Tools for Marketing and Content Creation

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 …

I’m no stranger to a certain amount of time-eating scrolling on social media, but TikTok is something else. I’ve been engrossed by the social media app for hours on end — and the TikTok algorithm is to blame. But the secret sauce that makes the app so addictive to users is exactly what has content creators and marketers tearing their hair out. Why do certain TikTok videos gain meteoric popularity while others, seemingly of equal quality, barely get a glance? The answer isn't just in the dance moves or trending sounds. The answers lie in a host of signals weighed and analyzed by the TikTok algorithm. The uncannily accurate recommendations are powered by an algorithm that d…

No one likes to be left on ‘seen’ — not your friends, not your partner, and definitely not your social media community. Social media monitoring is the process of tracking your brand mentions, post comments, and direct messages (DMs) on all major social media channels. Sounds simple, right? Reply to every comment, DM, and brand mention you receive. But messages start slipping through the cracks as your social media presence expands. Maybe you’re on many social media channels, and it’s hard to respond everywhere promptlyMaybe your social followers have ballooned rapidly (yay!), and the number of messages and customer queries you receive is piling by the minuteMaybe you’re h…

From brainstorming ideas, creating outlines, repurposing content — AI can make your job as a writer a whole lot easier. Artificial intelligence is not going to do your best work for you, of course. We know there’s (thankfully?) still work to be done in replicating the weirdness and wonder of human creativity. But AI can take some of the work off your plate, so you can focus on exactly that: creating. However, with the ever-growing list of AI software and tools on the market — all promising to help you generate, streamline, and automate your writing process — it can be tricky to figure out which ones are worth your time (and money). Which is where I come in. I’m a produ…

TikTok hashtags aren’t a one-way ticket to virality — but they can absolutely help boost visibility. When done right, TikTok hashtags help categorize your content, enable the algorithm to understand what your content is about, and boost your discoverability through TikTok SEO. In this article, we’ll explore everything there is to know about TikTok hashtags: What are TikTok hashtags? Why you should use hashtagsHow to find the right TikTok hashtagsHow to use TikTok hashtags properlyPlus, I’ll share a curated list of 250 trending TikTok hashtags — organized by industry to help you reach the right audience and grow your presence. What are TikTok hashtags?TikTok hashtags are k…

You're spoiled for choice when it comes to Facebook ads — from images and videos to carousels and collections, there’s a format (and placement) for just about every goal. Advertising on Facebook also gives you the chance to experiment and find just the right approach for your brand. But with so many options, it’s important to keep up with the latest Facebook ad specs. Facebook offers a world of creative opportunities, and getting the specs right is your first step to making the most of them. If you’ve ever found yourself Googling “Facebook ad sizes” or “Meta ad specs” five minutes before launching a campaign, we’ve got you covered. In this fully updated guide, you’ll fin…

Keeping up with Instagram in 2025 feels a bit like running a marathon. There’s always something new, trends move fast, and maintaining consistency can be exhausting. But here’s the good news: you don’t have to tackle it alone — and you certainly don’t have to spend a fortune. The right tools make all the difference. Whether you’re crafting engaging visuals, planning your content calendar, analyzing your data, or boosting engagement, free Instagram tools can save you hours of work every week. Detailed analytics can help in understanding post performance and user engagement. In this article, I’ve rounded up 26 free Instagram tools for creators, marketers, and small business…

I find myself wanting to buy a new product I’ve seen on Instagram at least once a week. (Right now, I’ve got my eye on a gorgeous set of coffee mugs from Studio 13.) Instagram makes those “I need this” moments easy to act on — people see something they like, and they can buy it in just a few taps. What started out as a simple photo-sharing app has evolved into a powerful social commerce platform where you can show off your products, find new customers, and even make direct sales. With 130 million people tapping on Instagram shopping posts each month, it’s clear that casual scrolling can easily turn into active shopping. That’s a big opportunity for businesses and creators…

The use of AI to generate weird and wonderful imagery is definitely one of my favorite applications of the cutting-edge tech. I've tested out AI writing tools and AI productivity tools, but putting the host of AI image generator through their paces was hands-down the most fun I've had in testing tools in ages (and I love testing tools). As with other AI tools, there's no shortage of artificial intelligence image generators on the market. I'm sure by the time this article is published, about 35 more will have just launched. ❗Looking for Pablo? We've sunsetted Pablo, Remix, and Stories Creator (more on that here), but the AI tools on this list might help!By now, we all kno…

I create video content for Instagram Reels, TikTok, YouTube, and LinkedIn, so I’m always looking for new tools to make the process smoother — and I may just have found my new favorite. Instagram has just launched their brand-new video editing app, Edits by Instagram, and it’s already way surpassed my expectations. If you’ve ever tried to edit a reel with Instagram’s native video editing tools, you’ll know why I was a bit skeptical. Optimistic, but skeptical. But Edits has not disappointed. The new app is lightyears ahead of Instagram’s built-in editing capabilities — which makes sense, given that this new app is meant to rival CapCut, the Swiss Army knife of video editing…

