West African Farmers Embrace TikTok to Revolutionise Agriculture and Boost Incomes
In a significant shift, numerous farmers in West Africa have adopted TikTok as a powerful tool for selling their agricultural produce, fundamentally altering traditional business practices and reshaping the image of farming in the region.
From Entertainment to Entrepreneurship
When Senegalese farmer Pape Fall initially downloaded TikTok, his intention was purely for leisure, watching football highlights and humorous clips. Over the past two years, however, he has transformed his use of the platform into a thriving commercial venture. Fall now promotes his produce extensively on TikTok and sells the majority of his crops through the app.
A typical video on his profile features a substantial pile of cucumbers set against a backdrop of slow-paced Senegalese rap music. The caption reads, “1.5 tonnes, available tomorrow, god willing,” accompanied by his contact number. This innovative approach has proven highly effective for Fall, who is among millions of West African farmers leveraging TikTok and other social media platforms to conduct business, exchange ideas, and alter the perception of agriculture as a profession associated with poverty.
Addressing Hunger and Poverty Through Digital Innovation
Farmers and experts acknowledge that the region continues to grapple with severe hunger and poverty, exacerbated by reductions in foreign funding from the United States and other international donors. Nevertheless, they highlight that enhanced knowledge and improved market access facilitated by social media have led to increased agricultural yields and better incomes.
According to a 2017 study by the International Food Policy Research Institute, the average annual farm income in Senegal stands at approximately $1,000. However, successful farming entrepreneurs utilising digital tools can earn between $3,000 and $4,500 annually, demonstrating the tangible benefits of this technological adoption.
Abbie Phatty-Jobe, a digital agriculture specialist at Caribou, a UK-based private research firm pioneering the study of regional farmers' TikTok usage, stated, “Social media is democratising access to information for farmers.” Caribou has established a network of 24 agricultural influencers across 11 African countries, whose content collectively reaches an audience of 5 million people. These influencers play a crucial role in translating complex scientific research into practical, accessible information for farmers.
Practical Benefits and Regional Variations
Fall recounted learning valuable farming techniques through TikTok, such as watching a Moroccan farmer explain the importance of leaving lower stems on cucumber plants to ensure higher yields—a practice he has since adopted successfully. He regularly views content from farmers worldwide, from North Africa to Asia, broadening his agricultural knowledge.
Phatty-Jobe noted that African farmers' social media preferences vary by region, language, and business type. In West Africa, TikTok is favoured due to its video-centric format and support for local languages. Conversely, in East Africa, farmers prefer Facebook's written posts, attributed to higher literacy rates in that region.
Empowering Young Farmers and Combating Scams
Among the influential figures in this digital movement is Nogaye Sene, a 29-year-old who manages farmland for clients with limited farming expertise or members of the Senegalese diaspora investing in their homeland. Sene credits Instagram and TikTok for generating 70% of her clientele, supporting a team of 40 staff.
She aims to change young people's perceptions of agriculture, producing educational videos on topics ranging from cultivating chili plants and operating tractors to utilising modern technology. Sene emphasised, “We’re not used to seeing this type of modern production in Senegal, but social media is helping to change the perspective of agriculture, that it’s profitable.” To encourage more young women in farming, she organised a training session in December for 50 women, focusing on agricultural techniques and social media marketing.
Despite these successes, Sene warned that many clients have fallen victim to online scams by individuals posing as farming consultants or influencers. Phatty-Jobe advocated for partnerships with research institutions and government extension services as a strategy to mitigate misinformation and fraudulent activities.
Digital Divides and Future Challenges
A significant technological and financial divide persists among farmers, limiting broader adoption. Nicolas Paget, a digital agriculture researcher at the French institute CIRAD, reported that approximately 80% of farmers he encounters lack smartphones capable of accessing apps like TikTok and Instagram. For those who do have devices, internet data remains prohibitively expensive, with costs in West Africa exceeding those in Europe.
Paget cautioned, “There is a very high risk of excluding farmers if governments and development agencies focus on this type of technology.” He referenced a 2023 World Bank investment of $57.4 million in a digital agriculture platform in Ivory Coast, designed to enhance market access and input purchases. However, Paget observed that farmers often prefer existing apps, adapting them creatively to meet their needs rather than using specialised platforms.
Phatty-Jobe highlighted that marketing cucumbers on TikTok, while seemingly straightforward, represents a strategic move to bypass middlemen who traditionally control prices, empowering farmers with greater autonomy and profitability.
