Idea Sourcing for Seasonally Relevant Content

The start of fall. Halloween. Thanksgiving. Black Friday. Cyber Monday. Christmas. Hanukkah. Yalda. Kwanzaa. This time is a busy, hectic season for social media influencers like yourself and the brands you work with.

And speaking of brands: If you’ve noticed a big influx of influencer campaigns and media requests during this time, you’re in good company. November and December account for nearly a third of all shopping revenue, reports Adept marketing, and more than 90% of shoppers say they research their shopping online.

E-commerce and influencer marketing aside, these months are also the time when your followers are seeking to engage with seasonally relevant material that keeps them in the festive, cozy, seasonal mood.

Amidst all this hubbub, who has time to source seasonally relevant posts and come up with new ideas! Don’t get your mistletoe in a knot. Use this guide as a cheat sheet for coming up with new seasonal ideas.

1. Make a Bare-Bones Game Plan

A third of all shopping happens during the holiday season.

Use your calendar app on your phone or computer and throw together a quick sketch of the important holidays and seasonal dates that you want to focus on.

Think outside the holidays too, and you’ll find unexpected inspiration and ideas for content. For example, did you know that November is Peanut Butter Lovers Month, and that December is Impaired Driving Prevention Month? Here’s a list of the different monthly themes throughout the year.

Sketching out the dates can help to give you a nice bird’s eye view of what’s coming around the corner. It can also help you to stay organized as brands begin requesting partnerships with you.

2. Think Emotional

Think of ways to connect with childhood memories or tug at heartstrings.

The fall and winter season is rich in stories, emotions, legacy, and warmth. It’s a time where people celebrate their loved ones and friends, and let their inner child play a little bit more. Embrace this angle in your posts and always think about ways to connect with your audience on an emotional level.

An easy way to do this is to ask yourself the following questions:

  • What’s one thing about this season that makes people laugh?
  • What’s one thing about this season that makes them feel sentimental?
  • What’s one thing about this season that kids love and that adults want to return to?
  • What’s one thing about this season that pulls on someone’s heartstrings?

Look for human-interest content that’s both emotional and very relatable, and use that as a springboard for thematic posts and photos.

3. Answer the Seasonal Need

You’re not the only one drowning in office parties, holiday planning, and family visiting. Your audience is feeling the seasonal pressure, too. Now is the perfect time to establish your authority and leadership in your social media niche.

In your niche, what is your audience struggling with during the holidays? What are they searching for? What do they need this season?

For example, if you’re a vegan food blogger, you might spring for the seasonal theme of festive meals that take 30 minutes or less to prepare. If you’re a stylist, you might begin to share easy design hacks to quickly make your home cozy and Christmas-like in a flash. Take your niche approach, apply it to the holiday dates or themes that you identified in Step 1, and work back from that!

Blurb Books is a great example. They know that people always struggle to find the perfect gift, so they created a branded hashtag, pulled in some seasonal sentimentality (see Step 2 above) and began sharing gift ideas.

4. Show Off the Behind-the-Scenes Process

From staging a product shoot to making a holiday wreath, it’s a great time to engage with your audience and share how crazy the holiday season is. Your audience will totally understand and it will make you more relatable while entertaining your followers.

From Snapchat to Instagram Stories to Facebook Live, get whimsical. Crazy. Cozy. Happy. And invite your audience along for the ride.

5. Steal the Idea

There’s an old proverb that there’s nothing new under the sun. Some of the best artists look at other artists for inspiration, and the same is true for social media marketing and social media posts. Take a look at some of your favorite brands and influencers. How are they celebrating the season? What seasonal activities or ideas are they sharing?

Then take that general concept, apply it to your own niche, and put your own personal spin on it. If you’re a vegan blogger who sees everyone obsessing over pumpkin spice lattes, share a pumpkin spice plant-based smoothie idea. If you’re a travel blogger and see people talking about saving money for the holidays, share your cost-saving travel tips.

And whatever you do, don’t forget to take some time off this season to relax and reconnect with yourself and with others.

Want to work with brands who need seasonal content? Join #ThePaidCrew community and start working with world-class brands.



By day, Josh Duvauchelle is the co-founder of Frey Union, a marketing firm in Vancouver, BC. By night, he’s a health and wellness coach featured in Teen Vogue, Men’s Journal, Shape, Men’s Fitness, and more. Find him on Instagram under @joshduv.  Josh is a member of #ThePaidCrew editorial team.