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Holiday Social Media Etiquette: How Brands Can Celebrate with Authenticity

By on July 12, 2018 in Society

Holidays are low-hanging fruit for brands on social media. Twitter is rife with weird hashtag holidays that attempt to fill the non-holidays of the year with something special, and just as popular are “legit” holidays like Christmas and Mother’s Day.

There is, however, a right and a wrong way to do it. Most brands do it the wrong (boring) way, though inoffensively; some mess up badly enough that it trends for all the wrong reasons.

The goal of a holiday post is to score some points with an audience that is already primed to celebrate. This isn’t hard to do. A simple graphic with a festive greeting is usually enough to garner some engagement. But the memorable campaigns are the ones that approach holidays with an air of authenticity.

Here are a few tips on keeping it real.

  1. Get Personal

Part of the reason to have a branded social account in the first place is to connect with your audience in a more personal way. Showing the people behind the company name is one of the most effective ways to do that. This boutique digital marketing agency in Ontario used the tactic to crowdsource a Father’s Day campaign to good effect; it highlights a few personal stories without hijacking or altering the meaning behind the holiday.

  1. Get Creative

Every brand on the face of the planet seems to have a generic holiday greeting graphic at the ready. While eye-catching in isolation, these pictures quickly become repetitive when dropped in a sea of similar posts. They also come off as impersonal and inauthentic.

Brands can stand out from the crowd by differentiating themselves. Instead of a plain graphic, why not share photos from a company event celebrating the holiday? Or a quick video message? Or a themed Spotify playlist with your employees’ favourite holiday tunes? These don’t take much more effort than a graphic, but they make a bigger (and realer) impression.

  1. Get Choosy

Every brand doesn’t have to recognize every single holiday on the map. If your company doesn’t have a clear reason to call it out (because it’s important to you or your audience), it’s fine to sit this one out. This will make the holidays you do celebrate on social more meaningful.

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