Obligatory Holiday Posting: To Post, or Not to Post?

Memorial Day, Pride, and Juneteenth: How brands can authentically celebrate holidays on social media while avoiding offensive missteps and promoting real action.

How marketers should approach upcoming holidays

Memorial Day

Pride Month

Juneteenth

What to consider when creating your content calendar

Avoid using holidays as a sales pitch

Showcase your team's celebration and recognition

Prioritize authenticity in your posts

As we approach Memorial Day and the start of the summer holiday season, it's important for us as marketers to reflect on how we can create content that resonates with our audience while being respectful of the occasion. 

The debate surrounding the use of phrases like "Happy Memorial Day" highlights the challenges we face in striking the right tone. While some view the term "happy" as inappropriate, others see it as a way to honor the lives and freedoms that veterans fought to protect. Navigating these differing perspectives can be a delicate balancing act.

So, here's a thought to ponder: In an era where social media is often filled with noise and clutter, how can we use our platforms to create content that not only stands out but also sparks thoughtful conversations and honors the true spirit of these holidays that are more than just a day off and ‘free’ social post?

Perhaps the key lies in focusing on authenticity and empathy. By sharing stories, expressing gratitude, and finding ways to genuinely contribute to the conversation, we can create posts that forge deeper connections with our followers.

We also encourage organizations to take things a step further; give your time or donate funds in an impactful way. 

For Memorial Day, put your money (and time) where your mouth is. Show how your team is celebrating or honoring the holiday and its meaning. For example: 

• Community Involvement: Encourage your team to volunteer at a local nonprofit with veteran rehabilitation programs. Share your work on your marketing channels and allow team members to share what the experience meant to them. 
• Monetary Support: Make a donation in your company’s name to the Wounded Warrior Project or a similar organization. Be transparent about the intention and purpose behind your contribution. 
• Start Conversations: If they’re comfortable, ask team members to share memories of a friend or family member who lost their lives in the line of duty. Create an open discussion in your workplace and allow employees to share their thoughts.
• Create Educational Opportunities: Share resources for those who served and impacted close family and friends across your platforms.

With a carefully crafted post that fits your brand, your message will stand out among the flood of flag photos.

In 2023, many brands received backlash for creating a rainbow version of their logo to “show support” without actually following through. In fact, these attempts to look like allies actually created anti-LGBTQIA+ campaigns that were damaging to members of the community. 

Aby Hawker, founder of TransMission PR, told Forbes: “Short-term displays of solidarity for Pride are increasingly being called out for what they are: Blatant pinkwashing. This benefits no one, the community is turned off, the same for allies, and brands achieve very little.” 

She says that brands should only do LGBTQIA+ marketing if they’re “in it for the long run.” And we couldn’t agree more. If your brand wants to create a rainbow logo to show your support for the LGBTQIA+ community, it’s time you take some real action. We recommend taking these steps to show your support this June: 

• Amplify LGBTQIA+ voices: Use your brand’s platform to spotlight LGBTQIA+ individuals, their stories, and their contributions to society. This can be done through interviews, guest blog posts, or social media takeovers featuring LGBTQIA+ influencers, activists, or community leaders. 
• Provide year-round support: Pride Month is just one part of the year. Show your commitment to the LGBTQIA+ community by implementing inclusive policies, supporting LGBTQIA+ initiatives, and promoting diversity and equality throughout the year. 
• Educate and raise awareness: Use your marketing channels to educate your audience about LGBTQIA+ history, struggles, and the importance of allyship. Share resources, information, and tips on how to be a better ally and create a more inclusive society. 
• Be transparent about your contributions: If you're donating a portion of your profits to LGBTQIA+ causes, be clear about the amount and the specific organizations you're supporting. Transparency helps build trust with your audience and shows that your commitment goes beyond just marketing.
• Foster an inclusive workplace: Demonstrate your commitment to equality by creating an inclusive work environment for your LGBTQIA+ employees. Implement non-discrimination policies, offer inclusive benefits, and support employee resource groups (ERGs) focused on LGBTQIA+ issues.

If you’re unwilling to show action for Pride, it’s best to avoid adding the Pride flag to your logo. 

Before you start planning content for Juneteenth, it’s crucial to take a look at the history of the holiday and what it means for your business or organization. 

First, make sure you understand the “why” behind the holiday: Juneteenth is a holiday that commemorates the end of slavery in the United States. On June 19, 1865, Union soldiers arrived in Galveston, Texas, and announced that all enslaved people were free, two and a half years after the Emancipation Proclamation was signed. This day has since been celebrated as a day of freedom, remembrance, and reflection on the ongoing struggle for racial equality.

When it comes to brands showing support for Juneteenth, it's essential to approach it with authenticity, respect, and a commitment to driving positive change. Here are some suggestions:

• Use your platform for education: Share the history and significance of Juneteenth. Provide resources and information to help your audience understand the day’s importance and its relevance to the ongoing fight against systemic racism.
• Support Black-owned businesses: Highlight and promote Black-owned businesses in your community or industry. Amplify their voices and encourage your audience to show their support during Juneteenth and throughout the year.
• Collaborate with Black creators and influencers: Partner with Black content creators, artists, and influencers to create Juneteenth-themed campaigns or content. Ensure that their voices and perspectives are at the forefront of the narrative. 
• Contribute to organizations supporting the Black community: Donate a portion of your profits during Juneteenth to organizations that work to empower and uplift the Black community. Be transparent about your contributions and the specific causes you’re supporting.
• Reflect on your own organization: Take the opportunity to examine your own company's diversity, equity, and inclusion practices. Commit to making necessary changes and creating a more inclusive workplace that supports and empowers your Black employees.
• Support legislation and policies: Use your brand's influence to advocate for legislation and policies that promote racial equality and address systemic inequalities. Encourage your audience to get involved and make their voices heard.

This isn’t a time to sell your products. Rather, use it as an opportunity to show your support for the Black community and their history in the United States.

When creating your content calendar, it's important to consider how your brand can authentically engage with upcoming summer holidays. While these occasions provide an opportunity to connect with your audience, it's crucial to approach them in a way that aligns with your brand's values and voice.

You’ve probably now gathered that these holidays aren’t always the right time to sell your products or services. Instead, focus on showcasing your brand’s personality and values. Differentiate yourself from competitors by creating content that resonates with your audience on a deeper level. Refrain from linking to irrelevant pages or websites that don't contribute to the holiday's significance.

Content creation can be difficult. These holidays open up the doors for exciting social media content to intimately connect with your followers. Seize the opportunity to share beautiful social graphics, engaging reels, and celebratory photos of the team to show that you’re not just recognizing the holiday for a post.

Inauthentic or halfhearted holiday posts can do more harm than good. If you choose to acknowledge a holiday, ensure that your content is genuine and purposeful. View this as a chance to experiment with new ideas while staying true to your brand's voice, tone, and values. After all, sharing your thoughts, opinions, and values is a great way to build brand loyalty. Make sure your audience can hear the human voice behind the screen.

When done right, your holiday content has the power to cut through the noise and make a lasting impact. Your audience will appreciate and respect brands that participate authentically over those that capitalize on holidays disingenuously. Approach your summer content strategy with care and build lasting connections with your followers.