Tools for Marketing and Content Creation

“If you can’t measure it, you can’t manage it.” I bet you’ve heard this one from Peter Drucker, one of the best-known thinkers and writers on the subject of management theory. And maybe that’s why you’re here: You know that growing on TikTok isn’t just about posting videos — you need to dig into the data to see what actually works. But, if you’re anything like me, when you first open the TikTok analytics tab, it feels like staring at a spaceship dashboard. Numbers, charts, percentages … Where do you even start? The good news is that you don’t need to measure everything; it’s more important to measure the right things based on your goals. The magic happens when you focus …

I used to be a chronic overthinker, and it fueled my anxiety. Whenever I had to attend social gatherings, give a presentation, or even record a talking head video, my mind would spiral. I’d analyze every tiny detail until I was paralyzed, putting off the thing I intended to do. That started to change when I joined the global 100-Day Project this year — and chose posting on TikTok as my challenge. I took it on specifically to push back against the anxiety of showing up online. The more I showed up, the less I worried about being judged or coming off as “cringe.” Over time, I noticed a shift — I felt less anxious and stopped overthinking every move. Each post became a sma…

Spend five minutes on the “how to grow” side of TikTok, and you’ll quickly learn one thing: if you’re not posting multiple times a day, you’re doing it wrong. Or so the algorithm experts say. As a fledgling TikTok creator, I’ve always been a bit sceptical of this advice. I managed to build a small audience within about a year by posting a couple of times a month, rather than daily. But… would I have been able to get more views on TikTok if I had? I put the question to Buffer’s data scientist, Julian Winternheimer. And because he never does anything by halves, Julian analyzed a massive dataset to find the answer: 11.4 million TikTok posts from over 150,000 accounts. We (b…

One of the best things about TikTok is that it doesn't play favorites. Even new accounts can reach thousands, sometimes millions, of users. The idea of a “welcoming” algorithm might feel strange to long-time creators and social media managers, but if there ever was one, it would be TikTok’s. The social media platform is bursting with potential. With over 1.58 billion users spending nearly an hour every day on the app, chances are your audience is already waiting to discover — and follow — you. Now, follower count isn’t everything. But it does open doors. It helps you build trust, unlock cool features like the TikTok Shop, and grow a loyal community that vibes with your co…

You’re showing up consistently on Instagram— creating high-quality content, getting views, reaching new people. But maybe you're wondering why the likes, comments, and shares aren't quite where you'd hoped they'd be. If you’re doing all that, our content itself probably isn’t the issue. You just need to fine-tune your Instagram engagement strategy to better connect with your audience and build a loyal community. In this blog post, I’ll share 11 evidence-backed strategies that will help you increase your engagement rate on Instagram. What is Instagram engagement?Instagram engagement is a measure of how your audience interacts with your content beyond just viewing it. When…

I hit 20,000 followers on LinkedIn in August 2025. The number itself is worth celebrating. After all, who doesn’t love a milestone number? However, it has also led to much reflection about where and why I started on the platform. This was the first year I set a clear growth goal for LinkedIn, and reaching it gave me a reason to pause and ask: What actually drove this growth? What changed along the way? And what comes next? In this article, I’ll share the strategies that fueled my growth, the opportunities that came with hitting 20K, and the challenges I’ve had to navigate along the way. I’ll also share how I plan to approach LinkedIn (and content more broadly) in this nex…

I’ve been freelancing for two and a half years. And that’s exactly how long it took me to make LinkedIn work for me as a tool to grow my network and get clients. For a long time, I’ve gotten sporadic results. Discovery calls that led nowhere, very few leads, and a single client with a one-off project. But looking back at how I approached my LinkedIn presence, it all makes sense. I combined short, impulsive bursts of creativity with months-long escapes from the platform. And my results reflected that. As a freelancer, it’s easy to get lost between 20 different acquisition strategies, client work, and administrative tasks of running your business. Without a structure in pla…

I don’t know about you, but my 2025 earworms are pretty much exclusively trending songs from TikTok at this point. (Even the non-music sounds from TikTok tend to get stuck in my head, but I digress…) The catchiness of these tunes is incredibly powerful for creators and brands on the social media platform to tap into, because not only do users remember the song — chances are, videos that featured the track will probably stick in their minds, too. Beyond memorability, of course, is the algorithmic effect of being right on the cusp of a trending TikTok song. And who would say no to a little boost for the content they worked so hard on? In this post, I’ll share the most viral…

