Tools for Marketing and Content Creation

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…

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…

Recently, we realized our way of calculating MRR and ARR wasn’t giving us the clearest picture of our business. A few months ago, we made the decision to cancel the Buffer subscriptions of 1,361 inactive annual legacy subscriptions. We let those customers know they can always use Buffer for free or sign up for an annual plan again. After sending that email and canceling the annual plans, we braced for a $14,000 monthly recurring revenue (MRR) drop. But the numbers didn’t budge. We knew something was off when we didn’t see the immediate impact of cancelling those subscriptions. Instead, those cancellations were being stretched across the next 12 months, tied to each custom…

Everyone says consistency is the key to growth on social media: more likes, more shares, more leads. And they’re right — Buffer’s own data shows that consistent posting can multiply engagement across platforms. What few people talk about is how on earth you actually do it. And more importantly, how do you make it sustainable, so you don’t burn out two weeks in? When I left my role as a marketing manager to go solo as a Notion builder and creator, I knew that showing up regularly would make or break my business. But this time, there was no team, no external deadlines, no boss asking for drafts. I was my own boss. It was just me, my ideas, and the blank page. That meant I n…

One of the first hires we made at Buffer was for our customer support team, and that was intentional. We've always wanted every person who reaches out to feel genuinely valued and heard, striving to set the bar for exceptional customer support. That commitment to excellence in customer support hasn't changed in the nearly 15 years we've been in business. Over the years, we've built a team where everyone takes ownership of the customer experience and actively seeks new ways to deliver stand-out experiences. Buffer’s customer support team includes 18 talented teammates from seven countries, and the average tenure for our team is nine years. Through thoughtful planning with …

Buffer for iOS 26 is the biggest update we’ve ever shipped to our mobile app. The update includes: ✨ Fresh new design with Apple’s Liquid Glass system💡 New Ideas Shortcut + Action Button for saving ideas on the go⌚ Brand-new Apple Watch app (queues, goals, streaks, ideas)📅 New calendar day view showing all channels in one place🎯 Posting Goals with progress rings on your channel avatars+ Dozens more improvements that make Buffer smoother and more flexible for creators on the go.Download Buffer's iOS app This update also feels like a full-circle moment. Back in 2012, we launched our very first iPhone app, built by Andy, who’s still at Buffer today, leading the engineering w…

The social media management tool you choose can set the tone for how you grow your presence. You want it to be easy and flexible — without stretching your budget. Buffer and Later are two names you’ll see often, each offering different ways to help you schedule posts, connect with your audience, and analyze performance. If you’re weighing your options between Buffer and Later, you’re in the right place. The key differences and similarities to look for between them are: Jump to a section: Buffer vs. Later features overview Plans and pricing Social media scheduling and planning Capturing ideas and planning content Social media engagement Soci…

Barry Greene has spent the past three decades helping students master the art of jazz guitar, both as a professor at the University of North Florida and through his own online lesson platform. His teaching journey took an unexpected turn in 2007, when he uploaded a casual video to YouTube. What started as a fun experiment quickly gained traction. As Barry recalls, 'within months, I was teaching masterclasses overseas.' Over time, Barry built a thriving online community of guitarists who rely on his lessons to develop their technique, explore jazz harmony, and stay inspired. With growth came a challenge: keeping up with social media demands without sacrificing time for cre…

As a marketer, you might have heard that Gen Z prefers TikTok, Instagram is trendier and so on. But Facebook is far from flailing. It’s the biggest social network in the world — by a large margin. Gen Z prefers TikTok, Instagram is trendier, and new platforms are emerging to capture attention. But the data says different: Facebook isn’t merely hanging on, it’s the biggest social network in the world. With over 3 billion monthly active users, Facebook sits at the center of Meta’s ecosystem and is one of the most important channels for marketers thanks to its highly effective ads. Its user base spans nearly every demographic and region, making it a platform that businesses …

