Earlier than you think. Beauty’s TikTok. Discounts over codes.

Black Friday
marketing strategy
for 2026

Data for your Black Friday marketing strategy: a study of 1.2 million Black Friday posts from creators on Instagram, TikTok and YouTube in November 2025, with daily data from October and 2026 trends to date: when to start, which creators to book, and what converts across codes, discounts and shoppable links. Earlier than you think. Beauty’s TikTok. Discounts over codes.

1.2M

Black Friday creator posts analysed, 1 Nov to Cyber Monday 2025

64%

of TikTok Black Friday posts went out before Cyber Week (46% on Instagram)

18/30

of the brands most tagged in TikTok Black Friday posts are beauty brands

Upfluence Studies · October 2026 · Data through 23 June 2026

Key takeaways

Five findings for your Black Friday 2026 creator plan

What 1.2 million Black Friday posts say about timing, mechanics, categories and who to book.

Key takeaways

Black Friday starts in October. Creator posts mentioning Black Friday doubled by 20 Oct on Instagram and hit ten times their early-October level by 3 Nov. 46% of Instagram and 64% of TikTok November posts went out before Cyber Week.
Discounts are the message, codes are the multiplier. 29.7% of Instagram BFCM posts state a percentage off, only 10.5% carry a code, yet coded posts earn 6x the median engagement in TikTok fashion.
On TikTok, the link is the checkout. 69.5% of TikTok Black Friday posts carry a shoppable signal, mostly TikTok Shop, against 10.9% on Instagram.
Beauty owns TikTok’s Black Friday. Beauty is the first category on TikTok (22.4% of labelled posts) and 18 of the 30 most-tagged brands are beauty brands. Instagram is fashion first (24.5%), beauty second (17.3%).
2026 is more paid. #ad disclosures are up 16% on Instagram and 26% on YouTube year on year (January to May), led by fashion and beauty creators.

1 · Book

Lock creators by mid-October

Half the season’s posts are live before Cyber Week. Contracts signed in November miss the first wave.

2 · Brief

Lead with the discount, track with a code

State the % off in the first line, give each creator a personal code, and on TikTok put the product in the Shop link.

3 · Budget

Beauty on TikTok, fashion on Instagram

Match category to platform, and keep a second wave for Cyber Monday after the weekend dip.

Full plan and what to avoid →

01 · Timing

Black Friday statistics: when does the season start on social media?

Daily Black Friday posts indexed to early October (100 = an average day from 1 to 14 October 2025).

Daily volume

Black Friday posts per day, indexed to early October

Instagram crosses 2x on 20 Oct and 10x on 3 Nov. Both platforms peak on Black Friday (28 Nov), dip over the weekend and recover on Cyber Monday.

View underlying data – daily Black Friday posts

Black Friday creator posts per day, index versus 1-14 Oct 2025 and share of all posts, Instagram and TikTok, 1 Oct – 7 Dec 2025
Day	Instagram posts	Instagram index	Share of IG posts	TikTok posts	TikTok index	Share of TikTok posts
2025-10-01	484	94	0.03%	790	49	0.16%
2025-10-02	507	98	0.03%	1,080	67	0.22%
2025-10-03	505	98	0.03%	1,464	90	0.29%
2025-10-04	325	63	0.03%	1,224	76	0.26%
2025-10-05	271	52	0.02%	1,189	73	0.25%
2025-10-06	674	130	0.05%	1,747	108	0.34%
2025-10-07	557	108	0.04%	1,451	90	0.28%
2025-10-08	606	117	0.04%	1,657	102	0.31%
2025-10-09	531	103	0.04%	1,998	123	0.39%
2025-10-10	562	109	0.04%	1,687	104	0.34%
2025-10-11	375	73	0.03%	1,736	107	0.38%
2025-10-12	298	58	0.02%	2,194	135	0.46%
2025-10-13	764	148	0.05%	2,030	125	0.41%
2025-10-14	776	150	0.05%	2,435	150	0.47%
2025-10-15	905	175	0.06%	3,073	190	0.59%
2025-10-16	905	175	0.06%	2,647	163	0.52%
2025-10-17	965	187	0.07%	2,959	183	0.57%
2025-10-18	664	128	0.05%	3,314	205	0.65%
2025-10-19	621	120	0.05%	2,109	130	0.44%
2025-10-20	1,360	263	0.09%	2,944	182	0.58%
2025-10-21	1,540	298	0.1%	3,954	244	0.76%
2025-10-22	1,701	329	0.11%	3,349	207	0.64%
2025-10-23	1,822	353	0.12%	4,283	264	0.82%
2025-10-24	1,943	376	0.13%	5,710	352	1.08%
2025-10-25	1,189	230	0.09%	4,205	260	0.88%
2025-10-26	1,196	231	0.09%	3,852	238	0.78%
2025-10-27	2,488	481	0.17%	5,624	347	1.06%
2025-10-28	2,833	548	0.19%	5,546	342	1.0%
2025-10-29	3,317	642	0.22%	5,400	333	1.03%
2025-10-30	3,471	672	0.23%	6,936	428	1.31%
2025-10-31	4,353	842	0.26%	6,204	383	1.13%
2025-11-01	4,803	929	0.34%	6,276	387	1.17%
2025-11-02	3,468	671	0.26%	7,277	449	1.46%
2025-11-03	8,358	1617	0.56%	7,367	455	1.45%
2025-11-04	7,877	1524	0.53%	8,675	535	1.64%
2025-11-05	8,642	1672	0.58%	10,903	673	2.03%
2025-11-06	9,139	1768	0.63%	10,387	641	1.92%
2025-11-07	9,951	1926	0.67%	11,968	739	2.14%
2025-11-08	5,928	1147	0.47%	11,276	696	2.28%
2025-11-09	5,506	1065	0.42%	9,278	573	1.89%
2025-11-10	10,987	2126	0.72%	10,683	659	2.05%
2025-11-11	11,215	2170	0.73%	13,902	858	2.54%
2025-11-12	12,330	2386	0.81%	12,440	768	2.31%
2025-11-13	13,337	2581	0.87%	16,871	1041	3.07%
2025-11-14	15,424	2985	1.02%	19,819	1223	3.6%
2025-11-15	9,246	1789	0.73%	14,948	923	2.96%
2025-11-16	9,434	1826	0.74%	14,592	901	2.79%
2025-11-17	18,210	3524	1.22%	20,410	1260	3.54%
2025-11-18	18,135	3509	1.21%	17,313	1069	3.14%
2025-11-19	20,397	3947	1.34%	17,927	1107	3.25%
2025-11-20	24,674	4775	1.63%	21,249	1312	3.87%
2025-11-21	28,976	5607	1.92%	20,477	1264	3.78%
2025-11-22	17,710	3427	1.36%	16,981	1048	3.32%
2025-11-23	18,651	3609	1.4%	18,004	1111	3.45%
2025-11-24	39,020	7551	2.54%	20,250	1250	3.66%
2025-11-25	39,600	7663	2.59%	22,186	1369	3.95%
2025-11-26	45,755	8854	3.01%	25,814	1593	4.5%
2025-11-27	49,939	9663	3.35%	24,223	1495	4.29%
2025-11-28	85,902	16622	5.81%	31,210	1926	5.94%
2025-11-29	29,420	5693	2.29%	22,377	1381	4.47%
2025-11-30	20,090	3887	1.48%	15,364	948	3.06%
2025-12-01	27,838	5387	1.74%	16,050	991	2.93%
2025-12-02	9,682	1874	0.62%	9,661	596	1.71%
2025-12-03	5,475	1059	0.35%	4,825	298	0.84%
2025-12-04	3,918	758	0.25%	3,292	203	0.58%
2025-12-05	3,173	614	0.21%	2,809	173	0.5%
2025-12-06	1,942	376	0.15%	2,008	124	0.38%
2025-12-07	1,782	345	0.13%	2,092	129	0.37%

