Assessing climate events, farmer adaptation, and the role of social media in climate and varietal information delivery among Tanzanian farmers

Limited climate information on weather patterns and adaptable varieties hinders decision-making and lowers productivity under climate change. Social media is vital on facilitating fast information access and dialog. This comparative study identifies observed climate changes, utilized adaptation measures, and social media usage patterns and its potential to deliver climate information to farmers in Tanzania. Data from 315 households were collected through semi-structured interviews in four regions across Northern and Southern Tanzania. Secondary data included 2 years of WhatsApp records and 30 years of NASA Power climate data to validate survey responses. Survey and WhatsApp data were analyzed using R statistical packages, while climate data were processed in ESRI ArcGIS software. Increased rainfall (100%) was identified as the most significant climate challenge over the past decade, yet 57% of farmers had taken no adaptation measures due to lack of knowledge. Farmers (18.4%) are connected to social media, and 9.5% (16.7% women) access climate information through the platforms. Despite low use, particularly among women, its potential is growing, with 68% of farmers trusting and utilizing the information. WhatsApp (67%) is the most widely used channel, and seed-related topics dominate discussions, though only 10% access information on which variety to plant. Best engagement times are 19:00–20:00 and the off-season. Location and education significantly influence adoption of climate information and social media use. The study emphasizes enhancing education on social media use and leveraging multiple channels to reach farmers across diverse geographies and socio-economic groups.