Hey there,
I know it feels weird to be thinking about the holiday season while it’s one MEELION degrees outside, but we’re always doing our best to stay a few steps ahead in the world of influencer campaigns. Grab a cold drink (is it 5 o’clock…somewhere?), find some shade, and let’s go over some of our top influencer marketing predictions for the upcoming holiday season.
- CGC FTW: One thing we’re excited about is the increase in consumer-generated content (CGC) and work-for-hire programs. By using CGC, brands can generate a ton of authentic content that really resonates with people. Plus, it’s perfect for performance-based initiatives. In the world of CGC, brands own the content outright and can put paid promotion behind it for as long as they like in an effort to drive those all-important conversions.
- Budget-Minded Boosting: Speaking of conversion, let’s talk about Facebook. We’re seeing a big uptick in brands using paid Facebook amplification for their Instagram content. Why? Because Facebook continues to perform exceptionally well for conversion-focused campaigns, and it often comes with a lower cost per click than Instagram. So, as the biggest shopping season of the year approaches, don’t hesitate to give your top-performing Instagram posts a little boost on Facebook — it’s a budget-savvy move that can really pay off.
- Creative Collabs: Another trend we’re seeing a lot of interest in for the proposals that we have already submitted for the upcoming holiday season is duets. This is a fantastic way to leverage the star power of bigger celebs and creators by pairing them with smaller influencers. It’s a win-win: the big names draw attention, and the smaller creators add a layer of relatability and trust.
- Live Connections: I love this one: there’s been a renewed interest in live influencer events. These can be such a great way to showcase holiday decor, gifts, and recipes in real-time. A few examples: a virtual holiday party where influencers demonstrate DIY decor projects, a cooking session where they prepare festive recipes, or a GRWM event showcasing the latest holiday fashion and beauty styles. These types of live, interactive sessions allow influencers to engage with their audience directly, answer questions, and create a fun communal holiday experience.
- TikTok, Let’s Shop: And let’s not forget about TikTok. Yes, it’s still going strong, despite a potential ban looming. People love using TikTok to find gift ideas, so don’t shy away from it. From targeted gift guides to personalized reviews and recommendations, TikTok drives purchases — whether you’re guiding them to TikTok Shop or other brand-owned channels or retailers. TikTok will be live, well, and kicking for all of 2024 at least, so no need to pump the brakes on it just yet.
- Be the Early Bird: Timing is going to be a bit tricky this year. We’re predicting that gift guides and holiday round-ups will start popping up earlier than ever. With the election coming up, we’re expecting some condensed and interrupted timelines, so it’s smart to get your holiday content out there sooner rather than later.
So, there you have it — our top predictions for holiday influencer marketing this year. It’s going to be another interesting and hopefully exciting season, and we can’t wait to see how these trends unfold. As always, we’re here to help you navigate it all and make the most of your holiday campaigns.
Reach out any time with questions, or connect with me on LinkedIn.
Danielle
