Summer brings a shift in both consumer behavior and content consumption. People are vacationing, spending more time outdoors, and often browsing more casually on mobile. This doesn’t mean they’re disengaged—it just means your strategy needs to adjust for the season.
Here’s how:
Consider How Consumer Behavior Might Change
Before you even open your calendar, think: What does your audience care about in summer?
Are they spending more time outdoors, away from their computer screens? Are they more likely to be on the go and checking their devices in shorter spurts? Are they hinging behavior on important dates and holidays, like the first day of school or the Fourth of July?
Tailor your posts to intersect with these seasonal adjustments. For example, shorter pieces with seasonally themed images can keep you top of mind better than long-form, text-heavy content.
Ideas include: quick tips, image carousels featuring your products, or advertisements featuring popular summer activities and warm-weather fashions.
Also consider: People might have shorter attention spans or feel less motivated to jump through hoops on their mobile devices. Add shortcuts and make the sales process as easy as possible for captivated leads.
Consider Your Company’s Changing Priorities
After considering the mindset of your customers, it’s helpful to think about how your own company might adapt to the changing seasons. For example, you might be hosting summer sales or planning around intervals when you’re more light-staffed.
This might involve pre-scheduling your social media posts for times when you anticipate having fewer people in the office, moving Friday posts to Mondays, setting up early reminders about sales, and reflecting company culture and values around significant dates like Independence Day or Labor Day.
Summer is a great time to show your company’s more relaxed, authentic side, as well. If your teams are having lunch outdoors together, share it! Are you planning any company picnics or family days? Be sure to promote those, too. Soften your calls to action to reflect a more easygoing vibe, which might resonate with people going on vacation or just getting back from one; for example, instead of “buy now,” try something like, “enjoy the best of summer with this.”
For help keeping your content timely, relevant, and tonally appealing, reach out to the content strategy experts at Mad 4 Marketing. We can set you up with a social media calendar that not only takes you through summer but ensures you’re resonating with audiences year-round.