Social Media Strategy – Valentine’s Day
Love is in the air! Du du du du du! Valentine’s day is almost upon us, meaning every store on the high street is full of red hearts and roses. We all know how important it is to be on the ball when it comes to holiday periods so it’s time to take a look at the 14th of February.
Facebook have recently released data on who’s talking about Valentine’s Day, what they’re talking about and what their relationship status is. The information also includes Instagram, giving insight into the use of one of the most important social networks for retailers. So what’s the plan in the run of to this special day?
First things first, if you haven’t started promoting your services for Valentine’s Day, get started! 61% of men and women start planning a week in advance so don’t be last minute about your promotional plans.
Customers want to plan ahead, they love the satisfaction of coming up with a great idea for their sweetheart. Your customers will feel great after using your service, associating your company with that warm fuzzy feeling in their tummy.
Who is talking about Valentine’s Day?
As you might expect, the majority of Valentine’s Day chatter on Facebook and Instagram is coming from women, just under 75% in fact. Age wise, people aged 18-34 account for over 50% of Valentine’s Day discussion. The largest market to target is young women, so write your status updates and post your Instagram pictures with this demographic in mind.
— Digital Media Team (@digitalmediatm) February 1, 2016
This doesn’t give companies free rein to post anything that is popular with millennial women. Case in point, House of Fraser’s recent #Emojinal campaign. Yeah, #Emojinal was trending in the UK for most of the 1st of February, but it wasn’t trending for the right reasons. In a post-Go Compare world, we’re fairly used to the idea of purposefully bad advertising used to create an impression, but a) House of Fraser are already an established brand and b) none of the tweets were complimentary.
Don’t leave branding behind
Keep your Valentine’s Day social media posts on brand. If you’re an upmarket retailer like House of Fraser, play on a stylish, heavily romantic (read expensive) feel. Pure populism doesn’t necessarily result in paying customers.
Who’s got it right so far? A good example to look at is Marmite. Love is built into the Marmite brand, giving them an easy pathway into the Valentine’s surge. Their great idea? Personalised jars.
Marmite lovers can order a jar of Marmite in time for the 14th, with a chosen phrase on the front. It could be I love you, your partner’s name or, somewhat confusingly, honey, as seen below.
To add a unique edge, Marmite have banned a few phrases. Bae, baby-cakes and snookums result in ***. ****-**** and ********, a move that suits their traditional image and is a little bit funny.
Personalised items are thoughtful, the jar raises a smile and the no-bae-zone fits Marmite’s audience down to a T. These special Valentine’s Day jars are ordered through their Facebook page. Shareable posts with click to buy buttons? Yes please.
What are people talking about?
One of the more surprising aspects of Valentine’s discussion centred on what was being discussed. Only 6.4% of conversations focussed on gifts, with more than double discussing family and 37% ruminating on romance. This is something we can lose track of when we’re trying to figure out how to make a bit more cash.
To use a clichéd phrase, it’s the thought that counts. The Valentine’s present is kinda irrelevant, more important is whether the gift or experience has a romantic feel. When promoting your product or services, aim to sell romance, rather than a great gift to give your partner. People want to feel like they’re on a horse drawn carriage, riding next to the Seine. Create the correct atmosphere: low key lighting in your photos, lots of roses and everything red.
When posting to Instagram, you’ll want to use hashtags liberally. According to Facebook’s data, the most popular hashtags around Valentine’s Day are love, beautiful and cute. If you’ve got photographer’s block, think of these hashtags. Have you got a product that is really cute? Is your restaurant’s interior design truly beautiful? Scan posts from these popular hashtags and find the phrases that other people are using.
Don’t be afraid to break out the Shakespeare and get a little soppy. Your promotional Facebook and Twitter posts need a romantic feel. You’re not taking bookings for Valentine’s Day and providing additional chocolate desserts and champagne, you’re offering a candlelit night complete with the richest chocolate marquise and complimentary glasses of our finest black label Brut.
It’s a small difference, but the tonal switch completely changes the public’s view of your company. You’re a viable choice for Valentine’s Day now, rather than a last minute selection that might cause an argument.
Not the romantic type?
Not every business provides a product that is even remotely romantic. This doesn’t mean you should avoid piggy backing on the Valentine’s Day marketing surge. 7.4% of Valentine’s Day discussion centres on anti-Valentine’s sentiments. Sell to the singles and embrace your company’s cold-heartedness.
If your company is so utterly unromantic, make a joke out of it. Your business can be your audience’s respite from a lovey-dovey timeline. And while they’re giggling away at your witty anti-Valentine’s Day post, they might just click your call to action button.
Valentine’s Day marketing doesn’t end as soon as we reach the 15th. On the day, and for the days after, show off shots of your happy customers, interact with people that tag your company in posts by liking or reposting their Instagram photo.
Chances are, if your trade appeals to a Valentine’s Day audience, it will be profitable to be seen as romantic all year round. A couple might not have been able to book a table in time but, after seeing how gorgeous your meals looked, they will be interested in booking for a date night in the future. Romance doesn’t begin and end on the 14th, so continue to use it when selling products that fit that feel.
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