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Instagram, Marketing

10 Black Friday Marketing Tips for Instagram

With Thanksgiving weekend just around the corner, now is the perfect time to start thinking about your Black Friday marketing on Instagram.

Last year, over 130 million people worldwide joined the conversation on Instagram to give thanks, share holiday posts, and of course, find deals and shop bargains!

With so many people actively sharing and shopping, you want to make sure you’re optimizing your Black Friday marketing so you can target the right audience, convert your posts into sales, and join in on the festive fun.

Ready to level-up your Instagram marketing for Black Friday and Cyber Monday? Here are 10 tips to get you started:

Black Friday Marketing: Share Image

Tip #1: Start Your Black Friday Marketing on Instagram Earlier and End Later

The festive period starts and ends earlier each year. So to really optimize your Black Friday marketing strategy, it’s important to focus on more than just the one-day event.

For the best results, start by planning out your content calendar ahead of Black Friday. For example, consider posting 2-3 days ahead of Black Friday with a teaser for your followers about your Black Friday sales. You can also offer a sneak peek of what collections will be discounted and by how much.

Basically, the goal is to create a ton of buzz and in the lead-up to Black Friday by sharing details of your business’ biggest sales and bargains of the season!

Black Friday Marketing: Pre Sale Example

That way, when Black Friday comes round, your followers will be prepped and ready to shop your sale!

According to Facebook, 62% of shoppers report that their Christmas shopping usually continues past the holiday season. So while you’re thinking about how to promote your Black Friday and Cyber Monday deals, you can also brainstorm ideas on how to engage your followers even after the holidays are over.

Tip #2: Use Vertical Video to Engage Your Followers

Nearly 1 in 3 mobile shoppers in the US say that video is the best medium for discovering new products.

So during the Thanksgiving weekend, try to incorporate video content into your Black Friday marketing strategy. You’ll be able to connect with shoppers through a medium they love and trust while showing off your products at the same time!

Black Friday Marketing: Video Example

Consider creating a “video-first” content calendar for IGTV and Instagram Stories. While high-quality promotional videos look great on your feed, content that’s more human and spontaneous can really help you resonate with your audience.

For example, you can share video testimonials from customers who have already purchased your products, or you post some behind-the-scenes stories of your office preparing for Black Friday.

According to Facebook, more than 1 in 3 businesses posted to Instagram Stories over Thanksgiving weekend last year — so it’s time to join the buzz and start posting!

Not sure where to start when it comes to filming and editing vertical video for IGTV and Instagram Stories? Check out our step-by-step guide and you’ll soon be posting and sharing video content your audience loves!

Tip #3: Create a Custom Hashtag for Black Friday or Cyber Monday

Right now, there are over 6.3 million posts under the #blackfriday hashtag on Instagram, and that number is only set to rise in 2018.

To prevent your Black Friday marketing posts from getting lost in all the noise, a great strategy is to create a custom holiday hashtag for your brand.

A custom hashtag for Black Friday is a great way to reward your followers for being loyal to your brand over the last year and to make shopping the sales easier for them. By centralizing your Black Friday and Cyber Monday posts all under the one hashtag, your followers will be able to find details about your deals and sales more easily!

And with the ability to follow a hashtag, you can invite your followers to tune-in regularly to catch any deals you phase-in as the weekend goes by.

Building a strong hashtag strategy for your brand is super-important for your Instagram growth and engagement levels all year round. If you want to brush up your hashtag knowhow and prepare for the new year with a killer hashtag strategy for your brand, check out our free guide!


Tip #4: Schedule Your Instagram Posts More Frequently Than Usual

During the Thanksgiving weekend, the times of day that usually produce the most engagement for your Instagram account may not apply as shoppers are taking to Instagram at all hours to grab a deal!

As such, you’ll want to schedule, post, and engage more often than usual over this period so you can really maximize on the event and reach out to as many followers and potential customers as possible.

If you’re phasing-in your Black Friday or Cyber Monday deals and posts, make sure you have a great content schedule ready to serve your audience.

One of the easiest ways to do this is with Later’s Auto Publish feature — just schedule your posts with Later, edit your caption and add hashtags, and set a time for it to be published for your feed! No stress, no fuss, and no need to log into your Instagram app to publish!


Tip #5: Ensure You Have Extra Hands and Eyes For Customer DMs and Comments

A staggering 13 million online transactions were processed on Black Friday in 2017, so you might find your Instagram account blowing up over the Thanksgiving weekend!

Make sure you and your social team are on-hand to answer any questions and DMs, especially as you release a new sale or discount code. If you can make your customer journey as smooth as possible from scrolling their feed to purchasing your products, you’re guaranteed to boost your sales!

