It’s the most wonderful time of the year!

Christmas is the season of joy, of gift-giving, and of families united. While this may be true for all of us, for marketers and SMM specialists, Christmas is also the perfect time to perfect their campaign ideas.

During Christmas, social media opens its doors and all kinds of Christmas posts are starting to bombard our feeds.

Even though Christmas posts are magical, not all of them are successful. And because we know how hard it is to come up with new content ideas, we turned our attention to data.

The team at Socialinsider did a case study on Christmas campaigns and made a list of best practices marketers should follow to craft engaging Christmas posts.

  • Choose the right platform

According to the data, the most engaging platform for last year’s Christmas campaigns was TikTok, with an average engagement rate of 5.493%, followed by LinkedIn (with a score of 1.399%).

However, Instagram was the app with the highest posting last Christmas (712,875 posts), followed by Facebook (with 320,251 posts) and Twitter (with 103,586 posts).

This means that creating a 360′ marketing strategy is important but just as important is to understand each platform’s features and to use the one that is most suitable for your brand’s needs.

  • Use more albums on Facebook and more videos on Instagram for better engagement

On Facebook, brands should post more albums for better engagement (0.487%), to differentiate Christmas posts from regular posts.

On Instagram, videos perform best, with an average engagement rate of 0.383%, which is not surprising at all, considering how much the platform relies on visuals.

  • Christmas posts with shorter captions bring more engagement

On Facebook, brands should post images with longer captions (40-60 words) for the highest engagement rate per post – 1.374%.

On Instagram, videos perform best with short captions (less than 20 words), with an engagement rate per post of 0.908%.