Black Friday creator posts per day, index versus 1-14 Oct 2025 and share of all posts, Instagram and TikTok, 1 Oct – 7 Dec 2025
Day	Instagram posts	Instagram index	Share of IG posts	TikTok posts	TikTok index	Share of TikTok posts
2025-10-01	484	94	0.03%	790	49	0.16%
2025-10-02	507	98	0.03%	1,080	67	0.22%
2025-10-03	505	98	0.03%	1,464	90	0.29%
2025-10-04	325	63	0.03%	1,224	76	0.26%
2025-10-05	271	52	0.02%	1,189	73	0.25%
2025-10-06	674	130	0.05%	1,747	108	0.34%
2025-10-07	557	108	0.04%	1,451	90	0.28%
2025-10-08	606	117	0.04%	1,657	102	0.31%
2025-10-09	531	103	0.04%	1,998	123	0.39%
2025-10-10	562	109	0.04%	1,687	104	0.34%
2025-10-11	375	73	0.03%	1,736	107	0.38%
2025-10-12	298	58	0.02%	2,194	135	0.46%
2025-10-13	764	148	0.05%	2,030	125	0.41%
2025-10-14	776	150	0.05%	2,435	150	0.47%
2025-10-15	905	175	0.06%	3,073	190	0.59%
2025-10-16	905	175	0.06%	2,647	163	0.52%
2025-10-17	965	187	0.07%	2,959	183	0.57%
2025-10-18	664	128	0.05%	3,314	205	0.65%
2025-10-19	621	120	0.05%	2,109	130	0.44%
2025-10-20	1,360	263	0.09%	2,944	182	0.58%
2025-10-21	1,540	298	0.1%	3,954	244	0.76%
2025-10-22	1,701	329	0.11%	3,349	207	0.64%
2025-10-23	1,822	353	0.12%	4,283	264	0.82%
2025-10-24	1,943	376	0.13%	5,710	352	1.08%
2025-10-25	1,189	230	0.09%	4,205	260	0.88%
2025-10-26	1,196	231	0.09%	3,852	238	0.78%
2025-10-27	2,488	481	0.17%	5,624	347	1.06%
2025-10-28	2,833	548	0.19%	5,546	342	1.0%
2025-10-29	3,317	642	0.22%	5,400	333	1.03%
2025-10-30	3,471	672	0.23%	6,936	428	1.31%
2025-10-31	4,353	842	0.26%	6,204	383	1.13%
2025-11-01	4,803	929	0.34%	6,276	387	1.17%
2025-11-02	3,468	671	0.26%	7,277	449	1.46%
2025-11-03	8,358	1617	0.56%	7,367	455	1.45%
2025-11-04	7,877	1524	0.53%	8,675	535	1.64%
2025-11-05	8,642	1672	0.58%	10,903	673	2.03%
2025-11-06	9,139	1768	0.63%	10,387	641	1.92%
2025-11-07	9,951	1926	0.67%	11,968	739	2.14%
2025-11-08	5,928	1147	0.47%	11,276	696	2.28%
2025-11-09	5,506	1065	0.42%	9,278	573	1.89%
2025-11-10	10,987	2126	0.72%	10,683	659	2.05%
2025-11-11	11,215	2170	0.73%	13,902	858	2.54%
2025-11-12	12,330	2386	0.81%	12,440	768	2.31%
2025-11-13	13,337	2581	0.87%	16,871	1041	3.07%
2025-11-14	15,424	2985	1.02%	19,819	1223	3.6%
2025-11-15	9,246	1789	0.73%	14,948	923	2.96%
2025-11-16	9,434	1826	0.74%	14,592	901	2.79%
2025-11-17	18,210	3524	1.22%	20,410	1260	3.54%
2025-11-18	18,135	3509	1.21%	17,313	1069	3.14%
2025-11-19	20,397	3947	1.34%	17,927	1107	3.25%
2025-11-20	24,674	4775	1.63%	21,249	1312	3.87%
2025-11-21	28,976	5607	1.92%	20,477	1264	3.78%
2025-11-22	17,710	3427	1.36%	16,981	1048	3.32%
2025-11-23	18,651	3609	1.4%	18,004	1111	3.45%
2025-11-24	39,020	7551	2.54%	20,250	1250	3.66%
2025-11-25	39,600	7663	2.59%	22,186	1369	3.95%
2025-11-26	45,755	8854	3.01%	25,814	1593	4.5%
2025-11-27	49,939	9663	3.35%	24,223	1495	4.29%
2025-11-28	85,902	16622	5.81%	31,210	1926	5.94%
2025-11-29	29,420	5693	2.29%	22,377	1381	4.47%
2025-11-30	20,090	3887	1.48%	15,364	948	3.06%
2025-12-01	27,838	5387	1.74%	16,050	991	2.93%
2025-12-02	9,682	1874	0.62%	9,661	596	1.71%
2025-12-03	5,475	1059	0.35%	4,825	298	0.84%
2025-12-04	3,918	758	0.25%	3,292	203	0.58%
2025-12-05	3,173	614	0.21%	2,809	173	0.5%
2025-12-06	1,942	376	0.15%	2,008	124	0.38%
2025-12-07	1,782	345	0.13%	2,092	129	0.37%

Source · Upfluence proprietary data · 1 Oct – 7 Dec 2025

TikTok front-loads: deal content runs high through mid-November as early-access sales go live, and 64% of its November Black Friday posts land before Cyber Week. On Black Friday itself, 5.81% of all Instagram posts and 5.94% of all TikTok posts mention it.

02 · Mechanics

Promo codes, discounts and shoppable links in Black Friday creator posts

What a Black Friday post contains, how deep the discounts go, and which mechanics earn engagement.

Mechanics

Share of Black Friday posts by mechanic

Instagram sells with a stated discount, TikTok with a shoppable link, YouTube with a code in the description.

View underlying data – mechanics by platform

Share of Black Friday creator posts containing each mechanic, by platform, 1 Nov – 1 Dec 2025
Mechanic	Instagram	TikTok	YouTube
States a % off	29.7%	6.9%	28.5%
Promo code	10.5%	3.8%	21.1%
Shoppable link	10.9%	69.5%	22.3%
Brand @mention	33.8%	35.9%	36.1%
#ad disclosure	4.6%	2.0%	3.3%

Share of Black Friday creator posts containing each mechanic, by platform, 1 Nov – 1 Dec 2025
Mechanic	Instagram	TikTok	YouTube
States a % off	29.7%	6.9%	28.5%
Promo code	10.5%	3.8%	21.1%
Shoppable link	10.9%	69.5%	22.3%
Brand @mention	33.8%	35.9%	36.1%
#ad disclosure	4.6%	2.0%	3.3%

Source · Upfluence proprietary data · 1 Nov – 1 Dec 2025

Discount depth

Stated discount among posts that give one

49.7% of TikTok and 40.0% of Instagram discounts are 41% off or more.

View underlying data – discount depth

Distribution of stated discounts in Black Friday creator posts, by platform, 1 Nov – 1 Dec 2025
Discount	Instagram	TikTok	YouTube
1-15% off	12.5%	11.3%	22.2%
16-25% off	23.5%	16.7%	18.4%
26-40% off	24.0%	22.3%	20.4%
41%+ off	40.0%	49.7%	39.0%

Distribution of stated discounts in Black Friday creator posts, by platform, 1 Nov – 1 Dec 2025
Discount	Instagram	TikTok	YouTube
1-15% off	12.5%	11.3%	22.2%
16-25% off	23.5%	16.7%	18.4%
26-40% off	24.0%	22.3%	20.4%
41%+ off	40.0%	49.7%	39.0%

Source · Upfluence proprietary data · 1 Nov – 1 Dec 2025

Engagement

How much more engagement a post with a promo code earns, TikTok

Median engagement of Black Friday posts with a code divided by posts without one, by category. Codes travel with established brand partnerships, so read this as association, not cause.

