Boost Black Friday sales through the power of social media

Published Oct 20 2023 Last updated Oct 24 2023 10 minute read
Black Friday sales boost
  • Sean Dougherty
    Written by Sean Dougherty

    A copywriter at Funnel, Sean has more than 15 years of experience working in branding and advertising (both agency and client side). He's also a professional voice actor.

Black Friday, the annual shopping extravaganza, is a golden opportunity for your business to boost sales and gain fresh followers. Customers rejoice in the chance to get a great deal while brands eagerly await the spike in sales that the long-awaited holiday brings. But just because it’s Black Friday doesn’t mean customers will flood your store automatically. 

Campaigns must be well-planned and executed properly to ensure you get the most out of this annual shopping event. Social media has become one of the most powerful channels for launching a Black Friday marketing strategy. Whether it's a well-designed multi-month activation campaign or just one day’s worth of deals, social media is uniquely positioned to help you drive sales, build brand awareness, and increase customer loyalty. 

In this guide, we’ll provide some tips for setting the foundation of your Black Friday social media strategy and offer some creative examples to help inspire you. Continue reading to uncover the secrets of creating compelling Black Friday social media posts that drive sales and leave a lasting impact on your audience.

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Setting your Black Friday social media strategy

Before diving into the specifics of creating effective Black Friday social media posts, it's essential to establish a well-thought-out strategy. Here's how you can go about it.

Proactive planning: the key to success

In the festive shopping frenzy, a proactive mindset isn't a luxury — it's a necessity. The groundwork for Black Friday brilliance is orchestrated not in November but in the months leading up to it. Unlike reactive tactics that pivot based on real-time events, proactive planning leans into forecasting hurdles, crystallizing objectives, and sculpting a potent roadmap. This might encompass curating promotional timelines, innovating with novel marketing techniques, and refining logistics to promise an unhindered shopping voyage. 

Conduct a comprehensive audit

Begin with a comprehensive audit of your social media accounts. Review your past Black Friday campaigns and identify what worked and what didn't. This will serve as a valuable benchmark for your upcoming efforts.

Define clear objectives

Consider this: What's the heart of your Black Friday social media campaign? While it's a given that boosting sales is pivotal, it's equally vital to pinpoint specifics. Which products or offers are you placing at the forefront? What percentage growth in sales are you aiming for? How much is your budget for this campaign, and what return on ad spend (ROAS) are you anticipating? By narrowing down these specifics, you can formulate distinct, quantifiable targets to steer your tactics and measure their efficacy.

It's also vital to understand and leverage incrementality in your campaigns. Incrementality refers to the additional value a marketing campaign brings beyond what would have naturally occurred without it. In some cases, your ads might simply target customers who already intended to make a purchase, adding little incremental value. 

Instead of just retargeting loyal customers, direct your resources towards acquiring new ones. Doing so ensures that every marketing dollar spent adds value by attracting fresh buyers rather than only reaffirming existing purchase intentions.

Plan your content calendar

Picture your content calendar as the trusty compass guiding you through the bustling holiday maze. It's more than just a planning tool; it's a storybook waiting to unfold. Start by setting the stage with anticipatory posts, orchestrate the excitement with countdowns, and cap it off with a grand crescendo—the Black Friday unveiling. This narrative-driven approach to content ensures you're not just posting but narrating a tale that resonates. Remember, it's not just about the 'what' but the 'when.' Sync your content beats with the rhythm of your audience's digital presence.

However, the digital landscape is akin to shifting sands. While a compass provides direction, nimbleness is key. It's not just about monitoring which products are flying off the shelves but also discerning the ebb and flow of the broader digital discourse. Is there a buzzword or meme that's taken the internet by storm? Seamlessly integrate it into your narrative. Spotting and leveraging real-time trends can turbocharge your campaign, morphing fleeting moments into lasting brand impressions.

Allocate your budget wisely

Determine how much you can allocate to your Black Friday social media campaign. Consider paid advertising options on platforms like Facebook, Instagram, and X (Twitter), but also keep a portion of your budget for creating high-quality organic content. Dividing your budget between paid advertising and organic content is essential for achieving a balance between reaching a broader audience and engaging with your existing followers.

However, remember that Black Friday can be unpredictable. While you set initial budget allocations for different platforms or strategies, it's crucial to actively monitor performance. If one platform starts over or underperforming, be prepared to reallocate resources. Being responsive and adaptable with your budget can maximize your returns during this crucial sales window.


Use social media to promote your Black Friday campaign

With your strategy in place, it's time to delve into the nitty-gritty of creating impactful Black Friday social media posts:

Create eye-catching visuals

Visual content performs exceptionally well on social media. Invest in eye-catching graphics, images, and videos that align with your brand and Black Friday theme. Your visuals' quality can significantly impact your posts' engagement and shareability. High-quality, visually appealing content is much more likely to catch the eye of your audience.

Generate hype with teasers

Before the big day arrives, start building anticipation with teaser posts. Share cryptic messages, sneak peeks, or countdowns to generate excitement among your followers. Teasers can pique curiosity and encourage users to stay engaged with your social media channels.

