Often, people associate influencer marketing with fashion, travel, health, and fitness brands. But in reality, brands from multiple spheres can take advantage of the benefits of influencer marketing. In this post, we explain why we think that the fast-moving consumer goods (FMCG) industry and influencer marketing are a match made in digital heaven.
Introducing FMCG brands
The FMCG industry consists of brands that market food and drink, nutrition, grooming, and personal care products and account for a large proportion of e-commerce transactions every year. Another key aspect of FMCG brands is that they typically sell at a relatively low cost when compared to other industries, which has been behind the popularity of FMCG goods online in recent times.
The benefits of influencer marketing for FMCG brands
Attention spans on social media are shrinking. It’s just 12 seconds for Millenials and 8 seconds for Gen Z, highlighting the demand for short, snackable content that people can relate to in a super short space of time. With this in mind, here are some of the undeniable benefits of focusing on influencer marketing for your FMCG brand this year:
Trust building
When it comes to working with micro and nano influencers, influencer marketing pays dividends for FMCG brands. You can effectively tap into the healthy relationships that exist between influencers and their followers, which have resulted from lots of engagement over the months and years that they’ve been active on the platform. So, if a micro-influencer recommends your product or service, their audience is extremely likely to jump on board, helping you acquire new clients as a result.
New market opportunities
It’s no secret that Millennials and Gen Zers have increasingly favoured social media for practically all of their information, from the latest news to the products that they buy. Therefore, working with influencers is a great way to get your products or services in front of new audiences, enabling you to tap into this previously untapped market for your brand.
Long-term benefits
In many respects, influencer marketing is a bit like SEO in that it has long-term benefits for your brand. When you work with nano and micro-influencers, it’s much more likely that you will see a return on your investment in the long run than overnight, as building trust and credibility takes time and patience. So, kick-starting your influencer marketing strategy today is likely to yield positive long-term results for your brand.
Drive conversions
Influencers have a talent for leading their followers in a specific direction, and it often results in brand engagement. In fact, approximately half of today’s consumers depend on influencer recommendations before buying products, highlighting the incredible opportunity for your brand. Nurturing the right relationships with micro-influencers can have a big impact on your conversions.
The bottom line
No matter how you look at it, there’s great synergy between FMCG brands and digital influencers, and there’s absolutely no reason why you can’t take advantage of it when growing your business online. Begin by reaching out to micro-influencers within your niche and look for opportunities to collaborate.
If you’re not sure where to start and would like some help implementing your digital marketing strategy, reach out to Bark Social today. Bark has a proven track record of helping brands excel with influencer marketing and can help you as you take your first steps toward digital marketing success.
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