Getting Holiday Posts Right
While creating holiday social posts for your business might seem fun and carefree, it can actually be a minefield! If you use the wrong wording or alienate certain segments of the population, it can have a negative impact on your sales and the way people view your company. Here are some tips for navigating this complicated task!
Choose the Correct Tone
There are some holidays that have a fun, light tone and others that conjure up feelings of sadness and mourning. Because of this, it’s vital that you match your social post to the overall tone of the holiday, so that you do not come across as insensitive or out of touch. The holiday where people seem to have the most difficulty getting the tone correct is Memorial Day. I can’t tell you how many posts I’ve seen that go a little something like this: “Have a happy and safe Memorial Day! Who else is having a cookout tonight?” While there are a lot of differing opinions out there, it’s generally accepted that calling Memorial Day a happy day is disrespectful. This is a day to remember those who lost their lives while serving in the military, so any posts related to it should have a more serious, respectful tone.
Be Careful About Promotions
Every year, I see countless posts with captions like, “Didn’t get everything you wanted for Christmas? Check out our post-holiday sale!” While many companies choose to use holidays as an opportunity to promote their offerings, this can be a recipe for disaster. Including a bit of self-promotion in your holiday post can be alright, but in order to avoid angry consumers, it needs to be done tactfully. Here are some things to keep in mind when deciding whether to try and capitalize on a holiday:
Pick the holidays wisely: For holidays that conjure up painful feelings, it’s best to avoid promotion altogether. For instance, Memorial Day can be very emotional for people who have lost a loved one in the military. This is a holiday you should never use as an opportunity to push your new product or current sale. Save those types of posts for holidays with lighter tones, such as Independence Day or New Year’s Day.
Prioritize the holiday, not the promotion: Make sure that the main point is to celebrate the actual holiday and not to simply promote your business. Even if the holiday doesn’t have a particularly serious meaning, it can come off as tacky if you make the whole thing about buying from your company. Consider leaving your promotion for the very end of the caption so it doesn’t seem like you’re using the day as a money making scheme.
Caution is key: When in doubt, err on the side of caution. If done incorrectly, a single social post can get a business in hot water with their customers. If you have any questions about whether your promotion is appropriate for a particular holiday, it’s best to move it to another day and avoid any potential backlash. While some businesses see an increase in their sales on certain holidays, others find that their off-color or downright insensitive posts land them in a world of trouble.
When it comes to religious holidays, such as Christmas Eve, Christmas Day, and Easter, it’s important to remember that not everyone observes them. The United States is a diverse country, and there are many people who do not celebrate holidays originating from Christianity. However, this doesn’t mean you need to stop doing social posts to commemorate these special days. You simply need to make sure that anything you post is as inclusive as possible. Never assume that everyone viewing your post shares the same religious or cultural beliefs as you do. Here’s an example of how to do a Christmas post without alienating people who do not observe the holiday:
Non-Inclusive: May the joy and peace that was present at the birth of Christ be present in your home this season. Merry Christmas!
Inclusive: To everyone that celebrates, we’d like to wish you a merry Christmas! We hope that your day is filled with family, friends, good food, and holiday cheer.
Ask For Help
When it comes to creating the perfect social post, there are a lot of things to consider and it can be difficult to get it just right. That’s where Parklife can help! Contact us today to learn about our social media services.