It's Nice to be a Farmer

The challenge

The Ministry aimed to promote agriculture among youth by creating an engaging social media platform showcasing farming aspects.


The TikTok profile “It’s nice to be a Farmer” was developed with the aim of reaching a wider audience, particularly younger generations. The profile focused on four content pillars:

  • Agricultural practices and new technologies
  • Agricultural enterprises and family farms in Slovenia
  • Health and nutrition
  • Environmental impact.


One of the significant aspects of the solution was the inclusion and empowerment of four real farmers. These farmers were encouraged to bring their authentic life experiences on the farm to the TikTok audiences. By sharing their day-to-day activities, challenges, and successes, they added credibility and depth to the profile’s content, further engaging the audience.

The profile also adapted popular TikTok trends to their content, making it more entertaining and appealing to users. To ensure a genuine connection with the audience, the team behind the profile “It’s nice to be a Farmer” actively participated in the TikTok community. They regularly responded to questions and comments from viewers, fostering a sense of trust and loyalty. This engagement helped the profile creators better understand the needs and desires of their target audience and adjust their content accordingly.


The account gained a vibrant community on TikTok:

  • Total followers: 14.9k
  • Total posts: 74
  • Total views: 3.7 million
  • Avg. views/post: 50.1k
  • Highest views on a post: 158.4k

The authentic content raised agriculture awareness and inspired youth to consider farming as a career. “It’s Nice to be a Farmer” bridged the gap between the agricultural sector and younger generations, ensuring a bright future for Slovenian agriculture. The 2022 stats prove innovative strategies and engagement can connect with younger audiences and promote agriculture as a viable career.

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