In 2022, more companies than ever are anticipated to celebrate Juneteenth. With this free Ultimate Juneteenth Social Media Toolkit, your company can join them! Demonstrate your values alongside respected worldwide brands honoring this meaningful occasion.
Because Juneteenth is now a federal holiday, there’s even more reason to celebrate and recognize Juneteenth in both your internal and external communications.
Read on to discover how planning your company’s Juneteenth communications might be easier than you think!
A few of our favorite Juneteenth social media ideas:
Read on for more information on these Juneteenth social post ideas, and more inspiration!
- Post Juneteenth quotes and trivia to help educate audiences
- Highlight the ways your company is celebrating Juneteenth
- Share celebratory Juneteenth recipes, articles, and events
- Ask engaging questions to start a dialogue
TLDR: in this guide, you’ll find:
- What Juneteenth is and why your company should honor the occasion
- A step-by-step guide for planning Juneteenth digital marketing
- Tips for hosting a Juneteenth brainstorming session
- How to build a Juneteenth content calendar
- Examples of engaging Juneteenth social posts from other companies
- Helpful resources and tools to create your Juneteenth communications
The Basics: What Juneteenth Is & Why It Matters
What is Juneteenth?
Juneteenth celebrates the emancipation of enslaved African American people in the United States. For this reason, the holiday is sometimes referred to as Freedom Day or Emancipation Day. The holiday is also a time to reflect on the atrocities and inequalities that African Americans have faced throughout history and in the present day.
Although President Abraham Lincoln signed the Emancipation Proclamation in 1863, the new law was not widely enforced throughout the entire United States. For example, in Texas, it took two and a half years for many enslaved people to learn they had been freed.
On June 19, 1865, Union Army General Gordon Granger and his federal troops arrived in Galveston, Texas. He told the enslaved people that they were now free, and he shared the news that the Civil War was over.
The celebration of Juneteenth as a holiday began in Galveston, Texas in the 1860s. Now, many Americans honor this day throughout the country. It is a day of celebration and hope. And, it is also a day to pay honor and respect to the many people who suffered greatly under slavery.
When is Juneteenth?
Juneteenth is celebrated on June 19 each year. In 2022, Juneteenth will be on Sunday, June 19, 2022.
Why should companies prioritize Juneteenth social media and communications?
During the increased visibility of the Black Lives Matter movement, many businesses around the U.S. began recognizing Juneteenth as a corporate holiday. By doing this, these companies are demonstrating their corporate values and taking a stance toward diversity, equity, and inclusion.
For instance, a few of the companies that now recognize Juneteenth as a paid holiday include Adobe, Allstate, Apple, Lyft, the NFL, Nike, Peloton, Starbucks, and Twitter.
Additionally, many companies offer employee activities and celebrations during Juneteenth. This is especially meaningful and important because many people did not grow up learning about the impact and history of Juneteenth, since this holiday is not widely taught in schools.
In fact, Juneteenth was declared a federal holiday in 2021, making it the first new federal holiday since MLK, Jr. Day in 1983. As a result, in 2022, recognizing Juneteenth in your company’s internal and external communications will be more important than ever before.
Juneteenth Social Media Kit
Your step-by-step guide to create your company’s digital marketing plan for Juneteenth 2022.
Step 1: Define your purpose and goals for Juneteenth social media efforts.
There are many wonderful reasons to honor Juneteenth. Knowing your company’s reasons for sharing about Juneteenth will help bring clarity to your messaging and ensure you’re able to measure success.
Before you begin planning, meet with your company’s leadership, marketing team, and/or DEI committee to ensure everyone is aligned about why you’re promoting Juneteenth and what your overarching message will be.
For example, maybe your goal is to support Black-led causes and amplify Black voices. In that case, your content strategy might include a lot of re-sharing content (with permission) from Black historians or influencers, sharing articles written by Black authors, and sharing about your favorite Black-owned businesses.
On the other hand, your primary goal might be to showcase your company’s diversity, equity, and inclusion efforts. In that case, your content strategy might include sharing photos of your team learning about Juneteenth together, highlighting corporate Juneteenth initiatives, and sharing infographics about year-round DEI efforts.
From there, you can create additional goal metrics like engagement or click-through rates to determine whether your Juneteenth social media campaign is resonating with your audiences. For instance, you could choose to track follower growth, social post engagement metrics, anecdotal comment feedback, email click-through rates, specific actions your audiences takes, and more.
Step 2: Brainstorm Juneteenth ideas with your team.
Diversity, equity, and inclusion projects are all about amplifying a range of voices and lived experiences. For that reason, it can be helpful to host an open brainstorming session to explore everyone’s ideas for Juneteenth communications.
If your team is virtual, plan a video call that everyone is welcome to participate in. Be sure to include in your calendar invite a clear description of what attendees should do to prepare. For example, you might ask them to watch a brief video about Juneteenth, or even send them this post as a primer.
