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In this post, we’ll explore 15 different franchise financing options for small business owners. So whether you’re looking for a traditional loan or something more creative, there’s sure to be an option that’s perfect for you. Let’s get started! What Is Franchising? Franchising allows entrepreneurs to own and operate their own businesses with the support of a larger, more established company. Franchises offer brand recognition and a proven business model, which can be helpful for new business owners as they get started. Franchise business owners should have a business plan to guide them as they grow their businesses. READ MORE: See our Franchise Guide How Much Can Financing a Franchise Cost? Franchising offers an excellent opportunity to become your own boss and attain independence. However, it is crucial to comprehend the startup costs associated with it before making any commitments. Typically, the initial investment for most franchises falls between $75,000 and $500,000. The franchise fee will vary based on the specific franchise opportunity. Overall, the costs associated with owning a franchise can differ depending on the brand, the size of the business, and its location. Therefore, it is crucial to conduct thorough research to fully grasp all the expenses involved before embarking on your franchise journey. Should You Get Financial Assistance Paying for Your Franchise Business? Franchise loans are available from many different lenders, and they can be a great way to finance your franchise business. Here are five things to consider to help determine your financing needs: How much money do you need to borrow? If you need equipment financing to buy expensive items like ovens and coolers, a business loan may be your best bet. What are the terms of the loan? Be sure to understand the interest rate, repayment schedule, and any fees associated with the loan. What is the duration for repaying the loan? Understanding this will assist you in figuring out the amount of monthly payments you can manage. What is your credit score? Your credit score will affect the interest rate you qualify for, so it’s important to know what it is before you apply for a loan. What is the interest rate on the loan? The interest rate will affect your monthly payments, so be sure to compare rates from different lenders before choosing one. What Personal Assets Play a Role in Franchise Financing? When you seek a business loan to finance your franchise, the lender will probably require a personal guarantee. This indicates that you will be personally accountable for repaying the loan if your business cannot fulfill this obligation. Additionally, the lender may request collateral, which refers to an asset that can be used to back the loan. Savings and Investment Portfolios If you have money saved up in a savings account or investment portfolio, you may be able to use it as collateral for a business loan. Your investment portfolio or savings account can also be used to make a down payment on a franchise loan. Severance Package If you’re leaving your current job to start a franchise, you may be able to use your severance package as collateral for a loan. This can help you get the financing you need to get your business off the ground. Home Equity If you have equity in your home, you may be able to use it as collateral for a loan. Using your home equity as collateral can help you secure a lower interest rate and possible tax benefits such as the interest being tax-deductible. Retirement Funds If you have money saved in a retirement account, you may be able to use it as collateral for a business loan. You’ll likely be able to borrow a larger amount than you would without retirement funds as collateral, and the loan may have a lower interest rate. Choosing the Best Franchise Financing Options: Our Methodology When it comes to selecting the right financing options for your franchise, it’s crucial to consider various factors to ensure your small business’s success. We understand that every entrepreneur’s needs are unique, so we’ve developed a comprehensive set of criteria to guide you through this essential decision-making process. Each criterion will be rated on a scale of 1 to 5, with 5 being the most important, allowing you to prioritize according to your specific circumstances. Interest Rates (5/5): The interest rate on your franchise financing significantly impacts your overall costs. Lower interest rates can save you substantial money in the long run, making this a top priority. Loan Term (4/5): Consider the length of the loan term. Longer terms may come with lower monthly payments but potentially higher total interest costs. Loan Amount (4/5): Assess whether the financing option provides the necessary capital to meet your franchise’s specific needs. Adequate funding is crucial for a successful start. Repayment Flexibility (4/5): Evaluate whether the financing allows for flexibility in making repayments. Options like interest-only payments during the initial phase can ease financial strain. Credit Requirements (4/5): Understand the credit score and financial history necessary to qualify for the financing option. Your creditworthiness can affect your eligibility and interest rates. Collateral Requirements (3/5): Determine whether the financing requires collateral. Collateral may include personal assets or business assets, impacting your risk exposure. Origination Fees (3/5): Be aware of any initial fees related to the financing. Elevated origination fees can raise the total expense of borrowing. Approval Speed (3/5): Take into account how urgently you require funds and the usual approval timeline associated with the financing option. Quick approval can be vital for franchise financing in time-sensitive situations. Lender Reputation (5/5): Research the reputation of the lending institution. A reputable lender is more likely to provide transparent terms and excellent customer service. Prepayment Penalties (2/5): Determine whether there are penalties for paying off the loan early. Understanding prepayment terms can help you avoid unexpected costs. Additional Services (2/5): Some lenders offer value-added services, such as business coaching or networking opportunities. Consider whether these extras align with your needs. Customer Reviews (4/5): Seek out reviews and testimonials from other franchisees who have used the same financing option. Real experiences can provide valuable insights. CriteriaDescriptionImportance (1-5) Interest RatesThe rate at which you'll be borrowing funds. Lower rates can save you money in the long run.5 Loan TermThe length of the loan agreement. Longer terms may have lower monthly payments but higher overall costs.4 Loan AmountThe total funding available to meet your franchise's specific needs.4 Repayment FlexibilityFlexibility in making repayments, including options like interest-only payments during the initial phase.4 Credit RequirementsThe minimum credit score and financial history needed to qualify for the financing.4 Collateral RequirementsWhether the financing requires collateral, which can include personal or business assets.3 Origination FeesUpfront fees associated with the financing, which can impact the overall cost of borrowing.3 Approval SpeedThe typical approval timeline for the financing option, which can be crucial for time-sensitive opportunities.3 Lender ReputationThe reputation of the lending institution, as reputable lenders offer transparent terms and good customer service.5 Prepayment PenaltiesWhether there are penalties for paying off the loan early. Understanding prepayment terms can avoid unexpected costs.2 Available Franchise Loan Options Business loans are available through a variety of financial institutions. Let’s take a look at some of your financing options: SBA Loans The Small Business Administration offers various SBA loans to help small businesses get started. The SBA 7(a) loan program is the most popular option, and it offers loans up to $5 million. Other SBA loan programs include the 504 loan program, which offers loans up to $5 million for equipment and real estate, and the microloan program, which offers loans up to $50,000. Franchisor Financing Many franchisors offer financing to help franchisees get started. Franchisor financing can be in the form of loans, lines of credit, or royalty-based financing. If you’re considering franchisor financing, be sure to compare the terms and rates from different lenders before choosing one. Commercial Bank Loan Commercial banks provide various loan options for small businesses, such as business loans, lines of credit, and equipment financing. While loans from commercial banks generally feature lower interest rates compared to other loan types, qualifying for these loans can often be more challenging. Retirement Funds If you have a 401(k) or 403(b) retirement account, you can use Rollover As Business Startups (ROBS). With ROBS, you can roll over the funds from your retirement account into a new business without paying taxes or penalties. This can be a good option if you have a large amount of money saved in a retirement account. Personal Savings If you have money saved in a savings account or investment portfolio, you may be able to use it to finance your franchise. Using your savings can help you avoid taking on debt, but it will also tie up your assets in the business. Crowdfunding Crowdfunding is a way to raise money by soliciting donations from a large group of people. With crowdfunding, you can set up a profile on a website and solicit donations from friends, family, and strangers. Crowdfunding can be a good option if you don’t have access to traditional forms of financing. Term Loans A term loan is a type of business loan that offers a fixed amount of money for a set period of time. Term loans are typically repaid in monthly installments, and they can be used for a variety of purposes, such as funding equipment purchases or expanding your business. Small Business Credit Card A small business credit card can be a good option for financing your franchise. Small business credit cards typically have low interest rates and offer rewards, such as cashback or points, that can be used to offset the cost of your franchise. Equipment Financing If you need to purchase equipment for your franchise, you may be able to finance it through an equipment loan or lease. Equipment financing can be a good option if you don’t have the cash to purchase the equipment outright. Business Lines of Credit A business line of credit is a type of revolving credit that can be used for a variety of purposes, such as funding inventory or covering unexpected expenses. Business lines of credit typically have lower interest rates than other types of financing, such as credit cards. Credit Union Loans Credit unions provide a variety of loan products similar to those available at commercial banks. Unlike banks, credit unions are member-owned, which often allows them to offer lower interest rates and reduced fees. Home Equity Loan & HELOCs If you own a home, you may be able to use the equity you’ve built up to finance your franchise. Home equity loans and home equity lines of credit (HELOCs) are two common types of home equity financing. Home equity loans offer a fixed amount of money for a set period of time, while HELOCs offer a line of credit that can be used as needed. Severance Package If you’ve been laid off from your job, you may be able to use your severance package to finance your franchise. Severance packages typically include a lump sum of cash that can be used for a variety of purposes. Start a Partnership If you can’t afford the costs to open a franchise on your own, consider starting a partnership. With a partnership, you can pool your resources with another person or business to finance your franchise. Family & Friends If you have family or friends who are willing to invest in your franchise, you may be able to use their money to finance your business. However, you should be aware that taking money from friends or family can put a strain on your relationships. How Do You Qualify for Franchise Financing? When trying to get a business loan to meet your franchise financing needs, there are a few things that lenders will look at to determine if you qualify. Here are five things that may be considered: Personal credit score: Your score and personal credit history will be one of the first things a lender looks at when considering you for a loan. It’s important to know what your credit score is before you apply for a loan so you can be prepared. Business credit score: In addition to your personal credit score, the lender will also look at your business credit score. This is a score that’s based on the financial history of your business. Personal guarantee: A personal guarantee indicates that you are personally accountable for repaying the loan if your business cannot fulfill this obligation. Lenders may request a personal guarantee when evaluating your application for a loan. Collateral: collateral is an asset that can be used to secure the loan. The lender may ask for collateral in the form of a savings account, investment portfolio, or home equity. Ability to repay: The lender will also consider your ability to repay the loan. They’ll look at things like your income, debts, credit history, and other factors to determine if you can afford the loan payments. Can You Buy a Franchise with No Money? No matter how you slice it, you’re going to need some money to finance a franchise. Franchises typically cost at least tens of thousands of dollars. If you don’t have any money or the ability to borrow some, then buying a franchise will not be an option for you. Can You Get SBA Loan Financing for a Franchise? The SBA provides loan programs that business owners can utilize to finance a franchise. However, not every franchise will meet the eligibility criteria. The SBA has established specific guidelines that a franchise must adhere to in order to qualify for financing. Image: Envato Elements This article, "Top Funding Options for Aspiring Franchise Owners" was first published on Small Business Trends View the full article

Google is testing adding filters to the latest post carousel. These filters can show recent posts, video posts, posts from Instagram, or Facebook. View the full article

Survey reveals trends in local reviews: trust in word-of-mouth, growing focus on recent feedback, and the importance of owner responses in shaping customer trust. The post Surprising Review Stats To Feed Your Local Strategy [Study] appeared first on Search Engine Journal. View the full article

Welcome to Pressing Questions, Fast Company’s work-life advice column. Every week, deputy editor Kathleen Davis, host of The New Way We Work podcast, will answer the biggest and most pressing workplace questions. Q: How can I get over decision paralysis? A: I feel this one. I think we all do. By most estimates, the average person makes around 35,000 decisions per day. Most of those are small choices like what to wear, what to have for lunch, what to post on social media. Hopefully you’re not paralyzed by those choices. But you also shouldn’t discount them completely. If you spend too much time mulling over the less consequential parts of life, you can end up with decision fatigue. Decision fatigue leaves your brain too tired to make the choices that really matter. It’s why some of the most successful people either automate or outsource those thousands of little choices (and why former President Obama always wore the same types of suits). After you cut down on the mental load of those thousands of small choices, you will hopefully have a bit more space to think about life’s big decisions: Should you leave your job? Should you get divorced? Should you have a child? Where should you go on vacation? Narrow your options That last example might not seem as high stakes, but it serves as a good example of one of the things that makes people feel stuck in decision-making: too many choices. When your options are unlimited, it’s easy to feel overwhelmed and want to give up. Here it might help to narrow it down by thinking about what time of year you are traveling, what type of trip you want, your budget, who is traveling with you, if you want to fly or drive, etc. Hone down those smaller choices and you’ll be left with far fewer options. Ask for impartial advice In the vacation example, you probably want to get the input of the other people you are travelling with. With other decisions that impact others in your life, like job change or moving, factoring in the needs and opinions of those impacted is certainly important. But, after you have that information, if the final choice is yours, you can still feel stuck. That’s when it might be good to ask someone who doesn’t have a stake in the outcome. Trying to decide on the best all inclusive resort for a spring break trip? Post the question in your local parenting group. Trying to decide which couch would look best in your living room? Post the pictures side by side and let people vote. Trying to decide if you should change careers? Talk to a friend who knows you well. Ask yourself the right questions I love a good pro/con list, and it’s a staple of decision-making. The problem is it weighs everything equally. When deciding to move, for example, the pro of having a bigger yard isn’t really comparable to the con of adding an hour to your commute or leaving your kid’s beloved school. That’s why asking yourself questions that probe a little deeper can help you arrive at a better decision. Try questions like: Does this take you closer to your goals? How do you think you’ll feel about this decision in five years? Is this something that you think you “should” do vs. something that you actually want to do? Check your gut (and your whole body) Another good piece of advice when it comes to decision-making? Pretend that you’ve made your choice and sit with it for a few hours or overnight (the classic “sleep on it” approach). If you imagine you’ve already told your boss that you quit and you feel lighter, it’s a pretty good indication of what you should do. When a decision is important, you can feel it physically. Leadership consultant Diana Chapman says the best decisions are accompanied by a “whole-body ‘yes‘”: When you’ve made the best decision you feel it in your whole body—head, heart, and gut. Still can’t decide? Here’s some more advice: 3 simple ways to become less anxious and more decisive Try these neuroscience-backed tactics to train your brain to make better decisions Your ultimate decision-making guide to help you make better choices faster 5 ways to prevent decision fatigue from ruining your productivity View the full article

