Running a farm stay or shop, it’s like trying to knit a jumper while riding a unicycle – you’ve got a million things going on, and marketing often gets left in the bottom of the drawer. And let’s be fair, in today’s world, it’s tempting to think that the answer to all your marketing woes is some shiny new app or algorithm that promises you the world. But what if I told you that a platform you’re probably already using, while doom-scrolling at 11pm, could actually be your secret weapon? Yeah, I’m talking about Instagram, the photo-sharing platform you might think is just for pretty pictures.
Now, before you start thinking I’m going to talk about overly-posed photos and chasing viral trends, let me be clear. I’m talking about Instagram as a tool. A tool that, if you use it right, can help your farm or shop attract new customers, build genuine connections with your audience, and actually deliver a return on all that hard work you put into your business – and all without a degree in rocket science, I promise. If you want to get the most from your business, you have to use the right tools for the job, and if you are not yet using social media, then you’re missing out on a huge opportunity.
So, forget for a moment the idea that Instagram is all about being an influencer, because it’s actually about being influential, and that, as Inegbedion et al. (2021) showed, has a very tangible impact on your business. They found that using social media effectively can boost your efficiency and your profits, but it’s not some magic trick that just happens on its own, it needs to be done right. This isn’t just about showcasing your products and hoping for the best, but using the power of storytelling to build a real community. And all that needs to start with authentic stories, and not just pretty pictures. So if you have your own unique story to tell, then Instagram could be a great place to start.
The Visual Advantage: Why Instagram is a Natural Fit for Farm Businesses
Let’s get down to the brass tacks – Instagram is, first and foremost, a visual platform. And if you run a farm stay or a farm shop, you’re basically starting with a royal flush in a poker game, because you already have something that a lot of other businesses are desperately trying to create – genuine, natural beauty. Think about it: you’ve got rolling fields, sunsets that’d make a painter weep with envy, and animals that are far more interesting than most people you’d see on daytime TV. You’re not just selling products or services, you’re selling the experience, and that’s what people really crave, especially in a busy, digital world.
That’s why Instagram is such a natural fit for you. It’s your opportunity to not just post photos of your farm or shop, but to tell a genuine story, which, as Chaudhary (2021) highlights, is key to engaging with an audience. It’s your chance to show people the beauty and warmth of what you’ve got on offer, from the morning dew on the crops, to the hands that made your best-selling jam, or the unique charm of your cosy guest rooms.
It’s about using the visual power of Instagram to show the essence of what you do. It’s far more about authenticity than it is about perfection, which means you don’t need to get bogged down in the details. And before you start thinking you need a professional photographer on speed dial, let me stop you right there. A few good photos taken on your phone can be just as effective, particularly if the image, and the tone, is authentic. So don’t be intimidated – just get your camera out and start experimenting.
And don’t forget those key words: “farm shop”, “farm stay”, “farm produce”. Sprinkle them liberally into your captions and hashtags, so that people looking for those exact types of experiences can find you, and you don’t get lost in the algorithm. Instagram marketing is not about “shouting” at your potential customers, it’s about having a conversation, and letting them find you.
Building Trust: Moving Beyond Pretty Pictures to Genuine Connections
Right, let’s have a little reality check. Posting a nice photo here and there is all well and good, but it’s not enough. You need to back up those pretty pictures with the human side of your business, the bits that aren’t always perfect, and the real struggles that you face behind the scenes. It’s all about showing people the real you.
That’s where trust comes in. As Palaniswamy and Raj’s (2022) research showed, perceived credibility and “infotainment” are HUGE when it comes to making an impact on social media. People are tired of seeing glossy images and empty promises. They want to see the genuine stories, and those that are willing to share the real side of what they do. They want a sense that their custom will be appreciated, rather than a feeling that they’re a nameless face in the crowd.
Let your audience get to know the team behind the brand, and share your story. Be open, be honest, and always be transparent. And while I’m sure you’re all smashing it every single day, that also includes highlighting the real challenges you face, too. You can even share images of days when the weather is bad, when the crops aren’t doing well or even when your printer has broken down and you can’t print invoices. As Gross and von Wangenheim’s (2022) research shows, that kind of genuine approach to your audience will build trust and loyalty in the long term, and will also help to dispel the myths surrounding big brands, which are so readily viewed with suspicion. This leads to increased reach, and engagement, as people like and share content that they connect with on a personal level.
Actionable Strategies: Turning Followers into Loyal Customers
Okay, let’s get down to business. How do you actually translate all this into bookings and sales? It’s all very well talking about pretty pictures and trust, but at the end of the day, this is all for a business purpose, right? And while I’m all for building relationships, you also want to see a tangible return. Now, I’ve said it before, and I’ll say it again – Instagram, when it’s used correctly, is a game changer for turning followers into customers, but you need to approach it with a plan. If you’re a tourism or hospitality provider, you know you need to work smarter, not harder.
And what does that actually look like? For starters, you need to use a range of features. As Inegbedion et al. (2021) showed, platforms like Instagram and WhatsApp are your go-to platforms for reducing costs and increasing sales. And that is what most business owners want to hear, right? So that’s where you should start.
