Leveraging social media to drive agricultural research and achieve digital milestones

13 December 2024

In a world where digital platforms are reshaping communication and knowledge dissemination, IITA - CGIAR is a beacon of innovation scaling, and leveraging social media for agricultural transformation. By strategically utilizing these platforms, IITA has brought its research closer to the people it serves and achieved remarkable milestones that affirm its digital leadership.

Social media has become a vital tool for breaking barriers in research communication, providing a direct line to diverse audiences, including farmers, policymakers, scientists, donors, and the general public. For IITA, it is a vehicle for showcasing innovations, sharing success stories, advocating for agricultural policies, and engaging stakeholders across the globe. By tapping into the interactive and visual nature of platforms like LinkedIn, Flickr, YouTube, X (formerly Twitter), and Instagram, IITA ensures that its work resonates with audiences far beyond traditional boundaries.

With consistent and strategic efforts, IITA has reached significant milestones that underscore its impact in the digital space for agricultural research.

IITA's Flickr account, a treasure trove of vivid imagery, captures the essence of agricultural research-from the trials in the field to the triumphs of innovation. With over 10 million views, these images have documented the institute's activities and inspired global audiences with the beauty and importance of agricultural research.

The research institute's LinkedIn account, with over 140,000 followers, is a space for researchers and agriculture professionals worldwide who are seeking agricultural science and research knowledge.

IITA's YouTube channel is a virtual hub of engaging video content, including documentaries, farmer success stories, research findings, and expert interviews. With 1 million views, the channel serves as an educational resource, empowering farmers, students, and researchers with actionable information.

On X, IITA leads critical conversations about food security, climate change, and agricultural innovation. The 62,000 followers on X receive timely updates, thought-provoking insights, and real-time event coverage. IITA fosters dialogue among key stakeholders and partners in global agriculture on X.

With close to 7,000 followers on Instagram, IITA's Instagram account deploys visually compelling content to appeal to younger audiences and those new to agriculture. The platform highlights stories of resilience, the role of youth in agriculture, and the institute's community impact, fostering a deeper connection with its followers.

Using visual storytelling by focusing on compelling images and videos, IITA's social media strategy is rooted in principles like knowledge sharing, engagement, and real-time advocacy.

IITA captures the attention of a wide audience across Africa, America, Asia, and Europe, conveying complex research outcomes in relatable ways. Platforms like Flickr, Instagram, and YouTube have been particularly instrumental in this approach.

Platforms like X provide avenues for disseminating actionable knowledge. Whether a video on climate-smart farming practices or a thread unpacking the latest research, IITA ensures its content is informative and impactful.

From scientists to farmers and young aspiring agriculturists, IITA tailors content to meet the needs of various audience segments, ensuring inclusivity and relevance.

During global events like World Food Day or International Women's Day, IITA's social media campaigns amplify critical issues and advocate for sustainable solutions, further solidifying its role as a thought leader.

With these strategies, IITA's social media efforts have increased its visibility and strengthened partnerships and collaborations. By showcasing success stories and ongoing projects, IITA attracts the attention of donors, development agencies, and governments, facilitating impactful collaborations that drive agricultural transformation across the continent.

As the digital landscape evolves, IITA is poised to adopt emerging trends to further its mission. Initiatives on the horizon would include leveraging platforms like TikTok and Instagram reels to share quick, digestible content tailored for younger audiences; hosting X Spaces, webinars, and virtual tours to create immersive experiences for its audience; and utilizing AI tools to personalize content and measure impact. All of these will ensure that IITA's social media strategy remains data-driven and effective.

IITA's social media journey is evidence of digital platforms' power in advancing agricultural research and fostering global connections. As the institute continues to innovate, it invites everyone to join the movement by following its social media channels. Together, we can amplify the impact of agricultural research and cultivate a better future for Africa.

Contributed by 'Timilehin Osunde

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