Crafting compelling farmer testimonial videos

09/06/25

Author: James Marshall

3 minutes read

How to get the best out of farmers on camera to create engaging agri-marketing

Producing strong testimonial video content starts with great interviews, but for most farmers, standing in front of a camera can feel daunting. The chances are they’re not trained spokespeople or seasoned influencers, and often too modest to shout about their successes, even when they should.

So how can you help farmers feel comfortable and capture authentic, powerful stories on film? Our Content Manager, James Marshall shares his thoughts…

After more than ten years of visiting farms and filming farmers, I’ve learned that the most powerful interviews don’t come about because of clever video editing but by putting farmers at ease and taking the pressure out of the interview process.

Here are some tried-and-tested tips to help you get the most out of on-farm interviews and the most influential steps actually take place even before you set foot on a farmyard.

Start the relationship early

A good interview starts with a friendly conversation well before the camera starts rolling. Where you can, a quick phone call ahead of a shoot gives you the chance to introduce yourself, explain how the filming process will work, and answer any questions. It’s a simple step, but it helps build trust and shows that you’re a real human being - not just someone turning up with a tripod and questions.

No surprises, please

Email your questions or prompts ahead of time. Giving the farmer a chance to see what you'll be covering means they can prepare and maybe even gather data or examples to support their answers. It removes any anxiety about being put on the spot and can also speed up the interview process.

Farm first, film second

When you arrive, resist the urge to dive straight into setting up gear. Instead, take a walk around the farm, have a cup of tea (if it’s on offer…) and spend time getting to know the farmer on their turf. It’s a brilliant opportunity to ‘talk farming’, show your agricultural knowledge and build rapport.

Take the pressure off

Reassure the farmer that they’ll have the chance to review the video before any content is published. Knowing they’ll get a say in the final edit helps remove fear of saying the ‘wrong’ thing and it then ‘being out there’ for others to see. If something doesn’t come out quite right, it can always be edited out.

Choose your location wisely

Farms are busy places, so try and pick a relatively quiet, calm spot (no scraper tractors working in the background please…) for filming away from other people and distractions – including overly boisterous or noisy animals! A private setting not only improves sound quality but also helps reduce nerves. Nobody wants to perform in front of their peers, employer, or family members if they’re already feeling self-conscious.

Keep it relaxed and real

Don’t expect long, word-perfect answers. Let farmers know it’s fine to break down responses into short chunks, which can always be edited together later. The key is to help them focus on what they want to say, not how perfectly they’re saying it.

Encourage and normalise nerves

If the interviewee is struggling, remind them that everyone finds the process tricky at first. Share a few anecdotes about other farmers who’ve felt the same way and then done a great job in the end. I’ve lost count of how many times I’ve seen someone assume they’re doing a bad job when they’re actually doing great! it’s all about reassurance and patience.

Make it a conversation, not a performance

Keep the tone light. Smile, laugh, and encourage them throughout. If they make a mistake, laugh it off. The more fun and relaxed the interview feels, the more natural and compelling the content will be.

End on a high

Some of the best feedback I get is when a farmer finishes an interview and says, “actually, that wasn’t so bad.” Some even say they enjoyed it! That’s always the goal, because when your subject feels good about the process, it shows in the final film.

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