Influencer Orchestration Network™

3 Reasons Brands Use Influencer Marketing for Black Friday

Retailers and consumer brands have turned Black Friday into a huge marketing opportunity and influencer marketing is becoming a bigger part of it than ever before.

By @erburgess

Black Friday is upon us. While people are planning their turkey and side dishes, many are also gearing up for a lot of shopping this weekend. While most would not be surprised to hear that Black Friday online sales are predicted to reach $2.7 billion, it’s also fascinating to learn that 64 percent of in-store sales are “digitally-influenced.” That’s why smart brands are including influencer marketing into their bag of tricks. Here are three top reasons why:

Retailers Know Real People Trust Real People

While Gen-X and millennial celebrities are far more willing to endorse products than previous generations, the bottom line is that modern audiences trust social media influencers far more than traditional celebrities. Influencer marketing works because fans and followers make their own connection to an influencer based on shared interests and values, not interruptive advertising that happens to reach them. Regular people are less likely to make a similar connection with celebrities and feel the same kind of trust they will with an Instagram or Snapchat user that has a lifestyle closer to their own.

Even an anti-Black Friday appeal can work with here. Retailer REI has taken a stand against stores being open on Thanksgiving this year by remaining closed on both Turkey Day and Black Friday. Working with influencers that believe in the campaign goals of encouraging people to spend the day outside – #OptOutside is their hashtag – they’ve fostered a unique campaign that effectively communicates their brand message in an authentic way because their social media partners agree with their philosophy. #OptOutside may not move a lot of product directly but it’ll help build a relationship between the brand and consumer, with like-minded influencers helping with the match-making.

Millennials and Gen-Z Look to Social for Shopping Advice

With all the Netflix streaming, DVR-commercial skipping and ad-blockers in use by the younger two generations, marketers know they need to turn to social media to connect with those audiences. Who better to deliver that message than the trusted social media influencers with whom target buyers have already built a relationship? Take a look at these examples of how brands have amplified their message by connecting with the right creators on the right channels to reach the right audience.

Darcy Jones (The Supper Model) netted more than 2,000 likes from a hashtag-laden message on Instagram about a winter ensemble purchased from online retailer ASOS. By delivering this message to a social feed where they already look authentic, busy, younger audiences suspicious of brand messages get a packaged recommendation that might be exactly what they need with it getting colder by the day.

Co-Creation with Influencers Keeps Content Genuine

Brands are learning that while they want to be protective of how their products and services are presented, truly passionate social media fans will often create new and engaging ways in which to talk about their products. As long as there’s a true brand affinity (a Brand Soulmate, if you will), creators can provide deep insight into how a product message will work for a wider audience. As a result, co-creation is on the rise in influencer marketing campaigns.

Crayola just enlisted the talents of YouTuber Zach King to create the three-minute film A Hero Draws Near that brings their product to life with playful elements sure to appeal to both kids and parents figuring out what to stuff in the stockings this year.

All three of these elements boil down to authenticity. If an influencer is matched correctly with a brand and has a true passion for the products involved, they can create content that will resonate with targeted audiences and provide them value. Part of the stress of the holiday shopping period comes from buyers trying to identify the right gifts for the people on their list. If they feel they can rely on the advice of trusted social media influencers to only deliver them brands messages that align with their interests, they’re far more likely to get a positive impression of featured products without losing their faith in the social media creator with whom they have an established relationship.

Done properly, it’s win-win-win for brands that sell products, influencers who are compensated for creating something they love and buyers who find just the right gift to give this holiday season.

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