Top Influencer Marketing Trends for BFCM 2024

The Black Friday Cyber Monday (BFCM) shopping extravaganza is a pivotal period for brands across various sectors, and the health, wellness, and lifestyle industries are no exception. As consumers increasingly turn to influencers for product recommendations and inspiration, harnessing the power of influencer marketing during BFCM has become essential. In this comprehensive guide, we'll delve into the top influencer marketing trends for BFCM 2024, with a special emphasis on strategies that resonate with health, wellness, and lifestyle brands.

BFCM presents a golden opportunity for health, wellness, and lifestyle brands to leverage influencer marketing to boost sales and brand awareness. Consumers are actively searching for deals and recommendations during this period, making them highly receptive to influencer-promoted products and services.

To help you make the most of this opportunity, here are the top influencer marketing trends for BFCM 2024:

1. Authenticity and Transparency

Authenticity remains a cornerstone of successful influencer marketing. According to Sprinklr, 89% of customers value authentic content, making authenticity a crucial component of influencer marketing. Consumers are increasingly discerning and can easily detect inauthentic endorsements. To avoid any negative speculation, partner with influencers who genuinely align with your brand values and have a credible voice in the health, wellness, or lifestyle space.

Transparency is equally crucial. Clearly disclose sponsored content and partnerships to maintain trust with your audience. Encourage influencers to share their honest opinions and experiences with your products.

2. Micro and Nano Influencers

While macro-influencers with massive followings can offer broad reach, micro and nano-influencers (with follower counts ranging from 1,000 to 100,000) often boast higher engagement rates and stronger connections with their audience. According to Spiralytics, micro-influencer-posted images convert over 20%, 7% more than the industry average than macro-influencers. These influencers are perceived as more relatable and trustworthy, making their recommendations more impactful.

Consider collaborating with a network of micro and nano influencers who specialize in your niche. This approach can help you target specific demographics and build authentic relationships with potential customers.

3. Video Content Dominance

Video content continues to reign supreme in the influencer marketing landscape. Platforms like TikTok, Instagram Reels, and YouTube Shorts have exploded in popularity, offering engaging and easily digestible formats for showcasing products and services. According to Zight, video content can increase your organic traffic by 157%. The value video content adds to your strategy is more than worth the investment.

Encourage your influencers to create video content highlighting the benefits of your offerings. This could include product demonstrations, tutorials, behind-the-scenes glimpses, or user-generated content featuring your products in action. For health and wellness brands, this gives audiences a better understanding of how to use the product and the impact they will see on their daily life by using the product. 

4. Live Shopping Events

Live shopping events have emerged as a powerful tool for driving sales and engagement. These real-time shopping experiences allow influencers to interact with their audience, answer questions, and showcase products in a dynamic and interactive format. As reported by WifiTalents, 48% of consumers aged 18-34 have made a purchase via a live shopping event within the past year. These events live on the platforms young people spend the most time on, so take advantage of the space with a live event.

We recommend partnering with influencers to host live shopping events during BFCM. During these lives, influencers can share about how this product has personally helped them which adds a story and face to the product. Through the live, the influencer can offer exclusive discounts, and limited-time offers, as well as include interactive elements like polls and Q&A sessions to maximize engagement and conversions.

To take it a step further, you can incorporate new technologies such as the metaverse to create interactive live shopping experiences. 

5. Personalized Promo Codes

Unique promo codes are a win-win for both brands and influencers. They allow you to track the impact of each influencer's efforts and incentivize purchases with personalized discounts.

Provide each influencer with a unique promo code that their followers can use during BFCM. This not only encourages sales but also provides valuable data on which influencers are driving the most conversions.

6. Early Access and Exclusivity

Everyone wants to be part of something special, so create a space where people feel like they are getting a better deal than everyone else. According to Sheer ID, 58% of shoppers say an exclusive offer would increase their likelihood of purchasing. Creating a sense of urgency and exclusivity can significantly boost BFCM sales. You'll gain an audience that engages highly with your brand by offering early access to deals, VIP lists, and countdown timers that build anticipation and excitement among your target audience.

One way to create exclusivity is through collaborating with influencers who have their own audience built in. The influencer’s followers will feel like they’re having a special deal because they support the influencer. By working with influencers, you’ll generate buzz and drive traffic to your website or online store.

7. User-Generated Content

One of the biggest trends of 2024 in influencer marketing is using user-generated content (UGC). It is a powerful form of social proof that can amplify your influencer marketing efforts. UGC creators are cost-effective and beneficial for your brand because they are enthusiastic ambassadors who don’t have an agenda other than sharing their favorite products. EveryoneSocial shares that 79% of people say UGC highly impacts their purchasing decisions. The authenticity UGC creators provide is what audiences are craving and it is shown through the statistics. 

One way to grow UGC for your brand is by encouraging customers to share their experiences with your products on social media using branded hashtags. You can combine this with a giveaway as well, to incentivize more people to create videos. 

We recommend partnering with influencers to repost and amplify UGC to combine the two strategies. This not only showcases real people using and enjoying your products but fosters a sense of community around your brand. Through this combination, it also shows to your audience that you value the opinion of UGC creators as well as influencers and understand that incorporating both is key to a successful campaign. 

Entering BFCM 2024

As the BFCM season starts, we’re excited to see what audiences are attracted to in each campaign. We believe that people are connecting the most with authenticity, video content, and interactive experiences like live-shopping events. If you’re interested in implementing any of the trends into your campaign but don’t know where to start, reach out to the team at CEG and we’ll help lead you through a successful BFCM season.