The 4-Phase UGC Video Strategy for Black Friday & Cyber Monday 2025: How to Create High-Converting Holiday Campaigns

The complete 4-phase UGC video strategy for Black Friday & Cyber Monday 2025. Learn how to create high-converting holiday campaigns.

Black Friday and Cyber Monday 2025 represent the biggest revenue opportunity of the year for e-commerce brands. In 2024, online sales reached $70 billion during BFCM weekend alone—an 8% increase from the previous year. But here's the challenge: every brand is competing for attention during the same narrow window.

The solution? Strategic UGC video ads deployed across four distinct phases that match consumer psychology throughout the entire holiday shopping journey.

This isn't about throwing money at creators in November and hoping for results. Understanding how to create UGC video ads for BFCM requires matching content types, psychological triggers, and campaign objectives to specific shopping behaviors from October through January.

Whether you're running beauty UGC video ads, fashion UGC campaigns, wellness UGC content, or any other vertical, this framework shows exactly how to maximize Christmas marketing videos and holiday video ad campaigns for predictable revenue growth.

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Why UGC Dominates Holiday Shopping

UGC marketing statistics reveal why creator content crushes traditional advertising during BFCM:

97% of Gen Z find purchase ideas on social media during holiday shopping
58% of BFCM shoppers purchase products recommended by creators they follow
45% of consumers discover new products via social media over any other channel during Black Friday weekend
UGC-style content generates 4.5x better click-through rates than traditional brand ads

Understanding what is UGC marketing in the context of holiday shopping reveals a critical insight: during high-pressure purchase moments, shoppers need validation from real people, not brand messaging.

Traditional Black Friday video ads focus on discounts and urgency. Smart brands use UGC video ads to provide the social proof and trust signals that actually drive purchase decisions when consumers are overwhelmed by options.

The 5 Psychological Triggers Behind Q4 Buying Behavior

Before diving into tactical frameworks, you need to understand WHY people buy more during Q4 than any other time of year. The answer isn't just "deals"—it's deeper psychological triggers that get amplified 10x during the holiday season.

Understanding Core Human Desires

Every buying decision traces back to Maslow's hierarchy of needs. In modern society, basic physiological needs (air, water, food) are largely met, which pushes consumers to fulfill emotional desires at the top of the hierarchy: self-esteem, self-actualization, love and belonging.

As marketers, your job is to channel these desires into your creative messaging. During Q4, certain desires become dramatically more powerful.

Trigger #1: LF8 Core Desires (Life Force 8)

Eugene Schwartz identified eight biological desires humans are born with. During BFCM, three of these desires are particularly amplified:

"To be superior, winning, keeping up with the Joneses"

Leverage through: Scarcity messaging ("Sold out 5 times, back in stock for Black Friday")
Leverage through: Insider access ("Early VIP access before it goes live")
Leverage through: Trend positioning ("Everyone's getting this for the holidays")

Example application: "This XYZ sold out 5 times this year and is back in stock just in time for Black Friday" triggers the competitive desire while creating urgency.

"Care and protection of loved ones"

Natural driver for December gifting behavior
Shifts focus from self-purchase to demonstrating love through gift quality
Creates higher average order values as buyers prioritize recipient satisfaction over price

"Social approval"

BFCM enables purchases normally outside budget due to sales
Buyers can afford aspirational products that provide social validation
Gift-giving becomes a performance of care and taste

**Top 5 Psychological Desires Behind BFCM - LF8 Core Desires**

Trigger #2: The 9 Learned Human Wants

Unlike core desires you're born with, these wants develop through socialization. Three are especially relevant to BFCM:

Curiosity During holiday season, people actively seek new products and deals. They're in discovery mode, making them more receptive to product introductions than any other time of year.

Economy/Profit + Bargains The dual desire to save money and get deals is self-explanatory during BFCM, but most brands fail to leverage it properly. It's not enough to show a discount—you must create the perception of exclusivity and time-sensitivity around that discount.

Application: Black Friday ads should directly address at least 3 of these learned wants. The most successful ads hit Curiosity (new product discovery) + Economy (deal focus) + Bargains (percentage savings).

**Top 5 Psychological Desires Behind BFCM - The 9 Learned (Secondary) Human Wants**

Trigger #3: Reduce Sadness Through Shopping

This is the most underutilized psychological trigger in BFCM marketing.