After decades of fielding questions about travel points, loyalty programs, and rewards credit cards, you’d think that Brian Kelly—the founder of The Points Guy—would tire of the subject. Instead, he’s more energized than ever, a passion he channeled into his new book, How to Win at Travel. In 300-plus pages, Kelly delivers more than just strategies for maximizing credit cards and points. He’s created a travel bible of sorts, one that makes planning and logistics as rewarding as the trip itself. Brian Kelly [Photo: Brandon Launerts/courtesy Simon & Schuster] It’s a book built for every kind of traveler, from those working towards their first bucket-list trip to people trying to stretch points for a family of five. “Think of it as a choose-your-own-adventure book,” Kelly says. Here, he tackles some of the peskiest travel dilemmas: what to do when your flight goes sideways, when to cash in your points, how to stay on the right side of locals, and more. In your book, you note that we’re in the “platinum age” of travel, a departure from what people considered the Golden Age of travel. What do you mean by that? People are wistful for aviation in the 1960s, a time when people dressed up to fly. They were served meals on china with silver cutlery—we’ve all seen the pictures. But the truth is travel at that time was less convenient overall, and inaccessible except for the very rich. And everyone was smoking! Today, travel is safer, much less expensive, and we have tons of options. On top of that we have this points ecosystem, open to everyday people, that can unlock elite travel status. In your book, you write, “Loyalty is less about travel and more about personal finance and harnessing the power of your spending.” Can you explain? Points and travel can be an entry point into better finances, by paying your cards every month, bringing up your credit score, and so on. You’re starting with a reward that’s positive reinforcement for being smart about your financial health. What are three of your top tips for redeeming points and miles today? The first is to use technology to your advantage. The company Point.Me searches for flights based on your points across 33 loyalty programs on more than 150 airlines. [Brian Kelly is an investor in Point.Me.] Also, let the deals determine where you go. Even if you’re not flexible on your dates, you don’t have to travel where everyone else is going. In fact, it’s often better not to. Third, don’t hoard your points. They become less valuable over time. When you rack up these huge balances, you’re just losing money to inflation. When it comes to booking award travel with an airline, you know a lot of next-level tricks. Can you tell us about zone-based and distance-based airline rewards, and how you can use them to your advantage? These are the two types of rewards airlines use. For distance-based rewards, the math is pretty simple. The longer distance you fly, the more miles you pay, though distances are grouped together, so you can maximize these rewards when the price doesn’t exactly correlate to the distance of the flight. Zone-based rewards often have something that I call sweet spots. Turkish Airlines, for example, includes Hawaii in the same zone as the Continental U.S. So even though it’s much farther to, say, fly New York to Honolulu, so you can often fly there for the same number of miles as you would traveling a much shorter distance, like New York to Boston. What are “awards holds,” and when do you use them? Awards tickets can come and go in an instant, and it’s frustrating when you miss a deal. Some airlines, like Air France, American, and Lufthansa, allow you to hold your ticket for a certain number of days. It costs anywhere from $0 to $35. This permits you to make your other travel reservations and get your life in order before you book. In the past, we’ve seen credit cards offer travelers big points bonuses, which help you along the path to free travel. Are there ways to anticipate great offerings? In general, the industry is moving toward more personalized offers. So don’t ignore snail mail and promotional emails from credit card companies. Some might think it’s tedious to go through all that mail. I think of it as a treasure hunt. You also advise people to sign up for memberships to organizations that have travel benefits. What are some that people might not know about? AARP memberships, which start at $15 a year, offer great travel deals, and most people don’t know that you don’t need to be over 55 to join. I also love the American Bar Association, from $129 a year. It’s also open to a wider range of professions—like paralegals, law students, policymakers—than you might think, and the membership means steep discounts on loads of luxury hotels. When it comes to booking travel, you don’t love online travel agencies, like Expedia or Priceline, which are known as OTAs. Why not? How should travelers use them? OTAs revolutionized the travel industry 20 years ago, and I still use them to compare travel deals before I book. But when you book with an OTA, you are their customer. They own you. They don’t even pass your email along to airlines or hotels. So when things go wrong, you’ve inflicted a world of pain on yourself because you can’t go to the hotel or airline for help. You’ve agreed to the OTA’s terms, and often their customer service is lacking, if it exists at all. What are your top tips for what you call “turning off the friction of travel”? Book through the right travel channel—directly or with a travel agent that has deep relationships with the hotels you’re staying in and the destination you’re visiting. Also make sure your contacts are up to date, so your airline or hotel can contact you easily if something goes wrong. If you fly with certain airlines often, read their contract of carriage. Having a basic understanding of your rights can go a long way when you’re working with an agent in person or over the phone. What kinds of information can you find in the contract of carriage? There’s the flat tire rule—a grace period if you’re delayed or late for a flight—and airlines will book you free of charge on the next available flight. It’s also good to know which partner airlines are available to you, so you can search options from those airlines before speaking with a gate agent about rebooking. I always pull up specific flights and have all of the information ready before speaking with an agent. As of October of last year, the Department of Transportation also finally required airlines to automatically refund passengers if their flights are canceled. They’re still not required to compensate you, though. European and Canadian airlines are. For that reason, it’s worth flying on a European or Canadian airline when flying from the U.S. When flying back into the U.S., our airlines are beholden to European rules so compensation is on the table. Any advice for avoiding long lines at the airport? Definitely get Global Entry. Many rewards credit cards offer it as a travel perk, and now kids under 18 can get it for free. Clear can also be worth it, but not always. It depends on the airports you frequent. And if your flight plans go sideways, consider calling the foreign-language customer service line while waiting to speak to a gate agent. It’s the same service but often has a much shorter wait time. View the full article

Want more housing market stories from Lance Lambert’s ResiClub in your inbox? Subscribe to the ResiClub newsletter. When economic analysts talk about a cyclical change, they’re talking about short-term fluctuations driven by the business cycle. When those same analysts talk about a secular change, they’re talking about long-term, structural shifts in the economy. Sometimes a trend can be a little of both. One example: First-time homebuyers keep getting older. In 1991, the median age of first-time homebuyers in the U.S. was 28 years old. In 2024, it was 38 years old. In other words, the median first-time U.S. homebuyer in 2024 (age 38) has been out of high school for 20 years but is also only 24 years away from the earliest age at which they could receive Social Security benefits (age 62). Some of that increase is driven by how strained housing affordability has gotten over the past three years. And some of that increase is driven by secular changes, which are happening across the developed world, as younger generations are delaying life events compared to previous generations—attending school longer, marrying later, buying homes later, and having children later. It isn’t just first-time homebuyers. Repeat homebuyers are getting older, too. In 1991, the median age of repeat homebuyers in the U.S. was 42 years old. In 2024, it was 61 years old. While delayed life events and fewer homebuyers in their twenties and thirties are driving up the median age of repeat buyers, there are other factors. Part of the reason repeat buyers are older stems from the fact that the overall U.S. population is skewing older as the giant baby boomer generation ages and birth rates decline. Another factor is that older U.S. homeowners with substantial equity or even a paid-off primary residence are a little less sensitive to the recent mortgage rate shock. If they need to buy, some have taken the plunge over the past couple of years, avoiding 6% and 7% mortgage rates by simply paying all cash. View the full article

Currency jumps nearly 3% against US dollar on growing hopes of end to Ukraine warView the full article

