Where influencers fit in a CPG DTC commerce strategy

Want more control over how customers find and buy your consumer packaged goods (CPG) products? A direct-to-consumer (DTC) strategy lets you skip the middleman, sell where your customers are already shopping, and build stronger relationships along the way. But cutting through the noise to reach the right audience is easier said than done. 

Influencers help brands connect with engaged audiences in a more authentic and relatable way. By working with local content creators, CPG brands can strengthen their messaging, build social proof, and drive both online and in-store traffic.

In this guide, we’ll break down what a DTC commerce strategy looks like, why CPG companies need one, and how influencerpartnerships can drive growth and meaningful engagement.

CPG basics: What is a DTC commerce strategy anyway?

A DTC commerce strategy is a business model that allows CPG brands to sell directly to customers, bypassing traditional retail middlemen. While some DTC brands operate exclusively online, others take a hybrid approach, selling through both digital storefronts and brick-and-mortar retailers. 

Take Dollar Shave Club, for example. You can find their razors in stores, but their bread and butter is their subscription model that delivers shaving essentials straight to customers’ doors. This approach ensures recurring revenue and gives the brand full control over pricing, messaging, and customer relationships — advantages traditional retail can’t always offer.

For many startups, DTC strategies have been a game-changer. Instead of competing for limited shelf space at major retailers, brands can engage customers directly through digital marketing — think social media, email, and paid ads. They can fine-tune their messaging, personalize the shopping experience, and gain valuable insights into consumer behavior.

However, DTC isn’t a one-size-fits-all solution. While it enables brands to sell directly, it also means they need to work harder to stay visible. Unlike retail, where shoppers might stumble upon a product while browsing store shelves, DTC brands have to actively drive awareness and keep customers engaged. Without consistent outreach, a brand can be forgotten just as quickly as it gained attention. 

That’s why even major brands like Nike don’t rely on DTC alone. While customers can purchase directly from Nike’s website, the brand still maintains a strong retail presence at stores like Macy’s and Foot Locker. 

For most CPG brands, a DTC strategy should complement — not replace — retail partnerships, leveraging the right digital channels to stay visible in a competitive market. 

3 key elements of a successful DTC strategy

While specific marketing tactics may vary by brand and market position, successful DTC strategies share a few core elements. 

1. Make brand identity a priority

A DTC campaign should emphasize more than just your product’s pricing. A strong brand identity — whether built on quality, sustainability, or taste — helps customers connect with your values. Highlighting commitments like ethical sourcing or organic ingredients attracts customers who prioritize these factors.

Clear, compelling messaging not only distinguishes your products from competitors but also strengthens customer connections, turning buyers into lifelong supporters.

2. Leverage customer data 

Many CPG brands prefer DTC models because they provide access to consumer behavior insights through customer data platforms (CDPs). Unlike retail stores, where brands have limited visibility into purchasing behavior, a DTC model allows you to track who purchases, how often, and what drives conversions — all valuable insights for refining your marketing strategy.

With better consumer data, sales and marketing teams can make more informed decisions, optimize campaign strategies, and adapt to evolving consumer expectations. 

3. Take an omnichannel approach 

A multi-channel approach helps you reach new audiences and drive sales by meeting customer preferences for shopping across different platforms — whether that’s online, in-store, or through third-party marketplaces.

For example, your Facebook users might purchase your product at Costco, while TikTok users may buy directly from your website. Expanding across multiple channels lets you tailor messaging and offers based on each platform’s audience behavior.

Why CPG brands need a DTC strategy

In a world where shopping extends far beyond brick-and-mortar stores, standing out is harder than ever. With competition from online ads, social media promotions, and even temporary retail pop-ups, brands need DTC strategies to maintain visibility, reach customers directly, and strengthen their market share. 

Personalize how customers experience your brand 

A whopping 58% of customers want brands to understand their interests and preferences. A DTC strategy allows you to adapt your messaging and brand identity to create a more personalized customer experience. 

In big box stores, your CPG products compete for attention on crowded shelves. DTC gives you the freedom to craft a compelling message that sparks sales while offering insight into how different audiences respond. 

The more granular you get, the stronger your brand awareness becomes — making it easier for customers to spread the word about your products. 

Drive sales and boost profit margins

DTC channels also cut out expensive retail middlemen and remove friction between initial interest and final purchase. By selling directly, brands can reduce prices for customers while increasing profit margins, fueling business growth. 

When shoppers see an ad on social media or elsewhere, a traditional retail model relies on them remembering the product later or making a trip to the store. But with DTC, you can link directly to your online shopping portal, allowing customers to buy while their interest is highest.

DTC also provides valuable purchasing data, allowing you to send timely reorder reminders, recommend products that align with customer needs, and strengthen customer loyalty through personalized engagement. 

Build strong customer relationships 

Imagine a customer asking a grocery store employee about your latest CPG product. Chances are, the employee knows little — if anything — about your brand. 

With DTC, you control the narrative. Your brand story, messaging, and values come directly from you — not a third party. When 82% of consumers prefer to shop with brands that align with their values, you can’t afford not to control your brand’s image.

The essential role of influencers in a DTC commerce strategy

Influencers and CPG products have long gone hand-in-hand. From early bloggers to today’s TikTok creators, influencers love testing packaged goods and sharing their experiences. 

In a DTC campaign, influencers do more than just introduce products — they provide a direct path to purchase by linking followers to your online store. With UTM links and affiliate tracking, you can measure an influencer's impact, ensuring your marketing dollars go to the right partnerships.

