In the ever-changing digital marketing landscape, staying relevant means evolving your ad strategies to cut through the noise and truly resonate with your audience. Now that we’re in the full swing of the holiday season, it’s time to retire some overused tropes and embrace fresh, creative approaches.
Below, I’ll cover five tired holiday tropes to avoid in social ads, along with innovative alternatives to make your social ad campaigns stand out. Make sure to check out my previous post to gain insight into what makes a thumb-stopping ad!
1. Surprises, Mysteries & Giveaways > Simple Discounts
The holiday season brings a flood of discounts, making it difficult for brands to stand out. While “percentage off” deals dominate feeds, they often overwhelm users and fail to capture lasting attention. Instead, shake things up by offering something unique, like surprise gifts, giveaways, or gamified incentives.
- Surprise Gifts: Tap into your audience’s curiosity by offering mystery items with purchases. The excitement of a surprise can make your brand feel more personal and engaging.
- Giveaways: Encourage interaction without requiring a purchase. Simple actions like sharing a post or tagging friends can drive awareness and engagement, turning followers into brand ambassadors.
- Gamification: Create interactive experiences to captivate your audience. For example, a “spin-the-wheel” promotion can offer rewards and keep users engaged. Temu’s creative email campaign, encouraging users to spin for free gifts, is a great example of how gamification can drive interest and familiarity with your brand.
2. Avoid the Last-Minute Holiday Panic
Urgency can be effective, but leaning on the last-minute holiday rush can alienate customers who plan ahead. Today’s consumers rely heavily on online shopping and expect deals throughout the season – not just during flash sales.
Instead, focus on extended sales strategies to capture a wider audience. Running discounts over several weeks allows you to engage shoppers at different stages of their holiday planning. Consistent, well-timed reminders can ensure your brand stays top-of-mind, especially in a season when competition is fierce.
3. Ditch the Snow-Covered Winter Wonderland
The snowy winter aesthetic has become a cliché, and while it works for some brands, it doesn’t resonate with audiences in warmer climates or urban settings. National or global brands especially risk alienating a portion of their audience with this approach.
Instead, embrace diversity in your creative:
- Use tropical backdrops or vibrant cityscapes adorned with festive lights.
- Highlight universal holiday symbols like decorations, colors, or warm gatherings, which transcend weather conditions.
- Experiment with unexpected themes to break through the monotony of snow-filled ads.
By thinking outside the snow globe, your brand can stand out in a sea of sameness.
4. Rethink the Obligatory “New Year, New Me”
The “New Year, New Me” trope has become synonymous with failed resolutions and empty promises. While promoting self-improvement products is valuable, this messaging can feel stale or even off-putting for users with unmet expectations from past personal experiences.
Instead, emphasize sustainable growth and long-term value:
- Position your product as part of a user’s ongoing journey to a better life, not a quick fix.
- Highlight small, actionable changes that contribute to self-care and personal development.
- Shift the focus from drastic transformation to meaningful progress, resonating with users who seek authenticity and realism.
5. Beyond the Perfect Holiday Scene
Perfectly curated family gatherings with flawless tablescapes might look beautiful, but they don’t reflect everyone’s holiday experience. These ads can feel unrealistic or even exclusionary for modern audiences.
Focus on authenticity and diversity in your content:
- Show a variety of holiday traditions and family dynamics.
- Celebrate unconventional celebrations, such as “Friendsgiving” or solo holidays.
- Lean into relatable moments – think burnt cookies, mismatched decorations, or kids excitedly unwrapping gifts.
By showcasing real, relatable experiences, your brand can build stronger connections with a broader audience.
As consumer behavior continues to evolve, so should your social advertising strategies. Retiring tired holiday tropes and embracing fresh, creative approaches not only helps your brand stand out but also allows you to connect with your audience on a deeper level. This holiday season, step outside the norm, think creatively, and watch your ad campaigns shine.
