Agribusiness Marketing: Yes, People Do Want to See Your Tractor

Selling seeds, tractors, or citrus fruit isn’t the same as selling sneakers, smartphones, or LEGOs. In agribusiness marketing, grabbing attention can be uniquely challenging.

And then, most agricultural products are B2B rather than B2C; often technical, specialized, and seasonal.

So, how do you turn ag products into stories worth engaging with?

Here’s your guide (and some basic concepts)

What is agribusiness marketing?

Agriculture is a huge ecosystem of people, organizations, and companies that range from advanced biotech and robotics to cattle ranching, tourism, education, and wine-making.

Naturally, agribusiness marketing is just as varied.

So, before we start, we refer to agribusiness marketing as the strategies companies use to promote agricultural products and services—anything from tractors, seeds, and fertilizers to ag-tech solutions.

Why agribusiness marketing is mostly B2B

Agribusiness is primarily a B2B industry. And in B2B, face-to-face time is limited.

Sometimes, very.

Social media expands that window, allowing you to create conversations that your audience can check out on their own schedule.

On platforms like LinkedIn, X, and YouTube, agribusiness brands can showcase their authority through:

• Thought leadership content.
• Product education.
• Behind-the-scenes glimpses of their operations.

Traditional ag marketing vs. agribusiness social media today

Historically, ag marketing strategies have included:

• Trade shows and industry events (shout out to the Iowa State Fair!).
• Traditional advertising (mags, radio spots, mail/email).
• Sponsorships and local involvement.

Nowadays, we’re seeing how social media complements the efforts above, resulting in better positioning and reduced seasonality.

Let’s go with an easy example to illustrate how and why this happens.

The video above is from Tractorspotter, a YouTube account dedicated to testing all sorts of farm machinery.

This particular video is a 9-minute review of a New Holland combine harvester (in what looks like an influencer collaboration between NH and the channel).

And here’s the interesting part:

The video was uploaded in late 2024, and raked 500,000+ views in 6 months.

In comparison, the Minnesota State Fair gets around 2M visitors every year.

We’re talking a fairly standard YouTube vid getting 25% the attendance of The Great Minnesota Get-Together!

(And yes, that is just wild).

So, what are other emerging trends in ag social media, besides influencer collabs?

The ones we’ve seen the most are:

• Short-form video (TikTok, Instagram Reels): Easy to consume, highly shareable, and great for reaching all kinds of audiences.
• LinkedIn for thought leadership: Insights shared on LinkedIn keep brands relevant, build authority, and nurture professional relationships.

An agribusiness social media success story

Sun Pacific, known for brands like Cuties mandarins and Mighties kiwis, faced the challenge of staying top-of-mind in a crowded agricultural market.

They partnered with us to solve a common problem: A flat social presence.

To solve it, we introduced a new content series, a refreshed brand personality, and seasonal activations based on discoveries found in the listening/strategy phase.

The result?

Sun Pacific reversed a declining engagement trend and saw a massive lift in social and business KPIs, including triple-digit growth in reach and 75% growth in followers on X with only 50% of the allocated paid budget.

Find more details about our collaboration here.

Sculpt’s approach to agribusiness marketing

At Sculpt, we specialize in B2B social media marketing, and serve a range of industries that includes agribusiness.

Our proven four-step approach is designed to meet the challenges and opportunities in B2B marketing, and consists of:

• Opportunity assessment.
• Strategy foundation.
• Initial content and campaign launch (organic and/or paid).
• Optimization.

Traditionally, agribusiness marketing relied on a combination of events, print advertising, and sponsorships.

Those methods still matter, but social media is the way to make your business stand out long before you meet face-to-face.

Ready to boost your agribusiness marketing?

Let’s talk about your next steps.