If you’re a CPG (consumer packaged goods) brand that hasn’t invested in influencer marketing, now's the time.
Case in point: 88% of Gen Zs and Millennials use social media to research products they’re interested in buying.
Still not convinced?
We’re breaking down what CPG influencer marketing is and how brands can use it to maximize their ROI.
Table of Contents
What Is CPG Influencer Marketing?
CPG influencer marketing is what happens when everyday brands partner with influencers to promote their products.
From food and beverage companies to leading beauty brands, many use influencer marketing to position themselves as their target audience’s go-to.
What Is CPG?
Consumer packaged goods (CPG) are products that are regularly consumed and therefore need to be frequently repurchased by the average consumer.
Aka, if your brand sells food products, makeup, or any other ‘everyday’ items — you’re a part of the CPG industry.
FYI: Later's in-house team of experts are trusted by leading CPG brands to manage their influencer marketing campaigns — from outreach to analysis. Schedule a call to learn more.
How the Top CPG Brands Use Influencer Marketing
On the hunt for examples of CPG brands who've made their mark with influencer marketing? Look no further:
#1: Express
When retail clothing brand Express drove 168% ROI in sales via its enhanced brand ambassador program launch, they proved influencer marketing is very much in style.
How did they do it? By migrating their existing program to Later Influence and going all-in on their influencer marketing strategy.
#2: Kraft
When the third-largest food and beverage company in North America wanted to increase brand awareness and favorability online, they turned to influencer marketing.
With Later’s help, Kraft partnered with Micro and Macro influencers to promote their favorite cheese products.
2.3M impressions and 186.8K engagements later, it’s safe to say there's nothing cheesy about CPG influencer marketing.
#3: Clif Bar & Co
Clif Bar & Co. products are a go-to for outdoor enthusiasts of all kinds. But a large, diverse audience like this can make it difficult to create content that resonates.
The brand’s winning idea?
Tapping into Later's platform to identify and leverage top-performing partners according to their audience personas (hello, brand new affiliate marketing program).
Leading brands, like Clif Bar & Company, have used Later's influencer marketing platform to optimize and scale their campaigns. Schedule a call for more details.
5 Reasons CPG Brands Should Work With Influencers & Creators
When it comes to working with influencers and creators, there are tons of benefits for CPG brands. Here are our top five:
Benefit #1: Maximize ROI
The #1 perk of CPG influencer marketing? It doesn’t have to break the bank.
Plus, when you leverage the steady engagement rates, supportive communities, and fees of Nano and Micro creators — you can maximize your ROI in a way traditional advertising can’t.
Benefit #2: Enhance Social Proof
It’s simple: Building a rapport with an influencer and their engaged audience is the best way to spread the noble word about your brand.
The cherry on top? A long-term partnership for maximized results.
Learn more about social proof here: What Is Social Proof & Why Does It Matter?
Benefit #3: Gain Direct Access to Your Target Audience
Handing the reins to an influencer in your niche is the definition of going directly to the source — especially if they’re already a fan of your product.
And when the majority of social media users crave “authentic” recommendations — collaborating with the creators they trust is key.
Benefit #4: Boost Earned Media Value
Another top benefit of CPG influencer marketing? Earned media value.
Your influencer marketing is a ripple effect, meaning a solid campaign can lead to tons of free exposure that outlasts your initial investment.
Benefit #5: Increase Traffic and Sales
If a trusted influencer in your niche recommends your product, it’s fair to assume you’re the real deal.
The result? More clicks to your website — and sales.
Later's influencer marketing tools let leading businesses discover their EMV, estimated ROI, and other real-time analytics. Schedule a call today.
The Biggest CPG Trends in 2024 (& How Influencer Marketing Can Help)
Here are the biggest CPG trends in 2024 and how influencer marketing can help you reap the benefits:
Trend #1: Consumers Are Less Excited About Shopping
In a post-2020 world, 40% of consumers see shopping as "less enjoyable.”
The opportunity? With the right influencer partnership, brands can generate buzz with influencers who know how to engage, entertain, and inspire their audience in creative ways.
Bonus: They can position your product as the best option.
Trend #2: Consumers Increasingly Search for Brands on Social Media
The top CPG trend in 2024? Meeting consumers where they are.
With 88% of Gen Zs and Millennials using social media to research products they’re interested in buying, the content they discover is integral to their decision making.
So, think about influencer partnerships like reviews, hauls, GRWMs, or those that show how your product works in real-time.
Learn more about Gen Z's social media usage: Where Does Gen Z Spend Most of Their Time Online?
Trend #3: CPG Brands Are Investing in Influencer Marketing
It’s no secret that the top CPG brands are already investing in influencer marketing.
Our advice? Get ahead of the curve and dive in.
Which leads to our next section…
Optimize Your CPG Influencer Marketing Campaigns With Later Influence
If you’re looking to set up your influencer marketing campaigns for success, using a platform like Later Influence is the way to go.
With it, you can:
Search our influencer index (with over 10M influencers and counting!)
Access discovery tools that filter by industry, primary platform, and more
Manage outreach and communications — all in one place
Streamline payments, budgets, and reporting
And if you want to take it a step further, you can let our marketing services team manage your influencer marketing campaigns for you.
This means we’ll handle everything from strategy, to sourcing influencers, to execution and tracking results.
With these handy tips, industry trends, and a leading influencer marketing platform in your back pocket, you’re bound to make a splash with CPG influencer marketing!
