How do you sell on social media during Black Friday?
Black Friday is now a fixture in the calendars of shopping lovers and most business owners alike. Consumers hunt for the best deals, and brands outdo each other on discount offers. How do you prepare effectively for Black Friday on social media? There's a lot of competition at this time of year – even stores that only run the odd promotion across the whole year announce a sale.
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How do you prepare effectively for Black Friday on social media?
There's a lot of competition at this time of year – even stores that only run the odd promotion across the whole year announce a sale. So what do you do to use the full potential of Black Friday? In this article we show you how to plan your marketing so you hit record sales growth.
When should you launch your Black Friday campaign?
Black Friday is an intense stretch, so it's worth setting an exact schedule for your promotional campaign. Planning should start much earlier, 2-3 weeks before the official start. That buys you time to build an audience for remarketing – the people who viewed products or added them to the cart. It lets you prepare a more personalized message. If you're working with influencers, plan even further ahead. A creator can advertise your products around 2 weeks before Black Friday, letting people know discounts are coming. The key, though, is to start that partnership at least a month earlier – bearing in mind the time it takes to negotiate terms.
Revealing the details of the promotion bit by bit, counting down the days to the start, and teasing exceptional deals can build tension and raise engagement.
How should you talk about Black Friday? Use the right messages on social media
In the flood of information, you need a message that not only catches the audience's attention but also pushes them toward a fast buying decision. So which phrasings work best in Black Friday ads?
- Highlight concrete numbers – tell people how much products are marked down by, e.g. -20%, -50 PLN.
- Create a sense of urgency – in ad copy, lean on words that stress limited availability or a limited window, e.g. “final days of the sale”, “while stocks last” or “last chance”. Phrases like that mean the consumer won't want to miss the deal.
- Use exclusive slogans – messages like “today only”, “limited availability” or “limited offer” are effective motivators to buy.
- Freebies and free shipping – shipping with no extra cost often decides whether a purchase happens (sometimes the human mind finds it more tempting than a bigger discount that still comes with a delivery fee ;))
- Extended returns policy – offering a longer return window can lift the number of orders. Remember that plenty of people already use Black Friday to buy Christmas presents.
- Installment payments – it's worth considering selling in installments during the sale.
- Bestsellers – flag your most popular products with a “Bestseller” label, which makes them even more appealing.
- Transparency – don't play games with artificially “inflated” discounts, because instead of gaining customers you can lose your reputation. Let the Black Friday offer be a real benefit for your audience.
How else can you promote your Black Friday campaign?
Planning a Black Friday marketing strategy isn't only about discount-based offers; it's also about making proper use of the tools and communication channels available. On top of standard promotional work, it's worth reaching for a few proven methods that can be a valuable addition to your sale campaign.
- Pin the post with the most attractive promotion to the top of your Facebook Page.
- Update your cover photo and your Instagram BIO to match the sale.
- Run a contest with attractive prizes.
- Set up a partnership with an influencer.
- Moderate the conversation efficiently across every social media channel.
- Create dedicated Stories campaigns about the discount period coming up.
- Check that your remarketing pixel is working correctly – a pixel that works well can make campaigns considerably more profitable.
- Check how fast your website loads – during the traffic surge on Black Friday, every second counts. Also make sure that after a click the customer lands on the discounted products they were looking for. Simply make buying as easy as you possibly can.
- Up-to-date, visible promotional banners on the site.
For your campaign to be not just visible but effective, attractive discounts on their own aren't enough. The key to success is communicating them properly, preparing technically, and making sure every part of the campaign runs smoothly.
Remember that Cyber Monday comes right after Black Friday – another great chance to lift sales! It's worth building that day into your strategy and planning the right communication for both, so you get the most out of the sales potential.
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