Social Media and Agriculture: Overcoming Accessibility Challenges for Youth Farmers in Tanzania

This study assessed the accessibility and utilization of social media as a source of agricultural information among youth farmers in Kyerwa District, Tanzania. Using a mixed-methods approach, data were collected from 104 youth farmers and key informants through questionnaires, interviews, and focus group discussions. The findings reveal that 98.1% of respondents use social media, with Facebook and WhatsApp being the most popular platforms for accessing agricultural content. However, challenges such as high data costs (40.4%) and unstable networks (30.8%) limit effective utilization. Drawing on the Uses and Gratifications Theory and Cultivation Theory, the study underscores the transformative potential of social media in enhancing agricultural productivity. It recommends targeted training programs to improve digital literacy and ensure equitable access to reliable information, fostering a more informed and resilient farming community.