Meat & Livestock Australia (MLA) has launched a new Social Media Academy to create the next batch of influential red meat ambassadors.
MLA Managing Director Michael Crowley says the program will help metropolitan Australians see how their favourite red meat is produced on-farm.
“Australian livestock producers are highly trusted by the community to raise high quality, nutrient-dense food and its imperative that customers continue to have these high levels of trust,” he says.
“MLA’s Social Media Academy will assist producers show best practice in caring for livestock and the environment so customers can continue to feel good about eating red meat. We’ll be doing this on social media where Australians are highly engaged in receiving and sharing information.”
The Social Media Academy is an extension of MLA’s popular Ambassadors for the Red Meat Industry as part of the Australian Good Meat project, which harnesses the “power” of producers to engage with the community and reveal the facts about best practice red meat production.
Since Australian Good Meat’s digital and social program relaunched in late 2021, it has achieved 184 million impressions, a cumulative reach of 74 million, and 38 million views across all social media platforms.
Social Media Academy participants will attend workshops at TikTok’s head office and walk away with the skills they need to build a community and following, as well as insights into boosting positive community perceptions about Australian red meat production.
“The Social Media Academy is the next step in equipping our ambassadors with the best available tools to engage with the general public about our amazing red meat industry,” says Mr Crowley.
The first cohort of participants will be trained by TikTok in Sydney on 23 April and learn how to create best practice content. They will also connect with other Australian agriculture content creators to help build a community which is united in sharing the industry’s positive message.
The full selection criteria is available here. Applications close 16 March.