Agency ↔ Brand Conversation on ROI of Social Media
Brand:
I’ll be honest. I’m not sure social media really moves the needle. Feels like a lot of dancing videos, memes, and… fluff. Does it really work for a CPG brand like mine?
Me:
Fair question. I get it — the space is noisy. But in the CPG world, social isn’t about fluff. It’s about showing up where your shoppers hang out and nudging them closer to that shelf or checkout.
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Brand Owner:
Yeah, but what’s the ROI? I’m fighting for velocity in retail. Likes and views don’t pay my slotting fees.
Me:
Exactly. That’s why we don’t chase vanity metrics. We use social to:
- Drive awareness so your product doesn’t just sit on the shelf
- Create demand pull — shoppers go into stores asking for your brand
- Give your sales team proof points — retailers care when they see consumers talking about you online
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Brand Owner:
I’ve seen brands throw money into social and get nothing back.
Me:
That happens when social isn’t tied to retail outcomes. At Socialike, if you’re in Whole Foods, we’re not just making “fun content.” We’re:
- Geo-targeting shoppers around those stores
- Partnering with creators in that region
- Driving Where to Buy clicks and conversions
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Brand Owner:
So it’s not just posting content… it’s posting with a retail outcome?
Me:
Exactly. Social is your digital endcap. Done right, it makes your shelf placement work harder.
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Brand Owner:
Okay, “digital endcap.” I like that. But we’re small. How do we even start?
Me:
We start small too. A focused pilot:
- A few influencer partnerships
- A retail-support campaign
- Testing creative until we find what connects
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Brand Owner:
And if it doesn’t work?
Me:
Then we pivot fast. We’re a small agency — scrappy, flexible, obsessed with testing until we find what resonates.
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Brand Owner:
Alright, Ike, you’ve got me curious. Maybe social can help push velocity.
Me:
Not maybe. Done right, it will. And we’ll have a little fun along the way
