If your answer is YES - you are absolutely not alone. Decreased engagement over the festive season is almost inevitable for a range of reasons - but here are my top 3.
1️⃣ Increased ad spend - According to Statista, there is a 94% increase in ad spend in Q4 compared to the rest of the year, and this is getting bigger each year.
This means there is a ginormous amount of money, both in ad spend and corporate
organic content, getting funneled into the system. This creates an incredibly competitive landscape for engagement.
2️⃣ Decreased time online - People spend less time on social media
during the festive season. This is partly because they are instead spending their online time shopping, and also partly
because they are spending these festivities with friends and family, instead of on Instagram.
3️⃣ Strategic Changes - Many businesses run multiple sales phases
throughout Q4, particularly in November & December. This naturally results in a drop in engagement, as sales phasing isn't geared towards engagement, it's geared towards clicks and sales! if we are not strategizing for engagement, we cannot be surprised when we don't get it.
If your engagement is starting to droop as we head full steam into the December festivities, RELAX. You are not alone. This is normal inevitable, and in many cases optimal. So grab a glass of eggnog and enjoy the season!
Save this post to remind yourself throughout December that lower engagement is NORMAL! Just stay consistent and keep building relationships!
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