Social Platforms Introduce Holiday Marketing Guidelines

By Brittany Siminitz | September 08, 2025

With the holiday season quickly approaching, several social media platforms have announced some new tips to help businesses plan their strategies this year.

Meta debuted its recommendations to help marketers maximize their holiday campaigns, and unsurprisingly, its biggest tip is to utilize its AI-powered tools.

“Forget second-guessing what your audience wants, let Meta’s next-gen AI find the right shoppers at the right moment, optimizing your campaigns in real time to drive conversions and maximize ROI,” Meta said in a statement. “Our cutting-edge models like Meta Lattice and Meta Andromeda don’t just improve ad delivery; they can help uplevel your entire holiday strategy by learning and adapting faster than ever.”

While Meta suggests utilizing those tools in holiday campaigns, it also says to think beyond the typical Dec. 25 deadline, capitalizing on consumers’ desires to shop post-holiday. This seems like solid advice, acknowledging that whereas so many marketers focus on the holiday season as they should, they might see the official end of the holidays as the finish line, when in reality many shoppers continue spending well into the new year.

Finally, Meta recommends partnering with creators and influencers who make sense for individual businesses, and points to Reels as the ideal place to do it. “Partnering with creators isn’t just about reach, it’s about trust,” Meta says in its announcement. “Shoppers, especially Gen Z and Millennials, are 79% more likely to be influenced by short video content when making holiday purchases, and 62% have bought directly from these formats.”

Read the recommendations in full here.

X also released its guide to holiday promotions this year, pointing as well to AI (in this case, its platform is powered by its Grok AI tool) to help marketers find the right audience and maximize success. The platform launched a holiday marketing hub with tips and information on best practices, including a holiday webinar series featuring five sessions to help businesses prepare for the upcoming shopping season.

To make the case for starting your holiday marketing now, X reports that one in three of its users is a proactive planner, arranging shopping strategies ahead of time. It doesn’t typically seem as if X ranks as the place to go for social media sales, but if it’s a part of your social media strategy, it’s a good idea to get started with it now.

(Photo: Getty Images)