View underlying data – code engagement multiple

Median engagement of Black Friday posts with and without a promo code, by category, TikTok and Instagram, 1 Nov – 1 Dec 2025
Platform	Category	Median eng. with code	Median eng. without code	Multiple
TikTok	Beauty & personal care	50	11	4.5x
TikTok	Family & parenting	17	7	2.4x
TikTok	Fashion & accessories	71	12	5.9x
TikTok	Deals & shopping	13	9	1.4x
TikTok	Home & DIY	23	7	3.3x
TikTok	Fitness & sports	161	14	11.5x
TikTok	Health & wellness	19	7	2.7x
TikTok	Food & drink	54	16	3.4x
TikTok	Tech & gaming	115	13	8.8x
Instagram	Fashion & accessories	52	33	1.6x
Instagram	Beauty & personal care	34	29	1.2x
Instagram	Deals & shopping	30	26	1.2x
Instagram	Fitness & sports	164	52	3.2x
Instagram	Home & DIY	39	29	1.3x
Instagram	Health & wellness	39	29	1.3x
Instagram	Food & drink	37	33	1.1x
Instagram	Family & parenting	112	59	1.9x
Instagram	Tech & gaming	67	24	2.8x

Median engagement of Black Friday posts with and without a promo code, by category, TikTok and Instagram, 1 Nov – 1 Dec 2025
Platform	Category	Median eng. with code	Median eng. without code	Multiple
TikTok	Beauty & personal care	50	11	4.5x
TikTok	Family & parenting	17	7	2.4x
TikTok	Fashion & accessories	71	12	5.9x
TikTok	Deals & shopping	13	9	1.4x
TikTok	Home & DIY	23	7	3.3x
TikTok	Fitness & sports	161	14	11.5x
TikTok	Health & wellness	19	7	2.7x
TikTok	Food & drink	54	16	3.4x
TikTok	Tech & gaming	115	13	8.8x
Instagram	Fashion & accessories	52	33	1.6x
Instagram	Beauty & personal care	34	29	1.2x
Instagram	Deals & shopping	30	26	1.2x
Instagram	Fitness & sports	164	52	3.2x
Instagram	Home & DIY	39	29	1.3x
Instagram	Health & wellness	39	29	1.3x
Instagram	Food & drink	37	33	1.1x
Instagram	Family & parenting	112	59	1.9x
Instagram	Tech & gaming	67	24	2.8x

Source · Upfluence proprietary data · 1 Nov – 1 Dec 2025

03 · Categories

Which creator categories lead Black Friday?

Share of Black Friday posts by creator category, among creators with a category label.

Category share

Share of Black Friday posts by creator category

Beauty leads TikTok and is second on Instagram behind fashion. Deals and shopping creators take one post in ten on both platforms.

View underlying data – category share

Share of Black Friday posts by creator category, and share of each category's posts that mention Black Friday, Instagram and TikTok, 1 Nov – 1 Dec 2025
Category	Instagram share	TikTok share	Instagram BF rate	TikTok BF rate
Beauty & personal care	17.3%	22.4%	2.73%	6.78%
Fashion & accessories	24.5%	18.1%	3.37%	6.05%
Deals & shopping	10.2%	10.2%	4.3%	8.6%
Family & parenting	5.1%	19.7%	2.01%	6.96%
Fitness & sports	10.1%	6.2%	1.5%	2.11%
Home & DIY	6.7%	6.4%	3.09%	9.15%
Health & wellness	6.6%	5.4%	2.1%	4.93%
Food & drink	6.4%	4.0%	1.53%	2.31%

Share of Black Friday posts by creator category, and share of each category's posts that mention Black Friday, Instagram and TikTok, 1 Nov – 1 Dec 2025
Category	Instagram share	TikTok share	Instagram BF rate	TikTok BF rate
Beauty & personal care	17.3%	22.4%	2.73%	6.78%
Fashion & accessories	24.5%	18.1%	3.37%	6.05%
Deals & shopping	10.2%	10.2%	4.3%	8.6%
Family & parenting	5.1%	19.7%	2.01%	6.96%
Fitness & sports	10.1%	6.2%	1.5%	2.11%
Home & DIY	6.7%	6.4%	3.09%	9.15%
Health & wellness	6.6%	5.4%	2.1%	4.93%
Food & drink	6.4%	4.0%	1.53%	2.31%

Source · Upfluence proprietary data · 1 Nov – 1 Dec 2025

04 · Creators

The Black Friday creators to book, by category

Top vetted creators by engagement on their Black Friday posts, three per platform per category, with the top ten in each list. Numbers show followers, then engagement on Black Friday posts.

Beauty & personal care17.3% of labelled Instagram BFCM posts · 22.4% on TikTok

Instagram

EU@eudanisalvador43K236K

SI@skin.illustrated103K107K

VI@vitoriasenna111.1M93K

TikTok

JA@jasminnlily_1.2M350K

MO@moartistry___84K260K

IL@illaalvarez295K152K

View underlying data – top Beauty & personal care creators

Top vetted Beauty & personal care creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@eudanisalvador	43K	5	236,205	0	0
Instagram	2	@skin.illustrated	103K	2	107,312	0	0
Instagram	3	@vitoriasenna11	1.1M	3	93,417	0	0
Instagram	4	@nailson7th	1.4M	2	82,533	0	0
Instagram	5	@jasminlily_	1.1M	3	70,112	0	0
Instagram	6	@andersonmartiinss6	38K	7	57,192	0	0
Instagram	7	@mjafricalove	1.4M	4	49,219	3	1
Instagram	8	@redmone_	242K	3	44,745	0	0
Instagram	9	@checkout.kar	393K	3	44,380	0	0
Instagram	10	@theerickylee	150K	5	37,278	0	0
TikTok	1	@jasminnlily_	1.2M	3	350,216	0	0
TikTok	2	@moartistry___	84K	2	259,755	0	1
TikTok	3	@illaalvarez	295K	6	151,588	0	3
TikTok	4	@aillsatips	16K	2	127,198	0	2
TikTok	5	@chavonsade	74K	107	85,867	0	107
TikTok	6	@itsmeyolandab	42K	151	55,012	0	151
TikTok	7	@hannelbanneli	30K	26	53,216	0	0
TikTok	8	@celineglow	616K	6	50,434	0	0
TikTok	9	@jodieping	183K	30	37,062	0	30
TikTok	10	@baygil2	23K	20	33,139	0	7

Top vetted Beauty & personal care creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@eudanisalvador	43K	5	236,205	0	0
Instagram	2	@skin.illustrated	103K	2	107,312	0	0
Instagram	3	@vitoriasenna11	1.1M	3	93,417	0	0
Instagram	4	@nailson7th	1.4M	2	82,533	0	0
Instagram	5	@jasminlily_	1.1M	3	70,112	0	0
Instagram	6	@andersonmartiinss6	38K	7	57,192	0	0
Instagram	7	@mjafricalove	1.4M	4	49,219	3	1
Instagram	8	@redmone_	242K	3	44,745	0	0
Instagram	9	@checkout.kar	393K	3	44,380	0	0
Instagram	10	@theerickylee	150K	5	37,278	0	0
TikTok	1	@jasminnlily_	1.2M	3	350,216	0	0
TikTok	2	@moartistry___	84K	2	259,755	0	1
TikTok	3	@illaalvarez	295K	6	151,588	0	3
TikTok	4	@aillsatips	16K	2	127,198	0	2
TikTok	5	@chavonsade	74K	107	85,867	0	107
TikTok	6	@itsmeyolandab	42K	151	55,012	0	151
TikTok	7	@hannelbanneli	30K	26	53,216	0	0
TikTok	8	@celineglow	616K	6	50,434	0	0
TikTok	9	@jodieping	183K	30	37,062	0	30
TikTok	10	@baygil2	23K	20	33,139	0	7

