Emplifi Reveals Key Social Media and Customer Care Insights for Black Friday | Martech Edge | Best News on Marketing and Technology
GFG image
Emplifi Reveals Key Social Media and Customer Care Insights for Black Friday

customer engagement social media

Emplifi Reveals Key Social Media and Customer Care Insights for Black Friday

Emplifi Reveals Key Social Media and Customer Care Insights for Black Friday

Business Wire

Published on : Oct 22, 2024

Emplifi, a leading customer engagement platform, has released valuable insights into social media advertising and customer care trends ahead of the Black Friday and Cyber Monday shopping season. These insights are designed to help brands optimize their strategies and address the critical challenges of the holiday season.

  1. Surge in Social Media Ad Spend and Engagement

    • Last year, ad spend on Facebook and Instagram surged by 90% leading up to Black Friday.
    • Click-through rates (CTR) increased to 1.82% during the final five days before Black Friday, indicating higher ad effectiveness closer to the event.
    • Black Friday-themed posts with urgency, like “limited-time offers” or “countdowns,” drove twice as many interactions.
  2. Shortened Holiday Season and Record E-Commerce Sales

    • This year, brands face a shortened holiday season with fewer days between Thanksgiving and Christmas.
    • U.S. ecommerce holiday sales are forecast to surpass $240 billion, marking an 8.4% increase from last year.
  3. Customer Care Challenges and Opportunities

    • Social customer care inquiries rose by 52% in Q4 2023 compared to Q1, highlighting the need for efficient customer service during peak times.
    • Response times, however, dropped by 16%, revealing a critical service gap during the holiday season.
  4. Consumer Pain Points During Black Friday

    • The most frequent complaints revolved around missed sales opportunities and poor customer support.
    • Other common issues included overpriced products, unsatisfactory sales experiences, and online ordering problems.
  5. Recommendations for Brands

    • Allocate a larger portion of the ad budget to the final two weeks before Black Friday, especially the last five days when consumer interest peaks.
    • Ensure seamless collaboration between social media marketing and customer care teams to handle customer inquiries promptly.
    • Utilize tools like chatbots and FAQ pages for self-service options during high-traffic periods to reduce response delays.

Emplifi’s insights underscore the importance of timing, urgency in social media ads, and efficient customer care during Black Friday and Cyber Monday. Brands that optimize their advertising spend and streamline their customer care processes with AI tools will have a competitive edge during the holiday season.