As a culture, we are slowly shifting the emphasis on Valentine’s Day. For many, Valentine’s Day is still the holiday meant for romantic love and relationships, but for others, the day is now meant to celebrate all different types of love. We dug into related conversations to see how the holiday was discussed and how brands were participating.
In the weeks around Valentine’s Day 2023, social media is filled with gift ideas or suggestions on where to go for dinner with your special someone. But let’s not forget about the holiday popularized by Leslie Knope, the queen of gal-pals, with the introduction of Galentine’s Day during a Parks & Rec episode in 2010. As seen in the show, the day is a celebration of waffles, gal-pals, and the bond between friends and families. With over 139,000 mentions of Galentine’s Day across social media in 2022, it’s clear proof how content and media can actually impact culture long-term.
Galentine’s Day offers a unique spin by highlighting the importance and benefits of platonic love. This modern take on the holiday is showcased through the #ShareYourLoveStory campaign by 1-800 Flowers, which emphasizes the unbreakable bond between two best friends.
Showing our besties and day ones some love is an opportunity for brands to lean into the shifting priorities of their audiences. Especially since 57% of single Americans are not looking for a relationship or casual dates, according to a 2022 Pew study. Why? Top reasons included enjoying being single and having other priorities were at the top of the list.
The conversation and buzz surrounding Galentine’s Day on social media only continues to grow, proving the holiday’s significance in acknowledging and celebrating the social support systems in our lives. Not only are the online community embracing this holiday, but celebrities such as Aubrey Plaza and even Hello Kitty have shown their support for Galentine’s Day. So, let’s raise a waffle and give a toast to the power of platonic love!
This Valentine’s Day an anthem focused on self-love is ranked #1 on the Billboard Hot 100. Miley Cyrus’ single “Flowers” has inspired a myriad of user-generated content on social media. The song has inspired many users to treat themselves this Valentine’s Day if they do not have a significant other to do it for them. The song has also encouraged couples to poke fun at the dynamics of their relationship by claiming that their partner’s lack of action means they can just fill that need themselves.
Brands like Dove Chocolate and White Claw are also hopping on the self-love bandwagon by enticing people to treat themselves in addition to buying flowers this Valentine’s Day. Funnily enough, “treat yo self” is another lesson the Parks & Rec crew taught us how to do in style. Cyrus celebrated the song’s success on Twitter by talking about Valentine’s Day “honoring LOVE in all of its forms.”
What are brands doing?
Valentine’s Day is a time to celebrate love and romance, and brands are taking advantage of the holiday by sharing their love on social media. From traditional jewelry and floral companies to unexpected players like Coca-Cola, Xbox, and Barnes and Noble, everyone wants to be a part of the love fest.
Meanwhile, Mcdonald’s promoted their new Valentine’s Day celebrity meal due with Cardi B and Offset through their ad during Sunday’s Super Bowl. The ad, which features love as knowing your partner’s order, is inclusive in the types of couples represented and focuses on romantic love. The meaning of love, as portrayed in the ad, highlights the importance of understanding and knowing each other in a relationship by being able to order for them.
These Valentine’s Day posts aren’t just about selling products. They’re about having fun and connecting with followers in a playful and relatable way. It’s a great opportunity for brands to show their softer side and humanize their image. Who wouldn’t appreciate a little love and humor from their favorite brands?
In conclusion, brands are taking advantage of Valentine’s Day as a way to connect with their followers on social media. By sharing lighthearted and fun posts, they can show a different side of their brand and build a deeper connection with their audience. Whether it’s a traditional Valentine’s Day brand or a brand from a different industry, participating in the holiday on social media can be a valuable way to engage with followers and create a more human and relatable experience.
Like Miley said, cheers to love in all forms! 💕🏹
Written by Dee Nuncio & Sarah Johnson