By Vina Medenilla
Many businesses have shifted online, which makes establishing a social media presence highly beneficial. Having a physical store is also currently a disadvantage due to the health risks and other consequences ensued by the COVID-19 crisis.
There are different types of social media with diverse functions and formats that farm business owners can utilize for free.
Social media platforms permit businesses to reach a wider market. “The more presence that you have across these different kinds of networks, the better for you,” said Reden Mark F. Costales, a millennial farmer who’s also behind the YouTube channel “The Agrillenial” and president of Costales Nature Farms, the first recognized agri-tourism site in the Philippines.
But first, what is social media?
Social media refers to websites and applications (apps) where the public can extensively access and share information. As discussed by Costales, this can branch into various categories, including social networks (Facebook and Twitter), media networks (YouTube, TikTok, and Instagram), discussion networks (Discord and Reddit), and review networks (TripAdvisor).
If the brand’s target market is the general public, Facebook is the perfect social media site to use, said Costales. To connect with younger generations like millennials and generation Z, promote more on Instagram or Twitter where they usually spend time.
Agripreneurs can upload articles, photos, videos, and other media files on their selected medium. When making content, one crucial element that must always be performed is fact-checking. This will build credibility and good rapport with the online followers.
Here are some tips on agribusiness promotion and content creation from The Agrillenial himself:
Create attention-grabbing content. In order to make an online post noticeable, start by putting an appealing caption or intro. This must be accompanied by a beautiful photo or thumbnail that catches the viewer’s attention. Make sure the pictures are not pixelated as this can also add to the brand’s character or quality. The photo must not confuse the followers, too.
Do not put too many words in a post that can overwhelm the audience. As much as possible, use layman’s terms for everyone to understand. If it fits the brand, incorporate trending topics in the posts so more people can engage in them.
When the content represents a guide on something, Costales suggests putting the phrase “how to” in the title as this is the typical term that the public writes in the search bar when they need help with something.
Photography techniques or elements like establishing a good foreground and background can also be applied. Having nature or agriculture as a subject is beautiful in itself and content creators can play around and enhance their creativity, especially when making promotional content for their business. Invest in post-worthy pictures and be as original and unique as possible.
Study the analytics page. Familiarize oneself with the analytics to see what type of content works best. Checking this can help determine the demographics of the people who watch or view the posts. This also includes data such as page views, likes, reach, and engagement in every post.
Increase brand engagement. “The more engagement that your content has, the more that Facebook or YouTube will promote it,” Costales said. Notice how a post goes on top of the feed when someone engages in it by liking, reacting, or commenting.
Increasing engagement is a technique that Costales consistently executes. “When you search for the word FFJ or fermented fruit juice, the first video that you will see is my video.” He explained, “My video may not have the most views, but I have the highest engagement because in every comment [that I receive], I make sure to reply in each [one of them].”
Note the day and time the followers are most active. Proper timing is important when posting content. No one would want to upload things when the world is asleep, as this puts the creator’s effort to waste. Learning the time and day that the followers are most active enables the agripreneurs to know when it’s best to post their content.
Costales recommends uploading one post at a time to avoid the other uploads from getting overlooked or unnoticed. Post once or twice a week at a separate time or day instead.
Create market-driven content. Follow the requests of the viewers by providing content they want to see. Use inclusive nouns like we and us. Ask permission to take photos of customers with the products they purchased from the farm to have additional content.
Information from a webinar presented by the ATI Calabarzon during the Regional Farm Youth Summit 2021. The summit discussed topics revolving around agripreneurship and youth participation in agriculture.