To reach people outside agriculture, start by listening: identify the audience you want to connect with, learn what matters to them, and shape farm stories around a genuine point of connection. Digital strategist Brooke Clay shared these three recommendations in Jessie Scott’s April 3, 2018 article for Successful Farming. They are practical guidance, not a measured formula for increasing reach.
1. Find a common denominator
Choose a specific audience before deciding what to say. “People outside agriculture” is broad; parents, for example, may have a familiar connection to raising children that helps make a farm story more accessible. Clay also uses pop culture to explain complex farm and ranching topics. As she put it, “It’s hard for people to understand something they don’t see every day. I use pop culture as the way to explain heavy-hitting farm and ranching topics.”
The connection should help explain the agricultural subject, not obscure it. Pair the shared reference with details unique to your farm so readers can see what happens in practice rather than receiving a generic account of agriculture.
2. Step outside the filter bubble
Find out what your intended audience reads and watches, including media you would not normally choose. Clay’s advice is to understand what people beyond farming are consuming so you can make a more relatable connection. This means listening before drafting: notice which subjects, formats, and references already matter to the people you hope to reach.
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That recommendation is about understanding an audience, not assuming that a particular outlet or social platform currently delivers the best reach. Clay’s article does not provide current platform-usage figures or compare channel performance.
3. Check whether the story resonates
Publishing a farm story does not guarantee that people will pay attention or understand its point. Make an effort to see whether it connects, and treat the response as information: what did people ask, understand, or miss? Audience feedback can guide what you explain next.
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Clay also stresses reciprocity: “After you share your story, you should also go learn someone else’s.” Listening to other people’s experiences makes communication less one-sided and can reveal a better starting point for the next conversation.
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Clay recommends making content specific to the farm and describes ordinary farm scenes as potential material for photographs. In her 2018 article, she suggested Instagram to people starting as agvocates. That is a dated recommendation, not a current assessment of which platform is most effective.
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She also says community-building takes consistent posting and continued investment: “You can’t expect to create a website and wash your hands of it. It takes time and investment.” In her words, “It’s a relationship, and if your audience doesn’t hear from you, then you aren’t top of mind.” The implication is to choose a sustainable way to keep showing up and responding, rather than treating a single post or website launch as the whole effort.
These are expert recommendations from a 2018 article, not results from a survey or comparative test. The source reports no measured outcomes for the three approaches.
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