BFCM video fails for two reasons — it gets made too late to test, and it lands on the pages you can
BFCM video must be finished before November, because a clip that lands during peak has no time to be tested or measured.
Existing UGC and Reels are a better starting library than new production, because they exist now and have already been audience-tested.
Video on BFCM landing pages and product pages is expensive in page weight, on the traffic you paid the most to acquire.
Offer-specific video dates itself — make the offer messaging removable without re-editing the clip.
Before November. Video needs to be live long enough to be tested, measured and fixed, and a clip that goes up during Cyber Week is a change shipped into peak with no observation
The full guide has the formats, the deadlines and the worked examples.