Every year, consumers wait for the time of major discount offers during November, what is known to be #BlackFriday or #WhiteFriday in the MENA region. It is not a label for one specific Friday. Each retailer has their own version of promotion discount offers. There is no set rule on how brands implement #BlackFriday. Considering its popularity, it is one of the most important terms for brands and marketers. It is important for brands to understand how consumers perceive #BlackFriday to be able to establish a connection with them.
During the past month, the Crowd Analyzer social media listening tool was utilized to monitor and analyzer a total of 2.6 million #BlackFriday content in November, to be able to better understand the nature of customers most involved In Black Friday conversations. Such information is eye opening for opportunities to differentiate your brand’s customer experience and ensure that it turns into a positive one that would without a doubt impact your sales.
The Analyzers captured the biggest trends we’ve seen in November 2020, and highlighted the 4 compelling reasons why #BlackFriday this year enhanced the online customer experience.
1. #BlackFriday Went Beyond The Sales Purchase
#BlackFriday is a much anticipated event. Conversations were ongoing all throughout the month of November. Brands considered it as a big opportunity to increase their conversion rate. However, their activities not only affected their share of voice online but also engagement levels with the anticipated audience.
Every retailer had their own version of #Blackriday. For example, Jumia offered discounts every Friday of the month, while Souq offered it during the last week of the month. The biggest retail spike happened on the last Friday of November. Regardless, it is clear that people started talking about it as soon as the season kicked off.
This year Egypt led the #BlackFriday online conversations with 52% share of voice, followed by Saudi Arabia and UAE. In countries with a high level of social media activity, it is not simply about the purchasing stage; customers prefer interacting with their brand and their network, to provide a shareable experience.
2. Relevant Content Led To Better Engagement
It may seem obvious that retailers used social media to focus on announcing the biggest promotions during the unique month. However, based on the below findings, brands realized the importance of creating engaging content that is likely to encourage conversations. When it comes to #BlackFriday conversations, photos received the highest interaction in comparison to videos, text, and links.
E-commerce websites used the popularity of football to promote their discount sales; football related content led to more online conversation. This was an effective way to connect with the audience by giving them the opportunity to win a prize meanwhile securing a more engaging brand experience.
3. Influencers Had Their Say
With the growth of online retail especially this year, many customers moved away from stores and relied on social media to help them make the purchase decision, as well as connect with the brand’s customer service. During #BlackFriday, there is even more pressure to make sure customer issues are dealt with right away.
With this type of pressure, it was important to pay attention to the influencers speaking about the key brands mentioned in #BlackFriday. Influencers usually have a visible impact on the image of your brand. Considering the popularity of #BlackFriday, it is no surprise that influencers were highly involved in the conversation.
4. Customers Expected Brands To Adapt To The COVID-19 Situation
With the COVID19 situation, it was anticipated that customers would prefer the online shopping experience than the retail stores. Some brands in the MENA region during November 2020 were criticized for not adhering to the expected safety measures and precautions in their retail stores, which led customers to resort to social media to share their experience and frustration.
With the analysis of BlackFriday 2020, there were key takeaways that brands should consider in 2021:
- Customers will reach out with constant inquiries about certain products, offers, and mishaps, expecting a prompt response.
- Customers expect your brand to be actively engaged in the online conversation.
- #BlackFriday is considered the spotlight of many brands to test how your brand deals with customers.
The above key insights should inspire you to apply the following tactics for your brand:
- Create a content buzz around your offers
- Ensure you have a plan to quickly respond
- Customers are navigating their journey online
- Brands are expected to be socially conscious about protecting their customers
The nature of customers is constantly changing, and it is important for every brand to be aware of the identity of their target audience. We are here to support you with effective, monitoring, and social media listening solutions at Crowd Analyzer that will enhance your content strategy from brand reputation to crisis management. Such efforts were proven to be effective in creating a brand’s fan base, turning customers into brand advocates.