Trade is wrongly blamed for the relative decline of the USView the full article

Social media marketing has become a necessity in most businesses' toolkits today. And B2B companies are no different. If you’re saying, “But we sell to other businesses, not individuals, why do we need to practice social media marketing?” remember there’s still a human behind every B2B purchase, too. Numbers tell the same story: 75 percent of B2B buyers use social media to make buying decisions60 percent of B2B marketers say social media is the most effective channel for driving revenueThat said, there are key differences between how you formulate a B2B social media strategy and a B2C social media strategy. This article will highlight those and help you create a solid social media strategy for your B2B company. B2B social media marketing vs. B2C social media marketing: How should your strategy differ?B2B social media marketing isn’t the same game at a different level; it’s a different league altogether. Here’s why: B2B social media marketing is more complex. B2B social media is less straightforward by the very nature of its products. While B2C products are usually not technical, B2B social media requires an in-depth understanding of complex topics and features.On the flip side, this complexity is also what keeps things interesting — ensuring your social media marketing efforts are always fresh. In B2C, social media marketing can start to blend after you reach a certain threshold of success.B2B social media marketing has a much longer sales cycle. Almost all B2B purchases require either multiple decision-makers or an extensive evaluation by an individual. This is because the average order value of a B2B purchase exceeds B2C averages (sometimes by a mile and more).Consumers can purchase mascara on a whim, but they won’t casually drop hundreds of dollars for a yearly subscription to a B2B tool.B2B social media marketing creates a wider impact. A B2B purchase is rarely for just one person; a whole team uses the tool. This means that while B2B social media marketing is hard(er) work and a long game, the impact is also wider.B2B social media marketing attribution is tougher. Since sales cycles can run astronomically long in B2B purchases, it’s difficult to attribute direct purchases via social media marketing in B2B. For example, a company might’ve discovered your B2B product via social media, but closing them might’ve taken one year — making it nearly impossible to attribute this sale in your social media performance reports. In B2C, attribution is usually more straightforward.Despite all the differences, B2B social media marketing has a lot more in common with traditional social media strategies. Regardless of the business type: Both B2C and B2B social media marketing need to keep buyers front and center. Don’t use social media channels as a megaphone to talk about you, you, you. Instead, use social posts to help and entertain your potential buyers. Your goal is to alleviate their pain points via relevant content — regardless of company type.Both B2C and B2B social media marketing need an in-depth understanding of their target audience. You can’t create impactful social media content if you don’t know your potential buyers’ pain points and how you can help them.Both B2C and B2B social media marketing require interaction as much as posting. Social media isn’t a one-way street. You need to engage by responding to comments, direct messages (DMs), and having meaningful conversations with your buyers. You can’t build a solid social media community and foster genuine connections if you post and ghost.Both B2C and B2B social media marketing need social listening. You need to know what your buyers are thinking, which trends they are following, and what industry news is affecting them & how. Social listening is about keeping a pulse on what’s going on in your target audience’s life. It’s non-negotiable if you want to succeed with your social media strategy.Now that you know the shared qualities and the core differences between B2C vs. B2B social media marketing, let’s address the elephant in the room: B2B social media content is boring. How do you cast a boring-repellent on your B2B social media marketingBefore we get into how you can use a Hogwarts spell to transform boring B2B content into interesting, it’s important to note both “boring content” and “high-quality content” are subjective terms. What you think is boring might not actually be boring for your target audience. Just swap your social media feed with a friend’s and you’ll see their For You page is drastically different from yours. It might be uninteresting to you, but it’s keeping them hooked. So don’t sweat creating complex and technical content if you’re confident your audience will love it. Still, most B2B social media companies have a snooze-worthy social media presence. It largely comes down to three issues: 1. Not having a thorough understanding of your target audienceYou need to know what your target audience thinks & worries about, who influences their purchases, and what they use social media for. This is easier to do in the B2B industry because you have sales reps and customer success departments who know your potential customers’ pain points very well. Ask for their help — B2B social media marketing (and any marketing, for that matter) is cross-functional. Cognism’s overall digital marketing strategy does this exceptionally well. They often create educational LinkedIn content and relatable memes that prove how well they understand their potential customers. 2. Not entrenching yourself in the subcultures of your target social media platformsB2B social media marketing isn’t about being on many social media platforms. It’s about being at the right ones (more on that in the next section). And more importantly, it’s about understanding the specific sub-culture of your chosen social platform. For example, TikTok is all about participating in trends, showing your face, letting loose, and honing in on authenticity. You don’t need to create your content in a suit; it needs to be casual. But LinkedIn is drastically different. Here, you can share product tips and be much more company-focused than you can be on TikTok. Twitter (now X) always has its own trends specific to industry news or location. You can only ace all of this once you’ve spent a lot of time and energy not only creating social media content, but using these platforms to understand how your potential customers use it. Tl;dv is a great example because they regularly create TikTok content that hits just right with their target audience. You can tell they know and understand how TikTok works — the pacing, the content ideas, and the quick transitions, all match the TikTok vibe. Plus, they know their audience’s pain points (and how to make fun of them). When I asked Ian Evans (part of the organic social media team at tl;dv) about he finds such relatable content ideas, he explained the comments are the goldmine: “Even if our video is only a basic joke, it can often prompt people to share their experiences or stories in the comment section. We can get new ideas but also learn what our audience finds funny/not funny.” 3. Not knowing your B2B product from top to tailYou can know your target audience and how to use different social media platforms. But it’s all for nothing if you don’t know the product you’re selling.You need to know which features fulfill what desires, why your customers choose you over your competitors, what’s on your product roadmap & why, and how your existing customers use your product. All this info will help you create social media content that will truly resonate with your target audience. TallyForms does this best — regularly highlighting and promoting their new features & templates using social content. Customer feedback matters, even the not-so-good ones. 🫣 Our new complaint form template helps you: 📝 Categorize issues clearly ⚡️ Set priority levels 📎 Collect supporting docs ✨ Track desired resolutions Free template here: https://t.co/g9uSnZLt97 pic.twitter.com/YoijwRBszp — Tally (@TallyForms) December 10, 2024 What happens when you check all the boxes above? You create B2B social content that’s truly engaging, relatable, and fun. Trust me, your potential customers can smell it when you: a) don’t know them well, b) don’t know the social media platform, and c) don’t know your own product. This is why they scroll away instead of stopping to listen to what you have to say. And the best part is if you’ve aced product, customer, and social media platform knowledge, content ideas will overflow. How to create a B2B social media strategy in 6 steps There are many, many ways to create a social media strategy. But it all follows roughly the same big steps. You can shift the orders of some of these steps (for example, you can determine your social media goals before you narrow down your social media channels), but the rough path stays similar. Step 1: Narrow down your social media goalsWhy do you want to be on social media platforms? What do you want to achieve with a social media presence? How does social media marketing help you meet your overall business goals? The first and the most crucial part of creating a social media strategy is knowing exactly what you desire to accomplish using social media channels. It’s tempting to just start creating social media posts, but random posting will just get you random results. And worst of all: you won’t be able to prove the impact of your efforts if you don’t set concrete social media goals. These goals should also have a tangible KPI attached to them so you know how to measure their impact. For instance, if you want to generate leads using your social media marketing strategy, maybe you assess the impact by calculating how many website visitors came via your unique link or how many potential leads filled “social media” as their source of brand knowledge. The next question: What social media goals should you set as a B2B company? Since B2B purchases involve a long sales cycle and thorough purchasing decisions, it’s best to have more realistic goals like increasing brand awareness or sourcing top talent. You can also use your social media page to grow other areas of your marketing strategy — like getting people to sign up to your newsletter or potential leads to register for your webinar. For example, BetterUp often promotes its live webinars using LinkedIn. Now, can you set multiple social media goals? Yes, but always set priorities for your goals so you don’t get distracted from what’s truly important. Ian Evans at tl;dv strives for both awareness and goals. He explains how to strike that balance: “We strive for both conversations and awareness, but it’s a balance. When the views are up, it’s easier to aim for conversions because we’ve got more eyeballs. When the views have been in a slump, we can go back to our roots and post the more enjoyable/shareable content, even if it’s got a weaker CTA.” In the beginning, though, tl;dv was also partial toward brand awareness as a social media goal. Remember that different social channels can have a different content strategy, too. For example, maybe you’re using LinkedIn to source talent and TikTok for lead generation. To accomplish this, you’ll need to create different social media posts for different social media channels (employee advocacy program on LinkedIn, customer success stories on TikTok). Lastly, don’t forget that your social media goals can (and should!) evolve as your business priorities change. Keep shifting with them as your company moves forward. This doesn’t mean you switch your social strategy every quarter, but you take a more holistic approach to move your social media marketing plans in tandem with your business growth. Step 2: Determine which social media platforms you should be onShould you be on all social media sites? There are some advantages to being present everywhere and being an early adopter of new social platforms but quantity doesn’t mean quality. It’s better to ace one platform at a time before adding another. Why? All social platforms have their own vibe, subculture, etc. You can’t dive deep into all social platforms simultaneously without burning outYou can repurpose existing content for new social platforms as you add them graduallyNow, what is the right social media channel for your B2B business? Prioritize the social channels your potential buyers use to learn more about products like yours. For example, Dock often posts about its features on LinkedIn with a “little things you’ll love content series” since most of its customer base (sales teams) are present on the platform and are open to new tool recommendations. That last part is crucial because your audience might be active on Instagram, but they might not want B2B businesses on their feed. They aren’t in the buying or consideration mindset while using this social media channel. Yes, you can eventually start creating Instagram content as a B2B business, too, but it’s ideally last on your list. Add it after you’ve already aced the social channels where your audience is open to discovering B2B products. A study by Content Marketing Institute found LinkedIn delivers the best value for B2B marketers. Another research confirmed this finding and added X (formerly Twitter), Facebook, Instagram, and YouTube (in that order) are the other channels of choice in the B2B space. I’d advise not to rely on external research alone to determine the right social media channel to prioritize, though. Ask your existing customers what social platforms influence their purchasing decisions the most. While you’re at it, also ask them what kind of content they find the most relevant, helpful, and engaging from B2B companies. Your existing customers are the source of the most accurate information about your specific B2B social media marketing. Why? Because your leads also behave like them. Step 3: Decide your content pillarsContent pillars are the foundation of your marketing strategy. They are the key themes or topics you want to focus on and become known for in your B2B social media efforts. Think of content pillars as the first thing you want your audience to think of when they hear your company’s name. For example, when someone says beehiiv, I instantly think of email marketing, brand sponsorships, and newsletters. This is because they’ve consistently published content around these topics — enough for it to become sticky in my mind. You should have broadly three to five content pillars, and any social posts you create should fit into one of these buckets as much as possible. Now, how do you find your content pillars? The first source is always customer research. What do your buyers care about? What kind of content do they want to see? Which content influences them the most? Apart from speaking to your customers, you can also use tools like SparkToro to see where your audience’s interests lie.The second source is competitive analysis. What are your competitors posting about? Is educational content getting more engagement than entertaining content? What questions or feedback is your shared audience leaving in the comments section? Competitor research can provide valuable insights into what your content pillars can be.Lastly, experiment and find out! Use your social media performance metrics to determine what kind of posts get the most engagement, questions, DMs, and website visits. Double down on them. It might take a while to find your footing, but it’s going to be rock solid once you get there.⚡Pro-tip: While you’re experimenting with various content topics/pillars, also experiment with content formats. Maybe your LinkedIn page loves carousels but video content takes off on X. Content creation is just as much about the different formats as it is about the topics.Remember that your content pillars must be broad enough to have various sub-topics. This ensures you never run out of content ideas and (almost) always have something fresh to say. For example, one of your content pillars can be customer stories. Under this, you can create content around customer testimonials, repurpose case studies to show social proof, and showcase how other companies use your features. These are various umbrellas of their own under a single content pillar. 💡Learn more: How To Create Content Pillars For Social MediaStep 4: Create a content calendarA content calendar is the place where you fit all the execution pieces into the puzzle. Once you’ve narrowed down your overall marketing strategy, social channels, and content pillars, the next thing to do is the actual work: content creation. I’d advise creating content in advance for the week or month (more lovingly called content batching) and scheduling them using a social media management tool like Buffer. Using Buffer, you can schedule your posts in advance and not worry about doing it manually. Not just this: You can also store your content ideas as they come to you. Those shower breakthroughs should always have a place on the shelf, right? Pro-tip: While creating a content calendar, leave some space to create trending content. Trends are often fleeting, so they can rarely be planned in advance with a content calendar. This also applies to reacting to industry news that’s time-sensitive. Another pro-tip: And don’t forget to create content for the predictable days in your audience’s life. For example, if you sell accounting software, you can always have a tax reminder post whenever the tax is due in your audience’s location. For example, Air created many holiday-centric social content that would be relatable for their target buyers. 💡Pssst…wondering how often you should post on each social media platform? Check our social media benchmarks guide.Step 5: Analyze your social media insightsMonitoring your social media performance can help you get an even deeper insight into what’s resonating with your potential customers. For example, a certain topic always tends to increase your social media followers — proving it strikes the right chord with your target audience. If you use Buffer, you get these social media insights at your fingertips in a few clicks. You can know the best content format for a social media platform, best day & time to post, and create beautiful, branded reports. Your social media efforts need to shift shape using these analytics. If you consistently see a type of post or content pillar underperforming, for instance, it’s time to cut it loose. These analytics should help you nurture relationships with your audience even further. Mark it in your calendars to run a fine-toothed comb on your social media analytics and gather concrete insights. Step 6: Amplify your social media contentYou can reach a wider audience via your B2B social media marketing strategy if you add the following things into the mix: Social media adsInfluencer partnershipsUser-generated contentAn example I love is Modash’s frequent partnerships with Sophie Miller of Pretty Little Marketer to promote their software. This collaboration gives Modash a chance to build brand awareness not just via their own organic content, but also by using other trusted voices in the same industry. These are people your decision makers trust and seek advice from. Find subject matter experts and thought leaders trusted in your industry and form influencer collaborations with them. User-generated content is when customers and/or brand advocates proactively share how they’re using your B2B tool. Reshare it on your own social media account: It’s the best form of social proof. You can also encourage your customers to do this by offering rewards for sharing their honest reviews on social media. 💡Learn more: A Straightforward Approach to User Generated Content that ConnectsWhen it comes to social media advertising, remember two things: Experiment with social media ads on the channel that has given you the best performance to increase your chances of a positive return on investment (ROI) Introduce paid advertising when you have to run a specific social media campaign for a business change like a new feature launch or introduce a rebrandAll these methods are paid ways to grow your social media efforts. Add them when you’ve exhausted your organic marketing strategy and need to add fire to the fuel. B2B social media marketing is never “done”Building a B2B social media marketing strategy isn’t a one-and-done task, it’s a recurring one. Today, you might be able to practice content creation on one platform and choose to create thought leadership LinkedIn articles. Tomorrow, as your competence develops, resources expand, and business goals move forward, your social strategy can evolve to include TikTok trends. You will constantly iterate and improve upon your social strategy: maybe you introduce new target audiences and need to create content that caters to them. Or perhaps your decision makers’ priorities change and your content creation on social media needs to adapt to it. Set a reminder to evaluate your strategy once a quarter. Reflect on what’s going right, what can improve, and what has changed. View the full article

