Ho-ho-ho! Top tips for your Christmas social media strategy5 min read
The Holiday season has always been both a challenging period and a delight for all companies. On the one hand there is the desire to celebrate, to finally take a few days off from the working grind (even better if together with one’s loved ones). On the other hand there is the awareness that even during the most “magical” two weeks of the year it’s necessary to think about what content to post on social, and how best to manage one’s assets on various platforms. Business never takes time off!
Similarly to what happens in summer, even during the holidays it is necessary to adapt one’s communication strategy to the period, without excessive “sweetness”. Plan your content as much as possible so as not to have to invent a creative copy at 19:30 on Christmas Eve, at the risk of arriving late for dinner with the relatives. So here are some useful tips for a Christmas strategy for social media that would make even Santa Claus jealous!
Christmas communication strategy for social media: 5 useful tips to avoid being caught unprepared
Some people start engaging in ad hoc Christmas activities as soon as the month of November arrives (like Mariah Carey or Michael Bublé!). Others prefer to get started, immediately after thanksgiving or on November 27th at the start of Advent. In general, it’s a good idea to start planning content from December 1st, in order not to risk putting too much anxiety on your audience and at the same time not to fall behind with work. Here you can find some more ideas about it.
- Show the human side of your company
It’s commonly thought that companies are serious rigid entities, made up of automatons who think of nothing other than work and their computer, obsessed with performance. Nothing could be more wrong! “Human capital” is what very often makes the difference, creating close business relationships, whether with small traders or multinationals.
If you are looking for a greater sense of connection with your current and potential customers, you might think about sharing some short videos on your social profiles where your employees wish your followers best wishes; alternatively you could show them in the workplace wearing a Santa hat or with a decorated tree next to them (TikTok may be the right platform!). Just be careful: there is the risk of falling into “cringe” creation, so don’t force anyone, and try to make everything appear as spontaneous as possible!
- Create hype with a dedicated advent calendar
This is a strategy that should actually be structured well in advance (yes, in September, when you’re just back from a week at the beach!): every day starting from December 1st you could create a special social countdown by presenting one of the products that you offer. In this way you’ll create excited anticipation from your customers, who will be eager to discover each new box with you. Obviously, this idea is easier to implement when your business offers physical products and not services, but not necessarily. Give ample space to your creativity (without stressing your marketing department too much!).
- Think about special offers and discounts
Only during the Christmas period are people driven to spend a little more money easily here and there on last minute gifts, sumptuous dinners and various decorations. What better stimulus for another impulse buy than a special discount? Flash promotions related to Christmas are much more likely to work during this very special period, but obviously they must be accompanied by the correct communication campaign. In this sense the banners or pop-ups on your site, the newsletters for the most loyal customers (whom you will pamper with special discounts) and also the dedicated articles on your (essential!) company blog are all vital. As for social networks, you could insert a link to the discounted products on your site in the Instagram Stories or directly offer a discount code to customers.
- Organize your editorial plan properly (preferably until January)
No one likes to work during the holidays even if, speaking honestly, we know very well that between the 26th and 30th many people have to go back to the office and get back on a computer. By organizing your editorial plan well in advance, perhaps as early as November, you will have the opportunity to offer content designed without haste, with knowledge of the facts, with error-free copy and with excellent graphics that you will have time to review and, possibly correct if necessary.
Whether it’s planning for Instagram, TikTok, Facebook, Twitter or your own site, it doesn’t matter: doing things calmly is undoubtedly the right choice. Also, because otherwise you risk posting the same old meme of people who have eaten too much or received, for the umpteenth time, uncomfortable questions from relatives. For the rest, avoiding posts that belittle either gender or that are culturally offensive might be wise. You can do better, so go for it!
- Dress up, don’t overdo it
Add new graphics and colors to your website and social media, include festive recipes in your editorial plan, home decorating tips, and why not also add an “unpopular opinion” about the Christmas season that will increase engagement and involvement on the part of your current and potential users and customers. Whatever type of content you choose to publish, try to make sure it is original, not obvious, and above all that it’s consistent with your tone of voice and your corporate identity.
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