Valentine’s Day Best Practices Are Good for Marketing Too!
Did you know that Valentine’s Day and marketing have a lot in common? It’s true: Keep reading.
Valentine’s Day, celebrated annually on February 14, traces its origins to the ancient Roman festival of Lupercalia, a pagan celebration of fertility held in mid-February. By the late 5th century, Pope Gelasius I replaced Lupercalia with St. Valentine’s Day, honoring St. Valentine, a martyred priest who, according to legend, secretly married couples against Emperor Claudius II’s orders. Over the centuries, this day evolved into a celebration of love and romance, popularized in part by Geoffrey Chaucer in medieval England and later cemented in Western culture with the exchange of love notes and gifts.
In the United States, Valentine’s Day is marked by the exchange of cards, flowers, chocolates, and other tokens of affection. Greeting card sales experience a significant boost, with an estimated 190 million Valentine’s cards exchanged annually, making it the second most popular card-sending holiday after Christmas. Flowers, particularly red roses, symbolize love and are the most common gift, with over 250 million roses produced each year specifically for the holiday. Chocolates are another favorite, with Americans purchasing around 58 million pounds of chocolate during the Valentine’s season.
Dining out is also a beloved tradition, and February 14 ranks among the top three busiest nights for restaurant reservations in the United States. Couples flock to eateries, ranging from cozy bistros to fine dining establishments, to share a romantic meal. The holiday also boosts jewelry sales, with more than $6 billion spent annually on gifts like necklaces, rings, and bracelets.
Valentine’s Day continues to be a major economic driver and a cultural staple, bringing people together to celebrate love in all its forms, whether through grand gestures or simple acts of kindness.
So, what does Valentine’s Day have to do with marketing tactics? We’re glad you asked. Keep reading to find out two top connections between this “holiday” and winning marketing strategies.
One-Size Marketing Doesn’t Fit All
Noticing a need for change and being willing to make changes are two different skills—and both are vital to successful marketing (and business, and life).
A prime example of reading the room and doing something different is “Galentine’s Day,” a non-official holiday celebrated on February 13, the day before Valentine’s Day. It originated from the popular TV show Parks and Recreation, where the character Leslie Knope, played by Amy Poehler, coined the term during a 2010 episode. In the show, Leslie describes it as a day for “ladies celebrating ladies,” focusing on female friendship and camaraderie.
The concept quickly gained popularity in real life, and many people now observe Galentine’s Day by gathering with their female friends to enjoy brunch, exchange gifts, or simply spend quality time together.
Now, there’s also “Palentine’s Day,” derived from the word “pal,” meaning friend, to celebrate platonic relationships.
These adaptations are inclusive, fun ways for people who may not be in romantic relationships to participate in activities that strengthen bonds between friends.
If you rely on one marketing strategy to reach all of your clients or customers, you are going to miss the mark. Just a little tweak (like “val” to “gal” to “pal”) can increase your reach.
One-size beanies will help keep everyone’s head warm in the cold February weather, but there is usually more than one target audience for your company’s products and services.
The goal? Market research into demographics and psychographics, create user personas, and develop a marketing plan that addresses individual pain points and meets specific needs. How to do this? In the immortal words of Ross from Friends: Pivot! Pivot! Pivot!
Even if you have a great sketch (or plan), if you can’t pivot, it’s not going to work. Content that reaches one audience may not reach another. And a campaign that worked in one quarter may not work in the next, even for the exact same audience.
In Marketing, Presentation Matters
Listening to your customers and adapting to their interests is vital, and it’s more than just knowing the products or services they need. It’s discovering the digital places they hang out and who they will listen to the most.
For example, does your audience primarily spend time on Facebook? LinkedIn? TikTok? These are very different social media platforms, each with their own set of best practices (and rules, even).
Does your audience like to read factual information from an objective voice, or do they crave scrollable memes and 15-second videos that make them laugh?
Think about Valentine’s Day again. There’s a big difference between handing a lover a plastic grocery bag with the gift unwrapped, price tags intact and wrapping the present in a beautiful gift bag with tissue paper or bows, ribbons, and balloons.
