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- Last minute prep for Black Friday
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I have had a few conversations this week where people have reached out to see how they could get content for Black Friday.
Unfortunately, it is too late to be able to start a full process and get great content that's going to work and perform within the time period without cutting corners.
To be successful in Q4, it comes down to great preparation.
By the end of today’s newsletter, you will have a plan.
You can still get content, but I will walk you through how I think you'll actually get the content and work with it well in Q4 and especially Black Friday.
1. Know how much content you actually need
Too often people just blindly go get content without know how much do they actually need.
If you are going to increase your spend by 30% than usual months, you don’t need 10x the content.
Some businesses are more seasonal and have heavy spend in Q4. If that is you, you will need to increase the amount of content you will need.
Beyond amount of content, break down how many statics you will need versus videos.
Once you do this, you can walk back your plans of what you need to create.
2. New vs. Evergreen
A great strategy is to run evergreen ads for Black Friday.
The hope is that you have been doing the work to find winners throughout the year.
Take this year’s winners and run them during your sales period.
Depending on how many winners you have, you might not need a ton of content. Refer to your answer to the first point.
I think Black Friday specific content could be adding a banner or badge with your offer at the beginning and end of your top performers.
I would also run a bunch of Black Friday statics with just the offer.
If you feel like you need some new content, I would try not to do new new ideas and maybe get more similar to your top performers to keep it safe with this time crunch.
Now if you had more time, I would give other advice, but with a month away from most sales periods starting, you can’t take big risks on new ideas unless you know you can make the content in a few weeks.
If you have a product drop or special Black Friday offer with limited time items, then you definitely will need new content and should plan accordingly. Next year though, don’t wait for content now when you are doing more than a discount. You will make your creative teams stressed for poor planning.
3. How to get content at this time
Getting an agency or studio at this time would be very hard as I said.
This means you will have to do a bit more work.
You need to find freelancers and creators. They will have availability at this time since their onboarding process is way shorter and less intense versus a studio.
This means you will need to make the briefs and plan out all of the content for them.
Luckily, if you plan out what content you actually need, you will know how many creators you need and briefs.
THE MORE THE DETAILS THE BETTER.
Do not skimp out on these briefs. You do not have the time to be doing 20 rounds of revisions.
You need to be clear with what you want to make it easier for creators to create the content.
The good creators will get booked out sooner, so stop reading this newsletter and get to work.
I am excited to share some behind the scenes of the shoots we are doing here at Goodo and walking through the ads we make.
YOU ARE GOING TO CRUSH IT IN Q4.
Let’s do it together.
I will see you next week.
Until then, keep creating!
Matthew Gattozzi
Get a free assessment with Goodo Studios
My team and I create hassle-free creatives for consumer brands. If you are thinking about getting content, let’s set up a chat.
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