Tools for Marketing and Content Creation

Funny, poignant, catchy — trending sounds are the backbone of TikTok virality and can often make or break a video’s success. According to TikTok research, “sound is the anti-scroll on TikTok”. With their data, it’s not hard to see why. Eighty-eight percent of TikTok users said that “sound is essential to the TikTok experience,” while 73% admitted they would "stop and look" at ads on TikTok with audio. Both of these stats are significantly higher than other platforms, TikTok said (though they didn’t offer a comparison). Of course, it’s not always easy to find TikTok audio at the peak of its popularity — and no one wants to add a phased-out sound to a video clip that’s tak…

While it’s always a good time to watch TikToks — globally, users spend an average of 34 hours on TikTok per month — figuring out the best time to post a TikTok is a bit more complicated. And yet, knowing when to post on TikTok can be super helpful for content creators and small business owners alike. After all, creating TikToks is tough work (trust me, I know), so it makes sense to figure out your best time to post on TikTok. This is why we tapped into Buffer’s data — analyzing more than 1 million videos, carousels, photos, and text posts — to pinpoint the best times to post on TikTok. This guide will walk you through all the best practices for posting on TikTok for maxim…

Last year was Buffer’s first profitable year after two years of losses. This turnaround has been a huge accomplishment for our team. Given our focus on long-term sustainability and growing through revenue from customers rather than funding, it was a symbolic achievement in service of the path we’ve chosen. We closed 2024 with a net profit of $202,459. But perhaps the most exciting part for me of achieving a profit is that we were able to distribute our profit share bonus again. Read on to learn more about our philosophy as it relates to profitability and profit sharing. The journey back to profitabilityLooking at how we achieved profitability in 2024 tells an interesting …

If you have a business and you choose not to use TikTok for business, you’re actively sleeping on a goldmine. TikTok has a massive user base of over 1.69 billion (!!) monthly active users — and the number of Americans using TikTok weekly has quadrupled since 2021. Let’s get rid of the top two objections before I tell you how to use TikTok for business. 👉 “TikTok is only for businesses who serve younger demographics.” The audience demographics on TikTok are evolving, including older age groups. The social media site isn’t limited to younger users anymore. The latest U.S. TikTok report showed weekly TikTok users aged between 35-44 have only grown since 2022. 👉 “TikTok won’t…

I took my first foray back into AI video generators when the first version of this article came out in mid-2024. I was pretty impressed with what was on offer at the time, but my initial assessment was that, while there were some helpful AI-driven features in the world of video, nothing could really change the game for me just yet. As I updated this article in 2025, let me tell you — I’ve just had my socks knocked off by some absolutely incredible AI video generators and tools. What's pretty cool, too, is that there is a huge spectrum of functionality when it comes to AI video generators, too. The artificial intelligence tools on this list can do everything from helping y…

If there’s one thing every creator wishes for, it’s more hours in the day. Between brainstorming ideas, creating content, engaging with audiences, and keeping up with trends, it can feel like the to-do list never ends. But here’s some good news: you may not be able to get more time—but you can definitely get smarter tools. 2025 is shaping up to be a year of massive opportunities for creators, but staying ahead means working efficiently. That’s where these tools come in. I asked my LinkedIn audience which tools they’re loving in 2025, and they delivered. This list has everything you need to save time, focus on what you do best, and absolutely crush it this year. Each tool …

Instagram Stories are one of the first things I tap on when I open the app. I love seeing the more authentic, in-the-moment content creators and brands post there, rather than the polished Instagram feed. Many Instagrammers will spend hours creating beautiful Instagram Reels and photo posts, but ignore their Instagram Stories — and they’re missing a trick here. The Instagram Stories feed appears right at the top of your followers’ screens when they open the app. And if they’re anything like me, tapping on the lit-up profile pictures is tough not to do. "Stories is designed to really connect people with others that they know in real life, their friends," Instagram Head, …

Social media platforms are becoming mirrors of each other, but their results are anything but identical. Threads is driving significant engagement. However, X still surpasses Threads in MAU, meaning you could reach more people there. So where should you focus your efforts? For creators and brands, understanding which platform delivers better results can be the difference between thriving and wasting resources. With Threads positioning itself as a conversational, community-driven platform and X doubling down on its rapid-fire, text-based format, it’s time to settle the question: which platform actually drives more engagement? To find out, we analyzed 10.2 million posts pub…