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Whenever we have a free afternoon, my nine-year-old and I visit our favorite bookshop. By now, we have a routine. Ella makes a beeline to the graphic novels. Her favorite books—such as Smile, Roller Girl, and The New Girl—are part of a new genre of graphic novels that has emerged over the past decade-and-a-half specifically targeted at eight-12-year-olds. The books’ illustrations are colorful and fun, but the stories tackle serious issues: Mending broken relationships; confronting social anxiety; dealing with siblings and parents. Unlike prose, which takes her days to read, Ella will binge these graphic novels in less than an hour. But she’ll come back again and again to the ones she loves, as if they’re guidebooks for navigating life’s tricky situations. Still, at this pace, we need a constant stream of them. Fortunately for her, we’re in a golden age of graphic novels. Publishers are now churning out thousands of new titles every year for readers of all ages, from the youngest readers to adults. Graphic novelists are pushing the boundaries of the art form, telling a wide range of stories in varied illustration styles. And more people than ever are reading these books. Since 2019, sales of graphic novels in the U.S. have doubled to 35 million books a year, a number behind only general fiction and romance. [Cover Images: Little Brown Ink, First Second/Macmillan] Graphic novels—a term interchangeably used with comic books—are particularly popular among young children still building their literacy skills. Surveys show that in recent years, graphic novels have increased in popularity by 69% among elementary school children. Several publishers now have specific children’s imprints devoted to graphic novels, including Macmillan’s First Second and Hachette’s Little, Brown Ink. My husband and I have observed Ella’s love of graphic novels with curiosity and, if we’re honest, a little skepticism. We’re not alone. More than half of school librarians report that parents and teachers oppose the genre and don’t think it’s a legitimate form of literature. This hesitation makes sense. Most millennial parents didn’t grow up with graphic novels and they now have questions about how these books will shape their child’s lifelong relationship to reading. Will kids ever make the leap to more traditional prose? And ultimately, does it matter? A Los Angeles city councilman holding horror and crime comics, purchased ca. 1954 [Photo: Los Angeles Daily News/Wiki Commons] How Comics got a bad name Comics first emerged in the early 1900s, when newspapers published humorous serialized comic strips. (Think: Peanuts, Beetle Bailey.) In the 1940s, the comics industry exploded, as creators told stories across many genres including horror, crime, and perhaps most famously, superheroes. By the ’50s, Superman comics were selling at a rate of 1.5 million copies a month. Then came a backlash. Comics of this era were often written for adults, depicting violence, drugs, and sex. In 1954, the psychologist Fredric Wertham wrote the book, Seduction of the Innocent: The Influence of Comic Books on Today’s Youth, which asserted that comics had a negative impact on children, pushing “deviant” sexual practices on them. (His examples now seem far-fetched and prudish, including the bondage subtext of Wonder Woman’s lasso, and homosexual undertones of Batman and Robin’s relationship.) [Image: Comics Code Authority] The U.S. government began to worry about how comics were influencing American youth. At a Senate hearing in 1954 about comics’s deleterious impact on society, mainstream publishers agreed to censor themselves, self-imposing a restrictive “Comics Code,” which ensured that all comics would be safe for children to read. Meanwhile, creators of comics with more adult themes went underground, selling their work on the black market. “Comics as an art form regressed,” says Eva Volin, supervising children’s librarian at the Alameda Free Library in California. “Many comics publishers went out of business.” By the time I was growing up in the ’80s and ’90s, comics as a genre had largely petered out. The series that remained were formulaic and tame—like Dilbert or Garfield—rather than the rich, exciting stories from previous decades. There was still a community of superhero fans reading DC and Marvel comics, but they didn’t have the same kind of widespread appeal. “The attacks on comics had a chilling effect that persisted for decades,” Volin says. “Some people continue to see comics as something base and potentially harmful.” But in the midst of this dearth, small communities of comics-lovers persisted, says Robin Brenner, head of reference and programming at the Woburn Public Library outside Boston. Some scratched the itch by turning to Manga, a comics style from Japan that spanned a wide range of genres and ages. By the early 2000s, Japanese publishers were translating and exporting these books around the world. There was also a new subculture bubbling online around webcomics, where creators published serialized stories on the internet that dropped once a week. American publishers took note. “[Publishers] suddenly realized there could be an enormous market for comics that told different kinds of stories, for different audiences,” says Brenner. [Cover Images: Little Brown Ink, First Second/Macmillan] The New Genre of Tween Graphic Novels Tori Sharp, a 30-year-old graphic novelist, has always loved comics. “I found that so much voice could come through the artwork,” Sharp says. “There’s something that feels like you are a step closer to the creator than you can get with prose. It feels so intimate.” Tori Sharp [Image: Sabreen Lakhani/courtesy Little, Brown Ink] Throughout her childhood, though, she struggled to find books in the genre. Even a decade ago, when she was in art school at SCAD, the library had only a handful of well-known titles, such as Maus and Persepolis. But as she was training to be an artist, the plate tectonics in the children’s graphic novel market was shifting. One breakthrough moment happened in 2010 when Scholastic published Raina Telgemeier’s book Smile, a graphic novel about a sixth grader who injures her two front teeth and must wear embarrassing headgear. The relatable story, with its colorful illustrations, was an instant hit among early readers and middle schoolers. It sold tens of thousands of copies the year it was released, and a decade later it was selling hundreds of thousands of copies annually. Telgemeier went on to create many other bestsellers, including a graphic novel version of The Baby-Sitters Club. [Image: Scholastic] Andrea Colvin, the editorial director of graphic publishing at Little, Brown Ink, says that Telgemeier ushered in a new genre of comics targeted at tweens. Soon, all children’s publishers were eager to acquire books by talented graphic novelists focused on the topics that middle-grade readers cared about. “It was such an exciting moment,” says Colvin. “There was this new medium for children to process stories.” In her role at Little, Brown Ink, Colvin brought Sharp on to create graphic novels for middle-grade readers. For Sharp, this was an opportunity to create the kinds of books she had craved as a child. Her first graphic novel, published in 2021, is a memoir that explains how Sharp dealt with her parents’ divorce by living in her imagination. “I had thought about writing the story as fiction, with a little dragon whose parents got divorced,” she says. “But I felt that telling a story that kids would know was true could be really helpful if they were dealing with this particular issue.” Many parents are turned off by the fact that kids go through graphic novels quickly, taking it as sign that these books aren’t as substantial as prose. But Sharp doesn’t see it that way. “One of the most beautiful things about graphic novels is how quick they are to read,” she says. “It allows kids to cycle through different stories, find one they connect with, and spend a lot of time with that particular story. Kids often read books with characters a few years older than they are, dealing with issues they’re curious about.” Today, graphic novels are often the first books that elementary-school students will seek out for themselves and read on their own. And this is likely to shape a child’s lifelong relationship to reading. “This is a formative period in a child’s life,” says Namrata Tripathi, founder and publisher of Kokila, a children’s book imprint at Penguin Young Readers. “Their experiences with reading in these years will shape how they feel about literature as adults.” [Cover Images: Little Brown Ink, First Second/Macmillan] Graphic Novels and Parents’ Angst When publishers first started making graphic novels for young children in the 2010s, there was a lot of opposition. This resistance persists. According to the School Library Journal’s most recent survey, 55% of librarians said teachers opposed them because they were not “real books,” while 48% said parents felt this way. Their concern comes at a time when there’s been a steep decline in children’s reading. Scholastic has found that as children go from elementary to high school, there’s a dramatic decline in their reading enjoyment (from 70% to 46%) as well as in reading frequency (46% to 15%). Scholastic says that one reason for this is that children are increasingly spending time on screens, particularly in their tween and teen years. To many parents and educators, it’s unclear whether graphic novels are making the problem better or worse. With their bold illustrations and shorter word counts, the genre seems tailored to kids immersed in the deeply visual, high-velocity world of TV and video games. But these caregivers worry that kids will never make the transition to reading prose, that they’ll end up in college without having read an entire book. But new data suggests that graphic novels actually do help cultivate lifelong readers of prose. A 2023 survey from the National Literacy Trust found that children who read graphic novels in their free time were twice as likely to enjoy reading more overall and rated themselves good readers as compared to those that did not read graphic novels. To Tripathi, this makes sense. “As parents, we can feel a certain pressure to make reading very metrics-oriented, wanting them to read books of a certain length or with a certain number of words,” she says. “We forget that the kid who is going to stay a reader is one who loves reading, who associates it with a kind of pleasure, joy, curiosity, and fulfillment.” [Cover Image: First Second/Macmillan] Publishers have had to fight to show the world that graphic novels are a legitimate form of literature. The graphic novel imprint First Second, for instance, has been instrumental in this effort. Macmillan launched it in 2006, when graphic novels had only a small, niche audience. But from the start, it focused on acquiring books for children that pushed the boundaries of art and storytelling; many of its books have received prestigious awards. One of the first books it ever published, American Born Chinese, was a finalist for the National Book award. “I can’t stress enough how important the destigmatization process was,” says Jon Yaged, CEO of Macmillan. “Nobody can deny the literary merit of graphic novels anymore.” With parents so fixated on making sure our kids are hitting literacy milestones, many haven’t noticed that children are developing an entirely new form of literacy that we don’t have. Many adults find graphic novels foreign and intimidating because it takes time to learn how to read them. “Kids are now fluent in a kind of visual literacy that their parents don’t even recognize as a skillset,” says Tripathi. “They have a nuanced understanding of symbols. They’re able to understand what is happening in the blank spaces between the panels.” As I see Ella’s well-worn piles of graphic novels around the house, I think about how my daughter has access to an entire universe of storytelling that I didn’t have. And as the graphic-novel industry keeps growing, publishers are now working to create books for adults who grew up loving the format. The First Second team is now launching an entirely new imprint called 23rd Street Books that is devoted to adults. Ella will benefit from this explosion of literature in graphic novel form. “We used to be the lone kooks in the wilderness,” says Calista Brill, editorial director at First Second, who will serve the same role at 23rd Street. “But comics aren’t niche anymore. For people like me, who love comics, a new world is opening up. Phenomenal creators are creating books that touch on every topic you can imagine, and the possibilities are endless.” View the full article

Elon Musk’s Department of Government Efficiency (DOGE) is ripping apart the federal government at the seams. They’ve decimated the U.S. Agency for International Development (USAID), strong-armed their way into troves of sensitive personal data, and pushed federal employees as close to quitting as possible. The people running the show, it seems, are a group of 20-somethings. Because of their youth, these staffers have received an unexpected level of protection. Wired initially left their names out an initial report “because of their ages.” (These young employees are all above 18). When JD Vance defended a 25-year-old staffer who resigned over racist tweets, he called him a “kid.” But these aren’t kids, and they’re not worth protecting. We shouldn’t feel bad judging Musk’s far-too-young team. The ‘kids’ tearing down the government Back in January, Wired published a report on the nascent group’s operations. DOGE had effectively taken over the Office of Personnel Management (OPM), filling it with former X employees and Musk devotees. Two of these DOGE staffers were young, just 19 and 24, with résumés that consisted mostly of internship experiences. Wired declined to name the duo, citing their ages. The move was lambasted on X; why were these two men withheld from public scrutiny? Why is WIRED not naming government officials—who collect taxpayer dollars!—just because they’re 21 and and probably 18 years old? pic.twitter.com/paZtnZjIjv — Jarod Facundo (@dorajfacundo) January 29, 2025 Wired has since changed course, publishing the two staffers’ names (Akash Bobba and Edward Coristine) along with four others. The magazine’s reporting has spun out a whole new media cycle, with many online media sites scoffing at the young employees. The Daily Beast calls the six Musk’s “Goon Squad.” (People seem especially tickled by Coristine’s online nickname, “Big Balls.”) But that coverage has resulted to equal and opposite reaction. Tech heads have been coming out of the woodwork on X to tell defensive stories about the six. After the Democrats of the House Foreign Affairs Committee posted about “broligarchs” taking control of sensitive information, one X user responded by naming these Zoomers. Musk’s response: “You have committed a crime.” The respondent’s account has since been suspended U.S. attorney Ed Martin (who was present at the January 6 insurrection) penned a public letter to Musk, saying he would pursue legal action against anyone who “targeted” DOGE staffers publicly. Martin claimed that anyone whose actions may have “impacted” these employees’ work “may break numerous laws.” Even President Donald Trump himself came in to defend these staffers, saying that they were “smart people.” The general premise: These six staffers were unimpeachable because of their youth. Many called the naming of these six a “doxing.” The drama spun out even further after Marko Elez, yet another young staffer working under Musk, resigned after The Wall Street Journal inquired about Elez’s connection to a since-deleted account’s racist tweets. Among scores of posts, the account posted things like “Normalize Indian hate” and “You could not pay me to marry outside of my ethnicity.” But then the MAGA-verse rallied to bring him back. Sure enough, JD Vance posted on X that he didn’t “think stupid social media activity should ruin a kid’s life.” (Mind you, Elez was 25. Are you still a “kid” if you can rent a car?) How do we hold these ‘boys’ accountable? The point of calling out these staffers’ ages—ostensibly, to demonstrate how little experience they have—has backfired. These “boys” are now being protected by the right, largely because of their ages. Any attempt to name them is “doxxing.” Anything they posted online is fair game, because they’re too young to know it’s wrong. But now they’re slashing through the government; if they can wield that level of power, they deserve the same level of judgment. Don’t let the smokescreen of childishness fool you: They do have power. Coristine just gained a new role in the State Department; now, 19-year-old “Big Balls” is a senior advisor. Luke Farritor, a 23-year-old also named in the Wired report, has full access to USAID systems. 25-year-old Gavin Kliger sent the email that put USAID workers on leave. These aren’t boys—they’re government officials. They deserve public scrutiny all the same. View the full article

