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The holiday season isn’t just a time for parties and sales, it’s also a time when brands tend to splurge on high-end gear. But there are different indicators of the use of each marketing channel during the holidays – even when it comes to social media platforms like Facebook and Instagram, Digiday + Research found in a recent survey of 48 brand professionals.
It’s no surprise that Digiday’s research found that Meta’s Facebook and Instagram platforms topped the marketing channels currently used by brands in 2022 (also tied with fans). Ninety-two percent of brand respondents said they have used Facebook and Instagram for marketing this year.
When it comes to how brands plan to use these platforms heading into the holiday shopping season, only a handful of respondents to Digiday’s survey said that Meta platforms fall into their holiday marketing plans. (Only 17% of brand marketers said Facebook will be less. important during the holidays, and 15% said the same about Instagram). But there’s a difference in how brands think about using Instagram over Facebook during the holiday season.
Half of brand respondents said the importance of Facebook will remain as they move toward holiday shopping. But a larger percentage (54%) said Instagram will be more important during the holiday shopping season. In fact, the only channel that is more important than Instagram is TikTok, which 60% of brands said will be more active in their holiday marketing plans. Meanwhile, only a third of benchmarks predicted that Facebook would outgrow the holiday season, putting the platform at the bottom of the list of marketing channels based on holiday growth.
It’s true that a channel that holds so much importance in a brand’s marketing plans may not have as much influence on the holidays as it has on top – as in the case of Facebook. However, it is important that Instagram, working with its brothers Meta, is important for the marketing of brands throughout the year, and it will be more important to go to the holiday season.
It’s worth noting here that Facebook and Instagram also played a different role in brands’ holiday marketing plans last year. Fifty-eight percent of brands that responded to Digiday’s 2021 holiday survey said Facebook was very or very important to their company during the 2021 holiday season, while 68% said Instagram is very important or important.
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