Social-media stardom is helping more American producers survive a brutal farm economy.
Nick Welker never planned to stay on the family farm. Growing up on the wind-swept plains of northern Montana, he assumed the operation couldn’t support another generation. Today, he’s the fourth-generation Welker working the land—and he’s found a way to make it profitable.
“Hey guys! Welcome back to Welker Farms,” he calls out in videos watched by hundreds of thousands on YouTube. Nick, his brother Scott, and their father Bob have become “aginfluencers,” turning daily farm life into engaging content: sweeping drone footage of golden wheat fields, brothers wrestling massive tractor tires, and the gritty realities of harvest.
In a tough crop year, Nick says he can make just $5,000 from actual farming—but six figures from social media. That extra income has become crucial as weak commodity prices and persistent drought hammer farms across the country.
Farming’s Harsh Reality
This year, agricultural lenders expect fewer than half of U.S. producers to turn a profit. According to the latest USDA data, 86% of family farms rely on off-farm income to support their households.
“Farmers are always looking for ‘What else can I do?’” said Stephen Nicholson of Rabobank. Even sizable family operations like the Welkers’ struggle to support multiple households through volatile cycles.
The Welkers now have more than one million combined followers across platforms. YouTube ad revenue, brand sponsorships (especially from tractor companies like Case IH), and their own merchandise bring in significant money. The family has been selective, protecting their wholesome image by turning down deals ranging from underwear ads to reality TV offers.
From Homestead to Viral Fame
The Welkers homesteaded in Montana over a century ago. Their current 12,000-acre operation grows wheat, peas, lentils, and other crops. Their first big break came in the mid-2010s when they restored a legendary Big Bud tractor, which caught the attention of machinery enthusiasts.
Bob Welker was initially skeptical, especially when filming interrupted work. But the numbers proved him wrong. The social media operation now returns roughly $5 for every $1 spent on cameras, equipment, and editing. The income has allowed Nick and Scott to build new homes for their families instead of living in trailers.
With 17 family members on the land, the farming profits mostly support Bob and his wife. Without the digital income, the younger generations would likely need outside jobs.
Other Aginfluencers
The Welkers aren’t alone:
- **Zoe Kent** (Ohio): Took over her father’s soy and corn farm in 2021. Her humorous “day in the life” videos now generate five times more income than the farm itself. She’s expanding into honey production to sell to her followers.
- **Tucker Brown** (Texas): A sixth-generation rancher with ~850,000 followers. His horseback riding and cattle-working content taps into the renewed popularity of cowboy culture. He expects over $100,000 in digital revenue this year, enabling his wife to stay home with their children.
The Double-Edged Sword
Fame has its costs. In tiny Shelby, Montana (pop. ~3,300), the Welkers stand out—sometimes uncomfortably. Nick worries their influencer status has made some neighbors wary and hurt their ability to lease more land. Tourists regularly pull into the driveway hoping for a glimpse of the farm and tractors. After one visitor was bitten by a farm dog, the family put up “by appointment only” signs.
After a decade online, momentum is slowing. Nick now posts only twice a week as farm duties and family life take priority. Views are declining, a major sponsorship has ended, and fan mail has slowed.
“Internet fame has the shelf life of a banana,” Welker said.
The family has used their earnings wisely—buying a rental property and exploring real estate investments for long-term stability. Still, Nick doubts traditional off-farm work could match what social media has provided.
He keeps hoping the farm economy will improve before the clicks dry up. So far, it hasn’t.