/ Back-to-School

Your Social Advertising Cheat Sheet for Back-to-School

Although the end of summer is a bleak prospect, Back-to-School season represents a bright spot on the horizon for advertisers. Every year, families and teachers across the country restock on school supplies, electronics, and clothing for the coming school year.

Back-to-School shopping is a $68 billion industry in America, with the average family spending $606. Shopping occurs equally on mobile and desktop, providing increased opportunity for brands to reach academically-inclined shoppers.

With over 22 million Back-to-School Pins being saved from July through September, the approaching school year is already on consumers’ minds. There are 2.2 million #backtoschool posts on Instagram and 89% of teachers will go out of their way to shop at stores with teacher discounts.

To help marketers be smart about the Back-to-School shopping season, we’ve put together a cheat sheet with a dozen insights and social advertising strategies. Just a few:

  • Savvy retailers are separating Back-to-School and Back-to-Campus, both for what they are selling and when they are selling it. Back-to-School focuses on supplies and children’s and junior’s clothing. Meanwhile, Back-to-Campus starts with graduation and focuses on dorm supplies and computer sales.
  • The first day of school varies throughout the US, but reach bursts on Facebook beginning in late July keep product top-of-mind as the shopping begins. A best practice for CPG companies to increase sales: begin with casting a wide net to all moms in the Reach and Frequency tool to drive one to two impressions per week throughout a campaign. To ensure you can hit that frequency to your core audience, set aside additional budget for the bid market.
  • Retailers are starting campaigns on Pinterest, a planning platform, months before other social initiatives to seed content and gain valuable engagements. Activity peaks in August, just as the Back-to-School shopping season starts to ramp up. Post Pins online before integrating in-store to gauge consumer interest. Also leverage your email lists with Audience targeting to capture past customers and boost sales.
  • On Twitter, join the Back-to-School chatter with conversation targeting.