Nov. 23 2020 12:00 PM

Why should you use TikTok to connect with young consumers? Well, why not?

TikTok is controversial, but one thing that it isn't lacking is attention, particularly from young consumers. Many younger people are using the platform. Why? Because it's entertaining and fast.

I'm not sure if you've observed this younger generation and how they consume content, but they prefer it to be quick and fun. They weren't raised on 30-minute or one-hour television programs. They consume things in seconds.

So, should farmers be on TikTok? Yes, if you want this generation to understand where their food comes from and if you want to talk to them where they are. However, you need to understand what works best on the platform. Here are some quick tips on how to use TikTok.

Be authentic and fun.
People on the platform want to be entertained, so use the background music, closed captioning, and TikTok’s fun effects.

Understand the audience is young.
They like quick hits (videos around 9 to 15 seconds), impact visuals (think cows, calves, and big equipment), and check out the challenges. There are currently two challenges with milk — #epicmilkdunk and #gotmilkchallenge.

Shoot vertical and center your shots.
You can hold the phone in your hand; these videos don't have to be professional quality, but they need to be stable. If you are using audio, make sure it's clear and people can hear it.

Use the right hashtags.
Here are some farming hashtags:
#farmlife, #farming, #calves, #cows, #farmer, #dairy, #dairyfarm

Don't forget the common hashtags as well:
#fyp, #tiktok, #viral, #trending, #comedy, #funny, #meme, #art, #YouTube, #likes, #explore

Here are some dairy farmers to follow on TikTok:
NYfarmgirls, tr_jones7, hueybcool, ridgecomedyfarm, farmermaddy, modfarmchick, tylerthefarmer, wi_dairy_life, hensleyfarms, farmerash, dairyfarmeryo, sydneybarnett08, bryson_prock, dairycarrie, seejessfarm, and newmexicomilkmaid

Your dairy checkoff has used Minecraft influencers to promote dairy on TikTok. Check out the videos from Preston and Brianna.

MilkPEP (the milk processors’ fluid milk checkoff) has used influencers for its #epicmilkdunk and #gotmilkchallenge. Learn more at

If you want to use TikTok to promote dairy farming and dairy products, please reach out to your local checkoff. They have the resources to help you get started in social media and connecting with consumers.

To learn more about your national dairy checkoff, visit or send a request to join our Dairy Checkoff Facebook group.

Don Schindler

The author is a Senior Vice President of Digital Initiatives at Dairy Management Inc.