As the festive season kicks in, the scramble to get Christmas gifts begins. For brands, this is an opportunity to shine, being included in curated gift guides, published by media outlets and bloggers, is a common marketing strategy.
Not only do they put your product in front of eager shoppers, but they also boost your SEO, drive traffic, and improve website health—especially when they come with third-party endorsement.
When a reputable publication features your product, it’s more than just a nice mention. It often includes a follow link back to your site, which is an SEO dream. These links signal to search engines that your site is trustworthy and worth ranking higher.
But not all links are created equal. A follow link from a high-authority site, like The Guardian or Vogue, carries significant weight. On the flip side, a feature in a lower-authority publication might have less impact but still diversifies your backlink profile, which search engines love.
Aligning Titles with Your Brand and Product
Being featured in a gift guide isn’t just about visibility; it’s about credibility. Ensuring the publication aligns with your brand is crucial. A premium wellness brand like WHOOP would feel out of place in a bargain gift guide, potentially harming its image.
Once you’ve hit the sweet spot like Dr Martens Vegan Boots being included in The Evening Standard’s ‘Ultimate sustainable gift guide for Christmas 2024’ – this boosts the guide’s trustworthiness and reinforces the brand’s message, making consumers more likely to engage with the product.
Blogger Gift Guides: The Underrated MVP
While national publications boast impressive circulation, don’t underestimate blogger gift guides. These niche-focused lists might not reach millions but excel in targeted engagement. Bloggers usually have a loyal audience that trusts their recommendations. Though smaller in scale, their followers are genuinely interested, making these placements valuable. This authenticity can boost conversion rates as readers feel a deeper connection to the product.
At their core, gift guides are a sales-driven tactic, pushing products during a season already filled with consumer pressure. The festive season often leads to over-purchasing and waste, for ethical brands prioritising sustainability or mindful consumption, it is an unnatural fit to be included in a gift guide unless the context of the guide is specific to likeminded brands.
Brands committed to ethical practices might consider alternative approaches, like promoting thoughtful gift-giving or experiences over physical goods. Opting out of the gift guide race entirely can also reinforce a commitment to values over profit.
In conclusion, whether featured in a prestigious publication or a niche blogger’s list, each placement brings unique benefits. Sometimes, the best strategy is ensuring your holiday messaging truly serves your customers—not just your bottom line.
At Prohibition, we believe in creating campaigns that not only stand out but also drive tangible results. Whether it’s a clever twist on nostalgia or an impactful purpose-driven initiative, we can help you craft the perfect strategy for your brand. Drop us a line at hello@prohibitionpr.co.uk or call us on 0113 430 4160.
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