The holiday season is nearly upon us, and this year it’s going to be particularly unique for obvious reasons.  

The COVID-19 pandemic means that more people are going to be doing their shopping online than ever before. So, if companies want to ride this wave of increased traffic and boost their revenue one key channel to optimise is their social media marketing strategy. 

Across Facebook, Twitter, Instagram, LinkedIn, Pinterest and TikTok, there are many tips and tricks that you can implement to help your business keep ahead of the competition this winter. Read on to learn more. 

 

Facebook 

As the largest social media platform in the world, marketing on Facebook is vital for driving sales of your products. Their latest report on insights into the holiday season shows that global mobile and ecommerce growth is being driven by Gen Xers and Boomers, so providing a frictionless mobile experience is more important than ever. 

Another recommendation they make is to take advantage of mega sale days, such as Black Friday and Cyber Monday. The economic downturn caused by the pandemic means that people will be thriftier than ever, so advertising your own deals and discounts is essential. 

An additional insight that the report provides is that people not only care about the cost of the products that your company sells, but also increasingly care about the actions you take in support of causes close to their hearts. Therefore, it’s important that your social media is populated with authentic content that emphasises the values you share with your customers.  

Twitter 

Another equally important social media platform to utilise is Twitter, who have also shared some trends to take advantage of during this year’s holiday season. They have found that companies can benefit from starting their social media marketing campaigns for the holidays earlier and ending them later than in previous years. This is because it has been discovered that there has been a 15% increase in conversation on Twitter about Christmas shopping in June this year compared to previous years. 

Providing personalised recommendations for gifts is another technique that Twitter found can help boost engagement with your posts. They recorded that 72% of people consider finding the perfect gift for someone as one of the holiday activities that brings the most joy, so it would benefit a brand if they were to be seen as a trusted source of gift ideas. 

A final insight that Twitter provides is that it’s important for businesses to show the festive spirit during the holiday season, but not just via their products. Content creation should be also focussed on promoting general Christmas activities, such as film marathons, to show customers that you aren’t just interested in selling to them. 

Instagram 

A good point to take into account when devising your Instagram marketing strategy for the holiday season is to create festive content, but also to create a content calendar. Keeping your posts varied and your messaging consistent gives you the best chance of converting people who view your Instagram into customers. 

Instagram Stories should also be utilised as a way to sell your products from Black Friday all the way to Christmas. Creating fun interactive content, such as quizzes and polls, can help you to personalise your brand voice and promote your products and discounts. 

Coming up with a branded hashtag is another way to keep your messaging consistent and emphasise your offered discounts and deals over the holiday season. 

LinkedIn 

LinkedIn have also compiled some insights into how businesses can optimise their B2B holiday campaigns, with them finding that LinkedIn users were more likely to volunteer to receive more information from companies during the holiday season. They recorded that there was a 22% increase in lead gen form submission in December. 

Another point that LinkedIn raises is that businesses can sometimes forget to utilise New Year as a selling point in their social media marketing material. Creating content based around New Year’s resolutions and changing your lifestyle can resonate witusers who are looking to switch brands. 

Pinterest 

Pinterest is often an overlooked social media platform to use for promoting products, but they have around 10 million monthly users in the UK. This means it is crucial for your business to establish a marketing presence on Pinterest if you want to increase your reach. 

One way to effectively promote your products on this platform is to create high profile sales events and local brand promotions, which are particularly popular amongst the Gen Z demographic. Discounts play a big part in a Pinterest user’s path to making a purchase, with them often holding out until one is available. 

To optimise your Pinterest marketing over the holiday season you must tease and inspire Pinners before the sales event and make sure that your content and tone of voice matches the current seasonal theme and lockdown lifestyle. This helps you to connect more with Pinners, and combining this with a strong call-to-action can successfully convert users into customers. 

TikTok 

TikTok is increasingly becoming one of the most important and influential social media platforms in the world, and so it is important that you make it a part of your social media marketing strategy. Marketing Week sheds some light on how you can do this effectively. 

The COVID-19 pandemic means that more people are going to be doing their shopping online than ever before. So, if companies want to ride this wave of increased traffic and boost their revenue one key channel to optimise is their social media marketing strategy. 

Across Facebook, Twitter, Instagram, LinkedIn, Pinterest and TikTok, there are many tips and tricks that you can implement to help your business keep ahead of the competition this winter. Read on to learn more. 

For Black Friday, offering tips on how viewers can get the most out of offered sales and discounts is a good way to build trust between your brand and potential customers. Creators that give product comparisons and breakdowns can help users feel more confident in their purchase decisions. 

In the run-up to Christmas, it’s also important not to just use TikTok to promote your products, but to also create festive and seasonal content that shows how fun your brand is. This can include creating videos that show activities such as Christmas house transformations and Christmas makeovers.  

 

Staying on top of the ever-changing trends of social media marketing during the holiday season can be difficult for any brand, no matter how experienced they are.