The holiday season is right around the corner and businesses are gearing up for one of the most anticipated shopping events of the year: Black Friday and Cyber Monday. These shopping holidays are a golden opportunity for consumer brands to capitalize on eager shoppers and boost their sales. However, as a UGC agency, we call this BFCM marketers’ Super Bowl since everyone brings their A game. Costs increase and so does the noise.
As brands compete for consumers’ attention, there are common pitfalls that get in the way of consumer brands and their full advertising potential. Here are five crucial missteps to steer clear of:
- ❌ Don’t Test New Ad Creatives During BFCM
It might sound enticing to roll out a shiny new ad on Black Friday, but costs and competition are at an all-time high. Most brands pull out their best-performing ads, which have been optimized and refined over the year. If you’re thinking of experimenting now, think again.
Costs usually start to increase at the beginning of November.You’ll likely see digital advertising costs increase by more than 100% by the end of that month
✅ Instead: Test new ad creatives before BFCM and nail down what’s working and which are your strongest assets. When BFCM starts, use your proven top-performing ads. The aim here isn’t to reinvent the wheel. You already have content that works – simply add a holiday touch. Whether it’s festive graphics, a hook about Black Friday, or holiday-themed text, ensure the essence of the successful original remains intact. - ❌ Don’t Shy Away from Mentioning Black Friday/Cyber Monday
Some brands assume that because everyone knows it’s Black Friday or Cyber Monday, there’s no need to emphasize it. This couldn’t be further from the truth. When you call out these special shopping days directly, you grab the consumer’s attention immediately and highlight the time-sensitivity of your offer.
✅ Instead: Utilize these terms prominently in your hooks and opening sequences. Ensure that it’s abundantly clear your deals are tied to these holidays, making your content timely and compelling. - ❌ Don’t Overwhelm with Too Many Offers
While showcasing all your amazing deals and offers might tempt you, too many choices can paralyze a consumer’s decision-making. Bombarding viewers with multiple deals in a single ad can dilute your message and reduce conversion rates.
✅ Instead: Focus on one or two of your best deals, emphasizing the value and uniqueness of the offer. If you have multiple offers, consider creating separate ads for each, allowing for targeted and clear messaging. - ❌ Don’t Forget the Emotional Connection
The holiday season isn’t just about deals and discounts; it’s a time of giving, togetherness, and reflection. Brands that focus solely on the transactional aspect of their offers might miss out on establishing a deeper connection with their audience.
✅ Instead: Weave emotion into your advertising. Share stories, create scenarios where your product brings joy, or showcase how it can be the perfect gift for loved ones. Emotional resonance can be a powerful tool in converting viewers into customers. - ❌ Don’t Overcomplicate the Call to Action (CTA)
While you want your ads to be festive and engaging, you don’t want to make it difficult for consumers to understand the next steps. A convoluted or hidden CTA can leave potential customers puzzled and decrease the chance of them taking action.
✅ Instead: Make your CTA clear and direct. Whether it’s “Shop Now,” “Save 20% now” or “Limited Time Offer,” ensure it stands out in your video, guiding viewers seamlessly from watching to purchasing. Side note: one of our favorites for Black Friday is: “Grab this while you still can!”
Black Friday and Cyber Monday are unparalleled opportunities for brands, but maximizing their potential requires strategic finesse considering the increased competition during this time. Before BFCM begins, it’s important to nail down your top creative. If you don’t have a solid way to source high-performance video creative, you’re in the right spot. We take care of everything to get you campaign-ready UGC creatives including sourcing and managing UGC creators, market research, writing the scripts, filming, and post-production. Get started on your project with us here!
By working with a skilled partner to sidestep common mistakes and truly focus on what resonates with customers, you’re not only set to boost sales but also to foster lasting connections with your audience. Remember, in the cacophony of holiday deals, the brands that genuinely understand and cater to their customers stand out the most.