Presentation plays a crucial role in gift-giving because it enhances the emotional impact of the gesture, shows thoughtfulness, and elevates the overall experience for the recipient.
Bottom-line: Presentation matters. Here’s why it matters:
- First Impressions: The way a gift is presented creates the initial impression, setting the tone for how it is received. A beautifully wrapped package signals care and effort, building anticipation and making the moment more special.
- Shows Thoughtfulness: Taking the time to wrap or package a gift thoughtfully communicates that you’ve put effort into the gesture. It shows that the recipient is valued, and the gift is more than just an item—it’s an expression of your appreciation, love, or gratitude.
- Enhances the Experience: A well-presented gift transforms the act of giving into a memorable experience. The excitement of unwrapping a gift or discovering it hidden in an elegant box adds an element of surprise and delight, making the occasion more joyful.
- Attention to Detail Reflects Meaning: The presentation often reflects the giver’s attention to detail and consideration of the recipient’s preferences. Whether it’s wrapping paper in their favorite color or a ribbon tied with care, these details convey a deeper connection.
- Cultural and Social Etiquette: In many cultures, proper presentation is a sign of respect and courtesy. A carelessly presented gift may unintentionally send the message that the gesture was rushed or lacks sincerity.
- Lasting Impact: The aesthetic of a well-presented gift can leave a lasting impression. Recipients are more likely to remember not just the gift itself but the feeling it evoked when it was received.
Now go back and read those six reasons again . . . but, this time, think about them in connection to marketing. Think about how you’re presenting your product, brand, or company.
What does presentation have to do with marketing? EVERYTHING. For now, let’s just look at how it relates to social media.
Best Practices for Social Media Posts
If you’re not partnered with a marketing agency and don’t have an in-house social media manager, here are some best practices to follow when creating posts for social media. These practices will help your presentation, the first thing a user sees, and will also help your message land. The more hearts, the better!
Research shows that marketers have approximately 3 to 7 seconds to make a strong first impression on social media. This time frame reflects how quickly users scroll through their feeds and decide whether to engage with content.
To maximize impact, marketers should focus on:
- Eye-catching visuals: Use bold colors, high-quality images, or short videos.
- Compelling headlines: Craft attention-grabbing copy that hooks the audience immediately.
- Clear value propositions: Communicate the benefit or purpose of the post right away.
- Concise content: Keep messages short and skimmable.
Platforms like Instagram, TikTok, and Facebook are particularly fast-paced, so prioritizing immediate engagement is key.
All content should be accurate, approachable, and engaging so that your company positions itself as THE ONE people turn to. Capitalize on trends when appropriate, but be sure to always sound like yourself. Authenticity matters to people, and it helps build trust around your brand.
Make sure your words, images, colors, tone, and even music all work together in support of the brand. Think of these components as ingredients: To make a delicious cake, complementary ingredients are measured in just the right amount and are mixed together to create depth of flavor.
Word Limits for Social Media—and Use of Emojis 🔥👀🚨
There are different rules and best practices based on platform, but here are a few suggestions for a few of the most popular social media apps.
- Facebook: Personal, friends & family feel
- Visual messaging is increasingly popular and “the algorithm” likes it
- 50 words is a good cap for keeping readers engaged
- Use emojis sparingly, typically at beginning or end of a line for accessibility reasons
- Avoid hashtags and hyperlinks
- Instagram: Personal feel but often used for businesses, influencers
- Visual messaging is a must
- 30 words or less
- Emojis and hashtags welcome but don’t over do it
- No links in post but you can put a link (like your website URL) in the bio or a timely link in the first comment if needed
- LinkedIn: Professional orientation, used for business networking
- 300 words is fine, longer copy is the norm, but still be mindful of “the scroll” and use engaging copy to get readers to click “read more”
- Use emojis sparingly
- Use carousel images to prevent TL;DR
- Videos are becoming increasingly common
Liquid Creative Marketing Agency Is Your Full-Service Marketing Partner
From market research and user personas to effective strategies and tactics to social media management that increases brand awareness and creates leads, Liquid Creative does it all.
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