TikTok vs Instagram for Business: Which Platform Drives More Sales?

Unlocking the Secrets to a Winning Black Friday Social Media Strategy in the UK

Update The Rise of Black Friday Sales in the UK Black Friday, originally an American shopping phenomenon, has cemented itself as a pivotal sales period in the UK. This year, with the average planned spend from men projected at £132 and women at £112, the buying power displayed is impressive. As reported, a 12% increase in spending from last year signals that UK consumers are gearing up to make the most of the deals surrounding this significant event. Why Social Media Is Key For BFCM Success As consumers head online more so than ever, social media has become an indispensable tool for brands to capture consumer attention. According to data from Sprout Social’s Q4 2025 Pulse Survey, an overwhelming 84% of UK consumers plan to utilize social media to discover gifts during the holiday season. This trend emphasizes why having a robust Black Friday social media strategy is essential for success in this crowded and competitive market. Innovative Strategies to Harness Social Media To excel during Black Friday and Cyber Monday (BFCM), brands need to cultivate an engaging social media presence. A few effective strategies include: Influencer Partnerships: Collaborating with influencers can amplify your message and reach a broader audience. With 35% of UK consumers trusting influencers for gift recommendations, engaging influencers could significantly boost your campaign's effectiveness. Social Commerce: As TikTok Shop and Instagram Shopping gain traction, using these platforms can streamline the purchasing process for customers, directly linking them to your deals. Countdown Campaigns: Creating urgency through countdowns encourages followers to respond quickly. Push notifications via Instagram’s “Add Reminder” feature can enhance visibility and spur purchases. Content That Grabs Attention The content you share during Black Friday must stand out. Eye-catching videos resonate with users, especially across platforms like TikTok and Instagram. By optimizing your video content for search, you can ensure potential customers find your offers when searching for specific deals. Outstanding Examples of BFCM Campaigns Brands like Gymshark and ASOS have perfected the art of the social media countdown, creating buzz through teaser posts and influencer engagements weeks ahead of the actual sale. In contrast, a brand like Currys builds anticipation by preparing their audience through email newsletters that lead to a dedicated Black Friday landing page ahead of the event. Similarly, tech retailer Ninja effectively uses Facebook ads paired with simple, engaging images, making the savings from their Black Friday deals crystal clear to potential customers. Cross-Platform Promotion: A Winning Strategy Incorporating various platforms in your marketing strategy broadens your reach exponentially. Consider this: Instagram: Known for its high engagement rate, you can utilize link stickers and shoppable posts to simplify purchase journeys for users discovering your brand. TikTok: This platform attracts younger demographics and can serve as a direct avenue for showcasing product discovery. Optimize your content with keywords and engage in trending topics to boost visibility. Pinterest: This visual tool can be vital in keeping your products top of mind, with 80% of users seeking inspiration. Ensure all pins link back to product pages for easy access. Engagement Through Giveaways and Contests Integrating contests during Black Friday can increase engagement and follower counts. Running giveaways can provide cost-effective opportunities to generate enthusiasm for ongoing sales, drawing in new potential customers while rewarding loyal followers. Planning Events for Enhanced Brand Awareness Don’t underestimate the power of physical or experiential events to build excitement. Organizing in-person activations in November can hype your impending Black Friday sales, attract media attention, and create buzz that carries into the main sales weekend. Measuring Success for Future Campaigns As Black Friday approaches, tracking engagement metrics, conversion rates, and ROI is essential. Examine which strategies yielded the best results to refine your tactics for next year’s event. Conclusion Mastering social media for Black Friday requires preparation and foresight. Brands must harness the potential of social platforms to maximize their impact, leveraging influencer marketing and interactive content to maintain relevancy throughout this critical period. If you’re gearing up for this year’s Black Friday campaign, consider reviewing strategies that leverage creativity and urgency to drive engagement and sales. By planning ahead and executing efficiently, your brand can stand out amidst the competition and convert engagement into tangible sales during the busiest shopping season of the year.