“Aginfluencers” Monetizing Farm Life

Farm households have developed several tools to mitigate income volatility and manage risk. One common tool is off-farm income. Off-farm income can help stabilize household income from year-to-year and provide ancillary benefits like health insurance or retirement programs. According to Daniel Munch, an economist with American Farm Bureau Federation, 77% of U.S. farm household income in 2023 came from sources other than farming.

A Wall Street Journal story recently documented how some farm families have turned to social media to generate off-farm income. The story says “aginfluencers” have presences on multiple social media platforms, showing followers an up close and personal view of life on the farm. Videos of tractor repairs, drone shots, harvests, and livestock capture large audiences. Farm families monetize the exposure by selling ads. Welker Farms, a family farm operation in Montana, is an example. They have attracted more than one million followers on various social media sites. Brands like Case IH pay “handsomely” to have their goods featured on the Welkers’ social media feeds. Revenue is also generated from sales of farm-branded hats and sweatshirts. The Welkers and other farm families in Ohio and Texas say social media businesses can provide six-figure income streams. In some years, social media income surpasses farm income.

Farmers are resilient and innovative when it comes to risk management. Aginfluencers and social media businesses are an example. Risk management, though, continuously evolves. The Welkers are already investing in other risk management alternatives like rental property in the mountains. Todd Welker explains why. “Internet fame has the shelf life of a banana. I keep hoping that farming picks up by the time it ends, but it hasn’t happened yet.”

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