Sample Calendar Invite: Juneteenth Social Media Brainstorming Session
I’m sharing an invitation for an optional meeting to brainstorm Juneteenth digital marketing ideas for [Company Name].
As you may know, Juneteenth takes place on June 19. This holiday celebrates the end of slavery in the U.S. and honors the many struggles and injustices African Americans have faced throughout our country’s history and in the present day.
Because Juneteenth is now a federal holiday, it’s especially important that [Company Name] demonstrates our corporate values by honoring Juneteenth in our internal and external communications during the month of June.
Join us for a lively virtual discussion in a safe, inclusive environment. Please come prepared with a general knowledge of what Juneteenth is, as well as your questions and ideas.
Step 3: Build your Juneteenth content calendar.
There’s a reason why your English teachers probably taught you to create an outline before you begin writing. It turns out that the human brain considers “planning” and “doing” to be two different tasks, best done in separate phases. For that reason, you may want create your Juneteenth content calendar before you dive into creating your content.
A few tools you might use to create your Juneteenth content calendar:
- A social media planning tool, like Later or Hootsuite
- A project management system like Asana, Trello, Monday, or Airtable
- Google Calendar or Outlook Calendar
- A spreadsheet
Group your calendar according to the type of communications you’re planning. For example, depending on the system you’re using, you might want to color-code all your e-newsletter topics with one color, social media posts with another color, blog ideas with another color, and so on. Your Juneteenth communications might include regular or recurring topics throughout the month of June.
If you’ve never made a content calendar before – or if you need a refresher – check out HootSuite’s guide: How to Create a Social Media Calendar.
Some Juneteenth social media ideas for your content calendar:
- Post quotes about Juneteenth from noteworthy historical figures or influential people
- Share Juneteenth recipes and hosting ideas
- Teach audiences some historical facts or trivia about Juneteenth
- Promote Juneteenth community events and activities such as picnics or parades
- Repost a Juneteenth news article relevant to your industry or location
- Share photos of your team celebrating Juneteenth
- Highlight the ways in which your company supports Black-owned businesses
- Ask your audience a thought-provoking question and encourage them to respond
- Use interactive social media features, like Instagram Story polls and questions
Step 4: Build your Juneteenth social media posts.
Once you’ve determined your purpose and goals, brainstormed Juneteenth ideas, and built your content calendar, it’s time to create your Juneteenth digital marketing content!
While your Juneteenth communications should reflect the overall mood and visuals of the holiday, it’s also important to stay mindful of your company’s existing brand standards (colors, fonts, logo, visual style guidelines, tone and personality, etc.).
Resources to create your company’s Juneteenth marketing materials:
- Canva’s Black Lives Matter resource library of photos and digital graphics (must have a Canva account to view, can sign up for free).
- The Jopwell Collection is a diverse collections of work-related stock photos, free to use with attribution.
- Find the Juneteenth color HEX codes as well as RGB and CMYK codes.
- Virtual Juneteenth learning resources from the National Museum of African American History & Culture
Examples: Corporate Juneteenth Social Media Posts from 2021
Get more inspiration with CNN’s 2021 report: Companies are Celebrating Juneteenth in Unique Ways This Week. In 2022, there are sure to be even more companies observing the holiday.
Step 5: Continue the dialogue year-round.
Ideally, your company’s Juneteenth marketing efforts will spark a dialogue, both in your company and with your digital audiences. Continue the dialogue by engaging with any comments, DMs, or inquiries you receive as a result of your communications. Even negative comments can give your company an opportunity to engage respectfully and demonstrate your values.
It’s a great idea to debrief with your team after your campaign. Share your metrics or analytics, if appropriate, as well as any feedback about your Juneteenth social posts, emails, etc. You can also ask everyone what they think worked well, as well as what could be improved.
Finally, ask everyone to share personal insights or reflections about your company’s Juneteenth efforts, if they feel comfortable doing so. It can be helpful to provide an option for anonymous feedback. That way, you can include that feedback in your planning for next year’s Juneteenth communications.
Go Beyond Social Media: Book a Live Virtual Team Building Experience for Juneteenth
Unexpected Virtual Tours’ interactive Juneteenth Team Building experience was featured in Lonely Planet as one of the best ways to honor Juneteenth! This hour-long virtual session is an approachable and engaging way for your team to learn about Juneteenth together.
Enjoy incredible treats from Black-owned businesses and learn about the history of this important holiday. Moreover, your team will hear from two on-location guides in Hampton, Virginia, and Austin, Texas. Preferred by companies like Coca-Cola, this activity is NOT a lecture, but a truly interactive experience that your team will never forget!
Learn more and book your Virtual Juneteenth Team Building experience!
We wish you and your team a safe, happy, and celebratory Juneteenth filled with learning and fun. Looking for more virtual Juneteenth ideas? If so, check out our guide, 19+ Juneteenth Virtual Events & Activities.