The Social Media Manager’s Guide to Planning for the Holidays
By Emily Bent
Making a list and checking it twice might be Santa Claus’ M.O, but any organized social media manager knows that jolly ol’ Saint Nick is slacking if he isn’t triple checking his to-do list.
While some bearded fictional characters (can we get a fact check on this?) are loading up their sleigh in the days leading up to the 25th of December, anyone working in social media is going to bed around this time with visions of January and February of 2023 in their heads. Best case scenario, you wrapped up holiday planning weeks ago. This jam-packed season can be overwhelming for marketing teams. Rather than rushing at the last minute, now is the time to think about holiday content and client needs so that December can be left for ad hoc requests, finessing content, and planning how you can make the new year better than the last.
Our holiday gift to you this season is simple: a checklist to keep you on schedule through the end of December so you can relax over the holidays, spend time with your family and friends, and start 2023 feeling refreshed and energized.
Step 1: Work from the inside out:
No matter what you plan on celebrating in December, start with the most important date and move out from there. For the purpose of this article, we are going to focus on Christmas, but this can be applied to any holiday or event. The main post tends to be the easiest: your audience will expect you to celebrate this day with a genuine, heartfelt message and a beautiful image or short-form video. Once you get this locked down, ask yourself, what are the second and third most important dates? As an example, New Year's Eve and any other important event you want to draw attention to, like a concert or a special guest visit from Santa. At this point, you may notice that your content schedule is looking pretty robust on either end of Christmas week, but the middle may look a little neglected. Rather than having your profiles go dark during this time, schedule an engaging post or two to break through the holiday noise and give people a social palate cleanser. This could be a special offer, beauty shot, or video message from a face they know and love, like a local entertainer or sports pro with great connections to your brand. Great! Christmas week is done, what’s next?
Step 2: Important dates before and after the holiday:
Now is when you can take a step back and look at what important events or packages you need to sell during this time frame. Are you throwing a Christmas eve party? Is there a restaurant that is selling pre-made Christmas dinners? Start at least two to three weeks from the deadline and schedule a few reminder posts so your audience has time to react and engage. Luckily for most of us, this content is planned in advance, so you should be able to schedule these well ahead of time.
Step 3: Who else needs to be engaged?
Consider the decision makers. Does someone need to approve your content? Do you need to create, or have someone else create assets for Instagram Stories or Reels? Let them know right away so they can plan their schedule accordingly and no one is panicking at the last minute. Remind your clients and collaborators of what they can expect of you during the holiday week, and what you expect from them. Be clear about when you’ll be checking in and when you’ll be fully off the grid. Having everyone on the same page helps ease tension and gives your partners a sense of agency in the planning process.
Step 4: Start now!
When you start planning for the holiday break is completely up to you, but we suggest thinking about it in November, and actioning any plans by mid-month. This gives you time to get other teams involved, approvals done ahead of schedule, and leaves room for last-minute changes and surprises. Preparation is key.
Reminder: January is a real month, and it comes fast:
Don’t let all this planning go to waste by coming back from your much-deserved break with no content prepared for January. Before you close your computer and head out to build your very own Frosty the Snowman, have at least two weeks of content scheduled for January so that when you come back, you’re prepared. The amount of content needed will depend on you and your client’s preferences for how far out you schedule, but having something prepared so you don’t come back to a mountain of work will prove to be the best present of the season.
Content ideas for the holiday:
- Countdown to Christmas/New Year: Recap the year on social by finding your top-performing posts of the year and sharing one each day as you count down to a special date.
- Holiday Playlists: Create and share music playlists for your audience to play in their homes over the holiday break.
- Gift Guides: Finding a perfect gift is challenging! Let your brand be the go-to source of holiday gifting inspiration while showing off all you have to offer. You could create a Reel showing off a product, an Instagram guide highlighting offers, or even a countdown to Black Friday with new gift ideas every day.
- Share Holiday Traditions from your Destination: Do you work for a DMO or resort? What are the local traditions in the area? How can travellers participate? Share content that highlights your location and culture that doubles as a soft push for holiday travel.
- Holiday Events Calendar: There is a lot going on during the holiday season. Help keep everyone in the know by sharing events, festivals, important dates and more in your feed and stories.
Emily Bent is a Social Media and Content Strategist with VERB Interactive — a leader in digital marketing, specializing in solutions for the travel and hospitality industry. Find out more at www.verbinteractive.com.
