Why Q5 is TikTok's Golden Opportunity for Advertisers

The grill has cooled off post-Labor Day and the kids are back in school. Marketers know what that means: holiday time. But what happens after the wrapping paper has been torn to shreds and the sugar highs are over? Enter Q5, the marketing period that begins right after Christmas and extends through January. Social media becomes more lucrative during this "quiet" time, when shoppers are actively spending (even while horizontal on the couch) and ad inventory is less competitive and more affordable. Many brands are planning Q5 strategies earlier than ever. The Underrated Post-Holiday Goldmine While the frenzy of pre-holiday shopping may dominate marketers' attention, Q5 presents a unique, often under-leveraged opportunity. Consumers aren't done spending once the holidays end—they're just getting started. Armed with gift cards, holiday cash, and New Year’s resolutions, consumers remain in shopping mode well into January. Q5 isn’t just an extension of the holiday rush—it's a key shopping period. Advertisers can capture attention while competing for cheaper ad inventory during this time. And where are people looking for shopping inspiration in their newsfeeds? TikTok. The platform is inspiring shopping trends both on and offline. This is further cemented by TikTok's retail return on ad spend (ROAS) for offline conversions, which is 1.9 times more efficient than the media average across TikTok, online display, online audio, online video, social, and paid search.¹ Unlike traditional platforms, TikTok offers seamless ad solutions that drive commerce beyond the typical holiday shopping window, ensuring brands can scale up even after Christmas is over. What We Learned from Last Year’s Q5 Last year’s Q5 provided several key takeaways for brands to optimize their campaigns during this golden opportunity: “‘New Year, New Me’ used to be more taboo a few years ago. I think now it's becoming this recognized period where people are investing in themselves. People are ready to be influenced, they're ready to buy, and brands can invest more in lower funnel to capitalize on increased purchase intent,” says Nicole Diangson, Client Partner at Smartly. Diangson works with many retail advertisers at Smartly, an end-to-end advertising ecosystem that plugs into all social platforms, including TikTok. FOMO: Why Brands Can't Afford to Ignore Q5 The key message here? It’s never too early—or too late—to plan your Q5 TikTok campaigns. The post-holiday period is a prime time to capture shoppers who are still in a buying mindset but facing fewer marketing distractions. TikTok is positioned perfectly to help brands seize this opportunity. Engaging users at a time when they're actively seeking deals, inspiration, and resolutions is a unique and cost-effective strategy for advertisers. TikTok offers a robust ecosystem of ad formats, shopping tools, and commerce solutions that work in harmony to drive results. TikTok drives commerce everywhere—online, on TikTok, in-store and to other retail channels. Brands can optimize for higher conversions and sustained consumer engagement long after the holidays. "People come to TikTok to discover and end up taking action from that discovery. This gives advertisers an opportunity to capture shoppers who are discovering, searching and continuing to shop after receiving holiday money, gift cards, or store credit from returns." Gabriel Nicolau, Head of Product Solutions & Operations, North America. Credit: TikTok (Click image enlarge) Best Practices for a Successful Q5 Campaign on TikTok Are You Ready? With less competition, more efficient ad inventory, and a highly engaged audience, Q5 is a golden window for brands looking to maximize returns. TikTok’s ability to drive discovery and conversion across categories makes it the ultimate platform for post-holiday shopping. So, whether you’re a retailer or a brand in an emerging category, now’s the time to start planning your Q5 TikTok campaigns. Don’t miss out on the opportunity to turn this overlooked period into your brand’s best-performing season. Sources 1. Transunion MTA Study commissioned by TikTok, US Only ROAS inclusive of Big Box, Specialty Big Box, Beauty Retail, and Fashion/Luxury Retail 2. TikTok Marketing Science Global Custom Q5 Survey via AYTM, September 2023. Base: TikTok users 18+ (n= 2250) 3. TikTok Marketing Science Global Custom Q5 Survey via AYTM, September 2023. Base: TikTok users 18+ (n= 2250) About TikTok TikTok for Business is a global platform designed to give brands and marketers the solutions to be creative storytellers and meaningfully engage with the TikTok community. With solutions that can deliver seamlessly across every marketing touchpoint, TikTok for Business offers brands an opportunity for rich storytelling through a portfolio of full-screen video formats that appear natively within the user experience.

Why Q5 is TikTok's Golden Opportunity for Advertisers

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