The company advised brands to start planning early in order to take advantage of audience insights before the December gifting phase heats up.
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Meta published a series of blog posts on holiday campaign planning this week that outline how shopping journeys have evolved, and details how marketers can update their approaches to align with new discovery and purchase behaviors.
The main impetus of the series is that shoppers now find products across various surfaces, and marketers need to take this into consideration.
As perMeta: “86% of global holiday shoppers use social media for inspiration across Reels, Stories and Feed with 58% of Gen Z discovering gifts through Reels and Stories. 64% of those who discover products on Instagram are likely to purchase. The more formats you provide, the more ways Meta Advantage+ can match the right creative to the right person throughout the season.”
This is the real emphasis here. Marketers should lean into the company’sartificial intelligence-powered Advantage+campaigns to better reach prospective customers.
Meta said the holiday shopping journey now has four distinct phases:
- The discovery phase, from October to early November
- The deal phase, meaning Black Friday and Cyber Monday
- The gifting phase, which lasts throughout December
- The fresh start phase, from late December into the new year
In order to ensure that marketers align with this, Meta said they should begin their campaigns as early as possible. That will facilitate the learning phase and ensure that Meta’s systems can develop an understanding of audience response to their promotions.
Meta said its advanced Advantage+ campaigns can help marketers better align with evolving discovery patterns by automatically drip-feeding ads to potential buyers between October and December.
“The system reads intent signals in real time and places your ad on the surface most likely to drive the next action for that specific person at that specific moment,” Meta said.
Meta added that Advantage+ can save advertisers money on ad spend by using Meta’s full inventory, “including high-performing placements where competition and cost are lower.”
Advertisers should turn on Advantage+ placements for their holiday campaigns as soon as possible,Meta said. That way, they can begin the learning period and ensure that by Black Friday their campaigns are running at peak efficiency.
Finally, Meta recommended that marketersuse Conversion Liftanalysis to better measure the path to purchase and ensure accurate performance tracking of their Meta campaigns to attribute sales driven.
There are some valuable tips and insights here that will assist with campaign planning and ensure that brands are getting the most out of their holiday marketing efforts.
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