As the biggest shopping events of the year approach, brands in the MENA region are gearing up for Black Friday and Cyber Monday, preparing to capitalize on heightened consumer spending. Influencer marketing has emerged as a vital tool for brands seeking to stand out in a competitive digital landscape. By working with influencers, brands can build trust, connect with niche audiences, and create content that resonates with consumers.
This blog explores how Black Friday and Cyber Monday have evolved in the MENA region, the increasing significance of influencer marketing, and the key trends shaping 2024.
Black Friday and Cyber Monday in the MENA Region
Black Friday and Cyber Monday are global shopping phenomena that originated in the U.S. but have since been adopted worldwide. The MENA region, in particular, has seen a significant surge in participation, driven by e-commerce growth and mobile-first consumer behavior.
In 2022, Black Friday sales in the MENA region reached 70 billion U.S. dollars, a 14% increase from the previous year. Lovrenc Kessler, Partner and Managing Director at Simon-Kucher Dubai, highlighted in one of his latest interviews that 85% of consumers in the UAE and Saudi Arabia plan to participate in Black Friday 2023, with expected average spending of $120 in the UAE and $135 in Saudi Arabia.
These numbers highlight the growing significance of Black Friday and Cyber Monday in the MENA region, making it essential for brands to capitalize on this momentum. The increasing adoption of “buy now, pay later” (BNPL) services, such as Tamara and Tabby, also boosts spending, as consumers are more inclined to purchase high-ticket items with payment plans.
The Power of Influencer Marketing in Black Friday & Cyber Monday
Influencer marketing has become indispensable for driving engagement, brand awareness, and sales during Black Friday and Cyber Monday. In a crowded digital space, influencers help brands cut through the noise by offering personalized recommendations and showcasing exclusive deals in creative ways.
In the MENA region, influencers wield significant power, particularly those with strong connections to local cultures. According to Hootsuite, 80% of consumers are more likely to purchase a product recommended by an influencer. Collaborating with influencers during Black Friday allows brands to tap into the trust they’ve built with their followers, creating content that resonates and drives higher engagement.
Read also: How Influencer Marketing is Shaping Engagement with Gen Z and Gen Alpha
Key Influencer Marketing Trends for Black Friday & Cyber Monday 2024
1. Unique and Creative Content
During Black Friday, consumers are bombarded with discounts and deals. To stand out, brands need more than just competitive pricing, they need creativity. Influencers can craft unique, engaging content that breaks through traditional sales promotions. Whether through humorous parodies, challenges, or behind-the-scenes content, influencers can humanize your brand and create lasting impressions.
A report by Statista shows that influencer-generated content receives eight times more engagement than brand-generated content, reinforcing the effectiveness of using influencers to create buzz during the Black Friday period.
2. Curated Gift Guides
Influencers can create personalized gift guides, making it easier for their followers to navigate through numerous deals and find the perfect products. These curated lists are especially popular during the holiday shopping season, offering tailored recommendations for tech enthusiasts, beauty lovers, and fitness fans alike.
Rakuten’s survey found that 65% of consumers turn to influencers for gift-buying inspiration. In MENA, gift guides that highlight local traditions or family-oriented products can further boost engagement, creating a stronger emotional connection between consumers and brands.
3. Sales Staggered Over Days
Stretching Black Friday promotions over several days keeps consumers engaged and excited about ongoing deals. Influencers can announce daily promotions, encouraging their followers to stay tuned for flash sales or exclusive offers.
Adobe’s 2023 Black Friday report reveals that MENA consumers are increasingly attracted to early-access deals, making influencers a great medium to communicate these limited-time offers. The urgency created by these countdowns often leads to impulse buying, benefiting both brands and influencers.
4. Aligning with Brand Values
As consumers become more value-driven, they look for brands that align with their ethics, such as sustainability or social responsibility. Brands can partner with influencers who advocate for these causes, especially during the consumer-heavy Black Friday period.
According to YouGov, 43% of MENA consumers prefer brands that prioritize sustainability, presenting an opportunity for brands to collaborate with eco-conscious influencers and differentiate themselves with purpose-driven campaigns.
Read also: The Secrets to a Successful Influencer Collaboration
5. Live Online Shopping Events
Live streaming has gained tremendous traction as a method for engaging consumers in real time. Platforms such as Instagram, YouTube, and TikTok offer influencers an opportunity to host live shopping events where they can showcase Black Friday deals, perform product demonstrations, or answer consumer questions on the spot.
In MENA, 63% of consumers reportedly watch live streams to discover new products, according to Statista. Live influencer shopping events create a sense of urgency and excitement, encouraging viewers to make real-time purchases.
6. Entertainment-Driven Campaigns
While Black Friday is primarily about shopping, entertainment can enhance campaign impact. Influencers are skilled at blending humor, storytelling, and creativity, turning otherwise mundane promotions into entertaining experiences. TikTok challenges, comedic skits, and entertaining product demos can capture attention in a way that traditional ads often cannot.
A Nielsen report shows that influencer campaigns featuring entertaining content generate a 35% higher brand recall than those focused solely on sales messages, making entertainment a key component of effective influencer marketing during Black Friday.
Key Takeaways
Black Friday and Cyber Monday are becoming monumental shopping events in the MENA region, and influencer marketing plays a crucial role in driving consumer engagement and conversions. By collaborating with influencers to create engaging, creative content and leveraging trends like live shopping events, curated gift guides, and purpose-driven campaigns, brands can maximize their impact during this high-traffic season.
The 2024 Black Friday and Cyber Monday events offer brands the opportunity to capture attention and boost sales, but more importantly, they can build lasting relationships with consumers. By aligning with influencers who connect authentically with their audiences, your brand can not only thrive during these shopping events but also sustain customer loyalty for the long term.
