Summer Newsletter 2026

Farmers Split Between Facebook and YouTube in Social Media Poll

In a result that may surprise few people with mud on their boots and a phone in their pocket, farmers across the UK appear to be turning most often to Facebook and YouTube for their social media farming fix. A poll of 62 farmers asked respondents to rank their preferred social media platforms for farming related content.

When the results were gathered in, Facebook and YouTube were neck and neck, with each chosen by 27 farmers (43.5%) as their number one choice.

The figures make for a tidy two-horse race at the top of the field:

Of the 62 farmers surveyed, 57 ranked at least one platform, giving the poll a strong 91.9% response rate. In other words, most were happy to say where they scroll when the tractor is parked and the kettle is on.

Facebook remains the familiar meeting place for many farmers, offering groups, local updates, machinery advice and the sort of peer-to-peer discussion that can be as useful as a chat over a farm gate. YouTube, meanwhile, has clearly earned its place in the cab. From machinery fixes to livestock handling and crop management, practical video advice continues to prove popular with farmers who prefer to see a job done before tackling it themselves.

Instagram drew a smaller but still noticeable following, particularly where visual storytelling is concerned. Farm photography, livestock updates and diversification ventures all lend themselves neatly to a well-framed post.

X, formerly Twitter, picked up one first place vote and remains a place for quick updates, policy debate, weather notes and market snippets — useful enough when time is short and the day’s jobs are not getting any fewer.

TikTok did not secure a first ranking in this poll, though it may yet find firmer footing among younger audiences and those with a taste for short, sharp glimpses of farming life.

Survey base: 62 respondents from 12 UK regions

A Regional Picture Emerges

Look a little closer and the map begins to show some regional character. YouTube led the way in the South East, South West, Wales, and Yorkshire and The Humber, suggesting that video know-how travels well across a wide stretch of countryside.

Facebook came out ahead in the Eastern Region, North East, North West including Merseyside, and the West Midlands, where online groups and local farming networks appear to remain especially influential.

Elsewhere, it was too close to call. The East Midlands, Scotland and Northern Ireland all produced a tie between Facebook and YouTube, proving that even in the digital age, farmers are not always easily herded into one camp.

What the poll tells us.

The overall message is clear enough: Facebook and YouTube dominate the farming social media landscape, with both platforms tied at the top on 43.5%. Instagram and X have smaller but committed followings, while TikTok has yet to plough its way into first place among this group of respondents.

The results also underline how firmly social media has become part of modern farming life. Whether it is a practical tutorial, a group discussion, a policy update or a quick look at what others are doing on farm, digital platforms now sit alongside more traditional sources of advice and conversation.

As ever, the best platform is likely to be the one that proves useful when there is a real job to do. For now, though, Facebook and YouTube can both claim a share of the rosette.

National Farm Research Unit Interviewer Spotlight

Each quarter we would like to take the opportunity to introduce you to one of our fantastic team of interviewers. This quarter’s spotlight focuses on Lauren

Why do you enjoy speaking with farmers?

 I enjoy speaking with farmers because of their honesty and sense of humour. Conversations that we have are straightforward and genuine, and I feel I can build relationships with them. I also love the humour that often comes through, even when times are tough. It makes the interaction genuine and memorable and hopefully I can make them smile.

What is it like working at the National Farm Research Unit?

It’s a supportive  environment where people genuinely support one another. It’s also good fun there’s plenty of humour in the team and no two days are ever the same, which keeps the work interesting and engaging and very rewarding.

About me

I am a dedicated badminton player of over 30 years. I currently play in the Colchester and Essex league where I am a captain of my mixed team. I enjoy running at the weekends and after work. I am known to  arrange a holiday around a run that is happening internationally