At least six in ten Brazilians expressed intention to purchase during this year’s Black Friday, according to a survey released by Dito and Opinion Box. The number, already positive, could become even better when considering that 35% of respondents reported being undecided and will evaluate the attractiveness of purchase options presented by brands. It is no wonder, therefore, that as the date approaches, the expectation of the retail market to seek other ways to approach and conquer this portion of the public also grows.
To achieve the goal, brands need to go beyond classic sales strategies (like discounts and free shipping) and marketing by only promoting content on social media.
Today, the market itself offers alternatives that have a greater impact on this relationship between brand and public, but are often overlooked.
Indication Work
One of the primary examples is affiliate marketing, a strategy where partners promote a brand’s products or services in exchange for commissions on sales or actions taken from recommendations. This proposal allows companies to expand reach and sales without direct investment in advertising, as payment is only made for results generated by affiliates.
To understand the impact of the strategy, in the United States, affiliate marketing represents about 15% of total digital media revenue and 16% of e-commerce sales during the year. This reflects how crucial the method is, especially during high-volume shopping periods like Black Friday.
Considering the local scenario, the tactic has been gaining strength. According to an Admitad report, the number of affiliates in Brazil increased by 8% last year. It is worth mentioning that retail dominates the expansion of the concept in the country, accounting for 43% of the revenues in this market.
In 2024, one of the major trends for Black Friday is the integration of artificial intelligence into affiliate campaigns. This is because technology will be used to optimize content creation, segment audiences more precisely, and even predict consumer trends. With the expected increase in sales on the date, this means that brands will be able to offer personalized and more relevant promotions to the public, maximizing conversions based on data collected and evaluated in real time.
Furthermore, an increasing number of consumers are using virtual assistants to find deals, requiring an adaptation in SEO strategies to ensure that their promotions and products are the first to be listed in searches. For Black Friday, this optimization can be an interesting competitive advantage aiming to improve the performance of the affiliate and partner brand.
Influence of all sizes
Another essential aspect is strategies focused on social networks, especially with the support of micro and nano-influencers. Despite having smaller audiences, these creators tend to have high levels of engagement and trust, making them a sure bet for Black Friday. Their authentic recommendations, combined with exclusive offers, tend to generate a significant impact on sales.
Aligned with this, it is important to keep in mind that the practice of influencer marketing is very powerful in Brazil, as the country leads the world in the number of digital influencers on Instagram. According to Nielsen research, there are over 10.5 million influencers with approximately a thousand followers on the network, as well as another 500,000 with over 10,000 fans.
Once again, AI comes into play as a tool that facilitates the matching between brands and content producers. Additionally, it enhances the customization of offers, adjusting them based on user behavior.
Money coming and going
Finally, cashback and coupon strategies remain popular, especially in periods of economic instability. Companies promoting these offers have a higher chance of attracting consumers looking to maximize their discounts, as the benefit stands out prominently among loyalty actions, as revealed in a study last year by the Brazilian Association of Loyalty Marketing Companies (Abemf).
The truth is that Black Friday is a great opportunity to maximize sales. But for that, you need to go further. Brands that invest in innovative strategies, such as affiliate marketing, smart use of AI, and the power of micro influencers, have a greater chance of capturing consumers’ attention and increasing their revenues. After all, personalized and relevant experiences have the power to turn purchase intentions into sales conversions.