With the ever-changing nature of The Algorithm™, hashtags have remained one of the most reliable ways to boost your content’s visibility. Whether you're creating Instagram Reels, posting to TikTok, or scheduling content across multiple social media platforms, the right hashtags can help you reach the right audience — fast. Your TikTok or Instagram hashtags might be what gets your content discovered, shared, or saved — especially when they’re relevant, timely, and well-placed. That’s why having a solid hashtag strategy is still a key part of successful social media marketing. But let’s be real: finding the best hashtags for every post can be a time-consuming task. And not …

There are many factors to consider when it comes to posting on Instagram — but the one that often feels like a make-or-break decision is what time to post your content. It's a fair concern — the last thing you want is to spend the time and resources needed to create a showstopper piece of content only to post it in a social media dead zone that results in… crickets. Sharing Instagram Stories, reels, feed posts, and carousels at optimal times for reach and engagement is an important consideration in your social media strategy. If your content immediately makes it to your target audience's feed while they're around to engage with it, it's more likely to succeed. That's why…

As a creator or brand trying to get going with video marketing it can feel like everyone else has a ring light, a script, and a multi-camera setup — and you’re still figuring out where to start. You know what helps to remember, though? All of those folks started out exactly where you are now. Video is a great format to explore: it helps your audience connect with you more deeply and puts a face to the (brand) name. It’s not a trend; video marketing is here to stay. Can you succeed in your social media marketing strategy with a text-first approach? Of course. We’ve got tons of data to prove it. You don’t need to hop on the video marketing bandwagon just because everyone s…

You probably won't have to scroll TikTok for more than a few minutes before stumbling upon a video about how someone has just quit their day job to become a full-time creator. (Not just my algorithm, is it?) It makes for great content, of course, but there really are loads of ways to earn on TikTok — and I don’t just mean through sponsored posts. TikTok is a standout social media platform when it comes to the sheer volume of ways you can earn — without even leaving the app. The platform is constantly experimenting with new ways creators can monetize their content, from participating in challenges with cash incentives to receiving rewards for high-performing content. Wheth…

If you’ve followed Buffer for a while, then you know we have a few uncommon approaches to teammate benefits and compensation. The example I’ll dig into today is our “Dependent Grant,” which we launched in 2016. Our Dependent Grant is separate benefit, outside of salary, that we grant teammates who are taking care of and supporting family members. It’s an extra $3,000 USD per year per child, up to four dependents total. This has been one of our most unusual (and at times controversial) benefits. Until recently, this was granted for extended family members, like siblings, parents, and grandparents. After eight years, we’ve updated this benefit. As always, we’re here to sh…

Let’s start with the facts: I don’t usually create content this way. Most weeks, I post 3–5 times across LinkedIn, Threads, and TikTok — usually planned a few days in advance, sometimes the same day. I like having the flexibility to post when I’m inspired, not just when something’s scheduled. But ahead of a month-long trip — part retreat, part travel — I knew I couldn’t rely on my usual workflow. I would be adjusting to new environments, exploring new cities and attending full-day team sessions. I wanted to stay visible online without scrambling to come up with new ideas mid-trip. So I gave myself one focused day to get ahead. Not to create 30 fully polished posts — but t…

I run a Facebook group called Freelancers Who Work Smart, Not Hard, but, for ages, I managed it the hard way, not the smart way. The hard way looks like this: trying to remember to post regularly (when I sometimes can’t even remember what day of the week it is), coming up with some of my best ideas at 3 a.m. (before promptly falling asleep and forgetting them), and posting sporadically with neither consistency nor strategy. Days or even weeks (eek) would go by without me posting, and the group would lose momentum. Somewhat ironically, things changed when I went on maternity leave. Before taking three months off work, I scheduled two posts a week to keep the group active …

Imagine a place where you can stay updated on your college roommate’s life, get book recommendations, discover new brands, and learn more about anything you like. That’s exactly what Instagram is for you, for me, and for over one and a half billion other active Instagram users. In this beginner’s guide, I’ll share everything you need to know about Instagram — from getting started by creating an account to growing your business or personal brand on the platform. What is Instagram?Instagram is a photo and video-sharing app. You can use this social media platform to create, edit, and publish anything visual. Your followers react to your posts by liking, commenting, sharing, …

Here’s a question: How can you boost the performance of your Instagram posts and reels in one minute or less? The answer lies in your Instagram Stories. I do this for every post I share on Instagram, and it never fails to help my content gain traction. That’s because reposting my feed posts to my Instagram stories helps my most engaged followers (read: my mom) see my Instagram content, which might not have popped up on their feeds yet. It all has to do with the way the Instagram algorithm for stories works — which, yes, is different from the feed algorithm. Your Instagram Stories tray will always feature the stories of Instagram users you watch and engage with most often …