Hashtag Holidays and the Fine Line Between Meaningful and Performative
The Double-Edged Sword of Hashtag Holidays
Ah, hashtag holidays—the unexpected plot twist of the social media era. Once upon a time, brands carefully crafted marketing calendars around major consumer holidays. Now? Every day is a thing. Favorite Sibling Day, International Croissant Day (which, let’s be honest, should be every day), National Memo Day… the list goes on.
At their best, hashtag holidays can spark awareness, build community, and give brands a way to participate in cultural conversations. At their worst? They’re a shallow, obligatory attempt to stay “relevant,” often with little thought or authenticity.
So, where’s the line between engaging meaningfully and jumping on a bandwagon? Let’s break it down.
How Hashtag Holidays Changed the Social Media Landscape
Hashtag holidays were cute at first. A fun way for brands to add a little personality to their content. But as social media evolved, so did the stakes. Suddenly, it wasn’t just about National Coffee Day—it was about Black History Month, Pride Month, Mental Health Awareness Week.
With that shift came new challenges:
The Pressure to Post – If your brand stays silent, does that mean you don’t care?
The Fear of Getting It Wrong – One poorly thought-out post can turn into a PR nightmare.
The Overload of Noise – When everyone is posting about the same holiday, does your voice even stand out?
These are real concerns. And they make one thing clear: If you're going to participate, do it with intention.
When to Engage with a Hashtag Holiday (And When to Skip It)
Before slapping a trending hashtag onto your content, ask yourself:
✔️ Does this align with my brand’s values, mission, or audience?
If you’re a fashion brand, National Tailor’s Day might make sense. If you’re a personal branding consultant, maybe World Introvert Day is more on-brand.
✔️ Can I contribute something meaningful?
A well-thought-out post with insight or action > A generic “Happy [Insert Holiday]” post.
✔️ Am I posting just because everyone else is?
If you feel pressure to post but have nothing real to say, skip it.
✔️ Would my silence be more noticeable than my participation?
Some cultural moments are too significant to ignore. If your audience expects you to acknowledge something, be thoughtful in how you do it.
The Fine Line Between Awareness and Performative Activism
Let’s be real: social media has made it far too easy for brands to “show up” without actually doing anything. You’ve seen it—the black squares, the rainbow logos, the inspirational quotes with zero follow-through.
Audiences are savvier than ever. They don’t just want brands to say they care. They want to see it reflected in their actions.
So before you hit “post” on that hashtag holiday content, consider:
Does my brand take action on this issue beyond today?
Am I centering the right voices in this conversation?
Am I prepared to answer if someone asks, ‘What are you actually doing about this?’
If the answer to any of these is no, it may be time to rethink your approach.
How to Make Hashtag Holidays Work for Your Brand
If you’re going to engage with a hashtag holiday, do it right. Here’s how:
✔️ Be Intentional – Choose holidays that truly fit your brand.
✔️ Go Beyond the Post – Can you donate, partner with an organization, or take action?
✔️ Keep It Consistent – If you celebrate Black History Month in February, support Black creators year-round.
✔️ Avoid the Clichés – No empty platitudes. No generic stock photos. Get specific. Get real.
Final Thoughts: The Power of Thoughtful Marketing
Hashtag holidays aren’t inherently bad. But they do require more thought than a quick Canva graphic and a trending hashtag. In an era where authenticity reigns, brands that take the time to engage with purpose—not just for show—are the ones that truly resonate.
So next time a hashtag holiday pops up on your content calendar, ask yourself: Am I adding to the conversation? Or just making noise?
If it’s the latter, maybe let this one pass. Your audience will thank you for it.