Judging by the state of my inbox, it’s Black Friday week. Which means your inbox is probably seconds away from forming a small rebellion. Unless your company sits this whole thing out. If so, enjoy your calm, well-adjusted Wednesday.

For the rest of you, here’s something you may not know about me. I’m fluent in Black Friday-ese. Very niche language. Definitely not offered by Duolingo. Luckily for you, I’ve done the work and prepared a translation guide so you have a moment of zen.

Enjoy! 

Guide #1: What you say vs what you mean

Influencer marketers have their own Black Friday dialect, shaped by years of needing to sound composed while a very loud internal soundtrack plays in the background.

“Let me check with the creator.”
Translation: I’m about to open 7 tabs, 3 emails, and a DM thread that started in August. 

“What a smooth campaign so far.”
Translation: Three creators ghosted, one posted the wrong code, a product sold out mid-caption, and a package disappeared into thin air. 

“That should work.”
Translation: This will only work if two other things go right. I’m choosing optimism.

“We start strong at 8 a.m.”
Translation: 8 a.m. is more of a vibe than a time. 

“I’m okay.”
Translation: I am not okay. 

Guide #2: What to take seriously vs what to ignore this week

Not every message deserves your full attention during Black Friday week. Some matter much more than others. Let me translate for you.

Take seriously:

• Creator questions

• Shipping issues

• Last-minute product availability changes

• Any request that affects accuracy or customer trust

• Anything that impacts actual posts

Ignore or delay:

• Slack threads that read like running commentary

• Requests for quick updates on things that are already planned 

• Internal panic about numbers that need more time to settle

• Tasks that can genuinely wait until next week (Showering is not one of these. I know you considered it.)

Guide #3: What you need to hear vs what your brain is saying

Affirmations you can use when your brain isn’t on your side.

“I do not control the algorithm.
The algorithm does not control me.”

“My top creator posting 37 minutes late is not a personal attack.”

“I release all guilt about refreshing the dashboard every four minutes.”

“I trust that creators will tag the right product.
And if they do not, I trust future me to handle it.”

“Creators are humans. I am human.
We are all doing our best with shockingly little sleep.”

“My inbox cannot hurt me.
Emotionally, yes. Physically, no.”

Bonus guide: What influencer marketers are doing in 2026

Next week, on December 4, Whitney Blankenship, Anna Maria Klappenbach, and Simone Partner will walk you through what’s changing next year. We’re not reading tarot cards or looking into crystal balls.

We’re sharing what we’ve learned from real influencer programs, Modash’s in-house surveys, and chats with marketers for brands like Gymshark, Stanley 1913, Loop Earplugs, and BURGA.

It’s free. It will be good.

Save your spot.

See you next time!
Eleni Zoe xx
Brand @ Modash. Say hi on LinkedIn or visit Modash.

📌A NOTE ABOUT WHAT YOU JUST READ

The tips in this newsletter might not be right for your specific case. Use good judgment when deciding whether to take advice from the internet—even mine. My team and I survey & interview influencer marketers whose advice and observations come from their direct experience. ROI is designed to help you connect the dots and be inspired or challenged to think about your influencer marketing in a new way.