2021 may be the first—or possibly the second—year you and your business are celebrating Juneteenth. If this is the case, don’t stress. You aren’t alone in learning how to best recognize this important day, and doing so can be a crucial step in knowing better and doing better in our world. 

That being said, if you are white like I am, unlike with other holidays you’ve been familiar with since early childhood, you may be at a loss as to how to recognize this historical day on your social media channels in a way that feels appropriate and authentic. Again, you are not alone in this uncertainty. Even as a mother to a Black son and a wife to a Black woman, I am still continually learning. 

If you don’t know, June 19th or Juneteenth is a day of celebrating freedom for Black Americans. June 19, 1865, marks the day that federal troops finally arrived in Texas to ensure the freeing of the last enslaved people in the United States. (This came a full two and a half years after the Emancipation Proclamation.) It is an incredible day of celebrating independence!

Today, I want to share with you some of my best tips for celebrating Juneteenth on your social media in a way that is powerful, respectful, and feels genuine to you. 

While there are many ways to recognize this holiday, you want to go about it in a way that speaks to your audience and resonates with your brand.

Tip #1: Your Juneteenth post needs to make sense in your larger social conversation.

If civil rights and celebrating all people are topics you regularly recognize on your social media or in your messaging, then a Juneteenth post focused on these important conversations will be a natural part of talking with your audience.

But if these topics are not a part of your business mission or values OR in line with how you usually use your voice in relation to your business, your audience may not pay attention or know what to do with a post of this nature on your feed.

While there is never a wrong time to share what you believe in, you need to keep in mind that your Juneteenth post doesn’t exist in a vacuum of what your people already know and love about you.

Tip #2: There is nothing wrong with sharing what you’ve learned about Juneteenth or admitting you are still learning.

If you’re just now learning about Juneteenth, that’s okay. Your audience may actually be in the same boat. This can be a day to further everyone’s education about this important holiday and the celebrations that surround it!

It’s okay to share what you’ve learned, and it’s okay to share you’re still learning more every day.

You can craft a post sharing what this holiday means to you now and even create a CTA to ask what this holiday means to your followers. Hearing their stories is a vital part of developing deeper connections.

Tip #3: Use the day to shine a spotlight on Black-owned businesses.

If you don’t feel comfortable taking on the voice of an educator or an activist on Juneteenth, why not use the day to shine a light on the amazing Black business owners in your circle?

Allow them to take over your social media for the day or point people in the direction of their social channels or their businesses. Highlight the phenomenal things they are doing in the world!

You could also feature the poetry, art, or quotes from incredible Black Americans. (Just make sure to keep an eye on copyrights and giving credit where credit is due!)

Tip #4: Use diverse images or create graphics in red, black, and green.

When you see a red, white, and blue image, your brain immediately goes to the 4th of July or other patriotic American holidays. The colors of Juneteenth are red, black, and green — inspired by the Pan-African flag. 

You should use these colors in your social media graphics, or if you’re using stock images, be sure to include photos that are diverse and feature Black people. You could even use images from Black-owned stock photography sites like CreateHER Stock. 

Again, these images will best resonate with your audience when they are a part of your larger brand presence on social media.

Tip #5: Lastly, don’t make this holiday about selling.

While you may offer a discount or a sale on your course, services, or products on the 4th of July or at Christmas, Juneteenth is not a day for promotions.

Instead, focus on celebrating! Maybe even give yourself (and your team!) the day off. 

Again, remember that these tips are from my own perspective as a white business owner from a mixed-race family (…who also knows a thing or two about marketing 😉). 

If you want to learn more about the history of Juneteenth from the Black perspective (which I highly encourage!), here are a few places to start:

• The Juneteenth Foundation
• The National Museum of African American History & Culture
• NY Times – This is How We Juneteenth 

And if you need help crafting content for Juneteenth or any other day, I would love to connect. You can start by scheduling a FREE 30-minute consultation. I am happy to chat, offer you some valuable tips, and determine if we are a good fit for one another in future endeavors!