How to Use Social Media for Audience Analysis and Advertising

The full-scale war in Ukraine has profoundly impacted every Ukrainian and affected all sectors of the economy, including agriculture. However, trends toward activity recovery are now visible despite all obstacles.

Social media, which played an important role in brand promotion even before the war, continues to be a crucial tool for agro-businesses to enhance efficiency and make a mark in the market. AGRO Marketing experts have studied how SMM promotion affects brand image, product recognition, and the overall development of the agro-industry. Learn more in the article.

SMM Promotion: The Key to Agro-Business Development

Social media is an integral part of the online space, marked by a large user base engaging actively with each other. The main driver of advertising here is personal recommendations, making it essential to motivate followers to comment on, share posts, and engage influencers who can support and share brand values.

• Utilizing such a massive pool of potential clients is a highly effective approach. However, always remember the relevance of the target audience you attract.

Managing social media accounts for promoting products or services, attracting new employees, or popularizing company culture enables you to work with existing leads and attract new ones. The company can share its story and events, drawing in consumers. Additionally, many platform tools allow for advertising with different goals — reach, lead generation, etc., thus expanding your audience. Special tools on Facebook, for example, allow data analysis on interested users. Based on this information, companies can better understand their target audience, identify strengths and weaknesses in the sales funnel, and work on brand image.

Modern consumers appreciate brands’ social media presence. However, creating an account and posting is not enough; you need to capture and engage customers’ attention. SMM promotion addresses this need.

This marketing tool involves a range of activities to promote the company. Good SMM is founded on engaging, informative content. Share valuable insights and showcase your professionalism in solving consumer issues. The main theme of the blog should be, "How our product solves your problems, what job to be done it fulfills." This type of content attracts users, as people visit social media channels for new information they can explore and discuss.

• Social media has become the most effective channel for interacting with the target audience. Many businesses thrive due to the rapid shift to online modes, as supported by statistics: post-war, 89% of agribusinesses have resumed social media activity.

Virtual platforms enable you to learn more about potential clients’ preferences, needs, and brand perception, helping to identify and quickly address any weaknesses.

Specifics of the Agricultural Sector

The agribusiness sector has distinct characteristics that are important to consider in SMM strategy development:

• B2C and B2B interconnectivity: Consumers, producers, and suppliers of agricultural products, raw materials, seeds, and equipment form a large network. It is crucial to identify which audience segment the content is created for. Social media algorithms often promote accounts with clearly defined blog themes, so avoid mixing posts for buyers, partners, etc., as it complicates retaining attention. Define economic goals and expectations for social media and work with an audience capable of meeting them.

• Seasonality: Most crops are grown during specific periods, and any marketing campaign in agriculture relies on seasonal demand forecasts, ideally for the upcoming year. Providing consumers with what they need before the season starts is key. Seasonality should also be a part of your SMM strategy. Prepare months ahead for peak sales seasons, launching ad campaigns and maintaining brand activity on social media throughout the year.

• Dependence on external factors: Agriculture is subject to numerous uncontrollable factors, like weather conditions. Yield and work availability are hard to predict, as droughts, floods, or soil compaction can impact results. Always be ready for force majeure and potential losses they may cause. Here, too, social media can help by serving as a communication channel with clients. Provide detailed reports on the situation and share the measures you’re taking to minimize inconvenience for customers and partners. In such cases, SMM, image-building, and crisis marketing should work in unison.

• Diversity in business types and directions: Consumers of the same products range from large, globally known players to small enterprises. Balancing the interests of small gardeners and major agricultural holdings requires an individual approach. Behind each of these entities is a person—a business owner, manager, or team member. Engage with individuals, ensuring they feel your attention is solely on them and their needs. To better understand them, communicate actively—host live broadcasts on Instagram, include calls-to-action for feedback, and conduct polls through social media tools or surveys on your website.

These are just a few aspects of the agricultural sector, which is complex and diverse. Its specifics may vary based on region and production conditions, making it essential to adapt general SMM tools to the agro-business landscape.

What Does SMM Offer for Agribusiness?

SMM promotion holds strategic importance for many agro-brands as it provides a range of benefits:

Target Audience Insights

When you communicate on behalf of the company, you can observe:

• who follows your account and who does not;

• who actively interacts with the content;

• who is interested in the product;

• what pains the audience has and whether the product addresses these.

Being present on social media and interacting with the audience allows businesses to better understand customer needs and adjust content accordingly.

Building Trust

When a company has a social media presence, engages with customers, regularly updates content, shares news, achievements, and holds promotions and contests, it demonstrates accessibility, openness, and commitment. This increases loyalty and trust in the brand.

Brand Recognition

By representing a product or service in the online market, you position yourself as a brand that users will begin to follow and recommend to friends and family. Consistently attracting and retaining a target audience helps boost relevant traffic (website visitors) and conversions (visitors who take desired actions).

The Experience of Ukrainian Companies in SMM Promotion

Social media has become part of modern life and is widely used as an additional channel for promoting goods and services. Entrepreneurs understand that before choosing a company, customers first seek information online.

• Social media accounts help businesses understand their audience’s needs and adjust the product range based on this feedback, while also maintaining a direct connection with consumers. On the other hand, they communicate the company’s responsibility and reputation. 

AGRO Marketing experts encourage exploring agro-companies that use the Internet to build a positive image.

NIBULON

On the NIBULON website, visitors can learn about the company's history, areas of operation, and read the latest news. The site also offers current information on purchasing prices, open tenders, passenger transportation, and job vacancies, with content that is regularly updated.

We are pleased to announce that last week, "NIBULON" and OTP Bank, Ukraine, signed a restructuring agreement for the terms of their credit contract. According to the agreements reached, the loan repayment term has been extended.

Thus, another foreign-capital bank has joined the proposed restructuring terms. This once again highlights the trust of foreign financial institutions in the company and Ukrainian business as a whole.

"NIBULON" and OTP Bank have more than a decade of successful cooperation...More

Ukrlandfarming

The official website of the group of companies is designed in bright colors with many images, giving it a highly attractive look. It includes sections dedicated to the company's history and operations, procurement, as well as information for investors and job seekers. News updates are posted periodically, and visitors can also access the company's social media pages.

The Facebook page has over 10,000 followers. Posts include information about events, management activities, and links to media materials. There are few comments on the posts, all of which are positive, and some receive replies.

MHP

The website of the agro-industrial holding provides information on the company’s history, operations, and areas of activity. It also includes information on tenders, procurement, and available job openings. Overall, the website's interface is clear and user-friendly.

MHP’s Facebook page has more than 40,000 followers. Posts are published daily, sometimes every 2–3 days. These mostly consist of links to articles in the media, announcements of giveaways, information about new company projects, and collections of interesting content.

The Instagram page has over 10,000 followers. Most frequently, it features photos from events (which receive the most likes), holiday greetings, competition announcements, and promotional videos.

In Summary

Agricultural businesses can — and should — be promoted on social media. Modern methods, if chosen correctly, work effectively and consistently yield significant profits.

The conclusion is clear: the future lies in the Internet. Companies that resist moving online risk falling behind their competitors permanently.

Do you want to sell agricultural products on social media? Contact the specialists at AGRO Marketing. We work in all areas of SMM, turning page visitors into potential clients!