Tips For FMCG Companies to Utilise Influencer Marketing

A recent study found that up to two-thirds of fast-moving consumer goods (FMCG) brands have increased or at least maintained their influencer marketing spending in 2022. Therefore, if you’re keen to exploit the potential of influencer marketing, here are seven tips you can’t afford to ignore.

It’s All About TikTok

TikTok is top of the social media league right now, and it’s impossible to ignore its engagement figures. What’s more, almost 90% of influencers agree that TikTok generates the most engagement out of any platform, which is why it’s so important to invest in a TikTok strategy this year.

Video is King

You probably won’t be surprised to learn that attention spans are shrinking. In fact, Gen Zers have an attention span of just eight seconds, while it’s twelve seconds for Millenials. Therefore, the demand for bite-sized snippets of content is higher than it ever has been, so make sure you put together short and snappy video content for your brand.

Partner With Micro-Influencers

Although lots of brands immediately turn their attention to macro influencers, the reality is that micro and nano influencers could be the way to go. In 2021, the market share for micro-influencers increased to 91%, highlighting the exceptional growth of this segment of the industry. Micro-influencers are more budget-friendly, too and present a great option for your FMCG brand.

Ensure Your Messaging is On-Brand

One of the reasons why micro-influencers have become such a viable option for brands is due to their rapport with their followers. As such, you need to make sure that your content tells your story and humanises your products and services. Of course, your messaging also needs to be authentic and on-brand for it to relate to an influencer’s audience.

Make The Most of Social Media Commerce

Be it TikTok’s partnership with Shopify or Instagram’s checkout service, shopping on social media is evolving. Before the end of 2023, approximately 100 million people in the US are predicted to complete a transaction on social media. So, incorporating social media commerce opportunities into your strategy has huge potential.

Encourage Brand Mentions

It’s important to remember that influencer marketing is two-way, unlike conventional advertising. Brand mentions, particularly in the form of user-generated content, can be super powerful for the growth of your brand on social media. Not only do brand mentions build trust, but they also give people a point of reference for the quality of your products or services.

Show People Where You Stand

Showcasing that you’re sensitive to and aware of the concerns of your audience will help you build a rapport with them. Brands that stand up and take a position on topical issues of the day are appealing to consumers, so don’t be afraid to take a social position that aligns with the core values of your brand.


The influencer marketing landscape is constantly evolving, so you need to be flexible and willing to adapt to the needs and requirements of your audience. We believe that now is the perfect time for FMCG brands to capitalise on the opportunities presented by micro and nano influencers, given the exciting recent social media trends explained above. So, if you’re ready to take your social media marketing to the next level, get in touch with Bark Social to kick-start your influencer marketing strategy today.