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Back in 2015, the Chicago Bears told Brandon Marshall no. The personable All-Pro receiver had been appearing as an analyst on Showtime’s Inside The NFL on his days off during the previous season, but new Bears management weren’t going to allow it. “Right then, I knew I wouldn’t be a Bear anymore,” Marshall told CBS in 2016. “Because I think that the business of the NFL is growing every single day, and players are being told to stay in a box and just play football, and we’re missing out on a lot of opportunities, not only to grow as men and businessmen but to experience different things.” A lot can change in a decade. This week, the NFL is announcing a new initiative with YouTube called Access Pass for Legends. The new program builds on the success of the original Access Pass, launched in 2023, which garnered over 200 million views by partnering with YouTube Creators. Now the league is using it to empower NFL Legends, starting with Marshall, to help build their YouTube presence using official NFL footage. Other former NFL players like Cam Newton, J.T. O’Sullivan, and Kurt Benkert are also joining the initiative, in what the league sees as a transformative step in athlete-driven content creation. Marshall says that it’s an important step to allow NFLers access to official footage and be able to tell their stories around it. “Now, the same guys that helped build the game are now in position to have this access, go on YouTube and build a business,” Marshall tells Fast Company. “That is the biggest win, being able to tell stories from a different perspective. It’s going to be exciting to see how some of our legends take advantage of this program.” Ian Trombetta, the NFL’s senior vice president of social, influencer, and creator marketing, says Marshall was the obvious choice to kick off the YouTube Access Pass for Legends. “His deep understanding of how to create engaging content along with his unique ability to connect with new audiences has helped set a standard of what athletes can achieve off the field,” says Trombetta. “Brandon is a pioneer in the space and his success celebrates the legacy of the game while also building a bridge to future generations.” Next Evolution When the NFL first launched its Access Pass program in 2023, it invited a select group of content creators and influencers to craft original content using the NFL’s officially approved footage. Since then, the league has evolved its approach to the creator economy, which Goldman Sachs has speculated will hit about $480 billion by 2027. In its first year, the Access Pass program generated more than 153 million total impressions, and more than 46.5 million views for the NFL, according to Whalar. At the same time, the growth of NFL players—current and retired—starting podcasts has gained significant momentum over the past few years. Taylor Lewan, cohost of the popular Bussin’ with the Boys podcast, started his while still playing with the Tennessee Titans back in 2019. Marshall started his I Am Athlete podcast soon after retiring that same year. As podcasts become more video oriented, and the level of content created more complex, Marshall says former players deserve more access and opportunity to use footage and partner with the league. “We’re talking about guys who played the game, who worked their tail off to help build an organization, to add more value to a team or the league,” he says. “Why wouldn’t our teams and our leagues embrace us to tell those stories?” Trombetta says this new program is a natural evolution of the league’s work with creators. “NFL players and legends are no longer just seen as athletes but as creators and storytellers with valuable perspectives on the game that increasingly have a home on YouTube,” says Trombetta. “‘Access Pass for Legends’ reflects this evolution by giving NFL icons additional tools to build their own media businesses.” Angela Courtin, YouTube’s vice president of connected TV and creative studios, also sees this as a step in further elevating this new genre of sports media. She says this is about “empowering these athletes to take control of their narratives, build powerful brands, and transition into successful media moguls in their post-playing careers. For us, it’s about equipping them with the tools and platform to connect with fans on a whole new level and forge their own paths in a new era of entertainment.” This is Marshall’s ultimate goal. “When it’s all said and done, people are going to say, ‘Man, I know I love the company you built, not necessarily the legacy you left on the field.’” Just remember that these are former pro athletes, and the competitive fire doesn’t go away, if just shifts to a different playing field. “Cam Newton is my brother, and we have a great relationship,” says Marshall. “But I do not want to give Cam Newton all of my secrets, because I want to kick his butt on YouTube.” View the full article

Humility is one of those traits everyone claims to love, but few actually want to practice. In other words, we love interacting with humble people, more than making the effort to come across as humble with others. The reasons for this are well-documented by science, and boil down to: Humans are generally prone to overestimating their skills and abilities, and thinking more highly of themselves than they should We are afraid that exposing our limitations and self-doubt (assuming we are capable of self-awareness in the first place) may weaken our reputation with others There is a temptation to brag or show off in order to persuade others that we are talented even when we are not—people often mistake confidence with competence And yet, there is both a high cost to being perceived as arrogant (when your displays of confidence exceed or surpass your apparent competence), as well as substantial benefits to being perceived as humble (when your actual abilities seem to surpass your self-perceived or self-reported abilities). Research shows that humble people are seen as more trustworthy, better team players, and even more effective leaders. That’s reason enough to consider toning down the self-promotion—even if your inner ego is doing push-ups in the mirror. Importantly, what matters most is not what you think of yourself, but what others think of you: for instance, we all get hired, fired, promoted, and demoted based not on our self-views, but those of others. So, no matter how much you love yourself and your talents, you should consider the multiple upsides to coming across as humble, even if it means fake in it strategically. Here are some tips on how to do this: Master the Art of Self-Deprecation Humor is your best friend here. Casually drop self-deprecating remarks like, “Oh, I had no idea what I was doing at first,” when someone praises your work. Bonus points if you roll your eyes for comedic effect. But beware: Overdoing it makes people think you’re fishing for compliments. Keep it subtle, like adding salt—not dumping the shaker. Why it works: Studies suggest that self-deprecating humor makes people appear more likable and approachable. Translation? Crack the right joke, especially with yourself as the target of your joke, and people will forget or ignore how much you love yourself. Play the ‘curious newbie’ card Even if you’ve been doing something for years, act like you’re still learning. Say things like, “I’d love to hear how you’d approach this,” or, “What would you do differently?” This doesn’t mean you actually have to take their advice, of course. Why it works: Humble people are seen as more open to learning, which is a highly attractive quality (source). Indeed, because being in learning mode is the opposite of being in performance mode, you will likely project a humble image when you display curiosity and a hungry mind. Downplay your success without humblebragging There’s a fine line between “Oh, it was nothing” and “Ugh, I can’t believe I have to accept another award!” To avoid looking insufferable, acknowledge praise but pivot quickly: “Thanks! The whole team made it happen.” Why it works: Studies on modesty reveal that sharing credit makes you seem more collaborative. Plus, you get bonus points for being a “team player,” even if you secretly know you carried the whole thing. Consider that many managers and leaders, including those who succeed in corporate environments, specialize in playing the credit and blame game, so they take credit for other people’s work and blame them for their own mistakes. It is advisable to do exactly the opposite, and you will be admired for your humility. Praise others (even when you’re dying to take credit) Want to look humble? Shower others with sincere compliments. “You were amazing during that pitch!” or “Your input made all the difference.” Even if you did the heavy lifting, let someone else bask in the spotlight for a change. Why it works: Complimenting others increases likability. And when you make others feel good, they’re less likely to notice your secret thirst for glory. Just focusing on others rather than on yourself will likely create a reputation for being humble, because there is a fundamental tension between putting yourself at the center of the universe, or ignoring others altogether. As the saying goes, “humility is not thinking less of yourself—it’s thinking of yourself less.” Listen, listen, listen (it will help you to shut up) Despite the common misconception that those who speak often, tend to have interesting or important things to say, the inability to shut up signals mostly poor social skills, a disinterest in others, and indeed self-importance (which is the opposite of humility). Resist the urge to hijack the conversation with, “oh, that reminds me of when I . . .”; and the temptation to think that everyone is desperate to hear your unsolicited views and opinions. Why it works: Active listening signals humility and respect. It also keeps you from blurting out that story about how you saved the day (again). Human beings have a pervasive interest in themselves, especially relative to others, which highlights the opportunity: instead of competing for attention with others, pay attention to them—and if they are not interesting, at least pretend. Unsurprisingly, scientific studies show that listening is a sought-after skill, and an underrated dimension of career potential. Admit small flaws strategically We are generally too busy thinking about how we can impress others to showcase our vulnerabilities, but this is one of the best ways to cultivate a humble image. You can avoid this by dropping minor confessions like, “I totally forgot about that deadline last week—thank goodness for my reminders!” This humanizes you without damaging your credibility. Just don’t overshare to the point where people start wondering why you’re still employed, or whether you have severe imposter syndrome. Why it works: Research shows that owning up to mistakes makes you seem relatable and trustworthy. It will help you to connect with others by displaying your vulnerabilities, which creates a reputation for being real, genuine, and human, all of which is valued by others. In short, pretending to be humble doesn’t make you a fraud—it makes you smart, provided you have the emotional and social intelligence to pull it off. Actually, just trying to manage impressions by displaying a humble or modest version of your persona, and ensuring that your public self is as likable as possible, is indicative of a high EQ. By strategically toning down your ego, you can unlock multiple benefits, such as stronger relationships, greater influence, and less annoyed coworkers. To be sure, if you fake humility long enough, it will become not only a habit, but a distinct feature of your reputation and personality: It is much better to think of yourself as arrogant when everyone sees you as humble, than the other way around. View the full article

Enterprise SEO comes with unique challenges: massive websites, coordination across departments, and the need for a strategic vision. Without careful planning, common SEO mistakes can lead to wasted resources and underperformance in the search results. This article explores some of the top strategic mistakes enterprises make with SEO and, more importantly, how to avoid them. Failing to secure the “right” buy-in for SEO initiatives. Underinvesting in SEO continuing education or training. Ineffective hiring and onboarding of an SEO agency. Overlooking the value of maintaining high-quality content. Not prioritizing technical SEO. 1. Failing to secure the ‘right’ buy-in for SEO initiatives When you get buy-in from the right people in your organization, you can rest assured the SEO program will have more resources and prioritization. This is not just about the CMO seeing the value in SEO, either. SEO must be seen as a strategic business initiative all the way to the top. Case in point: An enterprise client of my SEO agency knew that their SEO program would only be successful if every department with a stake in the website’s success were on board. The company chairman called a meeting to discuss the value of SEO. This is not common but was necessary for this project. Every key team got behind the SEO program, and the company experienced massive results. So, what are some of the common challenges when securing buy-in? One of the biggest is a lack of understanding of SEO’s value. The C-suite is working hard on their own initiatives and areas of expertise. They may not fully grasp how SEO contributes to business growth and revenue. This is where you come in. Show them the data, like how people are searching for the things your organization provides. Explain to them how SEO supports the customer journey in many different ways. Demonstrate how SEO can support company goals. Illustrate how SEO drives revenue and its long-term ROI compared to initiatives like digital advertising. Address common misconceptions about SEO as a non-essential or supplementary activity. Pilot a small project or address the “quick wins” and give tangible results. Propose an SEO plan that can be executed with current resources, but that could be scaled later. Assign an SEO champion within each department to advocate for best practices and drive implementation across teams. Having SEO conversations can be an eye-opener for leadership. And it may be just the thing they need to take notice of SEO as an essential marketing program. Once you get buy-in from the right groups, you can break down those business silos that can slow progress in an enterprise organization. Dig deeper: How to convince leadership why they can’t ignore SEO 2. Underinvesting in SEO continuing education or training Continuing education is one of the most powerful tools in your SEO team’s toolbelt. It can: Help your team stay proactive, not reactive, in the ever-changing world of SEO. Facilitate better collaboration between internal teams and external SEO vendors. Empower your team to innovate and test new strategies. Any good SEO professional or team will naturally want to stay up-to-date with what’s happening in the SEO world. It’s a requirement to succeed. But the question is, how are you supporting them in their continuing education? Make time Ensure that employees are allowed the time for continuing education, not just working on projects. For employees, this means not trying to cram learning in after hours but as a part of their regular work week without feeling stressed about it. Give support What educational opportunities resonate with your SEO professional or team? Give them the freedom to choose and the budget to buy. This includes virtual and in-person events, professional memberships and materials. Foster knowledge sharing Since you’re working on making SEO a strategic business initiative, all stakeholders will benefit from learning about SEO. Invest in SEO training for other teams beyond marketing, for example, the C-suite or IT, to create a baseline knowledge of SEO at the company. Host internal workshops regularly to share insights and updates about SEO, too. Test what’s been learned Encourage your team to test what they learn through small-scale experiments or pilot projects. Dig deeper: 5 questions to evaluate any SEO training course 3. Ineffective hiring and onboarding of an SEO agency When companies are ready to partner with SEO agencies, they must hire and onboard effectively for the best chance at a productive partnership. Missteps here can lead to misaligned goals, wasted resources and subpar performance. So what to do? When hiring an SEO agency, be sure to: Properly vet the agency. Evaluate the agency’s company ethics and level of expertise. Figure out if the services offered are actually what you require to succeed. Make sure the agency’s processes mesh well with your company culture. Watch out for any red flags that signal a poor-quality agency. The onboarding process is just as important as the hiring process. Here are some important things to consider as you forge a new partnership with an SEO agency: Make sure they know your business: Share detailed insights into your company’s history, products, services and market positioning. Define roles and responsibilities: Clearly outline the tasks and expectations for both your team and the agency. Establish regular communication channels: Set up consistent meetings and reporting to keep things aligned. Set realistic expectations: Agree on achievable timelines and outcomes. Dig deeper: How to hire an SEO agency: The definitive guide Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. 4. Overlooking the value of maintaining high-quality content Enterprise companies usually need volumes of content for their SEO programs to compete in the search results. With the sometimes overwhelming amount of content needed, it can be easy to lose sight of quality while trying to hit targets. With multiple teams and departments contributing content, enterprises also struggle with inconsistency in quality, tone and SEO best practices. Here are some tips for high-quality enterprise SEO content: Establish centralized guidelines and quality control Managing content at the enterprise level requires consistency and collaboration: Create a centralized content quality framework for all departments. Include standards for tone, formatting, SEO best practices and E-E-A-T. Provide cross-departmental training to establish a baseline understanding of SEO principles for all contributors. Consider a dedicated quality control person in each department to review and approve all content before publication. Prioritize search intent Focus on creating content that addresses the needs of your target audience first. Decide how you will maintain this quality while scaling content as needed. Meeting search intent will result in higher engagement and better rankings than producing high volumes of generic content. Use tools to monitor and optimize performance Use analytics to measure content performance and identify gaps. Regularly refresh top-performing, outdated or underperforming content to maintain relevance and effectiveness. I recommend spending 50% of the time refreshing older content. Ensure AI-generated content meets quality standards While AI tools can be valuable for scaling production, human oversight is key. Have a system in place to uphold quality when using AI-generated content. Make sure it meets your brand’s standards and complies with Google’s quality guidelines. Dig deeper: How to survive the search results when you’re using AI tools for content 5. Not prioritizing technical SEO Enterprise websites can be massive, creating unique challenges for technical SEO. Unfortunately, these challenges compound at scale. Even the best SEO strategies can fail if technical SEO isn’t handled well. But technical SEO at the enterprise level isn’t just about fixing bugs; it’s about creating sustainable processes. Prioritize processes and cross-departmental responsibilities Enterprise websites need workflows for technical SEO issues. Start by creating clear systems that outline how to identify, prioritiz, and resolve issues. Assign ownership to specific teams, such as IT or web development, to ensure a quick response when challenges arise. Finally, educate teams about the importance of technical SEO and their responsibilities. For example, content creators should structure new pages with proper tags and metadata, while developers should ensure site changes are vetted for SEO implications. When all departments work together, technical SEO becomes a seamless part of the workflow. Use automation and tools to manage complexity With massive websites and multiple teams, automation and tools are helpful for enterprise SEO. Here are some tips: Centralize and align your toolset: As much as possible, streamline your SEO tools into a unified system that integrates with the platforms you use. Focus on scalable tools: Invest in tools that can grow with your website’s needs. Automate the repetition: Use automation for predictable, time-intensive technical SEO tasks. Monitor, refine, repeat: Regularly audit tool performance and workflows to ensure tools are aligned with your SEO goals as they evolve. Plan for long-term maintenance As your website grows, so will its technical challenges. A proactive approach will sustain SEO performance: Schedule technical audits before major initiatives. Stay ahead of the curve by aligning site initiatives with emerging search engine changes. Make sure SEO is built into any major update to a website. Avoiding common SEO mistakes is the path to enterprise success Success at the enterprise level is defined by adopting the right mindset and workflows. This means creating a culture that prioritizes SEO as a strategic initiative and embedding it into every department that has a stake in the website. With a clear vision, a commitment to improvements and the right processes, your enterprise can stand out in the search results and achieve sustained search growth. View the full article

