Connecting urban communities to agricultural entomology via social media influencers

Urbanization continues to displace farmland across central Florida, with Seminole County experiencing a 52% decline in farmland and a 21% reduction in the number of farms between 2017 and 2022. A 2024 needs assessment identified public awareness of agriculture as a top priority for central Florida farms. To address this, UF/IFAS Extension organized a multicounty farm tour in early 2025 targeting social media influencers. The two-day event featured stops at diverse operations including an ornamental nursery, vegetable and fruit farms, and a commercial apiary. Influencers engaged directly with farmers, Extension agents, and other professionals to learn about integrated pest management (IPM), pollinator health, beneficial insects, invasive species, and real-world farm management practices. Following the tour, social media influencers produced curated, science-based content for broad online audiences, helping demystify agriculture and showcase the value of sustainable IPM in food production. Notable early impacts include a projected reach of over 500,000 individuals, the generation of more than $15,000 in sponsorships and in-kind donations, increased recognition of UF/IFAS Extension, and new market connections between local farmers and chefs. This project demonstrates the value of interdisciplinary collaboration and the power of social media in enhancing public understanding of entomology and agriculture. Full methods, outcomes, and lessons learned will be presented, including cost-effectiveness, currently estimated at less than one cent per person reached online, and strategies for scaling similar programs in other regions. Ongoing monitoring of social media engagement will guide future Extension strategies to support sustainable agriculture in urbanizing areas.