While it’s entirely possible to have a strong social media marketing strategy without a stack of tools, the right ones can make your life a lot easier.

With social media more fragmented than ever — new platforms popping up, AI reshaping content creation, and algorithms constantly shifting — there's a lot to keep up with.

Social media marketing tools can help you create content, schedule posts, engage with your audience, analyze performance, study competitors, keep up with trends, search influencers … phew, I could go on.

Whether you’re flying solo or working with a team, having a few good tools in your toolbox can save time and help you focus on what really matters: creating great content and connecting with your audience.

The challenge isn’t just stitching these tools together (though that’s no easy feat either): it’s figuring out which ones are worth your time and budget.

In this article, we’ve rounded up 21 of the best social media marketing tools for various use cases to save you the trouble of researching.

Some of the tools on this list will help you do multiple tasks, while others are more specialized. Whatever your strategy is, you can mix-and-match tools from this list to bring your social media marketing plan to life.

Let’s get into it.

Quick summary of the top social media tools

• Best all-in-one: Buffer is the most accessible tool for scheduling and analytics across all major platforms.
• Best for enterprise: Hootsuite and Sprout Social offer advanced social listening and influencer management.
• Best for content: Canva (images) and CapCut (video) are the industry standards for creation.
• Best for automation: ManyChat is great for automating DMs for lead generation.
• Strategy tip: Start with one flexible management tool before adding specialized software to avoid making your workflow overly complicated.

At-a-glance comparison

1. Buffer

Best social media marketing tool for creators and small business owners

Free plan/trial available: Yes. Free forever for up to 3 channels. All paid plans also have a 14-day free trial.

Price: Paid plans begin at $6/month/channel.

Buffer is a social media management tool that can make many tasks on your to-do list easier. Some of my favorite core features:

• Schedule your social media posts across all major social media platforms
• Store your rough post ideas in a dedicated dashboard 
• Create a customized landing page within minutes
• AI assistant to refine your social media captions
• Collaborate with your social media team
• Measure and analyze your performance
• Template library to spark content ideas

As you can probably guess, Buffer alone is powerful and can take many tasks off your plate. However, the great part about Buffer is that it is both powerful and easy to use.

The best part is that you can get started for free — no credit card required. Buffer's free plan gives you access to core features for up to three channels, making it one of the most accessible starting points for creators and small businesses who want to get organized without a big upfront investment.

Buffer’s also quick to support new social media platforms as they emerge (hi there, Threads and Bluesky). This means that Buffer can evolve as your strategy shifts — a big plus when you don’t want the headache of adding another social media marketing tool for a new platform.

Creators and social media managers often struggle with posting consistently because they have a lot to do besides social media management. This is why Buffer has habit-building features like streaks to keep you motivated. The tool also makes it easy to store ideas using the create space (my favorite feature), because inspiration can strike anywhere, anytime.

🚀 Sign up for Buffer’s free-forever plan→

2. Hootsuite

Best social media marketing tool for combining social media management with social listening 

Free plan/trial available: No free plans. All paid plans have a 30-day free trial.

Price: Pricing starts at $99/user/month (billed annually)

Like Buffer, Hootsuite is a social media management platform. This means you can use it to publish posts on multiple platforms, track performance, and respond to comments. But what makes it stand out is its social listening features.

Since acquiring Talkwalker, Hootsuite has emerged as a top contender in the social media listening tools market. You can:

• Track brand mentions and stay on top of trends
• Never miss a piece of user-generated content
• Understand brand sentiment

The tool’s trademarked Blue Silk AI also condenses heaps of data and findings into a digestible format. And Hootsuite goes beyond social media platforms to also find what people are saying about your brand on other websites, forums, and podcasts.

Beyond social listening, Hootsuite is more suitable for large and complex teams. It has numerous advanced features, so learning to use the tool is a complex process.

Its price might also be a dealbreaker for many people. It might be a better idea to pair a dedicated social listening tool with an affordable social media management platform if Hootsuite’s cost is out of your budget.

3. Sprout Social

Best social media marketing tool for combining social media management with influencer marketing

Free plan/trial available: No free plan available. All paid plans have a 30-day free trial.

Price: Pricing starts at $99/seat/month, including five social media accounts.

Sprout Social is another all-in-one social media tool. It can help you manage your overall social media presence, helping you do tasks like:

• Publish posts across many social media channels
• Respond to comments and queries coming in via social media networks
• Understand your social media performance and pinpoint what’s working (and what’s not)

Apart from these features, Sprout Social also offers a great influencer marketing tool, where you can find authentic and relevant creators using topic search. Let's say you want to find influencers who post about sustainable makeup products. You can input that phrase on Sprout Social’s influencer marketing tool directly and discover creators who post on that subject.

Then, you can analyze a creator’s profile to ensure they match your brand values and requirements. You can even manage your influencer marketing campaigns right inside the tool (in addition to your other social media campaigns).

If you're a social media marketer also managing influencer marketing for your company, Sprout Social can simplify things considerably — you can handle all your efforts in one place instead of juggling multiple tools.

What can hold you back is the cost. Sprout Social’s influencer marketing tool comes at an additional cost (separate from the price of its social media marketing software). A silver lining: If you don’t like Sprout Social as a social media tool, you can still use it as your influencer marketing software and pay for it separately.

4. Verlynk

Best social media management tool for combining social media management with social media monitoring

Free plan/trial available: Free plan allows you to connect up to three social media accounts (but not X). You can schedule up to 10 social media posts per channel at a time. All paid plans have a 14-day free trial.

Price: Pricing starts at $9.99/month for 10 social media channels.

Verlynk can assist you with a range of tasks. It can be your:

• Social media scheduling tool
• Engagement tool
• Monitoring tool
• Analytics tool

But what makes Verlynk stand out is its unified social media inbox feature. You can respond to conversations across your social channels in one place — this includes DMs, comments, and mentions.

I love that you can also filter your inbox based on social media channels, audience sentiment, message type, timeline, and conversation status. If you use social media for customer service, you can even create canned responses for frequently asked questions.

And what if you use social media platforms to generate leads? In Verlynk, you can set up real-time alerts to ensure you never miss a message and reply promptly.

Verlynk is ideal for a creator or social media marketer who relies heavily on social media to run their business — whether that’s to generate leads or provide customer support.

That said, Verlynk might not be enough as a social media monitoring tool if you get a large number of mentions, messages, or comments across multiple networks. In that case, you'd be better off pairing a social media tool with a dedicated monitoring tool.

5. Madgicx

Best social media marketing tool for creating Meta ads

Free plan/trial available: No free plan. All paid plans have a seven-day free trial.

Price: Pricing starts at $45/month and increases with your monthly ad spend.

If you practice social media advertising on Facebook or Instagram, Madgicx can help you run, manage, and optimize your paid strategy.

What about the Meta Ads Manager? The Madgicx dashboard is far more user-friendly and offers additional features. It goes beyond basic analytics and even allows you to create ads using AI. You can even scroll through the ad library and save ads you like within your industry for future inspiration.

My favorite feature is the AI marketer, which analyzes your ads and suggests areas for improvement. This feature can come in handy — especially if you’re a beginner or looking to experiment.

Lastly, Madgicx has an add-on one-click report tool called Tracking Pro that allows you to monitor ads not just on Meta, but also on Google Ads, TikTok, Google Analytics, Shopify, and Klaviyo — all in a single dashboard. It costs $49/month.

6. Kitchn

Best social media management tool for paid social advertising

Free plan/trial available: No free plans. All paid plans have a seven-day free trial.

Price: Pricing starts at $209/month for one seat and one ad account.

Kitchn is another tool to manage your advertising efforts seamlessly. While Madgicx is focused on improving your ad strategy, Kitchn’s main purpose is making it more efficient.

It has lots of features like bulk upload, direct cloud integrations, and auto-mapping your ads across various placements that help you execute your advertising strategy faster.

You can also mix and match various creatives to experiment and quickly edit multiple ads at once. The best part is that all these features are relatively simple to use.

I also love Kitchn’s quality assurance features, which identify dead links and ad errors, ensuring your ads run as they should.

Kitchn can help you manage ads on Meta, Snapchat, Pinterest, and TikTok. The only drawback is that its cost isn’t beginner-friendly. But if you have a comprehensive paid social strategy across multiple platforms, Kitchn will prove to be worth the investment.

7. Keyhole

Best social media management tool for market research

Free plan/trial available: Not publicly available.

Price: Not publicly available.

Keyhole is a top-tier social media analytics tool to understand your target audience better. You can conduct an in-depth competitor analysis, analyze trends, and even do product research.

Its audience demographics can also help you uncover deep insights about your potential customers — the keywords they use, the products they need, and the marketing that resonates with them.

If you’re working in a time-sensitive industry (like the news), Keyhole’s real-time data can help you identify how the sentiment about a particular topic is evolving by the minute.

But you can’t manage social media marketing using Keyhole alone. You need to pair it with a management tool that allows you to build a social media calendar and engage with your followers.

8. Siftsy

Best social media marketing tool for analyzing comments on your posts

Free plan/trial available: Not publicly available.

Price: Not publicly available.

Siftsy is a qualitative social media analytics tool to help you analyze the comments under your social media posts. This tool can come in handy for various use cases. For instance:

• When you want to gauge your audience's opinions on something
• When you’re teasing the launch of a new product
• When you want to analyze the comments under an influencer’s post.

You can simply paste the URL of your post on Siftsy or upload a CSV file if you want to analyze multiple posts in bulk. The tool works with most of the popular social channels — namely, Instagram, LinkedIn, TikTok, and YouTube.

9. Socialinsider

Best social media marketing tool for in-depth performance analytics

Free plan/trial available: No free plans. All paid plans have a 14-day free trial.

Price: Plans start at $99/month for 20 social media accounts.

Socialinsider is a dedicated social media analytics tool. You can do a competitor analysis and get post-by-post metrics.

However, my favorite feature is the content analysis — the tool helps you understand which of your content pillars are performing best across social media apps. You can even conduct a content pillar analysis of your competitors in the higher-tier plans.

These insights can help you immensely in your content creation process — you can understand which topics resonate the most with your target audience and double down on them.

The tool also has an AI summary of your social media metrics, so you don’t have to do the work of analyzing your raw data (if you’re not a numbers person like me, nothing sounds better) and get strategic insights about how you should evolve your social media marketing efforts.

But since Socialinsider is a dedicated analytics software, you’ll either need to manually post and engage with your followers or use another tool to accomplish those tasks.

10. Mention

Best social media marketing tool for social listening

Free plan/trial available: No free plans. All paid plans have a 14-day free trial.

Price: Plans start at $599/month for advanced social listening, sentiment analysis, and competitive intelligence.

Mention can help you manage your entire social media marketing strategy — schedule posts, collaborate with your team, and track analytics. But social media listening is what gives it an edge.

The software analyzes your brand mentions from over one billion sources ( 🤯) daily. You can analyze the sentiment behind each mention and uncover tags dating back up to two years. Mention’s AI tool can also summarize the mentions for you.

You can also set up alerts for specific queries to stay ahead of the curve and monitor conversations about specific topics in your industry.

If you work as a team, Mention also lets you assign specific mentions to your team members. For example, someone from customer support can handle a product query while someone inquiring about your items can go to sales.

The trade-off is that Mention has a steeper learning curve (and price), and its social media management features aren't as robust as some of the other tools on this list. For a well-rounded social media marketing workflow, you'll likely want to pair it with another tool.

11. YouScan

Best social media marketing tool for image monitoring

Free plan/trial available: Free trial available for three days (has only 30 days of historic data in the trial).

Price: Plans start at $499/month, billed annually.

YouScan’s standout tool is its image recognition. Sure, social media monitoring tools can help you spot brand mentions, but can they spot your logo in images across the web? YouScan can.

Sounds like a small thing, but imagine being able to find your product on the shelf of a famous creator or kickstarting influencer partnerships with people who already use your product. It’s also excellent to spot counterfeits.

The catch? Its price. YouScan is more suitable for established enterprises or agencies that need a dedicated listening tool. 

12. SparkToro

Best social media marketing tool for audience insights

Free plan/trial available: Free plan available for five reports per month.

Price: Paid plans begin at $50/month.

SparkToro is not a traditional social media marketing tool. It's technically an audience research tool that you can use to learn more about your potential customers.

You can learn which newsletters your target audience reads, what podcasts they listen to, which influencers they trust, keywords they use on Google, and even which subreddits they follow. It's the best way to do a crash course on your audience.

SparkToro's value extends well beyond social media — it's useful across marketing, growth, and sales. But even for social media specifically, knowing which influencers your audience trusts or which communities they hang out in can directly shape your content strategy, partnership decisions, and where you invest your time.

13. ManyChat

Best social media marketing tool for DM automation

Free plan/trial available: Free for up to 25 contacts.

Price: Paid plans start at $17/month.

ManyChat is a social media automation tool. You've probably seen the “comment [keyword] for [value]” posts on your favorite creators’ feeds. ManyChat is what powers that — automating the DM delivery so creators can share resources at scale without managing every reply manually. It's worth knowing that it primarily helps with that initial touchpoint, rather than deeper, ongoing engagement.

If you generate leads through your social media marketing, ManyChat is a great way to stay responsive around the clock without manually monitoring every message. It's also an excellent tool to start a conversation with your followers on DMs.

But ManyChat isn’t a social media engagement tool, so it won’t be able to help you beyond the initial automation.

However, if you’re a small business running your business on DMs, ManyChat can help set up complex workflows that aid in warming up potential customers and answering their questions.

14. Modash

Best social media marketing tool for finding influencers

Free plan/trial available: No free plans. All paid plans have a 14-day free trial.

Price: Plans start at $299/month.

Modash is an influencer management tool that helps you find, reach out to, manage, and report on your creator marketing efforts. It lists every influencer across Instagram, YouTube, and TikTok with over 1,000 followers.

My favorite feature is the vetting tool — you can not only see a creator’s audience details, but also their popular and sponsored social media posts. The tool also provides benchmarks for standard metrics, such as engagement rates, so you don’t have to guess whether a creator is above or below average.

Due to its price, Modash is best suited for teams running multiple active influencer campaigns. If you're just starting to explore creator partnerships, manual outreach via Instagram DMs or a lighter-weight tool may be a more practical first step — you can always scale up once influencer marketing becomes a regular part of your strategy.

15. Short.io

Best social media marketing tool for shortening your URLs

Free plan/trial available: Free for up to five custom domains and 1,000 branded links.

Price: Paid plans start at $5/month.

Short.io is a URL shortener that helps you create branded and free links. Its detailed statistics also help you understand how your URLs are performing — like your top links, locations where your link is being clicked, which browsers your audience uses, etc.

You can also use a UTM link to understand where your website visitors are coming from. (If you need help creating UTM links, Buffer's free UTM generator makes it quick and easy.) In the paid plans, you can also redirect users based on their location, automatically expire old links, and use password-protected links.

16. Repurpose.io

Best social media marketing tool for repurposing your short-form videos

Free plan/trial available: No free plan. All paid plans have a 14-day free trial.

Price: Paid plans begin at $35/month.

Content repurposing is an ongoing task for every creator and social media marketer. You want to get the most out of every piece you create, but doing so over and over again can get cumbersome. Enter: Repurpose.io.

You can integrate your social media accounts into the tool and crosspost on multiple platforms. The software will automatically resize and optimize your videos to fit each channel perfectly.

This is especially handy if you're creating short-form video content. You can publish a TikTok and have it automatically formatted and posted to YouTube Shorts, Instagram Reels, and Facebook without manually downloading, resizing, and re-uploading each time. It's a real time-saver when you're trying to reach audiences across multiple platforms with the same great content.

The main limitation is that Repurpose.io is focused on video and audio content. If you're looking to repurpose text-based posts or images across platforms, you'll want to pair it with a broader social media management tool.

17. Quuu

Best social media marketing tool for content curation

Free plan/trial available: No free plan. The paid plan has a seven-day free trial.

Price: The paid plan costs $19.79/month per social media profile.

Quuu is an AI social media assistant that helps you with your content creation process. You can ask it to create posts based on the articles you’ve read, and it will generate a draft that you can then infuse with your own voice.

Quuu does its best to understand your brand voice and produce publish-ready posts, though — like most AI writing tools — it works best as a starting point rather than a final draft. The thinking behind each post still needs to come from you.

The software also serves as a social media scheduling tool, allowing you to schedule posts directly using Quuu.

18. Canva

Best social media marketing tool for editing your images

Free plan/trial available: Free plan available.

Price: Paid plans begin at $15/month for one person.

Canva needs no introduction. There’s no wonder why it has become a staple in almost every social media strategy — it’s the easiest tool to create beautiful images from scratch.

Even if you aren't a graphic designer, you can quickly learn how to use it. Build templates for your brand's images, collaborate with your team on designs, and even schedule social media posts — all from one place.

I love that the tool now has image specs for most social media platforms, so you don’t have to spend time resizing anything. The free templates are also invaluable for building upon an existing image, rather than creating one from scratch.

19. CapCut

Best social media marketing tool for editing your videos

Free plan/trial available: Free plan available. Pro plan has a seven-day free trial.

Price: Pro plan costs $19.99/month.

CapCut is video editing software that's best for TikTok (ByteDance owns both apps), but that doesn’t mean you can’t use it to edit videos for other platforms.

The best part is that CapCut’s most notable features are free, and the tool is easy to use. You can choose from a variety of fonts, transitions, stickers, and more. The latest? AI video generation. You can even cut your long videos into snackable social media clips (post from YouTube to TikTok in a jiffy).

20. Rival IQ

Best social media marketing tool for competitive analysis

Free plan/trial available: No free plans. All paid plans have a 14-day free trial.

Price: Paid plans begin at $239/month.

Rival IQ is an analytics tool excelling in competitive analysis. You can benchmark your engagement, follower growth, and other metrics against your competitors to check how you’re performing compared to your industry.

The tool also summarizes the key takeaways from the analysis and lets you know when a competitor has likely boosted a post to improve its performance. All of this data can help you refine your social media marketing plan and understand how your strategy compares to your peers.

Because of Rival IQ’s cost, I’d say it’s best for businesses with a comprehensive competitive analysis strategy.

21. Supermeme.ai

Best social media marketing tool for turning text into memes

Free plan/trial available: No free plan. Free trial for 10 AI memes.

Price: Paid plans start at $9.99/month.

Does social media marketing require memes? Of course not. But does it make it a lot more fun? 100%. Supermeme is a meme generator — you type the text and it generates the meme.

It features an elite meme database to provide context for your texts, and it's watermark-free. If you want, you can even brand your memes without using another image editor. Plus, the memes are available in 110+ languages.

How many tools do you need?

There’s no right answer to how many social media marketing tools you need. It depends on your social media strategy, team size, and goals.

With social media more fragmented than ever, it's easy to feel like you need a separate app for every task — but that often creates more chaos than it solves.

That said, my parting advice would be to avoid beginning with too many tools at once. It can take a real toll on your budget — and your mental load. Instead, start with an all-in-one tool and layer specialized tools as and when you think you need them to be more efficient.

Start with a core management tool. This handles your day-to-day — scheduling, publishing, and basic analytics. Get comfortable here first.

Add specialized tools as your needs grow. Once you've got a rhythm, layer in tools for specific needs like social listening, ad management, influencer marketing, or content creation.

Audit regularly. Every few months, check whether each tool in your stack is actually earning its keep. If you're not using it, drop it.

For example, with Buffer, you can get started quickly. It can help you schedule posts, interact with your audience, store ideas, and get in the groove of social media management. Once you're in the flow, you can always add more specialized tools if and when you need them.

Sign up for Buffer for free 💸 .

FAQ about social media marketing tools

What are social media marketing tools?

Social media marketing tools are apps and software that help you plan, create, publish, and measure content on social media. Some tools handle everything in one place — scheduling, analytics, engagement — while others specialize in a single task, like video editing or influencer research. The right mix depends on your goals, team size, and budget.

Are there free social media marketing tools?

Yes. Several tools on this list offer free plans. If you're just building your presence, free tools can cover a lot of ground before you need to pay for anything. Buffer is free forever for up to three social media channels and includes scheduling, a content ideas space, and a link-in-bio page. Canva and CapCut also have free plans with enough features to get started.

How do social media scheduling tools improve marketing efficiency?

Social media scheduling tools help you plan ahead, stay consistent, and save time. Instead of posting manually every day, you can batch your content and schedule it in advance. This frees you up to focus on higher-impact work — like strategy, engagement, and creating better content. Many tools also include analytics, which makes it easier to see what’s working and adjust your approach over time.

More tools we love

• I’ve Tried 50+ Productivity Tools — Here are My Top 9
• 9 of the Best AI Writing Tools and Assistants to Help You Work Smarter, Not Harder
• The 9 Best AI Image Generators (+ Examples)
• 26 Free Instagram Tools to Help Grow Your Account

View the full article

Not sure where to start with social media marketing? This guide walks you through everything from choosing platforms to building a strategy that sticks.

Marketers, social media is where your audience already hangs out — and it's one of the best ways to connect with over 5 billion of them in a real, meaningful way.

And it’s not just about staying in touch. Social platforms have become powerful discovery engines. A growing number of people actively use TikTok, Instagram, YouTube, Facebook, and others to research products, read reviews, and decide what to buy next. In fact, 63% of Gen Z and 49% of millennials say social media ads or recommendations influence their purchasing decisions.

In other words: your audience isn’t just scrolling. They’re searching, evaluating, and acting, so it’s well worth your business’s time to meet these potential customers on their social channels of choice. 

In this guide, we'll walk you through some of the most popular social networks for marketing (including what we've learned from analyzing millions of posts through Buffer), plus how to build a social media marketing strategy that actually works for you. You’ll also find some resources that take a deep dive into particular areas of this increasingly important marketing arena.

Key takeaways

• Definition: Social media marketing involves connecting with audiences to build brands, drive traffic, and increase sales through content, engagement, and ads.
• Strategic approach: Success requires a cyclical 7-step strategy: setting SMART goals, defining the audience, establishing content pillars, choosing platforms, calendaring, analyzing, and evaluating.
• Platform selection: Focus on the platforms where your target audience is most active, rather than spreading resources too thin across all networks.
• Engagement is critical: Modern SMM has evolved from simple broadcasting to meaningful two-way engagement and social listening.

What is social media marketing?

Social media marketing (SMM) is the use of social media platforms to connect with your audience to build your brand, increase sales, drive website traffic, and more. This involves publishing high-quality content on your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements. 

You've got plenty of platforms to choose from, and just as many tools to help you manage it all without losing your mind. We’ll unpack all of these things in this guide.

The evolution of social media marketing and management

Back in the early days, brands treated social media like digital billboards — just another place to shout their message and hope people clicked through to buy something.

But social media has become increasingly crowded, and users have become more selective and savvy. Today, simply showing up is no longer enough. To stand out, you need to create stuff people actually care about. And, more importantly, talk with them, not at them.

The good news is that as platforms have evolved, so have the tools and tactics that make social media marketing easier and more rewarding, too.

Along with posting, social media management also involves:

• Social listening and engagement: Monitoring social media conversations and responding to relevant mentions.
• Analytics and reporting: Analyzing reach, engagement, sales, and more on social media with an analytics tool.
• Paid social: Reaching a specific audience at scale with highly targeted social media ads.

Together, these pieces make up what we think of as modern social media management. Bonus: they're all things Buffer can help you with.

Quick-start guide to major social media platforms 

There are so many platforms out there. We've rounded up over 20 in our guide to the top social media sites — but don't let that overwhelm you.

One of the most important things to know about social media marketing is that you don't need to be everywhere. In fact, we'd recommend picking just a few platforms to focus on (we'll get into how to choose in a bit).

When you're deciding which platforms to use, the biggest question to ask yourself is: where does my audience actually spend their time? Here’s a high-level explainer, plus a breakdown of the demographics of the most popular social media marketing platforms to guide you:

Facebook

• Monthly active users: 3.07 billion
• Breakdown by gender: 43% women, 57% men
• Dominant age group: 25–34 years
• 79% of organizations use it for social media marketing

Facebook is still the biggest social network out there, with over 3 billion people logging in at least once a month. For perspective: That's more than a third of the world's population.

You can post pretty much any content format on Facebook, including links, text, images, and videos. We analyzed over 15 million posts and found that images get the most engagement on the platform (but only just!). You’ll see from the graph, however, that images, videos, and text posts are all clustered within one percentage point of each other.

Our data also shows that the best time to post on Facebook is generally early to mid-morning on weekdays.

Wednesday and Thursday are the best days of the week to share content on the social media platform.

Facebook (owned by Meta) also has some really useful tools built in, like Meta’s Business Suite and Facebook Ads Manager, which can help you schedule posts and run ads.

🔍 Deep dive: Understanding the Facebook Algorithm

⏫ Level up: How to Get More Followers on Facebook

Instagram

• Monthly active users: 3 billion
• Breakdown by gender: 47% women, 53% men
• Dominant age group: 18–34 years
• 86% of organizations use it for social media marketing

Instagram is all about visuals. You can share photos, carousels (multi-photo posts), stories, reels, and live videos.

Our latest research revealed that carousels are the best content to post on the platform for engagement.

You may be surprised: surely reels reign supreme? Interestingly, the data above measured engagement, not reach. Essentially, reels and carousels serve different goals on Instagram: 

• Reels are great for reach and discoverability thanks to distribution on the explore page and reels tab
• Carousels tend to drive deeper engagement by keeping people interacting with your content longer

We also uncovered that the best time to post on Instagram for engagement is weekday evenings between 6 p.m.–11 p.m.

Midweek posts on Instagram see solid engagement, with Wednesdays topping the stats. 

Also owned by Meta, Instagram plays well with Facebook for crossposting content and ads. You’ll also be able to access Meta’s Business Suite and Ads Manager with your Instagram account.

🔍 Deep dive: How the Instagram Algorithm Works

⏫ Level up: How to Get More Followers on Instagram

YouTube

• Monthly active users: 2.6 billion
• Breakdown by gender: 46% women, 54% men
• Dominant age group: 25–34 years
• 58% of organizations use it for social media marketing

YouTube was the OG video platform, and it's still going strong. For years, YouTube was all about landscape videos, but they've since jumped on the short-form video trend and introduced portrait short-form videos up to 60 seconds, called YouTube Shorts.

It makes sense to differentiate between long-form videos and YouTube Shorts when we look at the best time to post on YouTube, since each type performs a different function and attracts different audiences at different times. 

As you can see from the heatmaps below, the best time to post long-form videos is Sunday at 10 a.m. (by a long shot); whereas the best time to post YouTube Shorts is Friday afternoon and evening. 

When it comes to the best days of the week to post on YouTube, the same pattern applies: Sundays for long-form videos; Fridays for YouTube Shorts. 

YouTube also offers shopping tools like YouTube Shopping (only for certain users) plus YouTube Ads, allowing you to advertise before and during other YouTube videos.

🔍 Deep dive: Understanding the YouTube Algorithm

⏫ Level up: How to Get More Subscribers on YouTube

TikTok

• Monthly active users: 1.9 billion
• Breakdown by gender: 44% women, 56% men
• Dominant age group: 18–24 years
• 43% of organizations use it for social media marketing

On TikTok, you can create videos anywhere from 15 seconds to 60 minutes long, and there are tons of filters, AI effects, sounds, and music to play with. It makes creating content fun and accessible, even if you don’t have mad editing skills. The social media platform also introduced stories and carousel-style photo posts.

But there are no surprises when it comes to the best content format to post on TikTok: on a video-first platform, video still performs best. 

Buffer data revealed that the best time to post on TikTok is Sunday at 9 a.m., followed by Monday at 1 p.m., and Sunday at 1 p.m. Generally speaking, views tend to pick up in the evening hours, which makes sense considering the entertainment value of most TikTok content. 

Unlike many other social platforms, which tend to see more engagement during the week, the best day of the week to post on TikTok is Saturday. Monday comes in second place, followed closely by Sunday.

TikTok offers a powerful ads platform with formats like in-feed ads, Topview, and Spark ads, helping you reach new audiences and boost high-performing content directly within the app.

🔍 Deep dive: Understanding the TikTok Algorithm

⏫ Level up: How to Get More Followers on TikTok

Pinterest

• Monthly active users: 578 million
• Breakdown by gender: 70% women, 23% men
• Dominant age group: 18–34 years
• 10% of organizations use it for social media marketing

Pinterest is a bit of a hidden gem. It’s part social platform, part visual search engine, and it’s where people go to discover ideas, plan projects, and find brands they love. Think of it as a digital pinboard: users save images and videos (called pins) to curated boards, whether they’re dreaming up a new recipe, redesigning a space, or researching products. 

With nearly 600 million users (and over a third actively looking for brands), Pinterest offers a powerful, often overlooked way to get your content discovered and send traffic your way. 

Interestingly, our data found that video posts on Pinterest get 83% higher engagement than images. So if you're using Pinterest primarily as a visual catalog, it might be worth testing a few video pins and seeing how they perform with your audience. 

Pinterest also has built-in advertising tools, including promoted pins and shopping ads, making it easy to get your content discovered by users actively searching for ideas and products.

🔍 Deep dive: Pinterest Marketing Strategy 

⏫ Level up: How to Get More Followers on Pinterest

X (formerly Twitter)

• Monthly active users: 557 million
• Breakdown by gender: 36% women, 54% men
• Dominant age group: 18–34 years
• 38% of organizations use it for social media marketing

X (formerly Twitter) has been around since the early days of social media. It was actually the very first platform Buffer supported! That said, the platform has been through a lot of changes lately.

But don't count it out just yet. Sure, there are some interesting X (Twitter) alternatives popping up (like Bluesky, Mastodon, and Threads) but none of them have surpassed X's monthly user count yet.

After acquiring the platform in 2022, Elon Musk set out to transform it into a broader “everything app,” expanding far beyond its original focus on short posts and conversations. Since then, we’ve seen a wave of updates, including new account types, longer-form posts, improved video features, and early steps toward digital payments and e-commerce.

Like Facebook, X supports links, images, text, and video posts, but according to our analysis of over 10 million posts sent through Buffer, text is the most engaging content format on X.

The best time to post on X (Twitter) is 9 a.m. on Tuesday. In general, posting on weekdays from 8 a.m. to about 12 p.m. gives your content the best shot at higher engagement stats. 

The best day of the week to post on X is Wednesday, followed by its fellow midweek buddies, Tuesday and Thursday. 

X offers a range of advertising options through X Ads, including promoted posts, accounts, and trends, helping you boost visibility and reach targeted audiences in real time conversations.

🔍 Deep dive: Understanding the X (Twitter) Algorithm

⏫ Level up: How to Get More Followers on X (Twitter)

LinkedIn

• Monthly active users: 350 – 450 million (estimated)
• Breakdown by gender: 43% women, 57% men
• Dominant age group: 25–34 years
• 75% of organizations use it for social media marketing

LinkedIn has evolved from a resume-sharing platform to one of the best networks for thought leadership content and building a personal brand. From a business social media perspective, your employees’ personal brands can be a powerful digital marketing tool. More so, in most cases, than sharing from a company page. 

Although the platform also allows for text, video, image, and link posts, LinkedIn carousels (documents) take the top spot by far in terms of engagement. 

We also uncovered that late afternoon and evening hours (3 p.m.–8 p.m.) now drive the highest engagement on LinkedIn. As you can see on the heatmap below, the best times to post on LinkedIn are Wednesday at 4 p.m., Friday at 3 p.m., and Friday at 4 p.m.

The best day of the week to post on LinkedIn is Wednesday. We found that posts shared on Wednesday tended to get the most engagement, closely followed by Thursday, then Friday.

LinkedIn’s ads platform uses formats like sponsored content, message ads, and lead gen forms to help you target professionals and expand your reach.

💡 Pro tip: Because personal profiles are where it’s at on LinkedIn, we introduced LinkedIn profile analytics to help you see what’s working and refine your strategy over time. 

🔍 Deep dive: Understanding the LinkedIn Algorithm

⏫ Level up: How to Get More Followers on LinkedIn

Threads

• Monthly active users: 400 million
• Breakdown by gender: 42% women, 58% men
• Dominant age group:  25–34 years
• 11% of organizations use it for social media marketing

Threads may be positioned as a conversation-first, text-forward platform, but posts with visuals currently see higher median engagement. That said, format isn’t everything. There’s plenty of overlap, and a strong text post can still outperform an average video or image. 

As Threads continues to evolve and refine its algorithm, these trends may shift, but for now, a simple, effective approach is to mix in visuals alongside your text to give your posts an extra boost.

No matter the format, one of the most effective ways to engage on Threads is to add your insight to trending topics (before they run away from you). Using Buffer’s Trending Topics feature, you can see what's taking off right now, browse actual posts from the conversation, and jump in with your take, all without leaving the Buffer app.

So, when is it best to post? Our research revealed that the best time to post on Threads is 9 a.m. on Thursday. Other high-performing slots were 12 p.m. on Wednesday and 9 a.m. on Wednesday. Generally speaking, midweek mornings and early afternoons are your best bet for maximum engagement.

Midweek is where it’s at for the best median engagement, so it’s little surprise that Wednesday seems to be the best day of the week to post, followed by Thursday, then Tuesday. 

💡 Pro tip: Good timing won’t save mediocre content. Remember that Threads rewards specificity and niche interests, so don’t be afraid to geek out on your favorite topics. 

As of January 2026, Meta has officially completed the global rollout of Threads as an advertising placement through Meta’s Ads Manager.

🔍 Deep dive: Understanding the Threads Algorithm

⏫ Level up: How to Get More Followers on Threads

Bluesky and Mastodon

Bluesky and Mastodon are two fairly new decentralized social media platforms. Bluesky has 5.2 million monthly users, while Mastodon has 1 million. Being decentralized means that they aren’t owned or controlled by a single company, but instead are made up of smaller, community-led networks. 

That structure shapes how people show up: these spaces are far more community-first, with a strong emphasis on authentic conversations and people over polished brand content. So before you post, it’s worth asking whether your audience is actually there. If they are, focus on engaging, not just broadcasting.

Instead of engagement rate, Bluesky uses total interactions (likes + comments + reposts), so it's not one-to-one with the other platforms in this section. Nevertheless, our data found that video content earns the most interactions per post on Bluesky. 

Like Bluesky, Mastodon uses total interactions (shares + favorites + comments) instead of engagement rate. It came up as the most stable platform in our dataset: Images and videos both earned a median of three interactions per post, and links and text both averaged out at two interactions.

Keep an eye on these two platforms; it’s going to be interesting to see how decentralized social media networks evolve. 

🔍 Deep dive: Understanding Decentralized Social Media

⏫ Level up: How to Schedule, Crosspost, and More on Bluesky

Social media marketing strategy

Now that you understand more about the most popular social media marketing platforms, let’s explore the key to social media marketing success: a social media strategy.

Good social media marketing starts with a strategy. Before you start creating content, take a step back and look at the big picture. Before you even start thinking about content creation, it’s wise to take a step back and look at the big picture to devise your social media marketing plan. Remember: random acts of content lead to random results.

Here’s a step-by-step guide to creating your social media strategy:

1. Set your social media marketing goals
2. Define your target audience
3. Choose your content pillars
4. Choose your platforms
5. Create your content calendar
6. Analyze your content performance
7. Evaluate your content strategy

Your social media marketing strategy is not a one-and-done process: it’s a plan that should be regularly tweaked and iterated upon. So, instead of thinking of the above steps as a to-do list to move through, visualize them as a cycle, like the flywheel below.

You should be regularly tweaking and building on your strategy to hit your goals.

1. Set clear social media marketing goals

Start with your business goals. Then ask yourself: 'How will growing an engaged social media following help me (or my team) reach these goals?'

This is especially important if you need to convince leadership that social media is worth the investment. They'll want to see real results. The more you can show that social media is working, the easier it'll be to get the resources you need to grow.

Build a solid foundation for your social media strategy by making these goals SMART:

• Specific
• Measurable
• Achievable
• Relevant
• Timebound

2. Define your target audience

Before you dive headfirst into creating content, you need to know who you're actually talking to. Once you know who your audience is, you'll have a much better idea of where to find them and how to talk to them.