Use Reels to reach a wider audience, show more of your business, and highlight short, high-impact videos of all those lovely things that you’re doing. And yes, that might seem a bit scary if you’re not used to them, but like everything, it will become easier with practice. Don’t let the tech scare you – embrace it. For a deeper dive into the power of great customer experience, see this post on Creating Memorable Customer Experiences in the Hospitality Industry.
You should also learn to use a targeted approach. Use the keywords that your potential customers are searching for – such as “Instagram story ideas for farm stays,” “how to promote farm shop products on Instagram,” and “best hashtags for farm tourism Instagram” – in your captions and hashtags, and create content that speaks directly to their needs, and the things that they are looking to experience. And remember that, while automation can seem like a good approach to boosting numbers, communication is a two-way street, so you should be sure to engage directly with your audience, answer their comments and messages, and turn them into a community, rather than just a bunch of followers.
And don’t be shy about using limited-time offers and promotions. As Gross and von Wangenheim (2022) noted, that clear and targeted approach can create a sense of urgency, prompting people to take action rather than just sitting on the fence. So don’t be afraid to nudge people to take the plunge, as long as it feels authentic to your brand. You may want to explore the use of paid ads, too. If you’re looking for a good starting point, then see Hitting the Bullseye with Paid Ads.
Micro vs Macro: Choosing the Right Approach for Your Business
Now, let’s have a frank and honest chat about influencers, because that can be a real buzzword that can often put people off. Many businesses believe that working with “influencers” involves huge budgets and celebrities with millions of followers, but this simply isn’t the case. And as a lot of the research has shown, bigger is not necessarily better, which can be a big relief to smaller businesses.
Gross and von Wangenheim’s (2022) research highlights that those micro-influencers, with their smaller, more engaged audience, have a tendency to generate higher levels of engagement. Macro-influencers, with their larger reach, are effective at building brand awareness and pushing out promotional offers, but they lack the authenticity that makes a micro-influencer so effective. You’ll find that those micro-influencers have much more of a personal connection with their audience, and they are often considered to be more trustworthy.
If you’re a small business with a limited budget, don’t feel like you have to chase after celebrities or so-called mega-influencers. Focus on building relationships with micro-influencers who have a genuine passion for your niche. You might also want to consider working with other local small businesses, who understand the region and who can share your brand with their audience, too. It’s all about aligning your choices with your specific business goals and your budget, not just chasing the latest trend or a big-name partnership.
Addressing the “Too Much Effort” Myth: Practical Time Management
Right, let’s address the elephant in the room – time! I know your time is your most valuable asset, and adding another task to your to-do list probably fills you with dread. When you’re already juggling a million things, the idea of managing an Instagram account can seem like an impossible ask. But remember, Instagram can streamline your workflow and boost your business, without the need to spend your entire life on your phone.
First, let’s ditch the idea that Instagram marketing is some complex, full time job. It’s about being smart and strategic, not working harder. Try to start with a simple and manageable plan, and don’t try to do too much all at once. Put a set time aside each week for planning, writing and scheduling content and you’ll soon fall into a rhythm. Remember to always put quality over quantity, as it is often better to post just a couple of high-quality posts than a dozen poor ones. And for those times when you’re not sure what to post, that’s where “content repurposing” can help – turn an older blog into some social media posts! For some tips on this, check out my guide on How to Create a Years Worth of Tourism Content In 3 Minutes.
And before you start fretting, remember that these are all skills you’ll get better at over time. And you know what? That’s why you’re also developing your own skill set as a business owner, by embracing new ways of doing things!
Measuring Success and the Long-Term Vision
Okay, we’re nearly there. Now it’s time to talk numbers, but in a way that makes sense to your business, rather than your ego. Let’s get it straight: likes and follows are great to see, but they are not the most important measures of success. They’re what we call “vanity metrics” – they look good, but they don’t necessarily translate to actual bookings.
As Palaniswamy and Raj’s (2022) research noted, there’s a surprisingly negative impact to making Instagram too easy or too much like a game. What you need is a strategy that looks beyond simple metrics. What you should focus on instead, are those metrics that truly drive the business forward.
Track website traffic from Instagram, and find out how many bookings or enquiries you get as a result of your posts. And most importantly, measure the level of engagement in your comments, and in your direct messages – this is how you build relationships, and how you discover new opportunities.
Don’t forget to also use analytics to track the performance of different types of content, and to identify areas for improvement. This might be a little too technical for some of you, but it’s worth taking the time to really dig into your analytics data and learn what it has to teach you. That insight is invaluable in helping you to refine your approach and make better use of your time.
And always remember, this is about the long game. This is about building your brand and your community, and developing a strong and sustainable business. It’s about creating loyal customers who keep coming back year after year, and spreading the word about your fantastic business.
The Future of Farm Tourism is Visual – Are You Ready?
So, there we have it: the inside scoop on how to grow your farm stay or shop using Instagram. Instagram, when it’s approached strategically, is a powerful, cost-effective tool that will help you to connect with new customers and build a business you’re truly proud of. And, as Inegbedion et al (2021) found, it can reduce your costs and boost your sales, which is a win-win for all involved!
So, ditch the old-school methods and get on board with what Instagram has to offer. Focus on telling authentic stories, building a community, and offering real value to your audience, and you’ll not only see a better return for your efforts, but you’ll also create a business that is genuine, transparent and built to last. So, what are you waiting for? Get to it!
