Making the Most of Instagram for the Holiday Season: How Makers and Small Brands Can Connect, Inspire, and Sell by Showing Up Authentically

The holiday season is a unique opportunity for makers and small brands to create memorable experiences on Instagram. With so many shoppers looking for meaningful, unique gifts, this is your moment to stand out by showcasing the heart and story behind your brand. Showing up consistently, leaning into personal branding, and using creative, holiday-themed content can help you foster connections, build brand loyalty, and boost sales.

Here’s how to make Instagram your go-to platform for the holiday season, with a timeline that guides you from pre-event preparations to post-event wrap-up.

1. Show Up Consistently with Holiday-Themed Content

Regular, holiday-focused posts keep your brand top of mind and build excitement around your products. Here are a few ways to stay consistent:

• Countdowns & Teasers: Start with a countdown to build anticipation, whether it’s for a product launch, a holiday market, or a seasonal collection. Use Instagram Stories for countdown clocks and add interactive elements like polls and sliders to get followers involved.

• Sneak Peeks: Share short videos or carousel posts with sneak peeks of your holiday lineup. Tease new products or exclusive items in the works to build excitement and keep followers coming back for more updates.

Looking for holiday Instagram inspiration? These brands know how to capture the magic of the season, using thoughtful, festive content to connect with their audiences.

During the holiday season, some brands truly shine on Instagram by creatively connecting with their audience through holiday-themed content. Leze the Label brings warmth and sustainability into the season, sharing styling ideas and cozy vibes that make followers feel right at home. LanaBetty showcases her intricate jewelry designs with festive backdrops and personalized stories, capturing the spirit of gift-giving and craftsmanship. Sarah Mulder Jewelry leans into holiday glam with stunning visuals and gift-worthy pieces that feel like modern heirlooms. Meanwhile, Mala the Brand transports followers into a world of winter magic, sharing soothing scenes and scent profiles that make every candle feel like a holiday must-have.

These brands exemplify how to use the season’s charm to connect with followers, build excitement, and drive sales.

2. Lean Into Personal Branding

Personal branding is what sets you apart as a maker. By letting your personality shine, you give followers a reason to connect with you on a personal level, which is especially powerful during the holiday season.

• Introduce Yourself: Share posts where you introduce yourself to new followers and remind loyal customers why you do what you do. Include fun facts, personal insights, or your journey as a maker. Showing your personality helps people see the real person behind the brand.

• Behind-the-Scenes: Take followers into your creative process. Show them how each item is made, what inspires you, or even the ups and downs of being a small brand. This authenticity builds a stronger connection with your audience and highlights the care and craftsmanship behind your products.

• Share Your Why: Explain why you’re passionate about your work, especially during the holidays. Whether it’s the joy of gifting, your commitment to sustainability, or supporting local communities, share the values that drive your brand.

Personal branding is key to creating a memorable connection with customers—just take a look at how these inspiring brands do it.

Personal branding is all about sharing the unique story and mission behind your brand, and a few standout Instagram accounts do this brilliantly.

Leah Yard Designs captures followers’ hearts with honest reflections on her journey as a jewelry designer, sharing both her wins and struggles in a way that feels deeply authentic. Blume Superfoods connects through a playful and approachable voice, often sharing wellness tips and relatable moments that make followers feel part of a community. (I’m living for Karen’s comedic takes on business.)

And Huha takes a thoughtful approach, promoting body positivity and natural wellness, while using real conversations to reinforce their mission of self-care.

These brands remind us that personal branding is about creating an online presence that feels genuine, relatable, and rooted in purpose.

3. Holiday Instagram Timeline for Makers

Planning your Instagram content strategically throughout the holiday season can help you stay organized, connect with followers, and maximize engagement when it matters most. This holiday timeline breaks down essential Instagram actions for each stage—before, during, and after your event—so you can build anticipation, showcase your products, and keep the connection going even after the holidays. Use this timeline as your guide to make sure your brand shines all season long.

Pre-Event (2-3 Weeks Before the Event)

• Countdown Post: Share a countdown clock in Stories and posts leading up to the event. Build excitement with “Only [X] days until we’re live!” or similar prompts.

• Sneak Peek Carousel: Start teasing holiday products with carousels or Reels that showcase snippets of what you’ll be offering. Ask followers to comment on what they’re most excited to see in person.