Black Friday Marketing: Comments Example

Think about creating a library of go-to replies for some of the most common questions you’ll get over the weekend. It could be as simple as “what countries you ship to” and “how to add your promo code at checkout.” The faster you can respond, and engage with your audience, the better!

Did you know that you can respond to all of your comments with Later?

With Later’s Conversations feature, you can reply from your computer instead of your phone, keep track of your conversation history with commenters, and so much more!


Tip #6: Create Gift Guides with Instagram’s Shoppable Posts

Between Black Friday and Christmas, 30% of all annual retail sales take place. And for some kinds of retailers, such as jewelers, it’s even higher. So there’s no denying it’s a crucial time for businesses all around the world.

Want a quick and easy way to make your followers’ lives easier and boost your sales on Instagram? Create gift guides with Instagram’s shoppable posts feature!

Ultimate Guide to Instagram Shopping: Carousel Example

Instagram’s shoppable posts allow you to add product information tags to your feed and Instagram Stories posts. With just a tap, your viewers can see the price and other details about your products, and easily click-through to your website to make a purchase.

So why not create gift guides or holiday inspiration posts? For example, you can share a carousel post with up to 10 photos that include product tags. It could be as simple as “5 Perfect Christmas Gifts for Fathers” or anything that helps inspire your followers to shop your products this year!

Black Friday Marketing: Gift Guide Example

If you don’t have product tagging set up for your profile yet, check out our Ultimate Guide to Instagram Shopping to help you get up and running ahead of Black Friday!

Tip #7: Share User-Generated Content of Your Most Popular Products

If you have a hero product that continuously flies off the shelves, now’s the time to showcase it in your Black Friday marketing posts on Instagram!

A creative way to do this is with user-generated content (UGC) — this is usually a post or Instagram story created by your followers and customers that you can then repost to your own feed.

Black Friday Marketing: UGC Example

Not only does this let your followers know what your most popular products are, but you’ll be sharing testimonials or showing your product in action, so it perfect for helping undecided shoppers convert into customers.  

Just remember to always legally repost UGC content and ask for permission before sharing. If you’re not sure how to do it, we have a whole blog post on how to search for and legally repost UGC!

Tip #8: Create a Promo Code Specifically For Your Instagram Followers

Thanksgiving weekend is the perfect time to reward your followers and say thank you for being so loyal throughout the year.

Why not share a Black Friday or Cyber Monday promo code that’s specifically for your followers and invite them to share with their friends on Instagram too?

Black Friday Marketing: Personalised PromoCode Example

This will not only boost your Instagram engagement, but it can also help promote a stronger connection with your Instagram community throughout the event.

Tip #9: Create Killer Captions with Strong Call-to-Actions for Your Posts

Never before have call-to-actions (CTAs) in your Instagram captions been so important!

While lots of people may impulse buys during the Black Friday, some people may still be on the fence about making a purchase from your business.

To make sure your posts convert into sales, write captions that deliver a strong message and guide your users towards action.

Black Friday Marketing: CTA Example

For example, your CTA can ask viewers to shop your collection, comment on a post, use a promo code at checkout, browse your sales, pre-order a product, and so much more!

Whatever you choose, just make sure that you’re guiding your followers and viewers to take an action from your post.

Tip #10: Create Black Friday Posts that Match Your Instagram Aesthetic

It can be all too easy to get carried away with big, bold fonts and strong colors to show off your Black Friday sales, but it’s important to always stay true to your Instagram aesthetic.

Whether you’re posting Instagram Stories or posts, make sure your Black Friday sales pitch is still in line with your tone and the overall style of your feed.

Black Friday Marketing: Aesthetic Example

If you’re using Instagram Stories templates, you can experiment with different designs so your post stands out from the crowd, but try to keep your color palette or design complementary to the core aesthetic of your brand.

Not sure where to start when it comes to Instagram Stories templates? Check out our video guide to editing templates with Canva, or try out our 19 free Instagram Stories templates which are completely customizable in Photoshop!

Hopefully, you’re feeling inspired to create some awesome posts for your Black Friday marketing campaign!

With a little bit of forward-planning, creativity and hands-on action over the Thanksgiving weekend, you’ll see some real improvements on your Instagram engagement and business sales!


Written By

Nikki Canning

Nikki is Later’s Blog Editor. She’s worked in digital media in Dublin, London, and Sydney & loves nothing more than hitting “publish” on a new post. On a weekend, you’ll find her outdoors with her dog, Arlie, or scrolling Instagram to plan her next adventure — follow along on @nikkitravelled.

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