Companies that invested in content creators performed better on social media during Black Friday promotions. This was shown in a survey by HypeAuditor, a global leader in influencer marketing analysis and optimization, based on analyses of campaigns conducted in this area last year.
The study evaluated Instagram posts between October 1st and December 15th, 2024, with hashtags related to the topic, including #blackfriday, #cybermonday, #blackweek, #blacknovember, #promotion, and others, to map the behavior of brands and influencers during that period.
The survey showed that the average engagement rate for promotions posted by brand accounts on Instagram was only 0.19%, three times lower than that recorded among influencers. Even so, the volume of posts from brands was still twice that of content creators, indicating that many companies are still failing to leverage the potential of influencers in their Black Friday strategies.
“Many brands still believe that influencer campaigns are exclusive to large companies, but the data indicates otherwise. Working with creators from different niches and sizes represents a significant opportunity for businesses of any size seeking connection and performance during promotional periods,” highlights Maria Marques, Marketing Manager for Latin America at HypeAuditor.
Nano and micro influencers dominate the scene.
According to the study, celebrities accounted for 329 posts about Black Friday, with high reach but lower engagement and higher costs. Nano and micro-influencers, on the other hand, concentrated the majority of campaigns, with more than 80,000 posts related to the date.
Brands that have invested in high-profile names, such as Pichau, Chilli Beans, Mercado Livre, and TV Globo, have reinforced their focus on national reach. On the other hand, market trends show a shift: diversifying investment among several smaller creators has proven more efficient in engagement and conversion, which also opens up opportunities for companies of different sizes and segments to invest in influencer marketing effectively and strategically.
“What tends to perform best on promotional dates is more spontaneous content, with approachable and genuine language, in which the influencer gains the freedom to 'work their magic,' that is, an authentic product about a particular brand or segment. This shows that the real connection with the audience surpasses the size of the follower base,” exemplifies Maria Marques.
The power of emotional language
Textual analysis of the posts revealed that creators heavily rely on messages of urgency and scarcity, with expressions such as "today only," "last hours," and "limited stock," which stimulate FOMO (acronym for "fear of missing out"). Terms such as "free shipping," "cashback," and "up to 90% off" were also recurrent, reinforcing tangible benefits and the value perceived by the consumer.
Influencers use simple, emotional, and action-oriented language, adapted to mobile behavior and fast scrolling on social media, a combination that proved crucial to the success of Black Friday campaigns in 2024.
Furthermore, the Reels format has established itself as the most effective for generating attention and conversion, leading the lists of posts with the most likes, views, and comments. Short and dynamic videos allow for storytelling, product demonstration, and emotion, three essential pillars for successful seasonal campaigns.
