Tools for Marketing and Content Creation

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…

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…

Big marketing dreams, but working with a tight budget? After more than a decade of marketing for bootstrapped brands, I've learned that you don't need to spend a fortune on fancy digital marketing tools to see results. It's all about building a smart toolkit that punches above its weight. One that helps you work efficiently and get results without breaking the bank. That's where this comprehensive list comes in: 28 digital marketing tools that help growing brands succeed. Many of these tools offer free or low-cost versions, so you can start small and scale up as you're ready for more features. Consider this your guide to building a powerful marketing tech stack that works…

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…

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 …

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…

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…

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…

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 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…

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…

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…

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…

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…

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…

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…

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…

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…

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…

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…

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…

Every few months, we take stock of the quiet progress happening across Buffer. These aren’t flashy features or full-on launches — but they’re the kinds of updates that make everything feel smoother. Lately, the Buffer team has been doubling down on quality (alongside all the headline-grabbing stuff). Here's a look at all the small changes and quality-of-life improvements you'll now find in your Buffer dashboard. How we’ve been improving quality at BufferBug fixes and small improvements have always been part of the job. But we're a small team, and in the past, they sometimes had to compete with bigger feature projects. Recently, two teammates — Adam, our Senior Escalation…

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…

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…