Now that the holiday shopping season is upon us, everyone is looking to put out their best marketing campaigns. Since Facebook is one of the top digital advertising platforms, it is probably a good idea to optimize your ads there. And Facebook is here to help, publishing its 2020 Holiday Insights. This super helpful guide gives all sorts of stats and suggestions on advertising during the 2020 holiday season. So, naturally, we have the highlights right here.
Optimize digital platforms
Since the Covid-19 pandemic, more people than ever have turned to online shopping, and that trend is continuing into holiday shopping. Forty-three percent of people surveyed reported shopping online for holiday-related purchases.
You’ll want to optimize your online experience. ECommerce platforms should be easy to navigate and have all the information accessible. And don’t forget to optimize for mobile.
You should also make sure your customers can easily contact your business online. Make sure your Facebook and WhatsApp messaging are enabled and check your messages frequently.
Help people find your products
Self-gifting is very popular right now. Many people are buying gifts for themselves almost as much as they’re buying gifts for other people. Take this opportunity to show them the products you have that they will love. Facebook suggests using dynamic ads. To do this, upload your catalog and Facebook will show products to people who have already shown interest in them. This is great for retailers who have a good eCommerce platform and too many products to create the ads manually.
Show your brand to new audiences
During this year, people have reported trying more new things. While retargeting is good for conversions, don’t be afraid to show your brand to new audiences who have shown interest in businesses like yours. Facebook suggests advertising branded content on stories. Unlike a regular story, your content will stay up for more than 24 hours and it is a fun and engaging way to show your brand to new people.
Have sales, discounts, and promotions
Covid-19 has had a major impact on many people’s finances. Almost ⅓ of shoppers reported that they would wait for a deal before making a purchase. Much like in the 2008 recession, this is going to lead to more sales, discounts, and promotions during the holiday season.
Optimize your promotional campaigns with facebook automation. You upload up to six different options for images and copy, then Facebook shows people a combination of those options that will perform the best. You can also use campaign budget optimization to allow Facebook to funnel more budget to ads that are performing better.
Show you care
People want to see brands active on social media in a meaningful way. In 2020, this means showing what you’re doing to help during the pandemic. Consider making posts about how you are keeping shoppers and employees safe this holiday season. You could also partner with a local charity and hold a fundraiser.
This year is going to be different, but that doesn’t mean we can’t celebrate. It just means businesses need to keep up with their customers’ shopping habits. With everything moving online, so should your marketing efforts. And Facebook holiday insights is a great resource to get you started.
