CPG Influencer Marketing

What’s the first thing that comes to mind when you think about influencer marketing? Flashy travel influencer marketing campaigns? Cool fashion and beauty brands?

If so, you’re not alone.

These industries have some fantastic examples of influencer marketing done right.

But here’s the great news — there’s more than enough room for Consumer Packaged Goods (CPG) brands to reap the benefits of influencer marketing too. As consumers’ online usage grows, their communications with influencers are increasing too. It’s why 96% of UK and US shoppers said they were interacting with content creators more or at the same level they did pre-pandemic.

Shoppers aren’t the only ones falling for content creators; marketers are becoming more confident in influencers’ ability to drive results for their business too. 89% of marketers think influencer collaborations are more effective than other marketing means.

Since CPG goods play such essential roles in shoppers’ lives, influencer marketing presents the perfect opportunity for CPG brands to capitalize on the attention shoppers pay them to drive more leads and sales.

In this guide, we’ll dive into some key reasons why influencer marketing is crucial for CPG brands to thrive in the rapidly changing digital-first market. We’ll also share some trends that are molding the future of the CPG influencer space and will impact your influence marketing campaigns.

Finally, we’ll share some expert tips on how to make your influencer campaigns consistent winners. Let’s get started!

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A post shared by Candace Hampton | Dallas, TX (@thebeautybeau)

Every Global Influencer Agency Knows Influencer Marketing is a Must for CPG Brands

Like many, you've probably seen other businesses winning big with scroll-stopping influencer campaigns. So, you "get" influencer marketing but are questioning whether it could work for your business. The answer is a resounding "yes"! There are many reasons why influencer marketing makes sense for CPG brands. Let's break a few down:

Future-proof your brand:

The way people shop and spend their time is evolving — even for essential goods. More shoppers are going online instead of flocking to the high street, even for window shopping. 39% of shoppers (especially millennials) use Facebook to research their potential purchase before hitting "buy." To capture and maintain shoppers' attention, brands must mimic the ongoing digital shift in their marketing. A great way to achieve this is through influencer marketing. It'll enable brands to meet shoppers where they spend the most time — online. So, companies that jump on influencer marketing now can get the lion's share of conversions and reap the rewards for many years to come.

Become more memorable by bringing your brand in line with current trends:

Shoppers not only like and trust influencers, they use content creators' suggestions to guide their buying decisions. In a recent Facebook influencer marketing survey, 44% of US consumers that buy makeup said content creators influence their purchase decisions, and 55% shared that they're more likely to buy after viewing a social media post. When you collaborate with influencers, your brand becomes more discoverable, relevant, and memorable.

Consumers trust influencers more than brands:

It's official. Influencers rule when it comes to steering shoppers’ buying decisions. 94% of shoppers value influencers' opinions more than their friends and family. This fact means you'll leave an incredible amount of cash on the table if you don't make influencer collaborations a key instrument in your marketing strategy. On the flip side, you can rake in cash and become a dominant player on social media in the CPG niche if you get in now. Many CPG brands are yet to hop on the influencer marketing train, leaving more opportunities for your business to claim.

Get more bang for your marketing buck:

Another awesome thing about influencer marketing is that you can set up collaborations to match your brand's goals and budget. For example, you don't have to work with celebrities or content creators with massive followings routinely. Instead, you can join forces with micro and medium-sized influencers and still get fantastic results as we've seen with recent beauty influencer marketing and fashion influencer marketing campaigns.

Big-Picture Trends Shaping CPG Industry

Optimized customer experiences for the win

Customers have started to expect a seamless customer experience (CX) whether they shop online or in-store. So, CPG brands are now racing to increase customer convenience and reduce friction in the visitors' shopping experience journey.

Sustainability and CPG go toe to toe

Some shoppers are becoming increasingly conscious about their buying decisions' impact on the environment and are seeking more eco-friendly product options. Brands have started to adapt their offerings to accommodate this development, changing everything from packaging to product contents.

Health and wellness takeover

The health and wellness movement has gained a celeb-like following in recent years. CPG brands have cottoned on to this growing trend and started adjusting or expanding their product lines to target health-conscious shoppers. Now, it's not uncommon to see up-and-coming healthy foods and snacks brands promoted next to established food producers. This trend is set to continue as governments back healthy lifestyle initiatives and consumers become more informed on the benefits of healthy lifestyle changes.

Brands run direct-to-customer

Tech-savvy CPG brands have started to skip intermediaries and try new ways of reaching consumers directly to better control distribution, messaging, and pricing. These trailblazing CPG brands are also clued up on what makes shoppers keep on coming back. E.g., offering tailored subscriptions, innovative products, and free shipping.

Subscriptions give CPG brands' an additional business opportunity

Convenience pays. More CPG brands are discovering they can not only take mundane yet essential tasks like remembering to buy toothpaste off shoppers' hands, but they can make a pretty penny from the recurring revenue from subscriptions. The battle is on for CPG brands to test different pricing and products in subscriptions to gain a competitive advantage.

