Senior Farm and Ranch Broadcaster, Ron Hays, is back visiting with beef advocate and sixth-generation cattle rancher from Throckmorton, Texas, Tucker Brown, about how he advocates for the beef industry by educating and entertaining consumers.
Brown is active in his family’s operation, the R.A. Brown Ranch, and is on the Leadership Development Committee at the Texas and Southwestern Cattle Raisers Association. Because of his great advocacy work throughout 2022, Brown was recognized by the National Cattlemen’s Beef Association as Advocate of the Year.
Brown said he likes to keep his content lighthearted by utilizing a comedy strategy.
“My hope is that when they watch the video, they enjoy it, so it kind of builds a trust factor to my page or my face,” Brown said.
After each video, Brown said the goal is to teach someone something new.
“My hope is that it brings them to pages like NCBA’s or the Beef Checkoff’s page where it shows recipes, where it shows beef facts, where it shows how to cook the beef they are buying and that it is safe and that we are doing our best job to do that,” Brown said.
Brown utilizes Facebook, Instagram and Tik Tok to reach his audience as he educates consumers about the agriculture industry. All three social media outlets reach a different audience, Brown added, so by using those three, he is able to reach a broader audience.
“Tik Tok is a very short form of entertainment,” Brown said. “I have three seconds to get a person hooked to a video. I have another four seconds to have another hook, and really, videos between seven and 12 seconds are as far as I can go to keep the consumer entertained.”
Brown said his go-to for his video content is making it quick and comedic, while also adding in some facts about the industry.
“That is challenging,” Brown said. “If you had me do an hour video, I could do it right now and talk about beef all day. But seven to 12 seconds- I have to practice that a lot.”
At the end of the day, Brown wants those who watch his videos to trust the American rancher more after watching and feel confident about the beef they buy in the grocery store.
“In a time that we are talking to a consumer that is asking questions, we are the face of the industry in that moment for them,” Brown said. “What we say to them is what they think of the entire industry.”
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Ag Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.