Black Friday Assets 2025: The Visual Strategy That Sells

Black Friday Content Collateral: How to Create Visuals That Actually Sell

When it comes to Black Friday campaigns, most businesses focus on the offer, but overlook the look. Your visuals are what make people stop scrolling, pay attention, and remember your brand when it’s time to buy.

Why Consistency Matters in Your Black Friday Campaign

You can have the best offer and pricing psychology in the world, but if your visual assets feel disjointed or off-brand, your campaign loses credibility.

Consistency isn’t just about looking “pretty”, it’s about building recognition and trust.

When your website header, email banners, social posts, and ads all share the same energy and theme, your audience instantly recognises you.

As Stacey Hughes, our resident Facebook Ads expert, says:
“Consistent, recognisable assets are what drive visibility, and visibility creates sales.”

Choosing the Look and Feel for Your Campaign

If you’re using Canva (and let’s be real, most of us are), it’s tempting to grab the first “Black Friday” template you see. But before you dive in, pause and plan your campaign colour palette.

Here’s what to consider:

• Step 1: Decide your theme colours, yes, black is obvious for Black Friday, but your accent colour is what makes you stand out.

• Step 2: Choose a contrasting highlight colour (think orange, teal, pink) for your call-to-action buttons and thumbnails.

• Step 3: Keep it consistent across every platform from website to socials to email.

In our Black Friday Lead Machine campaign, we used orange and teal as highlight colours. They pop beautifully against black backgrounds and bring warmth and energy to every visual.

So yes, you can absolutely play with colour, even if your brand palette is more corporate or neutral. This is a campaign, not a rebrand.

Campaign Assets You’ll Need

Before you start designing, create a folder labelled “Black Friday Campaign” and gather everything you’ll need.

Here’s your quick checklist:

🎨 Visual Assets

• Website banner or hero image

• YouTube thumbnail

• Email header

• Facebook and LinkedIn cover images

• Facebook Group banner (if applicable)

Once you’ve nailed your main design, resize it for each platform. Canva’s “resize” feature makes this simple.

🖼️ Social Templates

• Square and vertical templates for feed posts, carousels, stories, and reels

• Reel covers with your brand photo or campaign colours

• Ad creatives (both image and video versions)

💡 Pro Tip: Create one “hero video” (your face-to-camera piece) and then chop it into short clips and B-roll footage. Film with your campaign colours or props so it’s visually consistent across platforms.

How to Stand Out in a Sea of Black Friday Promotions

Let’s face it, everyone’s feed is about to be flooded with “SALE! SALE! SALE!” posts.

To cut through the noise:

• Use your accent colour strategically, bold and eye-catching.

• Bring personality into your visuals.

• Use creative tools (like AI image editors) to theme your existing photos.

For example, I used AI tools like Google Gemini to recolour a jacket from green to orange to match our Black Friday theme. It means you can reuse your existing brand photos without booking a new shoot.

And yes, in our campaign, we had a bit of fun we turned ourselves into AI action figures and racing car drivers to fit our “Lead Machine” theme. Someone even commented, “I saw your racing car branding and immediately knew it was you.”

That’s the power of being memorable.

Repurposing: One Design, Many Platforms

Start with your website header or YouTube thumbnail, then repurpose that look across everything else.

That means your:

• Facebook cover

• Email header

• LinkedIn banner

• Ad graphics
  ...all share the same vibe.

The goal is instant visual recognition, whether someone’s on Instagram or inside your inbox.

Preparing for Your Ad Campaigns

If you’re running ads (and you should), make sure you’ve got assets in all formats.

Here’s what to prepare:

• Static image ads

• Carousel ads

• Reels and video content

• Thumbnail covers for video ads

• Square and vertical variations

When your visuals are cohesive, your ads will perform better and cost less to run because Meta rewards consistency.

Don’t Be Afraid to Break the Rules

This episode was really about giving you permission to loosen up your branding for campaign season.

You don’t need to stick rigidly to your usual palette. Add energy. Add contrast. Add a story.

Remember: people are bombarded with sales during November. The brands that win are the ones that are different, playful, and clear about who they are.

Call to Action

Want help pulling your whole campaign together from your visuals to your offer and ads?

👉 Join The Black Friday Lead Machine  - our 3-day sprint where we help you build your offer, create your content, and launch your ads before November hits.

Deb Szabo is the creator of Content Catalyst, helping coaches turn content into clients using AI and smart systems. Learn more at debszabo.com or follow @debszabo_ on Instagram.

Stacey Hughes is the founder of Fab Ads, specialising in Facebook and Instagram ads for coaches and service businesses. Work with Stacey at staceyhughes.co.

Want the full breakdown? Listen to the complete conversation on the Content Catalyst podcast. ⬇️