Maximizing FoodBev brand reach with influencer marketing & shoppable media
Discover how food and beverage brands can boost their shoppable media reach through influencer marketing. Learn how to expand audiences and streamline CPG purchases.
Gone are the days when a catchy jingle or a Superbowl TV spot was enough to dominate the food and beverage market. Today, brand reach isn’t just about being seen—it’s about meeting consumers where they are, inspiring them, and making it as easy as possible for them to buy. For CPG food and beverage brands, this means tapping into the combined power of influencer marketing and shoppable media—the ultimate duo for conquering the world of retail ecommerce and social commerce.
But how can food and bev brands strategically leverage these tools to maximize their impact? Keep reading, because we’re breaking it all down—along with actionable tips to get you started.
Influencer marketing has surpassed its status as a buzzword; now it’s a critical piece of any successful digital marketing strategy. A recent Shopify report shows that 69% of consumers trust influencers more than traditional brand advertising. Why? Because influencers are individuals who share their lives on social media and have cultivated a following through authentic connections. By leading with human connection, brands can make a deeper impact on their target audience.
At the same time, shoppable media is rewriting how consumers buy. Shoppable ads allow users to purchase a product right when they see it—whether they’re admiring that juicy burger featured on Instagram or discovering a refreshing new drink on Facebook. With omnichannel ecommerce rising to power over traditional retail, enabling instant checkouts keeps food and beverage brands competitive.
When paired, these two tactics are like coffee and donuts—they just work. Here’s how influencer marketing combined with shoppable media boosts brand reach:
Not convinced? Let these stats sink in:
Now that we’ve established the effectiveness of the power duo, here’s how to grow your food and beverage brand.
Not every influencer is the right fit for your product. For example, an artisan kombucha brand should target fitness, wellness, or self-care influencers who resonate with their niche audience. Similarly, a comfort food brand might focus on family-oriented or foodie influencers who share relatable content.
Social platforms like Meta, Snap, and Pinterest are goldmines for social commerce, and their built-in shoppable functionalities make them a no-brainer for food and beverage brands.
Pro tip: Include “limited time” offers or exclusive discounts to create urgency and drive instant purchases.
Example: A kombucha brand could partner with a fitness influencer to post a Reels video demonstrating a post-workout recovery routine featuring the drink. Include a shoppable tag for an easy purchase!
According to a survey by the marketing agency Matter, most food and beverage purchases still happen in brick-and-mortar stores. They report,”75% of respondents are either somewhat or very likely to try a viral food or beverage trend after seeing it on social media.” By geo-targeting consumers on social platforms, your brand can directly encourage visits to local retailers.
In the wild:
Pro tip: Run a co-branded campaign with a retailer using shoppable media. For example, “Buy this exclusive flavor at Whole Foods this month only!”
Give influencers and customers the information they need to connect with your brand. For example:
Influencers love content-rich collaborations that tell a story, while engaging audiences feel more invested when they know what makes your product unique.
Example: Partner with a dessert influencer to showcase how your artisanal granola pairs perfectly with Greek yogurt, chocolate mousse, or even ice cream. Add shoppable links for bonus conversions.
Both influencer campaigns and shoppable media generate valuable data. Measure consumer behavior on your shoppable tools to continuously fine-tune your efforts.
Key metrics to monitor:
Pear tip: You can easily track these metrics when you integrate your shoppable solutions from Pear Commerce with your ad platform (like Meta).
Engage influencers to boost social proof by encouraging user-generated content, recipe ideas, and tutorials featuring your product. Foster brand loyalty by building a community through interactive events like cooking classes or tastings, sparking creativity and allowing new customers to experience your product firsthand. When you can build from an existing community, you’re well on your way to boosting brand loyalty.
Example: Create a hashtag challenge on Instagram, like #SnackSzn with influencers sharing how they use your product in different snack recipes. Include a shoppable link in your bio or product placement in videos for easy purchasing options.
Influencer marketing and shoppable media are no longer optional for food and beverage brands looking to thrive in the digital age—they’re a necessity. By combining the authentic reach of influencers with the seamless conversion power of shoppable media, you can meet your customers where they are and make it easier than ever for them to choose your brand.
Need help kicking off your shoppable influencer campaigns? Take the first step in transforming your marketing strategy. With the right tools—and these tips—you’ll be brewing up success in no time. Sign up for your free demo today. →
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