What shoppers actually care about
Earlier than we converse, we should actively pay attention. Because the Interporc report (2024) factors out, shoppers specific issues about sustainability, animal welfare, antibiotic use, dietary well being of meat, and manufacturing ethics.
The hot button is to reply with info, with out denying the opposite’s feelings. As I all the time say, “exhibiting the fact of the business is not only exhibiting a farm, it’s translating what we do into the language of the individual on the opposite aspect”.
Easy methods to craft efficient messages: 3 key components
1. Info + emotion
Shoppers do not buy information and firms, they purchase tales and folks. That is why the simplest disclosure just isn’t the one that gives graphics, however the one that mixes data with emotion.
- Sensible instance: An Instagram Reel exhibiting how a farmer cares for his or her sows throughout farrowing will be extra impactful than an infographic on biosecurity.
2. Transparency
Immediately, transparency is a differentiating worth. It’s not about showing good, however about being coherent, explaining our processes, and admitting that we’re additionally evolving.
- Sensible instance: Displaying a change in farm administration (equivalent to improved biosecurity) to scale back antibiotic use might construct extra belief than a denial of historic antibiotic use.
3. Human protagonism
Individuals join with folks. Displaying the faces of business professionals (veterinarians, livestock farmers, drivers, and many others.) talking about their vocations and their day-to-day lives is among the simplest methods.
Platforms and codecs that do work in 2025
In keeping with IAB Spain (2025) and Metricool (2025a), 2025 traits in social networks deal with:
- Brief, actual movies (Reels, TikTok, Shorts): pure, little modifying.
- Academic carousels (on Instagram and LinkedIn): supreme for status and info, as they permit data to be structured in a progressive approach that favors retention and studying. As well as, content material that educates and gives actual worth is among the many most valued by right this moment’s digital consumer, who seeks authenticity and usefulness in what they devour.
- Tales for loyalty and emotional connection. Their ephemeral nature permits them to point out extra casual, direct, and emotional content material. They consolidate as an area the place the neighborhood can really feel that there’s a actual individual behind it, not only a model. That is particularly worthwhile in industries equivalent to swine, the place the patron must put a face and a voice to what occurs behind the ultimate product.
- Microinfluencers and inner ambassadors: genuine and credible. The content material methods that work finest when working with these profiles are:
- Person-generated content material (UGC): With 82% perceived effectiveness, it’s the most trusted kind of content material, because it reveals actual client experiences.
- Worker-generated content material (EGC): reaches 76% efficacy.
- Creator economic system (exterior creators, which is the place micro-influencers would are available in): they obtain a 70% effectiveness charge, due to their perceived authenticity and skill to attach with area of interest audiences.
Subsequently, it must be of curiosity for corporations within the swine business to encourage their employees and farmers to take part of their social networks with private content material, all the time associated to the business and, if attainable, to the corporate.
Within the case of LinkedIn, the next desk reveals the common degree of interplay (engagement) generated by the totally different Metricool (2025b) publication codecs:
| Format | Common engagement |
|---|---|
| Carousels (PDF) | 5.7 % |
| Surveys | 4.1 % |
| Textual content + Picture | 3.2 % |
| Movies | 2.9 % |
This kind of information may be very helpful to outline what content material to prioritize when speaking from the swine business on skilled platforms equivalent to LinkedIn. Utilizing carousels to elucidate technical processes or break myths is a superb technique.
The error of solely being on the defence
Because the e book “Knowledgeable Secrets and techniques” explains, you do not promote a product, you promote a motion. We have to create content material with the imaginative and prescient of a future trigger: sustainable, moral, and people-connected swine manufacturing.
We can’t fall into the lure of “reactive communication,” which entails going out to defend ourselves each time there may be an assault, as a result of that all the time places us on the defensive (and in a loser’s place, since we’re not those dominating the dialog: subject, strategy, and many others.).
- Sensible instance: As a substitute of responding with information to a put up opposing the business, use the subject as an concept to create content material that reveals the fact of the business and disseminate it. We’ve got already talked about what shoppers’ issues are, so we should always use them as matters to speak about with out being requested. In the long run, proactive communication is what builds a very good status, because it helps to enhance the business’s status in society.
Conclusion: Communication just isn’t defending, it’s main
The swine business has an important story to inform. However it’s not sufficient to say that we’re sustainable; we should exhibit it with transparency, emotion, and humanity.
The problem just isn’t solely reputational, it is a chance to steer by communication. Immediately, the folks and firms that take the step to inform their story with coherence, consistency, and connection are those that create an actual and lasting influence.
