3 Small-Mid-Sized Companies Crushing Influencer Marketing in 2024

1. Grounded Foods Co

Grounded Foods Co. is an incredible example of a vegan cheese brand that has used influencer marketing to build insta-credibility about their cauliflower and hemp-based cheese products.

One of the fastest ways to be in ‘the know’ about a new, novel product in the food space is to show how it can be used in varying everyday recipes by influencers whose followers are in the foodie space.

But that’s not enough. The surge of vegan cheese/meat replacements has surged significantly and the products that superseded others in the market have a strong trust factor.

–Insert Influence–

Influencers building recipes and confirming the incredible taste of Grounded Foods Co’s products (in comparison to other vegan-based products on the market) are establishing social proof and confidence for folks who aren’t yet convinced to try something new.

And since nearly 40% of consumers trust social media influencers over brands, influencer partnerships can significantly move the needle forward.

Here's an example of Grounded Foods Co. product being used in a recipe with TikTok influencer, Claire Stein:

2. BondiBoost

I’ve been in the influencer game for nearly a decade, and I can tell you first-hand that growing a brand account from scratch is TOUGH on B2C social platforms.

Brands are brands, not people – so they naturally have a substantially less ‘relatability’ or ‘authenticity’ factor without the use of User-Generated Content (UGC) or influencers.

And TikTok micro-influencers have the highest number of engaged accounts in 2024 (good news for smaller and mid-sized brands with smaller budgets).

BondiBoost does an incredible job of relying on creators to spread the word about their haircare products.?

In fact, their Instagram and TikTok are primarily built with creators and influencers in the beauty space:

I have yet to see a single time where creator-centric content earns less than a brand account alone.?

Using real people with influence in your niche will indefinitely boost credibility, engagement, and sales.

It's a compound effect that works wonders for brands willing to undertake the right strategy for enough time to reap the benefits.

3. Fresh Beauty Co.

The more visually appealing a product, the better it will do on IG, TikTok, or YouTube.

And if you hire top-level creators who can build storylines that instantly become memorable, you’ve hit a goldmine.

With over 1 million followers on Instagram, Fresh Beauty has done a phenomenal job of using influencers and creators as a key tool for growth and visibility.

From ‘nighttime routine’ posts to product reformulation videos, and showing before and after shots of the results driven by their products, Fresh Beauty has earned their reputation as a trail-blazing skincare brand in the industry.

Check out this collab with Cindy Galvan using one of Fresh Beauty’s nighttime routine product lines:

The Takeaway

Video Content is Key for Demonstrating Products

For all of the CPG brands we’ve talked about, different product videos are the center of all of their content.

Videos create an instant 'reality' factor. Audiences can see the influencer's personality, learn about their product favorites, and even see the results of the product in real-time.

That’s why 81% of marketers say that videos have a direct, positive impact on their sales.

So using Reels, TikTok's, or even YouTube shorts can do the trick.

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