Fashion & accessories24.5% of labelled Instagram BFCM posts · 18.1% on TikTok

Instagram

AM@ana_montana3.0M288K

BH@bhavaydhawan213K285K

BE@bettyna___328K92K

TikTok

PL@plzsaythebaby28K2.3M

SP@splashtwinz16.8M442K

RA@rafaellaguedes13870K130K

View underlying data – top Fashion & accessories creators

Top vetted Fashion & accessories creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@ana_montana	3.0M	2	287,699	0	0
Instagram	2	@bhavaydhawan	213K	2	284,712	0	0
Instagram	3	@bettyna___	328K	9	91,772	0	6
Instagram	4	@xmyraboss	1.4M	7	76,408	3	2
Instagram	5	@marmar_moda	1.0M	6	75,754	2	0
Instagram	6	@nayer	3.2M	2	65,273	0	0
Instagram	7	@thelovinsisters	998K	3	57,808	0	0
Instagram	8	@viviane_paz_	372K	4	55,196	0	0
Instagram	9	@retailcheapskate	1.0M	5	51,768	0	0
Instagram	10	@_stephjc	3.9M	2	49,778	0	0
TikTok	1	@plzsaythebaby	28K	2	2,258,578	0	0
TikTok	2	@splashtwinz	16.8M	2	441,759	0	1
TikTok	3	@rafaellaguedes13	870K	30	130,290	0	0
TikTok	4	@girlytiktokshopfinds	16K	25	128,671	0	25
TikTok	5	@ambarpicks	51K	17	93,430	0	17
TikTok	6	@alicia.rhianne	35K	14	44,320	0	2
TikTok	7	@anayamayra	14K	32	36,425	0	32
TikTok	8	@vivian.epaz	244K	5	35,668	0	0
TikTok	9	@ms_maryb	32K	2	33,901	0	2
TikTok	10	@raiafedini	30K	13	30,617	0	0

Top vetted Fashion & accessories creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@ana_montana	3.0M	2	287,699	0	0
Instagram	2	@bhavaydhawan	213K	2	284,712	0	0
Instagram	3	@bettyna___	328K	9	91,772	0	6
Instagram	4	@xmyraboss	1.4M	7	76,408	3	2
Instagram	5	@marmar_moda	1.0M	6	75,754	2	0
Instagram	6	@nayer	3.2M	2	65,273	0	0
Instagram	7	@thelovinsisters	998K	3	57,808	0	0
Instagram	8	@viviane_paz_	372K	4	55,196	0	0
Instagram	9	@retailcheapskate	1.0M	5	51,768	0	0
Instagram	10	@_stephjc	3.9M	2	49,778	0	0
TikTok	1	@plzsaythebaby	28K	2	2,258,578	0	0
TikTok	2	@splashtwinz	16.8M	2	441,759	0	1
TikTok	3	@rafaellaguedes13	870K	30	130,290	0	0
TikTok	4	@girlytiktokshopfinds	16K	25	128,671	0	25
TikTok	5	@ambarpicks	51K	17	93,430	0	17
TikTok	6	@alicia.rhianne	35K	14	44,320	0	2
TikTok	7	@anayamayra	14K	32	36,425	0	32
TikTok	8	@vivian.epaz	244K	5	35,668	0	0
TikTok	9	@ms_maryb	32K	2	33,901	0	2
TikTok	10	@raiafedini	30K	13	30,617	0	0

Deals & shopping10.2% of labelled Instagram BFCM posts · 10.2% on TikTok

Instagram

SA@savliftts_903K60K

SA@savingwithnia19K49K

JT@jodie.thedesigntwins2.5M44K

TikTok

AD@adrianovenon00752K193K

LM@luciana.mendes.vr23K90K

NT@nathalia.torelli61K55K

View underlying data – top Deals & shopping creators

Top vetted Deals & shopping creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@savliftts_	903K	5	60,361	0	0
Instagram	2	@savingwithnia	19K	4	48,890	1	1
Instagram	3	@jodie.thedesigntwins	2.5M	10	44,395	0	9
Instagram	4	@labergamasca	131K	8	26,435	0	4
TikTok	1	@adrianovenon007	52K	3	192,752	0	3
TikTok	2	@luciana.mendes.vr	23K	2	89,535	0	2
TikTok	3	@nathalia.torelli	61K	48	55,328	0	48
TikTok	4	@nello_lucas	1.0M	3	39,047	1	0
TikTok	5	@priscilaglzl	36K	7	36,013	0	7
TikTok	6	@acegotdeals	42K	2	23,168	0	2
TikTok	7	@rikysalvatierra	4.8M	2	22,224	0	0
TikTok	8	@gersonjr.atracaoshop	12K	2	18,417	0	2
TikTok	9	@recessionobsession	18K	10	18,100	0	0
TikTok	10	@ryantalks2u	21K	2	14,392	0	0

Top vetted Deals & shopping creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@savliftts_	903K	5	60,361	0	0
Instagram	2	@savingwithnia	19K	4	48,890	1	1
Instagram	3	@jodie.thedesigntwins	2.5M	10	44,395	0	9
Instagram	4	@labergamasca	131K	8	26,435	0	4
TikTok	1	@adrianovenon007	52K	3	192,752	0	3
TikTok	2	@luciana.mendes.vr	23K	2	89,535	0	2
TikTok	3	@nathalia.torelli	61K	48	55,328	0	48
TikTok	4	@nello_lucas	1.0M	3	39,047	1	0
TikTok	5	@priscilaglzl	36K	7	36,013	0	7
TikTok	6	@acegotdeals	42K	2	23,168	0	2
TikTok	7	@rikysalvatierra	4.8M	2	22,224	0	0
TikTok	8	@gersonjr.atracaoshop	12K	2	18,417	0	2
TikTok	9	@recessionobsession	18K	10	18,100	0	0
TikTok	10	@ryantalks2u	21K	2	14,392	0	0

Family & parenting5.1% of labelled Instagram BFCM posts · 19.7% on TikTok

Instagram

NI@nikcarriconde1.6M105K

TH@themompsychologist1.2M93K

TH@thisisberrin260K56K

TikTok

H2@heatherlorraine.2814K168K

BU@businesswithjaque103K83K

VI@viryescalantec3.0M66K

View underlying data – top Family & parenting creators

Top vetted Family & parenting creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@nikcarriconde	1.6M	2	105,071	0	0
Instagram	2	@themompsychologist	1.2M	7	93,046	0	4
Instagram	3	@thisisberrin	260K	4	55,747	4	1
Instagram	4	@__ss__mums	138K	8	50,805	0	3
Instagram	5	@all_themoments	452K	7	41,326	0	0
Instagram	6	@sydneykaiitlyn	162K	3	40,689	1	3
Instagram	7	@tarynnslater	765K	2	35,196	0	0
Instagram	8	@mari_ugccreator	100K	13	30,449	7	0
Instagram	9	@justgizemmm	235K	10	24,501	7	4
Instagram	10	@stylingwith_capricorn	119K	8	22,031	0	8
TikTok	1	@heatherlorraine.28	14K	11	167,851	0	6
TikTok	2	@businesswithjaque	103K	23	82,555	0	23
TikTok	3	@viryescalantec	3.0M	61	66,460	0	61
TikTok	4	@cassycass00	92K	86	60,488	2	86
TikTok	5	@thebiggreenbronco	20K	30	42,741	1	30
TikTok	6	@trina.marie07	34K	3	38,120	0	2
TikTok	7	@itsjasminecollins	60K	11	30,137	0	11
TikTok	8	@mommiesluv	14K	16	24,427	1	15
TikTok	9	@itslizziefox	8K	27	23,747	2	27
TikTok	10	@michellepaza_	13K	7	22,955	0	0

