How brands can succeed on Black Friday

Why content production matters more than ever:

Black Friday is no longer a single day frenzy. This year, it’s a launchpad for month-long campaigns that seamlessly stretch into Christmas.  Yet, amid the rush to capitalise on sales, many brands fall into the trap of overinvesting in paid ads while neglecting the content that underpins it.  

The reality is simple: without high quality visuals (whether that is photography or video), even the most substantial media spend can feel like throwing money down the drain! 

About this post

Published

Author

September 10, 2025

Mai Gonzalez

The shift we’re seeing 

Our clients are briefing us for campaigns that span weeks rather than days. Black Friday has evolved from a siloed event into a prelude to the festive season.  

Consumers expect an extended experience, with brands providing inspiration, choice and confidence well beyond the sale itself. 

To succeed, brands need more than low-res stock images, they need an asset bank that speaks louder than words and converts.  

 

Why high-quality content converts 

The numbers are compelling: 

  • 67% of online buyers rank product image quality as the single most important factor in their purchasing decisions. 
  • Embedding videos on landing pages can lead to an 86% increase in conversions. Videos increase engagement and time on page, which can boost conversion and reduce bounce rates. 

The stats speak for themselves… and the science backs it up too. Studies show the brain can process images in as little as 13 milliseconds, which goes to show just how crucial first impressions are! 

 

Check out these web refresh projects we’ve worked on with Cultured Biomecare, Nutriburst and Bettys & Taylors of Harrogate.

The cost of getting it wrong 

The risks of poor content are real: 

  • 22% of online returns are because products look different in real life than in the photos. This highlights just how critical accurate product representation is in e-commerce! With AI imagery on the rise, marketers need to be fully aware that it can amplify consumer distrust and dissatisfaction. A quick, cheap solution that carries long-term consequences for brands! 
  • Conversion rates drop 0.3% for every additional second of page load time, often due to heavy, unoptimised imagery. 
  • Nearly half of users judge a brand’s credibility based on website design, including photography. 

It’s quite simple really. if your visuals are not up to scratch, even the best offers may fail to convert. 

 

So… how can you rise above the competition and truly stand out? 

Optimise your content bank 

Before pouring your budget into paid campaigns, make sure your content is ready to perform. An optimised asset bank includes: 

  • Hero shots: High impact images that immediately capture attention and show the product in full, and in the best light possible. Use negative space to make the product the undisputed hero of the frame! 
  • Lifestyle shots and videos: Place the product in real-world scenarios, helping customers relate to it.
  • Texture close-ups: Highlight material, craftsmanship and tactile qualities. Close-up shots engage consumers’ senses, letting them almost feel the texture, weight or finish – key elements of sensory marketing, which (we all know) is incredibly hot right now!
  • Product demo videos: Show the product in action, demonstrating how it works, fits or performs. 

Integrate your content into a month-long campaign 

Brands can leverage optimised content to extend Black Friday into a cohesive, month-long experience: 

  1. Create a story arc: Plan content so it flows naturally from pre-Black Friday teasers to the main event and into Christmas. This gives customers a consistent, engaging narrative throughout the season. 
  2. Highlight scarcity and urgency: Pair tailored messaging with your imagery and video to reinforce limited time offers. Tease what’s coming next and avoid repetitive messaging that’s easy to ignore! 
  3. Test and iterate: Monitor early campaign performance to see which visuals, formats and messaging resonate best. Use these insights to optimise content placement and drive maximum results during the busiest shopping period of the year. 
  4. Integrate interactive elements and UGC: Encourage customers to share their experiences with your product. UGC adds authenticity, builds social proof and keeps engagement high between Black Friday and Christmas. 

 

In short 

Black Friday success is no longer just about discounts and media spend.  

If your imagery isn’t ready, all the paid spend in the world won’t save your campaign. Start with your content bank first, and watch engagement and conversions soar!