• Behind-the-Scenes Reel: Show the effort and passion behind your brand by posting a Reel that highlights your creative process. Followers love to see how their favorite items are made!

• Market-Exclusive Announcements: Build anticipation by announcing any market-only offers, limited editions, or exclusive bundles. This adds urgency and incentivizes people to visit your booth in person.

• Holiday Gift Guide: Help followers with their holiday shopping by creating a gift guide. Curate items for different types of recipients (“Gifts for Her,” “Stocking Stuffers,” etc.), which can inspire them to make a purchase.

During the Event

• Introduction Post: Welcome new followers by introducing yourself and sharing a few fun facts. Explain why you’re excited for the market and invite people to come by and say hello.

• Booth Location Stories: Use branded maps or location pins in Stories to make it easy for visitors to find your booth. Include quick details on where to park or tips for navigating the market.

• Reel or Live Tour: Go live or post a Reel to show off your booth, popular items, and any tips for enjoying the event. This gives remote followers a taste of the experience and encourages locals to visit.

• Real-Time Product Updates: Keep the momentum going by updating followers on stock levels (“Only 5 left!”). It’s a great way to drive urgency for in-demand products.

• Collaborative Posts: Partner with nearby makers or the event organizer to do joint posts or Stories. This introduces you to a new audience and fosters community at the market.

• User-Generated Content Challenge: Encourage customers to tag you in photos of your booth or their purchases. Repost their content to build social proof and extend your reach.

Post-Event Wrap-Up

• Thank-You Post: Share a heartfelt thank-you post with photos and highlights from the event. Express appreciation for everyone who came and supported you, helping your audience feel valued.

• Market Recap Reel or Carousel: Compile the best moments, customer interactions, and top products into a recap video or carousel. Share it as a fun memory for attendees and a promo for future events.

• Customer Testimonials and Photos: Feature a carousel of customer testimonials or repost photos from those who tagged you. This adds authenticity and gives new customers a sense of your brand’s quality and service.

• Poll or Survey: Use Stories to ask for feedback on the market experience. Questions like “What did you love most?” or “What would you like to see next time?” can provide valuable insights for future events.

• Product Care Tips: After the market, keep the connection alive by sharing product care tips (e.g., how to clean jewelry or store handmade items). This adds value and keeps your brand top of mind post-purchase.

4. Build Urgency with Real-Time Product Updates

The holiday season is fast-paced, and creating a sense of urgency helps convert interest into sales.

• Limited Stock Alerts: Use Instagram Stories to let followers know when items are running low. Phrases like “Only 5 left!” create urgency and encourage quicker purchases.

• Market Day Updates: If you’re attending holiday markets, post updates throughout the day showing your setup, popular items, and live market vibes. Use Stories to show followers where your booth is and what they can expect if they stop by.

5. Encourage Customer Participation with Challenges & Giveaways

Engage your audience by inviting them to be part of the fun!

• Holiday Challenge: Start a challenge where followers post photos of their purchases, their favorite holiday setups, or tag you in a festive moment with your product. Incentivize them with a chance to win a small prize.

• Giveaways: Run a holiday giveaway to boost visibility and engagement. Ask followers to tag friends, share the post, or comment on what they love about the season. Giveaways encourage community involvement and expand your reach during peak shopping time.

Make This Holiday Season Your Time to Shine on Instagram

This holiday season, showing up authentically on Instagram can help you create meaningful connections, showcase your brand, and turn followers into loyal customers. By focusing on consistent posting, sharing your personal brand story, and creating engaging holiday content, you’ll build a strong presence that makes a lasting impact. Use this pre-event, during-event, and post-event timeline to stay organized and maximize your impact. Get creative, show the heart behind your work, and make Instagram your most valuable holiday marketing tool.

New around here? Hi, I’m Hope!

At Unicorn Marketing Co., I believe that authentic connections and creativity are at the heart of successful marketing. My goal is to help makers and small brands shine by building strategies that feel true to who you are.

If you’re ready to make a memorable impact this holiday season, I’d love to support you with personalized guidance, inspiring ideas, and a plan that aligns with your unique brand. Explore more about Unicorn Marketing Co. on our blog, check out my podcast the Magic Hour for behind the scenes interviews with other entrepreneurs, or book a call to discuss how we can bring your vision to life.

Let’s make this season—and every season—one where your brand stands out!