Answering these questions will help you get a clear picture of your target audience:

• Who are they? (e.g., job title, age, gender, salary, location, etc.)
• What are they interested in that you can provide? (e.g., entertainment, educational content, case studies, information on new products, etc.)
• What goals and challenges do they have? (Ideally, this will be one your content or company can help them achieve or solve.)
• Where do they usually spend their time online? (e.g., TikTok, Instagram, etc., or niche platforms)
• When do they look for the type of content you can provide? (e.g., weekends, during their daily commute, etc.)
• Why do they consume the content? (e.g., to get better at their job, become healthy, stay up to date with something, etc.)
• How do they consume the content? (e.g., reading social media, watching videos, etc.)

3. Choose your content pillars and formats

What kind of content will your audience actually care about? Could short-form video content be the best format for capturing their attention? Could partnering with an influencer take your brand awareness to the next level?

Your marketing personas will come in handy here. It's also worth checking out what similar businesses are doing on social media. A competitive analysis can help you learn a lot from what's working (and what's not) for them. What are your competitors doing that works? Have they made mistakes you can learn from?

Your content pillars and formats aren't set in stone. You can (and should) adjust them based on what's actually working. Here’s a comprehensive guide to creating content pillars for social media (with a handy template).

4. Choose your platforms

So, which platforms should you focus on? With so many options out there, it's easy to feel overwhelmed. Here are some things to consider when making this choice:

Focus your efforts instead of spreading yourself thin

When you're just starting out, it's better to focus on a few platforms where your audience actually hangs out, rather than trying to be everywhere at once.

Brands focusing on just one or two platforms tend to get more engagement per post than those spreading themselves across three or more.

Understand your target audience 

Even basic demographic info about your audience (like age, location, and interests) can help you figure out where to focus. Check out the stats for each platform above for some guidance.

For example, if you're trying to reach teenagers, LinkedIn isn't where you want to spend your time. The same goes for TikTok and Snapchat if you're trying to reach retirees. They're probably not hanging out there.

Use built-in shopping tools

Many social networking sites, like Facebook, Instagram, and TikTok, have robust e-commerce tools that may increase sales if that is your social media goal.

It makes sense to reduce friction when it comes to sales by letting your customers shop right on their favorite platforms. If it works for your particular business, the availability of these tools is also an essential factor in your choice.

Explore newer or niche platforms

If you’re serving a particularly niche market segment, it’s worth exploring the alternative platforms gaining traction. Don’t write Mastodon or Bluesky off simply because their active monthly users don’t number in the billions (yet).

Less popular (but still powerful) social media marketing platforms like Pinterest may also prove valuable, especially for categories where visual discovery drives purchases, such as home decor, fashion, food, and DIY.

5. Create your content calendar

You’ve outlined the big picture; it’s time to get into the details — and implementation. Social media marketing usually starts with having a consistent social media presence, i.e., regularly sharing content on your chosen platforms.

It’s best to plan your content calendar ahead of time instead of creating and publishing content spontaneously. Luckily, you’ve already done so much of the hard work required. Armed with your content pillars and formats and the platforms you’ve decided on, you can begin to map out the content itself on your social media content calendar.

We have a comprehensive guide to creating your social media calendar (and template) that will walk you through it step-by-step, but here’s a high-level overview:

Step 1. Choose your social media content calendar tool

This could be as simple as a spreadsheet, but social media scheduling tools like Buffer will help you plan, schedule, and analyze your content in a single platform.

Prefer to start your social posts on a good ol’ spreadsheet? No problem. Buffer’s Bulk Upload allows you to convert a spreadsheet into up to 100 scheduled posts, all ready to go. 

Step 2. Gather your content ideas

Defining your content pillars likely sparked plenty of exciting content ideas. Get them down before you lose them.

A tool like Buffer’s Create Space can be super helpful here. It’s a versatile system that will allow you to save text, images, and videos for your social media posts (and organize them with color-coded tags) to keep track of all your lightbulb moments.

Even if all you have is a link to another social post that has inspired you, a half-baked idea, or a reminder about an important product launch, save it. You can refine it later before you schedule it.

With the Buffer app (available on both iOS and Android), you can save those ideas while you’re on the go, too.

💡Pro tip: If you’re stuck for ideas and staring at a blank composer with nothing to say, check out our Template Library of writing prompts. Take that, writer’s block.  

Step 3. Decide on a content cadence for each platform

When it comes to building an engaged social media audience on any platform, consistency is key. It makes sense. The platforms want you to use their sites and apps, so they reward that behavior.

Every platform is different when it comes to the best days and times to post on social media for optimal engagement. While you’re revving up your social media content engine, it can be helpful to know the best times to post on each network to maximize your chances of likes, comments, shares, and views.

Here’s a recap of the best time slots for each platform:

While these best-time-to-post guides can be helpful, they’re no substitute for knowing your best time to post. Every audience is different, and yours may be more likely to engage with your content at different times.

After some time posting to your chosen platforms with Buffer, Buffer’s analytics will recommend your unique best time to post for each platform to maximize your chances of high reach and engagement.

Step 4. Map key launches and dates

Plan out posts for all your product launches, company news, and events. You can use placeholders if you don’t have all the details or social media marketing assets you need just yet.

Why map them out first? Those posts should be your priority on those days, and you may want to hold off on sharing other content that detracts from these on key dates. It will also help you gather all the copy, images, and other assets with enough time to plan and schedule these posts.

Step 5. Batch your content 

Consistently creating content for multiple channels is no cakewalk. But content batching (sitting down to create content in bulk, enough to last several days, weeks, or even months) can help you be more efficient.

Here are some examples of social media manager content batching:

• Using the same Instagram template for several carousel posts spread out over a few weeks. All you need to do is change the text.
• Similarly, using the same template for LinkedIn carousel posts, and changing the content to create several carousels in one sitting.
• Planning a warehouse or factory visit to film several videos of how your product is made for future TikToks, Instagram Reels, and YouTube Shorts.
• Having a shooting day with several colleagues to take advantage of trending TikTok sounds or trending Instagram audio.

Step 6. Schedule your content

With all that content batched and ready to go, it’s time to start scheduling. Scheduling your social media marketing posts in advance is essential. There are so many benefits to scheduling your content in advance, especially for the social media managers themselves.

Having your posts scheduled in a social media management tool like Buffer means:

• You don’t have to be online at all hours to post.
• You can take time off and rest, knowing that your audience is still engaged and growing
• You can post your content at the best time to post on each platform.
• You can free up time for last-minute changes.

6. Analyze your content performance

Understanding how your content is performing using social media analytics is a hugely important step in your social media marketing plan. Are you reaching more people than last month? How many positive mentions? How many used your brand’s hashtag? Are you driving traffic to key pages?

Metrics to look at include: 

• Reach and impressions
• Engagement rate
• Click-throughs
• Conversions

The social networks provide basic metrics, but for more in-depth analysis or cross-platform comparison, use a social media analytics tool. We’re biased, of course, but Buffer’s analytics are tough to beat.

Rather than just numbers, Buffer uses your reach and engagement data to recommend the best time to post, frequency, and content format to grow your channel.

7. Evaluate your content strategy

It’s time to step back and ask: “Is our social media marketing strategy working?”

Use your analytics reports to see if your efforts are helping you reach your business goals. You might be gaining followers and engagement, but not increasing sign-ups or sales. If so, revisit earlier steps and adjust your strategy. Platforms evolve, and so should your approach. Adaptation is part of the process.

Social media listening and engagement

As your business and following grow, conversations about your brand will increase. People comment, tag, or message you directly. And how you respond to these is important.

As you’ll see in our 2026 State of Social Media Engagement Report, the biggest driver of post performance isn’t when or how you post. It’s whether you show up and talk back to your audience.

Here’s a quick recap:

• Replying to comments is one of the strongest patterns we found: Accounts that do this consistently see higher engagement across every platform (up to +42% on Threads and +30% on LinkedIn).
• Content format performance isn’t universal: What works on one platform won’t necessarily work on another (and sometimes not even for different goals on the same platform).
• Consistency still matters: Accounts that stop posting see a clear drop in performance, while posting regularly increases your chances of being seen.
• Timing and frequency help, but only as a boost: The real lever is creating content people want to engage with and responding when they do.

If there’s one takeaway: don’t just publish: participate. 

An easier way to engage

As you can see, responding to these interactions is a mega win for your engagement, but it’s easy to miss a notification, especially when you’re managing multiple social media accounts. If you’re like most people, you’ll post something, close the app, and forget to check back.

Buffer’s Community makes it easier by bringing all your conversations into one calm, organized space, where you can filter unanswered comments, get real-time notifications, and reply across platforms without jumping between apps. The Community motto: “Don’t post and ghost.”

You can respond faster with saved replies or AI-assisted suggestions (that still sound like you), track how consistently you’re engaging, and even turn great replies into new content — so no comment gets missed, and every interaction becomes an opportunity to connect and build your community. Because social media is meant to be social, right?

People might talk about your brand without tagging you. These conversations are valuable — positive comments can be opportunities to surprise and delight, while negative ones allow you to offer support and resolve issues early.

Manually searching for mentions can be tedious. Use a social media listening tool to find relevant conversations and participate effectively.

📚 Recommended reading: Social Media Engagement Guide

Social media advertising

If resources allow, social media ads can significantly expand your reach and grow your following. Well-executed campaigns target specific audiences based on demographics, interests, and behaviors. Meta’s Ads Manager allows crossposting across platforms, even without profiles.

The average Cost Per Click (CPC) on social media is generally lower than Google Ads. For example, Instagram’s average CPC is $0.00–$0.25 (Pinterest is even lower at $0.00–$0.10), compared to Google’s $2.69. The amount will vary depending on your campaign objective, industry, and competition in your niche, so your numbers may look different. 

💡Pro tip: Ads work best when they’re layered onto a consistent, organic social media presence.

📚 Recommended reading: Social Media Advertising Guide

8 social media marketing tips from the experts

We asked social media marketers worldwide for their top tips for beginners. Common themes include authentic connection, platform selection, and partnering with creators.

1. Know your audience

“Ignore fads and trends and vanity metrics. Create a solid strategy that talks to your audience. Think about their pain points, emotional triggers, and how you want to be perceived in their eyes.”

– Sarah Man, Social Media and Marketing Consultant, Mantar Marketing

“There’s already so much being shared by your target audience across various platforms. Work smarter, not harder! Your audience/customers will always express their pain points or challenges. If you can address those pain points or challenges head-on with your content, your messaging/products/services are guaranteed to reach those people.”

– Emma Rafanello, Social Media Account Supervisor, Bospar

2. Stick to the platforms that make sense

“You don’t have to be everything, everywhere, all the time! It’s better to start small and focus on one platform, at a lower posting frequency, than it is to spread yourself too thin. The best way to see if social is working for your business, no matter what your goals are, is to really focus on one channel and grow from there. If your attention is divided between 10 other platforms, it’s hard to notice those small yet promising upward trends that are whispering, ‘This could work!’ to you.”

– Emily Brungard, Senior Social Media Manager, Rossman Media

3. Optimize your profiles

“Optimize and fill out every aspect of all your social media profiles to create the best first impression for your audience. The better the first impression, the higher the perceived value. This will really help generate leads, too.”

– Piyush Malpure, Founder and Marketing Strategist, Leads Infinity

4. Engage with your communities

“Posting often will only show off part of your brand, but you’ll come across as more genuine and authentic if you take the time to comment on relevant posts and discussions.”

– Naba Ahmed, Marketing Manager, Prezi

5. Be authentic and relatable

“Don’t be afraid to test out-of-the-box ideas and be yourself. Understand that ‘being good’ on social means nothing if you aren’t meeting your objectives and reaching your business goals.”

– Sarah Man, Social Media and Marketing Consultant, Mantar Marketing

6. Create value for your audience

“Create content in which you give more to people than what you ask of them, and find peers to partner with and amplify your message.”

– Meryoli Arias, Head of Marketing, The Community Marketing Company

7. Get your team involved

“Your brand should be an extension of real people’s voices. For someone just building out their strategy, the best place to start is with your internal team. Interview them, use their thoughts and ideas to ideate topics, and feature them often. Give them prompts and enablement material to share those thoughts themselves. Involving the team humanizes the brand and creates real connection with your audience.”

– Sam Hembree, Co-founder, Beam Content

8. Be strategic with links

“This one is an easy one: stop posting links in Instagram captions and stop putting multiple links in social posts! They’re not accessible and honestly seem spammy. If you’re posting in multiple languages, just separate the posts.”

– Jessica Perreault, Director of Communications, Labour Market Information Council (LMIC)

Social media marketing resources

As you’ll have picked up from this article, social media marketing is a deep, nuanced subject, and there’s often plenty to consider before a business kicks off any kind of social media marketing campaign.

In a field constantly in flux, social media pros know staying on top of trends, platforms, tools, and features is key.

To help you get going (or level up), here are some high-level resources to bookmark and add to your social media marketing toolkit (along with the deep dives and zoom-outs we’ve linked above):

✍️ Social Media Marketing Blog

Latest news, success stories, platform guides, and more.

💌 Social Media Newsletter

Weekly updates on new features and tips.

🧠 Social Media Terms Glossary

Clarify industry jargon as you build your strategy.

🚀 The Buffer Community

Connect, share, and learn with other social media managers, small business owners, and creators.

Got questions? We’d love to help. Find us on Facebook, Instagram, LinkedIn, X, YouTube, TikTok, Threads, and Bluesky.

FAQ about social media marketing

How do I do social media marketing?

At its core, social media marketing is about showing up where your audience already spends time and building real connections. Start by choosing one or two platforms your audience uses most, create content that helps, entertains, or informs them, and stay consistent. Just as importantly, don’t post and ghost. Respond to comments, join conversations, and learn from what’s working so you can keep improving over time.

How much does social media marketing cost?

It can cost as little or as much as you want. If you’re just getting started, your main investment is time: creating content, engaging with your audience, and learning what works. As you grow, you might invest in tools, ads, or extra support. The good news is you don’t need a big budget to see results, especially if you focus on consistency and genuine connection.

What are the benefits of social media marketing?

Social media marketing helps you get your brand in front of the right people, build trust over time, and stay top of mind. It can drive traffic to your website, generate leads, support sales, and even act as a customer service channel. But one of the biggest benefits is the direct connection. You’re not just broadcasting, you’re building relationships.

Why is social media marketing important?

Because that’s where people are. Your audience is already using social media to discover brands, research products, and make decisions. If you’re not showing up there, you’re likely missing out on opportunities to connect, learn from your audience, and grow your business in a way that feels natural and accessible.

How do I start marketing on social media?

Start simple. Pick a platform, set a clear goal, and begin sharing content that’s useful or interesting to your audience. You don’t need a perfect strategy from day one. You’ll learn as you go. Pay attention to what people respond to, keep experimenting, and build from there. Progress matters more than perfection.

Which is the best platform for social media marketing?

There isn’t a single “best” platform. It depends on your audience and your goals. The best platform is the one your audience actually uses and engages with. Instead of trying to be everywhere, focus on one or two platforms where you can show up consistently and do it well.

View the full article

Pinterest is one of my most used social media sites. While I love the buzz of TikTok, the inspiration I find on Instagram, and the opportunities for learning on LinkedIn, I often need to take breaks from the major platforms. But never Pinterest. No matter where I'm at in my life, there's always something I need from the visual search engine.

I’ll often hop onto the app or website with a specific query in mind — “living room decor,” “capsule wardrobe,” and “productivity tools” are some of my most recent searches. As you’ll have guessed from those examples, I usually open up the Pinterest app with one of three goals: 

• Find inspiration
• Figure out how to do something
• Buy something

And I’m not unique in this, either — according to data from Pinterest, more than 85% of users have made a purchase based on pins from brands. 

Pinterest boasts 619 million global active users, making it one of the most popular social networking platforms in the world. But it’s how those Pinterest lovers use the app that’s worth paying attention to. According to a 2024 report by DataReportal, 36.6% of active users are on the app to follow or research brands and products, making it the main reason they use Pinterest. 

So, if you’re a business or a creator looking to monetize, using Pinterest as part of your marketing efforts is well worth exploring. 

Convinced yet? Good — because learning to use Pinterest is straightforward, even if you've never opened the app. In short: to use Pinterest, you create an account, build themed boards, save the ideas you find (or make) as pins, and — if you're a creator or business — optimize those pins with keywords so they show up when people search.

Below, I'll walk you through setting up your account, creating pins and boards, growing an audience, and measuring what's working.

Key takeaways

• Pinterest has 619 million active users, and 85% of them have made a purchase based on pins from brands.
• 36.6% of active Pinterest users are there to research brands and products — more than YouTube, X, or LinkedIn.
• Business accounts unlock analytics, advertising, product catalogs, and the business/creator hub — switch from personal if you're marketing, selling, or creating.
• Pinterest is a long-game platform — a pin can keep getting attention and driving traffic for months or years after it's published.
• The ideal pin is vertical — 2:3 aspect ratio at 600 x 900 pixels — with a strong keyword in the title, a clear call to action in the description, and a link back to the source.
• Pinterest's best-performing niches include home decor, beauty, wellness, fashion, food, DIY and crafts, parenting, weddings, travel, and education.
• Focus Pinterest analytics on four metrics — impressions, pin clicks, saves, and outbound clicks.
• Plan for trends around early — Pinterest users come to the app well before the season, holiday, or event they're planning for.

What is Pinterest?

Pinterest is a visual discovery engine — a social media platform that works like a virtual pinboard, where users save and organize ideas as visual cards (pins) on collections (boards). Pinterest describes itself as "a visual discovery engine for finding ideas like recipes, home and style inspiration, and more."

Brands, creators, and private users can create pins by uploading an image or video from their devices. Each pin can have its own title and description and a website link (important for brands and creators looking to drive traffic elsewhere). Users can also save pins of images they find online with Pinterest's browser extension.

All Pinterest users, whether they have a business or personal account, have a profile where others can see their Pinterest boards and pins (unless they choose to make a board private).

Beyond the mechanics, I love this definition Pinterest marketing expert and agency owner Heather Farris shared with Buffer: “If Google Images and Instagram were to have a baby, you’d land on Pinterest.”    

Before we get into strategy, let’s cover a few key terms.

Pinterest terms to know before you start

Before diving in, a quick glossary — you'll hear these terms across the rest of the guide:

• Pin — an image or video saved to Pinterest, usually with a title, description, and destination link.
• Board — a themed collection of pins (e.g., "Small kitchen inspo," "Q2 product launches").
• Pinboard — another word for a board; Pinterest uses it interchangeably.
• Rich pin — a pin that automatically pulls extra info from the linked website (used for recipes, products, and articles).
• Idea pin — a multi-page pin format designed for step-by-step content and stories.
• Save — when a user adds a pin to one of their boards.
• Repin — saving someone else's pin to your own board.
• Home feed — the personalized feed of pins Pinterest shows when you open the app.
• Pinterest Analytics — the native dashboard (business accounts only) with reach, engagement, and click data.
• Pinterest Trends — Pinterest's free tool for seeing what's gaining search momentum on the platform.

The benefits of Pinterest for businesses and creators

Like other social media platforms, Pinterest can be a powerful marketing tool for reaching new followers. It can help:

• Increase brand awareness
• Drive website traffic
• Increase sales and conversions 

Heather says Pinterest is like a search engine that drives new customers to businesses and creators. “It has allowed them to thrive,” she says. “Pinterest users are different from others because they have a higher intent to purchase and often spend more money per purchase.”

“Pinners are also planners, so they are very meticulous about how they use this platform, carefully organizing their Pinterest pins into curated boards they can refer back to later,” she adds.

Another point in Pinterest’s favor: because of how the algorithm (content ranking) on Pinterest works, users don’t have to follow you to discover your content, nor do your pins have to be very new for them to be recommended. “They can simply search for something, and if you’ve done your research and optimizations correctly, you have the chance to show up right when they search for you,” Heather says.

Unlike other social media sites, older content, if well-optimized, isn’t immediately excluded — that’s not how Pinterest works. This means your pins could continue gaining traction months or even years after you first publish them. “Pinterest will send you traffic for the long run,” Heather says. “I have personally made pins for my brands that, five, six, or seven years later, are still bringing people to my website.”

Who uses Pinterest? (And which niches perform best)

Pinterest tends to perform best for businesses and creators in visual, aspirational, or how-to niches. Heather says Pinterest is a must if you work in one of the categories below. "I have worked with brands across all these categories, and they have all seen success in some form or another."

• Home decor/interior design
• Beauty
• Wellness
• Fashion 
• Children’s activities
• Parenting
• Design 
• DIY and crafts
• Food
• Gardening
• Health
• Mindset
• Wedding
• Travel
• Education

Pinterest personal vs. business account: which one do you need?

Pinterest offers both personal and business (professional) accounts. There are some key differences between the two.

“Personal and business accounts on Pinterest are similar, but business accounts include features that are helpful to business owners and marketers,” the platform says.  Here's what each account type gives you:

A personal Pinterest account is great if you’re just using it to save ideas for later. If you’re using Pinterest as a creator, business, or marketer, a Pinterest business account is your best bet. 

Good news if you’re just exploring the platform or already have a personal account: you can switch to a business account or connect a business account to your existing personal profile.

How to create a Pinterest personal account

Here’s how to create a Pinterest personal account from scratch:

• Navigate to Pinterest.com.
• From the top-right of your screen, click Sign up.
• Enter your email and date of birth and create a password.
• Click Continue.
• Follow the prompts to enter your personal details.
• Click on the relevant tiles to choose your interests, then Continue to your feed.
• Start exploring pinning. The more you pin, the better the recommendations on your home feed will be. 

How to create a Pinterest business account

To create a new business account not tied to a personal account:

• Navigate to Pinterest.com.
• From the top-right of your screen, click Sign up.
• At the bottom of the pop-up, click Create a business account.
• Enter your email, create a password, and enter your date of birth.
• Click Create account.
• Follow the prompts to fill out your profile.
• Choose what you’d like to do first (create a pin, create an ad, or build your profile), and click Next.

How to create a pin

There are a few ways to create a pin — I'll walk you through all of them. (We'll cover boards in the next section; you can create pins first and organize them later, or build your boards first and pin into them. Totally up to you.)

On your computer

• Log in to Pinterest.com.
• If you have a personal profile, choose Create on the top left of your screen.
• If you have a business account, click the hamburger menu (three lines) on the top left, then Create Pin.

• Drag and drop an image or video from your computer or click the arrow icon to open your folders. You can also choose the Save from URL button under the image upload icon to grab an image or video from a web page. 

• Here, you can add information about your pin, like a title, description, related topics, the board you want to save it to, and a website link. Choose More options to turn comments and shopping recommendations on or off. 
• When you’re ready, click Publish.

On your mobile device

• Open the Pinterest app.
• Click the + button at the bottom of the app.
• Choose Pin.
• Select a photo or a video from your gallery and hit Next.
• Add a title, description, and link (optional).
• Choose a board to post on, add relevant tags, choose when you want to post, and hit Create.

Pinterest Save extension

One of the easiest ways to pin content to your boards from around the web is to pin it with the Pinterest Save extension or browser button. Here’s how to install and use it:

• Go to Pinterest’s Save extension page here and choose where to use the button (Chrome, Firefox, Safari, or Microsoft Edge).
• Navigate to the appropriate browser store and follow the prompts.
• Once installed, the Pinterest save icon will appear whenever you hover over an image on a website. Click on it to pin an image, then choose or create a board to save it to. 
• Click View on the pop-up that appears to edit the image title, description, and more. 

Create a pin with Buffer

The handy thing about scheduling a pin with Buffer is that you can cross-post it to other platforms in the same flow — so if you're already planning an Instagram post, you can send it to Pinterest, TikTok, or Facebook without reopening a new tab.

You can schedule the pin to automatically publish at a specific time or share immediately. To start pinning with Buffer:

• Make sure you’re logged into the Pinterest account you want to connect.
• Sign up or log in to Buffer. Click the +New button on the top left and click on Connect a New Channel.
• Scroll down and click on Pinterest. Click Give access. Congrats, your Pinterest account is all set up.
• Click the + New Post button and choose Pinterest.
• Upload your image or video with a title and destination link (optional).
• Select the board/s you want to save your new pin to. 

• Click Schedule Post button to set a specific publishing date and time, choose Next Available, or click the dropdown arrow for more options.
• If you want to cross-post this image or video to your other social media channels, click on the appropriate icons at the top of the window.

How to create a board

A well-organized Pinterest profile is one way to optimize your profile (more on this below) and make it more appealing to your target audience.

Create a board on desktop

• Log in to Pinterest.com.
• If you have a personal profile, choose Create on the top left of your screen.
• If you have a business account, click the hamburger menu (three lines) on the top left, then Create Board.
• Choose a name for your board, add collaborators, and toggle Make this board secret on to create a private board.

Create a board using the Pinterest mobile app

• Click the + button at the bottom of the app.
• Choose Board.
• Choose a name for your board, add collaborators, and toggle Make this board secret on to create a private board.
• Add suggested pins to your board (you can choose to add these later, too).

Your board is created, but you're not done yet (don't miss this step if you're a small business or creator). Choose the three dots to the top right of your new board, then Edit board. Here, you can edit each board's individual settings, including name, description, board cover, and more.

Tips for creating a Pinterest board

• Choose an eye-catching board cover image
• Add a description that features important keywords in your niche

Filling out these details for each board will help with SEO (search engine optimization) and provide users with additional context about your account content.

How to use Pinterest for business and creators: 13 tactics that work

You’ve created a new business account and started creating pins and boards, but there’s a whole lot more to using Pinterest for business. Be sure to include the tactics below in your social media marketing strategy for Pinterest to grow your following. 

Optimize your profile

Completing your profile is a key step in ensuring that your account is discoverable and looks appealing to users on Pinterest.

Find your audience

Like many other social media networks, focusing on a niche group of highly engaged users will produce better results than targeting a broad, unspecified audience.

If you focus on sharing consistent content within your niche, people will start to look to you as a continual source of inspiration and information. Focusing on a niche audience will also produce favorable results within the Pinterest algorithm.

Use eye-catching, uncluttered images

Pinterest is a visual-first platform, so a good image can make all the difference in maximising results. I'll scroll right past a fuzzy stock photo — and so will your audience. Images that stand out, are colourful and unique, and say something specific about what you offer will give you a significant edge compared to other content on the platform.

You'll also want to steer clear of cluttered images. Many Pinterest users will be viewing your pins on the app, so make sure the message is easy to digest (and that text is legible in the desktop feed and on smaller, mobile formats).

Don’t forget about video

Video content on Pinterest can be an incredible way to bring your ideas to life. They’ll also auto-play and stand out in users’ feeds.

Our research showed that videos get more engagement on Pinterest than images, so consider testing a few video pins on your account.

Pinterest video tips

• To use up as much screen space as possible, ensure your videos are designed for mobile and exported in either square or portrait format.
• Shorter videos work best when you want users to discover you (if your goal is awareness or storytelling).
• Go longer when you want people to do something with your idea — great for education or tutorials.

Use a vertical aspect ratio

Pins in the home and search feed are organized into columns, so vertical images take up more space and stand out more in the feed. Recommended Pinterest image specs:

• Vertical pin (recommended): 2:3 ratio, 600 x 900 pixels
• Square pin: 1:1 ratio, 600 x 600 pixels

Consider adding a little copy

If your image doesn’t give enough context, add text to the image to help land your message. But try to keep the copy simple and not clutter the overall image. 

Provide helpful, detailed pin descriptions

Pins with descriptions drive more clicks to your site than those without. If your objective is to drive clicks, use the description to hint that there's more to see on your website — don't give everything away on Pinterest, just enough to pique a user's curiosity.

A strong call to action (CTA) — like "shop," "make," "find," or "buy" — will encourage people to take the next step.

Pinterest SEO: Use well-researched keywords

Leaning on keywords is a vital part of any good Pinterest strategy. “You cannot overlook keywords on Pinterest if you want to create a sustainable long-term Pinterest presence,” Heather says. 

Consider users’ search intent when they are looking for Pinterest content like yours. What are they likely to be looking for? What words and phrases are they typing into the search bar?

Pinterest's search function can help you find new keywords if you’re stuck. For example, if your pin is a roast chicken recipe, search for “roast chicken” on Pinterest. You’ll see suggested searches for “roast chicken whole” and “roast chicken oven,” and search guides like “simple” or “cast iron.” These free SEO tools can help, too.

These keywords should be used in your pin title and description, as well as titles and descriptions for your boards. The more information you give the Pinterest algorithm about your content, the better. 

That said, don’t simply dump keywords into the various fields and hope for the best. Keyword stuffing looks spammy and can be off-putting for your audience. 

Add relevant hashtags — carefully

Hashtags still exist on Pinterest — but they’re no longer a way to supercharge your reach. Pinterest functions more like a visual search engine, meaning keywords in your title, description, and boards matter far more than hashtags.

That said, hashtags can still play a supporting role when used sparingly and strategically.

• Stick to 2–5 highly relevant hashtags max.
• Place them at the end of your description, not in the middle.
• Choose clear, searchable terms that align with your keywords.
• Avoid overloading — too many hashtags can look spammy and dilute performance.

Most importantly, focus your effort on natural, keyword-rich descriptions first, and treat hashtags as optional add-ons.

Always include links

Many people save pins as their visual, digital bookmarks to help guide them back to a site they want to see again. So when they click on a pin, they expect to be taken to a landing page to learn more about the idea or information you shared on Pinterest.

That means making sure your Pinterest content includes a relevant link to the source every time — even if the link doesn't lead to your website.

A few quick best practices for the links themselves:

• Use the full URL rather than a link shortener. Pinterest can flag shortened URLs as spammy, and some have been blocked outright in the past.
• Match the pin image to the page it leads to. If someone clicks a pin of a living room and lands on a generic homepage, they'll bounce — and Pinterest notices.
• Add UTM parameters so you can see Pinterest traffic clearly in Google Analytics or your analytics tool of choice.

Get ahead of trends

People come to Pinterest well before the season, holiday, or event they’re planning for. Start saving pins about upcoming trends, seasonal events, or holidays in advance. Then keep adding more ideas daily and maintain a steady pace of content.

Repurpose the right way

Heather calls this “repurposing with purpose.” Sharing content across social media platforms is a great way to make it work harder for you. However, this doesn’t just mean downloading your TikToks and Instagram Reels and popping them on Pinterest. 

Watermarks from other platforms and copyrighted music could harm your content performance, she says. Before pinning, remove those (or, better yet, create videos outside Instagram and TikTok). 

Be patient, stick with it

Unlike many other social networks, where engagement and reach typically happen within the first 24 to 48 hours, content on Pinterest will continue to grow for days, weeks, months, and even years.

How to use Pinterest Analytics to track your performance

With a Pinterest business account, you have powerful analytics tools at your fingertips to help you understand if your content is resonating with your target audience. To find these metrics:

• Log in to your Pinterest business account.
• Click the hamburger icon (three lines) at the top-left of the page.
• Click Analytics overview.

Here, you’ll find a host of helpful metrics, like engagement, engagement rate, impressions, save rate, pin clicks, video views, and more. Pinterest has a handy guide to understanding all the Pinterest analytics terms.

All this data can be overwhelming initially, but Heather recommends focusing on a select few. “I’m going to say impressions, pin clicks, saves, and outbound clicks, in that order.

The four Pinterest analytics metrics that matter most, in priority order:

1. Impressions — the number of times your pin was viewed
2. Pin clicks — the total number of clicks on your pin or ad that open it in closeup
3. Saves — the number of times people saved your pin to a board
4. Outbound clicks — the number of times people take an action that leads them off Pinterest

“Without impressions or pin clicks, you’ll never get outbound clicks. Focus first on reach via impressions, then optimize for each phase of that customer journey to your website,” Heather says. 

I'd second this — when I first started looking at Pinterest Analytics, I got pulled in by save rate and engagement rate, but impressions are where the real diagnostics live. If your pins aren't getting impressions, no amount of optimisation downstream will fix it.

The long game of Pinterest

Remember, you won’t get incredible results right out of the gate with Pinterest. Pinterest growth takes time. Perhaps more than any other social network, Pinterest is a marathon, not a sprint. 

However, for many marketers, small business owners, and creators, this is a welcome change of pace — unlike TikTok and Instagram, your Pinterest content will not disappear from feeds after a couple of hours or days.  

As I’ve mentioned, users could stumble upon your content, finding exactly what they’ve been searching for weeks, months, and years after posting. If you’ve set your pins up for success by following the guidance above, your Pinterest content will have the longevity that makes this possible. 

Happy pinning.

FAQ about using Pinterest

How do I use Pinterest as a beginner?

Create a free Pinterest account (personal or business), set up a few themed boards, and start saving pins you love — either by uploading your own images and videos, or by saving pins you find on Pinterest and around the web. If you're using Pinterest for a business or creator brand, add keywords to your pin titles, descriptions, and board titles so your content shows up in search.

How does Pinterest actually work?

Pinterest works more like a search engine than a social feed. Users search for ideas ("small kitchen," "budget wedding," "productivity tools"), and Pinterest serves up the pins that best match — regardless of when those pins were published or whether the user follows the creator.

What's the difference between a Pinterest personal and business account?

Both account types can create pins and boards. Business accounts add Pinterest Analytics, advertising (idea ads, video ads, carousels, collection ads), product catalogs, and the Pinterest Business/Creator Hub. Personal accounts are suited for saving ideas for your own use. You can switch a personal account to business, or connect a business account to an existing personal profile.

What's the ideal Pinterest pin size?

The recommended aspect ratio for Pinterest pins is 2:3 (vertical), at 600 x 900 pixels. Square pins at 600 x 600 pixels also perform well. Vertical pins take up more space in Pinterest's column-based feed, which helps them stand out.

How long does it take to grow on Pinterest?

Pinterest rewards the slow build. Unlike Instagram or TikTok — where engagement usually happens within 24 to 48 hours — Pinterest content can keep gaining traction for months or even years.

Can I schedule Pinterest pins?

Yes. You can schedule pins natively in Pinterest from a business account, or use a social media scheduling tool like Buffer, which supports Pinterest for both personal and business accounts and lets you cross-post the same content to Instagram, TikTok, Facebook, and other platforms at the same time.

More Pinterest resources

• How to Create Your Own Influencer Media Kit (+ Examples from Creators)
• How to Schedule Pinterest Posts (3 Easy Methods + 5 Quick Tips)
• Pinterest Marketing Strategy: A Step-By-Step Guide
• 5 Ways to Make Money on Pinterest: An In-depth Guide for Creators and Businesses

View the full article

A video I posted to Instagram on a whim hit 110,000 views this month.

I originally made it for LinkedIn as part of my content pillars: a simple video on where to find remote jobs. Somewhere in the middle of exporting it, I thought, why not just post it everywhere? So I did.

And Instagram was where it really took off. Which was strange, because I've been on Instagram since 2016. That's 10 years of birthday carousels and travel photo dumps, and never once treating it like somewhere I could actually grow.

If you've been following my Proof of Concept series, you know I've spent the last few months trying to grow on Threads. I had a plan, complete with a follower goal, a deadline, and the results of applying all the rules I recommend to other people.

I didn’t get to 1,000 on Threads by December 15, 2025. And after one accidental crosspost, I'm not sure Threads is where I should have been trying to grow in the first place.

So here's what has changed.

A quick recap on Proof of Concept

If you're new to the Proof of Concept series, here's what you need to know: after hitting 20,000 followers on LinkedIn, I wanted to get back to experimenting with content the way I used to, before I knew what "worked."

The first platform I tested was Threads. My goal was to grow from 366 followers to 1,000 by December 15, 2025, organically, through consistency and curiosity.

I'm at 824 today. Not quite 1,000, but close enough that I'd probably have gotten there if I kept going. But I'm not trying to close that gap anymore because I'm no longer sure it's the right platform to test this on.

So why am I pivoting? A few things happened at once.

The first was that Threads is faster than I'm used to from LinkedIn. On LinkedIn, I'm writing for people scrolling between meetings. The pacing is slower, and a post can afford to wind up before it lands. Threads is the opposite: the posts that travel there are reactive and short. I was constantly translating my thinking into a format I hadn't built real muscle for yet, which meant I was figuring out what good looked like in real time while also trying to grow.

The second was that I didn't have enough fluency with the platform to form a good hypothesis in the first place, never mind test one. A Proof of Concept works best when you already have enough intuition for a platform that you can actually test something. I was still learning Threads. That's a different project.

And then the third thing happened, which I didn't expect: Instagram started working. One of my cross-posted videos hit 110K views, and suddenly I had an actual recipe for virality on a platform I could play with. That got me excited about Instagram in a way I hadn't been about Threads in a while. And at some point, I had to be honest with myself that the energy was pulling me somewhere else.

