Watch one hoof trimming video on social media, and before long, the algorithm takes over. Your feed is flooded with everything from quality hoof-care educational content to tripe produced by engagement farmers. And the world is noticing.

Most engagement farming content is easy to spot. The first frame grabs your attention. Perhaps it’s a three-legged lame horse hopping toward a barn, followed by an abrupt cut of a hoof being trimmed. Pay no mind to how the horse mysteriously changed color.

The results are predictable. The video doesn’t deliver on the title’s promise or have a point.

Farrier Influencers 

Others are posting informative content. Chris Gregory captured an organic moment on video of a Heartland Horseshoeing School student who met some resistance while trying to pick up a hind foot. The Hall of Fame farrier quickly intervened, demonstrating the proper technique to avoid injury.

“How to Handle a Crazy Kicking Horse” has been watched more than 119 million times on YouTube and collected nearly 4 million reactions over 3 years.

Videos such as these are grabbing the mainstream media’s attention, although the focus isn’t always on hoof care.

Samuel Wolfenden posted videos of his work on Instagram for reference later. He received a surprising response.

“I woke up the next day and had millions of views; I had 100,000 followers,” he tells The New York Times in an article titled, “They Nail Shoes on Horses’ Feet. Millions Watch.”

To be fair, the West Yorkshire, England, farrier’s skills aren’t the only…