For FMCG (Fast-Moving Consumer Goods) brands, especially in food and beverage (F&B), getting consumers to remember you can feel like a big ask. The market moves fast, and competition is everywhere.
That’s where influencer marketing steps in, offering a way to make your brand relatable and memorable. Done well, it can drive awareness, build loyalty, and ultimately get your product into more homes.
Here’s a breakdown of how you can approach influencer marketing at each step to fit into your overall strategy. Whether you’re just starting or looking to deepen your strategy, this guide will help you focus on the areas that matter.
1. Start with Building Brand Awareness
If this is your first step into influencer marketing, begin with creating brand awareness. Think about the initial impression you want to make.
Influencers are already connected to an audience that trusts them, which makes them ideal for introducing new products. Working with local nano or micro-influencers in Singapore, for example, can help establish that initial interest and curiosity in your product. They’re often viewed as everyday consumers themselves, so their recommendations come across as relatable and grounded.
Let’s say you’re launching a new flavour of canned tea under your F&B brand. Partnering with a micro-influencer who shares daily moments with their audience—like a morning drink routine—can help your brand fit seamlessly into their lifestyle, giving followers a natural entry point to discover your product.
Consider:
- Who are the influencers in Singapore whose followers match your target customer profile?
- What “everyday moments” could influencers use to introduce your product naturally?
2. Build Trust with Educational Content
Once awareness is there, the next step is to establish trust. People are more likely to try a new product if they know why it’s worth it. In the F&B space, this can mean explaining what makes your product different or better in simple terms. This is where influencers can act as educators.
For instance, if your product is preservative-free or made with a unique ingredient, work with influencers to educate their audience on these points. Content like this works especially well when you keep it straightforward.
For example, a health-focused influencer explaining the benefits of a sugar-free or preservative-free drink in their everyday diet gives followers a reason to try the product beyond flavour. It makes your brand’s qualities feel relatable, not forced.
Questions to Ask Yourself:
- What benefits of your product would resonate most with the influencer’s audience?
- How can you keep the message direct, focused on the consumer’s needs?
3. Expand with Product Education on Multiple Platforms
F&B brands often rely on product familiarity, but consumers don’t always understand why they should choose your brand over others. If you want to keep building, expand your influencer efforts across multiple platforms like Instagram, TikTok, or YouTube to show the different ways people can enjoy your product.
Using different platforms allows you to experiment with formats that work best for different aspects of your brand.
A TikTok influencer could create a quick recipe or snack pairing with your product, while an Instagram Story could feature a simple “day in the life” moment with it. These examples bring your product into different contexts, showing people how it fits seamlessly into their routines.
Think About:
- Which platforms your target audience spends the most time on.
- Which platform is best for specific aspects of your product (quick recipes on TikTok, lifestyle moments on Instagram).
4. Capitalise on Q4’s High-Spending Season
Q4 is when consumers are primed for spending, especially with year-end celebrations and gatherings. In Singapore, Q4 leads directly into the Chinese New Year season, which gives F&B brands a unique opportunity. People are stocking up on drinks and snacks, looking for both staples and new options to try with family and friends.
This makes Q4 an ideal time to launch influencer campaigns that show your product in festive settings. Influencers can create content that taps into the season’s spirit—whether it’s holiday gatherings or preparations for the Lunar New Year.
An influencer could show your beverage as a key part of their family gathering, or a new snack as a fun option for a holiday party. It’s an organic way to position your product as a must-have for the season.
Consider for Q4:
- How does your product fit into festive settings or gatherings?
- Which influencers could create seasonal content that resonates with followers?
5. Use Nano and Micro-Influencers for Cost-Effective Reach
Nano and micro-influencers are perfect for F&B brands working with a limited budget or targeting a niche audience. They have fewer followers than larger influencers, but their engagement rates tend to be higher. Since they’re often local and relatable, their recommendations feel trustworthy and personal.
Working with multiple smaller influencers lets you build a wider network, each one with a close-knit, loyal following.
A Singapore-based nano-influencer sharing a snack or drink they genuinely enjoy with a small audience creates strong engagement. Followers are more likely to pay attention to their recommendations, as it feels authentic and relevant.
Ask Yourself:
- How many nano or micro-influencers would fit your budget?
- How could smaller influencers help you reach a specific segment of your audience?
The takeaway
Influencer marketing can help your brand stand out in the FMCG - F&B industry by reaching consumers in an authentic way. From building awareness to educating your audience, each stage plays a role in creating a strong market presence.
As you consider your strategy, think about where you are in your journey and which steps will help your brand resonate most.
Ready to explore how influencer marketing can work for you? Reach out to Partipost to take the next step in connecting with your audience.