7 Unique Ways for your Brand to Leverage Influencers this BFCM
☕ The Growth Espresso Edition #90
🗓️ Thursday, 26th Sep 2024
Hi, and welcome back to Growth Espresso - your one-stop destination for everything e-com.
Black Friday and Cyber Monday (BFCM) are like the Olympics of e-commerce – intense, competitive, and filled with opportunities. Last year, US shoppers spent a record $9.8 billion online during Black Friday alone, and that number is only expected to grow. For brands, this is the Super Bowl of sales, and if you want to grab your share of the action, your marketing strategy has to be top-notch.
But here’s the thing: with hundreds of brands competing for the same attention, how do you stand out? Enter influencer marketing – a game-changer for BFCM that can cut through the noise and get your brand in front of the right audience at the right time. Influencers don’t just drive traffic, they create buzz, build trust, and deliver conversions, all while tapping into their loyal followings.
In this edition, we’re diving into 7 powerful ways to use influencer marketing to supercharge your Shopify BFCM strategy. Whether you’re starting early to build momentum or launching a high-impact campaign right before the big weekend, we’ve got the playbook you need to succeed. Let’s get started!
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1) Build the Hype Early with Influencer Sneak Peeks and Exclusive Access
When it comes to BFCM promotions, starting early is very crucial to crank up the excitement. And who better to help with that than your influencers?
Let Influencers Drop Sneak Peeks
Once you’ve nailed down your BFCM deals (think: the discounts you’re offering and which products will be on sale), loop your influencers in on the action. Let them give their followers a sneak peek into what’s coming up. The sooner their audience knows about your killer deals, the more hyped they’ll be when BFCM rolls around.
Shoot them an email with all the details or, better yet, send a branded sneak peek video they can repost. The goal here is to build anticipation and have shoppers counting down the days until your sale drops.
Consider Early Access to Flash Sales
Want to sweeten the deal? Consider giving your influencers’ followers early access to your BFCM sale—either a few days or even weeks before the official launch. Not only will this make your influencer community feel special, but it’ll also create a buzz that ripples out to a wider audience. Early access = early excitement.
2) Get Influencers to Create Holiday-Themed Unboxing Videos
Video content is king when it comes to engagement. It pulls in double the engagement of text and images combined! So, if you can swing it, send some of your products to your influencers as gifts.
Encourage them to create fun, holiday-themed unboxing videos on platforms like TikTok, Instagram Reels, or YouTube. These unboxing videos are a hit with audiences and can get your products in front of potential customers right as BFCM rolls around. It’s an easy, authentic way to boost your visibility and drive interest before the big shopping days.
3) Leverage Influencer Reviews for Social Proof
Did you know that 49% of consumers rely on influencer recommendations when making purchases? While their posts on social media are powerful, you can take it up a notch by incorporating influencers’ honest reviews into your own marketing.
When influencers share genuine feedback, it builds social proof that boosts trust and drives conversions. Use this content on your website, in paid ads, social media, or even in your BFCM campaigns.
To prep for BFCM, reach out to influencers who’ve already used your products. A quick survey can gather reviews and testimonials you can use to strengthen your upcoming promotions.
Example Questions To Include In Your Influencer Survey
Quick tip!
If your influencers would be willing to film verbal reviews in selfie video format, that's even more powerful.
4) Create an “Influencer Picks” Bundle
Here’s a fun idea: curate an “Influencer Picks” product bundle to spotlight a few of your top products. Build the bundle in your Shopify store and feature it on your homepage during BFCM weekend.
Not only does this strategy boost your average order value, but it also gets influencers involved in the action! Let them suggest products to include, and then showcase their picks with their reviews to drive more engagement.
Pro tip: sweeten the deal by offering a special discount for those who buy the bundle together. This way, you create a social commerce experience that feels exclusive and exciting—just like Kohl’s does with its “Influencer Picks” collections.
Kohl's Example: Promote "Influencer Picks" Bundles and Collections In Your Storefront
5) Showcase Your Influencers in BFCM Ads & Beyond
If your influencers are putting in the work to create killer content leading up to BFCM, make sure you’re spotlighting it! Don’t just limit this to Black Friday. Feature their content throughout the holiday season and beyond to keep driving sales and attracting new customers.
Brands are finally leaning into social commerce—and it’s about time. Don’t miss your chance to weave social media magic into your customer experience with influencers, user-generated content, and shopping that feels as seamless as Instagram.
How can you prep your website for Black Friday while tapping into social commerce trends? Here are three quick ideas:
1. Add influencer video reviews to your site. Use a Shopify app to display video reviews from your influencers right on your product or home pages. Think of it like Instagram stories, but on your website!
2. Enable shopping from social content. Let customers shop directly from social content without ever leaving your site. Convenience is key!
3. Feature top micro-influencers. Highlight your best-performing influencers and their product recommendations on your BFCM landing page to build trust and boost conversions.
6) Get Creative: Incorporate Influencers into Your BFCM Emails
Let’s face it—everyone’s inbox will be flooded with Black Friday email campaigns. So, how do you stand out? Bring your influencers into the mix!
By weaving influencer marketing into your BFCM emails, you can grab attention, build brand trust, and create a sense of community. Whether it’s showcasing influencer picks, featuring their testimonials, or repurposing their content from social media, adding that personal touch will make your emails more engaging and memorable.
It’s all about that human connection—your customers will feel it, and your sales will reflect it.
BFCM Email Campaign Ideas Including Influencers
7) Adjust Influencer Perks for Maximum Impact During BFCM
If your influencer program operates like an affiliate setup, where influencers share discount codes or affiliate links, now’s the time to tweak those perks for Black Friday and Cyber Monday. With many Shopify stores slashing prices by more than 50% during BFCM, you want to ensure that your influencers’ promotions enhance—not undercut—your main sales.
Think Outside the Box with Offers
Get creative with how your influencers can entice their audiences. Instead of a standard discount, consider raising their referral codes by 1%-5% more than your site-wide BFCM deals. This gives influencers an exclusive edge, making their promotions feel special and exciting.
Drive Sales Beyond BFCM
If margins are tight, think beyond traditional discounts. For example, allow influencers’ codes to offer a $5 gift card for future purchases. This not only drives immediate sales but also encourages repeat customers long after the holiday rush.
Add Value with Non-Product Incentives
Already offering great deals? Enhance the experience by letting influencer codes provide perks like free shipping or exclusive expedited shipping at checkout. These added incentives can make all the difference in converting casual browsers into loyal customers.
Wrapping Up
If you’ve been feeling the pressure of crafting a standout marketing strategy for your Shopify store this Black Friday Cyber Monday, we hope this article has sparked some fresh ideas! These seven creative ways to harness the power of influencer marketing are just the beginning.
Remember, this is only the tip of the iceberg—an effective influencer marketing plan can boost sales for all kinds of brands, not just Shopify stores. We’re looking at you, brick-and-mortar shops and local businesses! As we head towards the end of 2024, social commerce is poised to explode, and more brands will be tapping into influencer marketing and affiliate programs than ever before.
Which of these strategies are you excited to try this year? We’d also love to hear what additional resources you’d find helpful for future newsletters. Feel free to hit reply and share your thoughts!
Happy BFCM prep, everyone!