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Federal Communications Commission Chairman Brendan Carr will face Senate questioning Wednesday for the first time since he pressured broadcasters to take ABC late-night host Jimmy Kimmel off the air, a stance that drew bipartisan criticism and raised concerns about government interference in the media. Carr will appear before the Senate Commerce committee for an oversight hearing that will also include the FCC’s two other commissioners, Olivia Trusty and Anna M. Gomez. It will be the first Senate Commerce oversight hearing with all FCC commissioners since 2020, though there are two vacancies on the five-member panel. Since being tapped by President Donald The President last November to lead the nation’s top broadcast regulator, Carr has closely aligned with the administration’s aggressive posture toward media outlets it views as hostile. He has launched FCC investigations into ABC, CBS and NBC News, in addition to some local stations. The President in his second term has sued The Wall Street Journal, The New York Times and, most recently, the BBC. And at The President’s urging, Congress this summer approved eliminating $1.1 billion allocated to public broadcasting. Earlier this year, Carr came under fire from lawmakers in both parties after he denounced Kimmel’s comments about the assassination of conservative activist Charlie Kirk. He called Kimmel’s remarks “truly sick” and warned broadcasters, “We can do this the easy way or the hard way.” Hours later, ABC announced Kimmel had been suspended indefinitely. Senate Commerce Committee Chairman Ted Cruz, who scheduled the hearing last month, was among the Republicans who criticized Carr’s remarks at the time. “I think it is unbelievably dangerous for government to put itself in the position of saying we’re going to decide what speech we like and what we don’t, and we’re going to threaten to take you off air if we don’t like what you’re saying,” Cruz said on his podcast, calling Carr’s comments “dangerous as hell.” The hearing comes as Carr faces additional scrutiny from Democrats over media consolidation. Democratic Sen. Jacky Rosen, a member of the committee, joined other Democrats this week in urging Carr to closely examine Nexstar Media Group’s proposed acquisition of rival broadcaster Tegna. In a letter sent Tuesday, the lawmakers warned the deal would further concentrate media power in the U.S. local television market. “Regulatory approval of the conglomerate would likely raise prices for consumers, accelerate job losses, and weaken the independence and news coverage of local TV stations,” they wrote. The transaction would require the FCC to loosen rules limiting how many stations a single company may own. Carr has said he is open to changing those ownership limits. Nexstar was one of two ABC affiliate owners that said they would preempt Kimmel’s show with local programming following his comments about Kirk. Kimmel’s suspension came after his monologue included a reference to Kirk’s shooting and compared The President’s grief to “how a 4-year-old mourns a goldfish.” The show returned to air less than a week after the indefinite suspension was announced. —Joey Cappelletti and Matt Sedensky, Associated Press View the full article

If you’re planning to build a website or publish a blog post, you’ve probably heard the word permalink pop up. But what is a permalink, really? In simple words, it’s the permanent link to a page on your website, like the official street address of your house. No matter how many times you update your content, this link remains the same and tells people (and Google) exactly where that page is located. In this blog, we’ll break down what a permalink is, why it matters, how to pick the right permalink structure, and how Yoast SEO helps you manage everything easily. Quick note: If your website is already established, changing existing permalinks can cause broken links and SEO issues. Don’t worry, we’ll show you how to do it safely later in this guide. Table of contents What is a permalink? The importance of permalinks in your digital presence Configuring permalinks in WordPress Changing permalinks without ending up in 404 Permalink best practices to prevent frequent changes Your permalinks are your digital foundation Key takeaways A permalink is a permanent link to a specific page on your website, ensuring a stable URL even when content updates occur Choosing the right permalink structure improves SEO by creating clean, readable, and memorable URLs Changing existing permalinks can result in broken links; always set up redirects when updating them to maintain SEO value Best practices include keeping permalinks short, using hyphens, and avoiding dates unless necessary for clarity Tools like Yoast SEO help manage permalinks effectively and prevent 404 errors during changes What is a permalink? Before we go any deeper, let’s start with the basics: what is a permalink? A permalink (short for “permanent link”) is the stable URL that points to a specific page or post on your website. Think of it as the forever address of a piece of content. Even if you update the page, the permalink remains the same, ensuring that people and search engines can always find it. Fun fact: Permalinks gained popularity around the early 2000s, when bloggers sought clean, permanent URLs instead of long, messy links filled with numbers and symbols. The idea quickly spread across blogging platforms, and that’s how permalinks became a standard part of the web. A permalink is usually made up of two main parts: Your domain name (like yourdomain.com) The slug, which is the last part of the URL, tells people what the page is about So a clean permalink might look like: → https://yourdomain.com/sponsored-tweets-guide And it will always lead to that exact guide. Compare that to a messy, auto-generated URL like: → https://yourdomain.com/post-id?=5726fjwenfkd The first one is easier to read, easier to remember, more suitable for sharing, and more beneficial for SEO. That’s precisely why understanding what the permalink in WordPress is so important, especially when your site grows, and you want your content to be easy to find. Permalinks can also include categories or subfolders depending on your structure. For example: → https://yourdomain.com/blog/best-yoga-poses No matter how your website changes on the backend, a permalink should always point to the same page. However, if you ever update your URL structure or change the slug, you’ll need to set up redirects; otherwise, the original permalink won’t work. We will discuss it further later in this blog post. Clear, simple permalinks make your content easier to read, index, and trust. That’s why choosing a proper permalink structure early on matters so much. A brief overview of permalink anatomy Now that you know what a permalink is, let’s quickly break down what it’s actually made of. A permalink may seem simple on the outside, but each part of it has a specific purpose. Think of it like a small puzzle; every piece helps your browser understand exactly where to take you. Let’s use a sample URL to make things easy: Here’s a brief overview of each element in a permalink: Protocol (or scheme)This is the beginning of every URL, the http:// or https:// part. It tells your browser how to connect to a website. → http:// is the old, not-so-secure version → https:// is the secure, modern version that protects your data Today, https:// is a must, especially if you care about trust, SEO, and safety.SubdomainThis is the little prefix that comes before your main domain. In our example, it’s www. You can also use subdomains like shop.example.com or blog.example.com when you want to separate different sections of your website.Root domain (or hostname)This is your main website address, the part you buy, like example.com. It has two pieces: → The name you choose (example) → The extension that follows (.com, .org, .net, etc.) Together, they form the foundation of your website’s identity.Path (or slug)Everything that comes after the domain is usually the part WordPress users think of as the permalink. In our example: /blog/my-first-post → The path (/blog/) shows the section or folder → The slug (my-first-post) is the unique part that describes the page In WordPress, you can easily edit the slug for every post or page to make your permalink clean and SEO-friendly.Parameters and anchors (optional extras)These parts don’t appear in every permalink, but when they do, they provide additional information. Parameters come after a question mark, like ?page=2 or tracking codes like ?utm_source=email Anchors are denoted by a hash (#), such as #comments, and direct the visitor to a specific section on the same page Difference between permalinks and URLs You may wonder how a URL differs from a permalink. They look similar, they point to web pages, and they both live in your browser’s address bar, so what sets them apart? The easiest way to understand it is this: every permalink is a URL, but not every URL is a permalink. Must read: Best practices for SEO-friendly URLs Static URLs vs. dynamic URLs To understand the difference better, URLs can be split into two types: Static URLs: These remain the same and always direct you to the same page. Example: yourdomain.com/blog/how-to-bake-sourdough. This is a static URL, and yes, it’s also a permalink. Dynamic URLs: These changes depend on user actions and typically include additional parameters, such as ?page=2 or ?color=blue. Example: yourdomain.com/products/shirt?color=blue&size=large. Dynamic URLs are not considered permalinks because search engines treat each version with different parameters as separate pages. Examples of URLs that are not permalinks Not every URL qualifies as a permalink. Here’s why: Dynamic URLs containing parameters These URLs load content, but the added parameters make them temporary and subject to change. For example, yourdomain.com/blog?page=2 and yourdomain.com/best-yoga-poses?source=email. Static URLs that don’t point to a specific page These are still URLs, but they direct you to the homepage, root domain, or a general section, rather than a specific piece of content. So they aren’t considered permalinks. For example, yourdomain.com, www.yourdomain.com, and shop.yourdomain.com. The importance of permalinks in your digital presence Now that you know what a permalink is and how it’s built, let’s talk about why it actually matters. Many people think permalinks are just tiny technical settings inside a content management system CMS, but they play a much bigger role in how your website looks, feels, and performs on the SERPs. Do check out: Features of the Google Search Engine Results Page (SERP) Why permalinks matter for SEO Search engines, such as Google, pay close attention to your URLs. A clean permalink clearly indicates what your page is about, making it easier for your content to rank high on Google. For example: yourdomain.com/blog/what-is-a-permalink vs. yourdomain.com/?p=123. The first one clearly explains the topic. The second one tells Google nothing. A strong permalink structure helps with: Keywords: If your slug includes your main keyword, Google gets instant context Crawlability: Clear folders, such as /services/web-design/, help search engines understand your site’s hierarchy Link equity: People are far more likely to link to clean URLs than long, confusing ones. More links = stronger SEO How permalinks shape the user experience Permalinks aren’t just for search engines; they also affect how real people feel when they visit your website. Clean, readable URLs make your site look professional and trustworthy. When someone sees a link like /contact-us/ or /shop/, they instantly know where they’re going. However, when they encounter something like /c/post?id=72, it appears suspicious and difficult to understand. Good permalinks help with: Clarity: Users can guess the topic from just the URL Confidence: A neat URL feels more trustworthy than a random string of numbers Memorability: Simple slugs are easy to remember or type again later In short, clean permalinks create a smoother, friendlier experience for every visitor. How permalinks support your site structure Your permalink structure is basically the map of your website. It shows how your content fits together, and it helps both users and search engines move around your site easily. For example, a URL like: yourdomain.com/services/web-design/. Immediately tells someone: They’re in the Services section They’re looking at the Web Design page This clear parent–child relationship makes your site feel more organized. And when your site structure is clean, Google can crawl and understand your content much faster. Choosing the right permalink structure early on keeps your website simple, safe, and easy to manage as it grows. Configuring permalinks in WordPress When you publish a new page or post in WordPress, the platform automatically creates a permalink for you. The problem? The default permalink isn’t great for SEO or user experience. The good news is that WordPress makes it super easy to change your permalink settings and choose a structure that works better for your website. Changing your WordPress permalink structure is a simple three step process, here’s how you can do it: Step 1: Log in to your WordPress dashboard and look for the Settings option on the left-hand menu Step 2: Click on the ‘Permalinks.’ option to open the page permalink settings. Lastly, select your desired permalink format as per your needs. Recommendations for each WordPress configuration Each structure has its own purpose, so the best one for you depends on your SEO goals and the kind of content you publish. Here’s a quick and friendly breakdown: Permalink settingsSetting recommendationsDay and name [https://example.com/2025/10/27/sample-post/]Good for news-heavy sites. Ideal for publishers who post multiple updates daily. However, for most websites, adding the full date makes your content appear outdated too quickly.Month and name [https://example.com/2025/10/sample-post/]The verdict is the same as above. Slightly shorter, but it still adds a timestamp that most businesses might not need.Numeric [https://example.com/archives/123]Skip this one. Just another version of an unclear, non-descriptive link. It provides readers and search engines with no indication of what the page is about.Post name [https://example.com/sample-post/]The best option for 99% of websites. Clean. Short. Easy to read. Keyword-friendly. Perfect for SEO. If you’ve ever searched for ‘what is a permalink in WordPress’ or ‘what is a WordPress permalink’, this is the recommended format.Custom structureThis allows you to create your own format using tags like /%category%/, /%postname%/, or /%author%/. Changing permalinks without ending up in 404 Although we refer to them as permalinks or permanent links, there may be instances when you need to update them. Maybe a page title has changed, maybe you’re fixing your site structure, or maybe you’re cleaning up old URLs. Whatever the reason, changing a permalink isn’t something you should do casually; one wrong move can lead to 404 errors. So before we talk about how to change a permalink in WordPress, it’s important to understand when you should change it, why it matters, and what the possible impact might be. When should you change a permalink? Even though permalinks are meant to stay the same, there are situations where changing them makes sense. Here are the most common use cases where updating a permalink is not only acceptable, but sometimes necessary. When your current permalink isn’t SEO-friendly If your site started with WordPress’s default “plain” URLs (like /?p=123), you’ll quickly realize they don’t describe the content, which makes ranking harder. Switching to a clean, keyword-rich structure helps search engines better understand your page. Example: yourdomain.com/?p=245 yourdomain.com/how-to-start-a-blog If your permalink doesn’t reflect your topic, fixing it may be a smart move. When you’re improving user experience Sometimes, older permalink formats are confusing or too long. Updating them to something short and clear makes URLs easier for people to read, remember, and share. Users are much happier to click something like yourdomain.com/blue-dress instead of yourdomain.com/products/?id=blue&ref=123. Clean permalinks help establish trust, which in turn leads to more clicks. Also read: SEO Basics: What are user signals? When your content feels “dated” because of the URL If your permalink includes the year or full date (like news-style URLs), users may assume the content is outdated, even if the blog post remains relevant. Switching to a timeless structure can improve click-through rates; for example, use yourdomain.com/best-seo-tips/ instead of yourdomain.com/best-seo-tips-2025/. When you’re rebranding or restructuring your site If you are rebuilding your website, changing domain names, or reorganizing categories, ensure that your permalinks align with your new structure. This keeps your content consistent and prevents confusion. When you’re moving to HTTPS Switching from HTTP to HTTPS is a major security upgrade, and it affects your permalinks. It requires redirects to make sure your old links still work. Also read: HTTP status codes and what they mean for SEO When you inherit or audit an old website If the previous owner used messy or unclear permalinks, updating them can help you improve SEO, rebuild trust, and create a more organised structure. The impact of changing permalinks (and why you must be careful) Changing permalinks without a plan can cause serious problems, especially for SEO. Since permalinks function like permanent addresses, updating them incorrectly can break links throughout your entire website. Here’s what can go wrong: You may trigger 404 errors: This happens when the old URL no longer exists, and you haven’t added a redirect. Too many 404s hurt both user experience and SEO You can lose rankings: If you change a permalink without a 301 redirect, Google treats the new URL as a brand-new page, causing drops in traffic and lost link value Internal links can break: Any links inside your own site that point to the old URL will stop working unless they’re updated or redirected External links stop sending traffic: Backlinks from other websites, emails, or social posts will lead to broken pages if redirects aren’t in place Also read: Clean up your bad backlinks How to safely change permalinks in WordPress (without breaking your site) If you ever need to update a permalink, you shouldn’t jump straight in. There’s a simple three-step process that keeps your website safe, your rankings stable, and your visitors away from 404 errors. Think of it as your mini checklist for making permalink changes the right way. Step 1: Back up your website (just to be safe) Before touching your URL structure, always create a full backup. If anything goes wrong, you can restore your site in seconds, rather than trying to fix broken links one by one. Step 2: Set up a 301 redirect for the old URL This is the most important step. A 301 redirect informs Google and your visitors that your page has been permanently moved. It redirects everyone to the new permalink and retains nearly all of your SEO value. Without a 301 redirectWith a 301 redirectYour old link becomes a 404Your traffic stays safeYour new link loses rankingsYour SEO strength moves with the new URLAny backlinks pointing to the old URL lose their powerGoogle updates the new permalink over time You can set up redirects manually, but this usually requires knowledge of databases or cPanel. Thankfully, WordPress plugins make it easy, and this is where Yoast SEO Premium becomes incredibly helpful. The plugin’s redirect manager feature automatically creates a 301 redirect every time you change a URL or move/delete a page. So even if you forget to set up a redirect, Yoast handles it for you and protects your SEO behind the scenes. Here’s how the Yoast SEO Premium plugin takes the stress out of the process: Automatically creates redirects when you change or delete a URL Prevents 404 errors by forwarding visitors to the correct page Let you choose the right redirect type (301, 302, 307, 410, etc.) Organises all redirects in one clean dashboard Supports advanced options like REGEX redirects and import/export With Yoast SEO Premium, you don’t have to remember any of these steps. You change the permalink, and the plugin handles the redirect instantly, keeping your SEO, structure, and user experience intact. A smarter analysis in Yoast SEO PremiumYoast SEO Premium has a smart content analysis that helps you take your content to the next level! Get Yoast SEO Premium »Only $118.80 / year (ex VAT) Step 3: Change your permalink structure Once your redirects are ready, you can safely update your permalink in the WordPress editor or change the global permalink settings. At this point, you won’t break any links because your redirects are already in place. Permalink best practices to prevent frequent changes A well-structured permalink saves you from future headaches. Here are the best practices to follow every time you create a new permalink on your WordPress site. Keep your permalink short, simple, and descriptive A slug should not look like a full sentence. It should act like an address that clearly tells users and search engines what the page is about. Shorter permalinks are easier to read, share, and understand. For example, /improve-seo-2025/ Use your target keyword naturally Your main keyword should appear in the slug, but only once. This helps search engines identify the topic without making your URL look spammy. For example, /what-is-a-permalink/. Use hyphens to separate words Hyphens are the correct standard for URLs. Search engines read them as natural separators between words. Avoid: Underscores (my_post) Spaces (my%20post) Words combined without separation (mypost) Always write them like this: yourdomain.com/chocolate-cake Use dates with care As mentioned earlier, dates can be particularly helpful for news sites or when covering strictly time-sensitive topics. However, for most blogs and business websites, dates in permalinks can make your content appear outdated, even when it remains relevant. Therefore, when possible, choose evergreen URLs, such as /best-yoga-poses/. Use lowercase letters in all URLs Since URLs can be case-sensitive, uppercase and lowercase versions of the same slug may be treated as distinct pages. This can cause duplicate content issues. Always stick to lowercase, such as: yourdomain.com/types-of-tea. Encode special characters and emojis If your slug includes accented characters (ä, å, ö) or emojis (which you should avoid using), they must be encoded using UTF-8. Without encoding, browsers may break the URL or cause crawl errors. Encoding ensures the permalink displays correctly and remains accessible to search engines. Stay consistent with your permalink structure Whether you are using /blog/%postname%/ or placing all service pages under /services/%postname%/, choose one approach and follow it for the entire site; consistency improves navigation, user experience, and SEO. Your permalinks are your digital foundation Your permalink structure may appear simple on the surface, but it silently supports the way users and search engines interact with your site. A clear and consistent URL helps readers understand your content, builds trust, reduces confusion, and prevents the need for constant changes later. It also provides search engines with a clear path to follow, which enhances your overall SEO performance. By keeping permalinks short, descriptive, and keyword-focused, avoiding unnecessary stop words, choosing hyphens, maintaining consistency in formats, and using lowercase letters, you create a structure designed to last. These small choices make your URLs easy to share, maintain, and understand by Google. With the right permalink strategy and the help of tools like Yoast SEO for managing redirects and site structure, you can build a solid foundation that supports your content for years to come. Your URLs are not just technical details. They are part of your site’s identity. Treat them with care, and they will continue to guide search engines and users to the right place every time. The post What are permalinks? How to optimize them for SEO appeared first on Yoast. View the full article