I'm not TikTok famous. I don’t have a blue checkmark on Instagram, nor am I a LinkedIn Top Voice. But I have a modest following across all three platforms, which I have been able to monetize. I’m what some influencer marketers might call a nano-influencer, comfortably in that under-10K follower range. (I prefer the term nano-creator, but potato, potahto.) It’s not a full-time income — this year, I’ve netted around $3,000 directly from my content. But that’s if you don’t consider the spin-off work that has come from my social media presence, like freelance writing gigs and podcast hosting. Since I create content outside of my full-time job at Buffer and don’t spend more th…

Tap, tap. Hello, is anyone there? 🎤 Getting views on YouTube can feel like talking to an empty room — especially if you’re just starting out. But don’t let that feeling discourage you. It’s all part of the process. And, with the right tactics, it's definitely possible to get more views on YouTube in 2025. Even if you’re a complete newbie! In this article, I’ll share 13 tried-and-tested tips on how to get more views on YouTube. Whether you’re someone who just created their channel or you’ve been stuck on the same average viewership numbers for a while, there’s something here for everyone. Jump to a section: 1. Focus on your idea first 2. Think of your YouT…

What’s the first thing you do when you open Instagram? If you’re like most of us, your finger probably goes straight to tap on stories and see what your friends and accounts you follow have been up to over the last 24 hours. Instagram Stories have become one of the best ways for everyone — from creators to small businesses and social media managers — to show up, stay top of mind, and connect with their most loyal followers. Whether it’s a quick behind-the-scenes snap, a poll sticker, or a sneak peek of your latest product, stories are where the day-to-day magic happens. The only catch? Stories are fleeting, often on-the-fly, and easy to forget when your day gets busy. I…

When your to-do list is already longer than a TikTok scroll, hopping between apps to schedule social media posts is the fastest way to lose focus. That’s why the smartest creators and marketers rely on social media scheduling tools to batch content, stay visible, and actually log off. I used to publish on the fly too, but I’ve been converted to content batching. And after testing a dozen schedulers, I found what really matters — and what doesn’t. Today, planning content in advance lets me stay visible on most social media platforms, reclaim evenings for real life, and still hit my growth goals. In this guide, you’ll find the media scheduling tools that make that possible,…

While scrolling on my Instagram feed, I saw a post about a gorgeous planter in my friend’s post. I immediately inquired about the brand and ordered a couple of pots for myself. That’s a classic example of how user-generated content (UGC) works. It’s an authentic post about a brand and its products on social media channels — created by real and relatable customers instead of the brand or influencers. In this article, I’ll share the A-Z on user-generated content and how your brand can use it to improve your social media marketing efforts — with some examples to inspire you! What is user-generated content (UGC)?User-generated content (UGC) is brand-specific content created b…

Ogilvy's Creative Director, David Raichman, called AI “a force multiplier for creative expression,” and I couldn't agree more. I remember the countless times I'd be staring at the blinking cursor, waiting for inspiration to strike, only to be met by a nagging voice of doubt. That's probably because the brain filters out many ideas before they can reach our conscious thoughts. This is when AI steps in, rescuing me from the creative rut. As a content marketer who's worked with several brands on their social media campaigns, I've tested dozens of AI tools to break through these creative blocks and streamline my content process. What started as curiosity has transformed how I…

A few months ago, I created an Instagram Reel that (I thought) looked great when I was making it. I uploaded, hit post, and tapped on it to fill the screen — only to find a sliver of the text got cut off at the edge. It’s a tiny detail that can have a big impact, especially for brands and creators with a high bar for quality. There’s a small kind of joy in seeing your post appear exactly the way you imagined it, and that comes from getting your Instagram image sizes exactly right. If you're pouring your energy into creating standout visuals for Instagram, you'll want them to look their absolute best when they go live. No strange cropping, no weird blur — just a clean, sha…

Most social media networks want to draw users onto the platform and keep them there. But, once again, Bluesky is taking the path less travelled. The decentralized social platform loves subverting the norm, and their latest announcement is the perfect example. Bluesky is testing a new livestreaming feature, starting with a small group of accounts and a few high-profile partners. While livestreams won’t be hosted on Bluesky, users will be able to discover when someone is live — and jump directly to YouTube, Twitch, or another platform to watch. As Blueskky COO Rose Wang explains: “We aren’t trapping you in Bluesky. We want you to use Bluesky to discover what’s happening.” S…

