The holiday season may come to an end, but advertising performance doesn’t have to. The post-holiday period, often called “Q5” or the “invisible quarter,” is a hidden gem for advertisers. On TikTok, this time offers a unique combination of lower CPMs (cost per thousand impressions) and a highly engaged audience. Therefore, it’s the perfect opportunity to reach and convert users without the high costs of holiday campaigns.
Takeaways 🚀
✅Lower CPMs, higher ad efficiency
✅TikTok users stay highly engaged
✅Smart+ optimizes campaigns in real-time
✅Post-holiday shopping drives conversions
✅Build momentum for long-term success
The Holidays End, but TikTok Stays Active
While many platforms experience a slowdown after the holidays, TikTok remains a hub of activity. During Q5, users shift their focus from holiday gifting to personal goals. As a result, they explore new apps, routines, and products to kickstart their year.
Here’s why this matters:
- 81% of TikTok users spend the same or more time on the platform during Q5.
- 94% of users set at least one personal goal for the new year.
Because of this, Q5 becomes a prime time for brands to connect with motivated audiences who are ready to take action.
Why Advertisers Should Care About Q5
Q5 offers several advantages that make it a golden opportunity for advertisers. Here’s why:
- Lower Costs, Higher Engagement
First, fewer advertisers compete during Q5, which leads to lower CPMs. This means brands can reach more people for less money. At the same time, engagement remains high, making every dollar spent more effective. - Momentum for the New Year
Second, TikTok users are highly active during Q5. Searches for fitness, lifestyle, and productivity content surge. Consequently, brands in these categories can capture attention and drive results. - Smarter Campaigns with Smart+
Finally, TikTok’s Smart+ automation tool takes campaigns to the next level. It optimizes delivery in real-time, identifying the best-performing audiences. During Q5, when ad auctions are less crowded, Smart+ works even harder. In fact, 80% of advertisers using Smart+ reported better performance, including a 14% drop in cost per conversion.
How Q5 Benefits Different Industries
Q5 isn’t just for one type of business. On the contrary, it works across many industries. Here’s how:
- Apps:
During Q5, 68% of TikTok users plan to download new apps. App marketers can use Smart+ features like App Retargeting to reach new users and re-engage existing ones. - Commerce:
After the holiday rush, 75% of TikTok users continue shopping for themselves. With Smart+ Catalog Retargeting, brands can stay visible and drive sales even after the peak season. - Gaming:
Gamers don’t log off after the holidays. In fact, 64% of TikTok users spend the same or more time gaming during Q5. Gaming advertisers can promote new titles or re-engage players using Smart+ tools.
Build Momentum for the Year Ahead
Q5 isn’t just about short-term wins. On the contrary, it’s a chance to set the stage for long-term success. Campaigns launched during this time provide valuable data and insights. These can guide strategies for Q1 and beyond. Moreover, lower CPMs and higher engagement make every impression more efficient, helping brands start the year strong.
Make Q5 Your Competitive Advantage
In conclusion, Q5 is a golden opportunity for advertisers on TikTok. Lower costs, higher engagement, and Smart+ automation make it the ideal time to run campaigns. While others take a break, TikTok’s community stays active. Use this time to connect with your audience, drive results, and build momentum for the year ahead.
