消费者如何回应2021年的黑色星期五广告[+观看趋势]

2020年之后，人们对2021年可能带来的期望有很高的期望。一些人预测黑色星期五销量为供应链难以满足需求。Others said2021将带来创纪录的数字。

As an advertiser, you might want to learn more about growing online purchasing behaviors – and how you can leverage them in 2022.

Below, we'll highlight what we learned from polling 300+ consumers after this Black Friday. Then, we'll present a few consumer behavior predictions you'll need to know about when determining your 2022 Black Friday ad strategy.

What We Learned About Black Friday Shoppers in 2021

为了帮助营销人员发现更多有关黑色星期五2021年结果背后的消费者行为的信息，我调查了300多人使用Lucid软件的池。bob电竞官方下载目的是了解导致他们在黑色星期五广告中参与或购买产品的原因。

这是我们从结果中学到的东西。

1.社交媒体是广告参与的主要驱动力。

随着黑色星期五交易，各种形式的媒体都淹没了黑色星期五广告。数以百万计的人在黑色星期五购物并不奇怪，但是哪些广告策略实际上导致了购买？

当我问参与者时，“您是否参与了黑色星期五的任何在线广告或促销活动？”56％的人说他们以某种方式参与了一个或多个广告，而只有26％的人说他们忽略了它们。

We also found that social media was the number one place consumers engaged with ads, with 54% of consumers surveyed clicking on ads they saw on a social network.

Social media is a big revenue driver when it comes to Black Friday ads and the opportunities it offers continue to expand. Let’s take a look at Instagram for example.

您可以发现一个品牌，滚动浏览其个人资料，查看您喜欢的产品，并完成购买，而无需离开平台。

借助如此众多的社交媒体平台提供电子商务功能，品牌可以在买家旅程的每个阶段吸引购物者，消费者可以体验无缝的购物体验。这是双赢。

From an advertising perspective, this is a big indication that brands should be well prepared for social media ads as Black Friday approaches.

Instead of waiting for the week before Black Friday, where timelines are already flooded with ads, consider starting early and you may get better results.

That said, having an online presence beyond social media is also important. Our survey found that while most of the ads consumers clicked on came from social media, 23% clicked on ads they saw on brand websites and 22% on search engines.

With this in mind, it’s important to diversify your ad channels, as each has the potential to drive revenue.

2.消费者对技术和电子交易表现出兴趣。

除了广告的位置外，广告宣传的产品或服务还可以在观众的参与度中发挥作用。

To get an idea of which products were most popular, I asked survey participants, "Which industries were you most interested in shopping?" 49% answered "Electronics and appliances."

This mirrorsdata from SEMrush，这表明最受欢迎和搜索的产品包括笔记本电脑，电视，手表，耳机，视频游戏和手机。

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Amazon reported它的最畅销物品也是电子产品：苹果Airpods，消防电视棒，回声点，智能灯泡等。

This is great news for brands that fall within this industry, as Black Friday is a great opportunity to drive traffic to your products.

3. Consumers are shopping more online.

40% of Lucid survey respondents said they shopped exclusively online, with only 7% doing an even mix of online and in-person.

尽管零售商店的流量比去年增长了近50％，但仍未回到流行前数字。CNBC report。

电子商务品牌从最近的转变中受益Shopify reportinga 21% increase in Black Friday/Cyber Monday sales year-over-year. Globally, the platform reached peak sales of $3.1 million per minute on Black Friday.

However, what data does suggest is that online ads can drive shoppers to head to stores in person. Fiffy-four percent of consumers surveyed on Lucid said that they visited a store to grab a deal they saw in an ad online.`

黑色星期五2022的3个预测

1. Brands with a strong social strategy will outperform those without one.

我们的调查结果和安装研究继续表明，发展或不断改善网络存在的重要性越来越重要。

正如我们提到的，在线网络存在可能不仅是您的客户的好处。这可能会导致您的品牌ROI，尤其是在黑色星期五。

Growing an online presence doesn’t have to be expensive and daunting.

For example, if you're just dipping your toes into online marketing, you could start with free strategies like building a social media profile, launching a basic website, starting a marketing email, or creating a Google My Business for your store.

然后，一旦您感到舒适，请尝试更大的投资，例如购买在线广告。

上面的策略将使整个网络的人们能够更多地了解您的品牌，产品或服务。这些策略还可以使潜在客户在研究行业中的产品或服务时更容易找到您。

2. Consumers will start shopping earlier.

In previous years, shoppers waited closer to Thanksgiving weekend to start shopping. This year, things are changing.

According to the国家零售联合会, this early shopping trend has been rising since 2011.

They report that most consumers (61%) started shopping as early as Halloween this year, almost a month before Black Friday. In fact, some completed roughly a third of their holiday shopping by the beginning of the month.

