In short
- Planning late leads to improvised creative assets and a loss of impact compared with better-prepared competitors.
- Unclear discounts, generic designs and a poor shopping experience make it harder to stand out and convert.
- Integrating UGC videos into paid campaigns adds authenticity, increases CTR and improves ad ROI.
Black Friday is the jungle of digital marketing. Thousands of identical ads, tacky discounts and brands that think putting -50% on a black image is enough. Spoiler: it doesn’t work. Today on TODO ES CONTENIDO, we’re going to review the biggest mistakes brands make on Black Friday… and how to avoid them. From failing to plan ahead and fake discounts to overlooking the most powerful tool of all: using UGC in paid campaigns. Because if you want to stand out amid all the noise, you need more than a boring banner. Let’s get into it.
You may be interested in: videos for Black Friday ads | How to create Black Friday ads
- Starting planning too late. Many brands start preparing their campaign in November, when the competition already has everything ready. The result: improvised creative assets, poorly polished ads and a loss of impact compared with better-prepared competitors.
- Unclear or unattractive discounts. Confusing messages or minimal reductions make users perceive the campaign as “more of the same”. On Black Friday, clarity and impact are key.
- Failing to stand out in a sea of ads. Using the same generic designs (black banners with white lettering and a -50%) without adding personality or connecting with the brand identity.
- Failing to integrate UGC into paid campaigns. Many brands still rely solely on stock creative or static images, when what really connects on social media is UGC video. Including content created by real creators multiplies authenticity, increases CTR and improves ad ROI.
- Failing to prepare the website and shopping experience. Landing pages that do not load properly, complicated checkouts or technical failures right at traffic peaks. A poor experience kills conversion.
- Forgetting about the post-Black Friday period. Focusing only on the one-off sale instead of retention. Failing to make use of the traffic and leads acquired to build a long-term relationship.
This podcast is produced by HICARI, the platform connecting UGC creators with brands. A unique space where companies can request authentic, creative video content to strengthen their organic channels (social media, blog, corporate website…) and their paid campaigns (social ads, Google Ads, etc.).
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Frequently asked questions
Why is it worth preparing your Black Friday campaign in advance?
Because starting late can lead to improvised creative assets and poorly polished ads, losing impact compared with competitors who already have their campaign ready.
What mistakes can harm the shopping experience?
Landing pages that load poorly, complicated checkouts and technical failures during traffic peaks can create a poor experience and kill conversion.
What should you do after Black Friday?
It is not advisable to focus solely on the one-off sale. It is important to make use of the traffic and leads acquired to build a long-term relationship and work on retention.
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