How to Create CPG Content that Consumers Want to Share

Most CPG founders are so focused on reaching new consumers that they forget how to create CPG content that keeps their current consumers engaged.

At first glance, you might think it’s not a big deal. But that’s how you build a relationship with them. It’s what keeps them interested as consumers and what retains them as customers.

That’s why it’s included in our three-part framework called the Seen, Shared, and Sold Method.

We use this framework with every CPG client we work with. Here’s a quick rundown: getting seen is about visibility and reaching new consumers. Getting shared is about building and retaining relationships. Getting sold is where those relationships turn into revenue.

How to Create CPG Content that Consumers Want to Share

When I say “shared”, I mean two things.

Generally speaking, I’m talking about all engagement: likes, comments, saves, and shares, because they’re all ways consumers will engage with your brand on social media.

But I’m also specifically talking about shares because in my experience, that’s the most valuable form of engagement.

Shares send your content to other people, increasing your reach. They also signal to the algorithm that your content is keeping more than one person on the app, so it’ll distribute your content to even more people. This creates a fabulous cycle of increasing both your reach and engagement simultaneously.

The content that will get your CPG brand shared:

• Instagram carousels
• Clear, benefits-driven messaging
• Creating a “That’s so us” reaction
• Founder visibility
• Information to refer back to

Instagram Carousels

Instagram carousels seriously outperform single images. If someone scrolls past your carousel at first, Instagram will show it to them again, with the second slide visible.

Then once a viewer stops scrolling, they have to swipe, which increases the time spent viewing your post, which signals to the algorithm that your content is worth distributing.

Clear, Benefits-Driven Messaging

Viewers are more likely to engage when they instantly understand what a post is about and why it matters to them. Benefits-driven messaging makes that easy by answering the question immediately.

Creating a “That’s So Us” Reaction

Think about why you share something with a friend:

• ”They need to know about this”
• “They’ll relate to this”
• “OMG that’s so us“

When content makes people feel something, they share it. Those shares increase your reach and signal to the algorithm that your content is worth distributing. Remember that the algorithm’s job is to keep people on the app. If your content helps do that, Instagram will reward you with more visibility.

Founder Visibility

Social media was not created to be a marketing channel; it evolved into one. Which is why the brands that perform best are the ones who remember the “social” part of social media. They show up like real live humans, not salespeople.

The more you show up as a founder, with your own face, voice, and story, the more your audience has something to connect with.

Information to Refer Back to

Think about why you save a post:

• “I’ll need this later”
• “This is super useful”
• “I want to try this”

When your content gives consumers information they’ll refer back to, they save it. Those saves signal to the algorithm that your content has long-term value and it rewards you with more reach to the right people.

Your Next Steps

TLDR; Getting shared is about building real relationships with the consumers who already follow you. You’re nurturing your community and giving them reasons to stay, making the third part of this method, getting sold, a whole lot easier.

Learn the next step of the Seen, Shared, and Sold Method here.

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Wait, Who Am I?

Hiiii! 👋🏻 I’m Sarah, a CPG social media strategist with over 10 years of experience. I went from starting a clean beauty blog right out of high school to managing social media for Canada’s largest wellness retailer. Now, I live in the middle of nowhere in North Carolina, helping high-growth entrepreneurs get SEEN so they can build a crazy fun life their business supports, and not the other way around.

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