If you’ve ever had a customer say, “I saw you on so-and-so’s Instagram and just had to pop in,” then you’ve already seen the power of local influencers in action. These days, it’s not just celebrities promoting fancy products – it’s normal people with loyal followings, sharing things they genuinely love. And that’s where your farm shop, butchery or farm-to-fork café comes in. Working with micro-influencers (we’re talking under 20k followers) can be a brilliant way to get your name out there, without breaking the bank.
When we say “influencer,” you might picture someone posing with a protein shake on a beach – but that’s not what we’re talking about here. Micro-influencers are everyday people with smaller, highly engaged audiences. Think local foodies, parenting bloggers, lifestyle creators, or sustainability advocates – often with 2,000 to 20,000 followers.
What makes them so valuable is trust. Their followers know them, like them, and actually listen to their recommendations. So, when they rave about your handmade sausages or share their farm shop haul, people pay attention.
For a small or family-run farm business, micro-influencers are a golden opportunity. They’re far more affordable to work with than big names and often happy to collaborate in exchange for products, meals or behind-the-scenes experiences. Plus, their niche audiences are usually based right where your customers are – locally.
In short, they’re relatable, relevant, and much more likely to drive real footfall.
The trick to a successful influencer collaboration isn’t just picking someone with a big following – it’s about choosing someone whose audience matches your customers. Start by thinking local: is there someone in your area who’s always sharing foodie finds, days out with the kids, or tips on living more sustainably? These are often your best bet.
You can find potential influencers by searching hashtags like #[yourtown]foodie or #[yourarea]eats on Instagram, or by checking who’s tagging local venues and businesses. You might also spot them in local Facebook groups or through mutual customers who love sharing what they’ve bought from you.
Once you’ve got a few in mind, do a quick check: are their posts getting decent engagement (likes, comments, shares)? Are they active and consistent with their content? Most importantly, do they feel like someone who would actually enjoy your products?
You want someone who’ll speak authentically and get excited about what you offer – not someone who’s clearly just in it for freebies. Think of it as building a relationship, not just running an ad.
You don’t need a big marketing budget to work with influencers – in fact, many micro-influencers are happy to trade content for free products, services, or unique experiences. It’s all about creating something that feels valuable to them and exciting to share.
For example, if you run a farm shop, you could offer a curated hamper in exchange for a review or unboxing post. If you’ve got a farm café or butchery, invite them in for a tasting session or behind-the-scenes tour. Even just offering early access to a new product line or a spot at your next event can go a long way.
Giveaways are another great option. You can team up with an influencer to run a simple competition – like “win a local produce bundle” – which helps grow both of your audiences and boosts engagement.
The key is to make it easy and enjoyable for them. Let them be creative with how they share your product – it’ll come across more naturally and resonate more with their followers. And remember: this kind of marketing is about relationships, not one-off transactions.
Once you’ve found the right influencer and they’re keen to collaborate, it’s important to be clear about what you’re both expecting. That doesn’t mean you need a formal contract (although you can if it’s a bigger collab), but a quick chat or message outlining the basics will save any awkwardness later.
Be upfront about what you’re offering – whether it’s a product bundle, free meal, or exclusive experience – and what you’d like in return. For example, you might suggest they share a reel or carousel post, plus a few Instagram stories tagging your account. That said, try not to be too prescriptive. Influencers know their audience best, and their content will land better if it feels authentic rather than overly scripted. Trust them to showcase your products in a way that fits their usual style.
Finally, always ask for permission to reuse any content they create – a quick “Would you mind if we shared this on our socials too?” goes a long way. Most are more than happy, and it gives you extra content to use in your own marketing.
One of the great things about working with micro-influencers is that even small changes can be easy to spot. You might notice more local followers popping up on your social media, an increase in messages or comments, or even customers saying, “I saw you on [influencer’s name]’s page!”
If you want to get a bit more strategic, you can track things like:
It doesn’t have to be high-tech. Something as simple as a unique Bitly link or a named offer (“Mention [influencer] for 10% off”) can help you see what’s working.
Remember, not every result will be instant. Influencer marketing often builds brand awareness and trust first – then sales follow. Keep an eye on patterns and repeat what works.
Like any marketing strategy, influencer collaborations can go a bit sideways if you’re not careful. One of the biggest mistakes is focusing purely on follower count. A huge following doesn’t guarantee engagement – or local relevance. Always prioritise influencers with a genuine connection to your ideal customer, especially if your business relies on footfall or local delivery.
Another common issue is being too controlling. If you hand over a rigid script or overly specific brief, the content can feel forced – and followers will spot that a mile off. You want the influencer to stay in their natural voice so their audience actually listens.
Lastly, don’t ghost them once the post goes live. Repost their content (with credit), thank them publicly, and keep the relationship warm. They could become a long-term advocate for your brand – and that’s where the real value lies.
One-off posts are great, but the real power of influencer marketing comes from building long-term relationships. If someone genuinely loves your products and aligns with your values, consider turning them into a brand ambassador. This could mean regular collaborations, early access to new products, or exclusive perks – think of them as part of your extended team.
Don’t forget to make the most of the content they create. With permission, reuse their photos and reviews across your marketing – in newsletters, on your website, even in-store signage. Seeing a familiar local face backing your business can boost trust and credibility.
You can also invite your influencers to future events or launches, or get them involved in product development. Why not create a special range or menu item featuring an “influencer pick”? It adds a personal touch and makes your marketing feel more community-driven – which customers love.
You may also want to read our blog on using user-generated content as part of your marketing plan.
When it comes to influencer marketing, bigger isn’t always better. For small farm businesses, micro-influencers offer authentic connections, local reach, and real results – without needing a massive budget. It’s about finding someone who fits your niche, not someone chasing likes.
Start small. Test one or two collaborations, learn what works for your audience, and build relationships that grow with your business.
Ready to find the right influencers for your farm shop, butchery or on-farm café?
Book a free strategy session with us here: Book Here
