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Halloween Social Media Marketing Ideas For Your Brand

Halloween is a special occasion that’s recognized around the world, and across generations. That’s why it’s also a much-loved event for marketers. With just a few Halloween social media marketing ideas, it’s easy enough to get in on the fun. And get some engagement and brand awareness while you’re at it.

With Halloween just a couple of weeks away, we want to help you with some spine tingling, spooky social media content ideas that you can try out.  Read on to find out what’s in store.

Why Halloween social media marketing matters

This year, in spite of the tricky nature of the pandemic retail landscape, the American National Retail Federation (NRF) has projected that consumer spending will reach up to $8 billion. To give you a sense of how that stacks up against years past, in 2019 consumer spending reached $8.8 billion. This is usually divided up across costumes, candy and visits to attractions like haunted houses.  

Of their survey of 7644 consumers the NRF found that 58% were planning to celebrate Halloween this year. With a focus on safe ways to celebrate, they are looking ahead to decorating their homes, carving pumpkins, dressing up in costumes and celebrating virtually. 

Of those who will be celebrating, there are plans to spend an average of $92.12 versus $86.27 per person in 2019.

Examples of Halloween social media marketing 

Engage followers like Dunkin Donuts 

Dunkin Donuts ran a contest that required followers to dress up in a Dunkin themed costume. By doing so they gave their followers a fun way to dress up, and promoted their brand too. And this meant they received a lot of user-generated content and engagement. When you run contests that require user-generated content for entries, your role is simply to post the contest rules and then monitor, engage with participants, and share their entries. Be sure to share your contest and its rules with a well designed social media post that gets your audience’s attention. And clearly written captions.

Offer limited edition products like Fanta

In 2017 Fanta’s brand actually grew 23% during Halloween last year! Building on that momentum, they amped up their traditional andI digital marketing efforts with a budget of $3 million in 2018. Their creatives included images of limited edition bottles and cans that were rather spooky looking. And they include two limited edition Halloween special flavors. They actually asked followers to vote on the limited edition flavours in April of 2018! The important takeaway here is that you can always find ways to build on a campaign instead of running it in one shot. 

Theme your foodie creations like Food Network 

This awesome cake inspired 140 000 shares and 71 million views in 5 days! Food Network’s content regularly includes recipe videos, including cake making videos. In this case, they just themed their post and it was a hit. In the spirit of Halloween, Food Network also posted recipes of unconventional cocktails like bloody margaritas. They turned out to really capture the attention of the audience, because it was so much fun to make them.

You can try taking some inspo from the Food Network and considering how you can take your usual content and put a themed spin on it. If you can include a DIY component, even better. Or you could simply post your favorite Halloween treats, and give a shout to the vendors you purchased from.

Put a spooky spin on your brand like Lush Cosmetics 

You might not be thinking of a brand like Lush, or cosmetics and self-care products in general, when you think of Halloween. But with a bit of creativity, any brand can take advantage of Halloween.

In 2019, one week before Friday the 13th, Lush Cosmetics gave customers a really haunting sneak peek of their limited edition products for Halloween. They had over 3.9k interactions in just two weeks and they got to that audience all organically with a post that was thrilling to see. It was simply a manicured hand all slathered in their product. The lighting and edits were just right to give a spooky feel. 

Not only was the post perfect for Halloween, but it was also on brand. This win-win situation is exactly what you’ll want to aim for with your Halloween social media marketing ideas.

Halloween social media marketing ideas 

So now that you have a sense of the types of Halloween posts that perform well, let’s take a look at what you can incorporate into your own!  

Have a Halloween countdown

Post daily until Halloween, sharing a fun fact, spooky tidbit, or a sale that you have going on. You’ll tap into the excitement that builds up towards  Halloween, and get into the spirit yourself too. This can be an especially effective strategy if you have an event (in person or virtual) lined up to take place on or around Halloween. To avoid your posts becoming too repetitive, try to avoid using the same idea or design every day, and have some fun with variations on layouts and color combinations.

Use the right hashtags to amplify reach

Use a combination of your branded hashtags along with niche-specific Halloween hashtags too. You’ll be able to use tools to find out which of these will be most effective to help you reach your audience. And you’ll want to mix and mash-up your hashtags creatively. Rather than use the exact same ones on all your posts,  you can vary them slightly based on the particular topic or audience you’re focusing on. Check out our blog on choosing the right hashtags for your brand, for more tips.

Try posting Halloween memes 

Memes are widely popular, and it doesn’t seem to matter what you’re posting about. Memes tend to garner great, organic engagement. So be sure to consider them when you’re posting Halloween related content. It could feel cheesy, but that’s part of the appeal. Puns and the memes work really well on social media. Because you can count on followers to share something that made them laugh and smile without having to persuade them to do it. 

But for good measure, you can always add some text in your caption encouraging people to share the meme, or to tag someone that will relate. The great payoff here is that you are still marketing your brand, and building a rapport with your audience, but you won’t come across as being too sale-sy.

Organize a spooky shopping spree

Whether you have a brick and mortar business, or an ecommerce shop, offering customers a spooky shopping spree is a great way to generate some sales. You’ll want to prepare Halloween themed posts promoting the particular products you’ll have on sale. And if possible try to get your team members in on the fun by dressing up and taking pictures with the sale items. Or short video clips of them demonstrating their uses. This will give you a lot of content you upload on your newsfeed or as Story posts. 

