In a digital age, maintaining online presence on weekends and on holiday’s isn’t just suggested—it’s essential. Many of our newsrooms are overlooking weekends and holidays when planning their content strategies. Assuming that news users also take a break during these times can be costly. Neglecting to schedule content for weekends and holidays can lead to dips in website traffic, hurt social media engagement, and damage audience retention. Here’s why it’s crucial to keep the content flowing 24/7.

Audiences Don’t Take Breaks

People’s lives don’t stop on weekends and holidays, and neither should your content. For many, weekends are when they finally have the time to catch up on the news, browse social media, and explore new stories. According to several studies, weekend mornings see spikes in website visits and social media scrolling. If your site is dormant, you risk being overlooked by an audience eager for something to engage with. Additionally, readers will find other sources for their news and information making your news site less relevant in their day-to-day search for information.

Social Media Algorithms Demand Consistency

Social media platforms like Facebook and Instagram prioritize accounts that post regularly. If you don’t post over the weekend, your account may be flagged as less active, reducing the reach of your future posts. Scheduling weekend and holiday content helps you maintain momentum and stay on the radar of algorithms, ensuring your stories appear in front of your audience.

Tip #1: Use Meta Business Suite to Schedule Evergreen Articles
Meta Business Suite is a powerful tool for planning and scheduling your social media posts in advance. Take advantage of this feature by scheduling evergreen articles to publish on weekends and holidays. Evergreen content, such as how-to guides, community spotlights, or seasonal tips, remain relevant regardless of when it’s posted, helping your news site stay active.

Tip #2: Repost Relevant News Articles Multiple Times
Don’t shy away from reposting news articles that are still relevant on Facebook and Instagram. Many news sites successfully post the same story up to four times, each with a unique angle or narrative. Why? Each post on social media reaches a different audience, as not all your followers see every post. By resharing and tweaking the narrative—whether it’s a new headline, different image, or fresh caption—you increase the likelihood of the story reaching more users, boosting engagement and overall visibility.

Building Habitual Readers

Audiences develop habits around when and where they consume content. If they know your site publishes fresh and engaging stories every day, including weekends and holidays, they’re more likely to make visiting your site part of their routine. Conversely, if they find your site dormant, they might turn to a competitor who provides consistent updates.

Capitalizing on Weekend Trends

Weekends and holidays often spark unique trends and topics. From holiday shopping tips to weekend sports events, there’s always something your audience wants to read or share. By failing to post, you miss the chance to capitalize on trending conversations and drive traffic to your site.

Retaining Social Media Followers

Social media is about building relationships. If your followers notice that you only engage during weekdays, they might perceive your brand as less reliable or relevant. On the flip side, regular posting during weekends and holidays reinforces your presence, strengthens relationships, and encourages followers to interact with your content.

Advertisers Expect Visibility

Our news sites are monetized with ads and sponsored content and advertisers expect consistent visibility, even on weekends. A gap in content can mean fewer clicks and lower ad impressions. Scheduling posts ensures your advertisers get value for their investment.

The FOMO Effect

Fear of missing out (FOMO) drives social media and news consumption. If you’re not there to capture your audience’s attention when they’re online during weekends, someone else will. Competitors who are active during these times will reap the benefits of increased engagement, leaving your brand trailing behind.

How to Make It Happen
  • Plan Ahead: Use content calendars to schedule weekend and holiday posts in advance.
  • Use Scheduling Tools: WordPress and Meta Business Suites allow you to schedule articles to go live at specific times.
  • Focus on Evergreen Topics: Create a bank of timeless content that can be published anytime. Think “How-To” guides, local spotlights, and seasonal features.
  • Monitor and Adjust: Use analytics to see which types of weekend content perform best and refine your strategy accordingly.
Content Ideas to schedule for weekend and holidays
  • This Week in [Your Town]”: Recap major news stories, events, or social media buzz from the past week.
  • “Weekend Happenings”: A list of local events happening over the weekend, such as markets, concerts, sports games, or festivals.
  • “ICYMI (In Case You Missed It)”: Highlights of key stories or most-read articles from the week.
  • Local Hero of the Week: A story about a community member making a positive impact.
  • Business Spotlight: Highlight a small business, restaurant, or shop with a short write-up and photos.
  • Hidden Gems: Feature a lesser-known attraction, park, or historical site.
  • Local Recipes or Food Features: Partner with restaurants or locals to share recipes or food stories.
  • Outdoor Activities: Highlight hiking trails, parks, or outdoor activities specific to the season.
  • Top 5 Local Spots: Coffee shops, pizza places, playgrounds, or other categories.
  • Local History Nuggets: Interesting facts or stories about the area’s history.
  • Weekend To-Do Lists: Fun, low-cost activities for families, couples, or solo explorers.
  • Photo of the Week: Encourage readers to submit local photos.
  • Throwback Stories: Republish popular articles from the archives with updates or a new introduction.
  • Best-Of Articles: Compile older articles into themed roundups (e.g., “Best Places to Get Ice Cream in Town”).
  • “Where Are They Now?”: Follow up on previously reported stories or people featured in past articles.
  • Explainers: Quick primers on local laws, history, or ongoing projects (e.g., “What You Need to Know About the New Road Project”).
  • How-To Guides: Local-focused guides, like how to recycle in your area or navigate local public transit.
  • Polls or Trivia Quizzes: Fun questions about the community or local history.
  • Weekend Challenges: Photo scavenger hunts or call-to-action prompts (e.g., “Show us your best sunset pic!”).
  • Local Athlete Profiles: Spotlight student athletes or local sports legends.
  • Entertainment Previews: Movie reviews, concert announcements, or local performance previews.

Scheduling Tip: Batch-create content for future publication during slower news periods, focusing on evergreen topics that remain relevant regardless of the timing.

Here are several Native Articles ideas that each Saga News market submitted in their 2025 Content Plan. Each market added a Top 10 city guide article to their plan. Moving forward add a Top 10 local article to our weekend publication schedule and social strategy plan. These articles are evergreen and support our hyper-local brands.

Scheduling content for weekends and holidays isn’t optional; it’s essential for retaining your audience, staying relevant on social media, and maintaining a competitive edge. Consistency builds trust and loyalty, keeping your readers engaged and returning for more.

Don’t let your platform take the weekend off—your audience and advertisers won’t.