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We may earn a commission from links on this page. Deal pricing and availability subject to change after time of publication. At $199 on Woot, the GoPro Lit Hero has dropped well below its original $269 launch price from October 2025, and according to price trackers, this is the lowest price the camera has hit so far. The same model is selling for $229.99 on Amazon. Shipping is free for Prime members, while everyone else pays an extra $6, though Woot only ships within the lower 48 states. GoPro Lit Hero Waterproof action camera with built-in light $199.00 at Woot $269.99 Save $70.99 Shop Now Shop Now $199.00 at Woot $269.99 Save $70.99 The main reason someone would buy the Lit Hero is portability. At just 3.3 ounces, it’s genuinely tiny, small enough to slip into a jacket pocket or stay clipped to a bike helmet without becoming annoying to carry around all day. It records up to 4K at 60fps, captures 12MP photos, and is waterproof down to 16 feet without needing extra housing, which makes it practical for casual travel, cycling, beach trips, or quick vacation clips. Startup speeds are fast, autofocus works reliably most of the time, and the battery lasts around 90 minutes of continuous shooting, which is decent considering the battery is sealed and cannot be swapped out mid-day. The built-in LED light is also brighter than expected for a camera this small, although it feels more useful underwater or during emergencies than for everyday clips. On the minus side, its 1.76-inch touchscreen is extremely small, and navigating menus can become annoying fast, especially outdoors or with wet hands. And because there are barely any physical controls, almost everything depends on tapping through menus on that tiny display. There’s also no built-in image stabilization. Instead, you have to transfer footage into the GoPro Quik app and apply stabilization afterward, which adds an extra step that is frustrating. And while the image quality is decent in bright conditions, its small 1/2.8-inch sensor struggles once lighting drops, producing softer footage with visible noise. People who like color grading or tweaking footage later won’t get much flexibility here either, since there’s no log mode or meaningful manual control to work with. Overall, the Lit Hero feels less like a smaller Hero Black and more like a compact point-and-shoot action cam for beginners who care more about convenience and size than image quality. Our Best Editor-Vetted Tech Deals Right Now Apple AirPods Pro 3 Noise Cancelling Heart Rate Wireless Earbuds — $199.99 (List Price $249.00) Apple Watch Series 11 [GPS 46mm] Smartwatch with Jet Black Aluminum Case with Black Sport Band - M/L. Sleep Score, Fitness Tracker, Health Monitoring, Always-On Display, Water Resistant — $329.00 (List Price $429.00) Fitbit Versa 4 Fitness Smartwatch (Black) — $149.95 (List Price $199.95) Apple iPad 11" A16 128GB Wi-Fi Tablet (Silver, 2025) — $299.00 (List Price $349.00) Anker 20,000mAh Portable Power Bank With Built-in USB-C Cable — $49.99 (List Price $69.99) Deals are selected by our commerce team View the full article

China holds the cards — and might settle for flashy but empty announcements while playing a long gameView the full article

AI is reshaping growth audits, turning weeks of manual analysis into actionable 90-day roadmaps that prioritize execution over documentation. The post How We Use AI To Run A 90-Day Growth Audit appeared first on Search Engine Journal. View the full article

Google announced on Friday that Google Search, as of May 7th, no longer shows FAQ rich results within the Google Search results. Google will also drop reporting on it within Google Search Console and the respective APIs in the future.View the full article

Google Ads has posted new help documentation on site visits assets, which we covered as tests numerous times - the label that says how many people visited the site. Well, now there is official documentation for it and we know they are officially called site visits assets.View the full article

