Marketing the holidays has always been a challenge, but in an unprecedented 2020, it is even more so. The fundamental shifts in consumer buying habits as well as a global zeitgeist that feels a little more lost than normal, mean the expectation for brands to get it right has never been higher.

The pressure might be on for digital marketers but never fear, our experts are on hand to offer their pearls of wisdom for this challenging season.

Read on for AntiSocials’ top tips for marketing the 2020 holidays to help you plan a robust and COVID sensitive campaign.

Connect with People

2020 has been a year like no other, we all know this. In fact, the pandemic offers a unique opportunity for us to acknowledge that we are all, in various shapes and forms, in the same boat. Use this to connect to your audience!

Brand messaging should focus on connection rather than on overt selling. Consumers don’t want to be told what they need, instead, they want to feel like their needs are understood and their needs can be met. Copy should speak with comfort, care, and empathy.

Showy and outlandish campaigns have been left behind in 2019 and instead, campaigns should focus on how to empathize with your audience. Consider fun and light-hearted messaging that speaks to your audience on a human to human level, and avoid anything that fails to acknowledge your consumer’s potentially vulnerable state.

Tip: Stay empathetic and show you care by relating to the moment.

Stay Socially Accountable

In a report by War Room detailing how COVID-19 is affecting consumer behavior, they highlighted that 29% of consumers said they would pay a premium price if there is a contribution to the community.

The push towards community and society first thinking is a huge trend in 2020. Political upheaval, social unrest, the climate crisis, and a pandemic have caused a fundamental shift in people’s behavior. This move towards considering a collective good, rather than an individual one, is one to be mindful of in your brand messaging.

This means consumers’ expectations for brands have come a long way. Gone are the days where brands could simply have a good product. Now, consumers want to see the positive impact brands can have on their life and the lives of the people around them. Brands need to position themselves as being community, society, and environment focused, to adhere to a new normal that needs to consider the larger picture.

Tip: Focus on campaigns that give back to the community, and provide positive social value.

Rethink Paid Media and Targeting

We’re seeing a major shift in the buying habits of consumers in 2020 and online sales have skyrocketed. Since the pandemic began, 85% of global consumers are now shopping online, so make sure you have a paid ads strategy to match these new consumer trends.

Paid ads and targeting allow you the flexibility to shift and tweak ad campaigns based on consumers’ immediate moods and requirements, rather than being locked into more expensive traditional advertising. We’re all experiencing the yoyoing of COVID-19 moods, and social ads are a great way to provide quick fixes to marketing campaigns to meet your consumers, wherever they are.

We’re also seeing a new uptake in online shopping by Gen X and Baby Boomers. According to a report by Facebook, 80% of Generation X and Baby Boomers are now shopping online, so consider implementing robust targetting for that older demographic.

Tip: Screen time is at an all-time high, so make sure you’re optimizing all your ads for mobile.

Consider Alternative Channels

Across the board, we are seeing large increases in web browsing time, TV watching, and time spent on social media. Where all social channels are seeing an increase, the most notable rise is in interactive channels such as Twitch and, perhaps the shining star of 2020, TikTok.

In a report earlier this year, TikTok revealed the app has been downloaded around 2 billion times globally, and its monthly active users have grown nearly 800% since January, 2018.

TikTok presents a great uptapped well of possibilities for brands, and you can read more about our thoughts on TikTok here.

Tip: Consider implementing both TikTok and Twitch strategies into your next campaign to capitalize on this growth.

So, there you have it, our top tips for marketing the holidays in 2020. The holiday season might look different this year, but utilize these tips to ensure your brand messaging and social campaigns are leaving a positive and lasting impression on your audience.

If you’re looking for more insight into the wonderful world of digital marketing then be sure to reach out to us!