On June 1, 2018 a glorious celebration occurred that was all the buzz on social media. #NationalDonutDay, always falling on the first Friday of June, is a day during which individuals and brands alike jump aboard the sweet-tooth train and indulge with donuts of all shapes, sizes and flavors. And, thanks to users’ growing fascination with becoming the next big “foodie,” social media channels like Instagram were plastered with images of the brightly colored, deep-fried goodness.
Of course, #NationalDonutDay is just one example of how brands are taking advantage of these “holidays” to remain top of mind for their current and prospective audiences. With social media becoming a main vehicle of communication for B2B and B2C companies, it’s important that brands evolve with these channels in order to be effective in reaching their goals. Many social media channels have developed “trend” sections of their platforms, allowing users to easily see what the top topics are at any given time and how people are talking about them. It seems as though every day there is at least one just-for-fun celebratory event.
What’s the point?
So, how does participating in these so-called holidays benefit a brand that has nothing to do with donuts (or whatever the day’s subject matter may be)? How are these days relevant to businesses like a financial institution, a law office or perhaps a creative marketing agency in Maple Grove, MN? Does it help create relevancy?
The simple answer is yes. Not only are these brands joining an already active conversation, they are also working to show off their personality. People want to engage with brands they can relate to. When brands consistently and authentically showcase their personality, it helps build trust with their audiences. Remember, your brand is more than your logo.
How can you join in the conversation?
It may seem like a challenge to participate in these types of initiatives if the subject matter doesn’t directly involve your business. The biggest thing to remember if you choose to participate is to keep it fun. When National Donut Day rolls around but you’re a real estate agent, how can you engage in the conversation? Does posting a quick photo of you enjoying your favorite jelly-filled treat work? Sure. Would sharing a video of you celebrating by offering delicious donuts at your next open house be even better? Absolutely.
And when you’re participating, be sure to use the appropriate or official hashtag (ie. #NationalDonutDay). This is what helps insert your post into the conversation and become more discoverable by others. It’s also fine to simply re-tweet someone else you may be following who posted about the “holiday” instead of developing content on your own. We’re sure they would appreciate it, as well.
Just don’t overdo it!
That being said, it’s important to make sure you don’t get carried away and hop on every “holiday” bandwagon that shows up in your newsfeed. Although these initiatives are a great way to engage with your audiences in a fun way, it’s important to utilize them strategically and sparingly. You don’t want to dilute your brand by only focusing on crazy-themed days. Balance is key and it’s still important to create and deliver content that’s relevant to your brand or business in order to grow. Sometimes that content might be wrapped in a donut-themed bow and sometimes that content is simply shared in its original form.
Whether it’s National Donut Day, National Puppy Day or National Superhero Day, it’s important to think about these “holidays” as great opportunities to show off your brand’s personality and engage in a global conversation. No one ever built a successful business sitting quietly alone in an empty space. So, go ahead and post that donut pic with the super trendy filter next year on National Donut Day. Just don’t forget to use the hashtag.
Need help with developing authentic content for your business or organization? Connect with Allee Creative! We’ve got your next “holiday” covered.