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'Tis the Season for the CTA: How CPG Brands Should Use Creator Content This Holiday
Most of the year, creator content does the heavy lifting on awareness and trust. It's how people discover your brand, get to know your product, and start to like you.
Now it's time to cash in on that goodwill. 📣
During Black Friday and the weeks that follow, people are actively shopping. Their lists are made and their wallets are out. It's one of the few times of year when showing up with a strong call to action doesn't cause a major eye roll 🙄
So put your product front and center, and have your creators share clear, conversion-focused messaging like:
- "Use code HOLIDAY30 for 30% off"
- "Grab it at Target before it sells out"
- "Head to yourwebsite dot com, sale ends Monday"
Here's what brands kicking off holiday campaigns over the next few weeks are prioritizing.
1. Partnership Ads, Whitelisting, and Spark Ads 💸
Running ads from a creator's handle is one of the best ways to drive stronger conversions and lower your CPA during the holidays. Ad costs spike in Q4, so every dollar needs to work harder. Content that comes from a real person's account feels like a recommendation, not an ad, and that makes your budget go further.
Whether it's Meta Partnership Ads, TikTok Spark Ads, or classic whitelisting, the idea is the same: put your paid spend behind the creators your audience already trusts.
‼️ Reminder: every minisocial Pro and Local project includes whitelisting access baked in. No extra fees, no chasing creators for permissions.
2. Localized Reach That Drives People From the Couch to the Shelf 🛒
November and December alone account for roughly 19% to 20% of total annual retail sales, according to the National Retail Federation. That's a huge chunk of the year packed into eight weeks.
And it's easy to add one more thing to your cart when you're already in the store. So show shoppers which retailers carry you and exactly where to find you on shelf. Local creator content makes that feel natural, whether it's a quick "found this at my Target" or a walk down the aisle to your product.
Bonus: the more velocity you drive in Q4, the better your conversations with retailers will go in Q1 🎉
3. Social Commerce and Reviews Seal the Deal ⭐
People search TikTok and Instagram for product reviews before they buy. With so many brands competing for attention this time of year, shoppers want proof first.
Creator content that shows honest reactions and real results gives your audience the confidence to finally hit "add to cart."
The bottom line
You've spent all year building trust. The holidays are when you get to ask for the sale. Give your creators clear CTAs, put paid spend behind their content, and make it dead simple for shoppers to find you, online and on shelf.
Quick FAQ
What is whitelisting in influencer marketing?
Whitelisting means a brand runs paid ads through a creator's social handle with their permission. The ad shows up as coming from the creator, which tends to feel more authentic and often drives better conversion than ads from a brand account.
What's the difference between Partnership Ads, Whitelisting, and Spark Ads?
Partnership Ads are Meta's (Instagram and Facebook) format for running ads with a creator's handle AND your own together. Whitelisting is just the creators handle, and Spark Ads are TikTok's version, letting brands boost a creator's organic post as an ad.
Why should CPG brands focus on retail during the holidays?
November and December make up about a fifth of annual retail sales, and in-store shoppers are primed to make impulse adds. Strong Q4 sales velocity also strengthens a brand's position in Q1 retailer conversations.
Ready to cash in on the holidays?
Get your product in front of shoppers while their wallets are out, with creator content that's ready to run as ads from day one.
