As we approach the unique “Q5” period in the marketing calendar—the window spanning post-holiday festivities to early January—Meta has released a set of insights to help brands capitalise on this lucrative yet underutilised season.
Dubbed as a time for renewed consumer engagement and experimental advertising, Q5 offers a golden opportunity to connect with audiences in a less competitive but highly receptive market.
Why Q5 Marketing Matters
Q5 is the quiet stretch after the December holidays when many marketers reduce their ad spend, freeing up opportunities for others to capture attention at lower costs. Consumers, however, remain active. They often have holiday money to spend, are setting New Year’s resolutions, and are generally open to fresh ideas. According to Meta, brands leveraging this period can enjoy enhanced visibility and engagement at a reduced cost compared to the holiday peak
Key Strategies for Success in Q5 marketing
1. Leverage Video Formats
Meta’s data underscores the power of video during Q5. Short, engaging video ads—especially those on platforms like Instagram Reels and Facebook Stories—perform exceptionally well. Video content is particularly suited to storytelling, which can help position your brand as a solution to customers’ New Year’s goals or aspirations.
2. Target Emerging Audiences
Q5 is an excellent time to reach new demographics. While competition from larger brands may decrease, smaller players can focus on audience segmentation to deliver personalised, relevant content. Meta recommends leaning into its AI-powered ad targeting tools to identify and engage niche consumer groups effectively
3. Experiment with Automated Ad Tools
Meta’s automation tools, like Advantage+ Shopping campaigns, are designed to optimise ad delivery during periods of shifting consumer behaviour. These tools use artificial intelligence to refine targeting and maximise conversions, which can be especially useful during Q5 when consumer intents are diverse and evolving
Highlighting Seasonal Themes
To resonate with audiences during Q5, campaigns should tap into themes relevant to the season. Messaging around self-improvement, health and fitness, financial planning, and learning new skills often strikes a chord. Meta’s research suggests brands that align their messaging with New Year’s resolutions can create stronger connections with their target audiences.
Cost-Efficiency of Q5 Ads
One of the standout advantages of advertising in Q5 is cost efficiency. With many companies pausing their campaigns, ad inventory becomes more affordable. This opens the door for smaller businesses to run impactful campaigns without the premium price tags typical of earlier holiday periods.
Crafting Effective Creative
For Q5 campaigns, authenticity is key. Use testimonials, relatable stories, and aspirational imagery to make your brand feel approachable and trustworthy. Pair this with Meta’s automated tools to refine and scale your campaigns seamlessly.
The Bottom Line
Q5 represents a highly under-appreciated marketing opportunity that savvy businesses should not ignore. By leveraging tools like AI-driven ad optimization, focusing on video content, and aligning campaigns with New Year’s aspirations, brands can drive meaningful engagement during this lucrative period.
As Meta emphasises, the secret to success in Q5 lies in experimentation and seizing the moment when others might hesitate to invest in advertising. This unique window allows creative, forward-thinking brands to shine while achieving both cost efficiency and enhanced consumer connection.
