On Black Friday, Shoppers Trust Creators More Than Brands

What happened

A study titled "Black Friday 2026: a portrait of influence in retail's biggest season" indicates that consumers trust recommendations from content creators more than communication coming directly from brands during the shopping event.

The context helps explain it: from Thursday to Sunday alone, Black Friday 2025 brought in more than R$ 10.19 billion, with a huge volume of offers competing for attention on social media. In this scenario, a recommendation from someone the audience trusts stands out.

What this means for your business

For small businesses, the message is clear: on Black Friday, advertising a discount isn't enough. You need someone trustworthy to speak for you.

Practical tips:

• Think micro-creators: local or niche profiles usually have engaged audiences and charge more affordable rates.
• Start early: negotiate partnerships ahead of time, before creators' calendars fill up.
• Give creators freedom: audiences trust the way they talk. Rigid scripts sound like advertising.
• Use real customers: testimonials and reviews from people who have already bought work as social proof and cost little.
• Boost the content: with permission, turn creators' videos into paid ads to expand your reach.
• Measure with coupons: exclusive codes for each partner help you find out who actually drove sales.

Original story: meioemensagem.com.br.