International [Roll Your Eyes] Day: Making Seasonal Corporate Social Media Content Less Cringy
Authors: Kellyn Liberty and Jackie MacAllen
Read time: 4 minutes
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Navigating social media requires creativity and strategy, especially for B2B companies aiming to stand out in a crowded online environment. A savvy and simple way to elevate your social media marketing efforts is by incorporating holidays into your campaigns.
Beyond the traditional festivities, the annual calendar is rife with unique and engaging special days that can be leveraged to showcase your brand's personality and values. From celebrating #InternationalCoffeeDay to participating in #EarthHour, integrating these occasions into your strategy can help your content pop in a crowded feed.
But, if you are a social media manager, or even a casual consumer of social media content, you’ve probably rolled your eyes more than once at some brand’s lame attempt at relevance with a post that doesn’t feel authentic or simply lacks much substance. For example, we’ve all seen Earth Day posts by companies with no real environmental targets or proof of eco-friendly products.
At MacAllen Media & Public Affairs, we work with many B2B companies in the manufacturing sector. These groups find it especially challenging to deliver quality content consistently. We recommend taking inspiration from consumer brands, while keeping your core audience in mind.
Here’s your guide to using social media holidays effectively, ensuring they harmonize with your brand’s guidelines and messaging ethos.
Note: The social media campaigns below are not the work of MacAllen Media. We have chosen to feature LinkedIn campaigns from consumer brands that we see as inspiration.
1. Plan ahead with a social media holiday calendar
Start by creating a comprehensive calendar of social media holidays that align with your brand values and audience interests. This proactive approach ensures you're not scrambling at the last minute but instead have a well-thought-out strategy that integrates seamlessly with your overall marketing plan. Remember, relevance is key. Select holidays that allow your brand to participate authentically, contributing to conversations in a meaningful way.
2. Customize content to fit your brand voice
While it's tempting to jump on the bandwagon of every trending hashtag, the magic lies in customization. Tailor your holiday-themed content to reflect your brand's unique voice and messaging. Whether it's an informative LinkedIn article, or an engaging Instagram story, the content should feel like a natural extension of your brand. This consistency not only reinforces your brand identity but strengthens your connection with your audience.
For example, LEGO's engaging LinkedIn post for Lunar New Year highlighted the company’s global team spirit and cultural inclusivity. The post features a montage of LEGO employees from diverse offices in Hong Kong, Auckland, Shanghai, and beyond, each celebrating in their unique ways. Accompanying the visuals, the narrative cleverly weaves the story of the Lunar New Year through the lens of LEGO’s core values of creativity and community.
3. Engage with purpose
Holidays are an excellent opportunity to not just speak but listen and engage with your audience. Use these occasions to foster a sense of community and open dialogue. Encourage user-generated content, run LinkedIn polls, or host Q&A sessions. Engagement is a two-way street; it's about building relationships, not just broadcasting messages. Authentic interaction can transform passive followers into active brand advocates.
Sephora managed to do this brilliantly in observance of World Mental Health Day, with posts exemplifying their commitment to meaningful social engagement. In a strategic collaboration, the retailer teamed up with Rare Beauty to support the Rare Impact Fund, dedicating a portion of sales towards mental health services. The post displays Sephora’s and Rare Beauty’s logos alongside a call to action, inviting the audience to contribute by following a provided link. This initiative not only drives awareness but also fosters a dialogue around mental health, emphasizing Sephora's role in creating a positive impact beyond beauty.
4. Measure and Optimize
As with any marketing strategy, tracking your campaign's performance is crucial. Analyze metrics such as engagement rates, click-through rates, and conversion rates to gauge the effectiveness of your holiday-themed content. This data not only highlights what resonates with your audience, it provides insights for refining future campaigns. Continuous optimization is the key to using holidays effectively on social media.
5. Stay True to Your Brand
In your quest to capitalize on social media holidays, don't lose sight of your brand's core identity. Every piece of content, no matter how festive or trendy, should adhere to your branding guidelines. Consistency in visual elements, tone, and messaging fortifies your brand presence and helps keep the credibility and trust you’ve built with your audience.
For example, for Women’s History Month, Peloton published a LinkedIn post showcasing their commitment to inclusion and female empowerment within the company. With a series of seven portraits, Peleton highlights individual women from various departments, each accompanied by inspiring quotes about their experiences with inclusion and the importance of uplifting other women in the workplace. This approach not only celebrates their contributions but also tells the broader story of how Peloton is fostering a supportive and empowering environment for all women.
In conclusion
Leveraging social media holidays offers a unique opportunity for your brand to enhance its social media presence creatively and strategically. By planning ahead, customizing content, engaging purposefully, measuring success, and staying true to your brand, you can turn these special days into powerful touchpoints in your marketing calendar. Embrace the festive spirit, but remember, the ultimate goal is to resonate with your audience and amplify your brand's voice in the digital sphere.
About the authors
Kellyn Liberty is a campaign and brand strategist who has worked with dozens of Fortune 500 companies.
Jackie is a communications expert with more than 15 years of experience working closely with companies focused on science, innovation, and sustainability. Her broad expertise covers all aspects of communications, branding, and public affairs.
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