Black Friday: Your Promotion Guide for Small Businesses with Limited Social Media Followings

Black Friday is one of the biggest sales events of the year, but as a small business with a modest social media following, it can feel daunting to compete with larger brands. The good news is that with the right strategy, you can still make a big impact, boost sales, and grow your audience without needing thousands of followers. In this guide, we’ll break down a step-by-step Black Friday promotion plan, including a timeline for when to take action, ideas for promoting your offer, and how to use this opportunity to increase your social media following. 

Step 1: Start Planning Early (4-5 Weeks Before Black Friday) 

While you may not have a massive following, planning ahead allows you to build momentum and excitement. This will give you the time you need to craft an irresistible offer and promote it effectively. 

Key Actions: 

• Define Your Offer: Choose a promotion that will attract attention. It could be a percentage off, a bundle deal, or a “buy one, get one” offer. Ensure it’s appealing enough to stand out. 

• Set Your Goals: What’s your primary focus? Is it to increase sales, grow your email list, or boost your social media following? Set clear, measurable goals for the promotion. 

• Prepare Your Assets: Create the content you’ll need, including graphics, product photos, and promotional copy. Tools like Canva can help you create professional-looking materials even if you don’t have a design background.

 Step 2: Tease Your Offer (2-3 Weeks Before Black Friday)

Even if you have a smaller following, teasing your promotion in advance builds anticipation and gets people interested. Plus, you can use this time to attract new followers. 

Key Actions: 

• Use Instagram Stories & Reels: Create short videos or images with a hint of what’s coming. You could say something like, “Black Friday is going to be BIG this year. Stay tuned for something special!” Teasers generate curiosity and increase engagement. 

• Create a Countdown: Add a countdown sticker to your Instagram stories or a pinned post to remind your audience when your sale will start. This creates urgency and excitement. 

• Collect Email Signups: Encourage people to sign up for your email list to get early access or exclusive discounts. This gives you a way to directly promote your offer to them when the sale begins, even if they don’t engage much on social media. 

Step 3: Ramp Up Promotions (1 Week Before Black Friday) 

Now’s the time to get loud. Make sure your offer is visible across all your channels. Even with a smaller following, consistent messaging can reach more people as your content gets shared. 

Key Actions: 

• Collaborate with Influencers or Local Businesses: Reach out to micro-influencers or other small businesses to cross-promote each other’s Black Friday offers. It’s a great way to tap into a new audience without a huge budget. 

• Promote with a Giveaway: Run a small giveaway leading up to Black Friday. Ask participants to follow your account, share your post, and tag friends for a chance to win a free product or service. This will help you grow your follower count ahead of the sale. 

• Email Blast: Send a newsletter to your subscribers announcing the promotion and reminding them to mark their calendars. Include links to your social media profiles so they can follow you for more updates. 

Step 4: Black Friday Launch (On the Day) 

It’s time! 

Make sure your followers and email list are primed for action, and don’t be afraid to shout about your offer several times throughout the day. 

Key Actions: 

• Post Multiple Times: Don’t just post once and expect everyone to see it. Share your offer multiple times throughout the day via Instagram posts, stories, and emails. Include clear calls-to-action (e.g., “Shop Now,” “Limited Stock Available!”) to encourage immediate engagement. 

• Use Instagram & Facebook Ads: Even with a small budget, running ads can significantly increase your visibility. Target your ads to local audiences or people interested in your niche. 

• Use Urgency & Scarcity: Emphasize limited-time deals or limited stock to create a sense of urgency. For example, “Only 10 items left!” or “Offer ends at midnight!” 

Step 5: Keep the Momentum Going (Post Black Friday) 

Once Black Friday is over, don’t let the excitement die. Follow up to maintain the interest you’ve gained, turning new customers and followers into loyal fans.

 Key Actions: 

• Follow-Up Email: Send an email thanking your customers and offering an exclusive discount for future purchases. This helps maintain engagement and encourages repeat business. 

• Ask for Reviews & User-Generated Content: Encourage customers to share their purchases on social media and tag your business. Repost their content on your own page and use it to build social proof. 

• Plan for Cyber Monday: Extend your Black Friday promotion into Cyber Monday, giving your audience one last chance to snag a deal. Promote it as a “last call” to further increase urgency.