2020 Facebook Holiday Guide Takeaways


Facebook just released their 2020 Holiday Package which showcases their insights, solutions, and inspirations. It takes into account highlights and trends from Facebook IQ around shopping behavior during the 2019 holiday season, consumer behavior in response to COVID-19 and observations from past economic downturns.

See below for a few of my favorite insights from the research.

Insight 1: Consider Facebook Messaging

Messaging offers a simple, instantaneous way to connect with businesses as well as with people. Last year, on average 55% of global holiday shoppers surveyed messaged a business. This trend has grown by 8% year on year from 2018 to 2019, with the largest growth coming from Boomers globally, where business messaging grew 37%. When businesses make it easy for people to connect, it can help drive consideration. In fact, an average of 40% of people surveyed globally said they were more likely to consider buying from a business if they could contact them via messaging.

Insight 2: Creative Inspiration

Make online shopping feel like real-life shopping. Provide clear information on online shopping, covering topics such as making safe online payments and delivery/returns policies. Brands can add shopping FAQs such as gift-wrapping advice, BOPIS (Buy Online, Pick Up in Store) instructions and personal shopping guides.

Best for: Grocery, Electronics, Beauty, Fashion, Luxury

Insight 3: Introduce AR Shopping

As well as using AR ads to enable people to try things on and visualize items in their homes, explore the AR effects that allow shoppers to hunt for seasonal treats and virtual toys. By moving the camera, people can add the hidden objects to their basket and be rewarded with a special discount.

Best for: Toys, Grocery, Fashion, Mega Sales Days

Insight 4: People are Open to Try New Things

Holiday has always been a time for people to try new things. On average, 64% of global seasonal shoppers surveyed said they explored new products during the festive period more than the rest of the year.

My personal favorite: 

Insight 5: Reach New Audiences with Branded Content

Advertisers can run ads from the partner’s handle instead of their own and tell a brand story with an authentic voice. Branded content posts appear as your Page with a brand’s Page and a Paid Partnership label is applied to the post in gray.

See more details here: https://www.facebook.com/business/help/1859041471004169?id=1912903575666924

Finally, here are three creative considerations for the 2020 holiday season:

1. Be true to your brand

2. Lead with empathy

3. Add value

RJ Huebert
RJ Huebert is the founder and managing principal of HBT Digital Consulting, a Pittsburgh-based business. A digital marketing professional, he specializes in search engine and social media marketing for B-to-C companies looking for lead generation and online optimization. He is also the co-race director for three Tampa Bay 5K events called The Great Mother’s Day Race, The Great Father’s Day Race, and The Great Gay 5K. The races have had over 12,000 participants and have raised over $7,000 for local charities since 2012. Previously, RJ was the marketing director for a world-wide market research firm, and has held management roles in verticals including healthcare, banking, and for-profit education. Helping local business succeed online is his daily passion, launching 5K events gives him joy, and contributing to the Pittsburgh business scene inspires him. RJ earned his Bachelor of Arts from the University of Pittsburgh and Master of Arts from the University of South Florida, focusing on Strategic Communication Management. Currently, he sits on the American Marketing Association Board of Directors - Pittsburgh Chapter. He resides in Pittsburgh, PA with his wife Taylor, chocolate Lab Coco, and a Jack Russel Terrier named Rosie.