Introduction

Consumer Packaged Goods (CPG) brands face the challenge of maintaining visibility and engagement in a highly competitive digital environment. With social media becoming the primary medium for brand interaction, companies must adopt innovative strategies to capture consumer attention and sustain engagement. Research indicates that social media platforms provide an opportunity to build brand awareness, foster customer relationships, and drive long-term loyalty (Jeswani, 2023). However, many brands struggle to sustain the growth of their online communities, with a significant percentage failing to attract an active following (Su et al., 2020). Effective engagement requires a balance between marketer-generated content (MGC) and user-generated content (UGC), both of which play critical roles in expanding brand communities (Hollebeek et al., 2014). This article synthesizes research insights to guide CPG brands in increasing social media visibility and engagement, focusing on content strategy, community building, and data-driven marketing techniques.

Conclusion

For CPG brands, increasing visibility and engagement on social media requires a strategic approach that integrates compelling content, community-building initiatives, and data-driven marketing. Research demonstrates that brands must prioritize interactive and socially engaging content over traditional promotional strategies (Jeswani, 2023). Furthermore, leveraging UGC fosters authenticity, while data-driven insights ensure content optimization and audience targeting (Hollebeek et al., 2014). By consistently refining their social media strategies based on consumer behavior and engagement metrics, CPG brands can maintain a competitive advantage and foster long-term brand loyalty.

References

• Doyle, J. P., Su, Y., Baker, B. J., & Kunkel, T. (2020). The rise of an athlete brand: Factors influencing the social media following of athletes. Sport Marketing Quarterly.

• Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development, and validation. Journal of Interactive Marketing, 28(2), 149-165.

• Jeswani, R. (2023). The role and importance of social media marketing in brand building. Irish Interdisciplinary Journal of Science & Research, 7(4), 1-9.

• Sahlman, J. (2022). Developing the social media marketing strategy of a new brand to increase brand awareness and growth. Laurea University of Applied Sciences.

• Su, Y., Baker, B. J., Doyle, J. P., & Kunkel, T. (2020). The role of marketer- and user-generated content in sustaining the growth of a social media brand community. Sport Marketing Quarterly.