What are the two Meta ads for Black Friday

TL;DR

The two ad creatives you need are an offer image static that keeps the message simple and front and center, and evergreen image creatives that stay on while you add Black Friday elements like headlines or stickers. Also test a few extras such as behind the scenes packing, founder style UGC, gifting angles, early offers, bundles, and gift with purchase to boost value without heavy creative testing.

Transcript

these are the only two meta ad creatives that Brands need for this year's Black Friday Cyber Monday and two additional ad formats that crushed it last year for those of you that want a little bit of easy extra credit also be sure to stay the end of this video where I'm going to share some really interesting Black Friday Cyber Monday data from parti... Read More

Key Insights

• The two core ad creatives for Black Friday are an offer image static and evergreen image creatives with embedded Black Friday messaging.
• Evergreen ads should not be turned off during Black Friday, but can be enhanced with offer overlays and appropriate gifting messaging.
• Simple offer images perform well because shoppers are scrolling for deals with cards ready to pay.
• Testing should focus on improving top performers rather than broad creative exploration during peak season.
• Gifting messaging should be introduced earlier in the season for better results, not at the last minute.
• Behind the scenes and packaging videos can work if the brand name stays visible and the offer is clear.
• UGC founder style ads can add authenticity and intimacy during chaotic sale periods.
• Data indicates many brands start early offers, suggesting a strategy that blends discounts with bundles and gifts.

Questions & Answers

Q: What are the two Meta ad creatives recommended for Black Friday and Cyber Monday?

The two recommended creatives are an offer image static that clearly presents the deal and a set of evergreen image creatives that remain active with added Black Friday elements such as headlines or stickers. The approach keeps things simple, ensures the offer is front and center, and leverages proven performers alongside the new seasonal overlays.

Q: Why should evergreen ads not be turned off during Black Friday according to the video?

Evergreen ads should not be turned off because they continue to perform well during Black Friday and Cyber Monday. The advice is to keep top performing evergreen creatives alive and to augment them with Black Friday overlays and offer copy, ensuring the brand remains visible while still leveraging established content that resonates with buyers.

Q: How should you modify top performing image creatives for the sale period?

For top performing image creatives, add headline bars or stickers that announce the Black Friday offer and consider incorporating gifting messaging if relevant to the brand. You can run duplicates of the original evergreen creative with the offer embedded to maintain brand recognition while highlighting the sale.

Q: What is a recommended approach to gifting messaging for Black Friday campaigns?

Gifting messaging should start in late September or early October, not mid November, to maximize impact. If applicable, frame ads around gifting angles and use a gifting narrative that resonates with the audience, while ensuring the core offer remains front and center for clarity and impact.

Q: What extra ad formats are suggested as “extra credit” for Black Friday campaigns?

Extra credit formats include behind the scenes warehouse footage showing packing or operations, branded with the offer so viewers immediately understand what is being sold. Founder style UGC created on a smartphone can also add authenticity and connection, provided the offer is clearly visible and the branding remains recognizable.

Q: What data does the video reference from Particl about early offers?

The video cites Particl data showing that almost 28 percent of brands have begun launching early offers. It also notes the interest in discount levels and the types of offers brands were testing in the run up to Black Friday Cyber Monday, underscoring the importance of planning early promotions.

Q: What alternative strategies are mentioned besides discounts to boost Black Friday outcomes?

Besides discounts, the video recommends bundles to raise average order value, product launches restricted to the season, and gift with purchase incentives to attract new customers and improve lifetime value. These strategies can complement discounts to create a more compelling overall offer.

Q: What is one reason the creator suggests not to overtest creative during Q4?

The presenter argues that Q4 is about doubling down on learnings from the year rather than running broad new creative tests. Focusing on proven formats and iterating with targeted overlays and messaging tends to yield better results than extensive experimentation when shoppers are seeking clear deals.

Summary & Key Takeaways

• The video argues that Black Friday is not the time to overtest new creatives and recommends doubling down on proven formats. It emphasizes simple offer-centric visuals and the strategic use of evergreen ads with updated overlays. It also highlights additional ad formats that can perform well when used thoughtfully.

• The creator provides practical tips such as keeping evergreen ads running, adding Black Friday branded elements to top performers, and testing occasional behind the scenes or founder UGC to maintain authenticity during the sale period. It also includes a note on early offers and bundles as value multipliers.

• Data from Particl is cited showing early offers and discount strategies, suggesting brands use a mix of discounting, bundles, product launches, and gift with purchase to maximize average order value and attract hesitant buyers.