Building a company from scratch is a structured process that requires careful planning and execution. To start effectively, you need to identify a viable business idea by conducting thorough market research to find unmet needs. After that, crafting a thorough business plan is vital, as it outlines your objectives and financial projections. Comprehending the next steps, including choosing a legal structure and securing funding, is fundamental for your venture’s success. What follows can greatly impact your growth trajectory. Key Takeaways Identify a viable business idea by researching market needs and consumer preferences to ensure strong demand. Create a comprehensive business plan outlining objectives, market analysis, financial projections, and buyer personas. Choose an appropriate legal structure that aligns with your business goals and provides necessary liability protection. Secure funding through personal savings, loans, crowdfunding, or angel investors to support initial operations. Develop a professional online presence with a website and social media to enhance brand visibility and engagement. Find a Viable Business Idea How do you find a viable business idea that stands out in today’s competitive market? Start by identifying significant problems or unmet needs consumers face. Successful startups from scratch often emerge by addressing these challenges. Explore niche communities on platforms like Reddit and analyze product reviews to spot under-performing items ripe for improvement. Comprehending your target market is vital for business growth, so assess customer demand and willingness to pay. Tools like Foundr‘s 3-Step Validation Process can guide you; survey potential customers, analyze their feedback, and consider pre-selling your product to gauge interest. Guarantee your idea has a strong Unique Selling Proposition (USP) to differentiate it from competitors, making it fundamental for how to build a successful business. Conduct Thorough Market Research To build a successful company, you need to conduct thorough market research that focuses on analyzing economic trends, evaluating your competitors, and identifying your target audience. By comprehending these key areas, you can uncover market gaps and opportunities that set your business apart. Stay informed about evolving consumer preferences and competitor strategies to guarantee your offerings remain relevant and competitive. Analyze Economic Trends Analyzing economic trends is crucial for building a successful company, especially since it allows you to forecast market conditions that could impact your business. By examining key indicators like GDP growth rates and consumer confidence, you can make informed decisions. Comprehending consumer behavior is critical—70% of purchasing decisions are influenced by economic conditions. Economic Indicator Importance GDP Growth Rates Indicates overall economic health Unemployment Levels Reflects consumer purchasing capability Consumer Confidence Affects spending habits Demographic Shifts Highlights emerging market needs Identifying shifts, such as urbanization, can guide your strategy. With 80% of global population growth projected in urban areas, adapting to these changes is crucial for successful business building. Assess Competitor Performance Comprehending competitor performance is essential for any business aspiring to carve out its niche in the market. Analyzing competitors involves examining their market share, customer reviews, and pricing strategies to spot gaps and opportunities. Tools like SWOT analysis can help you assess their strengths and weaknesses, informing your strategy. Furthermore, gathering data on competitors’ online presence, including website traffic and social media engagement, provides insights into their marketing effectiveness. Benchmarking financial metrics, such as revenue growth and profit margins, allows you to set realistic performance goals. Finally, utilizing market research surveys or focus groups can reveal consumer perceptions of competitors, highlighting areas where your business can differentiate itself and capture a loyal customer base. Identify Target Audience Comprehending your target audience is a fundamental step in building a successful business. Conduct thorough market research by utilizing surveys, focus groups, and interviews to gather insights on customer preferences and behaviors. This helps you understand your audience’s needs better. Analyze demographic data, such as age, gender, and income levels, to create detailed buyer personas that represent your ideal customers. Examine competitors to identify their target audiences and evaluate their strengths and weaknesses, allowing you to carve out a unique market position. Furthermore, use online tools like Google Analytics and social media insights to gather data on audience engagement. Finally, estimate market size and potential penetration rates by analyzing industry reports and trends to gauge your business idea’s viability. Create a Comprehensive Business Plan Creating a thorough business plan is vital for establishing clear business objectives and guiding your company toward success. You’ll need to analyze market dynamics thoroughly to understand your competition and customer needs, which informs your strategy. Furthermore, including realistic financial projections will help you showcase your company’s potential to investors and guarantee you’re prepared for future growth. Outline Business Objectives Clearly A well-structured business plan is critical for outlining your company’s objectives clearly and effectively. Begin by including an executive summary that captures your vision, along with a market and competitive analysis to set the context. Clearly defined objectives will help you establish measurable goals, enabling you to track progress and adjust strategies as needed. Consider utilizing a lean startup approach to streamline your plan, focusing on fundamental elements that drive customer acquisition and revenue. Incorporate detailed financial projections, covering startup costs and anticipated revenue streams, which are essential for attracting investors. Finally, regularly revising and updating your plan guarantees it stays relevant to market conditions, customer insights, and your organization’s growth strategies. Analyze Market Dynamics Thoroughly Grasping market dynamics thoroughly is essential for crafting a successful business plan that resonates with your target audience. Start by conducting extensive market research to pinpoint customer needs, preferences, and behaviors, ensuring your product or service meets demand. Include detailed sections like market analysis and competitive analysis in your business plan to support strategic decision-making and attract investors. Utilize quantitative data to assess trends and competitor performance, guiding your business positioning. Furthermore, develop well-defined buyer personas based on demographic and psychographic factors, allowing for targeted marketing strategies. Regularly update your business plan to adapt to evolving market conditions, ensuring your company remains competitive and relevant over time. This thorough approach sets a solid foundation for your business’s success. Financial Projections and Strategies When you’re building a thorough business plan, financial projections and strategies play a crucial role in guiding your company’s future. Start by outlining detailed projections for revenues, expenses, and cash flow over at least the first three years. This helps with forecasting and resource allocation. Conduct a break-even analysis to identify when your revenues will equal costs, which aids in setting pricing strategies and sales targets. Base your projections on realistic assumptions from market research and competitor analysis to bolster credibility. Consider incorporating various funding options, like loans and crowdfunding, to diversify resources. Finally, regularly update your financial projections to adapt to changing market conditions, ensuring alignment with your business goals and investor expectations. Choose a Legal Structure Choosing the right legal structure for your business is crucial since it directly affects your tax obligations, personal liability, and compliance responsibilities. Here are some common structures to contemplate: Sole Proprietorship: This is the simplest and least expensive option, offering complete control but exposing your personal assets to business liabilities. Limited Liability Company (LLC): An LLC provides personal liability protection and flexible management, making it a popular choice for small business owners. Corporation: Although more complex and costly to set up, a corporation creates a separate legal entity that protects personal assets and can attract investors through stock issuance. It’s advisable to consult with a legal or financial professional to confirm your chosen structure aligns with your long-term goals and complies with local regulations. Secure Funding for Startup Costs Securing funding for startup costs is vital to kickstart your business path, as it lays the foundation for your operations and growth. Startups often tap into various funding sources, with 70% relying on personal savings and 35% utilizing business loans for initial capital. Consider Kickstarter or GoFundMe, where successful campaigns can average around $10,000. Angel investors are another option, providing $25,000 to $100,000 for equity; 30% of these funded companies become profitable within five years. Furthermore, Small Business Administration (SBA) loans offer low-interest financing with up to 25 years for repayment. Performing a break-even analysis is fundamental to identify the minimum sales needed to cover your startup costs, ensuring your financial sustainability from the outset. Establish an Online Presence Establishing an online presence is a critical step in building your business, especially after securing funding for startup costs. A professional website boosts your credibility; 75% of consumers judge companies based on website design. Here are key elements to focus on: SEO Optimization: Since 93% of online experiences start with a search engine, optimizing your site improves visibility. Social Media Engagement: With 54% of social browsers using platforms to research products, having a social media strategy is fundamental for brand awareness. Regular Content Updates: WordPress that blog receive 97% more links, helping to maintain audience interest and search engine rankings. Additionally, consider e-commerce options to tap into the projected $6.39 trillion global market by 2024. Develop a Marketing Strategy Developing a marketing strategy is crucial for your business’s success, as it allows you to connect with your target audience effectively. Start by identifying and comprehending your audience, including their preferences and behaviors, to tailor your messaging. Utilize digital marketing channels like social media, email marketing, and content marketing to improve brand visibility and engagement. Establish a unique brand identity, ensuring you have a memorable logo and consistent messaging to differentiate yourself from competitors. Set measurable goals for your marketing efforts, such as engagement and conversion metrics, to evaluate and adjust strategies based on performance data. Regularly review and adapt your marketing tactics in response to market trends and customer feedback, maintaining relevance in a dynamic environment. Frequently Asked Questions How to Build Your Own Company From Scratch? To build your own company from scratch, start by identifying a unique business idea that meets a specific market need. Conduct market research to validate your concept, using surveys and competitor analysis. Next, create a detailed business plan outlining your model, financial projections, and marketing strategies. Choose a suitable legal structure, ensuring compliance with regulations. Finally, establish an online presence through a professional website and social media, adapting your marketing based on feedback and performance. What Are the Steps I Need to Take to Start a Business? To start a business, first identify a viable idea that meets a market need. Next, conduct market research to understand your potential customers and competitors. Create a detailed business plan outlining your strategy, financial projections, and marketing approach. Choose a business structure that fits your goals and register it legally. Finally, obtain necessary licenses, open a business bank account, and secure funding through loans or investors to support your venture’s growth. Is $3,000 Enough to Start a Business? Yes, $3,000 can be enough to start a business, especially in low-overhead sectors like online services or e-commerce. You’ll need to prioritize your spending on necessities such as business registration, website development, and marketing. Consider options like dropshipping or print-on-demand, which require minimal inventory costs. What Are the 7 Things in a Business Plan? A business plan typically includes seven crucial components. First, you have the Executive Summary, which outlines your business concept and goals. Next is the Market Analysis, evaluating industry trends and competition. The Products and Services section details your offerings and their unique benefits. Financial Projections forecast revenue and expenses. Finally, you must include a Marketing Strategy, which describes how you’ll reach your audience, along with an Operations Plan and Management Structure for organization. Conclusion Building a company from scratch requires a structured approach. By identifying a viable business idea and conducting thorough market research, you set a solid foundation. Crafting an extensive business plan, selecting the right legal structure, and securing funding are vital next steps. Establishing an online presence and developing a targeted marketing strategy will improve your visibility and reach. By following these seven fundamental steps, you can navigate the intricacies of entrepreneurship and position your business for long-term success. Image via Google Gemini This article, "7 Essential Steps for Building a Company From Scratch" was first published on Small Business Trends View the full article

