Content around national holidays, bizarre holidays, and even local festivities draw huge crowds on social media. By now, we creatives openly acknowledge the fact that art involves some degree of imitation. This does not mean that we copy, but that we seek inspiration from those content creators who have done an excellent job. At Unmetric, we constantly measure and monitor our marketing efforts. We’ve found that we get a lot of engagement (and conversions) from our content on social media holidays, like this Mother’s Day article. So, how can you take advantage of social media holidays to increase engagement on your channels?
In this blog, you’ll find a step-by-step guide to creating winning holiday and event-centered content on social media.
Step 1: Plan
Content creators believe in their capacity to spin and create on demand. However, this is no reason to not have a comprehensive content calendar—especially when you are working in a fiercely competitive space that pushes out new content at an alarming pace.
A content calendar lends some structure to your creative process. More importantly, it alerts you to content opportunities that you should make the most of.
Creating and maintaining a content calendar involves work at the beginning of every quarter or year with periodic revisions every week or month.
It is best to put down events and social media holidays that are relevant to your industry well in advance. This way, you can assemble the material you need to build your content around, get the resources—people and dollars—that you need, and facilitate any other necessary steps to set you up for success.
There are several social media holidays calendars that are available online, free of charge. For instance, we created this list of strange holidays that are off the beaten path but have proven to be engagement hits for brands able to create content around it.
You can use these lists to see what holidays are relevant to you and your business.
Step 2: Identify Opportunities
This step spills over from the earlier one. When you create your content calendar, you can identify events to create content around. Even marketing in real time can be tackled with preparation and readiness.
This involves using data to take calculated risks in content creation as and when the opportunity arises. Even though you might not be able to prepare in advance for an event that gets audience attention, based on data you can make a safe bet on the kind of content that will win you points.
It is key that you evaluate whether something like this is worth your time and effort. You might find 10 events or social media holidays in your calendar every month. It is important that you see which ones have brought engagement into your vertical.
Every event might prove to be more successful among certain demographics than others. Testing content opportunities for how appealing they are to your target audience is important.