Black Friday Influencer Marketing: Driving Traffic and Conversions

With holiday sales projected to grow by as much as 3.5% in 2024, Black Friday remains a prime time for brands to capture consumers’ attention. As influencers continue to drive online traffic and conversions at record levels, companies are seeing firsthand the value of using influencer marketing during the holiday shopping season. The National Retail Federation (NRF) anticipates holiday spending to reach nearly $989 billion, and digital marketing is playing a pivotal role in driving this growth. In particular, influencers are converting shoppers 10 times more effectively than social media alone, according to an Adobe survey.

Here, we’ll explore the key strategies for driving traffic and conversions through Black Friday influencer marketing, and look at some examples of successful campaigns from last year.

1. Use Engaging, Relatable Influencer Content

One major driver of conversion is content that feels authentic. For Black Friday 2023, Grandma Droniak captured her followers’ attention by humorously combining a personal anecdote about her boyfriend with a promotion for Hulu’s discounted subscription offer. The campaign drew over 8.3 million views, proving that a lighthearted, relatable approach can resonate with audiences and effectively promote a deal.

To recreate this success, brands can collaborate with influencers to create content that feels genuine and integrates the product in a way that resonates with the influencer’s followers. Humor, relatable scenarios, and an everyday tone are key to building that connection.

@grandma_droniak #ad i’m annoyed at my boyfriend but at least he told me about @hulu ♬ original sound – grandma_droniak

2. Leverage Influencer Dynamics and Humor

Another winning Black Friday campaign in 2023 was by influencer Kris Collins (@kallmekris) for Vessi. Known for her comedy sketches and character portrayals, she incorporated her signature style in the Vessi campaign by role-playing as both an older and younger sibling, with a humorous dynamic of “stealing each other’s clothes.” This playful take helped make the ad memorable and drew over 3.4 million views with 424,000 likes, showing how an entertaining story can amplify a product’s visibility.

Brands can take inspiration from this approach by encouraging influencers to infuse their campaigns with familiar elements of their brand or character. Audiences respond well to content that makes them laugh or resonates with family relationships or friendships, especially during the holiday season when togetherness is a key theme.

@kallmekris Check out Vessi's biggest sale of the year! The black friday sale is on now at vessi.com #ad ♬ original sound – Kris HC

3. Target Platform Preferences by Generation

Different generations have distinct shopping behaviors and preferences for where they find holiday shopping inspiration. An Experian study shows that 44% of millennials turn to video reviews and product demos on social platforms, while nearly half of Gen X and baby boomers prefer in-store experiences. A targeted platform strategy allows brands to cater to these preferences and drive conversions. For further insights, download Captiv8’s Generational Marketing report.

4. Highlight Limited-Time Offers

Black Friday and Cyber Monday are all about limited-time offers, which tap into consumers’ fear of missing out. Creating urgency around a deal can significantly boost engagement and conversion rates. Both Grandma Droniak and Kris Collins did this effectively in their campaigns by emphasizing Black Friday’s exclusivity.

Consider having influencers incorporate countdowns, limited stock notifications, or exclusive promo codes to encourage quick action. When consumers feel that a great deal is fleeting, they’re more likely to make an immediate purchase decision.

5. Encourage Influencers to Direct Followers to Shopping Links

Strategically directing followers to shopping links via influencers’ bios, swipe-up features, or direct links in descriptions can simplify the purchase journey. For instance, Grandma Droniak directed her audience to the link in her bio, creating a direct pathway for users to access Hulu’s special offer. Ensuring that shopping links are easily accessible on influencer pages can help convert engagement into tangible sales.

The Impact of Black Friday Influencer Marketing

Black Friday influencer marketing has had a substantial and growing impact on sales. A Mastercard analysis found that while brick-and-mortar Black Friday sales in 2023 rose by only 1%, online sales surged by over 8%, reflecting the power of digital engagement and the effectiveness of influencer-driven traffic.

This holiday season, leveraging influencers to tap into the digital-first shopping trend can help brands maximize reach and conversion rates. With a well-rounded strategy that includes engaging content, platform-specific targeting, and clear calls to action, brands can successfully tap into Black Friday’s potential and drive significant traffic and conversions.

With Captiv8’s advanced influencer marketing tools, brands can streamline every aspect of their Black Friday campaigns. Captiv8’s platform offers powerful analytics, allowing brands to measure the effectiveness of each campaign and optimize strategies for future holiday seasons. By leveraging Captiv8, brands can harness the full potential of influencer marketing, turning traffic into conversions and maximizing their impact during the holiday shopping season. Interested in learning more? Take a platform tour today!