To make sure loyal customers don’t miss out, send out a Halloween themed email as well to your subscribers. And try reaching out to bloggers, vloggers, and influencers as well. By offering them exclusive discounts or discussing other possible incentives you can tap into a great way to promote your sale.

Give your social media profiles a revamp

Give your social media a revamp by updating your profile image and cover images or cover videos. You can definitely keep your logo as your profile image, but try working with your designer to add some Halloween themed elements. Or even try swapping your usual brand colors for a Halloween color palette. When it comes to your cover images, or cover videos, you can have a bit more fun with Halloween themed  imagery that is fun and spooky. This little refresh of your social media profiles will make your audience look twice, and help with generating organic traffic.

Similarly you can update hero images and banners on your site to keep the Halloween theme coordinated across all your digital channels.

Share seasonal tips and advice

If you offer services rather than products, or if you just aren’t looking to roll out a ton of sales for Halloween, you’ve still got options. Share relevant advice with your audience instead. To make sure that the advice you’re sharing is  relevant consider what ties into your brand and Halloween. For example, if you’re a health and fitness brand, you can share advice about healthy alternatives for treats around Halloween. Or how to keep a balance between all the treats and healthier options.

If you’re a marketing agency, you can share tips about running different types of ad campaigns around Halloween. Or if you’re in the food and beverage space, you can share Halloween themed recipes.

Organize a group costume with your team

Even if your team has gone completely remote, a group Halloween costume is a great way to build up some morale and connect with your audience. If getting together isn’t a possibility, take individual pictures, and have your designer Photoshop you all together. By sharing a team costume with your followers, you’ll reinforce who the faces behind the brand are. And this will allow you customers to feel more connected to you. 


To really get a chance getting attention with your Halloween social media posts, try to make your costumes silly, over-the-top, or culturally relevant. Just avoid doing anything that’s outright offensive. Your goal here is to put a smile on people’s faces.

Try a pumpkin carving contest

Give your followers an image to carve into their pumpkin. Maybe it’s your logo or your product. Maybe it’s just something 2020 themed – this year has given us a lot that’s not just spooky, but downright terrifying! And then give them a contest-specific hashtag too. You can either choose the winners yourself or share the user-generated posts to see which gets the most likes and/or comments. The rules of the contest are up to you. Just make sure they’re clearly communicated with your audience. And you can even make sharing a post that promotes the contest as a part of the entry process!

Color palettes for you Halloween themed posts 

Not sure which colors to use to add a bit of Halloween flair to your posts? The most popular colors are orange, brown, black, purple, green, red, white and yellow. You might not have expected to hear much more than orange and black, but you’ve actually got a few options to work with, that you can mix and match. 


Before you create your Halloween posts, think about what will work best with your brand colors or how you can adapt your brand colors, color palette you’re going to use. You might want to get your designer to create a few different versions of the posts you have in mind, so that you can see which palette works best with your brand. Don’t have a dedicated designer? Then now’s a good time as any to try out Kimp, and work with a dedicated design team. You’ll get all the designs you need and unlimited revisions.

Imagery for your Halloween themed posts 

Whether you’re just adding Halloween themed elements, or creating posts that are full of Halloween imagery, here are a few ideas for what you can incorporate:

  • Pumpkins
  • Bats
  • Lanterns 
  • Spiders 
  • Monsters
  • Ghosts
  • Witches
  • Full moon
  • Tombstones
  • Jack-o-lanterns
  • Spiders and cobwebs

What to avoid in your Halloween social media campaigns 

Here are a few things that you should definitely avoid in your Halloween social media marketing:

Not having a goal

Many businesses have vague goals like ‘more followers’ or ‘more traffic’. That’s great for a general idea, but how about coming up with some specific numbers?  When you set up your Halloween marketing, your goals should be:

  • Attainable 
  • Measurable 
  • Timely 
  • Relevant
Don’t take on too much 

You should never bite off more than you can chew. As a business, you should have a very good idea about what your limits are and what you can or cannot achieve. So while you want to take advantage of the holiday, you want to do it within reason. And what that is, is up to you. Especially bearing in mind that Black Friday, Cyber Monday, and Christmas are around the corner.

Don’t be basic, get witchy 

Whatever you do, do it well. Your posts and campaigns represent your brand and you don’t want to come across as careless. Check out what your competitors are up to. Look at what your efforts in the past have achieved. And then build on this intel. The more thought you put into your Halloween social media ideas, the better your results will be.

Ghosting is never good 

You know how you feel about ghosting in real life? Yeah, not good. It is exactly the same when it comes to how your business interacts with its audience. When you run a campaign and it does not give you the best results, don’t hide from your followers. Engage with their comments – even if they’re not encouraging. At the end of the day, you have the most to learn from your critics. So always try and respond as professionally as possible.

Avoid spooky spamming 

You want to post a lot and get your audience’s attention. We get it. But you don’t want to overdo it and be considered to be spamming your audience. Keep an eye on your metrics to confirm when it’s most effective to post.

Make your Halloween social media marketing spooktacular

There you have it. We’ve taken you through tips, tricks and strategies for creating some great Halloween content for social media. And we hope that you’ll be able to try at least one of these ideas this year to help you get a boost in your engagement and sales. If this is your first year giving it a go, don’t worry about trying all of these ideas at once. Look for efficiencies wherever you can, like repurposing posts. Pace yourself. And most importantly have fun with!