When John Eng started studying the poisonous venom of the Gila monster in the early 1990s, it wasn’t immediately clear if the research would lead somewhere. But Eng, a physician and a researcher who was working at the Veterans Administration Medical Center at the time, wanted to build on previous research that showed that the venom of some animals could potentially control blood sugar in humans, helping treat diabetes. He discovered a compound in the venom that mimicked a human hormone and licensed it to a pharmaceutical company for drug development. After more R&D, the discovery eventually led to GLP-1 drugs including Ozempic, the blockbuster diabetes and weight-loss medicine. The drugs can have severe side effects, and aren’t perfect. But they could also save tens of thousands of lives in the U.S. It’s one of many examples of how obscure fundamental research, funded by the government, leads to pharmaceutical innovation. (In Eng’s case, the research was funded by the Department of Veterans Affairs, and some of the research he built on was funded by the National Institutes of Health.) And it illustrates how the cuts that the Trump administration is trying to make to NIH funding would slow down medical progress. “Fundamental research is kind of the pacesetter of technical progress,” says Pierre Azoulay, a professor at MIT Sloan School of Management who studies technological innovation. In a study, Azoulay found that 31% of NIH grants produce articles that are later cited by private-sector pharma patents. “We’re putting one dollar in and we get many, many, many more dollars out,” he says. “It’s just that we’re not getting it next year. We’re getting it over the next five, 10, 15, 20, 25 years. Things take a long time to percolate through the economy. But we are getting those benefits.” Last Friday, the NIH announced that it was slashing funding for “indirect” costs in research grants and capping it at 15%, down from 40% to 60% at most institutions. That money covers the infrastructure that makes research possible, from building labs, paying electric bills, and setting up IT infrastructure, to paying administrative staff. It’s so fundamental to how the system works that if the cuts stay in place, researchers say it would be catastrophic. “The horrified reaction of people in academia . . . isn’t hyperbole,” Azoulay says. “15% would really be like the sky falling down.” That’s not to say that the current system couldn’t be more efficient, he says. Some of the indirect costs now come from NIH’s own policy for grant recipients to fill out paperwork and comply with a long list of requirements. The whole system, which has been in place since World War II, is “in serious need of reform, maybe even radical reform,” he says. “But radical reform is not what happened a few days ago. It was like, shoot first and aim later.” In theory, pharmaceutical companies could do more basic research themselves. But they obviously have different incentives than researchers at a university or other independent labs. Drug companies might be less likely to pursue something like the Gila monster research. Fundamental research “is not tied to any particular product, necessarily,” says Azoulay. “It can be, in rare cases. But most often, it’s undertaken for lots of reasons. Sometimes it’s usefulness, but sometimes just curiosity. You don’t know if or when or where it’s going to be useful. So the private sector is not going to do it.” If a drug company makes a discovery that could also benefit their competitors, they might be less likely to pursue it. Academics, on the other hand, want to share their discoveries as widely as possible. Having multiple sources of funding for R&D—some from the private sector, and some from philanthropy, but mostly support from the federal government for universities—has made the U.S. the leader in biomedical innovation. For decades, the basic system hasn’t really been politically controversial. Support for fundamental research has been “a bedrock principle of U.S. government policy,” Azoulay says. “I would say that up until last week I would have thought that’s a bipartisan point of agreement.” After 22 states filed a lawsuit, arguing that the cuts would stop clinical trials and cause immediate layoffs, a judge temporarily blocked the changes, with a hearing to come on February 21. Other lawsuits are pending. Legally, the Trump administration shouldn’t be able to make the cuts: Congress explicitly banned NIH from making changes to how indirect costs are determined without prior approval. The Trump administration is likely to keep fighting to reduce funding. Part of the motivation is, undoubtedly, to hurt universities. “This would be really bad for the institutions that do research, which I sometimes think is exactly the point,” says Azoulay. “They want to make Harvard cry.” But the long-term effect would be to dramatically slow down the pace of innovation in health in the U.S. That effect won’t show up immediately, but will eventually be significant. “It’s like if you have a contractor come into your house and start hacking away at walls without looking at the building plans,” Azoulay says. “The house doesn’t fall down immediately. But you’re taking a big chance and it might actually fall down later on.” View the full article

We’re excited to announce that, in addition to our recent Microsoft Teams peripheral certifications, Owl Labs is furthering our partnership with Microsoft by joining the Microsoft Device Ecosystem Platform (MDEP). View the full article

Instagram SEO tips include using keywords in your captions, optimizing your profile, and writing image alt text. View the full article

Do you have a passion for false eyelashes and eyelash extensions? Have you always wanted to start a business in the beauty industry but haven’t yet found the perfect niche? You can become a lash extension entrepreneur and earn good money as a small business owner. All you need is a love of beauty and an interest in marketing lashes. What is an Eyelash Business? The beauty business boasts a plethora of niches, but the eyelash business is definitely a lucrative one. According to Grand View Research, Inc., the global false eyelashes market is expected to reach $1.6 billion in the near future… which represents a lot of potential customers. If you’re interested in how to start a lash business, there are plenty of opportunities to explore. In an eyelash business, a trained technician applies eyelash extensions and other lash aesthetics to clients. Of course, as with any other business, the eyelash business also requires marketing, sales, customer service, and other operations to be profitable. How Much Does it Cost to Start Your Own Lash Business? You’ll need capital to start your own lash business. When establishing an eyelash extensions company, you’ll need to purchase supplies and equipment. You’ll need to set up your salon location, and you might need to hire lash artists. In all, you could spend between $30,000 and $60,000 to start your lash business. How to Start an Eyelash Business: Crucial Steps to Follow Ready to start your own business selling eyelash extension services? The following crucial steps will help you start a successful eyelash extensions business: Get the Necessary Training and Qualifications Unless you intend to hire a lash artist, you must obtain the required training and qualifications to become an eyelash technician for your lash business. Being licensed not only enhances your professionalism in the eyes of your clients but also ensures that your business remains legally compliant. Of course, every state and country has its own requirements, so be sure to research the necessary qualifications in your region. You might need to take a series of courses, pass a test, or pay certain fees to gain an esthetician license in your area. Name Your Business and Create a Brand What will you call your lash business? Every company needs a creative and unique business name that makes it stand out in customers’ minds. Be sure to register the brand name to protect it from being used by competitors. Of course, your business name is only part of your overall lash brand. Design a logo that visually represents your brand, including your products, values, and vision. Know Your Target Market Who is your target customer? As with most businesses, your market won’t include everyone. What type of customer will seek your aesthetic services? Consider the demographics and characteristics of that target audience when determining to who you will market your business. Research the Competition Providing Eyelash Extensions Who are your competitors in the lash business? Which local establishments also offer eyelash extensions and other lash services to your target audience? Research your competition by examining the services that other lash businesses provide and the strategies they use to market themselves. Identify their successful approaches and consider how you can enhance your own lash business. Create a Business Plan Before you can acquire funding for your eyelash business, you’ll need to establish a business plan. Even if you plan to launch your company without help from a bank or investor, writing a business plan will help you better define your business, identify your target customer, and create effective business strategies. An effective business plan for your lash company should include an overview of your business, including a general description of your company and the services it will provide, as well as financial projections, a description of your target market, and a general marketing plan. Choose a Business Entity How will you structure your lash extension business? Will you be the sole owner of your small business, or will you own the company with one or more partners? Who is legally responsible for the brand? Who will be responsible for profits and debts? When setting up the framework for your eyelash business, you have several options for business entities, such as a sole proprietorship, partnership, limited liability company, or corporation. Typically, lash companies are established as either a sole proprietorship or an LLC, based on the level of personal liability involved. Set Up a Business Bank Account for Your Eyelash Extension Business Before your lashes business starts sending or receiving money, be sure to open a business bank account. A business bank account offers a level of professionalism to your small business, and it separates your business and personal finances, which helps protect the business and keep it legally compliant. You might also consider opening a business credit card account for your eyelash extension business, which can be used to help finance your company during slow periods and purchase inventory until you start turning a profit. Sort Out Licensing, Permits, and Fees What licenses and permits will you need to operate your eyelash business? There’s no simple answer to that question since requirements will vary by region. Be sure to research any business licenses, as well as aesthetic or healthcare licenses, that are required in your area, and be prepared to pay any fees associated with obtaining them. Set A Budget What will be your budget for starting your lash business? A variety of startup costs are associated with establishing any new small business, and the eyelash extension industry is no exception. Consider everything you need to start your business, including costs for your salon or other location, employees, equipment, and supplies. As a new small business owner, you’ll also want to consider your financial resources so you can save money when it’s necessary. Choose a Location Where do you plan to conduct business? Will you rent a space to convert into a salon, or do you own a location to house your own eyelash brand? A variety of options are available. You can do business out of the relaxing atmosphere of your own studio at home, or you can select a posh high street location. In many areas, you can even offer mobile eyelash services, operating out of a company van or another commercial vehicle. Develop a Unique Service Proposition After choosing your location, it’s important to develop a unique service proposition (USP). What makes your eyelash business different and better than the competition? This could be a unique technique, superior product quality, exceptional customer service, or a relaxing and luxurious salon environment. Identifying and promoting your USP will help attract and retain customers. Implement Health and Safety Protocols In conjunction with purchasing business insurance, establish stringent health and safety protocols. This is crucial in the beauty industry, particularly for services close to the eyes. Develop clear procedures for hygiene, customer safety, and employee training. This not only protects your clients but also enhances your business’s reputation for professionalism and care. Purchase Business Insurance Running any business comes with its risks. For instance, what if a natural disaster wipes out your inventory? What if an employee or a customer suffers an injury? What if your online operations fall prey to a hacker? You’re bound to invest plenty of time and money into the success of your lash business, so you’ll want to obtain business insurance to protect that investment. Consider insurance policies, including property insurance, liability insurance, and cyber insurance, if you are selling or marketing services in the online marketplace. Buy the Necessary Equipment What equipment will you need to operate your eyelash company? Of course, you’ll need basic office equipment, such as a desk, chairs, and a computer, as well as decor to create a relaxing atmosphere. But a small business owner launching an eyelash extensions business will also want to invest in the following equipment: Lighting – You will need bright, high-quality portable lighting to ensure you and your aestheticians can clearly see every individual lash. Reclining chair or lash bed – Where will your customers relax while you attend to their lashes? Linens and sanitary covers – Don’t forget covers for your lash bed that keep customers comfortable and clean. Comfortable chair – You and your lash artists will be spending hours in your chairs as you apply eyelash extensions. Make sure you are comfortable while doing it. Shelves and storage – Keep an organized salon with plenty of shelves and other storage containers. A lash cart can be stocked with all your different extensions and other lash supplies, making it easy to access everything you need. Sink and sterilization area – Be sure to keep a clean and sterile business by equipping your salon with a sink and sterilization area. Set Your Prices and Create a Menu What services will your lash business offer customers, and how much will you charge for each? When determining your pricing schedule, look at the competition in your area. You might want to match competitors’ pricing, or you might want to launch with promotional pricing and charge even less than another local business when you can. Create a menu of services and pricing that your customers can reference when purchasing lash services from you. Create a Professional Website and Email ID Every business needs an online presence for success in the modern marketplace. Even if you aren’t engaging in e-commerce, a well-designed website and official email address will add a sense of professionalism to your new business and offer an important source of promotion for customers searching for lash services. It also can offer a booking tool, giving customers a simple way to reserve their appointments. If possible, coordinate your website domain with your overall small business brand. Don’t worry if you have no web design experience. Many new business owners hire another professional to design their own website. Choose a Booking System How will you schedule your customers’ lash extension appointments for your business? The days of relying on pen, paper, and a desk calendar to manage appointments are behind us. Today’s lash business owner requires a robust booking system to guarantee efficient and professional scheduling. A variety of booking software is available with features to accommodate practically any type of business. Choose from some of the best online booking software systems, such as Boulevard, Fresha, or Gloss Genius. Invest in Point of Sale Software How will your lash business process payments? By investing in point-of-sale software, you can ensure your business can accept a variety of payment forms from your customers both online and in person, as well as accurately track your sales. Similar to booking system software, there is a wide range of point-of-sale software available, each offering distinct features and tools. Small business owners can select from some of the best point-of-sale software options, including Square Point of Sale, Shopify POS, Quickbooks Point of Sale, or Revel Systems. Market Your Business and Build a Customer Base It’s a competitive market, and you can’t expect customers to start forming a line just because you opened the doors of your new lash salon. You have to market your eyelash extension business to build a customer base. Small business owners no longer have to invest in traditional advertising to market their products and services. You can reach prospective clients by engaging with them on a social media platform. Establish social media profiles for your lash business on popular platforms like Facebook, Twitter, and Instagram. By posting compelling content, you can attract an audience of lash enthusiasts and potential clients. Some lash artists have developed impressive followings on YouTube and TikTok by sharing videos of them applying eyelash extensions to willing customers. You can even feature your own lashes to churn up interest in your brand. Establish a Customer Loyalty Program After marketing your business and starting to build a customer base, consider establishing a customer loyalty program. This could involve rewards for repeat services, discounts for referrals, or special offers on birthdays and other occasions. A loyalty program can encourage repeat business and turn occasional clients into regulars. Launch Your Business You’ve acquired the skills and certifications, you’ve purchased equipment and supplies, you’ve set up your salon, and you’ve built a customer base. Now it’s time to launch your lash business! Planning and organization are key to successfully launching your own eyelash brand. Expand Your Services Now that you’ve successfully launched your small business, you’ll want to start looking toward future growth. How will you expand your services and maximize your earnings? Remember, more high-quality services can equal more customers… and increased profits. An entrepreneur who has launched a successful lash business can consider expanding to other services in a variety of ways. Perhaps you will develop a webinar and sell eyelash tutorials online. Maybe you will help to develop your own custom eyelash extensions and start your own lash label. You might even become an eyelash wholesaler. With a creative mind, the opportunities are practically endless. You can also look into how to start a hair salon or how to start a nail salon to add more services. Continuously Educate Yourself and Your Staff As you expand your services, it’s vital to continuously educate yourself and your staff on the latest trends, techniques, and products in the eyelash industry. Attending workshops, participating in webinars, and obtaining advanced certifications can keep your business at the forefront of the industry and ensure that you are providing the best services to your clients. Explore E-commerce Opportunities Consider exploring e-commerce opportunities to supplement your physical business. This could involve selling eyelash care products, accessories, or even your own line of eyelash extensions online. E-commerce can be a significant revenue stream and help you reach a wider audience beyond your local area. Be a Successful Business Owner Once your lash business starts earning money, you are on your way to being the successful small business owner you envisioned. You’re now your own boss, but your lash artist journey is just beginning. Your business will need your ongoing support to continue to thrive. Caring for Lash Extensions: Educating Your Clients As a lash extension entrepreneur, it’s not just about providing excellent services but also about educating your clients on how to care for their lash extensions properly. Proper aftercare is crucial for maintaining the longevity and health of lash extensions. Educating your clients will not only ensure their satisfaction but also reduce the risk of potential damage to their natural lashes. Here are some essential tips to include in your aftercare education: Avoid Oil-Based Products: Advise your clients to steer clear of oil-based makeup removers, cleansers, and skincare products. Oil can break down the adhesive and cause premature lash extension loss. Recommend water-based or lash extension-safe products for makeup removal and cleansing. Gentle Cleansing: Instruct clients to clean their lash extensions regularly using a gentle, oil-free lash cleanser and a soft brush. Cleaning lashes removes dirt, debris, and bacteria, promoting lash health and preventing infections. Avoid Excessive Moisture: Advise clients to avoid excessive exposure to water, steam, or humidity for the first 24-48 hours after lash application. Water can weaken the adhesive bond during the initial curing period. No Mascara on Extensions: Emphasize that mascara should not be applied directly to lash extensions, as it can cause clumping, damage the lashes, and create a need for more frequent fills. Handle Lashes with Care: Advise clients against rubbing, pulling, or tugging at their lash extensions. Encourage them to treat their lashes gently during application and cleansing to minimize premature shedding. Use a Silk or Satin Pillowcase: Suggest using a silk or satin pillowcase to reduce friction on the lashes during sleep, helping to maintain their shape and extend their lifespan. Regular Refills: Educate clients about the importance of regular lash extension refills. Lash extensions shed naturally with the growth cycle of the natural lashes. Regular refills every 2-3 weeks will keep the lashes looking full and fresh. Avoid DIY Removal: Strongly discourage clients from attempting to remove their lash extensions at home. Improper removal can damage natural lashes, leading to sparse and weak lashes. Lash Filling Etiquette: Advise clients to arrive at their lash fill appointments with clean lashes, free of makeup and oils. This will ensure a better bond between the new extensions and existing lashes. Know When to Seek Professional Help: Encourage clients to seek professional advice if they experience any discomfort, irritation, or unusual changes in their lash extensions. Prompt action can prevent potential issues from worsening. Aftercare TipDescription Avoid Oil-Based ProductsAdvise clients to avoid oil-based makeup removers, cleansers, and skincare products to prevent premature lash extension loss. Gentle CleansingInstruct clients to clean lash extensions regularly with a gentle, oil-free lash cleanser and soft brush. Avoid Excessive MoistureAdvise clients to avoid excessive exposure to water, steam, or humidity after lash application to maintain adhesive strength. No Mascara on ExtensionsEmphasize not to apply mascara directly to lash extensions to prevent clumping and damage, necessitating more frequent fills. Be Gentle with LashesRemind clients to be gentle when touching or cleansing lashes to avoid premature shedding and maintain lash health. Use a Silk or Satin PillowcaseSuggest using a silk or satin pillowcase to reduce friction on lashes during sleep, preserving their shape and longevity. Regular RefillsEducate clients about the importance of regular lash extension refills every 2-3 weeks to keep lashes full and fresh. Avoid DIY RemovalStrongly discourage clients from attempting DIY removal, as improper removal can damage natural lashes and lead to weakness. Lash Filling EtiquetteAdvise clients to arrive with clean lashes for appointments to ensure better bonding with new extensions. Know When to Seek Professional HelpEncourage seeking professional advice for discomfort, irritation, or unusual changes in lash extensions to address issues promptly. By providing comprehensive aftercare instructions, you demonstrate your commitment to the well-being of your clients and their lash extensions. Well-informed clients are more likely to follow the proper aftercare routine, leading to happier, healthier, and more satisfied customers. Moreover, your clients will appreciate your dedication to their lash health and are more likely to refer others to your lash extension business. Is a Lash Business Profitable? Are lash businesses profitable? According to Giovanni Eyelash Factory, U.S. customers now use more than 40 million pairs of false eyelashes every month, and that incredible amount continues to grow. It only makes sense that more entrepreneurs are finding success in the eyelash business. You can earn money by opening an eyelash salon, and the above 25 steps should help you along the way. Image: Depositphotos This article, "How to Start a Lash Business" was first published on Small Business Trends View the full article