Defining a business entity is essential for determining how your organization will operate, manage liability, and fulfill tax obligations. You need to evaluate various structures, such as sole proprietorships, partnerships, LLCs, and corporations, each with unique benefits and drawbacks. Comprehending these options can help you make informed decisions about asset protection and management flexibility. The right choice can greatly affect your business’s long-term success and compliance. So, what factors should you consider next? Key Takeaways A business entity is a legal structure that defines how an organization operates and its liabilities. Common types of business entities include sole proprietorships, partnerships, LLCs, and corporations. Each entity type has distinct implications for liability, taxation, and operational governance. Choosing the right structure affects personal asset protection and the ability to raise capital. Registration involves selecting a business name, filing formation documents, and obtaining necessary licenses. Understanding Business Entities Grasping business entities is crucial for anyone looking to start or manage a business. A business entity, by definition, is a legal structure that enables an organization to operate, outlining its liability, tax obligations, and operational framework. To explain business entity options, consider the common types: sole proprietorships, partnerships, limited liability companies (LLCs), and corporations. Sole proprietorships are the simplest form, with one owner bearing unlimited personal liability. Partnerships involve multiple owners sharing profits and liabilities. LLCs offer limited liability protection, keeping personal assets separate from business debts, with flexible tax treatment. Conversely, corporations function as distinct legal entities, providing strong liability protection for shareholders but may incur double taxation unless they elect S Corporation status. Comprehending these distinctions helps you make informed decisions about which business entity aligns best with your goals and needs. Importance of Business Structure Choosing the right business structure is fundamental to your company’s success and sustainability. The structure you choose not merely defines what is a business entity but likewise greatly impacts your tax obligations, personal liability, and ability to raise capital. Sole proprietorships and partnerships expose you to unlimited personal liability for business debts, whereas LLCs and corporations can protect your personal assets. Business Structure Key Features Sole Proprietorship Simple, few regulations, high liability Limited Liability Company (LLC) Protects personal assets, flexible taxation Corporation Complicated, potential double taxation, limited liability Understanding the importance of business structure helps you navigate legal intricacies. Consulting with professionals, like attorneys and accountants, is advisable to guarantee you choose the appropriate structure customized to your specific needs. This choice lays the foundation for your company’s future. Key Considerations When Choosing a Business Entity When you’re choosing a business entity, comprehending liability protection and tax implications is vital. Different structures offer varying levels of personal liability; for example, LLCs and corporations limit your risk, whereas sole proprietorships expose you to more. Furthermore, tax treatment differs considerably among entities, so it’s important to analyze how each option could impact your overall tax burden. Liability Protection Importance Comprehending the significance of liability protection is essential for anyone considering a business entity. Choosing a structure like an LLC or corporation can protect your personal assets from business debts and legal claims, minimizing your financial risk. Conversely, sole proprietorships and general partnerships expose you to unlimited personal liability, making them less favorable, especially in high-risk industries. LLCs offer liability protection and allow profits to pass through to your personal tax return, avoiding double taxation during the preservation of your assets. Corporations provide strong liability protection but may face double taxation unless you opt for S Corporation status. Thus, when selecting a business entity, carefully evaluate the liability protection each option offers, as it impacts your long-term financial security and risk management. Tax Implications Analysis How can the choice of a business entity affect your tax obligations? Your selection considerably influences how you’re taxed. Sole proprietorships and general partnerships face single taxation, whereas corporations experience double taxation except they opt for S Corporation status. Limited Liability Companies (LLCs) offer flexibility, allowing you to choose among various tax treatments, potentially optimizing your tax situation. Be aware that self-employment taxes apply to profits from sole proprietorships and partnerships, and LLC members might incur these taxes too except taxed as an S Corporation. C corporations face corporate tax rates, whereas S corporations allow profits and losses to pass through to shareholders, avoiding double taxation. Consulting a tax professional can help you navigate these intricacies effectively. Types of Business Entities When you’re starting a business, comprehending the different types of business entities is essential for making informed decisions. Each structure, whether it’s a sole proprietorship, partnership, LLC, corporation, or nonprofit, comes with its own tax implications and levels of liability. Common Business Structures There are several common business structures you can choose from, each with distinct characteristics and implications for liability, taxation, and management. A Sole Proprietorship is the simplest, where one individual owns the business and faces unlimited personal liability. Partnerships can be general, where partners share liability and profits, or limited, offering protection to limited partners based on their investments. A Limited Liability Company (LLC) blends the benefits of a corporation and partnership, providing liability protection as it allows profits to pass through to personal income. Corporations, classified as C or S Corporations, are separate legal entities that offer limited liability for shareholders. Nonprofit corporations focus on public benefit and can qualify for tax-exempt status, adhering to specific regulations. Tax Implications and Liability Choosing the right business entity is crucial since it greatly affects your tax obligations and liability exposure. Comprehending these implications can help you make informed decisions. Here’s a quick overview: Sole Proprietorships & General Partnerships: Simpler tax processes, but owners face unlimited personal liability. Limited Liability Companies (LLCs): Offer pass-through taxation, protecting personal assets and potentially reducing tax liabilities. C Corporations: Taxed at the corporate rate and may encounter double taxation on profits and dividends. S Corporations: Allow pass-through taxation to shareholders, avoiding double taxation. Limited Partnerships: Offer limited liability for limited partners, whereas general partners maintain unlimited personal liability. Your choice greatly impacts both taxation and personal financial risk, so choose wisely. Sole Proprietorship Defined A sole proprietorship is the most straightforward business structure, allowing an individual to own and operate a business without the need for formal registration. This form of business organization has no legal distinction between you and your business, meaning you’re personally liable for all debts and obligations incurred. Here’s a quick comparison of sole proprietorships with other business structures: Feature Sole Proprietorship Ownership Individual Liability Personal Registration Not required Taxation Personal income Common Users Freelancers, consultants Sole proprietorships are popular among freelancers and small business owners owing to their operational flexibility and minimal regulatory requirements. As they simplify tax processes, you should be aware that profits are taxed as personal income, which could lead to higher self-employment taxes. General and Limited Partnerships When considering partnerships, it’s important to understand the key differences between general and limited partnerships. In a general partnership, all partners share equal management responsibilities and face unlimited personal liability, whereas in a limited partnership, at least one partner has unlimited liability and others enjoy liability protection up to their investment. Furthermore, both types typically share profits based on their agreements, but the mechanics of these arrangements can vary considerably. Ownership Structure Differences Comprehending the differences between general and limited partnerships is crucial for anyone considering these ownership structures. Here’s a breakdown of key distinctions: Management: General partners manage the business; limited partners usually don’t participate in daily operations. Liability: General partners have unlimited personal liability; limited partners’ liability is confined to their investment. Profit Sharing: In general partnerships, profits are shared equally; limited partnerships may have different profit-sharing arrangements. Taxation: Profits in both types are taxed only once at individual rates, avoiding corporate double taxation. Formation: General partnerships require minimal formalities, whereas limited partnerships need to file a certificate of limited partnership with state authorities to formalize their structure. Understanding these differences can help you make informed decisions when choosing a partnership type. Liability Implications Comprehending liability implications is essential for anyone involved in general or limited partnerships, as these structures have distinct legal protections. In a general partnership, all partners face unlimited personal liability for the debts and obligations of the business, meaning your personal assets could be at risk. Conversely, in a limited partnership, general partners bear unlimited liability, whereas limited partners enjoy protection, only liable up to their investment amount. Nevertheless, to maintain this limited liability, limited partners shouldn’t engage in daily management activities. In Idaho, you can further clarify liability by formalizing your status with a statement of partnership authority or organizational documents. These steps help define the extent of your legal responsibilities and protect your assets effectively. Profit Sharing Mechanics Profit-sharing mechanics in both general and limited partnerships play a vital role in defining how earnings and losses are distributed among partners. In a general partnership, profits and losses are typically shared equally except specified otherwise in a partnership agreement. Conversely, limited partnerships involve general partners who manage the business and limited partners with restricted liability. Here are key points to reflect on: General partners assume unlimited personal liability. Limited partners’ liability is confined to their investment. Profit-sharing often follows the partnership agreement’s terms. General partnerships benefit from pass-through taxation. A written agreement is important for clarity and dispute prevention. Understanding these mechanics helps guarantee fair distribution and protects partners’ interests in the business. Limited Liability Company (LLC) Overview If you’re considering starting a business, grasping the structure of a Limited Liability Company (LLC) can be crucial for your success. An LLC combines the liability protection of a corporation with the tax benefits of a partnership, safeguarding your personal assets from business debts. To establish an LLC, you’ll need to file a Certificate of Organization with your state. The profits and losses typically pass through to your personal income, which helps you avoid double taxation, even though you might face self-employment taxes. Here’s a quick overview of key characteristics: Feature Description Liability Protection Shields personal assets from business debts. Tax Structure Pass-through taxation or elect C/S Corporation tax. Formation Requirement Requires filing a Certificate of Organization. Management Flexibility Fewer formalities than corporations. Understanding these aspects can help you make informed decisions for your business. Corporations Explained When you consider forming a corporation, it’s crucial to understand the different types available and their respective advantages and disadvantages. Corporations can be categorized mainly into C Corporations and S Corporations, each with unique tax implications and structural requirements. Types of Corporations Comprehending the various types of corporations is crucial for anyone looking to establish a business entity, as each type offers distinct advantages and disadvantages. Here’s a brief overview of the main types: Benefit Corporation (B Corporation): A for-profit entity that focuses on social missions alongside profit, with annual performance reporting. Advantages and Disadvantages Comprehending the advantages and disadvantages of corporations is vital for anyone considering this business structure. One major advantage is limited liability protection, which safeguards your personal assets from business debts and legal issues. Furthermore, corporations can raise capital easily by selling stock, attracting more investors compared to other structures. On the other hand, they face disadvantages, including double taxation on profits and dividends, which can reduce overall earnings. Additionally, corporations require extensive documentation and compliance with regulations, like maintaining a board of directors and formal records, adding complexity to operations. Finally, although corporations can exist indefinitely, allowing for smooth ownership shifts, this permanence can likewise create challenges in management and decision-making. Balancing these factors is critical in your decision-making process. Nonprofit Organizations Nonprofit organizations play an important role in addressing societal needs by operating for public or charitable purposes rather than for profit. If you’re considering starting a nonprofit, it’s important to understand the regulations and requirements involved: Nonprofits can obtain tax-exempt status under IRS Section 501(c)(3) if they meet specific criteria. Profits generated must be reinvested into the organization’s mission, not distributed to shareholders. To keep their tax-exempt status, nonprofits must file annual reports with the IRS and adhere to state regulations. Funding can come from donations, grants, and fundraising, but transparency is vital for public trust. Many states require a charitable solicitation license before reaching out for donations, ensuring accountability. Understanding these key points will help you navigate the complex environment of nonprofit organizations effectively, allowing you to focus on fulfilling your mission. Comparing Business Structures When you’re considering starting a business, grasp of the various structures available can help you make informed decisions that align with your goals. The main business structures include Sole Proprietorships, Partnerships, Limited Liability Companies (LLCs), and Corporations. Sole Proprietorships are the simplest, requiring no formal registration but exposing you to unlimited personal liability. Partnerships allow shared management and profits; yet, general partners face unlimited liability, whereas limited partners enjoy some protection based on their investment. LLCs offer limited liability protection, letting profits and losses pass through to your personal income, though self-employment taxes may apply. Finally, Corporations are distinct legal entities that provide strong liability protection but can be subject to double taxation unless you meet specific IRS criteria for S Corporation status. Comprehension of these structures is essential in determining how best to protect yourself and manage your business finances. Advantages and Disadvantages of Each Entity Comprehending the advantages and disadvantages of different business entities is crucial for making the best decision for your venture. Each structure has its unique traits that can impact your business greatly. Here’s a quick overview: Sole Proprietorship: Offers simplicity and control, but exposes personal assets to unlimited liability and makes raising capital difficult. General Partnership: Facilitates shared decision-making and resources, yet each partner faces unlimited liability, risking personal assets. Limited Liability Company (LLC): Provides limited liability protection and flexibility, but involves more paperwork and potential self-employment taxes. C Corporation: Delivers strong liability protection and capital-raising through stock, but is subjected to double taxation, increasing overall tax burden. S Corporation: Avoids double taxation by passing income to shareholders, though it has strict eligibility requirements and limits on shareholders, which may hinder growth. Understanding these factors helps you choose the right entity for your needs. Tax Implications of Different Business Entities Tax implications play a significant role in determining the right business entity for your venture. Sole proprietorships are taxed as personal income, meaning all business profits appear on your individual tax return, which could push you into higher tax brackets. Partnerships likewise face pass-through taxation, with profits reported on partners’ tax returns, potentially leading to increased tax liabilities. Limited Liability Companies (LLCs) provide flexible taxation options, allowing you to choose how you want to be taxed, optimizing your tax obligations based on your specific situation. Corporations, conversely, encounter double taxation—profits are taxed at the corporate level and again when dividends are paid to shareholders, unless you elect S Corporation status. Nonprofit corporations may qualify for tax-exempt status, meaning they don’t pay federal income tax on profits, but they must follow strict regulations regarding profit distribution and transparency in operations. Comprehending these tax implications is essential for informed decision-making. The Role of Professional Advice in Entity Selection Choosing the right business entity isn’t just about comprehending tax implications; it furthermore involves traversing legal requirements and operational goals, which can be complex. Seeking professional advice is vital in this process. Here’s how professionals can assist you: Tailored Advice: Consultants offer insights based on your unique circumstances and objectives. Tax Clarity: Tax specialists help you understand the implications of different entities, preventing costly mistakes. Streamlined Setup: Early professional engagement can ease compliance with legal requirements, reducing administrative burdens. Complex Structures: Experts can clarify non-standard business entities, which often require supplementary documentation. Enhanced Decision-Making: Professional guidance improves your choices regarding liability protection and long-term planning, encouraging sustainability. Incorporating professional advice guarantees you navigate the intricacies of entity selection effectively, setting a solid foundation for your business’s future success. Steps to Register a Business Entity Registering a business entity involves several essential steps that lay the groundwork for your new venture. First, determine the appropriate business structure, such as a sole proprietorship, partnership, LLC, or corporation, considering liability, taxation, and operational needs. Next, choose a unique business name that complies with state regulations and conduct a name search through the Secretary of State’s office to confirm it’s available. After that, file the necessary formation documents, like Articles of Incorporation or a Certificate of Organization, with the appropriate state agency. You’ll additionally need to obtain a federal Employee Identification Number (EIN) from the IRS for tax purposes and hiring, except you’re a sole proprietorship without employees. Finally, acquire any required licenses or permits specific to your business type and location to operate legally. Following these steps will help you successfully register your business entity and start your entrepreneurial expedition. Frequently Asked Questions What Is a Business Entity Example? A business entity example is a limited liability company (LLC). In an LLC, you can operate your business while enjoying personal liability protection. This means your personal assets are typically safe from business debts. Profits can pass through to your personal income without facing corporate taxes. An LLC combines the flexibility of a partnership with the liability protections of a corporation, making it a popular choice for small business owners like you. What Is the IRS Definition of a Business Entity? The IRS defines a business entity as an organization formed to conduct business activities. This includes various structures like sole proprietorships, partnerships, limited liability companies (LLCs), and corporations. Each type has its own tax implications; for example, sole proprietorships and partnerships typically allow for pass-through taxation. To comply with tax regulations, business entities need a Tax Identification Number (TIN) for accurate reporting and classification, influencing how they report profits and losses. How Do You Determine Your Business Entity Type? To determine your business entity type, start by evaluating your need for personal liability protection, as some entities like LLCs shield you from personal risk. Next, consider tax implications; entities such as S Corporations may offer tax benefits. Evaluate the complexity of formation and ongoing requirements, with sole proprietorships being simpler. Finally, think about your fundraising needs, as partnerships and corporations attract investors more easily. Consulting with a professional can help clarify your options. What Are the 4 Types of Entities? The four primary types of business entities are Sole Proprietorship, Partnership, Limited Liability Company (LLC), and Corporation. A Sole Proprietorship is owned by one person, who’s unlimited liability. A Partnership involves two or more individuals sharing responsibilities and liabilities. An LLC offers limited liability protection during allowing profits to pass to members’ personal income. Finally, a Corporation is a separate legal entity that protects owners from personal liability but may face double taxation on profits. Conclusion Choosing the right business entity is essential for your organization’s success. By comprehending the various structures, including sole proprietorships, partnerships, LLCs, and corporations, you can make informed decisions that align with your operational needs and financial goals. Consider factors like liability, taxation, and management flexibility before finalizing your choice. Consulting with a professional can further clarify your options, ensuring compliance with legal requirements and optimizing your business’s growth potential. Take the time to define your entity wisely. Image via Google Gemini This article, "How to Define a Business Entity" was first published on Small Business Trends View the full article

Google now allows you to run vehicle ads in your Standard Shopping campaigns. Previously, this was only available in Performance Max for Vehicle ads only, according to PPC News Feed.View the full article

PPC is moving past keywords as AI-driven systems redefine targeting, forcing marketers to focus on intent, data quality, and post-click performance. The post I Helped Build Google’s Keyword System. Here’s Why It’s Becoming Obsolete appeared first on Search Engine Journal. View the full article

Google has updated its Google Merchant Center landing page requirements help documentation to expand and offer more options for out-of-stock products. Google wants you to "ensure your landing page clearly displays product availability for online purchases."View the full article

Google may be integrating Google Tag Manager directly into the Google Ads interface. The integration of Tag Manager also comes with a new interface and user experience.View the full article

AI use is becoming pervasive across the legal system, with both experienced staff and absolute novices turning to ChatGPT and other tools to try to make the most persuasive case possible when they arrive in court, even if some of those claims turn out to be literally too good to be true. Last month, top law firm Sullivan & Cromwell was forced to apologize for filing fictitious case names and fabricated quotes in a legal document submitted in a case, as well as citing incorrect statutes in the U.S. Bankruptcy Code. “We deeply regret this occurred,” the firm wrote in an apologetic letter to the judge in a case about an alleged scam operation run out of Cambodia, which the defendant denies. It’s far from the only legal hitch blamed on AI. A 2025 High Court case in the U.K. saw a barrister submit 18 fictitious case-law citations out of 45 total. In another 2025 disciplinary case, a barrister used AI to prepare for a hearing and attempted to mask fabricated citations, while the widely publicized 2023 Mata v. Avianca case was among the first major examples of an attorney using ChatGPT to draft a legal filing that relied on entirely nonexistent judicial precedents. The impact of AI on the legal system is also starting to come into focus through new research examining the underlying numbers. A recent study suggests that U.S. federal courts are beginning to see significant increases in their caseloads. “The pro se share of all civil cases has been 11% for quite some time,” says Anand Shah, a researcher at the Massachusetts Institute of Technology who led the research. “And then in the post-AI world, we see it jumping all the way up to something like 18%.” At the same time, Shah and his co-author, Joshua Levy of the University of Southern California, analyzed the proportion of AI-generated text in complaints using a random sample of 1,600 filings drawn from an eight-year period. They found that AI-generated text rose from “basically 0%” before generative AI to about 18% in early 2026. “We were just floored,” says Shah. By digging deeper into the filings themselves, Shah and Levy found that the increase was concentrated in simpler, more templatable case types, rather than highly technical areas like patents or securities law. Shah believes that may suggest AI is helping people pursue cases they previously would not have attempted, because it has become far easier to generate the framework of a legal argument and the accompanying documents with minimal effort. While anecdotal evidence suggests the AI influx is beginning to strain the legal system, Shah says the broader disruption has not yet fully materialized in the data. “Cases are not resolving any faster or slower, which itself is a little surprising,” he says. But he notes that the back-and-forth between opposing parties is increasing, dramatically expanding the number of filings judges must review. That number is up roughly 158%, Shah says. Just because judges are managing to work through their expanded workloads, at least for now, doesn’t mean the system can absorb the pressure indefinitely, Shah argues. Society, he says, needs to start setting boundaries around AI in the courts before the strain becomes severe enough to slow the legal system down. The adoption of AI isn’t entirely negative, according to Will Pearce of Orbital, a company that provides legal AI tools to the real estate sector. “There’s a complete paradigm shift, not only in legal, but just generally in terms of how society accesses and interprets information,” he says. Pearce claims that AI has been “incredibly empowering,” opening up a legal system once dominated by dense legalese and arcane processes to people who can now use AI tools to parse documents and figure out possible next steps. But the risks remain significant. Shah says the lower courts are already under intense strain, and warns that the pressure is likely to grow quickly as AI models improve and more people realize they can use them to generate legal filings. “I don’t think we have a lot of time,” he says. That means more work is needed to establish rules and norms governing how and when AI should be used in the legal system. “We very much should not YOLO this transition of letting AI courts pop up willy-nilly and try a lot of stuff,” Shah warns. View the full article

