With the development of modern high-tech agriculture, many agribusinesses are turning to online channels to promote their products and services.

In this newfound shift to digital agricultural marketing, video has quickly become the favourite medium. And for good reason—92% of marketers say video brings them a great return on investment.

In this guide, we’ll explore:

• The importance of video marketing in agriculture
• Tips to integrate video marketing into your business strategy
• How Ivory Media can empower your video production efforts

Let’s dive in!

The Importance of Video Marketing in Agriculture

The agricultural industry is heavily influenced by tradition. In a sector that’s slow to adapt to change, video marketing provides a novel and interesting way to break into a larger market and interact with potential clients, investors, and stakeholders.

Here are four key ways video marketing has benefited agribusinesses.

Benefit 1: Enhancing Brand Visibility and Awareness

90% of businesses say video marketing has helped them increase brand awareness.

Every farm, no matter how big or small, has its own story. Video presentations help unearth these stories, allowing farms to bring to light the passion, hard work, and expertise that powers their farm’s survival.

Video testimonials or daily operations footage not only personalise the brand but also establish an emotional connection with viewers, inviting them to be a part of the farm’s long-term journey. They offer a unique way to showcase farm operations and behind-the-scenes glimpses, promoting brand awareness and leaving a lasting impression on the audience.

Benefit 2: Educating Consumers and Building Trust

Beyond narrative storytelling, videos provide glimpses into core farming operations, product origins, and sustainability efforts. This is ideal for today’s customer base, which is increasingly concerned about sustainable and ethical choices and might turn to these videos to help them make informed food decisions.

For example, by demonstrating ethical animal treatment or explaining sustainable farming methods, agricultural businesses can connect with a conscientious audience ready to align their beliefs with the products they consume.

Benefit 3: Boosting Engagement and Conversion Rates

Video is considered the most engaging type of content by consumers.

Videos have the ability to captivate and engage viewers in a way that other forms of content cannot. Their visual appeal catches attention, making them more immersive and engaging than other content forms.

This enhanced engagement leads to higher brand awareness, greater customer loyalty, and better conversion rates.

Benefit 4: Demonstrating Products and Techniques

Videos offer a visual medium to showcase your agricultural goods, their characteristics, advantages, and uses. They can describe how your products overcome typical farming problems, boost production, or encourage sustainability, influencing viewer buyer decisions and building trust in your brand.

Demonstration videos can be of many types, from product comparisons to reviews, explainers, and testimonials like the one we shot for Flexicoil. For example, take a look at this video from How Farms Work, one of the most popular farming channels on YouTube. This George Saunders video is also a good example.

Here are nine demonstration video ideas you can try:

1) Tractors and Implements

• Product launches and demonstrations – videos showcasing the features and capabilities of different tractor models and implements. Our CaseIH Steiger 715 product launch is a good example.
• How-tos – videos providing guidance on proper setup, operation, and maintenance of tractors and implements.
• Customer testimonials – videos highlighting the performance and reliability of specific tractor brands and implements.

2) Harvesting Systems 

• Video tours – showcasing the functionality and efficiency of combine harvesters and forage harvesters in action.
• Comparison videos – illustrating the advantages of different harvesting equipment models in various crop types and conditions.
• Educational videos – explaining best practices for optimising harvest efficiency and minimising losses.

3) Irrigation Systems

• Animated explainers – illustrating how different types of irrigation systems work and their benefits for crop production.
• Case studies – successful irrigation projects and their impact on water conservation and crop yields.
• DIY installation and maintenance – providing practical tips for farmers managing their irrigation systems.

4) Crop Protection Equipment

• Demonstrations – of pesticide sprayers and applicators showcasing precision application techniques and minimising environmental impact. For example, our CaseIH Sense Spray product video showcases how precise the product is at spraying weeds.
• Educational videos – integrated pest management strategies, emphasising the role of crop protection equipment in sustainable agriculture.
• Safety training videos – pesticide applicators, highlighting proper equipment use and personal protective measures.

5) Grain Handling and Storage Equipment

• Time-lapse – showcasing the construction of grain bins, silos, and grain handling facilities.
• Product comparisons – highlighting the features and benefits of different grain handling and storage equipment brands.
• Maintenance and safety content – providing guidelines for inspecting, cleaning, and repairing grain handling equipment to prevent accidents and spoilage.

6) Farm Implements and Attachments

• Tutorials – demonstrating the installation and operation of various farm implements and attachments.
• Comparative testing – showing the performance differences between different brands and models of farm implements.
• Customization guides – showcasing how farmers can tailor their implements and attachments to suit their specific needs and preferences.

7) Precision Agriculture Technologies

• Educational content – explaining the principles of precision agriculture and the role of technology in optimising farm operations.
• Case studies – highlighting the adoption of precision agriculture technologies and their impact on farm productivity and sustainability.
• Training content – using GPS guidance systems, variable rate technology, and remote sensing tools to improve precision farming practices.

8) Energy and Power Equipment:

• Product demonstrations – showcasing the installation and operation of generators, solar panels, wind turbines, and biofuel production equipment.
• Cost-benefit analysis – comparing different energy and power equipment options for farms based on efficiency, reliability, and environmental impact.
• Testimonials – featuring farmers sharing their experiences with renewable energy solutions and how they have reduced operating costs and carbon footprint.

9) Farm Infrastructure and Construction Equipment

• Time-lapse construction – showing the installation of farm infrastructure such as fences, gates, and livestock facilities.
• Safety training – for operating earthmoving equipment and power tools on the farm.
• Maintenance and repair tutorials – providing guidance on servicing and troubleshooting farm infrastructure and construction equipment.

Benefit 5: Increasing Accessibility and Reaching a Wider Audience

Did you know farmers turn to mostly YouTube to learn about products, methods, and agriculture industry updates?

This isn’t just true for farmers, but people in general—96% of people turn to videos to learn about a product/service and videos have an audience reach of over 92% worldwide.

Since video content has a worldwide reach, farmers can use video marketing to make information about agriculture accessible to a broader audience, including those in non-agricultural communities.

Integrating Video Marketing Into Your Agriculture Business Strategy

Here are four tips to integrate marketing video into your agricultural business strategy.

1. Optimise for different platforms – Short, visually appealing clips perform well on Instagram, while longer, in-depth videos are better suited to YouTube. But keep in mind social media videos are viewed more than other platforms, so it might be a good idea to focus more on these.

2. Engage with live videos – Live videos are interactive and engaging, allowing farmers to communicate with their audience in real-time. Try hosting virtual farm tours, live demos, or Q&A sessions to promote community and connection.

3. Invest in quality production – The value of crisp audio, expert editing, and great visuals cannot be emphasised enough. After authenticity, investing in quality production is the best way to boost audience engagement. Choose a good video production partner or invest in user-friendly editing tools to enhance your visual storytelling and strengthen your farm’s digital presence. This is the quality you want to aim for.

4. Measuring success & adapting strategies – It’s important to measure video performance and adapt improvement strategies for future marketing content. Analytic metrics such as views, engagement, and conversion rates provide useful information about the effectiveness of your video content. You want to use this information to experiment with different tones, styles, and topics to keep your content interesting and engaging.

Final Words

Videos can capture every aspect of farm life, helping businesses reach a wider audience, create brand awareness, and develop good standing in the agriculture industry.

But while most marketers are aware of the power of video content, many lack the time to make videos and report not knowing where to start.

That’s where Ivory Media comes in.

We have over 40 years of combined experience in conceptualising, filming, and editing promotional videos tailored to agricultural businesses and are ready to bring your ideas to life for effective promotion.

Call us now or visit our website to get a free quote today.