Black Friday Social Media Posts & Examples of Top Campaigns

Jose Garcia
Jose Garcia
Business Development Manager at Insense
black friday

Black Friday is a day generally considered to be a shopper’s delight. It’s become a yearly event everyone looks forward to. Some more than others!

Black Friday Shopping GIF by NBC
GIF Source: Giphy

For customers, it’s a day they get discounts from their favorite stores and incentives to keep shopping.

And for brands, it’s an opportunity to: 

  • Increase their sales 
  • Raise brand awareness
  • Boost engagement on their social media platforms

But if you want this to happen, you need to start making preparations for Black Friday.

Wondering where to start your social media campaign?

Don’t worry, this guide will show you different ideas that can help you kick things off.


Let’s get started! 

Why Do Black Friday Social Media Posts Matter?

Let’s start by saying that there are over 4 billion active users on social media today.

Every day, people are spending hours on social media platforms chatting with friends, keeping up with trends, and doing a whole lot more.

Statistics have shown that the average social media user spends around 147 minutes per day on social platforms.

Where are we going with this?

Most of the consumers you'd like to reach are active on social media. 

Going with the statistics we just mentioned, it’s become an avenue for them to get easy access to information.  

That means there’s a good chance that social media will be their first resort when they’re searching for Black Friday deals

Let’s take a look at other reasons why Black Friday social media posting is important:

  1. Reach more people with your offers

As stated earlier, more than half of the world’s population is on social media and that’s a great opportunity for brands to get their offers in front of new people

Thanks to the translation feature on some platforms, you can reach people beyond your current demographics if you want. 

Also if you’re able to leverage creators, influencers, or your employees, there’s a higher possibility that you’ll be able to reach even more people with your Black Friday offer. 

  1. Drive sales

Creating social media posts for your Black Friday campaign can help you drive sales. 


  • By putting out posts that your audience will find valuable
  • By highlighting the benefits your offer holds for them so they see reasons to buy
  • By providing offers exclusive to your social media audience
  • By partnering with creators and influencers

Also, if you’ve been able to build relationships with your audience throughout the year by creating valuable content, they’ll be more than happy to jump on your offers when they see your Black Friday posts.

Essentially, you’ll be leveraging social selling to drive sales. 

  1. Go viral

If your Black Friday offer is good, your audience will like, comment, and share your posts with their friends and family. 

That’ll lead to your posts getting more engagement from other people and their followers. 

When that happens, it means your post has gone viral. 

This type of exposure increases brand awareness and if you play your cards right, can drive sales too.

Sounds cool, right?

Now, let’s share social media post ideas that can make this happen for you. 

10 Black Friday Social Media Campaign Ideas

It’s time for the real deal!

In this section, we’re going to show you 10 ideas with examples you can use for your Black Friday social media campaign.

Without further ado, let’s jump right in!

1. Run a Black Friday giveaway

If you’re a small business owner or retailer, this idea may be far from what you had in mind. 

You probably want an idea that will give you a huge profit margin without having to spend much, but trust us, giveaways are effective. 

“How can I be sure this will work?“

It will and that’s because people love games where they stand the chance of winning something where they don’t have to pay.

You know, freebies! 😉 

In research carried out on Instagram posts, Instagram contest posts had 64x more comments than regular IG posts and 3.4x as many likes. 

Now imagine running your giveaway on a day like Black Friday (with hashtags and everything) when people are actively searching for offers. 

Well, that’s what Myprotein, a sports nutrition brand, did on their TikTok account.

They asked that people follow their account and tag their friends to enter into a draw. The winner would win a Black Friday voucher that they could use on Cyber Monday.

As expected, the post happened to be one of the few where they had the most comments. 

If done correctly, giveaways can help you go viral especially if it involves people sharing the post with their friends as they did with the Myprotein campaign. 

2. Work with creators for relatable Black Friday content

You can take your Black Friday social media marketing campaign to the next level by working with creators. 

They’re social media users in a particular niche with a good number of followers, who produce fun and entertaining content for their audience

As such, their followers consider information from them as authentic. 

Many people even make buying decisions based on information published by creators so getting them to produce content for you will be very effective. 

Here are some statistics that support this argument:

  • 58% of consumers consider creators to be likable
  • 4 in 10 millennials say influencers/creators understand them more than their friends 
  • 85% of shoppers consider their opinions before buying a product
  • Over 71% of shoppers say they bought a product because they trust the creator’s opinion

Since consumers are fond of creators, getting them to produce user-generated content for your Black Friday campaign can get shoppers coming your way.

A good example is this social media content from Sephora.

They partnered with a creator to produce content for their holiday sales event. 

The video showed their offer and got over 9k views on TikTok. 

3. Offer discounts

What’s Black Friday shopping if there are no discounted offers?

… don’t try to think of an answer, it’s a rhetorical question😀

The goal of your Black Friday marketing campaign is to make sales and attract new customers, right?

If that’s the case, what better way to get your loyal customers filling up their carts and new ones checking you out than by offering discounts on your products?

You can give discounts to your existing customers as a way of telling them you appreciate their patronage

…and to potential customers, it shows them you’ve got good offers and they’ll be missing out if they’re not buying from you. 

This marketing strategy can help you build customer loyalty and get customers to keep coming back long after Black Friday has ended.

