From the moment I launched The Flourish Market—a boutique that specializes in selling clothing, accessories, and gifts that have a bigger purpose—I knew that we would need to think about our holiday promotions differently.

Given that most of the 200+ brands we partner with are B-corps or fair trade companies, our margins are already tighter than the average store. I felt the biggest discount we could afford to offer holiday shoppers would be 20 percent—which isn’t very exciting when the big box stores and even smaller boutiques would be offering 40-60 percent (or more) off.

I’ve always been a big believer that when you can’t compete, you get creative. So I thought about what we had to offer. I thought about what aligned with our company mission. I thought about what would be exciting to our customers. And I came up with the idea for Grey Friday.

The gist of Grey Friday is this: The week before Black Friday, we have our big promotion weekend when, instead of offering discounts, we offer 40-60 percent of the customer’s purchase back in free gifts. At different tiers of spending—$40, $75, $150, $250, and $500—customers get a different gift, plus all the gifts from the lower price tiers.

I had this idea mere months before my first holiday season as a shop owner, and I decided to launch it on a whim. It was a resounding success, and we’ve done it every year since then—and every year, even during COVID, we’ve grown our total revenue that weekend by 40-50 percent.

I love inspiring business owners to zig when other people are zagging. While I’m not saying you have to do this exact promotion, I want to share why it works for us and our customers in hopes of encouraging others to think differently about holiday deals this year, or for years to come.

We figured out how to create more value with less

Something that often surprises people about Grey Friday is that it costs us the same from a business perspective as offering a 20 percent discount—but creates much more value for the customer.

Let’s say a customer is spending $150 that weekend. If we did a 20 percent discount, we’d lose $30 as a business, and the customer probably wouldn’t feel like they got an especially great deal. But, if I take that same $30 and think of it as my budget for free gifts, it can go shockingly far. For instance, last year customers spending $150 got a free bracelet, a pair of artisan earrings, and a cozy winter shawl. Because we’re buying these gifts in bulk from our artisan partners and our purchasing timing often aligns with promotions they’re doing, we’re able to get a great price, which allows us to offer so much.

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The actual value of these products is higher than the $30 a customer might save with a 20 percent discount—if customers were buying these products off our shelves, they’d cost $80 or more. But, perhaps more importantly, the perceived value is higher. Our customers get so excited by the fact that, while they’re doing their holiday shopping, they get additional gifts for people on their list or to keep for themselves as a treat.

We get customers before they’ve blown their holiday budget

Another key factor in Grey Friday’s success is that we hold it the Friday before the major holiday shopping weekend.

I always thought it was weird that Small Business Saturday is the day after Black Friday. My thinking is that, if you really want people to support small businesses, you need to get in front of them before they spend all their money at the major retailers. In fact, numerous customers thank me every year for running such a great promotion early, before they’re tempted to use their purchasing power on less meaningful gifts from larger businesses.

This has the side benefit of making the holiday season much more pleasant for my team. We’re still open on Black Friday and Small Business Saturday but, because we’ve already finished our major weekend, we don’t open early, and I don’t need all hands on deck. We split up work Thanksgiving week so that all of my employees get some meaningful time with their families.

Of course we get people who come into the store Black Friday weekend and are confused by the fact that we aren’t offering a special. We never apologize, and instead use this as a moment to share what we stand for, explaining that we can’t compete with the big box stores and that we hope they look around at our artisan products and find gifts for the people on their list anyway. Plus, we can always encourage them to sign up for our email list so they’re notified about Grey Friday next year.

We build a lot of excitement around it, and always deliver

So how do we promote Grey Friday to grow our sales each year? Of course we do all the classic marketing tactics. We tease that our big promotion is coming up on social media and do a big reveal of the free gifts. We email our list first thing that Friday to let them know the doors are open, and send them a last call email on Sunday (something I missed in the early years and now drives about 20 percent of our sales for the weekend). And we build a lot of excitement in the store to draw in downtown foot traffic, playing holiday music and offering free drinks for shoppers.

