When the World Watches Farming — What Do We Show Them?

Not for some flashy tech demo. Not a sleek ad campaign.

Nope — for a video of sorting sheep before drenching.

Filmed on a working Scottish hill farm with one of our FlockFinder users, Ian, it’s just real farming, happening in real time, recorded exactly as it is: no filters, no fluff. Just sorting, mud, and a lot of sheep.

When the video hit 10,000 views, Ian texted me “Ten thousand?! Unreal.”

At the same time, the team group chat was lighting up. We were buzzing.

Then the numbers kept climbing.

A million.

...Ten million.

......Thirty million.

Now it’s over 130 million on TikTok and 40 million on Instagram, and still going!

It hasn’t slowed down, if anything, it’s picked up speed. And because of that one moment, all of our other videos; about weighing lambs, treatment records, field mapping, culling decisions, have taken off too. We’ve gained over 100,000 followers across Instagram and TikTok.

It’s exciting. It’s surreal. But more than anything, it’s validating — because people are connecting with what farming actually is.

Real farming, not the postcard version

This is what we’ve always wanted to highlight. Not the stylised, curated version of rural life, but the day-to-day graft. The repetitive jobs, the quiet decisions, the moments of pride no one else sees. What went viral wasn’t marketing. It was sheep. It was skill. It was a way of life most people rarely get to witness up close.

We’ve spent the last few years building FlockFinder to support those moments. Tools that take the mental load off the farmer. That help them keep track of stock, treatments, weights, grazing plans, all in one place, right there on the phone.

We’re not here to digitise farming for the sake of it. We’re here because the paperwork is already there, growing by the month. The compliance burden is growing too. Cross-compliance, animal medicine records, movement logs, culling plans, everything is either a requirement, a penalty risk, or a stressor farmers have to hold in their heads while juggling a thousand other things.

And on top of that:
The subsidy systems are shifting beneath farmers’ feet.

Post-Brexit ag policy means the support structures that many farms have relied on for decades are either disappearing or being completely rewritten. Environmental schemes are becoming the only route to support, but they come with added complexity and bureaucracy, and often without clarity or fairness in the process. Some farms are being asked to fundamentally change how they work, without the tools or time to do so.

Then there’s the emotional side of all this. The mental toll.

Farming is isolating. It’s long hours, often alone. It’s high risk, low margin. It’s working hard all year to see your profits vanish in a feed bill or a regulatory fine. It’s raising animals from birth, caring for them every day, then being told by people outside the industry that you’re the problem.

We see that. All of it.

That’s what FlockFinder is for. Not just for storing sheep IDs or tracking treatments. But to make sure that no matter what’s happening, in the weather, in government, or just in a long workweek, the information farmers need is there, accessible, and useful.

Built with the realities of farming in mind.

FlockFinder is used on hill farms, lowland blocks, mixed units and crofts. It’s built by a team who didn’t grow up in tech bubbles but in farming families. Our founders walked away from careers in banking and machine learning because they wanted to build something that actually mattered. And from the start, we’ve known this isn’t just about features. It’s about backing an industry that feeds us, sustains our countryside, and keeps rural communities alive, even when the world doesn’t seem to notice.

Now, suddenly, millions of people have noticed.

They’ve noticed Ian, and the sheep, and the quiet beauty of working dogs and a well-oiled draft gate. They’ve noticed what real farming looks like, and that means we have their attention.

So we’re going to use it.

The spotlight won’t last forever — but while it’s here, we’re going to talk about what matters.

We’re going to keep showing real moments from real farms.

We’re going to talk about why data matters, not because it’s trendy, but because it helps real decisions get made.

We’re going to show that farming is technical, complex, emotionally charged work that deserves better support.

And above all, we’re going to make sure farmers feel seen, not just by us, but by the world.

If you found us through a sheep video, thank you. Stick around. There’s more to the story. And if you’re in farming, know this: we’re building FlockFinder for you. To take some of the pressure off. To help you do the work you already do, only easier, faster, and with your head a little clearer at the end of the day.

This moment is bigger than us. But that’s exactly the point.

Because farming always has been.