Understand the machine first.
Before we develop content, we work through the machine, its application and the market. Good communication does not start with a format, but with understanding what makes a product relevant to its audience.
Marketing for agricultural machinery & ag technology
Marketing for agricultural machinery that makes products clear and brands visible.
on:LAND develops strategy, video production, social content and campaigns for manufacturers, dealers and agricultural service providers – with technical understanding, experience from real field operations and a clear view of market and audience.
Marketing agricultural machinery takes more than explaining technical data.
Seed drills, slurry technology, harvesters or implements: buying decisions are not made on performance figures and spec sheets alone.
What matters is whether an audience understands the difference a machine makes in daily work. Work quality, output per hectare, ease of use, cost efficiency, service and support therefore have to be as tangible as the technology itself.
That is exactly where on:LAND starts.
Translate product benefits into practice.
Technical advantages become convincing when they show up in concrete applications. That is why we work with real operations, real operators and situations people recognise – instead of product promises alone.
Include sales and service.
In agricultural machinery, communication does not stop at the machine. Dealer structures, contacts, parts availability and service can account for a substantial share of product trust – and belong in the communication where relevant.
Strategy, video production and social media for agricultural machinery.
Depending on the task, on:LAND handles a single production or develops communication across several formats and channels.
Strategy & campaigns
We plan product launches, regional market presence, trade show communication or longer-term campaigns from the communication goal – not from the channel.
Video production, photography & content
Product videos, operator testimonials, real field operations, social-first video, photography and presenter-led formats make technical advantages understandable and visible.
More about video productionSocial media
From individual product launches to ongoing channel management, on:LAND develops content for Instagram, Facebook, YouTube and TikTok that fits the company, the product and its audience.
Paid social
We distribute content to specific audiences and regions or around trade shows and product launches – ideally interlocked with strategy and production.
Experience from the industry
Industry knowledge that does not start with the briefing.
The social media experience behind on:LAND began in 2011 with AgrartechnikHD. Since then, content around agricultural machinery and ag technology has been produced there entirely in-house – from topic planning and production to publishing, community management and analysis.
That gives us first-hand insight into which topics and formats reach a professional audience, which questions operators have and how communication on the platforms keeps changing.
- 151.5M+
- YouTube views
- 4.75M+
- hours watch time
- 326,000
- YouTube subscribers
146,000 Instagram · 58,000 Facebook · 11,900 TikTok
As of August 2026 · Own industry channel · Not a client project
Agricultural machinery projects from the field.
GRIMME · Market presence & testimonials
Strengthening regional market presence with real operator voices.
For the GRIMME MATRIX 1200, on:LAND combined three operator testimonials with a location portrait and social-first content. Product benefits, hands-on experience and regional support from the Langquaid site became part of one shared communication line.
View GRIMME case
KUMM · Field practice & product communication
Documenting a real operation from product to operator experience.
A KUMM KTR20.5 was accompanied through roughly 7,000 m³ of real work. The result: a product introduction, an operator testimonial and social content – embedded in a multi-week field operation.
View KUMM case
FORTUNA · Social media & trade show
Expanding social media around AGRITECHNICA.
For FORTUNA, on:LAND combined social-first content with editorial planning, publishing, community management and regionally targeted Meta Ads around AGRITECHNICA. The result: 560,000+ organic reach and 2,000 new Instagram followers.
View FORTUNA caseTypical tasks in agricultural machinery marketing.
- 01
Launching a new machine in the market.
Working out product advantages clearly and turning them into content for website, sales, social media, YouTube or trade shows.
- 02
Letting operators speak for the product.
Testimonials and real operations build credibility and put technical advantages into the perspective of the people working with the machine every day.
- 03
Being visible around a trade show.
Planning communication before, during and after events such as AGRITECHNICA and using existing attention deliberately.
- 04
Strengthening regions and sales structures.
Making locations, dealers, service and contacts visible and connecting product communication with regional proximity.
- 05
Developing social media continuously.
Identifying relevant topics, producing and publishing content and developing channels over the long term.
- 06
Reaching relevant audiences precisely.
Distributing content via paid social to relevant audiences, regions or around specific products and events.
For manufacturers, dealers and agricultural service providers.
Manufacturers
of agricultural machinery, implements, components and technical products for agriculture.
Dealers & sales organisations
that want to present products, locations, services and contacts professionally.
Contractors & agricultural service providers
that want to communicate services, machinery fleet and company professionally to customers, employees and applicants.
on:LAND delivers productions and campaigns in Germany, across Europe and beyond.
Next step
Want to make your products or brand more visible in agricultural machinery?
We do not start with a video or a specific channel, but with your task.
We clarify who you want to reach, what that audience should understand and what the communication is meant to achieve. From there we develop the formats and measures that fit.