How rarely do you run out of soaps?, stuck in a dirty situation! Rarely, isn’t it so? What about a week in your life where you hadn’t had the liberty of brushing your teeth, because the toothpaste simply rank out? Well, these toiletries, packaged foods, beverages, dairy products, cleaning supplies and any item of hold that keeps your house intact, forming strong foundation of house management are Fast-Moving Consumer Goods (FMCG).
Let me make it simpler! Products that are consumed and purchased frequently, quickly and available to the public at primitive and lower prices are FMCG. Certain characteristics frame FMCG as different from other consumables co-existing in the human realm.
☑️Quickly used ☑️High turnover to suppliers
☑️Lower cost ☑️Frequently purchased
FMCG move through an inter-wined network of distributors, wholesalers and retails. They take responsibility of deploying the products to the final consumers faster, quicker and in prices that do justice to the expectations of general public. The fast moving consumer goods market is viciously competitive and survival dwells on business moves. These moves ought to be as intense and decisive as a chess board.
In the FMCG industry, top players have 50% to 70% share of the entire market. Nestle, PepsiCo are giant sharks absolutely killing in the FMCG market. These titans are emailing a sword straight threat to new brands and startups in the FMCG market. Social media marketing for FMCG is exactly what these micro and emerging brands lack to step up their game.
Loopholes That Prevent FMCG Brands From Scaling
1. Shrinking Profit Margins
Raw materials are the bone and flesh on MFCG brands. Already falling in the tensed up situation of mass and uncompromisable situation when it comes to quickness of supply, the rising costs of raw materials hamper the profits massively.
The additional transportation costs and disruption in the supply chain from unforeseeable external constraints kill the profit margins even further. Change in business laws, economic reformations, geopolitical tension, national and international conflicts, inflation, imbalance of the demand and supply chain etc affect how pricing is levied. As a result, profit margins tumble down greatly!
2. Intense Competition For Shelf Space
We all get it that, grocery stores, shopping stops like Wall Mart, Target, IKEA, 7-Eleven, Bhatbhateni supermarket, wholesale markets and even online platforms like Amazon and Daraz have millions of fmcg products.
In the free for all cosmos, popular brands to less interactive, exist under the same room. Competition is a red zone for smaller sellers. The big players get most of their product sold. They are present in highest stock volume and even on online platforms, they get recommended more!
In such loopholes of suppression by the industry rules, its difficult to stand out and scale. Founder of Apple, Steve Jobs quoted “You’ve got to start with the customer experience and work back toward the technology – not the other way around.” Abiding on this quote a finding a Unique Value Proposition to enhance customer experience could be a way out of the loophole, yet the intense competition definitely hampers scalability
3. Omni Channel Shopping Patterns
Digitalization has elevated human to human interactions, ways of business dealings and customer related info to a mere data storage. The heatmaps, interactions, average order value, retention rate, frequently purchased items, social media roi are some data’s businesses store.
Likewise, social media interactions can be completely different than e-commerce space I just spoke on. In the similar fashion, in-store interactions, customer demographics, purchase patterns may as well differ majorly that e-commerce and social media land scape.
Small fmcg brands fail to invest heavily on software’s and plan’s. These investments would have helped integrate these data from various touch points and find a common ground to work on. This make tracking consumer data difficult and hefty.
4. Dynamic Environment
Some of the fast moving consumer goods are purely seasonal while some brand’s winning product is seasonal. This is ineluctable and adapting to the dynamism is the only way out. As an example a brand who’s 70 percent of sales is directed by cooling powder during summer faces, hard losses as winter nears!
Likewise, change in trends, preferences or a sudden mishap in the economy disturbs the forces of demand and supply. All FMCG companies struggle when huge tsunami waves as such, is introduced.
A reigning FMCG brand Unilever owns some of world most famous Ice Cream brands as its umbrella companies. During winter these ice creams face anywhere from 20%-40% drop in sales. These types of dynamism is completely predictable yet unchangeable.
Social Media Marketing For FMCG
The Global social media advertising market is predicted to leverage milestone heights from $228 billion in 2024 to $256.5 billion in 2025. A $28 billion dollar growth stretch boasting an impressive Compound Annual Growth Rate(CAGR) of 12.5%.
Brands are actively making themselves more known to the global popular through effective marketing strategies. Exposure attracts growth! This is the basic formula that help make companies go big. If your business is hearing about social media marketing for the first time, here are some pictures on how an effective social media and marketing looks like:
All these graphically colorful images with unique ways to sell are all examples of social media marketing. All of these above brands are popular FMCG operated ones who gain massive following, more customers and retention through the power of social digital media.
Let’s now see how we can take your FMCG to higher ground through tailored social media marketing for fmcg approaches:
1. E-commerce
You know what they say? Well, “E-commerce is not an industry; e-commerce is a tactic!“ We cant stop but agree loudly on this, a simple tactic of taking your business from not just offline operation to full on online. FMCG’s being the most consumed product category, swarms of customers are likely to flood in when marketed right. This is where top advertising agencies like Creative Zinc’s, social media marketing for fmcg hops in!
Over 50% of market consumption is credited to FMCG products. Setting up an e-commerce store and running effective, awareness, engagement, lead, traffic, or sales campaign with god level copywriting and clear communication by tapping into the pain points will help you grow bit by bit.
It almost like an automation, where a successful social media campaign can certainly blow up your sales. This further helps in driving traffic from social media to your website leading to conversions. Let us break the campaigns in easy fragments to process easily.
E-commerce fmcg social media campaign example
- An awareness campaign ran through Meta helps your brand increase its impressions to wide audience groups. This helps you identify the audience who values your products most and shows strong interest.
