When the summer months arrive, many marketers face the same question: is it worth continuing to invest in advertising campaigns or is it better to take a break until the summer season is over? There is a widespread belief that user attention wanes during the summer, but is this really the case?
A myth with nuances
It is true that content consumption habits change during the summer. The holidays, the longer days and the heat mean that many people reduce their time in front of the computer or in front of the television, but this does not mean that attention disappears. However, this does not mean that attention disappears, but rather that it is redistributed. A myth with nuances.
During the summer period, the use of mobile devices skyrockets, not for work, but for leisure. People check social networks, read news and watch videos from the beach, the pool or even while travelling. This represents a great opportunity for those who adapt their campaigns to short, visual and mobile formats.
In addition, interaction rates with emotional, aspirational or entertainment content tend to rise at this time of year, especially on platforms such as Instagram, TikTok and YouTube. Content related to holidays, travel and new experiences are the ones that best capture users’ attention.
This suggests that, far from a drop in attention, what is happening is a transformation in the way attention is captured and brands and advertisers need to know their audience in order to be clear about the strategy to implement during the summer months.
Less competition, more opportunities
What is a fact is that many advertisers reduce their budgets in the summer, which translates into less competition in advertising bids and reduced costs. For agile brands, this can be a clear advantage: lower costs per click or impression and greater visibility at key times. Less competition, more opportunities
But it is not enough just to implement a PAID Media strategy, we need to be aware of the type of content that generates the most interest.
What kind of content works in summer?
As we have already explained, capturing the attention of consumers during the summer season is more difficult, so the flattest and most linear advertising will go unnoticed. What really works?
- Content that is light, visual and easy to consume. Stories, reels and memes work especially well, all content that doesn’t require too much attention and can be understood at a glance.
- Emotional or aspirational messages. Summer is ideal to connect with desires for rest, freedom and adventure.
- Seasonal promotions. Offers related to travel, outdoor activities or seasonal products are better received.
We can conclude that no, the attention of users during the summer season does not disappear, that is why communication must be constant and uninterrupted, it is simply necessary to adapt the content so that it is presented in a more attractive way.
The key is to understand how, when and where consumers are interacting. And rather than turning off your campaigns, consider adapting them to the seasonal context. Summer can be one of the most effective times of the year… if you know how to connect.
