Clicks get more expensive, impressions don’t
It’s not that recruitment gets zero attention. The active audience simply shrinks because usage drops. That makes clicks more expensive: CPC goes up. But reaching the people who are still online becomes cheaper: CPM goes down. Engagement drops, but that doesn’t mean people don’t see the ads from their beach chair. What we clearly see is that CTR declines in summer: campaigns still get seen, but fewer people click through, and fewer apply.
The summer sleep doesn’t last long
Every summer ends. So does the ‘conversion pause’. Once holidays are over and routines return, engagement climbs fast, with the end-of-year period as the peak moment.
A little Fantastic advice
Don’t oversimplify it. Summer is still a moment for reflection and exploration, just not for applying right away. So adjust your objectives.
Our take: summer is the moment to invest in awareness and consideration. Temporarily ease off conversion targets and budgets, then go all-in on conversion again after summer.
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