Livestock SmartNews

How to connect with food consumers in 2022


It may seem that consumers are a fickle bunch. They tend to jump from one trend to the next (like all generations) and want to be on the latest social media platforms, but there are a few things that always stay the same.

If you are looking to connect with consumers in 2022 or grow your audience on a social media platform, focus on the basics of communication:

1. Know Your Audience: If you hope to connect with younger generations such as Gen Z, they love Tik Tok, YouTube, and Instagram Stories. Here are some farmers to follow on these platforms.


10th Generation Dairyman

If you want to reach an older audience, try Facebook or Instagram. Here are some farmers to follow on these platforms.


TDF Honest Farming

It’s best not to try to copy these farmers. Just be yourself, as if you are giving farm tours to the public so they can see who you are and what’s happening on the farm.

2. Know the Medium and Delivery: If you want to reach people, you need to understand why they are on these platforms. Simply put, it’s to be entertained. That means you need to focus on what entertains them — funny, sad, emotional, makes them think, etc.

You also need to know how that is delivered: It’s through video.

How often should you make videos? Most of the influencers who have larger followings post daily. Not once a week or once a month. Daily.

Don’t worry about over editing. They love transparency and authenticity, which just isn’t delivered in over production with lots of editing.

3. Engagement Drives the Algorithms: Once you post, the message isn’t done. Take the time to respond to comments (unless they are activists, in which case it’s easier just to block them) and engage with the audience.

This may seem to take a lot of time, and it can, but it’s how you get more followers. The more you engage, the more your posts/stories are seen by others.

If you need help getting started with social media or building a farm website, please reach out to your state and regional checkoff. Or, I’m happy to assist. Just hit me up at

I look forward to advocating for ag with you in 2022!

To learn more about your national and local dairy checkoffs, visit or send a request to join our Dairy Checkoff Facebook Group.

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