View this post on Instagram

A post shared by Tami Oladipo (@tamioladipo)

I'm not done with Threads. I still have a profile, I still post, and I'm still curious about it. But it's time for a pivot.

Why I'm pivoting to Instagram (the platform I've avoided for 10 years)

For years, there was a voice in the back of my head going, "Whoa, the people who actually know you are going to see this."

That's a bit embarrassing to type. But it's the truth.

I made my Instagram in 2016, back when the platform was still mostly doing what it originally promised: a place to stay in touch with friends and family and keep your people updated on your life. That's how I used it, and for a long time, that's all I wanted it to be.

When people started turning Instagram into a creator platform, I felt a lot of resistance. I couldn't fully explain it at first, but I recently figured it out.

My LinkedIn, TikTok, and Threads accounts all came after I was deep into my career and already sold on the idea of becoming a creator. Those were creator accounts from day one. Instagram was the only profile I had from before any of that, and the people who followed me there were people who actually knew me: friends, family, people from school, old coworkers, the girl I met in the bathroom at a bar, and so on.

So the thought of posting creator content into that feed made me shy, in a genuine way I didn't expect.

I also had a mental block about what starting on Instagram would have to look like. I assumed I'd need to build a whole new profile, or if I kept this one, I'd have to unroot ten years of personal history to make it "on-brand." Either way, it had to be a production.

Turns out, it didn't.

What actually happened

I made a couple of videos for LinkedIn: one for my Buffer work anniversary, a couple about what I do at Buffer, and one about where to find remote jobs. I was experimenting with hooks on screen, different video styles, all the things I'd been telling other people to try. Then I thought, why not crosspost them to Instagram and TikTok? So I did.

Cross-posting the videos on TikTok helped me pass 1,000 followers, which was nice. But Instagram was where something actually happened. One of the videos hit 110,000 views, and I grew from about 1,200-ish to 2,319 followers in a matter of weeks.

And it all happened because I was finally applying all the advice I had been sharing with other people.

I'm Instagram-native, I just haven’t been acting on it

I've been on Instagram for a decade. I know what a good reel looks like, how to identify trending sounds, and what to put in a photo dump to make it nonchalant. None of that came from (just) observing and studying creators, but from being a regular user for ten years, building intuition I never thought of as a skill.

That's different from where I was on Threads. On Threads, I was still figuring out the language. On Instagram, I already speak it. I just hadn't been using it to say anything.

Which changes what this next Proof of Concept is testing. The Threads hypothesis was whether consistency and curiosity could get me to 1,000 followers organically. The Instagram hypothesis is more interesting to me: what happens when you lean into a platform you're already fluent in?

For other creators reading this: the platform you're avoiding might be the one you'd grow on fastest. The resistance you feel toward it is probably what's kept you from noticing how much you already know.

My plan for Instagram

I've set some rules for this pivot to Instagram that are purposefully looser than the ones I had for Threads. I'm leaning on intuition for the creative calls and on the proven tactics from Sabreen's growth playbook for the mechanics.

Speaking of, you can check out Sabreen's full list of recommendations here — she's grown her own account past 15K followers and Buffer's past 100K, so she knows what she's talking about. I'm borrowing from it liberally.

The goal

I want to grow from 2,319 followers to 5,000 by the end of Q2 2026. That's about 10 weeks from the day this article publishes, and yes, it's a bigger jump than my Threads goal of 1,000 (from 366), but if I'm right about the Instagram-native thing, the growth rate should reflect that.

The posting cadence

Sabreen's data-backed recommendation is 3–5 posts per week, which grows followers 2x faster than posting 1–2 times. That's the cadence I'm aiming for. But I'm not setting a daily minimum, and I'm not going to feel bad about skipping days. I want this round to feel like play, not a checklist. If I hit 3 posts a week while staying in play mode, I'll take it.

The approach

If I see a trend I want to try, I'll try it the same day. If I have an idea, I'll create it in whatever format feels right and figure out after the fact what landed.

I'm using the full format mix Sabreen recommends: Reels for reach (they get 36% more reach than other post types), carousels for engagement (they drive 12% more engagement), and photo dumps when the mood strikes. Kirsti, who's also been growing on Instagram, gave me one more recommendation I'm taking to heart:

"I now always create two slightly different versions of the same content and post them as trial reels 24 hours before I want them to go live. Then I see which one performs the best. My theory is that trial reels force Instagram to push your content to people who may actually be interested in the specific reel, rather than just your followers. It's a great way to help you reach the audience you want rather than the audience you have."

I'm definitely going to try her approach, which she's also expanded on in this article. Trial reels also let me experiment without committing a post to my main grid, which fits the "treat this like play" energy I want.

The content pillars (for now)

The topics I'm leading with: what I've learned growing on LinkedIn, how I've landed brand partnerships there, remote work advice, and my career journey. I'm leaning on what I already know works. These are topics my existing audience trusts me on, so they're my on-ramp to Instagram.

I know I can't lean on them forever. Instagram is not LinkedIn, and eventually, I want to figure out what my pillars are native to the platform. But right now, this is what's resonating, so I'm going to ride it until something more Instagram-specific clicks into place.

Engagement as a growth tactic

One more from Sabreen's list that I'm making a real habit: replying to comments. Her data shows it boosts engagement by 21%, and more importantly, it's how you turn first-time viewers into people who actually stick around. For an account that's been mostly passive for 10 years, this is the shift that will feel the most different.

What success looks like (beyond the follower count)

Hitting 5,000 would be great. But I'm defining a few other wins for myself too:

Building Instagram-native fluency while my topics still lean LinkedIn-adjacent

Most of what I talk about, i.e., remote work, job hunting, career stuff for early-to-mid career professionals, doesn't look or feel like the Instagram content in my feed. It's not the fashion, food, or wellness content that dominates my feed. I want to see if I can make my topics Instagram-shaped without stripping the substance out of them. If the 110K-view video is any indication, the answer might be yes. But one video isn't a pattern, so we’ll see.

Build visual taste as a skill

On LinkedIn and Threads, the craft is mostly writing. Instagram is a different craft. Pacing, framing, color, sound, all things I haven't had to think much about on the other platforms. I've always had a good eye for aesthetics, I just didn't point it at my own content. I'm curious whether leaning into that changes how I think about my content on the other platforms, too.

How much of this is the platform, and how much of it is me finally trying?

This is the one I don't have a clear answer for. I've been on Instagram for 10 years and never tried. It's possible that any platform would start to work once I actually showed up for it, but I'll know for sure in a few months.

And then there's the thing I'm not going to hype up just yet, so let’s keep this between us: if I hit 5,000 followers, the next Proof of Concept is probably about turning an Instagram audience into income. Brand partnerships, specifically. I've done a handful of paid partnerships on LinkedIn over the last two years, but Instagram is where the real brand partnership money lives. I want to see what it looks like to build it intentionally, as a smaller creator, and share the numbers.

But that's a story for another article.

More resources

• Everything I’m Trying to Grow to 1,000 Followers on Threads
• I Reached 20,000 Followers on LinkedIn and I Feel Weird About It

View the full article

Facebook wasn't really on my radar as a place to make money. Instagram, sure. TikTok, absolutely. But Facebook felt like the platform I used to keep up with my high school friends, rather than the one I'd turn to for creator income.

But things are changing! Facebook has been making a lot of effort to lure over creators from other platforms — especially when it comes to monetization.

As a nano creator, I’ve been keeping a close eye on this for several months now. Brand partnerships make up a small part of my income, but most platforms’ native monetization features are woefully out of reach for me as a small creator.

So Facebook piqued my interest. The idea that I could earn money from content I'm already making was enough to send me down a research rabbit hole.

This article is what I came back with. Down the rabbit hole we go!

Can you actually make money on Facebook?

Short answer: yes, and increasingly so.

Facebook paid creators nearly $3 billion in 2025 through its monetization programs — a 35% increase from the year before, and the platform's highest annual payout ever. The number of creators earning more than $10,000 a year on Facebook grew by over 30% year-over-year, too.

What's changed recently is that Facebook no longer limits payouts to video creators. Through its Content Monetization program, creators now earn from reels, stories, photos, and text posts. In 2025, about 60% of total payouts went to reels, with the remaining 40% split across other formats. So even if you're not making videos, there's still a path to earning.

Whether you're a creator exploring a new platform, a small business owner looking for an additional revenue stream, or someone (like me) who's curious about making money as a nano creator, Facebook has more options than most people realize.

How Facebook monetization works

There are four different routes to native monetization on Facebook (that is, earning money from Facebook itself). The most straightforward is Facebook Content Monetization, but creators can also earn by joining the Creator Fast Track Program, earning Stars, or setting up subscriptions.

Let’s start with the main one, Facebook Content Monetization. It’s an invite-only program that pays creators based on how their content performs. It used to be limited to in-stream ads on longer videos, but it's expanded a lot in recent months to include reels, photos, text posts, and even stories.

It works a bit like YouTube monetization — you post eligible content, and Facebook places ads in and around that content. You earn a share of the ad revenue based on performance.

Then there’s the Creator Fast Track program, which seems to be a bit of a sub-program for eligible folks. No performance-based earnings here — creators get paid just to post. Still, it’s a bit trickier to get into than general monetization.

Stars are completely different — and ‘gifted’ to creators by fans. They’re a bit like tips. For every star earned, Meta pays out $0.01 USD.

Then, subscriptions are a bit like having an exclusive Patreon for your Facebook superfans.

Subscriptions are the only one of these native monetization options that are exclusive to Facebook pages. The rest are available to Facebook professional mode profiles as well.

In all cases, creators can check (and withdraw!) their earnings in their dashboard or in the Meta Business Suite (pages only), along with metrics to help them understand which posts made bank, and which didn’t.

These aren’t the only ways to earn, however — more on that in a sec.

Facebook monetization requirements

Before you can earn from Facebook's official programs, you'll need to meet a couple of requirements. These vary depending on the monetization tool you're going after.

Here’s a big-picture look at them all, but I’ll give the comprehensive list in the section below.

In all cases, you’ll need to have either a professional personal profile or a Facebook Page and be in good standing with Partner Monetization Policies and Community Standards.

Almost all these programs are available pretty widely globally, except Fast Track — that one’s only open to folks in the US and Canada (🥲).

• Stars (fan tipping) is the most accessible — you need 500 followers for 30 consecutive days and to be in an eligible country.
• Facebook Content Monetization program is invite-only and… less clear. Facebook says invites are ‘sent out periodically,’ but has not shared eligibility criteria.
• Fan subscriptions require at least 10K followers (or 250+ return viewers), plus 50K post engagements or 180K watch minutes in the last 60 days.
• The Creator Fast Track program is really for established creators on other platforms. You need at least 20K followers on Instagram, YouTube, or TikTok, and at least 30K video views in the last 60 days.

When you’re eligible, you’ll see an invite like the one below in Meta Business Suite (for pages) or in your creator dashboard (for professional profiles).

Yes, there are a couple of hoops to jump through (I’m right there with you!), but there are other ways to make money on Facebook we haven’t touched on yet.

Here’s a comprehensive list on all the ways to make money on Facebook as a creator.

7 ways to make money on Facebook

Here's a full round-up of all the ways creators and influencers and earn on Facebook.

1. Join the Content Monetization program

This is the big one — Facebook's flagship monetization program that pays creators for all types of content, not just video. If you can get invited, it's the most direct way to earn from content you're already posting.

The program works by placing ads around your content, and you earn a share of that ad revenue. What makes it really cool is the format flexibility. While reels are the highest earning format, photos, text posts, and stories all qualify.

Eligibility: Content Monetization is currently invite-only. The best way to improve your chances is to switch to a professional profile, use a page, or post consistently and build engagement. Facebook has been gradually expanding access, so it's worth checking your Professional Dashboard regularly.

2. Apply for Creator Fast Track

This is brand new — Meta launched Creator Fast Track in March 2026, and it's designed specifically for established creators who are new to (or returning to) Facebook. The pitch: guaranteed pay just for posting reels, plus increased reach to help you build a Facebook audience faster.

The program pays out monthly, with tiers based on your follower count on Instagram, TikTok, or YouTube:

• 20,000-99,999 followers: $100-$450/month
• 100,000-999,999 followers: $1,000/month
• 1,000,000+ followers: $3,000/month

To unlock your payout each month, you need to post 15 eligible reels on Facebook, uploaded across at least 10 separate days. There are no Facebook view counts to hit.

Bonus: You can crosspost content you've already made for other platforms. It just needs to be your original work and not already posted on Facebook. So you may not even have to make new content.

On top of the guaranteed pay, accepted creators get increased reach on eligible reels (very appealing as well) and immediate access to Content Monetization. That means you can earn even more from the performance of your content, and you stay in the Content Monetization program after Creator Fast Track ends.

Eligibility: To be eligible, you need to live in the US or Canada, be 18 or older, have (or create) a Facebook Page with an account that's at least 30 days old, and not have posted a Facebook reel in the past six months. You'll also need at least 20K followers and 30K video views in the last 60 days on Instagram, TikTok, or YouTube.

3. Collect Stars from fans

Stars are Facebook's tipping feature — viewers can buy Stars for $0.01 each and send them to creators during live streams, on reels and for other content. If you get 5,000 Stars, that's $50.

It might not mean loads of money, but it’s pretty accessible. You only need 500 followers for 30 consecutive days to be eligible, which puts it within reach for a lot of creators who aren't close to the thresholds for other programs yet. It's especially valuable for creators who do live content — Q&As, tutorials, behind-the-scenes streams — where audiences feel personally connected enough to tip.

To enable Stars, head to Creator Studio, select Creative Tools, then Live Dashboard, and toggle Stars on.

Eligibility: You need at least 500 followers for 30 consecutive days, and you need to be in an eligible country (though it’s pretty widely available!). Stars are available on both Facebook Pages and professional mode profiles, and there's no minimum view count or engagement threshold — which is why it's the most accessible of Facebook's native monetization options. You do need to be 18+ and have a payout account set up to actually receive earnings.

4. Set up fan subscriptions

Fan subscriptions let you put some content behind a paywall for a monthly fee that you set. Think of it as a mini-membership: subscribers might get exclusive behind-the-scenes content, early access to posts, subscriber-only Lives, or special badges.

The eligibility requirements are steeper — you'll need at least 10K followers and strong recent engagement. But if you've built a dedicated audience, the recurring nature of subscriptions makes your income a lot more predictable than ad revenue (which can swing wildly month to month).

A word of advice from creators who've done this well: make sure the subscription price reflects the value. Research what other creators in your niche charge. Too high and you'll alienate followers; too low and you're undervaluing your work.

Eligibility: You'll need at least 10K followers (or 250+ return viewers), plus 50K post engagements or 180K watch minutes in the last 60 days. Subscriptions are only available on Facebook Pages — not professional mode profiles. You also need to be 18+ and in an eligible country. Availability is broad; there are only a handful of countries that aren’t on the list. Check here for your specific country's status.

5. Partner with brands on sponsored content

If you take one thing away from this article, let it be this: You don’t need to have thousands of followers to earn from brand partnerships. As a creator with under 30K followers on all my platforms combined, I can personally attest to this! gets off soap box

You don't need to be in any official monetization program, either — you just need an audience that a brand wants to reach. This is how a lot of creators (including me, as a nano creator) earn the bulk of their income.

My best partnerships have come from one of two ways:

1. Personally reaching out to a brand I love and want to create content about
2. Tagging a brand in content I’ve already made about their product

There’s a third option, and that’s applying for a creator program or marketplace like Collabstr, Passionfroot, or Aspire.io — there are hundreds of marketplaces out there that help match brands with creators, and they’re worth exploring for sure.

Once you’ve landed a partnership (yay, you!) you should explicitly label it as such on Facebook. When creating a post, tap the handshake icon at the bottom of the composer, search for the brand's Page, and tag them. This adds a "Paid partnership with [Brand Name]" label to your post. There's also a toggle to let the brand boost the post as an ad, which many will want — it's worth discussing upfront.

Eligibility (for paid partnership label): Any creator with a professional mode profile or Facebook Page can use the paid partnership label. Creator Marketplace has its own thresholds (1,000+ followers and engagement minimums). For the brand deals themselves, there's no official follower minimum — it comes down to what brands are looking for.

6. Set up a Facebook Shop

If you have an established product line (physical or digital), a Facebook Shop lets people browse and buy without leaving the app. You can tag products directly in your posts, reels, and stories to make content shoppable.

This pairs well with the creator monetization tools — imagine earning ad revenue on a reel while also driving product sales from tagged items in that same reel. For small business owners, it turns Facebook from a marketing channel into a direct sales channel.

Eligibility: Facebook Shops are available in the US, Canada, Mexico, Brazil, UK, and most of Western Europe (France, Germany, Italy, Spain, Netherlands, Sweden, Denmark, Norway, Switzerland, and others), plus Australia, India, Indonesia, Japan, South Korea, Taiwan, and Thailand. You'll need to comply with Meta's Commerce Policies, have an online store or product catalog, and demonstrate trustworthiness through an authentic, established presence on the platform.

7. Promote affiliate products

Affiliate marketing involves sharing products you use and earning a commission when someone buys through your link. Commission rates typically fall between 5% and 25%, depending on the program and product category.

The setup is simple: find affiliate programs in your niche (search "[your niche] + affiliate program" or check whether your favorite brands offer one), get approved, create your referral links, and share them in your Facebook posts and video descriptions. Just be transparent about affiliate relationships — your audience will appreciate the honesty, and it's required by law in many countries anyway.

You can also tap into Facebook Affiliate Partnerships, a native system that lets creators tag shoppable products directly inside posts and reels and earn commissions on qualifying stuff. It's currently available with Amazon (US), Shopee (Singapore, Malaysia, Vietnam, Indonesia, Philippines, Thailand, Brazil, Taiwan), and Mercado Libre (Brazil, Mexico), with eBay and Temu in the US expected to follow.

Eligibility: There's no follower minimum for traditional affiliate marketing — anyone can share affiliate links in their posts. You can link existing affiliate accounts through Meta Business Suite and manage everything from your Professional Dashboard.

How to get paid on Facebook

Once you've earned money through any of Facebook's official programs, you'll need to set up your payout account.

Here's how it works:

Facebook processes payments monthly, usually between the 17th and the 22nd of each month for earnings from the prior month. There are two payout thresholds depending on the monetization tool: $25 for some features and $100 for others. Payment options vary by country but typically include bank transfer and PayPal.

To set up your payout information: go to your Professional Dashboard, navigate to Monetization settings, and follow the prompts to add your bank account or payment method. Make sure your tax information is up to date too — Facebook requires this before processing any payments.

A few more bits and bobs to help you earn and grow

Getting monetized is the first step — growing what you earn comes down to a couple of things I keep coming back to in my own research.

The biggest one is consistency across formats. Facebook rewards creators who show up regularly, and with Content Monetization paying for reels, photos, text posts, and stories, you're not boxed into video.

Our data on the best times to post on Facebook can help you figure out when to publish for maximum reach. And if you're already creating for other platforms, crossposting to Facebook is one of the easiest ways to expand your earnings without doubling your workload — tools like Buffer make that pretty painless (have you tried our duplicate feature? swoon).

The other thing worth mentioning: Facebook is actively prioritizing original content and cracking down on reposted and spammy stuff. Original content qualifies for higher monetization rates too, so there's a direct financial incentive to create for the platform rather than just reshare.

Understanding how the Facebook algorithm works helps here — the more your content gets distributed, the more qualified views you earn, and the more you get paid.

I'm still early in my own Facebook experiment, but the monetization options are more developed than I expected going in — and they're growing fast. If you're a creator who's been sleeping on Facebook (like I was), it might be worth a second look.

Facebook monetization FAQ

How many followers do you need to make money on Facebook?

It depends on which monetization tool you're using. Stars has the lowest bar at 500 followers for 30 consecutive days. Fan subscriptions need 10K (or 250 return viewers). The Content Monetization program's exact threshold isn't publicly listed, while the Creator Fast Track Program requires at least 20K on other platforms.

How many views do you need to start earning on Facebook?

For in-stream ads, you need at least 600K minutes viewed in the last 60 days. For the Content Monetization program, Facebook uses "qualified views" as the metric — not every view counts toward earnings. Only unique views that last around 5 seconds will count as qualified, for example.

Do Facebook Reels make money?

Yes — and they're the top earner. Reels accounted for about 60% of total creator payouts on Facebook in 2025. They're monetized through the Content Monetization program via ads that play before, during, or after your reel.

Can you make $500 a day on Facebook?

Technically possible, but not where most people start. Earning $500 daily would take some combination of very high view counts, strong CPMs, a successful product operation, or solid brand deals. Most creators start small and build — which isn't a bad thing. Consistent smaller earnings from content you're already making add up faster than you'd expect.

What's the minimum payout on Facebook?

Either $25 or $100, depending on the monetization feature. Payments go out monthly, usually between the 17th and 22nd.

Should I switch to a professional profile on Facebook?

If you’re looking to earn money, you’ll need create a Facebook Page, or convert your personal Facebook profile into a professional profile. If you already have followers there, I’d go this route. It unlocks monetization tools, audience insights, and the Professional Dashboard.

How do I switch to a professional profile on Facebook?

Open the Facebook app, go to your profile, tap the three dots (⋯) menu, and look for Turn on professional mode. It takes about 30 seconds, and you can switch back to a personal profile at any time. Once it's on, you'll see a new "Professional Dashboard" option in your menu — that's where you'll manage monetization, check eligibility, and track your content's performance.

One thing to know: turning on professional mode makes your profile public by default. Your existing posts stay with their original privacy settings, but new posts will default to public. If you'd rather keep a separate presence for your creator content, setting up a Facebook Page is the other option — and the only one that supports fan subscriptions.

How do I check if I'm eligible for Facebook monetization?

Open your Professional Dashboard on Facebook, go to the Monetization tab, then Content Monetization on Meta Business Suite (for pages), navigate to All Tools > Monetization. If you're not eligible yet, you’ll be able to turn on a notification for if (when!) you get invited.

More creator resources

• The best time to post on Facebook
• How the Facebook algorithm works
• How to get more followers on Facebook
• Facebook Reels: what you need to know
• How to start and grow a Facebook Group
• Facebook benchmarks for engagement
• How to make money on Instagram
• How to make money on TikTok
• How to make money on YouTube

View the full article

I've wanted to be a social media creator for years. Six months ago, I finally started — and almost quit before I posted a single thing. I had plenty of ideas — the problem was that every piece of advice I found was written for a brain that works very differently from mine.

I was diagnosed with ADHD in 2019 and level one autism in 2020 — and not one article I read addressed what it takes to stay consistent when your brain fights you on it. So I stopped following everyone else's advice and built a system that works for my brain instead.

My brain doesn't naturally see the steps between "start a social media account" and "become a successful creator." I see the end goal, but not the path. Standard advice like "be consistent," "show up every day” assumes you can translate those phrases into daily action. But I couldn't. I needed every step broken into smaller steps.

Here's the system I built, and use every day to stay consistent. It was designed for my neurodivergent brain, but if you've ever felt paralyzed by a blank content calendar, it'll probably work for yours too.

Lower your starting bar

Most beginner advice tells you to "stay consistent" — so I took that literally and decided posting every single day across every platform was the only way to do it right.

As you can imagine, that didn’t last long, and I ended up burnt out before I was able to really get started.

So I made two decisions: I picked one platform — TikTok — and committed to one video post per week. That was it.  I didn't add a second platform until the first one felt easy, and I didn't increase my posting frequency until the current one felt boring.

Once I had a good system, I moved to LinkedIn and began posting once per week, twice per week, all the way up to seven days a week. 

The other thing that unlocked consistency for me was letting go of "perfect." I'm a raging perfectionist with ADHD, which is a brutal combination. I didn't just want my content to be good — I needed it to be perfect before anyone could see it. And when I couldn't get it there, I'd scrap it and start over, or just not post at all. Lowering the bar on both platform and perfection helped me more with consistency than anything else I'd tried.

My main advice here is don't compare your beginning to someone else's middle. Don't add a second platform until the first one feels easy. That way, you won’t spread yourself too thin before finding your footing.

Capture ideas immediately

Having ADHD means your brain is always running, even when you desperately want it to stop. For me, it feels like standing at a railroad crossing while a train barrels through. Each car is a different thought, a different idea, a different thing I should be doing, and once they're gone, they're gone forever

I knew I had to find a way to capture ideas in the moment, since most of them came at the worst possible times — in the shower, while driving, or right before falling asleep.

 I started with the Notes app on my iPhone, jotting down quick ideas I'd later move to a Google Doc when I was at my computer. Then I discovered voice memos. Being able to just talk through an idea was a game-changer for a brain that moves as fast as mine. Now I use Otter.ai to capture and transcribe voice notes, which means nothing gets lost in translation either.

Having a system for capturing ideas was only half the battle. The other half was actually doing something with them. During my content creation time, I go through my ideas and develop them into solid concepts and sometimes even full scripts, depending on the platform.

Start “batching” your content

When I first started creating content, I thought I was supposed to record and write something every single day. The constant context switching was a lot on my brain. I need to "get in the zone" when it comes to creating, and my life has plenty of distractions that make doing that every single day impossible.

I saw Kirsti’s content creation article, and I really liked her “batch content creation” tip, so I started implementing that into my content creation routine. I started dedicating one morning per week to content creation, where I would create five to six pieces of content in one sitting. Now that I have a routine around batching, I’ve added a second morning, but only creating three to four pieces of content in a sitting. The rest of the week, I schedule my posts and engage with my community.

This works for me because it means I only need to show up twice instead of all seven days, and it has been a lifesaver for my sanity.

Create a simple content calendar with themed days

In addition to ADHD, I have autism, and the two do not always agree. My autistic brain wants a plan. My ADHD brain wants to throw the plan out the window. 

The solution I landed on was a flexible framework instead of a rigid schedule. For content creation, that framework is a simple content calendar in Google Sheets with themed days instead of a full content plan. 

My TikTok calendar looks something like this: carousel days, gaming tips and tricks, cat video day, CapCut memes. The themes repeat every week, which means I never have to decide what kind of content to make, only what I'll create within that format on that day. 

Build templates

Starting from scratch was another thing that overwhelmed me early on. Having to create videos, memes, and carousels with no starting point made the whole thing feel bigger than it needed to be. Templates killed that paralysis.

I started with one template in CapCut for my gaming videos, and one for LinkedIn built around a framework I keep coming back to: Hook, Story, Lesson, CTA. Every LinkedIn post I write starts there. The hook grabs attention, the story makes it personal, the lesson makes it useful, and the CTA gives the reader somewhere to go. I fill in the framework instead of starting from scratch.

Start with one template for your most common content type, then build others as you start to identify what you're drawn to creating.

Automate, automate, automate!

Having ADHD means I'm so forgetful that sometimes I wonder how I function throughout the day. If you've ever walked into a room and immediately forgotten why, imagine that happening on repeat, all day long. When it came to content creation, I'd create something I was genuinely proud of and forget to post it for days. Sometimes weeks.

The fix was simple: I stopped relying on myself to remember. Now I use Buffer to schedule my content on LinkedIn and TikTok. I schedule everything right after my batch creation sessions, while I'm already in content mode. That way, posting happens whether my brain shows up for it or not.

For when you fall off track

Part of being neurodivergent is that you will miss posts sometimes. I've missed weeks, abandoned calendars, and ghosted my own accounts. The difference now is that I have a system to come back to, so when it happens, I know exactly how to find my way back.

When I miss a week, I don't try to catch up or post twice as much the next week. I just pick up where I left off. One post, one platform, one day. Your system should be forgiving enough to survive your worst brain days.

If this system feels like a lot, start where I did. Pick one platform, post once a week, and don't worry about the rest until that feels easy. You don't have to build the whole thing at once, you just have to start.

View the full article

Facebook is a new frontier for me. I've been having loads of fun over the past few months experimenting with the shiny new features Facebook has launched to woo creators.

Facebook itself may not be all that shiny, but there’s no denying that it's enormous. And for a lot of creators, small business owners, and marketers, it's a great place to find new audiences.

I'll be honest, though: even Facebook has over three billion monthly active users, and I'm... not reaching even a teeny tiny fraction of them. My content performance has been hit and miss.

So when Buffer's senior data scientist, Julian Winternheimer, dug into over a million Facebook posts as part of his cross-platform comment engagement study, I was really curious to see what he'd find.

Could being super on top of replying to comments help me boost my reach?

Short answer: Yes! Long answer: Yes, potentially... Let’s unpack that.

Posts where creators replied to comments received about 9.5% more reactions than posts where they didn't. That might not sound like a jaw-dropping number — especially compared to the 42% lift Julian found on Threads or the 30% on LinkedIn — but on a platform as mature and broad as Facebook, a consistent single-digit lift across a million posts is nothing to wave away.

What I find most interesting about this data is what it reveals beneath the surface. The raw numbers actually suggest the opposite at first glance — and it took some smart statistical analysis to uncover what's really going on.

How we analyzed the data

Let’s get nerdy. Julian pulled around one million Facebook posts that received at least one comment, spanning accounts of all sizes and niches.

Rather than comparing big Facebook Pages to small ones (which would tell us very little), he compared each account to its own performance over time. The method — called a fixed-effects regression model — holds constant all the things that make each account different: audience size, niche, location, posting frequency. All of that gets baked into the baseline.

So instead of asking "Do Facebook Pages that reply get more engagement than pages that don't?" we're asking: "Does this specific Facebook Page perform better when it replies versus when it doesn't?"

He also ran a Z-score analysis as a second check — measuring how far above or below "normal" each post performed for that specific account. Both methods pointed in the same direction, which gives us a lot more confidence in the finding.

(If you're interested in the full methodology — and want more charts — you can check Julian's full analysis on his blog.)

A few things worth keeping in mind before we get into the numbers: we can't say with absolute certainty that replying causes higher reactions. It's possible that posts that naturally perform well attract more activity, and creators are simply more motivated to reply when there's a buzzing comment section.

Julian's dataset also measures reactions specifically (likes, loves, hahas, etc.) rather than total engagement — a deliberate choice to avoid the circularity of including comments in an engagement metric that's testing the effect of comments.

That said, the pattern shows up across all six platforms Julian analyzed, with lifts ranging from 5% to 42%. That kind of cross-analysis consistency is something data scientists love to see. It makes the findings that much more convincing.

How replying to comments impacts Facebook engagement

Julian’s fixed-effects model — covering over 1 million posts across 97,427 Facebook profiles — found that posts with replied-to comments receive approximately 9.5% more reactions on average.

The effect is statistically significant (p < 0.001, for the stats-inclined among us).

The Z-score analysis backed this up. About 53.8% of Facebook Pages performed better when they replied. In other words, posts with replied-to comments sat slightly above each account's usual performance level, while posts without replied comments hovered right at baseline.

That "53.8%" number is worth pausing on. It's a slimmer majority than what Julian found on Instagram (63%) or LinkedIn (83%). Facebook's effect is statistically significant, but it's more modest — which tracks with the platform's broader, more mature engagement patterns.

Some fun behind-the-scenes stuff: If we just looked at the raw median numbers, posts without replied-to comments actually have slightly higher median reactions (22) than those with replies (16). On the surface, that seems to contradict everything I just said.

But that comparison is misleading — it's mixing together Facebook Pages of wildly different sizes and activity levels. Once Julian controlled for those differences and compared each account to itself, things looked very different (and gave us the numbers I shared above).

Why this matters for Facebook

Facebook is a different beast compared to newer, more conversation-forward platforms like Threads or LinkedIn.

The Facebook algorithm prioritizes what it calls "meaningful interactions" — and comments, particularly back-and-forth exchanges, are one of the strongest signals of that. When you reply to a comment, you're creating a conversation thread that signals to the algorithm that your post is sparking real discussion, not just passive scrolling.

There are a few reasons why this likely translates into higher reactions:

Extended visibility. Comment threads keep posts active in the feed longer. Every reply is another signal fire to the algorithm that might resurface the post for the commenter's connections — and for anyone else who's previously interacted with your page.

Relationship signals. Facebook tracks interaction history between accounts. When you consistently reply to someone's comments, the platform registers that connection and is more likely to show your future posts to them. Over time, these micro-interactions compound.

Social proof. An active comment section with replies from the creator or brand signals that there's a real person behind the Page. People are more likely to stop scrolling and react when they see that the creator is actually present in the conversation.

The 9.5% lift might feel modest next to Threads' 42%, but context matters. Facebook's sheer scale means that even a small percentage increase in reactions can translate to meaningfully more people seeing and engaging with your content. And unlike some platform-specific tactics, replying to comments is something you can start doing right now with zero additional tools, budget, or strategy overhaul.

How to stay on top of your Facebook comments

If you're managing a Facebook Page alongside other platforms (who isn’t?), keeping up with comments can feel like another full-time job.

Here are a few approaches that have helped me keep on top of my comments across Instagram, LinkedIn, Threads, YouTube, TikTok, and Facebook:

Time block your replies

Rather than trying to respond to every single comment (which can quickly become unsustainable as you grow), dedicate two 10-to-15-minute windows each day for comment engagement. Mid-morning and early evening tend to work well — you'll catch comments from both the morning scrollers and the after-work crowd.

Prioritize conversations

A "thanks!" reply is fine, but it's not what drives the engagement flywheel. Try asking a follow-up question or adding a detail that keeps the thread going. "Great question — have you tried..." or "That's a good point, we actually found that..." are the kinds of replies that tend to generate more activity.

Reply while the post is fresh (if you can)

Like most platforms, Facebook's algorithm gives early engagement heavy weight. If you can get into the comments within the first couple of hours after posting, you're more likely to spark additional reactions while the post is still being distributed. (This is where posting at times when you're actually available to engage becomes a real strategic advantage.)

Use a tool that keeps everything in one place

If you're active on Facebook and a couple of other platforms, bouncing between apps to manage comments gets old fast. Buffer's Community tab pulls all your comments across platforms into a single dashboard — and you can reply directly from there without opening Facebook and getting pulled into the feed. It's free for up to three social accounts.

There's also a Comment Score feature that tracks your reply consistency over time — think of it like a streak tracker for engagement. It helps turn commenting from something you remember to do sporadically into an actual habit.

Putting the 'social' back in social media

Julian's cross-platform analysis covered millions of posts, and Facebook's 9.5% reaction lift sits at the lower end of the spectrum. But "lower end" doesn't mean it’s not helpful — it’s fitting for a platform where engagement patterns are broader and more varied than on conversation-first networks like Threads.

What I keep coming back to with this data — across Facebook and every other platform Julian analyzed — is how refreshingly simple the takeaway is. You don't need to crack some secret code or find a loophole in the algorithm. You're just showing up for the people who showed up for you.

The 9.5% lift isn't guaranteed for every Facebook Page (remember, around 54% of profiles in Julian's study saw positive effects), but the odds tilt in your favor if you're willing to put in the time. And on a platform with Facebook's reach, even a modest, consistent boost in reactions can make a real difference over time.

For the full breakdown of Julian's findings across all six platforms, check out our cross-platform engagement study.

More Facebook resources

• How the Facebook Algorithm Works
• How to Get More Followers on Facebook
• How to Increase Facebook Page Engagement
• Best Time to Post on Facebook
• Facebook Marketing for Small Business

View the full article

Your tools can make or break productivity (especially when you’re on a fully remote team!). At Buffer, we're fully distributed across multiple time zones, so our collaboration tools are ✨ essential ✨ for staying on track.

Put simply, a social media collaboration tool is software that lets everyone on your team plan, create, review, approve, and publish posts together — all in one shared workspace.

Our suite of tools is extensive, especially on the Marketing team, and our curated selection helps us fill our queues, manage social channels, create graphics, and generally stay organized.

In this article, I’ve listed some of the tools we use that make collaboration on social media and content creation a breeze.

Key takeaways

• Use one hub for social scheduling and approvals. We use Buffer to coordinate post approvals and keep our content calendar in one place across 11+ social channels.
• Remote communication needs both sync and async. Slack handles the quick, day-to-day stuff; Zoom is for when we need face time. Neither replaces the other.
• A solid project management tool is non-negotiable. Notion is where we track everything from blog calendars to big-picture projects — it's the closest thing we have to a shared brain.
• Design tools should match your team's skill range. Canva works for those of us who aren't designers (hi, that's me). Figma steps in when we need something more polished.
• Cloud storage keeps everyone on the same page. Google Workspace and Dropbox mean no one's ever hunting through email threads for the latest version of a file.