Think of influencers as a full-funnel strategy — they guide potential buyers through different stages of the customer journey, driving website traffic, growing social media followings, and generating sales. Their efforts can also fuel next-step marketing initiatives, like retargeting website visitors with paid ads or offering discounts on new customers’ next orders. 

Plus, influencer content lives on indefinitely, giving followers more opportunities to discover (or, in some cases, rediscover) your products and brand. Marketers can repurpose influencer-generated content for future organic or paid marketing campaigns, making it a long-term asset rather than a one-time promotion. 

Far from a short-lived sales boost, influencer content can build lasting brand awareness. By tapping into an engaged follower base, brands can deliver a personalized message that aligns with their broader marketing strategy and connects with new audiences. 

Building a community around your brand

No matter how relatable a brand is, customers connect more easily with people than with logos. Influencers bridge that gap, speaking to their followers in an authentic way that resonates with their lifestyles and values — whether that’s millennial parents who want to simplify their schedules or Gen Z students seeking fun social experiences.

Influencers help shape brand perception and build community. For example, an eco-conscious parent might assure their like-minded followers that a brand exceeds standard industry regulations, reinforcing its commitment to sustainability. To this audience, the brand becomes synonymous with both quality and environmental responsibility.

When Wims, a drinkable THC/CBD CPG brand, launched their Dry January campaign, they partnered with influencers to show that cutting out cocktails doesn’t have to mean cutting out socializing. 

Their followers embraced the idea — ditching the hangover while still enjoying a relaxing night. By tapping into a young, health-conscious community, the campaign resonated on a deeper level and strengthened brand interest.

Harnessing the power of social proof

Social proof works like a snowball — it starts with a few testimonials, and then momentum builds until everyone wants to try the product for themselves. While social proof doesn’t always translate to brand loyalty, it creates a powerful incentive for customers to join the next big trend. 

MingsBings, a plant-based frozen meal brand, struck gold by collaborating with content creators from diverse backgrounds. By showcasing everyone from picky eaters to busy professionals enjoying their meals for different reasons, they demonstrated the universal appeal of their brand. 

But while social proof is powerful, it’s also fragile. Choosing the wrong influencers can backfire, eroding trust instead of building it. Before customers jump on the bandwagon, they need to believe the review is genuine. 

Driving ecommerce and foot traffic

While DTC strategies focus more on ecommerce, they can also drive offline sales. A well-rounded approach reaches customers wherever they prefer to shop — whether that’s online or at a local retailer. For example, a TikTok post might link directly to an online store while also highlighting which grocery stores stock your CPG product. 

Tin Pan, a DTC cinnamon roll brand, implemented this strategy perfectly when they sent freshly baked pans to select influencers. The response was immediate — their irresistible, shareable treats generated buzz on social media and in real life, leading to a noticeable sales spike. 

How to incorporate influencers in your DTC commerce strategy

When integrating influencers into your DTC strategy, consider how each partnership shapes brand perception. Whether you’re expanding into DTC from traditional retail or just focusing on online sales, influencers can play a key role in amplifying your marketing strategy. 

Partner with local influencers

Local influencers are content creators with strong community ties — they often know their followers in real life. Whether it’s at the grocery store, a school function, or a local event, their visibility makes them feel more trustworthy and relatable to their audience. 

If your DTC strategy targets specific cities or neighborhoods, local influencers deliver:

• Authenticity: They test out CPG products in a way that feels natural and genuine. For example, a fitness enthusiast might share a post-workout snack review, or a home cook might showcase how they incorporate a new sauce into their favorite recipe, creating organic appeal. 

• Relatability: Unlike celebrities or macro-influencers — who often charge premium rates for sponsored content — local creators are approachable, everyday people, making their recommendations more credible.

• High-quality content: Local influencers build their audiences by producing engaging, well-crafted content. From clear visuals to informative videos, they put effort into creating valuable and compelling stories.

Create product-focused campaigns 

In a DTC campaign, the CPG product should take center stage. Generating product buzz helps cement your brand identity in customers’ minds and encourages engagement. 

Influencers can create juicy content for new and established products alike, but before reaching out, define the best content format, messaging, and platform for your audience. 

For example, if you’re targeting Gen Z, a young influencer might post TikTok videos featuring your product with a promo code, tapping into a platform known for its younger demographic. If your audience skews Millennial, influencers might share Instagram Stories, a format widely used by this demographic to engage with brands and discover new products. 

Repurpose creator content

User-generated content (UGC) is king in digital marketing. Not only do prospective customers see it as more authentic, but brands can also repurpose it across multiple touchpoints for ongoing impact.

Partnering with the right influencers provides valuable audience insights — helping you understand how different demographics engage with your product. After each DTC campaign, review which content resonates most to guide future marketing efforts.

The most striking, high-impact content should be repurposed for maximum reach. For example, if influencers created engaging recipe videos featuring your product, you could reuse the best clips on your website, social media, or email campaigns to reinforce brand identity, drive conversions, and strengthen customer retention over time.

Start planning a DTC influencer campaign for your CPG brand today

Hummingbirds is an influencer platform that simplifies running DTC and business-to-consumer (B2C) campaigns with local content creators. If you’re geo-targeting a city, simply post your campaign and goals, and our hummingbirds will bring your vision to life. 

No need to spend time researching or reaching out to influencers — instead, vetted creators come to you. They only apply if your product aligns with their audience and interests, ensuring authentic engagement and stronger results.

Partnering with Hummingbirds is simple, cost-effective, and impactful. Since many local influencers post as a passion, brands typically provide free products or a nominal gift card, making it a high-value, low-cost strategy to drive engagement and sales.

Ready to reach the right audience and drive sales at a local level? Book a call with Hummingbirds today!