It’s January, and you’re fired up—new year, new strategy, new wins. Or maybe it’s March, and you’re side-eyeing your social media, wondering if you missed the reset window. Spoiler: You didn’t. Whether it’s the first week of January or the last day of October, the best time to get your social media on track is right now. This checklist is your blueprint for momentum in 2025. Whether you’re aiming for more consistency, kickstarting your creator journey, or landing your first brand deal, this guide will help you build a strategy that sticks. So grab your notepad, open your planning app, or start a fresh Google Doc and let’s dive in. Callout: P.S. Scroll to the end for a sim…

Staying consistent on social media is one of the best routes to success on any platform — though that's easier said than done. Which is why we wanted a way to make this easier (and more fun!). Enter: Streaks! What are streaks? Streaks is more than just a feature — it's your personal trainer for social media content creation. The concept is beautifully simple: share a post every week, and watch your streak count grow. Miss a week, and your streak resets, gently nudging you to stay on track. How streaks workWe've designed streaks with three key motivational elements: Weekly streak counter: A clear, visual representation of your posting consistency. Each consecutive week yo…

There's a lot you can do to boost your chances of success on social media — optimize your content for engagement, find your perfect posting times, master the art of thumb-stopping hooks... But even these smart tactics don't guarantee success. Few things do when it comes to navigating social media algorithms and ever-changing audience behavior. From our research and experience at Buffer, there's only one thing that comes close: posting consistently. It’s a social media tip successful creators, marketers, and even platform bosses (thanks, Adam Mosseri) share all the time. The more you post, the better your chances of success on all social media platforms. And guess what? No…

Choosing the perfect audio to accompany your latest Instagram post is an art, not a science. Still, opting for a trending sound or music clip could provide the boost you need to get your video on the Instagram Explore page or reels feed. While it used to be just for Instagram Reels, you can now add audio to your carousels and single photo posts, too. This gives your posts a better chance of landing on the Explore page, and it makes carousels and photos eligible to appear on the reels feed, too. That opens up a new way to expand your reach. But where can you find trending audio on Instagram? If you feel like you’re always chasing the tail-end of audio trends on the app, y…

After digging into millions of posts sent through Buffer, we’ve pinpointed the best time to post on all major social platforms for maximum engagement and reach — LinkedIn included. Discovering the best time to post on LinkedIn was particularly fascinating. While most other social media platforms can be pretty unpredictable, with ebbs and flows in activity happening at random times of the day, LinkedIn’s high-engagement time slots are like clockwork. I’ll be honest: this is a nice change of pace compared to the unpredictability of social media in general! It makes sense, of course — LinkedIn’s primary purpose is to connect professionals, and many users need to log on daily…

With all the uncertainty surrounding the TikTok ban (which is on pause as of writing this article), creators who have built massive followings on the platform are understandably concerned about what the future holds. TikTok has been a game-changer for short-form video content, helping countless creators reach new heights in their careers, connect with global audiences, and even turn their passion into a full-time income. However, as the possibility of a ban looms, many creators are taking proactive steps to secure their futures by exploring other platforms. One popular strategy involves directing their followers to alternative networks using links in their bios, ensuring …

There’s a bit of a misconception that it’s “too late” to get started as a creator in 2025. Sure, the TikTok boom of 2020 is behind us (RIP days where videos of your sourdough starter got 10K views), but that doesn’t mean you’ve missed the boat. For one thing, it’s probably never going to be as easy as it is right now, ever again. The space is crowded, but it’s only getting more so. And another: there's still plenty of room for authentic voices to make their mark. "Your voice and your perspective matter," says creator and marketer Aarushi Singh. "There's room for everyone in the creator economy, and the world needs more passionate people sharing their knowledge and creativ…

Uncertainty is an understatement when it comes to TikTok's future in the United States. After users in the U.S. were unable to log in to TikTok the day the TikTok ban took effect, TikTok restored its service the following day. After which, the White House issued an executive order on January 20th, 2025, granting a 75-day extension to delay enforcement of the TikTok ban and pursue a deal involving a U.S. ownership stake in ByteDance, TikTok's parent company. The 75-day extension will give ByteDance until April 4th, 2025 – when the extension is set to expire – to divest ownership of the company. The legal situation between TikTok and the U.S. is still unfolding. As it st…

Meta has announced a new mobile video editing app called Edits, which will be available in app stores in February 2025. The announcement comes hot on the heels of ByteDance's CapCut temporary removal from major app stores as part of the TikTok ban, leaving creators scrambling for alternatives. The timing is no coincidence, of course. Meta has a history of making strategic moves to fill market gaps. Remember when they launched Instagram Reels right after TikTok's ban in India? Or how Threads emerged as X (formerly Twitter) was going through changes? Still, the news will be a welcome surprise to Instagram Reels creators — particularly since it looks like it’s going to be a …

