The Power of Video at Christmas

Christmas is ultimately about connection, which is why how we communicate during the festive period suddenly matters more than at any other time of year. In 2024, that connection increasingly happened through video. December saw time spent watching TV and online video rise by 4% compared with November, showing just how quickly audiences lean into video when the holidays begin (Nielsen, 2024). 

We send Christmas cards, gifts, and messages, but increasingly, video is what we reach for when we want to bridge distances and strengthen bonds.  

It’s simply the closest thing we have to being there. 

The Magic of Christmas on Screen 

Video’s strength is emotional relevance. It cuts through as the ultimate tool for capturing attention and creating genuine connection, with video and streaming making up 43% of all viewing time last December, a record high for the year (Nielsen, 2024). When the festive period rolls around, it has an unmatched ability to capture the Christmas spirit, whether through the warmth of festive music, the nostalgia of recognisable Christmas characters, or the joy of seeing loved ones' faces light up on FaceTime. 

In a season defined by feeling, video delivers emotion in ways that text and static images simply cannot match. For brands, this is an unmissable opportunity. If video isn't at the heart of your Christmas marketing strategy, you're not only missing a tactical channel, but also the chance to truly connect with customers during the most emotionally charged and commercially significant point of the year. 

Christmas TV Advertising: The Gold Standard 

Live from the start of November, Christmas adverts appear on our TV screens marking the start of the festive season in the UK. They get people talking around the office, at dinner tables, and on social media, often weaving in themes from the year that's passed. When executed brilliantly, they become permanently associated with a brand. Some campaigns prove so powerful they return year after year. Think of Coca-Cola's iconic “Holidays Are Coming” trucks, which have signalled the season's arrival for generations. 

We all remember the brands that do it best. John Lewis immediately springs to mind, right? Their annual Christmas advert has become a cultural phenomenon, with viewers eagerly anticipating what each year's story will be. This shows that Christmas video campaigns present the ultimate chance to stand out during the festive period, and also have the power to build brand reputation and memorability that extends far beyond December. 

When customers associate your brand with their favourite time of year, you've created something truly valuable: an emotional connection that drives loyalty all year round. 

Personalised Customer Communications 

Beyond broadcast advertising, Christmas presents a unique opportunity for brands to use personalised video to connect with individual customers on a deeper level. The festive season creates the perfect context for reaching out with tailored messages that acknowledge the relationship you've built throughout the year. 

“Wrapped” style videos have become a famous example. The familiar format of summarising the year’s highlights allows companies to show how far they’ve come since the year before. Sending personalised wrapped videos to customers is a perfect touchpoint for connection, putting your brand front of mind during their favourite time of year. We see companies creating snappy and creative summaries of a customer's milestones throughout their journey with a product, service, or brand. By leveraging data personalisation, these wrap-up style campaigns transform customer data into compelling visual stories, whether summarising listening habits like Spotify, fitness achievements like Strava, spending patterns like Monzo, or app usage like Duolingo. 

Spotify Wrapped has set the benchmark here, becoming a trend that customers genuinely look forward to each December. Their use of personalised music data to create year-in-review videos, paired with a unique visual theme each year, has evolved into something special, even getting music artists involved in the message. And every year they improve, layering in new details and impressive data points that keep the experience fresh rather than repetitive. The result? Customers don’t just receive their summaries; they anticipate them, share them on social media, continue engaging with personalised playlists, and subconsciously strengthen their relationship with Spotify as a brand. 

The lesson is clear: companies that execute personalised video well at Christmas build genuine emotional connections with customers during the season when connection matters most. 

Interactive Video 

Interactive video adds a new dimension to festive campaigns, transforming Christmas content from something customers watch into something they participate in. Engagement rates typically rise in December, with retailers seeing a surge in online audiences across groceries, fashion, toys, and games, with consumers far more likely to click, explore, and take action (UKOM, 2024). This is the perfect opportunity for brands to incorporate interactive elements into their videos. This could be anything from choosing a gift, exploring personalised offers, casting a vote in a charity initiative, or even sending a Christmas message to a friend directly through the video itself. 

Brands are already beginning to experiment with this. A great example from 2024 is Waitrose’s “Sweet Suspicion: A Waitrose Mystery” campaign, which invited viewers to vote online for who they thought had stolen a missing dessert, extending the story beyond the main video. It shows how interactive elements can turn a Christmas campaign into a playful, two-way experience that drives deeper engagement during the most active online period of the year. 

This year, we’re seeing interactive campaigns such as Cadbury’s Secret Santa Postal Service, a brilliant example that allows people to send free chocolate gifts anonymously to loved ones. Imagine this experience delivered through an interactive festive video: viewers could click to choose a chocolate bar, enter the recipient’s details, and send a surprise gift without ever leaving the video. The same principle applies to charity donations, personalised recommendations, or festive competitions. Interactive video removes friction and turns a moment of interest into immediate action, making Christmas campaigns more memorable, meaningful, and measurable. 

Short-Form Social Video 

The video landscape at Christmas continues to shine with short-form social media. TikTok, Instagram Reels, and YouTube Shorts have transformed how brands can participate in festive conversations with agility and authenticity. These bite-sized clips, whether created by a brand, a UGC creator, or just a normal human, allow companies to react quickly to trending Christmas moments, join cultural conversations, and maintain visibility throughout the season without the long production timelines traditional advertising requires. 

AI Video Rise 

Meanwhile, AI-generated videos represent the cutting edge of festive marketing. Generative AI technology now enables brands to create personalised festive content at scale in ways that were previously impossible. Whether generating unique Christmas cards, creating custom animated characters, or producing variations of video content tailored to different customer segments, AI opens new possibilities for combining the personal touch customers crave with the efficiency businesses need. 

Moving Forward with Video 

Whether you're planning a large-scale Christmas campaign, crafting personalised year-wrapped videos for your customer base, or exploring how AI can enhance your festive communications, video remains the most effective way to cut through and connect during the season that matters most. 

At VideoSmart, we believe the end-of-year period creates an unmissable opportunity to forge emotional connections through video that last well into the new year. We combine cutting-edge technology with creative excellence, enabling brands to deliver festive video experiences that don't just get viewed, but get remembered. 

Get in touch at hello@videosmart.com.