Izinkampani ezitshale imali kubadali bokuqukethwe zenze kangcono ezinkundleni zokuxhumana ngesikhathi sokunyuswa kwe-Black Friday. Lokhu kuboniswe ocwaningweni olwenziwe yi-HypeAuditor, umholi womhlaba wonke ekuhlaziyeni nasekuthuthukisweni kokumaketha, okusekelwe ekuhlaziyweni kwemikhankaso eyenziwa kule ndawo ngonyaka odlule.
Lolu cwaningo luhlole okuthunyelwe kwe-Instagram phakathi kuka-Okthoba 1st no-December 15, 2024, ngama-hashtag ahlobene nesihloko, okuhlanganisa i-#blackfriday, #cybermonday, #blackweek, #blacknovember, #promotion, nokunye, ukuze kumephu ukuziphatha kwemikhiqizo nabagqugquzeli ngaleso sikhathi.
Inhlolovo ibonise ukuthi isilinganiso sokubandakanyeka kwezinga lokuphromotha okuthunyelwe ama-akhawunti omkhiqizo ku-Instagram sasingu-0.19% kuphela, siphansi ngokuphindwe kathathu kunaleso esiqoshwe phakathi kwabathonya. Noma kunjalo, ivolumu yokuthunyelwe okuvela ezinkampanini beyiseyiphindwe kabili kunabadali bokuqukethwe, okubonisa ukuthi izinkampani eziningi zisahluleka ukukhulisa amandla okuba nethonya kumasu azo angoLwesihlanu Olumnyama.
"Imikhiqizo eminingi isakholelwa ukuthi imikhankaso yabagqugquzeli itholakala ezinkampanini ezinkulu kuphela, kodwa idatha ibonisa okuhlukile. Ukusebenza nabadali abavela ezindaweni ezihlukene nosayizi kumelela ithuba elibalulekile lamabhizinisi anobuphi usayizi afuna uxhumano nokusebenza ngezikhathi zokuphromotha," kugqamisa u-Maria Marques, Umphathi Wezokumaketha we-Latin America kwa-HypeAuditor.
I-Nano kanye nama-micro influencers abusa indawo yesehlakalo.
Ngokwalolu cwaningo, osaziwayo babhale izikhala ezingu-329 mayelana neBlack Friday, ezifinyeleleka kakhulu kodwa ukuzibandakanya okuphansi kanye nezindleko eziphezulu. Ngakolunye uhlangothi, ama-Nano nama-micro-influencers, agxile emikhankasweni eminingi, namaposi angaphezu kuka-80,000 ahlobene nalolu suku.
Imikhiqizo etshale imali emagameni aphezulu, njenge-Photosu, Chilli Beans, Mercado Livre, ne-TV Globo, iqinise ukugxila kwayo ekufinyeleleni kuzwelonke. Ngakolunye uhlangothi, amathrendi emakethe abonisa ushintsho: ukutshala izimali ezihlukene phakathi kwabadali abancane abambalwa kubonakale kuphumelela kakhulu ekubandakanyekeni nasekuguquleni, okuphinde kuvule amathuba ezinkampani ezinosayizi abahlukene nezigaba zokutshala imali ekukhangiseni kwabathonya ngempumelelo nangokwesu.
"Okuvame ukwenza kahle kakhulu ngezinsuku zokuphromotha okuqukethwe okuzenzakalelayo, ngolimi olungenekayo noluyiqiniso, lapho umgqugquzeli azuza khona inkululeko 'yokwenza umlingo wakhe,' okungukuthi, umkhiqizo wangempela mayelana nomkhiqizo noma ingxenye ethile. Lokhu kubonisa ukuthi ukuxhumana kwangempela nezithameli kudlula ubukhulu besisekelo sabalandeli," yisibonelo sika-Maria Marques.
Amandla olimi lwemizwa
Ukuhlaziywa kombhalo kokuthunyelwe kwembula ukuthi abadali bathembela kakhulu emilayezweni yokuphuthuma nokushoda, namagama anjengokuthi "namuhla kuphela," "amahora okugcina," kanye "nesitoko esilinganiselwe," okukhuthaza i-FOMO (isifinyezo esithi "ukwesaba ukuphuthelwa"). Imigomo njengokuthi "ukuthunyelwa kwamahhala," "imali ebuyiselwayo," kanye "nesaphulelo esingafika ku-90%" nayo ibiphindaphinda, iqinisa izinzuzo ezibonakalayo kanye nenani elibonwa umthengi.
Abagqugquzeli basebenzisa ulimi olulula, oluthinta imizwa, nolugxile esenzweni, olujwayele ukuziphatha kweselula kanye nokuskrola ngokushesha ezinkundleni zokuxhumana, inhlanganisela ebonakale ibalulekile empumelelweni yemikhankaso ye-Black Friday ngo-2024.
Ngaphezu kwalokho, ifomethi ye-Reels izitholele yona njengephumelela kakhulu ekukhiqizeni ukunaka nokuguqulwa, ihola uhlu lokuthunyelwe ngokuthandwa kakhulu, ukubukwa, namazwana. Amavidiyo amafushane nashukumisayo avumela ukuxoxwa kwezindaba, ukuboniswa komkhiqizo, kanye nemizwa, izinsika ezintathu ezibalulekile zemikhankaso yesizini eyimpumelelo.
