It’s the time of year again for marketers to kick their holiday marketing efforts into high gear. As consumer buying behaviors and media consumption continue to change, it’s crucial for marketers to understand that shoppers increasingly use a variety of channels to find inspiration and make purchases, and therefore marketers must align their messaging across channels to effectively engage customers at optimal touchpoints along their purchase journey. Once they grasp the basics of these channels, marketers can start to utilize more advanced strategies as part of a holistic approach during this critical time of the year.
Among the channels consumers seek out when considering purchases, social videos have become a staple of product research and consideration. Social media marketing puts products right where consumers spend their time, and consumers expect product videos from brands, with many shoppers searching for a product video before visiting a store. Marketers often use social video ads to capture demand throughout the year, but during the holidays, they should be more proactive. By leveraging a multi-channel approach with targeting precision to be more assertive, they can take greater control in driving demand and expanding their results.
Retail marketers should consider the following tactics for developing a multi-channel holiday marketing strategy centered on social video ads to better align marketing with the customer journey.
Utilize Video Across a Variety of Social Platforms
There are many places marketers can reach their target audience, so investing holiday budgets by leveraging video ads across multiple channels generates more opportunities to create impressions and engage with shoppers.
After establishing which social channels target audiences frequent most, marketers can better determine what type of content and video ads to plan and post to offer a seamless experience between preferred platforms and capitalize on different stages of the holiday shopping experience.
Fostering Interest on Pinterest
Pinterest remains a popular destination for consumers to visually interact with brands and discover new products. With many users flocking to the platform to create lists for the holiday season and aid in their gift purchasing decisions, it’s vital for marketers to get their products and brand on the platform immediately.
The ability to showcase branded videos on the platform received a boost just in time for the holidays with the rollout of wide-format promoted video ads, driving efficient costs-per-view and lifts in brand awareness. With 67 percent of Pinterest video viewers saying videos on Pinterest inspire them to take action, there’s ample opportunity for marketers to capture interest for their products heading into the holidays.
Pinterest users’ inspiration period can start up to three months prior to an actual purchase; therefore, it’s important for marketers to reach customers early with video ads to cultivate their interest and move users toward conversion. Marketers looking to land on shoppers’ holiday radars should utilize Pinterest as a visual catalog. For example, a toy retailer could leverage video ads on the platform to reveal the hottest toys of 2018 or a clothing retailer might showcase their winter apparel line as customers look for inspiration for their holiday party attire.
Once they’ve captured interest through Pinterest video ads, marketers need to consider engaging customers by retargeting and remarketing to push their customer even further than the purchase funnel.
Tap Into the Enduring Influence of YouTube
YouTube continues to be a driving influence when it comes to making purchases, especially around the holidays, with mobile watch time for product review videos on YouTube growing each year.
As part of marketers’ holiday strategies, they should leverage YouTube TrueView followed by bumper ads to target prospective audiences and new customers. The best part is marketers only get charged when a user chooses to watch the full 30 second ad – a win, win!
Utilizing companion banners to drive click through rates (CTRs), bumper ads exist as a reminder to customers to purchase specific products. These products should be served via remarketing lists and similar audiences to maximize efficiency and reduce cost per impressions. Additionally, with Google’s mobile-first focus, these ads will serve in a format that is easily viewable for customers on-the-go.
Marketers should also consider running a brand lift study alongside these video ads to measure impact on metrics like brand awareness, ad recall and purchase intent. By doing so, marketers can tweak their strategy within the first week of results to better connect with audiences and more effectively drive results throughout the holiday season.
Leverage Facebook and Instagram for Merchandising, Not Just Branding
Aside from being among the most popular social networks, Instagram and Facebook both command a greater interaction frequency than YouTube. Undoubtedly, video ads on Facebook and Instagram serve the purpose of effectively stimulating a marketer’s target audience on highly actionable and engaged channels. On Facebook alone, views on branded or sponsored video content increased 258% in 2017, with the highest numbers generated around the holiday season as shoppers sought inspiration for gift ideas. Facebook Carousel ads are a favorite among retail marketers because they encourage consumers to interact with their ads and allow greater opportunity to showcase products through images and videos with the potential for several different calls-to-action.
Instagram also recently expanded its ad offerings to more marketers with its Collection ad units, enabling online retailers to add the Shopping Bag icon within their Stories for the holiday season. The images and videos used within the carousel display can link to the brand’s site or product pages to drive e-commerce purchases.
Targeting users that have shown an interest or interacted with holiday topics across Facebook properties should be a key consideration in marketers’ holiday strategies. Marketers can utilize dynamic product ad offerings as an effective way to get in front of new customers with specific product sets or SKUs; for example, targeting users interested in a holiday sweater, gift wrap or children’s toys, or leveraging parental or relationship targeting to hone in on those most likely to convert.
Complement Video Strategies With Highly Relevant Keywords
Driving the desired targeted traffic that converts requires a varied strategy designed for a marketer’s specific brand and product set. To capitalize on the demand social videos generate across channels, marketers should create highly-relevant holiday-specific keywords as consumers who watched a video and are searching for the brand or products by name are likely deeper within the sales funnel. Marketers should develop and expand coverage on relevant keywords that reinforce messaging from their videos to include search terms like “gift ideas,” “best,” “kids,” and “holiday deal,” along with brand and product-specific terms.
Likewise, leveraging remarketing lists for search ads with proper messaging helps ensure marketers can reach customers in their exact moment of need to foster engagement and move them through the purchase funnel with greater precision to drive better results.
Utilizing a video-centric, multi-pronged holiday marketing approach will better enable marketers to take their seasonal performance to the next level by increasing visibility through Pinterest, YouTube, social media platforms and search, while also boosting the brand’s and its products’ popularity among shoppers during the critical holiday season.