Shareable Content: The ultimate currency driving growth for FMCG brands

FMCG is among the most competitive categories, with multiple brands offering similar products. No matter how innovative a brand is, there’s always a competitor — often a very close one. Even a 10-rupee difference at checkout can push a consumer to choose the alternative, especially on e-commerce and quick commerce platforms. While this has always been a challenge for FMCG brands, changing algorithms and shrinking attention spans make it even tougher for emerging brands to stand out against legacy giants. It’s no longer enough for FMCG brands to be memorable. They need to be shareable too.

Shareable content is the most valuable currency for FMCG brands today. It’s a mix of strategic messaging that conveys the brand’s proposition and word-of-mouth that boosts its credibility. When executed effectively, a shareable content-focused strategy can make the message go viral, delivering unparalleled visibility and engagement for the brand. Partnering with the right influencers also goes a long way in strengthening such a strategy.

To hit it out of the park with shareable content, brands must create and distribute content that doesn’t feel like a sales pitch. It must provide real value to the consumer, spark conversations, build communication and turn consumers into brand advocates. Simply put, shareable content should organically fit into a conversation between two people, like a Good Morning WhatsApp forward creative or a Reel that someone shares with a friend because it perfectly captures an inside joke or shared moment.

This new currency of shareability is also reshaping how brands connect with consumers, turning everyday purchases into Instagram-worthy moments. “Our marketing strategy is deeply rooted in connecting with people on an emotional level and creating moments that leave a lasting impression,” says Vipul Chaudhary, Marketing Lead, Frozen Bottle. 

He adds, “By crafting fun, engaging, and crazy shareable content, we’ve tapped into the power of relatability and virality, which has proven to be an incredible growth hack for us. It’s not just about selling. It’s about spreading happiness, one sip, one scoop, and one smile at a time.”

Frozen Bottle, a Bengaluru-based Indian dessert cafe brand, leverages content for both, customer acquisition and retention. To do this effectively, content is divided into two parts: content created by the brand for its social channels and direct communication facilitated by influencers.

On its social channels, Frozen Bottle focuses on creating content that connects with people. The brand ensures each post, video and campaign is relatable, engaging, and aligned with the brand’s identity. The goal is to build a genuine connection with the audience. When working with influencers, the brand focuses on collaborations that would allow it to reach new audiences authentically. Influencers act as trusted voices, sharing the brand’s story in their own style, making the connection feel more personal and helping to extend the brand’s reach.

FMCG brands in the organic space often turn their supply chains into compelling stories. By pulling back the curtain on their ecosystems, from sustainable farming practices to ethical sourcing, FMCG brands craft narratives that go beyond product benefits to showcase real-world impact. This content strategy is particularly vital in categories where consumer education can directly drive purchase decisions.

When Akshayakalpa Organic launched in Karnataka in 2010, the organic dairy market in India was still in its infancy, shares the company’s Founder & CEO Shashi Kumar. The company’s ‘Good Food Movement’ initiative thus became more than just a marketing campaign – it evolved into an educational platform that helped consumers understand the journey from farm to table and the value of choosing organic dairy products.

This knowledge-driven approach helped Akshayakalpa Organic build a loyal customer base and position itself as an authoritative voice in the industry, giving it the credibility to influence and shape organic dairy standards in the country over the years, Kumar adds. 

Language plays a critical role in a content strategy. For FMCG brands aiming for a prominent national presence via digital platforms, Hindi and English often serve as the primary languages to reach a broad audience. However, when targeting specific geographies, regional languages become essential. “Y-Cook primarily communicates in Hindi and English as part of our national play. Going forward, we aim to include more vernacular content, especially in Tamil, Telugu, Malayalam and Kannada to strengthen engagement and reach,” says Janardhan Swahar, Managing Director and CEO, Y-Cook India Pvt Ltd.

Known for its flavoured sweet corn products, Karnataka-based Y-Cook initially concentrated on establishing a strong retail presence across key geographies, especially in South India. This strategic move was crucial, as the brand wanted to solidify its foothold in the market before committing heavily to digital investments. In the next phase, the brand will strengthen its digital presence with stories around customer experiences and strategic influencer marketing. 

Similarly, Bengaluru-based Lo! Foods, which sells high-protein, low-carb flour, snacks, cookies, and chocolates, recognises the critical role of language in reaching diverse audiences. Due to its strong presence on quick commerce platforms, the brand has adopted an English-first approach to its communication. However, it’s also working on creating blog content in Hindi, Tamil and Bengali. 

While Hindi was selected to expand into broader markets, Tamil and Bengali were chosen based on specific data-driven insights. “We noticed a lot of awareness and queries around diabetes in Bengali. From a sales perspective, we see a high volume of queries in Tamil. Since we offer a diabetic line, we’re looking to build content specifically in Tamil and Bengali in the next phase,” explains Lo! Foods’ Founder Sudarshan Gangrade.

Focusing on value-based content with a shareable component helps brands cut through the clutter and expand their reach beyond the intended target audiences. Beyond sales pitches lies the true growth potential — and FMCG brands are at the forefront of mastering this art.