Do you have a passion for false eyelashes and eyelash extensions? Have you always wanted to start a business in the beauty industry but haven’t yet found the perfect niche? You can become a lash extension entrepreneur and earn good money as a small business owner. All you need is a love of beauty and an interest in marketing lashes. What is an Eyelash Business? The beauty business boasts a plethora of niches, but the eyelash business is definitely a lucrative one. According to Grand View Research, Inc., the global false eyelashes market is expected to reach $1.6 billion in the near future… which represents a lot of potential customers. If you’re interested in how to start a lash business, there are plenty of opportunities to explore. In an eyelash business, a trained technician applies eyelash extensions and other lash aesthetics to clients. Of course, as with any other business, the eyelash business also requires marketing, sales, customer service, and other operations to be profitable. How Much Does it Cost to Start Your Own Lash Business? You’ll need capital to start your own lash business. When establishing an eyelash extensions company, you’ll need to purchase supplies and equipment. You’ll need to set up your salon location, and you might need to hire lash artists. In all, you could spend between $30,000 and $60,000 to start your lash business. How to Start an Eyelash Business: Crucial Steps to Follow Ready to start your own business selling eyelash extension services? The following crucial steps will help you start a successful eyelash extensions business: Get the Necessary Training and Qualifications Unless you intend to hire a lash artist, you must obtain the required training and qualifications to become an eyelash technician for your lash business. Being licensed not only enhances your professionalism in the eyes of your clients but also ensures that your business remains legally compliant. Of course, every state and country has its own requirements, so be sure to research the necessary qualifications in your region. You might need to take a series of courses, pass a test, or pay certain fees to gain an esthetician license in your area. Name Your Business and Create a Brand What will you call your lash business? Every company needs a creative and unique business name that makes it stand out in customers’ minds. Be sure to register the brand name to protect it from being used by competitors. Of course, your business name is only part of your overall lash brand. Design a logo that visually represents your brand, including your products, values, and vision. Know Your Target Market Who is your target customer? As with most businesses, your market won’t include everyone. What type of customer will seek your aesthetic services? Consider the demographics and characteristics of that target audience when determining to who you will market your business. Research the Competition Providing Eyelash Extensions Who are your competitors in the lash business? Which local establishments also offer eyelash extensions and other lash services to your target audience? Research your competition by examining the services that other lash businesses provide and the strategies they use to market themselves. Identify their successful approaches and consider how you can enhance your own lash business. Create a Business Plan Before you can acquire funding for your eyelash business, you’ll need to establish a business plan. Even if you plan to launch your company without help from a bank or investor, writing a business plan will help you better define your business, identify your target customer, and create effective business strategies. An effective business plan for your lash company should include an overview of your business, including a general description of your company and the services it will provide, as well as financial projections, a description of your target market, and a general marketing plan. Choose a Business Entity How will you structure your lash extension business? Will you be the sole owner of your small business, or will you own the company with one or more partners? Who is legally responsible for the brand? Who will be responsible for profits and debts? When setting up the framework for your eyelash business, you have several options for business entities, such as a sole proprietorship, partnership, limited liability company, or corporation. Typically, lash companies are established as either a sole proprietorship or an LLC, based on the level of personal liability involved. Set Up a Business Bank Account for Your Eyelash Extension Business Before your lashes business starts sending or receiving money, be sure to open a business bank account. A business bank account offers a level of professionalism to your small business, and it separates your business and personal finances, which helps protect the business and keep it legally compliant. You might also consider opening a business credit card account for your eyelash extension business, which can be used to help finance your company during slow periods and purchase inventory until you start turning a profit. Sort Out Licensing, Permits, and Fees What licenses and permits will you need to operate your eyelash business? There’s no simple answer to that question since requirements will vary by region. Be sure to research any business licenses, as well as aesthetic or healthcare licenses, that are required in your area, and be prepared to pay any fees associated with obtaining them. Set A Budget What will be your budget for starting your lash business? A variety of startup costs are associated with establishing any new small business, and the eyelash extension industry is no exception. Consider everything you need to start your business, including costs for your salon or other location, employees, equipment, and supplies. As a new small business owner, you’ll also want to consider your financial resources so you can save money when it’s necessary. Choose a Location Where do you plan to conduct business? Will you rent a space to convert into a salon, or do you own a location to house your own eyelash brand? A variety of options are available. You can do business out of the relaxing atmosphere of your own studio at home, or you can select a posh high street location. In many areas, you can even offer mobile eyelash services, operating out of a company van or another commercial vehicle. Develop a Unique Service Proposition After choosing your location, it’s important to develop a unique service proposition (USP). What makes your eyelash business different and better than the competition? This could be a unique technique, superior product quality, exceptional customer service, or a relaxing and luxurious salon environment. Identifying and promoting your USP will help attract and retain customers. Implement Health and Safety Protocols In conjunction with purchasing business insurance, establish stringent health and safety protocols. This is crucial in the beauty industry, particularly for services close to the eyes. Develop clear procedures for hygiene, customer safety, and employee training. This not only protects your clients but also enhances your business’s reputation for professionalism and care. Purchase Business Insurance Running any business comes with its risks. For instance, what if a natural disaster wipes out your inventory? What if an employee or a customer suffers an injury? What if your online operations fall prey to a hacker? You’re bound to invest plenty of time and money into the success of your lash business, so you’ll want to obtain business insurance to protect that investment. Consider insurance policies, including property insurance, liability insurance, and cyber insurance, if you are selling or marketing services in the online marketplace. Buy the Necessary Equipment What equipment will you need to operate your eyelash company? Of course, you’ll need basic office equipment, such as a desk, chairs, and a computer, as well as decor to create a relaxing atmosphere. But a small business owner launching an eyelash extensions business will also want to invest in the following equipment: Lighting – You will need bright, high-quality portable lighting to ensure you and your aestheticians can clearly see every individual lash. Reclining chair or lash bed – Where will your customers relax while you attend to their lashes? Linens and sanitary covers – Don’t forget covers for your lash bed that keep customers comfortable and clean. Comfortable chair – You and your lash artists will be spending hours in your chairs as you apply eyelash extensions. Make sure you are comfortable while doing it. Shelves and storage – Keep an organized salon with plenty of shelves and other storage containers. A lash cart can be stocked with all your different extensions and other lash supplies, making it easy to access everything you need. Sink and sterilization area – Be sure to keep a clean and sterile business by equipping your salon with a sink and sterilization area. Set Your Prices and Create a Menu What services will your lash business offer customers, and how much will you charge for each? When determining your pricing schedule, look at the competition in your area. You might want to match competitors’ pricing, or you might want to launch with promotional pricing and charge even less than another local business when you can. Create a menu of services and pricing that your customers can reference when purchasing lash services from you. Create a Professional Website and Email ID Every business needs an online presence for success in the modern marketplace. Even if you aren’t engaging in e-commerce, a well-designed website and official email address will add a sense of professionalism to your new business and offer an important source of promotion for customers searching for lash services. It also can offer a booking tool, giving customers a simple way to reserve their appointments. If possible, coordinate your website domain with your overall small business brand. Don’t worry if you have no web design experience. Many new business owners hire another professional to design their own website. Choose a Booking System How will you schedule your customers’ lash extension appointments for your business? The days of relying on pen, paper, and a desk calendar to manage appointments are behind us. Today’s lash business owner requires a robust booking system to guarantee efficient and professional scheduling. A variety of booking software is available with features to accommodate practically any type of business. Choose from some of the best online booking software systems, such as Boulevard, Fresha, or Gloss Genius. Invest in Point of Sale Software How will your lash business process payments? By investing in point-of-sale software, you can ensure your business can accept a variety of payment forms from your customers both online and in person, as well as accurately track your sales. Similar to booking system software, there is a wide range of point-of-sale software available, each offering distinct features and tools. Small business owners can select from some of the best point-of-sale software options, including Square Point of Sale, Shopify POS, Quickbooks Point of Sale, or Revel Systems. Market Your Business and Build a Customer Base It’s a competitive market, and you can’t expect customers to start forming a line just because you opened the doors of your new lash salon. You have to market your eyelash extension business to build a customer base. Small business owners no longer have to invest in traditional advertising to market their products and services. You can reach prospective clients by engaging with them on a social media platform. Establish social media profiles for your lash business on popular platforms like Facebook, Twitter, and Instagram. By posting compelling content, you can attract an audience of lash enthusiasts and potential clients. Some lash artists have developed impressive followings on YouTube and TikTok by sharing videos of them applying eyelash extensions to willing customers. You can even feature your own lashes to churn up interest in your brand. Establish a Customer Loyalty Program After marketing your business and starting to build a customer base, consider establishing a customer loyalty program. This could involve rewards for repeat services, discounts for referrals, or special offers on birthdays and other occasions. A loyalty program can encourage repeat business and turn occasional clients into regulars. Launch Your Business You’ve acquired the skills and certifications, you’ve purchased equipment and supplies, you’ve set up your salon, and you’ve built a customer base. Now it’s time to launch your lash business! Planning and organization are key to successfully launching your own eyelash brand. Expand Your Services Now that you’ve successfully launched your small business, you’ll want to start looking toward future growth. How will you expand your services and maximize your earnings? Remember, more high-quality services can equal more customers… and increased profits. An entrepreneur who has launched a successful lash business can consider expanding to other services in a variety of ways. Perhaps you will develop a webinar and sell eyelash tutorials online. Maybe you will help to develop your own custom eyelash extensions and start your own lash label. You might even become an eyelash wholesaler. With a creative mind, the opportunities are practically endless. You can also look into how to start a hair salon or how to start a nail salon to add more services. Continuously Educate Yourself and Your Staff As you expand your services, it’s vital to continuously educate yourself and your staff on the latest trends, techniques, and products in the eyelash industry. Attending workshops, participating in webinars, and obtaining advanced certifications can keep your business at the forefront of the industry and ensure that you are providing the best services to your clients. Explore E-commerce Opportunities Consider exploring e-commerce opportunities to supplement your physical business. This could involve selling eyelash care products, accessories, or even your own line of eyelash extensions online. E-commerce can be a significant revenue stream and help you reach a wider audience beyond your local area. Be a Successful Business Owner Once your lash business starts earning money, you are on your way to being the successful small business owner you envisioned. You’re now your own boss, but your lash artist journey is just beginning. Your business will need your ongoing support to continue to thrive. Caring for Lash Extensions: Educating Your Clients As a lash extension entrepreneur, it’s not just about providing excellent services but also about educating your clients on how to care for their lash extensions properly. Proper aftercare is crucial for maintaining the longevity and health of lash extensions. Educating your clients will not only ensure their satisfaction but also reduce the risk of potential damage to their natural lashes. Here are some essential tips to include in your aftercare education: Avoid Oil-Based Products: Advise your clients to steer clear of oil-based makeup removers, cleansers, and skincare products. Oil can break down the adhesive and cause premature lash extension loss. Recommend water-based or lash extension-safe products for makeup removal and cleansing. Gentle Cleansing: Instruct clients to clean their lash extensions regularly using a gentle, oil-free lash cleanser and a soft brush. Cleaning lashes removes dirt, debris, and bacteria, promoting lash health and preventing infections. Avoid Excessive Moisture: Advise clients to avoid excessive exposure to water, steam, or humidity for the first 24-48 hours after lash application. Water can weaken the adhesive bond during the initial curing period. No Mascara on Extensions: Emphasize that mascara should not be applied directly to lash extensions, as it can cause clumping, damage the lashes, and create a need for more frequent fills. Handle Lashes with Care: Advise clients against rubbing, pulling, or tugging at their lash extensions. Encourage them to treat their lashes gently during application and cleansing to minimize premature shedding. Use a Silk or Satin Pillowcase: Suggest using a silk or satin pillowcase to reduce friction on the lashes during sleep, helping to maintain their shape and extend their lifespan. Regular Refills: Educate clients about the importance of regular lash extension refills. Lash extensions shed naturally with the growth cycle of the natural lashes. Regular refills every 2-3 weeks will keep the lashes looking full and fresh. Avoid DIY Removal: Strongly discourage clients from attempting to remove their lash extensions at home. Improper removal can damage natural lashes, leading to sparse and weak lashes. Lash Filling Etiquette: Advise clients to arrive at their lash fill appointments with clean lashes, free of makeup and oils. This will ensure a better bond between the new extensions and existing lashes. Know When to Seek Professional Help: Encourage clients to seek professional advice if they experience any discomfort, irritation, or unusual changes in their lash extensions. Prompt action can prevent potential issues from worsening. Aftercare TipDescription Avoid Oil-Based ProductsAdvise clients to avoid oil-based makeup removers, cleansers, and skincare products to prevent premature lash extension loss. Gentle CleansingInstruct clients to clean lash extensions regularly with a gentle, oil-free lash cleanser and soft brush. Avoid Excessive MoistureAdvise clients to avoid excessive exposure to water, steam, or humidity after lash application to maintain adhesive strength. No Mascara on ExtensionsEmphasize not to apply mascara directly to lash extensions to prevent clumping and damage, necessitating more frequent fills. Be Gentle with LashesRemind clients to be gentle when touching or cleansing lashes to avoid premature shedding and maintain lash health. Use a Silk or Satin PillowcaseSuggest using a silk or satin pillowcase to reduce friction on lashes during sleep, preserving their shape and longevity. Regular RefillsEducate clients about the importance of regular lash extension refills every 2-3 weeks to keep lashes full and fresh. Avoid DIY RemovalStrongly discourage clients from attempting DIY removal, as improper removal can damage natural lashes and lead to weakness. Lash Filling EtiquetteAdvise clients to arrive with clean lashes for appointments to ensure better bonding with new extensions. Know When to Seek Professional HelpEncourage seeking professional advice for discomfort, irritation, or unusual changes in lash extensions to address issues promptly. By providing comprehensive aftercare instructions, you demonstrate your commitment to the well-being of your clients and their lash extensions. Well-informed clients are more likely to follow the proper aftercare routine, leading to happier, healthier, and more satisfied customers. Moreover, your clients will appreciate your dedication to their lash health and are more likely to refer others to your lash extension business. Is a Lash Business Profitable? Are lash businesses profitable? According to Giovanni Eyelash Factory, U.S. customers now use more than 40 million pairs of false eyelashes every month, and that incredible amount continues to grow. It only makes sense that more entrepreneurs are finding success in the eyelash business. You can earn money by opening an eyelash salon, and the above 25 steps should help you along the way. Image: Depositphotos This article, "How to Start a Lash Business" was first published on Small Business Trends View the full article

