A great way to connect with your audience is to incorporate holidays and events in your online video strategy. Not only does it add relevant and entertaining material to your content marketing. It also does exactly what social media is designed to do – connect your brand with your audience in a way that feels natural.

It shows your fans and followers that your brand is more than the products and services you offer. You are a team, and your team holds many of the same interests, concerns, and values they do. When your customers can relate to you on an authentic level, they are more likely to turn to you when it comes time to buy.

Here are four summer holidays you can incorporate into your online video strategy:

1. Memorial Day

Memorial Day means many things to many people. For a lot of families, it signifies the start of summer and school letting out. It brings to mind barbecues and picnics, beach vacations, and patriotic parades.

Showcase how your team celebrates. Consider offering a financial incentive for your customers to buy during Memorial Day weekend with a special holiday code.

2. Father’s Day

Father’s Day evokes feelings of love, and oftentimes funny memories of Dad. People use this holiday to reflect on quality family time they’ve spent with the paternal head of the family.

Depending on what your company sells, you can approach this holiday in many different ways. Sweet and endearing, or comedic and silly videos could all be appropriate. Whichever approach you take, don’t be afraid to get personable.

3. Independence Day

Independence Day is smack dab in the middle of summer. Keep any videos you create for it light, fun, and energizing!

Much like Memorial Day, this holiday is comprised of your typical “summer” activities. Think picnics, barbecues, and patriotic parades, as well as fireworks, outdoor concerts, and baseball.

4. Labor Day

Sadly, the summer must come to an end. But, that doesn’t mean your online video has to be sad! Use a Labor Day video to end the summer on a high note, and to rev your audience up for the transition from summer to fall.

Keep in mind that this is a time when the weather begins cooling down, students are heading back to school, and the NFL and college football seasons are beginning. Any commentary, tips, or deals you can offer surrounding these events will be appreciated.

In addition to the following four summer holidays, consider religious holidays, charity and cause-related holidays, and special occasions being celebrated in your city. While a video simply wishing them a happy holiday is effective, you can also use the opportunity to offer a special deal, or to promote your features.

Lastly, if you’re comfortable doing it, you can give your audience a “behind the scenes” look at how your team will be enjoying the holiday as a way to develop a sense of community.

Do you incorporate holidays into your online video strategy in a unique way? Share your ideas and tips with us here, on Facebook, and on Twitter (@sproutvideo)!