Meta campaigns are an important part of any successful digital marketing strategy, but are even more critical leading up to and during the holidays:

• 86% of global holiday shoppers use social media for inspiration across Reels, Stories, and Feeds
• 58% of Gen Z discover gifts through Reels and Stories (so reminder: prioritize vertical assets and Reels as you assemble your content mix)
• 64% of those who discover products on Instagram are likely to purchase* 

October: The Discovery Phase

As we transition into Fall, shoppers are already gearing up for the holidays. In fact, 73% of holiday shoppers begin before November.* The period from October to early November is our discovery phase. 

The discovery phase is a timeframe during which audiences are scrolling and bookmarking products. With this in mind, instead of trying to elicit a purchase at this stage, arts and culture organizations can meet customers where they are at on their journey by intentionally planting gift ideas and providing inspiration. The best mode to do this? Short-form reels!  

Dazzle audiences with a taste of what your organization has to offer. Think of experiential videos that are just 15-30 seconds long, such as museum visitors gathering around a seasonal exhibition or loved ones taking their seats at Swan Lake. These teasers feel less like demanding ads and more like friendly suggestions for potential gifts.

Examples : Plan an alluring date night like Pittsburgh Symphony Orchestra.

November: The Deal Phase

Ninety-five percent of global holiday shoppers participate in promotional sales events.* So, consider jumping on that buying momentum in mid to late November. The best time to do this is during Black Friday and Cyber Monday when prospects are searching for the best price at the fastest rate. 

During the deal phase, audiences are actively weighing their options, and your ads should give them a reason to act now. Lean into formats that make the offer, value, and urgency immediately clear—carousel ads and Stories placements are perfect for this.  

Carousel ads can seamlessly showcase multiple performances, ticket packages, membership options, or gift-worthy experiences in a singular ad. Tip: consider displaying prices or promotional offers directly on the creative (e.g., text overlay) so prospects can swiftly compare options and find their best fit. 

Stories and Reels offer a different mode for generating urgency. Use them to pair a strong call to action with prominent, easily-legible messaging that highlights limited-time deals, approaching performance dates, or holiday deadlines. Tip: countdown-style language such as “Only 3 performances left,” “Offer ends Sunday,” or “Book by December 20” often give audiences the push they need to seize the moment rather than delay their decision to buy. 

Finally, keep in mind that the “deal” doesn’t always need to be a discount, per se. This gives arts and culture organizations a competitive advantage because they can provide value through a special night out, a limited-run performance, or an experience to share with family and friends. Make the most of this by boldly displaying that value in your ads, then turning interest into action with a clear next step CTA: Get Tickets, Give the Gift of Art, Plan Your Visit, or Book Now.

Examples:
Tout early-bird deals like LA Opera:

Use urgency messaging to encourage immediate action from audiences like Alvin Ailey American Dance Theater.

Sell the gift of holiday traditions with family and friends like Atlanta Ballet:

Confirm that experience is the gift that keeps giving long after the holiday season is over like Boston Ballet:

December: The Gifting Phase

By December, shoppers are searching for gifts that feel thoughtful and from the heart. Arts and culture organizations have something special to offer: an experience to look forward to, whether it’s a night at the theater, a museum visit, or time spent together, which we know is one of the top reasons why people experience the arts. (Plus, as you get later into December, your audiences might be experiencing mild desperation around gifts that are still unpurchased—and a digital gift card can be as last-minute as someone needs it to be!)

Your creative can help people imagine that experience before the gift is even opened. Meta recommends videos that evoke emotion, like a family sitting together at a holiday show, carousel gift guides featuring intimate artists talks or lectures to be enjoyed by friends.

Think of content that captures the joy of giving and receiving an experience. A great audience reaction, an unforgettable performance moment, or existing photography can help someone think, “I know who would love this.”

Examples:

Make togetherness and shared memories the gift like San Francisco Symphony:

January: The Fresh Start Phase

After weeks of finding the right gifts for everyone else, the New Year brings a joyful shift: What do I want to look forward to? What do I want to experience? What kind of person do I want to be in the New Year?

Meta recommends aspirational Reels during this self-purchase phase. For arts marketers, that means creative that helps people picture themselves having the experience: sitting in the audience, discovering an exhibition, or learning a skill or subject they’ve been meaning to try.

You can pair that creative with retargeting to reconnect with holiday browsers who showed interest but didn’t purchase. You’ve already caught their attention. Give them an inspiring reason to come back and make plans for themselves.

Examples:

Showcase aspirational point of views that inspire like Houston Symphony:

Inspire audiences to step into something new next year like Oregon Shakespeare Festival.

Encourage curiosity with by sharing upcoming classes like Barnes Foundation.

Repurpose Your Content

The key to optimizing your holiday content is to start by reusing and repurposing the content you already have. If you produce an annual production of The Nutcracker or A Christmas Carol or Handel’s Messiah, there’s a high chance you have a plethora of photos and videos that you reuse year after year with minimal changes. 

Instead of reusing the exact same ads every year, follow the timeline above to guide the process of tweaking your already existing assets to reach audiences where they are in their journey. 

Examples: 

Use your production video content to inspire audiences early like The Australian Ballet.

Re-cut audience testimonials to generate word of mouth interest like Steppenwolf Theatre.

Overlay a countdown timer or a strong CTA over production imagery like Ballet Arizona.

Lean into lo-fi content to create reminders and showcase deals like Emery Entertainment Churchill.

How Capacity Can Help

Capacity can help you build a Digital Advertising and Creative Strategy that connects your creative, media, and audience journey throughout the festive season. Reach out to make your holiday campaigns triumph.

*“Holiday Shopping Study” by Ipsos (Meta-commissioned study based on an online survey of 14,473 holiday shoppers in Australia, Brazil, Canada, Colombia, France, Germany, Indonesia, Italy, Japan, Mexico, Peru, South Korea, Spain, Sweden, Thailand, UK, USA, Vietnam), November, 2025.