The science: Buying things reduces sadness, especially sadness from perceived lack of control. When you make purchasing decisions, your brain forms new neural pathways and releases dopamine and serotonin—neurotransmitters that create feelings of reward and happiness.

Why it matters for BFCM: Many people experience increased sadness during holidays due to:

Stress and overwhelming expectations
Missing loved ones or complicated family dynamics
Financial pressures
Seasonal affective disorder

Shopping becomes a coping mechanism because it provides the illusion of control and delivers actual neurochemical rewards.

How to leverage ethically: Frame your products as solutions to holiday stress rather than adding to it. "Simplify your gift shopping," "Take the stress out of hosting," "One gift that solves everything."

Trigger #4: Shopping Momentum Effect

The principle: We're more likely to make impulse purchases when we're already buying something. Once your mind is primed with an initial purchase, it becomes easier to justify additional unplanned impulse buys.

Research backing: Studies show that when people are in "shopping mode," decision-making thresholds lower for subsequent purchases (Dhar, Huber & Khan, 2007).

BFCM amplification: This effect is magnified during Black Friday weekend because:

Consumers expect to make multiple purchases
Cart-building becomes a game/competition
"Might as well" mentality with free shipping thresholds

Application: Your UGC content should show multiple products or encourage bundle purchases. Haul videos work exceptionally well because they normalize buying 5-10 items at once.

Trigger #5: Ego Depletion

The principle: Decision fatigue leads to impulse purchases and poor judgment. As we make more decisions throughout the day, our willpower and analytical thinking decrease.

BFCM application: Black Friday shoppers are bombarded with decisions:

Which deals are actually good?
Should I buy now or wait for Cyber Monday?
Is this the right gift for [person]?
How much should I spend?

By the time they see your ad, they're mentally exhausted. This is why:

Simple, clear offers outperform complex ones during BFCM
Strong social proof reduces decision burden
Risk reversals (guarantees) eliminate analytical paralysis

Framework insight: Your BFCM ads should make the decision EASY, not clever. Clear product benefits + obvious value + guarantee = low cognitive load = higher conversion.

How These Triggers Work Together

The most effective BFCM ads leverage multiple triggers simultaneously:

A Black Friday deal video that shows:

Scarcity (LF8: Keeping up with Joneses)
Clear discount percentage (Learned Want: Bargains)
Multiple products in one order (Shopping Momentum)
"This takes the stress out of gift shopping" (Reduce Sadness)
Simple CTA with guarantee (Ego Depletion solution)

This is why systematic UGC outperforms traditional brand advertising—it can authentically weave multiple psychological triggers into a single 40-second video in a way that feels genuine rather than manipulative.

The BFCM Content Challenge

Most brands approach holiday creative with two fatal mistakes:

Mistake #1: Treating BFCM as a single event rather than a 4-month consumer journey Mistake #2: Creating the same type of content for every phase of the shopping season

A October wish list video requires completely different psychology, messaging, and calls-to-action than a December last-minute gift video. Yet most brands run identical creator content from November through January, wondering why performance drops after Cyber Monday.

Phase 1: Foundation (October - Mid November)

Objective: Seed awareness and build anticipation before the promotional chaos

The Consumer Psychology

Holiday planning begins months before actual shopping. Consumers curate wish lists, browse gift ideas, and develop emotional connections with products during this discovery phase. This is prime real estate for product awareness before your competitors flood feeds with discount messaging.

Key insight: Shoppers in October aren't ready to buy—they're ready to dream and plan. Your content should facilitate discovery, not push conversion.

Content Strategy for Foundation Phase

Focus on aspirational, pre-holiday content that positions products as must-haves without mentioning sales or discounts yet.

