Your Recipe for CPG Marketing Success

LTK helps brands stay ahead of trends with in-depth market research designed to better understand consumer behavior. While Creators may be more prominent in certain verticals, their influence extends across every industry, including consumer packaged goods (CPG). 

Key findings from LTK's CPG Consumer Study and the CPG slice of LTK & Northwestern University's CMO Brand Study highlight the growing impact of CPG Creators—let's explore their role in reshaping media strategies, increasing brand awareness, and driving consumers to action

IN THIS ARTICLE

• How Creator content acts as the new "consumer label" for informed purchase decisions
• Trends reshaping CPG marketing campaigns, focusing on video and authentic content
• The hottest LTK tools to scale CPG Creator impact across media

A Refreshed Ingredient List

Think of LTK's Creator-driven insights as a refreshed ingredient list for the ultimate CPG marketing recipe. Positioning Creators as the new "consumer label" that authentically influences purchase decisions will be the first step in creating an impactful strategy.

Creator Content as the New Consumer Label

Just as grocery shoppers instinctively flip packages to check nutrition labels, today's consumers rely on Creators for detailed, pre-purchase information. Creator content serves as the "nutrition facts" of modern decision-making. 

With consumers turning to social platforms and relatable Creator videos for new product recommendations, Creators now act as a first touchpoint in driving awareness and purchase intent.

Building Trust for Consumer Trial

Trust drives trial, and Creators play an unmatched role in building it. According to LTK's research, CPG consumers consider Creators as their most trusted source for purchase decisions—ranking them above traditional ads and even celebrities. 

For CPG marketers, partnering with Creators isn’t just strategic—it’s essential. Among the consumers who trust Creators the most, 88 percent are more likely to try a new product or brand after seeing a Creator post about it. Additionally, 61 percent of CPG consumers have changed their opinion about a brand because of Creator content—whether it introduced them to a brand they hadn’t considered or solved a problem they didn’t know they had.

Looking ahead, this trust-driven impact is shaping marketing budgets. The majority of CPG brands are planning to increase or maintain their investment in Creators by 2025.

Snackable LTK Trends Fueling CPG Success

As a leader in Creator marketing, LTK can spot ongoing trends that help shape brand strategies. Here are some emerging trends we're seeing across the LTK app:

• Increased searches for themes like 'before and after', 'morning routine', and 'grocery haul' content.
• Growth in LTK Creator posts featuring beauty and food-related products.

What’s clear from these trends? Relatable storytelling through lifestyle content remains a crucial driver of consumer engagement.

Leveraging Video for CPG Brands

Video is indispensable in CPG marketing, with audiences turning to short-form platforms for quick, digestible content. In fact, 74 percent of LTK CPG consumers prefer video over static content from Creators.

To optimize Creator video strategies, consider these key approaches:

• Lean into authentic, everyday videos: Unpolished formats, casual tutorials, and behind-the-scenes kitchen moments can feel like trusted, personal recommendations from a friend, not an ad. 
• Prioritize short-form platforms: Maximize reach and conversions by leveraging TikTok, Instagram Reels and Stories, and YouTube Shorts.
• Be clear and concise: Highlight the brand and product name, its key benefits, and a strong call-to-action within the first few seconds.

User-Generated Content (UGC) and Beyond 

Consumers today value authenticity above all else, often dismissing overt sales pitches in favor of relatable stories. That’s why UGC is pivotal in building connections and creating credibility.

LTK users overwhelmingly prefer Creator-generated content with 84 percent reporting that they trust brands more when Creator product reviews are featured on the brand’s website. 

LTK empowers brands to build strong and effective Creator partnerships through innovative tools like AI Discovery, LTK Leaderboard, and Power Gifting.

Scaling Creator Content Across Media Channels

CPG consumers want to engage with Creator content everywhere—whether on TV, in stores, online, or through social ads. With LTK, CPG brands can extend Creator impact across media channels using these tools and strategies:

1. Build the foundation with strategic, data-driven Creator campaigns. Leverage LTK Leaderboard and LTK 360 to gain actionable performance insights.
2. Amplify your brand in front of LTK's 40 million high-intent shoppers via LTK Ads.
3. Activate LTK Boost to make your content work harder, leveraging Creator channels for authentic and targeted reach. 
4. Tap into LTK CTV to reach audiences on one of the fastest-growing marketing channels for Creator-led content.

Supercharge Your CPG Marketing

The CPG industry is more competitive than ever, with brands constantly fighting for consumer attention. That’s where CPG Creators come in. By tapping into Creator-driven strategies, you can build trust, grow your audience, and see real results.

LTK, the No. 1 Creator platform, makes it easy to stand out and drive full-funnel growth. Get started today.

About the author:

Ally Anderson - Sr. Director of Strategy & Insights, Brand Partnerships, LTK

Ally Anderson leads strategy and insights for the brand partnerships team, where she drives strategic planning, delivers actionable insights, and engages with senior brand and retailer leaders in Creator Marketing. Previously, Ally served as director of brand partnerships, managing strategic client partners and scaling business growth. Ally currently leads all of LTK’s brand partnership research and monthly webinars and is frequently featured in media outlets.