Top vetted Family & parenting creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@nikcarriconde	1.6M	2	105,071	0	0
Instagram	2	@themompsychologist	1.2M	7	93,046	0	4
Instagram	3	@thisisberrin	260K	4	55,747	4	1
Instagram	4	@__ss__mums	138K	8	50,805	0	3
Instagram	5	@all_themoments	452K	7	41,326	0	0
Instagram	6	@sydneykaiitlyn	162K	3	40,689	1	3
Instagram	7	@tarynnslater	765K	2	35,196	0	0
Instagram	8	@mari_ugccreator	100K	13	30,449	7	0
Instagram	9	@justgizemmm	235K	10	24,501	7	4
Instagram	10	@stylingwith_capricorn	119K	8	22,031	0	8
TikTok	1	@heatherlorraine.28	14K	11	167,851	0	6
TikTok	2	@businesswithjaque	103K	23	82,555	0	23
TikTok	3	@viryescalantec	3.0M	61	66,460	0	61
TikTok	4	@cassycass00	92K	86	60,488	2	86
TikTok	5	@thebiggreenbronco	20K	30	42,741	1	30
TikTok	6	@trina.marie07	34K	3	38,120	0	2
TikTok	7	@itsjasminecollins	60K	11	30,137	0	11
TikTok	8	@mommiesluv	14K	16	24,427	1	15
TikTok	9	@itslizziefox	8K	27	23,747	2	27
TikTok	10	@michellepaza_	13K	7	22,955	0	0

Fitness & sports10.1% of labelled Instagram BFCM posts · 6.2% on TikTok

Instagram

MO@monserratfierros474K268K

LE@letsplayhappy_339K154K

MA@marissamcnamara1.0M141K

TikTok

SI@sierramfitness122K203K

LE@letsplayhappy233K133K

CK@ckisselll713K102K

View underlying data – top Fitness & sports creators

Top vetted Fitness & sports creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@monserratfierros	474K	26	267,939	16	0
Instagram	2	@letsplayhappy_	339K	13	153,506	0	0
Instagram	3	@marissamcnamara	1.0M	5	140,687	5	0
Instagram	4	@brennancjennings	80K	3	117,302	2	0
Instagram	5	@jamalbrowner	524K	3	109,572	3	0
Instagram	6	@taliyah.joelle	447K	7	103,992	3	0
Instagram	7	@maru_lee	352K	3	99,613	0	0
Instagram	8	@lilylifts	1.4M	3	85,016	2	0
Instagram	9	@sarahholden_fit	747K	14	84,646	11	1
Instagram	10	@alwaysghadi	917K	4	76,481	1	0
TikTok	1	@sierramfitness	122K	3	203,232	1	0
TikTok	2	@letsplayhappy	233K	6	133,407	0	0
TikTok	3	@ckisselll	713K	8	102,231	5	0
TikTok	4	@ediribeirof	5.1M	3	94,274	0	0
TikTok	5	@marissamcnamaraa	822K	7	90,632	6	0
TikTok	6	@kelsiefaiththomas	1.1M	5	67,970	3	0
TikTok	7	@taliyah.joelle	697K	8	62,748	4	0
TikTok	8	@sharonmaa	462K	5	46,331	3	0
TikTok	9	@maru.lee	842K	2	41,766	0	0
TikTok	10	@sydneyxfreeman	133K	7	24,537	4	0

Top vetted Fitness & sports creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@monserratfierros	474K	26	267,939	16	0
Instagram	2	@letsplayhappy_	339K	13	153,506	0	0
Instagram	3	@marissamcnamara	1.0M	5	140,687	5	0
Instagram	4	@brennancjennings	80K	3	117,302	2	0
Instagram	5	@jamalbrowner	524K	3	109,572	3	0
Instagram	6	@taliyah.joelle	447K	7	103,992	3	0
Instagram	7	@maru_lee	352K	3	99,613	0	0
Instagram	8	@lilylifts	1.4M	3	85,016	2	0
Instagram	9	@sarahholden_fit	747K	14	84,646	11	1
Instagram	10	@alwaysghadi	917K	4	76,481	1	0
TikTok	1	@sierramfitness	122K	3	203,232	1	0
TikTok	2	@letsplayhappy	233K	6	133,407	0	0
TikTok	3	@ckisselll	713K	8	102,231	5	0
TikTok	4	@ediribeirof	5.1M	3	94,274	0	0
TikTok	5	@marissamcnamaraa	822K	7	90,632	6	0
TikTok	6	@kelsiefaiththomas	1.1M	5	67,970	3	0
TikTok	7	@taliyah.joelle	697K	8	62,748	4	0
TikTok	8	@sharonmaa	462K	5	46,331	3	0
TikTok	9	@maru.lee	842K	2	41,766	0	0
TikTok	10	@sydneyxfreeman	133K	7	24,537	4	0

Home & DIY6.7% of labelled Instagram BFCM posts · 6.4% on TikTok

Instagram

TH@thejunglebadger1.2M467K

IE@interior.ela474K55K

HO@homesimplycurated354K48K

TikTok

MI@_millie1k240K136K

BA@becomin_a_saint9K79K

BE@besassique2.5M23K

View underlying data – top Home & DIY creators

Top vetted Home & DIY creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@thejunglebadger	1.2M	17	466,693	3	7
Instagram	2	@interior.ela	474K	11	54,603	7	5
Instagram	3	@homesimplycurated	354K	11	47,604	0	5
Instagram	4	@besassique	579K	31	45,610	0	0
Instagram	5	@bekslifestyle	206K	3	26,102	1	1
Instagram	6	@genevavanderzeil	1.5M	6	19,864	0	0
Instagram	7	@theorganized.de	315K	19	18,649	0	0
Instagram	8	@meggieferrerhome	102K	7	16,768	1	2
Instagram	9	@theblackstoneproject	897K	3	15,327	1	1
Instagram	10	@aly_deco_home	2.2M	5	13,603	0	3
TikTok	1	@_millie1k	240K	26	135,858	0	26
TikTok	2	@becomin_a_saint	9K	28	78,808	0	28
TikTok	3	@besassique	2.5M	12	23,020	0	0
TikTok	4	@miniondeals	26K	19	19,096	0	15
TikTok	5	@michellq050	9K	2	17,609	0	2
TikTok	6	@dealdivahh	61K	79	12,706	25	73
TikTok	7	@neumeier_home	106K	73	9,896	0	59
TikTok	8	@mamallama.ashley	28K	32	9,427	0	32
TikTok	9	@hedderbeee	12K	11	8,677	0	11
TikTok	10	@ofertasenlausa	16K	2	8,466	0	2

