how brands celebrate father's day on social media
TRANSCRIPT
Father’sDayonSocialMedia
Jan1st,2012– Dec31st,2015
How Brands Celebrate Father’s Day on Facebook
Content Inspiration
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The Idea
We looked at the data to see how brands have evolved their messaging over the years around Father’s Day and understand how important this holiday has become for them.
What Does Father’s Day Even Have To Do With Social Media?
Father’s Day is a holiday to celebrate and appreciate fathers all over the world. Brands on Facebook can join in the festivities by creating interesting content that pertains to Father’s Day, for a bump in reach, and consequently potential consumers by hopping onto the Trending train.
Do Brands Even Care About Father’s Day?
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Posts About Father’s Day Across Social Media- 2012-2015
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How much do brands even care about Father’s Day? Brands across social media are increasingly realizing the potential of posting content across social media.
When Is Father’s Day?
Father’s Day is celebrated on different days around the world, but it is most commonly celebrated on the 3rd Sunday of June.
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The Months During Which Countries Celebrate Father’s Day
One Father’s Day to Rule Them All
Here we see that brands post accordingly and although they post the most when Father’s Day is celebrated the most, the other Fathers’ Days are not forgotten.
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Posts on Months of the Year about Father’s Day on Facebook (2012-2015)
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Which Industries Post the most about Father’s Day
In this chart we can see just how much brands from each industry is posting about Father’s Day.
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RetailChains Retail RestaurantsandCafé
Food/Beverages PersonalCare Sports Hospitality Beverages-Alcohol
ComparisonofpostsaboutFather’sDay
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Retail Chains
Retail Chains
Most brands keep their messages pretty simple, when it comes to wishing their consumers for Father’s Day.
Retail Chains
Sure, an image helps, but most retail brands stick to entirely text-based posts for father’s day.
Retail
Retail
The popular posts from retail brands on Facebook often are posts that attempt to sell their product by evoking the relationship between a father and child.
Retail
Most of the popular posts from retail brands contain images, usually alluding to the relationship between a father and child, but there are exceptions.
Restaurants and Cafes
Restaurants and Cafes
Restaurants and cafes usually try to gain visibility with their posts on Father’s Day, and thus go for feel-good or fun posts.
Restaurants and Cafes
In this industry, posts with images, videos or just simply text can all do well in terms of engagement, but the posts with videos or images tend to be shared more, and thus have a broader reach.
Food/Beverages
Food/Beverages
Food/beverage brands tend to target a pre-teen-early teen audience, and therefore the imagery and/or text is adjusted accordingly.
Food/Beverages
Videos do not seem common amongst the popular posts, but image-based and text-based posts both do well in terms of engagement and number of shares.
Personal Care
Personal Care
The shaving sub-industry of the personal care industry does very well on Father’s Day, but a video by Dove Men+Care went viral in 2014, which should be watched to determine if there can be any learnings for your brand from what Dove did right for that video.
Personal Care
Posts by personal care brands usually have videos or images and attempt to highlight the joys and tender moments of being a father. Brands in the industry like Oral-B attempted to emulate the success of Dove’s Father’s Day commercial, giving them success as well.
Sports
Sports
Popular posts from sports brands on Father’s Day rely mostly on the popularity of the brand itself.
Sports
The posts generally images attached to a simple message, but popular teams can get away with just a simple message and still score highly.
Hospitality
Hospitality
Posts from hospitality brands on Father’s Day are generally pretty straightforward with simple messages, but some brands try to get creative and more often than not it pays off.
Hospitality
Images of the hotel itself or views from the hotel are common in posts from hotels on Father’s Day, but again, being creative seems to pay off for hospitality brands.
Beverages-Alcohol
Beverages-Alcohol
Popular posts from alcohol brands on Father’s Day usually are confident and masculine, usually implying that a father would want their brand and theirs alone.
Beverages-Alcohol
The posts are generally fun with images to help sell their product.
My Favorites
My Favorites
These are a few of the Father’s Day posts that I felt were the most creative, appropriate and that did well with the rest of the public as well.
My Favorites
With so much content on Father’s Day available on Discover, I have seen only a fraction of the Father’s Day posts that have been posted for the past few years, but these are some of my favorites of the posts that I have seen.
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