Declining Attention: Why Performance Campaigns Suffer in Summer

In summer, consumer habits change dramatically. Many are on holiday, spend less time online, and are generally less focused on consumption. This leads to dropping conversions and a lower ROAS in many industries. No matter how high the budget is, how appealing the visuals are, or how hot the target audiences might be, nobody seems to buy! But instead of sitting idly by, we use this time to work out strategies with our clients for the truly hot shopping season of the year.

However, your product is actually a summer product and the Christmas business doesn't really do anything for you? Then I have summarised our go-to strategies here, which might still help you make an impact in summer.

Let’s tackle the summer slump!

1. Re-evaluate and segment target audiences

Use the summer months to refine your target audience analyses. Understand who is also active in summer and adjust your messaging & your visuals accordingly.

2. Run creative refreshes

Don't bore your target audience with the same old visuals. Bring a breath of fresh air into your creatives to capture the attention of users who remain active during the summer months.

3. Intensify remarketing campaigns

Use the quieter period to re-engage those who may not have converted during the summer, but showed interest. A well-timed remarketing campaign with the right incentives can work wonders.

4. Provide value-added content

Summer is a great time to share content that offers real value. Whether informative blog posts, how-to videos, or inspiring case studies – use this time to position your brand as a thought leader.

5. Experiment with new channels and techniques

Test channels and ad formats that you haven't used before. For example, TikTok is a rising star in the social media industry, and while the bubble seems to be sleeping on Instagram and Facebook, content on TikTok is increasing rather than decreasing, thanks in part to the Creator Fund. Perhaps now is the time to try out a TikTok campaign or test interactive formats.

Conclusion: The summer slump as an opportunity

Instead of seeing the summer slump as an inevitable dry spell, view it as an opportunity for preparation and realignment. Use this quieter time to sharpen your strategies, test creative ideas, and prepare everything for the high-spending pre-Christmas season.

Where to start?

Feeling overwhelmed? No worries – we got you covered! We'll help you set the course for your success. We are still accepting new clients for the winter season until the end of August. So here's your chance to work with experts on your strategies for the coming financial year. The summer slump will come to an end eventually. Will you be ready for the Christmas business then?

Write to me now 👉🏻hello@oha.digital