At least six out of ten Brazilians expressed the intention to buy during this year's Black Friday, according to a survey released by Dito and Opinion Box. The number, which is already positive, 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 is no coincidence, therefore, that as the date approaches, the retail market's expectation 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 promoting content only on social media.
Today, the market itself already offers alternatives that have a greater impact on the relationship between brand and audience, but which are often overlooked.
Referral work
One of the main examples is affiliate marketing, a strategy in which partners promote a brand's products or services in exchange for commissions on sales or actions taken based on recommendations. This proposal allows companies to expand their reach and sales without direct advertising investment, as payment is made only for results generated by 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 throughout the year. This reflects how crucial the method is, especially during times of high purchase volume, such as Black Friday.
Considering the local situation, the tactic has been gaining strength. According to a report by Admitad, the number of affiliates in Brazil increased by 8% last year. It is worth noting 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, target audiences more precisely, and even predict consumption trends. Given the expected increase in sales on that 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 advantage aimed at improving the performance of the affiliate and the partner brand.
Influence of all sizes
Another essential aspect is the strategies focused on 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, making them a sure bet for Black Friday. Your authentic recommendations, combined with exclusive offers, tend to have 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 is the world leader in the number of digital influencers on Instagram. According to Nielsen's research, there are over 10.5 million influencers with approximately one thousand followers on the network, in addition to another 500,000 with more than 10,000 fans.
Again, AI comes into play as a tool that facilitates the match between brands and content creators. Additionally, it enhances offer personalization by adjusting them based on user behavior.
Money that comes and goes
Finally, cashback and coupon strategies remain popular, especially during periods of economic instability. Companies that promote these offers have a greater chance of attracting consumers seeking to maximize their discounts, as the benefit is prominently displayed to the public among loyalty actions, according to 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 to do that, you need to go beyond. Brands that invest in innovative strategies, such as affiliate marketing, the 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.
