A constant barrage of back-to-school photos on Facebook means autumn is here. If you’re a marketer, your holiday budget has likely been set aside for many months. But trends are lightning fast nowadays, and our social audience behavior’s has changed since then. So keep in mind these four up-to-the-minute tips as you ramp up your holiday marketing planning into the fall and beyond.
1. Think beyond TV
In the second quarter of 2015, the 13 largest pay TV providers in the US (which account for about 95% of the market) saw a net loss of 470,855 subscribers—the biggest quarterly drop ever. And 21 of the top 30 Nielsen-tracked cable TV networks saw large declines in primetime ratings in July 2015. If your brand sells to a niche market that used to tune in to cable TV, consider collaborating with social media influencers who have similar niche audiences.
2. Launch your campaign now
Google reported that last year, 48% of holiday shoppers did most of their shopping on or before Cyber Monday, and a quarter of shoppers did at least some holiday shopping before Halloween. If you’re running custom video content this holiday season, take advantage of partners offering locked rates on TrueView media, since TrueView is an auction product and its price tends to fluctuate during the holiday season.
3. Develop your keyword strategy
In 2014, 28% of all retail sales—nearly $1 trillion—were influenced by shopping-related mobile searches. So make sure you catch your share of shopping-related searches with a great SEO strategy.
YouTube is the second most used search engine in the world, so spend some time optimizing your YouTube channel with SEO-friendly metadata. And outfit your creative for the holiday to ensure that keywords and content are tailored to your branding and sales goals. (And if you’re not sure where to start, we can help!)
4. Partner with influencers who share your goals
Do you know who wields influence over your target demographic? Of all the people who watched YouTube videos during the holiday shopping process last year, 68% preferred product videos from ‘people like me’. You’ll get more authentic and compelling holiday message distribution when you collaborate with influencers who truly have affinity for your product and share your brand’s goals.
If you’re interested in learning more about how influencers work with brands or partnering with talent who are a good match for your holiday message, drop us a line at firstname.lastname@example.org. Good luck with your holiday planning!