But the biggest reason our numbers grow so much year after year is that we really deliver on the customer experience. I’ve noticed two big drivers for our sales growth. The first is that existing customers spend more. If a new customer has never experienced Grey Friday, they typically spend around $75 because they almost can’t believe it’s true. Once they realize that we really aren’t messing around with the free gifts, they plan their holiday shopping around it the next year, and spend triple or quadruple what they did before. The second growth driver is new customer acquisition through word of mouth. Grey Friday is almost like the best kept shopping secret that people love sharing with their friends and relatives.

We try to keep this customer excitement going by making our gifts even better year after year. For instance, last year we created a custom product with one of our partners so that one of the gifts was something you literally couldn’t get anywhere else.

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We tied our promotion to our purpose

Ultimately, like so many things in our business, this holiday promotion was never just about growing the bottom line. Our heart behind Grey Friday is to be able to deliver a thrilling experience to our customers while sending our artisan partners a heck of a lot of work.

Instead of just offering a discount and taking a financial loss as a business, we’re able to pass that money along to help other businesses succeed. Being able to place orders for hundreds or thousands of units is life-changing for many of our partners. And we always make sure to share that impact with our customers—along with the impact on our own small business—so that they can feel even more excited about the purchases they made.

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After sharing all these details on Grey Friday, my advice to other business owners may sound odd: When it comes to creating your best holiday promotion, don’t look around at what others are doing. Instead, think about what would be exciting to your specific customers and what you have the power to deliver this holiday season, then find the overlap.

The truth is, you will get some sales if you do a standard discount for Black Friday or Small Business Saturday. However, you could be doing triple or quadruple that amount if you get creative in delivering something that creates even more value for your customers.

With so many years of being remote, we’ve experimented with communication a lot.

One conversation that often comes up for remote companies is asynchronous (async) communication. Async just means that a discussion happens when it is convenient for participants. For example, if I record a Loom video for a teammate in another time zone, they can watch it when they’re online — this is async communication at its best.

Some remote companies are async first. A few are even fully async with no live calls or in-person time at all.

However, this isn’t what we’ve chosen for our culture. We aren’t an async-first company. There are many cases where discussing something synchronously (on a live video call) is the best solution for us.

Here’s more about our communication style at Buffer, and how async fits into it.

Why Buffer isn’t an async-first company

It comes down to this — there are some real benefits to synchronous communication. Through iterating over time, we feel we’ve found the right balance for synchronous and asynchronous communication for us during this current season of Buffer.

Synchronous helps with moving quickly or complex problems

When there are projects or situations that arise that either need to be resolved quickly or are quite complex and require input from several people, we’ve found it easier to jump on a Zoom call to hash it out. There’s nothing worse than being in one of those situations and waiting for someone to write back to you when you feel pressure at that moment.

Video calls help create connections in a remote team

We love a long thread or a video update, but there is something about chatting via video that brings people slightly closer. (The same can be said about meeting up in person, which we still do as a remote company as well.) I’ve felt closer to many of my teammates after spending a few minutes talking about our pets, kids, or even the weather at the beginning of a call. It humanizes us and makes it easier to kick off that next conversation when we’re working on something together again.

We also have many members of the team who haven’t met in person before, and the face-to-face reality of video calls and the ability to see facial expressions goes a long way in developing relationships. We work hard to make sure our tone is super clear in written communication, but there’s something about seeing someone’s face when you’re talking to them that can help you adjust while you're talking.

Additionally, a live call allows for conversation and real-time decision-making, problem-solving, and debating, something that async communication doesn’t allow to the same level.

Sometimes, items come up in sync conversations that someone wouldn’t write out or share async

Being in a live conversation is also just a different beast from writing updates or sharing a pre-recorded video. In live conversations, sometimes topics come up naturally that wouldn’t have otherwise, and it’s a great opportunity to talk over any more sensitive topics when all participants can hear each other’s tone of voice.

