Top Holiday Content Trends for Marketers This Season
As the 2023 holiday season kicks off, marketers, creators, and publishers find themselves navigating an increasingly complex socioeconomic environment, with consumers more conscientious about their spending habits. In the world of digital content, understanding the trends that influence consumers' shopping and purchasing decisions has become paramount. A recent report from Tubular Labs and Chartbeat dissects the top five holiday content trends that will impact how shoppers plan their holiday spending, from scoring deals to buying gifts, decorations, travel, and cooking essentials.
Holiday Video Content is Booming
Compared to the same period in 2022, the Tubular Labs report reveals an astounding surge of holiday-related video uploads. Holiday videos have witnessed an increase of over one million uploads, signifying the growing importance of video content during the festive season. This trend underlines the significance of visual storytelling in captivating audiences and driving engagement.
Soaring Views on YouTube
YouTube continues to be a major player in the holiday content game. Over the past year, YouTube views have seen an astonishing growth of 6.5 billion, reinforcing the platform's popularity as a go-to source for holiday-related content. Marketers looking to reach their audiences during the holiday season should consider leveraging YouTube's reach and effectiveness in capturing consumer attention.
Tubular’s 2022 data indicates that Gift Guide viewership on TikTok took off in early November and peaked on Christmas Day.
TikTok Takes the Stage
TikTok has experienced a meteoric rise in viewership, with an astounding 79% increase compared to last year. Its short-form, visually engaging content is ideal for holiday-inspired videos. Marketers should capitalize on TikTok's viral potential to engage with younger, digitally-savvy audiences during the holidays.
Early Bird Catches the Traffic
While the peak of on-site holiday traffic may be closer to the actual holiday dates, the Tubular Labs report emphasizes the importance of planning content well in advance. Marketers who prepare their holiday-themed content in advance can maximize the benefits of real-time traffic surges during the holidays. Understanding the devices and referral sources that drive visitor traffic can also help you fine-tune your strategies for optimal results.
The Tubular Labs report offers invaluable content insights to boost your on-site and social media holiday campaigns. This information can help in crafting more targeted and engaging content, ensuring that your brand stands out in the crowded holiday marketplace.
In a holiday season marked by shifting consumer behaviors, understanding these trends can give marketers a competitive edge. By harnessing the power of video, leveraging YouTube and TikTok, and planning content in advance, brands can captivate audiences and make the most of the festive season. With insights from the Tubular Labs report, you can fine-tune your holiday campaigns for a successful and engaging holiday season.
