Summer is a time when consumers go on well-deserved vacations, and shopping and services are pushed into the background. Many entrepreneurs wonder whether they should continue their advertising campaigns during this period, or whether it is better to stop them.
So what is it like, do Meta Ads campaigns also “go on vacation?” Let’s take a closer look at this issue and analyze which approach will be most beneficial depending on the industry.
First of all, statistics
First, it’s worth looking at the stats. While many people claim that Facebook is an outdated platform for “boomers,” the data shows otherwise. In February 2023, the number of active users on the platform surpassed 2 billion.
If we take a closer look at these numbers, it turns out that in April 2023, the number of active users was 2.989 billion. It is worth adding that 2.037 billion log in daily.
The platform is used by about 37.2% of all people on Earth. This puts Facebook in first place in the ranking of the most “active” social media platforms worldwide. Fascinating, isn’t it?
Every month, 160 million businesses use the Meta platform to communicate with customers. Data from April of this year shows that the global advertising audience is 2.249 billion. This makes Facebook's advertising audience of the total active user base 75.3%.
Facebook does not publish detailed age group breakdowns, but based on the latest data, the median age of ad viewers is 32.
Despite various reports of younger users “departing” from the platform, data shows that young people are still some of the biggest users of Facebook globally – especially in developing economies.
It is impossible to ignore this data and claim that Facebook is losing popularity. On the contrary, the number of active users is constantly growing with each subsequent quarter. Advertising revenue is also growing.
So what about these campaigns? To turn them off or not to turn them off? I think that first of all it is worth paying attention to the fact that the summer period lasts from 2 to 3 months, while people spend an average of 2 weeks on vacation, but as befits today's times - with a phone in their hand.
To disable Meta Ads or not to disable?
Don't turn off ads unless necessary. What you can do is consider lowering your budget, but only in exceptional cases. Disabled campaigns completely lose their optimization after just one week of inactivity, so it may take a long time to see results return.
In most industries, sales results during the holiday season are comparable to those achieved in spring and fall. However, the specifics of the industry and the goals of the given campaign must be taken into account.
So, let’s see what it looks like in a specific industry…
Gastronomic industry
The restaurant industry is a sector that absolutely “does not go on vacation.” Summer is the peak season for many restaurants. People are more likely to go outside, travel, and enjoy the beautiful weather. In this case, it is worth considering even increasing the budget. This is a great time to reach more customers and encourage them to use our services.
Tourism industry
In the tourism industry, summer is also the peak season. Many people plan their trips and vacations. Advertising campaigns can bring many benefits, because consumers are more inclined to look for offers. If we run campaigns for companies in this industry, it is worth promoting packages and last-minute offers for people looking for spontaneous trips.
Beauty industry
Advertising campaigns in the beauty industry can also be extremely effective. Holidays are a time when we want to look beautiful and take care of our appearance. Many people decide to get married during this period, which additionally results in an increased demand for beauty services.
Fitness industry
Another industry that can be successful during the summer is the fitness industry. Many people decide to live a more active lifestyle and take care of their physical condition, more than usual. Advertising campaigns can promote gym memberships or specific fitness classes. In this case, it is also worth considering increasing the budget.
E-commerce industry
E-commerce customer behavior can vary during the holiday season. Some people increase their online shopping, while others reduce their spending in favor of travel and activities. It is worth promoting sales, special offers and holiday-related products during this time. These can be items such as beachwear or camping equipment. What is worth paying attention to is targeting the target groups - you should focus on people who will be more likely to make purchasing decisions.
Construction industry
The construction industry also has the opportunity to reach more customers during the summer season. In this case, you also need to consider increasing the advertising budget, because the period from the summer holidays until October is the renovation season, and consumers are happy to use their vacation time to carry out household chores.
Training industry
When it comes to the training industry, there is still room for reflection. reduction in the advertising budget. During the holiday season, many people focus on rest and relaxation, so training may not necessarily be their focus. The best time to promote training services is from February to May, when HR departments tend to be more active.
Educational industry
Like the training industry, the education industry can experience a drop in interest during the holidays, especially for schools and colleges. It is worth adjusting your advertising strategy to accommodate the return to learning period after the holidays.
Financial industry
Many people focus on vacation spending and relaxation, which may lead to less interest in financial services. Industries related to financial advice or investments may also consider reducing the advertising budget during the holidays.
Summary
When considering whether to continue your Meta Ads campaigns during the holiday season, it’s worth considering the specifics of your industry and customer preferences at that time. The statistics clearly show that Facebook (Meta) is still one of the most popular social media platforms in the world, and the number of active users is constantly growing.
Of course, there are industries where the holiday season can affect sales, so it may be worth considering reducing your advertising budget. However, many industries, such as food service, tourism, beauty, fitness, and e-commerce, can succeed and attract more customers during the holidays.
The key to effective advertising campaigns during this period is a thorough analysis of statistics, customer preferences and market trends. It is also important to adapt the advertising strategy to the specifics of a given industry. There is no one-size-fits-all approach for all companies, so it is worth approaching the subject individually and making decisions based on specific data.
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