Black Friday video ads, planned properly
During Black Friday, every brand in the feed is shouting a discount. The ads that win make the offer instantly clear and give people one more reason to choose you. Here is how to plan them.
Start with the offer, then the hook
On Black Friday, people are shopping for deals on purpose. Hiding the offer behind a slow story wastes the one thing they came for. Put the deal in the first line and on screen from the first frame.
Then give a reason to act now and a reason to pick you. That might be an end date, a limited bundle or a product people already love. Our ads cover offer angles alongside UGC-style, demo, meme and testimonial angles, because a discount alone rarely beats a competitor's bigger discount.
Ten Black Friday angles to test
Deal in the first second
The offer as the opening caption and voice line. No warm-up.
Countdown
Show the end date or a ticking timer so waiting has a cost.
Bundle builder
Show several products coming together into one set at one price.
Best-seller on sale
Lead with the product people already buy most, now cheaper.
Customer review plus deal
A real review you have permission to use, then the offer.
Gift for someone
Frame the sale as early Christmas shopping, sorted.
Price comparison
Usual price, then sale price, on screen in plain numbers.
Demo then deal
Show the product working, then reveal what it costs this week.
Meme moment
A relatable Black Friday joke that ends on your product.
Last chance
A short final-day cut for the closing hours of the sale.
The 30-day creative checklist
30 days out
Confirm the offer, the dates and which products are in the sale. Pull your best-performing ads from the last few months.
21 days out
Brief the new ads. Make several angles for the same offer so you can test which works.
14 days out
Launch early versions at small budgets to see which hooks hold attention before costs climb.
7 days out
Pick the winners, make final versions with the right dates, and prepare a last-chance cut.
The 7-day checklist
- Every ad shows the correct dates and price.
- Each ad exists in 9:16, 4:5 and 1:1 for all placements.
- Captions are readable on mute and inside the safe zone.
- A last-chance version is ready for the final day.
- A post-sale version is ready, so the account doesn't keep promoting a deal that has ended.
After Black Friday
Cyber Monday follows a few days later. A simple date change on your winning ad is often enough. After that, switch to Christmas gifting angles, then Boxing Day. Our Christmas and Boxing Day idea guides pick up from here, and the 2027 Australian marketing calendar has next year's dates.
If you are working in Claude, our prompt library includes a Black Friday brief you can copy.
Questions, answered.
When is Black Friday?
The Friday after US Thanksgiving. In 2026 that is Friday 27 November. In 2027 it is Friday 26 November, with Cyber Monday on 29 November.
How many Black Friday ads should I make?
Enough to test several angles for the same offer, made a few weeks before the sale so there is time to learn.
Should I reuse last year's Black Friday ads?
Reuse the structure of what worked, but refresh the hook, dates and offer. People who saw last year's ad will scroll past an exact repeat.