A recent report shows that two-thirds of fast-moving consumer goods (FMCG) brands have either maintained or increased their yearly spending on influencer marketing in 2022. As such, if you’re keen to get the most out of your influencer marketing strategy this year, here are seven quick wins all FMCG companies can implement.
TikTok is currently dominating the social media space. Presently, 87% of influencers agree that TikTok generates the most engagement out of all social media platforms. If you’ve not yet made the plunge, TikTok is a crucial platform to invest in for your brand.
It might not surprise you to learn that people’s attention spans on social media are continuing to shrink – 12 seconds for Millenials and 8 seconds for Gen Z. As such, the demand for snackable video content is on the rise and bite-sized influencer video content is a great way to build your FMCG brand this year.
While some brands are instantly drawn to macro influencers due to the numbers they command, the reality is that micro and nano influencers often have a greater impact. The market share for micro-influencers grew from 89% in 2020 to 91% in 2021. Experts predict that more brands will turn to micro-influencers in favour of their authenticity, increased trust, and credibility before the year is out.
Integral to the growth of micro and nano influencers is the fact that customers expect brands to treat them as individuals. As such, your storytelling must be on point. Your content should be tailored to the demographics of your target audience, and your brand messaging should reflect the needs and aspirations of your customers.
With the launch of Instagram’s checkout and TikTok’s partnership with Shopify, shopping on social media is getting easier. It’s predicted that more than 100 million people in the US will shop on social media before the end of 2023, thanks to these initiatives. Integrating social media e-commerce with your influencer marketing campaign will help you drive online conversions.
Influencer marketing is unlike traditional advertising in that it is two-way. Brand mentions are a powerful aspect of influencer marketing, and you can capitalise on them by thanking people for taking the time to interact with your brand. Not only will this build trust, but it will also humanise your brand and encourage others to reach out and engage with you.
Showing that you’re sensitive to the concerns of your audience is a big win as far as social media marketing is concerned. Positioning your brand on topical issues is another important aspect of building trust and credence with potential customers.
Although the influencer marketing landscape is constantly evolving, now is an excellent time for FMCG brands to capitalise on the growing potential of working with micro and nano influencers. If you’re ready to launch your brand’s influencer marketing campaign, speak to us about how to discover and reach your audience.
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