The world has opened up again and this is evident both in encounters between people and on social media, as friends and families are now spending time together more normally.
Consumers have recently become more confident in organizing parties and enjoying life with family, friends and loved ones. Few escaped Halloween-related social media content a few weeks ago, when influencers and social media users published their most peculiar party outfits on various channels, or when last weekend Father's Day was celebrated and people surprised their own parents and grandparents.
Various holidays and culturally related events are an important part of social media. The importance of togetherness is particularly emphasized now after the second year of coronavirus and thus also offers brands a tremendous opportunity to be part of predictable phenomena and inspire consumers.
How can a brand take advantage of holidays predictively as part of its own social media marketing?
As part of influencer and social media marketing planning, it is good to use a content calendar or yearly calendar that has already marked all the upcoming holidays and other events relevant to the brand for the entire coming year. Important dates for business should be considered in advance so that the response does not happen at the last minute. This way consumers can be influenced before the purchase decision. An effective way is, for example, to use various social media tools or Google Trends.
There are as many as 13 traditional holidays in Finland alone. In addition to Finland's Independence Day, Christmas, Mother's Day and others, many new official and less official international holidays and major commercial seasons have arrived in recent years, such as Black Friday and Valentine's Day, which is also familiar in Finland. When planning the year, it is good to take into account the diversity of different holidays, but only if it is genuinely part of the brand's DNA – this way you avoid those famous "shit storms" that can occur when the effort appears to be slapped on.
There are many different holidays, so it is good for the brand to think about which dates are relevant to the brand and business and decide which dates to invest heavily in. Should you go all-in on a few major events, or spread the effort throughout the year? Or create your own holiday for the brand, like the Greyest Day of the Year?
Once the holidays of the year have been mapped out, it is wise to create a plan in advance of what actions are taken around different events. Do you primarily want to entertain, inspire or perhaps share information?
The work should be given a framework, but modern social media work also involves the opportunity to respond as needed. Rapidly changing trends on different social media platforms must be able to respond quickly when needed. Holidays offer brands a good opportunity to also loosen up and involve the audience as part of content production. Influencers can often also provide new fresh perspectives on content production so that the work is not too stylized throughout the year.
Brands now have an excellent opportunity to be part of consumers' new normal! Are you looking for a partner in social media and influencer marketing?
Contact our team https://www.troot.fi/yhteys.