- Engage specific segments like age, demographics, gender, income level and more through targeted engagement campaigns that spark interaction and build deeper connections. Fun and creative advertising such as puzzles, quiz’s, giveaways, competitions can help find out engaged individuals who are highly likely to engage with your product in some way.
- If your smart, you might want to get details about those individuals just like how, a coffee shop records the details on payers through card transactions or digital wallet payments. To do this, lead generation campaigns further help persuade an engaged lead to give in their details for some sort of benefit. Benefit and incentives could be discounts or buy one get two or money back offers!
- Finally, target potential leads with emotionally engaging or problem-solving ads that continuously pull them in, driving them to visit your website because now, they’re ready to buy. A conversion has taken place! wallah!
More detailed insights like heatmaps analysis, email and SMS marketing for re-targeting warm leads to converting customers are additional ways social media marketing helps boil your cold business to warmth. From social media to your e-commerce store where sales take place! Pinterest, Instagram, Facebook, WhatsApp, Snapchat, Linked-in are famous social media platforms where such digital advertising can be performed to take people from:
Point A (Unware of you brand) ——————————————> Point B (Loyal customers)
2. Content Creation
Content is king and it is what hooks, stops and catches the attention of people scrolling through social media. A fantastic eye catching and eye pleasing graphic in the first place helps grab immediate attention while the secondary benefit is conveying product specialties, unique selling proposition, features and deals that people simply cant avoid.
Leverage the power of social media to put your content in front of billions. Create engaging content that highlights your FMCG brand’s value to the people who need it most and turn it into an instant cash flow system. It’s not just about eye-catching graphics; it’s about crafting captions, stories, and messages that trigger emotion and help your audience instantly recognize your product as the perfect fit.
3. Short Video And Reel Marketing
The average human attention span is just 8.25 seconds. Videos especially short form videos that depict crucial information clearly, quickly and completely within a limited time frame, explains the gist of the your product totally! We have an fantastic article dedicated especially on how short videos are addictive and can help your brand make tons of money! Check it out:
Digital marketing companies can help your create fantastic high quality videos with the best visuals with engaging hooks to market your brand meticulously in social media. After all, if there’s no social media, billions of potential prospects die out immediately. This is how strong your FMCG can perform through professional social media marketing.
Here’s a TikTok video of an FMCG nailing and delivering great marketing message within a few seconds:
@pringles We made a commercial that is going to air during some sporting event this weekend, but TikTok saw it first. #StuckInPringles #Pringles #BigGameCommercial ♬ original sound – Pringles
Even the physical locations where your products are sold act as crucial assets to attract customers. Video series ideas like 60 second quick tour of your outlet or grand opening of any new outlets helps attract customers to physical locations all through fmcg online digital marketing
4. Influencer & Creator Marketing
People ae highly influential! Having a figure to look upon and follow makes people feel engaged, influenced and a sense of relatability arises. This is exactly why, when influencers endorse brands or promote something, people tend to like the product commonly termed as influencer marketing. The thought generally is, “My favorite celebrity is using this product, so I should use it too.”
FMCG brands can easily partner up or hire celebrities, influencers or micro-influencers to build trust with companies. Again the notion is simple, companies like Creative Zinc takes the responsibility of finding, dealing and working with these influencers to bring out the best content which these influencers post in their accounts!
The same influencer video could further add up as a vigorous asset to your company running it in partnership format or as a paid advertisement. The global influencer marketing market size is projected to exceed $22 billion by 2025.
5. Statistics Evaluation
Statistics are probably the most accurate, precise data set that exists! Social media marketing analysis is indispensable! If you think that statistics has nothing to say about what you do or how you could do it better, then you are either wrong or in need of a more interesting job. An interesting quote by John Turkey.
The quote is nothing but pure facts and powerful rule to abide by. Statistics really do tell how to do things better. Let’s suppose you sell soaps of different scents! A social media campaign could be created so powerfully that different ad copies for different soaps can be created. This could also be a case of A/B testing wherein, stats help conclude which ad set performed better. In our case, which scented soap had the maximum interests and engagement by people.
FMCG social media marketing for fmcg therefore is an indispensable force to standout, compete and dominate. Stats can easily be filtered out in .csv or .xml options. Marketers make sure to trust the statistics, picturing the next big move to take your fmcg from rags to riches!
Acquisition And Retention Marketing
Okay, now that your sweet little startup has transformed into a renowned and growing FMCG, the products are probably on departmental stores, marts and shopping centers. The website is gaining traffic thanks to social media smm social media marketing. Everything is going great, but what next?
Well, while building your brand on social media, a crucial element to never leave dry and unfocused is acquiring loyal customers and retaining them. Amongst thousands of new customers an FMCG acquires, identifying quality acquisition through, QNA’s, quiz’s, engagement posts but mainly by collecting their information is important.
We call it, lead magnets where lead campaigns run with the motive to collect personal details. Name, phone numbers, date of birth, emails and so on are collected. You can pair these data easily with SMS and Email marketing. Noticing the grandeur of digital marketing and social media marketing now? A simple lead collection can aid tremendously in other marketing techniques such as email and SMS.
Likewise retaining customers is crucial if not, indispensable for FMCG. Ever noticed those SMS texts and email messages on your birthday or special discounts and offers for you. That is how retaining a customer is done. A good customer retention rate falls somewhere between 35% and 84%. There is something termed as customer lifetime value (CLV), meaning the total value a customer has levied towards brand. The higher the purchase the greater the CLV.
Everything discussed so far in this article such as acquisition and retention marketing might sound a bit too much to process or understand! But, that’s why were here. Social media and business marketing agencies do all the client retention part well and sound for you. ensuring pedestalization of your FMCG empire.