UGC Video Ad Types:

Wish list creation content ("Adding this to my holiday list")
Product discovery posts showing multiple items
Seasonal transition lifestyle content
Early holiday inspiration and gift brainstorming
"Products I'm excited about" testimonials

Creator Brief Examples

For Beauty UGC Video Ads: "Building my holiday beauty wish list - these are the products I'm most excited to try this season"

For Fashion UGC Campaigns: "Creating my fall-to-winter wardrobe transition list - pieces I'm adding before the holiday rush"

For Wellness UGC Content: "Products I'm manifesting for my self-care routine before the chaos of the holidays hits"

For Cosmetics Video Marketing: "My holiday makeup must-haves - building the perfect gift guide for beauty lovers"

Implementation Example

Timeline: Start creator partnerships in August, launch content early October

Deployment Strategy:

Partner with 15-20 creators to showcase 5-7 products each
Deploy as Instagram Reels and TikTok videos featuring multiple items
Create Instagram Stories highlights: "Holiday Must-Haves" organized by category
Use Pinterest pins with creator content for long-tail discovery

Budget Allocation: 15-20% of total BFCM creative budget

Success Metrics:

Saves and shares (not conversions yet)
Profile visits and follower growth
Engagement rate on discovery content
Addition to cart (without purchase)

Why This Phase Works

By October, your brand owns mental real estate before competitors start their campaigns. When shoppers encounter your brand again during BFCM sales, you're already a familiar consideration—not a new discovery fighting for attention.

Social media video production in this phase should feel organic and aspirational, not promotional. The goal is awareness and emotional connection, not immediate conversion.

Psychological Triggers for Foundation Phase

Primary desires leveraged:

Self-Actualization (Maslow): Building wish lists for ideal self
Curiosity (Learned Want): Discovering new products before the rush
LF8 "Keeping up with Joneses": Early awareness of trending products

Example creator brief: "Show 5-7 products you're adding to your holiday wish list. Frame it as aspirational discovery, not shopping. Use language like 'I'm manifesting this,' 'adding this to my list,' 'excited to try this season.' No mention of sales or discounts—this is pure product discovery."

Phase 2: Acceleration - BFCM (Mid Nov - Nov 30)

Objective: Convert high-intent shoppers with urgency and social proof

The Consumer Psychology

Purchase decisions happen at lightning speed as shoppers navigate overwhelming deals and promotions. Decision paralysis is real—consumers need immediate validation to cut through the noise.

Key insight: Customer voices become the most trusted source when every brand is shouting about deals. Real-time shopping content from creators provides the validation hesitant shoppers need to purchase quickly.

Content Strategy for Acceleration Phase

Deploy high-energy, deal-focused content that creates urgency while maintaining credibility through authentic creator experiences.

UGC Video Ad Types:

Shopping hauls showing multiple purchases
Unboxing videos with genuine reactions
Deal reaction content ("I couldn't pass this up")
Product demonstrations showing functionality
Before-and-after transformations
Real-time shopping content

Creator Brief Examples

For Black Friday Video Ads: "I couldn't pass up this Black Friday deal - showing you exactly why I bought three"

For Makeup Tutorial Ads: "This Cyber Monday beauty haul is insane - let me show you what I'm getting"

For Clothing Brand Video Ads: "Perfect BFCM finds - this is why I'm buying this for myself AND as gifts"

For Skincare UGC Content: "This Black Friday skincare deal convinced me to finally try it - unboxing and first impressions"

Implementation Example

Timeline: Launch November 20th, scale aggressively through Cyber Monday

Deployment Strategy:

Launch TikTok Spark Ads using creator unboxing videos
Optimize for 3-5 second hook rates to capture scrollers
Target warm audiences (Phase 1 engagers) with "Shop Now" CTAs
Add countdown timers and urgency messaging to ad copy
Amplify top-performing organic creator content as paid ads within 24-48 hours
Use Instagram Reels with shopping tags for direct purchase

Budget Allocation: 40-45% of total BFCM creative budget (heaviest investment)

Success Metrics:

Click-through rate (CTR) to product pages
Add-to-cart rate from creator content
Cost per acquisition (CPA)
Return on ad spend (ROAS)
Revenue attributed to creator content

Platform-Specific Optimization

How to Create UGC Video Ads for TikTok BFCM:

Hook must grab attention in first 1-2 seconds
Show product immediately (don't bury it)
Include text overlay with discount amount
End with clear verbal CTA: "Link in bio" or "Shop now"

Instagram Reels Strategy:

Leverage Instagram Shopping tags for seamless checkout
Use countdown stickers for urgency
Create "Shopping" highlight with all BFCM creator content
Deploy as Stories ads with swipe-up for maximum conversion

Meta Ads Optimization:

Use Advantage+ catalog ads with creator content
Create lookalike audiences from Phase 1 engagers
A/B test creator content vs. brand content (creator usually wins 2-3x)

Why This Phase Works

During BFCM chaos, shoppers trust other shoppers more than brands. Creator hauls and unboxings provide the social validation that tips fence-sitters into buyers. The urgency is real (limited inventory, time-sensitive deals), making the call-to-action natural rather than forced.

