Facebook has released a new report showing the benefits of influencer marketing on consumer packaged goods (CPG) brands that specifically focussing beauty, beverage, and foods. When online marketers are constantly looking for ways of using influence marketing for guidance on their purchases, these statistics can provide some interesting results, which may help in defining your online marketing strategy.
The scope of influencer marketing is growing year by year, with the global market shifted from $1.7 billion in 2016 to a forecasted $9.7 billion in 2020. In 2019 alone, more than 380 agencies and platforms were started around the world targeting influencer marketing.
To study influencer marketing globally, Facebook commissioned Kantar for conducting online surveys Q4 2019 of 15,003 general population consumers, ages 18 and over, in Brazil, South Korea, Germany, the United States, and the United Kingdom. These results combined with the global commissioned research showed that twice as many consumers prefer influencer advertising to traditional advertising. Though the focus of the study was on beauty, beverage, and food products, the results are likely indicative for all businesses looking to use influencer marketing across Facebook and Instagram.
Whats ate consumer packaged goods (CPG)
Consumer packaged goods (CPG) is a business term for merchandise that customers use up and replace on a frequent basis. Examples of consumer packaged goods (CPG) are food, beverages, cosmetics, and cleaning products.
Keypoint on the study:
- Around 44% of US shoppers opined that creators/social media influencers affect their purchase decisions, with 55% claimed that they are more likely to buy a product based on a social media post.
- 73% of food shoppers from Indonesia say that they made purchases after seeing a creator or social media influencer or celebrity consume food products on social media.
- 68% of Instagram users world over say that watch the platform specifically to interact with the creators.
- 60% of global consumers say that they follow a business or brand on Instagram after watching a creator’s stand on its values and interests.
The benefits of influencer marketing are well reflected in the infographics, but it’s worth noting that these stats indicate the improved performance of influencer promotions over traditional advertisements. Those CPG businesses that have not yet chosen influencer marketing as yet, can have a rethink on it. You can read Facebook’s full study on Influencer marketing here or check out the infographic below.
When CPG brands collaborate with creators of the same niche through influence marketing, they are more likely to generate increased sales. Influencer marketing success is often depending on the content that is useful to consumers and transparent about the facts & figures.