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Workweeks can go by in a flash. Starting a day can feel like getting on a roller coaster. Strap in, and almost before you can blink, the day is over. And then it is time to start it again. Because you can get immersed in the chaos of the day so quickly, the momentary emotions you experience as you move from one task to another probably get lost in the shuffle. As Barbara Fredrickson and Daniel Kahneman pointed out, though, most of our lives are really experienced through our memories of events rather than the moment of those events themselves. Paradoxically, then, you want to think about how to create memories of a happy work life rather than maximizing the happiness you’re experiencing in the moment. As an analogy to better understand why this approach works, think about your experience of the passage of time. In the moment, time seems longest when you are bored and can pay attention to the passage of time. But then when you are looking back at things, time seems longest when you are doing the most new things that serve as landmarks in your memory for time that has passed. So, days that seem long don’t feel long when you look back on them, but days that fly by may seem long in memory. Understand the paradox of ambition You are energized by dissatisfaction. Engaging in a goal to perform an action requires that there is something you would like to achieve or something you would like to avoid and you have not yet succeeded. After all, if you have everything you want in life, there is no reason to do anything. One place that manifests at work is in the desire for promotion and recognition. When you aspire to another role or greater responsibility, you derive your motivational energy from being dissatisfied with your current situation. That can cause you to focus on aspects of your current role or employer that are less than ideal. On a day-to-day basis, then, your ambition is going to make you feel less positively about work than you would if you were satisfied with your role. That doesn’t mean that you can’t be happy if you’re ambitious. You have to find your satisfaction by looking at your trajectory rather than at your current state. Feel good about improvements in your skills and the things you have accomplished. Focus on the relationships you have developed at work and the impact your work is having. By expanding your time horizon for thinking about your work, you can enable yourself to be both ambitious and also pleased with your progress. Celebrate your wins Because you probably have a lot on your to-do list, it is common to complete a task and immediately move on to the next thing. As a result, you focus on the intensity of the work you’re doing, but don’t have an opportunity to reflect on the value of something you have finished. Take the time to celebrate the wins you participate in. When a client signs a contract, a sale closes, or a report gets distributed to a big audience, take a little victory lap. Reflect on the impact that your work is having on your organization and the people it serves. Those few moments you spend in celebration will help you to remember the important influence your work has on the success of your team and your organization. That will increase your overall satisfaction with your work. Look for joy moments Sometimes, there aren’t natural chances to celebrate a particular win. That doesn’t mean that you aren’t contributing to important positive outcomes. You may have to seek out chances to enjoy the work you’re doing and its impact. If you have a really enjoyable and productive meeting with a team, call it out at the end. Talk about how much you enjoy the time you spend with them. If your work contributes to positive outcomes you don’t see directly, find ways to acknowledge those as well. I encourage the staff I work with at the University of Texas to walk outside during the busy times of the semester to remind themselves that the work they do is contributing to the college experiences of so many students. While they may not see the direct influence of a specific project on students, without this collective effort, those blissful college years would not be as rich. Celebrate your colleagues Often (particularly if you are ambitious) you may treat the accolades and successes in your organization as a zero-sum game—meaning that if someone else hits a home run or gets acknowledged for their contribution, then that diminishes your own standing. But that’s simply not true. You and your colleagues are all on the same team. If a colleague gets a promotion, lands a big sale, or solves a huge problem, celebrate their efforts. Take pride in being on the team with other talented people. This shared joy in the successes of others creates a sense of camaraderie that brings satisfaction to your work. It also lays the groundwork for other people to share genuinely in your successes. After all, the world could always use a little more celebration. Embrace every opportunity to share the joy of your community. View the full article

