Audience engagement trends with influencer content about Christmas decorations reveals a clear path for brands from October to December 2024 when it comes to marketing their products through digital channels.
CORQ data analysis of the most engaging 50 festive decor posts by influencers for each month shows the content formats which are likely to align with consumers concerns at each stage of Q4. In addition, analysis of audience engagement shows November is the peak time to market Christmas decorations through social and influencer channels.
Data trends in consumer engagement with Christmas decor content
Influencers began publishing content about Christmas decorations in October 2023 and the top 50 posts fell into four categories: influencer decor shopping, travel, crafting and comedy. The average engagement rate across these posts for the month was 2.4%. Audience engagement with decor content shot up by over 3% month-on-month in November 2023 with influencers gaining attention through reveals of Christmas home decorations, crafting Reels, decoration shopping posts and travel content.
The average engagement rate dropped to 3.4% in December but creators still drove considerable conversation online about festive decor. Christmas tree reveal content continued to delighted consumers as did posts about crafting, travel and comedy. A new content format emerged at this point: atmospheric vignettes, showcasing decorations again and discussing the joy they bring.
Content and influencer strategy: October 2024
The Christmas decorations narrative begins at the start of the quarter with shopping content. Influencers in 2023 shared new products they had found ahead of the festive season and were primarily shopping from high street stores. Top posts includes Kate Murnane’s luxury Christmas dupes Reel showcasing a haul from B&M and Gabriella Lindley’s ASMR video unboxing a delivery of decorations from H&M Home. Wreath crafting also begins to engage consumers at this point – Ashlee Jane’s post about the launch of her wreath crafting kit was one of the top posts of the month.
However, the influencer content that seems to be most successful at the start of the season – and has the biggest chance of going viral – is relatable festive comedy and travel Reels. Top posts in the former genre featured influencers confessing they are “that person” who puts their decorations up very early – Emily Norris and Claudine Edwards created the top posts in this area. Travel influencers drew enormous audience engagement through Reels recommending where audiences should go to see the most beautiful public Christmas decorations – see Sandy Breitmeier’s Reel and Kseniia’s video for reference. This style of travel content consistently performs well throughout Q4.
Strategic advice for October 2024
Brands should consider showcasing their decorations in creator videos that play on the “too early” theme. This content performed so well because it polarised audiences and led to big discussions on the optimum time to decorate for Christmas. As a result, the content had significant visibility. Also, hotels and tourism boards should consider commissioning travel influencers to promote any festive attractions they are launching to ensure these are positioned as must-see destinations for the season.
Content and influencer strategy: November 2024
The trending format for November is Christmas decor reveal videos which take on a number of guises, from smooth transitions to “put up my tree with me” Reels. Interiors and lifestyle influencers produced the top content in 2023 – see Jen Rothbury’s Reel about her love of buying decorations and Rosie Connolly Quinn’s luxury garland decor. One of the top posts from this month was It’s Lucy’s advert with Wayfair “A Very Nostalgic Christmas”. It’s worth noting Gen Z’s lo-fi approach also perform’s – as Lana Wilman’s casual decor reveal proves. Audience desire for crafting content really starts to ramp up in November – the viral video in this genre from 2023 was Claire Stewart’s paper trees tutorial.
Strategic advice for November 2024
Christmas decor reveals are reliable opportunity for brands to drive audience engagement. While Millennial influencers showcase decadence in a family setting, Gen Z opt for a more restrained approach. The former group wants to make a statement while the latter just wants to have a few “cute” pieces on show. Brands hosting festive events should consider hosting crafting workshops in November which is when audience desire for the content peaks.
Content and influencer strategy: December 2024
While Christmas decor reveal content continues to dominate, 30% of the top posts from December 2023 were atmospheric vignettes showcasing their Christmas decor after the big reveal. The subtext of this content is joy and gives brands a second big moment in the season to promote their decorations offering in action. Jenny/ Wallflower Cottage scored the top post of this genre and Carla Isolana’s Reel is also a good reference point. Relatable and quirky comedy about Christmas decorations also comes into the frame. Top posts from 2023 included Jamie Jo’s realisation that her husband had made their home the “crazy” one on the street and Ruby Rare’s nativity scene created entirely using her sex toys.
Strategic advice for December 2024
High performing influencer content about Christmas decorations reveals a clear narrative for brand campaigns throughout Q4. October is for shopping content, November reveals the products in action and December showcases enjoyment of the decorations. Due to this, brands should ensure they work with influencers to tell every part of this story to get maximum return and visibility for their products. Crafting events would also draw audience engagement if they focused on easy effective projects – see Butter Wakefield’s festive ribbon garland for reference.
By Sara McCorquodale, CEO and founder of CORQ.
