As social media marketers, we’re no stranger to fine lines. One such fine line that brands must walk on social media is whether to comment on certain holidays, days of observance, and current events. While some instances call for a thoughtful response, others may require restraint.
In this blog post, we’re giving you a handy-dandy guide (you’re welcome!) to know when and how to address these cultural moments on your social media.
“Less is more” is a cliche worth repeating here. You don’t need to post about every holiday under the sun. Seriously, unless you’re running a niche cat meme account (or you’re legitimately a pet company), your audience probably doesn’t need a post for National Cat Day.
Instead, focus on the holidays that resonate with your audience and align with your brand values.
Once you’ve nailed down which holidays to focus on, let’s talk about how to make those posts sing.
When it comes to posting about somber holidays or remembrance days, here are some tips to tread lightly:
Here are some of the most common holidays and special occasions throughout the year. Once again, choose sparingly and wisely which days to post about! Pick ones that truly matter to your audience, and find a way to connect it back to the mission of your brand.
| Month | Holiday | Tone and Tips |
| January | Martin Luther King Jr. Day | Inspirational; focus on community service and social justice initiatives. |
| February | Lunar New Year | Joyful and celebratory; share traditions and encourage community engagement. |
| March | International Women’s Day | Empowering; showcase female leaders within your organization and support women’s initiatives. |
| March | Holi | Colorful and festive; engage with vibrant imagery and share the significance of the festival of colors. |
| April | Earth Day | Inspirational; highlight sustainability efforts and community initiatives. |
| April | Passover | Respectful; acknowledge the significance and share educational content about the holiday. |
| April | Eid al-Fitr | Joyful and celebratory; share greetings and highlight community events. |
| May | Memorial Day | Somber and respectful; honor veterans and those who served with meaningful content. |
| May | Asian American and Pacific Islander Heritage Month | Celebratory; showcase diverse stories and contributions of AAPI communities. |
| June | Juneteenth | Educational; share resources and stories about black history and culture. |
| June | Pride Month | Celebratory and supportive; promote LGBTQ+ initiatives and share stories of advocacy. |
| July | Independence Day | Patriotic and community-focused; showcase local events or initiatives that celebrate freedom and unity. |
| September | 9/11 Remembrance Day | Somber and respectful; honor the memories of those lost with a message of unity. |
| September | Rosh Hashanah | Reflective and respectful; acknowledge the Jewish New Year with messages of hope. |
| September | Yom Kippur | Somber; share messages of reflection and atonement in a respectful tone. |
| October | Diwali | Joyful and colorful; highlight the significance of the festival of lights and promote inclusivity. |
| November | Thanksgiving | Grateful and warm; share messages of thanks and community support, perhaps highlighting local charities. |
| November | Native American Heritage Month | Educational; share stories and contributions of Native American communities. |
| December | Christmas | Joyful and festive; promote community involvement and giving back during the holiday season. |
| December | Hanukkah | Celebratory; share educational content about traditions and promote community togetherness. |
| December | Kwanzaa | Celebratory; highlight the principles of Kwanzaa and promote cultural heritage. |
Pro Tip: We love checking Sean’s Cultural Moments Encyclopedia to see all (and we mean ALL) the holidays and events that might be relevant to our audience as we’re brainstorming content ideas.
For brands operating on a global scale, staying informed about current events is vital. Here’s how to determine if an event relates to your brand:
Deciding whether to comment on global events can be tricky. Here are some guidelines:
Good Examples:
Not-So-Good Examples:
Navigating the waters of social media during holidays and global events requires a delicate balance of authenticity, empathy, and brand alignment. By carefully choosing when to post and how to engage, brands can foster genuine connections with their audience. Remember, building community is more valuable than making a quick sale.
Need help taking your social media to the next level? Reach out to the RANDOM team today.
