If you’re having dinner with friends in the industry this December, chances are the conversation might drift to Christmas ads. For decades, the launch of a big Christmas TV ad has marked the start of the festive season – a cultural ritual as synonymous with Christmas as mince pies and watching Love Actually for the umpteenth time.

For advertisers, these ads are a highlight of the year, a moment of prestige that represents everything we love about our craft: storytelling, emotion, creativity. But outside our industry bubble, how many consumers are really paying attention? With viewers fast-forwarding through ads or skipping TV altogether in favour of ad-free streaming platforms, the traditional Christmas TV campaign may no longer hold the sway it once did. It’s a costly and increasingly hard-to-measure investment, aimed at an audience that has since shifted to digital platforms.

Is it time for a bolder way to start the season? Social media offers brands the chance to meet audiences where they are, with ads that can be just as magical – and far more impactful. And yet, many brands shy away from breaking the TV tradition. Is it lingering status? Nostalgia? Or is it simply that no one wants to be the first to step away from the formula? Whatever the reason, the obsession with TV ads is holding brands back at a time when they need to move forward.

Breaking the christmas TV ad obsession

For decades, a big-budget Christmas TV ad was the gold standard of advertising. From Coca-Cola’s festive trucks to John Lewis’s tear-jerking storytelling, these ads became more than commercials – they became cultural events. But the way audiences consume content has changed.

Today, people scroll through social feeds, engage with short-form videos, and consume content on demand. Meanwhile, traditional TV ads often play to distracted viewers, who are checking their phones or multitasking. This shift has made it harder to track the direct impact of TV campaigns, leaving brands struggling to justify their multimillion-pound investments in an increasingly ROI-driven world.

The truth is, the Christmas TV ad has become more about tradition than effectiveness. More about the industry than the audience. It’s a nostalgic nod to a time when TV was king. Brands that want to stay relevant need to rethink their strategies – and the answer lies in social.

Social killed the TV star

Advertising has always been about meeting people where they are—and increasingly, that’s on social platforms. As of October 2024, there are 5.22 billion social media users worldwide. Over the past year, 256 million new users joined social platforms – equivalent to 8.1 new users every second. And social ad spend continues to grow, projected to hit $219.8 billion by the end of 2024.

Platforms like Meta and TikTok have become powerhouses for advertisers, opening opportunities to reach vast audiences and deliver results across the funnel. For instance, Meta’s AI-powered Advantage+ solutions ensure ads reach the people most likely to engage or convert. TikTok, on the other hand, has levelled the playing field, giving businesses of all sizes the chance to go viral with the right content. A small startup with a clever TikTok strategy can achieve results that once required the kind of budgets reserved for big TV campaigns.

The holiday season amplifies the stakes. With competition for attention fiercer than ever, brands need to prioritize channels that deliver measurable outcomes. Social-first campaigns offer unparalleled reach, detailed analytics, and real-time optimisation. So why are so many still defaulting to expensive, hard-to-measure TV ads?

Case Study: Volvo’s bold social-first move

One brand already breaking tradition is Volvo. Just a few weeks ago, they launched a 3-minute, 46-second ad for their fully electric EX90 SUV – not on TV, but on Instagram. The ad defied the typical short-form norms of social media. It was cinematic, emotional, and unapologetically ambitious.

The results? Widespread praise, high engagement, and proof that social platforms can deliver the same emotional punch as TV – if not more. By prioritizing digital, Volvo ensured their content reached an audience already primed to interact and share. It’s a bold move, and one that more brands should be brave enough to emulate.

Why social-first is the future

Social media doesn’t just offer an alternative to TV – it offers a better solution. Unlike TV, where ads are broadcast to anyone tuned in, social platforms provide precision targeting that ensures your content is seen by the people most likely to care. Sophisticated planning and distribution tools make it possible to hone in on specific demographics and interests, delivering content at the right time and place, while regularly updated algorithms surface engaging content to the right audiences regardless of a brand’s size or budget.

Beyond targeting, social platforms offer something TV can’t: measurable results. Detailed analytics allow brands to track impressions, engagement, conversions, and sales in real time. This level of insight is invaluable, especially with tight budgets. It means brands can optimize campaigns on the fly and ensure every pound spent delivers tangible outcomes.

But it’s not just about numbers – it’s about creativity. Social unlocks opportunities to engage audiences in ways that TV simply can’t match. From interactive AR experiences to shoppable content and influencer partnerships, brands can craft campaigns that don’t just tell a story – but also create an experience and foster deeper connections that go beyond passive viewing.

Dream bigger, but dream smarter

If you’re still dreaming of that big TV ad this Christmas, it might be time to wake up to the potential of social-first strategies. Social platforms offer everything TV does, and more: targeted reach, real-time analytics, creative flexibility, and measurable ROI. They’re not just the future of advertising – they’re the present.

Think back to that dinner table conversation about Christmas ads. The magic isn’t in the medium – it’s in the stories that spark emotion and bring people together. And today, those connections happen on social media. It’s time to break free from nostalgia and embrace smarter, more impactful ways to deliver seasonal advertising. Go tell your story where your audience – and your bottom line – will feel it.