06/22/2024 | Press release | Archived content
The following article is based on a webinar hosted by Abi Awojobi (Brand Partnerships Director, Bazaarvoice) and Courtney Keats (Creator Marketing Team Lead, Bazaarvoice) on how to maximize holiday ROI with a full-funnel content strategy. You can watch the webinar here.
The holiday season is the biggest sales period of the year. You know it, we know it, everyone knows it. And that means a lot of marketing noise during the season.
Cutting through the chatter will rely on a smart, authentic content strategy for most brands. That means understanding your consumers' behaviors, knowing your goals, and forging partnerships with creators who can help. In this article, we'll look at some tips to help you navigate the festive frenzy and ensure your brand shines.
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When it comes to holiday content planning, there's no magic formula that works for every brand. Everything depends on what consumers are doing.
Get the timing right
You might think now is too early to start planning - but your audience doesn't. While over half of holiday shoppers (55%) begin in October or earlier, more than a third (37%) kick off in September, and almost a quarter (23%) start as early as August! Even more shocking, a quarter (26%) said it's never too early. The time to start planning is now.
Where Are They Searching?
Most shoppers intentionally search for holiday gifts - 42% look for specific products, and 25% search for items from particular brands or retailers. But increasingly, where they search is broadening to include social media platforms.
Younger generations, particularly Gen Z and Millennials, are the most likely to shop via social media, with platforms like TikTok becoming de facto search engines for products and gift ideas. The trend starts to fall off for Gen X and Boomers, and while your social media strategy should be geared toward younger generations, it should still be able to accommodate spontaneous shopping from the older crowd.
There's never a more important time to have your sales funnel working hard for you. And a key piece of this is to incorporate creators and content (both UGC and social content) at every stage.
Awareness
Your goal is to grow and maintain awareness of your products while driving brand equity. Social media is built for product discovery, with almost 60% of shoppers preferring it over other awareness-driving platforms during the holidays.
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Consideration
During the holiday rush, purchasing decisions can be spur-of-the-moment, so it's crucial to quickly build buyers' confidence. Creators play a vital role here, offering built-in audiences and trust. In fact, 35% of Gen Z shoppers seek out creator content on social media during the holidays.
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Conversion
The final step is turning your interested shopper into a buyer. Two essential elements are social proof and purchase incentives. Deals are particularly attractive, with 67% of Gen Z shoppers more likely to buy when offered a discount code.
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As we said above, the time to start planning your holiday content strategy is now. So we've put together a timeline to help you get started.
Understanding your audience, engaging the right creators, and strategically planning your content for the entire funnel can set up a truly special holiday season that gives your brand every reason to celebrate.