Top vetted Home & DIY creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@thejunglebadger	1.2M	17	466,693	3	7
Instagram	2	@interior.ela	474K	11	54,603	7	5
Instagram	3	@homesimplycurated	354K	11	47,604	0	5
Instagram	4	@besassique	579K	31	45,610	0	0
Instagram	5	@bekslifestyle	206K	3	26,102	1	1
Instagram	6	@genevavanderzeil	1.5M	6	19,864	0	0
Instagram	7	@theorganized.de	315K	19	18,649	0	0
Instagram	8	@meggieferrerhome	102K	7	16,768	1	2
Instagram	9	@theblackstoneproject	897K	3	15,327	1	1
Instagram	10	@aly_deco_home	2.2M	5	13,603	0	3
TikTok	1	@_millie1k	240K	26	135,858	0	26
TikTok	2	@becomin_a_saint	9K	28	78,808	0	28
TikTok	3	@besassique	2.5M	12	23,020	0	0
TikTok	4	@miniondeals	26K	19	19,096	0	15
TikTok	5	@michellq050	9K	2	17,609	0	2
TikTok	6	@dealdivahh	61K	79	12,706	25	73
TikTok	7	@neumeier_home	106K	73	9,896	0	59
TikTok	8	@mamallama.ashley	28K	32	9,427	0	32
TikTok	9	@hedderbeee	12K	11	8,677	0	11
TikTok	10	@ofertasenlausa	16K	2	8,466	0	2

Health & wellness6.6% of labelled Instagram BFCM posts · 5.4% on TikTok

Instagram

NI@nicoliveira788K69K

JI@just.ingredients1.3M68K

TK@tivneet_kaur788K51K

TikTok

NQ@nutriologo_quintero158K75K

PU@purelycristina32K66K

JJ@just.jueit68K61K

View underlying data – top Health & wellness creators

Top vetted Health & wellness creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@nicoliveira	788K	11	68,893	0	0
Instagram	2	@just.ingredients	1.3M	16	68,198	0	7
Instagram	3	@tivneet_kaur	788K	3	51,423	1	0
Instagram	4	@jessicaabock	548K	7	42,559	0	0
Instagram	5	@pamela_rf	8.7M	2	40,128	0	0
Instagram	6	@nutricion.sonia	1.1M	3	29,927	0	0
Instagram	7	@drasheilapachecco	836K	11	29,687	0	0
Instagram	8	@camilleelis.r	593K	16	25,673	0	0
Instagram	9	@jasonposton	1.2M	3	24,385	0	2
Instagram	10	@tamiris.desa	320K	2	22,664	0	0
TikTok	1	@nutriologo_quintero	158K	3	75,310	0	3
TikTok	2	@purelycristina	32K	9	66,258	0	0
TikTok	3	@just.jueit	68K	2	61,031	0	2
TikTok	4	@navii42	60K	13	57,864	0	0
TikTok	5	@connornewsum	64K	2	25,508	0	1
TikTok	6	@jessicacarolinbock	259K	4	18,689	0	0
TikTok	7	@wellnesswarriorwendy	42K	2	7,101	0	2
TikTok	8	@danilouise13	6K	43	5,766	38	43
TikTok	9	@suzi1220	357K	8	4,760	1	1
TikTok	10	@gracest10	7K	2	4,616	0	0

Top vetted Health & wellness creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@nicoliveira	788K	11	68,893	0	0
Instagram	2	@just.ingredients	1.3M	16	68,198	0	7
Instagram	3	@tivneet_kaur	788K	3	51,423	1	0
Instagram	4	@jessicaabock	548K	7	42,559	0	0
Instagram	5	@pamela_rf	8.7M	2	40,128	0	0
Instagram	6	@nutricion.sonia	1.1M	3	29,927	0	0
Instagram	7	@drasheilapachecco	836K	11	29,687	0	0
Instagram	8	@camilleelis.r	593K	16	25,673	0	0
Instagram	9	@jasonposton	1.2M	3	24,385	0	2
Instagram	10	@tamiris.desa	320K	2	22,664	0	0
TikTok	1	@nutriologo_quintero	158K	3	75,310	0	3
TikTok	2	@purelycristina	32K	9	66,258	0	0
TikTok	3	@just.jueit	68K	2	61,031	0	2
TikTok	4	@navii42	60K	13	57,864	0	0
TikTok	5	@connornewsum	64K	2	25,508	0	1
TikTok	6	@jessicacarolinbock	259K	4	18,689	0	0
TikTok	7	@wellnesswarriorwendy	42K	2	7,101	0	2
TikTok	8	@danilouise13	6K	43	5,766	38	43
TikTok	9	@suzi1220	357K	8	4,760	1	1
TikTok	10	@gracest10	7K	2	4,616	0	0

Food & drink6.4% of labelled Instagram BFCM posts · 4.0% on TikTok

Instagram

FF@femendes.fe1.8M778K

FI@fitfoodieliving2.0M227K

MN@ms_nadineslife378K181K

TikTok

FM@fe.mendes.fe870K435K

AV@avozmechef1.2M72K

IK@ice.karimcooks5.3M60K

View underlying data – top Food & drink creators

Top vetted Food & drink creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@femendes.fe	1.8M	5	777,766	0	0
Instagram	2	@fitfoodieliving	2.0M	12	226,863	2	0
Instagram	3	@ms_nadineslife	378K	5	180,683	1	1
Instagram	4	@cozinhecomigo	2.3M	3	147,669	0	0
Instagram	5	@noahsterncoffee	531K	2	61,523	0	0
Instagram	6	@cosechevoglio	330K	7	61,229	0	0
Instagram	7	@plantfuture	2.0M	5	33,624	0	3
Instagram	8	@lalapastelera	320K	5	30,873	0	0
Instagram	9	@lacocina_depaula	775K	2	30,695	1	1
Instagram	10	@vi.capel	194K	4	29,631	0	0
TikTok	1	@fe.mendes.fe	870K	4	435,083	0	0
TikTok	2	@avozmechef	1.2M	3	71,540	2	0
TikTok	3	@ice.karimcooks	5.3M	3	60,435	0	0
TikTok	4	@ginocibochepassione	83K	2	44,979	0	1
TikTok	5	@imaginavegan	619K	2	11,672	0	0
TikTok	6	@marikaferrarelli	758K	4	11,439	0	0
TikTok	7	@fedecut_	7K	14	9,047	0	13
TikTok	8	@raniayyran	15K	4	8,066	1	0
TikTok	9	@sugeyyym	139K	3	7,099	0	0
TikTok	10	@litalienne816	98K	29	6,595	0	29

Top vetted Food & drink creators by engagement on Black Friday posts, Instagram and TikTok, 1 Nov – 1 Dec 2025
Platform	#	Creator	Followers	BFCM posts	Engagement	Posts with code	Posts with link
Instagram	1	@femendes.fe	1.8M	5	777,766	0	0
Instagram	2	@fitfoodieliving	2.0M	12	226,863	2	0
Instagram	3	@ms_nadineslife	378K	5	180,683	1	1
Instagram	4	@cozinhecomigo	2.3M	3	147,669	0	0
Instagram	5	@noahsterncoffee	531K	2	61,523	0	0
Instagram	6	@cosechevoglio	330K	7	61,229	0	0
Instagram	7	@plantfuture	2.0M	5	33,624	0	3
Instagram	8	@lalapastelera	320K	5	30,873	0	0
Instagram	9	@lacocina_depaula	775K	2	30,695	1	1
Instagram	10	@vi.capel	194K	4	29,631	0	0
TikTok	1	@fe.mendes.fe	870K	4	435,083	0	0
TikTok	2	@avozmechef	1.2M	3	71,540	2	0
TikTok	3	@ice.karimcooks	5.3M	3	60,435	0	0
TikTok	4	@ginocibochepassione	83K	2	44,979	0	1
TikTok	5	@imaginavegan	619K	2	11,672	0	0
TikTok	6	@marikaferrarelli	758K	4	11,439	0	0
TikTok	7	@fedecut_	7K	14	9,047	0	13
TikTok	8	@raniayyran	15K	4	8,066	1	0
TikTok	9	@sugeyyym	139K	3	7,099	0	0
TikTok	10	@litalienne816	98K	29	6,595	0	29

05 · Brands

The brands creators tag most in Black Friday posts

Ranked by the number of creators tagging each brand. On TikTok, 18 of the top 30 are beauty brands (highlighted).

