Our guide to the season on social. What makes this time of year different, what you might not have considered, and how to approach your festive content.
We told you something special was coming. With less than 50 days until Christmas, and whether you're planning out the last of Q4 on social or ready to hit review mode, we're arriving right on schedule with some timely reminders for your festive content. 🎄
Allow us to introduce… the Festive Social Playbook! Read on for your guide to the season on social, packed with our thoughts on what makes this time of year different, things you may not have considered and how to approach your content with all of this in mind. ✨
Cultural Awareness Counts 🤝
(always, but especially at Christmas)
Small cultural nuances in language, behaviour and ritual can shape how people perceive and respond to marketing, so understanding them is essential when working across different markets. Source: Financial Express - Brandwagon
The memories and nostalgia of years gone by, the freedom to spend quality time while the noise of the outside world is dialled down... there's something about this time of year that feels particularly personal. 💫
This is reflected in the way we respond to the content we consume, which makes it all the more important for us marketers to get it right, especially when the margins for retaining attention are so minute we may not even notice what we are and aren't responding to.
Earn your audience's attention through culturally relevant messages and you're looking at engagement, loyalty and even advocacy. Lose their trust through content that doesn't land and it's much harder to win back.
Step 1️⃣: Think about your audience 👥
The starting point for mastering the festive season lies with the people you're actually talking to: your core audience. Having a watertight understanding of who they are, what they enjoy and what their plans are means you can speak their festive language exactly how they want.
Some questions to think on…
- Just because some of us celebrate Christmas, are we assuming everyone does?
- Do we know enough about the demographics, preferences and behaviour of our audience?
- What date(s) do celebrations fall on across different regions?
Step 2️⃣: Consider potential sensitivities 🫶
Now you've gathered that valuable intel, it's time to find your no-gos. Having a clear idea of what's on and off the table as far as your audience is concerned means your festive content is in the best place to succeed.
You might want to check in on the following…
- Are we speaking about alcohol consumption in a way that could alienate non-drinkers?
- Are we mindful of social dynamics and how people may be spending the season?
Step 3️⃣: Check your tone 🎙️
Lastly, if you're anything like us, you can't help but let the festive cheer filter through into your comms. Still, it's a great idea to do a final check on your content as the last step before sharing.
Before you hit publish, here's what to sense check…
- Does it land right with everyone, or just a select group?
- Have we veered off-brand or are we being true to our tone of voice?
- Is humour okay for us here? Does it add or detract from our message?
The Festive Checklist 📋
You know us, we're Culture Lab, so we had to leave you with a bit of seasonal whimsy.
Behold… your Ho Ho GOs ✅ and your ❌ Ho Ho NOs ❌
Ho Ho GO ✅
- Clear strategy
- Cultural research
- Audience insights
- Joyful acceptance
Ho Ho NO ❌
- Stereotyping & generalisation
- Assumptions
- Cultural humour
- Fearful avoidance
That's all from us. Now go forth and tackle the season with all the confidence in the world. Q4 is a big one, but you've got this, and we're proud of you for flying the culture flag. 🎄
Want Culture Lab straight to your inbox? Sign up to our mailing list and never miss a trend again ✨
With love from your helpful entourage of festive elves, The Culture Lab team 💚
