This is how Hubspot’s social team prepares for the holiday season [+Tips You Can Leverage]

Okay, so most of us have not even chosen our Halloween costumes yet.

But for marketers everywhere, it’s about to be at the point where we need to start sipping on the legendary eggnog and thinking about our holiday marketing strategies – but where do we even begin?

Are you in doubt about where to start with your holiday marketing strategy on social media? In this post, you can hear directly from HubSpot’s social team about the best holiday marketing methods on social media and how to best prepare for the holiday season.

Best Practices for Holiday Marketing on Social Media

1. Prioritize high value content.

Kelly Hendrickson, Senior Manager of the Social Media team at HubSpot, says: “When it comes to brands posting on social media around the holidays, the question we should always ask is, ‘Is this of value to my audience?’

best practices for holiday marketing on social media

As the audience is likely to see a lot of content from a lot of various companies hoping to increase sales during the holidays, the content you create should be as high value as possible, such as postings centered on social media, or emails alerting sales or discounts , you are currently driving.

Annabelle Nyst, Senior Content Strategist, also gives this tip, as consumer behavior online can change during the holiday season “The use of social media can decrease during holiday periods because people spend time with their dear IRL.” This means that in order to have the greatest impact on your audiences when they are online, your content needs to shine.

To create this high value content, you need to set goals that are specific to your holiday marketing needs and create a content marketing strategy that will help you execute and succeed. Hendrickson adds: ‘Holidays are a time when CPMs are high and attention spans are low. For content to cut through, it must be more valuable than ever. “

Have social media support ready.

Consumers send more messages to retailers on social media during the holiday months than during the holiday-free seasons. SproutSocial projects that resellers can expect to receive an average of 18% more social messages per month during the 2021 holiday season (as shown in the image below).

The average number of social messages that retailers have received per  month

Image source

Given this, make sure service and marketing teams are up to date and ready to respond to messages on social media during the holidays.

3. Be inclusive.

It is incredibly important to be inclusive during the holiday season.

Your audience is spread all over the globe and celebrates different occasions at different times or not at all. Being aware of this is crucial, and it is also important to use this awareness when creating your ads. Kelsi Yamada, Marketing Manager, says: “We are also as inclusive as possible and do not mention any holidays directly as not everyone in our global audience celebrates them.”

In practice, this could look like posting on social media that is not holiday specific, but which underscores the emotions that can arise from the holiday.

Publish minimally.

As mentioned above, consumers spend holidays with friends, family and loved ones so they can be away from their social media profiles more than they would during normal times. Yamada says, “We [HubSpot] actually prefer to publish minimally and give our audience some space away from our content so they can pull the plug and be with the family [during holidays]. “

in the church

Taking advantage of this tip goes hand in hand with sharing high value content; If you lower the number of times you post during the holidays, you will make sure that it you do posts are valuable to your audience.

Use historical data from past holiday seasons to understand how consumers behave so you know what times are best to post online and incorporate this information into your content marketing strategy.

“For many people, they are [holidays] a truly sacred time, and not necessarily a time when they want to be marketed to. So it is important to be extremely aware of how and where your brand appears on social media during the holidays, ”says Nyst. She adds: “Think about how your brand can add value to your audience’s holiday experience, instead of trying to insert your brand message where it does not fit.”


5. Tell your audience that you are grateful for them.

It is always important to show gratitude to your consumers and it is important during the holiday season. This can look like posting on social media saying a general thank you to your followers, sending personal emails to customers who have made a purchase, or even sending free thank you gifts to customers or discounts for their loyalty.

A bonus is that showing gratitude that is genuine encourages customer loyalty, which inspires retention, which in turn drives earnings. Of course, always keep expressing gratitude at all other times of the year, but it can mean a lot more to customers to hear that you value their business during the holiday months.

6. Make shopping easy on social media

28% of consumers expect to use social media for Christmas shopping in the US 2021, so a great way to increase the success of your social media holiday marketing campaigns is to make it easy for customers to browse products and make a purchase on the channels you use.

To take advantage of this tip, you can use the native shopping tools offered on many social media platforms to meet your audience where they are during the holiday season. E.g,

  • Instagram allows you to create shopping items, and users can check in-app,
  • On Pinterest, you can create product pins for browsing,
  • Facebook allows you to create a Facebook store that is specific to your business.

All of the above tips will help you get the most out of your social media marketing during the holiday season. If you want to get inspiration from real brands and their campaigns, check out this post.

In addition to best practices, HubSpot’s social team shared advice on how to prepare for the holidays, which we’ve gathered below.

This is how HubSpot’s social team prepares for the holiday season

HubSpot’s social team’s most crucial tip to prepare for the holiday season? Planning and planning ahead – “The best advice I can give is to plan ahead. Rarely will an editorial calendar make you wrong, with the proviso that you need to approach and plan its flexibility, ”says Amanda Zantal-Wiener, Senior Content Strategist.


HubSpot offers a free Social Media Content Calendar template (as shown in the image below) that can help you with the process of planning and creating a schedule for your social content.

social media holiday marketing content calendar template

Use this template to plan your Christmas posts on social media

Zantal-Wiener adds that even if you are planning, it is also important to be able to be flexible: “The world is moving and changing fast, so give yourself a runway, but know that you will very well have to turn fast.”

In addition to creating a calendar, it can be helpful to plan your content in advance so that it goes live without you having to take any specific action. Consider using a social media management tool that allows you to schedule posts weeks in advance.

Much of the planning that HubSpot Social Teams do is also to help themselves have time to be with their friends, family and loved ones during the holidays. Yamada says that planning “allows us to take a break as a team and also enjoy that time for ourselves.”

Nyst agrees, saying, “Where possible, we finish the content early so our team can take the time to rest and enjoy the holidays themselves.”

Over to you

HubSpot’s social team all agree that it’s important to keep showing up for customers – “We want to show up with consistency for our community, but we also do not want to interrupt their precious time away from their work and with their loved ones, ”says Nyst.

Plan ahead, focus on high-value content, and show your audiences that you are grateful for them – you will continue to provide the wonderful experiences they expect while reaching your marketing goals and staying active online.

content calendar on social media

Leave a Comment