West African farmers conquer social media
Some farmers in West Africa use TikTok and other social media platforms to tap into markets, share knowledge and enhance the image of their profession. Digital access is noticeably increasing their yields.
Tiktok as a marketplace
Senegalese farmer Pape Fall from Thies, a city in western Senegal, now uses his TikTok profile to post about agricultural products and sell most of his harvest. At first, he only wanted to use the app for soccer and funny videos, but then he started presenting his products online and discovered TikTok as a digital marketplace.
From the field to the internet
Fall is one of millions of farmers in West Africa who use TikTok to sell products, share knowledge and enhance the image of agriculture. "Social media is democratizing access to information for farmers," says Abbie Phatty-Jobe of Caribou, a British research company that was the first to study the use of TikTok by regional farmers.
Digital platforms connect farmers
Everyday agricultural life is also documented on farmers' channels. The Caribou Research Center helped establish a network of 24 agricultural influencers in eleven African countries. Their content reaches five million people. Among other things, they make research findings more accessible to farmers.
Social media brings in new customers
One of these influencers is Nogaye Sene, who manages farmland for the Senegalese diaspora and for clients with little experience. "The success of my business is thanks to social media," says the 29-year-old, who employs 40 people and acquires 70 percent of her clients via Instagram and TikTok. She wants to change young people's perception of agriculture.
Women promoting women
In her videos, Nogaye Sene covers a wide range of topics, including growing chili plants, driving a tractor and using modern technologies. To encourage more young women to become farmers, she helped organize a training course for 50 women on agriculture and social media in December 2025.
Partnerships against misinformation
Despite the advantages, caution is advised: Many of Sene's customers have been deceived online by people posing as agricultural advisors or influencers. Phatty-Jobe from Caribou therefore recommends partnerships with research institutions and government advisory services to prevent fraud and misinformation.
Quality control in the field
However, a lack of access to technology and financial resources prevents many farmers from reaping the benefits of social media. Without a smartphone for apps such as TikTok or Instagram, they risk being excluded from the digital market. At the same time, however, the digital route offers enormous opportunities to become less dependent on middlemen and to set prices themselves.