Black Friday is the ultimate shopping showdown, and brands need to be firing on all cylinders when it comes to creative production. Every year, platform dynamics and changing consumer behavior complicates planning and strategy. In 2024, quantity and velocity of content production could be the biggest challenge, as many brands haven’t built the reflexes, processes or networks to compete in TikTok, Reels or YouTube Shorts. Here are a few tips from your partners at Shook on how to build a winning strategy for this year's Black Friday, focusing on a full-funnel approach that maximizes impact at every stage.
Amp Up Content Production: Having a high volume of diverse creatives is crucial. Increase your content production capacity to ensure you have enough variations to test, optimize, and maintain engagement throughout the Black Friday period. This abundance of content gives you a greater chance of finding winning content, enables more comprehensive testing, and far greater insights and learnings based on performance data. Start early and produce way more than you think you’ll need.
Think Full-Funnel, Not Just Conversions: While conversions are the ultimate goal, approaching Black Friday with a holistic, full-funnel strategy is essential. This means crafting campaigns that resonate with customers at every stage, from awareness to consideration to purchase.
Upper Funnel is for Creator and Concept Testing: Experiment with different creators to see who resonates best with your target audience. This phase is also ideal for testing concepts, styles and messaging to pinpoint what resonates with your target consumer.
Mid-Funnel is Where Remixing Begins: As you plan to transition out of the mid-funnel, leverage the insights gleaned from your experiments. Double down on the best-performing creatives and messaging, and start implementing remixing strategies to optimize for engagement, completion rate and click-throughs.
Lower Funnel is All About Performance Optimization: By the time you hit the lower funnel, your creative direction should be crystal clear. Now's the time to laser-focus on performance optimization. Analyze what's converting best and iterate on those winning creatives to maximize ROI. Be sure to operationalize remixing and creative optimization with elements like stickers, different caption styles, and other effects.
Consistent Messaging is King: While each funnel stage requires a tailored approach, maintaining a consistent brand message throughout your Black Friday campaigns is crucial. Ensure your chosen theme, voice, and visuals tie together seamlessly to create a cohesive and impactful brand experience.
Black Friday success hinges on agile creative production that adapts to real-time performance data. By embracing a full-funnel approach and prioritizing testing and optimization, brands can maximize their impact and drive incredible results this Black Friday season.
In an era where reaching the right audience depends on both quality and quantity of creative, brands must find a new approach to content production that balances creativity with efficiency. But what if there was a way to transform this challenge into an advantage? What if brands could create a system that not only keeps up with demand but also gets better with each iteration?
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