Why Your Engagement is Down This Summer (and what to do about it)
Let’s talk about the elephant in the algorithm: your numbers are down…
Before you rewrite your strategy from scratch or assume it’s all broken, take a deep breath. You might just be experiencing the summer slump.
Yes, it’s real. And no, it doesn’t mean your marketing isn’t working. But it does mean it’s time to understand what’s going on behind the scenes–so you can respond with intention instead of panic.
What Is the Summer Slump?
The “summer slump” refers to a seasonal dip in audience engagement, website traffic, and even lead generation that often happens between June and August. While every business is different, this is a well-documented phenomenon across industries.
In fact, according to Rival IQ’s 2024 Social Media Industry Benchmark Report, overall engagement rates on Instagram dropped by 20% in Q3 compared to Q2, with Facebook and X (Twitter) following a similar pattern.
And the dip isn’t just on social media. Research from Google Trends consistently shows lower search volume for common business-related keywords in the summer months. Fewer searches = fewer clicks = fewer conversions.
Ever wonder why Amazon does Prime Day in mid-July? That’s them combatting the summer slump too!
Why Does It Happen?
Well, there’s a few reasons:
People are traveling. Summer vacations = less screen time.
Kids are out of school. Parents are juggling new routines, which typically mean less time online.
Businesses slow down. Many companies delay big decisions until fall, especially in B2B spaces. This is also typically the timeframe where fiscal years switch over, which means new budgets and approvals.
It’s sunny. (Okay, not really a scientific reason, but still… who wants to be on their phones/computers when the sun’s out?)
It’s important to note: this is cyclical and largely predictable. Just like retail ramps up in Q4 or tourism spikes during spring break, summer has its own rhythm. Your audience might not be gone–they’re just distracted.
How This Shows Up in Your Marketing
If you’re seeing any of the following, I can promise you’re not alone:
Fewer comments, likes, or shares on social media
Website visits dropping (especially from organic or social sources)
Fewer inquiries, sales, or email signups
Ad performance taking a dip (normally seen with higher costs per click)
Important caveat: This isn’t true for every business. Some industries (like travel, outdoor recreation, and tourism) THRIVE during the summer. So don’t assume the slump applies to everyone. It’s about understanding YOUR rhythms.
How to Respond Without Panicking
Now the good stuff… what to DO when engagement is down. Because, honestly, what you do when engagement is down is arguably more important than what you do when it’s thriving!
Zoom Out
Don’t make drastic decisions based on one slow month. Pull back and look at 3, 6, or 12-month trends. Is this really a long-term decline or a normal seasonal dip? I’d encourage you to take a look at our blog post on What To Do When Your Marketing Results Plateau for more here.
Focus on Quality, Not Quantity
If people are online less, you don’t necessarily need to post more. Instead, focus on better content. Answer FAQs, reshare testimonials, or create evergreen resources that serve your audience even when they’re less active. And now that Instagram is paired with Google for SEO, this is even more important! Your content during these slow seasons can continue to gain traction and views for months to come in Google Searches.
Tend to Back-End Marketing
Now is the time to take a look at your back-end (I know, not so fun for some people). I’d suggest:
-Refreshing your website copy and checking on your website speed
-Optimizing your old blog posts for SEO
-Clean up your email lists
-Build out workflows for fall launches (Q4 is just around the corner!)
Not all marketing is public. Some of the most effective work happens behind the scenes.
Plan Ahead
Use the slower pace to build momentum for Q4. Prep that lead magnet. Map out your holiday campaign. Fall tends to be high-conversion season so set yourself up NOW to maximize it later.
My team and I try to live by the motto of being proactive, not reactive. Slow seasons give us that time to get ahead, re-evaluate, and move the needle in areas we NEED to take care of but don’t necessarily have the time for always, helping us stay proactive!
Reconnect with Your Audience
If you’re local, show up IRL. If your DMs have been quiet, initiate genuine conversations. Engagement isn’t just a metric; it’s a relationship. Summer is a great time to nurture.
Slower Isn’t Stagnant
If summer has you questioning your marketing strategy, remember this: seasons are NORMAL.
A summer dip in metrics doesn’t mean your efforts aren’t working. It means your audience is HUMAN. And psstt…. so are you!
Instead of pushing harder, this might be the time to lean into strategy, rest, and readiness. When your audience re-engages (and they will), you’ll be ready to meet them with intention… not desperation.
Don’t beat yourself up if your numbers are low over the summer. You’re doing great, just keep going. Businesses that stay consistent in the slow seasons will almost always be the ones customers remember in the busy seasons.
FAQs
Q: Should I pause my marketing during summer if engagement is down?
A: No! In fact, please don’t. Instead of going dark, consider pivoting your focus. Use this time to prep content, clean up your systems, or experiment with behind-the-scenes work.
Q: How long does the summer slump usually last?
A: Typically from mid-June to late August, depending on your industry and audience. Expect a pick-up as people return to routines in September.
Q: My business thrives in summer—should I still be worried?
A: Not at all! In fact, if summer is your busy season, now is the time to double down. Just make sure your content is aligned with seasonal behavior.
Q: What kind of content works best during the slump?
A: Educational content, storytelling, and light-hearted or seasonal themes tend to resonate. It’s also a great time to resurface evergreen content.
Q: Should I still run ads?
A: If your audience is more distracted, your ads may need to work harder. This could mean refreshing creative or rethinking your targeting. But ads can still be effective—just track them closely.