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MLA Social Media Academy

If you work in the red meat industry and have a passion for engaging with the broader community to tell the great story of Australian red meat on social media, the Social Media Academy is for you. 

The Social Media Academy (SMA) program is an opportunity for prolific social media users working in the red meat industry to upskill in content creation, with a particular focus on TikTok. 

SMA is an extension of MLA’s extremely popular Ambassadors for the Red Meat Industry program, which is focused on creating ambassadors who have the skills, knowledge and confidence to engage with the community across a range of activities. 

SMA will be hyper-focused on social media with the opportunity for participants to meet representatives from TikTok at a workshop in Sydney on Wednesday 23 April 2025 and learn how to tap into platform best practice. 

As part of the program, successful applicants will: 

  • Learn how to share the best of #farmtok with Australian consumers, helping to increase trust in the red meat industry  
  • Connect with other #farmtok creators to help build a community sharing the same positive message 
  • Walk away with the skills required to build a community and following 
  • Gain insights into what they can do to support the red meat industry in boosting positive  community perceptions about Australian red meat production. 

Red Meat Ambassadors alumni with a passion for social media are strongly encouraged to apply, however we will also consider passionate industry participants who are keen on producing engaging social media video content.  

Why have a Social Media Academy? 

MLA’s vision is to ensure the wider Australian community outside of agriculture recognises the vital role our industry plays in producing nutrient dense food and trusts us to be responsible in caring for our livestock and the environment in the production of red meat, and ultimately, to feel good about eating red meat.  

With over 20 million Australians on social media, and 40 percent of those being users of TikTok who spend on average more than 42 hours per month on the social channel, TikTok is the most popular social media app in Australia (in terms of average time spent on it), in particular for the younger demographic, of whom, many do not have any connections with rural Australia. 

Australian Good Meat – MLA’s community outreach arm – has recently established presence on TikTok, but we need more people in the red meat industry to use their own authentic voices to help communicate the health, environmental and animal welfare benefits of Australian red meat. 

Selection criteria 

Applicants for this program must: 

  • Be 18 years of age or over. 
  • Be actively involved in the red meat supply chain and/or industry support roles. 
  • Have an active presence on public social media account(s) that you personally manage. 
  • Have a TikTok account or be willing to create one to post content. 
  • Have a willingness to learn and be open to constructive feedback. 
  • Commit to producing at least one piece of social media video content for a metro community audience in collaboration with MLA/Australian Good Meat and/or its service providers that aligns with health, animal welfare and / or sustainability, and be willing to engage with the community on the topic(s). 
  • Be able to commit to attending a full day workshop in Sydney on Wed 23 April 2025. Successful applicants must book and pay for their own travel to and from the workshop venue. The workshop is free, with overnight accommodation on Tue 22 April and meals covered by MLA. 

How to apply 

Expressions of interest (EOI) for the Social Media Academy can be submitted by completing the online application. 

EOI WILL CLOSE ON 16 MARCH 2025

NOTE: You will be asked to provide links from your social media account/s for examples of educational and engaging content that you have previously created. 

APPLY HERE

More information