AR in Q5 Marketing. What To Do When Competitors Go Quiet?

Q5 – the unofficial, often overlooked “hidden quarter” between late December and mid-January – is when most brands slow down. Annual budgets are closed, KPIs are wrapped up, and marketing calendars are put on hold. But user attention doesn’t stop.

Meta’s research shows that CPMs drop by about 27% after Christmas, while engagement remains strong, making it the perfect opportunity for lower costs and greater visibility.

So use this quiet period to get ahead while everyone else catches their breath. To succeed, you need the right tools – and Augmented Reality becomes your secret weapon.

It’s Not a Break. It’s a Breakthrough

From mid-December through January, marketers finally relax after the chaos of Q4. Halloween, Black Friday, Christmas, and New Year’s campaigns are packed into a few intense months, flooding spaces both online and offline.
That’s the perfect moment to push through – and to do it smart. When everyone else is summarizing, calculating, creating annual reports (and most brands are already out of marketing budget), it’s time to act. When competitors go quiet, attention becomes easier (and cheaper) to earn.

But there’s a catch. How do you connect with users who are exhausted by the commercial overload of recent months?

Shift Your Objective. Engagement Over Immediate Sales

We, as consumers, step into the Q5 overstimulated. With media overflowing with ads, offers, discounts, and limited editions of everyday products, Jingle Bells isn’t the only jingle that gets stuck in our heads for the whole of December. Our brains need rewiring: something fun, easy, and accessible that actually feels genuine. It’s time to build a relationship with your audience.

That’s when Augmented Reality becomes each marketer’s best friend and the holy grail to attract wider audiences.

AR: A Powerful Way to Re-Engage Audiences

There are a few reasons why a well-executed AR campaign can do wonders for your brand, even during the quieter months of the year.

➡️It’s just fun. Whether it’s virtual try-ons for makeup, fashion, or hair colour, AR feels low-pressure and enjoyable. Users can experiment without buying, making it a perfect fit for brands prioritizing community-building over post-holiday promotions. The more fun they have with your AR Filter, the more time they spend with the experience, and as a result, with your brand.

➡️Limited branding that attracts users. AR experiences naturally carry your brand identity, but without the overwhelming pushiness of traditional ads. Users appreciate the interaction instead of feeling targeted, making them more receptive to your message. AR Filters feel more genuine, focusing on the experience, making sure users will remember your brand for the right reasons, not just the logo and colour scheme.

➡️AR Filters turn advertising into an honest, mutual exchange. This is your chance to establish your position as a brand with a customer-first approach. You deliver an experience that’s fun, accessible, and effortless, and customers become loyal to your business, appreciating putting community above sales.

➡️You can actually save money. With fewer brands competing for attention during Q5, the cost of ad space naturally drops, making your campaigns more efficient. At the same time, organic shareability increases because users are more likely to engage with refreshing, creative content they’re not seeing everywhere else. High-quality AR experiences stand out even more in this time, giving your brand a clear advantage.

A Boost for UGC and Community Building

Shareability is the foundation of Social AR. It lowers the entry barrier for everyday users to posting content, encouraging them to take a quiz, play the game, or transform into their favourite character, reducing the pressure of being perceived. Users can personalize their content with different AR Filters, and using them in their own, unique way and share it with their friends. This fuels organic growth and user-generated content – something brands heavily try to achieve during busier seasons.

Use AR to Meet Customers Where They Are: Reflecting, Resetting, Reimagining

In December and January, your customers are reevaluating. Join them. But instead of an annual KPI report and budget planning, create inspiration right now, setting the tone for the months to come. According to TikTok’s report, the “New Year, New Me” approach makes people more eager to invest in themselves, with 69% of users planning to buy products for themselves.

People set goals, refresh their routines, and define who they want to become in the new year, and you can help them in the process.

AR can help you create vision-board-style experiences, offer gentle goal-setting prompts, spark new ideas through randomizers that help users “choose their vibe” for the year, or invite them to try on fresh looks and moods that match their upcoming aspirations. By giving your audience space to imagine their next chapter, you become part of their personal reset. And that connection lasts long after Q5 ends.

Why AR Is the Secret Weapon of Q5?

When competitors pause, attention becomes more accessible. And AR is the tool that helps you claim it. By shifting away from aggressive sales tactics and leaning towards more meaningful, interactive experiences, your brand can build stronger relationships, spark organic UGC, and meet customers in a moment when they are actively seeking new energy and inspiration.

Q5 may be quiet, but it’s far from empty. Use AR to fill it with creativity, connection, and momentum that carries you straight into a stronger year ahead.