Trends and particularly trends on social media can develop overnight. These rapid changes require marketers to always be alert and looking out for the latest hype to adapt and keep pivoting with the ever-changing social media landscape.
Use social listening tools to help you to track mentions to know what customers are thinking about you and monitor certain topics in your industry to catch a trend when it emerges. Setting Google Alerts can help you keep up to date as well, but even constant vigilance can only get you so far.
To combat the unpredictability of trends, you can create your own hype and have planned events as part of your successful online marketing strategy.
1. Create an Editorial Calendar for Your Social Media Channels
Stuck for ideas on the kinds of campaigns you want to run? An easy way to get inspiration is to look at holidays throughout the year. When you set out to create your social media strategy, make sure you include an editorial calendar with any special days you want to include for your social media content. This can help to populate your plan with content for the year.
For days like Earth Day, World Refugee Day, or World Blood Donor Day, show what your company is doing to help. To avoid the pitfall of being accused of just jumping on the bandwagon with nothing to back you up, ensure you’ve earned your posts with real-life actions.
These significant dates on the international calendar require a full campaign where you can post about what you’re planning to do a few weeks or months in advance, coverage of the day itself, and a recap post a few days later. And don’t forget to use the relevant hashtags to ensure your posts are visible to the right audience.
Events for Your Social Media Calendar in June 2021
Consumers today expect companies to not shy away from social and political issues and to take action to promote equality and diversity. It’s crucial for you and your business to be socially conscious and to acknowledge conversations around these topics, particularly when they’re observed during specific periods throughout the year.
June is worldwide Pride Month. This month is a reminder of the Stonewall Riots, where members of the LGBTQ+ community fought for their rights after a police raid on June 28th, 1969. This sparked a Pride March organized by bisexual activist Brenda Howard, which was the original march that has continued to inspire Pride Parades everywhere to this day.
Another big celebration in all major cities around the world is World Music Day on June 21st. The idea for a full day with free live music on every street corner where anyone could join in originated in France in 1982. It’s now an international day that celebrates all kinds of music performed at any skill level.
For inspiration, here are also some other notable days you can add to your calendar and build campaigns around:
- World Environment Day on June 5th with the hashtag #WorldEnvironmentDay
- World Refugee Day on June 20th with the hashtag #WorldRefugeeDay
- Social Media Day on June 30th with the hashtags #SocialMedaDay #SMDay
2. Show Interest in Current Affairs
One of the major lessons brands had to learn in 2020 is that today’s consumers expect businesses to take a stance on social and political issues that impact people’s everyday lives. How your business impacts society and the environment or corporate social responsibility is no longer just a respected business practice but part of consumer demand.
For this to work, it’s important to research the facts and be aware of the history and any sensitivities you have to avoid. Be authentic and participate in the conversation in a meaningful way to avoid any faux pas that might backfire. The goal should be the opportunity to make a difference and use social media to your full advantage to communicate successfully with your target audience.
3. Draw in Your Audience with Contests and Giveaways
Everyone loves the chance of winning a prize and getting stuff for free. You can build on that by running a contest or giveaway. This is an incredibly effective and quick way to gain new followers and up your engagement rates.
For example, a study by Tailwind found that 91% of Instagram posts with more than a thousand comments are contests. Particularly on Instagram, the algorithm is geared towards prioritizing posts with the most engagement, which creates an extra boost for your competition showing it to more and more people.
4. Use Relevant Hashtags to Get the Best Results
Born on Twitter, hashtags are now widely used on all social media platforms as a way to categorize posts and make it easier for users to find posts around a certain topic. Adding hashtags to your posts increases the likelihood of the right people reading them.
Use social media management tools specifically focused on finding the most popular hashtags to curate a list of keywords around your niche. For the best results, test different hashtags, monitor which ones increase engagement more than others, and tweak your list accordingly.
Try using hashtags like #MondayMotivation or #ThrowbackThursday to see if participation in these general hashtags every week improves your reach.
5. Be different
If you want to show off your brand’s unique style and you’re looking to create a more fun atmosphere on your social media channels, surprise your audience with something quirky. This is your chance to throw a few crazy ideas in the mix to create a social media campaign that has never been done before.
For example, get your followers engaged by posting image scrambles. This is an image that has been scrambled up or is a zoomed-in part of the whole to make it harder to recognize what’s on it. Your followers have to guess what’s on your image and you can awaken their competitive spirit by offering a prize for whoever gets the right answer first.