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This guide, sourced from Hootsuite’s internal data, provides the average engagement rate per post in 13 top industries across Instagram, Facebook, X, LinkedIn, and TikTok. These stats are useful for benchmarking your own brand’s performance on these social platforms.
Core Web Vitals are a set of performance signals that Google deems critical to all web experiences and considers in its search algorithm. This in-depth guide explains what each metric means, how to assess your site for better UX and SEO results, which tools to use, and how to interpret and resolve specific issues. This is an essential guide for any marketer dealing with Core Web Vitals issues.
This post lists 7 marketing AI, no-code, and automation tools designed to help marketers work more efficiently.
This podcast transcript shares the challenges in elevating a mass-market brand into the luxury industry by analyzing two contrasting cases: Canada Goose and Shinola. Canada Goose, a winter-wear producer, successfully transitioned into a luxury brand by emphasizing its functional benefits and attracting high-status endorsements. In contrast, Shinola, known for shoe polish, attempted to become a luxury wristwatch brand, but faced difficulties due to incoherent branding and issues with product origin claims.
This article discusses a notable shift in the ownership of marketing technology responsibilities from the marketing department to IT. The shift is driven by the increasing complexity and diversity of martech stacks, with companies adopting a strategy of aggregation rather than consolidation to address these challenges. The change is expected to empower marketing operations by freeing up time to build better processes and tap into new data and services offered by aggregation platforms.
In this interview, the product director of Google Analytics addresses some of the complaints about GA4 and gives a preview of upcoming changes.
Social platforms are facing an influx of AI-generated spam, leading to the development of new rules to counter this issue across platforms including TikTok, Instagram, and YouTube.
The author of this post audited a Meta account spending $180K/month with a 1.2X ROAS and outlined 5 mistakes that even big brands make.
TikTok and Google are reportedly exploring a partnership to integrate Google search prompts and potentially search results into TikTok's search stream. The move makes sense for both platforms, as Google seeks to maintain relevance with younger audiences who increasingly turn to TikTok for discovery. It also provides TikTok with more traffic to the app.
Amazon Prime Video will introduce ads for users in the US, Canada, Germany, and the UK starting in early 2024. In turn, they will charge an additional $2.99 per month for an ad-free experience. Amazon states this change is aimed at investing in content, acknowledging the expensive nature of Prime Video.
A high checkout rate indicates an efficient and user-friendly purchasing experience, which leads to more conversions and repeat customers. Brands can improve completion rates by simplifying forms and using inline validation, not forcing account creation, making pricing transparent from the start, allowing various payment methods, and showing clear and hassle-free return/refund policies.
This article delves into Miro's origins, its strategies in a competitive market, and tactics for scaling and community engagement. Miro’s growth is explained by 4 steps: following a bottom-up GTM playbook on persona-led marketing and end user centricity, crushing the 8 layers of the Product-Led Growth Iceberg, blending PLG with product-led sales, and leveraging powerful strategies powered by community.
This list is based on the AARRR (acquisition, activation, retention, revenue, referral) framework. It’s universal and fits every organization that works on customer-facing tech products. The post also notes that tracking every metric is impossible and advises to focus on a few metrics to succeed.
Retaining new users is critical to sustainable growth, but many marketers track it incorrectly. Retention metrics should be a true and predictive indicator of engagement. 5 common mistakes include defining the retention activity incorrectly, not measuring habitual frequency, only measuring paying user retention in freemium models, measuring retention for users who haven’t completed activation, and only measuring retention at the user level for a B2B product.
This article discusses internal practices and strategies employed by Google, shedding light on their approach to advertising, auctions, and competition with Apple. The topics discussed include the recent antitrust trial, the impact of new privacy regulations, the default search engine agreement between Google and Apple, and new competitors entering the market.
Google has posted over 30 announcements for Google Ads so far in 2023. Meta has released multiple changes this year to Facebook and Instagram ads. Some of the biggest announcements from Google include the launch of the Ads Transparency Center, deprecating most attribution models, and adding new brand restrictions for Search and Performance Max. For Meta, some of the major updates include adding conditional logic in lead generation forms, the launch of AI ads created just from text inputs, and the start of Tailored Campaigns on Facebook.
Many marketers consider backlinks critically important for SEO, but Google recently clarified that this is usually not the case.
Allowing customers to opt out of certain holiday promotion emails reduces unsubscribes and builds trust, leading to better long-term retention.
This article compares the number of users across major social apps. Facebook, YouTube, and Instagram lead with 3B, 2.5B, and 2B users respectively.
A think-piece post on the 4 step framework to get ahead of advertising—collecting data, and then housing, analyzing, and implementing it.
Google has been removing SERP features that users don’t use or find useful. This includes the change to video thumbnails, removal of HowTo-rich results, and heavily reduced visibility of FAQ-rich results. Marketers should expect more simplification in Google results and avoid SEO strategies that rely on specific search features.
Facebook now allows users to create multiple personal profiles in an effort to help users explore different interests or keep friends lists separate. Each profile will have a unique feed with relevant content, and users will be able to switch between profiles without having to log in. It is unclear how this impacts advertising. Privacy settings for each profile are managed independently and don’t carry over from the original profile.
YouTube Create is launching in beta with the goal of simplifying video creation for YouTube Shorts in a bid to compete with TikTok. The app offers various video editing tools such as precision editing, automatic captioning, voiceover capabilities, and royalty-free music with beat-matching technology.
Reddit keyword research involves searching for relevant subreddits, reviewing high-engagement posts, and determining which topics make sense for SEO content. You can then prioritize the topics by running them through keyword research tools like Related Subreddits Finder or Keyworddit.
