The power of social media

In our technological age, where social media familiarity is nearly universal, the digital landscape is bursting with both entertainment and business opportunities. From amusing memes shared among friends to finding your next fashion inspiration or purchase, social media seamlessly intertwines with our routines. This fascinating blend of leisure and business has led to some remarkable collaborations.

Agriculture is no exception. 80% of global farmers regularly scroll, post, and engage on social platforms. Why? To bond with brands like us, delve into product research, and share experiences with fellow farmers.

At KWS we have embraced this digital revolution, creating an audience of nearly 550,000 followers across 65 different accounts on Facebook, Instagram, LinkedIn, TikTok and X (formerly Twitter).

Figures stand for valuable relationships

This impressive figure is one way we measure success. But our social media presence is more significant than our number of followers; it's about the relationships we've developed with our communities. Behind every picturesque photo or engaging video lie our social media triumphs. Each like, comment, view and share contributes to our engagement rate. The stronger this metric is, the more we’ve resonated with our valued audiences. While diving into the details of social media might sound like a numbers game, it's important to remember these figures represent more than just statistics; they’re an embodiment of the meaningful connections we’ve developed.

Differences between the various platforms

Within each platform, we have curated different audiences and communities to serve varied purposes. For instance, the KWS Group LinkedIn account engages a diverse range of individuals, including investors, prospective candidates from varied backgrounds, as well as students or those who harbor an interest in what we do. In contrast, each of KWS’s local Facebook and Instagram channels shine a spotlight on farmers, presenting educational yet entertaining content regarding our latest regional products and topics. While platforms like TikTok might appear unconventional, here we can captivate a younger agricultural generation while also enlightening readers about plant breeding, agriculture as a whole, and the impactful role of KWS, such as the benefits of genome editing or the importance of meeting sustainability targets.

Changing trends

As social media is constantly evolving, so are we. We’re in a continuous cycle of learning and adapting to the ever-changing environment. For example, two recent trends have significantly shaped our content creation. The rise in popularity of fast-paced video platforms has left its mark on our content style across platforms. At the same time, the growing preference for authenticity of highly polished productions has exerted its influence on the subjects we communicate.

In the world of modern agriculture, social media is more than a tool – it's a place where connections thrive and ideas bloom. At KWS our digital journey mirrors the dedication we bring to the fields, offices, and other locations we work in. Through community building, targeting, and trust cultivation, we're harnessing the power of social media to sow the seeds of success for both our brand and the audiences we proudly serve. |