Previously known for being a single day full of promotions, Black Friday has become an event lasting for months, dominating the retail calendar in recent years. But beyond this transformation, another highlight of the date is the prominence of digital influencers in e-commerce. According to the 2024 Creator Commerce Report by Linktree, content creators drove 150% more clicks on Black Friday and Cyber Monday compared to other days on the calendar.
For example, Sephora saw a 75% increase in clicks during its sale from November 1 to 11, partly driven by content created by influencers on social media platforms like TikTok and Instagram. Responsible for the report, Linktree is a platform that allows for multiple links to be gathered in one space, used by various creators and e-commerce stores. The survey collected data from 1,562 platform users to discover how creators approach monetization and content creation in the current social media landscape.
This increase highlighted in the research reflects a trend that is emerging in the digital marketing landscape, where brands are choosing to invest more in influencers and less in traditional advertisements because the former is generating better financial results. According to Fabio Gonçalves, director of international talent at Viral Nation, this transformation is explained by the direct and emotional connection of creators with their audiences, making them crucial in moments like Black Friday and Cyber Monday.
“They not only promote products but also create personalized curations that resonate with their followers. This creates a sense of urgency and trust that drives clicks and conversions much more effectively than generic campaigns. When a creator recommends a product, the audience sees it as a suggestion from a reliable friend, not just an advertisement. Another point that explains this phenomenon is brands increasingly understanding the importance of choosing the right influencer for their campaign, that is, selecting a creator who resonates with the company’s target audience. This way, ads are better directed and targeted to those who should receive them, unlike what happens in traditional media. In addition, being able to click on the links at the same time as the ad, a fact that happens in influencer marketing, is essential to increase the campaign’s effectiveness,” explains.
Another point emphasized by the professional is that brands are using influencers to create highly targeted and exclusive campaigns, especially during Black Friday, which is when consumers are looking for the best value for their money: “In this way, these creators act as engagement catalysts, highlighting promotions, advantages, and stories that humanize the offers. Viral Nation, for example, helps structure these partnerships strategically, connecting brands with creators who have an audience already predisposed to interact and consume, enhancing results such as the 150% increase in clicks evidenced in the report.”
