Without a doubt, social media has integrated itself into our daily lives, and we shouldn’t ignore the importance of it – especially for brands. In fact, if you are a business owner looking to maximise your reach and exposure during the holiday season, you have come to the right place.
Today, we’re exploring how social media is the key to generating meaningful, tangible leads. Let’s dive in…
The Unignorable Power Of Social Media
Social media is a powerful tool, especially for businesses. After all, many social media platforms now include additional features for brands to help them with their brand exposure and brand management.
For example, Instagram allows users to create a business account that includes features such as:
- View insights – visibility over the number of people viewing and engaging with posts and stories; built-in analytics
- Boost posts – paid advertising and promotion capabilities; turning posts into ads for a fee (usually on a cost per click, or CPC, basis)
- Create shoppable posts – posts about products that users can purchase
- Schedule posts – posts can be drafted beforehand and scheduled for automatic posting at a later date
- Include swipe-up links in stories – allows brands to include a link whenever they post on their story, allowing users to simply swipe-up to be directed to the website page
As you can see, Instagram offers a number of business-related tools that could certainly help brands increase their presence on the platform. Facebook, LinkedIn, and other sites provide similar features as well.
Top Social Media Platforms For Engagement During The Festive Season
With the above in mind, which social media platforms should you really be looking at when it comes to consumer engagement? Each social media platform has its own architecture and ecosystem, meaning that certain types of brands might flourish more on specific platforms compared to others.
Nonetheless, many brands might still use multiple platforms in order to reach a wider audience. In fact, studies have shown that Facebook is the leading social media platform for marketers as of January 2023, with 89% of respondents reporting that they use Facebook to promote their brand. Instagram closely followed, with 80% of marketers using the platform. In the third spot came LinkedIn with 64% of marketers claiming to use the network, with YouTube, Twitter/X, and TikTok trailing behind at 54%, 44%, and 26% respectively.
Some brands might not feel the need to use all of these platforms, but some brands might prefer choosing a multichannel or omnichannel approach to their marketing. Regardless of how they would like to deliver their marketing strategy, there is still a question that remains unanswered: how can brands effectively use social media for the holidays?
Using Social Media For The Holidays
The holiday season is possibly one of the most fruitful times of the year for brands. Not only are consumers scrambling for the best deals, but it also offers brands the opportunity to create meaningful and unique consumer experiences.
Holiday messaging is key for bringing in new and potential customers during the festive season. So, if brands are looking to capitalise during this time, social media marketing is certainly one way to engage with consumers.
From short Christmas-related reels on Instagram, to Christmas-themed ads on Facebook, social media plays a vital role in a brand’s marketing strategy during the holidays. After all, consumers tend to splurge on gifts for themselves and others at this time of year, so brands have every opportunity to reel customers in and turn interest into conversions.
Using Influencers
Aside from producing fitting content for the holidays, you should also consider one of social media’s greatest tools: influencer marketing.
Influencers are widespread on social media platforms, especially on Instagram and YouTube. They have their own little niche audience that brands can tap into, and if the influencer’s brand is similar to your own, it might be a good idea to consider partnering with the influencer.
Joining forces with an influencer talent management agency is perhaps one of the best ways to do this, as such an agency can directly connect you with an influencer that can promote your brand in style. In particular, influencer agencies often have a vast talent pool of influencers across different platforms, and can help to match you with an influencer whose own values resonate with your brand’s ethos.
As their name suggests, influencers have immense influence over their loyal audiences, and many people will flock to a brand or product if it has been recommended by their favourite influencer. So, if you’re planning to push your marketing efforts during the holidays, working with well-chosen influencers could be very much worthwhile.
Leveraging User-Generated Content
One of the most authentic ways to engage with your audience and amplify your brand’s presence is through user-generated content (UGC). Encouraging your customers to share their own content related to your brand not only fosters a community around your products or services but also serves as a powerful endorsement.
During the holidays, you can create a campaign that invites users to share their festive moments with your product using a specific hashtag. This not only increases your content’s reach but also provides you with a rich source of material for your own social media channels. Moreover, featuring user-generated content on your platforms can enhance trust and loyalty among your followers, as it shows that you value their input and experiences.
Optimising For Mobile Users
With the increasing prevalence of smartphones, it’s essential to ensure that all your social media content is optimised for mobile users. The holiday season sees a surge in mobile shopping, and your social media content should cater to this trend. This means creating content that is easily viewable on smaller screens, such as using larger text in images and ensuring that videos can be understood without sound.
Additionally, when creating shoppable posts or ads, make sure that the mobile shopping experience is seamless and straightforward. A mobile-optimised approach not only enhances user experience but also supports conversion rates, as potential customers are more likely to complete a purchase if the process is hassle-free.
The Bottom Line
In the digital age, social media is the cornerstone of any successful holiday marketing campaign. It’s not just about being present on these platforms but using them strategically to create a compelling narrative that resonates with your audience. Whether through engaging content, targeted ads, or influencer collaborations, the goal is to create a memorable brand experience that translates into tangible results.
As we enter the business end of festive season, it’s imperative to refine your social media strategy to ensure it’s aligned with consumer behaviour and trends. Remember, the holidays are a time of emotion and connection; your brand’s ability to tap into these sentiments through social media could be the difference between a good season and a great one. Harness the power of social media, and you may just find your brand wrapped up in the magic of viral success.
