How to Leverage Creators to Win Black Friday & Cyber Monday 2025
The countdown to Black Friday and Cyber Monday is officially on. While these two days have long been synonymous with skyrocketing sales and shopping frenzies, 2025 marks a new era for holiday marketing, where social commerce and influencer-driven storytelling take center stage.
This season, online sales are expected to hit $253 billion, a 5.3% year-over-year increase. While spending continues to climb, it’s clear that consumer behavior is evolving. Shoppers are planning earlier, spreading purchases across the season, and turning to social media as their primary source for product discovery. In fact, 51% of purchases are now attributed to social media, up from just 5% in 2024.
Last week, our Head of Strategy, Magda Houalla, hosted her annual BFCM webinar to share the strategies and creative ideas marketers need to make this holiday season their most successful yet. Keep reading for the top takeaways, or watch the webinar on demand.
Why Influencers are Key to Conversion
Today, influencers sit at the intersection of inspiration and transaction. In fact, data shows that 74% of consumers have made a purchase because of an influencer recommendation, and over 68% complete these purchases directly in social media apps.
That’s because creators tell stories that traditional ads can’t. A brand’s ad might say, “This cleanser reduces acne.” But an influencer will say, “I used to feel insecure leaving the house without wearing makeup, but this cleanser made me feel confident in my skin again.” That emotional, relatable storytelling builds trust, especially at a time when shoppers are being bombarded with ads from every direction.
Beyond authenticity, influencers are also the bridge to mobile-first commerce. With features like TikTok Shop and YouTube Shopping, creators can now drive direct sales with a single tap. That seamless experience, combined with authentic recommendations, makes influencers a critical part of any high-performing BFCM strategy.
Your 2025 BFCM Influencer Marketing Timeline
When it comes to Black Friday and Cyber Monday, timing is everything. The biggest mistake brands make is waiting until Cyber Week to start posting. In reality, the most successful campaigns start weeks (or even months) earlier, warming up audiences, building anticipation, and keeping momentum strong through the weekend.
Here’s how we recommend structuring your timeline for maximum impact:
Early November: Build the Buzz
If you haven’t already, start your influencer and affiliate campaigns now. The goal isn’t to push sales just yet, but to get your products and brand into feeds early. Encourage creators to post authentic, brand-led content like tutorials, reviews, or “day in the life” vlog integrations that spotlight your product naturally.
At the same time, onboard affiliates and set them up for success early. Make sure they know what promotions are coming, what their earning potential looks like, and how they can start driving awareness now. Gamify your program and tease the incentives to come, hinting at bonus opportunities during Cyber Week to get them motivated.
Mid-November: Tease What’s Coming
As the holiday approaches, begin layering in promotional content. Think sneak peeks, deal countdowns, or creators sharing their “wishlist favorites.” Have both influencers and affiliates start priming their audiences for what’s to come.
Now’s also the time to finalize commission structures and incentives. For example:
- Offer a limited-time commission boost during Cyber Week (e.g. 15% instead of 10%).
- Introduce tiered bonuses like “earn $100 when you hit 20 sales.”
- Reward early participation to encourage consistent posting through the season.
By setting these incentives ahead of time, you ensure that when your biggest sales window hits, your creators are ready and eager to sell.
Black Friday to Cyber Monday: Flood the Feeds
Black Friday is your launchpad, but don’t stop there. The Saturday and Sunday between Black Friday and Cyber Monday are critical, high-engagement days when shoppers are home, scrolling, and looking for reminders.
Pre-approve all influencer content before Thanksgiving so posts can roll out automatically over the weekend. Encourage creators to post about:
- Best-sellers that are still in stock
- “Don’t miss out” reminders
- Creator storefronts featuring their personal product picks
Meanwhile, empower affiliates to double down on conversion. This is their time to shine as your top salespeople—sharing clear CTAs like “buy now,” “link in bio,” or “shop my discount.” Reinforce urgency by highlighting limited-time offers and bonus commissions for same-week sales.
Cyber Monday: The Grand Finale
Cyber Monday consistently ranks as the highest spend day of the season. To maximize reach and drive last-minute purchases, use Partnership Ads and Spark Ads to amplify your top-performing influencer content across paid channels. You can use a tool like Aspire’s CreatorAds Suite to streamline this whole process.
Leverage your affiliate data to spotlight which creators are converting best and give them additional visibility or bonuses that day. It’s the perfect opportunity to reward your top performers and encourage one last push. Aspire’s tools make this easy by automatically tracking sales, setting up tiered commissions, and rewarding top performers.
Post-Cyber Monday: Keep the Conversation Going
Once Cyber Week wraps, shift gears from urgency to storytelling again. Encourage creators to share “what I bought and loved” or “worth it” recaps that extend your product’s visibility into December and January. This follow-up content not only drives repeat purchases but reinforces your brand as one that delivers value beyond the sale.
The New Playbook for BFCM Success
This Black Friday and Cyber Monday, partner with creators who tell authentic stories to turn fleeting attention into sustained customer relationships. Here’s a quick checklist for BFCM success:
- Start early. Build hype weeks before Cyber Week.
- Incentivize affiliates. Offer limited-time bonuses or higher commissions.
- Use Partnership Ads. Amplify your best-performing influencer content across paid channels.
- Extend content into January. Turn first-time buyers into repeat customers.
- Measure full-funnel impact. Don’t just track sales. Also look at engagement, reach, and LTV lift.
To learn more BFCM tips and tricks, watch the full webinar on demand.