At a glance: 8 essential social media collaboration tools for social media teams

1. Buffer — Best for all-in-one social media management
2. Slack — Best for quick, asynchronous team chats
3. Google Workspace — Best for real-time document collaboration
4. Dropbox — Best for sharing large multimedia files
5. Notion — Best for project and knowledge management
6. Canva — Best for fast, template-based graphics
7. Figma — Best for advanced design collaboration
8. Zoom — Best for live video meetings and screen shares

1. Buffer

Best overall social media management tool

Of course, I have to mention Buffer as a top social media collaboration tool. Buffer actually does more than just social media management.

We've built collaboration into Buffer from the ground up, from adding content ideas into the Create space, where anyone with access to a Team account can pop in to view and comment, to the Publishing area, where social posts can go through as many levels of approval as you need. Buffer’s social media collaboration features include, but are not limited to:

• Add unlimited users on the Teams plan: Each user has their own login and permission levels (more on this below), making it easier to keep track of who is working where. 
• Set permission levels for different users: Choose exactly who can post on each of your social media channels. 
• Set up an approval system: With these different permissions, certain users will require or can ask for approvals on their posts before they’re published, so you can always ensure quality and consistency. 
• Collaborate on ideas: Work together on social media content in Create, a dedicated space for all your ideas. 
• Leave notes for team members: Make comments or suggestions for other users on your plan.

Pricing: Free plan available for up to three channels. Teams plan starts at $10/month per channel (with all premium features and unlimited users).

2. Slack

Best for asynchronous communication on social media ideas

Slack is basically a chat room that helps teams communicate. And thousands of teams use it in all kinds of ways.

We use Slack in multiple ways as a remote team:

• We gather material for employee advocacy, coordinating simply over Slack or in combination with another tool
• Teammates can drop fun and interesting links into one of the channels for others to check out. 
• We use it to brainstorm ideas and strategies in public and private channels.

One of my favorite things? When our team spots opportunities for posts in our Slack conversations, they'll drop them straight into our content calendar. There have been a few brilliant social media posts borne out of our Slack chats.

Pricing: Free plan available with limited message history. Pro plan starts at $8.75/month per user.

3. Google Workspace

Best collaboration tool for end-to-end teamwork

Another favorite of social media teams is Google Workspace, especially Google Drive. I highlight Drive specifically because it holds everything from our spreadsheets to presentations to forms. In Google’s vast suite of products, you can collaborate together, live, on the same work with your internal and external team. 

Some popular docs you might choose to share:

• Spreadsheet of your social media metrics
• Social media strategy
• Social media audit
• Document with your brand’s voice and tone

Pricing: Business Starter plan starts at $7/month per user. Free personal Google accounts work for smaller teams, though you'll miss out on shared drives and admin controls.

4. Dropbox

Best collaboration tool for file sharing of all kinds

Dropbox is a great tool for us at Buffer, as we can use it to share everything from images to templates to documentation.

For example, we used Dropbox to store the videos recorded by different teammates for our new employee onboarding video project. Since everyone was able to easily access the Dropbox folder to upload their videos, the project went ahead without a hitch.

Pricing: Free plan with 2 GB of storage. Plus plan starts at $11.99/month with 2 TB of storage.

5. Notion

Best collaboration tool for overall project management

Notion is one of our superpowers as a Marketing team and a top recommendation for successful social media collaboration. Its robust set of features helps us achieve many goals from our different locations across the world, including but not limited to:

• Hosting and managing our blog, newsletter, and social media content calendars
• Holding our big-picture project database across different teams
• Clarifying task management and distribution across team members

Pricing: Free plan available for individuals. Team plan starts at $10/month per user.

6. Canva

Best collaboration tool for simple graphic design

Need some advice from your team on social posts you’re creating? With Canva, you can share your in-progress content with anyone on your team, and others can combine forces with you to design the same graphic together.

We work with Canva extensively on the Marketing team and use it to power through design needs so that even the most artistically challenged of us (that’s me, hello) can throw together decent-looking images like the one at the top of this list.

Pricing: Free plan available with access to thousands of templates. Pro plan starts at $15/month per user (or $10/month if billed annually).

7. Figma

Best collaboration tool for complex graphic design projects

On the other end of the design spectrum is a tool more geared toward professionals. In Figma, you can create mockups of social media images along with other design-related tasks.

Whenever we have a project that requires a design that we just can’t achieve in Canva, our graphic designer graciously shares mockups and visual content for us on the Marketing team to review, approve, and share. 

Even with a tiny learning curve, I find Figma an intuitive tool for collaboration that allows the entire team to contribute to the design process, regardless of their skill level.

We also use Figma for brainstorming on the Marketing team, using it to visualize our thoughts and contributions during team meetings.

Pricing: Free plan available for up to three Figma and three FigJam files. Professional plan starts at $15/month per editor (or $12/month billed annually).

8. Zoom

Best for video calls and chats

As a remote team, synchronous Zoom calls make up a major part of social media collaboration for us.

Here's something we do a lot: We take screenshots, clips, and chats from our Zoom calls and turn them into social media content. There have been a few gems brought out of these, shared across our social media. Our culture of transparency helps here — we share both the wins and the struggles.

Pricing: Free plan available for meetings up to 40 minutes. Pro plan starts at $13.33/month per user.

Quick collaboration tips on sharing to social media as a team

There’s a lot to consider when sharing together as a social media team – whether that be a team of two, 10, or more.

Here are some tips to help you when collaborating as a social media team:

1. Determine your social media strategy and structure
2. Establish a consistent voice and tone
3. Know how, where, and what you’ll post
4. If relevant, let your audience know who is posting
5. Delegate by shifts or networks
6. Use tools to make collaboration easier
7. Give everyone the right access (contributors vs. managers)

What are your favorite collaboration tools?

What tools do you use to work together on social media marketing?

We'd love to hear what's working for you and your team. We’re always keen to try out new tools and workflows here at Buffer. We'd really appreciate any advice you have for us.

FAQ about social media collaboration tools

What is a social media collaboration tool?

A social media collaboration tool is software that lets several people plan, create, review, and publish posts in one shared workspace. Everyone sees the same drafts, feedback, and schedules, so work moves faster, and nothing gets lost in email threads.

What are the four main types of collaboration tools?

Most teams use a mix of tools to stay organized and work smoothly together. Project management tools help you assign tasks and track progress. Cloud storage tools give everyone access to shared files. Document collaboration tools let you write and edit together in real time. And chat and video tools keep communication quick and easy, whether you’re meeting live or sharing updates async.

How can I pick the right social media collaboration tool for my team?

Start with ease of use — if it’s not simple, your team won’t use it. Look for clear permissions and approvals so you can manage who drafts, reviews, and publishes content. Make sure it integrates with your existing tools, fits your budget as you grow, and offers reliable support when you need help.

Can I collaborate with teammates for free in Buffer?

Yes, you can. Buffer offers a free plan that includes basic collaboration features, which is a great starting point for individuals and small teams. If you need more advanced options, like additional permissions or approval workflows, you can try Buffer Teams with a 14-day free trial. You can cancel anytime, so it’s easy to explore what works best for your team without any pressure.

More social media marketing resources

• Best Content Format on Social Platforms: 45M+ Posts Analyzed
• 20+ Top Social Media Sites and Platforms to Grow Your Brand
• The 11 Best Social Media Analytics Tools for Creators and Marketers
• The 11 Best Social Media Management Tools — Tried + Tested
• Beyond Publishing: How to Make the Most of All Buffer’s Features

View the full article

Today, we're introducing our refreshed design across Buffer. Our new navigation, and updated visual language give creators and businesses more flexibility as social media continues to evolve.

Our goal has been to make Buffer feel calmer, clearer, and easier to work in every day.

A few weeks ago, we wrote about our aim to offer a smarter, more insightful Buffer: a toolset that helps more creators and businesses make smarter decisions around their social media strategies. But that’s only one part the story of Buffer in 2026.

As creators ourselves, we at Buffer believe we can do more to help build momentum when working on social media. And momentum is not created by forcing it, but with a mix of calm, insight, and flexibility for the different businesses and content out there.

These are the principles that we are bringing to our new design for Buffer.

You know that feeling after rearranging your furniture? Everything is still the same underneath, but the space suddenly works better for you

Opening Buffer today might feel a bit like that.

A new navigation, updated brand colors, and typography to create a lighter, calmer interface that's easier to move around. This update doesn’t change what Buffer does for you today, but gives us a stronger foundation for what comes next.

Why the redesign?

Buffer began with a simple goal: make social media publishing easier. Over the last year, you may have noticed us quietly evolving with a new look on the marketing site, updated campaigns, and a refreshed homepage. Today, the product catches up. This redesign is the moment it all comes together as one cohesive thing.

Social platforms are often chaotic public squares, driven by algorithms that are difficult to understand and discourse that often polarizes. We know from our users (and ourselves) how challenging this can be to work through when trying to build a brand or a business.

This chaos isn't where we do our best work, and we know it's the same for Buffer customers. We've been leaning into turning Buffer into a space to support momentum on social media, and that momentum comes from a combination of ease, flexibility, insight, and, of course, a calm space.

A new navigation

One of the main reasons creators come to Buffer is simplicity, and we take that very seriously. But over the years, Buffer expanded, and as the product grew, things started becoming more complicated than they needed to be. It became clear that the structure we originally built Buffer on was limiting what the product needed to become.

The redesign gives us a much stronger foundation moving forward:

A centralized sidebar

Our main features are now clearly organized in one place. Users can easily switch between channels, groups, contexts, and work types. This makes it easier to stay in flow and build a workflow that fits the way each person works, whether you're planning content, engaging with your community, or analyzing results.

Product consistency

Creators starting from zero can quickly understand how to plan, publish, and engage without feeling overwhelmed by changing layouts or scattered tools. At the same time, professionals managing many accounts and channels have more flexibility and visibility into their work.

Space to grow

The redesign creates room for the next generation of features we’re building. Things like smarter scheduling, deeper insights, AI assistance, and tools that help creators sustain momentum over time.

A new design language

Buffer has never been the corporate type. We always leaned toward the unconventional. A little quirky, independent, curious. Comfortable challenging the rules of how software and work are supposed to look and feel. As the product evolved, the brand and interface didn’t always keep up.

With this refresh, we wanted to bring that spirit back and apply it consistently across everything: our brand, marketing site, web product, and mobile apps.

Getting there took time, and you may have already caught some of it through the work of our marketing team to evolve the brand in public. Some of the things we changed include:

• A visual identity that lets the content take center stage.
• Warm neutral tones create a calm setting.
• A vibrant Buffer green adds positivity and helps guide attention without overwhelming the interface. As Kate Baldrey, Marketing Designer, shared, “We went through what felt like thousands of iterations to find a green that felt unique and Buffery without leaning too neon or earthy, and eventually found a shade that felt vibrant enough but balanced and grounded when paired with our neutral tones.”
• Playful pastel accents introduce moments of personality and meaning.
• Softer shapes and lighter typography create a more friendly and spacious feel.
• Simpler illustrations are designed to support the experience, not overpower it or add visual noise.

The goal wasn’t to reinvent Buffer’s identity, but to bring it back to its origins and make it support where we want to go.

There's more to come

Our mission remains the same: help creators and businesses get off the ground and grow. To publish consistently, understand what works, and grow without feeling like they’re constantly fighting the system. That won’t change. But how we get there is evolving. This redesign is the first step toward the product we want Buffer to become.

I’m incredibly proud of what this team has accomplished with so much care, attention to detail, and empathy for the people who use Buffer every day. And we’re grateful to the creators who shared their feedback and helped shape this along the way.

We hope you’ll follow along on the journey.

View the full article

If you’ve spent any time on social media lately, it’s easy to believe that video is the be-all and end-all. Instagram Reels, YouTube Shorts, TikToks, LinkedIn’s video feed: it’s everywhere, and it feels like every platform is building for it.

If you’re looking to build an audience, “more video” is often touted as the answer.

But is that true? It turns out — as is often the case with social media — it depends. Video certainly performs best on some platforms, but it’s not quite as cut-and-dried on others.

This data comes from our 2026 State of Social Media Engagement report, which analyzed millions of posts across all major platforms.

And, at the risk of sounding like a clickbait-y video hook (sorry) — the results might surprise you.

While video often gets the spotlight, it’s not always the best path to engagement. Let’s examine how different content types perform on Threads, TikTok, LinkedIn, X (formerly Twitter), Instagram, Facebook, Pinterest, and Bluesky.

Before we dig in, the usual Ts and Cs: The best content for you depends on your target audience. Every audience is different, so there is no one-size-fits-all approach that’s going to work for every social media account.

To pinpoint what works best for you, I’d encourage you to start with a social media content strategy and, from there, experiment with different types of content in your social media content calendar.

Use the data in this article as a starting point to help you figure out what kind of content is most likely to resonate with your followers.

Key takeaways

• LinkedIn carousels (PDF posts) earn a median engagement rate of 21.77% — 196% more than video and 585% more than text posts — the highest of any format across all platforms in this analysis.
• Instagram carousels drive 109% more engagement per person reached than reels — but reels reach 2.25× more people than single-image posts, making format choice goal-dependent.
• TikTok video earns 77% more engagement than carousels and photos (3.39% vs. 1.92% median engagement rate).
• Pinterest video earns 83% more engagement than images (5.75% vs. 3.15%), despite the platform's image-first reputation.
• Threads video leads engagement at 5.55% — nearly double text posts (2.79%) — on a platform primarily associated with conversation.
• Facebook is the most format-agnostic platform in this dataset: images, video, and text posts all fall within one percentage point of each other.
• On X, text leads with a 3.56% median engagement rate — but images have narrowed the gap to just 5%.
• Reach and engagement often point in opposite directions: the format that reaches the most new people (usually video or reels) is rarely the format that drives the deepest engagement from existing followers (usually carousels).

On to the data. Here are the best types of social media content for each platform in 2026.

Best content format by platform — at a glance

*Instagram engagement rate measured as a percentage of reach. Note: Reels outperform all formats for reach — 2.25× more than single-image posts.

†Bluesky uses median total interactions rather than engagement rate; data is early-stage.

The best content format on TikTok

On TikTok, video earns a median engagement rate of 3.39% — 77% higher than carousels and photo posts — making it the clear top-performing format on the platform.

To say that video reigns supreme on TikTok feels a bit like stating the obvious. The short-form video-sharing platform is, after all, just that.

Despite TikTok introducing carousels (multi-photo posts) in recent years, videos are still the TikTok algorithm's bread and butter. What's interesting is how much of a gap remains between the two formats.

In this analysis, we measured success by median engagement rate. We found that videos pulled well ahead of carousels and photo posts.

Here's a closer look at the numbers:

• 🏅 Videos claimed the top spot, earning a median engagement rate of 3.39% — 77% higher than carousels and photo posts at 1.92%.
• 🥈 Carousels and photos placed second, but with a significant gap behind video.

If you're aiming for engagement on TikTok, video isn't just a good bet — it's a significantly better one.

The best content format on Instagram

It often feels like Instagram has gone all-in on video, with Instagram Reels getting their own discovery feed and even a dedicated video editing app. But our latest data says something different: carousels lead the platform with a 6.9% median engagement rate — higher than reels, single images, and stories.

However, performance looks completely different when you look at reach, rather than engagement rate.

Here's the engagement picture first. We looked at median engagement rate as a percentage of reach — in other words, how many of the people who saw your post actually interacted with it.

• 🏅 Carousels led the way, with a median engagement rate of 6.9% — the highest of any format on the platform.
• 🥈 Stories came in second at 5.1%, though the sample size here is small (n=520), so treat that one with caution.
• 🥉 Single images followed in third at 4.4%.
• 4️⃣ Reels landed last, with a median engagement rate of 3.3%.

But wait! cue video rewind sound effect This analysis is not the whole story.

Here, we measured engagement rate. But reels are often optimized for views rather than these kinds of interactions, so a lower engagement rate doesn't necessarily mean reels aren't working. It may just mean people are consuming them differently.

Also, the format breakdown above doesn't capture the full picture, because reach and engagement point in different directions on Instagram.

A separate analysis of 4M+ posts published via Buffer between January 2022 and October 2024 showed us that:

Reels tend to get the most reach

• Reels vs carousels: 1.36× the reach (+36%)
• Reels vs single-image posts: 2.25x the reach (+125%)

Instagram has a dedicated reels discovery tab, so reels have a built-in advantage for reaching people who don't already follow you — formats that live only in the regular feed don't get that same boost.

Carousels keep people on the post longer, meaning more chances to save, share, and comment, and potentially multiple chances to reappear in-feed.

It's a bit like Instagram is two different platforms in one, depending on where you post your content. And which 'platform' you choose depends on the goal of your content.

Fascinating, right? So while reels are great for discoverability (and getting more followers on Instagram), if your goal is deeper engagement from your existing audience, carousels might deserve more space in your content plan.

The "best format on Instagram" has no single answer — it really depends on your goals.

The short version: use Instagram Reels when you want to reach people who don't follow you yet, and carousels when you want to deepen engagement with the audience you already have.

The best content format on Facebook

On old faithful Facebook, images still lead at 5.2% — but the real story is how close the race has become. Images, videos, and text posts are all clustered within one percentage point of each other.

Here's a look at the numbers:

• 🏅 Images took first place for engagement rate on Facebook at 5.2%, edging out the other formats.
• 🥈 Videos followed closely in second at 4.84% — only 7% behind images.
• 🥉 Text posts were close behind at 4.76%, just 9% below images.
• 4️⃣ Posts with links came in last at 4.43%, drawing the lowest engagement of all content types on the platform.

The really notable thing here isn't who won, but rather, it's how close the race has become.

The clearest signal in this data is actually at the bottom: links continue to underperform everything else, which fits with the broader trend toward zero-click content. Platforms and their users increasingly prefer to stay put.

The best content format on Threads

Threads surprised me in our last analysis — and it's done it again, just in a different direction. This time, video has taken the top spot with a 5.55% median engagement rate, up from second place in our previous data.

The numbers:

• 🏅 Videos claimed first place for engagement rate on Threads at 5.55% — 22% ahead of images and nearly double text posts.
• 🥈 Images followed in second at 4.55%, still well ahead of the text-based formats.
• 🥉 Text posts landed in third at 2.79%, with 19% more engagement than link posts.
• 4️⃣ Posts with links came in last at 2.34%.

What I find most interesting here is the continued gap between visuals (video and images) and text or links. For a platform that's built around conversation, visuals seem to stop the scroll more effectively. Worth noting if you're looking to grow on Threads!

That said, Threads is still a young platform, and its algorithms are actively evolving — so keep a close eye on your own analytics here, and watch the Buffer blog for updates.

The best content format on LinkedIn

If you've read any of our previous data studies, this one won't shock you: LinkedIn carousels are still on top. Carousels earned a median engagement rate of 21.77%, 196% more than video and 585% more than text posts.

The numbers:

• 🏅 Carousels (document posts) earned a median engagement rate of 21.77% — 196% more than videos, 234% more than images, and 585% more than text-only posts.
• 🥈 Videos came in second at 7.35%, with 13% more engagement than images.
• 🥉 Images followed in third at 6.52%.
• 4️⃣ Links landed in fourth at 3.81%, drawing more engagement than text-only posts.
• 5️⃣ Text posts came in last at 3.18%.

Those carousel numbers are tough to ignore. A 21.77% median engagement rate is exceptional for any platform, let alone one as crowded as LinkedIn has become.

That said, the advice I gave last time still stands — LinkedIn is evolving fast, and video is clearly the format the platform is pushing. In an episode of our podcast, Buffer Chat, LinkedIn's Head of Premium Content & Community Strategy, Callie Schweitzer, recommended that creators lean into video.

"Video, Video, Video, Video," she said, when I asked for her growth advice. If you have the time and energy to do both, carousels for engagement and video for reach is a solid combination.

The best content format on X

Text still sees the most median engagement on X (formerly Twitter).

Even with the social network’s much-talked-about desire to become “the everything app,” X remains true to its microblogging roots.

Here's a closer look:

• 🏅 Text posts saw a median engagement rate of 3.56% — 5% ahead of images, 20% ahead of videos, and 58% ahead of link posts.
• 🥈 Images followed closely in second at 3.40% — the gap between first and second is now razor-thin.
• 🥉 Videos landed in third at 2.96%, with 32% more engagement than link posts.
• 4️⃣ Posts with links came in last at 2.25%.

X is fundamentally a text-first platform — hot takes, real-time reactions, and punchy one-liners are what it was built for. But images have crept up to almost match text in engagement rate, which is a shift worth watching.

Short video clips can also give you an edge over static posts if you have them.

The best content format on Pinterest

I'll admit — I wasn't expecting this one. Pinterest is basically synonymous with beautiful still images, so video leading on engagement feels counterintuitive. But the numbers are pretty clear.

The numbers:

• 🏅 Videos earned a median engagement rate of 5.75% — 83% higher than images.
• 🥈 Images followed in second at 3.15%.

Pinterest has been investing heavily in video, and the data suggests those efforts are paying off in engagement. If you're using Pinterest primarily as a visual catalogue — which, honestly, is how most people still use it — it might be worth testing a few video pins to see if the engagement bump holds for your audience.

The best content format on Bluesky

Bluesky is the newcomer on this list, and we're working with earlier-stage data — so treat this as a first look rather than a final verdict. That said, the early signal is clear: video leads with a median of 5 interactions, 25% more than images.

The numbers:

• 🏅 Videos earned a median of 5 total interactions — 25% more than images.
• 🥈 Images followed with a median of 4 interactions.
• 🥉 Links and text posts tied in last, both earning a median of 3 interactions.

A few caveats worth keeping in mind: Bluesky's user base is still relatively small compared to the other platforms in this analysis, and video content on the platform is far less common than images (253K video posts vs. over 2 million image posts in our dataset).

We'll be watching this one closely as the platform matures.

So, which content format is the best?

As I touched on above, that really depends on you and your audience.

What works for most creators or brands might not be the sweet spot for you, and it’s always, always worth experimenting with other content types to see what works.

Perhaps even more importantly: What is the content format you’re going to be able to create most consistently?

In other studies, we’ve found that content performance on all platforms is strongly linked to consistency. (In fact, it might yield as much as 5x more likes, comments, and shares across the board.)

So if you’re going to be able to show up more consistently with text-based posts, great — stick to those.

Back to video: while it performs well across nearly every platform — and is often really great for reach — it’s not universally the highest engagement format. On some platforms, like LinkedIn and Facebook, carousels and photos steal the show. On X, text still rules.

My (probably oversimplified) summary of all these numbers: video is fantastic for reach and discoverability, helping you attract new followers and audiences.

Other formats (carousels, images, text) can be better for engagement, deepening connections with your existing audience.

Ultimately, the best content format is the one you can produce consistently — and the one that resonates with your target audience.

View the full article

For years, Alexandrea Browman's team had two options when it came to responding to client comments and messages on social media: log in with the client's credentials (a security risk), or navigate Meta Business Suite (time-consuming and clunky).

Neither was great. And community management wasn't a nice-to-have for her boutique agency, Sapphire Social — it's their specialty.

So when she found a tool that solved it, it was a no-brainer." With Buffer, it's just all in one place," she says. "It's so easy."

Alexandrea has been working in social media for over a decade. For the last three years, she's been running Sapphire Social, an agency based in Oregon.

She manages around 30 channels for her clients across Facebook, Instagram, LinkedIn, YouTube, and TikTok, with a small team of designers, community managers, and a scheduling assistant.

When you're operating at her scale, tool choices shape the profitability and flexibility of the whole business.

Customer Snapshot: Sapphire Social

• Industry: Social media agency
• Location: Oregon, USA
• Channels managed: ~30
• Platforms: Facebook, Instagram, LinkedIn, TikTok, YouTube
• Team: Designers, community managers, scheduling assistant
• Key Buffer features: Scheduling, Approvals, Engagement

A 600% price hike she didn't ask for

Alexandrea spent two years on another tool before switching to Buffer. She didn't leave by choice — the platform made the decision for her.

"They had crazy price increases that didn't make any sense for my business," she says. "I could either have a package with 12 connected accounts or 60. There was no in-between, and I'm in between."

When her previous provider restructured its pricing, citing AI features Alexandrea didn't need, her costs jumped by over 600%. She was left to choose between a tier that was too small for her client load and one that was far more than she needed. Neither made sense.

Her customer support experience didn't help either. When the pricing change came, the relationship was already strained enough that switching felt easy.

Why she picked Buffer

The recommendation came from two places at once: a client who was already using Buffer, and the social media agency communities Alexandrea is part of online, where Buffer kept coming up.

"I went to it and was like, okay, this seems powerful without having a huge learning curve," she says. "So far, it's been great."

But what really sold her was the pricing model. Buffer charges per channel, which means Alexandrea only pays for what she's actively using. When a client's contract ends, she removes their channels. When she onboards someone new, she adds them. The bill reflects her actual business at any given moment.

"That's why I went with you guys, the per-channel amount," she says. "It allows me to be flexible and save money if a client leaves. They're never locked in indefinitely, and I don't want to continue paying for their channel in Buffer when they're no longer in contract."

She ran the numbers: even with 60 channels connected, Buffer would cost her around $250 a month — less than what she was paying before, and with none of the rigidity.

Where the time savings actually show up

Since switching, the gains have shown up in two areas: time and quality control.

On the time side, being able to post to multiple channels at once has saved Sapphire Social roughly an hour per week per client. Across a full client roster, that adds up fast.

"Manually posting to Meta, LinkedIn, TikTok, YouTube, and others can take away much-needed time when you could instead post to all the platforms you need with the click of a button," Alexandrea says.

On the quality control side, Buffer's approval workflow has given Alexandrea an extra layer of protection before anything goes live. Her team drafts and schedules content, and Alexandrea reviews it before it goes out.

"Before, it was easier to make mistakes. Everyone is human. You could post to the wrong account or post twice. Now Buffer allows me to approve the post before it goes out, making sure there's that extra layer of protection."

The feature that changed everything

Ask Alexandrea what's made the biggest difference, and she doesn't hesitate. "Community management, hands down."

But the community management shift goes beyond just social comments. With Buffer's Community, Alexandrea's team can also respond to Google reviews — something that previously meant yet another platform to juggle.

"Not only can we respond to people on social, but we can now respond to reviews on Google, which has been amazing," she says. "We don't have to toggle between inbox and comments."

For an agency where community management is a core service, having everything centralized in one tool has made it easier to deliver — and better for her clients.

Community management is a core service Alexandrea provides to her clients, and having it centralized in Buffer has made the whole thing easier to deliver and better for her clients.

What she'd tell other agency owners

"If you want a tool that handles scheduling, quality control, community management, and team management without the usual headaches, Buffer is it."

And the rigidity that pushed her away from her last tool? That's the thing she hopes Buffer never changes.

"I would hate to have a social media scheduler where you're forcing me to be in a certain tier. Please don't do that." Noted, Alexandrea!

More resources for agencies

• 20+ Top Social Media Sites and Platforms to Grow Your Brand in 2026
• 14 AI Tools for Social Media Content Creation: My Workflow Guide
• The 11 Best Social Media Management Tools in 2026 — Tried + Tested

View the full article

We recently started a small project to clean up how parts of our systems communicate behind the scenes at Buffer.

Some quick context: we use something called SQS (Amazon Simple Queue Service. These queues act like waiting rooms for tasks. One part of our system drops off a message, and another picks it up later. Think of it like leaving a note for a coworker: "Hey, when you get a chance, process this data." The system that sends the note doesn't have to wait around for a response.

Our project was to perform routine maintenance: update the tools we use to test queues locally and clean up their configuration.

But while we were mapping out what queues we actually use, we found something we didn't expect: seven different background processes (or cron jobs, which are scheduled tasks that run automatically) and workers that had been running silently for up to five years. All of them doing absolutely nothing useful.

Here's why that matters, how we found them, and what we did about it.

Why this matters more than you'd think

Yes, running unnecessary infrastructure costs money. I did a quick calculation and for one of those workers, we would have paid ~$360-600 over 5 years. This is a modest amount in the grand scheme of our finances, but definitely pure waste for a process that does nothing.

However, after going through this cleanup, I'd argue the financial cost is actually the smallest part of the problem.

Every time a new engineer joins the team and explores our systems, they encounter these mysterious processes. "What does this worker do?" becomes a question that eats up onboarding time and creates uncertainty. We've all been there — staring at a piece of code, afraid to touch it because maybe it's doing something important.

Even "forgotten" infrastructure occasionally needs attention. Security updates, dependency bumps, compatibility fixes when something else changes. This led to our team spending maintenance cycles on code paths that served no purpose.

And over time, the institutional knowledge fades. Was this critical? Was it a temporary fix that became permanent? The person who created it left the company years ago, and the context left with them.

How does this even happen?

It's easy to point fingers, but the truth is this happens naturally in any long-lived system.

A feature gets deprecated, but the background job that supported it keeps running. Someone spins up a worker "temporarily" to handle a migration, and it never gets torn down. A scheduled task becomes redundant after an architectural change, but nobody thinks to check.

We used to send birthday celebration emails at Buffer. To do this, we ran a scheduled task that checked the entire database for birthdays matching the current date and sent customers a personalized email. During a refactor in 2020, we switched our transactional email tool but forgot to remove this worker—it kept running for five more years.

None of these are failures of individuals — they're failures of process. Without intentional cleanup built into how we work, entropy wins.

How our architecture helped us find it

Like many companies, Buffer embraced the microservices movement (a popular approach where companies split their code into many small, independent services) years ago.

We split our monolith into separate services, each with its own repository, deployment pipeline, and infrastructure. At the time, it made sense: each service could be deployed on its own, with clear boundaries between teams.

But over the years, we found the overhead of managing dozens of repositories outweighed the benefits for a team our size. So we consolidated into a multi-service single repository. The services still exist as logical boundaries, but they live together in one place.

This turned out to be what made discovery possible.

In the microservices world, each repository is its own island. A forgotten worker in one repo might never be noticed by engineers working in another. There's no single place to search for queue names, no unified view of what's running where.

With everything in one repository, we could finally see the full picture. We could trace every queue to its consumers and producers. We could spot queues with producers but no consumers. We could find workers referencing queues that no longer existed.

The consolidation wasn't designed to help us find zombie infrastructure — but it made that discovery almost inevitable.

What we actually did

Once we identified the orphaned processes, we had to decide what to do with them. Here's how we approached it.

First, we traced each one to its origin. We dug through git history and old documentation to understand why each worker was created in the first place. In most cases, the original purpose was clear: a one-time data migration, a feature that got sunset, a temporary workaround that outlived its usefulness.

Then we confirmed they were truly unused. Before removing anything, we added logging to verify these processes weren't quietly doing something important we'd missed. We monitored for a few days to make sure they were not called at all, and we removed them incrementally. We didn't delete everything at once. We removed processes one by one, watching for any unexpected side effects. (Luckily, there weren't any.)

Finally, we documented what we learned. We added notes to our internal docs about what each process had originally done and why it was removed, so future engineers wouldn't wonder if something important went missing.

What changed after clean up

We're still early in measuring the full impact, but here's what we've seen so far.

Our infrastructure inventory is now accurate. When someone asks, "What workers do we run?" we can actually answer that question with confidence.

Onboarding conversations have gotten simpler, too. New engineers aren't stumbling across mysterious processes and wondering if they're missing context. The codebase reflects what we actually do, not what we did five years ago.

Treat refactors as archaeology and prevention

My biggest takeaway from this project: every significant refactor is an opportunity for archaeology.

When you're deep in a system, really understanding how the pieces connect, you're in the perfect position to question what's still needed. That queue from some old project? The worker someone created for a one-time data migration? The scheduled task that references a feature you've never heard of? They might still be running.

Here's what we're building into our process going forward:

• During any refactor, ask: what else touches this system that we haven't looked at in a while?
• When deprecating a feature, trace it all the way to its background processes, not just the user-facing code.
• When someone leaves the team, document what they were in charge of, especially the stuff that runs in the background.

We still have older parts of our codebase that haven't been migrated to the single repository yet. As we continue consolidating, we're confident we'll find more of these hidden relics. But now we're set up to catch them and prevent new ones from forming.

When all your code lives in one place, orphaned infrastructure has nowhere to hide.

View the full article

If you use Buffer, then you’re familiar with our Composer. It’s where every post begins. Where you draft, tweak, preview, and hit publish. It’s the most-used surface in the entire product, and it’s the core of our value. 

For a while now, though, the composer has been showing its age. Not necessarily to users (it worked!), but under the hood, it was built on legacy code that made it increasingly difficult to maintain, improve, and extend. Every small change carried risk. Every new feature required navigating layers of complexity that slowed us down.

So we decided it was finally time to do something about it. Over the past few months, a small team at Buffer has been modernizing the composer’s architecture and appearance. Not just to add new features, but to build the foundation for everything we want to do next. 

Here’s what we did, why we did it, and where it’s all heading. 

The appetite for change

This project didn’t happen in a vacuum. Over the past year, we’ve been making meaningful changes across Buffer, from scheduling improvements to dark mode support to a visual refresh that’s been rolling out across the product. 

Each of these changes created momentum. They also created an expectation: The rest of the product should feel this good, too. The composer, being the centerpiece of Buffer, was the obvious next step. 

There was a practical side to this as well. When I spoke with 30+ Buffer users last year, a consistent theme emerged: people want Buffer to feel like a cohesive, modern workspace, not just a scheduling tool. 

Modernizing the composer is a direct response to that. If we want Buffer to be the place where you brainstorm, draft, collaborate, and publish, the Composer has to be up to the task.

What we did

Let me be upfront: this phase of the project was never about shipping something flashy. It was about doing the unsexy-but-essential work of rebuilding the foundation so we can move faster and build better going forward.

The composer relied on outdated data stores that made it unpredictable to work with. We introduced a modern state layer that's leaner, easier to reason about, and gives us a much clearer picture of how data flows through the composer. Data now loads and moves more efficiently.

We also moved the composer to our current component system, which we call Popcorn. This brought the composer in line with the rest of Buffer’s interface and unblocked improvements we simply couldn’t make before, like new side panels, better responsiveness, and full support for dark mode and our visual refresh.

Speaking of side panels, we did a complete overhaul of how tools live and operate in the composer. Side panels are now more responsive and predictable, and we extended post previews to all selected channels, even in the omni-composer mode. 

Channel fields, media handling, and dialogs also got an update. These are the kinds of details users may not consciously notice, but they make the experience feel smoother and more consistent, contributing to a composer that feels more polished and reliable. 

As mentioned earlier, this phase wasn’t about flashy updates, even if the composer does look, feel, and operate better. This was about laying a better foundation for even greater changes coming soon.

How we made it happen

Things rarely happen in a vacuum at Buffer. We’re a small, close-knit team, where collaboration and transparency are the default, and a lot of momentum for this project came from broader efforts aimed at making all of Buffer look and feel like the first-class product that it is. Engineering, design, and product all played a role. But, our customer Advocates deserve a special shout-out. The composer is a sensitive surface. Users rely on it every day, and even small changes can feel disorienting. Our Advocates did an incredible job navigating customers through the migration, gathering feedback, and helping us understand where things felt off.

That kind of cross-team collaboration is something I'm genuinely proud of at Buffer. No single team could have pulled this off alone.

Just the starting line

Here is the part that I’m most excited about. The entire point of this modernization was to unlock what comes next. We’re already building on this foundation. Templates will soon be surfaceable directly in the composer, so you can start from proven formats without leaving your workflow. We’re working on deeper support for notes and content feeds, aiming to move Buffer closer to being the creative workspace our users have been asking for. 

And, most importantly, we’re exploring a  more ambitious composer vision: one with post groups, improved drafts, the ability to plan out ideas and content on the calendar, and an overall smoother and more complete content creation workflow. None of this would be realistic on the old architecture. Now, it’s not only realistic, it’s also the plan.

If you’ve been following along with our thinking on making Buffer more than a scheduling tool, but a true social workspace where you can brainstorm, organize, publish, and analyze, then this project is a concrete step in that direction. 

Building with momentum

One of the things I love about working at Buffer is that we build in the open. We share our thinking, our roadmap, and our successes (and failures), because we believe that transparency makes for a better product and a stronger relationship with the people who use it. 

