When you run a farm park, your audience is obvious: families. More specifically, parents looking for things to do with their kids.
And a big chunk of that audience will be spending a big chunk of their time on social media, following other parents.
Which is why more and more farm parks are now working with social influencers to increase their reach and get their name about.
Done right, influencer marketing can be a seriously powerful marketing tool for farm parks. But like all marketing, it only works when there’s a clear strategy behind it.
Parents trust other parents. A polished Facebook ad is fine. But a mum showing her kids having the time of their lives at your pumpkin patch? That’s gold. It’s:
- Relatable
- Believable
- Aspirational (“we should go there”)
And crucially, it answers the unspoken question every parent has: “Is this actually worth the trip?” (without you saying “we promise it is!!”)
That’s why influencer content marketing can work so well for farm parks. Because it doesn’t feel like marketing at all.
How does parent influencer marketing work for farm parks?
This isn’t about inviting someone once, shutting your eyes and hoping for the best. The best farm park influencer marketing works through a structured, thought-through programme.
Here’s what that looks like:
1. Build a small, consistent group
Instead of working with dozens of influencers once, work with a handful repeatedly.
- 6 parent influencers
- Each visits twice per year
That gives you 12 pieces of content annually, at least one per month,
Consistency beats one-off spikes every time. (And that’s a core 3XM principle; marketing works when it’s done regularly, not randomly!)
Could you do more if you find the right accounts? Of course. (But we’d recommend starting with something you can actually maintain!)
2. Give your parent influencers a clear focus each time
Don’t just say “hey, come and post about us!” Give direction to encourage them to create content about different areas of your attraction:
- Visit 1 → Spring event + animal encounters
- Visit 2 → Halloween + play areas
- Visit 3 → Christmas + café experience
Now you’re not just getting content; you’re building a library of assets across your whole offer.
3. Get the timing right for seasonal events
If you’ve got a key event (like pumpkins, Christmas, lambing season), you want them there on day 1.
Their content drives early momentum, and early momentum drives bookings.
We’ve seen time and again that strong starts lead to stronger campaigns overall (the same principle behind successful launches and promotions).
Remember, if they collaborate with you, you should also be able to put money behind the post and make more of this social proof from the very start of your event.
Likewise, you should move quickly and add their video to your website’s event page so it’s already there when people are searching for things to do at Easter or whatever holiday has just begun.
What should you offer influencers in return for posting about your farm park?
Don’t assume you need to pay large fees. That’s the sort of thing that celebrities demand. For many family influencers, the value is simply providing a lovely experience for their family. Lead with:
- Free entry for the family
And, if necessary, be prepared to extend the offer to include things like:
- Behind-the-scenes access
- Priority booking or VIP experience
- Food/drinks included
- £10 in the gift shop for each of their children (which could actually drive some more good content!)
The most important bit is to draw their attention to what you’d like them to post about before they arrive, and to make it easy for them to create great content. Have lots of:
- Good signage
- Clean, visually appealing spaces
- Clear “moments” to capture
Don’t just borrow their audience; keep the assets!
This is where farm parks can miss a trick. Before the visit you should agree the deliverables and get permission to reuse their content… And then remember to ask for a copy of their photos and videos after the visit!
Then:
- Add reels to your website
- Use clips in your ads
- Share across your own social channels
Now one visit becomes months (even years) of marketing.
That’s how you turn parent influencer activity into long-term assets; a key part of making marketing actually deliver ROI. Influencers do generally appreciate clarity too, and giving them a list doesn’t just help them plan content; it avoids awkward follow-ups later.
Your agreement (even if informal) should cover:
- Number of posts (e.g. 1 Reel + 3 Stories)
- Platforms required (Instagram, TikTok, Facebook)
- Key dates or posting windows
- Tagging your account
- Use of event hashtags or location tags
- Mention of ticket booking or event name
- Whether children can be featured (important for family creators)
- Agreement to reuse content with paid advertising
Always Secure Usage Rights for Ads
If you’re investing time, tickets and access into influencer relationships, you should always include a clause allowing you to reuse their content in your own marketing.
Put money behind what works
If an influencer’s post performs well, don’t just “like it” and move on.
Turn it into an ad. Run it as a collaboration post. Boost it to your local audience. Extend its reach far beyond their followers and you’re combining their credibility with your targeting.
That’s where the real scale happens. Rather than just reposting:
- Ask for permission to run their post as a paid ad
- Boost it to local families within your catchment area
- Use it to support ticket sales during key booking windows
Because the content already looks organic, it often blends seamlessly into feeds – and converts far better than traditional ads.
Measuring parent influencer marketing success at your farm park
We won’t beat around the bush: influencer marketing is never going to be perfectly trackable. Think of this farm park marketing more as strategic brand awareness than something that might drive direct sales.
That said, you can get something of a read on performance by:
- Offering a discount code per influencer and tracking the number of uses
- Tracking spikes in traffic after posts
- Monitoring event booking numbers
- Noting social engagement and follower numbers regularly too
Most importantly, keep asking yourself: “Are more people coming through the door?” Ultimately, that’s what matters.
At 3XM, we focus on real-world outcomes; leads, customers, revenue (not vanity metrics!). If you need help putting strategies like this one into action, just ask.
Add even more power to your farm park’s parent influencer marketing program with testimonials
Of course, your influencers’ kids are going to feature in their content, but why not take things further and ask for them to actually provide a testimonial on camera too?
Think short voiceovers or to-camera sections with the child saying “this is the best day ever”, natural reactions, genuine excitement.
That’s incredibly persuasive.
So then also ask the parent for:
- A short written testimonial
- A longer Google review you can use on your website (putting known names next to reviews for each of your seasonal events will make your website event pages pop even more)
Now you’ve got:
- Social proof
- Website content
- Email content
- Ad creative
…All from one visit.
Press Nights vs “Come in Your Own Time”
Some larger farm parks default to press or influencer nights, especially for Christmas or Halloween launches. These can work well – but they’re not always the best option.
Press / influencer nights:
- Create urgency and buzz
- Allow you to host multiple creators at once
- Work well for pre-launch coverage
But, they can feel rushed, content might feel staged, and creators end up juggling multiple distractions and conversations meaning you might not get their best content.
Inviting influencers to visit in their own time:
- Feels more natural
- Tends to lead to more authentic content
- Better reflects the real visitor experience
- Often results in more thoughtful posts and videos
A strong approach might be to mix both; with a small press night for early buzz, followed by relaxed, individual visits across the season. But if your budget won’t stretch far, don’t underestimate the power of the organic feel of the influencer’s visit in their own time.
What’s stopping you from getting parent influencers marketing your farm park for you?
Lots of farm parks either don’t use influencers at all, or do it once and stop.
The opportunity is in systemising it. Could you:
- Build a 6-person influencer programme?
- Create monthly content output?
- Align visits with your biggest revenue-driving events?
Look, there are no magic buttons to get more customers into your farm park; just consistent, strategic activity that compounds over time.
If you want more families through your gates, you need to be where they’re looking. And increasingly, that’s not Google; it’s Instagram, it’s TikTok, it’s other parents.
Influencer marketing isn’t a gimmick, it’s modern word-of-mouth. Done occasionally, it’ll give you a bump. Done strategically, consistently, and properly… It can become one of your most powerful growth channels.
What help working this sort of strategy into your farm park marketing?
If you want help building a structured influencer programme like this into your wider marketing strategy, that’s exactly the kind of thing we do at 3XM. Combining clear thinking with proper implementation to actually drive results.
Get started by booking a free, 30-minute business growth call with the 3XM team.
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