Content Repurposing Methods to Drive Holiday Engagement
As the holiday season ramps up, the pressure to produce fresh, impactful content is at its peak. While it may still feel too early to spot winter wonderland displays or hear holiday tunes, but when it comes to marketing for the holidays, October is a bit late to get started in crafting your holiday creatives.
According to this Forbes article, your holiday marketing content should really be in development three to four months ahead of the holiday itself. And we agree. But what if there was a way to amplify your brand’s holiday message without starting from scratch? Content repurposing offers precisely that opportunity.
Imagine taking your high-performing content and transforming it into new formats, allowing you to meet your audience on every platform with relevant, engaging holiday-themed material—all while saving time and maximizing impact.
Why Content Repurposing Is a Game-Changer for Holiday Campaigns
Greater Reach and Efficiency
Creating holiday-specific content from scratch can be a drain on time, energy, and resources, especially in an already busy season. Repurposing allows you to extend the life of successful content by updating and adapting it for holiday audiences.
In fact, repurposing content can be up to 60% more efficient than producing new material, according to research by CoSchedule. It also ensures that the message reaches a wider audience by presenting the content in different formats across various platforms.
Boosting ROI with Repurposing
Since many holiday campaigns are centered around driving conversions, content repurposing can be a cost-effective way to increase the return on your marketing investment. By adapting high-engagement content into different formats (e.g., turning a blog post into a holiday-themed infographic or social post), you create multiple opportunities for engagement without incurring the costs of ideating and developing entirely new content
According to HubSpot, marketers who focus on repurposing can save up to 50% of their production costs, allowing you to allocate those savings to other high-impact holiday initiatives.
Key Holiday Content Types to Repurpose
1. Blog Posts to Social Media Carousels and Videos
One of the best ways to repurpose blog content is by transforming it into shorter, visually appealing social media content. A detailed blog post could be condensed into a carousel post on LinkedIn or Instagram, featuring key holiday tips or stats, or even reimagined as a quick video that captures your blog’s main points in 30 seconds or less.
Let’s say you have a popular blog post on “Top Gift Ideas for Tech Lovers.” This can be transformed into an Instagram carousel, with each slide showcasing a unique gift. Alternatively, you could create a quick video summarizing each gift idea with festive visuals and captions, perfect for sharing on Instagram or TikTok.
2. Customer Testimonials into Social Proof Visuals
If you have holiday testimonials from past years, consider transforming them into social media posts or even paid ad content. Highlight what customers loved most about your holiday products or services to inspire new shoppers who may be on the fence. These testimonials can add a human touch to your holiday messaging, building trust and credibility.
A positive customer review for a product bought during last year’s holiday sale could be turned into a visually appealing testimonial on Facebook, showcasing a satisfied customer and their holiday experience. Include festive holiday elements, like a seasonal frame, to make it feel current.
3. Email Content into Pinterest or Instagram Guides
Email marketing campaigns from last season can become visually appealing guides or infographics that inspire audiences across other platforms. An email guide to “Creating the Perfect Holiday Table” could be repurposed as a Pinterest or Instagram guide, complete with step-by-step visuals, to drive engagement and brand awareness.
Take an email guide about holiday decorating and repurpose it into a Pinterest board, where each pin offers tips for a different part of holiday home decor. This approach increases visibility by reaching a new audience on a highly visual platform.
Strategies for Effective Holiday Content Repurposing
1. Adapt Visuals to Fit the Platform
Each platform has a unique audience and aesthetic. Social media posts often need to be punchier and more visually engaging, while blog posts offer room for more detail. Adjusting visuals for the specific platform will enhance engagement and ensure your message resonates with the intended audience.
2. Update Messaging for Relevance and Freshness
Revamp your high-performing content by adding timely, holiday-specific language or visuals. Update older materials with festive images, holiday colors, and copy that emphasizes holiday deals or limited-time offers to keep them fresh and relevant.
3. Time Your Repurposed Content to Align with Peak Holiday Moments
Schedule your repurposed content to align with key shopping days, such as Black Friday, Cyber Monday, and the weeks leading up to Christmas. Leveraging data on audience engagement will help you release each piece at an optimal time, maximizing impact during the high-traffic holiday season.
Successful Holiday Content Repurposing
Starbucks Holiday Campaigns Across Channels
Starbucks often reuses and repurposes its successful holiday campaigns across different channels, adapting its festive themes to match each platform.
Their in-store posters become social media ads, and email promotions are transformed into short, mobile-friendly videos for Instagram and Facebook, creating a cohesive brand experience across platforms.
Spotify Wrapped on Social Media
Spotify’s Wrapped campaign repurposes user data into personalized stories for each listener, encouraging users to share on social media. While this isn’t specifically holiday-themed, it strategically rolls out during December, tapping into end-of-year reflections.
The campaign’s format is shared across email, the app, and social media, leveraging a single concept to drive engagement across multiple touchpoints.
Coca-Cola’s Repurposed Holiday Commercials
Coca-Cola has successfully repurposed iconic elements from their holiday commercials into social media assets, updating vintage ads with fresh visuals.
This nostalgia-infused strategy keeps their holiday messaging relevant year after year, drawing on customer memories while using a consistent holiday narrative across multiple platforms.
VMG Digital: Your Partner in Effective Holiday Content Repurposing
As you prepare for the holiday rush, repurposing content is an invaluable way to keep up with demand while staying cost-effective. VMG Digital can help you identify which content has the potential to be refreshed, updated, or reformatted to resonate with your audience in new ways.
From creating holiday-themed carousels to developing data-driven repurposing strategies that align with seasonal trends, our team has the expertise to elevate your holiday campaigns.
With VMG Digital, repurposing your content becomes a seamless process, letting you engage your audience and drive holiday sales without the need to start from scratch. Ready to unlock the full potential of your holiday content? Book a consultation with us today, and let’s make this season your most impactful yet.
