Purpose: This paper examines the challenges of implementing Farmer Learning Videos (FLV) in Rural Advisory Services (RAS) through a holistic approach. Our study focuses on a clear theoretical and managerial question - how do RAS manage FLV that does not easily fit into traditional models? Design/methodology/approach: The research collected data through semi-structured interviews (138 respondents) and focus group discussions (342 participants) in 30 RAS. The framework built drives the data analysis. Findings: The study shows that although most of the RAS provided poor support and did not write FLV in their project documents, many are increasingly using FLV. Extension workers see FLV as a way to efficiently and effectively achieve their goals - a helpful tool that could reduce workload. Moreover, the presence of FLV champions who are generally young and the high level of positive attitude toward FLV as well as collaboration with other organizations favor the increasing use of FLV. Practical implications: The results of this study can be used by policymakers and RAS to improve the integration of information and communication technologies (ICT) into their work. Theoretical implications: This study sheds more light on the importance of a holistic approach to thoroughly understand the challenges of FLV implementation in RAS with theoretical implications for their design, implementation, and analysis. Originality: This study reports the first known application of a holistic approach to understanding the challenges of FLV implementation in RAS in Benin.