TikTok has shared tips and insights on Q5 opportunities for advertisers.

Insights:

• The post-holiday period (often referred to as "Q5" or the "invisible quarter") can be viewed as a time of slowdown, but on TikTok, it's marked by high attention, strong engagement, and lower ad costs.
• 81% of TikTok users say they spend the same amount of time or more on TikTok during Q5, compared to the rest of the year.
• 94% have at least one personal goal for the new year.
• 1 in 3 TikTok users say that searching on TikTok is a key step in achieving their goals for the new year.
• Searches for habit, fitness, lifestyle, and productivity apps surge during the post-holiday period, while 1 in 4 say they plan to download a new app or service in Q5 to help reach those goals.

How Q5 shows up across every Industry

Apps: Turn downtime into downloads

• For app marketers, Q5 is when intent turns into installs.
• 68% of TikTok users plan to spend the same amount of time or more downloading apps after the holidays.

Commerce: Keep carts moving when others stop

• After the gifting rush of the holiday season, shoppers shift their attention to themselves.
• 75% of TikTok users plan to spend the same amount of time or more shopping in Q5, compared to the rest of the year.

Gaming: Level up while others log off

• Gamers stay active long past the holidays.
• In Q5, 64% of TikTok users spend the same amount of time or more gaming, compared to the rest of the year. 

Momentum that lasts beyond the holidays

• The marketers who win Q5 are building momentum for the rest of the year.
• Every campaign that goes live in Q5 not only captures short-term wins but also fuels long-term learning.
• Lower CPMs and higher engagement create a compounding effect; each impression becomes more efficient and each campaign more informed. 

For more information, visit tiktok.com.