John Lewis Christmas ad prompts mixed social media response

A little boy fidgets his way impatiently through the countdown to Christmas. We assume he’s just another bratling wanting a new Xbox game, but all he really wants is to give his mum and dad their present. Love it or hate it, it’s been hard to avoid the John Lewis Christmas ad. What’s really interesting is the mixed reaction the brand has received on different social media channels.

As well as airing on television, the ad was also posted to YouTube and the John Lewis Facebook page prompting a significant amount of online buzz. While responses have been varied, it is worth noting that opinion has been noticeably different on the two networks. A glance through the official John Lewis Facebook wall reveals a remarkably positive response to the advert, while comments on YouTube and news sites appear more sceptical and critical.

Clearly observable, the marked difference in responses has been confirmed by detailed research from social media monitoring agency Wave Metrix. The results aren’t altogether surprising. YouTube is a well-known home of cynicism, sarcasm and debate. Facebook Pages, meanwhile, generally attracts a loyal fan base and establishes communities likely to show support and feel comfortable praising their chosen brand.

Reactions to the John Lewis Christmas advert have implications for any brand considering a social media marketing strategy to back up ATL marketing. Facebook fans are likely to support content with emotive and positive discussion. YouTube, on the other hand, is often the platform of choice for users wanting to debate content. It can be a potentially hostile environment for brands seeking to promote themselves or use viral video, so a well-managed strategy is especially vital.