During the holiday season, shoppers are ready to buy, but they’re swayed more by emotional connection than by promotional hype. With more consumers turning to online shopping rather than in-store visits during mega-sales, creating effective digital advertising is more essential than ever. For businesses looking to boost holiday sales, a strategic approach to holiday advertising can make a significant difference. Here’s how to make your ads stand out and convert those eager holiday shoppers.
Focus on Emotional Connection
During the holiday season, shoppers, especially those online, are drawn in by the story and feeling an ad evokes rather than the details of the promotion itself. This insight is crucial for creating impactful holiday ads. The holiday season is a time filled with memories and emotions, and consumers are naturally looking to connect with brands that resonate with this festive spirit.
Crafting your holiday ads to tell a story that aligns with the values, hopes, and moods of the season can make your audience feel more connected and engaged. This approach does more than just promote a product; it allows your audience to see your brand as part of their holiday experience.
Craft your holiday ads to tell a story that aligns with the values, hopes, and moods of the season. This approach does more than just promote a product; it allows your audience to see your brand as part of their holiday experience. For example, if your business sells home décor, show the warmth of a family gathering around a beautifully decorated space. This storytelling angle can make ads more persuasive and memorable.
Prioritize Mobile-Friendly Content
According to recent trends, the majority of online holiday shoppers are purchasing on mobile devices, so it’s critical to make your ads mobile-friendly. This means that every ad should look great on a smartphone screen, load quickly, and convey its message instantly.
Research shows that holiday shoppers scroll through social media and online stores at rapid speeds, so your ad needs to make an impression in just a few seconds. By prioritizing mobile-friendly content, you can reassure your audience that your brand is accessible and up-to-date, instilling confidence in your products or services.
When creating mobile-friendly ads, aim to tell your story in 6-15 seconds. The key elements to focus on are:
- Aspect Ratio: Make sure your ad format is optimized for mobile, using vertical or square aspect ratios.
- Muted Audio: Since most mobile users view ads with their sound off, your visuals should convey the message without needing sound.
- Clear Framing: Make sure your subject and branding are central in the frame to ensure clarity and impact.
Mix Formats to Boost Engagement
One way to keep your holiday ads engaging is to mix different formats, especially using a combination of static images and video content. Data suggests that ads using both image and video formats can see a conversion rate increase of up to 17% compared to static-only ads. Videos tend to capture attention quickly, while images reinforce the messaging. Using these in combination allows you to cater to a variety of viewing preferences and can make your holiday campaigns feel more dynamic and engaging.
Remember, holiday shoppers are bombarded with countless ads. The more variety you can introduce in your campaigns, the more likely your brand will stand out. Even short, looped videos or animated graphics can be more eye-catching than a single image, so don’t be afraid to experiment.
Put Your Brand Front and Center
Brand recognition is crucial, especially in the competitive holiday season. To make a lasting impression, introduce your brand within the first 3 seconds of the ad. This is important for two reasons:
- Immediate Recognition: Shoppers scrolling through holiday deals need to know quickly which brand is offering what.
- Builds Trust: When consumers see your brand early on, it reinforces their familiarity and builds trust, making them more likely to follow through with a purchase.
Including subtle but clear branding — such as a logo, branded colors, or a consistent design style — will make your brand easily identifiable and help audiences feel more comfortable with their buying decisions.
Highlight the Product’s Benefits Clearly
It’s tempting to create holiday ads that look festive and fun, but at the end of the day, shoppers want to understand what’s in it for them. Make your product or service the clear focal point of your ad, showcasing not only what it is but how it will benefit the buyer. By highlighting the unique benefits of your product, you can make your audience feel excited and eager to make a purchase.
For instance, if you’re advertising cozy holiday blankets, show people using them at home in a warm and inviting setting. Include a short tagline emphasizing the product’s main benefit, like “Stay Warm This Winter,” to give the audience a reason to choose your brand.
Visual First, Text Second
Research shows that viewers’ eyes are first drawn to the image in an ad before they read any accompanying text. This insight highlights the importance of using high-quality visuals that convey your product’s value at a glance. Once the image grabs their attention, use concise, high-impact text to reinforce the message. Avoid filler text — keep your wording straightforward and relevant to avoid losing your audience’s interest.
By aligning text with visuals, you can build trust and guide consumers smoothly through their purchase journey. A well-coordinated visual and text combination allows your message to resonate more effectively, resulting in higher engagement and more conversions.
Key Points for Effective Holiday Ads
To sum up, here are the essential components for crafting engaging holiday ads that convert:
- Videos should be 6-15 seconds long to capture attention quickly.
- Optimize for mobile since most holiday shoppers are using their smartphones.
- Focus on the image first, then reinforce it with text that supports your visuals.
- Mix formats (images and videos) to create variety and improve engagement.
- Brand recognition within the first 3 seconds to establish trust and familiarity.
Conclusion
This holiday season, make your ads stand out by prioritizing emotional storytelling, mobile optimization, and clear product benefits. Whether you’re crafting short videos or striking images, each element should work together to create a cohesive and engaging experience that resonates with your audience.
At Big Fish Local, we specialize in creating effective holiday ad campaigns that capture attention and drive results. Our team of digital marketing experts knows how to make your brand shine in the crowded holiday marketplace. Contact us today to learn how we can help your holiday season campaigns succeed with creative, customer-focused ads that convert.
