Tools for Marketing and Content Creation

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…

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…

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…

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.…

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…

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…

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…

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…

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 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…

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…