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6 Holiday Marketing Tips From Twitter’s Head of Content Planning

The vacations supply main alternatives in retail, gross sales and marketing. In the event you’re not leveraging this time to have interaction shoppers and provide superior content material, you are lacking out.

Folks come to websites resembling Twitter to find issues, so these platforms present a very good alternative to get your model’s identify on the market. That’s doesn’t imply promotion, promotion, promotion. As a substitute, leverage these social networks to supply enjoyable content material and live broadcasts. Create love at first sight — get folks to cease scrolling of their feeds. This “stopping energy” is what’s going to get you observed.

Twitter’s head of content material planning, Stacy Minero, gave us the within scoop on the very best methods to market throughout the holidays and get folks to cease of their tracks once they see your stuff. Check out these six suggestions.

1. Create content material as a service.

Take your merchandise and present folks how they’ll use them in different methods.

After Halloween, @SNICKERS confirmed followers how they may use leftover sweet bars in different recipes equivalent to desserts and baked items. @Lowes supplies followers suggestions and tips to embellish through the holidays, serving up its merchandise whereas doing so too.

2. Map your moments.

“Each tweet is a sign of intent,” Minero says. As a model, know what your target market likes to do, what they tweet about and basic details about them with the intention to cater content material to them. Creating content material round cultural moments, equivalent to Black Friday, Cyber Monday or Friendsgiving, is very vital.

3. Give shoppers a dwell look.

Reside video has exploded this yr. Though that is partially as a result of higher know-how, it’s additionally as a result of persons are looking forward to fast hits of inspiration — particularly throughout the holidays. When manufacturers embrace the thought of being “dwell broadcasters,” they’re giving followers an inside look behind the scenes or at an occasion that they couldn’t attend.

4. Go from viewing to doing.

Consider methods to make your concepts extra motion-oriented. Every time you get shoppers concerned in your model story is impactful and can create phrase-of-mouth buzz over the vacation season.

For the second 12 months in a row, @REI promoted its #OptOutside marketing campaign utilizing Twitter instruments, resembling conversational video playing cards, to interact shoppers.

5. Make use of creators.

Associate with influencers and digital creators to place your model within the limelight. Social influencers can get your model’s title on the market, and digital creators might help create participating content material reminiscent of cease-movement movies and GIFs.

If you happen to’re uncertain the place to search out the correct creator in your model, Twitter’s Niche is a community of creators and influencers that manufacturers can faucet into.

6. All the time optimize.

Going into your Twitter dashboard or tapping into the social analytics in your model to what’s working and what’s not will allow you to create the precise content material on your audience. Dial up on what’s working. Over the vacations, this might imply switching up your messaging to use to subjects corresponding to final-minute present concepts or promotions.

Final 12 months, Twitter discovered that forty eight p.c of Twitter customers bought their vacation procuring accomplished within the three weeks main as much as Christmas. Utilizing this info, @Pandora_NA switched its messaging from planning to final-minute reward concepts.

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