Farmers across the UK are increasingly embracing social media platforms such as TikTok, Instagram, and YouTube to document their daily lives, share farming techniques, and connect directly with the public. From the Marlborough Downs to the Mendip Hills, these digital pioneers aim to bridge the gap between rural producers and urban consumers, offering unvarnished insights into the challenges and rewards of modern agriculture.
Bringing Farming to the Public Eye
In the rolling fields high on the Marlborough Downs, Mike Wilkins checks the moisture content of his winter barley, speaking confidently to his smartphone camera perched on the bonnet of his farm truck. “Now the moment of truth,” he said, grinning, “We need under 15% and… it’s 13.9 fantastic, we can go harvesting!” He swiftly transitions into a series of aerial shots of the combine harvester slicing through the golden crops, accompanied by upbeat music.
Wilkins, a former contestant on The Great British Bake Off, uses his media-savvy skills to produce a series of 90-second episodes titled What We’ve Been Up to on the Farm. These short films cover everything from planting and haymaking to caring for piglets, goats, and ducks. Unlike many traditional farmers, Wilkins is remarkably at ease in front of the camera, blending enthusiasm with informative content.
“People are genuinely interested in where their food comes from,” Wilkins explained. “It’s important to deliver that message straight from the farmer’s mouth what we’re doing, how, and why.”
A Growing Trend Among Farmers
Across social media, hundreds of farmers are sharing their work, reflecting a broader trend within the agricultural community. Some campaign vigorously against government policies affecting grants and taxes, while others highlight the stark effects of climate change including the record dry spring that led to widespread drought and field fires. Nevertheless, many prefer to focus on the day-to-day realities and joys of farming.
“I think people think farmers complain all the time,” Wilkins noted, “but actually we farm because we love it. I genuinely love every single day. It’s nice to share that passion and positivity, along with the hard work.”
Social media has thus become a stage for farmers to reshape public perceptions of their profession, highlighting both the hardships and the satisfaction intrinsic to rural life. This digital openness is also considered an essential tool for improving consumer understanding and support for British agriculture.
Technology Meets Tradition on the Mendip Hills
Further southwest, on Somerset’s Mendip Hills, the integration of modern technology with age-old farming methods is striking. Farmer Dom Northmore drives his tractor while a farmhand operates a drone overhead, capturing sweeping footage of the fields. The video will soon be posted on the farm’s TikTok channel, managed by 25-year-old Chloe Burke, a versatile worker on the farm.
“People love seeing drone footage it gives a different perspective,” Burke said. “We just film what seems fun or interesting in the moment.”
The Northmores initially hired a professional social media firm but found their outputs lacked authenticity. “They didn’t really get it,” Rachel Northmore admitted. “It wasn’t genuine.” By contrast, Burke’s insider knowledge and casual style strike a chord with viewers, generating thousands of likes and shares.
This year, their haymaking videos proved particularly popular amid widespread concerns over low crop yields caused by dry conditions. “Everyone really liked the clips of stacking and bringing in the bales,” Burke said. “That was a big hit.”
Bridging the Urban-Rural Divide
The farmers’ social media endeavours echo a greater need to connect a largely urban UK population with the realities of farming a profession increasingly distant from everyday experience. According to the National Farmers’ Union (NFU), fewer than 1% of the population work in agriculture, yet the sector produces around 60% of the nation’s food.
“Social media offers an unprecedented window into farming, which helps build trust and understanding,” said Dr. Jenny Owen, a rural sociologist at the University of Reading. “This kind of transparency is essential as agriculture grapples with sustainability challenges and public expectations around climate action, animal welfare, and food security.”
Mr. Northmore echoed this sentiment: “It’s hard to get onto a farm these days. Social media allows thousands of people to see what’s going on, and helps them feel more connected to the food they eat.”
The BBC’s “Farmwatch” Project Spotlighting Farming Realities
In line with this digital momentum, the BBC is launching Farmwatch on August 7, a 24-hour project spotlighting farming across Britain. Journalists will share live reports from farms in different regions, highlighting harvesting processes, crop conditions, and livestock management.
At a farm near Malmesbury in Wiltshire, Robin Aird is preparing to have his combine harvester streamed live as he cuts corn. “We hope to show people just what harvest involves,” he said. “Viewers will even be able to ask us questions live from the cab.”
The broadcast will include local radio segments and special programming on BBC Sounds. Farmer Mike Wilkins will join presenters on BBC Local Radio for an evening show, sharing experiences and answering audience queries.
Challenges and Opportunities Ahead
This surge in farming-related content comes as the sector confronts significant headwinds. The UK’s agriculture industry is navigating post-Brexit subsidy reforms, supply chain disruptions, increased input costs, and climatic unpredictability. The Agriculture Act 2020 introduced a new system of Environmental Land Management Schemes (ELMS), incentivising sustainable practices but also requiring adaptation.
According to NFU reports, around 20% of UK farms have already adopted digital tools such as drones, remote sensors, and data analytics to improve efficiency and environmental stewardship. Social media offers an extension of these technologies, allowing farmers to communicate their evolving practices to consumers.
Dr. Owen warns: “While social media storytelling is valuable, it must complement, not replace, broader engagement by policymakers and the public on rural issues. Farming’s future depends on a nuanced understanding of the complex economic, environmental, and social factors involved.”
Conclusion
As farmers like Mike Wilkins and Dom Northmore turn to cameras and drones, social media is transforming the agricultural landscape not by changing the way food is grown, but by reshaping how it is perceived. With new digital platforms bringing rural voices to the masses, the farming community is striving to foster transparency, promote sustainability, and bridge the divide between the field and the kitchen table in Britain’s evolving food system.
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