- Peloton is extremely active on this channel, posting at least once a day. In November, they called out a lot of Thanksgiving content but more in the literal meaning of giving thanks, while in December Christmas was mostly downplayed. Instead, the focus was on looking back on the year that had passed with favorite classes and music. For example, they had a post with the phrase “it’s the most wonderful time of the year” but the feature was on the instructors’ favorite classes of 2019. Their only allusions to the holidays was to feature a couple user-submitted photos of women who had received Pelotons for Christmas.
- Peloton’s channel is mostly filled with ads and features of their community. In keeping with their Instagram strategy, they posted a video in November about giving thanks, but did not feature Christmas.
- Peloton is also extremely active on Facebook, it’s its most active channel. In December, while again Christmas was not explicitly called out, Peloton posted welcoming new members (with the assumption they had gotten it for Christmas) and an end-of-year sale the day after Christmas. Generally, the posts on Facebook are the same as that on Instagram.
- While most of their posts did not refer to Christmas, they did upload a brand video featuring how DJI cameras could keep users connected to their loved ones even from far away. They also had a post on Christmas Eve asking viewers to see if they could spot DJI gifts in a photo. For the rest of the month, they continued with their usual user-generated content of great films taken with their products. They did not mark Thanksgiving in November.
- DJI has two videos about celebrating the holidays on their channel. One is the video that was posted on YouTube, about how users could stay connected (Share the Joy) and another about balancing the joy of exploring with the joy of supporting community (All Roads Lead Home). It’s not clear why two videos were created, although it’s possible that they were created as ads for different markets.
- Facebook is the site for DJI announcements. This channel shares the Instagram content as well.
- In December, they made more references to gifting and the holiday season. They posted the same “spot-the-gifts” content as well as the brand video on the same days as on Instagram. They also announced a holiday sale, and posts explicitly calling on users to give a Robomaster S1 or the Osmo Action. There was no content referencing Thanksgiving in November.
- There were only seven posts related to the Christmas season on Dyson’s Instagram last year. All but two (those focused on their Christmas party) were focused on using creative ways to show their products in festive settings that still tied in with their tech roots. For example, this post shows a lamp creating a triangle of light that looks like a Christmas tree over their robot vacuum.
- Their core messaging was therefore heavily product-focused, although there was some attempt to humanize the brand with clips of their Christmas party. This seems to fit their overall social media strategy which is a mix of very heavily product-tech focused images and posts humanizing the brand (the latter further divided into talk about the internal brand culture and people who work there, or their various initiatives). No promos were advertised.
- Dyson has another Instagram account, Dyson Hair, but they had no mention of the holiday season at all. Surprisingly, Dyson does not answer comments on either account.
- Dyson only has one video uploaded about the holiday season, and it’s another film about their Christmas party. The rest of their content focuses on FAQs and video tutorials.
- This seems to be Dyson’s most active channel. Even here, they only have a few posts referring to the season obliquely (referring to it as “the season” or “the holidays”). These are always tied heavily into brand functionality. For example, their post on December 23 shows how their vacuum can easily suck up tinsel, tree needles, or fake snow because it has “the most powerful suction of any cord-free vacuum* and versatile attachments to tackle the season’s biggest messes.” Other posts utilize heat-sensitive penguin-shaped nightlights to show how well their Dyson Pure Hot+Cool purifying fan heater work, or how someone can deep-clean before guests arrive with the Dyson V11™ Torque Drive vacuum.
- Content does not seem to repeat across channels, except for the penguin content which is a highly visual way to demonstrate a scientific strength. Therefore, it seems that Dyson deliberately keeps types of content separate with Instagram being more targeted towards the “science” and visual shock-and-awe while Facebook is much more human and “friendly”. Dyson also responds to posts on Facebook.
- Sonos posts anywhere between 3-6 times a week, with no clear distinction. Sonos alternated between product posts that were unrelated to the holiday season, with posts that referenced gifting and the need to “cozy up” with holiday music. All posts are directly linked to the product and how Sonos could make the holidays better- either as a gift to someone or in order to make the holidays feel cozier. Sonos does not reply to comments on this channel.
- Sonos only has one video on this social media channel- the “Best Sounding Yule Log Ever”. Comments are turned off for this although it’s been viewed 71,000 times. This fits with their strategy of communicating coziness through sound.
- Facebook is the brand’s most active channel. It normally posts sporadically- going a few days with posts then disappearing for weeks- but did a push from December 10-18. The posts were a mix of announcing new partnerships and stores, as well as the common push towards gifting and coziness. A link to the YouTube video mentioned above was the first to kick off the holiday posts. Reactions were not significantly higher than usual, and comments were mostly complaints about Sonos. The brand seems to have a policy of only engaging with specific product complaints and questions, but larger complaints about Sonos’ policy of not supporting older devices or Apple products go ignored.
- GoPro posts once a day but made no big gestures towards holiday-themed content last year. At most, they launched this discounted bundle with a call to give it as a gift. They also launched 8 Days of Giveaways on December 13, but as they had just launched GoPro Hero 8 on November 30, it may not necessarily be driven by the holidays.
- While GoPro continued to post steadily through November and December, they did not have content directed at the holiday season. Instead, they continued with their usual posts featuring extreme sports.
- While GoPro’s Facebook page is extremely active, most of the content is the same as what’s on their YouTube and to a lesser extent, what is featured on their Instagram. They featured the 8 Days of Giveaways on the page but only to direct readers to the Instagram page. At most, they featured a video of a reindeer and a photo of a young boy that had received a GoPro product as a present.
- Bose had a lot of content for the holiday season. They began their Christmas campaign on December 1, calling out their Bose Frames as a great gift for the holidays. They post once every day or every other day.
- Bose uses user-generated photos for their content. For their Christmas content, they put a spin on it by partnering with artists to create images and videos using the Bose products. This allowed them to have more playful brand images while still sticking close to their idea of using photos made by real people.
- This content was occasionally interspersed with reviews and information on their latest products and nods to other events, such as the Star Wars movie.
- Bose posted through November and December but did not have holiday content on this social media channel. Instead, they posted “regular” content like a brand story, product demos, and ads.
- Facebook has different content than its other channels. This is more brand-led rather than user-generated, as with their Instagram page. From December 11-24, they ran a giveaway contest under the hashtag #headsupholiday for their Bose 700 headphones. However, other than this contest all other content is focused on the products or the NFL. They only had six posts total for November and December, so posting is very erratic. They do answer customer service questions on the page however and the contest received thousands of entries.
7. Apple Beats
- Beats seems to have scrubbed its profile on this channel, as the first available post is from September 3, 2019. In general, their strategy is to feature closeups of young people wearing their product, without a caption. Instead, the posts are short videos in different formats that seem to have been made by the young people themselves.
- Beats does not have any holiday content on YouTube, although there is more content available on this platform. Instead, the focus in November and December is on product tutorials (like how to get the best fit for your earbuds) or exclusive content with artists. They posted 12 times in those 2 months.
- There are no posts about the holiday season on the page. Instead, the focus is squarely on new models and new colors, as well as some tips on how to better use the products. This may constitute a strategy however, in the sense that desirable new launches might drive interested consumers to purchase the products as gifts. There were six posts in December and four posts in November.