Dive Brief:
- Social media platforms such as Instagram and Snapchat are seeing an uptick in usage from big brands such as J. Crew, American Girl, and Macy’s this holiday season.
- J. Crew’s holiday Instagram ads, Facebook landing page, and Twitter posts employ “Buy” or “Shop Now” buttons to make posted content instantly shoppable.
- J. Crew’s Instagram page is currently offering “The Pocket Dial” by Jimmy Fallon, an iPhone case/pocket square designed by the talk-show host.
Dive Insight:
Social media is seeing a surge in advertiser interest this holiday season from retailers such as American Girl, J. Crew, Macy’s, and Target. Photo-sharing platform Instagram—which has been open to general advertising for only two months and is linked to its parent company Facebook's powerful targeting data—has proven especially popular, with J. Crew and American Girl launching holiday campaigns on the platform this holiday season.
J. Crew is using “Buy” buttons on Facebook, Instagram, and Twitter to push sales directly from its ads, one of which features a pocket square/iPhone case designed by Jimmy Fallon. American Girl is using Facebook and Instagram to promote its “Get a Friend. Give a Friend” program, which donates a doll for every one purchased purchase through Nov. 30.
Brands such as American Girl and Macy’s cite social media’s storytelling capabilities as an asset, with the department store brand linking teaser clips of its holiday “Believe” ads on Instagram to a three-minute version housed on Facebook. Instagram will generate almost $600 million in ad sales this year, according to eMarketer, and will outpace Google and Twitter to reach $2.81 billion in ad sales by 2017.