Building a company from scratch is a structured process that requires careful planning and execution. To start effectively, you need to identify a viable business idea by conducting thorough market research to find unmet needs. After that, crafting a thorough business plan is vital, as it outlines your objectives and financial projections. Comprehending the next steps, including choosing a legal structure and securing funding, is fundamental for your venture’s success. What follows can greatly impact your growth trajectory. Key Takeaways Identify a viable business idea by researching market needs and consumer preferences to ensure strong demand. Create a comprehensive business plan outlining objectives, market analysis, financial projections, and buyer personas. Choose an appropriate legal structure that aligns with your business goals and provides necessary liability protection. Secure funding through personal savings, loans, crowdfunding, or angel investors to support initial operations. Develop a professional online presence with a website and social media to enhance brand visibility and engagement. Find a Viable Business Idea How do you find a viable business idea that stands out in today’s competitive market? Start by identifying significant problems or unmet needs consumers face. Successful startups from scratch often emerge by addressing these challenges. Explore niche communities on platforms like Reddit and analyze product reviews to spot under-performing items ripe for improvement. Comprehending your target market is vital for business growth, so assess customer demand and willingness to pay. Tools like Foundr‘s 3-Step Validation Process can guide you; survey potential customers, analyze their feedback, and consider pre-selling your product to gauge interest. Guarantee your idea has a strong Unique Selling Proposition (USP) to differentiate it from competitors, making it fundamental for how to build a successful business. Conduct Thorough Market Research To build a successful company, you need to conduct thorough market research that focuses on analyzing economic trends, evaluating your competitors, and identifying your target audience. By comprehending these key areas, you can uncover market gaps and opportunities that set your business apart. Stay informed about evolving consumer preferences and competitor strategies to guarantee your offerings remain relevant and competitive. Analyze Economic Trends Analyzing economic trends is crucial for building a successful company, especially since it allows you to forecast market conditions that could impact your business. By examining key indicators like GDP growth rates and consumer confidence, you can make informed decisions. Comprehending consumer behavior is critical—70% of purchasing decisions are influenced by economic conditions. Economic Indicator Importance GDP Growth Rates Indicates overall economic health Unemployment Levels Reflects consumer purchasing capability Consumer Confidence Affects spending habits Demographic Shifts Highlights emerging market needs Identifying shifts, such as urbanization, can guide your strategy. With 80% of global population growth projected in urban areas, adapting to these changes is crucial for successful business building. Assess Competitor Performance Comprehending competitor performance is essential for any business aspiring to carve out its niche in the market. Analyzing competitors involves examining their market share, customer reviews, and pricing strategies to spot gaps and opportunities. Tools like SWOT analysis can help you assess their strengths and weaknesses, informing your strategy. Furthermore, gathering data on competitors’ online presence, including website traffic and social media engagement, provides insights into their marketing effectiveness. Benchmarking financial metrics, such as revenue growth and profit margins, allows you to set realistic performance goals. Finally, utilizing market research surveys or focus groups can reveal consumer perceptions of competitors, highlighting areas where your business can differentiate itself and capture a loyal customer base. Identify Target Audience Comprehending your target audience is a fundamental step in building a successful business. Conduct thorough market research by utilizing surveys, focus groups, and interviews to gather insights on customer preferences and behaviors. This helps you understand your audience’s needs better. Analyze demographic data, such as age, gender, and income levels, to create detailed buyer personas that represent your ideal customers. Examine competitors to identify their target audiences and evaluate their strengths and weaknesses, allowing you to carve out a unique market position. Furthermore, use online tools like Google Analytics and social media insights to gather data on audience engagement. Finally, estimate market size and potential penetration rates by analyzing industry reports and trends to gauge your business idea’s viability. Create a Comprehensive Business Plan Creating a thorough business plan is vital for establishing clear business objectives and guiding your company toward success. You’ll need to analyze market dynamics thoroughly to understand your competition and customer needs, which informs your strategy. Furthermore, including realistic financial projections will help you showcase your company’s potential to investors and guarantee you’re prepared for future growth. Outline Business Objectives Clearly A well-structured business plan is critical for outlining your company’s objectives clearly and effectively. Begin by including an executive summary that captures your vision, along with a market and competitive analysis to set the context. Clearly defined objectives will help you establish measurable goals, enabling you to track progress and adjust strategies as needed. Consider utilizing a lean startup approach to streamline your plan, focusing on fundamental elements that drive customer acquisition and revenue. Incorporate detailed financial projections, covering startup costs and anticipated revenue streams, which are essential for attracting investors. Finally, regularly revising and updating your plan guarantees it stays relevant to market conditions, customer insights, and your organization’s growth strategies. Analyze Market Dynamics Thoroughly Grasping market dynamics thoroughly is essential for crafting a successful business plan that resonates with your target audience. Start by conducting extensive market research to pinpoint customer needs, preferences, and behaviors, ensuring your product or service meets demand. Include detailed sections like market analysis and competitive analysis in your business plan to support strategic decision-making and attract investors. Utilize quantitative data to assess trends and competitor performance, guiding your business positioning. Furthermore, develop well-defined buyer personas based on demographic and psychographic factors, allowing for targeted marketing strategies. Regularly update your business plan to adapt to evolving market conditions, ensuring your company remains competitive and relevant over time. This thorough approach sets a solid foundation for your business’s success. Financial Projections and Strategies When you’re building a thorough business plan, financial projections and strategies play a crucial role in guiding your company’s future. Start by outlining detailed projections for revenues, expenses, and cash flow over at least the first three years. This helps with forecasting and resource allocation. Conduct a break-even analysis to identify when your revenues will equal costs, which aids in setting pricing strategies and sales targets. Base your projections on realistic assumptions from market research and competitor analysis to bolster credibility. Consider incorporating various funding options, like loans and crowdfunding, to diversify resources. Finally, regularly update your financial projections to adapt to changing market conditions, ensuring alignment with your business goals and investor expectations. Choose a Legal Structure Choosing the right legal structure for your business is crucial since it directly affects your tax obligations, personal liability, and compliance responsibilities. Here are some common structures to contemplate: Sole Proprietorship: This is the simplest and least expensive option, offering complete control but exposing your personal assets to business liabilities. Limited Liability Company (LLC): An LLC provides personal liability protection and flexible management, making it a popular choice for small business owners. Corporation: Although more complex and costly to set up, a corporation creates a separate legal entity that protects personal assets and can attract investors through stock issuance. It’s advisable to consult with a legal or financial professional to confirm your chosen structure aligns with your long-term goals and complies with local regulations. Secure Funding for Startup Costs Securing funding for startup costs is vital to kickstart your business path, as it lays the foundation for your operations and growth. Startups often tap into various funding sources, with 70% relying on personal savings and 35% utilizing business loans for initial capital. Consider Kickstarter or GoFundMe, where successful campaigns can average around $10,000. Angel investors are another option, providing $25,000 to $100,000 for equity; 30% of these funded companies become profitable within five years. Furthermore, Small Business Administration (SBA) loans offer low-interest financing with up to 25 years for repayment. Performing a break-even analysis is fundamental to identify the minimum sales needed to cover your startup costs, ensuring your financial sustainability from the outset. Establish an Online Presence Establishing an online presence is a critical step in building your business, especially after securing funding for startup costs. A professional website boosts your credibility; 75% of consumers judge companies based on website design. Here are key elements to focus on: SEO Optimization: Since 93% of online experiences start with a search engine, optimizing your site improves visibility. Social Media Engagement: With 54% of social browsers using platforms to research products, having a social media strategy is fundamental for brand awareness. Regular Content Updates: WordPress that blog receive 97% more links, helping to maintain audience interest and search engine rankings. Additionally, consider e-commerce options to tap into the projected $6.39 trillion global market by 2024. Develop a Marketing Strategy Developing a marketing strategy is crucial for your business’s success, as it allows you to connect with your target audience effectively. Start by identifying and comprehending your audience, including their preferences and behaviors, to tailor your messaging. Utilize digital marketing channels like social media, email marketing, and content marketing to improve brand visibility and engagement. Establish a unique brand identity, ensuring you have a memorable logo and consistent messaging to differentiate yourself from competitors. Set measurable goals for your marketing efforts, such as engagement and conversion metrics, to evaluate and adjust strategies based on performance data. Regularly review and adapt your marketing tactics in response to market trends and customer feedback, maintaining relevance in a dynamic environment. Frequently Asked Questions How to Build Your Own Company From Scratch? To build your own company from scratch, start by identifying a unique business idea that meets a specific market need. Conduct market research to validate your concept, using surveys and competitor analysis. Next, create a detailed business plan outlining your model, financial projections, and marketing strategies. Choose a suitable legal structure, ensuring compliance with regulations. Finally, establish an online presence through a professional website and social media, adapting your marketing based on feedback and performance. What Are the Steps I Need to Take to Start a Business? To start a business, first identify a viable idea that meets a market need. Next, conduct market research to understand your potential customers and competitors. Create a detailed business plan outlining your strategy, financial projections, and marketing approach. Choose a business structure that fits your goals and register it legally. Finally, obtain necessary licenses, open a business bank account, and secure funding through loans or investors to support your venture’s growth. Is $3,000 Enough to Start a Business? Yes, $3,000 can be enough to start a business, especially in low-overhead sectors like online services or e-commerce. You’ll need to prioritize your spending on necessities such as business registration, website development, and marketing. Consider options like dropshipping or print-on-demand, which require minimal inventory costs. What Are the 7 Things in a Business Plan? A business plan typically includes seven crucial components. First, you have the Executive Summary, which outlines your business concept and goals. Next is the Market Analysis, evaluating industry trends and competition. The Products and Services section details your offerings and their unique benefits. Financial Projections forecast revenue and expenses. Finally, you must include a Marketing Strategy, which describes how you’ll reach your audience, along with an Operations Plan and Management Structure for organization. Conclusion Building a company from scratch requires a structured approach. By identifying a viable business idea and conducting thorough market research, you set a solid foundation. Crafting an extensive business plan, selecting the right legal structure, and securing funding are vital next steps. Establishing an online presence and developing a targeted marketing strategy will improve your visibility and reach. By following these seven fundamental steps, you can navigate the intricacies of entrepreneurship and position your business for long-term success. Image via Google Gemini This article, "7 Essential Steps for Building a Company From Scratch" was first published on Small Business Trends View the full article

