Influencer Marketing Campaigns: Supercharging Black Friday Sales

Creating successful marketing campaigns and promotions isn’t always as straightforward as it looks. With growing competition, visibility issues, and the challenge of reaching your target audience, it’s easy to feel overwhelmed. 

As Black Friday and Cyber Monday approach—key opportunities to boost sales and attract new customers—one trend remains prominent: influencers. Influencers are becoming integral to Black Friday promotions. Whether Instagram influencers highlight your products or TikTok creators engage their audiences, they offer a powerful way to amplify your Black Friday offers. 

In this guide, we’ll explore how influencers can elevate your Black Friday strategy, helping you extend your reach and build excitement around your promotions.

Why do Influencer Marketing Campaigns Pay off during Busy Periods?

Influencer marketing really stands out during high-traffic shopping seasons like Black Friday 2024 and Cyber Monday. A striking 86% of marketers find it effective for meeting their brand goals. Influencers on platforms like TikTok and Instagram are exceptionally skilled at promoting products and connecting with their audiences.

The influence of these marketing strategies is clear. Over 69% of consumers trust recommendations from influencers, and 70% of shoppers say ads, influencers, and media play a significant role in buying decisions. This influence becomes even stronger during busy periods when consumers actively seek trustworthy product reviews and suggestions.

For example, 58% of consumers on Black Friday and Cyber Monday look for product recommendations from influencers they follow. This highlights how vital influencers can drive purchases and make Black Friday offers stand out.

Major brands like ASOS, Sephora, and Amazon effectively use influencer marketing during Black Friday. ASOS uses a mix of micro and macro influencers to drive attention to its deals. Sephora works with beauty influencers to share exclusive offers through engaging content. Amazon partners with influencers to highlight deals across various categories, creating buzz and encouraging purchases.

These examples show how influencer marketing can boost Black Friday marketing campaigns, but how exactly can influencers support businesses of all sizes during this major promotional season? 

4 Ways Influencers Can Support Black Friday Promotions in 2024

As we’ve discussed, influencers have the networks, engagement, and platforms to elevate your Black Friday 2024 promotions. They can help broaden your product or service reach, generate excitement around your sales, and connect with audiences who align with your brand.

Here are four key ways influencers can significantly impact your Black Friday campaign and set the stage for a successful sales season. 

1. Creating Buzz Through Pre-Event Teasers

First on our list for a successful Black Friday 2024 marketing campaign is building brand awareness through pre-event teasers with influencers. Just as your marketing campaigns work to introduce new products, a pre-Black Friday approach can help your brand become a talking point before the shopping frenzy begins. Influencer marketing is key to making your products visible early and getting people familiar with your brand long before the actual Black Friday weekend.

Why does pre-advertising work so well with influencers? It’s all about creating momentum. By partnering with influencers who organically weave your products into their content, your brand becomes part of everyday conversations. Influencers have a way of making your products feel relevant and relatable to their audience, and the more their followers see your brand in action, the more likely they are to remember it when it matters.

The goal here is to ensure that everyone is already talking about your brand before Black Friday even begins. Instead of focusing on discounts or offers, influencers can showcase your products in use, highlighting how they fit into their lives. This way, when Black Friday arrives, your brand has already gained visibility and trust, making it easier for customers to choose your products.

To successfully build brand awareness ahead of Black Friday:

1. Start Early: Begin your influencer collaborations at least two to three weeks before Black Friday 2024. This allows for consistent exposure and helps build familiarity with your products.

2. Subtle Product Showcases: Encourage influencers to feature your products naturally in their content, whether through product reviews, lifestyle posts, or behind-the-scenes glimpses. This gets people talking without direct sales messaging.

3. Create Buzz Across Platforms: Use a mix of Instagram, TikTok, and other platforms to ensure your brand is seen by different audiences and helps build broad awareness.

4. Drive Conversations: Work with influencers to create content that sparks conversations around your brand. This will increase the likelihood that their followers will share and discuss your products.

By focusing on pre-advertising with influencers, your brand will already be top-of-mind when Black Friday arrives, ensuring a strong presence during the busiest shopping period of the year.

