Leveraging Influencers and In-App Commerce to Drive Holiday Sales
This article is about a 2-minute read.
With Black Friday and Cyber Monday as peak shopping moments, eCommerce brands must stand out amid a flood of holiday offers. Traditional ads alone no longer suffice; consumers now gravitate toward immersive, authentic content that feels both engaging and organic. By leveraging short-form video on TikTok, Instagram Reels, and YouTube Shorts—and partnering with influencers and in-app shopping options—brands can build powerful campaigns that turn interest into purchases. Below is a closer look at how these strategies drive holiday conversions.
Why Short-Form Video and In-App Commerce Dominate Black Friday eCommerce
Short-form video has transformed the holiday shopping landscape, shifting consumer preferences from passive viewing on TV to interactive experiences on mobile. Platforms like TikTok, Instagram, and YouTube Shorts engage users with vertical, fast-paced content that easily integrates click-to-shop functionality. This trend of “snackable” content appeals to on-the-go audiences and those looking for quick, compelling entertainment.
Over half of U.S. consumers report making purchases from TikTok ads alone, illustrating the power of seamless, in-app commerce. TikTok’s integrated platform allows users to discover, decide, and buy without leaving the app, streamlining the path from interest to purchase. Similarly, Instagram’s shoppable posts and ads capture attention and drive one-tap checkouts.
While YouTube Shorts has yet to incorporate in-app shopping, its vertical format is easily adaptable for Black Friday campaigns. Traditional ads linking to landing pages still effectively promote limited-time deals, exclusive previews, and engaging product demos, enhancing the shopping experience even without direct in-app purchases.
Influencer Marketing: Building Trust and Driving In-App Conversions
Influencer marketing has matured, and with it, consumer discernment. Shoppers now seek out influencers who genuinely connect with and trust the products they endorse, especially during the competitive holiday season. Influencers that naturally integrate products into their content—through authentic demos, tutorials, or casual placements—build deeper trust with their audiences.
Savvy consumers can often differentiate between influencers who fully vet and stand behind the products they recommend and those who promote many items without a clear personal connection. This authenticity is especially valuable during Black Friday when competition for consumer attention is intense.
For brands, partnering with influencers who provide honest recommendations not only amplifies reach but also enhances credibility. Influencers who share real value through tutorials, reviews, and timely promotions create a smoother purchase journey, driving immediate conversions on platforms that support in-app shopping. This is especially effective for consumer-packaged goods (CPG) and direct-to-consumer (D2C) sectors, where authentic content resonates and creates a seamless buying experience.
On the flip side, brands can enhance authenticity and stay on-trend by building long-term partnerships with influencers and creators. These collaborations allow content creators to truly understand the brand, while also giving them room to experiment and keep content fresh and relevant. With a deeper relationship creators can respond quickly to social media trends, producing ads and organic content that is spontaneous and authentic. This trend-driven approach moves beyond scripted promotions, leveraging creator insights to craft content that resonates with audiences. By combining brand alignment with creator agility, these partnerships generate dual-purpose ads and content that engages followers and drives higher conversions.
Takeaway: Boost Your Black Friday Campaign with XCentium’s Influencer and In-App Commerce Program
For Black Friday, maximize conversions by integrating in-app commerce and influencer marketing with XCentium’s Influencer Partnership and Content Generation Program. We help brands create engaging, low-skip content tailored to their audience. From setting up shoppable posts to launching interactive ad campaigns, our program ensures a seamless path to purchase, keeping your brand front and center.
This Black Friday, drive results by creating memorable, in-app shopping experiences that convert viewers into loyal customers. Connect authentically, engage interactively, and redefine Black Friday success with a strategy that delivers powerful ROI.
Appendix: Resources and Statistics
· TikTok Shopping Trends: Over half of U.S. consumers report purchasing directly from TikTok ads.