In addition, shoppers aren’t just waiting to stumble upon ads, nearly 48% of Lucid respondents surveyed said they actively searched for Black Friday deals and promotions.

For advertisers, this means launching ads early to reach consumers as they’re starting to shop for the holiday season.

3. Shoppers will be more intentional about where they spend.

在2021年初Intuit ran a surveyof over 1,000 Americans and found that 70% are supporting local businesses.

调查还显示，千禧一代和Z世代更有可能仅通过在线购物（45％）来支持当地企业。

在2021年黑色星期五，这一意图也很明显。在我们清醒民意调查的消费者中，有63％的人说，他们要么优先从小型或本地品牌购物，要么与小型企业相结合。

创建有效黑色星期五广告的5个提示

1.提前计划（并启动）。

This year, consumers started holiday shopping early.

We can’t predict with full accuracy what things will look like next year. So, in absence of knowledge, it's better to stay ready so you don’t have to get ready.

In other words, don’t start planning your promotion strategy in early November. You want to give your team enough time to plan an effective strategy that will reach your target audience at the right place and at the right time.

您需要足够的时间制定计划，制定策略，建立创意资产并启动活动。您还需要考虑在此过程中可能遇到的任何障碍。

2. Highlight how a service or product can solve for your customer.

Your ads should aim to educate ideal customers about your offerings, how they can help them, or why they might need them in their daily lives.

But, how do you convey that your offerings are valuable, important, or necessities when you don't actually sell an essential product? Although it can take some creativity, it is possible to do this.

Above is an example of Twitter content from InfoArmor, an information security service owned by Allstate.

在推文中，InfoArmor分享了一篇博客文章，内容涉及远程工作时信息安全的危险以及如何保护远程员工信息。

3. Diversify your promotion channels.

We mentioned that social media is a huge revenue generator during Black Friday.

However, that doesn’t mean it’s the only channel you should leverage to attract shoppers. In fact, you should promote your ads across all channels to maximize your reach.

Have a newsletter? Share your offers there. You could also consider running a Google Ads campaign.

Regardless of which online platforms you embrace, be sure to create content that speaks to those customers, rather than just placing a basic ad on every website you can access.

By creating content that's tailored to platforms your customers use, you'll increase the likelihood of catching their eyes as they scroll through endless web pages, feeds, or email inboxes. And, once you grab their attention, you can use that content to highlight your value proposition in an entertaining or interesting way.

For example, if you're creating an ad for Instagram, it might be tempting to just use a picture of the ad you made for a website or newspaper on with a basic caption.

但是，对于寻找有价值的产品信息或娱乐内容的人们滚动的人们来说，这可能不会引人入胜。取而代之的是，考虑创建一个简短的营销视频或与您的产品的一系列客户照片，以更好地吸引这种受众。

Below is a great example of a Black Friday post that could also work well as an ad on Instagram. The post shows a video demo of someone from Hair Vivi putting on one of the brand's wigs.

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A post shared by HAIRVIVI WIGS (@hairviviwigs)

While the video shows viewers how easy it is to put on the wig, the caption also highlights the product's value and the company's Black Friday deals.

4. Present deals, sales, or affordable offers.

除了打算购买具有最佳价值的产品外，预算敏感的购物者还将在这个假期寻找最好的交易。

If you can offer a deal or sale on your product or offering, embrace that information in your advertising.

这是沃尔玛（Walmart）的出色广告，突出了他们今年将提供的所有在线交易：

除了广告强调了黑色星期五面对面销售的大量优惠和替代方案外，该广告也很有趣，因为它是在线交互式的，但要格式化，因此如果需要，它也可以用作静态印刷广告。

Aside from the ad above, Walmart has created content with a similar aesthetic and deal-oriented message for social media platforms like Facebook. Here's a screenshot of featured content on its Facebook Business page.

5.拥抱视频营销。

In our2021 State of Marketing Report，我们发现视频是跨行业使用的营销内容的主要形式。而且，随着Gen-Z和千禧一代比以往任何时候都更喜欢视频以进行产品发现，这种格式每年变得更像是一种低音的水果。

如果您认为视频营销仅适用于大品牌，请再考虑一下。

In the last year, we've seen all sorts of small and large brands affordably embrace video to attract and nurture leads.

这是Beauty Bakerie创建的启动演示视频的一个很好的例子。

虽然内容允许观众看到产品在现实生活中的外观，但该品牌首席执行官Cashmere - Cashmere Nicole Carillo-提供了有关如何使用它的说明美容常规。

Every Black Friday is an opportunity to learn more about your target audience. Pay attention to what works, what doesn’t, and look out for trends that will help you improve your ad strategy.

编者注：此博客文章最初于2019年12月发表，但已更新有关新鲜度和全面性。