Packaging and social media – how to use it successfully? 

Every third person in the Nordics have bought a product through social media and every fifth person does it regularly. 40% of people aged 18-29 have tried social shopping once or several times and 39% of people aged 30-49. Facebook and Instagram are the absolute champions at social selling at the moment, accounting for 61% and 25% respectively. 25% of Danes and Norwegians have shared or can see themselves sharing a purchased product on social media, whereas this number is around 40% of Swedes and Finns.[1] How is this connected to flexible packaging?

Digital marketing, as any other type of marketing, has the purpose to draw attention to your product. Exposure and sales through social media are becoming an integrated part of any business, especially when the end user of your product is a consumer. You can use social media to drive engagement and knowledge sharing with your audience. It is also a good tool to build trust and relationship between your company and the consumer. Social media is also built for visual impact and this means that you have to make a strong impression quickly in order for the consumer to stop scrolling and look at your product. There are a lot of other products and information on various social media channels just like in regular supermarkets, and it is therefore very important to have visually appealing and eye-catching packaging.

What can you do to optimize your packaging for social media?

Usually, social media is just one of several marketing channels for businesses, but it has to be an integrated part of the overall marketing strategy. Visually appealing packaging sending a strong message about your company story and values can help this overall strategy and social media in particular. Try to ask yourself these questions before designing your digitally printed pouch:

How do I want my company to be perceived – traditional, bold, youthful or something else? This will help you to decide whether to use more subtle or bold colors.

What are my company values – remember, you can use all of the packaging area to reflect those. The choice of recyclable or compostable packaging tells your customers something about you too.

What story would I like to tell about my company or product – tell it in pictures or text, everything is possible in high resolution.

What is my unique proposition which could generate attention and encourage likes, comments and shares?

Hopefully, this article gives you inspiration for integrating your social media marketing with your packaging.