We may earn a commission from links on this page. A good productivity method can mean the difference between a disorganized, unfulfilling day and one during which you get a lot done and feel great about it. That tradeoff is why so many of these methods, techniques, and hacks exist. Some are over 100 years old, some were accidentally discovered by everyday people looking to improve their lives, and some come from self-styled gurus who publish entire books on their findings. And some are better than others—though maybe not objectively. To find the one that works best for you, take a look through this guide to seven of my favorites. Notably, these are the ones I like, but there are plenty out there for you to consider, too. Try one that sounds like a strong match for how you think and work (or try to avoid work). The "Power Hour" methodThe idea of a "Power Hour" comes from Adrienne Herbert’s book, Power Hour: How to Focus on Your Goals and Create a Life You Love and asks you to devote an hour a day to working hard on your biggest task—or the thing you care about the most. Sometimes, this is a must-do task that will have major ramifications for your life, like filling out job applications or working on homework. In that case, what you care about most is your overall goal of improvement. Other times, it might be a personal project or passion that you want to carve out time to pursue, which will enhance your life, make you feel happier, and make you more productive that way. The trick is committing—truly committing—to taking that hour every day, upending your schedule if necessary. Here's my fuller rundown of the approach, which I have started putting into practice in my own life with great results. The 10-minute ruleOf all the techniques on the list, this might be the one I use (or adapt) most often. Essentially, when there's a small, mundane, or tedious task that doesn't excite you, but won't take more than 10 minutes to do, you just do it. Just do it. That's it. It sounds easy, but it's not, since these are also those tasks you're more likely to put off and ignore, like answering emails or doing the dishes. Fighting against that impulse, committing to just doing these things when you think of them, and then getting them done is hard at first, but becomes a habit over time—and it's one with a lot of benefits. I do this when I'm cleaning my apartment. Instead of laboring over some cleaning checklist or structured plan (which is helpful for a lot of people), I just take on a task when I notice it needs to be done. Then, not only does it simply get done, which is the point, but I feel a sense of motivation and contentment. Since I started doing this, my home has never been cleaner, even though I'm not following any strict guidelines besides "just do it." I also couple this with another favorite—the "one more" trick, which involves asking yourself, "Can I do one more?" every time you finish a small task. The answer is usually yes and when it becomes no, you give yourself the grace to stop. Just knowing you don't have to, but you can do something can be motivating enough. Here's a longer explainer on the 10-minute rule. The “Action Method” of productivityThis method is one of my favorites for keeping on task when I’m juggling multiple projects. It calls on you to organize your tasks into three categories: Action steps, references, and back-burners. Once you’ve done that, you put it all into a spreadsheet with those three categories as the column headers. You slot tasks into each column alongside notes, supplemental material, and whatever else you need—and move them around as they change their designations, as what is a back-burner today might be an action step tomorrow. Organizing it all this way helps you keep on top of the most pressing needs. Here’s a full explanation of how to employ the Action Method. (The “ABC” method is very similar, with “A” tasks being must-do and high-priority, “B” tasks being should-do activities, and “C” tasks being low-priority ones.) The 3-3-3 productivity methodUsing this technique, you aim to plan your day in threes: Spend your first three hours engaging in deep work on your most important project, then complete three other urgent tasks that require less time, and then do three “maintenance” tasks, like answering emails or scheduling other work. This method works because you do your deep, focused work up-front, which gets you in the zone and gives you a sense of accomplishment and makes tackling the stuff afterward easier. I like this one on days I need a touch of structure. I use a prioritization method—usually MIT, which forces me to think of my responsibilities in terms of the impact they'll have on my life, but sometimes one like the Eisenhower matrix—to figure out which category all of my to-dos belong in, then follow the guidelines to make sure they all get done. I typically pull this one out when I have a big project and am struggling to think of how I'll get it all done. Even breaking one large task down into three hours of hard work, three urgent components, and three "maintenance" tasks helps everything flow a little easier. Here’s a guide to planning your day in threes. The “Eat the Frog” productivity methodSimilar to 3-3-3, the “Eat the Frog” method invites you to tackle work on your biggest, scariest, wartiest task first thing in the morning. Whatever time-intensive task that has kept you up at night is, that’s what you should do first. It's similar to Power Hour in that you're supposed to do it early in the day, but different in that this may not be your most important or passion-fueled project. After that, everything else should be easier. While most proponents argue you should “eat the frog” as soon as you wake up, this method can work on any schedule as long as you commit to jumping into the hard thing early, enthusiastically, and without hesitation, thus freeing up the rest of your day for other work and lowering your overall stress level. When I use this one, I specify it a little more. If cleaning my kitchen is the most demanding task of the day, that doesn't mean I should do it the second I wake up, but when I get home from work or errands. It wouldn't make sense to postpone leaving for the day to do that, but it does make sense to turn it into the "first thing" I do when I'm in the relevant space, as it makes the rest of my time in the home for the evening better. Here’s a guide to eating your first frog, so to speak. The Kanban productivity methodKanban is similar to the Action Method but requires you to label your tasks as to-do, doing, and done. It works best when managed in a spreadsheet or even on a big board with sticky notes, but you need the three columns so you can move whatever is completed into your “done” pile and anything that still needs doing into “to-do.” If you’re a visual person, this is going to be a game-changer, as it helps you easily see what needs to be done, and gives you some satisfaction when you see what you’ve already accomplished piling up under “done.” Here’s a guide to implementing the Kanban productivity method. The timeboxing productivity methodAnother trick for the visually inclined and motivated, timeboxing requires you to schedule your entire day. Every activity, from answering emails, to working on a big project, to eating a snack, should go on your calendar. It’s much easier to use a digital calendar, like Google Calendar, for this, since so much of the average day is subject to change and it’s simpler to move things around there than in a physical planner, but try not to deviate from the schedule too much just because deviation is a drag-and-drop away. The idea behind this method is that it allows you to plan to devote exactly as much time to each task as you need to complete it while still filling your entire day with activity. There are a lot of tricks that go along with this one, and once you start, you may go down the productivity technique rabbit hole. For instance, Parkinson's Law dictates that the more time you give yourself to work on something, the longer you'll naturally take—which makes you less productive by reducing the quality of your work over time and stopping you from working on other things. With timeboxing, you can and should practice cutting off time from all your boxes, giving yourself less time to work overall. In the gaps you ultimately create, don't forget to take a break. Those are also essential to productivity. Here’s a guide to getting started with timeboxing. The Pomodoro productivity techniqueThis is an old standby that has withstood the test of time because it works so well: Work for 25 minutes on a task, take a short break of about five minutes, and work for 25 minutes again. Every time you complete four 25-minute cycles, take a longer break. This gets you into the groove of working hard in those 25-minute bursts, since you know a little reprieve is coming. The break recharges you and you get back at it, over and over again, until your job is complete. To maximize the benefits of Pomodoro, get a specialized timer so you don't have to set alarms on your phone and can work without glancing at it and all its distracting apps. On the other hand, an app might be just what you need. I love Focus Pomo, a Pomodoro technique-specific app that blocks all your other ones during "focus sessions." If you're not finding this approach helpful after a few consistent attempts, don't be afraid to adapt it, either. The standard 25 minutes on and five off work well for a lot of people, but you might need shorter or longer work or break sessions. What matters most is that you time them out, commit to taking breaks, and then commit to getting back at it. Here’s a guide to getting started with the Pomodoro method. The Results Planning Method (RPM) This technique comes from famed motivational speaker Tony Robbins, who designed it to be motivational, fast, and efficient. Not only does does the acronym stand for Rapid Planning Method, but it can also serve as a guide to what your day should look like: Results-oriented, purpose-driven, and built around a "massive action plan." Consistently—every morning or week—ask yourself these three questions: What do I want? What is my purpose? What do I need to do/What is my massive action plan? By doing this, you connect more to your mission and get more energized about getting to work right away on the answer to the third question, rather than spending a bunch of time deliberating about what you should or shouldn't be doing with your time. View the full article

Liberals were wrong to assume the two ideas are natural twinsView the full article

