The Incredible Effect of Social Media on Black Friday Sales

November 23, 2016 Written By Hemant Parmar

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The effects of social media on eCommerce businesses are more benevolent than any other marketing strategy. Social media plays a big role in bringing customers to online stores for huge shopping days like Black Friday. And the latest trend suggests that an enormous number of customers are making purchases through popular social media channels like Facebook, Instagram, and Pinterest.

This makes it clear that online store owners cannot deny or delay their social media campaigns and marketing strategies. And why is that you ask? Because as per one statistic, more than 40% of the US and UK shoppers look for brands, products, or services from social media sites before buying on Black Friday. Also, more than 17% of shoppers use Facebook, 10% use Instagram, and 4% use Pinterest & Twitter to make Black Friday Purchases.

And due to the rise of the social commerce era, the US shoppers did spend more on Black Friday than ever before. Over 53% of American shoppers use social networks to purchase for sales holidays like Black Friday. Last year, Black Friday sales stood at $7.4 billion out of which $2.9 billion came mobile and social networks. This is a 21% year-over-year growth for sales on that particular day. Apparel and electronic category remain the best-sold items through social media platforms.

PlayStation, Nintendo, Apple, Xbox, Google were the top brands that dominated the Block Friday Sales. And Amazon, Walmart, Target, GameStop, and Best Buy were the most mentioned and talked about brands on social media for that day. Not only that but for upcoming years, it has predicted that social media shopping will be a major source of revenue for eCommerce brands. But the question still rises is how you can bring sales from social media websites.

How can social media bring in huge sales on Black Friday?

Social media can act as a cornerstone for the success of your eCommerce brand. And with this article, we have elaborated on the strategies that even small brands can use to take a piece of the pie. Also, we have discussed what made people talk on social networks and how to effectively utilize the tools offered by the social networks to garner more traffic, sales, and revenue on Black Friday.

Use the Most Profitable Social Network

The first thing you need to make sure of is that what social networks you will target and build Black Friday campaigns around. Because not all social networks are equal when it comes to getting sales out of them. Facebook, Instagram, Pinterest, WhatsApp, etc. are more suitable for B2C businesses and LinkedIn, Facebook, Twitter, etc. are more suitable for B2B businesses.

Moreover, one research shows that Facebook is the most effective social media platform for eCommerce brands. However, you should choose a social platform where your audience is more active so that you can get more engagement on Black Friday. And instead of focusing on all the social networks focus on promoting 2 to 3 most profitable ones that are likely to increase your sale and conversion results.

Use the Hashtags:

Hashtags play a big role in pulling people towards your brands. Although the customers are the decision-makers here, yet you can certainly make and keep them thinking about your products through the proper use of hashtags and other marketing tools. Almost all social platforms have incorporated support for hashtags.

Posts with hashtags get 200% more engagement than posts without them. Also, campaigns like The Opt Outside made a mark by creating gigantic online sales without having an actual physical store. Simple yet untraditional marketing campaigns resulted in the big sale. Hashtags like #BlackFriday, #CyberMonday, #Shopping, #YourBrandName or #Tagline, etc. should have a big place in your campaign.

Update customers on social media channels:

A good marketer knows how to use social media channels to keep the customers engaged. Some of the biggest brands informed their customers about the opening and closing hours of the Black Friday through their social media channels and they drove far more sales than their competitors. This was also the best way to respond to customer queries. Give them personal attention and help them in making purchases. You must use this technique every time to keep your customers stay updated.

Announce deals and discounts:

You must announce exclusive deals and discounts on various social media platforms. This will make people talking and create a brand image. You need to engross your customers by designing appealing campaigns for social media accounts for the Black Friday. You can expect a 10% conversion through this method. Remember, it will have an impact only when you plan it in advance and execute the plan on scheduled time.

Simplify the Buying Process

Just like Facebook, now Instagram also supports direct buying. This allows your users and followers to directly purchase items without leaving the app. Also, Instagram shows the Shop tab when a user opens the search bar. Similarly, WhatsApp now offers a product catalog feature that offers brands to create their product catalog for in-app browsing and shopping. Using such tools of social platforms will simplify the buying process for customers and give a boost to your sales and increase revenue on Black Friday.

Gauging customer preferences:

Big brands were meticulous in their communication with the customers and also observed their social media accounts to forecast the nerve of the market. They actually offered products as per the customer’s demands. With the help of engaging questions and customer shares and conversations, they found the demands and thus created the supply. You can do the same for this upcoming shopping season.

User-Generated Content:

Marketers find this as the finest way to score high on shopping seasons. Facebook posts, Vine videos, and selfies that talked about the brand and customer experience can be a big tool to generate further sales. Brands could retweet and share the best customer messages and experiences. This will build a rapport with the customers as well as pull in some more sales.

Summing Up

With this, we know the impact of social media on bringing in customers, sales, and revenue. You cannot underestimate these powerful tools that like, share, and talk about your products. Use these platforms to create curiosity, to resolve queries, and to engage the customer for a long term association.

Black Friday is becoming increasingly popular for customers to shop online. And the use of social media makes it a piece of cake for them. Also, past years have proved that social media has a big impact on customers. It has changed the landscape of online shopping. And you can apply the same formulas this year as well. If you need help in planning campaigns that better convert customers, then consult our eCommerce experts for more on the same. Till the next time, All the Best!

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