Every brand has a strategy for the holiday season. While some brands try to maximize sales and exposure, other non-gift services try to lay low and wait for the holiday fuss to blow over. Either way, adding #falalalala or #Christmas2018 to every post on social media isn’t necessary.
There are a few simple questions to ask yourself before you post. First, when using a specific hashtag, ask yourself whether a person searching that hashtag would find a reason to read or engage with your content. If the answer is yes, then ask yourself whether the hashtag will reach people that are relevant for your brand—aka potential shoppers. Sounds simple, but brands tend to see the trending tags as tickets to viral content. This can lead to lots of views and no clicks. All major platforms are working on ways to promote relevant content, so this is often met with algorithm penalties.
Take a look at the following Twitter example:
“Baking up a new #holiday #cookie recipe! Stop by your local @Shaws for sample! #NJ #Falalalala #Christmas2018”
Besides the fact there being too many tags (if you don’t know what I mean, click here: #Hashtag Like a Pro), individuals searching #holiday will be too broad, so something like #holidaycookie would work better. While there will be fewer people following the tag #holidaycookie, the individuals pursuing it are more likely looking for recipes or ready made options. The hashtag #NJ works if you are truly going to be sampling the product at every @Shaws in the state; however, timed tweets targeted to each location would be better for local reach. #Falalalala and #Christmas2018 while fun don’t really offer much to a local grocery audience. #Shaws or #holidayfoodideas would provide more relevant post content.
That being said, if there is a suitable way for your brand to participate in a holiday or trending hashtag, by all means go for it. Engagement is the key factor in deciding if you should participate or not from a brand perspective.
For instance, December 3rd is #InternationalDayOfPersonsWithDisabilities day. If you have an awesome coworker or vendor that is appropriate to spotlight, this content is relevant and engageable. Followers enjoy getting glimpses at how your company and office function. The old adage “People do business with people they like” is true and social media is the perfect outlet to build a brand vibe that is relatable.
Even silly holidays, like December 21st which is National Ugly Sweater day, can be engaging content for your audience. Try posting a fun picture showcasing your office staff and yourself all decked out! The key here is engagement. Will your targeted audience find the post engage-worthy and does it add “flavor” or “behind the scenes” personalization to your brand? One way to check is to post content and watch for any unfollows. A good rule of thumb for most brands is 80% business and 20% personality.
Don’t be a sheep this holiday season by jumping on every #trendinghashtag. Instead, give people a reason to follow your brand with relevant content and keep them hooked on the brand vibe with occasional glimpses into the company culture. The key is to find your brand voice and stick to tags that suit your audience best. If you feel like all this is too much, reach out! Our social media staff works 365 days a year for our brands and will happily help you navigate the holidays!