It can take the form of a social media post like this one from Anastasia Beverly Hills:

They had their offer written boldly on the video so everyone saw it alongside their different products. 

4. Create Black Friday boxes and bundles

Another idea you can implement for your social media posts is to create special boxes similar to gift guides and sell them as bundles.

It involves curating some of your best products or selecting certain products that go hand-in-hand with one another, boxing them in a special Black Friday package, and selling them at a price so good people have to buy. 

It’s a great way to upsell customers and get them to leave your store with more than they came for. 

People who are looking for bundle or bulk deals will find this appealing. 

Plus, it saves them the stress of agonizing over which products they should buy before the day is up. 

Myprotein used this social media post idea for their campaign last year. 

The box was packed full of several products such as their overnight serum, multivitamin gummies, wafers, layered chocolates, and lots more. 

That and an interesting caption were all they showed on the post. 

You could use their idea as a template if you decide it would work for your business too. 

5. Create fun and engaging content

Do you ever wonder why there are so many people on social media?

Well, one of the reasons is that they like to watch and interact with fun content, at least that's what 35% of users have said.

You know, something to keep them relaxed, entertained, or informed.

That leads us to our next idea.

You can create interesting content for Black Friday with which your audience can engage.

Sometimes, what gets your followers’ attention can be simple and humorous like this video from Gymshark.

The video featured two people shaking each other or fist-bumping with a catchy text overlay: "Brand admins doing everything they can to go viral during Black Friday."

The clip garnered almost 70k views and caught the attention of other top brands.

 So, we can say it actually went viral.

6. Let your followers know that you offer free shipping

Whenever the word ‘free’ is mentioned, people's attention is already turned towards you. 

          …we love free stuff and we know you do too.😌

Inform your followers via a social media post that you offer free shipping.

Doing this will grab their attention and increase the number of items they add to their cart.

In a 2015 UPS survey, 52% of shoppers were reported to add more items to their cart just to qualify for free shipping.

Adding it will get more people to visit your online store.

That's what this offer can do for your Black Friday campaign.

Here’s an example of an ecommerce brand showing this:

Tshirtdoctor shared the price of their product and added free shipping as the icing on the cake. 

If you run a small business like the brand in the example, this can be the incentive you need to draw people in on your social media channels. 

7. Extend your offers to Cyber Monday

Considering it’s the holiday season, you can extend your Black Friday sale offers to Cyber Monday.

Inform your audience in a post that they still have time to get some of your best Black Friday deals on Cyber Monday. 

But, remember to create a sense of urgency by adding a countdown so they’ll jump on the offer quickly.

This can even save you the stress of thinking of different promos you can offer your followers during the holiday shopping season. 

That’s what L3VEL3, a men’s grooming brand, did after their Black Friday promotion last year.

They partnered with a creator to produce content informing their audience that Black Friday was extended till Monday. 

As you might have guessed, the video got over 2k views and likes.

8. Unlock each platform’s full potential

In 2015, a Microsoft study showed that the average span of human attention is dwindling. 

More specifically, they said it’s now 9 seconds.  

That’s probably why many social media platforms recommend videos that are 30 seconds or less. 

While your Black Friday social media posts may be very attractive with great offers, your audience may not remember them even if you indicated that they are for a limited time. 

So, what options do you have?

You can leverage the full potential of the platform you’re using. 

If you’re using Instagram for example, you can use the Instagram shopping feature that allows customers to access and buy your products without leaving the app. 

That way, they can see your offer and get it right there.  

This screenshot from Twinselle boutique describes what we’re talking about:

As you can see, the post was about their Black Friday offer but they leveraged the shopping feature so customers could go through their catalog directly. 

9. Give your followers early access to Black Friday offers

Your followers are mostly people who’ve supported you throughout the year.

As such, you can make them feel special by giving them early access to your offers.  

Let them know that you value their contribution to your business growth with exclusive offers. 

This technique can also be used in your email marketing campaigns so that you run some promotions strictly for your subscribers. 

That’s what Zando did in this video clip:

They also partnered with an influencer who put out content showing that their followers could win a wardrobe for an entire year. 

10. Opt out of Black Friday entirely

Our last but not least idea is a lot different from others we’ve mentioned in this piece as it doesn’t follow the usual approach most brands take to Black Friday. 

Some brands choose not to participate in the Black Friday frenzy. 

To them, Black Friday is a staple of consumerism and they, including some customers, don't vibe with that. 

This is something you can do if you feel that way too. 

What’s different, however, is that this strategy might not produce the revenue Black Friday deals normally would. 

But it lets your audience know that you’re conscious of how you run your business and how consumerism affects the world

If you decide to do this, remember to post it on social media (e.g. Instagram Stories) so your audiences know why.

Alright guys, let’s tie this up!

Over to You

If you made it to this point, then it’s certain you want to make the most of Black Friday. 

We want that for you too and we’re confident the ideas shared here are just what you need. 

Feel free to go through them again if you get stuck. 

And by the way, considering Cyber Monday is around the corner, we’d like for you to stay ahead of the competition. 

To ensure that happens, we created an insightful blog post on it that you can read. Go through it and if you need help, don’t hesitate to reach out to us. 

Thanks for reading and we wish you success in your campaign!

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Jose Garcia

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