Social holidays are essentially occasions that are celebrated — wait for it — on social media. Have you ever come across that funny hashtag such as #CrosswordPuzzleDay on Twitter and wondered who could possibly be celebrating it?
Well, social holidays are effectively a byproduct of the Internet evolution over the past decades. While some are meant to generate awareness, others are just focussed on having fun.
However, for a content marketer like you, each one of these strange, quirky and nonsensical social holiday presents a wealth of opportunity to reach a new audience.
So, are you up for it? Here’s how to leverage social holidays.
Integrate Social Holidays into Your Content Calendar
Even as you think you’re a content marketing superhero who can produce hit pieces on demand, it doesn’t hurt to plan content around holidays in advance. There are plenty of resources offering a list of commonly celebrated social holidays. All you need do is incorporate the most relevant social holidays into your content calendar and start assembling resources to develop your content around them.
You can plan your content around social holidays along with other topics monthly or quarterly as it’s suitable for your content marketing goals.
Test the Waters and Identify Opportunities
There are hundreds of hashtags around social holidays that the Internet celebrates. However, you need to know which ones are aligned better with your brand and vertical.
When you have too many social holidays trending on social media, you might come under pressure to create quality content to generate tractions. Unless you’re well-prepared, your content may fall short of the expected engagement.
Therefore, it’s always important to assemble data-driven information for your social holidays in advance. For example, if you’re an online clothing store and crafting an infographic around #NationalHatDay, you need to share interesting stats and facts for it generate traction.
Partake in as many relevant social holidays as you can, but let the engagement metrics guide your future content strategy. If some of those hashtag marketing strategies are unable to create the buzz you need, they are probably not the ones you should target next time.
Recommended Reading: 6 Ways to Suck at B2B Twitter Marketing (and How Not to)
Understand Your Audiences and Learn from Popular Brands
Social holidays are a great opportunity for you to learn from popular brands on how to communicate with a new audience. Every brand has a knack for crafting their message based on their niche audience segment. For example, while Kenmore target older, married women, Sandisk aims to pull a younger audience.
During social holidays, these brands don’t change their messaging tacting much while trying to tailor their content to fit the context. Many often, they also need to push content on the fly to meet the demand of the occasion.
Observing popular brands juggling their content marketing strategy offers an immense insight into how you can best prepare and manage your future social holiday marketing style. It also gives you an opportunity to understand your core followers.
Showcase Your Brand’s Personality
One of the unique things about social holidays is that they allow you express yourself unbridled. If you know how to create the right content, you win the hashtag competition hands down.
Sometimes, the messaging is so strong, it hardly matters whether it even remotely associated with your brand. This is especially true in case of content marketing campaigns around CSR (Corporate Social Responsibility).
For example, Chevron did an amazing 35-sec video celebrating #DOERSdoing on #LaborDayWeekend. With over 2.4 million views, the multinational energy corporation seized the day even as the content wasn’t directly related to its core services.
From Puppy Day to Awkward Moments Day, social holidays offer plenty of opportunities to target a new audience and make your brand stand out from others across the year. All you have to do is pick the right occasion, use the right hashtags and build the right content to let your brand shine.
How are you planning to use social holidays for your brand? Share your thoughts and strategies with us!
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus.