Tastefully celebrating holidays and events: how brands can get it right

Image credit: Mpumelelo Macu on Unsplash.

There is nothing fundamentally wrong with posting a picture of your staff enjoying a freshly braaied boerewors roll, especially on a more light-hearted platform like Instagram. This is particularly true if you’re using social content to entice prospective employees by highlighting your company culture.

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However, if you’re trying to incite discussion or engagement, this is the wrong way to go about it. Too often, these posts feel insincere or artificial and can do more bad to brand reputation than good.

Don’t post for the sake of posting

The problem is that too often, regardless of relevance, brands try to force an association with a topical holiday or calendar event just to have something to talk about on social media.

Instead, companies and their agencies should be asking themselves three questions:

1. Do my brand characteristics align with the holiday?
2. What will the company gain by joining in the conversation?
3. What will we lose if we don’t participate?

With its focus on cultural diversity and pride, Heritage Day is a particularly sensitive occasion, and social posts risk provoking prickly keyboard warriors on Twitter and Facebook.

View this post on Instagram

Live from #braaitour: the money shot. This is what 300 people making lamb spit at a dam looks like. The last dinner or the 2019 National Braai Tour is going to be epic. Much like the last party, I think. #braai #janbraai #braaiday #flamegrilled #Cooking #cookingwithfire

A post shared by Jan Braai (@janbraai) on Sep 13, 2019 at 8:04am PDT

Alternatively, pair your post with information pertinent to your customers. For example, your Happy Holidays message at the end of the year can be more than well-wishing attached to a festive stock image. Include notification of changed office hours for the period.

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Walk the talk; prove that you’re a conscious company

Where posting on notable days works is when a company’s real-world actions align with the occasion and do so consistently throughout the year.

For example, Exxaro Resources’ Women in Mining initiative is an “always-on” project, uplifting women in a traditionally male-dominated industry. Efforts are communicated year-round across social and media channels, creating consistency on a conversation that makes messaging on Women’s Day a natural fit for the brand.

We’re continually working towards ensuring a better environment and work culture for our female employees to empower and celebrate women working in a male-dominated industry. #Mining #Exxaro #WomenInMining #PoweringPossibility pic.twitter.com/oE55YVy1sg

— Exxaro (@ExxaroResources) 22 February 2019

It can’t be stressed enough: authenticity is key. People will look into what you say you do. A company can’t hop on a holiday bandwagon, talk about a topic for only one day and expect to be taken seriously.

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Ultimately, brands shouldn’t feel compelled to tap into every single notable occasion. Such communications typically blend into the noise of the day, with everyone doing the same thing.

Simply focus on what aligns with your company. And make sure what you have to say feels genuine as opposed to forced.