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Advertising on Facebook during the holiday season, and really anytime in Quarter 4, can be an intimidating experience. As we approach Thanksgiving, there are more businesses spending more money on ads, which will drive up costs for all advertisers. This makes it even more important than ever to create the best and most relevant Ads for our audiences. We’re here to help you overcome the overwhelm through exploring Facebook marketing holiday trends. Facebook is a very powerful marketing platform and if you know how to leverage it, you’ll be able to increase your ROI this holiday season!49% of shoppers say Facebook is influential in their holiday shopping Click To Tweet
Facebook Marketing Holiday Trends: What to expect in October
Quarter 4 is without a doubt the busiest time for Facebook users. Beginning in October, more people are spending time on Facebook to not only socialize and share pictures throughout the holidays, but to shop! Nearly 1/2 of all shoppers will be influenced by something they see in their Facebook Newsfeed. I can say without a doubt that I am one of those 50%. It was through a Facebook Ad that I recently bought the first “major” gift for one of my children.
User activity will remain high through New Years, so it’s essential to keep fresh and engaging content on your Business Page and to refresh your Ads’ creative often through the holiday seasons. With people signing on even more than usual, you want to ensure that they don’t get tired of seeing your Ads.
October is the month to plant the seeds regarding holiday gift ideas. Many people are already shopping, and those who are not have likely begun planning. Keep this in mind for both your organic and paid marketing strategies.47% of consumers start thinking about holiday gifts before November. Click To Tweet
Facebook Marketing Holiday Trends: What to expect in November
When you think about the month of November and shopping, you probably thing of Black Friday (the day after Thanksgiving) – and with good reasons! Black Friday is huge in the United States and catching on worldwide. You will want to promote special deals and discounts for Black Friday and start running your ads earlier that week. Some retailers run promoriotions for the entire week or the entire weekend. Some also offer deals on Cyber Monday (the Monday following Black Friday). so consider this when you are making your marketing plans.Black Friday is now celebrated by 1 in 3 people worldwide, up from 1 in 4 last year. Click To Tweet
Facebook Marketing Holiday Trends: What to expect in December
You should plan on spending the bulk of your advertising budget for Q4 in December. An average of 62% of surveyed people report doing most of their holiday shopping in December and 1 in 4 make their purchases between December 11-20. Your posts and Ads should create a sense of urgency in for last-minute shoppers.
This is important, and often overlooked: don’t spend all of your marketing budget before Christmas! You will want to ensure that you can still advertise after Chirstmas. There are plenty of shoppers who plan to shop after the holiday rush and spend gift cards and money received as gifts. If you have exhausted your budget, you’ll miss the opportunity to capture these eager buyers.65% of shoppers plan to keep shopping after Christmas. Click To Tweet
Facebook Marketing Holiday Trends: What to expect in January
In January the holiday rush begins to die down. Post-holiday sales will still attract some shoppers with special offers and new product lines for the new year. January is also the most common month for making returns – which may sound sad to an eCommerce business, but oftentimes people will keep shopping even when making returns, so keep your messaging in front of your audience.
Facebook Marketing Holiday Trends: Mobile Insights
It’s no secret that mobile usage is on the rise, and last year for the first time, mobile conversions surpassed desktop on Facebook! When you are creating your Ads (or your posts/websites) make sure that everything is optimized for mobile. People are on their phones so incredibly much, that it’s imperative that your clients can use your site and make purchases easily. When creating Ads on Facebook, don’t just rely on the preview screen in the Ads Manager, click to preview on mobile and make sure it looks good!53% of conversions happened through a mobile device in 2016. Click To Tweet
Facebook Marketing Holiday Trends: Ad Best Practices
A best practice for an Ad running at anytime, but especially during the holiday season, ensure that your business goal matches your ad objective:
Get more likes, comments, and shares.
Get more video views.
Get more people in-store.
Drive more visitors to your website.
Get more people to take valuable actions on your website.
Engagement > Page Post
Reach the right people with the right message at the right time. Spend some time determining who you want to reach during the holidays. You could use a custom list of people to remarket to your best existing customers? Or advertise to people who visit your website but have not yet made a purchase using the Facebook Pixel? You could also use Facebook’s internal targeting options to identify people by a custom combination of demographics, interests, and behaviors. Facebook allows you to split-test the same Ad on different audiences so you can determine which audience performs better than the other.
Facebook users want to see images that fall in line with the other content on their Timelines, so use holiday-specific imagery and video during the holiday season. Ensure that your copy is compelling, and if it can resonate with your audience on an emotional level, that’s great too. Having a strong call-to-action is important. You should include a call-to-action in your copy, but also ensure you are using a call-to-action button that encourages people to make a purchase, such as Shop Now. As always, test different creative (or copy) for the best chance at identifying the Ad that will perform best for you.
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Meg is the Founder and CEO of EIEIO Marketing. Originally from Rochester, NY, she now lives in Phoenix, AZ with her husband and their 4 daughters. Meg has been involved with marketing to moms for over 7 years and has experience working for Facebook within their Marketing Expert Program. When Meg is not managing ads for clients, teaching digital marketing strategy, or furthering her own professional development – she enjoys getting the family out of the house to explore a variety of fun and educational adventures. After the kids are in bed, Meg enjoys binge watching Netflix, fantasy football, and a glass of wine. Learn more about EIEIO Marketing.