Influence Marketing During the Holidays: Navigating Cautiously in this Crucial Period

August 7, 2023

1. Commitment Can Fluctuate

During the vacations, routines change. People are often busier, going out for a well-earned vacation, spending time with family and friends, and generally disconnecting from the digital world to reconnect with the real one. This can mean that influencer content may not reach as many people as at other times of the year. Engagement rates can fluctuate, which can affect the reach and impact of your influencer marketing campaigns.

As a result, it's important to adjust your expectations and plan your campaigns with these potential changes in mind. This could mean reducing your budget during this period, or reviewing your success indicators.

2. Choose your Influencers with Discernment

Not all influencers are equally affected by the summer slowdown. In fact, some influencers can maintain strong interaction with their audience during this period, particularly those who create content tailored to the season or linked to holiday-specific activities.

That's why it's crucial to be discerning when selecting the influencers you choose to work with. Consider their past engagement during vacation periods and the type of content they publish. An influencer who can maintain a strong connection with their audience, even during the vacations, could be a valuable ally for your brand.

3. Content is King, even during Holidays

Regardless of the season, quality content remains a crucial aspect of influencer marketing. In fact, during the vacations, it may be even more important to focus on creating engaging, relevant content.

This could mean working with your influencers to create content that speaks to the vacation experience - whether it's a product you sell that's particularly useful for travel, or a service you offer that can help solve a common problem encountered during this time.

4. Prepare for the after-holiday season

Just as brands prepare for the vacations, it's also a good idea to start planning for the post-holiday period. Social media users can be more active and engaged after returning from vacation, and it's the perfect time to launch influencer marketing campaigns.

Plan ahead and align your campaigns with post-holiday trends. For example, after weeks of fun and relaxation, many people are looking to return to their normal routines. This could be the ideal time to promote products or services related to health, fitness or productivity.

In conclusion, while the vacations can present challenges for influencer marketing, they also offer unique opportunities for those who are willing to adapt and be flexible. By understanding the specific dynamics of this period and planning accordingly, you can successfully navigate through the vacations and maximize the impact of your influencer marketing strategy.