He’s making his list and checking it twice—has your holiday marketing been naughty or nice? Posting on social media during the holidays (whether it’s a traditional one like Christmas, or a quirky, “trending” holiday like National Cat Day) may seem like a no-brainer, but don’t let your brand fall victim to bad marketing etiquette. Keep the following dos and don’ts in mind when planning your social content.
6 Dos and Don’ts of Holiday Marketing on Social
Do: Stay True to Your Brand. Celebrating the holidays can be a great way to get creative and engage with your customers. That being said, it’s important to pick and choose the holidays that make sense for both your brand and its audience. For example, celebrating National Cupcake Day would make sense for a bakery, but National Sock Day would probably raise some eyebrows.
Don’t: Force Your Messaging. No matter the holiday, your message should match the tone and style your audience has come to expect from your brand. If your brand voice is typically humorous, go ahead and celebrate April Fools’ Day. If you’re a funeral home, you probably shouldn’t. Content that seems inauthentic, offensive or annoying will stick out like a sore thumb—and nothing makes people hit the “unfollow” button faster.
Do: Add Value. How can you help your audience celebrate? Think about what you could offer them, how you could educate them, or even just how you could make them laugh. Remember, creating content without value is just adding clutter to an already oversaturated market. Make sure yours helps you stand out from the crowd.
Don’t: Be Tone Deaf. Unfortunately, in an age when we’re constantly being marketed to, it’s easy to lose the true meaning of a holiday. And although self-promotion is perfectly acceptable on days like Cyber Monday and Black Friday, others like Memorial Day and 9/11 Remembrance Day have deep emotional significance. Take a step back to reevaluate your message and decide if your brand should enter the conversation.
Do: Choose the Right Channel. Not all social channels were created equal, so tailor your content accordingly. If a holiday giveaway is one of your marketing tactics, the same rules might not apply on both Instagram and Facebook. Even more so, if most of your audience is on LinkedIn, it might not make sense to do that contest at all. Be strategic about where you share your message.
Don’t: Go Overboard. In terms of creating content, holidays are usually low-hanging fruit. But that doesn’t mean you need to have a post for every occasion. Sharing a few posts that are thoughtful and purposeful will have much more of an impact than posting content that seems haphazard. Plus, you don’t want to fatigue your audience with the same type of posts over and over again.
Whether it’s Valentine’s Day, Christmas or somewhere in between, your holiday marketing should always be an extension of your overall social media strategy. By thoughtfully incorporating these types of posts into your content, you can connect with your audience in new and creative ways. Who knows—it might even put you on the “nice” list. Happy holidays!