4 Ways to Master Valentine's Day Advertising with Social Media

Before the existence of social media, there weren’t so many occasions—so many “Days,” and things to celebrate. There was once a time where occasions were just that: occasional.

The rapid and monumental rise of the social media universe changed all of that. With about 2.5 billion users overall, social media has introduced a multitude of holidays and occasions, many of which never existed before. Now, we celebrate not just the obvious holidays, but also the things behind the things—like “National Book-Lovers Day,” “Read a Book Day,” “Author’s Day,” and many more.

For social media advertisers, these newly loaded calendars present endless opportunities. More days and more occasions mean more ways to connect with audiences.

Anywhere, Anytime

Social media’s incredible reach and accessibility give advertisers a way to interact with anyone celebrating any holiday imaginable—Christmas, the Super Bowl, or even “National Pack Your Lunch Day.” Social media allows advertisers to be present at all times, which is a significant shift from traditional advertising.

Social media is truly unlike any other platform in the history of advertising. When used effectively, it’s incredibly powerful and cost-effective for advertisers. However, the sheer number of national holidays can make social media advertising overwhelming, as there’s so much to consider.

Amongst all these holidays, Valentine’s Day stands out as a prime example of how powerful social media can be for any and every holiday. Many brands—jewelry, chocolate, flowers, restaurants—stand to benefit from direct sales, but with social advertising, any brand can participate in Valentine’s Day.

From donuts to non-profits, Valentine’s Day is a great opportunity for any brand to connect with customers through social advertising.

Here are four ways to master Valentine’s Day advertising with social media:

Playing to a Feeling

The best way to incorporate any holiday-based social advertising campaign is to play to the feelings brought about by the holiday. Valentine’s Day is dedicated to significant others, love, and romance.

Take that feeling, or real-life scenarios related to it, and work your product into the mix. For example, Oreo ran a video ad campaign for their “Red Velvet Oreos” around Valentine’s Day, depicting the feeling of meeting someone for the first time in unconventional, potentially awkward ways. This approach connects with followers by reminding them of relatable experiences or simply providing a laugh.

Holiday-Branded Content

Another way to capitalize on Valentine’s Day is to theme your content around the holiday with colors, language, and more. Incorporate hearts, reds, and pinks, use relevant hashtags like #ValentinesDayHashtags, and push other holiday content on your social profiles.

Valentine’s Day social advertising content doesn’t have to speak directly about your product. You can use the holiday as the branding or simply have a conversation with your followers about the holiday. For example, Omaze created a video where Idris Elba talks to children about Valentine’s Day, only revealing the promotion at the end. This approach connects with followers by discussing the holiday itself.

Contests/Polls

Social media contests and polls are a great way to get followers involved on Valentine’s Day. Brands can take advantage of user-generated content, as people often take photos during holidays with family and significant others.

Dunkin’ Donuts, for example, holds a contest asking customers to post photos on Instagram showing how their relationship with someone “runs on Dunkin’,” using the hashtag #DDLOVECONTEST. They also repost user-generated photos of their heart-shaped donuts, effectively involving followers in their brand.

Self-Gifters

When planning a Valentine’s Day advertising campaign, it’s important not to forget singles and self-gifters. Valentine’s Day is a good time for companies with products that cater to singles, such as dating sites.

For example, eHarmony ran a video ad featuring children discussing the meaning of love, as part of a promotion for new users. The ad serves as a reminder of what the holiday could mean for anyone who decides to use eHarmony.

In the end, whether you’re selling cookies, donuts, a dating site, charity, or anything else, staying active on social media is one of the best ways to master your Valentine’s Day advertising campaign.