How the CPG Industry Is Transforming in the Influencer Era
For decades the CPG category relied on mass advertising and in store visibility to shape consumer behavior. Today, the center of influence has moved from store aisles to social feeds. Product discovery buy intent and long term loyalty are now being shaped by creators who show how products fit into daily life in ways that feel genuine and relatable.
At Link Influence we’ve been working constantly on creator campaigns for CPG brands, and have seen clear patterns in how influencer marketing is reshaping the category at every stage of the funnel.
Influencers= Primary Source of CPG Discovery
Modern consumers often encounter new snacks, drinks, beauty items and household essentials for the first time through creator content. Over 70% of shoppers say they have discovered a new CPG product from a creator they follow. [1] This shift moves the discovery moment earlier in the journey well before shoppers reach shelves or marketplaces.
Creators essentially function as the new aisle experience. They educate, taste, test, demonstrate and compare. This level of hands-on context makes CPG products more immediate and easier to understand than traditional advertising ever did.
Social Proof > Packaging or Price
Historically CPG brands competed heavily on shelf presence. Today social proof drives more purchasing decisions than packaging updates or coupons. Consumers rely on creators for validation about flavor, texture, efficacy value, and authenticity.
A majority of shoppers report being significantly more likely to try a new CPG brand when they see it recommended by a creator they trust. [2] In many cases a single creator post generates more persuasive impact than an entire in-store campaign because the recommendation feels both personal and unfiltered.
Retailers Rank Brands by Influencer Momentum
Retail buyers increasingly expect brands to demonstrate creator driven traction. Strong influencer activity has become a recognized indicator of consumer demand. Retailers often review social metrics before granting new distribution or wider placement.
Brands with measurable creator momentum can secure faster listings and improved shelf space because retailers want products that already have social pull. We regularly see retailers ask for evidence of influencer demand as part of the pitch process.
Creators Drive Faster Trial & Repeat PURCHASES
Trial is essential in every CPG category. Creators influence it directly. CPG products with a creator demonstration generate significantly higher trial intent than traditional advertising formats. [3]
Repeat purchasing also improves when creators show real habits rather than single moments. Routines, day in the life formats and sustained product use build familiarity which encourages long term brand adoption.
Campaigns run across extended time periods consistently show stronger repeat purchase outcomes than one day or one week bursts.
TikTok= a CPG Growth Engine
TikTok now plays a leading role in CPG sales acceleration. The platform rewards visual demonstration sound-driven moments and real time reactions which are all ideal for household and food products. Many CPG brands experience sellouts within days of a trend taking off.
In several documented cases, creator driven TikTok surges have increased retail sales by 15-30% within short windows. Few other media channels can generate this type of immediate consumer movement. [4]
Creators as R&D Extension
Influencers are increasingly part of the innovation process for CPG brands. Because their feedback loops are fast and public- they help identify flavor gaps, packaging needs, format improvements, and unmet consumption occasions.
Brands use creators as an informal R&D extension because social content reveals real consumer reactions instantly rather than through traditional multi month research cycles.
The Link Influence Perspective
Several truths have been seen consistently in CPG campaigns we’ve run:
Authenticity influences trial more than sheer reach
Micro and nano creators outperform large creators in trust based categories
Long term creator partnerships produce stronger repeat buying
Integrated campaigns that connect social with retail movement outperform standalone social efforts
The CPG landscape has entered a new era. Consumers look to creators for discovery, education, validation, and ongoing inspiration. Retailers respond to creator momentum. Brands that invest in sustained creator relationships gain measurable competitive advantage in both awareness and sales velocity.
References
InMarket: InMarket Extends Award Winning Sales Attribution and Measurement Solution to Consumer Packaged Goods
LTK OnBrand: Leverage Creator Marketing Webinar
McKinsey & Company: Power Forward- Five Make or Break Truths About Next Gen Ecommerce
LTK OnBrand: Influencers Drive Sales and Success for CPG Companies