The Holiday season is the most wonderful, albeit saturated, time of the year.
The Holidays can be overwhelming, with many people to buy for, endless tasks, and limitless choices. Now more than ever, consumers want a personalized experience.
Holidays in high demand for influencers
Many brands turn to influencers for the heavy lifting of Holiday campaigns and to offer personalized, curated recommendations.
Consider this: 82% of consumers trust influencer opinions on social media, and 49% say they depend on influencer recommendations.
But this rise in demand forces an oversaturation of Holiday content and brands elbowing their way onto feeds, fighting for attention.
68% of brands plan to increase their influencer budgets in 2023. Their top three reasons are pressure to sell products, increased influencer rates, and growing demand for influencer marketing.
Influencers echo this sentiment about raising rates due to high demand. 48% of influencers surveyed raise their rates from 5-20% on average during the Holiday season. Their top 3 reasons are proposed timelines from brands, a surge in demand, and the number of deliverables requested.
Social is growing as a popular place to shop
In Q1 2023, traffic referrals from social media platforms grew 27% year-over-year, reported by Salesforce — even as the shopping journey became more complex and fragmented across an average of nine channels.
According to RetailDive, 81% of retailers are planning to expand the number of digital channels they sell on in the next 12 months.
Mo channels, mo problems? That’s a lot of content channel mouths to feed. Why not have influencers and content creators do the heavy lifting with UGC?
You may not need more convincing. Here are five tips for brands looking to maximize influencer marketing campaigns during the busy Holiday season.
5 Influencer Marketing Tips for Brands this Holiday Season
1. Let creators be creative
We recommend marketers plan as early as possible, share KPIs with your influencer partners, and ask them for concepts and buy-in on achieving the best results.
Influencers are experts on their audiences and can be invaluable partners in creating content that cuts through the noise in this hyper-saturated time of year. For top-of-mind awareness, tap into human interest, emotion, and humor. Allow more creative control and ask for virality-driving concepts.
2. Surprise-and-delight gifts show appreciation
A surprising and thoughtful gift, accompanied by a warm note or card, is a great way to make your long-term ambassadors feel appreciated. Does strengthening a relationship through gift-giving also serve business purposes? Yes, it does, but it also provides the opportunity to do business seamlessly by living generously, which is a benefit in itself.
3. Gift cards beat product limitations
Providing your influencer partners with gift cards offers a wider array of product options for them to review and a more personalized choice.
This takes care of shipping and logistics, reduces your own decision fatigue, is more attractive to the creator, and allows them to find an authentic way into your brand.
4. Strive for cross-channel buy-in & budgets
Influencer marketing is becoming increasingly important in overall marketing strategy. Expect requests for content from various departments to fuel e-commerce, email, and social media. If the requests differ for each department, bring it up to leadership and discuss securing a budget that can be shared across departments.
For cross-channel content, engage nano and micro-influencers to create high-quality, low-cost user-generated content (UGC). Make sure to secure rights for organic and paid media usage. Other activations include gift guide inclusions, green screen product roundups, TikTok Shop, hauls, and influencer storefronts.
5. The forgotten sales driver? Blogs.
It's true: video dominates social media feeds. But, according to Insider Intelligence, it's reaching a saturation point. The meteoric rise of video-first content and mobile-first browsing has made people forget about an effective workhorse of a bygone era: blogs.
While average blog traffic has fallen significantly in the past five years, select family, style, and lifestyle bloggers quietly drive hundreds of thousands of page views per month. Shoppable gift guides are key traffic and conversion drivers during the Holiday season.
People want to hear recommendations from people, and we can help you find the right ones for your brand strategy this holiday season.
Let’s talk about what we can offer you and your brand. Schedule a consultation here.