Black Friday Marketing: Leveraging Multicultural Influencers to Drive Success
Black Friday has evolved from a national shopping event into a global phenomenon, creating opportunities for brands to connect with diverse audiences in innovative ways. With the rise of social media and the increasing demand for authenticity, influencers have emerged as vital players in Black Friday campaigns. Their unique ability to connect with niche communities offers brands a chance to break through the noise and resonate with consumers in meaningful ways.
Influencers cultivate strong relationships with their followers, making them powerful partners for brands seeking to enhance visibility and drive purchasing decisions. According to a 2023 Kaspersky survey, 58% of shoppers look to influencers for product recommendations during Black Friday and Cyber Monday. Additionally, 63% of consumers trust content creators more than brands themselves, highlighting the credibility influencers bring to marketing efforts.
Why Influencers Matter for Black Friday Campaigns
Traditional Black Friday promotions, such as generic ads and email blasts, can sometimes feel impersonal. In contrast, influencers provide a human touch, presenting products in ways that feel authentic and relevant. By collaborating with influencers, brands can bridge cultural divides, making their campaigns resonate across different demographics. This is especially important during Black Friday, where limited-time deals and promotional urgency are key to driving consumer action.
Multicultural influencers, in particular, play a critical role in today’s marketplace. Consumers increasingly want to see themselves reflected in the brands they support, and influencers with diverse backgrounds bring relatability and cultural authenticity to campaigns. Whether they focus on beauty, fashion, tech, or lifestyle, these influencers understand the nuances that make their audiences feel seen and valued.
For example, multicultural influencers can highlight products’ cultural relevance, creating authentic connections between brands and their target audiences. Consider the success of CoverGirl’s collaboration with Dominican influencer Massy Arias, who promoted their makeup line to non-English-speaking consumers outside the U.S. By demonstrating the inclusivity of the brand, Arias made CoverGirl more accessible and appealing to a broader audience. Similarly, in 2024, fashion retailer Shein partnered with South African influencer Sphokuhle Ntshalintshali to create a Black Friday “Look Book” showcasing affordable, inclusive fashion trends. These partnerships highlight the power of influencers in creating culturally resonant campaigns.
The Power of Cultural Connection
Multicultural influencers often act as cultural bridges, breaking down language barriers and tailoring content to specific regions or demographics. Brands can partner with bilingual or multilingual influencers to create campaigns that are truly inclusive and locally relevant. This strategy not only drives engagement but also builds long-term loyalty by showing consumers that their unique identities are valued.
Moreover, the trust that influencers build within their communities makes them especially effective during Black Friday, when consumers are bombarded with countless offers. Audiences view influencers as trusted friends or family members, making their recommendations more persuasive. This credibility can lead to ongoing support for a brand well beyond the holiday season.
Crafting an Effective Influencer Strategy
To maximize the impact of influencer partnerships, brands should plan their campaigns strategically. Finding the appropriate influencer for a Black Friday marketing strategy is crucial because the success of the campaign depends on how well the influencer aligns and resonates with a brand’s target audience. By carefully selecting an influencer whose values, audience, and content orient with your brand category, businesses and agencies can position their Black Friday campaign for optimal impact and measurable success.
Additionally, brands should work with influencers to create diverse content formats, from short-form videos like Reels to ephemeral Stories that emphasize urgency. By tailoring content to specific platforms and audiences, brands can maximize engagement and drive conversions.
Conclusion
In today’s multicultural marketplace, influencers are invaluable allies for brands looking to stand out during Black Friday. Their ability to connect with audiences authentically, amplify messaging, and inspire trust makes them essential for driving sales and fostering loyalty. By thoughtfully integrating diverse influencers into their Black Friday strategies, brands can create meaningful connections with consumers, ensuring success not just during the holiday season but beyond.
By Michael Royston; VP of Integrated Marketing Services
Contributor; William Pinson, Marketing Intern