Psychological Triggers for Acceleration Phase

Primary desires leveraged:

LF8 "Keeping up with Joneses" (scarcity = exclusive access)
Learned Want: Bargains + Economy/Profit (deal hunting)
Shopping Momentum Effect (initial purchase triggers more)
Reduce Sadness (buying provides control during stressful season)
Ego Depletion Solution (clear offers reduce decision fatigue)

Example creator brief - Deal Focused Framework: "Start with a visual hook showing the product in a bag or your hands, then immediately tease the sale with urgency language. Build FOMO by mentioning you haven't seen a sale like this in a long time—make it feel secretive and exclusive. Physically show or verbally mention the discount code to support the perception that this is insider information. End with the guarantee to remove purchase anxiety. Your energy should be excited but genuine, like you're sharing a secret deal with a friend."

Framework Deep Dive: Deal Focused

This is your primary framework for November 16-30. Here's why every element works:

1. Hook: "Tease Sale" Opens with product visibility (mushrooms in bag, item in hand) plus spoken urgency ("RYZE is having an amazing SALE right now"). This dual approach captures attention visually while establishing urgency verbally.

2. Intro Product: "How Did You Discover?" Frames discovery as accidental or timely ("I was looking for...and found this"). Creates relatability—the creator is just like the viewer, not a paid spokesperson.

3. Sale Callout: "Intro Sale" Build FOMO and scarcity: "I haven't seen a sale like this in a long time." This taps into Keeping up with Joneses—missing this deal means missing out on what others know about.

4. Scarcity + Recommendation: "Build FOMO" Emphasize time-sensitivity and limited availability. Physically showing the discount code adds perceived authenticity—it feels like the creator is giving you their personal code, not reading from a script.

5. Offer: "Discount Code" The visual element matters here. When creators physically show a code or type it out, it triggers the Learned Want for "secrets and hacks"—you're getting insider information.

6. Benefits: "Why Is It Better?" Connect product features to holiday-specific benefits. For wellness products: "stress relief during the chaos." For beauty: "look good for holiday parties." For fitness: "stay on track despite holiday meals."

7. Desired End Result: "Why Is It Better?" Paint the future state. This leverages "Directing Mental Movies"—help the viewer imagine using the product successfully during the holidays.

8. Social Proof: "# of Customers" "Over 150,000 people" or "thousands of customers" creates bandwagon effect. During BFCM, social proof reduces ego depletion by removing the burden of evaluating quality—others have already validated it.

9. CTA: "Call to Action" Clear, simple action: "Shop now," "Use code BLACKFRIDAY," "Link in bio." Avoid clever CTAs during this phase—decision-fatigued shoppers need obvious next steps.

Real Example Breakdown: Ryze Mushroom Coffee BFCM Ad

What makes this specific execution work:

Visual hook: Actual mushrooms visible in a bag—this creates pattern interrupt (unexpected visual) while building curiosity.

Spoken hook with PVA (Preview, Value, Action): "RYZE is having an amazing SALE right now" = Preview. Creates immediate time urgency.

Building exclusivity: "I haven't seen a sale like this in a long time" positions the viewer as getting insider information. This triggers LF8 desire to be "in the know" and creates FOMO.

Physical code mention: Saying and showing the discount code makes it feel more legitimate and secretive, like the creator is sharing their personal access rather than reading a sponsored script.

Guarantee as PVA: "Guaranteed satisfaction" mentioned casually (not as heavy-handed risk reversal) removes purchase anxiety without making the ad feel salesy.

Social proof stacking: "Thousands of customers" provides validation that reduces ego depletion—the viewer doesn't have to evaluate product quality themselves.

Why the psychology works together: This ad hits 6+ psychological triggers simultaneously (LF8 exclusivity, Learned Want for bargains, Shopping Momentum through urgency, Ego Depletion solution through social proof, Reduce Sadness through stress relief benefits) without feeling manipulative because it's delivered in an authentic UGC style.

Phase 3: Gifting Phase (December 1-24)

Objective: Capture gift buyers with relationship-specific recommendations

The Consumer Psychology

Shopping focus shifts from deal-hunting to purposeful gift-giving. Buyers need confidence they're choosing the "right" gift, making customer testimonials about successful gifting experiences incredibly powerful.

