Tom Sneddon, head of social at House of Communication, looks at how social channels have democratised brand discovery – and what FMCG brands can do to ensure they make a genuine impact on these channels.

Social is reshaping the FMCG retail journey after being on its own voyage of maturity. It’s 22 years old now; it can drink, it can drive and has more than earned its place as a key retail channel.

Only a few years ago, social was seen as somewhat wayward, unpredictable and unruly. Sure, it could deliver spikes in attention, going as far back as 2013 and Oreo’s ‘dunk in the dark’ viral tweet at Super Bowl XLVII when the brand’s social team leapt on the power outage moment.

But it has evolved to become an essential part of the complex retail ecosystem. It drives behaviours, tastes and demand before people walk into a store or shop online and reflects the overall shape shifting of the once linear shopping funnel. Emarketer’s survey of food and beverage buyers last year showed 53.3% of respondents said they had discovered new products on social media.

The on and off ramps for consumer engagement and conversion have multiplied. Including social in the mix is a smart and strategic way for brands to orchestrate interest, intrigue and inspiration. Social touchpoints and the communities that form there can help customers navigate the fractured, non-linear journey while building confidence in their choices.

To put it another way, social has pulled the rug from under the old order of retail.

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