Black Friday has become one of the most anticipated commercial events of the year. Consumers rush to grab the best deals during this period, and brands must stand out in a highly competitive environment. To maximize their sales, brands should integrate influencer marketing into their strategy to build trust and drive purchases.
Why is Black Friday crucial for brands?
Every year, Black Friday attracts millions of deal-hungry shoppers. According to a Territory Influence study conducted in january 2024, 65% of European consumers made a purchase during Black Friday. This trend continues to grow, offering brands a golden opportunity to boost their sales and capture new customers.
The study also reveals that 77% of consumers use this period to buy Christmas gifts in advance. This shows that Black Friday extends beyond just a day of discounts—it’s a critical time for planning year-end purchases. For brands, Black Friday is no longer just a single event but a strategic moment during the holiday season.
Influencer marketing: A powerful tool to stand out
In a promotion-saturated environment, influencer marketing becomes an essential tool for capturing consumer attention. Today’s consumers no longer rely solely on traditional advertising; they seek authentic recommendations and trustworthy reviews before making purchases. This is where influencers play a key role.
Nano and micro influencers are particularly influential in the Black Friday shopping journey. They are seen as more relatable and authentic, making their content more credible. Their recommendations are perceived as genuine and not overly commercial, helping to build trust between the brand and its target audience.
For example, 21% of Generation Z are willing to spend between €500 and €1,000 during Black Friday. This generation is highly active on social media and particularly influenced by genuine recommendations and trusted reviews. By partnering with nano and micro influencers, brands can engage these consumers in a more personalized way, increasing the likelihood of turning interactions into sales.
The role of Ratings & Reviews during Black Friday
Campaigns involving Ratings & Reviews also play a critical role in building trust. When consumers are bombarded with promotions, positive reviews and high ratings can make a decisive difference.
An excellent example is the campaign launched by Territory Influence to promote L’Oréal Paris’ Panorama Mascara. They worked with nano-influencers to generate authentic reviews across social media platforms and on Amazon, improving the product’s visibility online. The campaign generated 396 detailed reviews with an average rating of 4.7/5 stars on Amazon, reinforcing the product’s credibility and boosting its appeal to potential buyers.
A direct impact on sales
Influencer collaborations, especially on platforms like TikTok, Instagram, and YouTube, don’t just increase brand visibility—they have a direct impact on sales. According to the Territory Influence study:
- Consumers exposed to influencer recommendations are 1.3 times more likely to make an impulse purchase.
- They are 1.3 times more inclined to buy directly via platforms like TikTok Shop.
- They are 1.2 times more likely to shop online or in-store compared to users of more traditional social platforms.
These figures clearly show that influencer marketing is not only effective for increasing brand awareness but also for driving immediate sales.
The impact of TikTok during Black Friday
TikTok, with its “For You” page acting as a search engine for younger consumers, offers brands an ideal platform to grab attention during Black Friday.
By collaborating with influencers on TikTok, brands can showcase their products through engaging formats like “lookbooks” or challenges, encouraging viewers to make a purchase. This type of content, seen as fun and authentic, drives Gen Z consumers to take action.
Preparing for Black Friday 2024
To maximize the impact of your Black Friday campaigns, it’s essential to have a deep understanding of consumer behavior and expectations. Territory Influence offers a comprehensive study that explores the shopping habits of European consumers during Black Friday. The study provides valuable insights on:
- Who are the Black Friday shoppers?
- What are their expectations?
- How do they use social media to prepare for purchases?
- What role do nano and micro-influencers play in their decision-making process?
Download the full report for free to discover all the insights and optimize your Black Friday campaigns. This detailed analysis will help you better understand consumer behavior and tailor your strategy to maximize your results.