2. Product Reviews and Recommendations

Building on the idea of creating buzz before Black Friday, the next essential step in your pre-Black Friday strategy is focusing on product reviews and influencer recommendations. While the first phase is about making your brand visible, this stage hones in on specific products, ensuring they are front and centre in the minds of your audience as they gear up for Black Friday.

Influencers excel at product reviews and recommendations and can be essential to a successful Black Friday campaign. They can provide detailed and authentic endorsements that directly impact buying decisions. Whether before or during your Black Friday marketing campaigns, these reviews can shape consumer opinions and build confidence in your products.

For example, brands like ASOS used influencers effectively during Black Friday 2023, with mass product hauls and reviews flooding social media. Influencers showcased products in their own style, generating excitement and demand. This strategy works particularly well on platforms like TikTok, where 69% of users expect to spend most of their time during the holiday season, and they’re 1.4 times more likely to buy a product they’ve seen on the platform.

Here’s how you can approach product reviews and recommendations:

1. Authentic Product Endorsements: Have influencers create honest, detailed product reviews and demos. Their genuine opinions can build trust and make your products more appealing to their followers.

2. Curated Shopping Guides: Ask influencers to create themed Black Friday shopping guides featuring your products. These guides will help followers discover what to buy during the sales event.

3. Strategic Timing: Start these reviews and recommendations before Black Friday to build anticipation and keep the momentum going during the event.

By focusing on authentic product endorsements and curated shopping guides, you’re not only getting your brand noticed but also actively influencing customer choices before the Black Friday rush.

3. Running Limited-Time Offers and Discount Codes

Influencers offering personalised discount codes on social media are a powerful tool, especially during key events like Black Friday. These codes create buzz and excitement, giving customers a reason to act fast. The feeling of getting a special deal from someone they follow makes them more likely to purchase.

Working with influencers in this way does more than just drive sales. It’s a chance to reach new audiences and build brand awareness. By offering exclusive codes, you’re giving potential buyers something they can’t find anywhere else, making them feel valued and part of something unique.

These codes are also an effective way to track the success of your influencer marketing campaign. With the right tools, you can see which influencers drive traffic, increase product reviews, and generate sales. 

Here’s why incorporating influencer discount codes can elevate your Black Friday 2024 campaign:

• Expand Reach: A well-placed discount code from a TikTok or Instagram influencer taps into their loyal audience, inviting new customers to discover your brand during Black Friday offers.
• Nudge Hesitant Shoppers: Discount codes can sway potential customers who are on the fence. Influencers' exclusive codes provide that final push toward making a purchase.
• Reconnect with Existing Customers: Tempt existing customers to try something new by offering discounts through influencers they already follow and trust. This is a great way to boost product promotion and keep your brand at the top of their minds.
• Track Success: Use influencer marketing tools to monitor your campaign's performance. Tracking influencer codes lets you see which partnerships are most successful in driving sales and product reviews.
• Boost Sales: Combining the influence of a well-known figure with the urgency of a time-limited discount can significantly boost sales. This is especially effective for high-pressure events like Black Friday.

Once you've decided to integrate discount codes into your influencer marketing campaign, it’s essential to execute it effectively. Here’s how you can make the most out of this strategy:

• Offer Personalised Codes: Create simple, memorable codes that tie back to the influencer (e.g., Molly25 for a 25% discount). These should be easy to remember and use during Black Friday or other major promotions.
• Create Urgency: Limited-time offers are key. Ensure the discount codes have a short redemption window to encourage quick action from potential buyers.
• Promote Across Channels: Don’t leave all the promotion work to influencers. Share the discount codes on your brand’s social media platforms, website, and PR packages to maximise visibility.
• Use Automation Tools: Make use of influencer marketing tools and e-commerce platforms like Shopify to automate the creation and tracking of discount codes. This ensures everything runs smoothly, from code distribution to campaign reporting.

By making influencers a central part of your Black Friday marketing, you’ll drive sales, build stronger customer relationships, and create more effective marketing campaigns.

4. Social Media Platforms for Real-Time Promotion

Social media has evolved into a major tool for discovering new products and promotions. As these platforms introduce new features, they offer excellent opportunities for Black Friday marketing. Using influencers for live sessions on TikTok and Instagram can be a key part of your strategy.

