8-minute read
No intro, jump straight to our 10 social media ideas for Valentine's Day.

Every year, we update this blog to bring you excellent Valentine’s Day campaign ideas for social media, based on best marketing practices and examples of past successes.

There's something for everyone, no matter if you've just started planning your campaign or are looking to add a little last-minute zing to your content schedule. From running price promotions to sparking engagement with contests and creating interactive experiences - it's all here.

Before we dive into tips, however, let’s look at data you can use to persuade your clients that running a social media campaign for Valentine’s Day is an opportunity to produce tangible return-on-investment (ROI).

 

Data findings for Valentine's Day

What does data tell us about marketing on Valentine's Day?

Valentine’s Day – an annual celebration of love and commercialism, love it or hate it. Despite its romantic roots, it's a significant spending holiday for shoppers worldwide.

The National Research Federation (NRF) highlights that even though they saw a spending dip in 2017 ($18.2 billion) compared to 2016 ($19.7 billion), the total spending will rise to $19.6B this year - and that's in the U.S. alone. Additionally, over half of the U.S. adults (54.7%) plan to celebrate Valentine's day in 2018 which presents an excellent opportunity for businesses to earn additional revenue during this time of the year.

As for the gifting plans, celebrants are looking for traditional gifts and deals on:

  • Candy
  • Greeting cards
  • An evening out or experiences ️
  • Flowers
  • Jewelry
  • Clothing
  • Gift certificates or vouchers

Interestingly, there has been a shift in who consumers spend their money on when it comes to Valentine’s Day. According to research done by Bing in 2016, consumers are buying gifts not only for their partners (husbands and wives) but also for their co-workers, family, friends and pets. This opens doors for businesses who produce and sell products that make great gifts that can be given as small tokens of appreciation.

Valentine's Day Spending Data by Recipient - Bing, 2016

image source: Bing Ads, Search for Love

PWC surveyed over 24,000 shoppers in 29 countries for their 2017 Total Retail Survey and found that while the majority of shoppers still prefer to shop in-store, a significant amount of purchases take place online - on desktops, mobile phones and tablets. Shopping via mobile is climbing steadily, with desktop taking a slight decline.

When asked what shoppers did when they browsed on mobile, 37% globally say they had “paid for purchases,” just behind “researched products” at 44% and “compared prices with competitors” at 38%. And so, mobile phones act as a research tool, shopping device, and payment method (source, page 10).

Usage of Shopping Channels Over Time - PWC, 2017 image source: PWC, 2017 Total Retail Survey

 

Potentially the most important finding in PWC’s research to you was that social networks have a major influence over buying decisions online.

47% shoppers choose either “social networks” or “visual social networks” as their main sources of inspiration. - 2017 Total Retail Survey by PWC (source, page 15)

All in all, we know that a wide variety of businesses can use Valentine’s Day to run successful marketing campaigns. We know it’s worth the time and effort as it’s a widely celebrated holiday. And we know that social media marketing works when it comes to inspiring customers to buy.

Let’s now dive into the 10 ways you can boost engagement and sales on social media this Valentine’s Day.


Planning your social media around trending dates like #ValentinesDay? Download our free social media events calendar to stay on top of fun events and national holidays.


 

Valentine's Day ideas for social media

Valentine’s Day ideas for social media

#1 Run a promotion on best-selling products

If your business sells chocolates, flowers or jewelry, Valentine's Day is potentially one of the biggest sales opportunities of the year. Running a promotion on items that can be purchased as gifts is a traditional move. One might argue that it’s even anticipated by customers.

However, creative social media managers have found a way to link Valentine's Day with less romantic products with great success. Soak in some inspiration from a book publisher and an inexpensive hotel chain. Penguin India’s #LoveInOtherWords campaign and Oyo Rooms #NoRoomForHate campaign both celebrate the concept of love and promote togetherness.

 

 

#2 Share the love

This may sound cheesy, but everyone has something to share that could help another person. So if your product is a hard-sell on Valentine's Day or your company isn't up for celebrating this holiday, why not consider sharing some of your expertise instead?

This could be in the form of useful content about the holiday (that’s what we are doing!). For a beauty business, it could be a string of posts with tips on great skin care regimes or guidance on how to apply makeup for the date night.

Equally, you can create lists for inspiration on Pinterest – from unusual gift ideas, romantic restaurants or the best deals on local leisure activities, and share it with your readers.

Just remember to always keep your social media posts relevant to the brand you manage and its niche.

Alternatively, you can opt for what Woolworths Australia did and celebrate kindness and togetherness instead. Simple yet effective, racking up not only good feelings and smiles, but also over 302,000 views on YouTube.

 

#3 Use Valentine’s Day hashtags

Hashtags are a great way to promote any business on social media. You can easily track how many people are sharing your campaign based on who’s using the hashtag. You can use a combination of hashtags, one that’s singular to your company and popular ones that are used by others.

Don’t just throw the hashtags out there haphazardly, though and use them in combination with questions. On Twitter, you could ask for a short description of the best Valentine’s Day a person has ever experienced. Or on Instagram, you might ask followers to post images of a great Valentine’s Day dessert with your hashtag to take part in a contest (see more tips on contests below).

BodyShop’s #SendingAKiss campaign shows that you don’t need to overthink it - a visually engaging image and a question can drive the awareness and engagement boost you need.

