November 13, 2017
The holidays are fast approaching (not that you need to be reminded). TV ads, emails, social media—holiday marketing campaigns are everywhere. But just like shopping for the perfect gift, planning content for the holidays is something you don’t want to let wait until the last minute. Here are three ways to create genuine, authentic social media content that won’t get lost in the holiday rush.
Make the Holidays Less Stressful
First, consider your target audience’s mindset during the holiday season. What are they trying to accomplish? What problems are they facing? What unique needs or wants do they have this time of year? Then think about how your brand or content can help them achieve those needs. The key is to make your content helpful for consumers while also making sure it ties back to your brand’s objectives.
For example, maybe your brand is focused on driving traffic to a recipe database and becoming a Thanksgiving how-to resource. This is what led the Go Bold with Butter team to create #ThanksgivingPrepWeek. The team hosted a series of Facebook Live videos featuring cooking influencers, and shared recipe videos and tips to help consumers create the perfect Thanksgiving meal.
This not only met a user need (help preparing a large holiday meal), it helped accomplish two brand objectives: to encourage consumers to cook and bake with REAL® butter and to drive traffic to the recipe content on its site.
Well-crafted content can cross something off your audience’s to-do list, save them time or make the holidays easier and more enjoyable.
Share Your Expertise
Not every seasonal trend will make sense for your brand. By choosing topics that naturally fall under your brand’s focus, your content will naturally be more authentic and relevant, which can help it break through the holiday noise. Plus, your audience is more likely to trust what is being said.
Jones Dairy Farm is a family-owned breakfast sausage company that knows food, so it was a natural connection to position Jones as a resource for consumers during the biggest food holiday of the year. To do this, Jones Dairy Farm hosted a series of Thanksgiving Twitter chats. Each week leading up to Thanksgiving, Jones Dairy Farm invited fans to join them at a specific time on Twitter and used custom hashtags to ask users questions about a different topic – appetizers, feeding a crowd, stuffing and last-minute recipes. Fans could directly engage with the brand by answering the prompts and by using Jones as a resource for their own holiday questions. This was ultimately successful because the brand had built credibility as a cooking and entertaining expert throughout the year and consumers knew they could trust Jones Dairy Farm. It all comes down to authenticity.
It’s natural to want to widen your reach during the holidays. However, by focusing on your existing audience, you have greater potential to create a powerful campaign. Social media is a cluttered environment during this time of year, your brand is more likely to have a bigger impact when the content is meant for people who have already identified as wanting to engage with you. One way to do this is by rewarding fans.
Wisconsin Cheese rewarded its Facebook® fans with a 12 Days of Cheese giveaway during last holiday season. For 12 days, fans had the opportunity to comment to enter to win prizes including cheese pairings, accessories and specialty cheeses. By rewarding fans on social media, you can engage with your customers in a fun, festive way that is sure to stand out because the sentiment of, “thank you” can go a long way.
Looking to get your content into the holiday spirit? We’d love to brainstorm with you! Email firstname.lastname@example.org to get in touch.