Instagram

#	Brand	Product type	Creators tagging	BFCM posts
1	SHShein	Fast fashion	8,374	17,379
2	FNFashion Nova	Fast fashion	1,277	1,903
3	FLFlipkart	Marketplace	1,019	1,402
4	SASamsung	Tech	1,014	1,432
5	SHSHEGLAM	Beauty & skincare	901	1,043
6	MLMercado Livre	Marketplace	802	1,434
7	AMAmazon	Marketplace	711	948
8	LTLTK	Affiliate platform	571	976
9	GYGymshark	Activewear	565	1,586
10	LULounge Underwear	Fashion	533	544
11	DODossier	Beauty & skincare	515	899
12	PEPeppermayo	Fashion	488	526
13	TWTwistshake	Baby & home	460	626
14	INInsta360	Tech	457	607
15	EDEdikted	Fast fashion	425	658

Source · Upfluence proprietary data · 1 Nov – 1 Dec 2025

Brands most tagged by creators in Black Friday posts on Instagram, 1 Nov – 1 Dec 2025
#	Brand	Product type	Creators tagging	BFCM posts
1	Shein	Fast fashion	8,374	17,379
2	Fashion Nova	Fast fashion	1,277	1,903
3	Flipkart	Marketplace	1,019	1,402
4	Samsung	Tech	1,014	1,432
5	SHEGLAM	Beauty & skincare	901	1,043
6	Mercado Livre	Marketplace	802	1,434
7	Amazon	Marketplace	711	948
8	LTK	Affiliate platform	571	976
9	Gymshark	Activewear	565	1,586
10	Lounge Underwear	Fashion	533	544
11	Dossier	Beauty & skincare	515	899
12	Peppermayo	Fashion	488	526
13	Twistshake	Baby & home	460	626
14	Insta360	Tech	457	607
15	Edikted	Fast fashion	425	658

TikTok

#	Brand	Product type	Creators tagging	BFCM posts
1	SHShein	Fast fashion	3,990	6,649
2	HAHalara	Activewear	887	2,622
3	MEMedicube	Beauty & skincare	845	1,896
4	FNFashion Nova	Fast fashion	689	1,243
5	SHSHEGLAM	Beauty & skincare	641	761
6	TATarte	Beauty & skincare	592	1,551
7	EDEdikted	Fast fashion	559	873
8	PEPeppermayo	Fashion	553	712
9	MAMaybelline	Beauty & skincare	544	784
10	AMAmazon	Marketplace	480	665
11	SASacheu	Beauty & skincare	442	703
12	DODossier	Beauty & skincare	436	662
13	QVQVC	Marketplace	431	1,455
14	WAWavytalk	Beauty & skincare	424	718
15	NYNYX	Beauty & skincare	422	544

Source · Upfluence proprietary data · 1 Nov – 1 Dec 2025

Brands most tagged by creators in Black Friday posts on TikTok, 1 Nov – 1 Dec 2025
#	Brand	Product type	Creators tagging	BFCM posts
1	Shein	Fast fashion	3,990	6,649
2	Halara	Activewear	887	2,622
3	Medicube	Beauty & skincare	845	1,896
4	Fashion Nova	Fast fashion	689	1,243
5	SHEGLAM	Beauty & skincare	641	761
6	Tarte	Beauty & skincare	592	1,551
7	Edikted	Fast fashion	559	873
8	Peppermayo	Fashion	553	712
9	Maybelline	Beauty & skincare	544	784
10	Amazon	Marketplace	480	665
11	Sacheu	Beauty & skincare	442	703
12	Dossier	Beauty & skincare	436	662
13	QVC	Marketplace	431	1,455
14	Wavytalk	Beauty & skincare	424	718
15	NYX	Beauty & skincare	422	544

06 · 2026 so far

Creator marketing in 2026 so far: what has changed before Black Friday

January to May 2026 compared with January to May 2025, on a 2% random sample of all creator posts. Data runs to 23 June 2026.

Paid disclosure

Share of posts with an #ad-style disclosure, by month

Instagram is 16% higher and YouTube 26% higher than a year earlier. Both spike in November.

View underlying data – #ad disclosure by month

Share of all sampled creator posts carrying an #ad-style disclosure, Instagram and YouTube, Jan 2025 – Jun 2026
Month	Instagram	YouTube
2025-01	0.257%	0.113%
2025-02	0.296%	0.120%
2025-03	0.312%	0.124%
2025-04	0.309%	0.138%
2025-05	0.322%	0.128%
2025-06	0.332%	0.125%
2025-07	0.333%	0.131%
2025-08	0.318%	0.136%
2025-09	0.330%	0.141%
2025-10	0.364%	0.149%
2025-11	0.421%	0.157%
2025-12	0.341%	0.140%
2026-01	0.248%	0.127%
2026-02	0.349%	0.155%
2026-03	0.373%	0.171%
2026-04	0.379%	0.157%
2026-05	0.383%	0.180%
2026-06	0.405%	0.174%

Share of all sampled creator posts carrying an #ad-style disclosure, Instagram and YouTube, Jan 2025 – Jun 2026
Month	Instagram	YouTube
2025-01	0.257%	0.113%
2025-02	0.296%	0.120%
2025-03	0.312%	0.124%
2025-04	0.309%	0.138%
2025-05	0.322%	0.128%
2025-06	0.332%	0.125%
2025-07	0.333%	0.131%
2025-08	0.318%	0.136%
2025-09	0.330%	0.141%
2025-10	0.364%	0.149%
2025-11	0.421%	0.157%
2025-12	0.341%	0.140%
2026-01	0.248%	0.127%
2026-02	0.349%	0.155%
2026-03	0.373%	0.171%
2026-04	0.379%	0.157%
2026-05	0.383%	0.180%
2026-06	0.405%	0.174%

Source · Upfluence proprietary data · Jan 2025 – Jun 2026

Category mix

Change in share of Instagram creator posts, by category

Percentage-point change, January to May 2026 versus 2025, among labelled creators.

View underlying data – category share change

Change in category share of Instagram creator posts and in #ad disclosure rate, Jan-May 2026 vs Jan-May 2025
Category	Share change	#ad rate change
Deals & shopping	-1.47 pp	+88%
Fashion & accessories	-1.23 pp	+52%
Food & drink	-0.72 pp	+17%
Home & DIY	-0.61 pp	-8%
Automotive	-0.43 pp	-15%
Tech & gaming	-0.12 pp	+54%
Travel & outdoors	-0.07 pp	+1%
Pets	-0.01 pp	+7%
Family & parenting	+0.77 pp	+13%
Beauty & personal care	+0.83 pp	+42%
Health & wellness	+1.40 pp	+35%
Fitness & sports	+1.68 pp	-2%

Change in category share of Instagram creator posts and in #ad disclosure rate, Jan-May 2026 vs Jan-May 2025
Category	Share change	#ad rate change
Deals & shopping	-1.47 pp	+88%
Fashion & accessories	-1.23 pp	+52%
Food & drink	-0.72 pp	+17%
Home & DIY	-0.61 pp	-8%
Automotive	-0.43 pp	-15%
Tech & gaming	-0.12 pp	+54%
Travel & outdoors	-0.07 pp	+1%
Pets	-0.01 pp	+7%
Family & parenting	+0.77 pp	+13%
Beauty & personal care	+0.83 pp	+42%
Health & wellness	+1.40 pp	+35%
Fitness & sports	+1.68 pp	-2%

Source · Upfluence proprietary data · Jan-May 2025 vs Jan-May 2026

Three signals for Black Friday 2026. Paid partnerships are rising fastest in fashion (+52% #ad rate) and beauty (+42%), so expect more competition for the same creators. Fitness and health creators are gaining share, while deal-focused accounts are shrinking. On YouTube, brand links detected on videos rose from 2,047 in January to 14,291 in May 2026, making it a channel to brief, not an afterthought.

