 19%), however this reverses when it comes to 10 or more workers – 6% for small farms compared to only 2.5% of large farms.
11%
12%
Farm owner
Farm manager
Tenant farmer
Other*
Includes: Contractor (2%), Agronomist/advisor, Farm worker and non-farming role (all 1%), and Other (7%)
Spouse
Children
Parents
Siblings
Other
63%
14%
6%
26%
25-34
35-44
45-54
55-64
65+
24%
16-24
Purchasing decisions are controlled by the farm owner, nobody else has any influence
Purchasing decisions are made by the farm owner after discussion with / input from other farm staff
Purchasing decisions are made by the farm manager after discussion with / input from other farm staff
Purchasing decisions are controlled by the farm manager, with sign off from the farm owner
45%
34%
9%
8%
“Over 55% of all farm purchasing decisions are influenced by someone other than the named decision-maker. Where family is involved, it rises to 67%. This creates an extremely diverse audience range for your marketing and changes the idea that you need to simply focus on the farm owner”
Key takeaway
Olivia Skeoch, Head of commercial content
Small farms overwhelmingly operate with lean teams—over 65% have just 1 or 2 permanent staff—suggesting they are likely dependent on family support and have limited capacity for hiring. In contrast, larger farms show a broader distribution of staff numbers, with nearly half employing 3 or more permanent staff. This indicates a more commercial operation, with larger workforces needed to manage the farm business.
Farmers views
Innovators – often found on larger farms with long-term plans, these farmers are keen to test and adopt new tech and practices Pragmatists – open to change but cautious, looking for value and proven ROI. We see this more with farms smaller than 250 acres Traditionalists – typically older or planning to exit the sector, these farmers are more hesitant around innovation and take more convincing to make changes
To what extent do you agree/disagree with the following statements? (Strongly agree = 10; Strongly disagree = 0)
Farms with long-term plans, especially where children are involved, are more likely to be adapting to change. Those planning to sell or wind down tend to be more unsure and risk-averse. There is also a clear gap between smaller and larger farms over perceived personal benefit. This hesitation and lack of certainty can be tackled with using informative content as part of your plan.
Mindset matters
As farms get larger, they tend to become more structured, more future-facing, and more open to innovation. This openness isn’t just about age, it’s about mindset, planning, and who is involved. Larger farms often have more people around the table when it comes to decision-making, including agronomists, advisors, and the next generation. It is important to include these people in your target audience.
Farming is becoming more tech enabled
8.30
I believe I can benefit from integrating technology into my farm
The way we farm has changed more in the past 10 years than in the previous 50
Each time I replace an item of machinery, the replacement can do more than the previous iteration
Traditional farming jobs are being replaced by technology
New processes are emerging which allow me to replace human labour with machinery
7.20
7.10
6.67
6.10
5.73
Farming is becoming more tech-enabled
88%
96%
82%
Farming benefitting from integrating technology
“Each time I replace an item of machinery, the replacement can do more than the previous iteration”
“I believe I can benefit from integrating technology into my farm”
60% of farmers surveyed agreed with this statement
71% of farmers surveyed agreed with this statement
Farming and technology
Our data shows that all farms are prioritising investment in infrastructure, machinery and sustainability, which isn’t a surprise. The difference comes when you look at specifics: • Smaller farms focus more on physical infrastructure • Larger farms are more likely to invest in specialist equipment
Investment plans
Both small and large farms show long-standing relationships with many of their suppliers (25% said a personal relationship with the supplier was “extremely important”), but large farms are more likely to have changed suppliers recently — particularly when it comes to core inputs like livestock, fuel, and tools.
Loyalty vs. agility: How often are farmers switching suppliers?
How farms financed their investments
Paid outright
Dealer finance
72%
53%
Large farms are significantly more likely to use dealer finance or bank loans. This reflects two realities: 1. Small farms tend to be more cautious and debt-averse, often preferring to buy only when funds allow. 2. Large farms, often with long-term plans and succession in place, are more open to financing options that enable strategic growth and cash flow management. This really shows the importance of highlighting financial flexibility in your messaging – making it part of the story.
Bank loan
18%
Farms >250 acres have a larger appetite for investment, while <250 acre farms are maintaining a similar level. Diversification areas like renewables and holiday lets are getting more attention, especially from larger farms.
