Graciana is a Senior Regional Client Insights Analyst for Latin America at Mintel. She is liable for creating analysis plans, analyzing client and market knowledge, writing analysis stories on how client developments are evolving within the area and presenting insights to shoppers.
Social media brings connection, however may also overwhelm. Enhance on-line conversations and be the rationale customers tune in, as a substitute of desirous to disconnect. Will probably be essential to not solely assist customers to unplug briefly or to handle their relationship with tech, but additionally to revamp tech itself in order that it could assist wellbeing.
Join with customers by co-creating merchandise
One of the crucial thrilling and highly effective methods Colombian manufacturers may look to attach with customers is by utilizing social media’s potential to co-create. Crowdsourcing could be a good client engagement mannequin, particularly for small manufacturers that don’t have lots of finances and wish to spotlight a private connection. For instance, Argentina cereal model Integra was launched by a nutritionist and blogger who co-creates merchandise from elements to naming and packaging, along with her social media followers.
Magnificence manufacturers are notably well-positioned to reap the benefits of this method by their social channels, not least as a result of self-expression is such a key a part of the wonder product expertise. Brazilian model Colorama co-created a nail polish assortment with its Instagram followers from starting to finish by sharing concepts and voting on the model’s queries.
From neighborhood to commerce
There isn’t a denying that social media is thought for its visible capabilities, making it an incredible window for manufacturers to point out off and promote their merchandise. Shoppable posts and movies could make it simpler for individuals to not solely analysis a product but additionally purchase it, multi function place. For CPG manufacturers in Colombia, there may be vital untapped potential in social commerce as many are nonetheless merely utilizing social networks to advertise exterior e-commerce platforms and apps. Going ahead, customers will anticipate manufacturers to supply a extra seamless buying journey on social and types have to leverage the improved shoppable options of social media (eg posts, livestreams), if they’re to attach with customers.
Making a circle of belief
Manufacturers additionally have to work with the truth that a excessive variety of Colombians nonetheless wish to get suggestions from individuals they know. One thing much like what Chinese language firm Pinduoduo has simply executed might be an answer to creating this occur on social. Pinduoduo is an e-commerce platform that brings social parts into the web procuring expertise. It just lately launched a brand new characteristic known as ‘circle of belief’ that permits customers to share merchandise they’ve purchased and their feedback with the trusted individuals they’ve added to their group. By making a circle of belief performance, manufacturers and retailers can place themselves as trusted communities that convey validated info, opinions and suggestions, whereas additionally making a protected and reassuring procuring expertise on the platform and doubtlessly changing extra customers into internet buyers.
Customers are conflicted
Colombians additionally really feel conflicted by the eye dedicated to their digital personas vs their bodily lives. While almost all Colombians had accessed social media in July 2020, three in five said that they were actively seeking ways to disconnect from their smartphone throughout the day. You will need to not solely assist customers to unplug briefly or to handle their relationship with tech, but additionally to reinvent tech itself in order that it could assist wellbeing.
CPG corporations can foster screen-free experiences that place their merchandise entrance and heart. For instance, food and drinks manufacturers can promote the significance of staying hydrated, taking lunch and occasional breaks away from screens, and BPC can encourage individuals to maintain their our bodies, fingers and lips moisturized all through their working day. Family manufacturers can remind individuals to maintain their working house clear and tidy as a approach to join with their bodily environment and relaxation the thoughts.
Audio is the subsequent social media participant
With a lot visible stimuli and digital fatigue, it’s not stunning that audio content material is gaining traction. Audio can really feel extra intimate, spontaneous and ‘dwell’ than different types of social. ClubHouse, an audio app that lets individuals collect in chatrooms to debate completely different matters, handed 10 million world downloads in February 2020 and it’s actually resonating with Colombians. Firms within the area at the moment are beginning to use it, with the likes of Brazilian olive oil model Andorinha selling a dialog about wholesome consuming and Nescau internet hosting discussions in regards to the transformative energy of sports activities.
What we expect
Social media is making customers really feel each related and disconnected from the individuals they care about and the values they stand for. It is usually the platform of selection for individuals to voice their opinions and defend their rights. Manufacturers can use this of their favor by positioning themselves as integral to creating highly effective communities and letting customers have a say in merchandise.