If you’re not an experienced content creator, it might be difficult to determine the best length for Instagram Reels to get the best results. And knowing the ideal number isn’t everything – your metrics might tell you something entirely different. In this article, we explore everything you need to know about the ideal length of Instagram Reels and other Instagram content – according to the team themselves. How long can Instagram Reels be?Instagram Reels can be anywhere from 15 seconds to 3 minutes in length. Previously, Reels were capped at 90 seconds, until Instagram increased the length of video uploads in January 2025. "We’ve heard a lot of feedback from a lot of you c…

The first rule of the Instagram algorithm means understanding that there is no single algorithm. In fact, according to a blog post shared by the Meta-owned platform, “a variety of algorithms, classifiers, and processes, each with its own purpose,” ensure that IG users see the content that most interests them. “We want to make the most of people’s time, and we believe that using technology to personalize everyone’s experience is the best way to do that,” Head of Instagram Adam Mosseri wrote in the update. Now, a “variety of algorithms, classifiers, and processes” may sound a little confusing, but fear not — it’s not quite as intimidating as it sounds. In this article, I’l…

Social listening is the art and science of monitoring what your buyers and potential customers are saying about: Your brandYour competitorsTopics related to your product or serviceStaying “in the know” about all these simultaneously is no easy feat. This is where social listening tools come in. They help you monitor brand mentions on major social media platforms, identify emerging trends in your niche, and package these online conversations into actionable insights for your social media strategy. In this article, I’ll share a list of six social listening tools (with alternatives) to help you choose the best software for your needs. Quick summary of the 6 best social liste…

There’s no two ways about it: video is the way people prefer to consume content in 2025. Buffer’s data shows that when it comes to social media platforms video outperforms every other type of content by a landslide — and that’s on all platforms. Whether you’re a social media marketer, content creator, or influencer, video content should be a key part of your growth and marketing strategy. Of course, that’s easier said than done. Video creation requires a lot more input (though the proof really is in the pudding). Often, the biggest hurdle to overcome is video editing — but in 2025, there’s really no reason to let this block you. Thanks to the incredible variety of free vi…

Instagram reach can seem like magic. How do some creators get tons of views while others rarely see it? And why do some quick, spur-of-the-moment posts seem to get more views than others you spend hours creating? It’s not all smoke and mirrors. In this article, we’ll share 14 ways to get more views and increase reach on your Instagram content. What does 'Instagram reach' even mean?Instagram reach is the number of unique people who view (and hopefully interact with) your Instagram posts. You can track Instagram reach for a single post, for your Instagram profile, or for a social media campaign. Along with the number of unique visitors, you also get insights into the demogr…

In 2024, we saw social media evolve in many ways — from numerous updates to some platforms (cough Meta) to explosive growth for others (Bluesky!). We’re also watching things like the U.S. TikTok ban, which, as of writing this article, will happen on January 19 if not overturned or paused. It wasn’t just the platforms that changed — creators also had their moments on social, with some moving to start businesses, some exploring new platforms, and some reaching milestone numbers (Mr. Beast having more YouTube subscribers than the population of the U.S.) With all the changes on the horizon, it’s safe to say that social media will look a little different in 2025. We asked 11 e…

Your TikTok account is hitting off. You aren’t getting the cold sweats while publishing TikTik videos nowadays. And then, you wonder, how can I get more out of my TikTok strategy? Enter: TikTok ads. A TikTok ad is an advertisement by a brand or creator appearing on people’s For You page. For example, I got the following ad by Adobe Photoshop on my feed recently: While the TikTok ad blended seamlessly with the other TikTok videos on my feed, the “sponsored” label and the “Learn more” call-to-action button were the differentiators. TikTok users can customize their ads a lot, including whether they want to use branded content or user generated content, video or carousel, bid…

Building your presence across multiple social media platforms is incredibly valuable for brands and creators — but it doesn't have to mean spending all day creating unique content for each channel. In fact, many successful creators and brands have a secret: they crosspost across platforms to get more mileage out of their content. Our data shows this approach is remarkably common — 59% of posts created in Buffer are posted to more than one social media platform. Crossposting a game-changer for busy creators and small businesses who want to maintain an active presence on social media without burning out. Instead of starting from scratch for every platform, you can adapt and…