How Commodity Brands Can Thrive With Social Media Influencers

In the dynamic realm of digital marketing, businesses are always on the hunt for fresh and inventive ways to promote their products and services. Influencer marketing has risen to prominence in recent years, creating a significant impact across a wide array of industries. However, while consumer goods and lifestyle brands have led the charge in harnessing the power of influencers, commodities appear to be lagging behind.

Commodity marketing often involves connecting producers and buyers, optimizing pricing and managing risks in the commodities market. And incorporating influencer marketing can be a game changer in this process.

Today’s commodities have been relatively slow to adopt influencer marketing compared to other industries. Let’s dive into some of the reasons commodities should be capitalizing on the immense potential of influencer marketing in 2023.

Why Influencer Marketing?

Admittedly, commodities may not be the first thing that comes to mind when you think of influencer marketing. Commodity brands are typically not as well known as consumer brands, as they often deal with raw materials or undifferentiated products. However, consumer-focused marketing can increase awareness and demand for the end products derived from commodities, setting them apart from the competition and creating loyal customer bases.

Coffee, chocolate, sugar, cereals and grains, dairy, agriculture foods like fruits and nuts, and gold are just a few examples of commodities that benefit from marketing to consumers.

This is where commodity brands can really shine—by capitalizing on the trust and credibility influencers have built with their audiences. By partnering with these influential figures, brands can leverage their established relationships to reach new customers, engage with their target audience and ultimately drive sales.

The Power Of Storytelling

Commodity products often struggle to differentiate themselves from competitors due to their inherent nature. Influencer marketing provides a way to overcome this challenge through the power of storytelling. By partnering with influencers who have a genuine connection to the commodity, brands can create engaging and authentic narratives that resonate with their audience.

Take the example of the global coffee industry, which has embraced influencer marketing to great success. Coffee commodities have partnered with influencers who are passionate about the art of coffee-making, which allows them to showcase their products in a creative and engaging way. These collaborations have not only helped in promoting various coffee varieties but have also educated consumers about the importance of sustainable and ethical sourcing.

The agriculture industry presents another compelling case for influencer marketing. As consumers become more concerned with the provenance of their food and the impact of their consumption habits on the environment, partnerships with influencers can help communicate a commodity’s commitment to sustainability and responsible sourcing.

For instance, the Almond Board of California teamed up with food and lifestyle influencers to showcase the versatility and health benefits of almonds. This collaboration not only drove consumer interest but also sparked conversations around sustainable almond farming practices.

The American Egg Board, a former client of ours, has also worked with influencers, including chefs, registered dieticians and food bloggers, to create content that highlights the nutritional benefits, versatility and various cooking techniques associated with eggs. These collaborations have helped to drive demand for eggs as a staple food item.

By aligning their messaging with influencers who share the same values, commodities can effectively highlight their unique selling points and foster long-lasting relationships with consumers.

Tapping Into Niche Influencer Communities

One of the advantages of influencer marketing is the ability to tap into niche communities. By collaborating with influencers—particularly micro-influencers—commodities can target specific groups of people who may be more likely to engage with their product. Smaller (“micro” or “nano”) influencers often have a highly engaged and loyal following, and deeper ties to their audience, which can lead to increased awareness and conversions for commodity brands.

Consider how the vegan and plant-based community has seen a significant rise in popularity in recent years. The commodities that supply plant-based alternatives, such as non-dairy milks and meat substitutes, have benefited from partnering with influencers within this space. Influencers are able to effectively promote this industry’s environmental and health benefits, as well as showcase the products’ versatility and flavors in various recipes and lifestyle choices.

Another example of a targeted commodity influencer campaign is the work that Cotton Incorporated, another former client, has done in recent years with influencers. They have partnered with fashion, travel, fitness and lifestyle influencers to promote the benefits of cotton as a natural, sustainable and comfortable fabric. Select influencers have showcased cotton-made clothing and home textiles, emphasizing its role in daily life and helping their audiences see the appeal and benefits of wearing cotton apparel.

How To Get Started

Influencer marketing promises to be a game changer for many commodities, offering a unique opportunity to reach target audiences, drive loyalty and differentiate themselves in a competitive market. To harness the power of influencer marketing, it's essential for groups to implement a well-planned and structured strategy.

If you want to give influencer marketing a try, follow these specific steps:

• First, establish clear objectives for the commodity campaign, such as increasing product awareness, generating leads or boosting sales.

• Next, research and select influencers who align with the commodity’s goals and audience, taking into consideration their niche, reach and engagement levels.

• Develop a comprehensive brief outlining brand expectations, campaign messaging and content guidelines.

• Finally, track the performance of your influencer collaborations using relevant metrics, and adjust your approach as needed to maximize results.

To make this process easier and more efficient, commodities should consider working with a specialized agency that can help guide them through every step of the journey.

The Final Word

It's time for commodities to stop hitting snooze on the potential of influencer marketing, and seize the opportunity to create a lasting impact and propel their businesses to new heights in 2023. By collaborating with brand-aligned influencers who resonate with their target audience, commodities can foster stronger connections, boost awareness and ultimately drive the growth they’re looking for.