The MARKETING RX: The Truth About Holiday Week Engagement

Every year around Thanksgiving, marketing teams start to feel that pressure to do all the things holiday-related on social. Holiday posts. Seasonal content. Acknowledging every moment happening online. But here’s the truth that we tend to forget. Social media engagement drops hard on Thanksgiving Day (and most holidays) because people are spending time with family and friends.

A recent report found that engagement dropped by 48% percent on X, 36% percent on Facebook, and 16% on Instagram during a recent holiday season. People aren’t scrolling like usual on these special days. They’re eating, watching football, catching up with loved ones, and probably trying to give their brains a break for a day. (At least that’s what I’m usually doing!)

So if your content doesn’t take off on holiday dates or you decide not to post at all, it is 100% fine. (I promise!) You don’t need to chase every holiday or show up on all platforms just because everyone else is doing it. You can be thoughtful, intentional, and aligned with what your audience actually needs.

And sometimes giving your marketing team a moment to breathe is the most valuable thing you can do during the holidays.

Rapid Release

QUICK HITS

Here are a few things happening this week in the marketing world.

• All eyes are on Dancing With the Stars right now! Social chatter is sky high, and the memes are everywhere. If your brand has a fun angle or something playful to add, this could be an easy cultural moment to join in on, especially with the finale airing this past week!
• Generative AI search is shaping Black Friday & Cyber Monday decisions. If you sell online, this is a big moment to think about how your content shows up in AI powered discovery.
• A new Market Like a Mother episode dropped last week. Karen and I talked about the myth that visibility has to feel cringey. If you need a confidence boost or a mindset reset, this one might help. Tune in on YouTube, Spotify or Apple Podcasts!

Want some guidance on your social strategy? Set up a Discovery Call and we can help!