The remote work movement is a growing global phenomenon. 79 percent of knowledge workers worldwide said they work from home, and 80-90% of the U.S. workforce would like to work remotely at least part time. And while no two remote work situations are identical, there are some common themes when it comes to the tools and accessories for success. Of course, the most crucial element is wifi. But after that, there’s still plenty to consider: the desk setup, the commuter bag, the headphones, the travel accessories and more. And then, there are the more classic questions… Mac or PC? iPhone or Android? On Buffer’s global team of 80 folks, many team members have spent a great deal…

If you’ve started creating YouTube Shorts, you’re tapping into one of the fastest-growing ways to reach new audiences. Our data shows that the use of shorts skyrocketed from 5.6K - 147K in just 18 months. The power move of YouTube Shorts is their discoverability. Unlike longer videos, where folks actively choose what to watch, people swipe through YouTube Shorts content on their phones, finding new videos as they scroll. This means your shorts can reach viewers who might never have searched for your channel. Sticking to a consistent posting schedule will help you get even more eyes on your content, and my number one tip for showing up is to schedule your YouTube Shorts in…

I’m a mom with a full-time job, and I’m an active creator. I also have ADHD. That combination of factors can make getting stuff done… complicated. But with the help of (many) handy systems, tactics, and tools, I feel as though I’ve made juggling all that with my neurodivergent brain a whole lot smoother. It’s certainly not easy, but it’s very, very doable. I’ve been actively growing an audience on LinkedIn, Instagram, and TikTok for a few years now. I have around 20K followers across all platforms, and I’ve even been able to monetize my work. Now, consistently creating content when it’s not your full-time gig can take a lot of time, energy, and focus for most folks. Addin…

Like any other creator, I am no stranger to getting ideas at random times. But remembering them or actually publishing? That’s a different story. If you’re trying to be consistent and grow your personal brand, you know what it’s like to get an idea while you’re scrolling on LinkedIn or in the middle of a conversation. You think to yourself, “I should write a post on this.” But life gets busy, work gets complicated, and the content takes the back seat (as always). I know how discouraging inconsistency can feel. I’ve been there too. In this article, I’ll share the simple 3-step system that helped me break the cycle, stay consistent, and double my reach in under 2 months.…

X has been more open lately about how its algorithm works. In its own documentation, the platform notes that engagement is the strongest signal for visibility — replies, profile clicks, and dwell time top the list — but Premium subscribers also get an extra lift. In a recent breakdown from Social Media Today on the X algorithm, verified accounts (which come with a Premium subscription) benefit from this boost, alongside other factors like video watch time and conversation depth. On the flip side, link posts, all-caps updates, and “offensive” content see sharp penalties. In other words, X has made it clear: if you want reach, you need to be engaging and verified. This insi…

At Buffer, security has always been a balance: keeping our customers’ accounts safe while making login as seamless as possible for our global user base. A few months ago, we made a decision that might sound surprising — we removed SMS-based two-factor authentication (2FA) and moved fully to email-based verification. It wasn’t a change we took lightly. SMS has long been seen as the standard for 2FA. But over time, the drawbacks began to outweigh the benefits. Here’s the story of how we got there, what the transition looked like, and what we’ve seen since. Why we moved away from SMSSMS-based 2FA has long been considered a security standard, but our team discovered several c…

If you're on the hunt for a social media management tool, chances are that Buffer and Hootsuite are some of the first names that pop up — with good reason. These two options are among the best, and both come packed with features to make social media management easy and help you grow your following. So, which one is best? It's an interesting question without a straightforward answer. Perhaps a better question would be: Which social media management tool is right for you? While both Buffer and Hootsuite offer similar core features — social media management, scheduling, and analytics — they were built with pretty different users in mind. Generally speaking, Buffer serves sm…

If there were any app that was ✨ not like other social media apps ✨ it’d be TikTok. Its casual, fun, and off-the-cuff nature makes it one of the best places to find your tribe and build a community. And it’s also great for monetization. TikTok offers various ways to earn money, whether you’re a creator or a small business. The app has crossed $15 billion (yes, that’s a B!) in lifetime global consumer spending across the Google Play and iOS App Store. But as great as TikTok is, it can also be overwhelming. Determining a niche, staying on top of trends, understanding the algorithm, experimenting with various content types…there’s a lot to do. How do you string all of these…

At Buffer, we build with customers, not just for them. If you’ve seen my LinkedIn posts asking for quick chats, that’s why. Real conversations sharpen our product thinking, so whenever we start exploring a new idea, we talk to the people using Buffer every day. As a product manager focused on how our users create content, these conversations are particularly helpful in understanding how users come up with ideas and where Buffer fits into their workflows. As we explored improvements to Buffer’s content creation and scheduling experience, I spoke with 30+ users across industries and goals: solopreneurs, team managers, and creators growing personal brands. We wanted to unde…