The composer modernization is a good example of what intentional product development looks like. Not every project results in a big feature announcement. Sometimes the most impactful work is the kind that makes everything after it possible. 

We’re building with momentum now, and every change builds on the last. If you’re a Buffer user, you’ll start feeling the difference, and there is a lot more on the way. 

As always, if you have feedback on how the composer feels or ideas for what you’d love to see next, we’d love to hear from you. These conversations are how we build the best version of Buffer – together.

View the full article

I have three kids under five — and getting them out of the house regularly is essential. I'm always scouring Google Reviews for new and interesting kid-friendly things to do in our neighbourhood. I look for great reviews, of course, but you know what stands out even more? Reviews with responses from the business.

There's a "kids' cafe" not far from us that responds to every review. That tells us they care about their customers — and we go there often. I know I'm not alone in this, either.

BrightLocal's research found that 88 percent of consumers would use a business that responds to all of its reviews, both positive and negative.

Here's the data on why you should be replying to Google reviews, how to streamline the process with Buffer, plus a real-life example from boutique agency Sapphire Social, which makes replying to reviews a priority for their 30+ clients.

5 reasons why replying to Google reviews matters

Replying to reviews is inarguably good practice — and common sense — but it can have a powerful effect on the bottom line, too. The numbers are fascinating:

1. Your customers are reading reviews

According to BrightLocal's 2026 Local Consumer Review Survey, 97 percent of consumers read online reviews, with 41 percent saying they "always" read reviews when evaluating a business. That's a big jump from 29 percent the year before.

Most of those reviews are on Google — roughly 81% of consumers use Google reviews specifically to evaluate local businesses (Sixth City Marketing).

And they're not just skimming star ratings, they're reading what businesses say back, just like I do, as I mentioned up top.

2. Replying to reviews directly impacts whether people choose you

Around 88% are influenced by whether a business responds to its reviews, good and bad. Engaging with your reviews makes consumers nearly twice as likely to choose you. And you don't have to be perfect at it, you just have to do it.

And it's not just about responding to the negative ones. Only 47% of consumers said they'd use a business that exclusively responds to negative reviews. Responding to only positive reviews fared similarly poorly. Interesting, right? Consumers apparently don't love it when you cherry-pick which reviews to acknowledge.

The latest 2026 survey goes even further: 89% of consumers now expect business owners to respond to reviews, and 50 percent say generic, templated responses would make them less likely to choose a business (BrightLocal, 2026).

3. Responding to reviews correlates with more revenue

All of the above might sound like common sense, but there is revenue data behind it, too.

A study by Womply analyzed transaction data from more than 200,000 U.S. small businesses and found that businesses replying to at least 25 percent of their reviews earned 35 percent more revenue than average. Businesses that didn't respond to any reviews earned 9 percent less (Womply via Illuminate8).

Consumers also spend more when they see a business engaging with feedback. The same study found that people spend up to 49 percent more at businesses that reply to reviews.

And the Harvard Business Review found that when hotels began responding to reviews on TripAdvisor, they received 12 percent more reviews and their ratings increased by an average of 0.12 stars, without ever asking for more reviews (Harvard Business Review). A separate Harvard study found that a one-star improvement in rating can translate to a 5-9 percent increase in revenue.

4. It boosts your local search rankings

Google itself recommends responding to reviews. Their official Google Business Profile help documentation states that responding shows customers you value their feedback and signals responsiveness (Google Business Profile Help).

Review signals, which include volume, quality, recency, and whether a business responds, account for a meaningful portion of local search ranking factors. Research from SOCi found that businesses ranking in Google's top three local results (the "3-Pack") earn 126 percent more traffic and 93 percent more conversion-oriented actions than businesses ranked lower (SOCi).

Responding to reviews also feeds into Google's E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness), which helps determine how prominently your business appears in local results. Each response is fresh, keyword-rich content on your profile, which is a signal Google rewards.

5. Negative reviews are actually an opportunity

This is the part that surprises most business owners: negative reviews, handled well, can actually help you.

Research from Reputation.com found that consumers are 33 percent more likely to upgrade their review if a business responds with a personalized message within a day. And businesses experience a 16 percent boost in customer advocacy when they address complaints publicly, versus a 37 percent decline when complaints go unanswered (Reputation).

Reputation CEO Joe Burton described the dynamic well in an interview with CX Dive: a negative review where the company visibly makes things right becomes something like a "superpowered review." It demonstrates accountability in a way that even five-star reviews can't (CX Dive).

There's also the practical consideration that 85% of consumers say seeing whether a company responds to negative reviews is important in their purchasing decision. Silence in the face of criticism tells potential customers you either don't care or aren't paying attention.

The data makes a pretty compelling case. But keeping on top of Google reviews is easier said than done — especially when you're managing more than one."

How one agency made Google reviews manageable

Everything above applies to a single business with one Google Business Profile. Now multiply it. This is something I hear constantly from agencies and multi-location businesses.

Each location receives its own reviews, has its own customer base, and may require a tailored response due to local context. A copy-paste reply that works for one client might sound completely wrong for another.

BrightLocal's guide on multi-location review management highlights the core tension: maintaining brand consistency while keeping responses local and authentic (BrightLocal). And the stakes are high. BrightLocal found that 91 percent of consumers say local branch reviews impact their overall perception of a multi-location brand.

When Ally Browman, founder of Sapphire Social, described her workflow before Buffer, she talked about logging into individual client accounts, switching between platforms, and trying to make sure nothing fell through the cracks.

Sapphire Social manages around 30 channels across multiple clients, and when I asked her what Buffer feature has made the biggest difference to her workflow, she didn't hesitate: community management.

Specifically, the ability to respond to Google reviews without logging into each client's account separately.

"I can't tell you how amazing community management through Buffer has been," she told me. "We don't have to select from inbox or comments, it's just all in one place. It's so simple."

Before, her team had two options: log in with the client's credentials (a security headache) or navigate through native platforms (a patience-testing headache). Now they handle everything in one dashboard. For an agency juggling multiple Google Business Profiles, that's the difference between staying on top of reviews and letting them quietly pile up unanswered.

Introducing Google review replies in Buffer

This is exactly why we've added support for replying to Google reviews directly in Buffer. If you're already managing your Google Business Profiles in Buffer, you can now see incoming reviews and respond to them from the same place you manage the rest of your social presence.

For agencies like Sapphire Social, this means no more logging into individual client accounts to check for new reviews. For franchises and chains, it means finally having a centralized view of reviews across every location. And for any business with a Google Business Profile, it means one less reason to let reviews go unanswered.

As Ally told me: "If you want a tool that handles scheduling, quality control, community management, and team management without the usual headaches, Buffer is it."

How to build a review response habit that actually works

You don't need to turn review management into a full-time job. A few principles go a long way.

Respond to everything. The data is clear. Consumers prefer businesses that respond to all reviews, not just negative ones, not just positive ones. Selective responding looks calculated.

Be timely. BrightLocal found that 19 percent of consumers expect a same-day response, and 81 percent expect a response within a week. The faster you respond, the more it signals that you're actively engaged.

Personalize your replies. Half of consumers say generic, templated responses put them off. Mention specifics from the review. Use the reviewer's name. Keep it conversational, not corporate.

Don't get defensive with negative reviews. Acknowledge the experience, apologize where appropriate, and offer to take the conversation offline. This isn't just for the reviewer. It's for every future customer reading the thread.

Use tools that centralize the work. This is especially critical for multi-location businesses and agencies. Having one place where reviews across all your Google Business Profiles surface, where you can read, respond, and track, turns an overwhelming task into a manageable daily habit. As Ally put it when describing what changed for her team: "We also don't have to select from inbox or comments, it's just all in one place."

Don't leave reviews on read

Google reviews are one of the most visible pieces of content associated with your business. Every one of them is a conversation waiting to happen and if you have those conversations, you're earning more trust, more clicks, and more revenue.

(And helping parents like me find a good way to entertain the kiddos!)

More resources for businesses

• Social media engagement: 9 ways to boost yours + why it matters
• How to start a social media marketing agency
• Top 11 social media engagement tools
• Community management: everything you need to know

View the full article

On March 21, 2006, founder Jack Dorsey set up his “twttr”: 

Since then, some of the most important, world-changing moments have unfolded on Twitter in real-time for all to see, react to, and engage with.

A lot has changed since those early days, including the platform’s name. When Elon Musk officially acquired Twitter on October 27, 2022, for $44 billion, he renamed it X. Almost four years later, people are still calling the platform Twitter, so, in this article, we’ll jump around between the two names or use both. 

If you’re new to X, or feel like you’re no longer sure how to use Twitter after all the changes, this article has you covered with everything you need to know. 

Why use Twitter/X?

You might have heard that X isn’t what it (and by “it”, I mean Twitter) used to be — and in some ways, that’s true. The platform has changed a lot. But it’s far from irrelevant.

X still sees around 557 million active users per month, which is more than competing platforms like Bluesky (41 million) and Threads (400 million). In other words, the audience is still very much there. And, according to our research, they’re highly engaged.

X has always been the place where conversations happen in real time. News breaks, trends start, and industry debates unfold. If you want to be part of the conversation, X is still one of the fastest-moving platforms around.

Here are some other reasons why people are on X: 

It’s still one of the best platforms for visibility

Unlike some platforms that prioritize content from people you already follow, X makes it easier for your posts to reach beyond your immediate audience. A thoughtful reply in the right thread can get you in front of thousands of people, or a well-timed post about a trending topic can spark meaningful engagement. 

It’s evolving beyond short posts

When he acquired the platform, Elon Musk’s vision was to evolve the social networking site into a broader “everything app,” encompassing much more than simple messaging and tweeting. Some of the new features include different account types (we’ll get into those later), longer posts, enhanced video sharing, and limited (but developing) digital transactions and possibly e-commerce functionalities.

It’s a strong platform for personal brands

If you’re building a personal brand, X offers something unique: proximity. You can:

• Reply directly to industry leaders
• Join public conversations with decision-makers
• Build credibility by consistently sharing insights in your niche

And because posts move quickly, you can experiment often. The feedback loop is fast, which makes it a great platform for learning what resonates.

Twitter/X is not for everyone — and that’s OK

X isn’t the most visual platform. It’s not built around highly curated feeds. And it can feel noisy at times. But if you enjoy conversation, commentary, sharp insights, and real-time interaction, X still offers a lot of value. The key is understanding what it does best and using it intentionally.

So, is X on your list? In the next section, we’ll look at how to set up your account for success from day one.

How to set up your Twitter account 

OK, X marks the spot. Now, it’s time to set up your account. Before you do so, it’s helpful to have an idea of which kind of account will work best for you. 

Should I use a personal or professional account on X?

If you’re using X to grow a brand, build an audience, or market a business, using a professional account instead of a personal account is usually the smart move. It’s free, and you can switch back at any time.

• A personal account works well if you’re posting casually, engaging in conversations, or simply exploring the platform. You still get access to core features like posts, threads, replies, and polls.
• A professional account unlocks business-focused features. You can add a category label to your profile, access profile spotlight options (such as linking to a newsletter), and — if eligible — showcase products through a shop module. 

In short: If you’re building something on X, go pro. If you’re just participating socially, a personal account is perfectly fine.

Which Twitter/X subscription tier is right for me?

One of the biggest changes on X in recent years is that the platform now offers four major account tiers:

1. Free
2. Basic
3. Premium
4. Premium+

Each tier comes with different features — and, as we’ve discovered, different levels of visibility. More on this in a few.

Comparing different X subscription options

The free account

If you’re just getting started, the free tier is still a solid option.

You can:

• Post up to 280 characters
• Share images and videos
• Build an audience
• Join conversations

For many casual users or early-stage creators, this is more than enough to test the waters and see whether X is a good fit. If your goal is to learn the platform, experiment with your voice, and engage consistently, you don’t need to pay to do that.

X Premium

If you’re serious about growth, X Premium is where things start to get interesting.

Premium includes:

• The ability to post longer content
• Post editing
• A verification checkmark
• Fewer ads
• Potential favor with the algorithm

A recent study by Buffer’s data scientist, Julian Winternheimer, found that Premium accounts get around 10x more reach per post than regular accounts.

Buffer’s own Tami Oladipo tested the impact of upgrading and saw a noticeable shift.

After subscribing to X Premium, she published less frequently, but her reach and engagement stayed steady. In other words, performance didn’t dip with lower output.

“X Premium immediately seems like a great fit for anyone looking to grow an engaged audience, especially if your content is primarily text-driven,” she said.

“Features like editing and the ability to make longer form content are invaluable for maintaining quality and depth in content. Some of my best-performing posts were longer, and they did pretty well.”

That’s an important takeaway. If your strategy relies on thoughtful threads, nuanced takes, or educational content, the ability to go long can make a real difference.

Basic and Premium+

Basic and Premium+ sit on either side of Premium in terms of features and pricing.

• Basic offers some enhancements over the free tier, but without full verification benefits
• Premium+ typically includes the highest level of ad reduction and additional prioritization in replies and search

So, which one should you choose?

Here’s a simple way to think about it. For creators and business owners who rely on X for visibility, Premium or Premium+ may feel like an investment in distribution. For casual users, it may not be necessary.

• Exploring or posting occasionally? Free is fine.
• Building a personal brand or growing an audience? Premium is worth considering.
• Using X as a core marketing channel? Premium or Premium+ may give you an edge.

Also remember that you don’t have to decide forever. You can start free, learn the platform, and upgrade later if you feel limited.

So even if you’re not quite sure which account or subscription you need just yet, we can go ahead and get set up. 

How to set up Twitter/X on mobile

• Download and open the app. 
• Click on Continue with Google (to sign in with Google) or Create Account.

• Add your details.
• You’ll be sent a verification code via SMS or email, depending on your preference.
• Verify using the code, set up your password, and hit Sign up.
• Add a profile picture.
• Create a username.

• Set your notification and contact preferences.
• Follow one or more accounts.
• You’re in. 

How to set up Twitter/X on desktop

• Head over to x.com and click on Continue with Google (to sign in with Google) or Create Account.

• Add your details.
• You’ll be sent a verification code via SMS or email, depending on your preference.
• Verify using the code, set up your password, and hit Sign up.
• Add a profile picture.
• Create a username.

• Choose some topics that interest you.

• Follow one or more accounts.
• You’re ready to explore.

Optimize your Twitter/X profile

Before you post a single update, take 10 minutes to set up your profile properly. Think of it as your digital storefront — when someone clicks through from a post, this is what convinces them to follow (or not).

Here’s how to make sure your profile works for you.

Upload a profile picture

Your profile picture may be small in size, but it makes a big first impression. If someone sees your reply in a busy thread, your profile photo is often the first thing they notice.

Use a high-quality, well-lit headshot or your brand logo. The recommended size is 400 pixels x 400 pixels.

A few quick tips:

• Faces tend to build trust faster than logos (especially for creators and founders)
• Keep it simple — avoid busy backgrounds
• Make sure it’s clearly visible in a small circle

Add a cover photo 

Your cover photo is valuable real estate. Because your bio is limited to 160 characters, your header image can help tell the rest of your story. 

Consider using it to:

• Highlight what you do
• Showcase your product or work
• Share social proof (like “Helping 10K+ creators grow”)
• Add a bold call-to-action (CTA)

Keep the design clean and easy to read on mobile, as most people will visit your profile on their phone.

Write your bio 

You’ve only got 160 characters, so make them count. A strong bio answers three simple questions:

1. Who are you?
2. What do you do?
3. Why should someone follow you?

Keep it clear, not clever. You can tag brands you’ve worked with (when relevant) to add credibility — just don’t overdo it.

If you’re stuck, try this formula:

I help [specific audience] achieve [specific result] using [your method].

Add your website or Buffer Start Page

You only get one link in your bio, so if you have multiple things to share (like a newsletter, YouTube channel, and services page), a link-in-bio tool can help. Buffer’s Start Page is a free option that lets you create a simple landing page with multiple links.

On your Start Page, you might include:

• Your latest work
• Your main website
• A lead magnet
• Other social profiles
• Booking links

The goal is simple: Make it easy for people to take the next step.

Pinned tweet

If someone new visits your profile, your pinned post is your first impression. Think of it as your highlight reel. If someone only reads one thing on your profile, make sure it represents you well.

You could pin:

• Your most engaging tweet or thread
• A “Start here” introduction post
• A summary of what you share
• A big win or announcement

Follow relevant accounts

Who you follow matters more than most people realize.

A few things to keep in mind:

• Follow people in your niche
• Engage with accounts that inspire or educate you
• Avoid following spam or inactive accounts.

Also, pay attention to your follower-to-following ratio. While it’s not everything, new visitors often glance at it. If you have 500 followers and follow 50K accounts, it can send the wrong signal. It may suggest you’re following people simply to get a follow back — even if that’s not your intention.

Instead of mass-following, focus on building real connections. 

Here’s a great X profile example from Neil Patel:

Build your Twitter/X marketing strategy

Posting randomly on X and hoping something goes viral isn’t much of a strategy. Growth on X comes from knowing why you’re showing up, who you’re speaking to, and how you’ll measure progress.

Here’s a simple three-step process to build your X marketing strategy:

Step 1. Set clear and measurable goals

Start with the big question: Why are you on X? Do you want to grow your audience and build authority in your niche? Drive traffic to your website? Generate leads? Support customer service?

Once you know the answer, you need to set metrics to measure that you’re on track — think of them as your KPIs (key performance indicators). For example:

• If your goal is brand awareness, you’ll focus on impressions, reach, and profile visits
• If your goal is community building, you’ll track replies, reposts, and engagement rate
• If your goal is website traffic, link clicks and conversions become your priority

Keep your goals specific and measurable. Instead of “grow our presence on X,” aim to “increase profile visits by 25% in three months” or “gain 1,000 relevant followers this quarter.”

Step 2. Create a content plan 

On X, consistency builds familiarity, and familiarity builds trust.

A content plan outlines:

• What you’ll post (content pillars)
• How often you’ll post
• When you’ll post
• The formats you’ll use

Start by defining three to five content pillars. 

For example:

• Educational threads
• Industry commentary
• Behind-the-scenes updates
• Customer stories or case studies
• Curated resources

This prevents the “What should I post today?” scramble and helps you build a recognizable voice.

Next, decide on a cadence you can keep up with. 

That might be:

• One to two posts per day
• Three to five posts per week
• One in-depth thread per week plus shorter daily posts

The key is sustainability. Posting consistently for six months beats posting 10 times a day for two weeks and burning out.

To stay organized, use a social media management tool like Buffer to plan and schedule your X posts in advance. 

With Buffer, you can:

• Schedule posts across multiple platforms
• Visualize your content calendar
• Collaborate with your team
• Refine copy with AI
• Track performance in one dashboard

Step 3. Engage intentionally

X is built for conversation. If you’re posting and ghosting, you’re missing the biggest growth lever on the platform. Replies, quote posts, and thoughtful interactions often drive more visibility than standalone posts.

Build engagement into your strategy by:

• Replying to comments on your posts (one of Buffer's latest studies shows it can boost engagement by 8% on X)
• Starting conversations with questions
• Engaging with creators and brands in your niche
• Participating in relevant trending discussions (when they align with your brand)

Pro tip: You can use Buffer’s Community to respond to replies in one place, track sentiment, and make sure nothing slips through the cracks.

Strategy sorted? If so, you’re ready to go. The next section covers how to post on Twitter. 

How to post on Twitter/X 

Whether you’re on desktop or on your mobile, it’s pretty straightforward to post to X. Here’s how.

How to post to X on desktop

• Open X.
• You can post directly at the top of the page, or choose the Post button on the left to create your content in a pop-up window.

• You can use the little buttons at the bottom to add images, GIFs, polls, or emojis. You can also choose to schedule your post for a later time and use Grok as an AI Assistant. 

• Add your content, and hit Post. Simple as that.

How to post to X on mobile

• Open your X app.
• Click on the + button.
• Choose Post from the options.
• Add your content and tap the blue Post button.

Note: Native scheduling isn’t available in the standard Twitter/X mobile app. If you need to schedule Tweets from your phone, you can use a third-party social media management tool like Buffer. 

Create X-cellent content for your Twitter/X account

Now that your profile is set up and you know how to post, it’s time to focus on what everyone’s here for: the engaging content you’re about to create. Let’s walk through a few practical ways to create posts that spark conversation, build visibility, and help you grow on X.

What is the best content format on Twitter/X?

Our analysis of the best content for major social media platforms found that text-based posts receive the most engagement on X (30% more engagement than videos, 37% more than pictures, 53% more than link posts, and 113% more than retweets).

While there is certainly a place for video on X (the runner-up), it is fundamentally a text-first platform. Your real-time news, hot takes, and punchy one-liners are most welcome. 

That said, if you have videos or photos that add depth and context to your content, go ahead and post those too. At the end of the day, the best content format is the one that works best for you. 

Pro tip: Keep an eye on your analytics to identify patterns over time and see what content formats perform best. 

Should I include links in my posts?

According to our data, it’s a hard no, unless you’re in the Premium tier. Posts with links perform significantly worse than other content types:

Since March 2025, link posts from non-Premium accounts have seen dramatically reduced visibility, with median engagement rates hovering at 0% (again, you read that right). This means that newsletters, product pages, and blog posts shared directly in the timeline aren’t getting the same results as they once did on Twitter. 

Pro tip: Instead of leading with a link, lead with value: share the insight, spark conversation, and make the link a secondary step (for example, placing it in a reply or directing people to your bio). 

Be smart about hashtags

X has put the record straight: Using multiple hashtags can get you penalized by the algorithm. That said, hashtags still help categorize your posts and make them discoverable in search, so here’s how to use them well: 

• Stick to one or two hashtags max. 
• Choose keywords that genuinely describe your post.
• Don’t use spaces or punctuation (#SocialMediaTips works. #Social Media Tips doesn’t)
• Place them naturally
• Type a hashtag into the search bar to see how active and relevant it is before using it

Popular X features to use in your social media marketing 

X offers more than just posts and replies — it’s packed with features that can help you grow, connect, and even convert. Here are some of the most useful X tools to incorporate into your social media marketing strategy.

Feed customization

Your feed is the stream of posts you see when you log in. Here, you can toggle between For You and Following. 

• The For You feed is algorithm-driven and surfaces content based on your activity, which makes it great for discovering trends and conversations in your niche.
• The Following feed shows posts in chronological order from accounts you follow, which is helpful for staying close to peers, customers, or competitors. 

Spaces

Spaces are live audio conversations hosted on X. They’re powerful for thought leadership, community building, product launches, or live Q&As. You can invite speakers, bring listeners on stage, and record your sessions for replay.

Pro tip: This is great content for repurposing, so turn one conversation into a bank of content.

Community

Communities are topic-based groups within X where people share posts around a specific interest. Posting in relevant Communities can help your content reach a more targeted audience, especially if you’re building authority in a niche.

Twitter Lists

Lists let you create curated feeds of specific accounts. Marketers often use lists to monitor competitors, industry leaders, customers, or media contacts without cluttering their main feed. In my opinion, it’s one of the most underrated research and engagement tools on the platform.

Polls

Polls are simple, interactive posts that allow followers to vote on predefined options. They’re excellent for sparking engagement, gathering quick insights, validating ideas, or encouraging low-friction interaction, especially when you’re testing messaging or content themes.

Long-form posts (Premium feature)

Premium users can publish longer posts beyond the standard character limit — a lot longer. While standard accounts only get 280 characters, Premium accounts can go up to 25K characters. This can be useful for deeper storytelling or thought leadership without needing a full thread.

Threads

If you don’t have a Premium account, one workaround for longer content is to use threads. Threads are a series of connected posts that expand on a single idea. They’re ideal for storytelling, teaching, sharing frameworks, or breaking down complex topics step by step.

Here’s an example from Buffer’s Twitter account:

Digital transactions and ecommerce

X is gradually expanding into ecommerce. Features like the profile shop allow eligible businesses with a professional account to showcase products directly on their profile, while product drops help build anticipation around upcoming launches with reminder notifications. 

Combined with creator monetization tools like subscriptions and paid content, X is evolving from a traffic-driving platform into a potential conversion touchpoint.

Creator subscriptions 

Creator subscriptions are available to eligible creators who want to monetize their audience directly on X. This feature allows you to offer exclusive content — such as subscriber-only posts, replies, or Spaces — in exchange for a monthly fee.

You don’t need a separate creator account type to use subscriptions, but you do need to meet X’s eligibility requirements and typically be on a paid tier.

Best practices to grow your following

Growing on X doesn’t happen overnight — but with the right habits, good things happen. Here are a few practical, proven best practices to help you build momentum and attract the right audience.

Join trending hashtags and topics

To find what’s trending, click on the Explore page and click the Trending tab. You can explore trending hashtags in your region, or select different categories from the Global Trending menu.

Post consistently

If you want to grow on X, consistency matters more than almost anything else. The algorithm tends to favor recency and active participation, so showing up regularly gives your content more chances to be seen. 

If you can manage it, a sustainable sweet spot is around three to five posts per day, spaced out over time. That doesn’t mean churning out content for the sake of it. It means staying present in the conversation with a mix of original posts, thoughtful replies, and occasional reshares. 

Pro tip: If that sounds like a lot, a simple content calendar and scheduling tool can make it far more manageable — helping you stay consistent without burning out.

Schedule your tweets in advance

Showing up consistently takes planning, especially when you consider that the X/Twitter algorithm loves fresh content and rewards accounts that post regularly.

Scheduling your tweets helps with that. It lets you create your best content when it works for you, then automatically publish it when your audience is online and scrolling. You get to stay visible and consistent without being glued to your phone all day. That's a win-win in my books. 

CALLOUT: Here’s a step-by-step guide on how to schedule your tweets, both on the platform and using Buffer. 

Post at the best time

Although X no longer has a chronological feed, the times you post still seem to affect the performance of your content. 

Our analysis of more than 1 million tweets found that the best time to post on X is 9 a.m. on Wednesday. The next best times to post are Tuesday at 8 a.m., followed by Monday at 8 a.m. In general, tweeting during mid-morning every weekday tends to yield solid engagement. 

Overall, the best time to post is when your audience is online and engaged. While this general data provides a helpful starting point, it’s not one-size-fits-all. The real insight lives in your own context.

For example, a B2B founder sharing insights on startup growth might see stronger engagement early in the morning on weekdays, when their audience is commuting or catching up on industry news. On the other hand, a gaming creator could find their posts gain more traction late at night or over the weekend, when their community is actively playing and scrolling between sessions.

Monitor your analytics

Every post on X tells a story in the data. Behind every impression, reply, repost, and follow is a clue about what resonates and why.

These metrics reveal patterns in attention, timing, and momentum. Over time, they show you what sparks conversation, what builds credibility, and what quietly falls flat. For creators, marketers, and small business owners, that clarity can shape not just what you post next, but how you approach your entire strategy.

Use your analytics to: 

• Look for patterns across post impressions to see which ones perform better
• Use audience insights to check if you’re reaching the right people
• Identify what’s driving follower growth
• Compare your average tweet performance for this month with the previous month to see if your performance has improved
• Identify patterns that show you which kinds of posts drive the most engagement
• Evaluate engagement rate over time 

CALLOUT: Here are 7 ways to use Twitter analytics to help you make smarter decisions and grow your following.

Actively engage with your audience 

On X, replying to comments won’t magically double your reach, but it does make a difference. Our research found that creators who replied to comments saw about an 8% lift in engagement. 

What’s more compelling is how consistent that pattern was: more than half the accounts we analyzed performed above their own baseline when they engaged back, regardless of account tier or shifting visibility rules.

Here’s something fascinating I found out when X open-sourced parts of its algorithm: Not all engagement carries the same weight. A reply you respond to can be weighted up to 75× more than a like — and a like alone barely moves the needle.

What does that mean in practice? Posting and ghosting doesn’t just stall relationships; it can limit your reach significantly. 

Pro tip:  If you want your content to travel further, prioritize real conversations. Set aside time to respond to thoughtful replies, answer questions, and join conversations under your own posts. 

Feeling confident that you now know how to use Twitter/X?

I hope this guide has given you a clear, practical starting point — and maybe even a few ideas you’re excited to test.

Like any platform, growth on X comes down to showing up consistently, sharing ideas that spark conversation, and staying engaged with your audience. You don’t need to do everything at once. Start small, experiment, learn from what works, and build from there.

And if staying consistent feels like the hardest part, having the right tools can make a real difference. Planning, scheduling, and analyzing your posts in one place can free you up to focus on what matters most: Creating content your audience cares about. Create your free Buffer account.

Your quick guide to Twitter/X terminology

Post: The official term for what used to be called a tweet. Posts can include text, images, videos, GIFs, polls, and links.

Repost: The equivalent of a retweet. A repost shares someone else’s post with your followers.

Quote: Short for “quote post.” This lets you repost someone else’s content while adding your own commentary.

Reply: A response to someone else’s post. Replies create threaded conversations.

Thread: A series of connected posts from the same account, usually used to share longer thoughts or storytelling.

Handle: Your username, preceded by the “@” symbol (e.g., @buffer).

Display name: The name that appears at the top of your profile. This can differ from your handle.

Feed: The stream of posts you see when you log in. This can be sorted by For You or Following.

For You: An algorithmically curated feed that surfaces posts based on your activity and interests.

Following: A chronological feed showing posts only from accounts you follow.

Blue check: A verification badge available through X Premium subscriptions.

Pinned post: A post fixed to the top of your profile.

Like: A quick way to show appreciation for a post.

Mention: Tagging another account using their handle (e.g., @username).

Trending: Topics or hashtags gaining rapid traction across the platform.

FAQ about how to use Twitter

How do beginners use Twitter/X?

If you’re brand new, start simple. Set up your profile with a clear photo, short bio, and link, then follow a handful of people in your industry. Spend a few days observing how others post, what gets engagement, and how conversations unfold. When you’re ready, share a short post introducing yourself or offering a helpful insight. You don’t need a viral thread on day one — consistency and curiosity will take you further than perfection.

How often should I post on Twitter/X?

There’s no magic number, but most growth-focused accounts benefit from posting multiple times per week — and often multiple times per day. X moves quickly, so showing up regularly helps you stay visible. A sustainable starting point is three to five posts per day, spaced out over time, mixing original posts with replies and reshares. The key is choosing a cadence you can maintain.

What should I post on Twitter/X?

The best content on X is clear, concise, and conversational. Educational tips, industry commentary, behind-the-scenes updates, lessons learned, and thoughtful replies all perform well. If you’re stuck, answer common questions your audience asks or share a quick takeaway from something you’re learning. 

Do hashtags help on Twitter/X?

Hashtags can help categorize your posts and improve discoverability in search, but more isn’t better. In fact, using too many can hurt performance. Stick to one or two relevant hashtags, and use them intentionally. If the keyword fits naturally into your sentence, even better.

Should I include links in my posts?

You can, but be strategic. Posts with links often see lower engagement, especially from non-Premium accounts. A better approach is to lead with value — share the key insight in the post itself — and make the link a secondary step, such as placing it in a reply or directing people to your bio. 

How do I get more followers on Twitter/X?

Growing on X is less about hacks and more about habits. Post consistently, engage in conversations, reply to comments, and contribute thoughtfully to discussions in your niche. A single helpful reply in the right thread can introduce you to hundreds — sometimes thousands — of new people.

Is Twitter good for business?

It can be, especially if your business benefits from conversation, thought leadership, or real-time engagement. X is particularly strong for personal brands, founders, consultants, SaaS companies, and media-driven businesses. 

Do I need X Premium to grow?

Not necessarily. You can absolutely grow on a free account by posting consistently and engaging intentionally. That said, Premium tiers offer additional features like longer posts, editing, and potential visibility advantages. Start with your goals, test the platform, and upgrade only if the additional tools support your strategy.

More Twitter/X resources 

• The Best Time to Post on Twitter/X: Based on Data from 1 Million Posts
• Do Posts with Links Affect Content Performance on X?
• Does X Premium Really Boost Your Reach? An Analysis of 18M+ Posts
• How to Schedule Tweets: When to Post, What to Use, and How to Do It Right
• We Analyzed 1.7M Posts from X, Threads, and Bluesky: Here’s What We Learned
• How to Get Your First 1,000 Followers Across All Major Social Media Platforms: The Ultimate Guide
• Ads on X (Formerly Twitter) Are an Untapped Opportunity. Here’s How to Make the Most of Them

View the full article

For a word that determines so much of how social media and the creator economy operate, engagement can be pretty hard to pin down. So, we looked at the data.

This report documents how engagement works across social media in 2026. Not how we wish it worked or not how platforms market it — but what the data shows.

To understand what's actually happening across feeds right now, we dug into tens of millions of posts published through Buffer — looking at engagement baselines, reply behavior, posting frequency, and how different formats perform across platforms.

The short version: If you're spending more energy looking for the perfect time to post than you are replying to the people who showed up, the data suggests you might be overthinking it. Engagement means something different on every platform, and the most powerful thing a creator can do isn't about format or posting time — it's talking back to the people engaging with them. (As long as you're still posting consistently; that matters too.)

Across six platforms and nearly two million posts, accounts that reply to comments consistently outperform those that don't — by as much as 42% on Threads and 30% on LinkedIn. That doesn't mean replies cause engagement. But it's one of the strongest patterns we found, and — we think — one of the most untapped.

Beyond replies, things get messier. Typical engagement rates vary by more than 2x between the highest and lowest platforms. Year-over-year movement is split between platforms that are climbing and those that are dropping, and the reasons aren't always what you'd expect. Format performance varies a lot from platform to platform — what works on one network doesn't necessarily translate to another. (We learned that one the hard way across our own channels.)

We built this report to be a reference, not a rulebook. The baselines can help you understand what "normal" looks like, so you can set more realistic goals.

We had a lot of fun putting this together — and we're already applying what we learned across Buffer's channels and our own. We hope it's as useful for you as it's been for us.

Key findings at a glance

Each finding below gets its own section later in the report — we've included cross-references so you can skip straight to the parts that matter most to you.

How to use this report

We really wanted this report to be practical — something you could actually use in your social media strategy. With that in mind, here's where I'd start:

• Check baseline engagement rates first. "Typical" engagement looks pretty different from platform to platform — and the numbers aren't directly comparable across networks. Knowing what normal looks like makes everything else in this report more useful.
• Then dig into the platforms you care about. The format and approach breakdowns get specific. What works varies more than we expected.
• Save timing and frequency for last. They matter, but they're a secondary layer. Timing and frequency are worth optimizing once you know what content is landing, but not the place to start.

The baseline reality: 'engagement' isn’t just one thing

Before we get into what works and what doesn't, let's get clear on what "engagement" even means — because it's not the same on every platform.

Each network defines it differently — LinkedIn, for example, includes clicks in its engagement rate, while most other platforms don't — and some don't even provide the inputs for a comparable engagement rate.

These medians represent typical performance in Buffer's dataset, rather than universal benchmarks. (We wish universal benchmarks existed. They don't.)

2025 baseline for engagement across platforms

In Buffer’s cross-platform dataset, typical engagement rate is clustered into tiers:

• Higher median engagement: LinkedIn (~6.2%), Facebook (~5.6%), Instagram (~5.5%)
• Mid-tier: TikTok (~4.6%), Pinterest (~4.0%), Threads (~3.6%)
• Lower median engagement: X (~2.5%)

Engagement is uneven — and it’s shifting

Year over year (from 2024 → 2025), platforms moved in different directions:

• Up: X (~+44%), Pinterest (~+23%), Facebook (~+11%)
• Flat-ish: TikTok (+~3%)
• Down: LinkedIn (~-5%), Threads (~-18%), Instagram (~-26%)

A word of caution on these numbers: a drop in engagement rate doesn't mean a platform is in decline. It could reflect changes to the algorithm, a shift in who's posting or how often, or simply that the platform is growing and engagement hasn't caught up yet.

Instagram for example, has increasingly steered creators toward views as its primary success metric over the last year, which means the traditional engagement rate formula may be measuring less of what Instagram is actually optimizing for. Equally, a rise doesn't automatically mean a platform is thriving for everyone.

As Julian Winternheimer, Buffer's data lead, notes: "The dramatic changes in some metrics — particularly X's 44% increase, which led to a move from a lower baseline (1.96% to a 2.83% median engagement rate)likely reflect changes in the user base or metric definitions rather than genuine performance improvements."

Buffer's growing, evolving user base can also play a part in these shifts, he adds.

