With the passing of Labor Day weekend, the holiday season is almost in full swing—for retailers, planning has been in motion for some time now.

As businesses begin to hone in on opportunities for reaching new and current customers this year, social media platforms are ramping up their holiday-related content, in the hopes that small and midsize businesses will spend money to advertise there.

TikTok has released a holiday playbook containing step-by-step guides on using the platform, month-by-month campaign ideas and dates, tips for using its e-commerce solutions, and more. The playbook, available for free download, appears to be a helpful, concise resource for those looking to reach their Gen Z targets this year. The site does ask for a bit of information about the business or individual before downloading the guide.

On its business blog, TikTok has published tips to help small businesses drive Black Friday sales. Highlights include getting started with your holiday plans early (now); building anticipation with countdowns (who doesn’t love a good countdown?); partnering and collaborating with TikTok creators; and optimizing your website for TikTok ads.

From Meta—owner of Facebook and Instagram—comes a downloadable 16-page guide on using AI in holiday marketing campaigns. Meta has been offering AI tools to advertisers for years, but now obviously the concept has really taken off with not only brands but the general public, too.

Filled with insights from the social media giant, the new guide details how to use AI programs and how the tools have helped brands in the past. Advertisers can take advantage of Meta’s automation elements to easily create campaigns—from the creative process to budgeting, shopping automation, and ad placement. New tools are still in development, but many of these concepts appear as simple as the click of a few buttons.

And while not specifically holiday-related, a new best practices report from creative platform VidMob (summarized on LinkedIn’s Ads Blog) highlights the successes of some luxury brands advertising on LinkedIn, which might not be an option many businesses consider. A downloadable cheat sheet gives potential marketers information on key visual elements and creative strategies that have helped brands over the past year.