The purchasing of FMCG brands is often seen as something done out of habit; it is essential items that people need to buy frequently in their daily lives. FMCG in its nature is a crowded sector with many choices; this means FMCG consumers have a short attention span, they easily switch from one option to the other. Finding a brand, they can trust and depend on for a positive customer experience, is often enough to prompt them to continue purchasing that same brand out of habit.
The most important factor that will have consumers choose one brand over the other is not the actual benefits, but the existing relationship they have with the brand and how they feel about it. With consumers now spending more time online, social media is the tool needed to build that relationship with the audience. It is important to pay attention to the analytics determined by social media tools about what consumers are saying; this type of information is what would help brands make strategic informed decisions regarding products, services, and marketing content.
Using our very own social media listening tool, Crowd Analyzer, we looked at a total of 2.4M social media activity of over 200 FMCG brands social accounts in the Middle East from 1st of January till 15th of February. The analysis covered most key hypermarkets in the MENA region, 80 soft/hot drinks and packaged food brands, 69 beauty and personal care brands and 27 reputable home care and hygiene brands in the region.
The online conversations were analyzed to provide the best ways FMCG brands can use social media analytics to keep customers interested and engaged throughout their purchasing journey.
Females are leading the social media conversations in FMCG brands in the MENA region, which should be no surprise since most FMCG products are used by women. They made up 44% of the conversations, while males were at 39%.
Throughout the monitored period, conversations revolved mostly around offers and promotions at 23% and customer service at 22%. Social media is a useful tool to promote latest updates and discounts while building a relationship with the audience by connecting with what is relevant to them. It is clear that pricing is a main concern for customers, hence the most interacted with content.
Based on the monitored data, 39% of social media users engaged with content related to confectionery and snacks. Followed by dairy products, personal care, and beverages. The least engaging category was household which means those involved in social media conversations about FMCG products are not interested in household products.
Consumers are looking for convenience, so they look in places where the product is available with minimal time spent in the buying process. FMCG brands are not a stand-alone industry; distribution channels such as supermarkets are a key contributor to reaching out to the audience. They are the pathway from manufacturers to consumers, so they are a huge part of the experience. Based on the monitored data, users share their experience with channels more than the actual brand. Social media can be used to showcase the available products. By promoting those products online, brands are speeding up the decision- making process.
Even though there is a boom in online shopping, 46% of consumers in the MENA region still prefer hyper supermarkets. This means that apps and E-commerce websites will not be fully replacing physical shopping, but they will be complementing each other to drive an increase in sales.
In the age of social media, the consumer experience goes beyond simply purchasing the actual product. It starts by grabbing the attention of the consumer with captivating content. The aim is to encourage them to share their experiences online and generate peer to peer conversations to attract more consumers. By creating experiences, a brand is humanized which helps develop a meaningful relationship turning fans into loyal customers.
Using social media is how FMCG brands can leave an impression and influence consumers. It is essential to create impactful content that will resonate well with your target audience. To ensure brand agility and online success in 2021, make sure to always keep an eye on the latest social media trends and the experts' recommendations in the field. We are here to support you with effective, monitoring, and social media listening tools that will provide a huge amount of real time data that will help you in staying connected with the reality of the digital world to create the most suitable marketing strategy for your brand.