X, Meta and TikTok release new holiday marketing resources to support year-end advertising strategies

As the peak holiday shopping season approaches, major social platforms including X (formerly Twitter), Meta, and TikTok have released updated campaign guidance and resource hubs aimed at helping advertisers refine their last-minute strategies. The rollout comes as marketers face heightened competition across digital channels, shifting consumer behavior, and increasing reliance on AI-driven ad tools.

X Highlights Short-Form Creative and Simplified Ad Structure

X introduced an updated Holiday Marketing Hub, combining platform usage insights, ad format recommendations, and creative guidance. The company emphasized concise messaging, stating that campaigns using 50–100 character ad copy tend to perform best, along with clear calls-to-action and urgency-driven messaging.

X also reiterated newly implemented ad quality criteria designed to minimize visual clutter, discouraging excessive hashtags, emojis, and @ mentions. The platform continues to prioritize video formats, noting that the majority of engagement occurs on mobile, which represents roughly 80% of user activity.

Meta Publishes Holiday Checklist With Focus on AI-Driven Targeting

Meta released a Holiday Marketing Checklist within an updated seasonal resource hub covering campaign planning, optimization, and measurement. Many recommendations spotlight its expanding Advantage+ AI-powered ad products, which the company claims streamline audience targeting and improve conversion efficiency.

The checklist includes guidance around multi-touch measurement, audience testing through A/B experiments, use of Meta API tools for advanced workflows, and a calendar of key retail dates that extend beyond traditional Black Friday through late-season purchasing behavior.

TikTok Offers Creative-First Framework and Influencer-Driven Strategy Guidance

TikTok launched a new Holiday Hub that includes usage and commerce insights, platform tools, best practices, and an advertiser checklist. The company pointed to rising seasonal search and product discovery behavior inside the app, supported by its integrated commerce and influencer marketplace components.

The guidance includes recommendations around creative testing using TikTok’s free suite of content tools, the use of AI-supported ad automation, and consideration of creator-led campaigns designed to match the platform’s video-native culture. TikTok also highlighted the potential of influencer partnerships, positioning them as central to campaign performance for brands lacking dedicated video expertise.

Competitive Holiday Ad Market Intensifies

The nearly simultaneous release of holiday playbooks underscores the competitive landscape among social platforms, each focusing on mobile video, AI-enhanced ad delivery, and simplified creative execution as retailers and brands approach the final weeks of seasonal promotion.

With holiday spending expected to remain heavily digital, platforms are positioning their tools not only as tactical resources for 2025 but also as foundational systems for year-round performance marketing.