BUCYRUS, Ohio — Zoe Kent aims to spread a little happiness through her online discussions about farming. In one of her recent videos, she cleverly likens the process of applying pesticides to using dry shampoo, light-heartedly stating, “Farming is for the girls.”
On platforms such as Instagram and TikTok, where she operates under the handle “farmwithzoe,” Kent shares her everyday farming experiences. From donning boots to load corn into a gigantic truck bed, to creating memes about grain pricing and capturing all aspects of farm life—like dealing with equipment hiccups or enjoying lunch during long days in the combine—she documents it all.
Recently, the status of TikTok—along with the niche known as “Farmtok” that has emerged among agricultural influencers—has faced uncertainty after a brief government-imposed ban over the weekend. Although former President Trump’s administration has since lifted the ban for now, many farmers remain cautious about how potential shifts could impact their ability to share their farming narratives with a broader audience. Nevertheless, most think they will adjust to new circumstances, as Kent articulates, “It’s like building your business on rented land; it’s not guaranteed to stay.”
Even prior to this turmoil regarding TikTok’s future, farmers had to navigate the changing landscape of social media. As algorithms evolved, they encountered increasing obstacles in engaging with a public that many feel is gradually becoming more detached from the realities of agriculture.
Despite these challenges, many farming influencers express a commitment to adapt to the ever-changing platforms. Some have successfully monetized their presence on platforms like TikTok or Instagram, while others utilize social media to reach local businesses such as restaurants or farmers’ markets. Yet perhaps the most significant aspect for them is fostering connections with fellow farmers while confronting challenges in their industry, which often include mental health issues, financial pressures, and climate-related stresses.
Several farmers indicated that the disconnect between agriculture and the public has intensified over recent years as social media algorithms have changed. Beth Satterwhite, who has been sharing stories from her small organic vegetable farm in McMinnville, Oregon on Instagram for over ten years, noted, “Our social media reach has greatly diminished now. The stories of people working in agriculture seem to be less engaging to consumers, whether that’s truly the case or just a matter of visibility.”
Neil Denton, who cultivates corn, soybeans, wheat, and rye in Barlow, Kentucky, echoed these sentiments. He observes that a large portion of his followers—over 80,000 on Instagram and 33,000 on TikTok—are primarily fellow farmers, not interested members of the public. This realization is quite disheartening for him, as he worries about the lack of understanding surrounding the food supply chain.
Nonetheless, he believes there is a positive aspect to social media’s role in farming: “Farming can be isolating due to the minimal interaction with coworkers. Some farmers turn to social media to express themselves and alleviate feelings of loneliness.”
For many in the farming community, social media also serves as a valuable platform for knowledge exchange. Megan Dwyer, a corn and soybean farmer who also raises cattle in northwest Illinois, utilizes platforms like X and Facebook to identify what resonates with other farmers. “It’s a fantastic source of rapid information,” she remarked.
Still, this speedy access to information comes with challenges. Satterwhite described it as a convoluted “language soup” that often makes it difficult for outsiders to differentiate between legitimate environmental practices and mere marketing gimmicks. She expressed concern about “greenwashing,” referring to the deceptive marketing of products as environmentally friendly when they are not.
Kent also acknowledges the presence of misinformation in the farming sector. “There’s definitely a lot of misinformation out there. I make it a point to differentiate between those with genuine inquiries and those entrenched in their positions, unwilling to engage in dialogue,” she said.
This sentiment resonates among many farming influencers who are eager to maintain a space for open conversations. As Dwyer succinctly put it: “You never know who you’re influencing or the potential impact of your words.”
