With most businesses winding down their digital marketing efforts after the holiday period, the competitive landscape becomes less crowded, opening up an opportunity to make the most of this “quiet” period.
Not only is competition lower after the holiday rush, but consumer engagement and purchase intent remain remarkably high.
TikTok reports that 79% of their users are likely to continue shopping in Q5.
On Meta, 41% of festive shoppers agree that their shopping usually continues past the season.
Take advantage of these factors and make sure you’re making the most of Q5 where people are looking to spend.
Here are a few ways to make the most of the hidden quarter to set you up for the year ahead.
1. Maximise Relevancy
While “new year, new you” messaging can be cliche for some, the reality is that relevant creative is what wins out. Tailoring messaging to the new year will help your ads and brand stand out amongst those who haven’t refreshed their messaging. Simple ways to incorporate new year messaging in your ads:
- Add a banner overlay on top of an existing ad
- Add text overlays
- Include relevant ad copy, headlines
2. Lead Generation
Q5 is the perfect time for lead generation, with people being interested in trying new things, and making changes. If this is relevant to your business, leverage the momentum of new beginnings to drive leads.
Use messaging that aligns with your audience’s resolutions, encouraging them to demonstrate interest and drive leads so you can convert them later on.
3. Creative Refresh
It’s important to be experimenting with new creatives consistently, but there’s no better time for an overhaul than during the new year.
Experiment with new layouts, placements, customisations, repurpose your top creatives with refreshed overlays, and use the learnings to dictate your creative throughout the year.
Along with design, test new angles. Diversify the messaging that you’re using to appeal to different customers. Identify different motivators & barriers for your product, then map each of these to a benefit to use as a unique angle.
4. Post Purchase Engagement
Not all Q5 strategies have to be centred around paid ads. Maximise the value of those who made purchases during the holiday season by gathering reviews and encouraging User Generated Content (UGC).
If people had a great experience with your brand over the holiday period, gathering these reviews will help build your credibility and social proof.
UGC is great for generating excitement around your brand, and you can reuse the content in your ads later in the year. Encourage UGC through:
- Resharing customer photos
- Sharing your own unboxing videos to encourage haul videos
- Making a post requesting UGC
- Sending out a campaign email encouraging submissions
Tap Into The Opportunity
Whether you implement only one of these strategies or go heavy, don’t let the opportunities of Q5 pass you by. With most businesses slowing down or pausing after the holiday period, take advantage of this time to trial new creative angles, lean into relevant creatives, lead generation, and encourage post-purchase engagement.
