Out of office

Planning social media for August in Europe

If your LinkedIn feed feels quieter in August, it’s not your imagination. Across much of Europe, August is traditionally a time for extended holidays, often weeks at a time, not just a long weekend. In countries like France and Italy, it’s common for businesses to slow down or pause altogether. You’ll see it referred to as les grandes vacances in France or Ferragosto in Italy, both reflecting a rhythm that prioritizes time off and time away.

For those continuing to publish, the shift in pace is noticeable. But rather than pause completely, some brands and individuals choose to adapt, adjusting tone, content and timing to meet audiences where they are.

The August pause

Across parts of Europe, August often feels quieter - offices shut, inboxes pause, and timelines reflect the pace. From local shop closures to national holiday observances, there’s an expected deceleration that spills over into digital spaces. LinkedIn feeds thin out. Replies take longer. And even those posting regularly tend to opt for lighter, more personal content.

What that means for LinkedIn

Engagement on professional platforms like LinkedIn tends to dip in August for audiences based in Europe. Scheduled posts may receive fewer impressions, and campaign performance can plateau, not because of content quality, but simply because people are offline.

But not everyone is gone. Some remain active, browsing more casually, checking in sporadically. And those quieter timelines can actually give well-timed posts more room to stand out.

Adjusting strategy (without overthinking it)

• Lighten your tone: Posts don’t need to push. A story, a reflection, a question, even a thoughtful repost, can strike the right note.

• Don’t force urgency: Avoid high-pressure calls to action (CTAs) or overly polished sales language.

• Consider timing: Hold complex announcements until September. Focus August energy on engagement and visibility, not conversion.

• Diversify channels: Instagram, TikTok, and newsletters often perform better during holiday periods. Casual content finds a home in casual moments.

Staying present without pressure

You don’t need to disappear just because timelines quiet down. Staying visible, gently, thoughtfully, helps build familiarity that lasts beyond seasonal slowdowns. Whether it’s a short post, a curated article, or a peek behind the scenes, simple gestures go a long way.

And sometimes, the right post at the right time is simply one that acknowledges the slower pace and respects the pause.