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Brandwatch monitored 49 of the largest consumer goods brands on social
over the course of six months and analyzed over 1 million conversations. Its
apparent that as the market landscape evolves around them, not all CPG
brands are successful at leveraging social to address these changes.
About
The CPG landscape is in ux, and veteran CPG companies are most at risk. Start-ups and
CPG newcomers are usurping market share, and new geographic and generational
markets are changing consumer preferences. Social intelligence for CPG companies can
no longer be viewed as optional and reactionary, and considered only on a one-off basis.
CPG businesses must strengthen customer relationships and keep their ngers on the
pulse of market and demand trends; luckily, with social media for market research and
intelligent customer engagement, this is easier than ever.
Considering the role retailers play in the supply of consumer goods in stores, coupled with
the growth of e-commerce and emerging markets, CPG companies grapple with building
and supporting direct customer relationships.
When successful, social media intelligence equips CPG brands of all sizes to
communicate with their audiences to support advertising, branding, and customer support
goals.
Despite posts with videos garnering the most Likes, Comments and Shares of all
Facebook post types, videos only make up a third of all CPG companies Facebook posts.
New to Instagram
Despite being in an industry where visual marketing is extremely vital to brand messaging,
29% of CPG brands analyzed did not have active Instagram pages.
Home Cleaning Products in the United States
In the United States, Clorox and Proctor & Gamble subsidiaries occupy much of the
conversations around home cleaning and freshening products.
Integrated with other enterprise data like sales data, analyses like these are used to
optimize inventory planning, campaign management, and further research into more
granular regional consumer differences.
Consumers tweeting at CPG companies are as active in the evening as during normal
working hours, while brand-owned social channels post over 80% of their content between
8am-5pm.
This discrepancy can affect anything from missed engagement opportunities with
consumers talking about their product, to ignored PR crises happening off the clock.
Compared to other industries, CPG brands are not very invested in Twitter or Facebook
engagement. As a result, CPG brands get among the lowest volumes of interactions from
their audiences.
A Day on Twitter
CPG Brands
CPG Audience
Average Following: 58,690
Tweets: 8 @Mentions: 88
A Day on Facebook
CPG Brands
CPG Audience
Average Page Likes: 3,164,067
Shares 66
The face of customers is evolving rapidly due to aging, emerging global markets, and the
constant ebb and ow of consumption trends. CPG companies must have their nger on
the pulse of their changing consumers and consumer needs, behaviors, and preferences.
In fact, interest in family and parenting discussions among CPG consumers was
statistically signi cantly greater than the average consumer on Twitter (Brandwatch. The
Social Outlook: Benchmarks and Insights on 15 Industries. 2016.)
How CPG Audience Interests Differ from Average
This statistic re ects the typical parent/head-of-household CPG customer. However, this
highlights an important need for CPG brands to better message to the growing market of
young Millennials and teens, a key consumer of both digital messaging and CPG products
(Accelrys. Targeting the Next Generation: Consumer Packaged Goods for Millennials and
Teens. 2015)
After analyzing Twitter bio content and conversation language, we found that sales and
marketing professionals were signi cantly more represented in CPG conversations
compared to consumers discussing brands in other industries.
How CPG Audience Professions Differ from Average
Pampers was one of the biggest drivers of sales and marketing professionals
involvement in CPG conversations.
The company used over 50 unique hashtags in the six months analyzed, both to promote
their own campaigns and sweepstakes and to insert themselves into topical
conversations (#mothersday) and product-relevant conversations (#toddlers, #baby)
already occurring on Twitter.
Methodology
This data was collected via three methods within Brandwatch Analytics: Twitter Channels,
Facebook Channels, and Queries. Demographic categories were identi ed using user
content, pro le information, and Brandwatchs advanced machine learning techniques.
Global brand averages used data from The Social Outlook , which analyzed over 100
million mentions surrounding 15 industries. For more information on the global brand
data, or how the CPG industry compares with other industries, read more here .