As the holiday season winds down, marketers traditionally ease back on their efforts, satisfied with their peak shopping season campaigns. However, a growing body of data suggests that the shopping season doesn’t end with the holidays.
Enter Q5, the post-holiday season, often referred to as the “fifth quarter” or the “invisible quarter.” Recent research across various platforms, including Meta and TikTok, sheds light on the untapped potential of Q5 and unveils a golden window for affiliate marketers.
Q5, spanning from Christmas to mid-January, is a dynamic period ripe with opportunities for those willing to explore and innovate. Meta’s research reveals several key insights that can guide affiliate marketers in capitalizing on the unique landscape of Q5.
Decreased competition and lower ad costs
Meta’s insights reveal a 4% decrease in CPM rates in January, attributed to the cooldown period after holiday season shopping. However, TikTok’s data reflects increased audience engagement with shopping-related topics during the Q5 period, as well as a significant rise in view counts.
With impressions becoming more affordable, particularly on TikTok, and a surge in e-commerce-related content, affiliate marketers can strategically capitalize on this phenomenon.
The rise of AI-powered marketing
Meta emphasizes the transformative role of artificial intelligence in Q5 marketing. The era is dubbed the “first AI-powered holiday season,” where marketers leverage tools like Meta Advantage to streamline campaign development. The use of AI in Q5 marketing is a strategic move to streamline campaign development processes.
Meta Advantage stands as a testament to this shift, where AI becomes a powerful ally for marketers. This tool optimizes multiple campaign levers simultaneously, ranging from targeting and creative elements to placements and budget allocation. The holistic optimization approach not only enhances the overall performance of campaigns but also brings efficiency to marketing teams.
Refined measurement approaches with A/B testing
Forward-thinking marketers on Meta are adopting measurement strategies during Q5, employing A/B testing to fine-tune their campaigns. For instance, Air France conducted A/B tests, revealing that Advantage+ shopping campaigns resulted in a 46% lower cost per website purchase and a 2X higher conversion rate compared to traditional campaigns.
Contrary to the belief that the post-holiday season is a marketing lull, the market and our hands-on experience also demonstrate that Q5 is far from dead.
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The misconception that the season remains dormant until February is debunked by both research and practical experience. For affiliate marketers looking to capitalize on this window of opportunity, several lucrative verticals emerge as high-potential niches during Q5.
Mobile content
The love affair with mobile devices doesn’t take a hiatus during Q5. With users receiving new devices over the holidays and spending more time on their mobiles, there is a substantial uptick in mobile activity. Affiliate marketers can leverage this trend to promote mobile content, apps, and services, capturing the attention of a more engaged audience.
iGaming and gaming
Q5 witnesses a surge in gaming-related activities. TikTok‘s research reveals that 61% of users plan to spend the same amount of time or more playing video games during this period. Additionally, with new devices entering the scene, mobile gaming experiences a notable boost. Affiliate marketers in the iGaming and gaming verticals can seize this opportunity by promoting relevant apps, in-game purchases, and gaming-related content.
E-commerce
Far from being confined to the holiday shopping frenzy, e-commerce remains a vibrant vertical during Q5. Users continue to shop for essentials and indulge in self-care. TikTok’s insights indicate that 55% of users plan to purchase apparel during this period. Affiliate marketers in the e-commerce space can tailor campaigns to showcase post-holiday sales, enticing users with deals on clothing, accessories, and other essential items.
Health and fitness
As the holiday giving season winds down, users shift their focus to New Year resolutions, creating a dynamic space for affiliate marketers. During Q5, a significant percentage of users plan to treat themselves, presenting an excellent opportunity for affiliate marketers in the self-care and sports verticals. This dual trend allows marketers to tap into audiences focused on their own needs, well-being, and fitness goals.
Products and services related to wellness, beauty, and personal care can resonate well with audiences seeking self-care during Q5. Simultaneously, the fitness and sports verticals can capitalize on the active nature of users during this period.
TikTok’s research indicates a 41% interest in health and wellness tips, providing a perfect avenue for affiliate marketers to promote relevant products, equipment, and services that align with users’ fitness goals and New Year resolutions. This fusion of self-care and fitness creates a unique space for marketers to engage users in their journey towards a healthier and more balanced lifestyle during the Q5 season.
Q5 is a dynamic period that extends beyond the conventional holiday marketing season. The surge in revenue at ClickDealer and the insights from Meta and TikTok underscore the potential for affiliate marketers to thrive during this often-overlooked quarter. By strategically aligning campaigns with high-potential verticals such as mobile content, iGaming, gaming, e-commerce, self-care, and sports, marketers can unlock new avenues for profitability and engagement, ensuring that the Q5 window becomes a season of continued success.
