The use of influencer marketing has been growing rapidly in recent years, with the global market increasing from $1.7 billion in 2016 to a forecasted $9.7 billion in 2020.1 In 2019 alone, more than 380 new influencer-marketing-focused agencies and platforms were established around the world.2
To help marketers understand the importance of influencer marketing globally, Facebook commissioned Kantar to conduct an online survey in Q4 2019 of 15,003 general population consumers, aged 18 and over, in Brazil, Germany, South Korea, the United States and the United Kingdom. This, in combination with other global commissioned research, highlights that brands have good reason to embrace influencer marketing content, as twice as many consumers say they prefer influencer advertising to traditional advertising.3
When looking at the beauty, drink and food categories in particular, it's clear that creators are transforming the customer journey and are becoming even more important in reaching consumers and spurring sales. Amongst US make-up shoppers aged 18-34, some 44% say creators affect their purchase decisions,4 and over a third of fizzy drink consumers aged 18-345 in Indonesia say creators help them discover new products.6
In this piece, we explore how consumer packaged goods (CPG) marketers can leverage creators – what we define as the holistic spectrum of influencers, key opinion leaders, tastemakers and spokespeople – to drive brand results. Specifically, with the help of global research, we sought to understand the impact of creators on beauty, drink and food product consideration and purchases as well as what audiences value when engaging with creator content. While the beauty, food and drink research spanned nine markets, in this piece we primarily focus on four countries – Australia, Brazil, Indonesia and the United Kingdom – in four different regions in order to explore the nuances of creator marketing globally.
Across the beauty, drink and food categories, research shows that creators play a key role in product discovery and in driving purchase consideration globally – especially amongst consumers aged 18-34.
Globally, it's clear that creators have the ability to introduce new products and that creator content can be especially effective in influencing audiences. In fact, in a global analysis of brand lift studies, Instagram branded content ads with the product and creator clearly featured outperformed standard brand ads in driving brand favourability, with 81% confidence.7
And creators also play an important role in driving purchases. Amongst US make-up shoppers aged 18-34, some 44% say that creators affect their purchase decisions,8 and 55% say they're likely to buy a product based on a social media post.9 Moreover, 73% of food shoppers aged 18-34 in Indonesia say they've made a purchase after seeing a creator or celebrity consume or prepare a food product on social media.10
Research shows consumers often look to creators to help understand how best to use products – especially in the beauty and food categories.
Audiences also value creator brand partnerships that are transparent: Three quarters of global consumers say they'd take a positive brand action11 if the content has clear commercial intent, and more consumers say they want to try a brand after seeing content with clear commercial intent than after seeing content without clear commercial intent.1213 And consumers look to creators who share their values and who they see as relatable for tips and advice: Three quarters of global consumers say they'd be likely to try a product or service being featured if they feel that the creator shares their values and interests.14
Creator campaigns that drive results deliver high-quality content to the right audiences in the right places. Social platforms have become especially key to success, as these are now where many consumers head when they want to engage with creator content. In fact, some 68% of global Instagram users say they turn to the platform specifically to interact with creators.15
Beauty, drink and food brands have an advantage, as social media audiences are often eager for content in these categories. For example, 81% of US consumers aged 18-3416 say they'd like to see more food-related content in their Facebook and Instagram feeds.17
And across markets, consumers are looking for content that is not just from creators. Some 60% of global consumers say they'd follow a brand on Instagram after seeing it promoted by a creator who shares their values and interests.18 As with influencer content in general, qualities such as relatability and expertise are important drivers of creator campaign success on social media: Some 60% of global consumers say they'd follow a brand/product/service on Instagram after seeing it promoted by a creator if the creator featuring it shares their values and interests, and more than three quarters of Instagram users say that trustworthiness and authenticity make a post/an account enjoyable.19
When CPG brands strategically partner with creators who are relatable and have authentic voices, they are more likely to achieve their desired business objectives across the customer journey. Take a look at Facebook's Brand Collabs Manager solution to find the right creator.
Influencer marketing success is often driven by content that is both useful to consumers and transparent about its intent. Also, bear in mind that audiences tend to respond strongly to creators who share their values and interests.
Social media platforms are where people turn for creator content; engage audiences with high-quality campaigns that feature relatable, authentic and informative influencers.