By Kalyna Rondiak
June has come and gone, and we have officially entered into the second half of 2022. Being at the midpoint of the year, now is the perfect time to reflect on the past six months and get prepped and organised for the rest. By planning ahead and adding a few important dates to your content calendar for the next six months, you can relieve yourself of any last-minute stress and feel confident that your high-quality content is receiving the most engagement possible.
Seeing your content output from a bird’s-eye perspective allows you to prepare for important dates relevant to your company’s target audience without having to put out rushed content or possibly miss an important date all together. You will have time to create content of the highest quality and release it strategically.
To help with structuring your company content calendar for the rest of 2022, this blog outlines a handful of upcoming holidays and events that can be used as pegs for future digital content.
FinTech Week London 2022 | July 11-15
Coming up in just a couple of weeks, FinTech Week London 2022 is sure to attract a lot of people in the financial technology space, which has the potential to translate into social media engagement for any content centered around the conference. Last year’s event was a major success, bringing in nearly 500 in-person participants and over 1,000 virtual attendees. Curating London-based social content during FinTech week will take advantage of this existing interest and boost traffic to your company’s platforms.
Amazon Prime Day 2022 | July 12-13
Prime Day is arguably one of the most popular e-commerce days of the year, behind only the tried-and-true peak shopping holidays such as Black Friday, Cyber Monday, and Super Saturday (the final Saturday before Christmas). Being aware of Prime Day and what your audience may be thinking about on or around these dates is useful information for every business, especially when it comes to digital marketing.
Previous years have shown an increase in purchases on various other shopping platforms, aside from Amazon, during the week of Prime day. Thus, if you are marketing a product in competition with one being offered at a discount on Prime Day, you may want to offer a similar incentive to remain competitive during the Amazon sale.
Digital Marketing Conference UK (@DigiMarCon) | September 1–2
For UK professionals in the digital marketing, media, and advertising fields, DigiMarCon is the premier conference and exhibition of the year. It is held on the first two days of September and features some of the industry’s top speakers sharing valuable insights, innovative technologies, and best practices for taking your business to the next level. If you are able to connect your brand messaging to this event, you can channel the audience to your company page and expand your viewership.
Black History Month UK | October 1-31
In the UK, October is recognized as Black History Month – a month dedicated to the acknowledgement of the contributions and achievements that those with African or Caribbean heritage have brought to British culture. It also serves as a time for us to bring awareness to and cultivate an enriched understanding of Black history as a whole.
When it comes to creating content centered around Black History Month, it is important to remember that diversity should be incorporated into your marketing strategy year-round, not exclusively during the month of October. Adding in some brief history lessons or significant facts that can connect Black history to your brand is a good way to commemorate the occasion, without digressing too far away from your company’s identity. Overall, the content you generate on this topic should concentrate on educating your viewership, supporting the community, and advocating for change.
World Mental Health Day | October 10
The World Health Organisation recognizes October 10th as World Mental Health Day every year, to raise awareness of mental health issues and mobilise support efforts for mental health. This year, the theme is ‘Mental Health in an Unequal World,’ in response to seeing how the pandemic has impacted people’s mental state and caused those with pre-existing challenges to face even more difficulties in the past couple years.
To encourage those who are struggling to ask for help and speak out, it is crucial to spread real, fact-based information and eliminate the stigma around discussing mental health. Using your company’s platform to commemorate this day and what it stands for is not only an important focal point for your digital content, but is also meaningful for society at large and may help more people than you realize.
Click here for more info and for World Mental Health Day posters and social media graphics.
Diwali | October 23-27
Diwali, also known as the festival of lights, is celebrated annually by millions of people across the world. People of various religions, such as Hindus, Sikhs, and Jains celebrate this festival of new beginnings and the triumph of light over darkness (good over evil). The five days of Diwali 2022 will occur from Sunday, October 23 to Thursday, October 27.
Diwali’s popularity has escalated around the globe in recent years, and it is now observed by over 1 billion people each year. Recognizing a diverse range of cultural and religious holidays is an effective way to ensure that people with different backgrounds feel celebrated and respected by your company.
Halloween | October 31
While Halloween has been largely popularised in North America for the greater part of the last two centuries, the UK has grown fond of the spooky holiday in recent years. Spending for Halloween has substantially expanded alongside its growing popularity, more specifically, over the past six years, the spending surrounding Halloween has doubled in the UK.
From digital decorations and themed graphics to special rewards, program perks, giveaways, and holiday-themed competitions, there are so many digital marketing tactics you can choose from to assure that your company does not get left behind among all the festivities.
Singles’ Day | November 11
Every year, on 11/11, the single youth of major Chinese cities such as Hong Kong, Beijing, and Shanghai celebrate a holiday known as Singles’ Day. Created in the 1990s, the holiday has several competing origin theories but is recognized as a joyous day for single men and women alike to celebrate their youthfulness and independence.
As with many other holidays, Singles’ Day is no stranger to the e-commerce industry, with online retailers taking advantage of the celebrations by launching major sales intended to target the young demographic. In 2018, over 90% of Singles’ Day purchases were carried out on a mobile device. Thus, creating a digital marketing campaign aimed at a younger, more mobile demographic can open your brand up to a new audience and optimise your reach.
FIFA World Cup | November 21 – December 18
The last World Cup in 2018 attracted over 3.5 billion total viewers throughout the competition. Suffice to say, important football matches (such as those in the World Cup) hold the interest of quite a large global audience. For the first time ever, the World Cup will be a winter event, hosted in Qatar in the last two months of 2022.
Using your company’s social strategy to draw connections between your brand and the World Cup can allow you to diversify the content your company publishes, while tapping into a new audience and growing your outreach.
Black Friday and Cyber Monday | November 25, 28
As the world continues down the path of digitalisation and the days of lining up outside storefronts move further into the past, e-commerce is now fulfilling the expectations of Black Friday and Cyber Monday for those expecting great deals this holiday season. With 54% of Gen Z and 48% of millennials in the UK planning to spend money on Black Friday/Cyber Monday, putting out digital content centered around these key shopping dates is certain to stir up substantial interest among your followers.
Winter Holiday Season | December
During the 2020 holiday season, e-commerce sales grew by 32.5%, while brick-and-mortar retail sales grew by a mere 2.2%. The sizeable jump in online sales speaks to the major culture shift that is underway in regard to holiday shopping. Thus, it is more important than ever to cater to the online demographic and release digital content that takes advantage of the increasing online consumer presence as well as the broad capabilities of virtual content. Due to the vast amounts of digital marketing consumers are faced with during the holiday season, it is critical to use your platform to differentiate your profile from those of other companies. Cultivating a creative, personalised, and authentic social media campaign for your business to reach your target audience is the best way to make the most of this year’s holiday season.