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Black Friday & Cyber Monday Influencer Marketing Results from Grapevine show 25% Increase in Conversions

We know the timeframe between Thanksgiving and Cyber Monday is a busy one, but is it fruitful for your business? It’s easy to get caught up in the metrics when trying to garner how successful holiday campaigns truly are.


While the Grapevine team monitors a variety of data daily to keep a pulse on what’s going on, at the end of the day what really matters to us (and our brand partners) are results. Here is our report of Black Friday & Cyber Monday influencer marketing results from the Grapevine platform.  The only stats you need to know – are people clicking and are they purchasing?


The Timeframe

We observed data from all videos posted in the Grapevine platform before 11/19. There were two different timeframes we observed:


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The Findings in a Nutshell:

Grapevine Platform Holiday Results

 * Conversion data is from videos that are tracked, not all videos are tracked for conversions via Grapevine

What this Means for your Brand

As we mentioned last week, 1 out of 4 holiday shoppers are using video content to assist with their holiday shopping.  These numbers certainly suggest that customers are not only turning to YouTube for suggestions, but also clicking and converting right from the videos.


Don’t forget, this 25% increase is only those conversions we were able to track – if we’re seeing this dramatic uptick for tracked conversions, we can only assume untracked and indirect conversions are in line with this, maybe even higher!  As the holiday shopping timeframe continues, we only expect these numbers to increase, which is why it’s so important to get started now.


There are still 6 out of the top 10 shopping days in the 2015 Holiday shopping season that have not occurred yet, which means there’s still time to get a campaign up and running. We wouldn’t be surprised if you see views, clicks and conversions rolling in until this time next year…




Don’t forget, many of the videos we monitored had been posted not only weeks, but months previously – adding incremental value for brands that may not even have a campaign running during the holiday timeframe.


This is why influencer marketing is such an important piece of a savvy marketer’s plan – YouTube videos last forever, so the benefits of an investment can be seen years after the initial dollars are spent.  Some of the videos we analyzed were over 1 year old, and still generating traffic and sales for our brand partners.  Do we need to say it again? GET GOING!


Already seeing the $$ roll in? Have you noticed anything in your Grapevine holiday campaigns you’d like to share with the community? Tell us below!



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