Black Friday represents one of the most competitive times of the year for brands. With heightened consumer activity and increased advertising costs, it’s critical to craft a paid social strategy that stands out, engages, and converts. By combining thoughtful preparation with creative execution, you can turn Black Friday into an opportunity for long-term growth.
Here’s how to leverage paid social to maximise your Black Friday impact this year.
Table of Contents
Be clear on your audience and message
The foundation of any effective Black Friday campaign lies in knowing your audience and crafting messages that resonates.
Understand your audience
Is your target audience deal-hunting Gen Z shoppers, parents prepping for the holidays, or high-income professionals seeking quality over quantity?
Craft the right message
Decide whether your tone is playful and entertaining or evokes the festive excitement of the upcoming holiday season. This clarity will ensure your messaging aligns with your audience’s expectations and drives action.
Create a consistent content plan
Consistency in your content delivery builds trust and keeps your brand top of mind during the bustling Black Friday period.
Update visuals and profiles
Refresh your social media profile pictures, banners, and landing pages to highlight Black Friday promotions. Ensure your tone of voice (TOV) remains consistent across platforms, emails, and ads.
Cross-promote sign-ups
Encourage newsletter subscriptions from your social followers with enticing offers like exclusive early access or discounts.
Leverage multiple social platforms and ad formats
An omnichannel approach ensures your Black Friday campaigns reach the right audience at the right time.
Platform-specific strategies
Use Instagram and TikTok to connect with younger audiences, while leveraging Facebook and YouTube for broader visibility.
Align ad formats with goals:
Awareness: Use video ads to showcase multiple products and tell a compelling story.
Conversions: Static image ads with strong CTAs work well for driving quick purchases.
Engagement: Tap into trending sounds and creative visuals to encourage interaction on platforms like TikTok and Instagram Reels.
Instill urgency to drive action
Black Friday is about limited time offers, so create a sense of urgency in your campaigns.
Add countdowns: Use timers in social posts and website banners to emphasise the fleeting nature of your deals.
FOMO Language: Include words like “ends soon,” “last chance,” and “limited stock” to motivate action.
Maximise user-generated content (UGC)
Shoppers trust peer recommendations, making UGC a powerful tool to enhance your campaign.
Showcase reviews: share customer testimonials and social posts featuring your products to build credibility.
Repurpose UGC: Feature user-generated photos and videos in your ads to create relatable and authentic content.
Prepare for seamless website integration
Your paid social campaigns should drive traffic to an optimised website that converts.
Smooth user experience: ensure your site is mobile-friendly and loads quickly to accommodate the high volume of Black Friday shoppers.
Streamlined checkout: simplify the purchase process with clear CTAs and multiple payment options.
Personalised landing pages: create campaign-specific landing pages to make it easy for visitors to find deals.
Black Friday is more than a one-day sales event, it’s an opportunity to deepen customer loyalty, expand your audience, and showcase your brand. By preparing a thoughtful, data-driven paid social strategy, you can cut through the noise, engage meaningfully with your audience, and achieve your Black Friday goals. For more information on how you can ensure that you have the right support when using Paid Social for your Black Friday campaign, contact the team at Modo25, send us an email to team@modo25.com.
