The Agrimachinery Creators Report 2022, which is a snapshot of an evolving world, was presented at Eima International. The report discusses the different types of influencers, and a survey is offered on the use of the different social netwoks.
“If I were an agricultural machinery company I would start considering an investment not only in traditional media, but also in influencers and the channels that host them, first of all Tik Tok”. With these words, Matteo Pogliani, Open-Box digital manager and founder of the National Influencer Marketing Observatory, closed the meeting at Eima International dedicated to “Agrinfluencers and agro-mechanical communication: European framework, expectations and prospects”, at which the results of the Agrimachinery Creators Report 2022 were presented and which was attended by the major national and European agrinfluencers.
A survey that offers a snapshot of a thematic communication sector in considerable expansion and now able to intercept the interest of the main brands of agricultural mechanisation. The report highlights four types of Creators: farmers/breeders, characterised by spontaneity and high credibility because they are ‘able to speak about what they do’; experts, people historically in the sector characterised by high technical skills, not farmers; photographers/videomakers, who push visual content and the aesthetics of the message; enthusiasts, driven by emotion, passion, often reposting the content of others.
“The agroinfluencer phenomenon – continues Pogliani – is now developed throughout Europe, but a few key countries can be identified. First of all Germany, where more than 40% of creators are concentrated, the United Kingdom (14.4%), and then Holland and Italy (7.2%). 66% of creators are active on at least two channels and 46.9% even on three. A truly remarkable characteristic”.
The channels in question are Instagram, Tik Tok, Youtube, Facebook. Each with peculiar characteristics. “Instagram – Pogliani points out – is the reference channel for creators and influencers. Almost 80% of the total presence is concentrated on it. The European circulation is 4.8 million followers for the sector, and the average followers per creator is 52 thousand. Tik Tok is the real big surprise, with the strongest growth performance. It has a total of 4.1 million followers, and by now it is not uncommon for agro-mechanics content to reach 250 thousand views. Youtube is more complex for a new creator, and works more like a search engine than a true social. However, it has the advantage of allowing a longer average life of published content, with 5 million subscribers and 58,500 on average interaction. Facebook is not an obsolete channel, as some claim, but it is certainly not much frequented by the creators of agro-mechanics. Those who have a position keep it, hardly any new ones are created”.
Agroinfluencers are a major new player in the industry’s communication. Content creators from various origins – farmers, retailers, contractors, photo and video makers, hobbyists – who, with their passion and expertise, give life to virtual agoras that, starting from their own experiences in the form of infotaiment, are able to disseminate and share industry information content.
