Your best Black Friday ad is already on your feed
It costs 222% more to win a new customer than it did eight years ago, and Black Friday is when every brand is bidding for the same eyes at once. So with 10 days until November 27, this isn't the time to buy your way in with something new and untested.
You're already in the thick of it, and the last 60 to 90 days of your own content have already shown you what works, because your followers saved it, shared it, and sent it to their friends. The move is to take that proof to people who've never heard of you.
Your feed won't get you there on its own
Your regular feed posts mostly land with people who already follow you. That's what traditional social is built for, keeping your brand in the world of the audience you've already earned, but it won't reach anyone new in 10 days.
Discovery-first social works more like Netflix. Netflix recommends shows based on what people with tastes like yours have watched, and Reels, TikTok, and YouTube Shorts do the same with your content, matching it to people anywhere in the world who behave like your buyers, whether they follow you or not. Right now those people are actively searching and comparing, and ready to buy.
The trade-off is that video takes more time and money to make than a feed post, so don't spend it guessing. Start with the ideas already working with your audience, and give your best content a real shot at finding the next people who might buy.
Here's the 10-day play
- Pull your proof.
- Look at your last 60 to 90 days and find your top 3 posts by saves, shares and DMs, not likes. Those are your proven angles.
- Rebuild them for a broader reach.
- Turn each high-intent question your buyers search into a snackable video for YouTube Shorts and TikTok. Test trend versions of the same topic, different formats and styles, and see which lands. Keep them lo-fi: rough, organic-looking edits, over polished ads.
- Boost to test fast.
- Put a little spend behind each version for a fast read on engagement. Keep what holds attention, cut what doesn't, and reinvest in what works.
- Drop a last-minute, time-sensitive offer.
- Hit the audience you've grown, your followers and email list, with an urgency trigger: a countdown, limited stock, an offer that ends soon. Build the tension, then make the purchase the relief.
Keep them 1 to 3 clicks away from checkout
When someone feels the pull on a Reel at 11pm, they should be 1 to 3 clicks away from checkout. Make them click around and you lose that emotional pull, or worse, you push them toward a competitor who's already sliding into their DMs.
Let's face it, it's too late for us to help with your Black Friday, but we can help with the rest of your year. Book a free social audit and I'll give you three things to focus on in the 30 days after the golden quarter, when your efforts should be compounding through the year.
Sources
- Marr Media Group (2026). "Community Is the New Funnel: 3 Signs Your Community Is a Cost Center, Not a Growth Engine". marrmediagroup.com
- Affninja (2026). "Customer Acquisition Cost Statistics 2026: Industry and Channel Data". affninja.com
