How CPG Brands Can Use Geo-Targeted Influencers to Drive Sales in 2025

In 2025, influencer partnerships will remain a key marketing strategy for consumer packaged goods (CPG) brands. But if you’re clinging to outdated tactics, you might end up wondering why your in-store traffic is as elusive as a parking spot at Costco on a Saturday.

With millions of influencer accounts saturating social media, consumers have become savvier and more skeptical of sales-driven content. This has led to trends like de-influencing, where creators actively dissuade followers from buying overhyped or unnecessary products. The backlash has challenged both brands and influencers to refine their strategies, creating a shift toward authenticity and intentionality in influencer marketing.

This evolution has paved the way for more thoughtful collaborations. Local and geo-targeted influencers have become essential partners for CPG brands, offering a localized approach to reaching consumers. As markets become increasingly segmented — based on factors like lifestyle preferences and moral values — geo-targeted influencers use their connections within the community to help neighbors discover the best products for their needs. 

Millennials, the second biggest spenders after Gen X, favor brands that directly address their concerns, from sustainability to affordability. Unlike broad demographic campaigns, geo-targeted marketing taps into this preference by leveraging trusted social media voices to deliver tailored messages that resonate deeply with their followers. This focused approach not only builds trust but also drives meaningful actions like product discovery and purchases.

By embracing local influencer marketing, CPG brands can bridge the gap between their products and the consumers who will love them. In this article, we’ll explore how geo-targeted influencers can help drive sales in 2025 and share strategies to create impactful campaigns. 

Understand how influencers support omnichannel strategies 

Omnichannel marketing trends for 2025 reflect those of recent years: more personalized campaigns, optimized mobile experiences, detailed data analytics, and the continued rise of social commerce. In a competitive CPG industry, where customers often stick with their favorite products, an omnichannel approach remains one of the most effective ways to encourage consumers to make the switch. 

To successfully reach potential customers — whether through digital ads, print media, radio, or TV — you can’t rely on scattered messages across platforms to see what sticks. Instead, cultivating your presence on the most effective channels allows you to connect with the right target audience, at the right time, with the right message. 

Influencers are not a one-size-fits-all solution, but they can be a vital component of an omnichannel strategy. They amplify your product’s key selling points, highlight your brand’s value, and often uncover benefits you may not have considered. 

Influencers also do more than just generate buzz and “put your name out there” — they make your product feel relevant and relatable to their followers. If you want to break through the noise on platforms like TikTok or Instagram, particularly to connect with Millennials or Gen Z, influencers can help keep your products top-of-mind. 

When targeting specific markets, like moms in Detroit suburbs or recent college grads in Cincinnati, local influencers may outperform micro- or niche-influencers. They act as modern-day word-of-mouth marketers, offering the trust and reliability of someone within the community. 

Hyperlocal content creators interact with their followers in real life, whether at school events, the office, or local hangouts. Their audiences engage with their content because it feels genuine and relevant to their shared experiences. 

By incorporating local influencers into your omnichannel CPG marketing strategy, you add fresh, credible voices that deepen connections and elevate your campaigns.

Modern consumers shop in a variety of places (and in different ways)

Today’s shoppers have endless options — they can buy online, at national chains, from small boutiques, or even peer-to-peer. With so many possibilities, consumer preferences take center stage. 

If your marketing tactics don’t align with your brand goals, you risk creating imbalances. For instance, a pop-up discount for your online store may boost ecommerce sales, but it won’t help drive in-store traffic. 

Imagine staring at a wall of breakfast bars, spices, and other CPG products, your brain running on autopilot. Odds are, you’re not weighing the pros and cons of each option — you’re reaching for the one you’ve bought a dozen times, like a reliable old friend. Most of us lean on muscle memory or brand loyalty, instinctively sticking with what we know rather than venturing into unfamiliar territory.

Now, think about discovering a brand online. The thought of hunting it down in-store might feel overwhelming. On the flip side, stumbling across an unfamiliar brand in-store might not leave much of an impression — at least not until you’ve had the chance to look it up later.  

This is where local influencers come in. By keeping your brand top-of-mind for their followers, they cut through the noise of traditional advertising. When shoppers recognize your brand from a trusted local influencer’s post, they’re far more likely to take a chance on it. By leveraging local creators to bridge the gap between online discovery and in-store purchases, you can significantly impact consumer buying decisions. 

Real-world example

To successfully change local consumer behavior, shoppers need practical and actionable details: which stores stock your product, what aisle it’s in, and exactly where to find it on the shelf. A strategic omnichannel presence, supported by local influencers, ensures your messaging is not only clear but also highly relevant and useful.

For instance, The Honest Kitchen, a premium pet food brand, successfully used local content creators to drive sales across cities like Detroit, St. Louis, and Cincinnati. These local influencers tried out the brand’s high-quality products from nearby stores and shared their experiences through fun, engaging posts on Instagram Stories and Reels.

Participants received gift cards ($50–$100) to purchase treats, toys, or meals, then showcased their shopping trips, hosted taste tests, and even staged adorable pet celebrations. In one video, a creator made gingerbread-shaped treats using The Honest Kitchen’s ingredients. In another, an influencer rewarded her pup for good behavior during a trip to her local pet store.

The campaign resonated with pet owners because it leaned into the universal love of pet content and highlighted why The Honest Kitchen was a smart choice for responsible pet owners. Plus, the content showed followers exactly where and how to find the products. 

Influencers help CPG brands reach audiences wherever they are

Influencer marketing has the power to shape real-time purchasing decisions, but without careful planning, it’s easy to waste both time and money. The key to success? Clear goals from the start.