There are no definitive “growth hacks” for increasing the number of followers on your Instagram account — but there are still plenty of things you can do to build your Instagram growth strategy. Here are 13 steps you can take for organic Instagram growth in the order we recommended doing them. Before we dive in: If you’re just starting with Instagram for your business or as a creator, the first step is to tighten the nuts and bolts of your Instagram presence. Don't fall for the temptation to buy fake followers — it'll only hurt you in the long run. The first few tactics in this guide cover the basics and are particularly relevant to new creators or businesses. Even if you…

Having thousands of followers is great. But sometimes, the real value of social media comes from smaller, more meaningful interactions. That’s where Instagram Close Friends can be a game changer. This Instagram feature, first introduced in 2018, lets you handpick a close friends list — a private group who can view exclusive content through your Instagram Stories. Whether you're a creator wanting to show more behind the scenes, or a small business testing new product ideas, Close Friends opens up a new layer of connection. Think of it like an inner circle feed: no algorithms, no pressure, just you and the people who matter most. And it’s not the only way Instagram is leani…

Whether you're building your personal brand or running social media marketing for a business, choosing the right social media platforms matters. It’s not just about being where everyone is — it’s about being where your audience already shows up. That’s why we put together this guide: a look at the top social media platforms in 2025, ranked by monthly active users and updated with insights on what each platform is best for. From familiar giants like Facebook and Instagram to rising players like Threads and Bluesky, this list will help you make smarter decisions about where to show up and what kind of content to create. And remember: you don’t need to be on every social med…

If you’ve been around here a while, you’ll know that crunching the numbers to figure out the best time to post on all major social media platforms is basically our love language. And now we have enough data to add Threads to our roster, too! Because even though Threads uses an algorithm to decide what you (and your target audience) sees in the feed, when you post still has an impact. And now we have the data to prove it. We analyzed hundreds of thousands of Threads posts sent through Buffer — 730K posts, to be precise — to figure out if some time slots stood out in terms of post performance. (Spoiler: there were a few.) Our primary metric for this study was median engagem…

As a millennial, I’m not ashamed to be a Facebook fan, and it turns out that I’m not alone. About 69% of my generational cohort is still active on the platform. Although only 37% of Gen Z are active users, Facebook still boasts a solid presence among older generations, with 6.6% of users aged 65 and up. In total, approximately 3.07 billion people log on to the little blue app every month. Facebook’s size alone makes it hard to ignore. But it’s not just about numbers. With its mix of generations, built-in community features, and powerful tools for targeting and content, Facebook is still a key player for brands and creators. Thanks to new updates in AI, video, and even …

Instagram is quietly testing a new feature that could change how creators and brands share content — and I’m pretty excited about the potential. In their words: Unlockable reels are designed to encourage “a new, IYKYK way” of engaging with your community. The new Instagram Reels, also called “locked” or “secret code” reels, will require a (you guessed it) secret code to view. These password-protected videos offer a fresh way to build excitement, reward your most engaged Instagram followers, and share content with a more targeted audience. Also, they’ll be a delight to puzzle fanatics like me. After some initial testing, The Weeknd was the first creator to officially use a…

I have a tendency to treat coming up with content ideas as a solo sport. I’m used to sitting with my thoughts, combined with a post format I saw that I loved and want to recreate. And when I’m stuck, I scroll through my bookmarks with hundreds of post ideas for something to remix. I’ve been fortunate that that system works time and time again for me — but it’s not the only way to create. So, a few weeks ago, instead of forcing it, I tried something different that I should be doing way more often: I asked my community. Not in a vague, “what should I post about?” way — but with a specific, open-ended question. And what followed was a flood of thoughtful, deeply relatable re…

More doesn’t necessarily mean better. Think emails in your inbox, glitter on a Mother’s Day card, hot sauce… That applies to social media metrics, too. You might be surprised to hear it. The more information you have, the better you can tailor your social media strategy, right? Well, not exactly. Not all social media metrics are created equal, and which ones to focus on comes down to your specific social media goals. You might be testing a new format, tracking audience growth, or trying to understand how people interact with your posts. And while it’s tempting to track everything, more data doesn’t always mean more clarity. Metrics are most helpful when they guide your …