Stand with me three decades ago. People who were considered a reference in certain disciplines were known as opinion leaders, those characters who, through their experience, with the positioning of their ideas, in addition to eloquence, were capable of inspiring others and even moving them. to action.
I am not only talking about those who, in addition to the power of the word, had a high level of visibility due to the role they played in society like Margaret Thatcher, Nelson Mandela or Lady Diana, but also those who connected naturally with all social strata like Mario Moreno. Cantinflas, Charles Chaplin, among others.
And we could enter into a debate to define the moment in which the status of opinion leader evolves into an idol, since Cristiano Ronaldo or Shakira are capable of moving millions of people due to the combination of great professional performance and fame, in combination with actions such as support for the most needy through foundations or with their presence at events in support of great humanitarian causes or perhaps by being present in natural disasters. Michael Jordan, Angelina Jolie, Ashton Kutcher are good examples of this line.
With a different connotation and thanks to the proliferation of social networks, influencers come to us, those who with other merits or even as a result of sometimes inexplicable fame, have become a reference for groups of young people who follow them faithfully. , as in Mexico we have the case of Luisito Comunica, JuanPa Zurita or the Polynesians, to name a few examples.
I do not intend to issue any qualification to determine if they are good or bad, but to point out that these new referents are sought after by big brands to spread their products, leveraged in the efficient way in which they connect with the audiences that everyone is fighting to have. And how does this look on the field? Well here I tell you.
The evolution of the market
At least in Mexico, the way in which the profile of a large part of the protagonists of agricultural work has been “refreshed” has been significant, and I am not necessarily referring to sociodemographic factors but to the ability to modernize agricultural practices, give them access to new technologies, open up to innovation a little faster and incorporate the trial and error model in a more agile way.
This has given rise to a more open dialogue, where information sources are challenged more frequently because, with excess supply, also comes excess garbage, unconfirmed data or the validation of beliefs over evidence. and this is where the area of opportunity for AgroInfluencers makes sense.
In this way, we return to the fundamental values, since the credibility that an agricultural advisor has built in front of a farmer, is the greatest value that he possesses in the commercial dynamics, since words and actions go hand in hand, fulfilling what is offers, without the intention of deceiving but of being transparent, even above the simple transaction of a company towards its clients and it is precisely in this spirit that the idea of the influencers of the groove is based.
why use them
Motivated by this opportunity, we are beginning to see the first solid steps towards the creation of a marketing and communication industry in the agricultural market and here I share 3 reasons why I think this can work:
- Breaking the mold: The less formal, but not disrespectful, vocabulary is an effective way of talking to the farmer. Using idioms from the countryside or incorporating regional expressions are even an identity factor that the client himself can celebrate and this has an explanation as simple as it is profound: it is about them, about those who work the land, about putting the client into practice in the center of our conversation.
Think about it, this is a great combo, a brand with a formal and frank language, flanked by a fresh voice that understands the market and its players, extolling the skills of an agricultural producer.
From my point of view, it is like allowing yourself to have a nemesis of the brand, someone who transmits the same values of the company, promoting products and services but in a fresher way than we would ever do under the umbrella of traditional communication. It works.
- The use of networks: Due to conviction, ignorance, caution and even fear, brands may not be vocal or active in social networks and it is natural because in the mass and traditional media, whoever sends the message controls the conversation because it is a monologue. When they decide to be bolder and engage with social media, it becomes a dialogue that we may lack the responsiveness that is required, both in speed and quality, but it’s not impossible either.
When an agricultural influencer positions himself around a topic such as production costs, globalized market challenges and crop prices, he has an invaluable opportunity to be proactive in leading the conversation and not just be reactive. Remember that the influencer not only has the obligation to be an informed and up-to-date person, but will also be his best ally since he will professionally align his interactions with the outside world. Do not be afraid. It works.
- Bonding: One of the things that adds the most value to the incorporation of this figure of communication in the agricultural environment is the possibility of linking brands with farmers, companies with each other and the industry as a whole.
I reiterate the importance of generating a dialogue, where there is not only one dominant voice but where the spotlights even point to those who star in the great stories of the field and not to those who tell them.
When the value offers include the detection of new tools, efficient products for the work of farmers, apps and other novelties, then things happen and they do not become another means of communication to advertise without meaning, but to recommend as one good friend would do with another. It works.
SOWING REFLECTION
On instagram you can find examples of good AgroInfluencers like I am a farmer friend or Treembo that without the need to be compared to the traditional concept as we know it in other areas, they do a great job.
I conclude by telling you that if an influencer names himself as such, think twice, if he poses more than he communicates, run to the other side or if the information he shares is full of common places or data of dubious origin, avoid its consumption.
I wait for you here and in @soyjuanbecerril to continue talking about Agricultural Marketing and waiting for you to tell us what other agricultural influencers you know and what opinion you have of this tool in your industry.