How to Crush Black Friday Cyber Monday ‘24 Sales with Influencers

Not to sound totally ominous, but every day is one less day to prepare for Black Friday Cyber Monday 2024. And if you still aren’t leveraging the power of influencers, you’re leaving money on the table.

Approximately 97% of Gen Z turn to social media for purchase inspo – which is a substantial enough number to say that all of them do.

So, it’s THE time to lock in influencer marketing (ASAP!) for your holiday campaigns

Why is Influencer Marketing a No-Brainer for BFCM?

In 2023, Black Friday online sales hit $70 billion, growing faster than in-store sales. 

Online = digital, which means you need the stars of that realm to get you there. Whatever “there” means for you; be it brand awareness or conversions, or just to stand out in the sea of ads. In short, you need the internet’s MVP(s) – aka. Influencers. 

Creators don’t just drive sales. 

Their authentic content blends into audiences’ feed better than glaringly traditional ads do. Real Talk: 67% of users skip video ads, but not influencer content, which feels natural and less “salesy.” Expect better CTRs too — up to 4.5 times higher!

But first, some Big Numbers to remember:

• 58% of people rely on influencer recommendations for BFCM purchases
• The average Cyber Week path to purchase is 18 days
• In 2023, 70% of Black Friday sales were influenced by creators
• 70% of users use TikTok to search for gift inspiration

41% of influencer deals are paid collaborations, with micro-influencers charging up to 90% less than macros, making them extra cost-effective

What’s the Game Plan?

1. Start early, but don’t panic if you haven’t.
   
   Ideally, with an average turnaround time of 6-8 weeks per campaign, and considerations like Early Bird offers or building initial hype / awareness, BFCM campaign preparation should start in late August. (*Yes, we know it’s October)
   
   But it’s not impossible to get going now. Focus on short-turnaround creators who can get content live ASAP, with the help of some Influencer Marketing experts – like us. And remember! If you plan ahead for next year, some creators offer lower rates for early booking, saving you cash.
   
   
2. Repurpose like a pro.
   
   UGC and influencer generated content aren’t just for one-time posts. Use them in retargeting campaigns across channels — Meta, Google (Performance Max), TikTok, YouTube, as collateral or third-party reviews on your website, and heaps more. Make sure to confirm usage rights with your influencers beforehand, of course! From here, you might notice that such authentic content performs better and keeps your brand top of mind, with influencer content actually boosting customer lifetime value by ~30%.
   
   
3. Tease before the big day.
   
   A week (or two) before your brand’s mega sale season, start dropping teasers to create hype. Influencers posting previews will keep your brand buzzing and ready for that final shopping surge, with customers now primed and warmed up to want and yearn for your product when the time comes.

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Leverage the Right Creators for Better ROI

We’ve said this before, but for brands looking to boost ROI and lower customer acquisition costs, micro-influencers are almost always your go-to.

Because they have smaller, highly engaged audiences and can be up to 90% more affordable in terms of rates than their macro counterparts.

Micro and nano-influencers (i.e. under 50K followers) can deliver great engagement, but mid- and macro ones are where your eyes should wander to if reach and brand awareness are your primary goals. According to the Influencer Marketing Hub, 44% of companies prefer working with nano influencers, while 26% favor micro.

All ultimately valuable, but variable depending on your business objectives. 

Oh, and if you’re eyeing TikTok creators, the sweet spot is between 50K and 100K followers. Here, engagement rates hit an average of 7.6% — nearly double that of bigger accounts exceeding the 100,000 mark.

Multi-Channel or Bust 

Sticking to just one platform? Don’t. 

A multi-channel strategy covering influencer marketing, organic social, paid media, email marketing and SEO is how you’ll hit all the right touch-points simply because you’ll literally be everywhere. Plus, direct all traffic to one central platform like Shopify or GA4 to streamline purchases and track performance better. 

Speaking of tracking, tools like promo codes, UTM links, and content performance reports are essential to understanding influencers’ real impact. Sticki’s data-driven approach ensures that we’re selecting creators who actually move the needle.