We see a lot of clients fixate on holiday social media posts. While it is ok to post generic Happy New Year or Happy Thanksgiving posts, these posts often do not have much return on investment. This is especially true when everyone else is posting the same generic content on those days. People start to glaze over these posts. Your brand becomes invisible.

Below are a few tips to make your holidays posts count on social media.

1. If a holiday post does not align with your brand, skip it. If you are selling industrial vacuums, it probably doesn’t make sense for your brand to get all gushy over Valentine’s Day. However, it does make sense for a brand like Reflective Apparel to highlight an event like the end of daylight savings as an opportunity to talk about worker safety in low light. If a holiday is not relevant to your brand, I give you full permission to skip posting a holiday post that day.

2. Use holiday posts as a channel to provide useful information.

Instead of just saying, "Happy Holidays," consider using a holiday post to mention holiday hours or closings. Instead of saying “Happy Thanksgiving,” consider publicly thanking specific customers, vendors, employees, etc. Use Independence Day as an opportunity to highlight a made in America brand.

3. Take advantage of holidays that DO align with your brand.

Depending upon your company’s industry and brand, there will be holidays that you will want to take full advantage of. Invest your efforts in campaigns around those relevant days. For instance, I did a post for Esaltare Designs, my jewelry brand for executive women, for New Year’s. Instead of saying “Happy New Year,” I did a post that said, “I don’t make New Year’s resolutions. I make strategic plans.”

Challenge for marketers: Don’t fall into the trap of posting generic holiday posts. If a holiday is not relevant to your brand, skip it. If a holiday is relevant to your brand, invest in creating a campaign around it.

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