Social media ROI reports often present a challenge: a disconnect between available metrics and actual business impact. Social teams need to prove real business impact, but the metrics social networks traditionally surface—reach, click-through rates and impressions—weren’t designed for that purpose. Tying these metrics to revenue or other business goals is hard without the right tools. … Read more
Video in ecommerce isn’t optional anymore — it’s the bare minimum. I don’t want to read novel-length product descriptions. I want to see it, feel it, trust it. And your customers want the same. A good video does what ten blocks of text can’t. It shows off your product and convinces people to buy fast. … Read more
If you’ve watched the news recently, the possibility of a recession has captured everyone’s attention. Most reputable sources say it’s too soon to say whether or not a recession will happen, but, regardless, savvy businesses are thinking ahead and considering how their potential customers might react. To give insight into how consumer behaviors are or … Read more
Key takeaways Accessibility matters. Not only is it legally required to make your emails accessible to everyone, it’s the right thing to do for your subscribers, and for your business. You can’t increase conversion rates if someone can’t interact with your email. Coding for accessibility doesn’t just mean optimizing for screen readers, though that’s a … Read more
Reddit has long been a pioneer in community-driven conversations—well before social listening became a marketing staple. Since 2005, it’s evolved into a cultural nerve center with over 100,000 active communities and 22 billion posts and comments, influencing everything from buying behavior to political discourse. But Reddit’s role in the modern marketing mix has shifted. With … Read more
The newest AI tools, built to be smarter, make more factual errors than older versions. As The New York Times highlights, tests show errors as high as 79% in advanced systems from companies like OpenAI. This can create problems for marketers who rely on these tools for content and customer service. Rising Error Rates in … Read more
Listen NEW! Listen to article Sign in or sign up to access this audio feature! No worries … it’s FREE! Whether you’re selling cars, shampoo, clothing, or legal services, the decision to buy what you’re selling is always made by a person. That fundamental principle is deeply ingrained in consumer marketing. However, in business-to-business (B2B) … Read more
2025 is upon us, and a new year brings new trends and new challenges. If you‘re a brand looking to leverage social media video this year, you may not know what to expect but don’t worry. I, your resident content creator and social media expert, have the expertise you need to prepare for social media … Read more
Large language models (LLMs) like ChatGPT and Claude are best known for their writing abilities, drafting ad copy, summarizing reports, and helping brainstorm blog content. However, most marketers still know little about one of their most powerful features: They can write actual code. First, it talked. Then, it wrote. Now, it builds. We’re not just … Read more
I first downloaded TikTok during college to scroll through comedy and pop culture discourse. But then, as I grew as a marketer, I started seeing some serious potential everywhere. And I’m not the only one who noticed. TikTok has evolved beyond just dance trends and viral challenges into a genuine powerhouse for brands connecting with … Read more
The cost of using advanced AI has fallen sharply. Since late 2022, the price of using GPT-3.5-level AI models has dropped from $20.00 to just $0.07 per million tokens. According to Stanford HAI’s AI Index Report, that’s a 280-fold reduction in less than two years. This massive cost drop is changing the pricing of AI … Read more
Earlier this year, HubSpot went viral — and not exactly in a good way. A few companies posted data suggesting that we had lost 80% of our blog traffic. Overnight, the news was all over X and LinkedIn. As marketers ourselves, we know better than anyone that hot takes drive clicks. But, what actually happened … Read more
When I first started posting on LinkedIn consistently, I couldn’t understand why some posts were a huge hit and others flopped like soggy tacos. That is until I started monitoring my social media analytics. Suddenly, it all became much clearer: I had data that pointed to which hooks grabbed the most attention, what time got … Read more
Micro conversions are among the most misunderstood – and underutilized – tools in a PPC marketer’s toolkit. While they don’t represent final goals like sales or leads, they can provide critical signals that improve campaign performance, inform audience strategy, and enable smarter automation. Here’s what marketers need to know to harness micro conversions effectively. What … Read more
As a content marketer, I’m always on the hunt for effective ways to deliver content that will result in more customers and conversions. Video has grown into an essential marketing platform, and social media is rewarding those who prioritize a live approach. I’ve narrowed down the top live video stats to give you and your … Read more
This edited extract is from Community Building for Marketers by Areej AbuAli ©2025 and is reproduced with permission from Kogan Page Ltd. There are many different concepts of what a community is, and various definitions. Outside the context of marketing terminology, the word “community” is primarily associated with local areas or neighbourhoods. The concept of … Read more
Social commerce for marketers has become a strategic growth lever, evolving from a customer retention and engagement channel to a source of revenue generation. Social media sales defy traditional ecommerce with the entire shopping journey taking place in just a few clicks and in one platform, making online shopping more simple than ever. Social media … Read more
It should come as no surprise to us marketers that short-form video was the top performing content format in 2024. As video content overtakes text-heavy content formats — whether in the form of live streams, YouTube videos, or Instagram Stories — marketers must include a plan to use in-stream video ads in their strategies. I’m … Read more
