With Black Friday and Cyber Monday (BFCM) on the horizon, are you ready to make some noise?
If you haven't considered diving into influencer marketing yet, now's the time. Why? Because it's a great way to showcase BFCM deals, given that both influencers and customers are fans of a great discount. People are tired of pushy ads and are looking for genuine recommendations.
So, if you're aiming to create some serious BFCM buzz, we've got the ultimate guide to help you craft an influencer strategy that's got all the magic ingredients.
1. What is influencer marketing?
Influencer marketing is when a brand teams up with an online influencer to promote a product or service. Sometimes, the partnership is more about boosting brand awareness rather than direct promotion.
With the domination of TikTok, Instagram’s reel and YouTube shorts, influencer marketing has emerged as a powerful tool. As of 2023, the worldwide value of the influencer marketing sector reached 21.1 billion U.S. dollars, marking over a threefold increase since 2019.
61% of consumers trust the advice of influencers over the 38% who trust brand-centric social media posts. By teaming up with the right influencers that resonate with your audience, you can boost brand visibility, increase web traffic, and positively affect your profits.
Learn the secrets to sell £1M for BFCM 2023.
2. How to craft a successful influencer marketing strategy for BFCM?
2.1 Choosing the right influencers for your campaign
With so many social media influencers, how to pick the right one?
Select influencers who align with your brand's ethos and cater to your target audience. An influencer whose audience matches your customer profile can generate more relevant traffic and conversions.
High follower count doesn't always equate to influence. Focus on influencers who have genuine interactions, high engagement rates, and authentic relationships with their followers. Make sure to check for fake followers and bots.
Collaborate with influencers who produce high-quality content. Their aesthetics and storytelling capabilities can elevate your brand's message.
2.2 Selecting the best platform(s)
Data from Sprout Social highlights social media’s pivotal role in guiding brand discovery and promoting purchases. For 35% of users, social media is the primary way to learn about new products, services, or brands.
Each social media platform offers a unique way to engage with audiences.
Don't restrict yourself to a single platform. Diversifying across Instagram, TikTok, YouTube, and blogs can magnify your reach.
- Instagram and its impact: With features like shoppable posts, Instagram has become a favourite for influencer collaborations.
- TikTok's rising prominence: The platform's viral nature and the newest shop tab can skyrocket campaign visibility.
- Leveraging YouTube: Long-form video content like reviews and unboxing can be gold on YouTube, especially for Black Friday campaigns.
Influencer marketing shouldn't exist in isolation. Integrating it with email campaigns, blog posts, social media ads, and SEO can create a cohesive and more potent marketing force.
Check out 4 strategies to improve your influencer content.
2.3 Optimising collaboration for BFCM
How can you best align with influencers to maximise your BFCM impact?
Offer unique discount codes, and product or service bundles for the influencer's audience. This can motivate followers to make a purchase, knowing they're getting an exclusive deal.
Teasers and countdowns
Build anticipation by allowing influencers to tease upcoming sales. Countdowns can create a sense of urgency and drive more users to your website during the sale.
Equip influencers with personalised affiliate links. This allows for easy sales tracking and offers a commission-based incentive for influencers.
User-Generated Content (UGC)
Encourage influencers to initiate challenges or hashtags that prompt their followers to share their own experiences with your products. This amplifies your reach organically and strengthens community ties.
Influencer-generated content or user-generated content: which strategy is right for you? Discover it here!
2.4 Post-Collaboration: Evaluating the success
Once Black Friday and Cyber Monday are over, it's vital to evaluate the collaboration's success.
Sales & conversion metrics
Track the number of sales that came directly from influencer promotions. This offers a tangible ROI measurement.
Measure the engagement on influencer posts related to your campaign. High engagement indicates resonating content.
Feedback & reviews
Engage with the influencer to gather feedback. Understanding their perspective can offer valuable insights for future collaborations.
3. Examples of BFCM campaigns that worked and why
3.1 Amazon, capitalising on comedy skit
In his video, he contrasts the Black Friday experience of 2010 with the current era dominated by online shopping. This video humorously critiques the entire concept of Black Friday, providing a fresh viewpoint.
For this video, Amazon partnered with National Express, an intercity and inter-regional coach operator providing services throughout Great Britain. Adam ironically starts the video by saying, “How do I deliver myself home? The best gift I can give is me!”. This video promotes that you can offer Prime to your loved one for as little as £2 but also, that you can travel home for a reduced price.
3.2 Gymshark, retro gaming style video
Gymshark partnered with influencers KSI, Behzinga, Calfreezy & Munya Chawawa to create the #BigDealEnergy campaign. The “Big Deal Energy” campaign resonated with this demographic by tapping into beloved influencers and themes they relate to.
3.3 Tangle Teezer, unique product reviews
For Black Friday, Tangle Teezer collaborated with a group of highly engaged influencers, giving them the freedom to discuss and display their products uniquely.
Tangle Teezer capitalised on influencer buzz for their products and then let Black Friday shoppers amplify it.
Influencer marketing for Black Friday and Cyber Monday 2023 presents an unparalleled opportunity for businesses.
From picking the right voices to shout about your brand, to evaluating how well the collaboration did, you can maximise their reach and conversions. The influencer game can change the BFCM scene for you.
But remember, as everything evolves, keep your approach fresh and in tune with your audience.
Ready to bring your A-game this BFCM? 🚀