Peak Mastery: Optimising Social Media Strategies for Peak Trading Season

In today’s landscape, social media is a powerful tool for reaching consumers, with a remarkable 74% of shoppers turning to social media for inspiration on their next purchase. However, optimising strategies during this crucial period comes with several barriers that can hinder success if not addressed early on.

Phoebe Dixon, our Social Media Account Director, offers her insight and tips for a successful social media peak strategy.

What are the biggest barriers to optimising social media strategies during peak trading season?

Lack of Planning

One of the biggest mistakes businesses make is inadequate planning. With 58% of shoppers beginning browsing for holiday purchases as early as October, and 38% of them starting even earlier than they did the previous year, it is crucial to plan ahead.

Understanding the audience’s shopping habits, the content that resonates with them, and the brand’s unique selling points, should all be established before the peak season kicks off. If your brand isn’t visible during this initial research phase, you risk being left behind when shoppers are ready to make their purchases in late November.

Top Tip: Start building awareness and showcasing your products in October. Use targeted adverts and engaging content to ensure you are part of consumers' consideration sets before peak buying season begins.

 Not Having Flexible Budgets

Peak trading season can be unpredictable, and surges in demand can occur at any moment. If your budget is rigid, you may miss out on valuable revenue opportunities when consumer interest spikes. Running out of budget during high-demand periods can significantly limit your potential for growth. With social media ad spending projected to grow by 20% year on year, being able to adjust budgets dynamically is crucial for staying competitive.

Top Tip: Be prepared to adjust your ad spend dynamically. Monitor performance trends closely and ensure you have the flexibility to scale up when demand increases, allowing you to capture as much traffic as possible.

 Lack of Creative Diversity

Creative does a lot of work across social channels and should be one of the hardest workers between this and post copy. A variation of formats and honing in on key themes relevant to your audience can be a key factor to performance. Video content is a huge focus, particularly across Meta channels with the continued Reels push. Assets should be fit for purpose within their placements and for TikTok particularly, need to work to a channel-first approach for best results.

Top Tip: Invest in a range of creative assets, including video, image, and interactive formats, tailored to the strengths of each platform. Ensure your content is optimised for mobile, especially vertical video, to engage users effectively across different channels.

What are the key takeaways to engaging with audiences and leveraging social media during this critical period?

Play into the upper funnel

Leveraging upper funnel tactics can yield high-value, particularly during the peak season. Upper funnel activity is effective in capturing the consumer whilst they are in the consideration stage.

Teasing offers that may be released during peak can be successful at engaging an audience who is researching deals and brands. You can add extra value by driving exclusive deals through email ahead of peak, building your customer databases as you go.

Understand your audience’s goals

Knowing what your audience is seeking allows you to align content and advertising strategies effectively. The messaging used across paid social needs to align with your customers. Ensure your customers and their motivation to purchase is visible and acknowledged across you social content.

Make Creative Assets Work Harder

Investing in a diverse range of creative formats is essential when trying to meet customers where they are. Customers are more likely to engage with brands that meet them on their preferred platforms, and understand the differing ways of how customers interact on different channels.

 Leverage Social Proof and Influencer Partnerships

Social proof plays a significant role in consumer decision-making, with 71% of consumers saying they’re more likely to make a purchase based on social media recommendations. Partnering with influencers and encouraging user-generated content can give your brand the credibility it needs during the competitive peak season.

Final Thoughts

Social media is your gateway to connecting with consumers early, building trust, and driving conversions—ensure your strategy is robust and adaptable to meet the demands of the season.

To find out how 26PMX can maximise your paid social during peak, visit: https://26pmx.com/services/