Fall is in full swing, and before you know it, the holidays will be here too.
You’re probably already catching glimpses of it online because the holiday marketing push has begun. This shopping moment has evolved, pushing beyond Black Friday Cyber Monday (BFCM) and shopping catalogs to include social media and Creator marketing, especially for millennial and Gen Z shoppers.
LTK has you covered with a 2024 holiday playbook that’s sure to put some jingle in your step—and in your pocket. Discover what makes a successful social media strategy for businesses across the holiday season, and how Creator partnerships can help.
Choosing Holiday Social Media Channels
With the holidays coming up, maximize your potential with an omnichannel social media strategy for businesses. Gen Z and millennial consumers are getting inspired across platforms ranging from Instagram to X, and you need to meet them the right way across all phases of this critical shopping moment.
Millennials and Gen Zers are all over social media, and they favor some platforms over others. When the holiday season hits, these preferences are reflected in the top shopped holiday social channels: Instagram, Facebook, YouTube, TikTok, and Pinterest.
YouTube is the quickest-growing social channel for Gen Z, while millennials often gravitate toward Pinterest to shop from Creators. But Instagram is tops during the holiday season—both generations are inspired by and intend to holiday shop there over other platforms. The key to success? Diversifying your efforts to reach shoppers!
Test new holiday social channels
As the saying goes, “If it ain’t broke, don’t fix it.” But think of refining instead of fixing your holiday social strategy. Stay true to your most successful platforms, but don’t be afraid to test new areas.
Gen Z and millennial consumers often follow Creators on 3-4 different social channels. An effective social channel strategy for businesses should leverage Creator content across the platform landscape to meet audiences where they are. Full-funnel holiday campaigns can amplify sales by using a combination of platforms, such as Instagram and TikTok.
For instance, LTK Campaigns can mix posts, stories, and videos to promote holiday collections across social media. And you don’t have to break the bank either. One fashion brand earned 592,000 clicks and 2.5 million impressions and achieved a $6.88 return on ad spend (ROAS) on a $150,000 budget.
Crafting a Holiday Social Media Strategy for Businesses
Boost your brand visibility and profits during the busiest shopping moment of the year. Social media and influencer partnerships keep your brand top of mind. Our sample timeline guides the focus of your social media marketing throughout the holiday season.
Prime audiences for holiday shopping in October
What’s hot this year? Creators are in tune with the latest trends, so turn to them to post about this season’s “it” items.
An effective social media strategy for businesses gets shoppers thinking and builds organic holiday traffic early. This is an opportunity you can’t ignore because 38 percent of the general population and 70 percent of LTK shoppers already started holiday shopping in September. Consider partnering with Creators now to launch full-funnel holiday marketing campaigns via LTK Ads, LTK Boost, and LTK Connected TV.
Support gifting and self-purchasing in November
Cast a wide net to reach multiple audiences at the height of the holiday shopping season. Heading into November, an effective social media strategy for businesses uses unique tactics to reach buyers with different motivations.
Creator collaborations have a unique place in gifting campaigns because most shoppers are focused on finding the right items for their loved ones. The social media strategy for businesses running deals during BFCM can generate big results with effective partners leading campaigns. In fact, one of LTK’s beauty brand clients brought Creators into its social media holiday efforts and achieved substantial results. Aiming to drive traffic and sales by highlighting its diverse range of products, the brand cast 44 Creators to support a combination of LTK Campaigns and Ads, earning 507,000 clicks and $1.3 million in sales—40 percent of which was driven by the LTK app.
On the other side of the fence, have you ever heard, “Don’t shop for yourself during the holidays?” It’s not always the best advice, given the stress of the season. Creators are ready to support self-purchase campaigns, even as BFCM wraps up. One of the largest retailers in the country recognizes the value of self-care and recruited LTK to capture apparel shoppers and drive sales. Its LTK Campaigns used 14 Creators to promote a self-purchase sale, earning 1.4 million impressions, 174,000 clicks, and $436,000.
Use an always-on strategy during December
During the final stretch of the season, Creator collaborations can stretch your reach on social media to maximize the holiday rush and last-minute gifting. They do the hard work to help shoppers find the right brand or product. Make sure yours is front and center.
Even as BFCM winds down, social media strategy for businesses keeps going and can incorporate last-minute gifting campaigns to drive shoppers. One major retailer put this idea to the test, using LTK Campaigns to drive sales. Three holiday campaigns incorporated 220 Creator partners across categories, achieving 35 million impressions, 5.2 million clicks, and an $8.66 ROAS.
Create Your Seasonal Social Media Strategy
With the holidays coming up, maximize your potential with an omnichannel social media strategy for businesses. Gen Z and millennial consumers are getting inspired across platforms ranging from Instagram to X, and you need to meet them the right way across all phases of this critical shopping moment.
Partner with Creators to develop engaging campaigns that tip the scales in your favor, and manage it all with LTK! Watch our Festive Forecast webinar on demand for more holiday shopping insights, and reach out to get started with LTK.
