From Prep to Prosper: iStock Reveals How SMBs Can Conquer the Holiday Hustle
October 19 2023 - 8:58AM
As businesses worldwide prepare for increased consumer spending
this holiday season, iStock, a leading e-commerce platform
providing premium content to SMBs, SMEs, creatives, and students
everywhere, today revealed new data-based tips and guidance on how
SMBs can maximize performance this holiday season and breakthrough
with impactful, relevant messaging and visuals in marketing and
advertising efforts.
Even with current economic impacts, iStock's latest VisualGPS
research shows that people want to support small businesses, with
95% of people saying they shop local and 33% saying they shop at
small businesses now even more than they did a year ago. Given
this, business owners should move with intent to reach and speak to
these customers and stand out during the cluttered holiday
advertising space.
“Businesses are thinking about the holiday season earlier and
earlier each year—given this spending pattern and mindset, small
businesses need to consider different marketing elements when
attracting customers online and in storefronts,” said Grant
Farhall, iStock’s Chief Product Officer. “Our latest
VisualGPS research revealed that just as hybrid continues to be the
future of office work, the future of shopping and retail continues
to be a mix of both, with consumers still highly enjoying personal
interaction when shopping in-store. It’s important to evaluate how
your businesses’ visual storytelling reflects this, as well as
other current consumer behaviors, to make an impact during the
holiday and end-of-year season.”
As support, iStock has pulled together actionable tips backed by
real‑world data and insights to help businesses of all sizes
understand what resonates with consumers and effectively move
customers to action:
Create a Holiday Vibe by Mixing Classic Visuals with
Contemporary Nuance: Over the years, symbols of holiday
cheer (i.e. string lights, santa hats, Christmas trees, shopping,
winter weather, etc.) have remained the same, however impacts from
the pandemic have caused a definitive shift in consumer sentiment
and priorities, especially when it comes to the holidays. Things
like mental health, personal relationships, work-life balance and
sustainability are important values for consumers these days and
are critical to consider when appealing to your customers.
While evergreen holiday symbols still resonate, consider
showcasing moments money can’t buy and showing detailed images that
give a more intimate look inside people’s homes and personal
lives–whether it be the food they are eating, gifts and shopping
bags they are using or decorations being displayed. Look for
aesthetics which feel rich, detailed and indulgent and choose
images and videos that emphasize themes of togetherness.
Leverage Video to Make Every Moment Feel
Treasured: An analysis of Getty Images’ and iStock’s
top-selling videos shows that slower-paced videos help create a
stronger connection with key audiences. Additionally, 78% of people
prefer short-form videos, reels and stories for content that is
meant to inspire and provide new perspectives.
Instead of businesses directly promoting a product or service in
all marketing materials, take the opportunity to showcase visuals
that align with people’s excitement to gather with family, friends
and loved ones at the end of the year. Choose videos that show
families clinking glasses before enjoying a holiday meal, children
staring at holiday decorations in awe, or festive scenes of loved
ones celebrating the new year, to tap another side of consumers’
psyche.
Tap Into Social Media for Holiday Entertainment and
Inspiration: Social media is an effective tool to reach
multiple generations at once. In fact, 56% of people of all ages
say it helps them stay informed about their favorite brands. This
percentage is even higher for Gen Z/Millennials (75%). In addition
to that, 77% of people from all ages agree social media is an
opportunity to watch content that makes them laugh or smile.
Businesses can be more effective when appealing to each
generation during the holiday season, especially on social
platforms. Leverage creative that shows people and personalities as
opposed to illustration or animations to lean into the more
entertaining, humorous and emotional side of this time of year. To
appeal to the younger generations, tap into tutorials and cultural
patterns that are popular online as a way to connect and relate to
the current moment and people’s everyday needs.
To find relevant holiday-inspired and celebration images and
videos, visit: https://www.istockphoto.com/
For a special one-time offer, new customers can access iStock’s
Premium Only Free Trial in the US, which allows users a one-month
trial of iStock’s annual 10 premium subscription. This includes
access to all images, illustrations and vectors, including
authentic, high-quality signature imagery that can only be found on
iStock.
Media Contact: Jenna
AttardiJenna.Attardi@gettyimages.com
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