An important social media strategy for NK was to reestablish our owned social media channels from an advertising platform to a community-building platform. This was our chance to make a splash on a platform that was largely underused by seed brands and to become a part of the #FarmTok community on TikTok.

 

Our audience does not want to be told what to do, especially when it comes to their farm. We discovered that many of these independent farmers are just out of college, are beginning to make the decisions, or have a part in the decision-making process on the farm when it comes to products, traits etc. We were ready to take our claim as a challenger brand and break the mold of what other seed brands are doing. And what better way to reach these independent thinkers than on the social platform that is challenging all the rules – TikTok.  

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