Social Media Holidays are Dead

Founder Newsletter #6

Written by our Founder, Anna Sullivan

Social Media Holidays

When I first got into social media, I immediately started to learn about all these “wacky” holidays - I was always looking for content and ideas to post about and these seemed to be a “go to” for brands.

These quickly become an easy answer for brands for content for that day. These worked well as they were seen as highly relevant content to the social channels (particularly Instagram, Facebook, and Twitter at the time) and the posts normally got much more engagement than others.

Today, you don’t see many brands posting about these holidays as no one really cares. Unless you are posting a whole campaign around a “holiday” then it’s basically irrelevant and the engagement isn’t what it used to be, so the lift that used to come with these is no longer there. In my opinion, still posting to these is a lazy strategy that is super outdated.

Now content is usually very evergreen, in video format, providing an attention grabber early on, and captions are almost irrelevant - when is the last time you read an IG caption from a brand? And if you weren’t already aware TikTok is the new and improved YouTube?- where people are using it as a search engine. So even if your content doesn’t perform well now it can still easily come up later when the content is more relevant/searched.

Aside from having a solid content strategy (and if you don’t have one already hit me up) there are other tactics you can enforce to increase your content:

Community Management

• Not only engaging with your followers (like responding to DMs, comments, etc.) but finding relevant content to engage with. You will see this has worked really well on TikTok as people LIVE in the comments of the good videos.
• Speaking of, there is a new feature on TikTok where you can repost content you like from other users. I haven’t seen if it has big benefits to brands content/followers but worth a try.

Hashtags

• I actually have?a blog post here?talking about more tactics regarding how to use hashtags in 2022.

Paid Ads

• This one is pretty obvious - boosting your content and having a sales funnel to always bring sales to your site.

Influencers

• Another obvious one - you want to get as much coverage as you can on social especially on other accounts as this will increase your reach (so think about your UGC funnel/strategy as well).
• Side note: Really excited about this?new Instagram update?for brands with physical locations - just another reason to make sure you encourage UGC.

Do you have other ways you are boosting your content and creating relevant content? I would love to hear about it!