In terms of selecting the best MP4 clip editor for beginners, it is crucial to take into account ease of use, features, and compatibility with your devices. With various options available, you might find that some editors offer intuitive interfaces and helpful tools that cater to novice users. As you explore these options, you’ll want to weigh the benefits of both free and paid software. Comprehending what each editor provides can greatly influence your editing experience. What will you choose? Key Takeaways CyberLink PowerDirector is an excellent choice for beginners, featuring an intuitive interface and AI improvements for simplified editing. It is compatible with Windows, Mac, iOS, and Android, making it versatile for various devices. The software offers a free trial and subscription starting at $19.99 per month, providing access to advanced features. Key features include trimming, splitting, and merging clips, essential for basic editing tasks. Regular practice and utilizing built-in tutorials enhance learning and confidence in video editing. Best Overall MP4 Clip Editor for Beginners When you’re looking for the best overall MP4 clip editor as a beginner, CyberLink PowerDirector is a top choice that combines ease of use with strong editing capabilities. This software supports both Windows and iOS and Android, making it versatile for different users. If you’re unsure how to cut MP4 video, the intuitive interface provides crucial editing tools, including AI improvements that simplify the process. Although there’s a mild learning curve, helpful pop-ups will guide you, ensuring a smoother experience. You can start with a free trial and later subscribe for $19.99 per month, allowing you to explore its features without immediate commitment. CyberLink PowerDirector truly caters to beginners and advanced users alike. Top Free MP4 Editing Software For beginners seeking free MP4 editing software, several excellent options stand out, each offering unique features to improve your editing experience. HitFilm Express provides professional-grade tools, including visual effects and tutorials to help you learn quickly. Kdenlive is an open-source editor with an intuitive interface, perfect for both novices and experienced users, supporting various formats, including MP4. Clipchamp offers a browser-based solution that simplifies MP4 editing with crucial tools and templates for social media. Adobe Premiere Rush allows for quick edits and easy sharing, whereas iMovie is a user-friendly option for Apple users, featuring tools like green-screen effects. All these programs can teach you how to trim MP4 files efficiently and effectively. Best MP4 Editing Software for Mac Users Editing MP4 clips on a Mac can be a smooth experience, thanks to a variety of software options customized for different skill levels. iMovie stands out as a free, user-friendly choice that comes pre-installed on all Mac devices, allowing you to easily trim, add changes, and apply effects to your videos. For those seeking a more advanced option, Final Cut Pro offers strong editing capabilities and 4K support, though it requires a higher investment and a learning curve. Adobe Premiere Elements provides a solid foundation for beginners with its intuitive interface. Movavi Video Editor and Filmora from Wondershare likewise cater to novice editors, making it simple to learn how to clip an MP4 video with drag-and-drop features and various templates. Best MP4 Editing Software for Social Media Content When you’re creating social media content, choosing the right MP4 editing software can make all the difference. Look for user-friendly platforms that offer crucial editing tools and seamless integration with social media channels, ensuring your videos not just look great but additionally get shared easily. Options like Clipchamp, Filmora, and Adobe Premiere Rush provide features customized for social media, making it simpler for you to produce engaging clips. User-Friendly Interface Features A user-friendly interface is vital for anyone looking to create social media content quickly and efficiently, especially for beginners. Software options like Clipchamp and iMovie offer drag-and-drop functionality, making it easy for you to import and arrange clips without needing extensive technical skills. Many of these editors include pre-built templates and guided workflows, streamlining your video creation process. Simplified toolsets focus on fundamental functions such as trimming, splitting, and adding text or music, allowing you to produce polished videos without delay. Compatibility with various platforms, like Adobe Premiere Rush and InShot, improves accessibility for editing on the go. Plus, features like “Easy Mode” in Wondershare Filmora simplify tasks, ensuring that even those unfamiliar with editing can make effective use of a video trimmer download. Essential Editing Tools Creating engaging social media content not just relies on a user-friendly interface but also on having the right tools at your disposal. Important editing tools include intuitive software like Apple iMovie and Filmora, which simplify the editing process for beginners. You can find customizable templates in editors like Clipchamp and InVideo, allowing you to create professional-looking videos quickly. A cut video trimmer is vital for refining your footage, ensuring that only the best clips make the final cut. Moreover, programs like Adobe Premiere Rush offer cross-platform compatibility, making it easy to edit on-the-go. With built-in libraries of royalty-free music and sound effects, you can improve your videos’ audio quality without extra resources, ensuring they’re ready for social media. Social Media Integration Options To effectively engage audiences on social media, integrating your video editing software with popular platforms is essential. Many video editing tools, like CyberLink PowerDirector and Clipchamp, feature built-in templates designed for engaging social media content, allowing you to produce eye-catching videos quickly. Editors such as Adobe Premiere Rush and InVideo enable seamless sharing directly to various platforms, simplifying the upload process. In addition, tools like Clipchamp offer AI-enhanced auto-captioning and text-to-speech features, enhancing accessibility for your audience. Filmora provides social media export presets that adjust videos to the ideal resolution for Instagram, Facebook, and YouTube. Moreover, many MP4 editing software options include integration with stock asset libraries, making it easy to add trending music and visuals that resonate with viewers. Essential Features to Look for in MP4 Editors When choosing an MP4 editor, you’ll want to prioritize a user-friendly interface that makes maneuvering the software straightforward. This is crucial, especially for beginners who need easy access to key editing tools like trimming and merging. Moreover, look for features that improve your editing experience, such as built-in templates and a wide range of editing options to support various projects. User-Friendly Interface A user-friendly interface is crucial for anyone looking to edit MP4 clips efficiently, especially beginners. When choosing an mp4 clip editor, you should consider the following features to simplify your editing experience: Intuitive design: Look for clear icons and drag-and-drop functionality for easy navigation. Basic editing tools: Make sure it includes trimming, splitting, and merging capabilities without a steep learning curve. Tutorials and support: Access to helpful resources can assist you in overcoming initial challenges. Templates and wizards: These features streamline the editing process, making project completion quicker. Essential Editing Tools Choosing the right MP4 clip editor involves comprehending the core tools that will make your editing process smooth and efficient. Look for features like trimming, splitting, merging, and adding text overlays, as they’re fundamental for basic MP4 editing tasks. An intuitive user interface will help you navigate easily, making it simple to learn how to cut an MP4 without frustration. It’s also vital that your editor supports various video formats and offers built-in templates and effects to improve creativity. Finally, verify compatibility with your operating system for seamless use. Fundamental Features Description Trimming Cut unwanted sections of video Splitting Divide video into separate clips Merging Combine multiple clips into one Text Overlays Add captions or titles to videos Templates Use pre-designed layouts for efficiency Comparing Paid vs. Free MP4 Editing Options Even though many beginners may feel overwhelmed by the choice between paid and free MP4 editing options, comprehending the key differences can simplify the decision-making process. Here’s a quick comparison: Cost: Free MP4 editing software options like HitFilm Express and Kdenlive are budget-friendly, whereas paid options like CyberLink PowerDirector start at around $19.99 per month. Features: Paid software offers advanced editing tools, whereas free options might’ve limitations like watermarks or lower export resolutions. Support: Free editors often come with community support, whereas paid software provides dedicated customer support. Quality: Paid software typically delivers higher export quality and faster rendering speeds, making it suitable for more complex projects. Starting with free tools lets you build skills without financial risk, allowing for a smoother shift to paid software later. Tips for Getting Started With MP4 Editing Getting started with MP4 editing can feel intimidating, but it doesn’t have to be. Begin with user-friendly software like Apple iMovie or Clipchamp, which offer intuitive interfaces and helpful templates. Familiarize yourself with basic functions such as trimming, splitting, and merging clips, as these are crucial when learning how to shorten MP4 video. Take advantage of built-in tutorials and online resources to improve your editing skills. Experiment with adding effects, transitions, and audio tracks to see how they elevate your videos. Regular practice with different content types, like social media clips or personal vlogs, will help you build confidence and develop your unique editing style over time. Frequently Asked Questions What Is the Best MP4 Video Editor? When choosing the best MP4 video editor, consider your needs and skill level. CyberLink PowerDirector offers a user-friendly experience with fast rendering, whereas iMovie is great for Apple users looking for a cost-free option. Wondershare Filmora features an “Easy Mode” for drag-and-drop editing, and Adobe Premiere Rush simplifies the process with templates. Movavi Video Editor balances affordability with useful features, making it accessible for various editing tasks. Evaluate these options based on your preferences. How to Easily Edit an MP4 Video? To easily edit an MP4 video, start by choosing user-friendly software like iMovie or Filmora. These programs let you trim, split, and merge clips effortlessly. Use drag-and-drop features for a smooth experience. Explore built-in templates and effects for quick improvements, and verify your editor supports 4K resolution if necessary. Finally, check out tutorials online to better understand the tools, making your editing process more efficient and effective. Which Editor Is Best for Beginners? When choosing an editor for beginners, it’s crucial to contemplate user-friendliness and features. Apple iMovie’s integration with Apple devices and basic editing tools makes it a solid choice. Filmora’s drag-and-drop interface is intuitive, whereas CyberLink PowerDirector offers an extensive suite with fast rendering. Adobe Premiere Rush simplifies sharing on social media, and Movavi Video Editor provides vital tools with a one-time payment. Each option caters well to novice editors aiming for quality results. What Is the Simple MP4 Editor for Windows 10? For simple MP4 editing on Windows 10, you can use the Photos app. It allows you to trim, split, and combine videos easily, making it accessible for anyone without prior experience. You can likewise extract still images from video frames and add basic music or text overlays. Although it has limited features, it’s pre-installed on all Windows 10 devices, providing a straightforward solution for quick edits. For more advanced needs, consider third-party software. Conclusion In summary, choosing the right MP4 clip editor is crucial for beginners looking to develop their video editing skills. CyberLink PowerDirector stands out with its intuitive interface and AI features, making it a great starting point. Furthermore, free software options can provide valuable experience without financial commitment. By comprehending the fundamental features and evaluating both paid and free options, you can confidently begin your editing path and create engaging content customized to your needs. Image via Google Gemini This article, "Best MP4 Clip Editor for Beginners?" was first published on Small Business Trends View the full article

In terms of selecting the best MP4 clip editor for beginners, it is crucial to take into account ease of use, features, and compatibility with your devices. With various options available, you might find that some editors offer intuitive interfaces and helpful tools that cater to novice users. As you explore these options, you’ll want to weigh the benefits of both free and paid software. Comprehending what each editor provides can greatly influence your editing experience. What will you choose? Key Takeaways CyberLink PowerDirector is an excellent choice for beginners, featuring an intuitive interface and AI improvements for simplified editing. It is compatible with Windows, Mac, iOS, and Android, making it versatile for various devices. The software offers a free trial and subscription starting at $19.99 per month, providing access to advanced features. Key features include trimming, splitting, and merging clips, essential for basic editing tasks. Regular practice and utilizing built-in tutorials enhance learning and confidence in video editing. Best Overall MP4 Clip Editor for Beginners When you’re looking for the best overall MP4 clip editor as a beginner, CyberLink PowerDirector is a top choice that combines ease of use with strong editing capabilities. This software supports both Windows and iOS and Android, making it versatile for different users. If you’re unsure how to cut MP4 video, the intuitive interface provides crucial editing tools, including AI improvements that simplify the process. Although there’s a mild learning curve, helpful pop-ups will guide you, ensuring a smoother experience. You can start with a free trial and later subscribe for $19.99 per month, allowing you to explore its features without immediate commitment. CyberLink PowerDirector truly caters to beginners and advanced users alike. Top Free MP4 Editing Software For beginners seeking free MP4 editing software, several excellent options stand out, each offering unique features to improve your editing experience. HitFilm Express provides professional-grade tools, including visual effects and tutorials to help you learn quickly. Kdenlive is an open-source editor with an intuitive interface, perfect for both novices and experienced users, supporting various formats, including MP4. Clipchamp offers a browser-based solution that simplifies MP4 editing with crucial tools and templates for social media. Adobe Premiere Rush allows for quick edits and easy sharing, whereas iMovie is a user-friendly option for Apple users, featuring tools like green-screen effects. All these programs can teach you how to trim MP4 files efficiently and effectively. Best MP4 Editing Software for Mac Users Editing MP4 clips on a Mac can be a smooth experience, thanks to a variety of software options customized for different skill levels. iMovie stands out as a free, user-friendly choice that comes pre-installed on all Mac devices, allowing you to easily trim, add changes, and apply effects to your videos. For those seeking a more advanced option, Final Cut Pro offers strong editing capabilities and 4K support, though it requires a higher investment and a learning curve. Adobe Premiere Elements provides a solid foundation for beginners with its intuitive interface. Movavi Video Editor and Filmora from Wondershare likewise cater to novice editors, making it simple to learn how to clip an MP4 video with drag-and-drop features and various templates. Best MP4 Editing Software for Social Media Content When you’re creating social media content, choosing the right MP4 editing software can make all the difference. Look for user-friendly platforms that offer crucial editing tools and seamless integration with social media channels, ensuring your videos not just look great but additionally get shared easily. Options like Clipchamp, Filmora, and Adobe Premiere Rush provide features customized for social media, making it simpler for you to produce engaging clips. User-Friendly Interface Features A user-friendly interface is vital for anyone looking to create social media content quickly and efficiently, especially for beginners. Software options like Clipchamp and iMovie offer drag-and-drop functionality, making it easy for you to import and arrange clips without needing extensive technical skills. Many of these editors include pre-built templates and guided workflows, streamlining your video creation process. Simplified toolsets focus on fundamental functions such as trimming, splitting, and adding text or music, allowing you to produce polished videos without delay. Compatibility with various platforms, like Adobe Premiere Rush and InShot, improves accessibility for editing on the go. Plus, features like “Easy Mode” in Wondershare Filmora simplify tasks, ensuring that even those unfamiliar with editing can make effective use of a video trimmer download. Essential Editing Tools Creating engaging social media content not just relies on a user-friendly interface but also on having the right tools at your disposal. Important editing tools include intuitive software like Apple iMovie and Filmora, which simplify the editing process for beginners. You can find customizable templates in editors like Clipchamp and InVideo, allowing you to create professional-looking videos quickly. A cut video trimmer is vital for refining your footage, ensuring that only the best clips make the final cut. Moreover, programs like Adobe Premiere Rush offer cross-platform compatibility, making it easy to edit on-the-go. With built-in libraries of royalty-free music and sound effects, you can improve your videos’ audio quality without extra resources, ensuring they’re ready for social media. Social Media Integration Options To effectively engage audiences on social media, integrating your video editing software with popular platforms is essential. Many video editing tools, like CyberLink PowerDirector and Clipchamp, feature built-in templates designed for engaging social media content, allowing you to produce eye-catching videos quickly. Editors such as Adobe Premiere Rush and InVideo enable seamless sharing directly to various platforms, simplifying the upload process. In addition, tools like Clipchamp offer AI-enhanced auto-captioning and text-to-speech features, enhancing accessibility for your audience. Filmora provides social media export presets that adjust videos to the ideal resolution for Instagram, Facebook, and YouTube. Moreover, many MP4 editing software options include integration with stock asset libraries, making it easy to add trending music and visuals that resonate with viewers. Essential Features to Look for in MP4 Editors When choosing an MP4 editor, you’ll want to prioritize a user-friendly interface that makes maneuvering the software straightforward. This is crucial, especially for beginners who need easy access to key editing tools like trimming and merging. Moreover, look for features that improve your editing experience, such as built-in templates and a wide range of editing options to support various projects. User-Friendly Interface A user-friendly interface is crucial for anyone looking to edit MP4 clips efficiently, especially beginners. When choosing an mp4 clip editor, you should consider the following features to simplify your editing experience: Intuitive design: Look for clear icons and drag-and-drop functionality for easy navigation. Basic editing tools: Make sure it includes trimming, splitting, and merging capabilities without a steep learning curve. Tutorials and support: Access to helpful resources can assist you in overcoming initial challenges. Templates and wizards: These features streamline the editing process, making project completion quicker. Essential Editing Tools Choosing the right MP4 clip editor involves comprehending the core tools that will make your editing process smooth and efficient. Look for features like trimming, splitting, merging, and adding text overlays, as they’re fundamental for basic MP4 editing tasks. An intuitive user interface will help you navigate easily, making it simple to learn how to cut an MP4 without frustration. It’s also vital that your editor supports various video formats and offers built-in templates and effects to improve creativity. Finally, verify compatibility with your operating system for seamless use. Fundamental Features Description Trimming Cut unwanted sections of video Splitting Divide video into separate clips Merging Combine multiple clips into one Text Overlays Add captions or titles to videos Templates Use pre-designed layouts for efficiency Comparing Paid vs. Free MP4 Editing Options Even though many beginners may feel overwhelmed by the choice between paid and free MP4 editing options, comprehending the key differences can simplify the decision-making process. Here’s a quick comparison: Cost: Free MP4 editing software options like HitFilm Express and Kdenlive are budget-friendly, whereas paid options like CyberLink PowerDirector start at around $19.99 per month. Features: Paid software offers advanced editing tools, whereas free options might’ve limitations like watermarks or lower export resolutions. Support: Free editors often come with community support, whereas paid software provides dedicated customer support. Quality: Paid software typically delivers higher export quality and faster rendering speeds, making it suitable for more complex projects. Starting with free tools lets you build skills without financial risk, allowing for a smoother shift to paid software later. Tips for Getting Started With MP4 Editing Getting started with MP4 editing can feel intimidating, but it doesn’t have to be. Begin with user-friendly software like Apple iMovie or Clipchamp, which offer intuitive interfaces and helpful templates. Familiarize yourself with basic functions such as trimming, splitting, and merging clips, as these are crucial when learning how to shorten MP4 video. Take advantage of built-in tutorials and online resources to improve your editing skills. Experiment with adding effects, transitions, and audio tracks to see how they elevate your videos. Regular practice with different content types, like social media clips or personal vlogs, will help you build confidence and develop your unique editing style over time. Frequently Asked Questions What Is the Best MP4 Video Editor? When choosing the best MP4 video editor, consider your needs and skill level. CyberLink PowerDirector offers a user-friendly experience with fast rendering, whereas iMovie is great for Apple users looking for a cost-free option. Wondershare Filmora features an “Easy Mode” for drag-and-drop editing, and Adobe Premiere Rush simplifies the process with templates. Movavi Video Editor balances affordability with useful features, making it accessible for various editing tasks. Evaluate these options based on your preferences. How to Easily Edit an MP4 Video? To easily edit an MP4 video, start by choosing user-friendly software like iMovie or Filmora. These programs let you trim, split, and merge clips effortlessly. Use drag-and-drop features for a smooth experience. Explore built-in templates and effects for quick improvements, and verify your editor supports 4K resolution if necessary. Finally, check out tutorials online to better understand the tools, making your editing process more efficient and effective. Which Editor Is Best for Beginners? When choosing an editor for beginners, it’s crucial to contemplate user-friendliness and features. Apple iMovie’s integration with Apple devices and basic editing tools makes it a solid choice. Filmora’s drag-and-drop interface is intuitive, whereas CyberLink PowerDirector offers an extensive suite with fast rendering. Adobe Premiere Rush simplifies sharing on social media, and Movavi Video Editor provides vital tools with a one-time payment. Each option caters well to novice editors aiming for quality results. What Is the Simple MP4 Editor for Windows 10? For simple MP4 editing on Windows 10, you can use the Photos app. It allows you to trim, split, and combine videos easily, making it accessible for anyone without prior experience. You can likewise extract still images from video frames and add basic music or text overlays. Although it has limited features, it’s pre-installed on all Windows 10 devices, providing a straightforward solution for quick edits. For more advanced needs, consider third-party software. Conclusion In summary, choosing the right MP4 clip editor is crucial for beginners looking to develop their video editing skills. CyberLink PowerDirector stands out with its intuitive interface and AI features, making it a great starting point. Furthermore, free software options can provide valuable experience without financial commitment. By comprehending the fundamental features and evaluating both paid and free options, you can confidently begin your editing path and create engaging content customized to your needs. Image via Google Gemini This article, "Best MP4 Clip Editor for Beginners?" was first published on Small Business Trends View the full article

