It’s February and we all know what that means — it’s time for Valentine’s Day! The month of red roses, candy hearts, cupid arrows and all those things that spread love in the air. You will notice that since February 1st, social media starts to be taken over with the posts, articles and pictures relating to Valentine’s Day. And even though some of us may not be too impressed with this “Hallmark holiday” (yours truly, included), people do begin talking about all things “V-Day” this month — like it, or not!
So that got us to thinking — if you’re looking to launch a last minute Valentine’s campaign, what better place than on social media, right?
Just look at the facts: consumers spend on average $17.3 billion on Valentine’s Day gifts every year, according to the National Retail Federation 1. That’s a whole lot of revenue you cannot afford to miss out on! Some of the results included:
- Men spent an average of $104 on Valentine’s Gifts
- Women spent an average of $45
- People spent on average $154 for fiancé or spouse
- People spent $118 for boyfriends/girlfriends
…. so you get the idea.
As a social media manager, this is a great opportunity to take advantage of the hoopla that surrounds Valentine’s Day. And if you want to bring your brand marketing to the next level, you’d be foolish not to take advantage of this month in which to do so.
But how can you incorporate this holiday into a social media marketing strategy, especially if your brand just doesn’t really have ANYTHING to do with Valentine’s day items or similar? Well we’ve got you covered! Here are some ideas on what you can do to make the most of Valentine’s Day.
So Why Should You Use Social Media For A Valentine’s Campaign?
Social media is the ideal tool for personal communication, and since Valentine’s Day is a very personal occasion they just fit well together! Social media allows brands to communicate with individuals so that people can engage with and enjoy.
Additionally, it has been proven that most people buy Valentine’s Day gifts very close to the occasion, and social media is ideal for running a rapid-quick campaign to satisfy your customer’s needs.
How To Plan A Valentine’s Social Media Campaign
As with planning any campaign, it’s important to go back to basics. To use Valentine’s Day to your advantage, you really just need to think about the best approach to take, based on who you want to engage with your campaign and what your target audience is.
Consider Your Followers
Who are your customers, followers, “like-ers?” What would they be excited about when it comes to Valentine’s Day? There’s no point in launching a romantic, over the top campaign if it won’t appeal to your customers. On the flip side an anti-Valentine’s approach could be poorly received if your customers are all about the holiday.
Once you have a clear idea of your customer base, you also need to think about whether you have specific products suitable for Valentine’s Day that you’d like to promote. If you don’t, you might be looking to simply raise brand awareness which could give you more scope with the approach to your campaign.
For example, you might find that you need to take a different approach than expected. For Valentine’s Day you will be targeting those who will be buying a gift perhaps for their partners; perhaps this is opposite of your target audience. Ask yourself these questions about your followers or audience:
- Are they predominantly male or female?
- Are they in long-term relationships, single, married, family-oriented?
- What will they be doing on Valentine’s Day?
While this may present a challenge, social media is a great way to allows you to leverage connections, interest and other targeting methods to get to the people you need. You can use this information to help define the type of campaign you might decide to run.
Run A Promotion With A Valentine’s Flair
Once you have thought about your target audience, you can start to define more specific details of your campaign. If you aim to raise brand awareness or reaching your existing customers, you can try the following:
- Create a campaign that shows your social media followers how much you love them. The love theme ties in to Valentine’s Day but you don’t have to focus on couples or romance too much, be creative!
- Create a campaign that uses the emotional hook of Valentine’s Day in a creative way and you’ll get people talking; think outside the box if you will. Offer prizes and small rewards in the days leading up to Valentine’s Day, which will raise brand awareness by keeping you on their feeds and in their minds on a regular basis.
However, if you want to leverage the power of social media to reach new customers, try some of these ideas:
- Devise competitions that encourage your current followers to tag friends/loved ones to help spread the word.
- Consider some inexpensive, paid social media advertising that’s highly targeted to your audience. Choose interests or hobbies to spotlight your ads.
- Try a photo competition, or a giveaway that couples need to enter together
V-Day Content That Will Compel Your Audience To Hit Like AND Share!
No matter what you do, there are some things that you should incorporate Valentine’s Day into your content; things such as romantic quotes, general quotes about love, things that will interest singles, couples, those with families, young and old. You can just search for these quotes on Google and find the ones that are really unique and moving (or you could write one yourself if you are a really creative type, and aren’t we all?) Quotes and inspirational words will go a long way in forging engagement between you and your audience.
Content That Is V-Day Themed, But Also Funny
Can I tell you a joke? Quotes and inspirational words go a long way, but a sense of humor will be just as effective – if not more so! Single, coupled up – no one needs to be off-limits (and really, isn’t Valentine’s Day just a silly, light-hearted holiday anyhow?) As long as you keep it clean, who could be offended, right? The possibilities are endless, just use your imagination to engage your audience and keep them commenting on your various social media platforms.
Who Doesn’t Love A Giveaway?
Giveaways are a great idea, especially if you are a Business-to-Consumer (B2C) company. Set criteria that your audiences need to meet if they want to take part in that giveaway, and you will be guaranteed to get — maybe even new followers too. It doesn’t have to be extravagant, as long as you make sure that the item that you are giving away is actually what your audiences may be interested in.
Contests Are Also King
Who doesn’t love a little bit of healthy competition? (especially if there is a prize is something your audience would realllly be interested in). Contests can be as simple or as elaborate as you wish to make them, but for example you can merely ask your audience to take pictures of themselves, or your products, in a Valentine’s-themed setting and either randomly choose one, or come up with some criteria on which photo wins. There are a bunch of other ideas you can use with contests, and when you revolve it around a holiday (when more people may be checking out their social media feeds for ideas and advice), it may result in you getting a lot of engagement and possibly, new followers as well.
So as you can see, these ideas can really work to encourage social media engagement during this time of year! Being lighthearted by acknowledging and celebrating the season of love may just make your audiences love you more than they did before! (not to mention it will do wonders for your brand awareness.)
And let’s face it — getting people to notice you, and perhaps encourage them to keep coming back for more, is really what we’re striving for. At the end of the day, brand awareness is the key step to doing successful social media marketing.
So grab yourself a chocolate candy heart, hand out some overpriced roses …and enjoy!