Holiday marketing seems to start earlier every year, and 2025 is no different. Fans are already shopping, scrolling, and saving posts long before December hits, which makes this a great time to tighten up your Instagram strategy. If you want to boost engagement, drive more eyes to your music, or set up your merch for a strong finish to the year, these tips break down what’s working right now and how to make your efforts count. 🎊 Here’s what to keep in mind as you plan for the holidays…
Strategies to Help Independent Artists Reach More Fans This Holiday Season
Run a Seasonal Giveaway
Giveaways are still one of the easiest ways to boost engagement on Instagram, and during the holidays, they work even better. Fans love getting something special, and the extra interaction helps your posts reach more people. Think about giving away things that feel personal or limited. For example, things like:
- Limited-edition holiday merch
- Early access to your next release or EP
- Signed vinyl or CDs
- A small holiday bundle (merch, handwritten note, stickers, or a fun treat)
You can run a giveaway on your own, or team up with another artist using Instagram’s Collab feature, which lets you co-author a post or Reel so it appears on both your profiles and reaches both audiences at once. You can also use Broadcast Channels, a feature where you send one-way updates to followers who opt in, to give subscribers bonus entries or early announcements, making your fans feel like they’re getting insider access.
Keep it simple, fun, and seasonal, of course. The goal isn’t just growth; it’s giving your fans a reason to engage and feel connected to your music during the holidays. The vibes are already there; all you have to do is tap into them.
Shoppable Instagram Posts
The holidays are prime time for last-minute shoppers, and making it easy for fans to buy your merch or music can make a big difference. Instagram Shopping lets you tag products in your posts or Reels so fans can click through and purchase directly. To use Instagram Shopping, your account does need to meet a few requirements, though:
- You must have an Instagram business or creator account.
- You need to comply with Instagram’s merchant policies.
- You must have a connected Facebook Shop or approved product catalog.
If your account doesn’t qualify, don’t stress. You can still make shopping simple by linking to your merch store in your bio with tools like Linktree. Or you can add swipe-up links in Stories if you have that feature.
Think beyond just merch, too. Digital gifts like holiday bundles, early downloads, or exclusive tracks can all be shoppable items. And the easier you make it for fans to grab a gift, the more likely they are to act before the holidays pass.
Collaborate with Similar Artists
You’re not the only one looking to generate leads on Instagram during the holiday season. What better way to combine efforts and double your reach than by collaborating with another artist? Just like how brands partner with influencers to tap into new audiences, you can do the same with fellow musicians.
Do you have connections with an artist who shares a similar fanbase? Consider hosting an Instagram Live together where you perform a short holiday-themed set, share the stories behind your songs, or talk about your favorite holiday traditions. Fans love seeing authentic interactions between artists, and it builds rapport with both audiences. You can also coordinate posts on your feeds or Stories to promote each other’s projects.
- For example, highlight a limited-edition vinyl, exclusive merch drop, or holiday bundle that makes the perfect gift. Using tags and the Collab feature ensures your posts reach both audiences effectively.
You could even take it further and create something unique together, like a holiday single, a special duet, or a festive photoshoot featuring your merch. Joint projects generate buzz and give fans a reason to engage with both of you. This collaborative approach not only extends your reach but also strengthens your presence in your community.
And what better time to celebrate community than the holiday season? 🎁 🤗
Instagram Ads
Instagram ads are a smart way to reach fans who might not see your posts organically. With a professional account, you can target people based on interests, location, or behavior, and run ads across both Instagram and Facebook to maximize your reach. Here’s how to make them work during the holidays:
- Pick your goal. Do you want more streams, merch sales, or engagement on a holiday post? Your goal determines how you set up your campaign.
- Choose the right format. Reels work well for music, while Stories and feed posts are great for promoting merch or limited-time offers.
- Target carefully. Use interest-based targeting for fans of your genre, location targeting if you’re promoting shows, or retarget people who’ve engaged with your content before.
- Create a clear call-to-action. Tell fans exactly what you want them to do: buy a bundle, stream a track, or pre-save your holiday release.
- Set a budget and schedule. Even a small budget can have an impact if you run the ad at the right time. Holiday weekends and evenings are prime windows for engagement.
