Squid Study unveils date strategies such as number of creators and ideal duration for campaigns
Black Friday, one of the most anticipated dates in retail, will be celebrated on November 24th. As a result, both physical and online commerce are already preparing strategies that guarantee the success of conversion campaigns. With a continued commitment to offering exclusive data to the market, Squid, *exclusive study analyzing more than 800 campaigns with influencers and outlining an ideal scenario for brands that intend to invest in the date.
One of the most frequently asked questions when selecting creators for Black Friday is whether there is an ideal range of followers to obtain specific results for your brand. According to the study carried out by martech, the answer: yes. Meticulously analyzing a wide range of influencers and their respective campaigns, the research identified that 82% of influencer marketing campaigns that presented a performance considered excellent, that is, having a CRT above 12%, worked with content creators who had , predominantly, between 5 thousand and 50 thousand followers, named micro influencers.
“This discovery not only proves to the market that high numbers of followers do not guarantee success in campaigns, but rather reinforces that micro influencers, with their strong communities, have extremely high power of connection and, mainly, conversion, a decisive pillar for most brands on this important date for retail”, explains Luciano Kalil, CMO at Squid.
How many creators run a good conversion campaign?
Little diversification of influencers can negatively impact campaign performance. The study points out that almost half of the campaigns analyzed (49%) that had low conversion performance were carried out with a total of between 1 and 3 creators. In the largest concentration of campaigns considered excellent, they were carried out with a total of between 11 and 20 creators (19%). Therefore, campaigns with a group of more than 10 influencers tend to have a higher CTR (Click Through Rate) than those carried out with smaller groups.
How long is an ideal campaign for Black Friday?
According to the study, campaigns that go on for a long time can suffer from message wear, becoming repetitive and less effective. On the other hand, actions that are too short may not provide enough time for the message to be absorbed and mature effectively.
According to research, the ideal duration of a campaign with the ultimate objective of conversion for a date like Black Friday is between a period of 21 to 45 days. In this interval, 44% of the brands evaluated registered a notable performance. In contrast, campaigns lasting just 10 days showed significantly lower performance, with a success rate of just 33%.
Quantity of content
According to research, the ideal amount of content for a successful conversion campaign is on average 5 posts in the feed and 2 to 10 stories. “In this study, we explored both the quantitative and qualitative elements that make up a successful conversion campaign. Now is the time for brands to transform these insights into action, incorporating them into their unique and internal objectives for this very important date”, he concludes Kalil.
