Q4 is here, and platform changes have created a significant advantage for those who prepared early. Here’s what you need to know to navigate the next three months.
1. The algorithm shift
Major platforms now require longer learning periods. Campaigns launched in October will spend 2-3 weeks optimizing, missing the early peak season. If you started late, accept this and focus on rapid testing to build momentum for November and December.
2. What drives consumers in 2025
- Value is broader: It’s no longer just about discounts. Consumers seek loyalty points, cashback, exclusive access, and bundles.
- The season is longer: October is now a genuine shopping period, thanks to Amazon Prime Day.
- Mobile is non-negotiable: With over 55% of sales on mobile, a flawless mobile experience is essential.
3. Strengthen partner relationships now
- Communicate immediately: Affiliates need assets, codes, and guidelines now. Don’t delay.
- Be proactive: Reach out first with clear Q4 strategies, payout schedules, and support. Transparency builds trust, especially if relationships have lapsed.
4. Address resource constraints
Most teams are stretched thin. Acknowledge that bandwidth limits performance. Consider solutions like contractors, agencies, or training programs to extend your capacity rather than hoping your team can do more.
5. Black Friday specifics
- Mobile-first: Test and fix your mobile checkout flow – it’s the most critical technical requirement.
- Clarity is key: Provide crystal-clear deal details (products, codes, timing) to avoid partner confusion.
- Coordinate inventory: Prevent the disaster of driving traffic to out-of-stock items.
Your action plan for October
While some Q4 advantages were set months ago, you can still make a major impact by focusing on what you control:
- Over-communicate with partners.
- Optimize the mobile experience immediately.
- Be highly responsive to partner questions and issues.
Success this quarter depends on acknowledging the current reality and executing consistently on the fundamentals.