Webinar Debrief: Influencer Marketing During the Holiday Season 2020

Last week, we hosted our third online webinar “Influencer Marketing During the Holiday Season” moderated by our in-house experts Anna and Nassima. Today, we would like to provide everyone who couldn’t join with a short summary as well as the opportunity to watch the recording online.

This year has been pretty much unpredictable and a lot of things have changed: It has changed the way we think, the way we act, and the way we advertise. With Cyber Week, Black Friday, and Christmas being ahead of us, we’re now entering the  most important commercial time of the year for brands and retailers. To support you in how to run influencer marketing campaigns during the holiday season 2020, we collected some of the most common challenges.

Photo credit: Carina for Smashbox Germany

The Most Common Challenges When Running Seasonal Campaigns

Seasonal campaigns have always been special but, probably, they’re even more special this year. We analyzed some of the most common challenges when running seasonal campaigns with influencers so you’re aware of them.

1) Influencer Supply

Even though seasonal events aren’t a surprise as they are happening yearly at the same time, it feels like they tend to arrive sooner every year. This and the fact that usually a lot of campaigns are running at kind of the same time, brands sometimes struggle with tight deadlines for their seasonal campaigns.

Timing is key: Obviously, the sooner you start your research on which influencers you want to collaborate with for your seasonal campaign the better. You want to avoid working with influencers who are promoting a lot of different brands and products at the same time during the same period – maybe even promoting a direct competitor.

Use KPIs for a data-driven selection: Even though content is king, data is probably the queen. Ensure that you know what influencer-based KPIs you’re looking for and know how to read them when selecting your influencers. For example, you would want to pay attention to the ad to content ratio, the engagement rate of the influencer, and the audience insights such as age, gender, and location.

Build a connection with the creators: Try to negotiate a fair price with them, be attentive, and also consider their creative ideas for your campaign – they usually know their audiences and what works best for them. By doing so, you invest in long-term partnerships with the creators and eventually could lead to a better campaign outcome.

2) Campaign Briefing and Management

After choosing the influencers you want to work with on your seasonal campaign, you have to invite them to the campaign by providing them with a briefing. This might sound simple but let’s make sure that everything goes smoothly and you find the right messaging in 2020.

Hit the right tone: Since you don’t want ‘Jack’ to hit the road after receiving the invite to your campaign, make sure to be mindful, bold, and stay positive in your campaign messaging while considering the situation of the people.

Pay attention to the campaign briefing: Especially in these times, brief influencers thoroughly, keep their individual situations in mind, and, as mentioned, be open to their ideas. You definitely would want to attach inspirational material like pictures but also add some do’s and don’ts to the briefing too.

Trust but verify: In this particular case, it means that you should make sure to approve every content piece before it goes live. After all, the influencer represents your brand and you don’t want them to share something that could be perceived negatively.

3) Tracking and Reporting

With seasonal campaigns, as well as all of your other campaigns, it’s important to keep track of them and, in the end, to report them. 

Know what you want to achieve: By clearly defining your campaign objective, you can determine which KPIs you need to pay attention to when measuring the success of your campaign. Meaning: good preparation also pays off in the end!

Measure the sales impact: For sales-events, you should measure the impact of each influencer individually. This can, for example, be done with personalized discount codes and with having a look at traffic and clicks.

Don’t wait until it’s too late: Keep in mind to track your campaign on the run and not just at the end of the campaign. In this case, you still have the chance to optimize things while the campaign is active.

Photo credit: sarahplusdrei for Blue Seven Fashion

The Holiday Season 2020 Is Around the Corner

Here’s the happy end: it’s not too late to tackle this year’s holiday season 2020 with influencer marketing campaigns. Influencer marketing not only adapts fast to new situations but it can also be realized fast by brands. If you’re ready to approach your seasonal campaigns, we have some handy tips for the next steps:

Watch the Webinar Recording

You haven’t had the chance to join our webinar “Influencer Marketing During the Holiday Season” but still want to get all the details our experts Anna and Nassima shared with the audience? No problem! Follow the link and watch the full recording of our webinar.

Request the Collabary Inspirational Guide – Holidays 2020

Furthermore, we created an inspirational guide for this year’s holiday season. It includes some interesting insights and numbers around shopping behavior during seasonal events as well as some inspiring campaign ideas. Request the Holiday Guide 2020 via for free.

Get Startet and Consult Our Team

Ready to approach seasonal influencer marketing campaigns in 2020? Get directly in touch with our Collabary Partner Consultants for your personal demo or any specific question regarding the holiday season 2020 via We are here to support you to create meaningful, interactive, and creative content together with the most suitable influencers and make your holiday season a real success.