Previously known for being a single day packed with promotions, Black Friday has become an event lasting for months, dominating the retail calendar, in recent years. But beyond this transformation, another highlight on the date is the prominence of digital influencers in e-commerce. According to the research2024 Creator Commerce Report, from Linktree, content creators drove 150% more clicks on Black Friday and Cyber Monday compared to other days on the calendar.
A Sephora, for example, there was a 75% increase in clicks during its sale from November 1 to 11, stimulated in part by the content created by influencers on social media platforms like TikTok and Instagram. Responsible for the report, Linktree is a platform that allows you to gather various links in one space, being used by various creators and e-commerce stores. In the survey, data from 1 was collected.562 users of the platform, with the aim of discovering how creators approach monetization and content creation in the current social media landscape.
This increase evidenced in the research reflects a trend that has been establishing itself in the landscape of digital marketing, where brands are increasingly choosing to invest in influencers and less in traditional ads, due to the fact that the first is generating better financial results. According to Fabio Gonçalves, international talent director of Viral Nation, this transformation is explained by the direct and emotional connection of creators with their audiences, making them essential during moments like Black Friday and Cyber Monday
"They not only promote products, but they 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 this as a suggestion from a trusted friend, and not as a mere advertisement. Another point that explains this phenomenon is brands increasingly understanding the importance of choosing the right influencer for their campaign, this is, choose a creator who engages with the company's target audience. In this way, the ads are better targeted and segmented for those who should receive them, different from what happens in traditional media. Furthermore, being able to click on the links at the same time as the ad, fact that happens in influencer marketing, is essential to increase the effectiveness of the campaign, explain
Another point highlighted by the professional is that brands are using influencers to create highly targeted and exclusive campaigns, especially during Black Friday, what is the moment when consumers are looking for the best cost-benefit: "In this way, these creators act as catalysts for engagement, highlighting promotions, advantages and stories that humanize the offers. A Viral Nation, for example, help to structure these partnerships strategically, connecting brands with creators who have an audience already predisposed to interact and consume, enhancing results like the 150% increase in clicks evidenced in the report
