Facebook and Instagram are no longer solely social platforms, they are becoming powerful sales channels for brands with the introduction of tools like shoppable posts, native check out and more.
With the help of influencers, we can use Facebook and Instagram to make a big impact on consumers from discovery to purchase.
How does this translate to consumers for FMCG brands? We’ve successfully run a number of campaigns for more info on case studies, ideas and insights reach out to our team!
One of the biggest impacts Influencers can have on FMCG consumer products is by adding value. The trust that influencers have built with their followers can be leveraged to educate consumers about your brand and products, the brands key USPs and in turn entice consumers to purchase. This means brands no longer need to rely on dropping prices or running numerous special offers as a way to get new consumers to consider and purchase their products, Influencer marketing creates an easy path to purchase. With the right influencers onboard to highlight the unique benefits of your products, you’ll have a competitive edge.
Find your niche
Influencer marketing makes it easy to find and speak to the right people about your product. For example, if you have a specialised product that is vegan or gluten-free you can work with influencers who themselves authentically purchase products within that category and cater their content specifically to consumers interested in those product categories. Influencers are an effective and affordable way of promoting niche FMCG products and unlike expensive TV adverts and billboards, you know all of your spend is reaching the right audiences.
IGC (Influencer Generated Content)
Not to be overlooked is the content influencers create, customer centric content which can be licensed and repurposed by brands. The content that influencers are able to create is high quality, affordable and shows your product in relatable, practical and real-life situations. Authentic content that shows consumers how they could use the product themselves has been proven to be far more effective at driving purchase compared to brand centric content.
Influencer Campaign Strategies
Discount codes are a win-win situation for your brand and the influencer. Brands can increase sales and track exactly which influencers are driving those sales and the influencer is able to give back to their followers.
Peer-to-peer social sampling is another highly affordable and effective way of getting your products in the hands of influential everyday influencers, they’re able to try your product and share their experience via Instagram stories.
Competitions promoted by influencers that encourage their followers to engage and get involved in trying your product and posting about it is another highly effective way of reaching people with your message.
The Social Club are the experts when it comes to creating and implementing the right strategy for your brand and marketing campaign objectives.
How are leading brands using Influencer Marketing
Motueka Creamery teamed up with The Social Club to launch an influencer marketing campaign with a Peer-to-Peer Social Sampling addition targeting household shoppers aged 25-45. This is a great example of how you can target a specific audience through influencer marketing.
The Collective teamed up with The Social Club to launch their new product line of high protein, low-fat Icelandic Skyr. Influencers gave their followers a chance to win Icelandic Skyr for their own fridge. The competition element required them to like, comment and follow @TheCollectivenz for the chance to win which helped the posts reach a large number of people and grow The Collective’s Instagram following at the same time.
Now you know how influencer marketing can help your FMCG brand why not get started on a campaign with us today. Hit us up at firstname.lastname@example.org with any questions or campaigns you would like to run today!