Not sure where to start with social media marketing? This guide walks you through everything from choosing platforms to building a strategy that sticks. Marketers, social media is where your audience already hangs out — and it's one of the best ways to connect with over 5 billion of them in a real, meaningful way. And it’s not just about staying in touch. Social platforms have become powerful discovery engines. A growing number of people actively use TikTok, Instagram, YouTube, Facebook, and others to research products, read reviews, and decide what to buy next. In fact, 63% of Gen Z and 49% of millennials say social media ads or recommendations influence their purchasing decisions. In other words: your audience isn’t just scrolling. They’re searching, evaluating, and acting, so it’s well worth your business’s time to meet these potential customers on their social channels of choice. In this guide, we'll walk you through some of the most popular social networks for marketing (including what we've learned from analyzing millions of posts through Buffer), plus how to build a social media marketing strategy that actually works for you. You’ll also find some resources that take a deep dive into particular areas of this increasingly important marketing arena. Key takeawaysDefinition: Social media marketing involves connecting with audiences to build brands, drive traffic, and increase sales through content, engagement, and ads.Strategic approach: Success requires a cyclical 7-step strategy: setting SMART goals, defining the audience, establishing content pillars, choosing platforms, calendaring, analyzing, and evaluating.Platform selection: Focus on the platforms where your target audience is most active, rather than spreading resources too thin across all networks.Engagement is critical: Modern SMM has evolved from simple broadcasting to meaningful two-way engagement and social listening. Jump to a section: What is social media marketing? The evolution of social media marketing and management Quick-start guide to major social media platforms Facebook Instagram YouTube TikTok Pinterest X (formerly Twitter) LinkedIn Threads Bluesky and Mastodon Social media marketing strategy Social media listening and engagement Social media advertising 8 social media marketing tips from the experts Social media marketing resources FAQ about social media marketing What is social media marketing?Social media marketing (SMM) is the use of social media platforms to connect with your audience to build your brand, increase sales, drive website traffic, and more. This involves publishing high-quality content on your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements. You've got plenty of platforms to choose from, and just as many tools to help you manage it all without losing your mind. We’ll unpack all of these things in this guide. The evolution of social media marketing and managementBack in the early days, brands treated social media like digital billboards — just another place to shout their message and hope people clicked through to buy something. But social media has become increasingly crowded, and users have become more selective and savvy. Today, simply showing up is no longer enough. To stand out, you need to create stuff people actually care about. And, more importantly, talk with them, not at them. The good news is that as platforms have evolved, so have the tools and tactics that make social media marketing easier and more rewarding, too. Along with posting, social media management also involves: Social listening and engagement: Monitoring social media conversations and responding to relevant mentions.Analytics and reporting: Analyzing reach, engagement, sales, and more on social media with an analytics tool.Paid social: Reaching a specific audience at scale with highly targeted social media ads.Together, these pieces make up what we think of as modern social media management. Bonus: they're all things Buffer can help you with. Quick-start guide to major social media platforms Platform Monthly active users (MAU) Dominant age group Top content format Facebook 3.07B 25–34 Image Instagram 3B 18–34 Carousel YouTube 2.6B 25–34 Video TikTok 1.9B 18–24 Video Pinterest 578M 18–34 Video X (Twitter) 557M 18–34 Text LinkedIn 350–450M (est.) 25–34 Carousel Threads 400M 25–34 Video Bluesky 5.2M 18–24 Video Mastodon 1M 25–34 Text There are so many platforms out there. We've rounded up over 20 in our guide to the top social media sites — but don't let that overwhelm you. One of the most important things to know about social media marketing is that you don't need to be everywhere. In fact, we'd recommend picking just a few platforms to focus on (we'll get into how to choose in a bit). When you're deciding which platforms to use, the biggest question to ask yourself is: where does my audience actually spend their time? Here’s a high-level explainer, plus a breakdown of the demographics of the most popular social media marketing platforms to guide you: FacebookMonthly active users: 3.07 billionBreakdown by gender: 43% women, 57% menDominant age group: 25–34 years79% of organizations use it for social media marketingFacebook is still the biggest social network out there, with over 3 billion people logging in at least once a month. For perspective: That's more than a third of the world's population. You can post pretty much any content format on Facebook, including links, text, images, and videos. We analyzed over 15 million posts and found that images get the most engagement on the platform (but only just!). You’ll see from the graph, however, that images, videos, and text posts are all clustered within one percentage point of each other. Our data also shows that the best time to post on Facebook is generally early to mid-morning on weekdays. Wednesday and Thursday are the best days of the week to share content on the social media platform. Facebook (owned by Meta) also has some really useful tools built in, like Meta’s Business Suite and Facebook Ads Manager, which can help you schedule posts and run ads. 🔍 Deep dive: Understanding the Facebook Algorithm ⏫ Level up: How to Get More Followers on Facebook InstagramMonthly active users: 3 billionBreakdown by gender: 47% women, 53% menDominant age group: 18–34 years86% of organizations use it for social media marketingInstagram is all about visuals. You can share photos, carousels (multi-photo posts), stories, reels, and live videos. Our latest research revealed that carousels are the best content to post on the platform for engagement. You may be surprised: surely reels reign supreme? Interestingly, the data above measured engagement, not reach. Essentially, reels and carousels serve different goals on Instagram: Reels are great for reach and discoverability thanks to distribution on the explore page and reels tabCarousels tend to drive deeper engagement by keeping people interacting with your content longerWe also uncovered that the best time to post on Instagram for engagement is weekday evenings between 6 p.m.–11 p.m. Midweek posts on Instagram see solid engagement, with Wednesdays topping the stats. Also owned by Meta, Instagram plays well with Facebook for crossposting content and ads. You’ll also be able to access Meta’s Business Suite and Ads Manager with your Instagram account. 🔍 Deep dive: How the Instagram Algorithm Works ⏫ Level up: How to Get More Followers on Instagram YouTubeMonthly active users: 2.6 billionBreakdown by gender: 46% women, 54% menDominant age group: 25–34 years58% of organizations use it for social media marketingYouTube was the OG video platform, and it's still going strong. For years, YouTube was all about landscape videos, but they've since jumped on the short-form video trend and introduced portrait short-form videos up to 60 seconds, called YouTube Shorts. It makes sense to differentiate between long-form videos and YouTube Shorts when we look at the best time to post on YouTube, since each type performs a different function and attracts different audiences at different times. As you can see from the heatmaps below, the best time to post long-form videos is Sunday at 10 a.m. (by a long shot); whereas the best time to post YouTube Shorts is Friday afternoon and evening. When it comes to the best days of the week to post on YouTube, the same pattern applies: Sundays for long-form videos; Fridays for YouTube Shorts. YouTube also offers shopping tools like YouTube Shopping (only for certain users) plus YouTube Ads, allowing you to advertise before and during other YouTube videos. 🔍 Deep dive: Understanding the YouTube Algorithm ⏫ Level up: How to Get More Subscribers on YouTube TikTokMonthly active users: 1.9 billionBreakdown by gender: 44% women, 56% menDominant age group: 18–24 years43% of organizations use it for social media marketingOn TikTok, you can create videos anywhere from 15 seconds to 60 minutes long, and there are tons of filters, AI effects, sounds, and music to play with. It makes creating content fun and accessible, even if you don’t have mad editing skills. The social media platform also introduced stories and carousel-style photo posts. But there are no surprises when it comes to the best content format to post on TikTok: on a video-first platform, video still performs best. Buffer data revealed that the best time to post on TikTok is Sunday at 9 a.m., followed by Monday at 1 p.m., and Sunday at 1 p.m. Generally speaking, views tend to pick up in the evening hours, which makes sense considering the entertainment value of most TikTok content. Unlike many other social platforms, which tend to see more engagement during the week, the best day of the week to post on TikTok is Saturday. Monday comes in second place, followed closely by Sunday. TikTok offers a powerful ads platform with formats like in-feed ads, Topview, and Spark ads, helping you reach new audiences and boost high-performing content directly within the app. 🔍 Deep dive: Understanding the TikTok Algorithm ⏫ Level up: How to Get More Followers on TikTok PinterestMonthly active users: 578 millionBreakdown by gender: 70% women, 23% menDominant age group: 18–34 years10% of organizations use it for social media marketingPinterest is a bit of a hidden gem. It’s part social platform, part visual search engine, and it’s where people go to discover ideas, plan projects, and find brands they love. Think of it as a digital pinboard: users save images and videos (called pins) to curated boards, whether they’re dreaming up a new recipe, redesigning a space, or researching products. With nearly 600 million users (and over a third actively looking for brands), Pinterest offers a powerful, often overlooked way to get your content discovered and send traffic your way. Interestingly, our data found that video posts on Pinterest get 83% higher engagement than images. So if you're using Pinterest primarily as a visual catalog, it might be worth testing a few video pins and seeing how they perform with your audience. Pinterest also has built-in advertising tools, including promoted pins and shopping ads, making it easy to get your content discovered by users actively searching for ideas and products. 🔍 Deep dive: Pinterest Marketing Strategy ⏫ Level up: How to Get More Followers on Pinterest X (formerly Twitter)Monthly active users: 557 millionBreakdown by gender: 36% women, 54% menDominant age group: 18–34 years38% of organizations use it for social media marketingX (formerly Twitter) has been around since the early days of social media. It was actually the very first platform Buffer supported! That said, the platform has been through a lot of changes lately. But don't count it out just yet. Sure, there are some interesting X (Twitter) alternatives popping up (like Bluesky, Mastodon, and Threads) but none of them have surpassed X's monthly user count yet. After acquiring the platform in 2022, Elon Musk set out to transform it into a broader “everything app,” expanding far beyond its original focus on short posts and conversations. Since then, we’ve seen a wave of updates, including new account types, longer-form posts, improved video features, and early steps toward digital payments and e-commerce. Like Facebook, X supports links, images, text, and video posts, but according to our analysis of over 10 million posts sent through Buffer, text is the most engaging content format on X. The best time to post on X (Twitter) is 9 a.m. on Tuesday. In general, posting on weekdays from 8 a.m. to about 12 p.m. gives your content the best shot at higher engagement stats. The best day of the week to post on X is Wednesday, followed by its fellow midweek buddies, Tuesday and Thursday. X offers a range of advertising options through X Ads, including promoted posts, accounts, and trends, helping you boost visibility and reach targeted audiences in real time conversations. 🔍 Deep dive: Understanding the X (Twitter) Algorithm ⏫ Level up: How to Get More Followers on X (Twitter) LinkedInMonthly active users: 350 – 450 million (estimated)Breakdown by gender: 43% women, 57% menDominant age group: 25–34 years75% of organizations use it for social media marketingLinkedIn has evolved from a resume-sharing platform to one of the best networks for thought leadership content and building a personal brand. From a business social media perspective, your employees’ personal brands can be a powerful digital marketing tool. More so, in most cases, than sharing from a company page. Although the platform also allows for text, video, image, and link posts, LinkedIn carousels (documents) take the top spot by far in terms of engagement. We also uncovered that late afternoon and evening hours (3 p.m.–8 p.m.) now drive the highest engagement on LinkedIn. As you can see on the heatmap below, the best times to post on LinkedIn are Wednesday at 4 p.m., Friday at 3 p.m., and Friday at 4 p.m. The best day of the week to post on LinkedIn is Wednesday. We found that posts shared on Wednesday tended to get the most engagement, closely followed by Thursday, then Friday. LinkedIn’s ads platform uses formats like sponsored content, message ads, and lead gen forms to help you target professionals and expand your reach. 💡 Pro tip: Because personal profiles are where it’s at on LinkedIn, we introduced LinkedIn profile analytics to help you see what’s working and refine your strategy over time. 🔍 Deep dive: Understanding the LinkedIn Algorithm ⏫ Level up: How to Get More Followers on LinkedIn ThreadsMonthly active users: 400 millionBreakdown by gender: 42% women, 58% menDominant age group: 25–34 years11% of organizations use it for social media marketingThreads may be positioned as a conversation-first, text-forward platform, but posts with visuals currently see higher median engagement. That said, format isn’t everything. There’s plenty of overlap, and a strong text post can still outperform an average video or image. As Threads continues to evolve and refine its algorithm, these trends may shift, but for now, a simple, effective approach is to mix in visuals alongside your text to give your posts an extra boost. No matter the format, one of the most effective ways to engage on Threads is to add your insight to trending topics (before they run away from you). Using Buffer’s Trending Topics feature, you can see what's taking off right now, browse actual posts from the conversation, and jump in with your take, all without leaving the Buffer app. So, when is it best to post? Our research revealed that the best time to post on Threads is 9 a.m. on Thursday. Other high-performing slots were 12 p.m. on Wednesday and 9 a.m. on Wednesday. Generally speaking, midweek mornings and early afternoons are your best bet for maximum engagement. Midweek is where it’s at for the best median engagement, so it’s little surprise that Wednesday seems to be the best day of the week to post, followed by Thursday, then Tuesday. 💡 Pro tip: Good timing won’t save mediocre content. Remember that Threads rewards specificity and niche interests, so don’t be afraid to geek out on your favorite topics. As of January 2026, Meta has officially completed the global rollout of Threads as an advertising placement through Meta’s Ads Manager. 🔍 Deep dive: Understanding the Threads Algorithm ⏫ Level up: How to Get More Followers on Threads Bluesky and MastodonBluesky and Mastodon are two fairly new decentralized social media platforms. Bluesky has 5.2 million monthly users, while Mastodon has 1 million. Being decentralized means that they aren’t owned or controlled by a single company, but instead are made up of smaller, community-led networks. That structure shapes how people show up: these spaces are far more community-first, with a strong emphasis on authentic conversations and people over polished brand content. So before you post, it’s worth asking whether your audience is actually there. If they are, focus on engaging, not just broadcasting. Instead of engagement rate, Bluesky uses total interactions (likes + comments + reposts), so it's not one-to-one with the other platforms in this section. Nevertheless, our data found that video content earns the most interactions per post on Bluesky. Like Bluesky, Mastodon uses total interactions (shares + favorites + comments) instead of engagement rate. It came up as the most stable platform in our dataset: Images and videos both earned a median of three interactions per post, and links and text both averaged out at two interactions. Keep an eye on these two platforms; it’s going to be interesting to see how decentralized social media networks evolve. 🔍 Deep dive: Understanding Decentralized Social Media ⏫ Level up: How to Schedule, Crosspost, and More on Bluesky Social media marketing strategyNow that you understand more about the most popular social media marketing platforms, let’s explore the key to social media marketing success: a social media strategy. Good social media marketing starts with a strategy. Before you start creating content, take a step back and look at the big picture. Before you even start thinking about content creation, it’s wise to take a step back and look at the big picture to devise your social media marketing plan. Remember: random acts of content lead to random results. Here’s a step-by-step guide to creating your social media strategy: Set your social media marketing goalsDefine your target audienceChoose your content pillarsChoose your platformsCreate your content calendarAnalyze your content performanceEvaluate your content strategyYour social media marketing strategy is not a one-and-done process: it’s a plan that should be regularly tweaked and iterated upon. So, instead of thinking of the above steps as a to-do list to move through, visualize them as a cycle, like the flywheel below. You should be regularly tweaking and building on your strategy to hit your goals. 1. Set clear social media marketing goalsStart with your business goals. Then ask yourself: 'How will growing an engaged social media following help me (or my team) reach these goals?' This is especially important if you need to convince leadership that social media is worth the investment. They'll want to see real results. The more you can show that social media is working, the easier it'll be to get the resources you need to grow. Build a solid foundation for your social media strategy by making these goals SMART: SpecificMeasurableAchievableRelevantTimebound SMART Goal Element Ask Yourself Examples + Guidance Specific What are we trying to achieve on social media? Increase brand awareness Drive traffic to your website Generate leads Increase signups or sales Measurable How will we measure success? What metrics will we use? Increase in followers or subscribers % increase in engagement rate % increase in click-through rate Attainable Are our goals realistic and achievable? Growing a new YouTube channel to 5,000 subscribers within a month might not be realistic if you’re new to video. Relevant Are our goals aligned with broader business objectives? Try using the prompt: “so that we can [insert business goal here].” Time-bound What is the deadline for achieving the goal? Give yourself a reasonable timeframe. Many companies work in quarterly (three-month) periods. 