Holidays are great opportunities to not just sell products – they offer a chance to interact with your audience about something they’re likely to love. But you don’t have to wait for July 4th or Christmas – there are plenty of holidays in between, including Star Wars Day.

May the Fourth Be With You!

Based on a play on words around “May the Force be with you,” May the 4th has been celebrated as Star Wars Day since 2011 – with a bit of history prior to that. It’s a testament to the ever-enduring legacy of Star Wars and its fans.

And what about those fans? Are only Star Wars superfans celebrating on May the 4th? Hardly! Unlike other quirky holidays, which may have limited audience appeal or apply only to specific brands, Star Wars is a franchise beloved the world over – and with rare exception, there’s pretty much room for everyone.

Let’s see what social analytics has to say.

There’s nothing but love – and excitement.

Net Sentiment is at 100% as the build-up begins about three weeks out, and there’s a lot to talk about. Here are the Top Terms:

There are weddings…

Movie marathons for charity…

Regular marathons where running in costume is on the table…

Educational initiatives…

An annual football game at Lackawanna College in Scranton, PA…

And a festival in Ireland…

Other brands are getting shout-outs…

And Samuel L. Jackson is a prominent person thanks to a lovely gift he imparted to Brie Larson, a story she shared on The Tonight Show with Jimmy Fallon.

“It Binds the Galaxy Together”

It’s pretty clear Star Wars Day covers a lot of ground with regard to audience segments, events, topics of discussion, and more. Is this a holiday your brand can make use of? Social listening will clarify things.

Start by analyzing whether your audience is part of the Star Wars Day conversation – and in what ways. As we mentioned above, if you think only die-hard Star Wars fans would celebrate this day you probably have an incorrect assumption about what constitutes a die-hard Star Wars fan. Let your analytics do the talking here – and always.

Case in point, Gender is pretty much split:

If you thought only men loved Star Wars, you were mistaken!

Remember, taking advantage of whimsical holidays like May the 4th isn’t always about offering up a special product or event – though those things are great if they make sense. Sometimes it’s just about connecting to your target audience – responding to what they say to show them you “get” them.

Find where your audience meets #MaytheFourth – and engage with them just by enjoying the day yourself. Just as Best Buy makes it their mission to regularly respond to social users, Star Wars Day is an opportunity for brands to demonstrate another facet of their personality – one that’s hard to dislike.

Of course, not every brand can do this to the same degree. But the exceptions are rarer than other trends may offer.

Let’s look at some additional analytics to see what we can learn.

Top Hashtags, for example, show us some overlap between other events…

Like Free Comic Book Day  and the March for Science in Sacramento.

Emojis under Popular Items reveal quite a few choices…

But why aren’t there any Star Wars Emojis? Oh wait – there are! They’re just not as easily accessed as those seen above.

Most of the discussion is happening in the U.S., Canada, and the U.K…

If you have a brand presence there, all the more reason to consider chiming in.

And what about influencers? Follow the conversations on Star Wars Day to see who your audience gravitates to – and where else there are connections worth exploring. With so many people getting in on the fun, you never know what you’ll uncover!

But if you don’t find anything, you’re definitely not trying hard enough. There’s no need to overthink it – “try not,” as Yoda would say. Star Wars Day is fun because it’s clever and the stakes are low. It’s a great moment to see how whimsical your brand can be.

So be sure to take collect some social data this Star Wars Day if nothing else – and May the 4th Be With You!

Have you seen our Next Generation AI Analytics in action? Get in touch and we’ll show you how they turn up social insights for all occasions.


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