Russian president vows to liberate ‘historic lands’ in hardline speech, showing no signs of compromise on invasion goalsView the full article

It’s been a tumultuous year for U.S. stock markets. Investors have had their nerves rattled twice this year by government-related events—President The President’s Liberation Day tariffs in the spring, followed by the longest U.S. government shutdown in history this fall. That’s on top of an economy already hit hard by inflation and declining consumer confidence. Yet despite this, there have still been several high-profile and successful initial public offerings throughout the year—especially in the AI and fintech spaces. And now, an IPO this week is set to dwarf all others that have come before it this year. Here’s what you need to know about Medline’s initial public offering. What is Medline? Medline is a maker of medical supplies. The company is based in Northfield, Illinois, and was originally founded in 1966 by brothers Jim and John Mills. According to the company’s S-1 filing with the U.S. Securities and Exchange Commission (SEC), Medline makes approximately 335,000 different medical and surgical products—everything from wheelchairs to masks and scalpels. It manufactures this extraordinary portfolio of products at 33 global facilities and has customers in more than 100 countries. As of the end of 2024, Medline employed more than 43,000 workers worldwide. For the nine months that ended on September 27, Medline reported $20.6 billion in net sales so far this year. Its net income for the nine-month period was $977 million. For the same period a year earlier, Medline reported $18.7 billion in net sales and net income of $911 million. Medline has a history of public offerings and private equity Despite its IPO this week, this isn’t the first time Medline has publicly listed its stock. As Reuters reported, Medline originally went public in 1972. But just five years later, in 1977, the Mills brothers took the company private again. The company grew massively over the next several decades, ultimately attracting the attention of private equity. As noted by the Financial Times, a group of private equity investors, including Blackstone, Carlyle, and Hellman & Friedman’s, acquired a majority stake in the medical supply maker in 2021 for a staggering $34 billion. At the time, it was the largest leveraged buyout since the 2008 financial crisis. And despite Medline’s IPO this week, this isn’t the first time in 2025 that Medline was expected to go public. The company had been considering an IPO earlier in 2025, but then The President’s Liberation Day tariffs hit. Medline was one of the companies that stood to be hit hardest by tariffs, as the majority of its products are made in Asian nations that faced some of the steepest tariffs. Despite this earlier delay, Medline will once again become a publicly traded company after 48 years. When is Medline’s IPO? Medline priced its shares on Tuesday. It expects to list its shares today: Wednesday, December 17, 2025. What is Medline’s stock ticker? Medline’s shares will trade under the stock ticker “MDLN.” What exchange will Medline’s shares trade on? Medline shares will trade on the Nasdaq Global Select Market. What is the IPO share price of MDLN? The initial public offering price for MDLN stock is $29 per share. That’s at the higher end of the IPO share price range of $26 to $30 per share that was expected. How many MDLN shares are available in its IPO? Medline’s press release states that 216,034,482 shares of its Class A common stock were available in its IPO. How much will Medline raise in its IPO? Medline raised $6.26 billion in its IPO. According to Reuters, this makes Mediline’s IPO 2025’s biggest first-time share sale globally. How much is Medline worth? At its $29 IPO price, Medline is now valued at around $39 billion. Medline surpasses other IPO giants this year Medline’s $6.26 billion IPO haul makes it the biggest IPO of 2025. As noted by the Financial Times, the offering comes in above the $5.3 billion that Chinese battery maker Contemporary Amperex Technology raised in May. Medline’s $6.26 billion debut also dwarfs the largest U.S. IPO of the year, which was liquefied natural gas producer Venture Global (NYSE: VG). Venture Global raised $1.75 billion in that offering. View the full article

Google-engaged audiences demonstrate where Google-owned traffic delivers higher match rates, stronger remarketing performance, and fewer implementation issues. The post Google-Engaged Audience: Worry-Free Remarketing, Or A Waste Of Money? appeared first on Search Engine Journal. View the full article

Investment firm concerned about tougher debt terms and the risk of delays to the vast projectView the full article

Microsoft Copilot is transforming search advertising by turning everyday conversations into intent-rich signals advertisers can act on. ROAS increases 13-fold when users engage with Copilot before performing a search, according to Microsoft. Drawing from billions of first-party audience insights across Microsoft’s consumer ecosystem – including Bing, Edge, Xbox, LinkedIn, and Activision – Copilot identifies high-value audiences using deterministic data built from search intent, web activity, and profile information. This allows advertisers to reduce wasted impressions and stretch budgets further. The mechanics of intent-rich search The core proposition of conversational search is that users provide significantly more context to a chatbot than to a traditional search bar. Instead of a fragmented keyword, users are increasingly asking detailed questions. When a user submits a complex query – such as asking for specific product comparisons or local recommendations – the AI triggers multiple backend searches across reviews, specifications, and availability to construct an answer. For the advertising industry, this behavior change offers a potential goldmine of data. By interpreting these longer queries, platforms can identify “high-intent” buyers more accurately, turning a single conversation into multiple, precise ad opportunities. Applying conversational intent to a real-world campaign To understand how these metrics translate into strategy, consider a recent test I conducted for a well-known California-based university tasked with recruiting high school seniors for their hands-on engineering and architecture STEM programs. The challenge The university historically relied on broad keywords like “best engineering schools.” This resulted in high competition and wasted spend on students looking for art programs or out-of-state options they couldn’t afford. The conversational approach Using Copilot’s intent signals, the campaign shifts. A prospective student might ask Copilot: “Find me a university with a strong robotics program, under $30,000 tuition, located on the West Coast.” The results Applying Microsoft’s reported benchmarks to this scenario reveals significant efficiency gains: Slashed waste: The university realizes a 32% reduction in wasted impressions because ads are not shown to students whose conversational context indicates irrelevant intent. Budget efficiency: By targeting intent rather than broad volume, the campaign drives a 48% decrease in cost per acquisition (CPA) compared to search alone. Higher engagement: Because the ad appears as a helpful solution to a specific question, engagement lifts by 153%. Action plan: Transitioning to intent-based advertising For advertisers seeking to replicate these results, the shift necessitates more than simply enabling a new setting. It requires a strategic overhaul of how campaigns are structured to capture “conversational” demand. Phase 1: Foundation and data (The signal layer) Audit service offerings and solution data Ensure your site’s structured data is rich with details on specific methodologies and industry specializations. AI assistants rely on this semantic depth to answer prospective queries about “competency, case studies, and communication options.” Prioritize first-party data Integrate customer data to train the model. Microsoft’s ecosystem leverages data points from LinkedIn to Xbox to refine targeting. Advertisers must supply their own truth data to match this precision. Phase 2: Campaign structure (The capture layer) Embrace long-tail queries Move away from strict exact-match keywords. The UI overhaul of Copilot encourages users to ask “longer, more detailed questions,” meaning broad match modifiers are necessary to capture these natural language phrases. Optimize for answers, not just clicks Structure landing page content to answer specific questions. Since Copilot acts as a “companion” guiding users through tasks, your ad content must align with helping them make a decision, not just selling a product. Phase 3: Cross-channel integration (The scale layer) Implement cross-device strategy With 90% of Gen Z adults in the U.S. using the web while watching TV, campaigns must run across multiple platforms, including mobile, PC, and console, to capture their split focus. Bridge the authenticity gap For younger demographics, leverage integrations like Snapchat’s My AI. This places ads within “conversational flows” rather than interrupting them, a key factor in engaging Gen Z. Get the newsletter search marketers rely on. See terms. The Gen Z challenge: Authenticity vs. algorithms Bridging the gap with Gen Z remains a hurdle for most ad platforms, which often struggle with perceptions of inauthenticity. To address this, the industry is seeing a trend toward utilizing behavioral data from unlikely sources. By layering in data from gaming ecosystems like Activision, advertisers can target based on real behaviors – from play styles to in-game purchases – ensuring campaigns feel relevant rather than generic. To legitimize whether Copilot is effectively targeting Gen Z – or just efficiently automating ad delivery – we must look beyond corporate claims. Microsoft’s strategy relies on a “closed loop” of gaming data, social integration, and conversational signals. Does this actually work for a generation that is famously resistant to traditional advertising? The answer lies in the tension between utility and authenticity. The behavioral match Microsoft’s claim that Copilot “cracks the code” is mechanically sound because it aligns with how Gen Z actually searches. The shift from keywords to conversation Data shows that Gen Z users write the longest search queries (avg. 5.83 words) and are the most likely to use complete sentences. They treat search engines like companions, asking “What is the best…” rather than typing “best shoes NYC.” Legitimacy verdict: High. Copilot isn’t trying to force a behavior change. It is capitalizing on one that already exists. By decoding these long, conversational queries, Microsoft captures intent often missed by a keyword approach alone. ‘Gaming data’ targeting Using Activision data to target users based on “play styles” is a strong differentiator for Microsoft. The reality: 90% of Gen Z second-screens (uses a phone while watching/playing on another screen). Traditional demographics (e.g., “Male, 18-24”) are failing because they are too broad. The legitimacy test: Targeting a user because they play Overwatch (identifying them as team-oriented and strategic) vs. Call of Duty (identifying them as reactive and fast-paced) allows for psychographic targeting that feels “relevant” rather than “intrusive.” The risk is that there is a fine line between “relevant” and “stalker-ish.” While Microsoft’s targeting is effective, 76% of Gen Z actively avoid ads, and privacy concerns are their top barrier to trusting AI platforms. That said, the success of this strategy hinges on the ads feeling native to the experience, not like data extraction. The authenticity paradox This is the weak point in the strategy. Microsoft claims Copilot helps bridge the “authenticity gap,” but Gen Z is inherently skeptical of AI-generated content. The conflict: Studies show that Gen Z can easily identify AI-generated ads and often labels them as “annoying” or “boring” compared to human-created content. The Snap integration: Embedding Copilot ads into Snapchat’s “My AI” is a double-edged sword. While it places ads in a trusted social space, it risks polluting a private sanctuary. If “My AI” starts feeling like a corporate shill, users may abandon the feature entirely. Legitimacy is mixed. The placement is correct (Snapchat, Games), but the content is at risk. If advertisers use Copilot to auto-generate generic ad copy, it will fail. Success requires using the AI for targeting but keeping the creative 100% human. The verdict: Is Microsoft effectively targeting Gen Z? Technically: Yes, they have successfully built a mousetrap that catches Gen Z where they live (gaming, social, conversational search). Culturally: To be determined. The efficiency is there (lower CPA, higher ROAS), but “legitimizing” the strategy long-term requires overcoming the “uncanny valley” of AI trust. Dig deeper: How Gen Z is redefining discovery on TikTok, Pinterest, and beyond A new economic reality The narrative from platforms like Microsoft Copilot is that AI-driven targeting creates a “closed loop” where better engagement drives cost savings. As conversational AI reshapes how consumers interact with the web, advertising platforms are racing to translate natural language questions into actionable intent. Microsoft’s Copilot serves as a prime case study of this shift, demonstrating how emerging assistants generate richer, multi-step queries that potentially reshape search economics from a volume game to one of precision. For advertisers, this signals a fundamental transition: moving away from the broad “spray and pray” tactics of keyword volume toward a model where conversational signals drive ROAS. Dig deeper: The future of remarketing? Microsoft bets on impressions, not clicks View the full article

