TikTok has published a new guide to help marketers capitalize on their opportunities in “Q5”, which is an extra time period that some marketers have now made up, covering the post-Christmas to early new year period.

This is when many people are in holiday mode, and are looking for post-Christmas bargains, which could present new opportunities to connect with these shoppers, and maximize your sales.

As explained by TikTok:

“Q5, the period right after the holiday season, is a prime opportunity for brands to capture consumer attention. Audiences on TikTok are actively seeking new deals, trends, and products to kickstart their new year. Drive post-holiday sales during this hidden gem of a shopping moment.”

To help with this, TikTok’s new, 13-page Q5 marketing guide includes a range of insights to help improve your Q5 outreach, including notes on TikTok usage during the period.

Indeed, TikTok says that interest in shopping-related content in the app remains strong moving into the new year.

Though the focus for some users does change. As you can see in this overview, “self care” becomes more of a focus post-Christmas.

Also worth noting where Q5 shoppers will be looking to purchase from, with online sales seemingly resonating with these consumers.

The guide also includes insight into how to create an effective TikTok campaign:

While there are also more comprehensive overviews of different sales approaches in the app, and how to make best use of TikTok’s options.

There’s a heap of insight here, and while I’m not fully on board with the “Q5” branding, highlighting this as its own marketing period does make some sense, because the focus of consumers in this period is different, and as such, your offers should also evolve in-step.

Get this right, and it could end up being a valuable focus for your branding and direct sales efforts, helping to boost your end-of-year results.

You can download TikTok’s Q5 marketing guide here.