Meta's Latest Advice On Navigating Q4 in Uncertain Times

Hot off the press from Meta’s Peak Season Accelerator yesterday - here’s what they’re telling advertisers to prioritise if we want to win Q4. I sat through 2 hours of insights so you don't have to - you're welcome! 

The focus was on AI (of course) which Meta have spent a staggering €65 billion on this year - but also on strategic shifts, being data-driven and product updates - anyone in ecomm knows about Advantage+ Sales but there are some other interesting AI products heading your way soon too. 

So, here are the key takeaways...

Uncertainty

In uncertain times, shoppers are savvier than ever.

• 86% are taking active steps to save money

• Peak spend is flat year-on-year

• Uncertainty is at a record high - which will surprise no-one with half an eye on world events. 

In other words, we’re heading into a high-pressure Q4 with expectations as high as usual but with a hint of panic in the air and your ad budget needing to work harder (and smarter) than ever. 

The early bird needs to be earlier than you think...

Shoppers are being more intentional, more selective, and starting earlier to spread the cost. Somewhat frighteningly (and told with more references to Taylor Swift than you might expect at a Meta conference) Christmas gift-related Reels start ramping from 8 October. Yes, you read that right. OCTOBER. 

UK shoppers are the earliest to act and spend significantly more when they do (£437 vs £301 after 1 Nov). So yes, you need to get going on your planning now, not in October, to cash in on these early big spenders. 

Your messaging should reflect what real people care about right now: making memories, finding the right gift, getting more for their money. And remember, your peak audience is often quite different to your core audience. 

Stop chasing clicks

If you were working with me, I'd have stopped you focusing on a click-based strategy ages ago but you wouldn't believe how many brands are still using this as a key strategy. 

Meta says that only 19% of weekly users click on ads – but 93% of peak shoppers say they’ve been inspired by what they see. Clickers are generally older and cost more. Peak buyers are younger, and often convert off-platform or later.

If ever there was a time to embrace a holistic ad strategy, this is it. 

Don't neglect Reach

Reach is a crucial part of ad strategy but it is woefully neglected by advertisers. 

Performance can’t come from retargeting alone. Reach finds your new audiences - which is particularly important when people are in present buying mode, shopping for others in outlets they don't visit for themselves. 

Meta made it abundantly clear yesterday: sustainable growth depends on expanding your reach.

• Broad reach fuels the algorithm

• It can build long-term value and feed your funnel

• It’s a key lever for both new customer acquisition and brand lift

While it can feel counterintuitive when budgets are tight, neglecting reach can limit your results across the board, especially in Peak.

I swear by Reach campaigns - try them and you won't look back.

Strengthen your set-up

Peak success starts with solid infrastructure, which you need to be building right now. 

Use Meta's new Opportunity Score to reduce campaign fragmentation - but don't do everything they suggest! Use your experience and best judgement. 

Are you already using the Conversions API? This best-practice setup can, according to Meta, lead to a 33% increase in incremental purchases. It is definitely something to implement if not already in place. 

Clean up your Advantage+ and catalogue structure. Ensure high match rates and consistent product data. Standard best practice but now is a good time to have a spring clean, so you're ready. 

Diversify your creative (seriously)

Meta’s AI can’t deliver personlised moments if all your ads look the same. Mix it up - and then mix it some more. 

• Mix creative types: emotional, motivational, creator-led

• Mix formats: Reels, partnerships, catalogues

• Mix messaging: talk to different segments of your audience

• Use audio and try Reels only campaigns to make the most of 9-16 placements, where a lot of time is spent on platform. 

• Leaning into AI helps here - it makes one creative go further. 

Test and learn 

Meta loves the scientific approach to growth. If you've been considering running any conversion lift tests, now is the time to crack on, before peak arrives. They aren't as hard to do as you think and the data can be invaluable. 

• Use Conversion Lift to understand real impact

• Use Brand Lift to understand top of funnel performance

What to do with this information!

I don't want to panic anyone - and yes, I am aware it is only June - but these are things you need to be focusing on NOW to make your Q4 run smoothly. This is more true this year than ever, with uncertainty as a key feature of buying habits. 

Meta say that the next 90 days will make or break your peak. So....

• Build the right foundation and tidy up

• Get your creative and messaging on point now

• Lean into the AI (within reason) 

• Diversify

• Focus on inspiration over clicks

• Reach out

• Test and measure 

If you’re mapping out your Q4 campaigns and want to know more about how to apply these Meta insights practically, get in touch!