The fmcg world is changing fast. Consumers – particularly younger ones – are demanding more than just products. They want brands that align with their values and lifestyles. Here, traditional fmcg marketing approaches often fall short.
Creators – skilled storytellers who craft narratives that resonate with audiences in authentic ways – can fill this gap. They don’t just sell products, they build relationships. Embracing this creative force is essential for staying relevant.
Beyond functionality
A major hurdle for fmcg brands is that they often fall into ‘low-interest’ categories. Consumers spend little time deliberating over which yoghurt or toothpaste to buy, making it difficult for brands to establish a meaningful identity beyond functionality.
Moreover, fmcg marketing prioritises sales over brand-building. As budgets are scrutinised, marketing teams face pressure to show quick ROI, creating a focus on direct sales over deeper engagement. However, without strong brand narratives, there’s little for creators to work with.
The combination can result in campaigns that feel forced or transactional rather than genuinely engaging.
Two-way conversations
Creators bridge the gap between brands and culture by transforming functional products into part of a broader lifestyle. Unlike traditional media, creators foster two-way conversations with their communities.
The best creators know their communities will scrutinise their commercial partners, and therefore can only choose to work with brands that have a valuable story to tell.
Take the rise of ‘CleanTok’: a TikTok trend where influencers share cleaning hacks using specific products. Brands that embraced this trend have seen their products become part of everyday organic conversations.
Authentic connections
Authenticity is key to creator partnerships. Many fmcg brands struggle with this because their marketing is product-focused, prioritising short-term sales.
Effective collaborations happen when creators are given the freedom to communicate in a way that aligns with their style and audience.
Interestingly, forward-thinking brands are working with creators as consultants, helping to shape product innovation and brand positioning at the product development stage. This deeper level of partnership ensures campaigns feel natural rather than scripted, encouraging stronger connections with consumers.
Collaborations between creators and brands, in which both parties are mutually invested in success, is a natural evolution for fmcg marketing. For example, lifestyle creator Melissa’s Wardrobe has partnered with Blank Street Coffee to develop a new flavour of matcha.
Lasting cultural impact
For fmcg brands, the future lies in embedding themselves into culture rather than simply reacting to it. This means investing in long-term creator partnerships and actively contributing to culture.
By leveraging creators as brand storytellers, community builders, or even product innovators, the brands that succeed will be those that understand and embrace the power of cultural fluency.
Sam Coleman is the SVP and executive director at The Fifth
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