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October 8, 2021
10/08/2021

6 Black Friday Marketing Tips For Driving Holiday Sales

Follow these best practices to get the most out of your Black Friday advertising campaigns on Snapchat.
It’s (almost) the most wonderful time of the year! Black Friday and Cyber Monday are just weeks away, and businesses everywhere are gearing up for another successful selling season. Black Friday kicks off the holidays with the biggest spending day of the year, and with seasonal shopping starting earlier than ever - as early as October!1 - there’s no better time to launch your Black Friday marketing campaigns and start driving sales.
We already know Snapchatters love the holidays, but did you know their peak purchasing happens a month before Christmas? This year, 72% of Snapchatters plan to shop Black Friday and Cyber Monday,2 giving your brand a huge opportunity to showcase your best products and deals of the season to an audience that’s ready to spend.
Snapchat Ads give retailers a unique opportunity to boost sales and engage customers natively. That’s why getting your Black Friday marketing campaigns up and running as early as possible will set your brand apart, cut through the noise, and help make the most out of your holiday marketing investment. 
Here are six valuable tips for driving Black Friday sales on Snapchat:
  1. Optimize Your Website for Mobile to Increase Conversions
  2. ​​Implement the Snap Pixel to Track, Measure, and Build Audiences
  3. Showcase Your Products and Deals Front and Center to Drive Engagement
  4. Choose the Right Ad Format to Achieve Your Advertising Goal
  5. Optimize Your Campaigns with Goal-Based Bidding
  6. Reach Snapchatters Beyond the Big Moments
Optimize Your Website for Mobile to Increase Conversions
At a time when website traffic is flourishing, having a fast, responsive mobile website is a must for driving online sales and conversions. This year, 67% of all e-commerce sales will come from mobile.3 Consumers have officially made the shift from desktop to mobile, which means that having a mobile-friendly website is absolutely crucial -- especially during Black Friday and Cyber Monday.
Snapchatters are the savviest mobile shoppers there are, purchasing online 20% more than other consumers.4 During the holidays, Snapchatters are spending more time shopping online than any other time throughout the year, and just last year, there was a 2.1x year-over-year increase in online purchases by Snapchatters during Black Friday through Cyber Monday.5
As shoppers opt for mobile over desktop, mobile commerce is set to prevail during the holidays. Ensuring that your website is optimized for mobile this Black Friday will help you give Snapchatters a seamless shopping experience, strengthening sales and conversions. Additionally, when building your digital advertising strategy, having data-gathering tools in place, like a pixel, should also be a top priority.
Implement the Snap Pixel to Track, Measure, and Build Audiences
The Snap Pixel is a piece of JavaScript code placed on the back-end of your website that allows you to track the actions that Snapchatters take on your site across devices. This Black Friday, be sure to have the Snap Pixel implemented so you can create highly-targeted campaigns, analyze the actions Snapchatters take after tapping on your ads, build custom audiences to re-engage Snapchatters who have visited your site, and optimize your ads based on real-time insights. 
Additionally, the Snap Pixel allows you to attribute conversion events to your campaigns, such as a customer adding a product to their cart or completing a purchase on your site, so you can see the full value that your Snapchat Ads are driving for your Black Friday campaigns.
As mentioned above, the Snap Pixel allows you to expand your targeting options. With the Snap Pixel installed, you can start to build Pixel Custom Audiences on Snapchat, which surfaces your ads to Snapchatters who have previously visited your website. This is especially helpful for Black Friday marketing because it means that interested customers are seeing your ads again and are reminded of the products they’ve browsed previously, reinforcing their intent to buy.
Showcase Your Products and Deals Front and Center to Drive Engagement
Snapchat Ads are immersive, engaging, and feature your business in a way that feels native to Snapchatters. Launching Black Friday ads on Snapchat is not only effective for reaching audiences who are already browsing brands, making wishlists, and buying gifts, but it also gives businesses of all sizes the opportunity to achieve and surpass their advertising goals. Let's take a look at a few creative best practices to help you stand out this Black Friday and Cyber Monday.
  • Feature your best-selling products: When designing your Black Friday ads, be sure to feature your most popular products front and center. Using full-screen images/video and audio in your ads will help you catch Snapchatters’ attention and inspire them to take action, such as swiping up to make a purchase or learn more. Whether you use Instant Create to create a single ad, or Advanced Create to build multiple ad sets within one campaign, Snapchat Ads Manager helps you design beautiful, compelling, full-screen ads in just a few steps.
  • Drive urgency with compelling language: Boost Black Friday sales by using strong messaging throughout the ad that focuses on doorbuster deals, generates excitement, and adds a sense of urgency. You can also leverage phrases, traditions, and moments that matter in your ads to help drive purchase intent. Ultimately, your ad should evoke emotion, be easily-shareable, and connect with your audience.
  • Link directly to your product or category page: Don’t let shoppers drop off because they can’t find your product - deep link into the exact product or category page you're promoting. That way, your customers can quickly add the product to their cart and buy, resulting in a seamless shopping experience.
Choose the Right Ad Format to Achieve Your Advertising Goal
Snapchat Ads are designed to help all types of businesses achieve their advertising goals, especially e-commerce brands who want to drive sales. The best ad format for your advertising campaign can maximize your conversions and sales while creating a cohesive shopping experience for Snapchatters.
Here’s a quick guide on the different ad format options you can use on Snapchat:
  • Single Image or Video Ads are full-screen ads that can be used for a variety of objectives, but are especially impactful when promoting your best Black Friday deals. Offering visuals and sound in a format made for mobile, these provide an easy way to feature your products and communicate your message effectively during the holidays. Simply add an attachment to your ad and enable Snapchatters to swipe up and make a purchase on your website.
  • Collection Ads feature four tappable tiles to showcase multiple products, giving Snapchatters a frictionless way to browse your Black Friday specials. Made especially for e-commerce brands, Collection Ads allow you to feature your latest product releases or top sellers at once.
  • Story Ads are branded tiles that can be found in Snapchat’s Discover section. Generate excitement around your Black Friday deals with a series of 3-20 Single Image or Video Ads.
  • Dynamic Product Ads let you create personalized ads at scale using your product catalog. With Dynamic Ads, advertisers on Snapchat can automate ad personalization on the platform, unlocking new creative ways to scale up Black Friday marketing campaigns and drive online conversions.
Optimize Your Campaigns with Goal-Based Bidding
Goal-Based Bidding allows you to optimize your campaigns towards a specific action you want Snapchatters to take after seeing your ads. Actions you can bid on include page views, add-to-carts, purchases, and more - you can find a full list of actions you can bid on with Goal-Based Bidding here. With Black Friday and Cyber Monday coming up, you can use Goal-Based Bidding to bid towards driving online purchases. This means your campaign will be optimized by showing your ads to Snapchatters who are most likely to make a purchase on your website. 
Additionally, Snapchat’s automated bidding strategies simplify and automate your Goal-Based Bidding approach. You have a few options when it comes to bidding strategies in Ads Manager during campaign set-up:
  • With Auto-Bidding, Snapchat will set your bid amount to automatically optimize towards conversions.
  • With Target Cost, Snapchat will optimize towards your target CPA (cost per action) goals.
  • With Max Bid, you decide the maximum amount we can bid on your behalf while we work to achieve the most efficient CPA possible.
  • With Minimum ROAS, Snapchat will optimize towards your target ROAS (return on ad spend) goals.
Reach Snapchatters Beyond the Big Moments
Snapchatters are big spenders throughout the holiday season, spending 1.6x more than the average shopper.6 They believe the holidays are the best time of year, and that giving and receiving gifts is integral to the celebration, which is why their spending is not limited to major shopping days like Black Friday and Cyber Monday.
We saw an +119% increase in total online purchases by Snapchatters in November and December of 2020 compared to the year prior.7 And, this audience has a ton of purchasing power - $4.4 trillion and growing.8 In other words, as you plan your digital strategy, you should plan beyond the big moments to reach this valuable audience early and often.
Your business delivers joy. Snapchat delivers results. All season long. For more Black Friday marketing tips, check out our free Snapchat 2021 Holiday Marketing Guide.

