Social Agriculture 

Social agriculture refers to the ways farmers use social media to support their agricultural livelihoods. From information exchange on social platforms to finding support in online communities to reaching new markets, social agriculture is taking off in countries with a high proportion of their workforce in agriculture. 

In this work we ask: What is ‘social agriculture’, and why should we care? We found numerous examples around the world of people engaged in different aspects of social agriculture — from finding information on farming practices or sourcing products via Facebook to crowdfunding or WhatsApp credit ratings to paid advisory or training services to landing big contracts with hotels or prizes. 

We’ve published multiple studies across four different African countries to explore in depth the experiences of youth using social media to support their agriculture businesses, from pre- to post-production stages of the value chain.


Discover the Power of Social Media in Transforming Agriculture in Ghana

In an era where digital technologies are rapidly reshaping industries, our latest report unveils the profound impact of social media on agriculture in Ghana.

From Ghana’s agricultural sector, we’ve identified how pivotal social media is in influencing key value chains, including cocoa, rice, soybean, and vegetables. Through our detailed case studies, we explore how these digital platforms are not just communication tools but powerful catalysts that redefine how agricultural business is conducted.

Despite the widespread adoption of social media, its full and longer-term impact in reconfiguring agricultural value chains and enhancing livelihoods needs to be explored further. Our research addresses this gap, revealing new roles, trust dynamics, entrepreneurial opportunities, and empowerment avenues crucial for fostering a thriving social agricultural framework. These elements are essential in advancing the sector and overcoming significant challenges such as financial constraints, skill gaps, and disparities in representation.

Dive into the full report to learn more and become a part of this groundbreaking change.

Ghana 2024

Nigeria 2024


Exploring Social Agriculture in Nigeria

Welcome to an exploration of social agriculture in Nigeria, where social media platforms are not just tools for connection but are transforming the very fabric of agriculture. 

Commissioned by Caribou Digital as part of the Platform Livelihoods Project, in partnership with the Mastercard Foundation, this comprehensive study conducted by Kilimo Source and Habitus Insight builds upon our initial research in Kenya (2021–22), delving deeper into the innovative use of digital platforms in agriculture.

Our findings in Nigeria navigate the intricacies of three distinct agricultural value chains: cassava, snail, and broccoli. Using rigorous qualitative research methods, we analyse how these products’ governance, network effects, and specific characteristics combine with critical factors like logistics, finance, and information access to shape and enhance the social media dynamics within these sectors.

For stakeholders ranging from policymakers and social media platforms to global foundations and local practitioners, this report offers insightful recommendations that pave the way for more informed, effective, and transformative practices in social agriculture.

Dive into our detailed study to understand how digital integration reshapes agricultural landscapes in Nigeria and discover how you can be part of this exciting agricultural evolution.


Explore the transformative role of social agriculture in Senegal, where agripreneurs leverage popular platforms like Facebook, Instagram, Twitter, TikTok, WhatsApp, and YouTube to support their livelihood.

This report, stemming from three months of intensive research and building on research conducted in 2022 in Kenya, delves into post-production stages of the agricultural value chain. Discover ten key findings, including the lowering of entry barriers, the role of social media in traditional and newer value chains, and the untapped potential for rural agripreneurs. The study compares Senegal’s experience with social agriculture against Kenya, Ghana, and Nigeria, highlighting unique insights and challenges. Uncover the strategies employed by women agripreneurs, the financial mechanisms like crowdfunding gaining traction, and the collaborative learning facilitated by social networks. Concluding with recommendations from agripreneurs and for broader stakeholders, this report provides valuable insights for those interested in fostering sustainable agricultural growth in Senegal and beyond.

Senegal 2023

Kenya 2022


This foundational study was the first research into Social Agriculture completed in 2022, exploring how Kenyan farmers are leveraging popular social media platforms, like Facebook and Twitter and YouTube, to revolutionize agricultural practices. 

The body of work includes a key takeaway report, a landscape report, a country report as well as self shot video diaries and a short video documentary.

The research sheds light on the dynamic nature of social agriculture, its popularity among young and educated farmers, and its potential to create new markets. It emphasizes the role of influencers, power dynamics within social agriculture groups, and the challenges faced, such as trust issues and the amplification of risk for female farmers. 

Recommendations call for strengthening existing practices, scaling successful solutions, and promoting inclusivity, positioning social agriculture as a pivotal aspect of the digital transformation of agriculture and rural livelihoods.


Experience the Future of Agriculture with Africa’s Trailblazing AgriInfluencers

Discover the vibrant faces of change in African agriculture! Join us as we celebrate the achievements of young visionaries from across the continent who are revolutionising the agricultural landscape using social media. These dynamic AgriInfluencers are not just running profitable agricultural businesses; they’re transforming their local economies and setting the stage for the future of farming in Africa.

At Caribou Digital, we’ve united these pioneers under one expansive network. This initiative fosters unprecedented cross-continent peer-to-peer learning, enabling our AgriInfluencers to share insights, collaborate on projects, and magnify their impact.

As we look forward to the outcomes of this enriching collaboration, we invite you to witness the growth and innovations of this network. 

Stay tuned and watch as our AgriInfluencers lead the charge in transforming agriculture through digital innovation!

AIN: The Agriculture Influencers Network


© 2024 All Rights Reserved.

Nigeria Documentary

Welcome to “Seeds of Change,” a groundbreaking short documentary that showcases the resilience and innovation of Nigeria’s young farmers.

These are today’s food champions, pioneering the use of social media to transform traditional agriculture business ways into thriving businesses. As they battle the ongoing food crisis in Nigeria, these entrepreneurs share their strategies for leveraging digital platforms to foster growth and sustainability.

Through their eyes, explore the revolutionary ways in which social media is being used to connect, educate, and empower farmers across the country. Discover how these young leaders make agriculture a vibrant and profitable sector, from the fields to the markets.

Kenya Documentary

Get an up close look at Social Agriculture in Kenya in this documentary by Habitus Insight. This farmer-led, farmer-told film depicts how social media platforms and agriculture are intersecting. You’ll find the film here, and on our YouTube channel.

BBC World Service
Business Daily

Released On: 20 Oct 2022. Available for over a year.
The BBC’s Sam Fenwick covers Social Agriculture. Hear from small-scale farmers in Kenya who are using apps like What’sApp, Facebook and Instagram to share information about the best way to grow produce and sell directly to consumers. 

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