Influencers are becoming indispensable for e-commerce, according to research by Linktree

Once known for being a single day full of promotions, Black Friday has become a months-long event, dominating the retail calendar in recent years.But beyond this transformation, another highlight on the date is the protagonism of digital influencers in e-commerce. According to the survey 2024 Creator Commerce Report, linktree's content creators boosted 150% more clicks on Black Friday and Cyber Monday compared to other calendar days. 

Sephora, for example, had a 75% increase in clicks during its settlement from November 1 to 11, stimulated in part by the content created by influencers on social networks such as TikTok and Instagram. Responsible for the report, Linktree is a platform that allows you to gather several links in one space, being used by several creators and e-commerce stores. In the survey, data were collected from 1,562 users of the platform, with the aim of discovering how creators approach monetization and content creation in the current scenario of social media. 

This increase in research reflects a trend that has been established in the digital marketing landscape, where brands are choosing to invest more and more in influencers and less in traditional ads, because the first is generating better financial results. According to Fabio Goncalves, director of international talent at Viral Nation, this transformation is explained by the direct and emotional connection of creators with their audiences, making them fundamental at times like Black Friday and Cyber Monday.

“They not only advertise products, but make 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 simple advertising. Another point that explains this phenomenon is brands increasingly understanding the importance of choosing the right influencer for their campaign, that is, choosing a creator who talks to the target audience of the company. In this way, ads are better targeted and targeted to those who should receive them, different from the fact that happens in the traditional media.

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 moment that consumers are in search of the best cost-benefit: “This way, these creators act as catalysts of 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, enhancing results such as the 150% of increase in clicks evidenced in the” report.