Short Video Platforms: A New Channel for Agricultural Technology Promotion
On September 26, the Political Bureau of the Communist Party of China held a meeting emphasizing the importance of food security and agricultural production, as well as the need to support farmers’ incomes.
Agricultural technology promotion is often described as the “last mile” in the application of agricultural science and technology. With over 1 billion short video users in China today, there is a pressing need to explore how to leverage platforms like short videos and live streaming to effectively address farmers’ practical issues in production and boost agricultural yields and farmers’ incomes. Thus, agricultural technology short videos have emerged as a valuable supplement to the technology promotion system.
How are these video platforms helping smallholder farmers connect with modern agricultural techniques? What are the resulting ripple effects? We interviewed agricultural experts and practitioners.
**Practical, Accessible, and Timely: Addressing Immediate Agricultural Technology Needs**
“Soon the rice will start to head out—when should I apply the pesticide?” Sitting by the edge of the field, Zhao Ya contemplates aloud while examining the rice seedlings. He measures the blade lengths and determines the optimal time for treatment: “When the last leaf aligns with the penultimate one, that’s the best time to spray.” He urges farmers, “Take the time to check the growth of your rice in the field to prevent diseases like rice blast and bacterial blight.”
As the head of the agricultural technology station in Guandian Township, Fengtai County, Anhui, Zhao regularly updates his short video account. Feedback has been overwhelmingly positive; farmers engage actively in the comments, asking questions and sharing experiences.
How can we better meet farmers’ needs during production? After 27 years in grassroots agricultural technology work, Zhao often wonders, “With everyone’s obsession with short videos, why not document the daily observations I make in the fields as short videos?”
In 2018, Zhao created the short video account “Zhao Talks Agriculture,” merging online and offline agricultural technology promotion. He strategically tags his videos and posts during peak times on platforms like Douyin, Kuaishou, and WeChat Video, quickly accumulating millions of views.
Many agricultural workers like Zhao have proactively adopted short video platforms, opening innovative routes for technology promotion. Data shows that in 2023, Kuaishou had over 216,000 agricultural technology creators, racking up an impressive 50,000 hours of daily live broadcasts that reached 26,825 townships. Meanwhile, Douyin users enjoyed a staggering 120.6 billion views across 27.78 million agricultural technology videos.
These short videos have become a new tool for farmers. “When it’s time to plant, Zhao’s videos conveniently pop up on my screen,” says Zuo Zhongjun, a grain grower from Yingshang County, Anhui. During the critical wheat greening period in February, he followed Zhao’s guidance to clear ditches, effectively reducing waterlogging risks, resulting in a wheat yield 52 kg higher than neighboring farms. Several farmers have come to Zhao’s office after watching his videos: “I saw your short video; can you help me identify what disease my rice has?”
A report by the Rural Development Research Institute of the Chinese Academy of Social Sciences indicates that short videos and live streaming in agricultural technology promotion have become a vital complement to traditional methods.
“The comprehensive revitalization of rural areas urgently requires innovation in agricultural technology promotion services and improved information support,” stated a representative from the Ministry of Agriculture and Rural Affairs. Their official Douyin account, “China Agricultural Technology Promotion,” has published over 5,000 short videos, garnering more than 3.97 million likes.
“Since agricultural technology needs arise frequently and variedly, short videos and live streaming help tackle immediate response challenges,” noted Chen Yangfen, a researcher at the Chinese Academy of Agricultural Sciences’ Institute of Agricultural Economics and Development. The visual and straightforward nature of short videos, paired with strong interactivity, allows farmers to learn and view content at their own pace, thus reducing information asymmetry and improving agricultural supply and demand efficiency.
**Building a Robust Content Ecosystem: More Talented Professionals Joining the Platform**
In January, the Central Agricultural Broadcasting and Television School partnered with Kuaishou to launch the inaugural “Agri-Tech Star” short video competition. Xu Mingju, an associate professor from Shandong Linyi Vocational College with extensive knowledge about fruit trees, took home the championship.
Unlike other short video genres, agricultural technology videos tend to be specialized and niche, with their “secret to success” stemming from high-quality, practical, and relatable content.
