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How to Market with Recipe Content Creators
In today’s digital age, it is crucial for consumer packaged goods (CPGs) to adapt their marketing strategies to keep up with the changing landscape. One innovative approach gaining traction is partnering with recipe content creators. A recent survey by Pollfish and Butcherbox revealed that an astonishing 88% of Americans use social media for food inspiration. This trend highlights the immense potential of using influencers on these platforms to drive sales and brand awareness.
As a seasoned expert in creator-driven CPG marketing, I have witnessed firsthand how recipe content creators can increase product sales for top brands. With over $1 million spent on such partnerships, it’s essential that CPGs choose the right influencer and maximize their return on investment (ROI).
Identify the Correct Creator
When selecting a partner, CPG brands should prioritize identifying influencers who align with their target audience attributes. This may include location-based targeting or user-specific demographics. In my experience, this has been a crucial factor in determining campaign success.
Trust the Influencer’s Creative Process
A common pitfall many marketers fall into is over-orchestrating content featuring their product. It’s essential to resist this urge and trust recipe influencers to follow their own creative approach. By doing so, brands can maximize engagement and viewership by allowing the influencer to showcase their content organically.
The Rule of Seven
It’s a well-established marketing principle that a customer must see a product at least seven times before making a purchase. To capitalize on this phenomenon, CPGs should utilize a combination of touchpoints to maintain contact with potential customers and guide them further along the sales funnel. Some methods for achieving this include:
* Enrolling users in a loyalty program through links shared via Instagram Stories or bio updates
* Utilizing Meta Pixel for retargeting campaigns
* Boosting posts or ads using location-based targeting features
* Offering shoppable recipes and checkout integrations like those provided by Instacart to drive commerce engagements
By incorporating these strategies, CPG brands can create a seamless user experience that fosters conversions.
Conclusion
Partnerships with recipe content creators hold immense promise for driving sales and brand awareness. However, it is crucial that CPGs take the necessary steps to ensure maximum ROI. By identifying the correct creator, trusting their creative process, and utilizing various touchpoints to guide potential customers through the sales funnel, brands can capitalize on this emerging trend and stay ahead of the competition.
About the Author
Srishti Sundram
As a seasoned expert in creator-driven CPG marketing, Srishti Sundram has successfully helped numerous top-performing CPGs increase their product sales.
Source: www.forbes.com
