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They are farmers, breeders or market gardeners and share their daily lives on YouTube and Instagram. From the Meuse to Normandy, these Agri-youtubeurs The spokesperson for an often misunderstood sector are, mixing pedagogy, ecological commitment and transparency on the challenges of the profession.
A direct link with the public
In the Meuse, Aurélien Masson Conjugates breeding, cereal cultivation and videos production. HAS 28 years oldhe juggles between animal care and harvests while fueling his YouTube channel, launched in September 2024. In a few months, his videos accumulate more than 1.33 million viewsproof of growing craze for the agricultural world.
https://www.youtube.com/watch?v=1qwuy5lizvc
First present on Snapchathe chooses YouTube for a more constructed approach, like Thierry Bailliet and its 116,000 subscribers, David Forge with 43 million videos seen, or Gilles Van Kempen and his 59,000 subscribers, who, before him, made the platform a space for exchange and awareness. Show the reality of the profession, without filter, in response to the many received ideasthis is its engine.
His daily life at Family gaec is at the heart of his videos: soil work, maintenance of equipment, climatic challenges … so many subjects discussed with sincerity, for Raise the veil behind the scenes of agriculture.
A new way of enhancing sustainable agriculture
If youtube allows testifyhe also becomes a promotion tool For other agricultural models. Goran and Hugo are the perfect example (170,000 subscribers). Through their videos, they defend a agriculture without fertilizers or pesticidesapplied to a family field that they recovered two years ago.
https://www.youtube.com/watch?v=bjo4duuo8xu
Originally, they share their experience to finance their project, but their success quickly exceeds their expectations. In a few months, more than a million subscribers follow them, curious to learn to Start a vegetable garden on a virgin terrain.
The magnitude of their audience attracts partners which provide them Material and seedsallowing them to limit their expenses. A greenhouse at 5,000 euros, seed boxes worth up to 1,000 euros : This equipment is partly funded thanks to their collaborations. Their chain also generates advertising revenues, ranging from 100 to 1,000 euros per videoproviding them with a modest salary while funding an employee.
Social networks, new allies in the agricultural world
The rise of Agri-youtubeurs shows a major evolution: agriculture emancipates from traditional media to speak directly to the public. Transparency, pedagogy, promotion of the profession : the objectives are multiple, but all converge on the same issue reconcile farmers with society.
When agricultural lobbies invest social networks
The rise of “agri-youtubers” illustrates a major transformation: agriculture is freed from traditional media to address the public directly. But this new visibility also attracts industrial players in the sector. Agricultural lobbies have understood the growing influence of content creators on young generations and now integrate them into their communication strategies.
Their goal? Modernize and make their productivist vision of agriculture more attractive to 18-25 year olds, a target still little exposed to the realities of the profession. The show “We put our feet in the dish”hosted on Twitch by Samuel Étienne live from the Agricultural Show, is a perfect illustration. Among the guests, popular influencers like Marippymeal and Stervio, followed by hundreds of thousands of young people, exchange on the agricultural world alongside FNSEA representatives and intercedes, an influence of the cereal sector.
https://www.youtube.com/watch?v=yerbuj-8f6g
Far from a contradictory debate, the program offers a promotional showcase to agro-industry, without ever questioning its practices. An absence of perspective which surprises certain participants, like Marippymeal, who ignored the identity of the organizers before accepting the invitation.
Influencers, new agro-industry relays
This case is far from isolated. For several years, large agricultural organizations have multiplied collaborations with content creators to rejuvenate their image. Dairy productsfor example, have been able to capitalize on the popularity of videographers as Mister V Or Stainlessgenerating millions of views about their campaigns.
https://www.youtube.com/watch?v=0t9t58ejn4u
Intercedes, for its part, recently allocated 2.15 million euros to a communication campaign targeting 18-35 year olds.
