Tools for Marketing and Content Creation

Social media was never just a one-way broadcast channel. A holistic social media strategy includes creating useful, entertaining content and building a community. But you can’t connect with your audience if you’re not responding to comments, ignoring direct messages (DMs), and skipping brand mentions. If you’re here, you already understand why engagement matters. Most creators and small business owners struggle with: Lack of time to reply and engageScattered notifications on multiple platformsAbsence of systems makes engaging feel overwhelmingThat’s where social media engagement tools come in. They help you stay on top of your notifications across channels, collaborate wi…

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’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 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, 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…

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 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…

Whenever I dream up a home improvement project for my place, I work the smartest and fastest when I have the right tools. The difference between having helpful resources and trying to figure everything out manually? It's huge – and it shows in your results. The same principle applies to digital marketing. How can you work smarter and faster with SEO? It starts with having the right tools. Whether you’re just getting started with SEO or you’ve been at it for a while, these free tools can make a real impact on your visibility in search. They’re user-friendly and give you a peek into the factors that determine how well your content performs. Let’s dive in and see which tools…

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…

Social media links make it easy for people visiting your website to find your business on social media — an essential first step toward growing your audience. Since every company has a different branding style, you might not want to use a social media platform's traditional icon styling. So, how can you find free social media icons that suit your brand? We’ve scoured the internet for 40 stylish and versatile social media logo files. The best part is that everything on this list is free, so you can stay on brand without spending a dime. 1. FlatIconFlatIcon is a database offering including each social media app’s original logos and combination icons — if that's something y…

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 …

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…

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…

Having a strong LinkedIn game is no longer an option. What we’re witnessing in today’s tough economy is the inevitable rise of social selling. This trend leverages social media platforms to build connections and establish meaningful relationships with potential business prospects — and when it comes to social selling, LinkedIn is the MVP. The reality is that the best LinkedIn users are marketing machines. They use the platform as a content distribution system, not a resume builder. This is your street credibility and personal brand all rolled into one. It’s the first impression you’ll make on prospective employers, clients, partners, or investors — so make it count. My ow…

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…

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…

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…

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…

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…

Let me just put it out there: There has never been a better time to become a LinkedIn creator, even if you’re starting completely from scratch. LinkedIn has over a billion users, but only a small portion of those are actively creating. That means less competition for attention on the LinkedIn feed — and as a result, plenty of opportunity to increase your followers on LinkedIn. I can personally attest to the power of focusing your creative efforts on LinkedIn. I've been posting consistently on LinkedIn for about six years now, and it's helped me grow to over 22K followers — which has opened up some incredible opportunities. Increasing my LinkedIn following has helped me …

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 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…

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…

From the moment I launched The Flourish Market — a boutique that specializes in selling clothing, accessories, and gifts that have a bigger purpose — I knew that we would need to think about our holiday promotions differently. Given that most of the 200+ brands we partner with are B Corps or fair trade companies, our margins are already tighter than the average store. I felt the biggest discount we could afford to offer holiday shoppers would be 20%, which isn’t very exciting when the big box stores and even smaller boutiques would be offering 40-60% (or more) off. I’ve always been a big believer that when you can’t compete, you get creative. So I thought about what we …

As an Engineering Manager at Buffer, I write a lot — Slack messages, proposals, code, documentation, and feedback. And as AI tools became part of my workflow, I found myself writing even more. I've always been slow at typing, and I think better by talking than by writing. It never felt like a big limitation before, but with AI tools, I started feeling it more and more. I'd keep prompts short even when I knew I should add more detail, because typing it all out felt tedious. Then I tried ChatGPT's voice feature and something clicked. I could include all the context and nuance that I'd normally skip. I wanted that experience everywhere, not just in one app. So over the last …