Marketers largely fail with
first-day-of-fall social campaigns
Marketers flooded social media on
the first day of fall with engagement-driven posts, but their efforts mostly
fell flat due to a lack of originality.
Social media has erupted with
content associated with the autumn season, as marketers embrace a strategy of
trying to make their social media posts timely and relevant. However, with
brands constantly incorporating national events and holidays into their social
feeds, it borders on being overkill and to ensure the method’s effectiveness,
marketers should determine which happening goes best with their brand.
“Conversations on timely events,
such as seasonality or holidays, are worth chiming in on, so long as they are
relevant to the brand,” said Kelly Wrather, senior manager, content, for
Kenshoo. “For example, if a fashion retailer launches a new fall fashion line,
then using social ads to promote it on the first day of fall makes sense.
“However, for a financial
services company who doesn’t run a start of fall special, it probably does not
make sense to invest in trying to participate in the fall seasonal
conversation,” she said. “It is also important for brands to examine their
historical data to understand if a seasonal or holiday event has been a
significant driver of conversions.
“Similarly, brands should use
this data in forward-looking forecasts to determine whether budget adjustments
for future events will create greater opportunity and ROI.”
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