Black Friday is a huge shopping moment across the world, and people on Twitter are eager to learn about the best brand deals.
Last year, conversations started early, with an 11% increase in Black Friday Tweets in May-June 2021 compared to the same time in 2020.1 The highest volume of shopping conversation then took place in November2 — the month Black Friday and Cyber Monday fall in.
Let’s dive in and see how your brand can join the conversation and drive results this shopping season.
Why Black Friday?
Last year in the US nearly 180 million Americans shopped during the five-day holiday shopping period from Thanksgiving Day through Cyber Monday, according to the annual survey by the National Retail Federation and Prosper Insights & Analytics.3 While in the UK, Black Friday shoppers spent over one-fifth more in 2021 compared to 2020.4
In total, it’s likely the volume of shopping in the lead up to Black Friday and Cyber Monday was even more as sales tend to start earlier and earlier every year. In fact almost half of shoppers in the US took advantage of early holiday sales or promotions before Thanksgiving in 2021.5 While on Twitter there were 3 million Black Friday Tweets in the US alone.6
So how can your brand get in front of these people and encourage sales in an effective way?
Black Friday marketing strategies
Tease, reveal, reinforce
Black Friday 2022 will be on November 25th. We recommend running your campaign for the month of November to catch early shoppers and stand out from the crowd.
In fact our research shows launch campaigns (including a new offer or sale) that are scheduled to run for 3-6 weeks result in a +51% higher lift in top-of-mind awareness and +15% lift in brand awareness.7
Use a mix of organic Tweets and Twitter Ads to tease offers, entice shoppers with gift guides, festive gift sets, and suggestions. You can also use engaging formats like Twitter Polls to ask people what offers they actually want.
Don’t forget about late in the day shoppers too, it’s innate that people don’t want to miss out — connect with these people by Tweeting later in the day with reminders of when offers will end. Keep language simple too, for example use wording like ‘while supplies last’ and CTA’s like ‘shop now’.
After Black Friday and Cyber Monday end, keep people engaged by Retweeting any customer hauls your brand is mentioned in, answer questions customers may have, and ask what customers bought over the weekend.
Use a mix of Twitter Ads products to drive purchase intent
To encourage purchase intent and consideration our most recent research shows it’s best to include a variety of two to five unique ad formats.8 This will help prevent ad fatigue, while keeping a focus on your messaging and Black Friday deals.
It’s also a good idea to include a mix of both video and image, with research showing that campaigns that featured a mix of both saw an average lift of 27% in purchase intent/consideration.9 You can also utilize multi-destination Carousel Ads to showcase multiple offers and products.
Finally, we also recommend adding engaging formats like Website Buttons to encourage engagement and click-through.