2. Define your target audienceBefore you dive headfirst into creating content, you need to know who you're actually talking to. Once you know who your audience is, you'll have a much better idea of where to find them and how to talk to them. Answering these questions will help you get a clear picture of your target audience: Who are they? (e.g., job title, age, gender, salary, location, etc.)What are they interested in that you can provide? (e.g., entertainment, educational content, case studies, information on new products, etc.)What goals and challenges do they have? (Ideally, this will be one your content or company can help them achieve or solve.)Where do they usually spend their time online? (e.g., TikTok, Instagram, etc., or niche platforms)When do they look for the type of content you can provide? (e.g., weekends, during their daily commute, etc.)Why do they consume the content? (e.g., to get better at their job, become healthy, stay up to date with something, etc.)How do they consume the content? (e.g., reading social media, watching videos, etc.)3. Choose your content pillars and formatsWhat kind of content will your audience actually care about? Could short-form video content be the best format for capturing their attention? Could partnering with an influencer take your brand awareness to the next level? Your marketing personas will come in handy here. It's also worth checking out what similar businesses are doing on social media. A competitive analysis can help you learn a lot from what's working (and what's not) for them. What are your competitors doing that works? Have they made mistakes you can learn from? Your content pillars and formats aren't set in stone. You can (and should) adjust them based on what's actually working. Here’s a comprehensive guide to creating content pillars for social media (with a handy template). 4. Choose your platformsSo, which platforms should you focus on? With so many options out there, it's easy to feel overwhelmed. Here are some things to consider when making this choice: Focus your efforts instead of spreading yourself thinWhen you're just starting out, it's better to focus on a few platforms where your audience actually hangs out, rather than trying to be everywhere at once. Brands focusing on just one or two platforms tend to get more engagement per post than those spreading themselves across three or more. Understand your target audience Even basic demographic info about your audience (like age, location, and interests) can help you figure out where to focus. Check out the stats for each platform above for some guidance. For example, if you're trying to reach teenagers, LinkedIn isn't where you want to spend your time. The same goes for TikTok and Snapchat if you're trying to reach retirees. They're probably not hanging out there. Use built-in shopping toolsMany social networking sites, like Facebook, Instagram, and TikTok, have robust e-commerce tools that may increase sales if that is your social media goal. It makes sense to reduce friction when it comes to sales by letting your customers shop right on their favorite platforms. If it works for your particular business, the availability of these tools is also an essential factor in your choice. Explore newer or niche platformsIf you’re serving a particularly niche market segment, it’s worth exploring the alternative platforms gaining traction. Don’t write Mastodon or Bluesky off simply because their active monthly users don’t number in the billions (yet). Less popular (but still powerful) social media marketing platforms like Pinterest may also prove valuable, especially for categories where visual discovery drives purchases, such as home decor, fashion, food, and DIY. 5. Create your content calendarYou’ve outlined the big picture; it’s time to get into the details — and implementation. Social media marketing usually starts with having a consistent social media presence, i.e., regularly sharing content on your chosen platforms. It’s best to plan your content calendar ahead of time instead of creating and publishing content spontaneously. Luckily, you’ve already done so much of the hard work required. Armed with your content pillars and formats and the platforms you’ve decided on, you can begin to map out the content itself on your social media content calendar. We have a comprehensive guide to creating your social media calendar (and template) that will walk you through it step-by-step, but here’s a high-level overview: Step 1. Choose your social media content calendar toolThis could be as simple as a spreadsheet, but social media scheduling tools like Buffer will help you plan, schedule, and analyze your content in a single platform. Prefer to start your social posts on a good ol’ spreadsheet? No problem. Buffer’s Bulk Upload allows you to convert a spreadsheet into up to 100 scheduled posts, all ready to go. Step 2. Gather your content ideasDefining your content pillars likely sparked plenty of exciting content ideas. Get them down before you lose them. A tool like Buffer’s Create Space can be super helpful here. It’s a versatile system that will allow you to save text, images, and videos for your social media posts (and organize them with color-coded tags) to keep track of all your lightbulb moments. Even if all you have is a link to another social post that has inspired you, a half-baked idea, or a reminder about an important product launch, save it. You can refine it later before you schedule it. With the Buffer app (available on both iOS and Android), you can save those ideas while you’re on the go, too. 💡Pro tip: If you’re stuck for ideas and staring at a blank composer with nothing to say, check out our Template Library of writing prompts. Take that, writer’s block. Step 3. Decide on a content cadence for each platformWhen it comes to building an engaged social media audience on any platform, consistency is key. It makes sense. The platforms want you to use their sites and apps, so they reward that behavior. Every platform is different when it comes to the best days and times to post on social media for optimal engagement. While you’re revving up your social media content engine, it can be helpful to know the best times to post on each network to maximize your chances of likes, comments, shares, and views. Here’s a recap of the best time slots for each platform: Platform Best time to post Facebook 8 a.m. – 12 p.m. (weekdays) Instagram 9 a.m. and 6 p.m. (weekdays) LinkedIn 3 p.m. – 6 p.m. (Wed–Sun) TikTok 6 p.m. – 11 p.m. (daily) plus weekend mornings YouTube Shorts 4 p.m. – 7 p.m. (Fri–Sat) YouTube (long-form) 6 p.m. – 10 p.m. (Sun–Tue) X (Twitter) 8 a.m. – 11 a.m. (weekdays) Threads 7 a.m. – 12 p.m. (weekdays) While these best-time-to-post guides can be helpful, they’re no substitute for knowing your best time to post. Every audience is different, and yours may be more likely to engage with your content at different times. After some time posting to your chosen platforms with Buffer, Buffer’s analytics will recommend your unique best time to post for each platform to maximize your chances of high reach and engagement. Step 4. Map key launches and datesPlan out posts for all your product launches, company news, and events. You can use placeholders if you don’t have all the details or social media marketing assets you need just yet. Why map them out first? Those posts should be your priority on those days, and you may want to hold off on sharing other content that detracts from these on key dates. It will also help you gather all the copy, images, and other assets with enough time to plan and schedule these posts. Step 5. Batch your content Consistently creating content for multiple channels is no cakewalk. But content batching (sitting down to create content in bulk, enough to last several days, weeks, or even months) can help you be more efficient. Here are some examples of social media manager content batching: Using the same Instagram template for several carousel posts spread out over a few weeks. All you need to do is change the text.Similarly, using the same template for LinkedIn carousel posts, and changing the content to create several carousels in one sitting.Planning a warehouse or factory visit to film several videos of how your product is made for future TikToks, Instagram Reels, and YouTube Shorts.Having a shooting day with several colleagues to take advantage of trending TikTok sounds or trending Instagram audio.Step 6. Schedule your contentWith all that content batched and ready to go, it’s time to start scheduling. Scheduling your social media marketing posts in advance is essential. There are so many benefits to scheduling your content in advance, especially for the social media managers themselves. Having your posts scheduled in a social media management tool like Buffer means: You don’t have to be online at all hours to post.You can take time off and rest, knowing that your audience is still engaged and growingYou can post your content at the best time to post on each platform.You can free up time for last-minute changes.6. Analyze your content performanceUnderstanding how your content is performing using social media analytics is a hugely important step in your social media marketing plan. Are you reaching more people than last month? How many positive mentions? How many used your brand’s hashtag? Are you driving traffic to key pages? Metrics to look at include: Reach and impressionsEngagement rateClick-throughsConversionsThe social networks provide basic metrics, but for more in-depth analysis or cross-platform comparison, use a social media analytics tool. We’re biased, of course, but Buffer’s analytics are tough to beat. Rather than just numbers, Buffer uses your reach and engagement data to recommend the best time to post, frequency, and content format to grow your channel. 7. Evaluate your content strategyIt’s time to step back and ask: “Is our social media marketing strategy working?” Use your analytics reports to see if your efforts are helping you reach your business goals. You might be gaining followers and engagement, but not increasing sign-ups or sales. If so, revisit earlier steps and adjust your strategy. Platforms evolve, and so should your approach. Adaptation is part of the process. Social media listening and engagementAs your business and following grow, conversations about your brand will increase. People comment, tag, or message you directly. And how you respond to these is important. As you’ll see in our 2026 State of Social Media Engagement Report, the biggest driver of post performance isn’t when or how you post. It’s whether you show up and talk back to your audience. Here’s a quick recap: Replying to comments is one of the strongest patterns we found: Accounts that do this consistently see higher engagement across every platform (up to +42% on Threads and +30% on LinkedIn).Content format performance isn’t universal: What works on one platform won’t necessarily work on another (and sometimes not even for different goals on the same platform).Consistency still matters: Accounts that stop posting see a clear drop in performance, while posting regularly increases your chances of being seen.Timing and frequency help, but only as a boost: The real lever is creating content people want to engage with and responding when they do.If there’s one takeaway: don’t just publish: participate. An easier way to engageAs you can see, responding to these interactions is a mega win for your engagement, but it’s easy to miss a notification, especially when you’re managing multiple social media accounts. If you’re like most people, you’ll post something, close the app, and forget to check back. Buffer’s Community makes it easier by bringing all your conversations into one calm, organized space, where you can filter unanswered comments, get real-time notifications, and reply across platforms without jumping between apps. The Community motto: “Don’t post and ghost.” You can respond faster with saved replies or AI-assisted suggestions (that still sound like you), track how consistently you’re engaging, and even turn great replies into new content — so no comment gets missed, and every interaction becomes an opportunity to connect and build your community. Because social media is meant to be social, right? People might talk about your brand without tagging you. These conversations are valuable — positive comments can be opportunities to surprise and delight, while negative ones allow you to offer support and resolve issues early. Manually searching for mentions can be tedious. Use a social media listening tool to find relevant conversations and participate effectively. 📚 Recommended reading: Social Media Engagement Guide Social media advertisingIf resources allow, social media ads can significantly expand your reach and grow your following. Well-executed campaigns target specific audiences based on demographics, interests, and behaviors. Meta’s Ads Manager allows crossposting across platforms, even without profiles. The average Cost Per Click (CPC) on social media is generally lower than Google Ads. For example, Instagram’s average CPC is $0.00–$0.25 (Pinterest is even lower at $0.00–$0.10), compared to Google’s $2.69. The amount will vary depending on your campaign objective, industry, and competition in your niche, so your numbers may look different. 💡Pro tip: Ads work best when they’re layered onto a consistent, organic social media presence. 📚 Recommended reading: Social Media Advertising Guide 8 social media marketing tips from the expertsWe asked social media marketers worldwide for their top tips for beginners. Common themes include authentic connection, platform selection, and partnering with creators. 1. Know your audience“Ignore fads and trends and vanity metrics. Create a solid strategy that talks to your audience. Think about their pain points, emotional triggers, and how you want to be perceived in their eyes.” – Sarah Man, Social Media and Marketing Consultant, Mantar Marketing “There’s already so much being shared by your target audience across various platforms. Work smarter, not harder! Your audience/customers will always express their pain points or challenges. If you can address those pain points or challenges head-on with your content, your messaging/products/services are guaranteed to reach those people.” – Emma Rafanello, Social Media Account Supervisor, Bospar 2. Stick to the platforms that make sense“You don’t have to be everything, everywhere, all the time! It’s better to start small and focus on one platform, at a lower posting frequency, than it is to spread yourself too thin. The best way to see if social is working for your business, no matter what your goals are, is to really focus on one channel and grow from there. If your attention is divided between 10 other platforms, it’s hard to notice those small yet promising upward trends that are whispering, ‘This could work!’ to you.” – Emily Brungard, Senior Social Media Manager, Rossman Media 3. Optimize your profiles“Optimize and fill out every aspect of all your social media profiles to create the best first impression for your audience. The better the first impression, the higher the perceived value. This will really help generate leads, too.” – Piyush Malpure, Founder and Marketing Strategist, Leads Infinity 4. Engage with your communities“Posting often will only show off part of your brand, but you’ll come across as more genuine and authentic if you take the time to comment on relevant posts and discussions.” – Naba Ahmed, Marketing Manager, Prezi 5. Be authentic and relatable“Don’t be afraid to test out-of-the-box ideas and be yourself. Understand that ‘being good’ on social means nothing if you aren’t meeting your objectives and reaching your business goals.” – Sarah Man, Social Media and Marketing Consultant, Mantar Marketing 6. Create value for your audience“Create content in which you give more to people than what you ask of them, and find peers to partner with and amplify your message.” – Meryoli Arias, Head of Marketing, The Community Marketing Company 7. Get your team involved“Your brand should be an extension of real people’s voices. For someone just building out their strategy, the best place to start is with your internal team. Interview them, use their thoughts and ideas to ideate topics, and feature them often. Give them prompts and enablement material to share those thoughts themselves. Involving the team humanizes the brand and creates real connection with your audience.” – Sam Hembree, Co-founder, Beam Content 8. Be strategic with links“This one is an easy one: stop posting links in Instagram captions and stop putting multiple links in social posts! They’re not accessible and honestly seem spammy. If you’re posting in multiple languages, just separate the posts.” – Jessica Perreault, Director of Communications, Labour Market Information Council (LMIC) Social media marketing resourcesAs you’ll have picked up from this article, social media marketing is a deep, nuanced subject, and there’s often plenty to consider before a business kicks off any kind of social media marketing campaign. In a field constantly in flux, social media pros know staying on top of trends, platforms, tools, and features is key. To help you get going (or level up), here are some high-level resources to bookmark and add to your social media marketing toolkit (along with the deep dives and zoom-outs we’ve linked above): ✍️ Social Media Marketing Blog Latest news, success stories, platform guides, and more. 💌 Social Media Newsletter Weekly updates on new features and tips. 🧠 Social Media Terms Glossary Clarify industry jargon as you build your strategy. 🚀 The Buffer Community Connect, share, and learn with other social media managers, small business owners, and creators. Got questions? We’d love to help. Find us on Facebook, Instagram, LinkedIn, X, YouTube, TikTok, Threads, and Bluesky. FAQ about social media marketingHow do I do social media marketing?At its core, social media marketing is about showing up where your audience already spends time and building real connections. Start by choosing one or two platforms your audience uses most, create content that helps, entertains, or informs them, and stay consistent. Just as importantly, don’t post and ghost. Respond to comments, join conversations, and learn from what’s working so you can keep improving over time. How much does social media marketing cost?It can cost as little or as much as you want. If you’re just getting started, your main investment is time: creating content, engaging with your audience, and learning what works. As you grow, you might invest in tools, ads, or extra support. The good news is you don’t need a big budget to see results, especially if you focus on consistency and genuine connection. What are the benefits of social media marketing?Social media marketing helps you get your brand in front of the right people, build trust over time, and stay top of mind. It can drive traffic to your website, generate leads, support sales, and even act as a customer service channel. But one of the biggest benefits is the direct connection. You’re not just broadcasting, you’re building relationships. Why is social media marketing important?Because that’s where people are. Your audience is already using social media to discover brands, research products, and make decisions. If you’re not showing up there, you’re likely missing out on opportunities to connect, learn from your audience, and grow your business in a way that feels natural and accessible. How do I start marketing on social media?Start simple. Pick a platform, set a clear goal, and begin sharing content that’s useful or interesting to your audience. You don’t need a perfect strategy from day one. You’ll learn as you go. Pay attention to what people respond to, keep experimenting, and build from there. Progress matters more than perfection. Which is the best platform for social media marketing?There isn’t a single “best” platform. It depends on your audience and your goals. The best platform is the one your audience actually uses and engages with. Instead of trying to be everywhere, focus on one or two platforms where you can show up consistently and do it well. View the full article

