It’s Black History Month!
Here’s your guide to celebrating #BlackExcellence on your socials.
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It’s Black History Month, and every year in February people and brands take to social media to celebrate and recognize the contributions that Black people have made to American society in the past, continue to make today, and are cultivating for the future.
In joining the online discourse it is critical that we meet people where they are, understand the discourse and understand our audiences on each platform.
BIG TAKEAWAY: While it is a celebration no matter which platform you opt to engage with, the methods for celebration differ from Twitter, to Instagram, to TikTok, and even YouTube.
Did we mention it was time for a celebration? Year after year the online discourse is characterized by overwhelming levels of positivity (85%). People run to social media to share their love and joy for #BlackExcellence.
Online, Black History Month has historically been a time where communities come together to honor heritage and culture, while also spreading awareness of what it means to be Black in America. This has largely been led by Black activists, politicians, historians, and organizations.
In recent years, especially since the prominence of the Black Lives Matter movement in 2020, we have seen a shift in the discourse away from struggles and toward excellence. What we are beginning to see online is a focus on recognizing the past while also highlighting achievements.
This discourse is largely led by younger generations, using the different platforms to express their love, joy, and support in a multitude of ways.
The majority of Twitter users engaged in Black History Month discourse are aged 25-35 and they are giving a mix of everything: celebration, education, and humor, depending on their audiences.
Honorable mention for creators also sharing links to their YouTube videos on Twitter, making youtube.com one of the most mentioned domains in the discourse.
On Instagram things are looking a little different. The highest volume of posts is coming from those aged 35–44 posts and are often centered around awareness and support, creating eye-catching graphics for all to share on their Insta Stories.
Meanwhile the Gen-Z’ers on TikTok are sprinkling humor into the celebration. Kids, teenagers, and young adults are promoting Cynthia Erivo’s song “Stand Up (From Harriet)” to show off all they plan to do during Black History Month for their peers.
Bottom line: In 2023 we are meeting people where they are at. Let’s join in on the discourse celebrating Black artists, business owners, activists, creators, and so much more, just be sure you know your audience depending on your platform.
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