How Olly Harrison is Changing the Narrative of Farming in the Digital Age

At the 2026 Norfolk Farming Conference, a powerful discussion led by renowned farmer and influencer Olly Harrison brought to light the challenges and opportunities facing modern agriculture. With over 450,000 followers on social media, Harrison has established himself as a prominent voice for UK farming, leveraging his digital platform to reach a diverse audience.

Engaging the Audience with Honesty

During his panel discussion named "Landing the Message," Harrison emphasized the importance of authenticity in storytelling. With 120 million views across his YouTube channel @OllyBlogsAgricontractfarmer, he argued that addressing the realities of farming, including the challenges, resonates more deeply with audiences than solely presenting the positive aspects. "If I could only ever talk about the good things on the farm, my audience would drop by 80%," he stated, underscoring the need for a balanced narrative.

A New Approach to Communication

Harrison's approach challenges conventional wisdom in agricultural communications, advocating for a strategy that begins with a negative or a challenge to capture attention, followed by constructive dialogue on solutions. An example he shared was a video where he discussed a new tractor. Instead of simply highlighting its merits, he initially framed it around a supposed shortcoming—drawing viewers in—and then elaborated on its benefits. This method not only kept viewers engaged but also effectively conveyed the overall positive attributes of the product.

Cohesion Amidst Contrasting Opinions

Fellow panelist Amy Jackson raised important points regarding the necessity of positivity in the messaging about agriculture. She believes that while it is crucial to acknowledge challenges, a forward-looking perspective showcasing solutions is essential for attracting new talent to the industry. This dialogue—reflecting a balance between reality and optimism—invites a closer look at how the agricultural sector can reshape its narrative to appeal to a broader audience.

In a world increasingly driven by digital engagement, Harrison's insights serve as a reminder that while it is vital to be truthful about the hurdles in farming, it is equally important to articulate the success stories and innovations that pave the way for a brighter future in agriculture.