A practical eBook for brands and agencies planning this year’s campaigns. Packed with creator survey data, timelines, and strategies, the guide shows how to brief UGC creators, avoid last-minute chaos, and build content that cuts through the noise during the busiest shopping weekend of the year.
Your playbook for high-performing creator campaigns this Black Friday.
Black Friday is the most competitive shopping moment of the year, and creator-generated content is now at the centre of winning campaigns. But how do you brief creators well, avoid common mistakes, and make content that actually converts?
We’ve pulled together data from our own network of creators, plus key Black Friday insights, into a practical guide designed for brands and agencies. Inside, you’ll find:
Twirl is a platform for sourcing and briefing 5,000+ UGC creators across the UK, US and Europe. To date, brands and agencies have created 48,246 content assets with Twirl creators, used across ads, websites, socials, and email.
Our recent Black Friday creator survey found that 76% of creators say they prefer promoting straightforward discounts (money or % off) over complex offers. Insights like this form the backbone of the guide — giving you a clearer picture of what actually works during peak sales.
Who is this guide for?
Social media managers, performance marketers, brand teams, and agencies planning Black Friday campaigns in 2025.
Is the guide free?
Yes — this is a free download from Twirl.
What’s inside the guide?
Survey-backed insights from creators, briefing checklists, and examples of content that worked for Black Friday campaigns on TikTok, Meta, and email.
How do I use it?
Think of it as your Black Friday cheat sheet. Use it to brief creators, pitch ideas internally, and plan campaigns that feel less rushed and more effective.
📥 Download the eBook to see how creator content is shaping Black Friday campaigns in 2025, and how your team can plan smarter, brief better, and launch content that drives real sales.
Twirl is your go-to partner for UGC. Whether you're a brand, agency or a UGC creator, we bring together 5000+ talented creators to produce authentic, scroll-stopping content for ads, websites, emails, and social channels.