Hello and welcome to Modern CEO! I’m Stephanie Mehta, CEO and chief content officer of Mansueto Ventures. Each week this newsletter explores inclusive approaches to leadership drawn from conversations with executives and entrepreneurs, and from the pages of Inc. and Fast Company. If you received this newsletter from a friend, you can sign up to get it yourself every Monday morning. A year ago, amid a wave of DOGE cuts to federal agencies, Modern CEO highlighted the things government gets right, notably its ability to solve problems that businesses can’t or won’t because doing so isn’t necessarily profitable. Finding solutions to many of those challenges—including affordable housing, mass transit, and public education as well as environmental sustainability and climate change—is increasingly falling on city leaders, says Mike Bloomberg, the former mayor of New York and founder of Bloomberg LP. “The more [that] national governments retreat from the world stage, the more important mayors become,” Bloomberg said last month at the Bloomberg CityLab 2026 summit, hosted by Bloomberg Philanthropies and the Aspen Institute. “Mayors have to move quickly and adapt to big change.” And, like CEOs, these city leaders must often think big while also managing minutiae. “Mayors, perhaps more than any other civic leaders, are expected to advance strategic, multiyear infrastructure and policy initiatives while at the same time being attentive to the hyperlocal needs of individual residents,” says Daniel Ramot, CEO of Via Transportation, a tech company that serves public transit systems. Adds Ramot, whom I interviewed onstage at Bloomberg CityLab: “I have always been impressed by how the very best mayors are able to manage this tension. It requires genuine empathy and attention to detail, combined with the ability to look beyond the status quo, dream big, and perhaps most importantly, ground those dreams in a reality informed, first and foremost, by data.” (Disclosure: Bloomberg CityLab covered my travel and accommodation.) Put another way, city hall can be as complex as a business. Here are three leadership lessons gleaned from Bloomberg CityLab sessions featuring mayors from around the world. Build inclusive coalitions Baltimore Mayor Brandon Scott says one of his signature initiatives—reducing the number of vacant properties in the city—“is not just my strategy; it’s the community strategy.” Other stakeholders include the state of Maryland and philanthropic partners, but Scott singles out BUILD, a community organization, as a key contributor. The program, which provides capital to transform vacant buildings into neighborhood housing, appears to be working. Scott says the number of vacant properties in Baltimore has dropped from 16,000 when he took office in 2020 to 11,800 today. Use the spotlight as a forcing function Anne Hidalgo, who served as mayor of Paris from 2014 until earlier this year, talked about how the 2024 Olympic and Paralympic Games helped galvanize a number of improvements, including a cleanup of the Seine River. The games provided a deadline for making the river swimmable for athletes and the added pressure of global scrutiny. Indeed, even as the games approached, officials reported health concerns about the quality of the water. Hidalgo herself donned a wet suit to take a dip in July 2024, and the city and the Paris Olympic Committee ultimately cleared the river for competition. But Hidalgo, who made environmental sustainability a hallmark of her mayoralty, says investment in the river wasn’t just for the Olympic Games. Last year 100,000 tourists and Parisians swam in the Seine, engaging with nature in an urban setting. Embrace AI on your own terms London Mayor Sadiq Khan is an AI realist who recognizes the risks and rewards of the technology. The city, he says, is already using AI to predict traffic congestion and tackle housing challenges. At the same time, he’s aware of the impact on employment and earlier this year launched a task force aimed at helping residents strengthen skills for the jobs of the future and guiding companies on how to create new high-paying jobs leveraging AI. “We don’t want to move fast and break things,” he says. “We’re gonna move fast and make things—without leaving anyone behind.” Programming note As a reminder, our first live-streamed event exclusively for Modern CEO subscribers will take place on Monday, May 18, at 1 p.m. ET. I’m hosting The CEO’s Guide to AI featuring Matt Fitzpatrick, CEO of Invisible Technologies. The session aims to help leaders understand where AI can have an impact—and what’s hype. You can RSVP here, and if you’re not already a subscriber, you can sign up here. And if you have questions for Matt, you can submit them to stephaniemehta@mansueto.com. Read more: most innovative cities Here’s how Mobile, Alabama, is fighting blight Los Angeles is rethinking home ownership on vacant lots Paris redesigned itself to be a city of bikes, not cars View the full article

