Meta has shared some new tips to help marketers maximize their holiday campaigns, which could provide some timely guidance for your planning and approach.
And as you could probably have guessed, Meta’s biggest tip is to put your faith in its evolving AI tools to target your ads for you.
As per Meta:
“Forget second-guessing what your audience wants, let Meta’s next-gen AI find the right shoppers at the right moment, optimizing your campaigns in real time to drive conversions and maximize ROI. Our cutting-edge models like Meta Lattice and Meta Andromeda don’t just improve ad delivery; they can help uplevel your entire holiday strategy by learning and adapting faster than ever.”
Indeed, Meta says that its AI ad tools are driving better results, including a 6% increase in average conversions. Which makes sense. AI systems are designed to recognize patterns in large groupings of data, which should mean that they’re super good at understanding what each person is likely to click on, based on an ever-expanding array of correlating signals.
So Meta’s AI systems should be driving better results, and while it may feel counterintuitive to go with the machine recommendations, as opposed to trusting your gut, logically, it might be the best way to go within your broader end-of-year push.
In order to maximize your opportunities, Meta says that advertisers “automate ruthlessly,” and let its ad system “minimize inefficiencies and maximize return for your brand.”
You can use Meta’s Advantage+ ad tools to tap into its AI recommendations, while Meta also now provides a range of generative AI options for ad creative, which can better align your offerings with user preferences.
Meta also suggests that brands look to extend their holiday campaigns beyond Christmas to maximize opportunities.
“The shopper mindset doesn’t end on December 25. Capitalize on low CPMs and improved auction efficiency through late December and January when most competitors are tapped out but your audience is on high alert for self-care.”
Meta also suggests that marketers consider omnichannel campaigns as a means to tap into evolving shopper behaviors.
“By integrating offline signals through Conversions API and leveraging omnichannel strategies with trusted partners, advertisers improve ad relevance, gain a holistic view of sales performance across channels, and ensure no sale, online or offline, slips through the cracks. Highlighting local inventory and promoting in-store offers isn’t just a nice-to-have; it’s essential for driving foot traffic and capturing last-minute shoppers who missed shipping cutoffs.”
Meta says that omnichannel campaigns deliver up to 32% lower offline cost per incremental conversion and 21% higher ROAS compared to traditional digital-only campaigns.
Finally, Meta recommends partnering with Reels creators in order to tap into Reels consumption.
“Reels and partnership ads aren’t just buzzwords, they bring authenticity, excitement, and cultural relevance that cuts through the clutter and drives real purchase intent. In fact, 80% of shoppers who follow creators have purchased a product they discovered through social media ads.”
Meta suggests partnering with relevant creators on unboxing videos, viral challenges, or “gift haul” Reels, while it also suggests creating multiple assets from these collaborations for expanded reach.
Some handy pointers, which could help to guide your holiday marketing strategy.