Our approach and philosophy for async and sync at Buffer

Teammates are welcome to use their judgement about which tool to use depending on the needs of the communication, but here’s a cheat sheet that we share with teammates to help them choose:

• If it’s four sentences or fewer, and/or it’s urgent, use Slack.
• If it’s five sentences of more and/or it’s not timely, use Threads.
• If it’s complex and it’s urgent, use Zoom or a phone call.

The tools we use for async communication

When async communication is the path to go, we use a few different tools. Primarily, we use a tool called Threads (not by Meta), for async discussions or for longer discussions. It’s great for having transparent cross-team communication, weighing decisions with several people, or sending longer updates.

A lot of teammates also use video tools like Zight or Loom to record videos and share updates that way if they prefer a video format.

Generally, Slack is used for real-time discussion, but we’ve found that Slack can be an async tool as long as we’re clear with expectations that we are not expecting people to reply immediately unless we explicitly say so or it’s an urgent matter. (Read more about this in our 10 Slack agreements.)

Our philosophy: we’re flexible

Ultimately, the idea for us is that we are a flexible team, and that includes how we meet and how we communicate. There are some meetings where I need to be up earlier or later to attend — I need to be flexible. At the same time, there’s so much inherent flexibility in my role at Buffer to create my schedule or hop on and offline when needed. We describe this as “give flexibility to get flexibility,” and it is a great summary of our approach to sync and async. Here’s how we describe it in our handbook:

We try to be flexible with each other when possible. When teammates are able, we ask that they be willing to move a meeting, get up early, or stay on late to make it easier for another teammate to participate in a synchronous discussion. In exchange, they will offer the same courtesy to you. This means that we try to make ourselves available for standing or scheduled meetings even beyond the “typical” workday hours.

Note that this does not mean that we expect teammates at their computers or available on Slack for all hours of the day. That’s rigidity, not flexibility. Batsirai, a former Bufferoo, summarized this well in this blog post:

Buffer emphasizes flexibility, so I do whatever it takes to get the job done, even if it means having late meetings with team members in different time zones. It’s about treating us like owners in the company, balancing work and personal life. We’re given great benefits and responsibility, and there’s a lot of trust placed in us. So, we give back by being dedicated and managing ourselves effectively.

Buffer is a small team, and every person should feel ownership over their work and results — we believe that offering flexibility is the best way to have everyone at Buffer operate at their best level.

Over to you

The same might not be right for every company, but this is what works well for our global team. Comment below and tell us how your team handles async and sync communication, or ask any questions related to how we work at Buffer.

Let’s be honest: you probably didn’t get into content marketing because you love working with numbers. 

That’s certainly true for me. I’m a word nerd. I’ll run a mile when threatened with math (don’t even get me started on trigonometry), so examining data has never come naturally to me. 

But I’ve worked in media and content marketing for over a decade now — long enough to know that keeping a close eye on the numbers is essential if you want your content marketing efforts to pay off. 

Thankfully for folks like me, there are many brilliant tools to help you keep on top of your content marketing metrics (little to no math required). But the sheer volume of metrics can be a little overwhelming when you start digging into the data — pinpointing the ones that matter for your brand and business isn’t always easy. 

That’s where this article comes in. In it, I’ll walk you through what are widely considered the key metrics to track when it comes to measuring your content marketing ROI (return on investment), KPIs (key performance indicators), and all the other acronyms business leaders love. Then, to add a little nuance to the discussion, we’ll deep dive into the metrics that matter the most to several top content marketing teams (including Buffer’s). 

Ready to dig in? Again, I promise you won’t have to do any math — word nerd’s honor. 

