On Black Friday your ad competes with every other brand’s, on a screen the size of a hand. The ads that win are clear in the first second.
Lead with the offer and the product
Shoppers decide in a moment whether to keep scrolling. Show the product and the offer together, in big, simple text: what it is, what they save and when it ends.
Design for sound off, small screen
Most people watch with the sound off. Use captions, and keep text large enough to read on a phone. Leave room at the top and bottom of vertical formats, where the platform’s buttons sit.
Use the formats that fit
- Short vertical video for reach and attention.
- Carousels to show a range or a before and after.
- Single images for a clear, direct offer.
- Stories for countdowns and last-chance reminders.
Make each format in the right size, instead of stretching one design to fit them all.
Show real people and real use
Creator content and customer photos feel more believable than studio shots. Mix both. Our post on creators or paid ads explains how to get that content.
Build a sequence, not one ad
Plan three phases: early warning (the sale is coming), launch (it’s on) and last chance (it’s ending). Each one needs its own creative and message.
Make a variety, then test
Produce a few versions with different hooks and offers, and let the results show what works. Retire the weak ones quickly.
Check before you publish
Look at every ad on a real phone. Is the product clear? Is the text readable? Does the link go to the right page? Fixing it now costs nothing. Fixing it in the middle of the sale costs money.
