This Week in Social Media Marketing

As Holidays Trend Up, Stats Trend Down

social media social media for creatives social media for entrepreneurs social media marketing Nov 28, 2022

What's Happening 

I see this trend every year. As the holidays trend up, stats trend down. The questions are in my DMs, my membership community is asking, and I’m seeing it with all my clients.

Why has your engagement and reach tanked?

The Short Answer: It’s the holiday season.

The Long Answer: Engagement typically drops this time of year due to several factors.

1. Your content is less engaging.

This may sound harsh, but it's a fact that promotional social media content doesn’t perform as well as fun or entertaining content. So, if you’ve moved into sales mode during the holidays, your content won’t perform as well.

2. There’s so much more advertising.

Whether you’re selling something or not, advertisers are ramping up their spending to make sure they end the year in the black. Ads take priority over your organic posts because, you know, they paid for that. 

3. People are spending their time online shopping.

The time that would normally be spent scrolling on social media is now taken up shopping for gifts online.

4. People are in vacation mode.

Those who use social media for business purposes or simply build their social media habits around their workday are out of the office. Or, many take intentional social media breaks over the holidays.


Use it for Your Business

What’s a business got to do to break through the noise?

If you’re relying on holiday sales, paid advertising is the way to make sure your posts are seen.

If not, there’s not a whole lot you can do but post your most-engaging content and enjoy your holidays.

My recommendation is to either use this as an opportunity to post fun and entertaining posts your followers will enjoy. Or, look back at your best-performing posts and repost them. This is content proven to resonate well and gives you the best shot at success.



Relevancy Rating

Just because it's new doesn't mean it's worth your time: Is worrying about your tanking stats during the holidays worth your time?

NO! I give it 1 out of 5 thumbs up.

Keep up your consistent posting but don’t blame yourself if your engagement tanks.


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