AI-powered experiences like Google AI Overviews, Gemini, and Ask Maps are changing how customers discover local businesses. People are asking more detailed, conversational questions, and AI-powered systems can now influence which businesses get surfaced. Traditional rankings are only part of the visibility equation. Complete, accurate business information — including your Google Business Profile, reviews, photos, and local content — can help customers and AI systems better understand your brand. Join SOCi and Google for an exclusive webinar, Winning the Next Era of Local Visibility, on June 3. You will learn: How AI is transforming local search. Which signals may influence AI recommendations. How to improve visibility across Search, Maps, and Gemini. What Ask Maps means for your brand. AI is already shaping how customers find businesses. Make sure yours is one of them. Register now View the full article

The changes include clearer and revamped questions and updated requirements for criminal, regulatory and financial disclosures, the CSBS said. View the full article

The changes put out by Fannie Mae and Freddie Mac make it clear the Nov. 2 date applies to valuation submissions to the UDCP, not when the loan is delivered. View the full article

The letter suggests Mortgage Connect review and end the use of any noncompete or other agreements that aren't necessary and to notify workers of updates. View the full article

Designers love to experiment, but there’s one particular object where they tend to get especially creative and even weird: lighting. Picture a ceramic lamp sculpted into a car, a fixture and shade cast in metal swirls, and something that looks like a cork UFO. These out-of-the-box designs are part of a new exhibition during New York’s Design Week showing the unusual territory where designers are taking lighting. Mazhariyya LampSolid Lacebeacons (scale-less-ness) Now in its sixth edition, the Head Hi Lamp Show brings together 36 eccentric lamps from designers located around the world. It is organized by Alexandra Hodkowski and Alvaro Alcocer, the founders of Head Hi, an architecture bookstore and cafe in Brooklyn. This year they brought in Stephen Markos, founder of the design gallery Superhouse, to curate the show. Alexandra HodkowskiAlvaro Alcocer “The exhibition celebrates our universal relationship to light, design and creative expression and, more specifically, objects that have the ability to change our spatial understanding, to tone our immediate atmosphere,” the organizers said in a news release. LandcruisingColonneLamp (Fragment)H3LLR8SR The lamps on view all function, but they celebrate creativity and form above all. The lineup also includes a lamp composed of a red metal frame draped with a sky print fabric as its shade by the Malaysian designer Jun Ong, a paper sconce printed with a figurative graphic by the San Francisco–based practice Studio Ahead, and a totemic marble piece by the Venetian artist Giacomo Bianco. AERO LAMPMOSTRO VIIMan Kozo Lantern The show is on view at Head Hi and online from May 18 through October. All the lamps are available for sale, too. View the full article

It was the shock that the design world didn’t see coming, but should have. In mid-April, Anthropic, the maker of Claude, launched a stand-alone design tool called Claude Design. No matter that Google had already tried the same thing with its platform Stitch, and there were also plenty of perfectly good vibe coding tools on the market. The possibility that Anthropic—the same AI company known for upending product development by rapidly commoditizing code—was coming for design next introduced a sudden urgency into the conversation around design tools and automation. Friends suddenly looked a lot more like competitors. Designer-influencers reacted in hyperbolic doomerism. Investors concurred that Claude’s aspirations spelled danger for design tools, and Figma’s stock dropped approximately 7% the day of the announcement, while Adobe’s was knocked down by around 2.5%. That’s the way competition works in any industry. But in this case, Figma and Adobe (alongside Canva, which is privately owned) are all long-standing partners with Anthropic. I connected with the three design companies following the news. For the most part, even Anthropic’s own partners in the design tool world seemed surprised by the announcement. And I can say with certainty that the acting product design teams at Figma and Adobe had no idea that a competitive product from Anthropic was about to drop. While this is all just business, the announcement underscored what has been increasingly clear for a while now: Design—as judged by the tools its practitioners use, at least—is in a messy moment where it can feel like design is eating itself. Why everybody collabs with Anthropic This particular moment was so surprising to the design tools industry because, for the most part, new AI frontier model companies have been playing nicely with incumbents. Figma (like Adobe and Canva) has been operating under a multiyear collaboration with Anthropic to integrate Claude into Figma and Figma into Claude. Yes, it’s a strangely interdependent relationship. Design tools need the best frontier models to power their software. And yet, they also want to appear as part of those models, not only to attract new users but to remain relevant in a world where people increasingly work within an AI feed. Despite this collaboration, Anthropic’s sudden announcement of a rich graphical user interface (GUI) editing tool seems to have gone a step beyond anything that Anthropic had disclosed to Figma was in the works. A few days before the announcement dropped, Mike Krieger, Anthropic’s chief product officer, stepped down from Figma’s board. As Figma’s cofounder Dylan Field put it (with a wink to Sam Altman’s firing from OpenAI): “They were not consistently candid in their communications,” according to a report on Upstarts Media. I got a similar impression during a background call with Adobe, in which the company reiterated that it has had an excellent, long-term relationship with Anthropic, and it recently collaborated on integrating Adobe workflows into Anthropic’s large language model (LLM). However, I also concluded that the news of Claude Design had arrived with very little notice. There was enough polite talking around my specific follow-ups that I suspect that Adobe got the same fuzzy-facts presentation about what Claude Design actually constituted that was given to Figma. (Anthropic declined an interview request.) The outlier here, perhaps, is Canva—which is the only company claiming to have co-developed Claude Design with Anthropic. According to press releases, the company announced that its Canva Design Engine powered Claude Design the day before Claude Design was even announced—and Canva is the only company that has its own preferential “export to [Canva]” button in Claude Design. When I asked about the platform’s co-development, Canva declined to share much more than that. When asked how long that development work had gone on for, Canva cofounder and COO Cliff Obrecht only offered the time frame of “more recently.” No doubt, NDAs have limited what most companies can share regarding their ongoing development work with Anthropic. But I also get why these companies would hesitate to say that Anthropic left them out of Claude Design: Everyone wants a date to the AI dance. And nobody wants to look like they were stood up while Anthropic went stag instead. A network of frenemies Truthfully, this development shouldn’t have been surprising to any of us. Technology companies have long operated as frenemies, competitors who are forced to rely on one another for certain pieces of the puzzle that they each need to thrive. It’s why even though Apple and Google are fierce competitors in smartphones, Google is building Apple’s new AI model while it pays Apple billions a year to promote Google search on iPhones. But for Anthropic—a company that’s successfully positioned itself as the darling, more morally grounded alternative to OpenAI—the launch of Claude Design felt particularly ambitious. By complementing code with design, Claude could become a one-stop shop of product development, potentially compromising goodwill with long-standing corporate partners in design in order to make a surprise splash and capture market share. Anthropic did not opt to comment for this piece. However, Joel Lewenstein, the company’s thoughtful head of product design (who we’ve spoken to twice in the past), took to X to publish what seemed to be a response to the widespread speculation that his company was aiming to obliterate the entire field of digital design tools. “I don’t imagine Claude Design (or any tool) will ever replace all the tools around it . . . creative people have their own preferences on how to explore and refine ideas. Most notably, Claude Design doesn’t yet address that last mile craft and delight that differentiates the best products from the OK ones. As with many things in our practice, we’re just not sure where or how that gap closes: better models, better tools, a more focused design skill set, or (most likely) some combination of the three,” Lewenstein wrote, ultimately concluding that he hopes Claude Design is “one tool amongst many.” On this point, it seems that Anthropic and design tool companies agree. So far, the market is still signaling a strong desire for these seemingly vulnerable stand-alone design tools. Adobe’s revenue grew a respectable 11.5% in 2025, while Figma’s grew by an impressive 41%. Canva not only added 35% to its revenue, but also 85 million new users over the course of last year. The ongoing vulnerability of giant AI models The problem for Anthropic, meanwhile, is that it’s also vulnerable to market pressures. There’s no doubt that, since the launch of Claude Code last year, the company has been in the pole position of innovative, productive artificial intelligence. However, for any third-party piece of software, swapping in a new AI model is as easy as updating a single line of code. Training and operating a model like Claude is incredibly expensive. Cheaper or open-source AI models don’t lag so far behind the state-of-the-art ones. And, perhaps most crucially, there’s no reason that Canva, Figma, and Adobe need to support Claude in the longer term if it’s not the best solution for their platforms. In fact, both Figma and Adobe positioned themselves to me as AI-agnostic. “We will partner with models when it makes sense to partner with them for different things. And one of the benefits we have, of course, is getting to be model-agnostic in different places,” says Noah Levin, VP of design at Figma. “We use Gemini and Nano Banana for imagery when it makes sense. We’re not in the game of forming one extreme, deep partnership when all of these models excel at different things. And it’s an advantage to not be a model company right now when you can actually just incorporate the pieces that make sense.” Ever since Adobe opted to allow third-party models beyond its homegrown Firefly, you can generate imagery simply by selecting a different AI model like any other traditional Adobe plug-in. In the future, Adobe imagines that its customers will be generating imagery from several different AI models at the same time (much like coders juggle multiple AI agents at once), able to choose whichever option comes out the cleanest. Adobe goes so far as to call itself an AI “model curator.” The rise of the AI curator This point of view marks a fascinating evolution in software development and positioning. In this age of AI, a company like Adobe, once built to be a one-stop shop for production in the Creative Cloud, morphs from a singular titan of industry defined by its own technologies like clone stamping to a multiheaded hydra that might juggle several AI models for you all at once via a unified interface. Adobe becomes more like a retailer you visit because you like their general selection (like Walmart or Target), rather than because they make every product so perfectly themselves (like Muji or Ikea). Alongside Figma and Canva, Adobe’s value is that its own tools are powerful and familiar, sure—and also that Adobe becomes your simplest gateway to using Claude and every other generative AI model out there to ensure you’re always getting the best result. Meanwhile, your frontier model companies, like Anthropic, will still only want to present their own AIs to the public. There’s no feasible future in which Anthropic suddenly includes OpenAI’s latest generative models to run the same prompts with a tap. And so, depending on the angle from which you view this market, no one entity has built the perfect moat. “We designers are loyal to capability. Platforms are interchangeable,” says Natasha Jen, partner at the design consultancy Pentagram. “We’ve seen that over and over, from Quark to InDesign, Freehand to Illustrator, Sketch to Figma. The software you open to make something may stop being the meaningful unit of work. Any company built on selling that unit has a real problem once it dissolves.” However, as much as we’re all experimenting with new AI tools, unless one platform is measurably better, most professionals would rather stay with what’s fast and familiar than deal with the hassle of switching. According to Andy Allen, the designer behind the early hit iPad design tool Paper, who now makes his own craft apps with Not Boring, “the professional software designers I know are much more excited about AI coding tools like Claude Code and Codex [than Claude Design], which are much further along and rapidly moving up the S-curve now in terms of improvement. “Like most AI tools, the capabilities are more aligned with raising the floor for those new to the field rather than the ceiling for pro creators—more iMovie than Final Cut Pro,” he continues. “That should expand the market [as Canva did], but it may not cannibalize the pro tool incumbents so much as limit their growth. All the claims of fields or tools being ‘cooked’ are mostly social engagement bait.” For now, at least. View the full article

