You're A Business. It's Black Friday. How Do You Optimize Your Socials?

You're A Business. It's Black Friday. How Do You Optimize Your Socials?

“I am a startup or business. I have a product, plan, or idea I want to sell to people, and I want to do that fast and effectively.

“But, most importantly, I want to avoid making my customers feel pressured into buying my product. I don’t want to look like I just see my audience as dollar signs. Nobody wants to be that company.”

Does this sound like you?

Black Friday and Cyber Monday (and let’s not forget #SmallBusinessSaturday) are their own beast when it comes to social media marketing. In fact, some startups and companies completely shift their strategy at this time of year.

Even if you are a beginner or a veteran when it comes to selling a product, here are some tips and tricks to make sure your biggest sales days of the year make the biggest impact!

Make sure your store website or platform is mobile friendly.


We know there are plenty of shoppers out and about. We know there are even more of them at home on their computers, doing their shopping. But, a business cannot forget the numerous individuals doing holiday shopping on their phones.

Make sure your storefront or advertisements look good on any device. Imagine how much of a turn-off it is when you are browsing a website on your phone, or looking at an image, and it is impossible to look at it or navigate because of inadequate proportions or lack of user-friendliness. Make it work!

Be smart on where to place your advertising dollars.

The key here is to make sure you don’t spread yourself too thinly. There are so many social media platforms out there, it can be tempting to make sure “all your bases are covered” on every single platform for the biggest shopping days of the year. The con of this method is you are wasting time on socials where your audiences may not be paying any attention.

Are you an artist? Put all of your marketing dollars on Instagram. Are you a landscape architect whose demographic is individuals over the age of 40? Email marketing or Facebook might be your best bet. Make sure you browse your analytics so you can familiarize yourself with where you should place your energy.

Be mindful! Don’t overwhelm your audience by scheduling ahead.

Nobody likes incessant posting or feeling like they have seen the same image or promo 100 times in an hour. The best ways to make sure you avoid making your audience unfollow you just because of relentless coupon posts are simple:

  1. Look at the peak times you receive the most impressions and engagement. If it’s at 12 p.m., 4 p.m., and 10:30 p.m., schedule your posts around those times. There is no need to post every hour on the hour.

  2. Make sure your post messaging and visuals are varied to maintain intrigue in your shoppers. Highlight different specials and products in your images and wording (while also reminding them of your previously advertised sales) for maximum effect. Side note: Twitter is now banning users for posting the same messaging more than once, so be mindful of that!

  3. Plan ahead. Make sure your graphics, text, and hashtags are all scheduled in Hootsuite, or your favorite scheduler so you don’t have to think about it. That way, you can focus your energy on engaging with your customers via comments or questions! They love that!

Make it live.

Nothing is more fun than shopping with friends. Why can’t employees or even managers shop alongside families and friends outside of your business bubble?

This will make your business and employees more relatable. Seeing small businesses or startups supporting other business will only increase empathy with your audience. So, use Instagram Live, Periscope or Facebook Live to show your customers how you would shop for the season!

Use language that entices and causes a sense of urgency.

What type of language is that? Well, according to Neil Patel, users on social media respond to emotional language. For your convenience, here are the top ten emotions users respond to:


So instill those emotions in your posts!

You can also make customers feel like they want to impulse spend without causing intimidation. Using crafty language like “now” and “today” and “fast” in your posts. This will let your shoppers know how important it is to engage with the deals and promos at this very second!

Make it personal and targeted by researching your audience.


As we discussed previously, it is so important to know the demographics of your audience. Think of how you can use that in a creative way to your advantage. What does that look like?

Do you have an audience that is young and loves fandom culture? Create gift packages! Bundle a bunch of your products for people who love Game of Thrones or A Star is Born.

You can also research what is popular at the moment. How can you take the revolution of self-care and make it work for you? Make sure you promote how important your products are for personal happiness and pampering and make sure you inform customers how much they benefit you, the seller, personally. It’s the ultimate testimony.

Hopefully this provides you with the ultimate guide for selling your gifts this season. Good luck in traversing the world that is the biggest shopping weekend of the year. Don’t forget to make that custom hashtag and campaign for an extra bit of fun for your business!

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