By now, most marketers are aware of the growing interest, marketing dollars and success attributed to the discipline of influencer marketing. But as influencer marketing grows in popularity, and more brands take an increasingly sophisticated approach to the practice, many executives are rightfully asking how this increasingly popular marketing discipline applies to their specific industry or product category. With this question in mind, Captiv8 is launching a multi-part series of deep dives into influencer marketing best practices for some of the biggest consumer industries. We’re kicking it off with a closer look at CPG (consumer packaged goods).
Much like many other consumer categories, influencer marketing is becoming an increasingly critical discipline for CPG brands. Some of the reasons for its growing importance are true for all industries, including a bigger shift toward time spent with social media, a growing inefficiency of traditional advertising (especially true for millennials), and the increasing impact of word of mouth in purchase decisions. But many of the reasons influencer marketing is effective for CPG are specific to the category:
Why Influencer Marketing is Effective for CPG Brands
Why is partnering with creators such a great idea for CPG marketers? There’s a number of reasons, including the strong performance of CPG-themed creator content among consumers, growing opportunities to improve targeting, and proven impact on the sales and foot traffic for CPG companies:
CPG marketers are better positioned than ever before to take advantage of influencer campaigns. Not only do those campaigns tend to produce better results than the same marketing efforts used in other industries, they also have the potential to be more credible with consumers and help brands reach new audiences. Want to learn more about how Captiv8 has partnered with dozens of CPG brands on influencer campaigns? Reach out today to learn more. And make sure to stay tuned for our next post about CPG, which will take a closer look at some of the top influencers marketers need to know.