Social media platforms offer advertisers a unique opportunity to communicate in a more personal and creative way with individual consumers, appealing to their personal interests in online discovery for shopping.
A whopping 47% of FMCG (fast moving consumer goods) shopping trips are taking place online. What’s more blowing is that the average consumer spends around Rs 4,300 ($64) per online visit compared to just Rs 1,000 ($14.99) in brick and mortar stores. As becoming a part of this rapidly changing picture, mobile has emerged as an increasingly important channel with every consumer relying on social media (facebook, mainly) to research products and compare prices. Consumers often continue to do so via smartphones whilst browsing through the shopping aisle. And, while most of FMCG brands are already household names and enjoy high level of brand awareness, increasing purchase frequency becomes a challenge for young entrants.
A way to tackle this problem is to closely watch the changing behaviours of millennial shoppers who are the largest living generation in the world as of now. This young consumer group is quickly growing in their purchasing power as many of its members are entering/advancing their careers and starting families of their own.
It is worth noting that over 67% of millennials started doing more online shopping after they became parents, with 83% out of them sharing their retail experiences online. Adding to this fact, 89% of mothers log into their facebook account daily, and it clearly defines why it is important to use social media more efficiently and effectively.
FMCG brands, without wasting any more time should seize this opportunity to win over this growing demographic and leverage their social media presence more effectively.
For example, we know that a lot of consumers use Pinterest to discover and plan, so promoting ads on this platform well in advance to capture user interest is the consideration phase seems efficient. According to data shared by Pinterest, the two popular categories amongst most are ‘food & drink’ and ‘beauty’. Meanwhile, Snappchat use on the other hand is not just confined to super- young. Some 10 million people access their app day, while 70% of the snap chatters are above 18 years old- your potential audience. So reaching users with quirky, playful content on the platform can prove to be a great way to raise awareness of products.
Social media platforms could be a great tactic if used correctly in driving messaging to shoppers who have already expressed an interest in a brand, ultimately guiding them through to conversion.
For instance, FMCG brands can showcase number of products or deals within one single ad unit using any social media platform. Bear in mind, too, that it is possible to use a combination of behaviour, demography, interest and household composition while targeting on this platform. Yes, it is too technical to be able to target the right set of audience and having the right social and digital media agency to do for you is equally crucial.
Wherein a lot of millennials have also been found to be more likely to try new products, loyalty to brands appears quiet ingrained. With research having shown that 25% of annual online spend is tied to a single trader. Loyalists are hard earned and having them is a great starting point to increase frequency of spend and one-to-one relationship with the shopper.
Social Media Marketing for your FMCG brand could be one of the most engaging ways to raise awareness and build a relationship with your customers, where they spend most of their time happily!