What if you could read your audience’s mind? You could create the products your customers need, improve your profits, and save many hours. You’d become the creator or brand that just “gets it.” Ding, ding, ding! Your wish is granted. 🧞 There is a way to keep your pulse on the market and proactively anticipate what your audience wants — through social listening. What is social listening?Social listening is observing what your audience is saying about your brand and industry online to understand their needs. Let’s say you’re a skincare company. You want to launch a new product but have no idea what your audience is struggling with. Along with interviewing your current custo…

Dark Mode is now available in Buffer! And we timed it perfectly for spooky season. This has been our second most-requested feature, with 352 upvotes from our community. We heard you loud and clear, and we're thrilled to have it ready for you! As a creator, you know the feeling: it's late at night, inspiration hits, and you're ready to plan your content for the week. Or maybe it's early morning, and you're catching up on comments before the day begins. Dark Mode is designed for precisely these in-the-zone moments. It's about creating a calm, comfortable workspace that protects your focus and reduces eye strain. More than just flipping a switchWhen we set out to create Dark…

Since its launch in July 2023, Threads has gone from Meta’s “what if” project to one of the most talked-about social media platforms in the world. What started as an alternative to Twitter/X has found its own rhythm. It now attracts millions of active users, sparks cultural moments, and gives both creators and brands another space to join the conversations that matter most — no matter how niche. In fact, thanks to its growing popularity and the allure of uncharted territory, I’ve kick-started a project to grow to 1,000 followers on the platform by December 2025. Now, you may be wondering — why is Threads so buzzy? What makes it different from other text-first platforms? A…

One of the most common questions creators and brands ask: “Is my engagement rate good?” The answer depends on your follower count. A 5% engagement rate looks very different for a neighborhood café with 500 fans than for a news publisher with half a million. That’s why we analyzed 52 million Facebook posts across 213,000 accounts with over 6.9 billion engagements collectively, to see how engagement rates shift by follower tier. The result was a clear picture of what “good” looks like — from under 1,000 followers all the way up to 1 million or more. ⚡ Want to explore more metrics like reach, posting frequency, and growth rate? Check out our Facebook benchmarks tool. 🔢 The a…

I deleted my 7K LinkedIn account and five months later, I was back to 4.5K followers and 416K impressions. Deleting an account I’d spent months building felt reckless, but it ended up being the reset I didn’t know I needed. In January 2025, I started from zero. Five months later, my new account had multiple viral posts, over nearly half a million impressions, and a growing network that finally felt aligned with the kind of work I wanted to do. My LinkedIn analytics This is the story of how I rebuilt my presence from scratch — and the systems that helped me grow faster, with more clarity, the second time around. Let’s go! My first LinkedIn account and why I deleted itI joi…

I recently wrote about hitting 20,000 followers on LinkedIn and what comes next. In that article, I shared that Threads would be my next frontier, and now, I want to share why and how I plan to make it so. After years of posting within a structured framework on LinkedIn, I started wondering what would happen if I loosened the rules. I’ve tested formats, frequency, and monetization, but always through the lens of performance. I didn’t want to move into a new phase of growth using the same tactics. What if I treated content less like a system to optimize and more like a sandbox to play in? And so, the Proof of Concept series was born, and with it, my first experiment: growi…

After almost a decade of creating and a few years of working remotely, becoming a mom in mid-2024 made consistency and work-life balance my biggest challenges. Before I knew it, I was burnt out, questioning myself, and barely staying productive. TL;DR: I found myself spiralling, and it felt like the walls were closing in on me. If you’re a creator, small business owner, or marketer juggling remote work and parenting, you know exactly what I mean. Thankfully, this season didn’t last too long. After a few messy months, I found a simple system—including some smart outsourcing—that now helps me: Post 2-5 times a week across LinkedIn, Instagram, TikTok, and YouTubeGrow my au…

For years, creators have shared the same warning: “Don’t post links — they’ll harm your reach.” But numbers to back it up have been hard to come by. That’s what we set out to test, this time on X, formerly known as Twitter. With the help of our data scientist Julian Winternheimer, we dug into 18.8 million posts from 71,000 X accounts, and the results are clear: links really do hurt performance. For creators and brands who rely on sharing links as part of their content strategy, the data points to something bigger than a small algorithm tweak. Let’s get into the numbers. 💡If you’re interested in seeing Julian’s analysis, check out his blog for a deep dive.Do posts with lin…