"The composition of accounts changes, which can have a bigger impact on medians than actual platform performance."

Year-over-year changes can point us in the right direction when it comes to understanding platforms, but they don't tell the whole story on their own.

Replying works on every platform

One behavior showed up consistently across very different networks: posts where creators or brands reply to comments tend to earn more engagement than posts where they don't. We expected this to be true on some platforms — we didn't expect it to hold up on all six.

Estimated engagement lift when replies are present:

• Threads: +42%
• LinkedIn: +30%
• Instagram: +21%
• Facebook: +9%
• X: +8%
• Bluesky: +5%

Now, we can't say with absolute certainty that replying causes higher engagement. It's possible that posts that perform well naturally attract more comments, and creators are then more likely to reply because there's more activity to respond to. But the analysis compares each account against its own baseline, not against other accounts. And the same pattern showed up across all six platforms, which honestly isn't something we see often in this kind of data.

However, that's where the consistency ends.

Formats don’t translate from platform to platform

Format performance varies a lot from platform to platform — what works on one network doesn't necessarily translate to another. And sometimes the answer changes depending on whether you're optimizing for reach or engagement on the same platform.

A few highlights:

• Instagram behaves like two platforms. Reels get 36% more reach than carousels — but carousels earn 12% more engagement. Part of this split comes down to how engagement rate is calculated: Reels are optimized for views and reach, which dilutes their per-impression engagement rate. Depending on your goals, those are two different strategies.
• LinkedIn is carousel-dominant for engagement. Carousels earned a median engagement rate of 21.77% — roughly three times that of video and images. Even a below-average carousel performs about as well as a typical video or image post.
• Threads rewards visuals more than its "text-first" positioning suggests. However, there's enough overlap across formats that any type of post can do well.
• Facebook's format gaps are tiny. Images, video, and text all land within one percentage point of each other. Format matters less here than almost anywhere else.
• X is increasingly tiered. Text posts lead in engagement, but the Premium divide matters more than format here. After January 2025, Premium and regular account engagement rates split sharply — and in the most recent months of the study, the median engagement rate for regular accounts hit 0%.

Timing and frequency are amplifiers of engagement

Top-performing accounts publish more often and more consistently than the median account. But there's no single "best time to post" or magic number of posts per week that works across platforms, niches, account sizes, or teams (though we can make some per-platform recommendations for when posts tend to perform well).

What we can say: going quiet has an impact.. In our frequency analysis of 4.8 million channel-week observations, accounts that didn't post in a given week consistently underperformed their own baseline growth rates. Any posting was better than not posting at all, and that held across platforms.

Posting more often gives you more chances to be seen. Posting at the right time improves those chances. But the biggest lever is still creating content people genuinely want to engage with.

Methodology

We know methodology sections aren't the reason anyone opens a report. But if you're the kind of person who wants to know how the sausage gets made — or if you're planning to cite any of these numbers — this is for you.

Every section of this report rests on the same dataset, the same metric definitions, and the same interpretation rules. When a specific section departs from these defaults, we note it.

Data sources and scope

Sources: Posts published through Buffer across the platforms included in this report.

Across the studies that inform this report, which includes tens of millions of posts — from 18.8 million X posts in the Premium analysis, to 15.7 million posts in the frequency and engagement study, to nearly 2 million posts across six platforms in the reply analysis.

What this represents: Buffer users and Buffer-posted content only. It's not a full-platform view of any network, and we don't treat it as one.

Time windows: Unless otherwise stated, cross-platform baselines use 2025 data with year-over-year comparisons to 2024. Our most recent data runs through December 3, 2025. Some platform deep-dives use different windows based on the underlying study (e.g., the Instagram format analysis that uses January 2022 – October 2024).

Eligible accounts (baseline and trend analyses): To reduce noise from dormant or one-off posting, accounts must meet minimum activity thresholds — posted at least 10 times in the past year, across at least 4 different weeks.

What 'engagement' means on each platform

"Engagement" is platform-defined. Where possible, we use engagement rate. Where that isn't available, we use the strongest proxy the platform provides.

Engagement components by platform (as used in this report):

• Instagram: likes + comments + shares (format analysis may also reference Instagram's broader definition, which includes saves, where available)
• Facebook: reactions + comments + shares
• X: likes + retweets/reposts + comments
• LinkedIn: total engagements
• Threads: likes + reposts + replies + quotes
• TikTok: engagement rate (engagements ÷ reach)
• Bluesky: likes + comments + reposts

Engagement rate definition (when available): engagements ÷ reach, where reach is the number of unique accounts that saw the post. This is closely aligned to the data we have for each platform in Buffer. However, it's worth noting that not every platform defines or reports reach the same way. Where reach isn't available, we use the closest equivalent (like impressions or views).

These components vary in intent — a save and a reply are very different behaviors. We get into that more in the caveats below.

Why we use medians (and when we don't)

Across the report, we default to median metrics.

Social performance distributions are heavily skewed — a small number of viral posts and very large accounts can pull averages far from what most people actually experience. Medians give a better picture of what "typical" actually looks like.

The exception: When the question is about relative change within the same account (e.g., does replying to comments correlate with better performance for this account?), we use within-account modeling — fixed-effects regression and z-score analysis — rather than aggregate medians.

This lets us compare each account to itself over time, which is a fairer test than comparing accounts of very different sizes to each other. Several of the studies below use this approach; we'll note the specifics (dataset size, platforms, validation) in each one rather than repeating the full explanation.

What you can (and can't) compare across platforms

We follow two rules throughout the report to keep comparisons fair:

• Compare like with like. Platforms where we have engagement rate data (LinkedIn, Facebook, Instagram, Threads, X, Pinterest, and sometimes TikTok, depending on available fields) can be compared to each other. Platforms where we use a proxy metric — Bluesky and Mastodon (total interactions) and YouTube (views) — shouldn't be ranked against engagement-rate platforms as if they're measuring the same thing.
• Treat each platform's metric as a within-platform benchmark. When we say a platform "leads," it means it leads within its own measurement lens — not that it's universally "better" than another platform using a different metric.

What to keep in mind when reading this report

These apply to every section unless we say otherwise.

• These are patterns rather than rules. Most findings are observational. We report patterns that are stable in the dataset without claiming they'll hold across every niche, account size, or team.
• Who's posting may have changed, too. Year-over-year movement can reflect platform changes and shifts in who's posting — adoption patterns, account mix, industry mix, and maturity. We can't always separate the two.
• Platforms change constantly. Features, ranking systems, and UI surfaces evolve all the time. Our findings describe how content performed in the window we measured, not how it will perform forever.
• Not all engagement is the same behavior. A like, a save, a repost, and a reply carry very different intent. They're counted as "engagement" where the platform defines them that way, but they're not interchangeable — and we try not to treat them as if they are.

How each study works

This report combines multiple analyses. Each one uses a method matched to the question it's trying to answer.

Cross-platform baseline and year-over-year comparisons

• Goal: Establish "typical" engagement by platform and how it's moved.
• Metric: Median engagement rate where available; otherwise, the strongest proxy metric (views, reach, or interactions).
• Output: Platform tiering, monthly trend lines, year-over-year deltas.

Reply effect analysis

• Goal: Measure whether replying to comments is associated with higher engagement within the same account.
• Method: Within-account modeling (as described above), comparing each account to itself over time, controlling for stable differences between accounts and relevant covariates (account size, niche, location, where available).
• Output: Estimated engagement lift when replies are present, by platform.

Content format performance by platform

• Goal: Identify which formats generate higher typical engagement within each platform.
• Metric: Median engagement metric per post by format — engagement rate for most platforms, engagement as a percentage of reach for Instagram, total interactions for Bluesky and Mastodon, and views for YouTube.
• Output: Ranked format comparisons and relative deltas.

Timing and frequency analysis

• Goal: Understand how publishing cadence and posting windows relate to performance.
• Frequency method: Compare median weekly posts for top performers vs. all users. Top performers are defined as the top 10% of total weekly engagement within each platform, each week.
• Timing method: Identify higher-performing time windows by platform, reported as windows rather than single "best time to post" slots.
• Output: Cadence and timing framed as amplifiers, not primary performance drivers.

Posting frequency and follower growth

• Goal: Measure whether posting frequency is associated with follower growth within the same account over time.
• Method: Within-account modeling across 4.8 million channel-week observations from approximately 161,000 profiles on Facebook, Instagram, and X.
• Validation: Z-score analysis measuring each channel's weekly growth relative to its own baseline.
• Output: Evidence of a positive frequency–growth relationship, including a measurable "no-post penalty" (accounts that skip a week tend to underperform their own baseline growth rate).

One last note on how we write about all of this: we state the metric first in every section — engagement rate, median engagement per post, reach, views, or interactions — so you always know what's being measured. We label the unit of analysis (post-level, account-level, or week-level). And we default to conservative language — "associated with," "tends to," "in this dataset" — unless the claim is strictly definitional. If we say something stronger, we've earned it in the data.

The reality of engagement in 2026

Engagement is not the same across platforms.

The same account can publish similar content across platforms and see wildly different performance. That doesn't necessarily mean the content flopped — every network measures different actions, from different audiences, in very different feeds.

With that in mind, let's take a look at the basics. Here's what "typical" engagement looks like on each platform and how it's shifted from previous years. (If you want the full breakdown of how we define engagement by platform, that's in the methodology.)

Typical engagement in 2025

Platforms cluster into clear tiers based on median engagement rate:

• Higher median engagement: LinkedIn (~6.2%), Facebook (~5.6%), Instagram (~5.46%)
• Mid-tier: TikTok (~4.6%), Pinterest (~4.0%), Threads (~3.6%)
• Lower median engagement: X (~2.5%)

Most of the confusion around 'what's working' comes from ignoring these tiers. A post that generates a 4% engagement rate is underperforming on LinkedIn, but outperforming on X.

How the baseline shifted: 2024 → 2025

The only constant on social seems to be change. This applies to baseline engagement rates, too. Here's a look at how much these rates have shifted in just one year.

Up:

• X: ~+44% (from ~2.0% to ~2.8%)*
• Pinterest: ~+23% (from ~3.2% to ~3.9%)
• Facebook: ~+11% (from ~5.0% to ~5.6%)

Flat:

• TikTok: +~3% (from ~4.4% to ~4.5%)

Down:

• LinkedIn: ~-5% (from ~6.4% to ~6.1%)
• Threads: ~-18% (from ~4.4% to ~3.6%)
• Instagram: ~-26% (from ~7.3% to ~5.4%)

Important context: X's jump is the largest relative gain in the dataset, though X still sits at the bottom of the engagement-rate rankings. A big percentage jump from a low base.

A note on what's driving these shifts: Year-over-year deltas can reflect real platform changes — algorithm updates, feature launches, UI redesigns — but they can also reflect changes in who's posting.

In 2025, the number of posts we analyzed grew significantly across most platforms (often 2–3×). That strengthens our confidence in the 2025 medians, but it also means the underlying user base may have shifted.

A growing mix of newer, smaller, or differently-niched accounts can move medians even if the platform itself didn't change in any meaningful way.

We treat year-over-year movement as a directional signal, not a final verdict.

Where engagement rate doesn't apply

Not every platform in this report has a clean engagement rate. For some, we're working with a different primary metric entirely — which means they shouldn't be ranked against the engagement-rate platforms.

• YouTube Shorts: views. Median views more than tripled year over year (from ~86 in 2024 to ~268 in 2025). That sounds like a platform story, but it's likely at least partly a user-base story. As the mix of accounts publishing via Buffer shifts, typical view counts move even if the underlying distribution on YouTube is stable.
• Bluesky: interactions per post (likes + comments + reposts). The 2025 median sits around ~4 interactions per post, relatively stable month to month. Year over year, the median dipped slightly (from ~5 to ~4) while post volume nearly quadrupled — an expected pattern when usage broadens beyond early adopters.
• Mastodon: interactions per post (shares + favorites + comments). The median held steady at ~3 interactions per post through 2025, with no meaningful year-over-year change.

With all of the above in mind, you're probably seeing how tricky it is to rank platforms based on engagement rate. It's not quite as cut-and-dried as "LinkedIn has the highest engagement rate. Even when metrics are similar, you're comparing apples with oranges.

Views, interactions, and engagement rate are different metrics describing different things, and comparing them side by side is how you end up with misleading rankings.

What we can say for sure

Engagement isn't evenly distributed across platforms, and it doesn't mean the same thing everywhere.

So what does tell you whether someone actually cares about your content — not just scrolled past it or tapped a like out of habit?

That's where replies come in.

The effect of replies on engagement

We've spent a lot of this report explaining how different all the major platforms are, but in this one area, we saw similar results across the board.

The best part is, unlike many other factors on social, this is completely within the creator's control: replying to comments on your posts.

Posts where the account replies to comments tend to earn more engagement than posts where they don't.

These findings were similar across the six networks where we have reply data. Here, we used the fixed-effects approach to compare each account to its own performance over time, not to other accounts.

The headline numbers

Across nearly 2 million posts from 220,000+ accounts on Threads, LinkedIn, Instagram, Facebook, X, and Bluesky, posts with replied-to comments consistently outperformed those without.

Threads: +42% engagement

The largest lift in the dataset, and the Buffer team wasn't surprised to see Threads right at the top of the list. Threads gives replies unusual weight in both its UI and its ranking. At the profile level, about two-thirds of accounts performed better on posts where they replied.

LinkedIn: +30% engagement

Within the same account, replying correlates with meaningfully stronger post-performance. LinkedIn also gives comments more in-feed weight than most other platforms, and now even has impression metrics for comments on posts. About 83% of profiles performed better when they replied — the highest rate of any platform in the dataset.

Instagram: +21% engagement

Even after controlling for whether posts had comments at all, replying correlates with higher engagement relative to the account's own baseline. About 63% of profiles performed better when they replied — a smaller share than LinkedIn, but notable on a platform where the feed is built around images and video, rather than conversation.

Facebook +9.5% engagement

On Facebook, we measured reactions — likes, loves, hahas — to see the effect of replies on engagement, rather than total engagement. That means the lift doesn't come only from the replies themselves, which add to the comment count. But when an account replies to comments, the post gets more reactions from other people (possibly because it is surfaced more by the algorithm). The conversation seems to drive a separate, independent response from the wider audience.

About 54% of pages performed better when they replied. On a platform this big and this mature, even a modest lift adds up to real volume.

X: +8% engagement

This is the least certain result in the set — with smaller reply samples and X's tiered visibility mechanics, the data doesn't fully rule out noise. However, it's still statistically significant and directionally consistent with the other five platforms.

Bluesky: +5% engagement

This is smallest lift in the set, from smaller samples on a newer platform. That said, it's still statistically significant and worth watching as the platform matures and reply behavior becomes more established.

A little more context

The platforms built around conversation, where replies get real visibility in the UI and the algorithm, are the ones where replying correlates most strongly with performance.

Threads and LinkedIn are both designed for discussion, and their interfaces actually surface replies in ways most platforms don't. The lift from replies is still meaningful on Instagram and Facebook, just smaller. And it's weakest on X and Bluesky, where reply samples are smaller, and distribution is more unpredictable.

It's also worth noting that the causal arrow could point in either direction. Strong posts attract more comments, which creates more opportunities to reply. And replying to comments drives engagement up, and that engagement drives replies, or so on.

The differences in engagement by content type: A platform-by-platform breakdown

We've touched on this already, but it bears repeating here: what works on one platform might not on another.

The platform-by-platform data that follows is where that gets specific.

LinkedIn

LinkedIn has the highest median engagement rate of any platform in our dataset at ~6.1% in 2025. It dipped slightly from ~6.5% in 2024, but it's still comfortably on top.

It's also a platform in the middle of an identity shift. LinkedIn has been courting creators, experimenting with a dedicated video feed and improved analytics. But it's carousels (document/PDF posts) that earn the most engagement on LinkedIn.

• Carousels earned a median engagement rate of 21.77%.
• Video came in at 7.35%.
• Images were close behind at 6.52%.
• Link posts at 3.81%.
• Text posts at 3.18%.

There's a lot of variation within carousels, though. Among stronger-performing carousel posts, engagement was above 41%. Among weaker ones, it was around 5.4% — which is pretty close to the median rate for video and images. So even a below-average carousel is doing about as well as a typical video or image post.

In an episode of Buffer Chat, LinkedIn's Head of Scaled Programs, Callie Schweitzer, emphasized video as a key priority for creators in 2025. Our theory is that LinkedIn might be headed down a similar behavior path as Instagram, where videos mean reach, but carousels mean engagement. More on this below.

Threads

Threads' median engagement rate came in at ~3.6% in 2025, down from ~4.4% in 2024 — an 18% decline that puts it closer to X (~2.5%) than to the higher-engagement platforms.

Threads is positioned as a conversation-first space (or Instagram's text-forward sibling). But the formats need a bit more nuance than simply ranking them against each other.

• Video led with a median engagement rate of 5.55%.
• Images weren't far behind at 4.55%.
• Text posts came in at 2.79%.
• Link posts sat at 2.34%.

There's a lot of variation within each format, though. A good text post can easily outperform a mediocre video. There's enough overlap across formats that any type of post can do well on Threads.

Threads is still young and still refining its algorithms. We wouldn't be surprised to see shifts that change these numbers. But for now, mix in visuals with your Threads posts to give your posts a boost.

Instagram

Instagram's median engagement rate fell from ~7.3% in 2024 (the highest in the dataset that year) to ~5.4% in 2025 — a 26% decline that moved it from first place to third, behind LinkedIn and Facebook.

When we look at engagement rate as a percentage of reach, carousels come out on top:

• Carousels led with a median engagement rate of 6.90%.
• Single images came in at 4.44%.
• Reels followed at 3.31%.

Carousels earn roughly 109% more engagement per person reached than reels, and single images earn about 34% more than reels. Even static images comfortably outperform video when it comes to engagement on Instagram. However, as always, there’s nuance here.

Reels, carousels, and single images serve different purposes.

And there’s one thing worth noting: we're measuring engagement rate here — likes, comments, saves, and shares as a percentage of reach. But reels are often optimized for views rather than these kinds of interactions, so a lower engagement rate doesn't necessarily mean Reels aren't working. It may just mean people are consuming them differently.

In addition, the format breakdown above doesn't capture the full picture, because reach and engagement point in different directions on Instagram.

A separate analysis of 4M+ posts published via Buffer between January 2022 and October 2024 showed us that:

Reels tend to get the most reach

• Reels vs carousels: 1.36× the reach (+36%)
• Reels vs single-image posts: 2.25× the reach (+125%)

Instagram has a dedicated reels discovery tab, so reels have a built-in advantage for reaching people who don't already follow you — feed-native formats don't get that same boost.

Carousels tend to get the most engagement

• Carousels vs reels: 2.09× the engagement rate (+109%)
• Carousels vs single-image posts: 1.55× the engagement rate (+55%)
• Single images vs reels: 1.34× the engagement rate (+34%)

Carousels keep people on the post longer, meaning more chances to save, share, and comment, and potentially multiple chances to reappear in-feed.

It's a bit like Instagram is two different platforms in one, depending on where you post your content. And which 'platform' you choose depends on the goal of your content. Here's a helpful way to look at it:

• Discovery mode (reaching new people): Reels are more likely to reach people who don't follow you.
• Relationship mode (engaging your existing audience): Carousels drive deeper interactions from people who already do.

The "best format on Instagram" has no single answer as it depends on your goals.

Facebook

Facebook's median engagement rate rose to ~5.6% in 2025 (up from ~5.0% in 2024, a +11% gain), making it the second-highest engagement platform behind LinkedIn and one of only three where engagement moved meaningfully upward year over year.

But on Facebook, the gaps between formats are small.

• Images led with a median engagement rate of 5.20%.
• Video at 4.84%.
• Text posts at 4.76%.
• Link posts at 4.43%.

That's less than one percentage point separating images from text. On Facebook, format choice matters less than almost anywhere else in this dataset. Images have a slight edge, and link posts are slightly behind (which is consistent with the broader trend of platforms keeping users on-platform). But the differences are small enough that what you post about probably matters more than whether it's a photo or a video.

X/Twitter

X's median engagement rate jumped from ~2.0% in 2024 to ~2.8% in 2025 — a +44% increase, the largest relative gain in the dataset. But X still sits at the bottom of the engagement-rate platforms, and the bigger story is structural.

X introduced Premium accounts in March 2023, promising several new features for paid users, with better content performance among them. In our research into the effect of X Premium on reach and engagement, we started seeing that happen around January 2025.

Before that, Premium and regular accounts moved in similar directions on engagement rate. After January 2025, they split — Premium engagement rates rose while regular account engagement rates fell.

But Premium divide aside, text still wins on X by a wide margin:

• Text posts led with a median engagement rate of 3.56%.
• Images at 3.40%.
• Video at 2.96%.
• Link posts at 2.25%.

Text and images are close enough that both work well. Video can work on X, but it doesn't carry the same default advantage here as on other platforms.

TikTok

TikTok's median engagement rate came in at ~4.5% in 2025, roughly flat from ~4.4% in 2024. It sits in the middle of the pack — behind LinkedIn, Facebook, and Instagram, but ahead of Pinterest, Threads, and X.

The format finding here probably won't surprise anyone: on a video-first platform, video performs best.

• Video led with a median engagement rate of 3.39%.
• Images at 1.92%.

What is interesting is how competitive images have become. TikTok started as a pure video platform, but with the introduction of carousels and photo posts, images are proving more viable than you might expect.

Bluesky

Bluesky uses total interactions (likes + comments + reposts) rather than engagement rate, so it's not one-to-one with the other platforms in this section.

• Video earned a median of 5 interactions per post.
• Images at 4.
• Links at 3.
• Text at 3.

The median dipped slightly year over year (from ~5 to ~4) while post volume nearly quadrupled. This is to be expected as a platform grows beyond its early adopters and the user base broadens toward smaller and newer accounts.

A brief look at some other platforms

Not every platform in our dataset got its own deep dive in the web report.

For these platforms, the data we have is solid enough to share what we have, but not enough for the full treatment we gave those above.

Here’s where things stand on Pinterest, YouTube, and Mastodon.

Pinterest

Pinterest's median engagement rate rose to ~3.9% in 2025, up from ~3.2% in 2024 — a +23% gain that makes it one of only three platforms where engagement moved meaningfully upward, alongside X and Facebook.

Video is the clear winner on Pinterest.

• Video led with a median engagement rate of 5.75%.
• Images at 3.15%.

That's nearly double the engagement for video — one of the largest format gaps in the dataset. Pinterest has been investing in video features, and the data suggests that investment is paying off. If you're still treating Pinterest as an image-only platform, consider adding videos to your strategy.

YouTube

For YouTube, we measure median views rather than engagement rate, which makes it difficult to compare directly with rate-based platforms. (See The Baseline section for full context on why.)

The median YouTube video published through Buffer earned a median of 433 views (52 views on the lower end and 1,224 on the higher end).

However, this data more likely reflects shifts in who's publishing via Buffer at least as much as YouTube's underlying distribution — as the mix of accounts changes, typical view counts shift even if the platform itself is stable.

The main thing to note here is: views are the first gate to pass on YouTube. Likes, comments, subscriptions, and shares are often sparse relative to view volume. A strong median view count can still come with very low interactions.

Mastodon

Mastodon uses total interactions (shares + favorites + comments) instead of engagement rate, and is the most stable platform in the dataset.

• Images and video both earned a median of 3 interactions per post.
• Links and text both at 2 interactions.

Timing and frequency can boost engagement –– but not drive it

“How often should I post?” and “When should I post?” are two of the most common questions creators and teams ask us at Buffer.

The honest answer is there isn't a single universal number for either one. But there are clear patterns in the data.

THere’s how to think about both: timing and frequency are amplifiers. They increase your chances of success and concentrate it into higher-probability windows. But they don't create engagement on their own: they boost what's already working.

On platforms where virality plays a bigger role in whose posts get seen — TikTok is the best example — there's another factor to consider: posting more also increases the odds of any single post breaking out. In that context, frequency isn't just an amplifier; it's also a numbers game.

One thing worth noting up front: frequency and performance tend to travel together, and there are a few possible reasons:

• Resources. Successful accounts can afford more output thanks to bigger teams, better workflows, and more assets.
• Momentum. Higher engagement motivates more posting. The causal arrow runs in both directions.
• Platform fit. Some platforms may reward frequent publishing more than others, but the strength of that effect varies by audience and format.

We can't fully separate these in observational data. But what we can do is show you what the patterns look like.

Frequency: top performers post more, more consistently

We compared weekly posting frequency between two groups on each platform: the median account and the top 10% by total weekly engagement. To qualify, accounts needed at least 10 posts in the past year, in at least 4 different weeks.

Across platforms, top-performing accounts post more frequently than the median user — and they do it consistently across the year, not just during spikes.

The gap is widest on text-forward platforms: X, LinkedIn, and Threads. These are feed-dense environments where it takes less production effort to post, so top performers pull ahead more clearly by posting more often.

The gap is closer on visual-heavy platforms, especially Instagram and TikTok. Top performers still tend to post more, but the difference is less consistent — probably because these formats take more effort to create, so it's harder to maintain a high volume.

The no-post penalty

This is the finding that surprised us most in the frequency data.

In a separate analysis of 4.8 million channel-week observations from ~161,000 profiles on Facebook, Instagram, and X, we measured how follower growth changes when the same account posts at different frequencies across weeks (see Methodology section for details).

The pattern was clear: accounts that didn't post in a given week consistently underperformed their own baseline growth rates. We call this the "no-post penalty." Even posting just 1–2 times per week produced a meaningful improvement over weeks with no posts at all.

And the benefits continued to scale. Accounts posting 10+ times per week saw the largest gains, averaging 32 additional followers per week compared to silent weeks. But the most important threshold is the first one: any posting is substantially better than no posting. Consistency matters more than volume.

There's a tension here, though: while posting more is associated with higher total engagement and follower growth, our engagement rate analysis of 15.7M posts suggests that reach per post tends to decline at higher frequencies.

Posting more helps you grow in aggregate, but each individual post may reach a smaller share of your audience. The best approach is a cadence you can sustain while protecting quality — not maximum volume at the expense of everything else.

What we can and can’t claim

One thing we can say clearly from this data: top performers publish more often than the median account, across platforms.

What we can't say is that a single "optimal" frequency exists across niches, account sizes, or teams — or that posting more causes higher engagement.

How timing fits (and why it’s not the 'secret sauce')

From our timing analysis, two things are consistently true:

• There’s no universal “best time to post” across platforms. Each network has its own usage rhythms.
• The “best time” is usually a window, not a single slot. High-performing posts tend to cluster in certain parts of the day and week, but the difference between top time blocks is often smaller than people expect.

Timing is a distribution advantage or an amplifier. It can help a good post get its first push but it can’t turn an average post into a high performer.

The windows below are where higher-performing posts clustered in our data. Use them as starting points for testing, not rules:

• Facebook: 8–11 a.m. weekdays, peaking Thursday at 9 a.m.
• Instagram: 6–9 p.m. weekdays, peaking Thursday at 9 a.m.
• LinkedIn: 3 p.m.–8 p.m. weekdays, peaking on Wednesday at 4 p.m.
• TikTok: 8 a.m.–11 a.m. weekends, peaking Sunday at 9 a.m.
• X: 6–11 a.m. weekdays, peaking Tuesday at 9 a.m.
• Threads: 6–11 a.m. weekdays, peaking Thursday at 9 a.m.
• Bluesky: 6-9 p.m. weekends, peaking Sunday at 5 p.m.

The data suggests a pretty clear pecking order: what you post matters most, how often you post matters a lot, and when you post matters least.

That's not to say timing is irrelevant — but the biggest gap in this data isn't between "good timing" and "bad timing." It's between posting and not posting. So experiment with timing to find what works for your audience, but don't let the search for a perfect schedule keep you from hitting publish.

What this means

We set out to document how engagement is actually functioning across platforms — not to tell readers what to do. But after analyzing tens of millions of posts, a few things stand out.

We kept looking for a sophisticated answer to engagement in 2026, but the data kept giving us the simple one.

The strongest signal in this entire dataset wasn't a format trick, a timing hack, or an algorithm exploit. It was replies.

On every platform we studied, creators who reply to comments do better than creators who don't. It's maybe the simplest possible version of what social media was supposed to be: people talking to the people who talk to them.

The next thing the data kept saying: show up. The biggest gap in the frequency data isn't between good timing and bad timing. It's between posting and not posting. The no-post penalty was real and consistent across all platforms. So show up first, optimize second.

And the third takeaway: fragmentation is real, but it's not bad news. Every platform defines engagement differently, measures it differently, and rewards different behaviors. There’s no single playbook to copy — which means there's no single algorithm to lose to, either. Growth can happen anywhere, on any platform, as long as the work is good and you're showing up.

It's also worth noting that the platforms where reply effects were strongest — Threads and Bluesky — are also the newest. They were built in an era where the value of conversation is understood differently than when Facebook and X first launched. We can't prove social media is shifting toward conversation over reach. But the platforms being built right now are designed as if it is — and the engagement data from those platforms looks like that bet is paying off.

Whether or not that's a trend, the practical takeaway is the same: reply to the people who engage with you, post consistently and make good content.

View the full article

Most social media tools — including Buffer, historically — operate on a pretty simple model: you give us your content, we publish it, we show you some charts. If you want to improve, that's on you. Go look at the analytics. Figure out what's working. Adjust your strategy. Come back and use the tool again.

The problem is the gap between the data and what you're supposed to do with it. It’s where most people get stuck.

Take posting times as an example. It's one of the most common questions we hear: "When should I post?" And the honest answer has always been: "It depends. Look at your analytics. Test different times. See what works for your audience."

Which is technically correct but also exhausting. Especially if you're managing multiple accounts, or you're a creator juggling social alongside everything else you do, or you're just trying to stay consistent without turning it into a part-time job.

So we've been asking ourselves: why are we making people do this work? We have the data and we can see patterns in their performance.

We're kicking off an effort to build a more insights-driven product—one that actively helps you make better decisions about your social media presence. And we're starting with something fundamental: when to post.

Introducing Smart Scheduling

We've recently introduced an algorithm-based approach that automatically determines optimal posting times based on what we know performs well for each platform. We’re calling it Smart Scheduling.

When you're setting up a posting schedule, Buffer will now suggest times based on proven patterns across each network. You can accept the recommendations and let Buffer handle the timing, or customize your schedule if you prefer specific control. If you’re new to Buffer, this removes the guesswork and gets you posting at times that are likely to work.

If you already have a posting schedule running, you can update it to use recommended times with a single click. We'll show you what's changing before you confirm, and if you have posts already queued, we'll let you know they'll shift to match your new schedule.

We’ve also added posting time recommendations for specific days. Let’s say you have a post that must be published on Friday, but it’s not part of your typical posting schedule, and you want it to land at the optimal time. Rather than you needing to pick a random time, we’ll recommend a best time for that day.

These are small shifts in how the product works, but it reflects a bigger change in how we're thinking about Buffer's role for creators, marketers and small businesses.

More to come

Instead of just being a place where you schedule posts and check stats, Buffer will actively help you get better at social media. It will surface the right insight at the right moment, as a natural part of your workflow.

This is the direction we’re headed:

More contextual recommendations. If your engagement is trending down on a channel, we will tell you and suggest what might help. If your best-performing content type has shifted, we will flag it before you spend another week posting the wrong thing.

Metrics that are useful AND comprehensive. We're going to make key insights accessible to everyone, not just users on paid plans. And we're going to focus on the metrics that actually help you make decisions, not just the ones that look impressive in a report.

Automation that makes you faster without making you generic. For people who rely on social media professionally, this means tools that handle the repetitive stuff like optimizing posting times, or identifying your best content to reshare, so you can focus on the creative and strategic work only you can do.

The common thread: your social data should work for you. Not the other way around.

We think there is a real opportunity to:

1. Help you stay consistent without the cognitive overhead of constantly second-guessing your strategy.
2. Give you the flexibility to work however you want—one account or twenty, free plan or paid—while still getting the insights you need to improve

That's the Buffer we're building toward: one that makes all your social data useful and actionable to you, so you can focus on your voice and your business. More to come!

View the full article

Paid advertising on social media can be incredibly powerful if you're battling to reach the right audience — especially when you need to tap into very specific demographics.

Which is where Facebook really shines. With over 3 billion monthly active users, it's no surprise that Facebook is the go-to social media platform for running ads.

The Facebook algorithm can be tricky to figure out, especially when you're just starting out as a small business owner, creator, or social media manager. That's where Facebook advertising comes in — it helps you reach your audience more reliably.

That's why, when it comes to social media strategy, understanding how to advertise on Facebook can be such a valuable skill to have in your social media toolkit.

Key takeaways

• Massive reach: Facebook offers access to over 3 billion monthly active users across Facebook and Instagram.
• Precision targeting: Advertisers can target users based on specific demographics, behaviors, and life events, or use Meta Advantage+ AI for automated targeting.
• Centralized management: All campaigns are managed through Meta Ads Manager, requiring a verified payment method and a Facebook Page.
• Flexible budgeting: You can set daily or lifetime budgets.
• Real-time tracking: Use the Meta Pixel to track website conversions and adjust campaigns based on live performance data.

Why advertise on Facebook?

If you want precision, scale, and measurable results, Facebook advertising delivers on all three.

Target customers accurately

Facebook has tons of user data, and the good news is, you can tap into it when targeting your audience.

When creating a Facebook Ad, you can get specific with demographics about Facebook users like gender, location, and age. Where Facebook differentiates itself from other platforms with ads, though, is through lifestyle-based targeting options, like:

• Interests
• Behaviors (like recent purchases)
• Education and job history
• Income
• Political affiliation
• Major life events
• Spoken languages

Want to let AI handle the heavy lifting? Meta's Meta Advantage+ features (released in 2023) learn from your ad performance in real time. According to Meta, this will help to "maximize the performance benefits of AI in your ad campaigns and maximize the value of each ad impression."

Get powerful results

Learning how to run Facebook ads is easy once you've mastered Meta Ads Manager — and results tend to happen quickly.

Facebook's global advertising revenue reached $156.8 billion in 2025, and the average Facebook ad now reaches 2,417 users per $10 spent — a 5% increase in reach efficiency year-over-year.

According to Wordstream, the paid ad channels with the highest reported ROI rate are Facebook ads and Google ads.

Reach billions across Facebook and Instagram

Because Meta owns both Facebook and Instagram, their platforms are easily integrated. This means that ads can be run simultaneously on both platforms, giving you access to even more social users, even if you aren't active on Instagram.

Track ad performance in real-time

While Meta got rid of its full Facebook Analytics platform in 2021, it still has excellent resources for understanding ad performance, including reach, engagement, conversions, and more metrics. This data is updated in real-time, so you can adjust your campaigns based on performance.

Another significant benefit of Facebook's current analytics is the ability to add the Meta Pixel to your website. Most content management platforms allow you to easily add this piece of code to your website and track the effectiveness of your Facebook ads. You can monitor user behavior and create specific target audiences for future Facebook advertising campaigns.

Define your advertising goals before you start

Before you dive in, it helps to think about why you're advertising and what you're hoping to achieve. By determining your measure of success ahead of going live with ads, you'll be able to decide which ad objective is best for your needs.

For example, if you want to increase your mobile app's downloads through Facebook ads, your success metric could be 100 downloads in the first month. If it’s lead generation you’re after, success could be measured by a larger email list. You should think about your reason for advertising before you create a campaign.

How to advertise on Facebook

All of Facebook's ad campaigns run through the Meta Ads Manager tool, so learning how to run ads on Facebook means getting to grips with it. The good news is that once you get the hang of it, it's pretty straightforward to use. We’ll walk you through everything in this step-by-step guide to how to advertise on Facebook.

Getting started with Meta Ads Manager

When you sign up for Facebook, you're given a personal ad account ID by default. You can see this ID by going to Ads Manager and looking in the upper left-hand corner.

To use Meta Ads Manager, you need a verified payment method and:

1. A Facebook Page or
2. To be an admin, editor, or advertiser on someone else's page

If you do not have a page for your business, you can follow Facebook's steps to set one up. Any page you create will be automatically given an ad account.

If there is a page you wish to advertise for created by someone else, you need to ask the page admin to assign you an admin, editor, or advertiser role on the page.

If you already have an existing ad account for your page but want to create a new one, you'll need a Business Manager account. You can create a new ad account once you sign up for Business Manager.

