8 Tips for Creating Engaging Content on Social Media

More than 20 million Australians use social media every day. For dairy farmers, it is a great way to share what really happens on farm, connect with the public and build a supportive community. 

It can feel tricky knowing where to start. This guide gives practical ideas to attract and grow an engaged audience and show what makes dairy farming special. Whether sharing daily life, passing on tips, or just having a bit of fun, these simple approaches can make content feel real, relatable and worth following. 

1. Show the real person 

People connect with people, not perfection. Share genuine moments from life on the farm and let your personality shine through. What feels ordinary to you can be fascinating to others.  While honesty builds trust, remember your audience may not be familiar with farming life. Aim to show the real story in a positive way, for example, the cows coming in for milking or a beautiful sunrise over the paddocks, while avoiding imagery that might seem confronting or off-putting to those outside the industry.  

Fancy gear is not needed. A mobile phone is perfect.

2. Tell the story, not just the facts

A good post tells a story. Do not just show the photo, tell what is happening behind it. Explain the ‘why’ and ‘how’. 

Instead of saying “Harvest time”, try something like: “We started harvesting just after sunrise. There is nothing like that first load of grain, it always feels like a win.”

Download the Positive Dairy Messages guide to have a handy source of ideas when stuck on what to post about.

3. Keep videos short and natural 

Short videos or reels grab attention fast. Aim for 15–30 seconds. Show a process, an animal or a quick before and after. People love behind-the-scenes moments.

Quick filming tips:

• Use natural light (face a window or film in the shade)
• Wipe the lens and hold the phone steady.
• Use landscape orientation (horizontal) for platforms like Facebook and YouTube, where videos are typically viewed on wider screens.
• Use portrait orientation (vertical) for platforms like Instagram Reels and TikTok, which are designed for vertical viewing on mobile devices.
• Smile and be natural.

4. Share and educate

Social media is a great place to share knowledge in a friendly, light way. A fun fact or quick explainer can go a long way. Ask questions that invite curiosity, like: 

• “Ever wondered what a typical day on a dairy farm looks like?”
• “Ever thought about what cows do all day?”
• “Want to know a farmer’s daily routine?” 

When tricky questions come up, stay calm and stick to the facts. Connect answers to the values shared with the audience, like caring for cows, producing safe food and supporting local communities. People respond when they see common ground. 

Dairy Australia’s You Ask, We Answer has clear, science-based answers to common dairy questions that can be shared or linked to.

5. Mix it up 

Keep things fresh by posting a mix of content types. Try: 

• A day-in-the-life post.
• A quick Q&A.
• An animal feature (introduce a cow or dog).
• Then versus now throwbacks.
• Seasonal updates or milestones.
• Tips and tricks for aspiring farmers. 

Celebration days are also great prompts: 

• World Milk Day – 1 June. 
• Cow Appreciation Day – 2nd Tuesday in July. 
• National Ag Day – 3rd Friday in November. 
• International Day of Rural Women – 15 October. 
• World Food Day – 16 October. 

6. Write captions that connect 

Captions turn a post into a conversation. Write as it would be spoken – keep it simple and friendly. Break longer captions into short paragraphs so they are easy to read. 

Hashtags help people find posts. Use three to eight that fits the content — a mix of general ones like #FarmLife or #DairyFarming, and more specific ones like #WomenInAg. 

Create personalised tags like #LifeAtFredsFarm so followers can find all posts in one place.

7. Be social – not just a broadcaster 

Do not just post, join the conversation! Reply to comments, thank people for kind words and interact with other farmers. That is how the community grows. 

Not every comment will be positive. If someone is just looking for a fight, it is okay to walk away. Focus on helpful, respectful chats. 

When tricky questions come up, check You Ask, We Answer or contact Jess Phillips at Dairy Australia for help crafting a response.

8. Keep it consistent and balanced 

There is no need to post every day. Two to four posts a week is enough to stay visible without it taking over work and personal life. The key is quality over quantity. 

Remember, social media should fit around farm life, not the other way around. If a break is needed, say so. People will understand.

Save time by taking a bunch of photos or videos and having content ready to go later.