Looking at engagement for IWD content, it seems like infographics are the best medium for generating a buzz on social, with an average of 737 shares apiece.
A couple of the top examples include:
Hot on the heels of the infographic, is “Why” posts which drive curiosity, challenge commonly held-beliefs, and act as a form of soft-clickbait.
If you decide to create content around International Women’s Day, don’t take that decision lightly.
Be considerate, rather than controversial, and think about the value your content will add, rather than the engagement you can get out of it.
The brand’s that have taken the latter approach have been called out as tone-deaf, and have faced the consequences.
Take the All Blacks rugby team in New Zealand. Yesterday, they tweeted in support of International Women’s Day, but failed to mention the Black Ferns, who won the Women’s Rugby World Cup a record five times.
To add to this, they accompanied their tweet with a photo of a rugby player who was convicted of assaulting his female partner in 2018.
The lack of thought and consideration makes this seem like a performative gesture, rather than authentic support.
Overnight this has led to a bunch of negative PR – including 20 articles and 1.5K engagements.
In 2021, Burger King also came under fire for tweeting “Women belong in the kitchen” in an ill-judged thread which attempted to question the lack of female chefs in the restaurant business, while simultaneously promoting BK’s female scholarship program.
Over a two-day period, that lead to a mammoth 767 negative PR articles, with a combined engagement of 119K.