[Case Study] How to Plan Your Christmas Marketing Campaigns With the Help of Data

With all the magic flowing through the air, the festive season is still quite a challenge for marketers and SMM specialists worldwide who need to come up with new ways of catching the users’ attention. To give them a hand, we put together this list of steps they must follow to create a successful Christmas marketing strategy.

Define your campaign objective and create a message

What does your brand want to achieve this Christmas season?

• Make sure you include clear calls to action, even if it’s just a ‘check out our store’ button leading to your website or social media accounts.

Pick the right platform

The most engaging social media platform for last year’s Christmas campaigns was TikTok with an average engagement rate of 5.493%, followed by LinkedIn, Instagram, Facebook, and Twitter

• Creating a 360′ marketing strategy is important for every brand. The key is to understand each platform’s audiences, features, and potential and create specific content

Write short captions in your Christmas posts for better engagement

The fewer words you use, the better.

• For example, on Facebook, the best practice is to post images with longer captions of 40-60 words for the highest engagement rate per post – 1.374%.
• On Instagram, videos perform best with shorter captions (less than 20 words) with an engagement rate of 0.908%.

Five of the best social media Christmas campaigns

Oreo is known for its themed cookies and varied recipes, so they released a limited edition with five “cool winter designs.”

• Coca-Cola is a top-of-mind brand when it comes to timeless Christmas marketing campaigns.
• Lego launched a touching campaign called #BuildToGive, asking parents to build a Christmas ornament with their children and share it on social media with the hashtag.

Attract your audience with paid promotions

These will help you to attract more visitors to your desired landing pages.

• Even if they don’t make a purchase, they will be introduced to your products, services, and offers, which will benefit you in other ways.

Final thoughts

Christmas social media campaigns require time and dedication, but a little help from specialized tools can work wonders for your brand’s exposure

• This holiday season is about getting closer to loved ones, so it also means your brand should be closer to its followers, no matter the platform

Analyze and report the performance of your Christmas campaigns

Use Socialinsider to analyze the performance for any campaign you run on social media

• Tag and report your competitors’ campaigns, Track your influencers’ success, Get a more in-depth content analysis with posts tags

Use more albums on Facebook and more videos on Instagram for better engagement

On Facebook, brands should post more albums for a higher engagement rate (0.487%), mainly because it’s easier to delimit Christmas posts from regular posts.

• Instagram, which is the most visual platform, videos perform best with an average engagement rate of 0.383%.
• Carousels posts get more likes, so include them in your Christmas marketing strategy.

Understand your audience and create a schedule

Analyze your target audience and see what they like, dislike, and are active on social media.

• Use an analytics tool like Socialinsider to rank your post types by engagement and average engagement to see the geographical distribution of your followers and know when your posts should go live

Create a Christmas offer

Customize your offer based on your objectives and target audience.

• Discount codes
• Gift certificates
• Product packages
• Reward features
• Loyalty bonuses for your first clients
• Free shipping
• Specialized packaging
• Analyze the competition to see what offers your competitors are offering

Sprinkle Your Christmas Posts With Emojis

Using over 20 emojis brings higher engagement

• They are easy to spot and understand, and they’re a fun way to add some color to your captions
• Christmas trees, presents, and sparkles are some of the most popular emoji choices

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