In 2024, we’re getting a bonus day in February. 

Leap Day rolls round on February 29 solely as soon as each 4 years, and baking it into your social media marketing plan presents a enjoyable technique to join together with your viewers and clients. 

On this article, I’ll stroll you thru 9 out-of-the-box methods to have a good time Leap Day — whether or not you’re a creator or a model.

However first, it’s useful to have a bit context on Leap Years earlier than kicking off any particular advertising and marketing campaigns. Why does February twenty ninth pop up in our calendars each 4 years?

Right here’s the Cliff Notes model: It takes a smidge greater than 12 months for the Earth to orbit across the solar — 365.2422, to be exact. This implies our neat-and-tidy 12-month calendar would finally drift out of sync with our seasons with out intervention. That quarter of a day has to go someplace. 

The answer? To ‘save up’ these quarter days so that each 4 years, we get one full additional day to maintain our calendar in test. (We’ve got Pope Gregory XIII in Sixteenth-century Rome to thank for the Gregorian calendar system.)

It really works so properly that the majority people don’t know till a Leap Day rolls round in February  — and also you knock their socks off with one in every of these tongue-in-cheek advertising and marketing campaigns.

1. Want all of the ‘leaplings’ completely satisfied birthday

Think about solely having a birthday each 4 years. Leaplings — these born on 29 February throughout a Leap 12 months — may most likely use a bit additional love when their day lastly rolls round.

One of the apparent methods to have a good time might be to run a particular deal for any clients who could also be leaplings, like Caylin Jimenez (@caylinjimenez):

@caylinjimenez You’re distinctive and so particular! #leapling #leapday #pisces #pisces♓️ #birthday #february ♬ original sound – Caylin Jimenez

One other nice choice in the event you’re a social media marketer for a enterprise: Test in together with your coworkers to see if anybody was born on a Leap Day. “That is Fred; he’s our youngest teammate at six years outdated,” has the makings of a success behind-the-scenes publish. 

2. A one-day-only sale or expertise

A day that we solely get to expertise as soon as each 4 years is an excellent alternative for a flash sale — particularly as a result of, in contrast to the din of Black Friday or Small Business Saturday — you doubtless received’t be competing with each different model in your trade for consideration. 

Right here’s a enjoyable instance of Leap Day advertising and marketing from Weddings with Pleasure costume store. They’re going all out this yr with a particular Leap Day expertise for brides who e-book fittings on February twenty ninth.

They’ll have the ability to win “numerous prizes with the quantity 29 hooked up to it,” too. Which brings us to tactic #3…

3. Go all-in on 366, 29, or 4

Bask in some quantity play with a sale that nods to one of many particular numbers we affiliate with a Leap Day — 366 (for the three hundred and sixty six days in 2024), 29 (the date in February), or 4 (the truth that it solely rolls round each 4 years).

Which may imply a price discount to no matter value level is smart for you within the vary of numbers above. You may additionally get inventive with, say, a switching up of subscription phrases — suppose a bundle deal that lasts a four-year time period fairly than yearly. 

Unbiased bookstore Downtown Books (@downtownbooksmto) goes this route with 29 % off any e-book, however solely on the massive day. 

Be proactive, not reactive: Plan and schedule your Leap Day marketing campaign to go reside with Buffer. Get started for free →

4. Suggest a partnership

In the event you’ve seen Leap 12 months, the film with Amy Adams and Matthew Goode, you’ll comprehend it’s a bizarre outdated custom for girls to flip gender roles on their heads and suggest to their companions on Leap Day. 

The considerably outdated custom is called Bachelor’s Day. It originates from an Irish folks story through which a nun, St. Brigid, petitioned the Irish patron saint, St. Patrick, to permit ladies to suggest to males, too (the latter have been taking too lengthy to take action, apparently). 

St. Patrick consented to permit ladies to pop the query — however solely on someday, each 4 years.

The custom has developed considerably, with many believing that regardless of who proposes, a Leap-12 months engagement is sweet luck. Plus, it’s an excellent date. 

“The novelty and sentimentality of the date make it an apparent contender for these trying to pop the query on a Leap 12 months,” Kylie Carlson, the proprietor of The Marriage ceremony Academy, advised “Plus, your engagement date can be comparatively inventive in comparison with others.”

