These days many brands are using social media holidays to boost engagement with their audience. But before you post on another #NationalDogDay, ask yourself: Is this holiday relevant to my marketing strategy?
I’ve been known to post an image or two of my cute cockapoo—she’s my office mate after all—but I try to be a little more strategic about which holidays I choose post about on social media. For example, October 16 was National Dictionary Day and I took to Instagram to celebrate. I didn’t post about this day because I was jumping on some hashtag bandwagon—as I’m writing this, #NationalDictionaryDay only has 573 posts on Instagram—I did it because my beloved Merriam-Webster is one of my most visited websites.
I’m not kidding around here. A big part of my business involves proofreading services, so my team of editors and I are always referencing M-W. Plus, I personally reference the site multiple times when writing blog posts, #perfectionist. I even used it to check my usage of beloved in the paragraph above.
You see, National Dictionary Day not only means something to me personally, it means a lot to my business. By celebrating this day with my audience, I’m reminding them of the proofreading services we offer.
I see far too many brands using social media holidays as irrelevant “filler” content. And while I do see the need for filler content, I would never suggest posting something that has nothing to do with you or your business. You’ll just end up confusing your audience.
It’s extremely important to share only relevant content on social media. Statistics show that upwards of 41% of people tend to unfollow brands that share irrelevant content. You put so much effort into building a strong following, please don’t lose them by posting on all of the food holidays when your brand has nothing to do with food.
3 WAYS TO USE SOCIAL MEDIA HOLIDAYS IN YOUR MARKETING STRATEGY
According to Sprout Social, the top 3 types of posts consumers want to see from brands on social media are:
Discounts or sales (72%)
Highlights of new products (60%)
Tutorials or educational posts (59%)
So the key here is to come up with creative ways to incorporate special offers, product promotions, and education into these special days throughout the year. Here are some examples:
Discounts or Sales
National Handwriting Day is celebrated on January 23 each year. If you sell pens or pencils in your shop, how about building a promotion around that? Holding a one day promotion creates a sense of urgency to buy, so this is the perfect way to break the post-holiday sales slump.
Highlight New Products
If you create wedding planners, guest books, or bridal party gifts, use National Proposal Day (March 20) to highlight each product in your collection. Only have one product? No problem. Highlight the features that make yours unique.
Tutorials or Education
Social media challenges are always a huge hit with followers. Why not host a decluttering challenge for Organize Your Home Day on January 14? If you sell printable downloads like cleaning checklists, home maintenance guides, or household planners, a challenge like this would be ideal for you.
By combining the top three post topics with the most popular trending hashtags, you’re sure to see a boost in engagement!
But how do you go about finding relevant holidays? I’ve got you covered! My team of editors and I have curated a collection of 800+ social media holidays just for you—from the widely celebrated to the stationery industry-specific to some lesser known that we think you’ll love.