Teaser posts should be designed to create a sense of urgency and excitement. Use compelling language and visuals that leave your audience eager to see what's next.

Utilize relevant hashtags

Hashtags play a vital role in increasing the visibility of your Black Friday posts. Research trending and relevant hashtags related to Black Friday and your industry. Create a branded hashtag for your campaign to encourage user-generated content (UGC).

Incorporate trending and branded hashtags in your posts to increase your content's discoverability. This allows users interested in Black Friday deals to find your posts more easily.

Run contests and giveaways

Engage your audience by running contests or giveaways leading up to Black Friday. Encourage users to share your posts, tag friends, or create user-generated content with your products. The promise of winning a prize can ignite a buzz around your brand.

Contests and giveaways boost engagement and help expand your reach as participants share your content with their networks.


Reward your followers with special Black Friday deals

Rewarding your loyal customers with special Black Friday deals boosts sales and enhances brand loyalty. Two especially effective methods for accomplishing this is through loyalty programs and targeted offers.

A well-thought-out loyalty program can provide exclusive benefits to your dedicated followers through early access to Black Friday deals, exclusive discounts, or rewards for repeat purchases. This helps foster a sense of belonging and appreciation among your existing customer base.

You can also send personalized offers privately to your followers through direct messages or email newsletters. These tailored deals make your followers feel special and encourage them to engage with your Black Friday promotions. Massive bonus points if you can personalize the message meaningfully, as this will help separate your brand from the myriad of other online promotions. 


Creating channel-specific offers

Tailoring your Black Friday offers to specific social media channels can be a game-changer. Here are some ideas:

TikTok specials

Leverage the creativity of TikTok by offering exclusive discounts to TikTok users. Encourage users to create short, engaging videos showcasing your products in action. This not only drives sales but also increases brand visibility on the platform.

Instagram shoppable posts

Utilize Instagram's shoppable posts feature to create a seamless user shopping experience. Showcase your Black Friday deals in visually appealing posts that lead directly to product pages. Make shopping effortless and enjoyable for your Instagram audience.

X (Twitter) polls and discounts

Engage with your Twitter followers by hosting polls where they can vote on which products should receive deeper discounts. This interactive approach drives engagement and provides valuable insights into customer preferences.

Pinterest Black Friday board

Create a dedicated Pinterest board featuring your discounted products and related content. Pinterest users are often in a shopping mindset, making it an ideal platform for showcasing your Black Friday offers.


Partner with social media influencers

As the general public has become increasingly skeptical of traditional advertising, partnering with social media influencers has emerged as an effective way to promote your Black Friday offers from a reliable source that potential customers already know and trust.

The most important component of this type of marketing comes down to influencer selection. Choose influencers whose audience aligns with your target demographic and brand values. Look for authenticity and a genuine interest in your products or services. Also, be sure to carefully vet each influencer's follower and engagement metrics, as there has been a large rise in fake followers across social media platforms.

Once you have identified potential influencers, create an attractive offering that incentivizes them to promote your Black Friday offers. This could include monetary compensation, free products, or other exclusive rewards commonly used in affiliate marketing programs. Ensure the influencer will be comfortable and excited about representing your brand, and ensure they are aware of any necessary guidelines or restrictions for their content. Ideally, you should provide them with assets and talking points for their posts to ensure your messaging is consistent across all platforms.

In addition to partnering with social media influencers, another effective strategy for amplifying your Black Friday promotions is collaborating with complementary brands. This strategy is especially beneficial for companies that offer products or services that can be naturally paired with those of another brand, creating a win-win situation for both parties involved. For instance, a coffee brand might team up with a designer mug company for a bundled Black Friday deal. This not only expands the audience reach for both brands but also provides consumers with a unique value proposition that's hard to resist.


Analyze performance data early and often

We live in an age where data is king. With it, you can pinpoint the exact areas where you are absolutely dominating the competition and where you are falling short. Without it, you'll be flying blind, making decisions with no real idea of their impact on your brand. The following are some of the most critical metrics you should be measuring on a regular basis:

  • Engagement metrics: Keep a close eye on likes, comments, shares, and clicks to understand how your audience interacts with your content. Identify what resonates with your audience and adapt your strategy accordingly. Equally important is discovering which engagement metrics matter. What good are likes if they don't lead to conversions? Measure metrics such as click-through rates and conversions to ensure that engagement is visible and valuable in driving sales.
  • Conversion tracking: Utilize tools like Google Analytics or Facebook Pixel to track the conversion rate and revenue generated from your social media campaigns. This must be all set up and in place before launching any influencer campaigns so you can accurately measure their impact on your bottom line. Knowing which posts drive actual sales helps you allocate resources effectively.
  • Audience insights: Continuously analyze your audience data to identify trends and preferences. Insights into your audience's behavior and demographics enable you to refine your content and targeting.
  • A/B testing: Experiment with different ad creatives, captions, and posting times to optimize your social media performance. A/B testing allows you to fine-tune your strategy and maximize your Black Friday impact.