Investment changes
Compared to 12 months ago, which areas of your farm business(es) are you investing more / the same / less in?
Select farm size to show responses
≤ 250 acres
> 250 acres
Investing more
Investing the same
Investing less
Grassland
Pigs
Farmers decisions aren’t made quickly, or with the roll of the dice. They are considered, discussed and based on trust. That’s why content marketing isn’t just effective in farming, it is essential. Content builds the connection with your audience and helps provide the ‘why’ behind the ‘what’, which ultimately positions your brand as a valuable and trusted resource.
At Agri-Works, we can target each one of these channels with our unique first party data. You can target all age ranges within one campaign, effectively and precisely. Find out how we do this >>
Why content wins in agriculture
Farmers are spending more time online, especially those with larger farms and long-term ambitions. They recognise the importance of digital in both their farming future and their decision making. Digital plays an essential role in product research, peer learning, and supplier choice. But usage varies significantly depending on farm size, type, and attitude to innovation.
What works for farmers:
Why it’s effective:
Q. How often do you do the following online activities?
Select a timeframe to show responses
Daily
Several times a week
Several times a month
Occasionally
90%
Digital habits
Never
80%
Checking emails
Browsing social media
Using farm software
Reading farming news online
Checking market prices online
Buying products online
Checking government websites
Our research shows that content that explains, highlights, and showcases products is in high demand as well as sustainable farming insights, practical guides, and real-world case studies. Your digital strategy needs to reflect this shift: speaking the right language, in the right places, with the right level of detail.
What farmers want to see
88
of farmers check their emails on daily basis
94
of farmers read farming news online
97
of farmers buy products online
Q. What other topics would you like to see more about online?
Content that explains how other farmers are developing their business
Content that highlights business opportunities for farmers
Showcases that explain new/ different approaches to farming
Sustainable farming
Guides to explain the impact of new technology on farming
Real-world farming content
55%
46%
• • •
Farmers trust what they can see working in practice (and what they see other farmers using) Long buying cycles mean decisions evolve over time and content keeps your brand consistently informing Good content travels. It is saved, re-read and shared between people. And we know, farmers listen to farmers!
Explainers that break down technical detail Case studies that showcase products in real-world use Practical guides, product comparisons, and thought leadership
Print magazines (e.g. Farmers Guardian, Farmers Weekly, Scottish Farmer, etc.)
75%
59%
Q. Which of the following channels do you use?
Q. Which of the following social media apps or websites do you use?
Media websites (e.g. farmersguardian.com, fwi.com, Agriland etc.)
Facebook
YouTube
Instagram
LinkedIn
Snapchat
Twitter / X
TikTok
58%
52%
28%
17%
Who is using what?
Audience profiling using real behavioural data
Campaign planning tailored to farm type, size, and sector
Content creation from technical articles and case studies, to video and digital-first storytelling
Multi-channel delivery across trusted Agriconnect platforms
Performance reporting and campaign optimisation
What we deliver
How we use digital marketing to perfectly and accurately target distinct groups
Find out how we can help you
Examples of our work
We’re content marketing experts building powerfully engaging digital experiences that attract, convert, and retain your target audience. Our on-point narratives and beautiful creatives are accompanied by hands on marketing campaigns and incredible sector data that guarantee traction on every piece of content we build and deliver. At Agri-Works, our heritage goes back 180 years with Farmers Guardian and is backed by the powerful marketing data of Agriconnect.
A campaign that helped Virbac win new customers and grow market share in a competitive space.
Multimin™
View project
Volac: Content campaign
SEO-driven campaign that secured Volac the top Google ranking for ‘better maize silage’ — and kept it there.
On Air at Groundswell
Our annual podcast series to bring expert voices and practical insights to the next generation of sustainable farmers.
Beat The Parasites
A content-led website that positioned Boehringer Ingelheim as the go-to authority on parasite treatment.
Content hubs
Podcast
Digital guides
Engage
Farm24
An interactive, digital platform uniting British agriculture under a vibrant, people-centric, celebratory narrative.
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An expert-led, multi-sponsored guide designed to help farmers maximise productivity, sustainability and soil health.
