Key Takeaways

• Influencer marketing can generate strong ROI for ag equipment dealers
  
• Precision ag influencers are trusted sources of information
  
• Authenticity and niche targeting matter more than follower count
  
• YouTube and Instagram are powerful platforms for ag outreach
  
• Agtivation can help you find and manage influencer partnerships
  
  

Introduction

Agriculture is evolving rapidly. Precision planting, smart implements, and advanced telemetry are changing how growers make decisions. In this environment, dealers must do more than just offer products. They must connect with customers where they are and how they prefer to learn.

Advertising is changing. A growing number of farmers rely on online videos, peer recommendations, and digital content when evaluating new tools.That’s where influencer marketing comes in. Instead of billboards or cold emails, you’re leveraging trusted voices in the ag community to get your message across.

Think of it like borrowing the neighbor’s combine. It’s not yours, but if it gets the job done faster and better, you’ll use it. Influencer marketing is just that — tapping into someone else’s platform to drive your own goals.

What Is Influencer Marketing in Agriculture?

Influencer marketing means working with individuals who have a dedicated audience in your target market. In ag, these are often farmers, agronomists, mechanics, or tech-savvy operators who post about their experiences with equipment and technology.

The best ag influencers combine two things:

• Real-world experience
  
• A trusted voice among peers
  
  

They might not have hundreds of thousands of followers, but their content resonates with those who matter — your potential customers.

Why Equipment Dealers Should Care

Let’s be blunt: today’s farmer isn’t flipping through mailers. They’re watching YouTube reviews of the newest precision planter or scrolling through Instagram to see what their neighbors are running.

By ignoring influencer marketing, you risk becoming invisible in a digital-first world. Equipment dealers who embrace it can:

• Deliver real-world demonstrations of their products
• Gain visibility among key customer segments
• Build long-term brand equity and trust
  
  

This is especially important if you’re selling high-ticket items like planters, GPS systems, or RTK guidance tools.

Types of Ag Influencers

Machinery and Equipment Reviewers

These influencers field-test tractors, combines, planters, and aftermarket tools. They produce in-depth content, often filmed on-site, showing how equipment performs in real conditions.

Precision Ag Tech Advocates

These voices focus on tools like GPS systems, rate controllers, auto-steer solutions, and data management. Their insights are highly valuable for dealers selling technology-driven products.

YouTube Mechanics and Field-Testers

From tearing down engines to troubleshooting monitor setups, these creators are the go-to resource for farmers looking to solve problems fast. Their content builds credibility because it's rooted in real-life scenarios.

Ag Lifestyle and Daily Operators

These influencers bring a behind-the-scenes look at daily farm operations, including how equipment fits into workflow. They often build high engagement due to their relatable storytelling.

How Influencer Marketing Can Impact Your Bottom Line

Here’s the bottom line: ag influencers move the needle.

Influencers can significantly influence purchase decisions. A 2024 Farm Journal Media study reported that 78% of farmers under 45 use online content as part of their buying process.

When a trusted voice demonstrates your equipment and explains its advantages, that credibility transfers to your brand. Whether you’re launching a new planter add-on or offering a fleet management platform, having the right influencer can:

• Speed up buyer research and decision cycles
• Increase qualified traffic to your site or dealership
• Reduce friction in your sales conversations

Tips for Choosing the Right Influencers

Not all influencers are equal. Here’s what to look for:

• Relevance: Do they talk about the type of equipment you sell?
  
• Engagement: Are followers asking questions, commenting, and sharing? Are they responding?
  
• Credibility: Are they actually in the field, or just posing next to machinery?
  
• Platform Fit: YouTube is great for in-depth demos, Instagram works for visual walkthroughs.
  
• Geographic Reach: Do they speak to the right regional audience for your dealership or product line?

Choose someone who aligns with your brand and speaks your audience’s language.

Best Practices for Campaign Success

To make influencer partnerships work, plan with purpose. Start by outlining your campaign goals:

• Are you building awareness?
• Do you want to drive demo sign-ups?
• Is it about capturing leads or showcasing a product launch?

Next, provide the influencer with the right support:

• Equipment access for hands-on review
• Messaging guidance without over-scripting
• Clear call-to-actions that align with your business goals

Lastly, measure the impact:

• Track web traffic, inquiries, and social engagement
• Use affiliate links or unique promo codes when applicable

Common Missteps to Avoid

1. Chasing Follower Counts Bigger isn’t always better. Micro-influencers with focused, engaged audiences can deliver better results.
2. Over-Scripting Content Influencers know what their audience responds to. Give them room to be authentic.
3. Lack of Campaign Clarity Define success upfront and share expectations clearly. Avoid vague goals like “more visibility.”
4. Failing to Disclose Partnerships Ensure compliance with FTC guidelines and encourage transparency in content.

Fun Fact & Expert Insight

Fun Fact: One of the most-watched ag influencers on YouTube got his start filming a broken PTO shaft fix with his phone. That video? Over 500,000 views.

Expert Insight: According to AgFunder Network Partners, “Influencers who are actual producers or operators are trusted far more than traditional ads. It’s about real-world validation.”

FAQs

How do I find ag influencers?

Search YouTube, Instagram, or TikTok using keywords like “precision planting demo” or “tractor walkaround.” Or ask Agtivation. We know the right folks.

What platforms are best for ag marketing?

YouTube is top for long-form demos. Instagram and TikTok are ideal for short, visual content.

Do I have to pay influencers?

Many accept payment, but some will trade for early access to gear, field demos, or exclusive content rights. Define expectations early.

What should I ask an influencer before working with them?

Ask about their audience demographics, past partnerships, and what types of content perform best.

Is influencer marketing measurable?

Yes. Track metrics like engagement rate, referral traffic, and lead conversions tied to influencer content.

Influencer marketing in agriculture is no longer a niche tactic. It’s a smart, measurable, and high-impact way to reach today’s tech-savvy farmer.

If you're selling precision ag tools, equipment add-ons, or anything that needs to prove value in the field, a trusted influencer can help bridge the gap between awareness and action.

For equipment dealers and agribusiness marketers, this strategy represents a clear opportunity to stand out and sell smarter.

Ready to find the right influencer and get your products in front of the people who matter?

Contact Agtivation today and let’s talk strategy.