Summer is finally here. And while there’s no guarantee the weather will heat up, one thing that reliably cools down is fintech marketing activity. With holidays, long weekends, and a general shift in momentum, this time of year is often viewed as a natural lull across the industry. But in today’s always-on digital landscape, does that seasonal slowdown still hold as true as it once did?
QUIET SEASON, LOUD RESULTS
Let’s start with the basics. Yes, people tend to spend less time actively working during the summer, and that naturally affects engagement. LinkedIn activity drops, trade publication readership softens, and teams are often stretched with colleagues taking time off. These factors can make marketing efforts harder to coordinate and maintain, particularly when key contributors are out of office.
However, within this quieter period lies a clear opportunity. Today’s marketing and PR tools make it easier than ever to keep communications consistent, even with leaner teams. At the same time, reduced noise across the media landscape creates a chance to stand out. Journalists and publications still need strong stories, and the ever-hungry algorithm continues to favour a steady stream of content.
PRIORITISE PROACTIVITY
That’s why staying proactive can be a great advantage. With the right approach, you can ensure your audience continues to receive a consistent flow of engaging content, even during periods of reduced internal capacity. Forward planning and strategic scheduling are key. By thinking ahead, you can maintain visibility and strengthen relationships with key media contacts who are still on the lookout for quality stories.
Summer-specific promotions, themed events, or bright, seasonal visuals can help inject energy into your brand messaging. But it’s worth thinking beyond the obvious clichés. How can your brand engage with the season in a way that feels authentic? Perhaps it’s a summer giveaway, a themed social media series, or a limited-time offer designed to keep your audience interested and engaged.
EVERGREEN IS ALWAYS IN SEASON
If launching something new isn’t feasible, consider repurposing evergreen content that still holds value. High-quality guides, how-to articles, case studies, and thought leadership pieces can all be given a fresh summer spin. Add updated data, new insights, or refreshed visuals, and you’ll unlock marketing and PR assets that don’t just fill the gap; they help elevate your brand through these months.
Look for content your company has already produced but hasn’t yet been fully used across your marketing or social channels. Often, there is untapped value in existing materials, whether it’s a blog post, a how-to guide, or a resource page on your website. With a few simple tweaks, these can become high-impact assets. Repurposing in this way is both cost-effective and time-efficient, offering an easy route to quick wins for your brand.
MOVE TO MOBILE-FIRST
While this type of content holds value year-round, it’s important to tailor its delivery to the season. Summer often means more mobile consumption, as audiences become more transient and engage with content on the move. Your marketing and PR materials should reflect this shift; favouring shorter, punchier formats designed for smartphones and tablets rather than desktop reading.
After all, at this time of the year your content might be read between Mai Tais on a beach lounger. Who knows, that could be the perfect moment for your message to land. It doesn’t mean your entire strategy needs to change, but ignoring seasonal behaviours isn’t wise either. As always, keep your audience front of mind and shape your content around how, when, and where they’re most likely to engage.
DON’T OVERLOOK ADDITIONAL SUPPORT
Summer can be an ideal time to reinforce your brand’s presence, engage more actively with your audience, and prepare the ground for future success. If time or inspiration is in short supply, don’t hesitate to ask for support. Bringing in freelancers or external agencies can help ease the pressure and keep momentum going during the summer months.
External experts can offer flexibility and specialist skills, ensuring that key areas like content creation, social media, and media outreach stay on track even when internal teams are stretched. Many of these providers are happy to take on short-term projects, giving you just the right amount of support until your full team is back in action. It’s always worth exploring, as it could be the key to making your summer marketing and PR sizzle.
Make the most of the summer lull.
Book a free consultation with our Head of Strategy and unlock 10% off your summer activation when you get started this August. Email ryan@startedpr.com to kick things off.