Black Friday is no longer just a day of deals; it’s a chance to uncover valuable consumer trends and fine-tune your marketing strategy for the upcoming year. We teamed up with Brandwatch Consumer Research to deliver a snapshot report packed with exclusive insights from Black Friday 2023. Here’s a sneak peek of what we found—but for the full picture and actionable recommendations, download the complete report.
1. Is Black Friday Losing Its Spark?
Global chatter around Black Friday has seen a notable decline, with mentions dropping significantly in 2023. The economic climate and changing consumer behaviours have contributed to this trend, and it’s been brewing for nearly a decade.
But what about South Africa?
Local mentions have stayed relatively steady, suggesting brands still have a unique opportunity to make an impact. Those who get creative and engage early could set themselves apart from the crowd.
2. Timing Is Key—But When Should You Start?
While starting early paid off for Pick n Pay, who began their Black Friday push in September, other top brands like ABSA and Takealot still made a big splash despite launching closer to the event. It’s clear that impactful engagement can happen, whether you’re ahead of the curve or coming in hot closer to the big day.
🕑 Want to optimise your timing for next year? The report offers a detailed breakdown of the best times to engage with your audience.
Pro Tip: Tailor your strategy to your audience’s online habits. Learn more about how to pinpoint their preferred platforms and engagement times in our complete analysis.
3. It’s Not All About Discounts: Competitions Can Steal the Show
Many brands assume that heavy discounts are the only way to succeed during Black Friday. But our analysis found that competitions and interactive campaigns can drive significant engagement without relying solely on price cuts. Several South African brands used creative contests to boost their visibility, tapping into the Black Friday buzz without a focus on discounts.
Example: Pineapple SA’s #BrandOff campaign generated a huge response, proving that interactive content can lead to a surge in brand mentions.
4. Don’t Underestimate the Power of Logo Visibility
It’s not just about what people say; it’s about what they see. Xbox topped the charts for brand visibility during Black Friday, driven by their own promotional posts. Meanwhile, Mercedes gained unexpected traction through event sponsorships, showing that logo visibility can play a crucial role in brand recognition.
Want to make your brand unforgettable next Black Friday? The report shares expert tips on leveraging visual branding and strategic partnerships to increase your reach.
5. Hashtags: The Unsung Heroes of Black Friday Engagement
While overall mentions might be on the decline, hashtags like #BlackFriday have remained consistently popular. This shows that even as the buzz decreases, consumers are still searching for deals using these familiar tags.
Pro Tip: Make sure your social posts and emails include trending hashtags like #BlackFriday to tap into ongoing conversations and boost your visibility.
📈 Need a hashtag strategy for your next campaign? Our full report covers top-performing hashtags and how to use them effectively.
What’s Next? Get the Full Scoop on Black Friday 2023
These highlights offer a glimpse into the trends shaping Black Friday, but there’s much more to discover. From deep dives into consumer behaviour to detailed case studies of top-performing brands, our full report is a must-read for anyone looking to refine their Black Friday strategy for 2024.
Ready to unlock the full potential of your Black Friday campaigns?
- Download the complete Black Friday Snapshot Report for more insights and actionable tips.
- Want tailored advice for your business? Book a demo with YOUKNOW Technologies to see how our expert team can help you turn these insights into results.
Don’t wait—get ahead of your competitors and start planning now. The best strategies come from the best data, and we’ve got it all in the full report. Download
