When Channel® declared MY26 the Year of Video Storytelling, the goal was clear: Lean into video as the most powerful way to connect with the next generation of farmers — a community of risk-takers energized by the pursuit of better.
To make that vision real, Channel partnered with HLK to launch the brand on a platform built for authentic human connection: TikTok.
The Challenge
Farmers are as digitally connected as any audience, but their needs are unique. Much of what they rely on day to day can’t be found through a quick online search. They look to trusted experts who understand their fields, conditions and challenges firsthand.
To reach these younger, next-generation farmers, Channel needed to show up differently. TikTok offered a space to highlight the brand’s strongest asset — its people.
The Approach
Together with Channel, HLK built a TikTok strategy centered on authentic storytelling from the ground up.
The team developed a mix of original, trending and educational content published weekly to build algorithmic momentum and audience familiarity. Featuring SeedPros and Technical Agronomists, each video brought local expertise and personality to the feed, creating a balance of insight and entertainment that resonated with the audience.
To succeed, the approach demanded new ways of working — faster approvals, agile execution and a willingness to embrace the spontaneity that makes TikTok effective. The launch post used real SeedPro footage to show that the Channel audience was already active on the platform — and that the brand was ready to meet them there.
The Results
In the first three months, the results told a clear story of traction and growth:
- 3.4K total followers (1.6K in the first month)
- 2.3 million video views
- 11.8K total engagements
The launch post became Channel’s most engaged piece of content to date, generating 4,610 total engagements.
The Impact
Channel’s TikTok launch demonstrated how authentic, expert-led storytelling can extend the brand’s voice and build real community. By leaning into video and showing up where their audience is already engaged, Channel built a space where expertise feels personal and conversation keeps growing.
The result is more than a social milestone — it’s a blueprint for how HLK will continue helping agricultural brands cut through the noise, connect with their audiences in meaningful new ways and build stronger relationships that move their business forward.