Rumination is one of the most overlooked risks to effective leadership. It’s also one of the most common and most contagious. When leaders engage in rumination, it quietly erodes their well-being, judgment, and the psychological climate of their teams. In psychology, rumination refers to repetitive, unwanted, past-centered, and intrusive negative thinking. Unlike self-reflection, which is purposeful and forward-looking, rumination can become a vicious cycle that loops leaders into “What if?” or “Why did I…?” with very little learning in return. I’ve noticed an increasing number of leaders who are particularly prone to rumination. This might come down to the fact that they sit at the intersection of significant responsibility, high visibility, and constant ambiguity. Perfectionism, relentless stressors, and unforeseen challenges can all amplify this. How rumination harms decision-making and health Rumination has a payoff, or else we wouldn’t do it. Overthinking can offer comfort. A constant loop of worry, analysis, replaying details, and playing out possible scenarios can provide our brains a sense of control and purpose at times when life feels devoid of both. For many of us, it evolved as a protective strategy. And yet, that same strategy can ultimately decimate the very qualities we need to cultivate for leading and functioning optimally. Rumination ties up the cognitive resources leaders need most: working memory, attention, and cognitive flexibility. Work-related rumination can lead to greater exhaustion and poorer psychological well-being over time. This can impair clear thinking and judgment. Physiologically, rumination prevents recovery. Instead of switching off after hours, the nervous system stays in a state of threat. Stress hormones stay elevated, which disrupts your sleep. My own habit of overthinking contributed to my debilitating burnout as a corporate finance lawyer. Relinquishing the habit of rumination and creating a healthier, more balanced relationship with my thoughts has formed an essential aspect of my recovery. The ripple effects on teams and culture The impact of rumination rarely stops at the leader. Its impact on their nervous system creates a micro-stress climate that harms team morale and cohesion. Leaders who are mentally preoccupied struggle to stay grounded in the present moment. Instead, they’re distracted, irritable, or indecisive. This has a deleterious effect on team culture. Over time, this effect shows up in subtle but profound ways. That might look like delayed decisions, constantly revisiting topics, or “parking lot” issues that never actually leave the parking lot. Team members begin to mirror their leader’s hypervigilance and overthinking as a coping mechanism, which reduces risk-taking and innovation. This kind of “affective rumination”—spreading negative stories, replaying injustices, or catastrophizing future scenarios—can dampen productivity. It can also hamper creativity as people spend far more time thinking about (or even just imagining) problems than solving them. At a cultural level, rumination can normalize rehashing and blame. Teams become more cautious, interpersonal tensions linger, and psychological safety declines as people grow fearful of becoming the next trigger. Five ways to break the rumination loop Below are some research-informed strategies designed to help leaders shift thinking style, prioritize well-being, and model healthier habits for their teams. Schedule “worry appointments” with a decision boundary. Set a 10–15 minute block to deliberately think about a sticky issue, write down concrete options, and end with a “next tiny step”. Time-limited, structured worry reduces rumination and supports more solution-focused thinking. Use mindfulness “micro-pauses” to change your relationship with thoughts. Practices like three slow breaths, stretching, shaking out your hands, rolling your shoulders, or doing a short meditation between meetings help you interrupt rumination by shifting attention into physical sensations. Even a few minutes can break the mental pattern and reduce stress and burnout risk. Protect real psychological detachment after hours. Create specific no-work zones and intentionally engage in activities like exercise or hobbies to refuel perspective and cognitive capacities. Use short movement bursts to discharge tension. Stand up and do 2–3 minutes of brisk walking, stair-climbing, or dynamic stretching. Even very brief “micro-bursts” of movement during the workday can lower physical tension and improve cognitive performance, helping you come back to the issue with a calmer mind and a clearer perspective. Normalize “thinking out loud” with trusted others. Share ruminative loops with a coach, mentor or therapist and ask specifically for help distinguishing between reflection and rumination. This can disrupt repetitive patterns and introduce alternative perspectives. Building an anti-rumination culture Leaders who work on letting go of their own rumination habits send a powerful cultural signal. By acknowledging their tendency to ruminate, understanding it as a common stress response, and modeling how to pivot back to action, they give teams the permission to do the same. This might mean simple practices that help reconnect people with their agency, like beginning meetings with “What’s in our control today?” or closing difficult conversations with a brief recap of decisions and next steps to reduce post-meeting mental replay. Organizations can reinforce this by embedding recovery, reflection, and psychological safety into how work gets done. Ensuring realistic workloads, providing access to coaching and evidence-based well-being and mindfulness programs, and training leaders to recognize signs of burnout and chronic overthinking all help reduce the conditions that fuel rumination. Rumination will always be a temptation for conscientious, high-responsibility leaders. But when you leave it unchecked, it quietly undermines the very capabilities that modern leaders and organizations need. And that’s clear thinking, emotional steadiness, and cultures where people feel safe to learn and take risks. Treating rumination not as a personal failing but as a predictable, manageable cognitive pattern is the first step toward leading with more clarity, calm, and collective confidence. View the full article

The top note in a new perfume called Miami Split comes from an unexpected place: a banana processing plant in Ecuador. The fragrance is extracted from banana-scented water, a byproduct of washing fruit, that was previously thrown away. It’s one of the unusual ingredients sourced by Abel Fragrance, a company that avoids using any fossil fuels in its products. Instead, it is looking to biotech to make natural fragrances. Right now, petrochemicals are the status quo in the industry. “Almost all fragrance molecules are synthesized from fossil fuels,” says Frances Shoemack, the brand’s founder. A typical fragrance is made from between a dozen and a few hundred fragrance molecules and more than 95% of those come from crude oil. “They’re cheap and readily scalable, and it’s really what’s kind of created the modern fragrance world,” she adds. The quest for a natural perfumeShoemack, a former winemaker originally from New Zealand, started Abel Fragrance in 2013 after a move to Amsterdam. At the time, she saw natural, more sustainable options for skincare and makeup, but nothing comparable for perfume. “It just started out as a bit of a real search for this product,” she says. “And then a little bit of like, if no one’s doing it, is it something I could do if I find the right people to surround myself with?” Isaac SinclairFrances ShoemackShe partnered with the master perfumer Isaac Sinclair and initially worked only with essential oils, but quickly ran into limitations. Many aren’t long-lasting, and dissipate within hours. They’re difficult to make shelf-stable, without synthetic preservatives like sunscreen. They’re expensive. They’re complex compounds, making them harder to work with in a precise way. The startup team wanted to rethink how natural fragrances are made. Their theory: it should be possible to compete with fossil-based fragrances on performance. A biotech answerAs Shoemack and Sinclair looked at innovation happening in other sectors like food production, they started to find biotech versions of fragrance ingredients. Ambroxin, for example, is a molecule that’s typically made from fossil fuels to replicate ambergris—a rare natural substance that was originally sourced from whales for its warm, woody scent and ability to act as a fixative in perfume. Now, it can also be made in a lab by fermenting plant sugars. The chemical structure of the resulting molecule is the same as the fossil fuel version, but only plants are involved. Right now, Shoemack estimates that there are only around 100 biotech fragrance molecules on the market, compared to thousands of fossil-based molecules that are available. “It’s still expensive, and it’s still early days,” she says. As the war in Iran has pushed up the price of crude oil, though, “that might spur some innovation in this space.” Abel Fragrance also works with isolates—compounds that are extracted and purified from complex mixtures like lavender oil or peppermint oil. And it searches for other unique natural fragrances, like the banana note, which is produced by a company called Symrise. The company developed a low-energy process to extract scents from water, making it possible to have natural fruit scents, like cherry and passionfruit, that couldn’t be made in the past. That natural banana scent isn’t something that could easily be reproduced synthetically. “It’s green and tart and almost kind of pithy, like when you peel back the banana layers,” says Shoemack. “It’s so different to the banana candy note that’s otherwise available.” More creative fragrancesBeyond being more sustainable to produce, it also allows more creativity, she says, since the scent wasn’t otherwise available. “This [scent] literally started with that banana note, like, wow, this is radical,” she says. “How can we make this into a fragrance that is really interesting, exciting, boundary-pushing? It’s this dark, edgy oud fragrance, as opposed to what you would expect, which is bright, creamy, sunny, vanilla-y.” The company also still uses some traditional natural scents, like Atlas Mountain cedarwood, which is harvested from the wild by communities in Morocco. It plans to always use a mix of certain heritage ingredients alongside biotech ingredients that help with longevity and other factors. Technology is at a point now where a bigger shift in the industry could be possible. While the cost of biotech ingredients still needs to come down, “the trajectory is there, and the big players know it,” Shoemack says. “They’re watching this space closely, and from what I can see, the intent to transition is genuine. This isn’t a fringe conversation anymore.” “Biotech is to fragrance what EVs were to the car industry; a fundamental rethinking of where the raw material comes from, and proof that the alternative can actually be better,” she adds. “Not a compromise. Better. That shift in the conversation is enormous. Abel isn’t positioned as a proof of concept, but nor was the goal to be niche for niche’s sake. We’re paving a path forward and I hope the industry will follow suit.” View the full article

“Something is up in academic research,” ​write​ the members of an AI Task Force convened by the journal Organization Science. As they go on to elaborate: “If you are an editor or reviewer at a journal these days, you probably already know this. The manuscripts are arriving in greater volume, with a particular feel that is hard to pin down. On the surface, the papers look the same as ever, but the writing feels weightless in a way that rarely describes academic writing…you find yourself scratching your head at the meaning the words are trying to convey.” The culprit? The task force crunched the numbers and produced a clear answer. Starting in 2023, after ChatGPT became available, the number of submissions to Organization Science rapidly increased. At the same time, the percentage of submissions classified as using minimal AI has plummeted from near 100% down closer to 30%. The impact of this shift on readability has been marked, with scores on a standard “reading ease” metric falling by 1.28 standard deviations between January 2021 and January 2026: “Submissions have become far harder to read,” the Task Force reports. “This is counterintuitive. Most people assume that AI produces cleaner, more polished text. And in some narrow dimensions, it does…but on the measures that capture whether a reader can actually parse and absorb the prose, AI writing is worse…[using] longer words, more complex sentence structures, more jargon, and more nominalizations.” Papers that are more difficult to read might be worth it if AI increased the amount of good science being produced. But this doesn’t seem to be the case. Organization Science is desk-rejecting (e.g., rejecting a paper before even sending it to peer reviewers) nearly 70% of manuscripts that made heavy use of AI. This number drops to 44% for papers written without AI. Similarly, only 3.2% of high-AI papers are ultimately accepted compared to 12% of low-AI papers. (It’s important to note here that the editors making these decisions do not themselves know the role of AI in the paper construction. These are retrospective analyses.) All of this points to a distressing conclusion: generative AI tools are leading to many more poor paper submissions, which are taxing the time and patience of the community tasked with reviewing this research. These tools make individual researchers’ lives easier in the moment (writing is hard!), but they are leading to worse outcomes for the field as a whole. I tell this story because I think it’s a useful cautionary tale about AI. As I’ve been trying to argue from many different angles in recent weeks (e.g., ​1​ ​2​), making things faster or easier is not the same as making things better. Sometimes there really is no shortcut to taking your time. The post Easy is Overrated appeared first on Cal Newport. View the full article