Yesterday, shockwaves rippled across the American tech industry after news spread over the weekend about a powerful new large language model (LLM) from China called DeepSeek. News of DeepSeek’s capabilities—not to mention the fact that it is open-source and free for anyone to use and modify—sent U.S. markets reeling, including the tech-heavy Nasdaq, which saw $1 trillion evaporate from its market cap as AI-adjacent stocks such as Nvidia and Broadcom were hit hard. U.S.-listed shares of TSMC, which trade on the New York Stock Exchange (NYSE), also took a dive. But today, some of those stocks are recovering, at least to a degree. Here’s what you need to know about DeepSeek and its latest market impact. ‘DeepSeek R1 is AI’s Sputnik moment.’ Investor and engineer Marc Andreessen posted on X yesterday that ‘Deepseek R1 is AI’s Sputnik moment.’ DeepSeek R1 is the Chinese firm’s latest reasoning mode. “AI’s Sputnik moment” refers to the time when the Soviets leapfrogged the U.S. in the space race with the launch of the world’s first satellite, a milestone that caught America off guard. https://twitter.com/pmarca/status/1883640142591853011 Andreessen and many other tech experts seem to believe that DeepSeek is a similar milestone—and for several reasons. First, not only did DeepSeek’s AI model outperform reigning U.S. champions like OpenAI’s ChatGPT and Meta’s Llama, but it was made at a fraction of the cost that U.S. tech giants spent developing their homegrown LLMs. DeepSeek reportedly cost less than $6 million to train, while U.S. tech giants have spent hundreds of millions or billions to develop theirs. Second, DeepSeek was reportedly trained on midrange AI hardware—Nvidia’s H800 chips. It was previously thought that a model with such industry-defining capabilities couldn’t be trained on anything but the latest high-end chipsets. Third, DeepSeek’s LLM is also more energy efficient, making it more environmentally friendly—not to mention cheaper to run. These three factors made it appear that America’s tech giants vastly overspent on training their LLMs, which now appear to be inferior to DeepSeek. This also suggests that America’s major tech giants operating in the AI space, including OpenAI, Meta, and Google, aren’t as impenetrable to competition as once thought. When the financial barrier to entry into creating an LLM that could compete with America’s best models was thought to be relatively high—a company would need hundreds of millions or billions in capital to enter the race—it gave America’s tech giants a competition buffer. Not many other tech companies, and certainly not upstarts, would have the financial resources to compete. But now, if they can compete for just a few million dollars, America’s AI tech giants might have a lot more competition in the months ahead, threatening their AI dominance. Why did DeepSeek knock $1 trillion off U.S. markets? After news of DeepSeek’s achievements spread, U.S. markets sank yesterday, especially the tech-heavy Nasdaq. By the end of the day, the Nasdaq had lost $1 trillion. The majority of that loss came from a sell-off of Nvidia shares. As noted by CNBC, Nvidia’s stock (Nasdaq: NVDA) plummeted nearly 17% yesterday, which wiped almost $600 billion from its market cap. Other AI-adjacent stocks like chipmaker Broadcom Inc. (Nasdaq: AVGO) fell over 17%, and OpenAI’s largest investor, Microsoft Corporation (Nasdaq: MSFT), fell over 2%. These and falls in other AI-related tech stocks helped account for that $1 trillion loss. As for why DeepSeek sent shares tumbling, it’s because its existence—including how little it cost to train and the inferior hardware it was trained on—is a threat to the interests of some of the reigning American AI giants. If advanced AI models can now be trained on lower-spec hardware, why should companies keep shoveling money to Nvidia for their latest, most costly chips? And if any company can create a high-performance LLM for a fraction of the cost that was once thought to be required, America’s AI giants are about to have much more competition than ever imagined. That kind of news scares investors who have invested heavily in America’s AI tech giants over the past few years. How are U.S. tech stocks reacting this morning? The good news for tech-heavy investors is that in premarket trading this morning, many U.S. tech stocks that plummeted yesterday are recovering today, albeit slightly. As of the time of this writing, Nvidia shares are up about 5% over yesterday’s close. Broadcom shares are up about 3.4%. TSMC shares are up about 3.2%. However, shares in Microsoft and in chip-tooling maker ASML are relatively flat. This doesn’t necessarily mean DeepSeek’s effect on U.S. stock markets is over. Today’s slight recovery of yesterday’s biggest losers likely suggests that some investors are seemingly catching their collective breaths as they wait to see how America’s AI leaders respond to “AI’s Sputnik moment” as the week continues. View the full article

Google Ads is testing adding a new column to its Performance Max reports named "Used Since." This column is visible on the asset level and it shows the date an asset was added.View the full article

Google appears to be rolling out manual actions, search penalties, across German-based sites over the site reputation abuse policy. This comes a week or so after Google expanded the penalties across Europe, for sites in Italy, Spain, and France. What we’re seeing. Christian Kunz, posted on his German-based SEO blog that Google has probably taken first manual actions in Germany against site reputation abuse. A search results set for coupon codes that previously showed many news websites is now no longer showing these sites in the top rankings. Laura Chiocciora, head of SEO at Bravo Savings Network, posted on X adding this morning: 'adidas rabattcode' yesterday vs today pic.twitter.com/i9qq7DizgX — Laura Chiocciora (@LauraChiocciora) January 28, 2025 Why we care. Google seems to accelerating its enforcement of the site reputation abuse policy well beyond the US and other regions now. It is just a matter of time until this expands to more and more regions and locations. If you have content on your site that is going against this policy, then it might be time to start planning on removing it, even if you are in a country that has not been impacted yet. U.S. manual actions. Google began penalizing sites under its (then) new search spam policies in March 2024. This was announced at the same time as the March 2024 Google core update, which Google’s Elizabeth Tucker called the biggest core update ever at SMX Advanced last year. What is site reputation abuse? When third-party sites host low-quality content provided by third parties to piggyback on the ranking power of those third-party websites. As Google told us in March 2024: “A third party might publish payday loan reviews on a trusted educational website to gain ranking benefit from the site.” “Such content ranking highly in Search can confuse or mislead visitors who may have vastly different expectations for the content on a given website.” Under Google’s new policy, site reputation abuse is defined as “third-party content produced primarily for ranking purposes and without close oversight of a website owner” and “intended to manipulate Search rankings” will be considered spam. The new Google Search spam policies about reputation abuse was announced by Google over here and and the updated policies are over here. Later, Google expanded the policy to include first party content. About manual actions. Websites that Google takes manual action are reviewed by humans – they are not given algorithmically. According to Google: “Google issues a manual action against a site when a human reviewer at Google has determined that pages on the site are not compliant with Google’s spam policies. Most manual actions address attempts to manipulate our search index. Most issues reported here will result in pages or sites being ranked lower or omitted from search results without any visual indication to the user.” View the full article

John Mueller from Google said that merging content is always more challenging than a basic site move. Meaning, when you take a look at your content on your site and decide to merge a bunch of the content into fewer URLs, that takes longer for Google to handle than moving a site from domain A to domain B with no other changes.View the full article

Gary Illyes from Google said that if a URL has a status within Google Search Console as "URL is unknown to Google" that means that URL is really unknown to Google and has zero priority within Google Search systems.View the full article

Google has added a method to bulk manage the special hours for all the businesses you manage in Google Business Profiles. You can easily copy special hours from one business listing to others.View the full article

If you’ve ever wondered how much a bar manager makes, you’re in the right place. Whether you’re researching how to open a bar and want to understand the costs or are considering a new career, this article explores the intricacies of bar manager salaries, shedding light on the earning potential of this dynamic role within the hospitality industry. Get ready to uncover valuable insights about the compensation of bar managers nationwide. Role of a Bar Manager The role of a bar manager is crucial in the hospitality industry, specifically in the operation of a bar. They are the glue that holds all aspects of the bar together, ensuring smooth operations, high-quality service, and a positive working environment. As you’ve mentioned, their specific responsibilities may vary based on your bar’s unique business plan, but there are common tasks and functions that most bar managers oversee. Below are some specific aspects of a bar manager’s role: Overseeing Daily Operations: Bar managers are responsible for the overall operation of the bar daily. This includes everything from opening and closing procedures to overseeing all bar-related activities throughout the day. Managing Staff: This role involves hiring, training, scheduling, and supervising bar staff. They may conduct regular performance evaluations and provide constructive feedback to foster an environment of continuous improvement. Maintaining Inventory: They are in charge of managing bar inventory, which involves ordering supplies, maintaining appropriate stock levels, minimizing waste, and controlling costs. Handling Customer Service: They handle customer complaints and issues, ensuring customers are satisfied with their experience. They set the standard for service within the bar. Financial Management: Bar managers are typically responsible for managing the bar’s finances, including cash handling, managing the daily cash flow, keeping track of sales, and minimizing costs to maximize profitability. Enforcing Compliance: They ensure that the bar adheres to local laws and regulations, including alcohol service and safety standards. Creating a Welcoming Atmosphere: By setting the tone and atmosphere of the bar, managers help create a welcoming and enjoyable environment for patrons. Upholding Quality Standards: They ensure that drinks are correctly made and served and that service meets or exceeds industry standards. Marketing and Promotion: They often assist in the development and execution of marketing strategies, events, and promotions to attract more customers. Their role requires a combination of leadership, organization, and communication skills, along with a strong understanding of the hospitality industry and customer service. A successful bar manager helps ensure a bar’s success and significantly contributes to delivering exceptional experiences that keep patrons coming back. Average Bar Manager Salary in the U.S. Bar managers in the United States earn $50,000 to $56,000 annually on average. Factors like experience, location, and bar type influence their salary. For example, San Francisco bar managers make around $76,995 yearly; in Illinois, the average is below $43,000. Other factors, like bonuses and tips, affect total compensation. How Much Do Bar Managers Make Per Hour? Bar managers typically earn an average hourly wage of $19, with the current wage average being $25.49. While this amount may vary depending on factors such as experience and location, it provides an idea of their earning potential. It’s worth noting that some bar managers may receive a salary instead of being paid by the hour. The bar manager’s salary can reflect these variations. Exploring Variations in Bar Manager Salaries by State Bar manager salaries vary significantly across different states, offering a diverse range of earning potential for professionals in this field. Delve into the disparities as we highlight the states with the highest and lowest bar manager salaries. States with the Highest Bar Manager Salary Certain locations provide bar managers with lucrative compensation well above the national average. New York boasts an average annual salary of $70,384. And while Washington, DC isn’t a state, bar managers make a good salary there, averaging about $65,733 per year. Highest Paying LocationsAverage Annual Salary 1.New York$70,384 2.Washington, DC (not a state)$65,733 States with the Lowest Bar Manager Salaries On the other end of the spectrum, several states offer bar managers salaries below the national average. Texas, Florida, Georgia, North Carolina, and Virginia fall into this category, with an average bar manager salary of about $44,000 per year in each state. Lowest Paying LocationsAverage Annual Salary 1.Texas$44,000 2.Florida$44,000 3.Georgia$44,000 4.North Carolina$44,000 5.Virginia$44,000 Potential Earnings When Owning a Bar If you’re thinking about owning a bar, then it’s important to know what affects your potential earnings. Let’s look at three key aspects below… Factors Impacting the Salary of a Bar-Owning Manager A wide range of factors can influence the salary of a bar manager. Here are some of them: Location: The geographic location of the bar can significantly impact a bar manager’s salary. Bars situated in bustling city centers, tourist areas, or locations with a high cost of living typically generate more revenue and can afford to pay their managers higher salaries. Conversely, bars in rural areas or locations with a lower cost of living might have lower revenues, potentially leading to lower salaries for bar managers. Size of the Bar: The size of the bar can significantly impact a bar manager’s salary. Larger establishments usually accommodate more patrons, resulting in increased revenues, which can lead to higher salaries for the managers. Bar Popularity: A bar’s reputation and popularity significantly affect its profitability. Bars that are well-liked and frequently visited by patrons will generate more revenue and can afford to pay their managers more. Experience and Education: The education and experience a bar manager possesses can significantly influence their salary. Individuals with extensive experience demonstrated management abilities, or pertinent educational backgrounds are likely to earn higher bar manager salaries. Profitability of the Bar: The overall profitability of the bar is a significant factor. If the bar is successful and has a high-profit margin, the manager’s salary could be higher. Business Model: The specific business model of the bar also matters. For example, bars with high-priced drinks or upscale services may generate more revenue and pay their managers higher salaries than a budget-friendly pub. Ownership Status: When the bar manager is also the owner, they might receive a portion of the profits rather than a conventional salary, which can greatly affect their earnings. Tip Policy: The policy on tips, as mentioned earlier, can also influence a bar manager’s overall income. If managers are included in a tip pool or receive tips directly, this can supplement their base salary. Understanding these factors can help prospective bar managers negotiate their salaries and set realistic expectations for their earnings in this role. What Does a Typical Bar Manager Career Path Look Like? A bar manager’s career path is often a blend of hands-on industry experience, formal education, and the development of key skills. Here’s a more detailed look at what that journey might entail: Entry-Level Positions in the Hospitality Industry: Individuals often start their careers in entry-level roles like a server, bartenders, or hosts in restaurants or bars. These roles provide a solid foundation for understanding the industry dynamics, customer service, and the ins and outs of day-to-day operations. Bartending: This role is usually a critical step in the career path to becoming a bar manager. As a bartender, individuals learn about different types of alcoholic beverages, mixology, managing inventory, and handling the bar during busy periods. Shift Supervisor or Assistant Manager: After gaining experience as a bartender, many individuals move into shift supervisors or assistant manager roles. In these positions, they begin to take on management responsibilities, such as staff scheduling, training, and resolving customer complaints. Bar Management: With enough experience and demonstrated ability, an individual may be promoted to bar manager. This position oversees all operations, staff management, inventory control, and customer service at the bar. Further Education and Certifications: Although not always required, getting a degree in business management, hospitality management, or a related field can enhance career prospects. Some bar managers also earn certifications in food safety, alcohol service, or hospitality management to further their careers. General Manager or Operations Manager: After gaining substantial experience and skills as a bar manager, individuals might move into higher-level management roles overseeing multiple venues or the entire operation of a larger establishment. Ownership: Some bar managers eventually go on to own their own bars, using their extensive industry knowledge and management skills to run their own businesses. In this career path, developing specific skills is essential. Key skills include leadership, communication, problem-solving, customer service, financial management, and organizational abilities. This journey is characterized by ongoing learning and adaptation, as the bar industry is both dynamic and challenging yet highly rewarding for those who are passionate about hospitality. How Does a Tip Pool Affect a Bar Manager’s Salary? A tip pool can impact a bar manager’s salary, either positively or negatively, depending on the establishment’s policies and staff performance. Here’s a detailed look at how a tip pool might affect a bar manager’s income: Additional Income: If bar managers are included in the tip pool, it can serve as an additional source of income on top of their base salary, potentially increasing their overall earnings. Variable Income: The amount of money a bar manager earns from a tip pool can vary widely depending on the total tips received by the establishment, the number of staff included in the pool, and how busy the bar is on any given day or time. Performance-Based Earnings: A tip pool can sometimes encourage a more team-based approach to service, as everyone’s tips are shared. This could lead to higher service standards and, as a result, larger tips. The better the team’s overall performance, the higher the potential earnings for everyone involved, including the bar manager. Dependence on Establishment’s Policies: How much a bar manager earns from a tip pool depends largely on the establishment’s policies. Some bars may include managers in the tip pool, while others may not. Furthermore, the method for dividing the pooled tips can differ from one establishment to another. Legal Considerations: It’s important to note that the legality of including salaried managers in a tip pool can vary depending on the location and labor laws. In some regions, it may be prohibited for managers to partake in tip pools, while in others it may be allowed. Job Satisfaction and Retention: While not a direct impact on a bar manager’s salary, being included in a tip pool could potentially improve job satisfaction and reduce turnover if it results in higher total compensation. While the tip pool can significantly boost a bar manager’s earnings, it’s critical to remember that it can also introduce a degree of variability and unpredictability to their income. FAQs: Bar Manager Salary How much can a bar manager make per year on average? On average, bar managers make around $50,000 to $56,000 per year in the United States, although this can vary depending on factors like experience, location, and the type of bar. Do bar managers get paid more if they own the bar? Yes, bar managers who own their establishments have the opportunity to earn a higher income as they manage operations and also gain from the bar’s profit margin. What is the hourly wage for a bar manager? The average hourly wage for a bar manager generally falls between $17 and $21. However, it’s essential to recognize that some bar managers receive a salary rather than an hourly wage. Typically, earnings are greater for bar managers working in well-established establishments and those with extensive experience compared to individuals who are new to bar management. Which state pays the highest salary to bar managers? San Francisco, CA, pays the highest salary to bar managers, with an average of $76,995 per year, which is significantly higher than the national average. Which state pays the lowest salary to bar managers? Among the states with relatively lower average bar manager salaries, we have Texas, Florida, Georgia, North Carolina, and Virginia, where the average annual salary for bar managers is around $44,000. These states tend to offer slightly lower compensation compared to the national average. What is the highest salary of a bar manager? San Francisco, CA, boasts the highest reported salary for a bar manager in the US, reaching an impressive $261,878 per year. This figure represents the pinnacle of earning potential for bar managers and showcases the thriving hospitality industry in the city. Do bartenders make more than bar managers? In general, bar managers receive higher salaries than bartenders. This is due to their increased responsibilities, which include overseeing operations and managing staff, enhancing their earning potential. However, actual earnings can differ based on factors such as location, the type of bar, or the bar franchise model. What are the highest-paying cities for a bar manager? The highest salary for a bar manager can be found in cities like San Francisco, CA, and New York City. These bustling metropolitan areas offer lucrative opportunities, with bar managers potentially earning top salaries in the industry. What is the highest average bar manager salary? The highest average bar manager salary can be found in cities like San Francisco, CA, where the average salary reaches $76,995 per year, surpassing the national average. How much do bar managers make in Texas? In Texas, the average annual salary for a bar manager is $49,169, significantly exceeding the state’s minimum wage. However, some cities in Texas, like Dallas, TX, provide even higher compensation for bar managers, averaging $66,111 per year. Image: Envato This article, "Bar Manager Salary: How Much Does a Bar Manager Make?" was first published on Small Business Trends View the full article

