Communities are a cornerstone of CPG influencer marketing. This post shows off three CPG brands nailing their influencer campaigns through community-building.
More and more brands are asking us about influencer community-building these days.
Especially brands in the CPG space. Makes sense!
Because the concept of “community” is a central piece of CPG influencer marketing.
Consumer brands demand high volumes of influencer content and recommendations to stand out. Building an influencer community is critical for competitive industries (think: beauty, food or health).
But what does a thriving creator community actually look like?
That’s the whole purpose of this post! The CPG influencer community examples below highlight how brands are scaling community content and tips to help you do the same.
Influencer communities are pretty much non-negotiable for modern beauty brands.
Competition is fierce and companies need ongoing content and positive reviews to thrive.
And so the more creators that sing your praises with positive reviews, the better.
Bubble highlights how word-of-mouth goes hand in hand with building a CPG influencer community. Not to mention scaling an influencer program via social media by funneling potential affiliates and ambassadors from TikTok to their website. From there, the application process is straightforward with the benefits of joining their community font-and-center.
The brand regularly shouts out its brand ambassadors with reposts, showing how they value their creators while incentivizing new influencers to join. Notably, Bubble regularly reposts micro-influencers with less than 2,000 followers to illustrate that no creator is too “small.”
We love to see it, too! Authentic content from micro-influencers goes hand in hand with social proof. Partnering with different types of influencers from follower size to niche is a smart move to help brands cover as much ground as possible.
Think about it like this. When a micro-influencer posts about the same skincare products or routine for 6+ months straight, this signals that those products live up to the hype. Having the same target audience see the same products consistently helps plant the seeds of a future purchase.
Bubble is not shy about promoting its influencer community which explains how it’s been able to scale so successfully. Given that beauty influencer marketing is so competitive, aggressive promotion and recruiting are necessary for maintaining a strong share of voice.
And Bubble has become one of the top CPG brands on TikTok as a result.
The takeaway here? For beauty and skincare brands promoting personal care products, consistent influencer community posts are crucial.
Health and wellness brands are perfect for social media influencer communities as creators share the common goal of, well, promoting wellness!
That mission is something that hundreds of creators can potentially rally around. This results in more consistent messaging and likewise gives your community purpose beyond promoting products.
Memore’s mission is to help customers get “back to basics” when it comes to their diet with their green powder blend. The company has a dedicated page on its website to invite applicants to join its self-described influencer community.
The brand promotes affiliate commissions and gifted products among other incentives for those who want to “share the Memore love.” This means more flexibility for influencers as they get to select the types of collabs that make the most sense for themselves, their content and target audience.
Having products featured in a variety of content creators’ daily routines not only builds your brand’s reputation but also creates opportunities to diversify your influencer marketing strategy. Note how Memore’s creators are likewise diverse in terms of their audience.
CPG influencer marketing campaigns benefit from content variety. With a diverse influencer community, you can promote a wide range of products and reach an even wider audience at the same time. For example, you might promote products targeting new moms, vegans or customers aged 50+ all at once through different creators.
Food and beverage brands in particular are typically tasked with targeting multiple audiences with the same products. This drives home the importance of influencer targeting and segmentation as you promote relevant products to relevant influencers within your community.
Honey Stinger is another example of a CPG influencer community that thrives through diversity.
Their “Hive” program is open to influencers, affiliates and ambassadors as the brand targets athletes of all fitness levels. From professionals to amateur runners and folks just starting their fitness journeys, the brand has a lot of potential ground to cover with so many products.
Having a diverse range of influencers means you have more options for personalized partnerships when you do product seeding campaigns instead of sending one-size-fits-all seeding kits. Not to mention more opportunities to experiment with different types of ads, promotions and messaging.
Note how the brand’s influencer landing page combines open and closed-ended questions. The application effectively filters through creators who haven’t had experience with collabs or have collaborated with a potential competitor. This is a great example of influencer vetting and recruiting done right.
Notably, the brand also runs a high volume of UGC ads featuring its influencers. This highlights how your influencer partnerships can serve as the basis for high-performing ad creatives, especially through TikTok Spark Ads.
Again, bigger communities mean more opportunities for ads. Spark Ads have become a cornerstone of CPG influencer marketing as consumers crave authentic content and product reviews to assess new products.
Remember: one of the best ways to attract new members to your influencer marketing community is by giving creators more upside. Beyond affiliate payouts and gifted products, consider how bonuses such as payment in exchange for their Spark Ad Codes can serve as a win-win for you and your community members.
Influencer community-building is a brilliant way to scale social proof and user-generated content.
And for CPG brands that need more and more creators to stay visible, communities are critical.
Fostering that community requires consistency when it comes to delightful creators and setting up influencer collaborations. Doing so at scale not only helps you build brand awareness and earn authentic content but also creates a snowball effect to attract more influencers to your community.
Getting there means having the right tools in your toolbox. That also means moving out of spreadsheets and into an influencer marketing platform designed for community management.
Statusphere’s software serves as an all-in-one management tool for brands to build and manage their communities at scale with minimal legwork. We eliminate time-consuming communication and automate the process of getting products into vetted creators’ hands ASAP.
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