With 1 in 5 live streaming users engaging with TikTok LIVE and 62% of them watching daily, it’s evident that live content is popular and effective. TikTok users are also 50% more interested in branded live content compared to users on other platforms, making live sessions a valuable option for reaching your audience.

When influencers host live shopping events on Instagram or TikTok, they showcase your Black Friday deals directly to their followers. They can demonstrate products, share exclusive discounts, and interact with viewers in real time. This live interaction creates a sense of urgency and can lead to immediate sales, enhancing your brand’s visibility.

Influencers can also use Instagram Stories, Reels, and TikTok videos to highlight your Black Friday offers. These short, engaging formats are great for catching attention and spreading your promotions quickly. Since this content is easily shareable, it helps attract a broader audience to your website.

Even if you’re not setting up direct shopping options on these platforms, the increased visibility can still drive significant traffic to your site. Here are some ways to make the most of this approach:

• Shoppable Posts and Live Links: Use shoppable posts and live links on Instagram and TikTok. This makes it simple for viewers to purchase products during live streams, creating a seamless buying experience.
• Interactive Challenges and Contests: Host contests or challenges related to your Black Friday deals. This encourages your audience to engage and create content related to your brand, which can boost engagement and build loyalty.

By making use of these transformative tools and including influencers within your social media marketing, you can create successful campaigns that capture attention, drive traffic, and increase sales.

Which Types of Influencers Are Better for Your Business’s Black Friday Promotions?

Choosing the right influencer is essential for making your Black Friday campaign a success. The focus should be on finding those who will genuinely elevate your brand’s visibility and drive engagement.

Influencers come in different sizes, and each type has its advantages:

Micro-Influencers: These individuals have smaller but highly engaged audiences with specific interests. They’re often seen as more relatable, and their recommendations tend to drive higher trust and conversions. If your goal is targeted promotions and you want to create a buzz within a niche, micro-influencers are a great choice. They’re also more budget-friendly and can offer a personal touch.

Macro-Influencers: With a broader reach, macro-influencers are ideal for brands looking to cast a wide net. They can effectively promote Black Friday deals to a large audience. However, their effectiveness can vary for smaller brands unless their audience aligns with your target market. Big brands like Nike and Apple use macro-influencers and celebrities to make a splash on Black Friday, but this approach might not always suit smaller businesses.

Given how busy and competitive Black Friday is, micro-influencers might offer better results, especially if you're looking for genuine interactions and meaningful connections. For example, with 63% of TikTok users likely to make a purchase after seeing a brand’s content a couple of times, collaborating with micro-influencers could help you connect with your audience more effectively.

Consider also working with influencers you’ve partnered with before. Strengthening these existing relationships can lead to more authentic interactions and stronger campaign results.

The key is to choose influencers who resonate with your target audience. For more tips on picking the right influencer, check out our guide on ‘Influencer Marketing Campaigns: Who Should You Collaborate With?’.

Final Thoughts: Enhancing Marketing Campaigns with Influencers

As we head into Black Friday 2024, harnessing the power of influencers can transform your marketing efforts. With their expansive reach and authentic connections, influencers offer a unique way to amplify your promotions. 

Working with TikTok and Instagram influencers can help make your Black Friday offers irresistible. Their genuine product reviews and engaging content can set your promotions apart in a crowded marketplace. You can significantly boost your brand’s visibility and sales by utilising practical influencer marketing tools and strategies.

Ultimately, successful marketing campaigns are about making meaningful connections and standing out. Influencers can play a key role in creating that buzz, fostering trust, and helping you achieve your sales goals. Embrace the potential of influencer partnerships to make this Black Friday your most successful yet.

Are you Looking for a Specialist Digital Recruitment Agency?

At Sphere, we specialise in recruiting top talent for the digital marketing sector. From supporting your Black Friday campaigns to developing a long-term marketing strategy, we ensure you have the right talent to drive your business forward. Our multi-award-winning team excels in placing skilled professionals in brand partnerships, influencer marketing, social media management, and content creation roles.

Contact us today to learn how we can help you build a project-based team for upcoming events or expand your permanent team to support ongoing marketing initiatives throughout the year.