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Why Hashtag Holidays Aren’t Only for Social Media

Layered cake topped with peanut butter and fruit.
Source: Canva

It’s #NationalPeanutButterLoversDay, but you’d be forgiven if you only thought it was Friday.

Hashtag Holidays have become ubiquitous (if you’re curious what else is out there, Hubspot has a list for you). Mainly seen as a social media marketing play that can connect brands to users, there is also a search opportunity.

Take #NationalSiblingsDay as an example. It falls on April 10th every year and a quick check in Google Trends shows that search interest in the term “National Siblings Day” peaks at this date every year.

When you hop over to Google Keyword Planner you can get the search volume. This shows that there are hundreds of thousands of searches for National Siblings Day every April, and the same kind of seasonality can be seen for other hashtag holidays.

While it won’t bring in traffic year round, there is potential to marry your SEO and social strategies around these holidays. If there is a date that aligns with your core business offering and you can publish content on your site that is also shared on social, you have a win-win situation waiting for you.

The post on social can drive visitors to your site, and engage with your network. By having a post on your blog, you can also gain traffic from search.

SEO Tips for Hashtag Holidays

Plan Ahead

A major benefit of hashtag holidays is that they are easy to plan for. Like standard holidays, you can see which days are coming up and then incoroporate them into your content calendar.

Think about what you’ll create and share. Some days, like National Puppy Day (March 23) will lend themselves to visuals, and sourcing photos or videos may take more time than writing, or vice versa. When you have a good idea of what you want to create you’ll be able to allocate the right resources.

Play to Your Strengths

Almost any company can share a photo of their employees enjoying their favorite slice for National Pizza Day (February 9) because it shows the company’s human side.

But if you are an IT services provider, creating a blog post to go with the pizza party photo won’t make sense. Even if you did pull it off, it isn’t likely searchers would continue to engage with your site. You would be better off waiting for a date that is more closely related to what you do, like Data Privacy Day (January 28) or World Password Day (May 2).

Fortunately, there is a day for just about everything, so you probably won’t have to wait long.

Know Your Audience

As Lizz Kannenberg, director of brand strategy at Sprout Social, pointed out in an interview with The Verge, people participate in the hashtag holidays when there is a personal connection.

Someone who loves coffee may participate #InternationalCoffeeDay (October 1) but will not be inclined to share posts for #CappuccinoDay (November 8). They love coffee, not cappuccinos. It is a small but key difference that is worth paying attention to because it will shape your strategy.

A Brief History of Made Up Holidays

Oh and in case you’re wondering, this is hardly a social media fueled phenomenon. There is a long history of making up, or creating, new holidays.

NPR explains that in the 1980s, Congress established numerous “commemorative periods” for anything and everything, like National Air Traffic Control Day.

The difference between then and now? As Kannenberg stated, it comes down to social media, which has given people a platform for talking about these dates.

It is a conversation your business can easily participate in. Just share content that will engage your audience and is relevant to both the holiday and your brand.

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