So many great productivity hacks come from the Japanese manufacturing industry. The 5S technique helps you keep your workspace clean so you can get more done, kaizen helps you improve the processes and workflow of your job, and kanban helps you schedule your tasks in the most efficient way. These are helpful even if you’re not working within the famed Toyota Production System; they’re adaptable to fit all kinds of work scenarios, which is similarly true for the 3 Ms that originated there, too. The 3 Ms are kinds of waste you should identify and eliminate to keep your work running smoothly. Once you learn how to identify and get rid of them, you can be even more productive, whether you're using kanban, kaizen, or anything else. What are the 3 Ms?Lean process thinking, or lean manufacturing, is a production method that seeks to save time within the production process. The 5S technique is en elemental part of lean thinking, as are the 3 Ms. They are "muda," "mura," and "muri," and they all refer to kinds of wasteful practices that slow you down and keep you from being productive. By identifying and eliminating them, you can streamline everything you need to do. To get them to work in your daily life, you need to adapt them a little, but once you get in the habit of recognizing where things are getting held up and making the appropriate changes, you’ll be breezing through your work. Identifying and eliminating the 3 MsHere’s what each of the three Ms is all about: Muda translates from Japanese to mean “futility” or “uselessness.” It’s anything that doesn’t add value to the work you’re doing and it comes in two forms: Type 1 is non-value-added activities in your process that are still necessary for your end result, like safety checks, which don’t give the producers of physical goods any kind of financial reward, but do have a benefit for customers and eliminate financial risk for producers. You can’t really avoid Type 1, but you should focus on identifying and eliminating Type 2: Activities that add no value to the process or the end result. Mura is any kind of unevenness in your operation. Anything that isn’t uniform, regular, or scheduled is mura. Too much mura will result in muda. For instance, if you’re working on a bunch of tasks for a project at your job and your coworker is only working on one or two, it’s actually wasteful because you’ll be waiting around on them to keep moving forward with yours. Muri is any overburden on a tool or person. It can result from mura, as in the example above, but can also spring from overutilization. For your purposes, think of it referring to you. When you’re overwhelmed and overworked or lack resources, you’re not as productive. That’s muri. To eliminate muda, identify which unnecessary steps you’re taking in your work. Familiarize yourself with kaizen here, as it’s a process designed to get you to work efficiently. If you find that you’re often doing unnecessary tasks that don’t have much value in the end, like changing the colors and fonts on a presentation deck that’s already completed or constantly tweaking your emails before sending, consider that you might be giving yourself too much time to do them. Parkinson’s Law says that the more time you have to do something, the longer you’ll draw it out and complicate it. Reduce the amount of time you give yourself to complete certain tasks so the pressure of getting it done helps you focus only on the elements that are absolutely necessary. To eliminate mura, start tracking the process of your work and identify what’s holding you up. Is it waiting on client emails? Is it waiting for a coworker to finish their section of a project? Is it spending too much time in meetings and not enough time actually working? Is it a bad scheduling technique on your end? It might take a few weeks of diligent time tracking, but eventually, the pattern will emerge. If you’re spending too much time waiting on client emails, develop a system whereby you send emails with questions for the next day’s work during the afternoon, giving them time to respond by the time you need to do it, for instance. If it’s your own poor scheduling, start making better to-do lists using kanban or the 1-3-5 method, which reduces your daily tasks to just nine and has you focus on the most essential ones in order of importance. Finally, to eliminate muri, assess your own burden at work. If you’re missing deadlines, feeling overwhelmed, not being given the right amount of resources, or having too much piled on you, you need to streamline what you’re working on so you don’t completely burn out. Try using the ABCDE method to give a ranking to all of your responsibilities. The A tasks are the most important, followed by the B tasks, but you’ll feel less overwhelmed once you realize the C tasks are optional, D stands for delegate, and E stands for eliminate. Delegate tasks to someone else if you’re overburdened—and don’t do unnecessary ones at all. Some burdens, like meetings, are unavoidable, but when possible, schedule yourself at least one day a week where you have no meetings. Remember to take regular breaks to stay productive, utilizing a method like the time-tested Pomodoro technique. If that method isn't working for you, try the MIT—or most important thing—technique, which helps you reframe your perception of your to-dos around the impact they'll have, not the amount of resources they'll take. Playing around with different approaches is a little time-consuming and might seem like its own kind of waste, but it's necessary to find a system that works for you. Training yourself to recognize and eliminate these different kinds of waste will streamline your work, reduce your burden, and keep things running more smoothly so you can actually be productive, whether you’re building a Camry or a new investor spreadsheet. View the full article

Proceeds from sale of football club frozen in a UK bank after Russian oligarch hit with sanctionsView the full article

Google Discover is testing and maybe rolling out an option to "Tailor your feed." This allows you to tailor the feed with "Say in your own words what you want to see," and Google will try to figure it out.View the full article

If you submitted a review appeal within Google Business Profiles it will likely take longer than normal to hear back. Google's review appeals are delayed and Google cannot provide a specific response timeframe for pending cases.View the full article

Google is testing extremely long and expandable search result snippet descriptions in the search results. These are also AI-generated snippets, which we've seen before, but not this long. This goes on for eight lines of text.View the full article

Bill Hunt reveals why CEOs must manage their websites like factories for digital value creation, not expenses buried in marketing budgets. The post Questions The CEO Should Be Asking About Their Website (But Rarely Does) appeared first on Search Engine Journal. View the full article

Google has updated its Manage customer reviews help documentation to expand and clarify the "Understand what happens to your replies" section. It now specifies why a business reply to a review may be hold, how long it takes and more.View the full article

How you answer skeptical questions matters more than the questions themselves when links are at stake. The post Improve Any Link Building Strategy With One Small Change appeared first on Search Engine Journal. View the full article

Microsoft is testing the ability to upload an image directly within the Bing search bar. You click on a plus sign and Bing shows you "search with an image" and "make an image." I get the search with an image feature but why add generative AI features, like make an image, in this search bar?View the full article

David Ellison’s offer provides ‘untenable degree of risk’ and ‘potential downside’ for WBD shareholders View the full article

