Optimize ad bodies for Black Friday sales

October 27, 2022

When it comes to improving Black Friday sales for your brand, it's important to consider every aspect of your ad strategy.

Some of those aspects include the length of your ad body(is a short or long text body better? Longer ad bodies require people to click on “read more”) and the use of emojis in your ad copy(does it make it more fun, or not serious enough?).

We found that there is an optimal length for Black Friday ad bodies and also potential benefits of using emojis in your ad copy.

Keep in mind that this is a bit different than using text in the content itself.

If you want to read more about using text in your content, check out another blog we have here.

Let’s go ahead and dive in to see how you can optimize your ad body for Black Friday sales!

Length of ad body for black Friday

When it comes to Black Friday ads, the length of your ad body can make a big difference in its performance.

In general, we found that having two lines of text in your ad copy seems to be the most effective.

This means that you should focus on creating a hook or attention grabber in the first line, because by the second or this line, performance seems to drop.

One important thing to remember is that a line in an ad copy refers to a paragraph or line break, not the length of the text. Basically, anytime you press enter.

This means that you should aim for short, easy to read paragraphs rather than long paragraphs of text.

Shorter ad bodies are generally more effective because they are less distracting and allow the customer to quickly understand the message.

On the other hand, longer ad bodies may be better when you’re trying to educate the customer or provide more detailed information.

However, keep in mind that when the customer is close to making a purchase, longer ad bodies can be distracting and unnecessary.

So try and keep your ad body short, around 2 lines, as performance seems to drop after that.

Even though we found that 2 lines is optimal during a time like Black Friday, it’s good to also know how ad body length performed outside of Black Friday.

Does ad body length matter outside of Black Friday?

Black Friday is a big day for businesses, but it's also important to consider the length of your ad body for the rest of the year as well.

We found that especially for the bottom of the funnel ads, short ad bodies also work the best.

More specifically, 2 lines performs about 14% better than 1 line, but then it drops as soon as the ad body gets longer.

This probably means that no matter what time of the year, people are scrolling so fast in their feeds that they only look at 1 or 2 lines of text in the ad body.

But this is probably even more apparent for your bottom funnel audiences, because they most likely know your brand, your message, and want to just get straight to the point!

So just like for Black Friday, make sure your first lines grab the attention of the viewer, because performance tends to drop after 2 lines.

When people are scrolling so quickly through their feeds, sometimes even seeing some text causes them to skip the ads.

This is where sometimes using the highly debated emojis, might break up the monotony of your ad.

Emojis in ad copy for black Friday conversion ds

During Black Friday sales, some brands might actually relax their rules on branding and design, which allows for more creativity in their ad copy.

What better way to stand out and grab the attention of customers than by using emojis!

Emojis can be eye-catching and associate with emotions, adding fun and personality to your ad copy, making it feel less like an ad.

Interestingly, we found that ads including emojis perform 85% better during Black Week!

This makes them a very powerful tool for improving Black Friday sales.

However, it's worth noting that there are some mixed feelings about the use of emojis in ad copy, so make sure the tone and style is on-brand before using them.

If your brand allows the use of emojis, then we highly suggest incorporating them into your ad copy for Black Friday sales.

As always, it's important to analyze your own data to determine if emojis work well for your business and customers.

But in general, it’s not a bad idea to use emojis in your ad body to increase performance.


Remember, when it comes to your Black Friday ads, it’s important to consider all aspects of your strategy, especially your ad body.

You don’t need to overspend your time on it, as your content is very important as well, but we highly suggest you do your best to optimize it.

In general, keep the ad body short, and to the point, and if your brand allows, incorporate some emojis to lighten the mood!

Your customers might be drawn to it more and engage more often.

Of course, remember to analyze your own data, do your own texting, and see if your performance increases based on your brand!

More to read

This article focuses on ad bodies for conversions campaigns during Black Friday. Learn to make the most out of the next Black Month with the following insights:

Data section

The dataset from this article is based on 215M impressions and 6K pieces of individual content on Meta (Facebook) platforms. It takes into account data from all countries and industries, with the campaign objective of Conversions. The period is from 1. November 2021 - 30. November 2022. 

Numbers are looking at correlation only, not causation. Remember to check your own data: numbers for different brands, industries, and contexts will vary.

If you were intrigued about a specific insight, you can go in-depth into the various dimensions and how data can be segmented in Confect,  here.