It was April of 2020. The COVID-19 lockdown was announced a few weeks prior, school had been canceled, and I had ran through every hobby that was at my disposal in about a week. At the peak of my teenage boredom, I vividly remember receiving a phone call from one of my friends saying, “Morgan, you HAVE to download TikTok. It’s so fun, and it keeps you from getting bored during lockdown.”
Just four years later, the app has grown into a hub for people of all ages to share short clips that are humorous, trendy, and sometimes even informative. Social media platforms like TikTok, provide the opportunity to advocate and represent the industries that we’re passionate about, agriculture being one of them.
I’ve done my fair share of social media posting, TikToks and all. Through social media, I’ve discovered an effective way to communicate with younger generations and spread positive information about the agriculture industry.
Michelle Miller, also known as The Farm Babe on social media, shared tips during an AgWest webinar about using social media to its advantage. Miller’s path to agricultural advocacy wasn’t a straight line, being that she moved to Los Angeles, Calif., for college and began working for Gucci after graduating. Miller’s experiences ultimately led her back to a farming community in Florida, and she reflected on her journey with the saying, “From Rodeo (Drive) to rodeo.”
Consumers who don’t have a connection to agriculture often fall victim of the misperceptions within the industry. Miller described that misinformation has a direct influence on individuals, and that oftentimes what they see is what they believe. To combat misinformation, Miller suggested using our own voices to advocate for agriculture. “You absolutely can move mountains,” she remarked.
Being a social media influencer, motivational speaker, and podcast starter, Miller shared her greatest tip to connect with an audience is through a personal relationship. Establishing a connection raises the public’s trust, enhancing their desire to learn about what we’re sharing.
After Burger King released an inaccurate ad focusing on the sustainability associated with cattle and methane emissions, Miller reached out to the company via a tweet. She offered to tour the brand around the Midwest and to her surprise, they said yes. Over multiple farm visits, she shared the beauty of agriculture with Burger King officials. Miller’s willingness to share agricultural truths and create a relationship with the company helped further their knowledge in an industry they weren’t familiar with.
Social media can be seen as intimidating, but it’s a proactive way to share positive information. I’ll admit, learning the intricacies of each app and creating content is daunting at times, but the more we use this resource, the better we’ll learn. We have an opportunity to share material that contributes to the betterment of agriculture, right at our fingertips.
Morgan Oliveira is the 2024 Hoard’s Dairyman editorial intern. She grew up working on her family’s dairy farm near Hilmar, Calif. As a student at Cal Poly University, Oliveira is majoring in agriculture communications.
