Office Hours: The Power of Influencer Marketing During the Holiday Season

As consumers rush to find the perfect gifts for everyone on their holiday shopping list, influencer marketing takes center stage as a key strategy for brands to connect with audiences authentically. With consumers increasingly turning to social media for gift ideas and product recommendations, influencer marketing offers a unique opportunity for brands to boost awareness, drive sales, and stand out during the busy shopping season.

Success, however, depends on strategic planning and execution. To explore this further, we spoke with Ziwei Cong, an assistant professor of marketing at Georgetown University’s McDonough School of Business. Her research focuses on how digital platforms are designed and the decision-making processes of content creators and influencers, using econometrics, statistics, and machine learning methods. 

Here, Cong shares her insights on effectively leveraging influencer marketing during the holiday shopping season.

What first inspired you to research influencer marketing?

Influencer marketing is becoming an increasingly important segment of the modern economy. It not only provides brands with innovative ways to connect with consumers but also creates numerous job opportunities for individuals who aspire to start their own businesses, even with limited budgets. I am eager to explore this emerging phenomenon and hope my research can contribute to supporting both brands and individual influencers.

What trends have you observed in influencer marketing during the holiday shopping season, and how have they evolved over the years?

Initially, holiday influencer marketing focused heavily on product placement and promotional discounts. Over the years, there’s been a shift toward creating meaningful, story-driven content. Today, influencers focus more on curating immersive experiences, incorporating elements like behind-the-scenes footage, gift-giving tips, and personalized recommendations to engage audiences during the holidays.

How does influencer marketing drive consumer behavior differently during the holidays compared to other times of the year?

During the holidays, consumers are more emotionally driven and open to ideas for gifting, traditions, and celebrations. Influencers capitalize on this sentimentality by creating aspirational content that ties products to holiday memories and experiences, driving impulse purchases and fostering deeper emotional connections to brands.

What strategies should brands use to ensure their influencer marketing campaigns stand out in the crowded holiday market?

Brands should prioritize storytelling that highlights holiday themes such as family, generosity, and togetherness. In addition, they should focus on collaborating with small- to mid-sized influencers, as research indicates these influencers often deliver a higher return on investment than macro influencers and effectively reach niche audiences. Their perceived authenticity and stronger connections with followers allow them to create a genuine emotional resonance, which can seamlessly extend to the brands they promote.

What are the most common mistakes brands make when utilizing influencer marketing in their campaigns?

One common mistake is focusing too much on product promotion without allowing influencers the creative freedom to tailor the content for their audience. Another is partnering with influencers whose values or audience demographics don’t align with the brand. 

Do you have an example of a holiday influencer campaign that stood out to you and what made it impactful?

One standout example of a holiday influencer campaign was Starbucks’ #RedCupContest.  Starbucks partnered with influencers and encouraged customers to share photos of their holiday-themed red cups on social media, using the designated hashtag. The campaign was impactful because it leveraged user-generated content, creating a sense of community and excitement around the brand during the holiday season. Influencers amplified the campaign by showcasing their unique, creative interpretations, making it feel personal and relatable. The combination of nostalgia, creativity, and broad social engagement made this campaign a holiday success.

How can brands ensure that influencer collaborations remain authentic while still meeting the promotional goals of holiday campaigns?

Authenticity comes from giving influencers creative freedom and choosing collaborators whose personal brand naturally aligns with the campaign’s message. Moreover, brands should prioritize partnerships with small- to mid-sized influencers who are regarded as more authentic and maintain closer connections with their followers.

How do you see influencer marketing evolving in the coming years?

So far, influencer marketing primarily revolves around product placement and advertising integrated into video or audio content. In the coming year, it may evolve into direct selling, such as livestreaming selling, where influencers sell products directly to their audiences. This model is particularly appealing to brands due to its potential for higher return on investment and direct revenue conversion. This trend has already gained significant traction in China and Southeast Asia, but its growth in the United States market remains uncertain, as it depends heavily on efficient logistics networks and overcoming fragmented consumer habits. Its success will require time to unfold.