Social media has become a vital tool for sharing agricultural information and fostering agricultural literacy. However, research into how agriculturalists use social media to influence and educate is sparse. Using eye-tracking software while students scrolled through a predetermined social media thread and a pre-test/post-test survey, this study examined college students’ perceptions of agricultural content on social media, providing valuable insights for agricultural educators aiming to prepare graduates with the skills to utilize these platforms effectively. Findings revealed that students primarily use social media for entertainment rather than active engagement or information-seeking. Despite this, they consume a significant portion of agricultural news through social media, often inadvertently. While students positively viewed the role of social media in agricultural education, they struggled to accurately interpret content, highlighting the need for more accessible and relatable messaging. Eye-tracking data revealed that posts with high-quality visuals, emotional storytelling, and minimal captions captured the most attention and were perceived as influential. Posts with video content, particularly those featuring verbal explanations, were associated with higher comprehension rates. Interestingly, emotionally charged non-agriculture-affiliated posts focused on current issues and topics were deemed the least trustworthy but the most influential, emphasizing the power of emotional and engaging content. To ensure graduates are prepared for the demands of modern agricultural communication, educators must integrate social media training into their curricula. These findings inform our practices; as agricultural educators across all disciplines, we have to teach content creation strategies through activities with emphasis on social media and storytelling. Social media is a powerful tool; if we want to bridge the gap between the general public and the agriculture sector and increase agricultural literacy, we must equip our graduates with the knowledge and ability to disseminate their expertise, knowledge, experience, and personal stories through these channels.