The CPG industry is one that requires quick adaptation due to ever-changing consumer needs and trends. Additionally, external factors such as lockdown can weigh heavily on buying habits. In fact, during the pandemic “online food and beverage sales have spiked to as high as 15% of total retail sales.” With the increased usage of social media since lockdown, CPG brands should be adding influencer marketing to their strategy. “81% of US consumers ages 18-34 say they would like to see more food-related content in their Facebook and Instagram Feeds.” Brands can take advantage of this strategy to position themselves for both present and future success.
As previously mentioned in 2021 Influencer Marketing Trends, we stated that authentic and relatable content would be a key trend to watch this year. “60% of global consumers say they’d follow a brand/product/service on Instagram after seeing it promoted by a creator if the creator featuring it shares their values and interests.” Notably, in the example below, Primal Kitchen knows their target audience for this campaign, healthy vegan consumers. By partnering with healthy food and lifestyle influencer, Liz Moody, Primal Kitchen created an authentic and trustworthy campaign.
Speaking of relatable content, who doesn’t get stressed out from time to time? Especially after the year that we’ve just endured. Hempz drew on that way too relatable feeling in their campaign with Hannah Godwin. In the video below, Godwin can be seen sharing her skincare routine to combat stress. Additionally, “among US makeup shoppers ages 18-34, 44% say creators affect their purchase decisions, and 55% say they’re likely to buy a product based on a social media post.” With such a strong effect, it’s clear why brands are integrating influencer marketing into their strategy.
Selecting the right influencers to partner with and represent your brand’s image is essential. Captiv8’s end-to-end platform enables brands to filter through a creator’s audience by age, gender, ethnicity, and many more criteria. This helps brands reach their desired target audience. Additionally, our platform can also sort creators by reach and engagement. This is beneficial for identifying the most effective influencers to activate for your next campaign.
Another trend that we mentioned to watch for in 2021 Influencer Marketing Trends was the continued growth of short-form content. The most downloaded app of 2020 was TikTok. With so many consumers and brands increasing their usage of TikTok, it’s a great platform for growing brand awareness. Captiv8 can manage entire campaigns on all major social channels, including TikTok, to help strengthen your brand’s influencer program.
CPG brands can leverage influencer marketing strategies to help create relatable and authentic content that will resonate with their audience. With data to back the effectiveness of influencer marketing campaigns, it’s no wonder that brands are incorporating the strategy. Additionally, if you’re interested in learning more about creating authentic campaigns, influencer marketing strategy, and more from industry experts, reach out to us today!