Black Friday Captions for Instagram

November 28th, 2022 by

Captioning your Instagram posts in general can often feel like such a strenuous task, and now that the Black Friday holiday is upon us, brands are really feeling the heat.

While a good caption has the ability to stop a scroller in their tracks, a great caption will make them willingly engage with your post. 

What’s more, captions are a great way to build a stronger relationship with your audience.

Captions are a powerful tool that can be used to encourage likes, shares and comments and, for Black Friday, this is exactly what you want to be aiming for. 

Not sure where to begin?

We’ll guide you through the development process of your Black Friday captions to boost your engagement and increase conversion rates.

How to write a good caption

In its simplest form, a good caption is one that provides context, adds personality and inspires your followers to take action.

However, creative burnout and writer’s block are real. After spending time perfecting your Instagram posts, writing captions to accompany them can sometimes feel like extra work that you don’t have time for.

To ease your worries, we have curated a list of the top caption-writing tips to make your Black Friday captions a success!

Write a killer first line

An engaging opening line is what will determine the amount of time a user spends viewing the rest of your post.

Instagram often cuts off a caption after 125 characters, making it even more vital to deliver something that is punchy and attention-grabbing without the user having to “see more” to understand what you’re on about.

You could spark their curiosity with an intriguing statement, capture their attention with some hard-hitting statistics, trigger an emotional response or share an exclusive offer. 

British Vogue’s opening line does this perfectly by evoking intrigue:


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A post shared by British Vogue (@britishvogue)

Add a call-to-action 

Black Friday captions are all about inspiring a user to follow through to your website and interact with your Black Friday deals. 

You can use CTAs to do the following:

1.) Drive engagement


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A post shared by Supergoop! (@supergoop)

If running a contest, it’s a good idea to begin the caption with ‘CONTEST’ or ‘GIVEAWAY’ to really grab your followers’ attention.

2.) To divert traffic to your site 

If you have over 10k followers, you can add direct links to your Instagram Stories, calling viewers to ‘swipe up’ for access to your site.

It can be a little trickier to direct your followers to your site from your Black Friday captions, so encouraging them to ‘click the link in bio’ or visit a specific URL is a way round this.

Let’s look at how OUIA haircare does this:


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A post shared by OUAI (@theouai)

Use a consistent brand voice

With it being Black Friday, it’s very easy to slip into “sales mode” and run the risk of sounding pushy. 

Younger audiences in particular tend to steer clear of brands who do just this, so it’s even more important to keep your tone of voice consistent with your brand around this holiday season to encourage as many followers to shop with you as possible.

Top Tip: read your captions out loud. If it doesn’t sound how you’d normally speak, it might be wise to go back to the drawing board. 

Include eye catching emojis

As well as using emojis to attract attention to your CTA, you can use them to add personality to your Black Friday captions

These can be added to the start of your caption to attract your followers with some colour or you can replace whole words with emojis.

Even if excessive use of emojis isn’t on-brand for your business, just adding one somewhere in your Black Friday captions is a lot more inviting.


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A post shared by Later: Social Media Marketing (@latermedia)

Disclose sponsored posts

Black Friday is the perfect time to collaborate with influencers to promote your Black Friday deals.

However, with that comes the importance of being transparent about whether their posts are paid content or not. 

If you are a brand working with an influencer at this time, double check that the Black Friday captions your influencers send you include the hashtags #sponsored and #ad. 

Use hashtags to boost your discoverabilit

Hashtags are a great way to connect with new and existing customers this Black Friday.

Hashtags help categorise and organise Instagram photos and videos, meaning the platform knows when to show your post to users who have searched for that specific hashtag.

In order to be successful with your hashtags, it’s important to be strategic about them.

Don’t just use the most popular hashtags on the platform, as you will find yourself lost among the billions of other accounts who do the same. Instead, use hashtags that have an engaging community behind them and those which are specific to your brand. 

Let’s take a look at how weareaube uses niche hashtags to tap into their engaged community:


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A post shared by AUBE (@weareaube)

Branded hashtags are perfect for Black Friday. They are a great way to start a conversation with your followers and increase your reach. 

Top Tip: too many hashtags can look messy and uninviting. Select up to 10 of the best hashtags for that post and keep them towards the end of your caption. Keeping your hashtags clean will elevate your brand’s aesthetic. 

Best Black Friday captions 



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A post shared by BMW (@bmw)



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A post shared by GoPro (@gopro)

Anastasia Beverly Hills


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A post shared by Anastasia Beverly Hills (@anastasiabeverlyhills)



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A post shared by ASOS (@asos)

ColourPop Cosmetics


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A post shared by ColourPop Cosmetics (@colourpopcosmetics)

theBalm Cosmetics


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A post shared by theBalm Cosmetics (@thebalm)

Nintendo of America

M-A-C Cosmetics UK & Ireland


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A post shared by M·A·C Cosmetics UK & Ireland (@maccosmeticsuk)


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