Calorie-laden, sugar-filled Halloween treats. I think it’s fair to say many health and wellness pros could be afraid of using Halloween content in their social media marketing. But it shouldn’t be feared, because every holiday – even Halloween – has some marketing merits. You might have to try harder to scare up the ideas, but I bet you’ll have fun doing it.
Large, well-known companies with a health and wellness focus have marketing, PR and social media staff a-plenty. Most health-focused businesses I personally know, like the great group of health coaches from the Institute for Integrative Nutrition (IIN), are sole proprietors. And they don’t have the time, energy or money to spend weeks on brainstorming and developing Halloween content. So why not take advantage of the work Corporate America has already done by checking out their sites and social media channels and using their work to inspire you. (While imitation is the sincerest form of flattery, I’d never encourage you to do a direct rip-off of what you find online.) As you can see with the examples I share, some companies are very directly taking on Halloween, while others are paying homage to it more subtly with fall- and pumpkin-themed content.
Tricks and treats to try
Get in Shape for Women, a large, U.S.-based chain of personal training studios, regularly uses seasonal content on its corporate Facebook page’s cover photo. You can do something similar with your business Facebook page by creating a great image that either directly or subtly references Halloween-healthy eating and living – and how your services or programs tie in.
If you’re a regular reader of this blog or are a member of one of my private Facebook groups, you’ll be able to guess the two sites I use to create great images for my social media pages and blog: Pixabay for images and PicMonkey (affiliate link) for bringing those images to life with text, effects and more.
The mega-popular website, POPSUGAR, regularly runs fitness and health-related content. On Instagram, its POPSUGAR Fitness page shows a few Halloween-inspired images that stay true to its brand, but still takes advantage of the season.
If you’re on Instagram, you may be using it more for personal photos than for your business. But why not post a photo or two that speak to Halloween or fall and also remains true to your personal brand?
As I was writing this post and doing research for it, I thought it would be hard to find great examples of big, health-focused brands using their Twitter pages for Halloween. So I was pleased to get a “hit” on the first page I checked – WebMD’s Twitter page. Though we don’t see a bag of Halloween candy or an iconic jack-o-lantern, there’s no mistaking fall is in the air with the beautiful photos WebMD chose.
And that leads me to ask … when’s the last time you switched out your Twitter profile header? Tis the season to think of that! On both my Twitter and personal Facebook page, I’m using a fall-themed graphic with a quote about October. (And so I don’t forget to change out the image on November 1, I set up a calendar reminder.) For more inspiration on how to create a stand-out profile header photo, you could check out my 7 Twitter Profile Styles Used By Health Coaches post.
Weight Watchers is known world-wide for its retail locations, food-equals-points system and food products. Weight Watchers’ presence on Pinterest may not be as well-known as its page is relatively small with just 16 boards. Though it’s not promoting Halloween direct;y, it’s subtly referencing it via a pumpkin photo dominating its Fall Eats, Treats and Sweets! board.
I like how Weight Watchers positioned this board in the upper left-hand part of the page to give it prominence during the fall/Halloween season. And that’s something you should do, as well. On Pinterest, you should re-position seasonal boards by dragging them to the top of your page – because that’s prime Pinterest real estate, according to my health coach, blogger and Pinterest-pro friend Lou Ann Donovan. (Want more of Lou Ann’s Pinterest tips? Find them here: 17 Pinterest Boards For Your Health And Wellness Business.)
Have these ideas inspired you with ways to use Halloween or fall content on your social media pages? Hope so! I wish you a healthy, happy Halloween … oh, and if you must have a treat on October 31, like me, I can save you some time since I already googled how many calories are in an M&M (3 calories per chocolate piece, and peanut M&Ms have 10!).
11th-hour addition …
As I was proofing my post to publish it, I took one last detour to Pinterest and came across another great example – and it’s from the health coach school IIN. Like Weight Watchers’ page, IIN’s Healthy Halloween board is front and center on its Pinterest page. What a great place to begin re-pinning content for a Halloween-themed Pinterest board of your very own!