1. Website traffic

It’s little wonder almost all of the content experts I spoke to mentioned website traffic. This metric indicates how much traffic was generated (how many times your site was visited). Different content marketing analytics tools will have slightly different naming conventions for the important metrics that fall under this bucket. The ones I’ve seen used most often to track content performance are:

Page views

This is usually the biggest traffic number — the number of times a landing page or blog post on your site has been viewed. It’s important to note that this tracks multiple visits from the same person. For example, if one person visits the page ten times, ten page views will be recorded. (Side note: thanks for reading this again, mom!)

Users

Users, or unique visitors, show how many people visit your website. Multiple visits by the same person are only counted once. So even though my mom has read this article 10 times, she’s only counted once. 

2. Organic search traffic

Organic search traffic refers to how many page views are generated by non-paid search results. This number effectively ties into website traffic, but content marketing teams will often make this distinction if:

a) They’re using paid search ads on Google and the like to reach new members of their target audience

b) Search engine optimization (SEO) is an integral part of their content marketing strategy, and they’re aiming to climb the search engine results page (SERPs). 

3. Keyword rankings

Again, if SEO is important to a content team, they’ll likely pay close attention to their keyword rankings — in other words, the website page’s position in search results that are important to their product or service. 

For example, terms like ‘social media management tool’ and ‘social media analytics’ are essential to us at Buffer since that’s a big part of what our product does. People searching Google for terms like this might benefit from using it. By ranking high up on SERPs, there’s a higher chance of them finding our helpful content (and product!).

In most cases, monitoring this will require a separate analytics tool from what you use to track your other metrics. If you’re on the hunt for a tool to help you track keywords and SERPs, check out our free SEO Tools Guide (there are 27 of them on the list.)

4. Click-through rate (CTR) or conversions

One of the most critical metrics for a content marketer to track is click-through rate, or how many clicks toward a specific action a viewer takes after reading, watching, or listening to your content. 

Yes, page views and time on page are wonderful (and important steps towards content marketing success), but click-throughs on call-to-actions (CTAs) or conversions indicate lead generation. In other words, how many people express more interest in your business thanks to your content efforts.

Click-through rates can take many different forms and directions, depending on where the customer is in your digital marketing funnel. Here are some examples:

• Signs up for your product or service
• Downloads a piece of software or resource
• Clicks through to a demo request form
• Signs up for your newsletter
• Signs up for an event
• Joins your community

At Buffer, blog-assisted sign-ups are our version of this metric, and we keep a close eye on this in our analytics dashboard (our Head of Communications and Content, Hailley Griffis, explains why below).

5. Time on page

The average time your audience spends on your website or reading your blog posts (now called average engagement time in Google Analytics 4) is a strong indicator of your content success. 

Time on page indicates how deeply your audience is engaging with your content. More time spent suggests that your work is providing value, and less time spent that your content is falling short or not delivering the content the headline of your article promised. 

6. Bounce rate

Bounce rate tells a similar story to time on page but in a slightly different way. Bounce rate measures the percentage of single-page sessions on your site — in other words, how many visitors only look at one page before bouncing away again. 

A high bounce rate means that a large percentage of visitors are leaving your site after viewing only one page. This is the last thing you want as a content marketer, particularly if that visitor enters the site via a piece of content on your blog or the like. While there are many reasons for a bounce (a slow page load time is a common culprit), it’s a not-to-be-ignored sign your content is not helpful to them.

7. Social media metrics

Is one of your content marketing goals building brand awareness, being seen as an industry thought leader, or driving website traffic? Then, I’d argue a growing, engaged social media following is one of the most powerful tools in your content marketing toolbox. Not only is social media a powerful content distribution engine, but it’s also a great way to see if the content you’re creating is resonating.

Here are some metrics you should consider tracking, no matter which social media platforms you use:

• Follower or subscriber growth
• Engagement rate (the number of actions taken on your content — like, comment, etc. — per number of followers or subscribers)
• Post reach or impressions (how many times a post appears in feeds)
• Social shares (how many times your content is shared)
• Video views

8. Newsletter metrics

Email marketing is another excellent tool for that content marketer’s toolbox. Email is an owned channel — no tricky algorithms to contend with — and it’s one of the most direct and reliable ways to reach your audience.