This carousel outlines 4 ad creative styles that marketers can test on a small budget: native stories, features point outs, testimonials, and comparisons.
Use custom instructions in ChatGPT to avoid low quality outputs. This 21-line instruction to the AI tool helps produce high quality results, especially when creating content. Interesting excerpts from the prompt include “if you speculate or predict something, inform me” and “maintain neutrality in sensitive topics.”
Good content marketing provides consumers with engaging and thoughtful stories that they’ll gladly give their attention and business to. This article highlights 19 best practices, for example, developing in-depth knowledge about your audience, carefully picking the platforms to use, and giving readers a reason to share your content.
This case study outlines how a digital design tool brand improved its market position through a robust link-building strategy. Its actions included strategic partnerships that produced links, reverse engineering competitor backlinks, and directing links to high-value pages. The campaign earned over 630 high-quality links and put the site in a dominant position for high-growth keywords.
Canva surveyed over 4000 global marketing and creative leaders to understand how generative AI is transforming their roles. This article contains several stats from the survey that show how marketers are addressing AI tool overload, managing AI risks with privacy, and fueling creativity with AI.
Google's experts address key AI marketing questions, emphasizing the importance of human-AI collaboration, data optimization, privacy, copyright adherence, and insights utilization.
Google's search generative experience could have a significant impact on search traffic across various verticals, particularly for affiliate sites relying solely on keyword-rich content.
A guide on Instagram's Auto Reply tool, covering pros and cons, examples, and step-by-step instructions on how to set it up.
Meta is now offering verification badges on Facebook and Instagram at a significantly lower cost than X's business verification service. The subscription for a single account on either platform will cost $21.99 per month, or $27.99 per month on mobile devices, compared to X's $1,000. The verification includes features like a blue checkmark badge, impersonation protection, premium customer support, and improved discoverability.
Microsoft launched a new video ad product, Video and Connected TV (CTV) ads, enabling businesses to create online video and CTV ad campaigns. The ads will be served across Microsoft's sites, publisher partners, and on connected TV in the US, with more publishers expected to be added as the product expands.
YouTube has been showing ad blocker users more aggressive prompts that block the video player and warn them to either allow ads or subscribe to YouTube Premium. The company has been taking more measures against ad blockers to ensure its content creators are compensated for their work.
This post shares a unique approach to product development called “content-led product”. The approach helps validate ideas and organic traffic potential without building anything. This could be a potential tactic for SaaS companies where product building is expensive, marketing is often an afterthought, and survival depends on getting new users through the door as quickly as possible.
The “Ey, Oh!” framework entails skipping boring copy in favor of emotions and outcomes. Boilerplate CTAs and copy could be costing you conversions. For example, instead of “Read our resources” or “Sign up today,” use “Become a social media growth wizard” or “Start accelerating pipeline today.”
CAC payback period is a vital metric for startups and SaaS companies. It indicates how long it takes to recoup customer acquisition costs (CAC). A "good" CAC payback period varies based on target customers, with smaller companies aiming for <12 months, 100-120% net dollar retention (NDR) companies looking at 12-18 months, and high NDR companies having more flexibility. Factors such as R&D investment should be considered when calculating CAC payback, and a holistic view of efficiency metrics should be adopted.
This guide breaks down the reporting and attribution must-haves at the early and growth stages. In detail, it covers how to map your funnel and start tracking the right data, generate full-funnel reports with attribution, use reports to understand the impact of marketing activities, and turn this work into a bottoms-up forecast.
This guide, written by Leah Tharin who specializes in product-led growth, explains the concept of product-market fit, tools to find it, ways to measure it, and common misunderstandings around it.
Generative AI is transforming content creation and customer experiences. This article explores 6 Gen-AI certifications from Microsoft, Google, Coursera, and LinkedIn.
H&M is expanding its online return fee policy to more markets outside of the UK, including the US. The brand charges a fee on online returns, but only to customers who aren’t enrolled in its loyalty program. In-store returns will continue to be free. This is a strategy to increase loyalty signups and in-store traffic while also retaining more revenue from refunded items.
Michelle Gabe used her past agency experience to land big brand collaborations with partners like Taco Bell and The Super Mario movie. She also revealed that many of Truff’s celebrity acknowledgments occurred organically or through carefully sent samples.
A quick think-piece on why B2B companies who claim to be customer-centric should publish pricing on their websites.
This post describes 4 metrics that factor into the LTV of a successful SMS program: acquisition rate, revenue per message, messages per subscriber, and retention rate.
This post highlights 5 questions product marketers should ask before writing compelling product positioning and messaging.
Google admitted to increasing its ad prices by up to 10% without informing advertisers. The revelation came up in the federal antitrust trial and raised concerns about the company potentially manipulating its bidding system for profit. The price tweaking could bolster the argument that Google holds an illegal monopoly.
Bluesky, a decentralized alternative to X, experienced its largest influx of new users, with over 42,000 signups on a single day. This surge in registrations followed Elon Musk's announcement that he planned to charge X users a small monthly payment.
This post explains how to use realistic images to make consumers more conscious of your physical product's main benefits. It argues to use cartoons or graphics if your product’s core characteristics might be a drawback or to draw focus attention elsewhere.
This post highlights how Wise found its big growth lever to grow from $0 to $1B in revenue in the past 10 years in a very competitive market. It focused on understanding the levers that increased its viral coefficient and honed in on being more interesting and memorable than the typical money transfer company.