When should your business jump on social trends and celebrations?

As we write this, businesses across Aotearoa are scrambling to post about Te Wiki o te Reo Māori – Māori language week, which runs from 14-21 September. Their feeds are suddenly filled with Māori phrases and whakataukī (Māori proverbs).

Now to be absolutely clear, celebrating Te Wiki o te Reo Māori is important. But watching brands awkwardly attempt to participate without any genuine connection or commitment to te reo or understanding of its significance? That's where things can get quite uncomfortable.

And it's not just Māori Language Week. Our annual calendar is filled with awareness weeks and celebrations from ANZAC Day to Gumboot Day, Matariki to Movember.

Then there’s the social media trends. TikTok dances anyone? Fancy transitions? One pot dumpling recipes?

The era of trend-chasing

Short-form video content continues to dominate online, with platforms like TikTok and Instagram Reels leading the way, and we’ve all seen businesses trying to crack the code.

The problem isn't the platforms. TikTok has 1.93 million users aged 18 and above in New Zealand, so the audience is definitely there. The problem is jumping on trends without strategy, authenticity, or understanding of your audience.

However, we’ve also seen brilliant examples of Kiwi businesses using trends and celebrations strategically and successfully.

Here's what works.....

Real connection, not tokenism
Business that don’t just post about Te Wiki o te Reo Māori – they shared the story of how te reo shapes their company values year-round, featured their Māori staff members sharing kupu (words) they love, and demonstrated genuine commitment to the kaupapa and their rohe.

Authentic participation in mental health conversations
Instead of generic "check on your mates" posts, smart businesses share resources, highlight their employee wellbeing programmes, or partner with local mental health organisations.

Understanding platform culture
Authentic content and TikTok's growing influence are transforming how Kiwis connect online. It means understanding what connects with your specific audience.

The context matters

We're a small country with unique cultural celebrations, local references, and our own social media ecosystem. What works for international brands doesn't always translate here. Go ahead and celebrate international days, but only if it makes sense for your business.

Consider Waitangi Day, ANZAC Day, or Matariki. These aren't just "content opportunities." They're significant cultural and historical moments that deserve respect, not exploitation for engagement metrics.

Here’s a quick checklist before you hit post

• Is the event or trend relevant to your business?

• Are you sharing how your business is incorporating thr event or awareness activity for context and relevance?

• Are you participating in something thoughtful or are you using an awareness week as a marketing opportunity?

Your business doesn't need to have an opinion on every viral moment or participate in every awareness week.

The most successful businesses we work with are selective about their social media participation.

Choose quality over quantity, cultural understanding over viral potential, and genuine connection over forced participation.

Your better to respectfully opt out than make people cringe.

Your brand's integrity is worth more than any viral moment.