Black Friday 2025: Getting the Most Out of Your Social Media Campaigns

Social media usage is higher than ever, meaning your Black Friday social media campaigns can greatly influence your Q4 eCommerce performance.

The number of social media users has rapidly increased in recent years, and now stands at over 5 billion.¹

Shoppers are also actively searching out brands on the platform, with 50% of users seeking to learn more about a brand or see their social content.²

As consumers turn to the channel to discover, research, and even purchase products, a successful Black Friday requires a strong social strategy.

Continue reading to find out how you can get the most from your social media platforms during this busy period.

How to create successful Black Friday social media campaigns

There’s no denying that social media can catapult your brand’s growth. It’s one of the most effective tools to market your products or services and build up a following of loyal customers.

Let’s look into some actionable ways to create successful Black Friday social media campaigns.

1. Consistency creates conversions

Having a clear content schedule will allow you to be organised and focused on your brand goals over the holiday season. Being prepared will also give you additional time to be reactive with your marketing campaigns once a new trend emerges.

You can get started by:

• Regularly posting relevant and high-quality content: A regular and consistent posting schedule will increase visibility on social media. You may consider scheduling your Black Friday social media campaigns in advance to fully prepare a more comprehensive content plan.

• Keeping profile pictures and banners up to date: Ensure that your Black Friday promotions are front and centre across all elements of your website. You could also consider linking to a Black Friday-specific landing page to ensure shoppers can find your sale section easily.

• A consistent tone of voice (TOV): Use a recognisable and consistent tone of voice across your social media, email marketing and overall brand communications. This allows users to get to know your brand’s personality and helps build customer relationships.

Pro tip: Promote your newsletter to your loyal social media followers this Black Friday to build up an established email list. You could even incentivise a sign-up by offering a subscriber discount or offering exclusive early access to your sales.

Suggested reading: Find the best incentives to drive email signups in our blog ‘How to Grow Your Email List’.

2. Develop strong social media content

Now you know how to keep things consistent, let’s look at creating content for your Black Friday social media schedule.

It’s important to set goals for your social media marketing and align your content plan with this. Doing so will ensure your social media efforts help you in the path towards achieving your wider objectives. 

Here are some examples of goals you could set for your Black Friday social media campaigns:

• Increasing brand awareness
• Boosting engagement and followers
• Driving traffic to your website
• Increasing conversions

No matter your brand goals, you can create great content for your social media throughout the Black Friday period by:

• Using well-lit, high-quality photography: Avoid the generic Black Friday content influx and showcase your products in the best light by shooting content in-house using consistent styling and creative animations.

• Making use of all relevant social platforms: Consider creating or repurposing your content into different formats to fit across multiple platforms. Taking an omnichannel approach to your social strategy will help to increase your reach.

• Capitalising on other key shopping dates: Reference other key dates before and after Black Friday, such as Singles Day, within your content. These dates can provide further ideas for content and opportunities to drive sales.

Pro tip: Build on the excitement of Black Friday and expand your organic reach by running seasonal giveaways or competitions. Requiring that users reshare the post or tag friends to enter can help your brand reach new audiences.

3. Know your audience

A big part of building a social media strategy is getting to know your audience. This will influence your content, your TOV and your overall approach to social media.

Social media platforms can help create some of your most engaged, loyal audiences, who come to know your brand’s personality and frequently interact with your content.

With 58% of users reporting they discover new brands through social media, Black Friday is the perfect opportunity for you to connect with new shoppers.³

So how can you increase visibility and find your audience?

• Use keywords: Keywords are no longer just relevant for Google. Including keywords in your social media copy can increase your brand’s exposure. Using super-specific keywords can help the algorithm understand your content and help your brand appear in users’ search results.

• Showcase customer reviews and content: Users want to show off their latest purchases on Instagram stories and share their experiences with their favourite brands. Encouraging this user-generated content (UGC) from your followers will help you reach new potential customers and build brand trust.

• Use trending sounds and video formats: If you find that your audience is on short-form video platforms such as TikTok and Instagram reels, using trending sounds and videos will boost your visibility as they are naturally favoured by the algorithm.

Increasing your visibility is critical to your social media success, so optimise your content plans and social postings correctly to reach new audiences. You can then work to nurture these new shoppers into loyal repeat followers, who will purchase all year round.

Suggested reading: Discover the value of customer loyalty and retention.

Examples to consider: TikTok’s algorithm is unmatched for organic reach, allowing users to completely personalise their recommended content in as little as 40 minutes.⁴ This can help your content reach more of the right audience.

4. Instil urgency

Urgency can be the deciding factor in whether a shopper buys from your brand now or continues searching around for the best deal. 

During Black Friday, when there are so many lucrative offers, creating urgency is key to securing sales.

Social media can be an easy way to do this, particularly when you’re running limited-time discounts across the Cyber Weekend.

Use your social content to create a fear of missing out (FOMO) by:

• Utilising scarcity marketing: Communicate to your shoppers that your Black Friday sale is not around forever, and stock supply is low. This urges customers to purchase sooner rather than later.

• Use timers and countdowns: Countdown to the end of your limited-time offers and use time-related trigger words in your copy and CTA to urge potential customers to purchase sooner.

5. Utilise ads

Last but certainly not least, ads. Social media ads are a perfect and almost necessary way to reach new customers and promote your Black Friday deals.

In your paid social media posts, you can include a direct link to a page on your site. This enables you to guide users towards specific Black Friday landing pages or deals.

With paid ads, you can also get hyper-specific about the audience you target.

With social media, you can often be at the mercy of the algorithm when it comes to who your posts are displayed to. However, paid social posts provide you with more control, allowing you to target hyper-specific audiences.

This enables you to use paid social media ads to:

• Find new customers: Establish a buyer persona and use these characteristics to target ads at shoppers who are likely to buy from you. This can help you attract new visitors to your site who convert.

• Retarget shoppers who abandoned your site: Many shoppers won’t purchase on their first visit to your site, even around Black Friday. You can use their data to retarget them with social media ads to draw them back in. Segment and target shoppers with ads based on the brands or products they’ve viewed to maximise engagement.

Pro tip: Maximising the shopper data you capture on your site will help you to build accurate social media ad audiences. Consider a solution like Salesfire’s AI-powered identification to collect detailed data about the products your shoppers view or search for.

Support your Black Friday social media campaigns with an optimised eCommerce site

It’s clear that social media is now an essential step in the customer journey. From initial brand discovery to comparing products, shoppers are looking to platforms like TikTok and Instagram.

Following our tips for an effective Black Friday social strategy will help you attract new customers and keep them coming back well after the event is over.

Additionally, while in-app shopping is also possible on many social media platforms, 71% of shoppers still prefer to purchase on your site.⁵

Therefore, optimising your site itself is the key to ensuring your Black Friday social media traffic actually converts.

1 Social media – statistics & facts | Statista

2 Digital 2025: The essential guide to the global state of digital | we are social

3 80+ Industry Specific Social Media Marketing Statistics For 2025 | Synup

4 How TikTok’s Algorithm Figure You Out | Wall Street Journal

5 71% of Online Shoppers Prefer to Check Out on The Brand Website Versus Social Networks | Retail Dive