Following these steps alone can help your ads reach the right audience, boost engagement, and turn casual viewers into fans and customers this holiday season. But with some great content to push, your odds are even better.
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Feed yo’ brain something extra… 🧠
How To Use Instagram Analytics To Your Advantage as an Artist
How To Turn One Release Into an Evergreen Content Strategy
How to Influence Algorithms & Leverage DSP Tools to Grow Your Audience
The Best and Worst Months to Release Music
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Affiliate Marketing
The holidays are a great time for ticket sales, especially. And affiliate programs let you earn a commission whenever your fans buy through your link. To get started, all you have to do is sign up for an affiliate program. Platforms like StubHub, Vivid Seats, and Ticketmaster all offer options for artists, and some venues even have their own programs. Once approved, you’ll receive a personalized link or code to share with your audience. Then, you can post it on Instagram in your feed, Stories, or Reels with a clear call-to-action, something like, “Tickets are on sale now! Grab yours through this link to support your girl.♥️ ”
Every time someone buys tickets using your link, you earn a commission. Even a small percentage can add up during the holidays, and it’s a simple way to make some extra income and give fans an easy way to grab gifts for their friends while supporting you at the same time.
Optimize Your Posting Schedule
Timing is crucial for holiday marketing on Instagram, especially since routines shift during the season. If you really want to get the most engagement possible, it’s going to take a little finessing. Consider trying these steps:
- Check Instagram Insights: Look at the “Audience” section to see when your followers are most active by hour and day. Schedule your posts during these peak times to maximize visibility.
- Adjust for holiday routines: People may scroll at unusual hours. Early mornings, late evenings, or short breaks are often the best windows, but you can always experiment with posting at different times to see what performs best.
- Consider different time zones: If your fanbase is global, schedule posts to hit peak activity in different regions. Scheduling tools (like Buffer or Later) let you plan feed posts, Reels, and Stories all in one place.
- Mix content types: Reels, Stories, and feed posts perform all differently. Try posting a Reel in the morning, a Story in the afternoon, and a feed post in the evening to cover multiple engagement points.
By following these steps, you can make sure your content reaches the right fans at the right time and gets the most traction during the busiest season of the year.
📚 Want to learn more about the world of content planning? Check out “How To Create a Social Media Content Calendar for Musicians” to improve your strategy during the rest of the year, too.
Run Exclusive Holiday Offers
Who doesn’t like exclusive stuff? The holiday season means everyone is looking for the perfect, unique gift for that special music lover in their lives. What’s better than some limited edition merch from their favorite artist? Consider offering limited-time discounts on select products or dropping a limited run of holiday-themed merch. For example, you could release a special holiday T-shirt, a signed vinyl bundle, a festive hoodie, or even a digital package with exclusive tracks or behind-the-scenes content.
Next, promote these offers on Instagram by creating some eye-catching posts, Stories, or Reels. For example, you could do a short unboxing video of the merch, a festive photoshoot featuring your products, a Reel showing you using the items yourself, or a carousel post highlighting each piece in the collection. You can also use the countdown stickers in your Stories, highlight the fact that they’re “limited edition” in captions, or tease the drops with short previews. Get into the holiday spirit and offer something special to your audience that they just can’t pass up, all while making it easy for them to shop right where they’re already scrolling.
Engage with Holiday User-Generated Content
The holidays are the perfect time to get your community involved in creating content. Ask fans, fellow artists, and collaborators to share their festive moments and tag you in Stories or Reels. For example, fans could show their favorite holiday song (by you, or otherwise), a cozy holiday setup, or a short video using your music, while other artists can share a behind-the-scenes look at their holiday merch or perform a quick seasonal jam.
Highlighting this content on your feed or Stories not only shows appreciation but also encourages more people to join in. In addition, creating a simple hashtag for yourself (something easy like #holidayswithyournamehere) makes it easy to track submissions and turn fan, artist, and community posts into a shared holiday experience.
To wrap things up…
Take these tips and put them into action in a way that feels authentic to you. Experiment, involve your community, and have fun sharing your music this season. This year has been tough for many of us, and a little holiday cheer goes a long way. With a little planning and creativity, you can create stronger connections and a more engaged audience that will stick with you for the new year to come.
Happy Holidays!
