This week was a mess. Not catastrophic, just the kind where you feel off balance and everything you touch slips through your hands. (RIP coffee.)

Unfortunately, it was also the week I decided to tackle a logistics-heavy project. Terrible idea. I got stuck, spiraled, and briefly fantasized about quitting marketing forever to go live in the woods.

Eventually, I caved and asked a few colleagues to hold my hand while I vented. Ten minutes later, I felt lighter and less panicked.

And it hit me: this must be what influencer marketers go through during Black Friday. The deadlines, the process, the chaos, the stakes.

So, this issue is me holding your hand and passing along the best Black Friday campaign tips we heard from other marketers.

Tip #1: Learn from someone who’s already cracked BFCM

One of the fastest ways to avoid mistakes this season is to learn from people who’ve been in your shoes. That’s precisely what you’ll get in tomorrow’s webinar with Chloe Perkins (ex-Gymshark).

She’s managed campaigns for brands like Gymshark, Boots, and Elemis, and she’s sharing:

• How to find creators who bring in 6 figures (not just likes)

• The reactivation strategy that actually lifts results

• How to simplify code tracking when things get chaotic

The webinar is tomorrow, Thursday, September 18.

RSVP here.

Can’t make it live? Register anyway and get the replay.

Tip #2: Be first (or at least first in the feed)

On a typical day, the average person sees 1200 ads. During Black Friday week? I don’t even want to know.

That’s why I loved Regina Regős's idea: asking creators to sign “first post of the day” or “exclusive for the day” contracts.

It’s simple and clever. It ensures your brand gets visibility and gives your budget a fighting chance.

Tip #3: Repurpose like your budget depends on it (because it does)

63% of marketers in our survey said repurposed influencer content outperformed other kinds of content during BFCM. 

This isn’t something to leave until the last minute. Talk to your email, social, and paid teams now. And do two things:

1. Figure out what each team will need. Then, brief the creators accordingly. Ask for assets you know you’ll want in other channels.
   

2. Figure out how you’ll identify influencer content worth repurposing

For Lee Drysdale, influencer content performed exceptionally well in emails: repurposed posts featuring authentic creator visuals drove higher engagement and click-through than brand-led creative. 

Abdullah Khan saw the same pattern across ads, emails, and product pages. Performance improved whenever influencer visuals were used: lower CPMs, higher clicks, and stronger sales.

Remember, channels don’t work in isolation. The more consistent your messaging across touchpoints, the stronger the memories you create in buyers’ minds.

Tip #4: Pick platforms based on links

Marketers we surveyed are prioritizing Instagram during BFCM, followed by TikTok and YouTube. But which platform should you choose? It depends on a few things.

• ICP presence: Where your ICP spends time (and what they do there) matters more than anything else. If most of your buyers discover products on TikTok, you need to be there, regardless of YouTube’s long-term value.
  

• Product: Tech and higher-ticket products usually perform better on YouTube, where long-form content gives space for demos and reviews. Lower-cost, fast-moving items often shine on TikTok or Instagram.
  

• Budget: YouTube is pricier, since content lives longer and requires more effort from creators. Short-form channels are usually easier on the wallet.
  

• Format: Black Friday is about sales. Which means links. The easiest way for someone to buy is to click right away. On Instagram, that means Stories (or Reels if a creator has link access). On TikTok, make sure creators can direct followers to your site. On YouTube, links in the description are essential.
  

In the end, your mix of channels and deliverables should depend on how your ICP behaves during BFCM. Where do they shop? What kind of content nudges them to buy?

Build your plan around those answers.

Tip #5: Work with creators you know

81% of marketers in our survey said more than half of their Black Friday collabs were with creators they’d already worked with. And for good reason.

Long-term partners know your product and your workflows. That means fewer mistakes and less admin during the chaos of BFCM. They’ve also built brand familiarity with their audience. A repeat mention feels less like an ad and more like a recommendation.

You also know what each creator is good at. Some are great at hype, others at conversions. Fiorella Picado told us she focuses on creators she knows will deliver results instead of chasing quantity. In her words:

That doesn’t mean all your collabs have to be repeats. On average, marketers still run about 30% short-term partnerships, 23% affiliate deals, and 19% gifting or seeding campaigns during Black Friday.

A mix keeps things fresh, but your core should come from proven partners.

Signing off before I drop something else
Eleni Zoe xx
Brand @ Modash. Say hi on LinkedIn or visit Modash.

Extra credit

A few more things worth your time:

• The ultimate Black Friday plan (If you haven’t started, this is a great place to start from)

• 53 marketers reveal how they manage Black Friday campaigns

• 3 ways to improve your CPMs (Because this is always important, but really important during BFCM) 

The Out of Office Haul

Yes, I read your automatic out-of-office replies. All of them. I love to see what this community is up to. It's become a weird ritual for me, so here’s what ROI readers have been doing since the last time I shared. 

A kajillion of you were on annual leave for the summer. Seriously, every second OOO just said, “See you in two weeks!” Tragic lack of details. But a few of you delivered the good stuff.

• Honeymoons. So many honeymoons. Congrats to all the newlyweds.

• Hiking seemed to be the theme of the season: Slovenia, the Smoky Mountains, the Alps. (Steal these ideas for your bucket list.)

• A few of you disappeared into a blur of beach days, Piña Coladas, and Aperol Spritz. (Respect.)

• Someone was in Bali, torn between a Mojito or a Mai Tai. (I vote Mojito.)

• One reader was in New York, knee-deep in pastrami and hot dogs, unable to reply with mustard-covered fingers. A fair excuse.

• And my favorite: “If it’s urgent, try manifesting. If that doesn’t work, you can reach me at [redacted].”

📌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 meant for you to connect the dots and be inspired or challenged to think about your influencer marketing in a way you haven’t before.