Memorial Day is a significant holiday in the United States, honoring those who sacrificed their lives while serving in the military. However, it’s also become the unofficial start of summer, with many people gathering for cookouts, beach trips, and outdoor activities. For brands looking to create social media content around Memorial Day, it’s crucial to strike the right tone and approach the holiday with sensitivity and respect.

Importantly, don’t confuse Memorial Day and Veterans’ Day. Veterans’ Day honors all who served in the US. military, while Memorial Day honors those who gave their lives in service to their country. Understanding the difference is key to figuring out how, or even if, your band should participate.

Who Is the Content About?

The primary consideration for brands should be the focus of their content. Posts that are solely about products or encouraging people to buy or consume those products run the risk of appearing insensitive and self-serving. If the content is truly about remembering and honoring those who made the ultimate sacrifice, without promotional motives, it’s more likely to be appropriate.

Does Your Brand Have Military Ties?

Even well-intentioned posts can be misconstrued if your brand has no direct ties to the military. Companies with military connections, such as those that assist service members and their families or are known for their support of the armed forces, are better positioned to create respectful Memorial Day content.

Promoting Memorial Day Activities

If your brand is related to activities commonly associated with Memorial Day weekend, such as food, drinks, grills, or outdoor recreation, you can create content around those themes. However, keep a few things in mind:

• Hashtag use: While using #MemorialDay can increase visibility, it may also invite scrutiny of your brand’s intent and sensitivity.
• Timing: Promote sales or specials in the week leading up to Memorial Day, rather than on the holiday itself. –
• Subtle references: Use patriotic color palettes, phrases like “this weekend,” or summer imagery to indirectly reference the holiday.

Dos and Don’ts

DO:

• Post general comments or imagery recognizing the holiday’s purpose (e.g., American flags, Statue of Liberty)
• Thank and honor members of the military, especially any employees who have served
• Mention the beginning of summer, outdoor activities, or spending time with friends and family (without overt brand promotion)

DON’T:

• Mix your brand or products with references to the military or their sacrifices
• Post content that appears to prioritize your brand over the holiday’s true meaning
• Use overly enthusiastic or promotional language that could come across as insensitive

If in doubt about the appropriateness of your content, it’s better to err on the side of caution and avoid posting.

Memorial Day is a somber occasion, and brands should approach it with reverence and respect for those being honored.