You must begin analyzing your performance data early and often. Doing so will provide you early insight into which strategies are working and help make sure that your social media campaigns are razor-sharp come Black Friday and the holiday season. The key is to maintain a data-driven mindset and continuously adjust your strategy based on what the numbers tell you. While it may not feel glamorous, these metrics are the lifeblood of successful modern marketing campaigns. 


Don't forget about special Cyber Monday deals

While Black Friday is a massive sales event, don't neglect Cyber Monday. Many shoppers continue their online shopping spree into the weekend, making it an excellent opportunity to extend your promotions and engage with your audience.

  • Highlight Cyber Monday Deals: Create separate posts and graphics for your Cyber Monday deals to keep the momentum going.
  • Remind Your Audience: Send out reminders on social media to let your followers know that the shopping frenzy doesn't end on Black Friday.
  • Leverage Retargeting: Use retargeting ads to reach social media users who showed interest but didn't make a purchase on Black Friday.


Examples of Black Friday social media posts

Even big names can have room for refinement. Let's glance over Walmart and Bath & Body Works' Black Friday social media efforts and see where there's potential for improvement.

Example: Walmart's Twitter Black Friday post




Image 1 - "Black Friday Deals For Days"

  • Observations: The contrast of gold and blue is visually appealing and draws attention. "Deals for Days" suggests extended promotions.
  • Suggestions: Adding a hint of what those deals might include or a countdown might instill a greater sense of urgency.

Image 2 - online deals timing

  • Observations: The clear messaging outlines the sale's structure. The specific dates and times are helpful.
  • Suggestions: A visual representation of the products on sale could make this more compelling. Perhaps a sneak peek?

Image 3 - Walmart+ membership

  • Observations: Prioritizing loyal customers by giving them early access is a smart move. Clear call-to-action for signing up.
  • Suggestions: Maybe add a testimonial or user quote on the benefits of Walmart+ to provide a personal touch.

Image 4 - in-store deals

  • Observations: Confirms in-store deals and ensures they align with online offerings. It's straightforward.
  • Suggestions: Teasing a few in-store exclusives might drive foot traffic and make the announcement more enticing.

While the visuals and messaging are clear, there's potential for further enhancement by incorporating more specific product teasers and adding user-centric content. Additionally, incorporating a sense of urgency through limited-time offers or countdowns can further compel audiences to take action.

Example: Bath & Body Works Facebook Black Friday post



The Facebook caption for the image above reads "🚨BLACK FRIDAY WEEK STARTS MONDAY🚨 Buy 3, Get 3 FREE on EVERYTHING means you can mix & match to find the perfect gifts (grab some for yourself, too❗️) 😯 Tag a friend & start making your shopping list 🛍".

Image - "It's not BLACK FRIDAY without Bath & Body Works"

  • Analysis: The design is festive, merging the holiday season with the Black Friday hype. The snowman holding a Bath & Body Works bag adds a touch of warmth and fun.
  • Suggestions: The snowman is a cute touch, but using real products from the brand could give a better idea of what's on sale and entice shoppers more effectively.


  • Analysis: The caption provides key information about the sale dates and the "Buy 3, Get 3 FREE" offer. Additionally, the encouragement to treat oneself adds a relatable touch.
  • Suggestions: Simplify the message. While details are essential, too much info can be overwhelming. Consider breaking up the details over a few posts leading up to the event.

Offer Clarity - "Buy 3, Get 3 FREE on EVERYTHING"

  • Analysis: It's a compelling deal, clearly emphasized.
  • Suggestions: Maybe give examples of the products. It could further help in visualizing the offer's value.

Engagement - "Tag a friend & start making your shopping list 🛍"

  • Analysis: It's a good strategy to encourage sharing. This could lead to wider visibility for the post.
  • Suggestions: Consider offering an incentive for tagging, like entry into a giveaway. This could boost participation.

Dates and Availability

  • Analysis: The post clearly highlights when and where the deals are available, which is essential for potential customers planning their shopping.
  • Suggestions: Including a link to a page with more detailed info might be beneficial for those who want to dig deeper.

Bath & Body Works' post has several strengths, but there's room for visual innovation and enhanced strategy. With proper planning and creative thinking, you should be able to craft compelling Black Friday promotions that are as informative as they are eye-catching. 


Embrace social media for Black Friday triumph

In the fast-paced world of retail, where Black Friday serves as the ultimate shopping battleground, harnessing the power of social media is one of your primary keys to success. By proactively planning, creating compelling content, utilizing data, and capitalizing on platform-specific strategies, you can elevate your Black Friday campaign to new heights. 

Remember, Black Friday is not just about offering deals; it's about creating an experience that resonates with your audience and builds lasting connections. This goes beyond irresistible offers and involves personalized messaging, engaging prompts, strong calls to action, and leveraging social media's visual nature. With the right plan in place, you'll watch your Black Friday efforts transform into a triumph of sales, engagement, and brand loyalty.


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