The Do’s and Don’ts of Celebrating Holidays and Observances on Social Media
We’ve all been there. You sit down to create a social media content calendar and… nothing! You need to start somewhere, so you pull up a trusty list of holidays and observances. Before you know it your calendar is filled with hashtags like #InternationalNachoDay, #WorldEmojiDay, and #SpringEquinox.
It's a rite of passage for every social media manager, but I'm here to propose a better approach! While it's tempting to hitch your brand to every passing holiday bandwagon, it's crucial to pause and ask yourself a few key questions:
Does this holiday align with my brand's social media strategy?
Can I deliver genuine value to my audience (whether through entertainment, education, or otherwise) by participating in this holiday conversation?
Would I naturally share this content if it weren't for the holiday?
Now, don't get me wrong – I'm not suggesting you abandon all holiday-themed posts, especially when it comes to the "big boys" like Christmas, July 4th, Thanksgiving/Cyber Monday, and the like. These tips are tailored specifically for what I like to call "social media holidays" – occasions worthy of an Instagram post but perhaps not an in-person party.
Need further guidance? I’ve gone into detail about my dos and don'ts for navigating social media holidays below! And, if you make it to the end, not only will you be my new best friend, but you’ll also get to see my list of the best upcoming holidays you won’t want to miss!
The Do’s
Embrace Humor: Social media holidays are all about embracing the whimsical and unconventional! Challenge yourself to be quirky and infuse your content with humor and unexpected twists for your audience. Maybe celebrating National Cereal Day means creating an Instagram Reel of your employees sharing their favorite cereal or Saint Patrick's Day means having the “leprechaun” trash your office and sharing photos on social media!
Support Your Ongoing Marketing Strategies: Celebrating social media holidays doesn’t have to mean deviating from your overall social media strategy. Instead, let it inspire a new topic for your already existing campaigns. For example, if you have an ongoing blog campaign about recipes, use National Pancake Day as inspiration for your upcoming blog.
Encourage Participation: Social media holidays are the perfect opportunity to rally your audience and boost engagement. Invite them to join in the fun through user-generated content, interactive polls, or contests. Whether it's sharing their favorite pickle recipes or showcasing their best pirate impersonations, empower your audience to engage in the celebrations alongside your brand!
The Don’t
Oversaturate Your Feed: Holidays and observances, both humorous and genuine, should be used sparingly. If every other post in your feed is celebrating a random day your audience has probably never heard of, it can come across lazy. Instead, limit yourself to a handful of days per month that you can execute above and beyond, either with visual design or educational content.
Force Relevance: While random holidays offer endless opportunities for creativity, avoid forcing relevance where it doesn't naturally fit. Instead of trying to shoehorn your cosmetics brand into celebrating #NationalChickenDay, focus on selecting holidays that align with your brand's image and fit seamlessly amongst your other content.
Neglect Planning: Don't use social media holidays as an excuse to plan your content on a day-to-day basis. Like all other social media content, holiday content should be planned and scheduled in advance so that it can complement and support your ongoing campaigns.
Lack Sensitivity: While some holidays are celebrated out of pure entertainment (We’re looking at you #NationalCornontheCobDay), many others have deep rooted social and cultural nuances such as Lunar New Year or Juneteenth. Before diving into creating content for any of these holidays, take the time to research and understand the holiday's significance. Then reflect on your brand’s place in that conversation. Should you speak your own words or find ways to elevate those of that community?
Don’t Miss These Upcoming Holidays
National Pi Day (March 14th)
Saint Patrick's Day (March 17th)
April Fool's Day (April 1st)
National Beer Day (April 7th)
National Siblings Day (April 10th)
National Pet Day (April 11th)
Volunteer Recognition Day (April 20th)
Earth Day (April 22nd)
Asian American Month (May)
Teacher's Day (May 7th)
Star Wars Day (May 5th)
Mother's Day (May 12th)
Pride Month (June)
National Donut Day (June 7th)
Father's Day (June 16th)
Juneteenth (June 19th)
Take Your Dog to Work Day (June 23rd)