Technology continues to shape industries across the world, and agriculture is no exception. Social media has become an increasingly important tool for farmers – particularly younger producers – to market their businesses, share their journeys and connect with broader audiences.
By Talitha Janse van Vuuren, multimedia editor at African Farming
For 21-year-old livestock farmer Euphros Rametsi from Winterveld north of Pretoria, social media is not just a trend, it’s a practical tool for growth.
“Everyone nowadays is on social media,” he says. “Especially on TikTok.”
A New Way to Market Livestock
Traditionally, livestock marketing has relied on auctions, local networks and word of mouth. Although these methods are important, social media is opening up new opportunities for farmers to reach buyers beyond their immediate surroundings.
For Rametsi, this shift offers a valuable advantage.
“If you’re selling something or doing something, it’s a good way to market your business,” he explains.
By sharing images and videos of livestock, farmers can showcase quality, build trust with potential buyers and create visibility for their operations.
Building a Personal Brand in Agriculture
Beyond direct sales, social media also allows farmers to build a personal brand and tell their story.
For young farmers, this visibility is particularly important. It provides a platform to share experiences, highlight daily activities and give insight into what farming really looks like.
“It helps you produce more – and sell more,” Rametsi says.
As more farmers document their journeys, agriculture becomes more accessible and relatable to a wider audience.
Also read: SA’s new generation of farmers: How training, technology and smart markets are driving real profits
Learning Through Digital Communities
Social media is not only a marketing tool, it is also a space for learning. Farmers can follow others in the industry, observe different approaches and gain exposure to new ideas, techniques and practices. For young farmers who may not have access to large networks, this can be especially valuable.
Combined with formal education and practical experience, social media contributes to a more informed and connected generation of farmers.
Reaching a Younger Audience
One of the most significant advantages of social media is its ability to reach younger audiences.
As agriculture seeks to attract new entrants, platforms such as TikTok and Instagram play a key role in changing perceptions of the industry.
By sharing real experiences – both the successes and the challenges – young farmers are helping to present agriculture as a viable and meaningful career path.
Also read: From our editor: Technology can unlock smallholder growth, but only if we get the basics right
A Tool, not a Replacement
Although social media offers many benefits, it does not replace the core principles of farming. Production, animal health, management and financial planning remain essential to building a successful operation.
Instead, social media acts as a supporting tool – one that can enhance growth when used effectively.
The Future of Farming is Connected
As agriculture continues to evolve, the integration of digital tools into farming practices is becoming increasingly important.
For young farmers, social media provides a way to grow their businesses, connect with others and share their stories with the world.
And as more farmers embrace these platforms, the agricultural sector becomes more visible, more connected and better positioned for the future.
Also read:
Mechanising Africa’s farms won’t work unless we do it differently
At 21, Euphros Rametsi is building a future in livestock farming
Harnessing technology for smarter farming