We'll walk through the desktop version here, but don't worry — we'll cover mobile options later in this guide.

Here's a time-saver: bookmark this direct link to Meta Ads Manager so you can jump right in whenever you need it. You will be brought directly into the Meta Ads Manager for your personal ad account. If you manage multiple ad accounts, use the account drop-down menu to pick the right account.

To navigate to Ads Manager right from your business page, head to the left sidebar and click on the Ad Center drop-down arrow of any Facebook Page, then choose All Ads from the drop-down. At the bottom of that page is an option to click Ads Manager.

Click on Facebook's Ads Manager to get started. You will be brought to your Facebook Ad Accounts page, where there will be a quick overview of your ad account(s). If you have access to more than one ad account, select the account where you wish to run ads.

If you'd rather use a mobile device, a Meta Ads Manager app is available for Apple and Android.

How to create a Facebook ad

Let's walk through how to create your first Facebook ad, step-by-step. We'll use the latest version of Meta Ads Manager.

1. Create ad

Click the green Create Ad button to get started with your first ad.

Meta will take you to a page where you will be prompted to choose a buying type and campaign objective.

2. Choose your buying type 

Meta's ads have two different buying types: Auction and Reservation (formerly Reach and Frequency). Here's Meta's explainer for both:

Auction: Offers more choice, efficiency, and flexibility, with less predictable results. Ads can be placed across Facebook, Messenger, Instagram, and Meta Audience Network.

Reservation: Lets you plan and buy your campaigns in advance, with predictable performance goals and more control over your frequency controls. Ads can be placed on Facebook and Instagram.

The key differences between the two lie in your campaign setup and campaign objectives. For example, an Auction ad allows for various campaign objectives, while Reservation only has two: awareness and engagement.

Not sure which one to pick? Meta's guidance here can help you figure out what works best for your needs.

3. Choose your campaign objective

Meta and Facebook let you set up your ads with your ultimate goal in mind. There are six you can choose from:

1. Awareness: Your ad will be shown to people most likely to remember them. According to Meta, this goal type is good for reach, brand awareness, video views, and store location awareness. 
2. Traffic: This ad type will send people to a specific destination, like your website, an event, or a download link. It's best for link clicks, landing page views, and calls. 
3. Engagement: This ad type will make you more likely to receive messages, in-app purchases, likes, and comments. It's also great for video views, conversions, and calls. 
4. Leads: Your ad may help you collect info from potential customers. It's good for forms, conversions, and calls. 
5. App promotion: Get more users for your app or encourage current users to keep using it. 
6. Sales: Find people who are likely to buy your product or service. This route is obviously great for conversions and in-app sales. 

4. Pick a name for your ad campaign

Once you've selected your marketing objective, you'll be asked to name your campaign. Be sure to make your campaign name recognizable to everyone working on the ads. 

5. Declare your ad category

Different regions have different advertising rules, particularly when it comes to categories like credit, employment, housing, social issues, elections, or politics. If your ad falls into one of these buckets, it's worthwhile declaring it here to ensure it remains compliant with Facebook's and various countries' advertising standards.

6. Decide whether to turn on A/B testing

At this point in the process, you'll be able to turn on the A/B test feature, where you can try out different images, text, audiences, or placements to maximize your ad performance. The full setup for this will come later in the process — this toggle just turns it on.

7. Decide whether to use Advantage+ campaign budget

This feature, only available if you choose the Auction buying option, means Facebook will automatically find the best available opportunities for results across your ad sets and distribute your campaign budget in real time to get those results. 

Advantage+ campaign budget (formerly called campaign budget optimization) is best suited for campaigns with at least two ad sets.

8. Set your performance goal

Facebook now allows you to get super specific about the ultimate goals of your ad. Each campaign goal mentioned in step 3 has a separate set of specific targets — for example, Awareness has everything from the broader 'Maximize reach' to the hyper-specific 'Maximize two-second continuous video views.' 

If you're new to Facebook ads, it's worth trialing the broader options before zeroing in on specific targets that lend themselves to your goals and the content you share.

9. Define your ad spend and schedule

When you set an ad budget, it's important to remember that this figure represents the maximum amount of money you want to spend. You can set your budget per day or as a total amount for the campaign.

• Daily: A daily budget sets a limit on what you spend each day on your ads. Facebook will use your set criteria to find the right place and time to show your ad to your target audience. Once your budget is reached, the ads stop running for the day. The cycle starts again on the next day.
• Lifetime: A lifetime budget is the maximum you'll spend the entire time you run your ad campaign. You give Facebook a number and an end date, and it will spend the money based on ad performance. Once your budget is reached, the campaign ends.

Hit the Next button to go to the next part of the setup.

10. Customize your target audience

Meta recently made some changes to its audience customization settings in Ads Manager, which is why things may look a little different nowadays if you're a regular user.

Previously, marketers could zero in on everything from location to behavior and interests; now, you can choose only three options: location, age, and language.

But if you want to get more specific than that, fear not: the new Meta Advantage+ audience feature does all the ad targeting for you. 

Here's how it works:

"Meta’s AI uses numerous pieces of information to find your audience, evolving constantly as it learns. For example:

• Past conversions
• Meta Pixel data
• Interactions with previous ads

Our latest model innovations analyze millions of signals to find the right message, for the right audience, at the right time."

Good news for the Meta Ads Manager veterans who know their target audiences inside out and want to reach them. As you can see, your custom audiences are still available in the ad creation wizard, and you can even switch back to the original audience options.

11. Choose your ad placements

Ad placement defines where your ad appears for your target audience. Meta has made similar changes to its placement tools, with the AI-powered Advantage+ placements to help maximize your ad reach.

However, you can still decide on ad placement yourself by selecting the Manual placements option in the screenshots above. When you do, you'll see the options below become available to you:

There are several options across the Meta suite of social platforms:

• Feeds: Get high visibility for your business with ads in feeds.
• Stories, status, and reels: Tell a rich, visual story with immersive, full-screen vertical ads
• In-stream: Quickly capture people's attention while they're watching videos.
• Search results: Get visibility for your business as people search.
• Messages: Send offers or updates to people already connected to your business.
• Apps and sites: Expand your reach with ads in external apps and websites

For more, check out Facebook's guide to ad placement.

12. Choose your social accounts

In the next window, you can choose which Meta social media profiles you want the ads to run on. 

13. Choose your ad format

Under Ad setup, you'll be able to create a new ad, use an existing post, or use any mock-ups you have in Meta's Creative Hub.

Once you've made that selection, choose whether your ad will feature a single image or video, a carousel (multi-image or video post), or a collection (a group of products that becomes a full-screen experience on mobile). 

14. Add your media and copy

Now comes the fun part: adding your images and videos.

Upload your photos or clips — carousel ads, video ads, they’re all created right here. 

In this area, you can also switch up the ad copy and ad creative you use in each section of the Meta apps, if you want to tailor the experience for each platform.

Lower down in this section, you can choose music for the formats where this is applicable (check out our article on trending Instagram audio to help guide your choice!)

You'll also be able to add your ad copy with the various text options in this section — don't forget to include an applicable call-to-action (CTA).

15. Choose your destination 

As you'll have come to expect by now, you'll have a host of interesting options to play with when it comes to your ad destination — where Facebook sends people when they click on your ad.

There's Instant Experience (formerly Canvas) — a fast-loading, mobile-optimized experience. These offer a way for Facebook to keep your audience in their app. In other words, they're a simple, dynamic landing page, form, or lookbook you can create with Facebook. 

Of course, you can also choose your website link and even add your own UTM tracking parameter.

On top of that, you can send people directly to your inbox in Facebook Messenger, Instagram, or WhatsApp.

16. Publish your ad

To submit your ad, click the 'Publish' button at the bottom right-hand corner of the page.

Once your ad is submitted, Facebook will hold your post so they can review it to make sure it fits it specs and doesn't violate their community guidelines. Expect it to be reviewed within 24 hours. You'll receive a confirmation email from Facebook once the ad is live.

How much does it cost to create a Facebook ad?

Here's the simple answer: you'll only pay what you want to spend. (Though the specifics can get a bit more nuanced.) The budget you set in step 9 above is what you'll spend on the ad — however, the mileage you get from that spend can vary quite a lot.

According to data from Wordstream, the average cost per click (CPC) on Facebook ads across all industries is $0.70 for traffic campaigns, and $1.92 for lead campaigns, compared to $5.26 in Google Ads.

CPC varies significantly by industry. Here is a breakdown of the highest and lowest average costs:

Get strategic with your Facebook ads

Now that you've nailed the basics of creating a Facebook ad, you can start experimenting to see what works best for your audience.

For each step above, pausing and thinking back to your goals is helpful. Make sure everything you define and create aligns with your own measure of success. Not sure what your audience wants to see? That's totally normal, and Facebook has tools to help you figure it out.

Facebook has plenty of tools for A/B split testing, so you can compare ads side by side to find out what works. From there, keep an eye on how your ads perform and don't be afraid to experiment. The data will show you what's working — and what might need a tweak.

FAQ about advertising on Facebook

How much does it cost to advertise on Facebook?

Facebook ads work on a flexible budget. You can set a daily or lifetime budget and only spend what you’re comfortable with. On average, cost per click (CPC) varies by industry, but many traffic campaigns fall under $1 per click. Your total cost depends on your audience, competition, and goals.

Is $5 a day enough for Facebook ads?

Yes, $5 a day is enough to test a campaign. While it may not deliver massive reach, it can help you gather early data, test creatives, and see how your audience responds. Start small, measure results, and increase your budget once you know what’s working.

Are Facebook ads worth it for small businesses?

They can be — especially if you need predictable reach. Organic posts don’t always reach your full audience, but paid ads let you target specific people based on interests, behaviors, and demographics.

What’s the difference between boosting a post and running a Facebook ad?

Boosting a post is a simplified way to promote existing content directly from your Facebook Page. Running a Facebook ad through Meta Ads Manager gives you more advanced targeting, budget control, placements, and performance tracking.

How long does it take for Facebook ads to work?

Most ads start delivering impressions within hours, but meaningful performance data typically takes a few days. Facebook’s system also goes through a learning phase, where it tests your ad with different users. For best results, allow at least 3–7 days before making major changes.

Do I need a business page to run Facebook ads?

Yes. To run ads through Meta Ads Manager, you need a Facebook Page and a verified payment method. If you’re managing ads for someone else, you’ll need admin, editor, or advertiser access to their page.

How do I target the right audience on Facebook?

You can target by location, age, and language, and use tools like custom audiences or Meta Advantage+ audience to refine delivery. The key is to start with a clear idea of who your ideal customer is, then test and refine based on performance data.

What is Meta Advantage+ in Facebook ads?

Meta Advantage+ uses AI to optimize your audience targeting, placements, and budget distribution automatically. Instead of manually narrowing your audience, Advantage+ analyzes performance data in real time to find people most likely to complete your goal.

How do I measure Facebook ad performance?

Use Meta Ads Manager to track metrics like reach, clicks, conversions, and cost per result. For deeper tracking, install the Meta Pixel on your website to measure actions like purchases or sign-ups. Focus on metrics tied directly to your campaign goal.

How long does Facebook take to approve ads?

Most ads are reviewed within 24 hours. During this time, Facebook checks your ad for compliance with advertising policies and community standards. You’ll receive a notification once your ad is approved and live.

More Facebook resources

• Inside the Facebook Algorithm in 2026: All the Updates You Need to
• How to Get More Followers on Facebook for Free in 2026: 10 Tried-and-
• What Is a Good Facebook Engagement Rate? Data From 52 Million+ Posts
• 16 Facebook Statistics to Know for 2026
• Facebook Ad Specs + Image Sizes — Fully Updated for 2026
• How to Schedule Facebook Posts in 3 Easy Ways (+ Save Hours Every Week)

View the full article

Threads doesn’t just reward replies — it was built for them.

Adam Mosseri, Head of Instagram, has said this more than once, and he hasn’t minced words on it, either: "The sum of all your replies is about as valuable as the sum of all the value of all your posts," he told Platformer.

Turns out, he wasn't exaggerating. We have data to back up just how powerful responding on Threads can be.

Replying to comments on your Threads posts can boost engagement by around 42% — the highest lift we've seen across any platform — according to Buffer data scientist Julian Winternheimer's analysis of over 128,000 Threads posts.

Julian found that when creators and brands engage back in their comments on Threads, their posts perform dramatically better relative to their own baseline. The platform's design actively rewards conversation in ways that other social networks don't.

His analysis spanned other major platforms too, and while every single one saw an engagement boost from comment replies, the effect on Threads was significantly higher. LinkedIn, in the second spot, saw only (can we even say only here?) a 30% boost.

Let's dig into what makes Threads different, how Julian analyzed the data, and what this means for how you show up on the platform.

The analysis

To understand whether replying to comments actually moves the needle on Threads, Julian needed to account for a tricky reality: bigger accounts naturally get more engagement than smaller ones. Comparing them directly wouldn't tell us much.

So instead of asking "Do accounts that reply perform better,” he asked: "Does the same account perform better on posts where it replies versus posts where it doesn't?"

This approach — using what's called a fixed-effects regression model — lets us isolate the impact of replying by comparing each account to itself. All the variables that make accounts unique (follower count, niche, posting frequency) are already baked into the comparison.

Julian also ran Z-score analyses as a cross-check. This measures how each post performed relative to that account's typical engagement — basically, did this post overperform or underperform compared to what's normal for that brand or creator?

Both methods pointed to the same conclusion. And when you see that kind of consistency, it's hard to dismiss as random chance.

A few things worth noting upfront:

• This is correlation, not guaranteed causation. It's possible that posts that naturally take off get more creator replies simply because there's more activity to respond to.
• That said, this pattern showed up across all six platforms Julian analyzed (Threads, LinkedIn, Instagram, Facebook, X, and Bluesky), with lifts ranging from 5% to 42%. Threads topped the list by a significant margin.
• Julian's Threads dataset included over 128,000 posts, which gives us solid ground to stand on statistically.

How replying to comments impacts Threads engagement

Posts where creators replied to comments saw about 42% higher engagement on average — even after controlling for whether the post received any comments at all.

Julian's analysis found that engagement wasn't just slightly higher for posts with replies — it was dramatically higher. Around two-thirds of profiles showed positive effects when they replied to comments.

The Z-score analysis backed this up. Posts with creator replies consistently scored above an account's typical engagement level, while posts without replies sat below.

What makes this particularly striking is the gap between Threads and other platforms. For comparison's sake, here’s a look at the impact on other platforms:

Why Threads rewards replies more than any other platform

Critics were quick to dismiss Threads as a Twitter copycat at its initial launch in 2023. But three years on, the platform has amassed over 400 million monthly active users. It’s become clear that Threads was, as Meta promised, designed from the ground up to prioritize conversation over broadcasting.

The platform wants to be a place where people connect with each other, not just shout into the void.

The platform's architecture makes this really clear: replies get the same visual weight as original posts. When you scroll through your feed, a thoughtful reply sits at the same level as the post that sparked it.

"Elevating the reply to the same level as the original post allows for much more robust, diverse discourse," Mosseri explained in an interview with The Verge. "Which is part of the reason we didn't just try to shove this thing into the feed on Instagram or a separate tab."

The result is a platform where conversation is rewarded algorithmically.

Here's what happens when you reply to comments on Threads:

You extend the thread's lifespan: Each reply adds to the post's total engagement signals, which tells Threads' algorithm that this conversation is worth showing to more people. A post with active discussion stays in feeds longer than one that collected a few likes and went quiet.

You signal relationship strength: Threads pays attention to who interacts with whom. When you consistently engage with someone's comments, the platform learns that connection matters — and is more likely to show your future posts to them (and theirs to you).

You model the behavior you want to see: When people see you actually participating in the conversation you started, they're more likely to jump in themselves. It creates a virtuous cycle where engagement begets more engagement.

How to stay on top of your comments on Threads

Mosseri's advice to "reply much more than you post" sounds great in theory. In practice, it can feel a little overwhelming — especially if you're used to platforms where posting is the primary activity and engagement is secondary.

Here's how to think about it differently on Threads:

Don't think of your posts as finished products: Every post is an invitation to chat. Think of them as conversation starters. The real work (and the real opportunity) happens in the replies.

Your replies don't need to be long: Sometimes "Exactly!" or "I hadn't thought about it that way" is enough to keep a thread going. The goal is to participate in conversation rather than be the dominant voice.

Engage beyond your own posts: Mosseri has also emphasized the value of replying to other people's posts, not just comments on your own. When you add thoughtful replies to posts from people in your niche or community, you're increasing your visibility while building relationships.

Watch the ratio: If you're posting 5 times a day but only replying to a handful of comments, you're missing Threads' core mechanic. Try flipping that: maybe post 2-3 times and spend the rest of your time engaging with others.

This feels quite different from how most of us were taught to use social media. But Threads isn't most social media platforms!

Making comment engagement part of your Threads routine

The 42% engagement boost is compelling. But only if you can actually sustain the habit of replying consistently.

Here's what's worked for me (and what hasn't):

Treat Threads like a (really big) group chat: I check Threads more frequently than I check LinkedIn or Instagram, but for shorter bursts. Five minutes here, ten minutes there. I'm not scheduling posts and walking away — I'm popping in, seeing what's happening, adding to conversations.

Reply first, post second: When I open Threads, my first move is to check notifications and reply to comments on my recent posts. Only after that do I consider posting something new. This keeps me from falling into the trap of churning out content without actually engaging.

Don't let perfect be the enemy of done: Some days I write thoughtful, paragraph-long replies. Other days it's something lighter, like a thought paired with a GIF (peak millennial, I know). Both contribute to the conversation. Both signal to Threads that I'm present.

Use Buffer's Community feature to stay organized: As someone juggling multiple platforms, having all my comments in one place has been a lifesaver. I can see which Threads posts have unanswered comments without opening the app and getting sucked into scrolling. It's free for up to 3 platforms, and it includes a Comment Score that tracks your reply consistency over time.

Set realistic expectations: You don't need to reply to every single comment to see results. Around two-thirds of accounts in Julian's study saw positive effects, which suggests that even moderate engagement makes a difference.

The key is consistency, not perfection.

Threads was built for replies

Julian's cross-platform study analyzed nearly 2 million posts, and Threads' 42% engagement lift stands alone at the top.

Threads really was built for replies: The architecture, the algorithm, the culture... everything points toward conversation being the primary activity rather than an afterthought.

If you're trying to grow on Threads, the math is pretty straightforward: spend more time engaging than broadcasting. Reply to comments on your posts. Reply to other people's posts. Keep conversations going.

The 42% boost isn't guaranteed for every post or every account, but the odds are strongly in your favor if you're willing to treat Threads like the conversation platform it was designed to be.

More Threads resources

• The Best Time to Post on Threads in 2026 — Data from 2.5M Posts
• How to Get More Followers on Threads: 10 Tactics to Help You Grow
• The Top Threads Features + How to Use Them
• Everything I’m Trying to Grow to 1,000 Followers on Threads

View the full article

Scheduling is what Buffer is known for, and fair enough. But there's way more going on under the hood!

Buffer has grown into a pretty comprehensive toolkit over the past few years, and some of the newer features (some of my personal favorites) are super useful in ways that go well beyond the queue.

Here's what else it can do.

Reply to comments across platforms, from one place

If you've ever posted something, disappeared, and come back three days later to a pile of unanswered comments, this one's for you.

Community is Buffer's unified comment inbox. It pulls in comments from Instagram, Facebook, LinkedIn, Threads, Bluesky, and X, so you can see and reply to everything without bouncing between apps. You can filter by what needs attention, mark things as done, and even turn a good comment thread into a new post right from the dashboard.

Google Business Profile reviews are now in Community too, which is a big deal for small businesses. Replying to reviews is one of the easier wins for local SEO and reputation management, and having it sit alongside everything else makes it a lot harder to let slip. TikTok, Mastodon, and YouTube are coming to Community soon as well.

We call it the "don't post and ghost" feature, and it's available on the free plan, so there's no reason not to try it.

See what's trending on Threads while you write

Threads moves fast. A topic spikes, everyone piles in, and if you blink, you've missed it.

Trending Topics brings real-time trending Threads conversations directly into Buffer's composer. You can see what's going off right now, browse actual posts from the conversation to get context, and jump in with your take, all without leaving Buffer to go hunting.

One handy detail: Threads only shows trending topics natively to users in the US and Japan. Through Buffer's API access, anyone, anywhere can see them. It's available on all plans, including free.

Find out what's actually working with analytics

There's not much point in posting consistently if you don't know whether any of it's landing.

Once you connect a channel to Buffer, analytics populate straight away, including up to six months of historic data, so you're not staring at a blank dashboard waiting to build history. You can track likes, comments, reach, impressions, and engagement rate across all your connected accounts from one place.

A couple of recent updates worth knowing about: Buffer partnered with LinkedIn to expand Personal Profile Analytics, which now includes views, watch time, and engagement rate alongside the standard metrics, all inside the Sent Posts tab. And X analytics are now on the free plan too, after a long stint being gated behind paid tiers.

If you want to go deeper, professional reports let you pull data across multiple channels and set your own cadence. Really useful if you're reporting to clients or just want a cleaner view of how things are going.

Actually stick to a posting schedule with Streaks and Posting Goals

Buffer's own data is pretty clear on this: creators who post every single week get dramatically better results than those who go hard for a bit and then fall off. Consistency is what compounds.

To make that easier, we built a couple of features around the habit itself. Posting Goals let you set weekly targets per channel, so you have something concrete to aim for. Streaks track how many consecutive weeks you've hit your goal and send you a nudge when you're about to break one. (More motivating than it sounds, I promise!)

And if you hit a milestone worth celebrating, Share Your Streak generates a ready-to-post graphic.

Capture ideas before they disappear

Good content ideas have a habit of showing up at the worst times. Ideas is Buffer's built-in capture tool, available from the mobile app, the browser extension, or directly in the dashboard, so nothing gets lost in a half-forgotten voice memo.

From there, the AI Assistant can help develop a rough idea into a full draft, repurpose something that did well into a different format, or write platform-specific variations of the same post. And if you ever open the composer and draw a complete blank, the Template Library has writing prompts organised by post type to help you get unstuck.

More fun things worth knowing about

Bulk scheduling via CSV — you can now import up to 100 posts at once from a spreadsheet. If you batch your content in Google Sheets, this will save you a lot of clicking.

Channel Groups — save sets of channels and publish to all of them at once. Less repetitive, same result.

Instagram Grid Preview — now on all plans, so you can see how a new post will look in your grid before it goes live. No more posting something and immediately regretting where it lands.

Feeds — pulls content from RSS sources, blogs, and YouTube channels directly into Buffer. Great for curation, or just keeping tabs on what others in your space are putting out.

Tags — organise posts by campaign, content type, or whatever system works for how you plan. Useful for tracking performance across a theme or checking whether a particular content series is pulling its weight.

Dark mode — Enable it in Settings or let your system preferences handle it.

From your first post to your full team

Buffer is built to work for you wherever you're at, whether you're just getting started, growing an audience on your own, or managing content across a whole team. Most of what's in this post is available from day one, on the free plan.

The idea is that you shouldn't have to start over with a new tool every time your situation changes. Buffer grows with you.

If you haven't tried these features yet, Community is a great place to start. Connect your channels, get your comments in one place, and go from there!

View the full article

Hootsuite is a pretty powerful social media management tool. But its $99 per month starting price puts it out of reach for a lot of creators, entrepreneurs, and small businesses — and that's before you even get to the plan most people actually need.

Hootsuite's free plan was discontinued on March 31, 2023 — so there's no way to get Hootsuite for free beyond the 30-day trial. When the free plan was axed (RIP), existing users were nudged toward the $199 per month Standard plan — billed annually, which means a lump sum of $2,388 upfront.

Some customers chose to upgrade to keep their access to the social media scheduling tool. But for a lot of creators and small teams, $199 a month is a real stretch — especially when you're already juggling a stack of tools just to keep your content running.

An extra $2,388 a year has to earn its place in the budget.

The good news: you have options. There are plenty of solid social media management tools out there, and a few of them do things Hootsuite doesn't — often at a fraction of the price (sometimes free).

Not sure if you should make the leap? Here are a few common reasons creators and small teams start exploring other platforms:

• Budget — the monthly fees add up fast, especially when you're paying annually
• Analytics — wanting something deeper, clearer, or just easier to actually read
• Workflow — simpler scheduling, approvals, or engagement tools that don't require a learning curve
• Interface — a calmer, less cluttered dashboard that keeps the focus on creating

If any of those hit close to home, the alternatives below are worth a look.

1. Buffer

Price: Free, with paid plans starting at $6 per channel per month.

At Buffer, we are really into transparency — we have a whole transparency hub dedicated to sharing every company metric (even our salaries).

Full transparency: I work at Buffer, so I'm not exactly neutral here. But I've worked as a social media manager and creator for more than a decade, long before starting at Buffer.

I've tried a lot of social media tools over the years. But I keep coming back to Buffer because it offers the best value for what you actually need — powerful features without the overwhelming price tag.

The free plan includes some genuinely useful features:

• Schedule content for up to three channels: Buffer's free plan lets you publish and schedule up to 30 posts (10 per channel), which is significantly more than most other free plans. You'll also be able to choose from a broad range of different channels, including Twitter/X, LinkedIn, Facebook, Instagram, TikTok, Google Business Profile, Pinterest, Mastodon, YouTube, Threads, and Bluesky.
• Drag-and-drop social media calendar: The intuitive calendar shows all scheduled posts and drafts at a glance, so you can monitor all your social accounts from a single dashboard, in real-time.
• Create Space: A free content library where you can save and plan out all your ideas — something I find incredibly helpful in my content creation workflow. It has powerful organizational features, like tags and a Kanban view, to help you keep track of your content.
• Start Page: Set up your own beautiful landing page within minutes —a great option for your link-in-bio. You can even schedule updates to your Start Page as you would your social channels.
• Buffer's AI Assistant: Creating enough content for all your social media profiles all the time can be overwhelming — which is where our AI Assistant can help. The social media smart AI can create fresh posts for your Buffer schedule, repurpose existing content, and generate unlimited new ideas to help supercharge your engagement, grow your following, and amplify your social media presence.
• Reply to comments: Say goodbye to posting and ghosting and boost your engagement by 5% to 42%. Buffer's Community tab helps you manage all your social media comments and replies in one place.
• Analyze your performance: The free version gives you access to 30 days of easy-to-understand analytics on each post to help you understand what's working and what you need to tweak.

Buffer's paid plans

If you're looking to manage more than three social media accounts or need more in-depth social media analytics, you might want to check out Buffer's other plans:

• Essentials: $6 per month per channel
• Team: $12 per month per channel

Analytics tools and reports

Buffer's analytics will help you make sense of all the metrics available across channels to draw conclusions — so you can take action. You'll find answers to questions like: "When is the best time to post on Instagram for me?" and "How often should I be posting?"

You'll also be able to generate custom reports you can download and share (essential in content marketing).

All of Buffer's paid plans come with a 14-day free trial, so you can put all the advanced features to the test to see if they're really necessary for you right now.

2. Sendible

Price: 14-day free trial, with plans starting at $29 per month thereafter. 

Sendible is a no-frills, no-fuss social media management platform at an affordable price. It connects with Facebook, Instagram, TikTok, LinkedIn, and Google Business Profile, and the streamlined dashboard lets you view your scheduled, draft, and undelivered posts at a glance.

The tool also has a handy 'tasks' system, where team members or clients can assign to-dos related to the content calendar — great for agencies and teams who need to stay organized.

Along with social media management tools, Sendible users can generate instant social media analytics reports for all their connected channels.

3. Metricool  

Price: Free up to a limit of 20 posts per month, with paid plans starting at $22 per month. 

Metricool is a user-friendly social media management platform that supports scheduling and automation for multiple social media platforms. It also allows for bulk scheduling across social platforms.

One of the platform's key features is its heat-map-style planner, which shows users the best times to post their content.

Along with social media scheduling, Metricool offers the ability to monitor competitor performance and analyze influencer performance, making it a great option for brands. The tool has slick approval workflows for social media posts and a central social inbox for comments from the majority of its connected platforms. 

4. Later

Price: 14-day trial, with plans starting at $25 per user per month after that.

Later started as an Instagram-focused tool, and it's still best known for its visual content planner. Now, the platform has expanded functionality to cover the most popular social media platforms as well.

While users will be able to plan, manage, and schedule posts across all these major social networks, Later is still quite focused on Instagram. The platform has its own AI offering, though it's exclusively trained to write Instagram captions. It also offers suggestions for the best time to post, Instagram hashtag suggestions, and a helpful visual planner for an aesthetic feed — so it's definitely worth exploring if Instagram is your primary platform.

5. CoSchedule

Price: Free, limited-use plan for one social media profile, with plans starting at $29 per month per user thereafter. 

CoSchedule is a great option if you're managing content beyond social — think a blog, newsletters, and the like — and want to see everything in one calendar. It's a great way to streamline your content marketing efforts.

Along with scheduling on most social platforms (Facebook, Instagram, LinkedIn, Pinterest, TikTok, Twitter/X, YouTube, Mastodon, and Bluesky), Coschedule can help you project-manage marketing campaigns that include blog posts, newsletters, and podcasts.

There's also an AI chatbot, Mia, that can help you draft everything from blog posts to message responses.

6. Sprout Social

Price: 30-day trial, with plans starting at $199 per user per month thereafter.

Sprout Social is another great Hootsuite alternative, though it does come at an even steeper price point. That said, it has great team collaboration features and combines several social media tools into one platform — from social media scheduling to social listening to its analytics tool for better reporting.

Sprout Social is one of the few social media management tools that provides customer relationship management (CRM) features. Its visually appealing reports are also a strong selling point and really helpful if you're looking to prove the success of your social media strategy to senior company leaders. 

7. AgoraPulse

Price: 30-day free trial, with plans starting at $99 per month thereafter. 

Agorapulse is another powerful Hootsuite alternative that could work for marketing teams with a bit of a budget to play with. It connects with most popular social platforms, and it also integrates with Google Analytics to help you measure the impact of your social posts on website traffic. 

Along with this, Agorapulse users will have access to a single social inbox to monitor engagement, and social listening features, a helpful tool in fine-tuning your marketing strategy. 

The best Hootsuite alternative for you

There’s no single ‘best’ Hootsuite alternative — the right pick comes down to what you need.

Here’s a simple three-step way to figure it out:

1. Jot down two or three features you love (or need) from your current tool.
2. Shortlist platforms that tick those boxes and fit your budget.
3. Test each one for at least a week on a free plan or trial, paying close attention to workflow, analytics, and ease of use.

Within a couple of weeks, you’ll know which platform feels like home.

Whether you’re on a social media marketing team or a solo creator, social media management tools are a pretty personal choice. If Buffer ends up being the right fit, we'd love to have you as part of our community. If not, that's OK too — we hope you find the tool that works best for you.

FAQ about Hootsuite alternatives

What is the best alternative to Hootsuite?

The best Hootsuite alternative depends on your goals, budget, and workflow. Popular options include tools that offer social media scheduling, analytics, and engagement features at a lower cost or with simpler interfaces.

Is there a free alternative to Hootsuite?

Yes. Several Hootsuite alternatives offer free plans or free trials. These plans often include limited scheduling, basic analytics, or caps on the number of posts per month, which can work well for creators or small businesses getting started.

Why did Hootsuite remove its free plan?

Hootsuite ended its free plan on March 31, 2023, as part of a shift toward paid subscriptions. New users can still access a free trial, but continued use requires a paid plan.

Are Hootsuite alternatives good for small businesses?

Many Hootsuite alternatives are designed with small businesses and solo creators in mind. They typically focus on ease of use, clearer analytics, and more affordable pricing, making them easier to adopt without large upfront costs.

Can I switch from Hootsuite without losing my content?

In most cases, yes. While scheduled posts usually need to be recreated, you can reconnect your social accounts to a new tool and continue publishing right away.

How do I choose the right Hootsuite alternative?

Start by identifying the features you rely on most, such as scheduling, analytics, or engagement tools. Then compare platforms that offer those features within your budget.

More social media marketing tools resources

• 28 Digital Marketing Tools for Small Businesses (+ Budget-Friendly and Free Options)
• Social Media Automation: 10 Tasks You Can Automate (+ Tools to Help)
• The 11 Best Social Media Management Tools (+ Alternatives)
• 8 Best Free Hashtag Generators
• 8 of the Best AI Productivity Tools to Help You Optimize How You Work
• Top 11 Social Media Engagement Tools to Build Your Community
• The Top 10 AI Writing Tools I Recommend as a Professional Writer
• 6 Instagram Analytics Tools That Will Help You Grow Your Audience

View the full article

Here's something worth knowing upfront: You don't need millions of followers or superstar status to make money on Instagram.

Micro and even nano-influencers on Instagram are supplementing — or even replacing — their income with content creation.

I now have over 15,000 followers on Instagram, but when I started experimenting with monetization, I had no idea what would actually work. And I tried everything. Affiliate links that made me a few bucks, brand partnerships that weren't really sustainable, and eventually a few income streams that started stacking up month after month.

One of the most important things I've learned is that there no ‘easy money’ switch here — turning posts into paychecks still takes consistent, thoughtful work.

In this article, I'll share 12 of the most effective ways for you to make money on Instagram. What's really working right now, what's worth skipping, and how you can layer these streams no matter your follower count. Whether you’re just starting on Instagram or already have a sizable following, there are options here for everyone.

Key takeaways

• Low barrier to entry: You don't need millions of followers; nano and micro-influencers can successfully monetize through niche communities.
• Three core strategies: Monetization happens via in-app features (subscriptions, gifts), brand collaborations (UGC, sponsored posts), or self-promotion (selling your own products/services).
• Diversified income: Relying on multiple streams, such as affiliate marketing and digital courses, provides more stability than platform-specific bonuses alone.
• Quality is mandatory: Regardless of the method, consistent high-quality content and community engagement are the foundations for conversion.

The three ways most creators make money on Instagram

• Making money via the Instagram app: You can earn directly through Instagram's built-in features like subscriptions, gifts, and badges.
• Making money via collaboration with brands: Some creators make money on Instagram by promoting other brands on their account or creating content that companies can repurpose (like ads).
• Making money by promoting your small business: The third approach is a bit different — using Instagram as a promotion tool for your own business. This could be an online store, a service, a course, memberships, a community, etc.

Whichever route you pick, steady growth comes from showing up for a clearly defined audience and engaging with them consistently.

Let's start with what I call Instagram native income — the features built right into the app that help you earn without ever leaving it.

1. Offer exclusive content via subscriptions

Subscriptions are a way to share exclusive content with your community on the platform — you charge a monthly fee for that content.

Subscriptions let you offer exclusive content to your biggest supporters in exchange for a monthly fee — kind of like having your own membership program built right into Instagram.

Your most engaged followers can become paid subscribers and get access to exclusive content you create just for them. Subscriptions are a great way to build steady, predictable income from your Instagram content. When setting your price, think about the value you're offering while keeping it accessible enough that your followers can actually join in.

With an Instagram Subscription, you can share exclusive posts, reels, lives, stories, and chats with your subscribers. Subscribers can find the content easily on your Instagram feed in a new tab using the crown icon.

When I tested subscriptions, I realized something very quickly. People don't pay for content. They pay for meaningful access. Things like your creative process, unfiltered behind-the-scenes thoughts, tutorials, or personal updates that don't always make it to your main feed.

To enable subscriptions on your Instagram account, you must:

• Be at least 18 years old
• Have a professional Instagram account with at least 10,000 followers
• Reside in the country where it’s available (here’s a list for your reference)
• Have an Instagram profile that meets Instagram’s Content Monetization and Partner Monetization policies

2. Receive gifts from fans

Your followers can show appreciation for your Instagram Reels by giving you a gift (aka, money).

How gifts work

• Currency: Fans purchase virtual "stars" to send as gifts
• Payout Rate: You earn $0.01 USD for every star received
• Conversion: 100 stars = $1 USD
• Minimum Payout: You can withdraw funds once your balance reaches $25 USD

The key here is consistency. If you're creating content that makes people feel something, whether that's entertained, inspired, or educated, they'll want to give back.

I know a few creators who mention gifts casually in their captions. Something like, "If you enjoyed this tip, send a gift to keep the series going. It's subtle, human, and never salesy."

It might start small, but those micro earnings stack up over time, especially when you're posting regularly.