Even tech giant Apple couldn’t prevent its artificial intelligence from making things up. Last month, the company suspended its AI-powered news alert feature after it falsely claimed a murder suspect had shot himself, one of several fabricated headlines that appeared under trusted news organizations’ logos. The embarrassing pullback came despite Apple’s vast resources and technical expertise. Most users probably weren’t fooled by the more obvious errors, but the incident highlights a growing challenge. Companies are racing to integrate AI into everything from medical advice to legal documents to financial services, often prioritizing speed over safety. Many of these applications push the technology beyond its current capabilities, creating risks that aren’t always obvious to users. “The models are not failing,” says Maria De-Arteaga, an assistant professor at the University of Texas at Austin McCombs School of Business. “We’re deploying the models for things that they’re not fit for purpose.” As the technology becomes more embedded in daily life, researchers and educators face two distinct hurdles: teaching people to use these tools responsibly rather than over-relying on them while also convincing AI skeptics to learn enough about the technology to be informed citizens, even if they choose not to use it. The goal isn’t simply to try to “fix” the AI, but to learn its shortcomings and develop the skills to use it wisely. It’s reminiscent of how early internet users had to learn to navigate online information, eventually understanding that while Wikipedia might be a good starting point for research, it shouldn’t be cited as a primary source. Just as digital literacy became essential for participating in modern democracy, AI literacy is becoming fundamental to understanding and shaping our future. At the heart of these AI mishaps are the hallucinations and distortions that lead AI models to generate false information with seeming confidence. The problem is pervasive: In one 2024 study, chatbots got basic academic citations wrong between 30% and 90% of the time, mangling paper titles, author names, and publication dates. While tech companies promise these hallucinations can be tamed through better engineering, De-Arteaga says researchers are finding that they may be fundamental to how the technology works. She points to a paper from OpenAI—the same company that partnered with Apple for news summarization—which concluded that “well-calibrated” language models must hallucinate as part of their creative process. If they were constrained to only produce factual information, they would cease to function effectively. “From a mathematical and technical standpoint, this is what the models are designed to do,” De-Arteaga says. Teaching literacy As researchers acknowledge that AI hallucinations are inevitable and humans naturally tend to put too much trust in machines, educators and employers are stepping in to teach people how to use these tools responsibly. California recently passed a law requiring AI literacy to be incorporated into K-12 curricula starting this fall. And the European Union’s AI Act, which went into effect on February 5, requires organizations that use AI in their products to implement AI literacy programs. “AI literacy is incredibly important right now, especially as we’re trying to figure out what are the policies, what are the boundaries, what do we want to accept as the new normal,” says Victor Lee, an associate professor in the Graduate School of Education at Stanford University. “Right now, people who know more speak really confidently and are able to direct things, and there needs to be more societal consensus.” Lee sees parallels to how society adapted to previous technologies. “Think about calculators—to this day, there are still divides about when to use a calculator in K-12, how much you should know versus how much the calculator should be the source of things,” he says. “With AI, we’re having that same conversation often with writing as the example.” Under California’s new law, AI literacy education must include understanding how AI systems are developed and trained, their potential impacts on privacy and security, and the social and ethical implications of AI use. The EU goes further, requiring companies that produce AI products to train applicable staff to have the “skills, knowledge and understanding that allow providers, deployers and affected persons . . . to make an informed deployment of AI systems, as well as to gain awareness about the opportunities and risks of AI and possible harm it can cause.” Both frameworks emphasize that AI literacy isn’t just technical knowledge but about developing critical thinking skills to evaluate AI’s appropriate use in different contexts. Amid a marketing onslaught by Big Tech companies, the challenge facing educators is complex. Recent research published in the Journal of Marketing shows that people with less understanding of AI are actually more likely to embrace the technology, viewing it as almost magical. The researchers say this “lower literacy-higher receptivity” link suggests “that companies may benefit from shifting their marketing efforts and product development towards consumers with lower AI literacy.” The goal isn’t to dampen openness to new technology, educators say, but to combine it with critical thinking skills that help people understand both AI’s potential and its limitations. That’s especially important for people who tend to lack access to the technology, or who are simply skeptical or fearful about AI. For Lee, successful AI literacy requires seeing through the magic. “The anxiety and uncertainty feeds a lot of the skepticism and doubt or non-willingness to even try AI,” he says. “Seeing that AI is actually a bunch of different things, and not a sentient, talking computer, and that it’s not even really talking, but just spitting out patterns that are appropriate, is part of what AI literacy would help to instill.” At the City University of New York, Luke Waltzer, director of the Teaching and Learning Center at the school’s Graduate Center, is leading a project to help faculty develop approaches for teaching AI literacy within their disciplines. “Nothing about their adoption or their integration into our ways of thinking is inevitable,” Waltzer says. “Students need to understand that these tools have a material basis—they’re made by men and women, they have labor implications, they have an ecological impact.” The project, backed by a $1 million grant from Google, will work with 75 professors over three years to develop teaching methods that examine AI’s implications across different fields. Materials and tools developed through the project will be distributed publicly so other educators can benefit from CUNY’s work. “We’ve seen the hype cycles around massively open online courses that were going to transform education,” Waltzer says. “Generative AI is distinct from some of those trends, but there’s definitely a lot of hype. Three years lets things settle. We will be able to see the future more clearly.” Such initiatives are spreading rapidly across higher education. The University of Florida aims to integrate AI into every undergraduate major and graduate program. Barnard College has created a “pyramid” approach that gradually builds students’ AI literacy from basic understanding to advanced applications. At Colby College, a private liberal arts college in Maine, students are beefing up their literacy with the use of a custom portal that lets them test and compare different chatbots. Around 100 universities and community colleges have launched AI credentials, according to research from the Center for Security and Emerging Technology, with degree conferrals in AI-related fields increasing 120% since 2011. Beyond the classroom For most people, learning to navigate AI means sorting through corporate marketing claims with little guidance. Unlike students who will soon have formal AI education, adults must figure out on their own when to trust these increasingly prevalent tools—and when they’re being oversold by companies eager to recoup massive AI investments. This self-directed learning is happening quickly: LinkedIn found that workers are adding AI literacy skills such as prompt engineering and proficiencies with tools like ChatGPT at nearly five times the rate of other professional skills. As universities and lawmakers try to keep up, tech companies are offering their own classes and certifications. Nvidia recently announced a partnership with California to train 100,000 students, educators, and workers in AI, while companies like Google and Amazon Web Services offer their own AI certification programs. Intel aims to train 30 million people in AI skills by 2030. In addition to free online AI skills courses offered by institutions like Harvard University and the University of Pennsylvania, people can also learn AI basics from companies like IBM, Microsoft, and Google. “AI literacy is like digital literacy—it’s a thing,” De-Arteaga says. “But who should teach it? Meta and Google would love to be teaching you their view of AI.” Instead of relying on companies with a vested interest in selling you on AI’s utility, Hare suggests starting with AI tools in areas where you have expertise, so you can recognize both their utility and limitations. A programmer might use AI to help write code more efficiently while being able to spot bugs and security issues that a novice would miss. The key is combining hands-on experience with guidance from trusted third parties who can provide unbiased information about AI’s capabilities, particularly in high-stakes areas like healthcare, finance, and defense. “AI literacy isn’t just about how a model works or how to create a dataset,” she says. “It’s about understanding where AI fits in society. Everyone—from kids to retirees—has a stake in this conversation, and we need to capture all those perspectives.” View the full article

In his last semester at college, in between studying labor law and environmental impact assessment, Alex Elderbroom took a class on something very different: how to build a tiny house. In the class, at Paul Smith’s College in upstate New York—a school that mixes traditional academics with more practical courses—a small group of students spent three months last fall going through each step of the construction process, from planning and purchasing materials to building basic furniture for the finished 8-by-10-foot space. Elderbroom, who just graduated, happens to already rent a tiny cabin. He was interested in learning how to build one of the homes himself. “It seems like a good set of skills to have,” he says. “And I feel like it’s a type of living that’s more rewarding than having a big house.” [Photo: courtesy Paul Smith’s College] He had some construction experience, but others started from scratch. “Sometimes, it wasn’t apparent that some of them had even held a hammer before,” says associate professor Deb Naybor, who teaches the class. “So we started a very basic support safety training, just showing them techniques.” “It’s a life skill,” says Derek Grant, a senior majoring in natural resources management. “Anybody would benefit from learning it.” It’s not the only college with a tiny house class. Laney College, in California, also has a tiny house program. But Naybor now plans to take the idea a step farther. In a future version of the class, students will have the opportunity to buy materials so they can each build a tiny house on wheels of their own—and take it with them when they graduate. “I always joke with the parents that if things don’t work out and [the students] don’t get a job right away, they can move the tiny house into their parents’ driveway and live there until they find a good job,” she says. Even in the school’s remote location in the Adirondack Mountains, rents in the nearest town can be hard for students to afford, says Elderbroom. Nationally, rent is unaffordable for around half of all tenants, according to a Harvard report from January. For recent graduates who may not immediately land a lucrative job, the challenge is even greater. [Photo: courtesy Paul Smith’s College] The basic structure that students built last semester cost only around $2,800 in materials, though it didn’t include a kitchen and a bathroom. A fully livable home could potentially cost between $5,000 and $6,000, Naybor says, if students do the labor themselves. (She also notes that the cost of tiny houses varies hugely: something with luxury finishes in an expensive Bay Area city might cost as much as $300,000.) Though the houses can be cheap to build, zoning is a challenge. Some states and cities have embraced accessory dwelling units (ADUs) as part of a solution to the housing crisis. Other locations still haven’t, and only a handful of cities allow tiny houses on wheels. Finding land for a tiny house is another challenge, assuming that a recent graduate’s new job doesn’t happen to be near a relative with extra backyard space. Naybor advocates both for tiny houses as ADUs and for tiny-house villages that can host multiple homes. She also argues that more people should rethink their conception of what a home should look like, and how expensive it has to be. “The average American house is $420,000 right now,” she says. “Young people would have to be making $100,000 a year to get a 30-year mortgage, never mind coming up with the down payment . . . you could live in a tiny house and pay it off in 10 years.” She lives in a $50,000 tiny house herself, and takes her classes to visit it. “I say, ‘This could be a choice for you, rather than feeling like you have to grow into the same house you grew up with,'” she says. View the full article

YouTube isn’t just a website anymore. And computers and smartphones aren’t even the primary ways that people watch YouTube content, either. YouTube CEO Neal Mohan, in his annual letter to the YouTube community yesterday, wrote, “TV has surpassed mobile and is now the primary device for YouTube viewing in the U.S.” At the same time, he said, creators “have moved from filming grainy videos of themselves on desktop computers to building studios and producing popular talk shows and feature-length films.” Ahead of posting his letter, Mohan spoke with Fast Company about how YouTube—which is celebrating its 20th year—is responding to changing viewer habits and giving creators on the platform the tools they need to be “the new Hollywood.” This interview has been edited for length and clarity. What do you think is innovative about YouTube’s transition to the living room? When people turn on the TV, they’re turning on YouTube—especially young people. So television really is YouTube these days. That’s an overnight success that’s been many years in the making. We’ve been investing heavily in the viewer and consumer experience of YouTube on living room screens. Then, for creators: Creators really are the new Hollywood. They’re the new forms of entertainment. They’re building creator-led studios. In some ways they’re the new startup economy in Hollywood. They’re hiring people, they’re providing jobs to lots of people, and they really are about this new form of entertainment. Has YouTube fundamentally changed as a result? YouTube really is kind of its own thing. We’re not a social media platform. People don’t go there to connect with their friends. They come to watch their favorite type of content, whether it’s a podcast, a creator, traditional media, live sports. We’re also not a traditional broadcaster. We’re something that’s in its own lane. You come to YouTube if you want to watch a 15-second YouTube Short, a 15-minute long-form video from your favorite creator, or a 15-hour livestream. One of the big sort of stories this year has been about the growth of podcasters on YouTube, particularly video podcasters. And interestingly, one of the places where we all consume those podcasts is on television screens. There’s over a billion hours of YouTube consumed on television screens globally every single day. The living room is our fastest-growing screen. Of the top creators on YouTube, the number who get the majority of their watch time from the living room has grown 400% year on year. And the number of creators who earn the most revenue through their living room consumption has grown 30% year on year. What have you heard from creators about what they need to succeed on traditional TV sets, and how have you responded? We’ve invested heavily in bringing the interactivity that we all, as viewers, love about YouTube to the living room screen, whether through more prominent abilities to subscribe, so that creators can grow their subscription counts, [or] through linking, so links that creators have in their videos are more seamless through QR codes on screens. It’s also about having a second-screen experience by linking your phone to the television set. You may have noticed that when you go to a creator’s channel page on YouTube, you get this cinematic experience of their content. [YouTube allows] creators to organize their videos in terms of episodes and seasons. And then finally, AI plays a big role in terms of empowering creators and human creativity. For example, allowing creators to auto-dub their videos in multiple languages seamlessly and automatically when they upload a video, or helping creators solve the blank-screen problem, working with Gemini integrated directly into YouTube Studio so that you can cowrite with Gemini and produce a script for your video. Is it a challenge to move to the living room screen, or is that viewing experience just the same thing, only bigger and further from the keyboard? The living room screen was our fastest-growing screen before the pandemic—back all the way to 2019—through the pandemic, and obviously since then. So it’s been a very big area of investment for us. We have worked closely with our device manufacturer partners—people who make connected TVs—to create a world-class living room experience. What is exciting from my perspective is that I think we’re just getting started. The opportunity before us, especially around the world, is enormous. What comes next? Our job is to build the world’s best stage. All of our technological investment, all of our product innovation, is about building that stage. One of the fastest-growing sort of sleeper-success products on the living room is actually YouTube Shorts, which you think of as like a mobile-only type of a product. But lots and lots of Shorts consumption viewership happens in the living room. And [we’re going to continue] to double down our investments in AI to really empower human creativity. So those are two areas that you should expect to see more from us in 2025. You’re still pretty new to this role. How would you describe your personal touch at YouTube? What’s the Neal imprint? I’ve been at YouTube for a very long time, almost a decade. And my relationship with YouTube actually goes back to before either I or YouTube were part of Google, so almost 17, 18 years. As I’ve been in the CEO role now for the last couple of years, I would say my focus is to continue to do a lot of those things that I’ve done: first, really focusing on technology and product innovation. I’m a technologist at heart, but I also love media. View the full article

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