It’s been a hectic time for social media managers, with International Women’s Day, World Book Day and International Day of Happiness, to name just a few, all packed into the past few weeks (don’t forget Mother’s Day on Sunday – you’re welcome).
But does every brand need to join every conversation? And could jumping on the bandwagon sometimes do more harm than good?
Missing the Mark
Earlier this month, Molly Mae’s clothing brand, Maebe, set up a pop-up truck in Manchester, handing out free coffee and sweet treats to mark International Women’s Day. The aim? To bring people together, celebrate the incredible women in the community and – of course – capture plenty of content.
While the event was largely well-received, some observant attendees couldn’t help but notice a camera crew on-site, likely filming for the second part of Molly’s Amazon Prime documentary. This raised some questions about the balance between genuine community engagement and promotional content. Can a free coffee meaningfully address the real challenges women face? And was this more of a branded moment than a truly impactful initiative?
It can sometimes be a similar story when brands update their logo with a rainbow during Pride. Walmart, for example, has previously been criticised for sharing a rainbow version of their logo while simultaneously donating hundreds of thousands of dollars to anti-LGBTQ+ politicians in the US.
When it Makes Sense
That’s not to say brands should shy away from posting about key calendar dates and cultural moments. When it makes sense, it makes sense.
Take thortful, one of the UK’s largest online greeting card marketplaces. They regularly post content around trending occasions and moments, such as The Traitors and Mother’s Day, and it feels authentic. Why? Because they sell cards that specifically relate to these events. But beyond that, their content is creative and engaging, making their participation in these conversations feel natural rather than performative.
Similarly, clothing brand Levi’s has proven itself as an LGBTQ+ ally well beyond the 30 days of Pride month. Through Pride-focused collections, events highlighting queer artists and annual donations to charities tackling gender and sexuality-based human rights abuses, Levi’s backs up its messaging with meaningful action. So, when they post during Pride, it resonates.
It’s the same reason why Brittany Ferries posting on World Ocean Day makes perfect sense – their business depends on the ocean, so celebrating and advocating for its protection feels like a natural extension of their brand. Likewise, when Biotiful, known for its gut-friendly kefir products, posts during IBS Awareness Month, it’s both relevant and valuable to their audience.
The Takeaway
At the heart of it, authenticity is key. Brands shouldn’t feel pressured to jump on every trending event just for the sake of it – especially if their actions don’t align with their messaging.
Having the right strategy makes all the difference. Staying true to your brand and using real audience insight is what turns a moment into something meaningful. If your brand needs help cutting through the noise with social expertise, reach out to our team at [email protected].
