When you’re launching something big (and using Facebook ads to help you do it — hint, hint!), there are lots of things to consider — like, lots. And, one of the questions we get a ton from our clients over here is simple:

“Does the seasonality of a launch matter?”

Here’s the thing…. While the seasonality of a launch can matter, it’s definitely not the only factor. The key here? Test, test, test — and pay attention to that target market of yours, above anything else. When you know your audience, you can optimize things like seasonality and messaging to make your launch work any time of year.

Here’s why your audience is key

Prepping a launch can go one of three ways, right? It can go SUPER well, it can go not-so-well, and it can go poorly — and, guess what? Knowing your audience — and approaching them the right way — is almost always at the root of all three of those ways. So, as you start getting ready for your launch and your Facebook ad campaigns, keep that audience in mind over absolutely anything else.

 When do they tend to shop the most? What messaging is going to attract them? What messaging do they hate? What have past launches shown you? Knowing this is absolutely key to rocking (or, well… not rocking) your launch in the first place.

Testing messaging during seasonal launches

Over here, we constantly talk about the importance of testing… because there’s absolutely nothing that matters as much when you’re utilizing Facebook ads to help you with a launch. This goes for seasonality, too — because it’s simple: you have to keep asking (and testing!) to see what’s working as you go… especially when it comes to messaging. 

Depending on the seasonality of your launch, try out seasonal messaging… and then try it without. For some of your audience, certain seasonal messaging could feel really tired (think: New Year, New You, etc.), but for some of your audience, seasonal messaging might be really effective. Build out several versions of messaging for every ad you’re running, and adjust as you go. 

And, here’s the million dollar q: is it better to launch at certain times of the year?!

Friends, guess what? You are the one who knows your offer like the back of your hand, and you’re the one who knows your audience. There are tons and tons of offers that do incredibly well no matter the time of year (business owners are always learning!). However, there are some offers (like… a course on Christmas lights, for instance 😂) that likely aren’t going to perform as well in June as they do in November.

It all comes down to being honest with yourself about your offer, and strategizing from there. You’ve got this. I just know it!