Influencer marketing has become one of the most talked-about tactics in brand communication.
But does it really work in agriculture?
That's the question explored in the very first episode of the AgriWorks Podcast, the new monthly series uncovering what's working, what's not, and what's next in agricultural communications and marketing.
In this debut episode, hosts Olivia Skeoch and Tom Wright is joined by two marketing voices with very different takes on the power (and pitfalls) of influencers in agri-marketing.
First up is Sandy Kirkpatrick, founder of Farmstock Marketing. Sandy questions whether influencer partnerships in agriculture deliver the same return as they do in consumer industries — arguing that clear guidance and stronger brand accountability are often missing pieces of the puzzle. He acknowledges that agricultural influencers have the advantage of real credibility, as many are full-time farmers themselves, but still challenges brands to ask the all-important question: why use them in the first place?
Then we hear from Lizzie McLaughlin, creative lead at Seeded Marketing and host of her own podcast, who brings a more optimistic view. Lizzie believes influencer marketing can be valuable, if it's done with thought, creativity, and collaboration. For her, success lies in aligning with the right people.
Together, the two guests unpack one of the most relevant debates in agricultural communication today — finding the right balance between reach and authenticity.
As Olivia puts it, "Everything we do in this industry is tied to trust. If we lose that, we've lost everything."
👉 Listen from 7th November, and catch new episodes on the second Friday of each month.
