If you’ve ever planned social media content, you’ve probably come across lists of “key dates” – Gin Day, Doughnut Day, International Coffee Day, and so on. While these can seem like golden opportunities to stay relevant and engaged, building a marketing strategy around them is one of the biggest mistakes brands make.
Here’s why.
1. You Get Lost in the Noise
On days like World Gin Day, thousands of brands — big and small — are posting the same thing, using the same hashtags, and competing for the same audience. Your beautifully crafted post is just another drop in an ocean of gin-related content, making it nearly impossible to stand out.
2. Old Hashtag Tactics Don’t Work Anymore
There was a time when using hashtags like #WorldGinDay would get your content seen by people actively searching for that topic. But algorithm changes across Instagram, Pinterest, and Facebook mean that hashtags no longer drive discoverability like they used to. Today, content is ranked based on engagement and relevance, not just keyword stuffing.
3. It’s Not a Strategy, It’s a Guess
Relying on awareness days to shape your marketing plan is like throwing darts blindfolded. Sure, you might hit something now and then, but it’s inconsistent, and it doesn’t build a meaningful connection with your audience. A real strategy is built around your brand’s story, values, and customer journey — not simply a calendar of arbitrary “special” days.
4. Relevance Over Randomness
If a national day genuinely aligns with your brand (e.g., a coffee company acknowledging International Coffee Day), then it makes sense to participate. But posting about Pancake Day when your brand has nothing to do with pancakes? That’s just filler content that won’t drive meaningful engagement or sales.
5. What to Do Instead
Instead of chasing calendar dates, focus on:
Your Brand’s Story – What makes your business unique?
Your Customers’ Needs – What problems do you solve?
Seasonal Trends & Real-Time Relevance – What’s happening in your industry right now?
Evergreen Content – Content that stays relevant beyond one fleeting day.
Final Thoughts
National days can be a fun addition to your content calendar, but they should never be the foundation of your strategy. Build your marketing around your brand, your customers, and your long-term goals—not a list of trending dates that change every year.
Need help crafting a marketing strategy for your food, drink and hospitality business that actually works? Let’s chat.
Alison from Thrive & Seek Co has helped hundreds of businesses thrive & grow across the Southwest of the UK. For more info get in touch thriveseekco@gmail.com
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