Summer, my summer, how we’ve been looking forward to seeing you. It’s official: the shorter nights, the suntans, the afternoons by the pool, the endless terraces and the long-awaited trips are here. A time that for many means disconnection and an opportunity to rest. For others, it represents the time of greatest work effort.
If you have a business, a brand or your own blog, these hot months bring with them a question that repeats itself year after year. What do I do with my posts on social media and digital platforms during the summer? If we could compile all the doubts that arise from this point, we could list more than you think. But I’m sure there are questions in your mind, such as: should I publish more or less? Should I adapt my content? What will happen if I don’t publish? Will I loose followers? Will it be difficult for me to recover interactions after the summer?
From Incognito we will share our recommendations and some things you can do if you have these doubts.
With the mobile on the beach
The world is divided in two: those who believe that people spend less time on social media or blogging during the summer, and those who believe the opposite. The reality is that it all depends on the sector in which your brand operates. But one thing is certain: there is a growing need to immortalise experiences and it is not uncommon to hear the phrase that if you don’t share your holiday photos it’s as if you didn’t go.
According to the AIMC Q Panel, 7 out of 10 Spaniards say they take a mobile device with them physically to the beach or swimming pool and the main use they give it is to stay connected with friends and family (77%) and to search for information (59%).
“7 out of 10 Spaniards say they physically take a mobile device with them to the beach or swimming pool”.
During the summer, twice as many photos and posts are shared on social media. In this context, mobile is the most used device (more than 91% of connected users) and the stories format tends to gain more prominence than usual.
The time people spend on social media during the summer may not be the same as the time they spend consuming branded content on a day-to-day basis. However, many can use their free time to catch up, connect with people and, why not, read those articles or news items they like so much in front of the beach.
The key is to know your brand and your industry, and adapt to the vibe or energy of the summer. Adjust your formats and content to the mood that everyone is living, take advantage of the sense of humour, the most real, instant and dynamic content, play with the colours of the season and the freshness of the moment.
Ideas to make the most of the summer months
Take the opportunity to carry out actions that you don’t allow yourself to do during the rest of the year, such as raffles, sales or promotions. If, for whatever reason, you decide to slow down the pace of your publications or even take a break and be inactive, here is a list of other tasks you can do to make the most of these months:
- Review your strategy and come up with new ideas for the return from holidays. Use this time to review your communication and business objectives and what new measures you can implement to improve and achieve what you set out to do.
- Analyse your track record and identify areas for improvement. If you want to take a break from publishing, use this time to measure your results and identify what you can change or improve.
- Look for new topics to talk about. Analyse trends, study your audience and discover their new interests so you can offer them what they are looking for.
- Contact new partners. If you want to renew your content, start working and forging interesting relationships to arrive in September with a whole new proposition.
- Create email marketing campaigns. Take advantage of the fact that you have a little more time and dedicate it to other tasks that can also generate great benefits for your brand or business.
Remember that in this fast-changing digital world, what works today may not work tomorrow. Adapt to summer in the way that best suits you and your goals. Dare to try different ideas and keep the best one for your community. Use programming tools and enjoy the summer in your own way.
We’ll read each other again when we get back!
