Previously known as a single day filled with 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 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.
Sephora, for example, experienced 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 gathering multiple links in one space, used by various creators and e-commerce stores. In the survey, data from 1,562 platform users were collected with the aim of discovering how creators approach monetization and content creation in the current social media landscape.
This increase highlighted in the research reflects a trend that has been establishing itself in the digital marketing landscape, where brands are increasingly investing in influencers and less in traditional ads, due to the fact that the former are generating better financial results. According to Fabio Gonçalves, director of international talents at 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 don’t just promote products, they curate personalized ads 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 trusted friend, not as a simple advertisement. Another point that explains this phenomenon is that brands increasingly understand the importance of choosing the right influencer for their campaign, that is, choosing a creator who speaks to the company’s target audience. This way, ads are better targeted and segmented to those who should receive them, unlike what happens in traditional media. In addition, being able to click on links at the same time as the ad, which happens in influencer marketing, is essential to increase the effectiveness of the campaign”, he explains.
Another point highlighted by the professional is that brands are using influencers to create highly targeted and exclusive campaigns, especially during Black Friday, which is the time 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. Viral Nation, for example, helps to structure these partnerships strategically, connecting brands with creators who have an audience already predisposed to interact and consume, boosting results such as the 150% increase in clicks shown in the report”.
