Q5: Unlocking the Hidden Potential of your Marketing Calendar
Q5, often called the "hidden quarter" by savvy marketers, runs from the day after Christmas to mid-January. It’s a time when the holiday rush fades, and people ease into their routines. While many see it as downtime, Q5 offers brands a strategic opportunity to boost sales, enhance presence, and engage with an active audience, setting the stage for a strong start to the new year.
X’s audience is especially engaged during Q5, making it a standout opportunity for brands. While many people are winding down after the holidays, X users are taking action—whether it’s shopping for post-holiday deals, setting ambitious goals, or continuing their vibrant conversations. This dynamic, ready-to-buy audience offers brands the chance to connect with highly motivated individuals, making Q5 on X a strategic moment to maximize reach and impact.
Timelines come alive with vibrant discussions about food, travel, sports, fashion, beauty, and more, reflecting the passions and aspirations of an energized audience.
Q5 Economics: Lower Costs, Higher Impact
The most exciting aspect of Q5 is that it’s not just more cost-effective, but also more efficient. From mid-December to mid-January, we see reduced CPMs and cost-per-conversion as consumers shop for post-holiday deals and products to support their New Year’s resolutions. Last year, we saw a significant -34% reduction in the average CPM and a notable -19% drop in the average cost-per-engagement, making it the ideal time for brands to maximize their marketing spend.
Here’s how you can make the most of Q5 on X
We’ve made it easier than ever to activate on X during Q5. Here are 3 simple ways to kick off your campaign, starting with:
- Leveraging AI-powered targeting to efficiently reach high-intent audiences and drive conversions with minimal effort, promoting your products to X’s receptive and affluent audience.
- Or driving interest and consideration with Collection Ads and Vertical Video Ads, offering a seamless browsing experience with clickable product thumbnails or an immersive, full-screen format to engage customers at their most receptive.
- And taking advantage of our new Shopify app, allowing U.S. and Canadian merchants to effortlessly run ads, sync products to X Shopping Manager, and showcase offerings to millions of active users.
As Q5 conversations heat up, don’t miss out on the opportunities this Q5 on X offers— start your campaign today.