At least six out of ten Brazilians expressed purchase intention during Black Friday this year, according to a survey released by Dito and Opinion Box. The number, which is already positive, may become even better if we consider that 35% of respondents reported being in doubt and will evaluate the attractiveness of the purchase options presented by brands.It is no wonder, therefore, that with the date approaching, also grows the expectation of the retail market to seek other ways to approach and conquer this share of the public.
To achieve this goal, brands need to go beyond classic sales strategies (such as discounts and free shipping) and marketing by promoting content only on social networks.
Today, the market itself already offers alternatives that generate a greater impact in this relationship involving brand and public, but that are often left aside.
Indication work
One of the main examples is affiliate marketing, a strategy in which partners promote products or services of a brand in exchange for commissions for sales or actions made from recommendations. Such a proposal allows companies to expand the reach and sales without direct investment in advertising, since the payment is made only by results generated by affiliates.
To get an idea of 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 in times of high volume purchases, such as Black Friday.
Thinking about the local situation, the tactic has gained strength. According to a report by Admitad, the number of affiliates in Brazil increased 8% last year.It is worth saying that retail dominates the expansion of the concept in the country, being responsible for 43% of the revenues of this market.
In 2024, one of the big trends for Black Friday is the integration of artificial intelligence in affiliate campaigns. This is because the technology will be used to optimize content creation, target audiences more accurately and even predict consumption trends. Given the increase in sales forecasted 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.
In addition, more and more consumers are using virtual assistants to find offers, requiring an adaptation in SEO strategies to ensure that their promotions and products are the first to be listed in the searches.For Black Friday, this optimization can be an interesting competitive differential aimed at improving the performance of the affiliate and the partner brand.
Influence of all sizes
Another essential aspect is the strategies aimed at social networks, especially with the support of micro and nano-influencers. Despite presenting smaller audiences, these creators tend to have high levels of engagement and trust, which makes them a sure bet for Black Friday. Their authentic recommendations, combined with exclusive offers, tend to generate a significant impact on sales.
In line with this, it is important to keep in mind that the practice of influencer marketing is very powerful in Brazil, since the country is the world leader in the number of digital influencers on Instagram. According to Nielsen research, there are more than 10.5 million influencers with approximately one thousand followers on the network, as well as another 500 thousand with more than 10 thousand fans.
Again, AI comes on the scene as a tool that makes it easier to match brands and content producers.In addition, it enhances the personalization of offers by adjusting them based on user behavior.
Money that comes and goes
Finally, cashback and coupon strategies remain popular, especially in periods of economic instability. Companies that promote these offers have a greater chance of attracting consumers seeking to maximize their discounts, since the benefit appears in evidence by the public among loyalty actions, in a survey released last year by the Brazilian Association of Loyalty Market Companies (Abemf).
The truth is that Black Friday is a great opportunity to maximize sales. But for this you need to go further. Brands that invest in innovative strategies, such as affiliate marketing, the intelligent use of AI and the power of micro influencers, have a greater possibility of capturing the attention of consumers and expanding their revenues.
