On Black Friday, many retailers offer special deals and discounts on a wide range of products. According to some estimates, spending on Black Friday in the UK has increased by more than 50% in the last few years. One of the key ways retailers have promoted Black Friday in the UK is through the use of Black Friday social media posts. Many retailers have used social media to create special offers and discounts that are only available to their followers on social media.
ASOS – Early Birds and Reel Opportunists
This year, ASOS started their Black Friday sales on the 23rd of November. Although that is two days early, some brands started in early November, so this is not the earliest we have seen. ASOS’ strategy to start a few days before the big hype was likely so they would try and get in before their competition. All of ASOS’s Black Friday content on Instagram was Reels. Their Reels were of high quality and not only showcased their products and the offers that were available but there were also clever animations alongside user-generated content. ASOS is a great example of how you can plan and prepare and utilise key dates like Black Friday to get ahead of the competition. Also, at times when you want to reach your audience more than ever, know the type of content that the specific platform is pushing and use that to your advantage.
SuperFoodio – Small Business partnering with Big Brands and Big Creators
On TikTok, #BlackFriday2022 currently has over 280 million views. As previously mentioned, consumers are using social networks for search and discovery, so the use of hashtags and relevant keywords is essential. TikTok is constantly improving its search feature, so it is no surprise to see the traffic for #BlackFriday2022 this year.
The small business, SuperFoodio, is the home to the world’s first peanut butter buttons, which are available on Amazon. For Black Friday, as well as advertising their own deals, Amazon wanted to showcase their smaller businesses on the platform. So, Amazon and SuperFoodio worked with Hannah Lowther, a musical TikTok star. She was tasked with creating a song about SuperFoodio as part of Amazon’s Black Friday campaign.
This fun and unique way of collaborating with an influencer is a great way for businesses to reach a wider audience. They utilised the talents of the Creator that they were working with and incorporated their brand into content that would be very familiar to her audience.
HULU – Sharing is caring
Over on Twitter, the TV streaming service Hulu indirectly shared its Black Friday deal by reposting others who are talking about it. What is even more interesting is that Hulu did not directly Tweet out anything about their deals, aside from their reshares. Some of the pages that spoke about Hulu’s Black Friday deal included Variety, Rolling Stone and Billboard. All of these publications featured a guest blog about the brand, which was ready for Hulu to share on their own Twitter feed. Their retweets were captioned with the likes of ‘the one time doing math has made me happy’, ‘I’m just giving the people what they want’ and ‘with that kind of deal, I’ll be binging all season long’.
Key Takeaways from 2022 Black Friday Social Media Posts
- Be prepared and try to stand out from your competition by either getting your content out before them or by ensuring that your content is likely going to be shown on whatever platform you are posting on.
- If it is in your budget, seek out influencers who can help promote your brand and product in a fun and engaging way. A lot of content creators will be promoting products at the end of the year, so make yours stand out.