Agriculture is one of the largest sectors in Canada and one of the least served by creators. The people who buy here watch video to make decisions worth hundreds of thousands of dollars, and almost nobody is making it for them.

The calendar is seeding and harvest

Not holidays. Equipment and input decisions cluster around specific windows, and content has to arrive before those windows rather than during them. Miss the window and the buying conversation is over for a year.

Farmers watch video to decide

This is a research heavy purchase category. Equipment demonstrations, input trial results and other farmers explaining what worked on ground that looks like theirs. Peer credibility outweighs brand messaging by a wide margin.

It has to be filmed in the right region

Prairie grain, Ontario corn, Quebec dairy, Okanagan orchards and Atlantic potatoes are different businesses with different equipment and different conditions. Footage from the wrong region signals a supplier who does not understand the operation.

Recruitment is a growing need

Farms and agricultural businesses compete for seasonal and skilled labour in the same tight market as everybody else. That is a video need funded outside marketing, and it is steady work.

The window to film is short

Equipment in the field can only be filmed when the equipment is in the field. Book creators months ahead, be ready to shoot on short notice when conditions allow, and accept that weather moves the schedule.

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Frequently asked questions

What sets the calendar?

Seeding and harvest, not holidays.

Who is most credible?

Another farmer in similar conditions.

Does region matter?

Yes, conditions and equipment differ.

What is the filming constraint?

Equipment is only in the field briefly.