Navigating the Black Friday frenzy: Tips for DTC brands

We're delighted to kick off our Expert Partnership Series, where we’ll tap into the wisdom and insights of industry experts. Our first guest contributor is Charlotte Lake, the Co-Founder of Influencer Marketing Agency Project X.

“Brands are practically fighting for influencers and most will be booked across the Black Friday weekend…” - Charlotte Lake, Co-Founder of Project X

Black Friday - on first thought, it’s the party you have to be at. But on careful consideration potentially one to avoid. 

What to do around Black Friday is a conversation we have with many of our clients. For some, of course, it is a key moment of the year and they want as many influencers as possible to talk about their offers and to help drive sales.

But what I have found, is that at this time of the year, there is a lot of noise. Brands are practically fighting for influencers and most will be booked across the Black Friday weekend posting different deals for brands. It is much harder to get cut through and stand out at this time of year, and just because everyone else is doing it, doesn't necessarily mean it's right for your brand.

If you decide to run an influencer campaign across the Black Friday weekend, here are my top tips:

1) Request lots of data from the influencers so you can forecast as accurately as possible, you could even ask for examples from last Black Friday.

2) When forecasting use a conversion rate from the same period the previous year

3) Influencers get really booked up at this time of year, so make sure to book them well in advance.

4) If possible, book influencers you have already worked with as it will be much more authentic to the consumer.

5) Make sure the brief is tailored and not just about the offer but also includes a storytelling hook. 

If, as a brand, you are running a Black Friday marketing campaign, cherry-picking long-term, trusted influencer partners who will deliver authentic content that is not just about the offer could be a win!

Good luck!

Charlotte is the Co-Founder of Project X; a dynamic and innovative Influencer Marketing agency. They collaborate with brands and influencers to deliver impressive growth through impactful and authentic marketing campaigns.