Some days you may catch yourself struggling with what to post on your company's social media page. What type of content does my audience want to hear about? What content will they engage with most? While these questions are important, sometimes you need to get back to the basics.
When building social media posting plans for our clients, we begin with a list of holidays (like this one). And not just federal holidays. We will include ALL of the holidays, like 'National Cupcake Day' and 'National Yoga Awareness Month.' People love to celebrate traditions and holidays, especially ones that pretty much force you to have a cupcake.
Don't just take our word for it! Here's a real-time example of how we used a theme to drive social media engagement.
We have a restaurant client who specializes in pizza (the best around!). Our holiday research told us that October is National Pizza Month. How perfect! In honor of the delicious holiday month, we ran a photo contest. Entrants simply had to take a photo with anything pizza-themed, post to Facebook and use our special hashtag. Three of our favorites will receive gift cards at the end of the month.
The response has been staggering! Engagement scores on our contest-related posts are about triple the average. Even better, users are actually entering the contest.
What did we already know? Our audience loves pizza. People love contests. People love winning money.
What did we find out? Bringing these things together in one pretty bundle can help to drive engagement. We just had to identify the pieces and fit them together in a way that made sense.
Overall, pay attention to themes and holidays which fit within your social media content. Mixing up your content with themes will drive your audience to engage.