Go on Twitter, Facebook, or Instagram around the holidays and you’ll find nearly every brand and company making a holiday-themed post to try to capitalize on the special day. Why is that? What is it about the holidays that’s so special?
Holidays are a time of year people look forward to. They want to relax on Memorial Day, Labor Day, Independence Day, Christmas, New Year, etc. Holidays have a positive mental association in their mind. A smart brand will take advantage of that association and link it to their product or service. A holiday-themed post shows that you are relevant (you create fresh, up to date content), but it also creates that positive association in your viewers’ minds. After all, if you’re as happy as they are about the holiday, you’re no longer a faceless company—you’re an individual like them who is interested in the same things.
There’s a certain emotional appeal to holiday-themed social media posts. People tend to be happier than average on holidays, and each holiday has its own emotional touchpoints. Labor Day is all about hard-working people. Earth Day is about protecting the planet. Christmas is about family. Using those emotional touchpoints in your social media post can help you to connect emotionally with your viewers.
You’ll find that using social media for holiday posts can also foster a sense of community. You can offer a holiday-themed deal to your customers, or simply ask a question to engage them. Use your post to encourage engagement and connection. Remind them what’s important for the holiday and ask them to share the things that matter most. The more interactive the post, the better.
If done right, a holiday-themed post can be highly shareable and buzzworthy. A well-crafted post has beautiful visuals related to the holiday, an emotional message, and an interesting call to action. It can be something as simple as “Tell a family member you love them on X holiday” or something more complex like “Bring attention to a social injustice on X holiday”. Anything can go viral if it has the right message, hook, and visual. A good call to action can encourage people to purchase or click on something they normally wouldn’t, especially when paired with the other components.
Don’t worry about hitting EVERY holiday in the year! Find a holiday that is “on brand” with your product or service, and focus on just that one. Create awesome, engaging, funny, and emotional content for that holiday and hit it hard. Once you’ve gotten the hang of it, start using more and more holidays to drive interest in your brand.