07 · Examples

Black Friday creator posts that worked

High-engagement Black Friday TikToks from brand partnerships in November 2025. Early posts (12 and 14 November) did as well as Cyber Week ones.

@iansomerhalder – the staircase is back. the dance is back. and so are the @the absorption company deals. it

@serenaneel – mom look #lashextensions #diy #blackfriday link to my lashes in bio @prolash

@sandsxfitness – black friday is still poppinggg on gymshark – code sandhya10 for extra $$

@ahnestkitchen – umma's updated winter skincare routine. @biodance_global toner pads

@andyandrici – don't forget black friday at @gymshark starts on 16th november. all the site 50% off

@themalachibarton – #hollisterpartner fitted up in @hollister 30% off everything right now for black friday

High-engagement Black Friday TikToks from brand partnerships, November 2025
Creator	Followers	Engagement	Day	Link
@iansomerhalder	9.7M	1,507,335	2025-11-12	https://www.tiktok.com/@iansomerhalder/video/7571979006724148511
@serenaneel	10.8M	1,201,786	2025-11-28	https://www.tiktok.com/@serenaneel/video/7577828014294125855
@sandsxfitness	1.1M	1,103,681	2025-11-25	https://www.tiktok.com/@sandsxfitness/video/7576774803655347478
@ahnestkitchen	1.4M	1,102,781	2025-11-26	https://www.tiktok.com/@ahnestkitchen/video/7577087315995020574
@andyandrici	577K	788,197	2025-11-14	https://www.tiktok.com/@andyandrici/video/7572655190063533334
@themalachibarton	6.9M	717,192	2025-11-26	https://www.tiktok.com/@themalachibarton/video/7577183615105174839

08 · Plan

Your Black Friday marketing strategy for 2026: what the data says to do

The full version of the plan above.

Do this

Sign creators by mid-October

Chatter doubles around 20 October and 46% of Instagram BFCM posts run before Cyber Week.

Put the % off in the first line

29.7% of Instagram posts lead with a discount. It is what audiences scan for.

Give every creator a code

Coded posts out-engage uncoded ones in every category, and codes are the only tracking that works on Instagram.

Watch this

TikTok runs on the Shop link

69.5% of TikTok BFCM posts are shoppable. Without TikTok Shop, you are outside the main path to purchase.

Discount depth inflation

Half of TikTok’s stated discounts are 41%+. Compete on story and exclusivity if you cannot match depth.

More brands paying the same creators

#ad disclosures are up in 2026, most in fashion and beauty. Expect higher rates and earlier lock-ins.

Avoid this

A Black-Friday-only brief

One post on 28 November misses the early-access wave and the Cyber Monday rebound.

One brief for every platform

Instagram wants the discount, TikTok the Shop link, YouTube the code in the description.

Booking brand pages as creators

Retailer and brand accounts fill raw rankings. Vet every name against the bio before you book.

Frequently asked questions about Black Friday marketing strategy

Direct answers for brand teams planning BFCM 2026.

When should brands start Black Friday influencer campaigns?

By mid-October. In 2025, Black Friday posts on Instagram doubled versus early October by 20 October and were ten times higher by 3 November. 46% of Instagram and 64% of TikTok Black Friday posts published in November went out before Cyber Week began.

What day do Black Friday creator posts peak?

Black Friday itself. On 28 November 2025, 85,902 Instagram posts mentioned Black Friday or Cyber Monday (5.81% of all Instagram posts that day) and 31,210 on TikTok (5.94%). Volume dips over the weekend and recovers on Cyber Monday.

Do promo codes still work in a Black Friday marketing strategy?

Codes are rarer than discounts but earn more engagement. Only 10.5% of Instagram and 3.8% of TikTok Black Friday posts carried a promo code, while 29.7% of Instagram posts stated a percentage off. Posts with a code drew 6x the median engagement in TikTok fashion and 12x in TikTok fitness.

How deep are Black Friday discounts promoted by creators?

Deep. Among creator posts that state a discount, 49.7% of TikTok and 40.0% of Instagram posts promote 41% off or more. The median stated discount ranges from 30% to 50% depending on category.

Which categories dominate Black Friday creator content?

On TikTok, beauty and personal care leads with 22.4% of Black Friday posts from category-labelled creators, ahead of family and fashion. On Instagram, fashion leads with 24.5% and beauty is second with 17.3%. 18 of the 30 brands most tagged in TikTok Black Friday posts are beauty brands.

Is TikTok Shop important for Black Friday?

Yes. 69.5% of TikTok Black Friday posts carried a shoppable signal (TikTok Shop tags, showcase or link-in-bio), compared with 10.9% on Instagram. On TikTok the purchase path is the link, not the code.

What is changing for creator marketing in 2026?

Paid partnerships are more visible. From January to May 2026, the share of Instagram posts carrying an #ad-style disclosure was 16% higher than a year earlier, and 26% higher on YouTube. On Instagram the rise was steepest in fashion (+52%) and beauty (+42%), while fitness and health creators gained share of creator posts.

How were these Black Friday statistics collected?

Upfluence analysed every Instagram, TikTok and YouTube post in its creator database between 1 October and 7 December 2025 and flagged posts whose caption or hashtags mention Black Friday, Cyber Monday, Cyber Week or BFCM. Promo codes, discounts, shoppable links, brand mentions and paid disclosures were detected from the same text. Creator rankings were vetted against creator bios to remove brand and retailer accounts.

Methodology

Data source

Every non-archived Instagram, TikTok and YouTube post in Upfluence’s creator database. The Black Friday season is 1 November to Cyber Monday (1 December 2025); daily volume runs 1 October to 7 December 2025. The 2026 comparison uses a 2% random sample of all posts from January 2025 to 23 June 2026, the latest ingested date.

Signal extraction

A post is a Black Friday post when its caption or hashtags mention black friday, cyber monday, cyber week, bfcm or common translations. Promo codes, stated discounts (‘30% off’, ‘-30%’), shoppable links (TikTok Shop, link in bio, LTK, Amazon storefront), brand @mentions and #ad-style disclosures are detected from the same text. Engagement is likes plus comments.

Filters applied

Creator rankings require two or more Black Friday posts and 5,000 or more followers, and are sorted by total engagement on those posts. All 298 ranked candidates were vetted against their bios; 95 brand, retailer, organisation and mislabelled accounts were removed. Brand rankings drop generic words captured as @handles and merge regional and alias handles into one brand.

Categorization

Creator categories come from Upfluence’s classifier, cleaned editorially into twelve categories. About 81% of Instagram and 92% of TikTok Black Friday posts come from creators without a category label, so category shares describe labelled creators only. Brand product types are editorial.

Baseline and comparison

The timing index compares each day with the average day from 1 to 14 October 2025. The 2026 comparison sets January to May 2026 against January to May 2025, using rates per post so sample size does not drive the result.

Honest gaps

Text signals measure what creators say, not sales, reach or spend. Codes and links can be missed when they live in the bio, stories or on-screen text. TikTok post collection changed in July 2025, so TikTok rate comparisons across that date are not reported. Rankings are global. Rankings were vetted against creator bios to remove classifier mislabels.