In the dynamic and competitive world of Food & Beverage Consumer Goods (F&B), understanding what content drives consumer action is critical for marketers. Whether it’s the packaging on a supermarket shelf or a social media post, brands need to create content that resonates with today’s savvy consumers. At Social Soup, we’ve conducted extensive research, involving over 1,000 participants, to decode the key elements that compel consumers to engage with influencer content and make a purchase.
Research Method: We asked people to tell us about a post that ‘influenced’ them. We wanted to understand what creators and content has ‘sway’. n=1,016 people tracking social media behaviour.
What Influences Consumers?
Our research has identified several key factors that influence consumer purchasing behavior when interacting with online content. Notably, we found that a significant 81% of participants have made purchases directly from Instagram or TikTok. Unsurprisingly, video content proved to be the most effective driver of these purchases, with Instagram Reels and TikTok videos leading the way at 36% and 26%, respectively (n=1,016). These insights offer marketers valuable guidance for creating content that not only captures attention but also inspires tangible consumer action.
Tangible Actions Driven by F&B Content
Our research reveals that consumers are not only engaging with F&B content but are also taking meaningful actions. Here are the highest-performing actions consumers take after engaging with F&B content:
- Purchasing the Product: The most significant and frequent action is buying the product after seeing compelling content. According to our findings, 72% of consumers (n=286) have bought a new food or drink product because they saw content about it on social media. Platforms like Facebook (45%), Instagram (40%) and TikTok (14%) are particularly influential.
“I saw the product on my Instagram feed and decided to give it a try. I’m always on the lookout for new things to try, and the content made it look really appealing.” – Social Soup Research Participant
What F&B Content Effectively Drives Action
Our insights also revealed specific types of content that are particularly effective in driving consumer action:
- Introducing the New Product (45%)
Content that focuses on introducing a new product is the most influential, with 45% of consumers responding positively to this type of content. Consumers are naturally curious about new products, and a well-crafted introduction can generate significant interest and drive purchases. (n=286) - Recipe Ideas Using the Product (30%)
Practical application is key. 30% of consumers were influenced by content that provided recipe ideas using the product. This type of content helps consumers envision how the product can fit into their daily lives, making them more likely to try it out. (n=286)
“The recipe ideas were really helpful. I hadn’t thought of using the product that way before, and it gave me new inspiration for meals.” – Social Soup Research Participant
- Food/Life Hacks Using the Product (17%)
Content that offers creative tips and hacks for using the product resonates with 17% of consumers. These hacks not only educate but also add value, enhancing the likelihood of consumer action. (n=286)
- How the Product Fits into an Occasion (17%)
Showcasing how a product can be integrated into specific occasions, such as a food platter for a party or a meal shared with friends, influences 17% of consumers. This content connects the product to real-life scenarios, making it more relatable and desirable. (n=286)
“Seeing how the product was used at a dinner party made me think of how I could use it for my next get-together. It’s always good to have new ideas.” – Social Soup Research Participant
- New Ways to Enjoy the Product (16%)
Highlighting unique or unexpected ways to use a product intrigues 16% of consumers and inspires them to make a purchase. This content type taps into the consumer’s desire for novelty and experimentation. (n=286)
- Product is Cost-Saving (14%)
In today’s economic climate, content that emphasizes cost savings resonates with 14% of consumers. Consumers are more likely to try a product if they perceive it as offering good value. (n=286)
“The content highlighted how much I could save by using this product instead of others. That definitely influenced my decision to buy.” – Social Soup Research Participant
- Featuring Product at a Certain Occasion (13%)
Associating products with specific events, like holidays or celebrations, can create a sense of urgency and relevance, appealing to 13% of consumers. (n=286) - Product Fits Dietary Needs (13%)
As more consumers focus on health and wellness, content that highlights how a product meets specific dietary requirements impacts 13% of consumers. (n=286) - Funny Content Involving Product (9%)
While humor can be an effective tool in marketing, its impact on driving action is slightly lower compared to more practical or informative content, influencing 9% of consumers. (n=286)
These insights provide a roadmap for creating influencer content that not only engages but also converts. By focusing on these content types, brands can more effectively influence consumer behavior and drive sales in the Food & Beverage sector.
Real-World Success: How Ovaltine Sleep Drove Consumer Action
To illustrate the effectiveness of the strategies outlined above, consider the success of our recent campaign for Ovaltine Sleep. This campaign leveraged the power of influencer content to educate consumers on the new product’s usage occasions and to build it into their daily routines.
Key Outcomes:
- Massive Organic Reach: The campaign achieved an impressive 1.2 million+ organic reach through the combined efforts of 130 micro-influencers and 4 macro-influencers. This extensive reach ensured that the product message was widely disseminated among the target audience.
- High Engagement Rates: The campaign generated over 400 content pieces, including reels, stills, and stories, driving significant consumer interaction. These content pieces collectively garnered 4.2 million organic impressions and an additional 4 million paid impressions via targeted social boosts.
- Increased Purchase Intent: Among the followers who engaged with the content, there was a 27% increase in purchase intent. Furthermore, 35% of those exposed to the content went on to purchase Ovaltine Sleep, indicating a strong conversion rate driven by the campaign.
- Routine Integration: Post-campaign research revealed that those who purchased Ovaltine Sleep consumed the product 4.2 times per week on average, showing successful integration into daily routines.
“Ovaltine Sleep has become a part of my nightly routine. Seeing how others used it really made it easy to integrate into my own life.” – Social Soup Research Participant
Conclusion
To truly drive consumer action, F&B content must be engaging, relatable, and visually appealing. By focusing on education, value, and inspiration, brands can create content that not only captures attention but also compels consumers to act. At Social Soup, our research-driven approach helps brands create impactful food and beverage campaigns that resonate with consumers and drive real results.
Ready to create content that drives consumer action? Contact Social Soup today to discover how our influencer marketing strategies can elevate your next FMCG campaign.
Social Soup: Australia’s Premier Influencer Marketing Agency
Looking for a top-tier influencer marketing agency in Australia? Look no further than Social Soup. As a leading award-winning agency with offices in Sydney and Melbourne, we specialise in connecting brands with the most influential voices in the country. Our experienced team is dedicated to delivering impactful campaigns that drive results.