 

#4 Organize a contest or a poll

2018 is all about driving organic engagement and meaningful conversations on social media, so why not try your hand at a user-generated content (UGC) campaign? You can go full-out and organize a contest or simply run a series of polls to test how engaged your audiences are.

Dunkin Donuts is famous for their fun and colorful social media presence, fuelled by photos taken by their customers. In 2017, they did a heart-shaped donut campaign and this year, they are focusing on love stories:

If you’re a business-to-consumer (B2C) company, consider hosting a giveaway as part of the contest on social media. It can be as simple as adding a small box of chocolates with every purchase or a mystery gift for every 10th shopper worth $5 dollars.

Tip: Tools like Sendible can help you monitor keywords on social media, allowing you to easily track your contest submissions as well as other relevant conversations, like brand mentions or even your competitors.

 

#5 Advertise on social media

Organic reach isn’t what it used to be, and with recent changes to Facebook's News Feed algorithm, businesses are looking for alternative ways to ensure their posts are seen by their followers.

Advertising on key social media networks like Facebook, Twitter, Instagram or LinkedIn extends your reach to those who are yet to follow you. Always think what you want to achieve with each campaign:

  • Number of visits to the site or landing page
  • Number of times a promo code is used
  • An increase in engagement rates
  • New followers or email submissions

You can also choose to run ads to test the impact you get versus organic posts to prove the argument that if more people saw your creative social media posts, more people would engage with them. Focus on products and services that are in high demand on Valentine’s Day and keep it consistent with your social media strategy.

Create irresistible offers to blow your competition out of the water. That additional discount or free gift with the purchase could be enough to help you make the sale!

 

#6 Organize a Valentine’s Day themed event

Online matchmaking events are a popular practice in February – it’s a match and off-they-go kind of event to land a date on Valentine’s Day. But that’s not the type of event we suggest you run (unless you really want to).

Video is becoming increasingly more popular and successful on social media. Why not stream live on Instagram or go live on Facebook? It’s harder to organize and schedule than a simple post but can prove to be effective if the brand you manage wants to bring their followers a bit closer and show them what happens behind-the-scenes.

 

#7 Create interactive apps or experiences

Interactive apps enhance the customer experience and can help you skyrocket your engagement on social media. Back in 2012, Heineken created a Facebook app with Wieden+Kennedy Amsterdam called ‘The Serenade’. The app allowed customers to create a personalized serenade for their partner from a total of 640 different choices.

Apps like the above take time to develop, but you could achieve a similar effect by creating a tool that shoppers can use to create something themselves. One such example is Tiffany’s Valentine’s Day Tattoo Shop.

Tiffany's Tattoo Shop - Valentine's Day

The idea is simple - create your own unique sticker with a transparent background, add it to your photo and share it on Instagram with the relevant hashtag (#BelieveInLove). That, paired with a promotion from influencers does wonders for brand awareness, even for a luxury jewelry brand that not many people can afford.

 

 

#8 Create a microsite or landing page

So your social media posts are creating awesome engagement but where do your followers go when they click on the links? Shoppers don't always know what they want, so give them a hand and make it easy to filter through the products you have in your online shop.

It's common practice to create a dedicated category on an online shop for special occasions like Valentine's Day, just like the online retailer, notonthehighstreet(dot)com does:

notonthehighstreet.com Valetine's Day shopping category

If you are in B2B and budget allows, create a landing page for this Valentine’s Day as the pinnacle of your holiday campaign.

It’s all well and good to spread awareness and improve a brand’s image, but your client will want you to prove the return on investment (ROI) of your social media activities. With a unique page, you can track visitors who visit and convert easier than a regular main website link. Add content you created for the campaign to the page and attach a special offer for your product or service to encourage sales and sign-ups.

 

#9 Celebrate small if stretched for time

If you are stretched for time, you may opt for a simple greeting for your followers on Valentine’s Day. You can brew up some romance on your social media profiles by creating a sweet image or video to post on the day.

 

#10 Don’t forget about the singles!

Not everyone has a partner on Valentine's Day, so it's a smart move to market to this audience instead. As ReFUEL 4 mentions in their article, "single men and women are a lucrative market to tap into. For one, they usually have more money to splurge.” You can also tap into the anger of singledom like Hooters do with their annual #ShredYourEx campaign.

Hooters #ShredYourEx Campaign

This assumption is backed by the NRF and their recent data on Valentine's Day spending we referenced earlier in the article. According to the survey results, 3 in 10 adults indicated they are not celebrating this year [but] still have some type of "celebration" plans.

Among the activities were treating yourself to something special (11.8%), plan a get-together with family/friends (9.85%) and interestingly, a small portion of respondents said they would purchase and "anti" Valentine's Day gift (3.3%).

Experiment with taglines like “Treat yourself this Valentine's Day” or “Delicious meals for you and your friends” when selling regular products desired by single adults.

 

Over to You

Celebrating special events and holidays on social media is a great way to loosen up a little and show the fun side of a brand. While you need to be results-driven to justify to your time spent on this, we’d recommend to most of all, keep things fun and avoid being boring on Valentine’s Day (Contently has quite a few good tips and examples on this).

We would love to hear how your campaign went and which tip you found most useful. We wonder, which brands will steal the show this year and have the best social media campaigns ever?

Veronika Baranovska

Veronika Baranovska

Resident marketer at Sendible. Into social media and blogging for more than six years and well-versed in all digital marketing channels. My biggest daily driver is creating useful content that helps others grow and saves their time, so if it does for you, let me know on Twitter or Linkedin!

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