Black Friday Cyber Monday (BFCM) is no longer just a weekend– it’s a battleground for attention. Brands that want to win big this year need more than discounts; they need a sharp, scalable omnichannel content strategy. Because today’s shoppers aren’t following a path– they’re following momentum.
Welcome to ambient shopping: where discovery happens on social feeds, inboxes, product pages, videos, and creators’ content– sometimes all within minutes. And with 58% of shoppers driven to purchase by influencers, content has officially become the engine of conversion.
Let’s dig into how brands can break through the BFCM noise by using content as their superpower across every channel.
The Age of Ambient Shopping
Traditional shopping was simple: a consumer needed a product and visited a store to buy it. Today, shopping happens everywhere– all the time. Every option is instantly accessible.
Nearly 73% of holiday shoppers plan to participate in this BFCM.
- 38% will shop online
- 24% will shop both online and in-store
- 11% will shop in-store only
Within online shopping alone, consumers depend on an ever-expanding mix of discovery channels to inspire and inform their decisions. We now live in an era of “ambient shopping,” where products appear naturally and seamlessly in consumers’ daily flow. Think:
- A social ad linking directly to a product page
- A promotional email offering one-click checkout
- A creator’s “Early Black Friday deals” video with affiliate links
These touchpoints guide consumers effortlessly from discovery to purchase. The opportunities for brands to connect meaningfully with shoppers are endless.
Content Is the Catalyst
This season, social media isn’t optional– it’s essential. Holiday spending forecasts show social platforms driving significant revenue growth. Social-driven online revenue is projected to increase 51% year-over-year, compared to just 5% last year.
Whether brands choose to build their social media presence or increase ad campaigns across socials, what’s important is the content that fuels it. A library of content can be repurposed and go far beyond social media posts. Partnering with Social Native means brands can build a library of content that is evergreen and can be integrated across all channels as part of an omnichannel strategy.
Fast Results: Sierra Modern Home x Social Native
When Sierra Modern Home partnered with Social Native, they needed creator content for both their product pages and their Amazon storefront. Social Native’s creator network produced high quality video content in just 48 hours to fuel two simultaneous campaigns. The result was an impressive 40% month over month increase in sales on Sierra Modern Home’s Amazon storefront alone.
Building a Seamless Omnichannel Content Strategy
So how can brands leverage content to connect more deeply with their audience? A omnichannel strategy ensures that brands show up with intention, relevance, and personalization. And at the center of every successful strategy is content. With Social Native, brands can integrate content across channels– all within the same platform that stores and organizes their content library.
Where Social Native can integrate UGC:
- Product pages
- Ad campaigns
- Social media platforms
- In-store displays
- And more
Repurposed creator content supports a unified customer journey and meets consumers across multiple touchpoints. With 37% of shoppers buying more frequently when they receive personalized recommendations, the value of relevant, resonant content is undeniable. UGC helps brands increase both brand affinity and purchase intent.
Creating Meaningful Content That Converts
Brands don’t have to personalize every touchpoint on their own. Creator partnerships empower brands by producing authentic, tailored content that resonates with audiences on a deeper level.
Here’s how Social Native helps brands personalize content this BFCM:
- Early-access emails featuring UGC linked to product pages
- Influencers showcasing limited-edition BFCM products on Instagram
- Curated gift guides featuring UGC on landing pages
- Loyal customers posting TikTok reviews with sale links
UGC Integration drives 30% conversion lift for cosnova
cosnova Beauty, a well-known drugstore beauty brand in Europe, worked together with Social Native to build a stronger ecommerce presence and increase website sales. Social Native’s personalized creator recommendations brought them creators who made impactful UGC.
With the integration of UGC galleries on product pages, cosnova gained a 30% increase in conversion rate compared to product pages that did not have UGC galleries. For consumers who interacted with the galleries, there was a 20% higher interaction conversion.
Social Native: Your Solution for BFCM Success
BFCM is less than a week away– a nearly impossible turnaround time for brands to source UGC creators on their own. Social Native has a proven track record of fast turnaround with its reliable network of creators, in-platform content integration tools, and analytics for optimization. Activate content in just days with Social Native for this BFCM to meet consumers everywhere they are.
