When will I be successful? The use of social media in agricultural direct marketing in Germany

In modern agriculture, social media offer a promising opportunity for the direct marketing of agricultural products. The present study examines the influence of social media on the success of agricultural direct marketers in Germany and identifies the conditions that promote or inhibit its use. The study utilises a comprehensive survey of 208 direct marketers and an exhaustive analysis of social media data to ascertain the social, demographic and business characteristics of the users. The findings indicate that, despite the substantial potential of social media, a considerable proportion of farmers are still reluctant to actively use these channels. The most frequently cited barriers are lack of time, and technical expertise, as well as uncertainties regarding the creation and planning of content. A key contribution of this research is the comparison between subjective perceived success and objective performance indicators, such as engagement rate on platforms such as Instagram and Facebook. This comparison reveals that strategic, authentic behaviour on social media, such as sharing content from everyday farm life, has the potential to markedly enhance the connection between farmers and consumer. However, despite the growing importance of social media for agricultural marketing, many farmers lack a clear social media strategy.