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 Why CPG Brands Should Use Influencer Marketing in 2024
Influencer Marketing Blog Posts

Why CPG Brands Should Use Influencer Marketing in 2024

Updated on March 8, 2024
6 minute read

Meet your secret weapon. 🤝

Published March 8, 2024

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.

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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.  

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!

Never Miss a Trend AgainJoin over 1 million marketers to get social news, trends, and tips right to your inbox!Email Address

Plan, schedule, and automatically publish your social media posts with Later.

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