Google Search is testing the frequently saved label not just in the main search results but also on the local results, the places section, of the Google Search results. View the full article

Want more housing market stories from Lance Lambert’s ResiClub in your inbox? Subscribe to the ResiClub newsletter. Speaking on D.R. Horton’s earnings call last week, CEO Paul Romanowski was asked about geographic housing demand trends and if rising inventory in Florida and Texas was impacting the sales of America’s largest homebuilder. “Some of the [recent] buildup we’ve seen in inventory has had some impact on [our] sales when you look at portions of the Florida market and as well isolated to some of the Texas markets where they saw a significant run-up in valuations,” Romanowski responded. “We’ve seen some moderation there. But generally, as we enter into the spring, [we] have been pleased with what we’ve seen in these first few weeks in our sales offices across our footprint.” The regional variation described by D.R. Horton is supported by the data. According to John Burns Research and Consulting’s Burns Homebuilder Survey for December, which was published this month, homebuilders in Florida and Texas are spending the most on sales incentives, while homebuilders in the Northeast and Southern California are spending the least. Broadly speaking, homebuilders have been more willing in recent years to compress margins—which reached historic levels during the pandemic housing boom—and allocate them toward incentives or affordability adjustments to “meet the market” when and where needed, rather than making significant cutbacks in production. Indeed, just last month Lennar CEO Stuart Miller told analysts: “We’re going to adjust to market [when and where needed]. We’re going to maintain [sales] volume.” In Florida, homebuilders are spending 10% of the sales price on incentives to help move unsold inventory. On a $500,000 home, that would come out to spending $50,000 on incentives. In the Northeast, homebuilders are spending 3% of the sales price on incentives for unsold inventory. On a $500,000 home, that would come out to spending $15,000 on incentives. Often those new construction incentives are baked into the price; however, if a particular community or market shifts quickly, and a builder needs to rapidly increase incentives to keep selling homes, it’s essentially a net effective home price cut. “And although both new and existing home inventories have increased from historically low levels, the supply of homes at affordable price points is generally still limited,” Romanowski told analysts. “To help spur demand and address affordability, we are continuing to use incentives such as mortgage rate buy-downs, and we have continued to start and sell [more] of our smaller floor plans.” Many regional pockets of the country, where homebuilders are deploying more incentives to move product, are also the very places where active inventory for sale has jumped back to or above pre-pandemic levels. You can find more information in ResiClub's latest inventory analysis and home price analysis for more than 800 metros and 3,000 counties. View the full article

Valentine’s Day is an interesting shopping event for ecommerce stores. Customers are looking for gifts that help express their love for one another, with flowers, jewelry, and other interesting options. It’s a great opportunity to attract and convert online shoppers. Here are some SEO tips to help make the most of your Valentine’s Day sale! Table of contents Start preparing early Optimize your product pages Create gift guides and seasonal content Focus on local SEO for delivery or pick-up Use social media and influencers Use user-generated content Run exclusive Valentine’s Day promotions Add festive details to your website Offer last-minute shopping options Track and adjust your strategy That’s it for Valentine’s Day SEO Start preparing early As with most sales, you need to plan ahead. Begin planning your Valentine’s Day SEO strategy as early as possible. Ideally, you’d start several months in advance. Research keywords related to Valentine’s Day and your industry to see what comes up. When the sale comes, you’ll be inspired and have new ways to promote your products. If you set up gift guide pages, do so in advance so search engines have enough time to index your pages. This increases your chance to rank when the shopping rush begins. Create a landing page specifically for your Valentine’s Day sale. Use it to highlight your best deals and popular items that make great gifts. Keep the URL simple and undated so that you can update and reuse it yearly. This approach helps you build SEO value over time while keeping backlinks intact. It also makes your seasonal campaigns easier to manage in the future. It doesn’t have to be just jewelry or flowers; there are plenty of interesting gift options, like tea Optimize your product pages Your product pages will probably see the most traffic and conversions, so be sure to optimize them. Use proper related keywords in the places where they make sense, but don’t overdo it. For example, instead of “Rose bouquet,” try “Classic rose bouquet for Valentine’s Day.” Yoast SEO for Shopify or WooCommerce SEO can help you do this. Consider conveying that your products are made with a good heart without relying on traditional red heart symbolism. This could involve creative descriptions, imagery, or design elements that convey a sense of warmth, kindness, and generosity without being overtly literal. As always, add high-quality images to your sales pages with descriptive alt-text, such as “red roses for Valentine’s Day delivery.” This will make your product pages more accessible and understandable for search engines. If you sell jewelry, create specific pages with phrases like “Valentine’s Day jewelry sale.” When you have options to deliver your product, include the final delivery date in your communication to build trust and ensure customers receive their items on time. Lego published a great gift guide on its site, including great images and content Create gift guides and seasonal content Content marketing drives traffic to your site. Good content can help shoppers find the perfect gift. For SEO purposes, Valentine’s Day gift guides can serve well. Make guides like “Top 10 gifts for her” or “Romantic ideas for Valentine’s Day.” In these guides, link to the proper product pages to make it easy for shoppers to buy the listed products. Keywords like “Unique Valentine’s Day gift” or “Valentine’s Day flower delivery” work well in blog content. There are plenty of relevant content ideas. For instance, you could create themed infographics or videos to share on social media. Focus on local SEO for delivery or pick-up Is your business locally oriented, and do you offer local delivery or in-store pick-up? Optimize your sales for local searches! Edit your Google Business Profile and add details about your Valentine’s Day sales, opening hours, and local delivery options. Don’t forget to use location-specific keywords in your content. Build a bond with your customers and encourage them to leave reviews. Positive reviews are an important part of building your local business. Use local SEO properly to attract customers needing last-minute Valentine’s Day gifts or same-day delivery. Use social media and influencers Social media is a great tool for promoting your Valentine’s Day deals. Remember to post appealing images of your products, such as flower arrangements, gift boxes, or jewelry. Depending on your business, Instagram and Facebook are especially good for showcasing your Valentine’s gifts. You might even try TikTok if you’re good at video content. TikTok even published a guide to help you with your Valentine’s Day sale. Remember to think about influencers who like your brand. Influencers can create authentic content to drive traffic to your site. Be sure to include special offers to make them actionable. Use user-generated content Social media is also a great place to encourage customers to share their Valentine’s Day experiences with your products. Ask them to post photos of the gifts they purchased, the stories of how they were received, or even a review of the experience of buying from your store. You could even create a branded hashtag and promote it in your social media and email campaigns. As your website is the focal point, remember to add these posts to it. User-generated content helps build trust and acts as social proof. It’s great for potential customers to see that other customers have had an excellent experience with your business. Seeing happy customers share photos of their Valentine’s Day flower arrangements or jewelry gifts can help others do the same. In addition, you are creating a human connection with your customers. Run exclusive Valentine’s Day promotions It’s not just about inspiring customers to want to buy but also about getting them to buy it. Special offers help shoppers complete that last step. Create urgency with limited-time deals, such as “20% off Valentine’s Day gifts for 48 hours.” You can also offer free shipping or discounts on bundles for couples. Don’t forget to use your email newsletters to announce these promotions. Write subject lines like “Valentine’s Day sale — Shop the perfect gift now” to grab attention and get clicks to your site. For a jewelry store, this is always a busy time, so it needs to come prepared Add festive details to your website A subtle way to get shoppers in the mood for Valentine’s Day is to add small festive design elements to your store. For example, you can update banners, landing pages, and CTA buttons with a subtle Valentine’s theme, such as hearts or pink and red color schemes. But be sure to keep it subtle. You can directly link your Valentine’s Day landing page or related content from your website’s header navigation during the sale to improve your SEO. Many ecommerce stores use dynamic navigation to feature seasonal categories like “New In,” “Back to School,” or “Holiday Deals.” Adding a Valentine’s section makes it easy for shoppers to find your offers quickly. Offer last-minute shopping options Some people like to shop at the last moment, so please also cater to them. You can always offer digital gift cards and same-day delivery services. Highlight these offers prominently on your website with phrases like “Still looking? Get it today!” or “Instant Valentine’s Day gifts.” PPC ads like “last-minute Valentine’s Day gifts” in search or on social media help target people needing an urgent solution. It’s a quick and easy solution to get sales from customers running out of time. You won’t be the only one looking for last-minute Valentine’s gifts! Track and adjust your strategy Last but not least, monitor the campaign’s performance. Use analytics and internet marketing tools to track keyword rankings, traffic, and conversions. Find out which products or pages perform well and adjust your strategy where needed. For example, if certain keywords like “Valentine’s Day exclusive jewelry sale” drive traffic, create more content around those topics. Keep an eye on your competitors, too. If they offer something unique, consider how you might adapt your approach. That’s it for Valentine’s Day SEO Planning and great content are the most important things to make your Valentine’s Day sale successful. A targeted campaign can attract more shoppers to your store. Optimize your product pages, create engaging content, and promote your offers via social media and email campaigns. Now, you’ll be ready to turn the season of love into a successful sales season. The post 10 SEO tips for your Valentine’s Day sale appeared first on Yoast. 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Explore the shift in branding with the rise of digital media. Learn how digital channels have transformed the way brands communicate with audiences. The post How Digital Has Changed Branding appeared first on Search Engine Journal. View the full article