Xu’s new media account, “Fruit Tree Master Xu Mingju,” offers a wealth of meticulously organized information—from cultivation management to service marketing, each video is well-categorized with keywords for easy access by farmers.
To enhance technology’s appeal, Xu emphasizes understanding user needs. He has been teaching online for over a decade, with students ranging from small-scale growers to those transitioning from agricultural sales to farming. “Making agricultural technology short videos requires tailored teaching approaches to reach a wider audience,” Xu explained.
From quantity to quality, the content ecosystem of agricultural technology short videos is rapidly developing. On short video platforms, agricultural professionals and new agricultural entities are transforming into popular content creators, sharing extensive knowledge across various aspects of agriculture. Since 2022, a collaborative initiative by the Central Agricultural Broadcasting and Television School and Douyin, the “New Farmers Plan,” has attracted 1,840 agricultural technicians and 10 agricultural scientists, who together have released over 40,000 agricultural science outreach videos.
As early as 2020, Shandong Linyi Vocational College introduced modern agricultural technology (with a focus on new media marketing) as a new direction in its academic programs. Xu concludes, “This is an important direction for nurturing future agricultural talents.”
“The production of high-quality agricultural technology content helps guide more farmers to use digital tools to acquire agricultural knowledge, enhancing their ability to apply new techniques and methods for increased productivity and income,” a representative from the Central Agricultural Broadcasting and Television School commented, adding that the school will continue to incorporate more high-quality agricultural content resources and strengthen training in agricultural short video applications.
**Using Streaming to Revitalize Rural Economies and Enhance Agricultural Value Chains**
“Do you really understand phosphate fertilizers?” “How do you set up an automated water-fertilizer system?” Leveraging short video platforms, Xiao Zhengkang, a well-respected instructor with a decade of agricultural teaching experience from Hunan Agricultural University, has become a go-to figure for online guidance.
High-quality agriculture-focused content translates into increased visibility and revenue opportunities for creators. Xiao’s online shop features an array of agricultural products and professional books, driving sales with the help of his videos. “Farmers need both practical techniques and reliable products,” Xiao pointed out, adding that his team continually optimizes their agricultural content and services to cater to specific needs, such as smart irrigation advice.
The approach of combining technology and tangible products helps advance sustainable online agricultural promotion, argues Hu Bingchuan, director of the Agricultural Products Trade and Policy Research Office at the Chinese Academy of Social Sciences. On short video and live streaming platforms, some content creators leverage agricultural products to form a complete profit model, enabling quality promotional content to be monetized and thereby energizing creators.
Moreover, certain broad agricultural content is subtly enticing young urban professionals to return to rural settings to engage in sustainable agricultural practices.
Two years ago, a viral “digging” video brought attention to Ding Xigong, a post-2000 university student from Yunnan Agricultural University. He found that this newfound interest in agriculture led many to consider his hometown, Yuxi, as a viable place to work. More notably, he’s grateful that individuals are increasingly considering studying agriculture at universities.
Ding and his classmates have begun live-streaming products like soft-seed pomegranates to help local farmers sell their goods. He identified several reasons for the challenges faced by agricultural producers, including high levels of product similarity, poor brand recognition, and lack of effective management techniques. He cautions, however, that some content creators pose as advocates for rural products, while compromising quality, which diminishes consumer trust and negatively affects high-quality agricultural sales. Ding hopes to use his skills to better support the entire agricultural value chain in the future.
The activation of short video platforms has opened up new avenues for agricultural technology promotion, expanding the “Agri-Tech+” framework through a digital lens. “While short videos have become essential for farmers to grasp policies and learn skills, it remains a critical challenge to enhance content quality and improve audiences’ ability to discern information amid a sea of fragmented content,” warned Ye Jingzhong, a professor at China Agricultural University. He stressed that while innovating agriculture-related content, it is equally necessary to strengthen the regulation of short video platforms and improve the standards for the dissemination of agricultural policy information. Encouraging farmers to shift from passive consumption of videos to actively seeking out content can enhance the role of short videos in promoting comprehensive rural revitalization.
