Time to Get Your Holiday Marketing Plans Going

It’s that time of year again—holiday season is around the corner, and with it comes the rush for businesses to capitalize on increased consumer spending.

But this year, there's a wrinkle: the U.S. presidential election. As we enter the final stages of the election cycle, social media feeds are already overflowing with political ads, debates, and discussions. This means the competition for attention will be even fiercer than usual, and businesses need to plan their holiday marketing strategies with these extra challenges in mind. Be aware there will be some consumer social media fatigue. I plan to spend some time clicking on rainbow and unicorns posts to get my social feeds back to normal.

To make matters even more complicated, Meta has implemented a five-day ad hold from October 29 to November 4. This is a crucial period for many brands, as they rely heavily on advertising during the peak pre-holiday season. With all major ad platforms expected to be flooded during the first week of November, now is the time to get your ads prepared and scheduled. Much easier if your ads are in place, verified and ready to publish than try to create the ad the first week of November ad rush.

Why Early Preparation Is Key

Launching a Meta ad the first 2 weeks of November feels like a 3 mile slog through quicksand. The platform gets painfully slow and will kick you out mid ad creation. The first rule of holiday marketing in 2024: start early. With the political climate creating an influx of ads and news content, consumers' attention will be divided across multiple platforms. This year, especially, it’s not just about being present—it's about being prepared ahead of the storm surge.

Political ads and content will dominate feeds as we get closer to Election Day, pushing brand ads to the periphery. If you're planning a holiday campaign, avoid launching new ads during this time. Not only will they be competing with political social media fatigue, but ad platforms will also be crowded and expensive. Campaigns launched in this period are likely to face higher costs per click and lower engagement. Starting early gives your ads a better chance of populating, being seen, clicked, and acted upon.

Meta’s Ad Hold: October 29 – November 4

For businesses relying on Meta's suite of platforms (Facebook, Instagram, Messenger), the five-day ad hold leading up to the election is an important consideration. From October 29 to November 4, Meta will not allow any new ads to be launched. For your holiday marketing, this means two things:

1. No New Ads: You won’t be able to launch new ad campaigns during this time. That’s why your focus should be on getting your holiday ads ready and set to go well before the hold begins.
2. Ad Fatigue: Even after the election, social media feeds will still be crowded with leftover political content, user discussions, and brands vying for visibility. The best way to combat this is to launch your holiday campaign early and build up brand recognition before the digital airwaves become too noisy.

Pre-Election Ad Strategy (Mid-October to October 28)

With the Meta hold looming, October is your prime window for launching a robust, impactful ad campaign. Focus on mid-October to October 28 as your core promotional period to push early-bird offers and build anticipation for the holiday shopping season.

Here’s how to make the most of this time:

• Craft Impactful Messages: Your holiday message should stand out. Focus on themes that resonate with your audience—whether it’s convenience (online shopping, fast shipping) or sentiment (the joy of gifting, supporting local businesses).
• Prioritize High-Performing Content Types: Video content continues to dominate social media engagement. Invest in short, engaging videos that tell a story or showcase your products in action. Be sure to include a strong call to action (CTA) that directs viewers to your website or store.

Navigating the Election Period (October 29 – November 4)

While the Meta ad hold may seem restrictive, it’s actually a great opportunity to focus on other aspects of your digital marketing. During this time, shift your focus to organic content. Organic posts are not restricted, and you can still maintain a strong presence without relying on paid ads. Here are a few ideas:

• Social Media Engagement: Increase your organic post frequency across platforms like Instagram, LinkedIn, and TikTok to fill in for the post election vacum. Focus on engaging light content like behind-the-scenes holiday prep, product sneak peeks, or holiday-themed tips and advice.
• Influencer Collaborations: Work with influencers or brand ambassadors to promote your products or services during this period. Influencers can create authentic, engaging content that reaches your audience without relying on ads.

Post-Election Ad Strategy (November 5 – 10)

Once the Meta ad hold lifts on November 5, the landscape will still be crowded, but it’s important to re-launch your ad campaigns with fresh content. The first week of November will see a flood of both political recaps and brand ads, so be prepared to compete with higher costs and lower visibility.

To give your ads the best chance of cutting through the noise, focus on:

• Re-engaging Your Audience: Use retargeting to reach customers who interacted with your brand in October. This will help you maintain momentum and convert early browsers into buyers.
• High-Converting Content: Post-election, consumers will be ready to focus on holiday shopping. Make sure your ads emphasize value, scarcity (limited-time offers), and convenience (fast shipping, local pick-up).

This holiday season, the key to success is preparation. The combination of the election cycle and Meta’s ad restrictions means you’ll need to be proactive about launching your campaigns early and using the right mix of organic content, email marketing, and influencer partnerships. By staying flexible and starting early, you can ensure that your holiday marketing cuts through the noise and drives results.

So, get your ads prepped and ready to post in the next couple of weeks—it’s time to kick your holiday marketing into high gear!

If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

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Trina Gold

Master Creator

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