At least six out of ten Brazilians expressed their intention to shop during this year's Black Friday, according to a survey released by Dito and Opinion Box. The number, which is already positive, it can become even better if we consider that 35% of respondents reported being unsure and will evaluate the attractiveness of the purchase options presented by the brands. It's no coincidence, therefore, as the date approaches, the expectation of the retail market also grows to seek other ways to get closer to and win over this segment of the audience.
To achieve the goal, brands need to go beyond classic sales strategies, (such as discounts and free shipping), and marketing, by sharing the content only on social media.
Today, the market itself already offers alternatives that create a greater impact in this relationship involving brand and audience, but many times are left aside.
Referral work
One of the main examples is affiliate marketing, strategy in which partners promote products or services of a brand in exchange for commissions on sales or actions taken from recommendations. Such a proposal allows companies to expand their reach and sales without direct investment in advertising, since the payment is made only for results generated by the affiliates
To get an idea of the impact of the strategy, in the United States, affiliate marketing accounts for 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 times of high purchase volume, like Black Friday.
Thinking about the local context, the tactic has gained strength. According to a report by Admitad, the number of affiliates in Brazil increased by 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 in this market.
In 2024, one of the major trends for Black Friday is the integration of artificial intelligence in affiliate campaigns. This is because, technology will be used to optimize content creation, segment audiences more accurately and even predict consumption trends. In light of the expected increase in sales on the date, this means that brands will be able to offer personalized and more relevant promotions to the audience, maximizing conversions based on data collected and evaluated in real time
Furthermore, more and more consumers are using virtual assistants to find deals, requiring an adaptation in SEO strategies to ensure that your promotions and products are the first to be listed in 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 media, especially with the support of micro and nano-influencers. Although they have smaller audiences, these creators tend to have high levels of engagement and trust, what makes them a sure bet for Black Friday. Your 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, once the country is a world leader in the number of digital influencers on Instagram. According to a Nielsen survey, there are more than 10,5 million influencers with approximately a thousand followers on the network, in addition to another 500 thousand with more than 10 thousand fans.
Again, AI comes into play as a tool that facilitates the matching between brands and content creators. Furthermore, she enhances the personalization of offers, adjusting them based on user behavior
Money that comes and goes
Finally, cashback and coupon strategies remain popular, especially in times of economic instability. Companies that promote these offers have a greater chance of attracting consumers looking to maximize their discounts, since the benefit stands out to 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 that, it is necessary to go further. Brands that invest in innovative strategies, how affiliate marketing, the intelligent 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 transform purchase intentions into sales conversions.
