While it may seem early to start thinking about end-of-year holidays, brands across the globe are starting to plan for the 4th quarter holiday season and building out their strategy now. Has your team started planning yet?
We’ve curated some key insights on creating the best possible Q4 campaigns to help you and your team and navigate the holiday campaign planning process.
Omnichannel is the name of the game. The 2022 holiday shopper will be more omnichannel than ever before. The pandemic shifted consumer behavior online and has since stabilized. Even with in-store shopping reappearing, digital shopping experiences are here to stay. So you’re likely to encounter your audience both online and offline this holiday season. 57% of respondents in our recent survey said they use social media as a way of finding brands. Regardless of where people shop, they’re still browsing social media for the best gifts.
Don’t underestimate the power of traffic campaigns for Q4. Competition will be heavily skewed toward awareness and conversion objectives. Incentivize shoppers to use your app or sign up for a loyalty program when making in-store or online purchases. This allows you to collect additional shopper data and give more meaning and focus to your campaign.
Measure the right data. Ensure you’re monitoring your engagement rates not only by creative message, but also by audience. Holiday messaging resonates with groups differently and you can leverage data to measure success across platforms for best performance.
Expanding your reach. Q4 holidays are a great way to garner attention from new customers. When asked what motivates engagement with a new brand via social media, 41% of respondents said it was due to a discount or promotion. Consumers are looking for and willing to try new things, so campaigns that offer promotions are a huge way to reach new audiences.
Connect with your audience. Shift your content strategy away from selling product attributes and try selling your brand community instead. Platforms like TikTok and Instagram utilize the power of user-generated content to create excitement around community-minded objectives. Use this strategy to build lifetime value and drive continued engagement with social.
Smartly.io offers unique tools to execute on these suggested strategies for holiday shopping campaigns. For instance, Smartly.io’s Bid Multiplier on Meta dynamically bids for sub-audiences with higher lifetime value without breaking your campaign into multiple ad sets. Pretty convenient, right? To learn more about how we can help you bring some meaningful value to your social strategy, consider requesting a demo.
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