3. Monetize live sessions with badges

When you go live on the Instagram app, people watching can purchase badges for you as a sign of support and appreciation. It's like your audience buying a front row ticket to your stream.

The creators I've seen do this best make their lives feel like mini experiences. They pick a consistent day theme. Think self-care chats, behind-the-brand Fridays, or even community happy hours.

You’ll see a heart next to the names of people who've bought a badge.

You can earn badges in increments of $0.99, $1.99, and $4.99 (all USD). To make the most of badges, let people know they're available at the start of your live — and again when new viewers join.

4. Qualify for Instagram bonuses

Right now, bonuses are the only way Instagram pays creators directly — no audience purchases or subscriptions required. You get these bonuses paid on 31 December, New Year’s Eve — and they are available for reels, carousels, and single-image posts.

These programs are usually invite-only and vary by region, but it's worth keeping an eye out in your professional dashboard. If you receive the invitation, you’ll see it on your dashboard. 

Once you complete the onboarding flow, the platform will count up to 150 pieces of content shared from the week that you activate until the end of the bonus opportunity. The more views and/or plays (replays not included) your content receives, the more money you earn.

I like to think of bonuses as the cherry on top. They're not a core strategy, but when they appear, take them. If you're already consistent with your content, it's a welcome reward for the effort you're already putting in.

Right now, earning money solely through Instagram's built-in features works best if you already have a large following and strong personal brand.

As Instagram's Head Adam Mosseri explains: “If you have a few thousand followers, it doesn’t make sense to focus on trying to monetize that audience,” Mosseri says. “You should instead focus on growing that audience or using Instagram in other ways.”

Even so, there are good reasons to explore these features:

• Become an early adopter of Instagram’s monetizing features
• Supplement your income from other sources (which includes the other ways to earn on Instagram, below)

Where most creators actually start seeing bigger paychecks is through working with brands. There are loads of ways to do this, and number five on this list is actually super underrated.

5. Partner with brands through influencer marketing

The most common way to partner with brands is through influencer marketing: You create sponsored posts on your Instagram page for a brand in exchange for a fee. This partnership between creator Jade Beason and Adobe Express shows how it works:

View this post on Instagram

A post shared by Jade | Creator, Consultant & Speaker (@jadebeason)

Sponsored content usually includes a “paid partnership” tag or an #ad hashtag. Brands pay Instagram creators for a spot in their feed because they can build brand awareness and earn money by reaching the creator’s audience.

How much can you earn from sponsored posts? It varies based on your niche, location, content quality, follower count, engagement rate, and negotiation skills.

Influencer Marketing Hub’s study found nano-influencers (Instagram influencers with 1,000 – 10k followers) earn between $10 and $100 per post — it only goes up from there.

It’s worth noting that the numbers vary a lot — sometimes, with little changes in the scope of work. For example, a brand will pay more to get usage rights for your sponsored posts. 

When you partner with a brand you already love, it doesn't feel like selling. It feels like natural storytelling. At 15,000 followers, I've had brands pay me hundreds of dollars per post because my audience fits their target perfectly.

One of my earliest partnerships with Etihad Airways came from me tagging a brand I already trusted and was a frequent flyer with in a casual reel. They saw the post, reached out, and it turned into a long-term collaboration.

If you're highlighting a brand you love, tag them. It's free visibility for them, and it plants the seed for future paid work for you.

How do you find these brands?

Many brands — those that actively practice influencer marketing — might reach out to you proactively when they notice you have an engaged social media community that overlaps with their target audience. 

They might use third-party tools (like influencer discovery software) for this, but you can also grab their attention by tagging them in your posts whenever you create content about them. This can also be an excellent way to showcase your content creation abilities.

If you are in eligible countries, it’s also worth joining Instagram’s creator marketplace. It’s a hub for helping brands connect with the right Instagram influencers for their customers.

Lastly, it’s also worth directly reaching out to the influencer marketers of your favorite brands or even popping them a DM.

One thing to keep in mind: Don’t overload your feed with brand-related posts. It can make your account feel less authentic to your followers.

Annie-Mai Hodge, founder of Girl Power Marketing, says an overload of brand collabs (especially inauthentic ones) can be harmful to growing your Instagram following and engagement long term.

“If your feed starts to feel like a media kit, people stop engaging, and that hurts your chances of monetizing in the long run,” she says.

“Brands want creators who have influence, not just reach. That means your content should always be designed to serve, entertain, or connect with your audience first.”

6. Create user-generated content for brands

These days, brand partnerships aren't just about sponsored posts. User-generated content (UGC) is when you create branded content, but don’t post it on your Instagram page. Brands might post your content on their own account or use it for Instagram advertising.

For example, hair care brand Fix My Curls often reshares videos by creators who mention their products and credits them in post captions.

View this post on Instagram

A post shared by Fix My Curls ➰ Curly and Wavy Hair Care (@fiixmycurls)

Creating user-generated content is a great way to earn money while keeping your feed focused on your own content. Plus, you don't need a large following to create UGC — brands care more about your content creation skills and style.

Wondering how to land your first UGC deal?

Many creators find brands by pitching via DMs on Instagram, responding to comments from brand accounts, or reaching out through email with a few simple videos and a clear offer.

7. Share affiliate links and codes

Affiliate income is one of the most beginner-friendly monetization paths. You earn a commission every time someone buys through your link or code.

Companies will share promo codes or a trackable link (with a UTM code) to calculate how many sales you bring in. These links or promo codes usually include discounts, which give your followers an extra reason to check out the product. Buffer has a free UTM builder that can help you create these unique links in a few steps.

When I started, I promoted products I was already obsessed with, just things I genuinely used and wanted to recommend. This includes skincare, coffee, kitchen appliances, and more.

Authenticity drives conversions. If your followers trust you, they'll trust your suggestions.

This post by creator Hitika Sachdev is a perfect example of an affiliate partnership. The brand can use the code “Hitika94” to track every sale coming via her.

View this post on Instagram

A post shared by ʕ•̫͡•ʔ (@hitikasachdv)

If you're working with promo codes instead of trackable links, you've got options too. Use a link in bio tool like Buffer’s Start Page where you can customize the text associated with the link — add your discount code in the text and link to the brand’s website.

Often, affiliate relationships grow out of existing brand partnerships. A brand might collaborate with you a few times for sponsored content and then offer a performance-based incentive to transition to affiliate marketing.

You can also join affiliate programs that are open to all creators, like Amazon Associates or Pura Vida, which has an affiliate program offering a 15% commission on each sale you bring in. You can apply through their form, and if you meet their requirements, you're in.

With programs like these, you won't have a dedicated brand contact. You’ll probably have a dashboard that will calculate all your earnings, and you’ll have to buy the brand’s products on your own. It's still a solid way to earn from your content — especially when you're promoting products that genuinely fit your audience.

One of the biggest advantages of branded content is that you can start without a huge following or your own product to sell. Plus, you've got multiple ways to work with brands, depending on what fits your style.

Monetizing beyond the app is where Instagram becomes more than just a content platform. It turns into your business engine. Next up, we'll take a look at some ways to do just that.

8. Set up an Instagram shop and shoppable posts

Instagram Shop lets you sell your products directly through the Instagram app. If you sell physical products, Instagram shop is your digital storefront. You can post a picture or a reel of your product with a tappable link that goes directly to your product catalog.

When users click this link, they’ll see all the info about the product, including prices.

Instagram Shop is available in select countries, and only users with an Instagram business account are eligible to use this feature.

If Instagram Shop isn't available in your region, Buffers Shop Grid is a perfect workaround. It creates a clickable, shoppable feed experience that still feels native to Instagram.

When someone taps your bio link, they'll see exactly what you want them to — whether that's your bestsellers, latest posts, or anything else you choose to highlight.

You'll also be able to track clicks on each link, so you can see what your audience is most interested in.

9. Promote your own products or services

Instagram is a great place to build awareness for your own products or services. You can do this by creating a brand account and forming an Instagram strategy. You might not sell products right away, but you will educate people about your brand and its products.

From digital templates to handmade jewelry to coaching services, what matters most is storytelling. Show people why you created your product and what problem it solves.

Creators like Modern Millie have built strong value around their content. Millie teaches creators how to grow on social and monetize their platforms, and she uses Instagram to promote everything from digital courses to free templates to YouTube tutorials.

View this post on Instagram

A post shared by Camille Adrian | Content Creator Tips (@itsmodernmillie)

It's a great example of how clear positioning plus consistent content can lead to real revenue without needing a huge team or a complicated setup.

10. Sell courses or membership programs

If you’re a creator, you can also earn money by sharing an online course or a membership program that teaches your audience to do something you’re an expert in.

Adriana Blanc often promotes her fitness membership program using her Instagram account.

View this post on Instagram

A post shared by Adriana Blanc (@adrianatblanc)

Promoting courses, memberships, or exclusive communities is not much different from selling products or services. Focus on highlighting the value prop of your offer and hitting the pain points of your target audience.

11. Run Instagram ads to drive sales

Sometimes, you may have to spend money to make money.  If you're selling a digital product or service, investing in Instagram advertising campaigns can amplify your reach.

Running Instagram ads means boosting some content on your feed, so it reaches a broader audience. Ideally, this boosted content helps you sell products and earn more money than you are spending.

Advertising can help you reach new users and build your audience — in turn, helping you sell more products — but that doesn’t mean hitting ‘boost’ and hoping for the best. 

Start with around $50 to $100 to test which videos or messages resonate. Use the data to refine your organic content as well. You learn what hooks, visuals, or topics attract your ideal audience.

It's not about scaling fast; it's about learning smart.

12. Design and sell merch

Sometimes your brand becomes your product. If you've built a strong personal brand on Instagram, you can monetize it by designing unique merchandise.

Maybe it's a phrase you repeat often, an aesthetic your followers love, or an inside joke your community enjoys.

Sabrina Zohar, a dating coach and influencer, did this brilliantly. Born from simple phrases she uses in her podcast, The Sabrina Zohar Show, she created a recognizable brand.

Convert your posts to paychecks

Remember that monetization on Instagram isn't about chasing every single income stream. It's about finding what feels authentic to you and your audience. Start small. Pick one or two ideas from this list and test them for at least a few months. See what feels sustainable, what excites you, and what naturally fits your content rhythm.

No matter which route you take, applying a few timeless principles — solving a real problem for your audience and standing out with a clear, differentiated niche — will boost your chances of success.

And as your followers add up, the admin work only increases — you have to respond to comments, juggle DMs, analyze performance, and much more. It can quickly become overwhelming.

Enter: Buffer. It takes the admin tasks off your plate so you can focus on what really matters. Whether you need help scheduling posts, engaging with your audience, analyzing performance, or creating a custom bio link — it’s got you covered. Start for free today.

FAQ about making money on Instagram

Do Instagram users get paid directly by the app?

Sometimes. Instagram can pay creators through in-app tools like subscriptions, gifts, badges, and (in some cases) bonuses. But many creators earn most of their income outside the app through brand partnerships (like sponsored posts and UGC), affiliate marketing, and selling their own products or services.

How much does Instagram pay for 1,000 views?

There isn’t a single guaranteed rate. In practice, creators often see rough ranges around $0.01–$0.05 per 1,000 views, but it varies a lot based on the specific program, your eligibility, your audience, and what Instagram is offering at the time.

What do I need to qualify for Instagram’s money-making tools?

Depending on the feature, there are a couple of requirements you need to meet, like being at least 18 years old, using a professional account, following Instagram’s Content Monetization and Partner Monetization policies, meeting any follower or engagement thresholds, living in a country where the feature is available, and setting up payouts so Instagram can send you earnings.

How do I start earning money on Instagram if I’m new?

Start by choosing a clear niche, posting consistently, and engaging with the people who comment or reply to your stories. Then pick one income path to focus on first (like UGC, affiliate links, or promoting a small offer), and build from there. Tools like Buffer can help you stay consistent by scheduling posts ahead of time.

More Instagram resources

• How to Get Verified on Instagram: 2 Ways to Get Your Blue Check
• 13 Trending Sounds on Instagram (+ How to Use Them)
• Replying to Your Instagram Comments Can Boost Engagement by 21%
• Best Time to Post on Instagram: New Data from 9.6 Million Posts
• How to Use Instagram for Business: The Complete Guide
• Instagram Stories: The Complete Guide to Using Stories to Boost
• How to Share Instagram Feed Posts to Stories: 3 Simple Steps
  

View the full article

With more than 40 million registered users, Bluesky is fast becoming a decentralized force to be reckoned with — and with good reason.

Among the new wave of fediverse platforms and decentralized networks, Bluesky is possibly the easiest to get to grips with, thanks to its clean interface and ever-increasing community of all sorts of creators. From science to K-pop, there’s a space for everyone on the network. 

If you’re new to Bluesky and the world of decentralized social media, here’s a quick summary: Bluesky was created by former Twitter CEO Jack Dorsey, and is a decentralized social network built on an open-source protocol called AT Protocol.

With the protocol, Bluesky’s mission is to create “an open foundation for the social internet so that we can all shape its future” because “social media is too important to be controlled by a few corporations.” 

Here’s a great graphic by artist Davis Bickford that explains the company’s vision:

To mark the occasion, we teamed up with @davis.social to create a comic illustrating what Bluesky is all about. See if you can spot the easter eggs! 👀 [1/3]

[image or embed]

— Bluesky (@bsky.app) Feb 6, 2024 at 16:10

Initially an invite-only network, Bluesky opened its proverbial doors in February 2024, welcoming more than one million new users in just one day. 

That said, adding another platform to your social media mix is a big decision. With Buffer, we hope to make that a little easier for you with handy planning, publishing, and crossposting features. 

Another helpful feature to note for those familiar with the idea of decentralized networks and the fediverse: while Bluesky is decentralized, it’s not technically part of the fediverse. That’s because Bluesky’s AT Protocol is different from ActivityPub, the open protocol that fediverse platforms like Mastodon and Threads leverage. 

In a nutshell, Buffer allows you to share your Bluesky content on the fediverse, too, if you crosspost to Mastodon. 

Sound good? Whether you're just getting started on Bluesky or ready to dive in, here's how to connect your account to Buffer and start posting.

Connect your Bluesky account to Buffer

First things first: before you can schedule or crosspost, you'll need to add Bluesky as a channel in Buffer. It only takes a few minutes.

• Sign in to Buffer (if you’ve not yet signed up, no sweat — you can do that for free here).
• In a new tab, sign in to Bluesky. 
• In Buffer, navigate to publish.buffer.com. On the left-hand side of the screen, click the Connect Bluesky button underneath your channels list. 

• This will open the dialog box below:

• Leave your Buffer tab open, and navigate to your Bluesky tab. Click the profile icon on the left-hand side to go to your profile page.
• At the top of the page under your name, you’ll find your Bluesky handle. Unless you’ve customized your domain, it should look something like this: @yourname.bksy.social.
• Copy that over to the dialog box you left open in Buffer.
• Now head back to Bluesky. Click on the settings cog on the left to navigate to the Settings menu. Choose Privacy and Security to find the App passwords option.

• Click Add App Password

• This will open a dialog box that allows you to create a new app password. You can stick with the default password name or create your own. (Note that this is not your login password — it’s more like a key that will unlock Bluesky for your Buffer account.)
• Your password will appear in the next window. Copy that and head back to Buffer, where you can paste it into the Bluesky App Password box. Now, the window will look something like this:

• Click Continue, and you’re all done. Congratulations — your Bluesky account is now connected to Buffer. 

Schedule and crosspost your Bluesky content

Here’s the 30-second version:

• Open Buffer and click + New.
• Select Bluesky (and any other channels)
• Draft your text, images, or video.
• Choose when you'd like to post.
• Review it any time from your Buffer calendar.

There are many routes to creating a new post in Buffer. We'll start with the + New button on the top right of publish.buffer.com — it's the quickest way to get started. (You can also create posts by clicking the + icon next to any channel, or by clicking on calendar or queue slots.)

The process will be similar for whichever option you choose.

• Log in to Buffer, then click on the Publish tab at the top. 
• Click the + New button on the top right. 
• In the composer window, be sure to choose Bluesky from your channels list at the top. To crosspost, choose the other channels you want to publish to as well.

• Add your text or media to the main composer window. If you’re crossposting, you can customize for each platform by clicking within the boxes that correspond to each of the channels you’ve selected.
• When you’re ready to post, pick your preferred option:
  • Next Available — publish in the next available slot in each platform’s custom queue
  • Prioritize — bump your post to the top of the queue
  • Now — publish right away
  • Set Date and Time — publish at a specific time

• To move your posts around, head to your calendar in Buffer and drag the post to a new slot, or hover over the post and click Edit.

And that's it. Your post is scheduled and ready to go live on your chosen platforms at your chosen times. One less thing to worry about.

Getting started with Bluesky

If you’re new to the platform (or want to level up), we have a bunch of resources to help make things a little easier. Here’s my recommended reading:

• What is Bluesky? Here's What You Should Know
• What You Need to Know About How to Use Bluesky
• 7 Bluesky Content Ideas and Tips for Your Next Post
• All of Bluesky’s Features (So Far) and How to Use Them
• Bluesky Verification is Here: How the Blue Check Works
• Subscriptions and Monetization are Coming to Bluesky — Here's How

Let’s connect on Bluesky!

Bluesky is an exciting new network, and I'd love to connect with you there. You can find me here and Buffer here.

I hope this guide made things easier. If you run into any questions as you're getting set up, our support team is always here to help.

FAQs about Bluesky

What if I'm self-hosting my Bluesky account — can I still use Buffer?

You can; we support custom servers in Buffer, so go ahead and connect your account.

What is self-hosting?

Self-hosting means running your Bluesky account on a server you control rather than Bluesky’s default servers. Unlike other social networks, you can self-host an instance of Bluesky. Think of the difference like this:

• Hosted: Using the standard Bluesky instance (similar to using wordpress.com).
• Self-hosted: Running Bluesky on your own server for total data privacy and control (similar to a custom domain).

So on Bluesky, most people are using the Bluesky-hosted instance, which is what anyone gets when they sign up. If you, however, would prefer to host Bluesky yourself on your own server, you can do that. Some people prefer this for better data privacy and overall control.

Does Bluesky have built-in scheduling?

No. Bluesky doesn’t offer native scheduling right now. If you want to plan posts ahead, connect your Bluesky account to Buffer, pick a time, and we’ll publish it for you.

Can I schedule Bluesky threads in Buffer?

Yes. In the Buffer composer, click Start thread, add each post, then choose when you want it to go live. Buffer will publish the entire thread in order, right on time.

Can I crosspost my Bluesky content to other platforms with Buffer?

Yes. In the Buffer composer, select Bluesky along with any other channels you’d like. Customize each version if needed, pick your times, and Buffer will publish to every platform for you.

View the full article

Threads has over 150 million daily active users. Great for reaching new audiences. Also, a discovery problem.

How do you get seen when millions of conversations are happening at once?

Enter: Trending Topics for Threads, right in Buffer. It brings real-time trending conversations directly into Buffer's composer.

Built in partnership with the Threads team, Trending Topics surfaces what's trending on Threads to anyone, no matter your location, through Buffer's API access.

The discovery challenge on Threads

The Threads algorithm rewards genuine conversation and authentic engagement. Success comes from joining discussions people actually care about, at the moment they care about them.

The trick is knowing what those discussions are.

What topics are resonating right now? Which conversations have momentum? What should you be talking about to reach new audiences who share your interests?

We built Trending Topics in Buffer to solve this.

How Trending Topics works

When you open Buffer to create a Threads post, trending topics appear right in the composer.

You'll see what's trending, browse actual posts from each conversation, and understand the context before you jump in. Then create your post and join a discussion that already has audience attention.

Fun fact: Threads currently only shows trending topics to users in the US and Japan. But through our partnership, we make US trends accessible to everyone, everywhere.

A real example: My quantum physics experiment

Last week, I wanted to test the feature myself. I saw "Quantum physics" trending and thought, "Well, this could be interesting." I'm no physicist, but I've watched enough sci-fi to have opinions. I brainstormed a post with AI that was equal parts curious and tongue-in-cheek, hit send, and went to bed.

I woke up to 54,000 views and 90+ reposts.

The post resonated because it added value to a conversation people wanted to have. That's the power here. You're participating in real conversations at the right time.

The whole process took maybe 10 minutes. Saw the trend, brainstormed a relevant angle, wrote the post, scheduled it, done. The next morning: 54,000 views.

It isn't just me either. Other folks on our team have also experimented with Trending Topics and seen real results. For example, Amanda, our Staff Product Manager, posted her take on The Muppet Show and generated a ton of conversation and 6k views.

What I learned testing Trending Topics

The experiment taught me a lot of things (and not just about quantam mechanics).

Relevance matters more than reach. I spent time browsing the quantum physics topic before posting. Some people were just dropping "quantum physics" into random posts. Those got almost no engagement. You can't just slap anything onto any trending topic. The posts that work best connect the trend to something you genuinely have perspective on.

Timing is everything. Trending topics have momentum curves. Jump in at the right moment and you catch the wave. Trending Topics helps you find that sweet spot.

It amplifies good content. A trending topic won't save a bad post. But if you have something valuable to say about a topic people care about, Trending Topics helps you reach the audience that wants to hear it.

Buffer's complete Threads toolkit

Trending Topics is the newest addition to our Threads features. Here's everything you can do with Buffer for Threads:

Schedule your posts so you show up consistently, even when you're offline. We support every Threads format: text, images, videos, carousels, ghost posts.

Track your performance with analytics that show likes, replies, views, quotes, and reposts. See what's working, do more of it.

Manage your community from a unified inbox. Reply to comments, keep conversations going, build relationships in a focused workspace.

Use AI to refine your content. Our AI Assistant helps you adjust tone, improve clarity, or try different variations before you post.

Crosspost to other platforms. Create once in Buffer, publish to Threads and everywhere else simultaneously. Or customize for each channel.

Built as an official Threads partner

Buffer is an official Threads partner. We work directly with Meta's Threads team to build features on official APIs. Our product managers, engineers, and marketers attend Threads API summits. We collaborate on what features make sense and how they should work.

We're active on Threads ourselves, using the platform daily. These tools exist because we needed them ourselves.

How to start using Trending Topics

Trending Topics is available now for everyone using Buffer with Threads. It's included in all plans, including free.

Here's how it works:

1. Connect your Threads account to Buffer (takes about 30 seconds)
2. Open the composer to create a new post
3. Select Threads as your channel
4. Trending Topics shows up automatically
5. Browse what's trending, find something relevant, create your post

If you have a Threads account connected to Buffer, Trending Topics is already there.

Everything Buffer offers for Threads (the complete list)

For a comprehensive reference of Buffer's Threads features, here's everything:

Content creation:

• Post scheduling with automatic publishing
• All post formats supported (text, images, videos, carousels, ghost posts)
• Trending Topics in the composer
• AI Assistant for content optimization
• Crossposting to multiple platforms
• Topic tagging for discovery

Analytics:

• Engagement metrics (likes, replies, views, quotes, reposts)
• Performance tracking over time
• Post-level analytics

Community management:

• Unified comment inbox
• Reply management
• Suggested responses
• Community score tracking

Productivity features:

• Calm workspace for focused content creation
• Team collaboration
• Multi-account management
• Calendar view for planning
• Available on web, iOS, Android, and browser extensions

Try it yourself

Connect your Threads account to Buffer and see what's trending while you write your next post. Maybe you'll find your own quantum physics moment!

Trending Topics is available now on all Buffer plans, including free.

View the full article

These days, it feels like Threads is dropping new features every week.

Whether it's small quality-of-life improvements or game-changing updates (we see you, Trending Topics), the Threads team has been busy since their rocketship launch in 2023.

The only potential downside to all that fun new stuff for its 400 million monthly active users to play with? It's not easy to keep track!

Which is where this guide comes in. Here, I’ll unpack some of the top new features on Threads by Instagram — plus how to use them to grow your following.

Let's make sure you're getting the most out of Threads, shall we?

1. Topics, not hashtags

Threads launched without hashtags — a feature most social platforms have from day one — which felt like an odd choice at the time. But now it's clear why. Threads was setting the stage for something bigger.

Although you can type in free-form hashtags, it's topics that form the backbone of discovery and community on the platform. Instead of serving purely as a way to sort posts, Threads’ tags act more like interest-based markers that help people connect around what matters to them.

Unlike surface-level hashtags, Threads’ topic tags work alongside enhanced search and recommendation systems to surface relevant content and communities you might not otherwise see.

For creators and brands looking to grow their audience, leaning into trending and relevant tags remains one of the most effective ways to be found.

Pro tip: Threads says posts that include a topic typically rack up more views than those without.

How to use topics on Threads

Next to your username in the composer, tap Add a topic — or just use a hashtag before the phrase.

2. Trending Topics

Speaking of topics: One of the best ways to grow on Threads is to take part in trending topic conversations. As you might expect, these trends change fast — so how do you join those conversations before they become yesterday's news?

A recent update from Threads has made this easy: Trending Topics.

You’ll find them at threads.com/search, before you enter any search terms. The feature is currently only available in certain regions, but Buffer users can also find these trends right in Buffer — no matter where in the world they are.

Senior product marketer Michael Eckstein used Trending Topics in Buffer to weigh in on a trending topic not long after launch — netting him 54K views in a matter of hours.

“I saw ‘Quantum physics’ trending and thought, ‘Well, this could be interesting.’ I'm no physicist, but I've watched enough sci-fi to have opinions. I brainstormed a post that was equal parts curious and tongue-in-cheek, hit send, and went to bed,” he says. “I woke up to 54,000 views and 90+ reposts.”

It’s a great way to boost your content's visibility.

3. Better post insights

Threads has significantly upgraded its Insights experience, making it easier to understand not just how your posts perform, but where and why they gain traction.

Here's an overview of some of the changes:

• Creators can now dive deeper into performance data directly from the Insights dashboard — for example, the Interactions section shows engagement split by likes, replies, reposts, and quotes, while the Followers section reveals growth over time alongside geographic data, including top cities and countries, plus demographic insights like age range and gender.
• Threads has also introduced performance comparisons over time, with new charts that track views and interactions across 7- to 90-day periods.
• Insights now show whether people found your posts directly on Threads or via recommendations on other Meta apps, including Instagram and Facebook.
• You can now add up to five links to your bio, and Insights will show how many people have clicked links shared both in your profile and in posts.
• Threads also introduced a weekly Insights recap, offering a snapshot of week-over-week changes in posts shared, total views, new followers, and replies.

4. Simple polls

Threads added another popular feature pretty quickly: polls, which work right in the composer. Polls on Threads remain intentionally simple, designed for fast feedback and conversation starters rather than long-running or highly configurable surveys.

You can’t set a custom poll duration on Threads — all polls close automatically after 24 hours.

When Threads launched polls, Mark Zuckerberg shared a tongue-in-cheek poll response to the user who'd requested them. His poll had no question — just three options: “Done,” “Done,” and “Done.”

How to add a poll on Threads

Start a thread by clicking the pen and paper icon at the bottom of the app, or the top of the browser version. 

To add a poll to a post, click on the three horizontal dots in the composer, then choose Poll.

Add your question to the main post, then fill out your options in the buttons that appear below. You can use up to 25 characters for each option. When you’re ready, hit Post.

5. Edit posts

Not being able to edit posts on X has frustrated users for years — so it makes sense that Threads added an edit feature early on.

Threads’ edit feature comes with a few clear rules:

• Time limit: You can edit a post for up to 15 minutes after publishing.
• Editable content: You can update the post text and tags/topics.
• Restrictions: You can’t add or remove media (images or videos) once the post is live.
• Visual indicator: Edited posts are marked so readers can see that a change was made.

How to edit threads

To edit your thread on mobile and web versions, click on the three dots to the right of a newly posted thread. An Edit button and timer will be visible if it's been under 15 minutes. 

Tap Edit, then make your changes and hit Save. 

6. The Following feed

Threads works similarly to TikTok, with a For You feed, where its algorithm recommends content for you (like TikTok’s FYP) and a Following feed, where you only see content from people you follow.

Pro tip: Instagram does have a similar feature, but it’s a little tucked away — to find your Following feed on Instagram, you’ll have to tap the logo at the top to reveal the drop-down menu.

How to see your Following feed on Threads

On Threads, the Following feed is much easier to find — just tap on Following right at the top of the mobile app (you might need to tap on the little house icon on the bottom left for the two options to appear).  

On the browser version, there’s a button that lets you toggle between the two feeds.

7. The fediverse

Threads isn’t just another standalone social app. It’s also being built to connect to the fediverse. "Wait, what?" some of you might ask.

In simple terms, the fediverse is a group of social platforms that can talk to each other. Instead of everyone needing to be on the same app to interact, people on different platforms can follow, reply to, and engage with one another across networks.

Threads is rolling this out slowly and carefully. You can choose whether your posts stay only on Threads or can be seen by people using other compatible platforms.

For creators and brands, this opens up some interesting possibilities:

• Your posts could reach people beyond Threads without extra effort
• You’re not locked into a single platform’s audience
• It points toward a future where conversations aren’t owned by just one app

8. Threads ads

Threads ads are officially rolling out worldwide. This is a pretty big moment. It marks Threads’ shift from “fast-growing new platform” to “OK, we’re building a long-term business here.”

How ads work on Threads

Ads show up natively in the feed, so they look and feel like regular posts, not disruptive pop-ups. Brands can run image ads, video ads, and carousel ads.

Threads plugs straight into Meta’s existing ad system, which means you can:

• Extend existing Meta campaigns to Threads
• Use the same targeting, optimization, and AI delivery
• Add Threads automatically via Advantage+, or select it manually in Ads Manager

Ad delivery is rolling out gradually, and ad volume is intentionally low. That’s Meta trying to protect the user experience while testing what works.

If you’re already running Meta ads and your goal is awareness or reach, it’s worth experimenting, especially while competition is still light.

9. New controls

Threads gives you more control than ever over what you see and how people interact with you.

Teach Threads what you want to see

Threads learns from your actions:

• Profiles you follow or visit help shape future recommendations.
• Muted, blocked, or reported profiles won’t appear in your feed — and Threads will show you less similar content.
• Hidden content or keywords signal what you’re not interested in, helping Threads refine what shows up over time.

As per Instagram head Adam Mosseri, an update to Threads' Hidden Words feature will allow you to customize which content is filtered out, separate from Instagram.

Adam Mosseri (@mosseri) on Threads

Threads now has its own Hidden Words setting, separate from Instagram. This includes newly added custom filters to block words, phrases, and emojis in batches, with optional time limits. Threads is about fostering an open exchange of perspectives, and to do so people need to be able to shape the experience into one where they feel comfortable expressing themselves. This is just one more idea in support of that goal.

Threads

Manage replies and conversations

Threads has also introduced tools to help you control conversations on your posts:

• Reply approvals: Choose which replies appear publicly before others can see them. This lets you keep discussions on-topic and review responses at your own pace.
• Reply filters: Filter replies so you only see responses from people you follow or replies that include mentions.

10. Threads Communities

Threads is opening the door to communities — a new way to connect around shared interests, fandoms, and niche conversations.

Instead of everything living in one big feed, communities give people a dedicated space to talk about what they care about most. Dozens of communities are already live, with many more rolling out over time.

Community champions

Threads is also testing a way to highlight the people who really make communities thrive. Community champions are active members who consistently spark conversations, reply thoughtfully, and help keep discussions engaging.

Post with flair

For more niche communities, Threads is experimenting with flair — short labels you can add to posts within a specific community. Flair appears under your username when you post in that community and helps give context to your perspective. For example, in a book-focused community, an author might add an “Author” flair to their posts.

Flair is community-specific, meaning it doesn’t follow you everywhere — it only shows up where it’s relevant.

Here's what Threads had to say about this new feature:

Threads (@threads) on Threads

We’re opening the door to new communities and starting to test two features to help you connect and share what matters to you 👇

Threads

11. Ghost posts

Ghost posts are short-lived updates that automatically disappear after 24 hours, giving you the freedom to share spontaneous ideas without worrying about them sticking around forever.

What makes ghost posts different?

• Temporary visibility: Once published, ghost posts show up in your followers’ feeds like regular updates, but they archive themselves after a day.
• Lightweight engagement: Replies to ghost posts don’t appear publicly underneath the post. Instead, they’re sent directly to your inbox, and only you can see who responded or liked the post.
• Distinct look: In the feed, ghost posts are often displayed with a different visual style (like a grayed-out or dotted outline).

To make a ghost post, just toggle the ghost icon in the composer before you publish .

12. Group chats

Threads has expanded beyond public posts and replies — you can now have group conversations right inside the app. This gives you a private space to connect with followers, collaborators, teammates, or friends without leaving Threads.

What group chats look like on Threads

• Up to 50 participants: You can include up to 50 people in a single group chat, making it great for small communities, teams, or event groups.
• Custom names: Give your group chat its own name to keep things organized and recognizable.
• Admins in control: Only group admins can remove users, which helps manage the space if someone joins who shouldn’t be there.

How to start a group chat

1. Tap the messages (DM) icon to open your inbox.
2. Create a new message, select Create group chat, and add the people you want in the chat.
3. Click on + Add group name to do just that.
4. Start chatting.

Pro tip: Some versions of Threads also let you generate a group chat invite link, so you can share access with others instead of adding everyone manually — handy for campaigns, collaborations, or open invites.

13. Saved quotes

Threads makes it easy to save the moments you don’t want to lose with Saved Quotes — a way to bookmark quote posts so you can revisit them anytime.

When someone quote-posts (shares another person’s post with their own commentary), you can now save that quote for later. Instead of scrolling endlessly to find it again, you can quickly jump back to it when you need insight, inspiration, or context.

This small feature adds a lot of value for creators, community managers, and anyone who wants to hold on to the best bits of conversation without keeping them pinned in the feed.

How to save a quote:

Threads (@threads) on Threads

In the composer, tap the quotation mark icon and you’ll see lists of the posts you’ve saved and liked. Choose the one that inspires you, add your take and quote it 💬 This feature is available on iOS and rolling out on Android in the coming weeks. If you have it, let us know what you think!

Threads

Threads keeps evolving — watch this space

Threads is still finding its rhythm — and that’s part of what makes it worth watching. With each new feature, the platform is expanding how people discover content, connect with communities, and express themselves in more flexible ways.

As new tools and updates roll out, using a platform like Buffer can help you stay consistent, measure what’s working, and focus on creating content that your followers love.

FAQs about new Threads features

Is Threads still growing in 2026?

Yes. After an early drop-off, Threads has rebounded and now has 400 million monthly active users, signaling renewed growth and engagement.

How does Threads work compared to X (Twitter)?

Threads focuses more on interest-based discovery, community, and recommendations, rather than real-time trending hashtags or news-first content.

Does Threads use hashtags?

Not really. Threads prioritizes topics over hashtags, using topic tags to help surface relevant content and communities.

How do topics work on Threads?

Topics act as interest markers, helping posts reach people who care about that subject. Posts with topics tend to get more views than those without.

Can you schedule posts on Threads?

Yes. With tools like Buffer, you can schedule Threads posts, cross-post to other platforms, track performance, and manage ideas in one place.

Does Threads have analytics or insights?

Yes. Threads Insights now includes views, engagement, follower growth, demographics, and where your content was discovered.

Can you edit a post on Threads?

Yes. You can edit a post for up to 15 minutes after publishing, but you can’t add or remove media once it’s live.

Is Threads available on desktop?

Yes. Threads has a web version that lets you browse, post, and engage from your computer at threads.com.

Are there ads on Threads now?

Yes. Threads ads are rolling out globally and appear natively in the feed, using Meta’s existing ad system and targeting tools.

What is the fediverse, and how does Threads connect to it?

The fediverse allows different social platforms to interact. Threads is gradually enabling this, letting posts reach people beyond Threads without extra effort.

More Threads resources

• 17 Threads Stats You Need to Know in 2026 (+ What They Mean for Your Strategy)
• Everything I’m Trying to Grow to 1,000 Followers on Threads
• The Best Time to Post on Threads in 2026 — Data from 700K+ Posts
• We Analyzed 1.7M Posts from X, Threads, and Bluesky: Here’s What We Learned
• How to Get More Followers on Threads: 9 Tactics to Help You Grow
• I Posted to Threads Consistently for A Month — Here’s What Happened
• 7 Creators on Threads to Watch (+Lessons to Learn From Their Content)

View the full article