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Small brands have a 32% reach rate, while those with around 500K followers have only a 12% reach rate. This is calculated by dividing the number of views by total followers, meaning 68-88% of your followers may not see a single one of your posts. Review your brand's top 50 posts to find evergreen content and reuse those high performers annually.
Smaller creators often outperform larger ones because they're more affordable and work harder than larger ones. Building a curated influencer portfolio takes time, and 3 months is enough to evaluate partnerships. Over-controlling a creator's content kills authenticity. Work closely on the brief to give them all the context they need, but let their voice shine through. Influencer onboarding and management is a full-time job in itself.
Increasing customer retention by just 5% can boost profits by up to 95%, which shows the value of focusing on existing clients. Retention strategies, like upselling, cross-selling, and enhancing customer loyalty through exceptional service, are significantly more cost-effective than acquiring new customers. Businesses can optimize returning customer revenue growth by segmenting customers into strategic profiles, enabling tailored marketing, operational efficiency, and long-term profitability.
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Knowledge is power – but only when you put it to work for your teams and projects. Atlassian's comprehensive guide to AI-powered knowledge management [10] reveals how AI can harness all the information spread throughout your org to make your day-to-day more efficient – from AI-powered content creation, to improved search results, to actionable project plans, and much more. Get the guide.
Marketing budget planning for early- to growth-stage companies involves aligning spend with efficiency metrics like CAC Ratio (0.7-1.2), Payback Period (12-18 months), and LTV:CAC (3:1). Start by calculating a ballpark figure based on revenue goals and these metrics. Major budget categories include headcount, paid ads, events, tools, and miscellaneous expenses, with headcount often being the largest expenditure. Your budget process should include reconciling with forecasts, setting monthly targets, and ensuring alignment with top-of-funnel growth activities. Tracking throughout the year allows adjustments based on pacing, hiring delays, or underperforming campaigns.
Email preview text is the snippet of text that appears alongside your subject line in an inbox, which differs from preheader text. This guide offers best practices on how to optimize email preview text, including making it concise, creating curiosity, and A/B testing.
In this podcast, the co-founder of Zapier explains how their unconventional "weird" brand sets them apart from competitors. He also discusses strategies for acquiring early customers, identifying integration services, and optimizing onboarding processes. Zapier scaled and achieved profitability within three years by developing a developer platform, implementing a freemium model, and focusing on user experience.
While many businesses focus their effort on generating more leads, key growth challenges often come from inefficiencies in closing existing opportunities. Metrics such as close rates, sales cycle length, and average deal size help identify where processes are falling short. Shifting the focus to qualifying leads and improving conversion can help unlock revenue growth more effectively without overloading pipelines.
Use AI to transform and structure content you already have, rather than to generate new content from scratch.
The WNBA has been named the fastest-growing brand in the United States, indicating that interest in women's sports continues to accelerate – and it's attracting a wide range of investment from other brands.
Tips include un-gating everything, not waiting until something is “perfect”, and keeping your list of approvers small.
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connect with an engaged audience of millions—engineers, founders, and tech leaders who turn to us daily.
There has been a strong interest in sports this year, with cricket dominating general searches. Climate change impacted news trends. The "Hum to Search" feature gained popularity. Visual and multimodal searches, which combine text and images, were frequently used for translation, shopping, and object identification.
Universities are increasingly offering programs to train the next generation of social media influencers. These programs focus on skills like storytelling, film production, and understanding business contracts. Schools such as the University of Alabama and Arkansas Tech University are leading the way. However, there's debate about whether formal education in this volatile industry is necessary.
Customers are more forgiving of service or product failures, are willing to pay more, and are willing to give higher ratings when a business is minority-owned. Experiments showed that college students were 18.8% more likely to pay more for a faulty product from a Black-owned business. Minority-owned brands received 19.8% to 35.8% higher ratings than non-minority brands for similar failings. Google Maps data reveals that customers used more positive tones in 34.1% of 4-5 star reviews for Black-owned restaurants. Highlighting minority ownership is most effective when integrated authentically into brand marketing.
The Head of Growth at Default plans to focus on influencers, creative campaigns, and premium content instead of heavy ad spending. Influencer programs will carefully select creators to drive pipeline growth, while creative "drops," like branded giveaways and experiential marketing, aim to engage prospects. High-quality content remains a top priority, serving as the foundation for all marketing efforts.
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Imagine you could take thousands of customer calls and instantly extract the most relevant competitive insights. With Kolena's Restructured [9], that's exactly what you can do. Transform large volumes of complex unstructured data into actionable spreadsheet-like data. Any data type, any layout: documents, emails, graphs, PPT,
In this post, the SVP of Marketing at HubSpot shares how he uses the premium versions of Claude, Gemini, ChatGPT, and Grok. He relies on Claude for financial, health, and writing advice, while Gemini integrates with Google tools for daily productivity. ChatGPT serves as his search engine and research tool, complementing Claude. Grok provides real-time updates for his podcast prep and trend tracking.
Instagram's new Trial Reels feature lets creators test content with a small audience of non-followers to assess performance before full publication. Metrics like comments and likes help evaluate success, with an option to expand reach if the Reel performs well. The feature is currently rolling out to select users worldwide.
Using nicknames in branding reduces consumer engagement and perceptions of brand power. Ads using nicknames showed 42% lower click-through rates. Tweets with formal names received over twice as many likes and retweets as those with nicknames. Nickname branding decreased purchase intent for competent brands, like Starbucks, by up to 16%, but had little impact on warm or social-good-focused brands. While consumer use of nicknames can benefit brands, adopting them in marketing signals disempowerment and weakens brand image.
