10 Black Friday and Cyber Monday video marketing strategies — tips and examples 

Join billions of brand and businesses by participating in the largest shopping event of the year. With over $10.8 billion Black Friday sales reached last year, and a record of $13.3 billion Cyber Monday sales in the U.S. alone, the sale events are global phenomena.

Easily create memorable video posts and social media ads during the holiday sale season with Clipchamp video editor. Read on to explore 10 beginner-friendly video marketing strategies to make the most of Black Friday and Cyber Monday.

1. Early bird promos

Reach audiences before the holiday rush with early-bird promotions. Starting Black Friday or Cyber Monday deals ahead of time helps cut through the competition and make an impression before shoppers are overwhelmed with choices. According to recent data, shoppers are increasingly starting their holiday shopping early. New data shows that 48 percent of holiday shoppers will begin shopping in August, September, or October, making early promotions a smart strategy for small businesses.

How to apply this strategy

Launch a series of “early access” emails and promo video ads, inviting loyal customers to shop exclusive deals before Black Friday begins. By creating a sense of exclusivity, purchases can be encouraged and excitement built.

Example: providing loyalty club members with early access to the promotion code before it is available to standard customers. Highlight this exclusive perk in videos to motivate viewers to join the loyalty program. This not only drives sales now but also boosts membership for future campaigns.

2. Social media video marketing strategy

Social media is one of the best ways to connect with holiday shoppers, especially during Black Friday and Cyber Monday. Platforms like Instagram, TikTok, and Facebook are perfect for promoting video ads that quickly capture attention with scroll-stopping visuals. For small businesses, an effective social media strategy can create buzz, drive traffic to sites, and turn casual scrollers into eager buyers.

How to apply this strategy

Craft short, engaging videos tailored to each platform. On Instagram, try Reels or Stories for time-sensitive deals, where users can view, swipe up, and shop immediately. TikTok is great for adding a creative spin such as a fun behind-the-scenes look, holiday gift guides, or trends that showcase your products. Use video templates to create platform-specific content easily, optimizing for different formats like vertical or square video.

Example: a small business could use Instagram Reels to promote a 12 days of Black Friday series, where each day introduces a new deal. Each Reel can feature product highlights, countdowns, or behind-the-scenes clips, with text overlays prompting viewers to swipe up to shop. By releasing daily content, you’ll keep followers engaged and excited, reminding them of your ongoing holiday promotions. You can get started with an editable sales template in Clipchamp video editor.

3. Influencer marketing with video content

Influencers bring authenticity and trust to brands, making them valuable marketing partners for Black Friday and Cyber Monday campaigns. Collaborating with influencers to create video content can enhance reach and credibility, particularly among audiences who value recommendations from trusted sources. Even small businesses can benefit from micro-influencers, as their niche followers form a deep connection with their content. This strategy enables businesses to quickly find buyers within their target market.

How to apply this strategy

Collaborate with influencers who align with brand values and target audience. Have them create short-form videos demonstrating products, sharing personal endorsements, or showcasing how they're using items in their holiday prep. Encourage influencers to use branded hashtags and add limited-time promotional codes to drive their followers directly to the site. Such videos can be posted across YouTube, Instagram, and TikTok, based on where target markets are most online.

Example: a small business specializing in skincare could partner with a beauty influencer to create an Instagram Story series featuring a 'holiday-ready' skincare routine using the business's products. The video should have a swipe-up link with an exclusive Black Friday discount code, such as HOLIDAY20, available only to their followers. 

4. Organic gift guide content

Gift guides are an ideal way to inspire holiday shoppers while naturally promoting your products. By creating organic, non-promotional gift guide videos, small businesses can attract online shoppers and highlight their offerings as perfect holiday gifts in a relaxed, relatable way. These videos provide gift ideas that both new and existing customers can enjoy, subtly encouraging them to shop while positioning your brand as thoughtful and helpful.

How to apply this strategy

Organize products into gift categories that resonate with your audience, like 'gifts for her' or 'stocking stuffers under $25.' This format makes it easy for online shoppers to visualize how your products could fit into their holiday plans. You can share these gift guide videos on social media or even within loyalty emails to existing customers.

Example: a small business selling home décor items could create a holiday gift guide for the homebody video. Featuring cozy items like blankets, candles, and mugs, the video could include captions like 'perfect for those cozy winter nights' and a call-to-action directing viewers to shop the collection. This approach offers online shoppers creative ideas while allowing existing customers to discover new items they may not have seen before.

5. Limited-time offers to drive urgency

Nothing motivates online shoppers quite like a limited-time offer. By creating a sense of urgency with time-sensitive discounts, small businesses can drive higher conversions, especially during Cyber Week. Highlighting these offers in videos can make them feel even more immediate, prompting viewers to act fast before the deals disappear.

How to apply this strategy

Develop video ads featuring countdowns or limited-time banners to showcase exclusive Black Friday and Cyber Monday discounts. Consider running a flash sale video series where each day highlights a new product or category with a special discount, keeping audiences engaged and encouraging them to return for more.

Example: a small business in fashion retail could create a video ad promoting a 24-hour Cyber Week flash sale on winter accessories. The video could feature a countdown timer overlay with a call-to-action like, 'hurry, only 24 hours left to save.' This time-sensitive approach encourages online shoppers to make quick decisions, turning casual browsers into instant buyers.

6. Campaign landing pages with video

A dedicated landing page for your Black Friday and Cyber Week campaigns can be a game-changer for driving online sales. Research indicates that using video can lead to an 80 percent increase in conversions, so adding a promotional video to this page is something to consider seriously. It enhances a landing page's effectiveness, instantly capturing attention and delivering your message in a visually engaging way.