Andy Hunter decided something needed to be done about the endless rise of Amazon in 2018—the year that the e-commerce giant surpassed 50% of book sales in the U.S. market. “I was concerned at that rate of growth,” says founder and CEO of Bookshop.org. Hunter did a back of a napkin projection and figured that by 2025, Amazon would have secured an 80% share of the U.S. market. That worried Hunter, who had long worked in the publishing industry, especially when paired with stats showing half of all independent, local bookshops in the country went out of business at the same time as Amazon became ascendant. “I felt very strongly that books are too important to our culture to give complete control of them to a single monopolist-like retailer,” says Hunter. The vision was what would become Bookshop.org, which is now launching an e-book initiative, enabling its users to download digital books. But whatever the tech, the mission has been the same: supporting local bookstores by allowing them to keep most, if not all, the revenue from book sales made through the website, while giving them a digital storefront at a time when customers do more and more shopping online. (Bookshop.org makes its money through direct sales, where it gets 20% of a book’s value; affiliate sales for other companies, where it gets 10%; and advertising from publishers.) Hunter began building the site in mid-2019, and launched it on January 28, 2020, with a small team of four people. At the time, he was working two day jobs, alongside Bookshop.org as a side project. It was a big gamble—but one that paid off. Within the first month, the site sold $50,000 of books. “I considered that a success, but we didn’t know if it was going to work,” he admits. “We only had eight months of cash runway before we would run out of money and disappear.” While many businesses were negatively impacted by the pandemic, Bookshop.org benefitted from the world moving online. Within the first six weeks of COVID-19, the company onboarded 1,200 bookstores, and fielded interest from the U.K.’s Booksellers Association—resulting in the company launching in the U.K. in November 2020, ahead of the holiday season there. “We launched right into peak trading season,” says Nicole Vanderbilt, a former Etsy executive who led the U.K. arm of Bookshop.org. “It was an immediate success.” The platform has continued its growth in the five years since, embedding itself into the industry in a way that surprises even Hunter. Global revenue in December 2024 hit $8.6 million, $7.5 million of which was from the United States. Hunter believes it’s the personalized touch, and the knowledge that each purchase supports independent bookstores, that has helped the company succeed. “We aren’t cheaper than Amazon and we’re not faster,” he says. While the company tries to remain competitive on price and delivery time, it can’t possibly compete with Amazon’s infrastructure or scale. “Ultimately, the only reason you would ever buy a book from Bookshop or from one of our stores is because of your values, because you appreciate it culturally,” he says. “That’s why we’ve succeeded: because there are enough of those people who have shared the values that we have.” So far, Bookshop.org has competed with Amazon only on physical book sales. But from today, it’s taking the fight to the tech giant with e-book sales, too. The company has developed its own e-book platform, accessible through a web browser or downloadable app for Apple and Android, designed to compete with Kindle, allowing shoppers to buy digital versions of their favorite books from independents. “It cost us about $2 million and took about nine months longer than we thought it would,” says Hunter. That outlay isn’t all that significant for big tech firms, but it was for Bookshop.org, the CEO explains. Yet it was a necessary decision to remain competitive. “E-books are about 15 to 20% of all books sold, and right now you can’t buy them from your local bookshop,” he says, pointing to a European vacation he took with his children last summer where they wanted to read on e-readers, but were forced into big tech’s grasp to do so. Audiobooks will also soon be released in the U.K. later this year, Hunter says—another attempt to maintain feature parity with Amazon. The next five years of Bookshop.org will see the company pursue further digital options for customers, Hunter says—attempting to eke further into Amazon’s market share and to slow its spread as the dominant entity in the market. After all, that was the founding principle that motivated Hunter to set up his company: to stop Amazon reaching that forecast 80% share by 2025. “We are eating into it,” he says. “I know we’ve eaten into it. But the analogy is that we’ve stolen a crumb from the giant’s mouth.” Nearly four in five Bookshop.org customers say they used to buy books on Amazon, according to the company’s own surveys—meaning there’s an untapped market that can be tackled even further. View the full article

If you’re like most people, you use Norton Antivirus to protect your computer from viruses and other online threats. But did you know that Norton is also a popular target for scammers? In this article, we’ll take a look at 13 of the most common Norton scams and show you how to avoid them. Let’s dive right in! Can You Get Scammed Using Norton Antivirus Software? Norton is a well-known and trusted antivirus software provider, but that doesn’t mean you’re immune to scams while using it. Be careful of emails or websites that ask for your Norton account information, as this could be a phishing attempt. Only enter your account information on the Norton website or into the Norton app, and never share it with anyone else. If you think you may have fallen victim to a scam while using Norton, be sure to report it to Norton immediately. READ MORE: 15 Password Apps Common Norton Scams to Be Aware Of As a legitimate antivirus site, Norton is a common target for scammers. Here are 12 of the most common scams you might encounter while using Norton: Norton Email Scams The Norton email scam is one of the most common scams associated with antivirus software. In this scam, you’ll receive a suspicious email that looks like it’s from Norton. The goal of the scammer is to trick you into clicking on a link or opening an attachment that contains malware. Norton Lifelock Scam Identity theft is a serious problem, and Norton offers a service called Lifelock to help protect you from it. However, there’s also an identity theft scam that uses Norton’s name to try and steal your identity. In this scam, you’ll receive an email or phone call from someone claiming to be from Norton Lifelock. Don’t fall for it! Norton Lifelock will never contact you out of the blue and ask for your personal information. Norton Subscription Scam The Norton subscription scam is a prevalent type of email scam. In this scenario, scammers will send an email that appears to be from Norton, requesting that you renew your Norton subscription. They might even provide a discount to lure you in. Norton Phishing Emails In this Norton email scam, Scammers will send you an email that looks like it’s from the official antivirus company, asking you to click on a link or download an attachment. If you do, they may install malware on your computer or steal your personal information. Never click on suspicious links and only visit the official Norton site, avoiding sites from fraudulent search engine results. Norton Phone Scams Scammers will also try to reach you by phone with an urgent request or message, pretending to be from Norton. They may say there’s a problem with your computer or that your subscription is about to expire. More Norton Scams to Watch Out For Norton is a popular target of scammers, like other security services, because it’s a well-known and trusted brand. Be on the lookout for these other scams as well: Norton Tech Support Scam There are plenty of scammers who will claim to be Norton tech support in an attempt to gain access to your computer. They may say there’s a problem with your computer or that your subscription is about to expire. Norton Antivirus Free Trial Scam In this scam, you’ll be offered a free trial of Norton Antivirus, but you’ll actually end up paying for it. Scammers will often use fake websites or pop-ups to lure you in. Norton Virus Removal Scam There are also scams that claim to offer virus removal services from Norton. However, these services are usually unnecessary and overpriced. Norton Coupon Scams Scammers will often use fake coupons or discounts to entice you to buy Norton products from them. Be sure to only buy Norton products from the official website or authorized retailers. Norton Refund Scam This is when scammers will promise to refund your purchase if you provide them with your credit card information. Norton will never ask for your credit card information in order to process a refund. Fake Norton Update Scam In this scam, you receive a notification, either via email or a pop-up on your computer, claiming that their Norton Antivirus software needs an urgent update. The notification looks official and urges you to click a link to perform the update. However, the link leads to a malicious website or downloads malware directly to the user’s computer. How to Avoid: Always update your Norton Antivirus software directly through the official application or website. Be cautious of any unsolicited notifications or emails prompting you to update your software. Verify the legitimacy of the message by contacting Norton’s official customer support. Norton License Expiration Scam In this scam, you receive an email or phone call informing them that their Norton Antivirus license is about to expire. The message pressures you to renew your subscription immediately by providing payment details. The scammers may use fear tactics, suggesting that the user’s computer will be at risk without immediate renewal. However, the communication is fraudulent, and any payment information provided goes directly to the scammers. How to Avoid: Monitor the expiration date of your Norton subscription by checking your official Norton account. Do not respond to unsolicited calls or emails about your Norton subscription. Renew your Norton license only through the official Norton website or application. It’s crucial to stay alert and cautious regarding any unexpected messages that appear to be from Norton, particularly if they ask for personal information or require urgent action. Always confirm through official sources to protect the safety of your information and devices. How to Avoid a Norton Scam To avoid falling victim to scams, it’s important to monitor expired antivirus settings and contact the official Norton technical support team. Norton’s articles offer helpful guidance on maintaining your safety online. Here are five tips to steer clear of Norton scams: Be Wary of Suspicious Emails: If you receive an email that looks like it’s from Norton but seems suspicious, don’t click on any links or open any attachments. Instead, mark the email as spam and delete it. Only Visit the Official Norton Site: When you need to visit Norton’s website, make sure you type the URL into your browser directly. Don’t click on any links that could take you to a fake site. Never Share Your Personal Information: Norton will never ask you for your password or credit card information unless you’re buying something directly from them. If you’re ever asked for this information, it’s a scam. Beware of Norton Phone Scams: If you receive a phone call from someone claiming to be from Norton, don’t give them any information. Hang up and call Norton’s customer service line to confirm the call was legitimate. Keep Your Software Up-to-Date: One of the best ways to avoid scams is to make sure your Norton software is always up-to-date. That way, you’ll have the latest security features and won’t be as vulnerable to attacks. Tips to Avoid Norton ScamsDescription Be Wary of Suspicious EmailsExercise caution with emails that appear to be from Norton but seem suspicious. Refrain from clicking links or opening attachments. Mark such emails as spam and delete them. Only Visit the Official Norton SiteType Norton's URL directly into your browser when visiting their website. Avoid clicking on links that could lead to fake sites, ensuring your interactions are with the authentic site. Never Share Your Personal InformationNorton will never ask for your password or credit card details unless you're making a direct purchase. Avoid sharing this sensitive information unless you're certain of the legitimacy of the request. Beware of Norton Phone ScamsIf someone claiming to be from Norton contacts you via phone, do not provide any information. Hang up and verify the call's legitimacy by reaching out to Norton's official customer service. Keep Your Software Up-to-DateRegularly update your Norton software to access the latest security features. This practice minimizes vulnerabilities and enhances your protection against emerging threats and potential scams. Can Someone Hack You Using Remote Access With Norton Software? Norton’s remote access feature is designed to be secure and only allows authorized users to access your computer. However, no system is perfect, and there’s always a possibility that someone could hack into your computer if they were able to get past Norton’s security measures. To reduce the risk of being hacked, make sure you seek tech support directly from reputable sources. Does Norton Send Text Messages? If you get a suspicious message claiming to be from Norton, avoid clicking on any links or opening any attachments. Instead, mark the message as spam and delete it. If you are uncertain about the authenticity of a message, you can always contact Norton’s customer service team for assistance. How Do You Stop Norton Charging Your Credit Card? If you need to stop Norton from charging your credit card, you can cancel your subscription by logging into your account and going to the ‘Billing’ section. From there, you’ll be able to cancel your subscription and get a refund for any unused time. You can also reach out to Norton support for help. Should You Trust Norton with Your Personal or Financial Information? Norton is a well-known and reputable company, so you can trust them with your personal or account information. Norton Internet Security is one of the most comprehensive security suites available today. It offers a wide range of features and protection against online threats. Frequently Asked Questions Can You Get Scammed Using Norton Antivirus Software? While Norton is widely recognized as a trusted antivirus software provider, it’s important to remain vigilant against potential scams. Cybercriminals often exploit the reputation of reputable brands like Norton to deceive users. Be cautious of unsolicited emails or websites that request your Norton account information. These could be phishing attempts aimed at stealing your sensitive data. To ensure your safety, only enter your account details on the official Norton website or within the Norton app, and never share this information with anyone. If you suspect any fraudulent activity, promptly report it to Norton’s official channels for investigation. What Should You Do If You Think You’ve Been Scammed? If you believe you’ve fallen victim to a scam while using Norton, it’s crucial to take immediate action. First, cease any interaction with the suspected scammer. Then, report the incident to Norton’s official customer support or security team. They can provide guidance on further steps to take, such as verifying your account security and minimizing potential damage. Remember that acting promptly can help mitigate the impact of the scam and safeguard your digital well-being. What Are Common Norton Scams? Norton scams encompass a range of deceptive tactics designed to exploit users’ trust. Among the most prevalent are Norton email scams, where attackers send seemingly legitimate emails with malicious links or attachments. Norton Lifelock scams leverage the service’s reputation to trick users into divulging personal information. Phishing emails imitating Norton’s official communications aim to harvest sensitive data. Phone scams impersonate Norton support to extract information or payments. These scams highlight the importance of staying informed about the evolving tactics cybercriminals employ and maintaining caution. How Can You Avoid Norton Scams? To thwart Norton scams effectively, adopt a proactive stance: Be Wary of Suspicious Emails: Emails appearing to be from Norton but raising suspicion should be treated as potential scams. Avoid clicking links or opening attachments, and mark the email as spam. Visit Official Norton Site Directly: Always access Norton’s official website by typing the URL directly into your browser. Refrain from clicking links that could lead to fraudulent sites. Never Share Personal Info: Norton will never request passwords or credit card information via unsolicited emails or calls. Share such information only through secure channels. Beware of Phone Scams: If someone claiming to be from Norton contacts you, refrain from sharing information. Disconnect and verify the call’s legitimacy with Norton’s official customer service. Keep Software Up to Date: Regularly updating your Norton software ensures that you benefit from the latest security features, providing improved protection against emerging Norton scams. Can Someone Hack You Using Norton’s Remote Access? Norton’s remote access feature emphasizes security by permitting access only to authorized users on your computer. Although the system is built to be strong, no technology is completely free from hacking risks. To reduce vulnerabilities, make sure to obtain technical support only from trusted sources. By adopting a careful approach and seeking help from verified channels, you can enhance your digital security against possible threats. Does Norton Send Text Messages? Norton does not typically communicate via text messages. If you receive an unexpected text message purporting to be from Norton, exercise caution. Refrain from clicking links or opening attachments. Mark the message as spam and consider reaching out to Norton’s official customer service for guidance and validation. How Can You Stop Norton from Charging Your Credit Card? To prevent further charges from Norton, navigate to your account’s ‘Billing’ section. From there, cancel your subscription to halt any upcoming payments. In most cases, Norton provides refunds for any unused subscription time. If you encounter difficulties, don’t hesitate to contact Norton’s official support for assistance in resolving the matter. Is It Safe to Trust Norton with Personal Information? Absolutely, Norton is a respected and reliable company known for securing personal and financial information. Norton Internet Security offers comprehensive protection against a broad spectrum of online threats. As long as you engage with official Norton channels and adhere to recognized security practices, you can confidently trust Norton to safeguard your valuable data and maintain your online safety. Image: Envato Elements This article, "Norton Scams to Watch Out For" was first published on Small Business Trends View the full article