Key insight: Gift selection pressure combined with shipping deadlines creates urgency around proven products. Shoppers want reassurance more than discounts at this phase.

Content Strategy for Gifting Phase

Feature gift-focused UGC video ads with clear recipient targeting. Customer stories about successful gifting experiences become primary drivers of purchase confidence.

UGC Video Ad Types:

Gift guides organized by recipient type
Unboxing videos filmed by gift recipients
Testimonials from both givers and receivers
Last-minute gift solutions that don't feel rushed
"This was a hit" social proof content

Creator Brief Examples

For Christmas Marketing Videos: "Perfect gift for the beauty lover who has everything - this was a huge hit last year"

For Fashion UGC Campaigns: "Last-minute gifts that don't feel last-minute - these always impress"

For Wellness UGC Content: "Gift guide for the wellness-obsessed person in your life - they'll actually use these"

For Fitness Brand Video Marketing: "This was the perfect gift for my gym-obsessed sister - her reaction made Christmas"

Implementation Example

Timeline: December 1-24, with urgency ramping after December 15th

Deployment Strategy:

Create dedicated "Gift Guide" landing pages with UGC testimonials
Organize by recipient categories: "For Her," "For Him," "For Fitness Lovers," etc.
Feature 3-4 video testimonials with pull quotes as social proof headers
Deploy email sequences with gift-focused creator content
Use countdown messaging for shipping deadlines
Run retargeting ads to BFCM browsers who didn't convert

Budget Allocation: 25-30% of total BFCM creative budget

Success Metrics:

Conversion rate on gift guide pages
Average order value (often higher for gifts)
Time on page (longer = more confident purchase)
Email open rates and click-through rates

Vertical-Specific Gift Positioning

Beauty UGC Video Ads for Gifting: Emphasize sets and bundles. Creator content showing "unboxing the perfect skincare gift set" performs exceptionally well. Show both giver satisfaction and recipient reaction.

Fashion UGC Campaigns for Gifting: Focus on versatility and universal appeal. "Everyone needs this" messaging works better than niche positioning. Show multiple styling options to demonstrate value.

Cosmetics Video Marketing for Gifting: Highlight curated sets and limited editions. Creator unboxings of holiday packaging create perceived value beyond the products themselves.

Clothing Brand Video Ads for Gifting: Show fit across different body types to reduce gift-giving anxiety. "It fits perfectly" testimonials are gold during this phase.

Why This Phase Works

Gift-giving is inherently social—we imagine the recipient's reaction. Creator content that shows both sides of the gifting experience (giver's excitement + recipient's delight) triggers the emotional satisfaction buyers seek when selecting gifts.

Holiday video ad campaigns in this phase should reduce purchase anxiety through social proof, not create urgency through scarcity. Shoppers are already motivated; they need confidence.

Psychological Triggers for Gifting Phase

Primary desires leveraged:

LF8 "Care and protection of loved ones" (primary gifting motivation)
LF8 "Social approval" (giving impressive gifts reflects on the giver)
Reduce Sadness (gift stress, pressure to find "perfect" items)
Ego Depletion Solution (clear recipient targeting eliminates analysis paralysis)

Example creator brief - Gifter Framework: "Lead with who you're shopping for, not the product. 'If you're looking to gift someone who...' Make the viewer identify with the gifting situation first. Keep the actual product slightly blurred or secondary in the first few seconds—focus on the recipient type and the problem you're solving for the gift-giver. Show the product being wrapped or presented. End by future-pacing the recipient's reaction: 'They're going to actually use this and love it.'"

Framework Deep Dive: The Gifter

This framework works because it reframes product purchase as solving a relationship challenge, not just buying an item.

1. Hook: "Gift Focused" "If you're looking to gift someone who loves coffee..." immediately makes the viewer self-select. They either keep watching (relevant) or scroll (not relevant). This is efficient targeting through copy.

2. Market Callout: "Blur Product"
Counterintuitive but powerful—keeping the product secondary to the recipient type creates curiosity. The viewer thinks "What IS that?" which drives watch time and engagement.

3. Intro Product: "Blur Product" Continue building anticipation. Show the wrapped gift, show it being held, but don't reveal everything immediately. This leverages the Curiosity learned want.