Your campaign’s objectives will determine the tone and style of the final content. For example, if your primary focus is brand awareness, posts may take on a broader, more conversational tone. 

On the other hand, if you’re driving foot traffic to stores, influencers need to create actionable, location-specific content. For splashy user-generated content to fuel future campaigns, prioritize engaging, creative posts that capture attention and build excitement.

The Honest Kitchen campaign is a great example of letting creators experiment with their content. They used their love of the brand and their creativity to show followers why the products were so special to them. 

When influencers know their city’s shopping hotspots — whether it’s an unassuming strip mall or a well-known big-box store — their content connects with followers on a personal level. This connection encourages consumers to explore the product themselves. 

Make a splash when products debut in retail stores

Launching a product in retail is all about building enough buzz to sustain interest once the initial excitement fades. The ultimate goal, however, is to move product off the shelves — fast. 

In 2025, major retailers like Costco, Walmart, and Target won’t give new or smaller brands much time to gain traction. If your product doesn’t sell quickly, retailers may assume there’s no demand, even when the issue could be consumer indecision or unfamiliarity that leads to low conversion rates.

Goodles Mac faced this challenge head-on when they debuted their nutritious macaroni and cheese at select Midwestern Costco locations. To drive immediate sales, they partnered with local influencers who showed shoppers exactly where to find the product. Posts highlighted key features like vegan options, kid-friendly flavors, and the small pleasures of enjoying comfort food.  

Creators who live in the area can help move product off the shelves 

Geo-targeted campaigns often rely on small perks like gift cards, giving creators the flexibility to choose their favorite products and produce diverse content. This strategy is particularly effective for CPG brands entering new retail locations, as it helps generate immediate sales and build momentum for the product. 

Unlike full-time influencers, many local content creators collaborate with brands because they genuinely believe in the products. For a nominal incentive, such as a gift card to cover the purchase, they’re eager to share their experiences with their followers. This makes geo-targeted campaigns especially valuable for the CPG industry.

Once the initial hype is created, building a loyal customer base becomes much easier. Social proof generated by local influencers encourages others to try the product for themselves. Better yet, many creators stick with the brands they partner with, becoming long-term advocates who continue to promote your product well beyond the campaign. 

Geo-targeted influence reaches other locals who are likely to buy 

Hyperlocal and geo-targeted influencers connect CPG brands to interested audiences with authentic content. Unlike national influencers, who often craft messaging designed to appeal to a wide and varied audience, local creators connect directly with their communities. They know their followers personally, often crossing paths at grocery stores or social gatherings.

These influencers focus on making products relevant to their audience. They consider everything from price points to key selling features, helping followers make informed buying decisions for themselves and their families. If you want your CPG influencer marketing to really shine, this ensures your message reaches people most likely to use and benefit from your products. 

Hyperlocal content creators excel at addressing real-time issues that matter to their community. From the economic climate to local events, they create content that resonates on a personal level. Their posts are not only more memorable than a billboard, but they’re also far more effective at driving purchasing behavior. 

Tap into local influencer’s authentic online presence 

Local influencers are not driven solely by compensation — they post content because they enjoy helping their followers and sharing experiences. These are everyday people who happen to have a sizable social media presence. 

Most local influencers have spent years cultivating their audiences. They’ve experimented with different types of content, listened to feedback, and adjusted their approach to consistently provide value. By partnering with these creators, you’re tapping into their credibility and reputation to promote your CPG brand. 

While it’s important to set campaign guidelines — such as the number of posts you need or key brand details to include — too many restrictions can stifle an influencer’s creativity. This risks losing the authentic voice that drew their audience in the first place! 

The most successful local influencer campaigns allow content creators to do what they do best. These individuals often have unique insights into their geo-market that brands may not be aware of. By listening to their suggestions and allowing them to use their distinctive voices, you can create campaigns that appeal to a diverse range of buyer types and drive meaningful results. 

Unleash your partner’s creativity 

Crafting an impactful influencer campaign starts with inspiring and empowering your partners. Instead of providing rigid play-by-play instructions, use your campaign brief as a launchpad for creators to develop their own ideas. 

When Bachan promoted its Hot & Spicy Japanese BBQ Sauce, the condiment brand partnered with local creators in Austin, TX, by issuing $50 Costco gift cards. These influencers were tasked with purchasing a 32 oz bottle at their local Costco and showcasing how the sauce paired with seasonal flavors. 

The campaign was simple but highly effective. Content creators shared cooking tutorials, hosted taste tests, threw parties, and documented their shopping experiences. Running for just 10 days, this CPG influencer marketing campaign sparked honest feedback, highlighted the product’s versatility, and generated significant interest — all without putting down competitors.

One influencer, a wife and mom who admitted she hates cooking, showed how Bachan’s made it easy to prepare a nutritious and flavorful salmon meal for her family. Her Instagram video detailed the ingredients and steps, inviting her followers to comment ‘Yum!’ if they wanted the full recipe. Plenty of them did! 

Find creators with geo-targeted influence in the regions you want to reach

Hummingbirds is the only influencer platform dedicated to connecting brands with geo-targeted influencers. Our creators genuinely love their cities and take pride in sharing the best local products and experiences with their neighbors. 

If you’re ready to plan, execute, and evaluate influencer campaigns in 2025, the Hummingbirds team is here to help. We’ll show you how local content creators can drive sales in specific markets, generate buzz, and build lasting relationships with your audience. 

By partnering with hyperlocal influencers instead of using broader, less personal campaigns, you’ll create authentic connections and inspire more retail success within local communities. 

Want to see how Hummingbirds stands apart from other influencer marketing platforms? Check out the differences here!