If it is smart on your viewers or model, I’d counsel sharing a publish asking any followers who plan to suggest on February twenty ninth to get in contact. You may provide your model’s help — something from a free meal to videography can be fortunately acquired — in trade for content material. 

@lk_bridal_designs 𝓘𝓷 𝓶𝔂 𝓯𝓲𝓪𝓷𝓬é 𝓮𝓻𝓪💍 The forecast for 2024 is plenty of love with an opportunity of proposal🫶🏼 #leapyear #2024engagement #inmyfiancèera ♬ original sound – LKBD 💍

Let’s be sincere: Who can resist a romantic proposal video? (Right here’s hoping they are saying sure.)

5. ‘Bonus’ day

Seeing an additional day on the calendar does really feel like one thing of a bonus. In case your model is within the realm of productiveness or wellness, a light-lift win might be to create a bonus day guidelines on your viewers. 

Do not forget that February 29 falls on a Thursday this yr, so make sure to curate your listing to accommodate followers at work or college. 

6. Share some enjoyable info

Do you know that in northern Italy, a Leap 12 months is usually often known as l’ann d’ la baleina or the whale’s yr? Italians within the province of Reggio Emilia consider that whales give start solely throughout Leap Years.

And do you know that Anthony, Texas, within the U.S., is the self-proclaimed Leap 12 months Capital of the world? Each 4 years, they host a three-day Leap Year Festival to have a good time leaplings.  

Leap Years are unusual, fascinating issues, so a number of intelligent enjoyable info definitely received’t go a miss. In the event you’re a creator or enterprise in schooling, like Nikita Bhalara (@vnmomschool), posts like her Instagram Reel under provide an particularly nice technique to interact your viewers. 

I like how she’s been capable of reply all the nice questions within the feedback, too!

7. A Leap Day cocktail

In the event you’re a restaurant, bar, meals blogger, or related, bartender Harry Craddock, who labored at London’s Savoy Resort, stirred up a inventive technique to faucet into Leap Day celebrations. 

In 1928, Craddock created a particular Leap Day cocktail to serve within the swanky bar, which was featured in The Savoy Cocktail Book in 1930 with the annotation, “It’s stated to be accountable for extra proposals than another cocktail that has ever been combined.”

8. Leap into some enjoyable puns

Leap is a improbable phrase for some tongue-in-cheek puns in your posts and captions. Even in the event you’re not going all-in on one of many extra intensive campaigns or social media posts above, subtly weaving in some leaping puns is a enjoyable, low-key technique to mark the event (and hopefully immediate some feedback from eagle-eyed followers). 

Performs on the phrases “for” and “4” are additionally on the desk, however you’ll must be as specific concerning the Leap 12 months enjoyable 4 it to actually land. 

Right here’s a intelligent instance from Etsy vendor LoveFamilyAdventure Designs.

9. The yr of the frog

Sure, 2024 is technically the 12 months of the Dragon — which is way cooler, I’ll grant you — however frogs usually discover themselves entrance and heart in Leap Day campaigns (primarily because of the aforementioned “leaping” puns). 

Just like the extra delicate Leap Day wordplay, frogs can provide a extra low-key technique to nod to the event in your advertising and marketing with a well-placed easter egg — or increase your advertising and marketing supplies with a cute amphibian in the event you’re going all out. 

I like this intelligent means illustrator Meghan Marie (@megpieprint) tapped into the theme in one in every of her more moderen designs:

Taking the leap

Enjoyable moments like Leap Day and different celebrations — official holidays or not — are a superb means so as to add persona to your model and join together with your target market exterior the realm of your product or providing. 

They’re additionally an excellent alternative to interact together with your group, be inventive, and keep constant on social media. Don’t neglect to scroll by our 2024 holiday calendar for concepts so as to add to your content material plan — it contains all the pieces from the Summer time Olympics to 

World Chocolate Day (and there are some enjoyable concepts to get your inventive juices flowing there, too.)

In the event you’re strapped for social content material concepts on your channels, don’t miss this nice information on constructing your personal content creation system. Want some additional assist? We’ve compiled this listing of the best social media management tools obtainable in 2024 to lighten the load. 

How are you marking this Leap Day? We’d love to listen to about your plans! Drop us a remark under or tag @buffer on socials.


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