Many brands do not understand how to use CPG influencer marketing. However, it is a sector that is increasingly in need of more reach and sales, which influencers can provide. Creator partners offer a valuable platform for brands to make a memorable, impactful narrative, resulting in more meaningful engagement among specific customer demographics.
What is a CPG brand?
Consumer packaged goods (CPGs) is the industry term for products that consumers frequently use up and replace. The value of the consumer packaged products sector today is roughly $2 trillion. The CPG sector is a sizable, fiercely competitive market that caters to a range of consumers.
CPG Goods
Products including food, drinks, cosmetics, and cleaning supplies are examples of consumer packaged products. CPG items are renowned for their frequent use and fast consumption. Some products, such perishable meats and dairy products, have a limited shelf life. body cream and soap are two examples of products with a lengthy shelf life. All are considered to be in great demand. CPG products typically generate minimal profits in exchange for huge sales volumes.
The following are some features of CPG goods:
Bought frequently
Consumed quickly
Affordably priced
Sold in large numbers
Wide distribution
Consumers make impulsive buying decision
What Does Influencer Marketing for CPG Brands Look Like?
While CPG firms’ products don’t need to change to be relevant to customers, their marketing strategies do, as generations change. Currently, there is a significant movement toward online goods sales that has been sparked by mobile technology and the epidemic.
While CPG products will still sell in physical stores, marketing has to reach customers online and on social media. Utilizing a dependable influencer that connects with your target audience is the best method to make your company stand out in the social digital realm.
3 Techniques for Influencer Marketing in the CPG Sector
1. Keep An Open Mind When Finding Influencers
CPG firms don’t need to narrow down their influencer selection as much because their brand is inclusive and appealing to all consumers. Choose influencers with a variety of interests, backgrounds, and areas. Every influencer should, as a minimum, share your beliefs in order for the connection and content to feel natural. Using a real-world example, if your company sells toothpaste, you can test out collaborations with influencers in different niches in addition to those that cater to your particular market (dental hygiene). This is because everyone needs toothpaste.
The word “test” is crucial here. If you venture outside of your expertise, you can find that, despite the fact that influencers utilize your product, their audience is uninterested in your brand.
3. Create an attainable brand
Influencer content is unfiltered, relatable, and real. Because of this, followers tend to trust influencers more than they do brands and famous people.
A few decades ago, glamorizing products in traditional advertising was sufficient to stimulate consumers’ curiosity. Consumers of the new generation want to know how items fit into their life and what value they will add, not just the fluff.
Keep the genuine feel of your CPG influencer marketing campaign. Encourage the influencer to give a sincere review, ask them to tell their followers about their experiences using your product, and include some educational content to explain what the product is and how it will improve customers’ daily lives. Your CPG offerings should benefit your target customers.
Your brand will develop additional assets, including online content, therefore it should accomplish everything listed above.
A balanced combination of persuading advertising and informative, amusing, and instructional material should be used in your social media marketing approach. All of these sorts of content will highlight your brand and how it functions in consumers’ lives.
By providing your target audience with educational, engaging, and informative material, you may increase their faith in your business and offer value to their lives.
3. Boost Your Offline CPG Marketing with Influencers
Include offline, geotargeted influencer marketing in your influencer marketing approach to increase its impact. Although there has been a significant movement toward online purchasing, CPG products are still widely available and in high demand in physical locations. Don’t forget to interact with your customers face-to-face. Include in-store promotions in your online influencer campaigns or host live events with influencers.
Even in a crowded market, CPG companies can still differentiate themselves by establishing a compelling narrative—and unique creator voices play a vital role in that storytelling strategy. By thinking outside of the box, partnering with the right creator and finding timely calendar moments to celebrate, CPG brands can make a lasting impression on their audience.
For this very reason, 44% of CPG brands today say they work with creators.
Why CPG Influencer Marketing is an Ideal Strategy for CPG Brands
Now is the time to take advantage of influencer marketing for CPG brands because a lot of CPG companies are still focused on their offline marketing strategies. CPG advertising might be heavily saturated, but CPG digital advertising is not, making it an ideal way to ensure your brand stands out and stays relevant and discoverable.
Work with TIMA
TIMA can help you find the right influencer for your next CPG marketing campaign. We are an influencer marketing agency with a network of Influencers in Nigeria and throughout Africa. Our professional team will develop a results-driven strategy to solidify your CPG brand’s position in the digital social market by generating targeted lists of influencers who match your brand values.
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