A Black Friday, one of the most awaited dates in retail, will be celebrated on November 24th, and 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, Squida leading technology company in influencer marketing, presents an exclusive study that analyzed more than 800 campaigns with influencers and outlined the 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 is yes. The research identified that 82% of influencer marketing campaigns that presented a performance considered excellent, that is, with a CTR above 12%, worked with content creators who predominantly had between 5 thousand and 50 thousand followers, the so-called micro influencers.
This discovery not only proves to the market that high numbers of followers do not guarantee success in campaigns, but also reinforces that micro influencers, with their strong communities, have extremely high power of connection, and mainly, of conversion, a decisive pillar for most brands on this important date for retail, explains Luciano Kalil, CMO at Squid.
The saying goes that one swallow doesn’t make a summer, and it’s a fact. The research shows that only one creator it also does not convert. On the contrary: little diversification of influencers can negatively impact campaign performance. According to the study, almost half of the campaigns analyzed (49%) that had low conversion performance were carried out with 1 to 3 creators. The largest concentration of campaigns considered excellent were carried out with 11 to 20 creators (19%). Therefore, campaigns with a group of more than 10 influencers tend to have a higher CTR than those carried out with smaller groups.
In addition to the number of followers, the duration of an influencer marketing campaign plays an important role in the final result desired by brands. The study shows that campaigns that last 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 goal of conversion for a date like Black Friday is 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%.
The quantity of content is one of the first factors of a campaign to be combined with the creator. Typically, they have as a standard the publication of 1 post no feed e 3 stories for each theme. But according to research, the ideal amount of content for a successful conversion campaign is, on average, 5 posts no feed and 2 to 10 stories.
In this study, we explore 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 your unique and internal objectives for this very relevant date, concludes Kalil.
Follow Adnews on Instagram,LinkedIneThreads. #WhereTransformationHappens