Social-first marketing has taken the world by storm, especially in the consumer packaged goods (CPG) industry. The rise of social media platforms like TikTok has revolutionized the way brands interact with consumers and market their products. This shift has been accelerated by the pandemic, with viral sensations like the Ocean Spray skateboard video highlighting the power of social media in driving product sales and brand awareness.
Leading CPG companies are now allocating a significant portion of their ad budgets to social media, with some even investing up to half of their total budget on platforms like TikTok. This pivot is driven by the need to capture the attention of Gen Z consumers who are increasingly turning to social media for information, entertainment, and inspiration.
To adapt to this new social-first landscape, CPG brands are not only increasing their ad spend on social media but also acquiring smaller, more agile competitors. Companies like Unilever and PepsiCo have made significant acquisitions to strengthen their social media presence and appeal to a younger demographic.
In addition to investing in influencer partnerships and social media campaigns, CPG brands are also exploring new strategies to enhance their social media presence. Unilever, for example, has launched an in-house graphic design unit called Sketch Pro to help its brands create content more efficiently and effectively for social media platforms.
However, the transition to a social-first marketing strategy is not without its challenges. Legacy CPG brands must navigate the balance between maintaining their brand integrity and embracing the creativity and authenticity that social media demands. Brands that are too rigid in their approach may struggle to connect with younger consumers who value authenticity and transparency.
Despite these challenges, the benefits of embracing a social-first marketing strategy are clear. Brands that are able to adapt to the ever-changing social media landscape and connect with consumers on a more personal level are more likely to succeed in the long run. As the digital world continues to evolve, CPG brands must be willing to embrace change and take risks to stay relevant in a rapidly changing market.