4-5. Features + Benefits Connect features directly to recipient preferences: "They'll love this because..." not "This product has..." The focus stays on recipient satisfaction, not product specs.

6. Summary Solution Bridge from product to relationship outcome: "This solves the problem of finding something they'll actually use" addresses the core gift-giving anxiety—wasted money on unused gifts.

7. Sale Callout During December, sale mentions are secondary. Lead with gift confidence, follow with value: "And it's on sale" not "It's on sale AND it's perfect for..."

8. Offer Simple, clear, no complex codes or steps. Decision-fatigued December shoppers need friction-free purchasing.

Real Example Breakdown: Wrapped Gift Coffee Ad

What makes this execution work:

Identification through targeting: "If you're looking to gift..." creates immediate self-selection. The viewer knows within 2 seconds if this is relevant.

Problem acknowledgment: Addresses "finding unique and useful gifts" which is the core December shopping stress. This triggers Reduce Sadness—shopping becomes a solution rather than another stressor.

Future pacing for recipient: "The recipient will actually use and love this" helps the gift-giver imagine positive social feedback. This activates LF8 Social Approval and Care for Loved Ones simultaneously.

Benefit bombardment: "Stress relief, improved focus, better sleep, increased energy" positions the gift as genuinely beneficial, not frivolous. This reduces gift-giving guilt and justifies the purchase.

Minimal sales pressure: The offer is mentioned but not hammered. Gift confidence is the primary driver, value is secondary reassurance.

Why the psychology works together: This ad prioritizes relationship psychology over transaction psychology. It helps the viewer imagine being a thoughtful gift-giver (ego), receiving gratitude from the recipient (social approval), and reducing their gift-finding stress (sadness reduction). The product becomes a tool for relationship success rather than just a purchase.

Phase 4: Extension Phase (Dec 26 - Jan 31)

Objective: Monetize post-holiday engagement and New Year motivation

The Consumer Psychology

This period represents a highly engaged but often overlooked opportunity. Audiences have increased social media activity while relaxing during holiday break. Consumers have gift cards to spend and are motivated by fresh starts—creating perfect conditions for personal purchases.

Key insight: After spending on others, consumers are primed for self-care and personal improvement purchases. New Year resolution content paired with transformation stories performs exceptionally well.

Content Strategy for Extension Phase

Pivot from gifting themes to self-care and personal improvement messaging. New Year resolution content works when paired with customer transformation stories that feel achievable.

UGC Video Ad Types:

Self-care and "treat yourself" content
Transformation stories and results documentation
Goal-setting with products as enablers
Gift card utilization ideas
"New year, new routine" messaging
Post-holiday reset content

Creator Brief Examples

For Beauty UGC Video Ads: "Using my holiday gift cards on the self-care essentials I've been eyeing all year"

For Skincare UGC Content: "My New Year skincare reset - starting 2026 with a routine that actually works"

For Wellness UGC Content: "Post-holiday reset routine - these products are helping me feel like myself again"

For Fitness Brand Video Marketing: "New Year fitness goals with products that actually support the lifestyle I want"

Implementation Example

Timeline: December 26 through January 31

Deployment Strategy:

Email Sequence:

Email 1 (Dec 26): "New Year, New You" featuring transformation UGC
Email 2 (Jan 5): "Goals in Action" with creator success stories
Email 3 (Jan 15): "Treat Yourself" with gift card ideas and 15% self-care discount

Social Media:

Deploy resolution-themed creator content across Instagram Reels and TikTok
Create "Transformation Tuesday" series featuring before/after UGC
Use Instagram Stories polls: "What's your #1 goal for 2026?"

Paid Ads:

Retarget holiday browsers with "gift card" messaging
Create lookalike audiences from December purchasers
A/B test transformation content vs. aspiration content

Budget Allocation: 15-20% of total BFCM creative budget

Success Metrics:

Gift card redemption rates
New customer acquisition cost
Average order value (often higher during self-care purchases)
Email engagement rates

Why This Phase Works

Post-holiday shopping behavior is fundamentally different—it's intrinsically motivated rather than obligation-driven. Social media video production during this phase should emphasize personal transformation and self-investment, not deals or urgency.

Many brands abandon creator partnerships after December, missing this engaged, motivated audience. The brands that continue strategic UGC marketing through January capture incremental revenue while competitors go silent.