28 Oct Tips for Creating Branded Seasonal Content: Fall Edition
When it comes to seasonal content strategies the most engaging social posts come from a totally unique combination of knowledge about your brand and community paired with seasonal traditions + popular culture.
For some brands, the connection is natural and easily recognizable. For others however, it can be a stretch. Time and time again, we see brands too eager to make a connection between their products and a Pumpkin Spice Latte that they end up completely missing the mark and alienating their community.
The first step in producing relevant seasonal content is the gathering of materials. Not in the tangible, go out and buy props type of way, but by extensively browsing the interwebs for nothing more nor less than a new combination of elements.
Find Inspiration in Hashtags
Start with a little hashtag research for inspiration. Scrolling through the list of seasonally relevant hashtags will help you to gauge the conversation and if you’re lucky, may even spark an initial connection.
While popular hashtags may be a great for brainstorming, it’s important to be selective in the hashtags you end up including in your copy. Remember, seasons affect the better portion of the human race which inevitably means the volume of content being aggregated under these hashtags is high causing your neatly organized product shot to get buried in an avalanche of cider mill selfies.
Demonstrate Value
Each season is a transition, with which brings change – consider how the product can possibly help make the transition into a new season easier for your consumer. Zero in on how their needs fluctuate throughout the year and tailor your strategy to show that you empathize with them on a human level. If your content truly demonstrates value your brand will stand out in the heaping pile of foliage.
Our client Lowes “nailed” the value factor with this six second Vine video.
Have 6 seconds? We’ll show you how to use a cookie cutter & a hammer for perfect pumpkin carving. https://t.co/NKzPSywRw6
— Lowe’s (@Lowes) October 21, 2015
Use Original Copy
Shy away from using seasons (n) as verbs. Nothing screams “cliché” louder than starting post copy with, “Fall in love with…” or “Spring into….” If you’re blanking on copy, check out this great word reference tool that groups together subject-related words by parts of speech.
Let’s Get Visual
Capitalize on the natural beauty of the changing seasons by incorporating key color themes into your content. Target did an incredible job on the tweet below, creating a totally unique image that ties together the product with a recognizable seasonal color pallet.
Cross indexing passion points of your consumers with seasonally relevant themes and hashtags will help you to find a common denominator between the two and then BAM – you win the internet!
What brands do you think have the best seasonal content strategies? Share some of your favorite posts with us in the comments below!