Performance-based compensation now accounts for 49.6% of influencer payments, reflecting a shift from traditional flat-rate payments, which make up 24.1%. Payment delays, often up to 30 days for international creators, and complex tax compliance are major barriers to this model's growth. Currency conversion fees and fluctuating exchange rates further reduce earnings for creators. Delayed payments, which can stretch to 120 days for major brand partnerships, are driving creators away from certain platforms.
Nearly all failed product launches share common issues: overemphasis on features, lack of emotional appeal, and poor differentiation. Winning strategies prioritize understanding consumer lives and their pain points, crafting relatable narratives, and mitigating perceived risks through assurances. Differentiation and emotional resonance drive engagement and ensure a product's long-term success.
Maximize views from Instagram's Collab feature by having the larger account initiate the post.
YouTube has expanded its auto-dubbing tool to hundreds of thousands of channels, enabling multilingual audio for knowledge-focused videos such as cooking and sewing tutorials.
5 trends the Head of Content at Mutiny sees moving into 2025.
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If your go to market plan is to publish the same ebooks that all your competitors are doing, you'll struggle to make an impact.
TikTok estimates that a US ban could cause small businesses to lose over $1B in revenue and creators to lose $300M in earnings within a month. The platform claims a ban would also result in a 29% drop in its advertising revenue, following a potential loss of one-third of its US user base. TikTok is seeking a temporary injunction, arguing that enforcement of the law poses irreparable harm to its 170M American users.
Omnicom is acquiring Interpublic, creating the world's largest advertising agency by revenue. The merger aims to pool resources for AI investments and enhance data-driven advertising capabilities.
HubSpot increased newsletter leads by 89% and open rates by 8% by focusing on relevance and engagement. It tailored offers to audience segments, removed low-quality sources, and used organic social strategies to build an engaged subscriber base. Collaborating with independent creators further reduced cost per lead compared to traditional channels.
June.so's homepage highlights the product's value with a standout USP headline and a concise features section showing dashboard snippets. The setup section addresses objections with a simple code snippet, while creative social proof captures attention. A dynamic, location-based CTA reimagines demos as personalized "flights".
Reddit Answers provides curated summaries of subreddit discussions to respond to user questions. This mirrors Google's AI overviews but is restricted to Reddit's ecosystem, leveraging the platform's rich, user-generated content. The tool is currently available to select US users, with plans for broader expansion.
This post contains a LinkedIn thread covering how AI is being used by marketers. Examples include persona creation, data analysis, building visual wireframes, identifying messaging gaps, and repurposing video shorts.
A study of 20,000 articles showed that 57% of AI-generated content ranked in Google's top 10, closely trailing human-written content at 58%. AI-assisted content often matches or outperforms human content based on the same quality standards. Google's focus remains on content value, confirming that AI use is acceptable if it enhances reader experience and adheres to E-E-A-T principles.
The Brat movement challenged the "clean girl" aesthetic by celebrating imperfection, individuality, and inclusivity. Initially a grassroots rejection of unattainable ideals, its commercialization through "Brat Green" trends has sparked debate about whether it has lost its authenticity. Even in its mainstream form, Brat retains its empowering message and represents a meaningful break from societal perfectionism.
What's trending on social media rarely reflects the majority, as most users don't post or engage with content.
OpenAI's latest AI is showing signs of a drive for self-preservation.
In 2025, social media will focus on raw content, intentional consumerism, mythmaking, and stronger fandoms.
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✨ Brands using MutualMarkets [4] are seeing major CTR and ROAS uplifts by integrating the IP from the TV shows their audiences already love, directly into their advertising — e.g., featuring Emily in Paris or Justin Hartley from Tracker in your digital or paid social ads.
Sundar Pichai predicts that search will adapt to deliver more personalized and reliable results in a world flooded with content. He also acknowledges ongoing debates about content licensing and fair use, hinting at a future where content creators might directly benefit from their contributions to AI models.
A US appeals court dismissed TikTok's challenge to the sell-off bill, citing national security concerns over China's influence. TikTok faces a January 19, 2025, deadline to sell to a US partner or leave the country. It may appeal to the Supreme Court, seek an extension, or rely on President-elect Trump's pledge to save the app.
Showcasing authentic first-time reactions to your products creates powerful emotional connections. Genuine customer reactions can trigger similar excitement in others, making them effective tools. Use raw footage across websites, social media, and campaigns, emphasizing moments that contrast expectations with reality or highlight personalized surprises. Avoid scripted or fake reactions, as authenticity builds trust and social proof.
Websites are not just a branding tool, they're part of the product experience. Focus on performance metrics like new user acquisition, prospect-to-signup conversion rates, and traffic quality rather than just aesthetics. Optimize key pages like the homepage and pricing page for action, which is possible with tools like personalization and ungated freemium access. Avoid relying on rebranding as a primary strategy since it often hurts performance metrics.
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No marketer is an island. Better collaboration = smoother execution = faster revenue growth. Confluence whiteboards [9] are user-friendly digital canvases that let you create, capture, and organize ideas, then turn them into actionable tasks in Jira. Learn how whiteboards can help your team set responsibilities, map timelines, plan and
TubeBuddy is a browser tool for YouTube creators to boost SEO, test thumbnails, and manage their channels. Its features include scheduled publishing, thumbnail generation, and canned responses.
Perplexity has expanded its publisher program, partnering with outlets like LA Times, Adweek, and Lee Enterprises to share ad revenue and provide performance metrics. Publishers such as The New York Times and Dow Jones have criticized Perplexity's alleged unauthorized content use, with lawsuits labeling its practices a "content kleptocracy." Perplexity also faces backlash for summarizing paywalled content inaccurately and maintaining confidential program terms, unlike OpenAI's more transparent approach.