The social media landscape for FMCG brands has changed dramatically over the past few years.
Polished, over-produced campaigns are losing attention. Meanwhile, lo-fi, culturally relevant content designed for the way people actually consume social media is outperforming across TikTok, Instagram and Facebook.
At Grapevine, this is exactly where we play.
Over the past quarter, our work for a leading Australian smallgoods brand generated more than 28M views across organic social media and paid advertising activity, with Meta CPMs as low as $1.57 and TikTok continuing to drive strong discovery amongst new audiences.
So what’s working in FMCG marketing right now?
Consumers don’t want complicated.
They want fast meal inspiration, lunchbox ideas, snack hacks and everyday usage occasions they can immediately picture themselves recreating at home.
Some of the strongest-performing content we’re seeing across supermarket brands isn’t highly produced TVC-style creative – it’s native social content that feels authentic, relatable and built for the platform first.
This is especially true on TikTok, where lo-fi content continues to outperform more traditional advertising formats.
Back to School. Summer entertaining. Lunchbox season. Footy finals.
The brands winning attention are the ones tapping into existing consumer behaviours and cultural moments already happening in people’s lives. Byron Sharp calls these Category Entry Points. Across a number of our recent campaigns, we saw seasonal and occasion-led content consistently outperform evergreen posting strategies across reach, engagement and profile growth.
For FMCG brands in Australia, this means social media strategies need to be built around the retail calendar, not just brand messaging.
While TikTok often gets the attention, Facebook continues to quietly drive exceptional scale for supermarket brands.
For mass awareness campaigns targeting household shoppers, Facebook remains one of the most efficient platforms in market.
The key is understanding how to create content that feels native to each platform.
TikTok continues to be one of the strongest platforms for introducing FMCG brands to new audiences.
When paired with the right creative strategy, the platform is capable of delivering enormous reach, profile growth and engagement – particularly when content is designed to feel entertainment-first rather than brand-first.
This is where many FMCG marketing strategies fall down.
Too many brands are still creating “ads” for TikTok instead of creating TikToks.
There’s a difference.
The brands growing fastest on social media right now are the ones building content ecosystems, not isolated campaigns.
That means:
At Grapevine, we specialise in helping FMCG brands navigate exactly this shift.
Because in today’s market, the brands that win aren’t necessarily the loudest.
They’re the brands creating content consumers actually want to watch.
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