Format continues to expand post-pandemic. In partnership with YouTube, Play9 and Americanas, the Black Friday 2022 Show will have an even larger structure and more simultaneous transmissions.
YouTube users are more likely to consider a product or brand after seeing an advertisement on the platform. The WhyVideo survey, commissioned by YouTube, pointed out that 82% of the audience is open to being impacted in this way, 19% more than in 2021, in addition to 76% of the public admitting that they access YouTube to decide what to buy. In this scenario, combined with greater optimism, videos should further impact consumption and entertainment through live commerce. In preparation for the 2022 year-end festivities and emblematic dates for commerce such as Black Friday, the format promises to generate even more inspiration for consumers.
Around 5 million Brazilians began shopping online between 2021 and 2022, and by 2025 electronic commerce is expected to grow 42%, according to an analysis by Google and Ipsos. In addition to being more digital, consumers tend to be more aware after the Covid-19 pandemic, so identifying the public with branded content can be a decisive factor in boosting sales.
YouTube is revolutionizing entertainment, education and consumption. Today, the ecosystem of creators maintained by the platform generates revenue inside and outside YouTube, having contributed with more than BRL 6 billion in the country’s economy and generated more than 160 thousand jobs in the last year. In other words, it creates means that are advantageous for everyone, as it also increases users’ confidence in consuming certain goods and brands that meet their demands”, comments Alessandra Gambuzzi, director of content projects at YouTube.
If live commerce seems to evolve rapidly in markets such as China, the strengthening of companies’ digital channels and the commitment to multiformats and platforms has leveraged the model in Brazil. Retail giants already book long-term live shows on their annual calendars with lots of entertainment for the public and made with a high level of production during the Black Friday period. In Brazil, live commerce has already been taken to another level due to the quality of production, with a structure that does not stop growing.
Partner of YouTube, Americanas was the first brand in Latin America to experience YouTube’s live shopping feature, which, alongside mediatech Play9, launched the Show da Black Friday today in its fourth edition.
The brand became among the retailers even more related to great deals this season. And the platform began to bring together more and more solutions and advantages for the consumer. In 2021, dozens of discount coupons were released and there was simultaneous transmission on nine YouTube channels.
Americanas is a pioneer in live commerce operations in Brazilian retail. We believe that broadcasts enable a unique connection between customers, brand and content creators, while combining offers with entertainment and fun. On Black Friday we couldn’t do any different. We used all our expertise to make the fourth edition of the Americanas Black Friday Show even more memorable. This year’s scenario is especially sport-inspired. And the Show will be full of disputes between two teams of guests, who will release unmissable offers with each victory, says Aline Oliveira, head of marketing at Americanas.
The Black Friday show is the perfect summary of what we call shoptainment, which is an entertainment structure based on the audience of major influencers or niche influencers. This structure allows content creators to be able to engage their base and, at the same time, do it in a way that the old sales channel is seen – today – as a piece of entertainment, a great live branded content. I believe this is the reason for its success and Americanas has invested a lot in this format and has been our partner for 4 years, emphasizes Joo Pedro Paes Leme, founding partner and CEO of Play9.
The Black Friday Show in 2022
Together with the pioneering spirit, innovation and expertise of YouTube and Play9, Americanas presents two connected lives to the public, 11/11 and the Black Friday Show. In 2022, the scenarios will be even grander, with seven screens and a diverse cast that mixes veterans and new voices from different generations.
The Black Friday Show will last for 3h30min starting at 9pm on November 24th, and will be broadcast on Americanas channels, Felipe Neto, Bruno Correa, Camilla de Lucas, Diva Depresso, Jooj Natu, GKay, Lucas Rangel, Phellyx, PodDelas, T3DDY and Vanessa Lopes. There will also be broadcast on TikTok by influencers Vanessa Lopes and Vittor Fernando.
In addition, the Black Friday Show will operate YouTube’s live shopping functionality on the Americanas channel and also on the channels of influencers who are broadcasting the live on the platform. In all, there will be 12 simultaneous broadcasts, 10 of which will feature YouTube’s live shopping feature.
All programming can be accompanied by Americanas channels on other digital platforms (brand app, Tik Tok, Twitter and Facebook).
SERBIAN
SHOW DA BLACK FRIDAY
Yes: November 24th, Thursday to November 25th, Friday
Live principal: 21h s 00:30hrs
Heating: 20s 21hrs, no PodDelas
Instagram Americanas (warming up): 8:20 pm to 8:50 pm, with Ana Clara and Ademara
Where to watch? The main live will be on YouTube Horizontal, on the channels: Americanas, Felipe Neto, Bruno Correa, PodDelas, GKay, Phellyx, T3DDY, Camilla de Lucas, Diva Depresso, Jooj Natu, Lucas Rangel and Vanessa Lopes.
The main vertical live takes place on YouTube, on Vanessa Lopes’ channel. You can also watch at:
Americanas App
TikTok: 21:30 – 23:30 special broadcast with Vanessa Lopes and Vittor Fernando; American.
Facebook: Americanas. Twitter: Americanas.
