A data visualization that ranks which content has the most impact on social users

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A data visualization of india business email list the platforms consumers will use for customer care this holiday season. For all consumers, Facebook is first followed by Instagram and TikTok. For Gen Z, Instagram is first followed by TikTok and Facebook/X.
What types of brand content drive holiday purchases
While consumers are on the lookout for the perfect gift ideas, certain brand content will stop them mid-scroll. Consumers are most likely to look to influencers for gift inspiration, with 47% saying their endorsements carry the most weight (even compared to recommendations from friends and family on social). Interestingly, Baby Boomers are most likely to say influencers inspire their gift ideas. This is proof that consumers across generations trust influencers’ recommendations, viewing them as especially reliable when they’re overwhelmed with holiday marketing content.

A data visualization that lists consumers' top sources for holiday gift inspiration
Consumers are most likely to actually hit purchase when an influencer or brand shares a promo code. Promo codes not only attract budget-minded buyers, but also create a sense of urgency and exclusivity that encourages immediate action. Consumers are also likely to be swayed by posts from regular social users (not influencers) or brands showcasing their product or service in action. This speaks to the selling power of both user-generated and original, organic content. Yet, targeted ads and paid influencer content shouldn’t be completely overlooked—especially when the content reaches very specific demographics.

' likelihood to buy from a brand during the holidays
Use holiday shopping trends to set your brand up for a happy new year
As you prepare your holiday campaigns, remember that consumers are increasingly relying on social to discover, connect and buy. By tapping into these key trends—leveraging influencers, creating engaging organic content, and prioritizing quick, responsive customer care—you can enhance your brand’s visibility and strengthen customer loyalty.