Holidays and Social Media: The Do’s and Don’ts of Holiday Posting
By Natalie Hays
Holidays play a major role in what gets published on social media. But what’s the best way to combine them? It might seem like a no-brainer to tie your brand into any and every holiday, but how is the yield? Whether it be for Christmas or Fourth of July, it’s essential to maintain a balanced social media presence leading up to any holiday – there is such a thing as too much and too little.
The simple question stands – do you post about the holidays on your social media? The answer is probably yes, but it gets a little more complicated than that. Numerous questions should be addressed when it comes to promoting your brand in relation to a holiday, for instance: do you have quality holiday-specific visual content? Would a promotion drive engagement? Can you offer followers beneficial tips or other original content about that holiday? How can you get your brand included in gift guides worth sharing? All of these and more play a factor in your post rate around any given holiday, and it’s good to figure out what you want to prioritize ahead of time and have a plan of action in place.
A lot of businesses have holiday specific photoshoots for their product. Valentine’s Day, Mother’s and Father’s Day, Halloween, Christmas, etc. are just a few example holidays that generate content. If your brand has an Instagram account, absolutely show off your new images on that page! Instagram is where people flaunt their best, and if you have new visual media, it is imperative to post about it while it is relevant. You can post these images to Facebook and Twitter as well, but do not post them at the same rate that you would for Instagram. If you want to post a few of them after the holiday, try to limit posting to your account to the day after a holiday is over. Anything past that will feel stale to viewers, and likely give you a lower reach and engagement rate.
As far as promotions or discounts codes you might have for your products, this is when you want to start thinking about social media ads. Native reach in recent years and months has gotten lower and lower for many brands, and it can be hard for your followers to see the discounts you might have on a holiday. Social media ads can get more eyes and clicks on your website with offer codes and reach campaigns, both of which are easy to set up and easy to monitor. If you want to reach your followers only, be sure to make the distinction in your ads settings, and your followers are more likely to purchase those who have never been exposed to your brand.
If you have a product or expertise that is specifically relevant to an upcoming holiday, absolutely capitalize on that! Do not let the opportunity pass by to promote, for instance, a great recipe incorporating your product for a Memorial Day BBQ or how your product could help people stick to their New Year’s resolution. Also, remember it does not matter how seemingly small the holiday might be. In fact, it can be advantageous and refreshing to utilize a more unique ‘holiday’ or awareness month, such as National Peanut Butter Lover’s Day or Better Sleep Month. There are numerous resources online for finding both serious and quirky things to commemorate.
Last but certainly not least is the media coverage you gain leading up to holidays. Every brand wants to strut their stuff when they have been featured in themed holiday articles, gift guides or prized TV segments. When it comes to flaunting your press placements, always be timely and post them as soon as you have a link. Even better, share the feature from the outlet if they put it on their own social, which supports them and gets you more reach. However, one rule to bear in mind: if you get a lot of press all at once, space out your posts to one or two per day at totally entirely different time frames. That way you are reaching two different audiences to help increase your reach.
No matter the holiday, have fun with what you are posting! Be proud of the features you earn for your brand and experiment with content creation to have engaging visuals of your products.
Natalie Hays is the Social Media Manager of Orca Communications and former editorial writer with years of experience in social media success and management.