“Something is up in academic research,” ​write​ the members of an AI Task Force convened by the journal Organization Science. As they go on to elaborate: “If you are an editor or reviewer at a journal these days, you probably already know this. The manuscripts are arriving in greater volume, with a particular feel that is hard to pin down. On the surface, the papers look the same as ever, but the writing feels weightless in a way that rarely describes academic writing…you find yourself scratching your head at the meaning the words are trying to convey.” The culprit? The task force crunched the numbers and produced a clear answer. Starting in 2023, after ChatGPT became available, the number of submissions to Organization Science rapidly increased. At the same time, the percentage of submissions classified as using minimal AI has plummeted from near 100% down closer to 30%. The impact of this shift on readability has been marked, with scores on a standard “reading ease” metric falling by 1.28 standard deviations between January 2021 and January 2026: “Submissions have become far harder to read,” the Task Force reports. “This is counterintuitive. Most people assume that AI produces cleaner, more polished text. And in some narrow dimensions, it does…but on the measures that capture whether a reader can actually parse and absorb the prose, AI writing is worse…[using] longer words, more complex sentence structures, more jargon, and more nominalizations.” Papers that are more difficult to read might be worth it if AI increased the amount of good science being produced. But this doesn’t seem to be the case. Organization Science is desk-rejecting (e.g., rejecting a paper before even sending it to peer reviewers) nearly 70% of manuscripts that made heavy use of AI. This number drops to 44% for papers written without AI. Similarly, only 3.2% of high-AI papers are ultimately accepted compared to 12% of low-AI papers. (It’s important to note here that the editors making these decisions do not themselves know the role of AI in the paper construction. These are retrospective analyses.) All of this points to a distressing conclusion: generative AI tools are leading to many more poor paper submissions, which are taxing the time and patience of the community tasked with reviewing this research. These tools make individual researchers’ lives easier in the moment (writing is hard!), but they are leading to worse outcomes for the field as a whole. I tell this story because I think it’s a useful cautionary tale about AI. As I’ve been trying to argue from many different angles in recent weeks (e.g., ​1​ ​2​), making things faster or easier is not the same as making things better. Sometimes there really is no shortcut to taking your time. The post Easy is Overrated appeared first on Cal Newport. View the full article

Google Ads will impose new access limits on historical reporting data available to advertisers in the interface and APIs. The post Google Ads Will Limit Access To Older Reporting Data appeared first on Search Engine Journal. View the full article

If you filed a tax extension using Form 4868, your federal tax return is due by October 15, except that day falls on a weekend or holiday. It’s essential to recognize that any taxes owed were due back on April 15 to avoid penalties. To guarantee you’re on track, you’ll want to confirm your extension status and check any specific state requirements. Comprehending these deadlines can prevent unexpected issues, so let’s explore how to manage your tax obligations effectively. Key Takeaways Filing a tax extension moves the federal tax return deadline to October 15, unless it falls on a weekend or holiday. Taxes owed must be paid by the original deadline of April 15 to avoid penalties and interest. Check for confirmation of your extension status within 24 to 48 hours for online submissions; contact the IRS if no confirmation is received. State tax extensions often require separate applications; verify your state’s specific requirements and deadlines. Prepare your tax return promptly to avoid complications if your extension is rejected or if you miss the October 15 deadline. Understanding Tax Extension Deadlines When you file a tax extension, it’s vital to comprehend the associated deadlines to avoid unnecessary penalties. By submitting a Form 4868 extension, you automatically push your federal tax return deadline to October 15. Nonetheless, if that date falls on a weekend or holiday, it shifts to the next business day. Keep in mind that although you have more time to file, any taxes owed are still due by the original April 15 deadline. To prevent penalties and interest, make certain you submit estimated tax payments by that date, even if you’ve filed for an extension. Furthermore, note that state regulations regarding tax extensions may differ; some states accept the federal extension automatically, while others require separate requests. Always check your state’s specific rules to guarantee compliance and avoid potential issues when filing your return. Comprehending these deadlines is vital for a smooth tax filing experience. Confirming Your Federal Tax Extension Status After comprehending the importance of tax extension deadlines, it’s important to verify your federal tax extension status to confirm you can file your return on time. If you filed a federal tax extension using IRS Form 4868 online, you can expect confirmation of your extension status within 24 to 48 hours. Nevertheless, if you submitted your extension by mail, the IRS doesn’t provide any confirmation, so it’s wise to contact them directly if you haven’t heard back. Remember, even with an extension, any tax payments owed are still due by the original April 15 deadline to avoid penalties and interest. Missing the October 15 deadline without a valid extension could lead to further complications, so make sure you confirm your extension status well before that date. Being proactive about your tax obligations can save you from unnecessary stress and financial penalties down the line. Checking Your State Tax Extension Requirements How can you guarantee you’re meeting your state tax extension requirements? First, keep in mind that most states require a separate extension application for state taxes, even if you filed a federal extension using Form 4868. Check your state’s specific rules to see if you need to take action. States like Alabama, Utah, Virginia, Wisconsin, and West Virginia offer automatic extensions but still require payment by the original April deadline. If you live in a state with no income tax, such as Florida or Texas, there are no extensions or requirements. Some states, like Vermont, need you to file for an extension if you owe taxes, whereas others automatically grant one if no taxes are owed. Always verify your state’s payment deadlines, as these can vary, affecting your overall tax obligations. Staying informed guarantees you meet your state’s requirements without issue. Important Payment Deadlines to Remember Comprehending important payment deadlines is vital for managing your tax obligations effectively. If you filed for a tax extension, keep in mind the original payment deadline for any taxes owed remains April 15. This means you still need to make estimated tax payments by this date to avoid late payment penalties, even if you plan to file Form 4868 online. Late payment penalties accrue at a rate of 0.5% of your unpaid balance each month, potentially reaching a maximum of 25% of the total tax owed. Although your final deadline to submit your tax return after an extension is usually October 15, be mindful that this date may shift if it falls on a weekend or holiday. Furthermore, state tax extension deadlines can vary, so checking your specific state’s requirements is vital to guarantee compliance with all payment deadlines and avoid unnecessary penalties. Consequences of a Rejected Tax Extension Receiving a rejection for your tax extension can lead to significant consequences that you need to address quickly. If your extension is rejected, you must file your tax return by the original deadline to avoid penalties. Here are some vital points to reflect on: The IRS will notify you of the rejection, but lack of confirmation may indicate a problem. Failing to file on time can result in penalties up to 5% of unpaid taxes for each month late, capped at 25%. It’s important to follow up with the IRS if you don’t receive confirmation after mailing form 4868, as grasping your filing status is significant. To mitigate risks, prepare your tax return as soon as possible. Knowing where to send form 4868 can additionally help streamline your process and guarantee compliance with the IRS. Don’t delay—address these issues quickly to avoid further complications. Filing Your Tax Return After an Extension When you’ve filed for a tax extension, it’s crucial to keep in mind that the new deadline for submitting your return is typically October 15, except it falls on a weekend or holiday. Extensions give you extra time to file your return, but any taxes owed must still be paid by the original deadline of April 15 to avoid penalties. If you submitted your 1040 extension form by mail, verify it was postmarked by April 15, as the IRS doesn’t send confirmations for paper submissions. When filing after an extension, consider submitting your tax return electronically, which is often quicker and provides immediate confirmation. If you miss the October 15 deadline, be aware that late filing penalties can accrue at 5% of unpaid taxes for each month your return is late, up to a maximum of 25%. Timely filing helps you avoid these unnecessary costs. Keeping Track of Your Tax Obligations Keeping track of your tax obligations is essential to avoid penalties and guarantee compliance. Start by marking important deadlines on your calendar, like the original filing date of April 15 and the extended deadline, typically October 15. Important Deadlines Overview Comprehending important tax deadlines is vital for managing your financial obligations effectively. If you filed a tax extension, your new deadline for submitting your federal tax return is usually October 15. Nevertheless, if that date falls on a weekend or holiday, it might shift to the next business day. Keep in mind that any taxes owed are still due by the original April 15 deadline to avoid penalties. Here’s a quick overview of key deadlines: April 15: Estimated tax payments and taxes owed are due. October 15: Extended filing deadline for your federal tax return. Check with your state taxing authority for local extension deadlines. Staying organized with a calendar can help you keep track of these vital dates and avoid late fees. Payment vs. Filing Dates Comprehending the distinction between tax payment deadlines and filing dates is vital for avoiding penalties and managing your tax obligations effectively. If you filed for an extension, when are taxes due? The original deadline for tax payment remains April 15, regardless of whether you’ve secured an extension to file your return until October 15. You must still pay any taxes owed by April 15 to prevent penalties. Late payment penalties accrue at 0.5% per month on the unpaid balance, potentially reaching up to 25% of the total tax owed. If you miss the payment deadline, additional interest and penalties will apply, so it’s important to track both the payment and extended filing deadlines to guarantee compliance. Frequently Asked Questions What Day Are My Taxes Due if I Filed an Extension? If you filed for a tax extension, your new deadline to submit your federal tax return is typically October 15. Nevertheless, if that date falls on a weekend or holiday, it shifts to the next business day. Remember, even with an extension, any tax owed must be paid by the original April 15 deadline to avoid penalties. Always check your state’s requirements, as they may differ from federal deadlines. How Can I Tell if I Filed an Extension on My Taxes? To determine if you’ve filed an extension on your taxes, start by checking your email for a confirmation message if you e-filed. If you submitted a paper Form 4868, you won’t get a confirmation, so consider contacting the IRS for verification. Remember, extensions filed on time are usually granted. Keep records of any discussions with your tax preparer, as they can likewise help clarify your filing status. How to Look up Tax Extension Status? To look up your tax extension status, you can start by contacting the IRS directly. If you filed electronically, check for an acceptance confirmation within 48 hours. For paper submissions, follow up if you haven’t received a confirmation. Don’t forget to check with your state tax authority for any state extension status. Keep records of all communications to maintain compliance and track your extension request effectively. What Happens if I File Taxes After October 15TH? If you file your taxes after October 15th, you could face significant penalties. You’ll incur a failure-to-file penalty of 5% of your unpaid taxes for each month your return is late, up to 25%. Furthermore, interest will accrue on any owed taxes from the original due date. If you delay filing for over 60 days, the minimum penalty increases to $450 or 100% of the unpaid tax, whichever is smaller. Conclusion In conclusion, if you’ve filed a tax extension, keep in mind that your federal return is due by October 15, except it falls on a weekend or holiday. Nonetheless, any taxes owed must still be paid by the original April 15 deadline to avoid penalties. Always check your state’s specific requirements, as they may differ. Staying organized and informed about these deadlines helps guarantee you fulfill your tax obligations without incurring unnecessary fees or complications. Image via Google Gemini and ArtSmart This article, "How to Know When Taxes Are Due if You Filed an Extension" was first published on Small Business Trends View the full article