Choosing the perfect audio to accompany your latest Instagram post is an art, not a science. Still, opting for a trending sound or music clip could provide the boost you need to get your video on the Instagram Explore page or reels feed. While it used to be just for Instagram Reels, you can now add audio to your carousels and single photo posts, too. This gives your posts a better chance of landing on the Explore page, and it makes carousels and photos eligible to appear on the reels feed, too. That opens up a new way to expand your reach. But where can you find trending audio on Instagram? If you feel like you’re always chasing the tail-end of audio trends on the app, you’ve come to the right place. We'll guide you through all the methods you can use to find the most popular music and sounds on Instagram before they drop off the charts. 8 ways to find trending audio on InstagramHere are eight ways to pinpoint a great sound or song for your next Instagram post — piping-hot trending audio for your videos, fresh out of the oven. 1. When creating a post on InstagramInstagram has rolled out a host of updates to improve their in-app reels editor (like their helpful Instagram templates). Now, they've added a feature that may be even handier: a way to see trending audio on Instagram. This is a list of the top 50 tracks that have seen a sharp rise in use over the past three days. So you know these tracks are going to be hot. The easiest way to get this list of trending songs and sounds is while making a post. Once you've chosen your post's media, click the music icon. If you're making a reel, it'll be on the right side of the screen. If you're making a feed post, it'll be at the bottom.Tap ‘Trending’ for the hottest 50 tracks right now. You'll be able to check each audio's position in the charts and whether it's on the rise or decline. Scroll through the other tabs if you want more audio options.⚡Pro tip: You can always save audio for later if you don't want to use it right now. Just tap the bookmark icon next to a track. You’ll find all your bookmarked audios in the "Saved" tab when creating a post.2. Instagram's trending audio listIf you're not ready to create your post yet, another way to get the list of trending audio on Instagram is through the professional dashboard. Note: For now, this feature is only available for professional Instagram accounts on the Instagram mobile app in the U.S. Here’s how to find Instagram's trending audio list: Tap the Professional dashboard button on your profile.Scroll down to the Tips and resources section.Tap Trending audio.3. Trending Instagram ReelsIf the most popular songs on Instagram’s trending audio list don’t quite work for your planned post, it’s worth scrolling through the reels feed for sounds more aligned with your niche. Yes, scrolling is a crucial step in content creation (even if you become so absorbed in the scroll that you forget what you were looking for — it happened to me many times while writing this article). Think of your Instagram Reels feed as an Explore page specifically for videos. It's unique to you, and it's the best place to find trending reels from content creators you follow and those you don’t based on your behavior (this is how Instagram’s algorithm works). Pay attention to the other clips gaining traction in your niche — it’s a great place to source Instagram Reels trends and ideas and make the most of Instagram Reels templates, too. Here’s how to find trending reels: In the Instagram app, tap on the reels video icon on the bottom right of the screen.Find a reel with a sound you like, then tap on the artist and title (next to the music note icon) on the bottom left of the video.This will take you to the audio page. Here, you’ll find how many times the sound has been used, where the reel sound originally came from, and all the other videos it’s been featured in (great for inspiration!). ⚡Pro tip: Trending audio will have an arrow next to the track title instead of the usual music notes. So it's another great way to identify the latest trending sounds if you find something you like while scrolling.4. Instagram searchWhile this method of finding trending sounds on Instagram isn’t quite fool-proof, it’s a great way of exploring outside the content Instagram recommends to you. Tap on the magnifying glass at the bottom of the app to head over to the Explore page.Tap the search bar at the top of the page to type a phrase like “trending audio.” You could even opt for something more specific to the video you plan to post, like “spring clean” or “morning routine,” to see what other creators have used for similar videos.5. The Instagram Creators accountInstagram’s @Creators account is a wealth of great info and ideas for Instagram growth. They regularly publish a reels trends carousel that shares not only the latest and greatest sounds top creators are using, but editing tips and tricks, too. 💡Pro tip: Join the Creators broadcast channel to get news of Instagram’s latest features and trends sent straight to your Instagram inbox. Sign up here.6. YouTube ShortsWhat resonates on YouTube Shorts often strikes a chord on Instagram, too. So, for inspiration, have a look at what's happening there. To find popular audio on YouTube Shorts: Click the ‘+’ button in the YouTube app to start creating a post.Tap Add sound at the top of the screen.Browse recommended songs and genres, or scroll down to find the top trending sounds on Shorts.Take note of the track's title and artist and head back to Instagram to see if you can find the same sound.7. TikTokTikTok is another great platform to check for trending sounds, if it's available in your country. Head over to our Trending TikTok Sounds guide for more tips you can carry over to Instagram. Here are three simple ways to find top TikTok audio: TikTok’s Creative CenterOne of the best ways to find trending sounds for your short-form videos is via TikTok’s Creative Center. The best part? You can pick your country to find which music is resonating the most in your region right now. TikTok’s search functionTikTok’s search function is pretty great (there’s a reason TikTok SEO is the new frontier for social media managers), and it offers a straightforward way to find trending sounds. Just as you would on Instagram: Tap the magnifying glass icon on the top right to open the search tool in the TikTok app.In the search bar, type a phrase like “viral sound” or “trending audio.”Tap the Sounds tab and scroll through, paying special attention to the ones with a high video count.When you find a sound you like, note the name and search for it on Instagram.TikTok’s recommended soundsWhile you’re on TikTok, it’s worth hopping over to TikTok’s curated sound library. To find it: Tap the + button on the bottom middle of your screen (don’t worry, this doesn’t mean you’re instantly adding a new video).Tap the "Add sound" button at the top.There, you’ll find sounds recommended for you. Make a note of any sounds you like, then search for them on Instagram. 8. Meta Sound CollectionMeta’s Sound Collection is a game-changer for finding trending songs for your Instagram content. Best used on a desktop computer, the system is much more user-friendly than the in-app audio libraries for Instagram and Facebook Reels. There's a bunch of search filters you can apply — genre, mood, duration, and tempo, for example — to help you find the perfect audio to accompany your content. You can even sort the sounds by ‘Most popular’ to give you a good idea of what audio is trending. The only catch: According to the terms of use, content you create with these sounds can only be used on Meta platforms (sorry, YouTube Shorts and TikTok). 💡Want to schedule your Instagram posts and still add trending audio? With Buffer's Instagram notifications, you can! Here's how →17 top trending audio on Instagram in 2025Using several of the methods above, we've pulled together some of the most viral, versatile trending music and sounds on Instagram right now. Take a listen and see if any jive with what you want to create. 1. BlueLast year, Billie Eilish's album Hit Me Hard and Soft made a splash, earning the artist six Grammy nominations in 2025. While her song Birds of a Feather made the rounds on Instagram last year, her moodier tune Blue is currently trending on Instagram, with 1.6M reels using the song to date. Get the audio. 2. Something BeautifulLucky Reinhard's Something Beautiful is the perfect backdrop for an upbeat feel. I've seen this versatile electronic instrumental track used for everything from baking cookies to nail art and travel videos. Get the audio. 3. Feeling GoodClassics like Nina Simone's Feeling Good never go out of style. This jazzy 60s song is recognizable across generations. The best posts I've seen use this trending audio to showcase luxury products like cars and jewelry or for sultry photoshoots. Get the audio. 4. "A princess? Shut up!"This top trending sound is a famous line from the 2001 movie The Princess Diaries. When the main character — a shy and unrefined teenager — finds out she's a princess, she exclaims, "Me, a princess? Shut up!" Now it's experiencing a revival on Instagram, with users acting out surprising or exciting moments while lip-syncing the line and showing some dance moves to celebrate. It's particularly trendy for small businesses to use this track, like when this clothing brand announced a sale: Get the audio. 5. Texas Hold 'Em (Pony Up) RemixWhen Beyoncé dropped a surprise track that immediately started charting last year, how could it not become one of the best songs of 2024 for Instagram Reels? The original toe-tapping tune was featured in millions of reels. But when a song is everywhere, it's also likely to get remixed to bring a new vibe. This currently trending remix is super versatile. Get the audio. 6. Beautiful ThingsThis energizing track by Benson Boone has been trending for a while, and its popularity is not letting up. It's one of my personal faves to karaoke in the car, so I'm not complaining. The lyrics ("Please stay, I want you, I need you, oh God, don't take these beautiful things that I've got") pair brilliantly with so many Instagram-worthy moments. One version by @northernelg remixed the original with another track called Don't Let Me Down by The Chainsmokers for a unique, but still recognizable, sound. Get the audio. 7. The Four Seasons: WinterThis classical violin piece by Vivaldi is an unexpected pick, but it can be a fun way to sync up an in-process video like this burger-building clip: Get the audio. 8. PerfectEd Sheeran's 2017 love song, Perfect, has been used in 2.3 million Instagram Reels to date. It's an ideal song to put in your back pocket for any romantic moment you want to highlight. This couple uses the track to celebrate their wedding anniversary: And @thewavypaintbrush uses it as background music to create Valentine's Day art: Get the audio. 9. "Some days I am just on fire"This is a fun audio clip in which Michael Scott from The Office proclaims, “Some days I am just on fire. What can I say?” You can use this audio to give yourself a genuine pat on the back, make a little fun of yourself, or celebrate your handling of a small task. This bridal shop used the track to pride themselves on picking a customer's perfect dress right away: Get the audio. 10. Golden HourIf you're looking for a soft instrumental, this trending cozy audio track is super versatile. I've seen it used to bring life to a snowy scene, showcase tattoo art, and as a background sound for sleeping puppies — so cute! Get the audio. 11. Watch ThisThis hit by Bibi Gold is great for featuring talents or transformations, as the lyrics "watch this" invite you to show off. Cosplay artist @universeofemily used this charting pop song to show her transition into a Star Wars character: Get the audio. 12. BeansThis trending track has been making waves lately. It's got an upbeat, jazzy feel that I've seen used in many art-making videos, like this one from @juliannecolors: Get the audio. 13. This is What Space Feels LikeThis clip by JVKE has an epic build and lends itself perfectly to transitions — so it’s little wonder the audio has been used in 800K Instagram Reels (and counting). Photographers often use it to show off the results of their work, as @danielmacadangdang has done: Get the audio. 14. Ready For It?As Billboard's #1 artist of the 21st century, any Taylor Swift tracks could be considered trending audio. Her most popular song on Instagram right now is her 2017 electropop hit ...Ready For It? When writing this, it had been used in a whopping 1.1 million reels. The lyrics "Are you ready for it?" make for a great reveal. And since the song has such a strong beat, it's also great for showcasing athletic abilities, as in this gymnastics video: Get the audio. 15. Spinning MonkeysWhether you're active on Instagram or not, you've definitely heard this tune. Monkeys Spinning Monkeys by Kevin MacLeod is an instrumental piece that is a comedy moment staple and perfect for almost any tongue-in-cheek moment you share. For example, it provides a great backdrop for this prank video from @benson_bros_games: Get the audio. 16. Italian cafe vibesThis audio sounds pretty romantic, but many people are using it as a way to poke fun at something. In this video, @revivalluxuryscents uses the track to highlight a funny POV: Get the audio. 17. "Let’s go!"This is such a happy and energetic audio that brings the feel-good vibes. Fun tip: Use the countdown at the beginning to build up excitement and lead into a big reveal, like how @thelawnandorder did in their video using this audio: Get the audio. Happy posting!You're well-equipped to find the next great trending audio on Instagram for your reels, carousels, or single-photo posts — and you've got several great tracks to put in your back pocket if you get stuck! If you’ve created an Instagram post with one of these trending sounds, we’d love to see it. Tag @buffer on Instagram so we can find you! View the full article

Recently, I saved a major exclusive story from nearly getting killed at the eleventh hour. After developing the communications strategy, writing several versions of a pitch that a broader team of external partners would use over the course of the campaign’s phases, and personally intervening when the opportunity was nearly lost after one of the parties involved fumbled, that same party later said to me, “Thanks for your help.” Help. Twenty years in public relations, including over a decade running a successful consultancy, and my strategic leadership was reduced to “help”—a word that carries centuries of loaded meaning for Black women in America. It’s a word that seems disproportionately reserved for people of color, regardless of their role, impact, or level of experience. But this wasn’t an isolated incident. I’ve watched a familiar pattern unfold throughout my career: White professionals are dubbed “rockstars” for meeting basic expectations and praised for their “brilliance” for sharing a contrarian thought. Meanwhile, when Black and brown professionals—particularly women of color—demonstrate exceptional results and seemingly do the impossible, we’re thanked for our “help.” “Mislabeling leadership as ‘help’ is a reminder that excellence isn’t always enough to rewrite bias, especially for Black leaders,” says Jenny Vazquez-Newsum, E.d.D., a leadership strategist, facilitator, and author of the book Untapped Leadership: Harnessing the Power of Underrepresented Leaders. “It reinforces a long-standing systemic flaw that devalues the intellectual labor and expertise of Black professionals.” Let’s be clear about what help actually is. Help is being a fresh pair of eyes to review slides before a colleague’s presentation. Help is picking up slack on a project when a teammate is out sick. What I and many other diverse professionals do every day isn’t help; it’s leadership that drives business forward and enables teams to succeed. The language we use matters. When companies frame Black leadership as “help,” they perpetuate a subtle but powerful form of professional diminishment. This framing doesn’t just affect individual recognition; it impacts career advancement, team dynamics, and business success. It reinforces an unconscious hierarchy where certain professionals are seen as leaders by default, while others must constantly prove their leadership—only to have it minimized by being characterized as a supporting role. “Language can be a subtle mirror of our biases,” says Vazquez-Newsum. “When we diminish Black leadership to ‘help,’ we prescribe a subordinate narrative to extraordinary contributions. It undercuts expertise even if couched in good intentions or under a veil of gratitude.” This systemic undervaluation has significant business implications. According to research from Russell Reynolds Associates, only 29% of Black professionals with 10-20 years of experience report satisfaction with their level of recognition, compared to 47% of their non-Black peers. Similarly, a LinkedIn survey of more than 2,000 Black professionals found that lack of recognition was a primary driver of turnover, with 33% citing it as a reason they considered leaving their jobs. The cost is substantial to businesses: Companies in the bottom quartile for both gender and ethnic diversity are 66% less likely to outperform their peers financially, per McKinsey data. When organizations fail to acknowledge Black leadership, they risk losing the very talent that could drive success—with Gallup estimating replacement costs reaching up to 200% of annual salary for leadership positions. The solution isn’t simply swapping words—it’s fundamentally shifting how corporate America recognizes and values leadership. Companies must create systems that properly attribute individual contributions and build cultures where excellence is recognized, regardless of who demonstrates it. Vazquez-Newsum emphasizes the broader business implications. “Failing to acknowledge leadership where it exists is a business liability. Bias in language creates an unseen barrier in talent pipelines, costing organizations their most innovative thinkers. What some may dismiss as subtlety, others experience as a powerful deterrent, discouraging the very talent and contributions the companies need to thrive.” She says that companies build a communication culture that fully acknowledges the weight of contributions. “It should be standard practice to explicitly articulate the scope and significance of a colleague’s contribution and align it with recognized leadership behaviors. Simple gratitude is not equivalent to adequate recognition.” There’s help, and there’s business leadership. It’s time for companies—and individuals—to recognize the difference. View the full article

