Black Friday, traditionally the day after Thanksgiving in the United States, has evolved into a global retail phenomenon. This shopping extravaganza marks the beginning of the holiday shopping season and is characterized by significant discounts and promotional offers.
Statistics highlight the immense impact of Black Friday on retail sales:
Influencer marketing leverages the power of social media personalities to promote products or services. This strategy has gained significant momentum in recent years:
This figure is similar, but different by industry and country. But many studies have the same correlation. In short, for certain brands and industry IM is essential.
Retail brands can leverage influencer marketing in various ways during the Black Friday promotion window. Typical creator collaborations include:
There are countless other ways, and hybrids. But, if your audience is watching Creators, then this is the right place for your media strategy.
There are a whole raft of customer acquisition tactics available from your keyboard. Each has pros and cons and can work at different stages of the buying cycle.
Rules and regulations like advertising standards, and potentially extra industry specific regulations like financial services marketing can be challenging by each tactic. These are always part of the decision process.
See our simplified table:
|
Marketing Channel |
Risks |
Rewards |
|
Influencer Marketing |
Potential for brand misalignment, fake followers, led by stats and not engagement, capturing advertising compliance, and contractual checks |
High engagement, authenticity, targeted reach, especially useful for GenZ marketing omnipresence |
|
PPC (Pay-Per-Click) |
Ad fatigue, high competition, high costs, conversion rates |
Immediate results, precise targeting, on and off, dynamic ad copy creation, AI autopilot management |
|
Affiliate Marketing |
Lack of control over promotions, can be expensive on last click attribution, record keeping and advertising compliance enforcement, ad blockers |
Performance-based, wide reach, relatively cheap |
|
CRM (Customer Relationship Management) |
Data privacy concerns, need to build and maintain your own lists |
Personalized communication, customer loyalty, can be behavior prompted |
|
TV Advertising |
High costs, difficult to measure ROI |
Wide reach, brand awareness, total control over creative and message |
|
In-store Merchandising |
Limited reach, high operational costs |
Tangible product experience, immediate purchase opportunity |
Influencer marketing is particularly effective for reaching Gen Z audiences who are socially native and therefore perfect for influencer marketing:
So, you are making plans for November. Your product and industry lend itself to using influencer marketing. So, what now?
Consider these tools and services to streamline your influencer marketing efforts:
By leveraging these tools and services, brands can effectively navigate the complexities of influencer marketing and maximize their Black Friday campaign success.
And of course, RippleXn for influencer vetting. Ensuring that the Creators who you wish to work with are brand safe, are aligned to your brand’s values and aspirations is important. Remember, it takes a lifetime to build a brand and a moment to kill it. Mitigate risks where you can and make better decisions.