Why this matters now Marketing budgets in 2025 have stayed the same, yet expectations keep rising. CMOs report budgets stuck at roughly 7.7% of company revenue, which means teams are expected to do more with the same dollars. In that context, the most practical use of AI is not a moonshot, but a set of clear fixes to everyday bottlenecks that slow teams down and drive costs up. This article breaks down four problems that marketers face right now and how AI is already solving them. The difference today is that Artlist AI, including image, video and voice generators, turns AI from a novelty into a reliable production system. When you use AI to streamline your workflow instead of chasing hype, you ship more creative, stay on brand and make decisions based on real performance data. 1) Rising video costs and shrinking timelines The problem: Video is still one of the most effective formats in a marketer’s toolkit, but teams feel the squeeze. Shorter formats dominate social feeds, content calendars never stop and production bottlenecks turn into budget overruns. Teams need more output in less time. What’s working: Marketers still see strong returns from video. Wyzowl’s 2024 study reports 90% of marketers say video delivers a good ROI, with 30–60 seconds rated the most effective length, perfect for social placements and paid tests. That supports a strategy shift that marketers need to ship more short pieces, produced in cycles measured in days instead of weeks. How AI helps: This is exactly where Artlist AI leads. It helps teams to finish videos in hours not weeks, giving you more room to test, refine, and scale video output without sacrificing quality Script to screen speed. Artlist AI storyboards, image generation and AI video generation help teams audition more concepts in less time, then move proven ideas into full production. On-the-fly variations. Once a master edit is locked, AI tools can generate multiple aspect ratios and quick alternates for A/B testing without re-editing from scratch. Voiceover without the studio. High-quality Artlist AI voiceover makes late-stage copy changes effortless, eliminating the need for booth bookings or talent scheduling. And brands can easily keep tone and pacing consistent. Klarna recently publicly quantified its savings: about $10 million annually tied to AI in marketing, including a $6 million reduction in image production costs and much faster iteration cycles. While every team’s baseline differs, the directional takeaway is strong and indicates that small time wins across dozens of workstreams add up to real money. 2) Inconsistent brand voice across markets and channels The problem: Global campaigns require many voices, languages and platform variations. Human recording sessions can create drift in tone and pacing, and late edits become expensive. What’s working: Studio-grade text to speech models and voice cloning technology now produce narration that is indistinguishable from a human voice, even when using headphones. This makes versioning practical at scale while keeping quality consistent across dozens of outputs. How AI helps: Artlist’s AI voiceover gives you one brand voice you can trust, every time, across every market. Stable tone across languages. A single brand voice can be replicated across scripts and regions, then fine-tuned for pacing, warmth, and energy. This is made easy with Artlist’s voice cloning models. Rapid revisions. Late copy changes are possible at sensible price points, covered by legal licenses and mean details such as new promotion dates can be updated in minutes, not weeks, with less stress on marketers. Accessible variants. AI voice and caption pipelines support business localization efforts and accessible workflows without extra studio time. Global campaigns often stall when localized content is linguistically inconsistent. Translation alone doesn’t guarantee cultural fit, and recreating dozens of regional versions drains budgets. AI translation and dubbing tools are closing the gap between literal accuracy, cultural fluency, and still retain the emotion marketers aim for. airBaltic, the national airline of Latvia, uses Artlist’s AI voiceover to speed production and experiment with tone and pacing, reporting that work that used to take many hours now moves much faster, with tighter control over fit and finish before publication. For a team managing constant route and fare updates, shaving hours off every revision adds meaningful capacity. 3) Creative testing at the speed of social The problem: Marketers know more than most how feeds change daily. What worked last quarter may stall today. Marketers need more creative swings, which means more thumbnails, cuts, and captions, all without blowing the budget. What’s working: Recent data points to one clear advantage: brands that test creative variations more frequently outperform those that don’t. A 2024 Nielsen study found that campaigns using three or more creative versions improved ad recall by up to 32%, while those refreshing assets monthly saw 17% higher click-through rates than static campaigns. AI tools now make A/B testing much easier. Whether the changes are big or small, they are much less taxing, and keeping up with the increased cadence is possible by producing and refining short-form assets in hours instead of days. AI tools like video generators allow marketers to generate alternate visuals, swap voiceovers or localize content without requiring new studio sessions. In 2023, Coca-Cola invited consumers to produce artwork and short videos using AI trained on its licensed brand assets. Within the first week, participants generated over 100,000 original pieces, driving more than 30% higher digital engagement that quarter. Internally, the company’s marketing team analyzed those submissions to understand which visuals and tones drew the strongest responses. That feedback reshaped future campaign planning, trimming production time and improving message precision. How AI helps: Artlist AI lets you scale creative volume without scaling your budget, so you can test and learn faster. Images and thumbnails at scale. Rapid asset generation means marketers can refresh visuals for each social cycle without starting from zero. Micro-edits for micro-audiences. Teams can test small creative differences — intro clips, CTAs or captions — against audience segments and measure results quickly. Faster learning loops. Instead of waiting for quarterly reports, marketers can identify high-performing creative in real time and reallocate spend to proven variants. Creative volume matters less than creative velocity. When teams can produce, test, and iterate at social speed, they turn marketing from a guessing game into a measured system of learning. 4) Measuring creative impact with real feedback loops The problem: Marketers still rely heavily on vanity metrics, for example, views, likes and impressions, but they say little about actual persuasion. Traditional testing cycles are slow, and connecting creative choices to downstream results is often guesswork. What’s working: AI analytics tools can now correlate creative elements like color palettes, pacing, tone or voice style, with engagement and conversion metrics. Instead of waiting for a quarterly attribution report, teams can see which versions perform best in near real time. In 2024, Mondelez used AI-based video analysis to study over 12,000 ad variants across brands like Oreo and Cadbury. The company found that ads with warmer narration tones and moderate pacing drove 19% higher recall and 11% stronger purchase intent. Those insights were rolled back into production templates, improving both speed and consistency across markets. Mondelez also recently disclosed plans to reduce production costs by 30–50% using its generative-AI tool, with an investment of over U.S. $40 million and target rollout of AI-generated TV ads by the 2026 holiday season. How AI helps: Content analysis at scale. Vision and audio models scan thousands of creative variants to detect which stylistic traits correlate with stronger brand recall. Real-time dashboards. Campaign teams get immediate feedback on performance by geography, audience, or platform instead of waiting for end-of-month reports. Creative optimization guidance. AI tools surface which combinations of voice, script length, or visual tone work best, turning subjective preferences into measurable variables. For the first time, creative decisions such as voice choice, image framing and script tempo can be validated by behavioral data, not just opinion. That feedback loop helps marketers spend smarter and produce more resonant campaigns. The takeaway Marketers don’t need a grand reset to benefit from AI. The immediate wins are practical: faster video, full production cycles, steady brand voice across regions, more creative tests per month, tighter compliance and a relieved creative team. In a year when budgets are steady rather than expanding, those gains matter. The smartest teams ship smaller, learn quicker and document everything, turning AI from a headline into a dependable part of how they make and run campaigns. If you’re ready to modernize your workflow and unlock real creative speed, talk to Artlist’s experts. Join 33 million creators using Artlist to produce high-volume, studio-level content without the studio cost, and see how Artlist AI can transform the way you work. View the full article

In late October, dozens of federal law enforcement officers flooded Canal street, a busy thoroughfare in Manhattan, arresting street vendors. Some officers donned full military uniforms; some wore plain clothes, baseball caps, and neck gaiters pulled over their faces. All were equipped with tactical vests of various styles and with a medley of identifying patches—“HSI,” “Customs and Border Patrol,” “Federal Agent,” or, simply, “Police.” They wore markers of power and authority, but with little consistency across them. As news of the raid unfolded, the NYPD released a statement on X saying it had no involvement with the operation. So who, exactly, were all the people with “Police” emblazoned on their chests? Every decade has its era-defining garments. Think spaghetti strap dresses in the 1990s, low-rise jeans in the 2000s, and athleisure in the 2010s. This year, one garment felt suddenly ubiquitous: the tactical vest. And it’s not just law enforcement wearing this gear; there’s a growing consumer market for body armor and garments that resemble them. They’ve gone from technical gear designed for professionals to normalized accessories. Moreover, these objects have seeped into fitness in the form of weighted vests that are made by the same companies who produce tactical gear. Their form factor has become a chilling symbol of a political climate defined by fear. How the plate carrier mainstreamed These vests, also known as plate carriers, are military equipment designed to protect the people who wear them from bullets and other ballistics. They’re garments with removable ceramic, steel, and composite plates, and are outfitted with nylon loops and Velcro that enables wearers to attach gear and accessories, a system known as MOLLE, an acronym for “modular lightweight load-carrying equipment. What began as specialized garments created for active combat has been steadily infiltrating our cities for decades. The vests became more prevalent after the expansion of the 1033 program, which authorized the free transfer of surplus military equipment to local law enforcement for the War on Drugs in the 1980s and 1990s and counterterrorism post-9/11. One interesting part of the business of these garments is that until the War on Terror, tactical clothing wasn’t something military actively stocked in the same way as guns and ammunition, explains Charles W. McFarlane, a military fashion historian and author of the Substack Combat Threads. While body armor had been used since WWII, it took decades to create something that was protective but didn’t interfere with movement. Patrol troops in Vietnam, for example, didn’t regularly wear it because it was heavy, cumbersome, and trapped heat; however, troops in defense positions and on unarmored convoys did. After Kevlar was invented, in 1965, protective vests became lighter and easier to wear as designers integrated the material into gear. In the 1980s, the U.S. army began issuing kevlar vests to some troops in the Middle East, Panama, and Grenada. Then in the 1990s, Army Rangers in Somalia wore vests with a combination of Kevlar and a hard plate. In 1999, the military began issuing what most closely resembles the tactical vests of today, with removable plate inserts and the MOLLE system on the outside. But it wasn’t until 2003 that all soldiers received “one suit of body armor” as a matter of policy. McFarlane notes that the CIA paramilitary officers who led Operation Jawbreaker, the agency’s highly secretive first mission to Afghanistan in 2001, bought their gear at REI. “They look like they’re dads on a fishing trip,” McFarlane says. As a new market for this gear opened, private companies began to develop specialty products that they sold to the military and the public, too. Brands like Crye Precision, 5.11 Tactical, and Safariland provide gear to the government and consumers. According to Research and Markets, the military PPE market—a category that includes body armor, tactical vests, and combat helmets among other products—is expected to see an annual growth rate of 8.2%, rising from $19.4 billion in 2024 to $29 billion in 2029. “This stuff has just become so much more available, and if you wanted to buy a plate carrier that is standard issue for the military or one that is used by Special Forces, you can go to the same companies and buy it, with some exceptions,” McFarlane says. There are few sales restrictions on tactical gear. At the federal level, it’s illegal for people with felony convictions to buy plate carriers or body armor, but sellers say enforcement is lax. Some states have stricter rules, like New York, which passed a law in 2022 barring sales to anyone who isn’t in law enforcement or the military. McFarlane links the growing consumer market for this gear to gun culture. “Men who are in their thirties, who grew up watching the global war and terror on TV and also probably played a lot of video games like Battlefield or Call of Duty, and it’s like, ‘Oh, I can own a version of that gun in real life.’ I got the gun. I kind of want the gear now too, and I think it builds out from there. It’s like collecting action figures.” Incidentally, 5.11 Tactical, which makes plate carriers and weighted fitness vests, partnered with EA Games on Battlefield 6 to design more realistic combat uniforms and “bring an unparalleled level of authenticity to players,” said Kyle Peterson, Senior Director of Brand for Battlefield in a news release; co-branded merchandise is also part of the deal. An ununiform uniform Tactical vests are evasive objects. Because immigration enforcement agents often wear civilian clothing, the tactical vest becomes a stand-in for a governmental authority. Remove the vest and you’ve got a pretty ordinary looking guy, which presents a problem since militias and vigilante groups have adopted the same attire. There’s not much visual difference between a January 6th rioter, far right protesters, ICE agents, or a Call of Duty fanatic. Sometimes, the visual uncertainty has had dangerous consequences. The FBI recently issued a warning about people impersonating ICE in order to commit violent crimes. Naureen Shah, the Director of Government Affairs, Equality Division at the American Civil Liberties Union, says that the menacing attire that makes it difficult to identify agents erodes public trust and opens the door to civil rights abuses. “The The President Administration wants us not to know who [the agent] is because it wants to intimidate the public,” Shah says. “We don’t know if it’s ICE or the FBI or the ATF or the DEA or the National Guard. You really don’t know who’s behind that vest. I think that’s calculated chaos designed to instill fear, not just in immigrant communities, but in all of us.” ICE has a long history of impersonating local police officers, a practice known as “ruses,” in order to gain access to spaces and information without furnishing a warrant. This includes wearing tactical gear that says “Police” and covering up badges that say ICE. Meanwhile, attorney generals in New York and Minnesota recently wrote a letter to congress urging them to pass a law that requires ICE agents to wear agency-identifying insignia and prohibits identity-concealing masks. In 2020, the ACLU filed a lawsuit in Southern California to stop this deceptive practice; in August a settlement was reached that requires ICE field officers in Los Angeles to have visible ICE identifiers whenever they use the phrase “Police” on their uniforms. “If you’re going to be policing the public, then you wear a uniform for that sense of accountability to the public,” Shah says. The morale of the story The use of military gear, like the tactical vest, in law enforcement represents its own type of psychology—one that projects power instead of the safety and competence that a police officer’s uniform was designed to do. This distinction is apparent in the ways ICE agents decorate their vests. The same Velcro that brings functionality tactical vests also makes it easier to add flair, or what would be considered a “morale patch.” As McFarlane explains, the military has been using morale patches since WWI, but they had to be stitched on before the velcro, courtesy of the MOLLE system on tactical vests, became common. Patches with a Superman logo, the Punisher, and slogan from Deadpool have been spotted on tactical vests. The Punisher logo, in particular, has become a co-opted symbol by far right groups. The superhero theme is telling. “The way it’s presented in these stories is that they operate outside of the law, but to a higher purpose,” McFarlane says. The Southern Poverty Law Center has been tracking the DHS’ use of hate symbols, which has included white nationalist and anti-immigrant imagery and language within recruitment ads. ICE is currently on a hiring spree—it plans to hire 10,000 agents by 2026—and it makes sense that the cohort who responded to those messages would wear those symbols as literal badges of honor. “Since the beginning of the second The President administration, several top DHS leaders and immigration advisers were drawn directly from hate groups making up the organized anti-immigrant movement. Agents sporting patches with hard-right emblems follow this disturbing trend,” says Travis McAdam, the manager of research and analysis in the Intelligence Project at SPLC. McAdam notes that the organization has seen an increase in ICE and other federal agents attaching patches to their tactical gear with iconography favored by hard-right movements. “One example is the Punisher symbol that’s long been a favorite of Three Percent militias, which feature it widely in their logos and merchandise,” he says. “While it’s used outside this antigovernment context, agents adopting it is consistent with the Department of Homeland Security’s use of hard-right imagery and language to both recruit employees and celebrate the arrest of Black and Brown people.” (Incidentally, DHS made Dean Cain, an actor who played Superman an honorary ICE officer this year.) McFarlane is not impressed with the comic book nods. “I think it shows a lack of discipline,” he says. “That’s the kind of stuff that doesn’t really fly in the U.S. military. You’re not going to see someone with a Superman patch—or at least they’re going to have the sense to take it off when there’s a camera or superior around.” These tactical vests, as well as the words, phrases, and iconography that appear on them, reveal a shocking dissonance between the people wearing them and the situations they are in: sledgehammering through the car windowing of an asylum seeker, arresting a pregnant citizen, and slamming a senior to the ground. Who really needs protection in these situations? One Columbia psychologist has developed a theory called “enclothed cognition,” which argues that what we wear affects the way we think and behave. Military-coded garments evoke a combat-ready sensibility and the fact that menacing vests are ubiquitous is frightening. “We’re not supposed to have federal officials who are designed to terrify people,” Shah says. “That’s not supposed to happen in a functioning democracy.” View the full article