Managing a team has always been challenging. Juggling deadlines, team dynamics, and the occasional awkward, “Can everyone hear me?” moment on Zoom can feel like herding cats—cats that are on mute and probably multi-tasking. View the full article

It’s hard for a designer to get the world’s attention at fashion week. But a year ago, the Maison Margiela show went viral thanks, in large part, to Pat McGrath’s makeup, which made models’ skin look like it was made of glass. The show was theatrical. Creative director John Galliano conjured a dark, ethereal universe apparently inspired by the Belle Époque of the late 1800s, when women had tightly cinched corsets, and voluminous dresses with padding that accentuated their busts and hips. Models, including Gwendoline Christie (second from right), walk the runway during the Maison Margiela Haute Couture Spring/Summer 2024 show as part of Paris Fashion Week, January 2024. [Photo: Pierre Suu/Getty Images] But the models didn’t look human. They looked like like otherworldly creatures, with pale skin, small lips, flushed cheeks, and a glossy sheen that made the skin look translucent. “It began with a conversation with John [Galliano] about the Seine in Paris, under moonlight,” McGrath recalls. “We envisioned porcelain dolls coming to life, merging ethereal beauty with a sense of wonder. We wanted to create something that had never been seen before.” In the days after the show, TikTok and Instagram exploded as people tried to recreate the look using everything from vaseline to oil. McGrath even entered the fray, sharing exactly how she created the look with special effects water-based glue, followed by gel masks. Over the last year, she’s been working on a product that makes it easy to create the look at home. She releases Skin Fetish: Glass 001 Artistry Mask this Thursday exclusively through her brand, Pat McGrath Labs. [Photo: Pat McGrath Labs] McGrath has actually been tinkering with trying to create this makeup for about four years. The final product comes in a tube and consists of ingredients like glycerin, rose-flower water, and allantoin. You apply it across the entire face like a peel-off mask. The key is to ensure that it is applied evenly, and in three or four layers. “I like to apply the mask in thin, even layers across clean dry skin with a taper brush with soft bristles,” McGrath says. “Let it fully dry before adding the next [layer]—you can use a hairdryer on a cool setting or a fan to speed things up.” Makeup for the Spring/Summer 2015 issue of Garage Magazine. [Image: courtesy Pat McGrath Labs] The final look is stunning, much like the models in the Galliano show. But it is a difficult look to pull off every day, since the the mask can crack if you talk or even smile too broadly. But McGrath says that you can customize the product. “You can even just put it on certain high points of your face,” she says. “Once the mask sets, it forms a smooth, peel-off film that reveals hydrated, glowing skin.” Yes, the look is dramatic. But McGrath says that’s the whole point. It’s meant to give everybody the opportunity to create a unique look and express themselves in creative new ways. And given the enthusiastic response to the show, McGrath believes that there are may people who would enjoy wearing this look to a party or a date. “It’s a love letter to those who embrace bold beauty,” she says. “It’s about merging runway-level innovation with real-world usability.” [Photo: Pat McGrath Labs] In many ways, this product epitomizes McGrath’s entire brand. The British makeup artist first became a fixture in the fashion world in the 1980s, creating looks for designers like Anna Sui and Versace. Then the business world came knocking. Giorgio Armani and later, Procter & Gamble hired her to create cosmetics. In 2015, she launched her own brand, Pat McGrath Labs, which quickly exploded. McGrath says that her brand is designed to bring the secrets of makeup artists to everyday people. She and her team spend a lot of time coming up with formulas that make it quick and easy to create looks that might otherwise take hours backstage. “I took a three-hour process and distilled it into an effortless 10-minute process you can do at home to achieve the same look,” she says. Importantly, this mask is actually good for your skin. And this is also key to McGrath’s strategy. “It expands our focus on skin-first innovation,” she says. “[We’re] merging skincare benefits with transformative artistry.” View the full article

Most upstart companies prepping a new product launch would probably not be thrilled to receive a cease and desist letter from an established giant of their field. But as is readily apparent from its insane packaging (not to mention its insane name), the gummy candy purveyor Rotten is not most companies. Last May, founder and CEO Michael Fisher had his signature gummy worms on hand at the industry’s Sweets & Snacks Expo—and a flyer for a new product: Rotten’s Gummy Cruncheez, which launch today and bear resemblance to Nerds’s uber-popular Gummy Clusters. [Image: Rotten] “Nerds and their parent company Ferrara got wind of the product, took a photo of the flyer we had up, and soon after the Expo sent us a legal letter in efforts for us to halt production,” Fisher says, adding that, sure, it was a bit terrifying—but it was ultimately validating. “Getting a letter like that so soon after from Ferrara and from Nerds actually gave us a lot of confidence that we might be onto something pretty big here.” Nerds has every right to be protective. After all, as Inc. reported in October, those cult-fave Gummy Clusters beloved by Kylie Jenner and others made hundreds of millions of dollars last year. Can a new brand focused on healthier ingredients and utterly wild throwback design get in on the action and take on Big Gummy? CANDY, IN MODERATION According to Rotten’s website, its candy was developed in a lab by “the infamous Dr. Rotten” (see here)—so when I scheduled an interview with Fisher, I was expecting an eccentric on-brand variant of just that. But in lieu of a shock of gray hair and a general sense of deranged zeal, Fisher showed up rather clean cut and mild-mannered. “For as long as I can remember, I’ve loved gummy candy, particularly sour gummies,” he says. “When I started Rotten, one of my best friends from freshman year in college reached out and was like, ‘Ah, this makes so much sense, because you would always have those in your dorm room.’” That dorm room was at Stanford, where Fisher earned a degree in management science and engineering—and where he says everyone was creating some sort of startup. After Stanford, he was a 2019 fellow at Venture for America, a nonprofit that connects young grads with emergent businesses, in his case, the online caregiver supply shop Carewell in Charlotte, NC. “[It] was a super exciting opportunity for me to think about entrepreneurship outside of the context of Palo Alto and Stanford, and really get out of that bubble,” he says. “I just had the most fun I’d ever had doing anything, building that. And I knew I wanted to be able to do that for myself and build my own brand.” Fisher had been cutting soda and sugar out of his diet, but missed eating candy on road trips or while watching TV late at night. He tried some zero-sugar and low-sugar gummy alternatives, and was not a fan. He saw a gap in the market for a gummy that was healthier than what was in stores, but didn’t feel like it was sacrificing taste or texture to do so. Soon, he found himself attempting to make his own. “That really started my journey,” he says. “Quickly I learned that I was not going to be making this product at home by myself. Gummies are incredibly technical.” Fisher found a food science partner mid-2021 to help with the R&D, and they developed a line of regular and sour gummy worms using fruit juices, fruit powders and allulose—a non-artificial alternative to sugar found in figs and raisins that’s nearly as sweet, but with far fewer calories. “The way that we’ve developed our product is . . . to try to be kind of about moderation,” Fisher says. “You won’t see us come out with zero-sugar products. You won’t see us come out with a product that only has one gram of sugar. And that’s very intentional.” [Image: Rotten] CREEPY CRAWLERS AND GARBAGE PAIL KIDS When you eat Rotten’s products, they don’t taste like “diet candy” or a health-food alternative. They taste like . . . candy. But here’s the ingenious thing: Given his healthier take on the product, Fisher knew he had to compensate for it with the packaging design. And marketing. And name. “Candy is all about indulgence and this kind of release from the mundane,” he says. “Oftentimes, things that are very healthy don’t deliver on those. And so [I] really wanted to build a brand that felt super fun and exciting and nostalgic.” His goal was to create a product ecosystem that felt like it could have its own show on Adult Swim. So, he developed the Dr. Rotten backstory, along with an associated mythology to the candy. He leaned on imagery that would have felt at home in the ’80s/’90s universe of Garbage Pail Kids and Creepy Crawlers—a subset of the omnipresent era that has somehow not been plumbed as deeply as the rest of it. And then there’s the name. Yes, people tried to fight him on it. But he was a fan of Liquid Death, which was taking off around the time he moved to Los Angeles. He liked that they had a strong identity and brand positioning. “To this day, we get comments on our posts or ads of people saying, ‘Naming a food company Rotten is the dumbest thing I’ve ever heard of,’” he says. “Ultimately, we just keep the mindset of, ‘We’re not going to be for everyone, and that’s okay.’ And at the end of the day, if you hate us and you remember us, that’s a lot more than a lot of other brands are getting.” As a market test, Fisher (who to this day is Rotten’s only full-time employee) launched a Kickstarter in the fall of 2021. He hit his $10,000 goal in four hours, and the project was more than 320% funded by the fifth day. His backers soon became R&D partners who offered feedback and helped iterate and develop the gummies alongside Rotten. In the wake of extensive testing and refinement, the brand formally launched online in October 2023. Today, a rep for Rotten says it’s in more than 1,000 stores—from Zumiez to Safeway to Sprouts to Hy-Vee—and has sold more than 1 million units. Which brings us back to those Gummy Cruncheez. Like Rotten’s flagship worms, they’re free from any artificial elements or dyes, and Fisher says they have 60% less sugar than Nerds’ offering, thanks to ingredients like chicory root fiber, monk fruit, and allulose. True to Fisher’s palette, there is also a sour option, something the market currently lacks. His biggest focus for 2025? “My vision for Rotten is it’s available wherever you’re buying candy, which is everywhere,” he says. “Ultimately, most candy purchases are impulsive and happening in store—and so expanding in retail is our main goal this year.” One legal letter from Big Gummy was encouraging fodder. Does he foresee a second? “I hope not,” he says with a laugh. View the full article

