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How to Win the Holiday Screens: What Consumers Actually Pay Attention to in December
As December approaches, social feeds get louder, busier, and more competitive. While brands push for visibility, consumers become more selective about what they’ll actually stop and engage with. If you want your content to rise above the seasonal noise, you need to understand how people behave online during the holidays and what truly captures their attention.
Here’s what the data shows about December scrolling habits, plus how your brand can adapt for stronger engagement and more meaningful reach.
1. People Scroll More During “Micro-Moments”
Holiday schedules are unpredictable, so consumers browse during shorter bursts rather than long sessions. The highest spikes typically occur:
- During work breaks
- In line at stores
- Late evening wind-downs
- While traveling or waiting at airports
- On weekends between gatherings
This means your content must be instantly engaging, easy to digest, and mobile-friendly. Long captions, cluttered graphics, and slow hooks get skipped.
Create for the scroll:
Quick tips, 5–7 second videos, quote graphics, memes, and reels with high-contrast visuals perform best during micro-moment browsing.
2. Short-Form Video Dominates (More Than Usual)
Between gift shopping, holiday events, and family commitments, people prioritize content that delivers value fast. In December, engagement surges for:
- Reels and TikToks under 10 seconds
- Voiceovers
- Tutorials, hacks, and how-to demonstrations
- Product demos
- Behind-the-scenes previews
If your brand isn’t leaning into short-form video, you’re giving up attention you could easily own.
3. Emotional Content Wins Over Promotions
Consumers aren’t tired of buying, they’re tired of being sold to nonstop.
Posts that outperform during December usually tap into:
- Nostalgia
- Humor
- Human stories
- Gratitude
- Relatable holiday stress moments
Promotional posts still work, but only when they’re:
- Paired with value
- Clearly framed
- Easy to act on
Create a balance between heart, humor, and helpfulness to keep audiences from scrolling past your message.
4. Carousel Posts and Lists Drive More Saves
December is the month of:
- “Top 10 Gift Ideas”
- “Holiday Tips You Actually Need”
- “Year-End Trends to Watch”
People save more content in December than almost any other month, especially when the post helps them:
- Make decisions
- Stay organized
- Get ideas
- Plan ahead
Carousels, checklists, and swipe-through guides help you stay on people’s screens long after they first encounter your content.
Adapt Your Strategy for December Success
The brands that win the holiday screens don’t simply post more, they post smarter. With the right content formats and timing, you can reach your audience during their peak scroll moments, connect emotionally, and make your brand unforgettable during the busiest season of the year.
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This article is an original contribution by Michelle Hummel
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