Small Holidays: The Secret Weapon for Creative Marketing
February is practically synonymous with Valentine's Day. You hear February and can picture everything in pink & red with hearts exploding everywhere you turn. Marketing for this holiday is very abundant, with box stores and online businesses promoting special sales; it's clear they're all vying for our attention. When it comes to marketing, many companies and creators focus on larger, more popular holidays to post promos or content. Content can be in the form of blogs, text posts, videos or stories and by doing so, they will drive up engagement and likely lead to sales. A survey conducted in late 2024 revealed that 89% of consumers reported that social media impacts their holiday shopping decisions. sproutsocial.com. This emphasizes the importance of a solid social media presence during holiday periods.
But what if you don't necessarily "sell" a product but sell yourself or your brand and are looking for more engagement to lead to more followers & eyes on your content? Leveraging the smaller or more quirky "holidays" can be the perfect solution.
These lesser-known holidays are a great way to provide an opportunity to connect with your audience in a fun and engaging way without any pressure to sell. It also gives you and your brand a chance to show off your personality, have some conversations, and share your content. Adding some trending hashtags will help expand your reach and also increase engagement.
For example, if you're a content creator, you could take a day like Pay a Compliment Day (February 6) and start a feel-good chain with your followers where they can tag their friends with a compliment. Or International Book Giving Day (February 14) to have people give book recommendations in a thread and encourage others to do the same. Or, if you want to be a bit more outside the box and grab people's attention, you could try Thumb Appreciation Day (February 18), where followers can post their thumbs, which can start a really fun chat about the differences everyone has or help others find someone just like them!
On the other hand, a marketing agency might invite engagement from fellow female entrepreneurs by posting about International Women's Day (March 8) or by sharing a story about themselves getting into the online marketing business as a female.
Pick the holidays that align with your brand's tone and audience. Audience participation is key for audience engagement and growth. Polls, stories, and challenges related to these days can encourage people to follow, share, and tag friends. Building trust and social relationships can lead to growth, boost visibility, and open doors to clients, sales, sponsorships, and paid collaborations. However you look at it, a more substantial online presence can attract brand deals or monetization opportunities.
So, while the larger, well-known holidays might dominate the online world, don't overlook these smaller, quirky or unexpected holidays. They can lead to building community, increase the awareness of your brand and add some fun to your content. It's also creating a fun way to stand out and grab attention. Sometimes, those posts are the ones that stop you mid-scroll and stick with you.
At the end of the day, marketing isn't just about selling—it's about storytelling. Being unexpected, playful, or even silly gives your audience something to connect with.
Written by Amber Hart