Businesses are increasingly recognizing that earning customer loyalty is not just a nice-to-have but a vital component of their strategy for sustainable growth. Recognizing the importance, impact, and nuances of customer retention and loyalty in today’s business landscape is a must. The customer retention statistics in this article will highlight important metrics you need to know to grow your business. By exploring these insights and customer retention lessons, businesses can better understand the dynamics of customer engagement and craft strategies that not only attract new customers but also keep them coming back. What is Customer Retention? Customer retention refers to a company’s ability to turn customers into repeat buyers and prevent them from switching to competitors. It’s a testament to a business’s customer service, product quality, and overall value proposition. High customer retention rates often indicate a loyal customer base and are crucial for business sustainability and profitability. This section underscores the importance of customer retention for businesses of all sizes, emphasizing its role in driving revenue and fostering long-term success. The Business Impact of High Customer Retention High customer retention rates have a profound impact on businesses. This section will discuss the various benefits, including increased revenue, higher lifetime customer value, and cost efficiency in marketing. It will be supported by relevant statistics, such as businesses with high retention rates experiencing a significant percentage increase in profitability compared to those with lower retention. Cost Savings: Customer churn costs U.S. providers a staggering $168 billion per year. U.S. companies could save over $35 billion per year by focusing on keeping their existing customers happy. Acquiring new customers costs 6 times more than retaining current ones. Repeat Customer Behavior: Repeat customers spend 67% more than new customers. Businesses have a 60% to 70% chance of selling to an existing customer, whereas for a new prospect, it’s only 5% to 20%. Some 52% of customers intentionally choose to buy from their favorite brand. Impact on Profits: 84% of companies that work to improve customer experience notice an uplift in revenue. Customer retention is vital for the 61% of small businesses that say over half their revenue comes from repeat customers. Small e-commerce businesses derive 35% of their revenue from the top 5% of their loyal, repeat customers. The Cost of Low Customer Retention 72% of customers switch to a competitor after just one bad experience with a brand. Businesses lose over $75 billion annually due to lost customers resulting from poor customer service. It costs 6 to 7 times more to acquire new customers than to retain existing ones. Getting a new customer is 5 times more expensive than retaining an existing one. A company’s top 10% of most loyal customers spend three times more per purchase than the other 90% of customers. The top 1% of customers spend five times more than the remaining 99%. 60% of U.S. customers choose to do more business with a company after a positive customer service experience. In the apparel industry, repeat customers tend to spend an average of 67% more during the 31-36 months following their initial purchase than they do in the first six months. The average customer retention rate across all industries is approximately 75.5%. The media and professional service industries have the highest worldwide retention rate at 84% each, while the hospitality, travel, and restaurant industry has the lowest rate at 55%, followed by retail at 63%. Understanding Customer Retention Through Statistics In many industries, the top five market players maintain an impressive average customer retention rate of 94%. Acquiring new customers is five times more expensive than retaining existing ones. A mere 5% increase in customer retention can boost company revenue by 25-95%. Customer Service Impact: 89% of companies recognize that excellent customer service is critical for retention. Existing customers present a 60-70% chance of making a purchase, while new prospects have only a 5-20% chance. Brand Loyalty and Small Businesses Loyal customers tend to spend 67% more on products and services than new customers. The majority of customers (approximately 54.7%) remain loyal to 1 to 5 brands. Loyal customers make purchases 90% more often than new customers. Acquiring new customers is 5 times more expensive than retaining existing ones. 71% of customers are unlikely to buy from a business that loses their trust. The Influence of Digital Trends on Customer Retention A 5% increase in customer retention results in a 25-95% increase in revenue. Loyal customers tend to spend 67% more on products and services than new customers. 90% of consumers will recommend a brand after engaging with it on social media. 44% of businesses use mobile apps and email marketing as key tactics for customer retention. The Business Benefits of Loyal Customers 65% of a company’s business comes from existing customers. Loyal customers tend to spend 31% more than new customers. The probability of selling to an existing customer is up to 13 times greater than selling to a new customer. 80% of future profits will come from just a fifth of loyal customers. The Risks of Neglecting Customer Loyalty 74% of loyal customers will switch brands if they are not satisfied. A single bad experience can lead to 80% of customers switching brands. 61% of retail companies cite retention as their biggest challenge. Acquiring new customers is six to seven times more expensive than retaining existing ones. 73% of customers will stop doing business with a brand after three or fewer bad customer service experiences. Delving into The Latest Customer Loyalty Statistics Consumers spend 67% more if they are part of a company’s loyalty program. Highly engaged customers make a purchase 90% more often. Loyal customers become valuable brand advocates, recommending your brand to others. Customer Loyalty in the Context of Small Businesses 82% of companies agree that retention is cheaper than acquisition. 75% of consumers say they favor companies that offer rewards. 56% of customers stay loyal to brands that “get them.” 65% of a company’s business comes from existing customers. 58% of companies pursue personalization strategies for customer retention. The Role of Technology in Driving Brand Loyalty Technology significantly influences brand loyalty, influencing consumer behavior and fostering lasting connections. Mobile apps, social media, and loyalty program software are key factors in fostering loyalty. Gen Z values personalization and engagement through mobile apps, while social media presence fosters trust and repeat purchases. Companies allocate significant marketing budgets to loyalty program management and CRM. Understanding Customer Loyalty Programs Almost three-quarters of consumers feel loyalty towards a particular brand or company. Over 55% of consumers are loyal to a brand because they love the product. A third of consumers say it takes three purchases to create brand loyalty. Loyalty Programs and Their Influence on Customer Behavior 65% of a company’s business comes from existing customers. Retained customers not only spend more but also become valuable brand advocates, generating referrals for your business. Companies that enjoy strong brand loyalty see 2.5 times faster revenue growth than their competitors in the industry. Loyalty Programs in Small Businesses 80% of Americans are loyal to at least one brand. 75% of global consumers would switch brands for a loyalty program with better rewards. Allocating a portion of the marketing budget to loyalty program management and CRM can significantly impact customer retention. The Rise of Digital Loyalty Programs to Encourage New Customers Digital loyalty programs have gained significant popularity in recent years, utilizing technology to boost customer engagement and loyalty. In the US, there are currently 3.8 billion loyalty program memberships, with the average American enrolled in 17 different programs. Despite this, 81% of consumers feel that loyalty programs affect their purchasing decisions, yet 72% only engage with 50% or fewer of their memberships. Key challenges include personalization, differentiation, and concerns about privacy. A striking 90% of consumers agree that loyalty programs require enhancements, and 91% perceive many programs as similar. To effectively retain members, brands must innovate and keep their programs engaging, incorporating loyalty amplifiers such as trivia, sweepstakes, and instant wins. In return for incentives, 66% of consumers are willing to provide more personal information to tailor their loyalty program experience. Customer Retention Rate by Industry 18% of businesses prioritize customer retention over customer acquisition. 44% of companies focus more on customer acquisition, while the remaining 38% balance both equally. Customers spend 43% more at brands they are loyal to. 65% of retail business comes from loyal customers, who spend 67% more on average purchases than new customers. Average Customer Retention Rates Across Industries The average customer retention rate across all industries is approximately 75.5%. A 5% increase in customer retention can lead to a 25-95% increase in company profitability. Customers who are loyal to your brand not only generate more repeat business but are also 50% more inclined to try a new product from you. 82% of companies agree that retention is cheaper than acquisition. It costs six to seven times more to acquire new customers than to retain existing ones. Average Customer Loyalty Levels Across Industries Surprisingly,44% of businesses fail to measure their customer retention rate. Average retention rates vary significantly across industries: Insurance: 84% Banking: 75% Retail: 63% Hospitality: 55% Fintech: 37% SaaS: 35% Media: 25% Edtech: 4%1. The Influence of Industry Characteristics on Customer Retention and Loyalty 90% of consumers will recommend a brand after engaging with it on social media. 70.7% of global companies believe that ease of resolution enhances customer satisfaction The Future of Customer Retention and Loyalty Emerging Trends in Customer Retention The evolving landscape of customer retention strategies prominently features the integration of Artificial Intelligence (AI) to foster a more personalized and efficient customer experience. Below are key emerging trends in this domain: AI-Driven Personalization at Scale: Around 90% of businesses are now leveraging AI to personalize customer interactions. This approach is not just limited to product recommendations but extends to personalized content, communication, and user experiences. By analyzing customer data, AI can tailor interactions to match individual preferences, thereby significantly enhancing customer engagement and loyalty. Increased Investment in AI Technologies: Reflecting the value derived from AI-driven personalization, approximately 69% of business leaders are amplifying their investment in AI technologies. This increased funding is directed towards advanced analytics, machine learning models, and AI systems that can better understand and predict customer behavior, enabling more targeted and meaningful interactions. AI-Enhanced Customer Service: The integration of AI in customer service operations is transforming the support landscape. AI-driven tools, such as chatbots and virtual assistants, are automating routine customer service tasks. This automation not only speeds up resolution times but also ensures that human customer service representatives can dedicate more time and resources to addressing complex and high-value customer issues. This shift significantly contributes to overall customer satisfaction and retention, as customers receive timely solutions and feel valued when their more complex concerns are addressed with a personal touch. Data-Driven Insights for Proactive Engagement: AI technologies enable businesses to analyze vast amounts of customer data in real time, providing insights that can be used for proactive customer engagement. By predicting customer needs and behaviors, businesses can reach out proactively with personalized offers, support, and content, further cementing customer relationships and loyalty. Enhancing Customer Journey with AI: AI is improving every touchpoint in the customer journey, from discovery and purchase to post-purchase support. This technology facilitates seamless and frictionless experiences that are customized to each individual’s journey, promoting repeat engagement and building brand loyalty. Emotional AI for Deeper Connections: Emerging AI technologies are also capable of recognizing and responding to human emotions. Emotional AI, or affective computing, is being explored to create deeper, more empathetic connections with customers. This could revolutionize customer service and marketing by allowing businesses to respond to not just the explicit but also the emotional needs of their customers. Privacy-Centric Personalization: As AI-driven personalization becomes more pervasive, there’s a growing emphasis on balancing personalization with privacy. Customers are becoming more conscious of their data privacy, and businesses are responding by developing AI solutions that deliver personalized experiences while also respecting and protecting customer data. These trends emphasize the dynamic relationship between AI technology and customer retention strategies. As AI advances, it provides businesses with innovative methods to engage, understand, and retain customers in a fiercely competitive market. FeatureAI-Driven PersonalizationIncreased Investment in AIAI-Enhanced Customer ServiceData-Driven InsightsEnhancing Customer JourneyEmotional AIPrivacy-Centric Personalization ObjectiveEnhance engagement and loyaltySupport and expand AI capabilitiesImprove efficiency and satisfactionEnable proactive customer engagementStreamline and personalize the customer journeyCreate deeper customer connectionsBalance personalization with privacy Key ApproachTailoring experiences to individual preferencesAllocating more resources to AI technologyAutomating routine tasks for efficiencyLeveraging real-time data for insightsApplying AI across all touchpointsRecognizing and responding to emotionsDeveloping AI that respects data privacy Business ImpactIncreased customer satisfaction and loyaltyEnhanced AI-driven customer experiencesElevated customer service qualityImproved customer engagement and retentionImproved customer satisfaction and retentionStrengthened emotional brand loyaltyEnhanced trust and loyalty Technology UseMachine learning, predictive analyticsAdvanced analytics, machine learning modelsChatbots, virtual assistantsBig data analytics, predictive modelsAI across discovery, purchase, supportAffective computing, emotion recognitionPrivacy-preserving AI techniques Customer ExperienceHighly personalized and relevantMore sophisticated and targeted interactionsFaster resolutions, personalized attention for complex issuesAnticipated needs, personalized outreachCohesive and customized experienceEmpathetic and emotionally aware interactionsPersonalized yet discreet ChallengesManaging data complexity, avoiding intrusivenessEnsuring ROI, managing AI complexitiesBalancing automation with human touchMaintaining data accuracy and relevanceIntegrating AI seamlesslyEnsuring accuracy, avoiding misinterpretationAligning personalization with privacy regulations Future Directions for Customer Loyalty Gamification is gaining popularity as it engages users and fosters loyalty. Social media loyalty schemes are being used to create loyalty ecosystems, promoting social interactions and referrals. Virtual Reality (VR) experiences are also being explored to immerse customers in brand narratives and enhance emotional connections. These strategies are expected to drive loyalty and increase brand engagement. The Future of Loyalty Programs Wearable tech, blockchain-based loyalty tokens, and AI-powered personalization are transforming the loyalty management market. Wearables track user behavior, enabling personalized rewards and seamless loyalty interactions. Blockchain allows secure, transparent, and cross-industry loyalty point exchanges, while AI analyzes vast data sets for tailored offers and recommendations. https://youtube.com/watch?v=Y6IBkNNkfJg%3Fsi%3DfryTIKczmrS99HjT FAQs: Customer Retention Statistics What is the probability of customer retention? The average customer retention rate across all industries is approximately 75.5%. What is the Number 1 driver of customer loyalty? The primary factor contributing to customer loyalty is outstanding customer service, a fact acknowledged by 89% of companies. What percentage of consumers favor a brand if there is a loyalty program? Approximately 75% of consumers favor companies that offer rewards, indicating a strong preference for brands with loyalty programs. What are the benefits of customer retention for a small business? Customer retention for a small business leads to increased revenue, higher lifetime customer value, cost efficiency in marketing, and a loyal customer base that is more likely to make repeat purchases. While initiatives like advertising and events draw new customers, retention strategies are often less expensive and can lead to ongoing revenue. How Can a Small Business Encourage Customer Loyalty? A small business can encourage customer loyalty by offering personalized experiences, high-quality customer service, rewards programs, and consistently exceeding customer expectations. How does brand loyalty affect a business’s bottom line? Brand loyalty significantly increases a business’s bottom line by driving repeat purchases, enhancing customer lifetime value, and reducing costs associated with customer acquisition. How effective are loyalty programs in improving brand loyalty? Loyalty programs are highly effective in improving brand loyalty, with engaged customers making purchases 90% more often and spending 67% more than new customers. What role does technology play in enhancing customer retention and loyalty? Technology plays a crucial role in enhancing customer retention and loyalty by enabling personalized experiences, engaging customers through social media, and facilitating seamless interactions through mobile apps and loyalty program software. How can a small business improve its customer retention rates? A small business can improve its customer retention rates by focusing on customer satisfaction, implementing a customer feedback loop, providing exceptional service, and creating a loyalty program that rewards repeat business. What is the #1 driver of customer loyalty? The #1 driver of customer loyalty is excellent customer service, with a significant majority of companies acknowledging its critical importance for retention. Image: Envato Elements This article, "Vital Customer Retention Statistics" was first published on Small Business Trends View the full article

