How to Beat the Summer Slump: Marketing Tips Social Media Edition
Lower results, lower engagement, low and fluctuating followers on top of a slower foot traffic.
Sound familiar? Here is an affirmation that you might be dealing with a summer slump.
And here’s the reassuring part–
it’s not just you.
The summer slump doesn’t discriminate – from solo freelancers to multi-million-dollar brands. Even the biggest names you follow? They’re seeing lower-than-usual engagement right now too.
The “summer slump” (or summer slowdown) is that annual period when things feel quiet across your marketing channels — especially on social media.
It’s easy to think it’s time to abandon all hope and throw your social media strategy in the bin.
But don’t.
Let me be the person to help encourage you not to. If your socials feel quiet, don’t panic. Here’s how to stay visible and active without burning out.
Why is it so quiet during the summertime?
First things first, let’s unpack why this time of year takes a scheduled dip.
Every industry and business owner is different. So while these are common reasons why, it’s still beneficial to audit your business’s efforts. These typically arise in marketing efforts, but it can also come from other areas of your business.
A shift in consumer behaviour
There are several factors at play during the summer time.
Routines change. People spend less time online. And honestly? That’s a great thing for mental health — more vitamin D, less doom-scrolling, more “touching grass.”
But when you are running a business online? Not ideal.
But the interesting part is that other behaviours shift too, so while people are reacting less to your posts, note that they are still being watched.
So, for example, despite seeing fewer vanity metrics or lower engagement rates, you may notice that your reach and views stay consistent.
Read more about your analytics dashboard at How to Read Your Instagram Dashboard: Analytics Terms Made Easy. And small wins to help reach at Low on reach? 5 social media things that are holding your small business back.
Shifts and changes in social apps
Due to slow times on social apps, this is a great time for app updates to kick-in, when people are less likely to be online. July is the highest month for algorithm shifts, update alerts, and any other changes.
In fact, July is often one of the most active months for behind-the-scenes updates on major platforms. If your content suddenly isn’t performing the way it used to, it might not be you — it might be another algorithm shift.
Because let’s be honest: it feels like the feed changes every 30 minutes anyway.
Less focus on marketing
When the temperature rises, so do the distractions.
If your product or service isn’t part of a typical summer expense, your audience may scroll past your posts without a second thought. That doesn’t mean they’re uninterested forever — it just means their priorities have temporarily shifted.
And that’s okay.
Increased competition
You’re still not the only one feeling a slowdown.
What often happens is that businesses start reacting — rushing to post more, do more, push harder — but without a clear plan.
This creates noisy feeds with inconsistent messaging and content that fights for the little attention left.
Trying to out-post your competition during a slump without a strategy can backfire.
Luckily, that’s not you.
Now what?
The summer slump is predictable!
it happens every year. But that doesn’t mean you can’t thrive through it.
Let’s talk about a few ways to stay visible (and valuable) even when things feel quiet.
5 Ways to Stay Visible on Social Media to Beat the Slump
Conduct your own social media audit
It’s a good time to go through your recent posts and ask the big questions.
What worked?
Why?
What can I tap into these next couple of months?
What posts performed the best?
If this isn’t your first slump, look at prior years content and see what people were responding to this time of year?
From then you can use that intel to make more, or…
Repurpose high-performing posts
If a post performed well, is still relevant, and got strong reactions (comments, shares, DMs, even conversions), bring it back.
Let it have a second life.
Social media changes quickly, and your audience might like the reminder.
But context is key.
If you find you are reposting a post from last week or a month before, it most likely won’t have the same star power.
This also holds true if you don’t post frequently. Meaning that you can easy find the original a less than a couple of scrolls down. Save this tactic for older content — things from your content vault that haven’t surfaced in a while.
Some creators or brands will resurface content they had explode during the pandemic!
Batch + Schedule content for the summer period
There are great tools that can help you schedule a full month’s worth of content. Some apps have a schedule feature for more specific posts!
This is a kind reminder that you are a business owner who might not have a full social media team to post on your behalf.
And to remain consistent and not fall silent during low times, put your month together so you can use your efforts elsewhere.
Use this time to plan for the busier season ahead
Do what the big brands do. While still getting through this time period you can also use this low time to think about how to maximize your busier seasons.
Some strategies expect this slower season by creatively getting more sales during high times to make up for the slower times of year.
While you are still thinking creatively for this period, it’s also a great opportunity to find how you can maximize when your target audience is actively thinking of your product and is ready!
Playing around and catching trends
A solid strategy doesn’t mean you can’t have fun. In fact, the summer slump is a perfect time to experiment, play, and think outside the algorithm — as long as it’s still aligned with your brand voice and values.
Try hopping on a trend with your own twist, remixing a popular sound, or presenting your message in a fresh, unexpected way.
And if you thought of a crazy idea that is already trending? Give it a go!
Because guess what? People are still doom-scrolling.
And when attention spans are short, creative, quirky, or clever content can be exactly what makes them stop, smile, and stick around.
What Not to Do on Social Media During the Slump
Stay silent Or Panic post
While one company’s reaction is to over-post to get that one sale, another’s reaction is to not post at all until it picks up again.
And we don’t condone either.
Overposting can cause fatigue and cause the app to show your post less to your audience because they see a dramatic dip in engagement, and show your post less.
Underposting indicates to apps and your audience that you are inactive and infrequent. When you do decide to come back to posting, you might notice a dip in following.
It’s the same psychology as when we subscribe to an email and then months later get a notification in our mailbox. Why did I subscribe to this again? Cancel subscription.
That doesn’t mean you can’t take breaks, though.
Outside of a business owner, you’re still human. If you need a break from being online, also allow yourself a small period of time to take your breaks.And once your cup is full, then make a strategic comeback.
Assume no one is watching (people are scrolling, just are showing different behaviours)
We might be getting less feedback than we would like, but that doesn’t mean that people are not seeing your efforts.
Keep in mind that the person who makes the leap to do business with you might be silently watching.
That’s why it is important to continue, business as usual, and post like you are nurturing your audience to make that sale, trust, or loyalty.
Compare yourself to other accounts, industries, or creators
We all go through periods where we look across the fence to other businesses that seem to be doing just fine in this slump.
Don’t do it.
Because the truth is we don’t know how this time period is impacting them or their business. It’s easy to tell the world that not only are things fine, but business is booming!
When indeed, it’s not.
Slower Doesn’t Mean Stuck — Use This Time to Your Advantage
Three of the biggest positives is that this summer social media slump is predictable, that you are not alone, and that you can get past this!
Bigger brands had to plan around the summer time, and you can too!
This isn’t a dreadful time for business; it’s a time to get creative and create.
So use this as your sign to go back to the drawing board, take a break, or whatever you need to provide a comeback to your socials.
And before you go…
If this summer slump has left your socials feeling stale, remember — this season is temporary, but a smart strategy lasts all year. Whether you're navigating low engagement or unsure what to post when no one’s watching, you don’t have to figure it out alone.
I help businesses with their socials wherever I can:
If you want more tips like these to get you through the dark ages, subscribe to The Social Newsletter — for weekly tips, strategies, and real-time insights that keep your content sharp (even when your audience is on holiday).
Need tailored support?
Book a 1:1 consultation with me, and let’s build a plan that works with your business and the season.
and let’s turn the slump into strategy.
