4 Types of Holiday Content That Capture Attention on Instagram

Social media has become an important part of holiday shopping. People look to social networks for shopping inspiration, holiday specials, and creative gift-giving ideas.

In fact, 67 percent of consumers have purchased a gift they saw on social media.

How can you capture the attention of holiday shoppers on social media?

Visual content is the way to go! Photos, videos, and word images (text overlayed on a photo or background design) will help your holiday marketing stand out and encourage busy consumers to shop with you.

More than half of customers are influenced by product images, so don’t underestimate the impact images can have on your holiday sales.

If you haven’t been using visual content in your marketing, or you’re not sure what works for the holidays, we suggest creating images around these four ideas: your business, your environment, your expertise, and themes.

Let’s take a closer look at each idea and how it can work for you:

(Having trouble seeing any of the examples? View them here.)

1. Your business

Your customers want to know what goes on behind the scenes of your business. Try showing your audience parts of your business that they typically don’t get a chance to see. They’ll feel closer to your business if they understand your process and how your products or services come to be.

Taza Chocolate’s Instagram account is a great example of how to show followers what happens behind the scenes of the business. They show their followers how they create their customers’ favorite products during the holidays.  Their posts include photos of the staff at work and play, videos of the chocolate factory, holiday event photos, and beautiful product shots.

Here’s a video they shared to show how their stone ground chocolate is packaged:

We wrap our gifts a little differently at Taza Chocolate… #tazachocolate #stoneground #chocolate

A video posted by Taza Chocolate (@tazachocolate) on

2. Your environment

Make your audience feel like they are right there with you by featuring visual content about your environment. Tell the story of your day and show people what’s happening around you as you prepare for the holiday season. The Baltimore Humane Society frequently posts images to give followers a look at what’s happening at their shelter and events. Last year, they dressed up some of their adoptable animals in Santa hats and holiday sweaters to show off their festive atmosphere. The photos worked — all of the featured animals were adopted.

3. Your expertise

People love to engage with your expert tips or stats that can help them do something they’re unsure of. Showing off your expertise is a great way to grow engagement and increase your business. Show what you know by sharing tips and tricks that may be common sense to you, but might be new and useful to your audience.

The Instagram feed for clothing store No Rest for Bridget is full of helpful tips, gifts, and ideas. Last year, the store offered images that included outfit ideas, and showcased gift suggestions for last-minute shoppers.

4. Themes

Using recurring themes in your content is helpful for you and your audience. When you make themes a part of your visual content, it helps you figure out what to create, and your audience knows what to expect.

Try themes that have done well for all types of businesses, such as #TBT (Throwback Thursday) with holiday images of you and your employees at your business or from their childhood. Motivational quotes are another popular theme, where businesses create word images with a popular, relevant quote overlayed onto a photo or interesting background.

A recurring theme for La Provence from Rockport, Massachusetts is shopping local. During the holidays and throughout the year, La Provence posts photos and word images to encourage customers to shop at small businesses in the area.

3 days left! #shoprockport #shopsmall #shoplocal #rockportma #christmasinrockport #hurryup #ticktock

A photo posted by La Provence Rockport, Ma (@la_provence01966) on

Looking for tools to help you create holiday content

If you’re working with photos and video, use tools on your smartphone and within Instagram to crop, enhance colors with filters, create collages, and more.

Some popular photo editing apps include Pixlr for general editing, WordSwag to add text over an image, and Instagram’s Layout app or the Pic Stitch app for collages.

Take our holiday photo challenge!

Need ideas for holiday images? We have 30 of them. Take our holiday photo-a-day challenge by checking out our list for 30 days of holiday photo content. Create images based around the themes, and then share them with your audience on social media and in your email marketing.

Make sure to include the hashtag #CCPhotoADay in the caption of any images you share on social media — that way you can connect with other businesses taking the challenge as well.


Learn more about creating images

Take your image creation to the next level by purchasing our recorded webinar, The Power of Images: How to Drive Business During the Holidays with Visual Marketing on Instagram and Pinterest.

You’ll learn:

  • What types of images to create and why
  • How to use color, size, typefaces and free editing tools to create visual content
  • What kind of visual content works well for Instagram and Pinterest
  • Expert tips to help you get the most out of your images on these social networks

Purchase the recording. 

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