How to apply this strategy

Design a landing page specifically for your holiday offers, embedding a short, high-impact video at the top. Use this video to showcase key promotions, highlight exclusive Black Friday and Cyber Monday deals, or feature popular products. Ensuring the page is mobile-friendly is essential, as many online sales will come from shoppers browsing on their phones.

Example: a small electronics retailer could create a Cyber Week landing page featuring a video that introduces their top holiday deals, such as discounts on headphones, gadgets, and smart home devices. The video might guide viewers through the promotions, ending with a call-to-action like 'shop Cyber Monday promotions now'.

7. TikTok trends and video challenges

TikTok’s trending sounds and challenges offer a fun way to engage audiences, especially during the holiday season. Small businesses can use these trends to create a Cyber Monday marketing campaign that feels relevant, entertaining, and aligned with popular culture. By tapping into TikTok trends, you can reach new viewers and give your brand a fresh, approachable vibe.

How to apply this strategy

Search TikTok trends for November, popular sounds, or challenges that can align with your brand and target audience. Once you select a trend, use Clipchamp to quickly edit video clips, add text overlays and sound effects, making your campaign polished and engaging.

Example: try the ‘Gen Z marketing script’ TikTok trend where companies give their plain ad video scripts a Gen Z makeover using slang and recruiting an older employee with a strong poker face. By using a trending sound and adding text like 'Cyber Monday deals inside', you can create a timely and relevant Black Friday and Cyber Monday marketing campaign.

8. Retargeting video ads

Retargeting is a powerful way to re-engage potential customers who have shown interest in products but haven't made a purchase. During the holiday shopping season, when shoppers often compare deals across multiple sites, retargeting video ads help keep brands top-of-mind and encourage those final conversions. This tactic is especially valuable for small businesses aiming to boost holiday sales without stretching their ad budgets.

How to apply this strategy

Create retargeting ads that remind viewers of items they previously viewed or added to their cart but abandoned. Design short video ads that highlight these products, emphasizing limited-time discounts, and consider including free shipping offers as well. Retargeting ads are effective across platforms like Facebook and Instagram, where they can encourage online shoppers to return to sites to complete their purchases.

Example: a small homewares brand could retarget visitors who looked at specific products during the holiday shopping season but didn’t buy. Their video ad might show the items again with a caption like, 'still thinking about it' paired with discount code to nudge customers that need to finalize their purchase. This mindful video template helps showcase products in a slideshow video and can be easily customized to suit your needs. 

9. Product demo and tutorial videos

Help potential customers imagine how your products fit into their life with tutorials made in real-life settings. Creating how-to guides and product demo videos is an effective way for online retailers to engage holiday shoppers while showcasing the value of their products. By pairing tutorials with Cyber Monday offers, small businesses can attract new buyers and encourage existing customers to explore new products.

How to apply this strategy

Produce short, interactive tutorials that demonstrate your products' unique features. For example, show step-by-step instructions or creative uses for holiday-themed items. This strategy works particularly well on social media or email, where viewers are already looking for inspiration and shopping ideas. You can also engage influencers and ask them to make Collab posts or TikTok feed videos.

Example: an online retailer could create a tutorial showing ways to use its products and incorporate a special Cyber Monday offer, such as 'buy one, get one at 50 perfect off,' at the end of the video, they encourage viewers to shop. This approach provides value as well as an incentive to buy. Alternatively, a spokesperson could discuss and demonstrate the product, paired with footage of a customer showing those features in action, like in the example below.

10. User-generated content campaigns

User-generated content (UGC) builds trust and authenticity by showcasing real customers using and enjoying products. During Black Friday and Cyber Monday, encouraging customers to create and share video content can amplify brand reach organically while providing social proof that influences purchasing decisions. UGC campaigns turn satisfied customers into brand advocates.

How to apply this strategy

Create a branded hashtag campaign encouraging customers to share videos of themselves unboxing, using, or reviewing products. Offer incentives, such as entry into a holiday giveaway or featuring their content on official brand channels. Compile the best submissions into a montage video showcasing real customer experiences and satisfaction.

Example: a beauty brand could launch a #MyHolidayGlow campaign asking customers to share short videos showing their favorite products from the brand. The best submissions could be featured in a compilation video posted across social channels, accompanied by a special Black Friday or Cyber Monday generated discount code. This strategy not only generates authentic content but also encourages participation and builds a community around the brand during the busiest shopping season.

Tips to boost sales during the holiday season

• Optimize for mobile shoppers: with a large share of holiday purchases made on mobile devices, ensure that video content is mobile-friendly. Vertical or square video formats tend to work best on platforms like Instagram and TikTok, where many shoppers browse. Use a video resizer to turn landscape videos into mobile-ready sizes.

• Add subtitles for accessibility: since many viewers watch videos on mute, especially on mobile, adding subtitles improves accessibility and ensures clear messages. The AI subtitle generator makes it simple to create accurate captions, making it easier for all viewers to understand Cyber Week promotions.

• Use strong calls-to-action: end each video with a clear, compelling call-to-action. By guiding viewers on what step to take next, you help them act on the excitement generated by video. You can use animated call-to-actions like linkinbio and sale stickers.

• Keep messaging consistent: during the busy holiday season, clear messaging is key. Ensure video ads, email marketing, and social posts communicate consistent offers and branding. This will help build trust with new customers and reassure existing customers about what to expect.

Watch Black Friday video tutorial

Watch this step-by-step tutorial to master creating professional Black Friday and Cyber Monday promotional videos. Learn how to use customizable templates to easily make holiday marketing campaigns stand out.

From early bird video promos to influencer partnerships, these sale promotion ideas are designed to help brands stand out during the holiday shopping season. Start editing today with Clipchamp for free or download Microsoft Clipchamp Windows app.