Snapchat can help your small, medium or large business grow.

12021 Deloitte Holiday Research Commissioned by Snap Inc. Base = Snapchatters (n=740) Q: “When do you begin thinking about holiday shopping? And when do you usually finish your holiday shopping?”
2Snap Inc. survey of US Snapchat users May 19 - 27, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question “We have a few questions about Black Friday shopping. When do you start thinking about Black Friday/Cyber Monday purchases,” 614 respondents
3eMarketer, “Retail MCommerce Sales Worldwide,” December 2020.
4Calculated by comparing 2021 Deloitte Holiday Research Commissioned by Snap Inc. Base = Snapchatters (N=918), Non-Snapchatters (N=252) Q: “Where have you bought/plan to buy [CATEGORY] products this holiday season?” to eMarketer “Roundup: Path to Purchase Beyond the Retail Vertical.”
5Snap Inc. internal data, November 27–30, 2020 vs. November 29–December 2, 2019.
62021 Deloitte Holiday Research Commissioned by Snap Inc. Q: “And how much have you spent or do you anticipate spending in each of the following categories this holiday season?“
7Snap Inc. internal data, November–December 2019 average vs. November–December 2020 average.
82021 Global Cassandra Study commissioned by Snap Inc. | Base: Those with a monthly income N=12,710 respondents. Cumulative total of average by market. Spending power for the Snapchat Generation was calculated as follows: We obtained the average monthly income for each respondent. The sum of any expenses related to rent or mortgage, debt, insurance, medical expenses/healthcare, spending money given to others, and utilities was subtracted from this average monthly income. We then multiplied each respondent’s average monthly discretionary spending by 12 to obtain their average yearly discretionary spending and averaged these results within each country across the Snapchat Generation.
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