Top Tips for Influencer Marketing Success in the CPG Market

There’s no question that CPG has gone digital. The brands that understand current trends and how to effectively partner with influencers to build meaningful relationships with consumers online will win! Here are our top tips for running a successful CPG influencer marketing campaign:

Resist the hard sell, give value to customers instead

Seeing how much influencers can impact shoppers' buying decisions can make it tempting to go full throttle on sales-y adverts. But resist the urge. Remember, people, go on social media to get entertained, informed, and inspired. So, a better way to drive revenue is to introduce shoppers to your brand through authentic campaigns led by influencers relevant to the audience you're targeting. Then demonstrate how to use and how to get the most value out of your products. Why? When you’re a constant source of help and enjoyment to prospective buyers and existing customers, it'll make them more inclined to stick around and try more of your offerings.

For example, if you own a coffee brand, you could:

Give customers free tips and recipes to make their coffee drinking more varied and enjoyable.
Take influencers to your coffee farms and factories to share insights on how your coffee is sourced and made.
Partner with influencers who share common values with your brand to work on a charitable project. E.g., sustainable farming.
Host live tutorials fronted by influencers and invite shoppers to come and experiment with your products.

Build influencer campaigns to hit key touchpoints in your brand's customer journey

To hit it big in your influencer campaigns, always run influencer-sponsored content that addresses the different stages of the customer journey. You should also cover your target customer's pain points, wants, needs, and concerns to help them build a strong affinity with your brand. Allow influencers to get personal with their audience, sharing stories about their lives and how your products have helped them, whether that's bringing joy or ease. For example, if you sell acne skincare, you could work with influencers to share things like:

Their struggles with acne.
What has worked for them and what hasn't on clearing their spots.
How to use your products and when.
How your products have impacted their lives, e.g., gave them more confidence.
Where shoppers can buy your products.

Blend offline and online influencer marketing

Here's some good news — unlike other industries, like financial influencer marketing or entertainment influencer marketing, real shoppers still want and expect to see CPG brands in the real world, be it in malls, supermarkets, or pharmacies. So, despite the shift to online shopping we discussed earlier, most consumers still flock to physical stores for their CPG fill. This gives your brand a unique chance to blend offline and online influencer marketing to explode your reach, leads, and sales. To provide you with some inspiration, here are some ways you could use influencer marketing offline and online:

Collaborate with influencers online to entice shoppers in-store with incentives, e.g., product discounts.
Partner with stores and content creators to host in-person events like meet and greets or Q & A sessions, promoted through online influencer campaigns.

Whatever vehicle you choose, use high-quality content and exciting storylines to captivate your target customers and encourage them to learn more about your brand. Also, don't forget to mention that your collaborations are ads to maintain your brand's integrity and standing in your target audiences' eyes and avoid legal issues.

Test, test, test your way to success

Influencer marketing is incredibly flexible. You can collaborate with content creators from all walks of life and cover numerous topics. So use this opportunity to let your creativity run wild. Trial different social channels and content types, keeping in mind where your target market spends the most time online and how they like to consume content.

4 CPG Brands Showing the World How Influencer Marketing is Done

Snickers

To create awareness and excitement around the launch of Snickers’ new flavor, Peanut Brownie, 5 foodie influencers invited audiences to participate in a giveaway for a chance to try the product before it was released to the public.

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A post shared by Valentina Mussi (@sweetportfolio)

Cacique

Mexican-inspired cuisine brand Cacique knows how to stay on buyers’ shopping lists. They work with influencers to create videos that show viewers how to create authentic, quick, and easy Mexican dishes using their products. The content is nothing short of drool-worthy and pulls viewers in, enticing them to find out more about Cacique.

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A post shared by Nico Norena (@succulentbite)

Pringles

Pringles shows us how to make connections with viewers using humor. Working with influencers to draw attention to its new range Scorchin’, Pringles set up the #scorchinchallege where participants put themselves in uncomfortable situations like sharing embarrassing moments or doing dares. The content creators’ discomfort and hilarious stories introduce buyers to the Scorchin’ products and encourage them to try them out for themselves.

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A post shared by Sam Li | Actor (@thesamlitv)

Mars Petcare

Mars Petcare gets attention in all the right ways. Combining an innovative product with Appeals to environmentally conscious pet owners by working with influencers in this group to share tips and tricks on how they can raise animals sustainably. The content creators feature Mars Petcare’s latest offering Karma, a plant-first dog food, to intrigue viewers and get that all-important click.

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A post shared by Huck (@kylefinndempsey)

The Path to Profitable Influencer Marketing in the CPG Market

As competition intensifies for online and offline shoppers' attention, influencer marketing can be the difference between rising to the CPG top or fading into the background. The right blend of influencer marketing campaigns will ensure your business stays at the forefront of shoppers’ minds to drive brand awareness, expedite product discovery, and increase sales. To succeed in influencer marketing long-term, you’ll need an experimentative spirit, a keen eye for consumers’ wants and needs, and the ability to adapt to changing trends. Skip the learning curve and work with an experienced influencer marketing agency that can steer you to success, dodging pitfalls along the way. So, don't wait. Get started on your influencer marketing journey today, and soon you'll have a string of conversion-boosting campaigns to push your brand to new heights.

Ready to take on your next growth level? Discover how Open Influence can get you there faster.

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