Tubular Labs, the leader in global social video intelligence, and Chartbeat, the content intelligence platform for publishers, released its latest report, unpacking top trends and insights to help advertisers effectively reach consumers ahead of the holiday shopping season.
According to the Tubular and Chartbeat report, Holiday Content Trends Unwrapped, holiday content uploads are already up by over 1 million video across social media platforms compared to 2022. Viewership is following suit with YouTube views jumping by 6.5 billion year-over-year. With tightening budgets and the attention competition reaching new heights, data-informed strategies will be the difference for brands and creators to breakthrough and get the most out of the busiest shopping season.
Some of the top takeaways from the new report include:
Early Gift Guides Catch the ShoppersChartbeat data reveals that while gift guide interest peaks in November and December, search starts rising in September.Though women make more purchasing decisions, men seek the most help deciding what to buy this season. According to Tubular, men actually account for 63% of holiday Gift Guide viewers on social platforms. Tubular found that gift guide viewership is highest in the first weeks of November, despite late November/early December being a prime time to shop.Many brands market to female shoppers over the holidays, considering that women control more consumer purchase decisions. However, Tubular social data found that men actually make up the majority of holiday gift guide viewers on social platforms.
Cooking up new holiday traditionsA Ritz Crackers collaboration became the most-watched holiday recipe video of 2022, with over 52.6 million views on TikTok after the brand strategically partnered with a popular creator who appeared on MasterChef Junior.Thanksgiving content gets the most views for holiday cooking/baking content on TikTok, but also has the most uploads.Meanwhile, desserts earn high viewership, yet have lower upload volume than other holiday cooking/baking topics signifying a whitespace opportunity for sweets content.
Going long on DIY decoratingViewership for the Holiday DIY & Decorating category on YouTube has already skyrocketed by 75% compared to 2022.After 0-30 second videos made up the largest share of holiday DIY & decorating videos in 2022, it’s 61-120 second videos that have seen views surge over 1,500% YoY.
Search or Social?While search around Cyber Monday and Black Friday surged through Thanksgiving, the focus shifted to social platforms starting on Black Friday.Brands can optimize strategies by understanding search and social volume differences in peak holiday shopping season, while also adjusting depending on product pricing (as consumers plan more expensive purchases, like electronics, further in advance).
To learn more about how to best strategize ahead of the holiday season, download the full report here.
Chartbeat, the content intelligence platform for publishers, empowers media companies to build loyal audiences with real-time and historical editorial analytics across desktop, social, and mobile platforms. Chartbeat helps digital publishing organizations understand what, within their content, is keeping people engaged. Partnering with over 60,000 media brands across 60+ countries, Chartbeat’s real-time and historical dashboards, in-depth headline testing and in-page optimization tools, robust reporting, and more help the world’s leading media organizations understand, measure, and build business value from the attention earned by their written and video content.