The 2021 holiday rush is upon us and advertisers are feeling pressure from the perfect storm of uncertain expectations, impacts of reduced tracking capabilities, inventory challenges, and rising costs of advertising.
McKinsey’s 2021 Holiday Report reveals that Facebook (67%) and Instagram (52%) are among the top platforms influencing holiday decision making. A whopping 87% of Gen Z shoppers surveyed derive shopping inspiration from social media, with YouTube, Facebook, and Instagram holding the top spots for platform inspiration. Social marketers will need a strategy that capitalizes on this intent while making the most of holiday marketing dollars.
If you’re still looking for inspiration to create a winning holiday strategy, we’ve prepared a few ideas to get you started. You can integrate these into your strategy with or without Marin Social, but the smart, time-saving features are a holiday gift that keeps on giving!
Boost Engagement with your Organic Content (Marin Social’s Message Booster makes this easy!)
- Organic content is key in brand awareness, gaining new customers, and nurturing relationships with current customers. Promoting posts makes it more likely that they’ll reach your intended audiences, which is especially important for advertisers who want to spread the word about upcoming holiday promotions, new products, and new initiatives.
- Though post promotions may not directly attribute revenue, they can be used to segment your audience to then target with direct response ads. Also not to be ignored is the long term business impact of nurturing customer relationships!
- If you already have organic content, put it to work without lifting a finger using Message Booster for Facebook and Instagram in Marin Social. In Message Booster, you can create rules to automatically promote specific ads according to a variety of parameters.
Test Innovative Creative (Marin Social makes insights a breeze)
- If your customers are posting content, use it! Facebook recommends testing lo-fi, customer generated content this holiday season. This means less work for your creative team and forging stronger relationships with your customers. We call this a win-win.
- Marin Social allows you to easily spot creative winners in the “Charts” tool and create custom dimensions for creative analysis in MarinOne, giving you more time to put creative insights to work.
Dedicate Time to your Audience Strategy
- Customers are expected to be less brand loyal than ever this year per the McKinsey Report. 62% of customers surveyed over the past 3 months were unable to purchase the item they wanted due to availability. Of this number, 39% switched brands, 32% went to another retailer, and only 13% waited for the item to be back in stock. If you expect inventory impacts, it’s especially important to invest time in your audience strategy and customer loyalty programming to retain customers.
- Audience segmentation can help you better address your core customers and lower costs during the Black Friday - Cyber Monday time period. Marin Social’s Audience Manager provides a streamlined space to create and manage complex audience segments from multiple sources.