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The FMCG Brand Monitoring Playbook
Seven pages on how consumer brands catch what people say about them on Instagram, written from watching hundreds of FMCG and D2C brands get mentioned by people who never tagged them.
What’s inside the playbook?
The whole practice, small enough to actually run: why most mentions never reach your notifications, how to pick three to five keywords that are worth watching, a Monday ritual that takes twenty minutes, when to ask before reposting, which metrics matter and which are vanity, and a numbered 48-hour plan for the week a post takes off.
Who is this playbook for?
- FMCG and consumer retail teams (drinks, beauty, snacks, household) whose customers post the product constantly and tag the account almost never.
- The one person at a D2C brand who owns social alongside three other jobs and needs a practice, not a platform.
- Agencies who want a one-document answer to “how should we be watching mentions for you”.
It names names: Liquid Death, Olipop, Poppi, because advice without examples is a horoscope. And it is honest about the blind spot every text tool shares, ours included. How the monitoring itself works →