Affiliate Marketing: 5 Strategies to Boost Black Friday Sales

As Black Friday approaches, the key seasonal date of the year for retail and e-commerce, adopting smarter, more decisive, and data-driven affiliate strategies is increasingly relevant. This is reinforced by Salomão Araújo, Commercial VP of Rakuten Advertising, the global leader in performance marketing networks.

In a highly competitive landscape with increasingly demanding consumers, the executive highlights pillars such as the role of technology, creators, and brand protection as decisive factors for boosting campaign performance and maximizing the value generated in the sector. According to data from Gauge and W3haus, the 2025 Black Friday will generate R$ 13.6 billion in Brazil — a growth of 16.5% compared to 2024. In this scenario, where consumers are more mature, demanding, and planned, seeking not only price but also convenience, cashback, and trust in the store, Salomão reveals 5 affiliate insights to boost sales for the date.

1. Implement content with Intelligent LLM

According to the professional, the use of Large Language Models (LLMs) is essential to increase brand visibility and discovery during Black Friday. With millions of consumers seeking inspiration for shopping and gifts, especially in categories, producing content designed to interact with AI-based tools becomes necessary. “This approach increases organic reach and connects brands to the new forms of search and recommendation that are shaping digital behavior. For extensive product lines, for example, an alternative is to create your own AI-optimized gift guides targeted at specific audiences to ensure a privileged position in search results,” reinforces the expert.

2. Invest in strategic affiliation and value partnerships

More than volume, modern affiliation requires credibility and personalization. The expert recommends prioritizing partnerships with high-performing creators, strategically adjusting commissions, and encouraging long-term collaborations. “This approach strengthens trust between brands and affiliates, in addition to ensuring more efficient campaigns aligned with the right audience,” emphasizes Salomão.

3. Prioritization of creators on key platforms

To reach consumers at moments of real purchase intent, it is essential to invest in platforms that influence decisions. The Director of Publisher Partnerships highlights Reddit, Amazon, and YouTube as priority channels, mainly due to their relevance in product searches and recommendations. “Active presence in these communities increases the likelihood of discovery and engagement, especially during the high-demand period of Black Friday,” she adds.

4. Focus on influencers who generate value, not just numbers

Influencers remain key players in online purchasing decisions. According to a recent Rakuten Advertising survey, 65% of consumers with high purchase intent are influenced by beauty influencers, while creators related to fashion, health, fitness, and celebrities also exert significant influence. “Betting on partnerships with authentic and well-positioned profiles is essential to strengthen the connection with the audience and expand the reach of affiliate campaigns,” states the professional.

5. Redouble attention against fraud

In a scenario of high transaction volume and heavy traffic, protecting the brand is as important as generating results. “The use of Rakuten Detect, for example, which is an AI-powered technology operating in real-time to identify and eliminate suspicious activities, ensures greater security and transparency in operations, preserving brand reputation and campaign credibility. Choose partners that have reliability factors against this type of risk,” concludes the expert.