The Influence of Social Media on Holiday Shopping
As the holiday spirit is defrosting, brands must place social media holiday marketing at the forefront of their strategy. Social media platforms have changed how brands engage with customers, offering the perfect opportunity to influence purchasing decisions. Optimizing your marketing strategy is essential to stand out this holiday season. Let’s explore how you can make the most of holiday trends and campaigns to captivate shoppers and drive results.
Social Media and Holiday Shopping
Social media is no longer just a platform to stay in touch with family and friends or post vacation photos; it’s an essential part of the shopping journey. According to Sprout Social, 89% of consumers say brand social media impacts their holiday shopping decisions. Most consumers in today’s digital age discover products through social media, making it a powerful tool for holiday marketing campaigns. Plan your holiday marketing campaigns early to get ahead of the competition.
Creating Holiday-Themed Content
Consumers love getting into the holiday spirit early and adjusting their lives to fit a holiday theme; your social media should do the same. Social media is the top source of holiday gift inspiration, making it the perfect time to captivate your audience.
TikTok
TikTok is Gen Z’s preferred search engine. Video content on the platform allows customers to learn about products, showcase gift ideas, and access authentic reviews. Videos such as “My Christmas Wishlist 2024”, “Gift Ideas For Your Significant Other,” and “Gifts Under $25” flood the platform during the holidays. Brands need to capitalize on these trends. Consider partnering with influencers on the platform to highlight your products in videos to their established audiences.
TikTok shop is an in-app e-commerce feature that allows users to buy directly from creators and sellers on the platform. Add products from your website to your TikTok shop to influence purchases directly on the platform. Influencers showcasing your brand can directly link your shop to their content, boosting revenue and brand awareness.
Instagram is the go-to platform for young consumers. Leverage reels and eye-catching images of your products to promote your holiday offers. With features such as direct links on stories and your bio, Instagram ensures maximum visibility for your products and website, helping your campaigns effectively reach the right audience.
For example, Shop Hulu stayed true to its signature posting style, featuring fan-favorite TV shows while seamlessly incorporating holiday-themed content. They tapped into the popular ugly sweater trend and tied it to holiday parties, creating festive and engaging posts that resonated with their audience.
Pinterest sees a surge in activity during the holiday season; users are drawn to its scrollable content and the option to save products to curated boards for future reference. Many turn to the platform for holiday decor, outfit ideas, and gift inspiration, making it crucial for brands to create visually appealing content that resonates with their audience. Pinterest’s shoppable pins feature lets you link products directly to your website, making it easy for users to purchase in just a few clicks.
Evoking Nostalgia and Emotional Appeals
The holidays are a time of joy, family time, and hope for the year to come. Tap into an emotional appeal in your brand’s messaging to provide a personalized experience to followers. Storytelling can help humanize your brand, making relatable and memorable content.
Instacart demonstrates the power of emotional appeal in social media holiday marketing by focusing on giving back during the holiday season. During Giving Tuesday, the company highlights its initiative to match every dollar spent on community carts, enabling users to donate groceries to Feeding America food banks. By showcasing this program on their social media platforms, Instacart reinforces a sense of community, tapping into the holiday spirit and building stronger connections with their audience.
Prepare for Customer Care
A lot of time and effort goes into finding the perfect gift online, which means customers have high expectations for your products. According to Sprout Social, 92% of consumers plan to reach out to brands as often as possible for their customer service needs compared to 2023. Regarding social media holiday marketing, efficient customer care can make all the difference in building brand loyalty and a positive shopping experience. Closely monitor direct messages and comments, empathizing with the stress that pairs with the holiday season.
As the holiday season grows closer, brands that leverage social media to its fullest potential will thrive. The right mix of creative content and audience engagement can transform your holiday social media marketing.
Bright Age specializes in creating tailored strategies to enhance your brand’s social media holiday marketing efforts. Whether curating visually appealing posts, optimizing ad campaigns, or managing influencer partnerships, Bright Age ensures your brand captures the holiday spirit and stands out in a crowded digital landscape.
