In today’s world, every day could be a “holiday”. National Drink Margarita Day, Arbor Day, Belly Laugh Day, International Women’s Day, and the list keeps going. Not to mention all the other regularly celebrated holidays like Halloween, Thanksgiving, Valentines and St. Patrick’s Day. Holidays are a great source of content ideas for brands and influencers alike. Brands have figured out they can utilize these major and minor holidays to create events that align with their brand message and audience. Influencers should be taking the same approach.
It can be hard to keep up with so many holidays. Sorting through which to include in your editorial calendar and which can be ignored is daunting. However, if you use a strategic approach holidays are a great way to bolster your content planning both for sponsored and unsponsored posts.
Step 1: Determine which holidays will resonate with your audience. First, you’ll need to consult a calendar or two for a complete list of all the holidays. I recently discovered this one which is by far my favorite. It has an extensive list of holidays and national days. You can also search for specific days (when is National Donut Day?) and sign-up to receive a nightly email if you need reminders. You might also want to consult a National/Federal Holiday calendar so you don’t miss anything obvious. Second, read through all the holidays and make a list of the ones that *could* fit in for your audience per month. For example, if your main category is food you may want to include National Ravioli Day and National French Bread Day on your list. Now that you have an extensive list for each month you want to narrow it down to 3 or 4 holidays that will really resonate or are the most common. For example, food, fashion, lifestyle and parenting influencers can all capitalize on St. Patrick’s with recipes, outfit ideas, Irish themed quotes or craft projects. National Grilled Cheese Day is a great fit for food influencers, whether you share a recipe of your own or a pic of an epic grilled cheese enjoyed while dining out.
Step 2: Decide what kind of content you want to create and which channels you want to post on. Not every holiday calls for long form content such as a blog post or video. Sometimes it’s just about acknowledging the day with an inspirational quote or re-sharing a printable from the previous year. The type of content you use likely determines where that content should be shared. Recipes generally need a blog post or video. Quotes and infographics are easy to share on Instagram, Twitter or Facebook. For example, there were over 2.7 million posts to Instagram for #internationalwomensday but I only saw a handful of blog posts.
Step 3: Figure out which holidays could incorporate sponsored content. Likely these will be the more popular and nationally recognized holidays. However, if you are an influencer along with your pet National Pet Parent Day would be a perfect fit for a brand collaboration. Knowing which holidays can support sponsored content is a great reason to pitch a brand you’ve been wanting to collaborate with. You can show them ideas of past work you’ve done for the same or similar holidays like; recipes, stories, outfit ideas/ what to wear, gift guides, meal plans, printables, inspirational quotes, etc. Around the most popular holidays like Halloween, Thanksgiving and the Christmas season, you may even consider leaving dates open for brand collaborations. Many brands won’t begin their outreach until one or two months ahead of the holiday and you’ll want to be able to work with them if there is a fit.
“Holidays” are a great way to build an informed and fun editorial calendar that stays current and topical for your audience.