CPG Influencer Marketing Growth Guide

Food Marketing Strategies
April 8, 20244 minutes
Kelia Losa Reinoso photo
Kelia Losa Reinoso

CPG influencer marketing has become a popular strategy for consumer packaged goods companies to reach and connect with their target audience. With the rise of social media, influencers have become an integral part of marketing campaigns in various industries, including CPG.

This article will discuss the benefits of CPG influencer marketing and provide tips on how to effectively implement it.

What is CPG Influencer Marketing?

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CPG Influencer Marketing is a dynamic strategy within the CPG marketing spectrum, focused on leveraging influential content creators to promote products.

This marketing approach capitalizes on the trust and rapport influencers have with their audience, encouraging organic interest and engagement towards the CPG brands.

Unlike traditional CPG marketing tactics which might rely heavily on mass media advertising, influencer marketing provides a more personalized and relatable touch to brand promotion.

By aligning with influencers who share the brand’s values and aesthetic, CPG companies can authentically introduce their products to a receptive audience, driving awareness, and ultimately, consumer action.

The Benefits of Influencer Marketing in the CPG Industry

There are a couple of benefits to incorporating influencer marketing into your CPG marketing strategy. Here are a few of them:

  • Enhanced brand awareness: Popular influencers can introduce your brand to a wider audience, particularly those who may not have been exposed to your products before.
  • Increased credibility and trust: Consumers often trust recommendations from people they follow online more than traditional advertising. Partnering with the right influencer can add a layer of authenticity and credibility to your brand message.
  • Targeted audience reach: Influencers cultivate a captive audience with shared interests so aligning with those who match your target market puts your message directly in front of receptive consumers.
  • Content creation and storytelling: Influencers are great at creating engaging content that resonates with their audience. This can be a valuable asset for CPG brands, as influencers can help develop creative and compelling ways to showcase your products in real-life.
  • Boost sales and conversions: Effective influencer marketing campaigns can directly impact sales by driving product interest and purchase intent.

CPG Influencer Marketing Strategy and Ideas

Developing a successful CPG influencer marketing strategy requires careful planning and execution. Here are some important steps to consider:

Define your goals

Identify what you want to achieve with your influencer marketing campaign. Do you want to increase brand awareness, drive product trials, or boost sales? Having clear goals will help you select the right influencers and measure the success of your campaign.

Identify your target audience

Understanding your ideal customer is crucial. Do the right market research for your specific brand. Analyze demographics, interests, and online behavior to pinpoint the influencers your target audience follows and trusts.

Choose the right influencers

Follower count isn’t everything. Look for influencers who align with your brand values, know your target audience well, and create high-quality, engaging content. 

Develop a campaign brief

Provide a clear outline of your campaign goals, who you want to reach, the desired content type, and brand messaging to ensure the influencer understands your expectations.

Track and analyze results

Monitor key metrics such as engagement rates, website traffic, and sales conversions to assess the effectiveness of your campaign and make adjustments as needed.

Tips for How to Use Influencer Marketing in the CPG Industry

Here are some tips to optimize your CPG influencer marketing efforts:

  • Use the power of food intelligence: Food intelligence tools like Tastewise’s GenAI-powered Consumer Data Platform provide valuable insights into consumer preferences, trending flavors, and emerging categories. Use this data to inform your influencer selection and tailor marketing efforts for maximum impact.
  • Go beyond the post: Social media empowers diverse content. Own your slice. Explore co-creating content series, hosting interactive challenges, or inviting influencers to participate in product development processes.
  • Embrace different platforms: While Instagram is a popular platform for CPG influencer marketing, consider other channels like TikTok, YouTube, or food blogs to diversify your reach and cater to audience preferences.
  • Focus on long-term partnerships: Building long-term relationships with a select group of relevant influencers allows for deeper brand integration and builds trust with the audience.
  • Prioritize transparency: Always disclose sponsored content and avoid misleading advertising practices.


How much does influencer marketing cost?

Costs vary based on influencer size and campaign scope. Micro-influencers can be cost-effective, while larger celebrities require higher fees.

Can I measure influencer marketing success?

Yes! Track website traffic, engagement metrics (likes, comments), and sales conversions to gauge campaign effectiveness.

What are some influencer marketing regulations?

Transparency is key. Clearly disclose sponsored content using terms like #ad or #sponsored.

How can I find the right CPG influencer?

Choose influencers with engaged audiences, brand alignment, and a strong track record of content creation in the CPG space.

CPG brands can address several CPG marketing challenges with high-quality content from CPG influencers. CPG influencer marketing, when implemented strategically, can be a powerful tool to propel your brand forward. 

By using the influence of trusted voices and harnessing the power of data-driven insights from Tastewise, CPG brands can build deeper connections with consumers, drive sales, and achieve lasting success.

What can food intelligence do for you?