To leverage the power of social media in marketing, CPG brands are shifting towards a social-first approach. With the rise of platforms like TikTok and the influence of Gen Z consumers, companies are reallocating their ad budgets and acquiring social-savvy competitors. This trend signifies a fundamental change in how brands engage with consumers and adapt to the evolving media landscape.
One example of this shift is Unilever, a major player in the CPG industry, which announced plans to allocate half of its ad spend to social media and increase collaborations with influencers. This move reflects the growing importance of connecting with consumers on a more personalized level through social platforms.
In addition to increased ad spending, brands are embracing new strategies to excel in the social-first era. Unilever, for instance, introduced Sketch Pro, an AI-powered design unit aimed at accelerating content creation for social media. This innovative approach highlights the need for brands to adapt to the fast-paced nature of social platforms.
While some legacy brands may face challenges in transitioning to a social-first model, there are opportunities for creative storytelling and engaging with consumers in new ways. By embracing change and being willing to take risks, CPG companies can establish a strong presence in the digital landscape and connect with the next generation of consumers.
Overall, the shift to a social-first strategy presents both challenges and opportunities for CPG brands. By embracing social media as a core component of their marketing efforts, companies can stay relevant, engage with consumers effectively, and drive growth in a rapidly evolving digital world.