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What do the latest video marketing statistics tell you about growing your small business? The answers will surprise you. 92% of marketers say that videos are an important part of their marketing strategies, and 88% of them accept that videos offer them a positive return on investment (ROI). If you want to use video content as a marketing tool, we have collected key video marketing statistics below to help you make informed decisions. The Rise of Video Marketing So why video marketing? Firstly, videos are more engaging and easier to digest than text documents. So people prefer watching a quick video over reading text. Plus, you can easily share videos on social media, helping you reach a broader audience to boost visibility and improve sales. Consequently, small businesses are increasingly adopting videos as a marketing tool to grow. The following stats prove the point. Video Marketing Statistics: A General Overview Video marketing is on the rise. According to Wyzowl research, 91% of small businesses are expected to use video as a marketing tool. Videos can be a game-changer for small businesses. They capture attention and explain products or services quickly. Videos are also shareable, helping to spread your brand message. Plus, they can boost website traffic, extend visitors’ time on your site, and drive sales. It’s a versatile tool for any marketing strategy. According to a survey, 78% of respondents see more website traffic, and 83% of respondents find that the average time on their websites has increased after using videos. The Power of Video Marketing Using videos can boost small businesses’ visibility and sales. The following stats from Renderforest prove the point. 83% of respondents generated new leads with videos. 44% of users generated sales using videos Moreover, 93% of brands get new customers due to a video posted on social media. For small businesses, video marketing can effectively drive both visibility and sales. Understanding Your Audience: Key Video Marketing Stats Understanding your audience allows you to customize your video content to align with their needs and interests. This approach enhances engagement, improves conversion rates, and makes your marketing efforts more focused and effective. Check the following video marketing statistics to learn how people consume video content. Video Consumption Habits According to HubSpot research: People watch, on average, 17 hours of online video content weekly. 66% of people have watched videos to learn more about a product or a brand. Around 33% of people watch videos to relax and unwind. 36% of people like videos of 1-3 minutes, and 27% of viewers like videos of 4-6 minutes. According to the Wyzowl research, 96% of users have viewed an explainer video to learn about a product/service. What’s more, 89% of people say that watching a video has convinced them to purchase a product/service. Yes, your audience wants you to create more videos. The Wyzowl research reports that 91% of people want to view more online brand videos. So, if you’re a small business, focus on video marketing to engage your audience and boost sales. Keep videos short and to the point to maximize your video marketing success. Demographics and Video Marketing In a recent global consumer survey, respondents reported viewing an average of 19 hours of online video content weekly. Currently, more than 40% of U.S. users said they watch online videos daily. Among users aged 18 to 34, the daily viewing rate was 53%. Due mainly to smartphones and mobile devices, over 75% of U.S. adults watch up to two hours of short-form digital videos daily. 69% of U.S. consumers prioritize authenticity and relatability over high-quality video and audio in marketing videos. Online video consumption is at an all-time high, particularly among young adults. They frequently use smartphones and have a preference for short videos. Interestingly, most viewers value genuine and relatable content over high-quality production. You should tap into this trend by creating authentic video content to engage your audience. Video Marketing Platforms Picking the right platform for video marketing is crucial. It ensures you reach your target audience effectively. The right platform can maximize engagement, ROI, and sales. The following are critical stats on video marketing platforms. Social Media Video Marketing Statistics According to the Wyzowl research, 51% of people are likelier to share a video with their friends/followers than any other type of content. Incorporating online videos in your social media posts can boost the reach of your posts. What social media platforms do marketers utilize to distribute videos? According to Wyzowl research, 86% of marketers share videos on Facebook, 79% on LinkedIn, and 54% on X (formerly Twitter). Here are other video channels marketers use, as found in the Wyzowl research: Instagram (79%) Webinar (60%) TikTok (35%) Snapchat (13%) Social Media PlatformPercentage of Marketers Sharing Videos Facebook86% LinkedIn79% Instagram79% X (formerly Twitter)54% Webinar60% TikTok35% Snapchat13% When it comes to using live video content, only 36% of marketers have employed ‘live’ video content, such as live streams on social media platforms. What is the most effective social media marketing channel for reaching your audience with online video content? According to the Wyzowl research, 69% of marketers find LinkedIn the most effective channel for video marketing. And Facebook has been rated by 59% of marketers as the most effective channel for video marketing. 49% of marketers found webinars the most effective channel for video marketing, 27% of them rated TikTok as the most effective platform, and only 24% found X the most effective channel for video marketing. Every platform offers unique advantages. The best option for you will depend on your target audience and your goals. YouTube Video Marketing Stats The Wyzowl research finds that 90% of marketers use YouTube in their video marketing. And 78% of marketers rate YouTube as the most effective video marketing channel. YouTube is a massive platform with a broad audience reach. Ignoring it means missing out on a key channel that can drive engagement, brand awareness, and sales for your video marketing efforts. Video Marketers’ Strategies and Challenges Knowing statistics on the types of video content successful marketers create and the challenges they face can help you make informed decisions. You can identify what works and avoid common pitfalls, optimizing your strategy for better results. Tactics Used by Successful Video Marketers What type of video content do successful video marketers produce? According to Wyzowl research, 71% of marketers create social media videos. And 70% of marketers make explainer videos. The following are other types of videos companies create, as found in the Wyzowl research: Presentation videos (50%) Testimonial videos (46%) Video ads (46%) Teaser videos (42%) Sales videos (40%) Type of Video ContentPercentage of Marketers Creating Videos Social Media Videos71% Explainer Videos70% Presentation Videos50% Testimonial Videos46% Video Ads46% Teaser Videos42% Sales Videos40% Here are some crucial findings from a Biteable survey to improve the success of your videos: 81% of marketers state music makes their videos perform better. 66% of marketers find that a voiceover makes their videos more effective when it comes to performance. Including captions can enhance the effectiveness of your video marketing. According to a Biteable survey, 64% of marketers believe that captions contribute to better performance for their videos. For small business owners, these insights can guide the type of video content to produce and what elements to include for better performance. Video Marketing Strategy Challenges and Solutions According to a HubSpot report, 39% of video marketers accept that a lack of time is the biggest challenge when it comes to creating marketing videos. And 33% of marketers find developing an effective video strategy challenging. If you’re pressed for time, consider outsourcing video creation. You can hire freelancers or a small agency to do the work. Another option is to use video templates that speed up the process. To create a successful video marketing strategy, you should: Identify your target audience and set clear goals Decide on the type of videos you’ll make, such as explainer videos or product showcases Create a content calendar outlining when to post each video Allocate budget and resources Track performance through metrics like views and engagement to refine your strategy Why do marketers stop producing videos? The answer is a lack of content ideas. In fact, 29% of marketers, according to the same HubSpot report, report that lack of content ideas prevents them from creating video content for their brands. If you’re struggling to come up with ideas for your online video content, here are some tips to help you get started: How-to guides that explain how to use your product or service effectively Customer testimonials that feature satisfied customers sharing their experiences Behind-the-scenes videos that offer a glimpse into your business operations Product unboxing videos that showcase what customers get when they buy from you Seasonal promotions that highlight special deals or holiday sales Q&A Session videos that include common questions or misconceptions about your business. Also, you can create video content to share your expertise on trends or challenges in your industry. Such video content will position you as a thought leader. Video Marketing ROI Understanding video marketing ROI statistics helps you allocate resources wisely. It shows what strategies yield the best returns, enabling smarter investment choices for your small business. Measuring Video Marketing Success According to the Wyzowl research, 96% of marketers say video marketing increases user understanding of their products/services. And 95% of marketers find that video marketing increases brand awareness. Here are some additional findings from the Wyzowl research on how video marketing impacts key marketing metrics: 91% of marketers discover that video marketing boosts traffic. 53% of marketers accept that video marketing helps them reduce support queries. So, for small businesses, integrating video marketing can offer multiple benefits, from brand recognition to sales growth. How do marketers measure the success of their video content? Here are key metrics, according to the Wyzowl research, marketers keep tabs on to assess video marketing’s success: Videos views (63%) Audience engagement (61%) Leads/clicks (56%) Brand awareness (43%) Retention (42%) These metrics can help you understand performance and refine your video marketing strategy, including elements like video SEO or adding effective calls to action. Video Marketing’s Impact on Revenue Yes, video marketing works. According to HubSpot research, 25% of marketers believe that video is a media format that offers the highest ROI. Here are two stats from the Wyzowl research to prove that video marketing can help small businesses increase sales: 90% say that video marketing helps them generate leads. 87% of marketers state that video marketing helps them increase sales. Considering these benefits, video marketing is the right strategy for small businesses looking to improve their performance. The Future of Video Marketing The future of video marketing looks promising, with a rising focus on short-form content and interactive features. Advances in AI and AR will make videos more engaging. As the consumption of video content increases, its importance in sales and lead generation will continue to expand. This is a dynamic area that you cannot afford to overlook. Emerging Video Marketing Trends Live video consumption is growing. According to a survey done by TikTok, 60% of TikTok users showed interest in branded or sponsored live content. Now, 40% of marketers use shoppable video ads. In the future, more brands will use shoppable videos. This is because interactive videos perform better than linear videos. Also, more and more marketers are using AI in their videos. The market for AI in video production is set to grow at a 22.37% CAGR, increasing significantly from its current value to reach $1.49 billion in the near future. Around half (54%) of people accept that YouTube is important for helping them buy products/services. So, more businesses will share videos on YouTube. Video Marketing Predictions and Outlook Video marketing is rising due to increased online engagement and evolving tech. It’s a key tool for businesses to attract and retain customers. So, you can expect more businesses to create video content in the future. The global digital video content market is currently valued at $171.5 billion. IMARC Group predicts it will grow to $355.2 billion in the future, with a 12.5% CAGR during the upcoming years. https://youtube.com/watch?v=FtW2n1xEGYA%3Fsi%3Dg_5HJexpvf3dgh7T FAQs: Video Marketing Statistics What Are the Most Important Video Marketing Statistics for Small Businesses to Know? Key stats for small businesses include: Average weekly video consumption is high. Short videos are preferred. Video can drive sales effectively. Additionally, most consumers find authenticity in videos important, and social media videos are great for acquiring new customers. These insights can guide your video marketing strategy. How big is the video marketing market? The digital video advertising market has a value of $53.2 billion. Experts predict it will grow to $712.6 billion, with a 29.6% CAGR over the coming years. How many businesses use video marketing? According to the Wyzowl research, 91% of businesses use video marketing. Small businesses use video marketing to boost engagement and sales. Videos capture attention better than text and can explain complex ideas simply. They’re also shareable, extending brand reach. How Can I Measure the Success of My Video Marketing Efforts? To measure the success of video marketing, track key metrics like view count, watch time, and click-through rate. You should also monitor engagement levels through likes, shares, and comments. And use analytics tools to assess lead generation and conversion rates. These metrics can offer insights into your video’s effectiveness. What Platforms Should I Prioritize for My Video Marketing Strategy? Choose platforms based on your target audience. YouTube is a must for a broad reach. For B2B, LinkedIn works well. Instagram and TikTok are great for a younger audience. Facebook is versatile and suitable for both B2C and B2B. Align platform choice with your business goals for maximum impact. What Are the Most Effective Video Formats for Engaging My Target Audience? According to HubSpot, video content showing your products/services (demos, teasers, etc.), trendy content (cultural moments, news stories), funny content, and interactive content (polls, games, augmented reality, etc.) are the most effective video formats to offer the biggest ROI. How Can I Stay Informed About the Latest Video Marketing Trends and Statistics? To stay updated on video marketing trends, subscribe to reputable marketing blogs and follow industry hashtags on social media. Attend webinars for real-time insights and read new research reports. Networking with peers can also offer valuable information. You should keep an eye on multiple sources to stay informed. There are also agencies and marketing franchises you can partner with to handle video marketing for you. Image: Depositphotos This article, "Eye-Opening Video Marketing Statistics Every Business Owner Should Know" was first published on Small Business Trends View the full article

This post was written by Alison Green and published on Ask a Manager. It’s five answers to five questions. Here we go… 1. Am I being a grouch about this touchy-feely group activity? I work at a school. As the closing activity for today’s professional development session, Fergus (an administrator) split us into three groups, then asked two-thirds of us to stay seated with our eyes closed while the other third stood and moved around the room. Fergus read a series of prompts and invited those who were standing to “connect with” (that is, tap or pat on the shoulder) someone the prompt applied to (“connect with someone you admire,” “connect with someone whose work you’d like to learn more about,” etc.). Fergus read about 10 of these and then had a different third of the group stand and repeat the exercise, for a total of three rounds of affectionate shoulder-grasping. In the moment, I found this admittedly touchy-feely activity affirming; it’s nice to get patted on the shoulder after a prompt like “connect with someone who makes this school a better place.” That said: isn’t it a bit dicey to ask a large group of people to sit with their eyes closed while others move around them and touch them? I can imagine someone feeling uncomfortable about that for any number of reasons. (For one: I don’t think this would apply to my group, but what if my ex / person-with-unrequited-crush were in that workplace and I didn’t particularly want them touching me? Eek.) There wasn’t really a way to opt out of the activity without being quite obvious about it. Am I right that this is borderline inappropriate, and what should I have done in the moment? Yeah, it’s not a great workplace activity. In any large group of people, there’s a decent chance that some of them won’t be comfortable with physical touching (for all sorts of possible reasons) and a non-zero chance that someone might actually be upset by it. (Imagine someone whose harasser is in the room and they have to sit there with their eyes closed wondering who’s touching them … or people with particular types of trauma history.) Will most people be fine with it? Probably. But not everyone will be, and there are all sorts of ways to achieve the same aims of this exercise without making people touch each other / be touched. It’s just so easy to avoid. Updated to add: I apparently published this without addressing your question about what you could do in the moment! One option was to say when the activity was explained, “I think a lot of people might be uncomfortable being touched with their eyes closed. Is there a different exercise we could substitute?” It can be really hard to find the right words in the moment though (and it sounds like you felt positively about it at first anyway), and it’s always okay to give similar feedback to the organizer afterwards. 2. Have job search gimmicks become less popular? I’ve noticed that nothing has been added to the topic “gimmicks won’t get you a job” for a few years now. It seems like it was never a massive topic, which makes sense as it’s pretty niche. But it had at least one a year until 2014 with only four posted since, the newest of which is from 2022. Do you think it’s a flavor of bananapants that’s become less common? Have we all been robbed of our gumption? Or are the purveyors of scented resumes and fruit baskets still out there, lurking, waiting until we let our guard down? Interesting. I do think gimmick-based job-search advice is less common than it used to be; there was a while where it was everywhere. I suspect some of the change is due to generational change; those gimmicks tended to be (although weren’t always) the province of people who had entered the work world at an earlier point in history (where maybe things like showing up in a lobby and refusing to leave until you got an interview were looked on more kindly). I think there’s more to it than that, though, and maybe the overall shift in work culture has left people more cynical about the job search process and thus less likely to bother with gimmicky stunts. People almost expect to be ghosted or ignored by employers … which in theory could make them more likely to try to “stand out” through gimmicks, but I think it instead has manifested in more exhaustion and less inclination to invest a ton in any one job opening. Less gimmicky advice is a good thing, but everyone being so drained is not. (None of this is to say that gimmicks have disappeared. They definitely haven’t.) 3. Former coworker insists her job is harder now than when I was doing it I have a lovely ex-colleague who has recently moved to a promoted post in health care, similar to the post that I recently retired from. We meet up for a coffee and chat from time to time, and some of our conversations (but not all, I’m glad to say) turn to work topics. I don’t mind this at all because I generally enjoyed my job even though it could be very stressful, and I like hearing her anecdotes. However, whenever I mention any of my experiences, she always says, “It’s much worse now!” One example she gave, when I mentioned a patient who was very huffy with me, was that patients now shout at managers. Well, guess what? They always did! It’s just that this particular patient was huffy rather than shouty! I do appreciate that I’m no longer in the workplace and my friend is still dealing with difficult situations every day, but it’s kind of annoying to me that she always assumes that I had it easier than her. I really didn’t! I realize that this is not the most important of issues, but could you please suggest a nice way that I could say, “I support you but please stop telling me that the job was easier for me”? I don’t want to come across as defensive or spoil our time together, but it’s really irritating! One way to approach it is to be genuinely open to the idea that things are worse now! Who knows, maybe they are — but even if they aren’t, being curious about why she’s experiencing it that way might make it less frustrating. So for example, when she says patients now shout at managers when you were describing someone who was merely huffy, you could say, “I always found some patients shouted too, although this one didn’t. But it sounds like you think it’s increased — what changes have you been seeing?” And then if she describes absolutely nothing new, there’s no reason you can’t be straightforward about that and say, “Ugh, yes, that sounds like what I encountered all the time too. It’s really frustrating. How do you deal with it?” (Note that shift at the end from debating who had it worse to how she personally handles it.) But if that doesn’t solve it, I think you’re better off letting it go at that point. It’s annoying to feel like she’s trying to one-up you, but the path of least resistance is to shrug it off. If it’s really getting to you, though, you could name that: “You often say that the job was easier for me, but based on what you’ve described I don’t think it was. Either way, though, I’ll admit it grates to keep hearing that. I support you and I don’t want to compete over who had it worse!” If that doesn’t work, at that point you might simply need to stop talking about work! 4. Can I ignore my classmate’s LinkedIn request? I have a former graduate school classmate with whom I used to be close friends. Among my reasons for ending our friendship was their hyper-competitive streak. They have sent me a LinkedIn invitation, which I find completely inappropriate given the boundaries I had previously expressed to them. I know their reason for doing this is (a) because they are doing well and want to gloat or (b) they are doing poorly and need to compare their Ws & Ls with mine. I struggle allowing them access into my life, as it took quite some effort to extricate myself in the first place. On the other hand, I know LinkedIn etiquette suggests I should accept; as former classmates, we have many mutual connections. I would like for it to not look conspicuous that we are not connected. Graduate school is weird that way; it is an opportunity to build rich, deeply personal connections, but it’s inherently a professional network. Are my reasons good enough to ignore their invitation? Or is the professional course of action to just accept the invitation, assume strictly professional networking intentions, and move on? Ignore their invitation and don’t give it another thought. You don’t need to connect with anyone who you don’t feel like connecting with, and most people are unlikely to notice whether you accepted their request or not, especially if they’re sending requests to a bunch of people around the same time (which is common when leaving grad school). Plus, lots of people’s LinkedIn inboxes are such a mess or they check the site so infrequently that it’s really easy for requests to get lost or overlooked. It’s not a big deal! 5. How to explain an internal job search when I’ve struggled with my most recent role About a year ago, I changed roles within my company as part of a push for “internal mobility.” I wasn’t opposed to trying something new, but it wasn’t really presented as an option. It has been an ongoing challenge trying to get up to speed and there has been some friction with my new manager. I’m really not happy with the role, and one of the main drivers is that, frankly, I don’t think I’m very good at it. I can’t seem to grasp the fundamental concepts that underlie the function. I am well into my career, so I’m familiar with the learning curve that comes with a new job and a constant refrain of imposter syndrome. This is … not that. I really just don’t understand. I spend my days feeling like an idiot and a failure. My therapist assures me I’m not. (Yes, this job made me seek therapy) I am obviously trying to move on and have applied for another open role within my same company. I know that my short tenure at this current position is going to be a question, so how do I diplomatically say that I’m leaving because I’m just not that good? No one so far seems to accept my answer that it is not the right fit, and I’m not sure how to elaborate with out going into why I’m bad at this job, but don’t worry I’ll be great at yours and you should hire me. I suspect they’re not accepting “not the right fit” because it doesn’t tell them enough. They want to know why it’s not the right fit, so they can figure out if you’re likely to run into the same issues with the job they’re hiring for. (Which is in your interests too!) So ideally you’d say something like, “I’ve always excelled at X and Y but have found in this new role that Z doesn’t come naturally to me” (where Z is something you’re struggling with that won’t be part of the next job). Alternately, you could make it about your preferences rather than your skills: “I’ve realized I really miss having X be a part of my daily work and want to get back to it.” (Obviously that only works if X is in fact part of the new job, but there are lots of ways to adapt that basic formulation.) View the full article