From #TalkLikeAPirateDay to Easter, holiday posts have become a staple of social media. When done well, a holiday post is a creative way to support your brand while also increasing engagement. But more often than not, holiday posts fall flat and can lead to followers scrolling past your content. Here are five things to post instead of “Happy [Insert Holiday].”
When your brand has a direct tie to a holiday, it is a great opportunity to share some history. This could be the history of your organization, your industry, or a technology that is integral to your product or service. For instance, a publishing house could use #NationalBookLoversDay to share the history of the first book, to discuss how the printing press made books more accessible, or how reading habits have changed over the years. A bakery can use National Croissant Day to talk about how croissants have become a staple in the US, highlight the lamination technique their bakers use when creating their signature croissants, or blow some minds by revealing that the quintessential French pastry is actually inspired by the Austrian kipfel, a crescent-shaped baked good.
A Look Behind the Scenes
Your audience wants to connect with your brand. When polled by Sprout Social, 64 percent of customers want brands to connect to them. Showing the people of your organization helps humanize your brand and offer insight into your company culture. Is the staff having a Christmas cookie exchange? Here’s the basis for your Christmas post. Did the office get decorated for Valentine’s Day? Did you deliver thank you baskets to your clients? Time to show some love.
In addition to connecting with consumers, people also want social media to connect them to other people. Sixty-two percent believe social can unify people of different backgrounds and beliefs, and more than half (52%) expressed interest in connecting with individuals different from them. If your brand posts about diverse religious holidays, use Purim to share resources about how followers can support the Jewish community. For Earth Day, sponsor a local cleanup effort and share how followers can help. Make a donation to a mental health resource in honor of World Mental Health Day. To learn more about purpose-driven advertising, start here.
Trivia or Poll
Keep it light with a trivia question. For National Dog Day, share trivia about the number of dog breeds, the most popular breeds, how many dogs your staff owns, or the number of dogs the local animal shelter has for adoption (a little advocacy/trivia combo).
When in doubt, ask. Polls are a fun way to engage your audience around a holiday. Instead of “Happy Thanksgiving,” ask followers to vote for their favorite Thanksgiving side. Skip “Happy National Coffee Day” and instead use a graphic to see how people take their coffee ranging from black to mostly half & half. This Forbes article offers additional ways to leverage polls for your brand.
And then, of course, there is always the option to post nothing. Religious or secular, not all holidays make sense for your brand. It is far better to skip a holiday than to publish a generic post that dilutes your brand.
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Written by Cristin Burns || Amazon Specialist & Social Media Maven