Holidays in B2B Social Media Content: Still Relevant or Outdated?

We’ve all seen it – the flood of holiday posts that fill our social media feeds come Christmas, Easter, Halloween, and every other notable day on the calendar. But as B2B marketers, the question we’re all asking is: Are holiday posts still relevant, or have they become just another tired trope? Should we let these seasonal events influence our content calendar, or should we focus on other opportunities to connect with our audience?

Let’s explore the pros, cons, and the dos and don’ts of leveraging holidays in B2B social media content.

The Case for Keeping Holiday Content

Humanising Your Brand

Even in the B2B world, people like doing business with people. Holidays are an excellent opportunity to remind your audience that your brand is made up of real human beings.

Holiday content adds a personal touch to what can sometimes feel like a cold, transactional space.

Whether it's a friendly "Merry Christmas from all of us at [Company]" post or a fun behind-the-scenes video of your team carving pumpkins for Halloween, holiday content shows your human side. It makes you more relatable, which can enhance trust and long-term relationships. Remember, emotion still plays a crucial role in B2B decision-making.

Capitalising on Social Trends

Certain holidays dominate social media. Just think of how much activity surrounds Black Friday, Valentine’s Day, or New Year’s Eve. Holidays generate their own organic buzz, and B2B brands can tap into these conversations to increase visibility and engagement.

By aligning your brand’s messaging with a trending holiday hashtag, you can put yourself in front of a larger audience that you might not normally reach. For instance, using #GivingTuesday around the holidays can position your brand as socially responsible, which can be a compelling narrative for modern B2B buyers.

A Creative Break for Content

Let's face it: B2B content can sometimes feel dry, especially when you’re constantly pushing white papers, case studies, or industry reports. Holiday posts offer a creative respite. They give you an opportunity to be playful, show off your company's culture, or celebrate achievements with a seasonal twist.

You can even take a themed approach to your regular content. For example, around Halloween, why not present your latest thought leadership article as "The Top 5 Marketing Terrors to Avoid" or "How to Scare Away Poor Sales Leads"? These light-hearted formats can make typically serious content more engaging without losing relevance.

Why Holiday Posts Can Feel Tired

Lack of Originality

We’ve all seen the same recycled “Happy New Year” posts that make no impact. The problem with holiday content is when it becomes too predictable or lacks creativity. Audiences get fatigued by yet another generic holiday greeting or stock-photo-laden post.

If your holiday content doesn’t stand out, it risks being scrolled past without a second thought.

To stay relevant, your content needs to bring something fresh to the table. A simple festive greeting might not be enough to engage a B2B audience that’s used to more substantive, value-driven messaging.

Irrelevance to Your Audience

Not all holidays matter to your B2B audience. For instance, while a Christmas message may make sense, celebrating National Doughnut Day might not align with your brand or audience interests unless you’re in the food industry. When done poorly, holiday content can feel forced or irrelevant, which may cause disconnects between your brand and your audience.

B2B buyers are sophisticated, and their attention spans are short. If your holiday content doesn’t offer value, solve a problem, or resonate with their challenges, it could harm your credibility more than help.

Timing Mismatch

Sometimes, B2B decision-makers simply aren’t in buying mode during the holiday season. Certain holidays (like Christmas or summer vacations) are times when your audience is away from their desks and more focused on personal life than professional matters. In these instances, holiday content might not perform as well because it doesn’t hit your audience at the right moment.

How to Do Holiday Content Right in B2B

Be Selective with Holidays

You don’t need to jump on every holiday bandwagon. Instead, choose holidays that align with your brand values and the interests of your target audience. For example, Earth Day might be more relevant to companies in the sustainability space, while International Women’s Day can be an opportunity to highlight diversity initiatives.

Selecting the right holidays ensures that your content resonates with your audience and doesn’t come off as a shallow attempt to cash in on a trend.

Add Value and Be Authentic

Rather than simply posting a generic holiday greeting, find a way to tie the holiday into your business narrative. Share helpful content like industry predictions for the coming year around New Year’s or offer special discounts or exclusive resources during Black Friday. Your audience will appreciate holiday content more if it comes with something valuable.

The key here is authenticity. If you’re doing a Christmas post, for example, don’t just slap a festive border around your logo. Showcase your company culture with photos or stories that reflect the human side of your business. If you support charitable causes during the holidays, share that. Transparency and genuine gestures go a long way.

Align with Campaigns, Not Just the Calendar

Holiday content should fit into a broader campaign rather than stand alone. Instead of treating it like a one-off post, integrate holiday content into your ongoing marketing efforts. For example, if you’re running a year-end push for new product launches, weave the holiday spirit into your campaign messaging.

This makes your holiday content part of a cohesive strategy rather than a random seasonal detour.

Conclusion: Keep It, but Make It Fresh

So, is holiday content in B2B marketing tired and outdated? Not necessarily. When used correctly, it can be a powerful tool for increasing engagement, humanising your brand, and keeping your content calendar varied and fresh. But the trick is to avoid the cookie-cutter approach.

Holiday content should be relevant, creative, and part of a broader strategy. Make sure it resonates with your audience, adds value, and aligns with your brand’s goals. With a thoughtful approach, holiday posts can still hold a key spot in your B2B social media calendar.