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How to prepare a social ad campaign for Black Friday (or any holiday)

How to prepare a social ad campaign for Black Friday or any holiday

It’s hard to believe but it is that time of year again, the leaves are changing, days are getting shorter, sweaters are coming out, and oh… businesses are beginning to advertise for the holidays and they’re doing it online. This is because 94% of consumers plan to shop online during the holiday season. Additionally people are saying the plan to spend more in 2021 than they did in 2020 this holiday season, giving your business a huge opportunity to increase sales!

So whether it is a Halloween sale, Thanksgiving discount, Black Friday sale, Cyber Monday offer, or December deal we want to make sure your small business drives results you desire this holiday season!

One of the best ways to drive customers to your business is by running digital ads during the holidays. Below are some steps you can take to make sure your social ads are a hit!

Step 1: Creative

Thumb-stopping ads

There are going to be a lot of ads out there so it is important to make sure that yours stands out. We recommend creating a video ad that is under 10 seconds and has some fun animation that will catch customer’s attention.

Read our tips on creating effective headlines.

Focus on the deal & stay consistent

With all these deals being promoted it is important for your business to have a clear discount and maintain consistency in all your posts. Customers are more likely to remember your deal if you keep each ad on brand and stay with the same offer.

Don’t forget to add your logo and include your brand colors in all of your ads!

Step 2: Audience

Know your customer

This is obvious but during the holidays you have to know what your customers are looking for and make sure to highlight the products they are most likely to want this time of year. Also, now is not the time to experiment with new audiences, know who you want to advertise to and stay focused delivering messaging that relates to them.

Step 3: Timing

Early and often

With so many advertisers, both big and small competing for placements on Instagram and Facebook you are better off advertising your business sooner rather than later. This is especially true if you are trying to get in-store traffic. Ad costs only rise as we approach holidays so it is essential to beat the rush and start advertising at least a few weeks in advance of the actual day.

Step 4: Make it fun

Have fun and make sure to post non-ad content

During the holiday season don’t forget to celebrate your small business, you have worked so hard so don’t forget to show to your customers that this is your passion. This means continuing to create organic posts that show things outside of your promotions during the holiday season.


Don't forget about doing the prep work behind the scenes of your Black Friday campaign. Check out 6 ways you can prepare your social media.