In this day and age, Black Friday and Cyber Monday (BFCM) aren't just shopping days anymore, they're a full-contact marketing sport. And if you're not using video to cut through the noise, you're basically showing up to a gunfight with a coupon code.

The reality is that everyone and their uncle’s inbox is flooded with "BIGGEST SALE EVER" emails, every social media feed is crammed with discount posts, and your customers are suffering from serious deal fatigue. Partnering with a video production agency or even creating simple in-house videos can be the secret weapon that helps you get noticed, build trust, and turn browsers into buyers.

Let's skip the fluff and get straight to what actually works.

Why Video Dominates BFCM

First, the stats that matter: video content gets 1200% more shares than text and images combined. During BFCM, when attention spans are shorter than a TikTok trend, video is your best shot at stopping the scroll.

But most brands mess up when they treat BFCM video marketing like regular video marketing with a discount slapped on top. Big mistake. BFCM videos need to work harder, faster, and smarter than your regular content because your audience is in a completely different mindset.

Chances are that your customers are already hunting for deals, comparing prices, and making quick decisions. Your video content needs to match that energy.

The BFCM Video Strategy That Actually Works

Start Early, But Not Too Early

Don't be that brand posting Black Friday content in September. But don't wait until November 24th either. The sweet spot? Start teasing 2-3 weeks before BFCM with behind-the-scenes content, product reveals, or "coming soon" videos that build anticipation without screaming "BUY NOW" too early.

Use this time to create video content that showcases your products in action, tells your brand story, or highlights what makes your deals worth waiting for. This is when you can afford to spend a bit more time on your script and storyboard planning, think of it as the trailer before the main event. If you're working with a creative team or director, this pre-BFCM phase is when you'll want to establish your timeline and ensure your project stays within budget.

Hook Them in 3 Seconds (Or Lose Them Forever)

During BFCM, you have even less time than usual to grab attention. Your opening needs to be bold, benefit-driven, and impossible to ignore. Here's what works:

• Lead with the discount: "50% off everything" in the first frame
• Show the product in action: Skip the brand intro, jump straight to the good stuff
• Create urgency visually: Use countdown timers, limited stock alerts, or "whilst supplies last" messaging

Remember, your thumbnail and first few seconds are competing with hundreds, probably thousands, of other BFCM promotions. Make them count.

The BFCM Video Types That Convert

1. Product Demo Videos: Show, don't tell. Film your products being used, demonstrate their benefits, and make it crystal clear why someone needs to buy them RIGHT NOW. You don't need a full studio setup or professional equipment, good lighting and clear sound can be achieved with basic gear. Keep your filming sessions short (30-60 seconds), focus on key features, and end with a clear call-to-action. The editing should be tight and punchy, with minimal post-production needed if you plan your shoot well.

2. Social Proof Compilations: Nothing sells like other people selling for you. Create quick compilation videos of customer reviews, testimonials, or user-generated content. These work especially well for building trust when people are making quick purchase decisions. The beauty of this content type is that much of your "crew" work is already done by customers, you're just curating and editing together the best bits with some simple graphics overlays.

3. Behind-the-Scenes Content: Show the people behind your brand, your production process, or how you're preparing for BFCM. This humanises your business and creates connection in a sea of faceless discount codes. These videos work brilliantly because they require minimal planning, just grab your camera and start filming your team in action. Whether it's packing orders, preparing for the big day, or your creative process, authentic behind-the-scenes content often outperforms heavily produced marketing material.

4. Urgency-Driven Announcements: Flash sales, limited-time offers, or "last chance" videos. These should be quick, punchy, and make it clear that waiting means missing out. For these types of announcements, consider using animation or bold graphics to grab attention quickly. If you're working with a client or have internal stakeholders, these videos often need the fastest turnaround, so having templates ready for quick editing can save precious time during the BFCM rush.

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Platform-Specific BFCM Video Tactics

Instagram Stories and Reels

• Use polls and questions to boost engagement
• Create carousel-style product showcases
• Post countdown stickers for flash sales
• Share quick styling or usage tips

TikTok

• Jump on trending sounds but make them product-relevant
• Create "get ready with me" videos featuring your products
• Share "POV: you got the best Black Friday deal" content
• Use trending hashtags but don't sacrifice your message for virality

YouTube

• Create longer-form gift guides or product comparisons
• Share customer unboxing videos
• Post "Black Friday hauls" featuring your products
• Optimise for search with keywords like "Black Friday deals 2024"

Email and SMS

• Use video thumbnails in emails to increase click-through rates
• Send personalised video messages to VIP customers
• Create video previews of exclusive deals for your email subscribers

The Technical Stuff That You Should Pay Attention To.

Mobile-First Everything: 70% of BFCM shopping happens on mobile. Your videos need to look perfect on a phone screen, with clear text, bold visuals, and captions for sound-off viewing.

Speed is Everything: Your videos need to load fast and play smoothly. Compress your files, but don't sacrifice quality. A video that takes 10 seconds to load is a lost sale.

Captions Are Non-Negotiable: Most people watch videos with sound off, especially while browsing deals. Add captions, use text overlays, and make sure your message comes across even in silence.

The Biggest BFCM Video Mistakes (And How to Avoid Them)

Mistake 1: Generic Discount Videos Everyone's offering 30% off. What makes yours special? Focus on value, not just savings.

Mistake 2: Ignoring Post-BFCM The deals might be over, but Cyber Week, holiday shopping, and post-purchase content are still opportunities.

Mistake 3: One-Size-Fits-All Content A video that works on Instagram might flop on TikTok. Adapt your content for each platform's audience and format.

Mistake 4: Forgetting the Human Element BFCM can feel transactional. Use video to maintain that human connection that builds long-term customers, not just quick sales. Remember, your content should feel authentic, people can spot over-produced, soulless marketing a mile away, especially during BFCM when they're bombarded with promotional material.

Measuring Success (Beyond Just Sales)

Sure, revenue is the ultimate goal, but track these video-specific metrics too:

• Video completion rates: Are people watching to the end?
• Click-through rates: Are your videos driving traffic?
• Engagement rates: Are people commenting, sharing, saving?
• Cost per acquisition: How much are you spending to get each customer?

Use these insights to optimise your content in real-time during BFCM weekend.

The Kick Up the Arse You Probably Needed

BFCM video marketing isn’t about chasing awards for the prettiest edit or fussing over cinematic lighting. It's about creating content that converts. That means being clear, being fast, being urgent, and being human.

Your customers are bombarded with choices during BFCM. Video gives you the best chance to cut through that noise, build trust quickly, and turn that scroll into a sale.

Stop overthinking it, start creating, and remember: the best BFCM video strategy is the one you actually execute. Your competitors are probably still debating their content calendar while you could be filming your first video right now.

Ready to dominate BFCM? We’re ready to help.

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