If you’re leveraging newsletters and email lists in your content marketing efforts, there are three main numbers to pay attention to (all of which you’ll find in the dashboard of your chosen newsletter tool):

• Subscriber growth or sign-ups
• Open rate (how many people open your newsletter in their inbox)
• Click-through rate (how many people click on at least one link in your newsletter)

9. Event sign-ups

In many marketing teams, events are considered part and parcel of a company’s content offering (just look at how Goldcast’s Lindsay McGuire handles them below). Events are just content presented live, after all — and they can be an important source of content to repurpose for short-form videos on social media, YouTube videos, or even blog posts. 

Events can also be a great way to introduce potential customers to your offering and expertise. Brands like Goldcast will often use high-value events to draw people into their leads ecosystem, perhaps using it to build out a newsletter subscriber base. 

If events are a key part of your content marketing strategy, then event sign-ups should be one of the numbers you regularly report on. Tied to this is event attendance and the difference between these two numbers (and there will almost always be one) and views on event recordings if you offer them.

10. Output

I’m adding this one into the mix with a caveat — if content output is a metric you track, you must be clear on why. Output for output’s sake, is something of a vanity metric. If you’re not focusing on high-quality content creation with a clear goal in mind (like Hailley Griffis and Eric Doty explain below), delivering ROI on all your hard work is going to be tough. That said, this may involve tracking things like:

• Blog posts per week
• Social posts per day
• Events per month
• Podcasts per week

Content marketing experts on the metrics they care about (+ why)

Here’s how the metrics I laid out above look as part of a larger content strategy — note how all of them are tied to an important business goal. 

Hailley Griffis, Buffer

Top content marketing metrics: Organic traffic, blog-assisted sign-ups, and articles per week

At Buffer, we track the performance of both our blogs — Buffer Resources and Buffer Library — in a Mixpanel dashboard that shows us page views for the past seven days, 30 days, and three months at a glance. We measure the success of content in those spaces slightly differently. Since the Library is where our SEO-focused content lives, we track the success of these articles there over a more extended period. On Resources, we focus more on timely content, and so shoot for our results there to be more immediate. 

As I mentioned above, blog-assisted sign-ups are an essential number for us, too. “If someone has visited an article on one of our blogs at any point before signing up for Buffer, even if they came in via our homepage or a different part of our site, we consider this a blog-assisted sign-up,” Buffer’s Head of Communications and Content, Hailley Griffis, explains. 

Another metric we care a lot about is our content output — we aim to publish new blog content four times a week, Monday through Thursday. 

This decision has a lot to do with the long, rich history of Buffer’s content marketing history. Our blog has been around since around the time of Buffer’s inception in 2011, and production on the blog slowly ramped up as the team — and the product — grew. We saw amazing organic website traffic results in our peak publishing years, 2014 to 2018. In 2014, we published 422 articles — eight blog posts a week!

It was (and is!) high-quality content, too. Articles produced during that time still rank high up in SERPs — though we have to work hard to keep this authoritative content up-to-date to keep it there, of course. 

But for several reasons — big projects like our audio conference, Built to Last, a smaller team, and eventually, focusing on our COVID-19 messaging as the pandemic began — our blog output dropped. This really impacted our website traffic and Buffer sign-ups and eroded trust with an audience who had come to depend on us.

But since early 2022, we’ve been working on building up our publishing cadence again. “We’ve found that this has a knock-on effect on the other metrics we care about, traffic and sign-ups,” Hailley says. “For example, regular ‘fresh’ content makes it more likely our work will be featured in leading industry newsletters or shared by other thought leaders.”

“But perhaps the biggest part of increasing our output is rebuilding trust with our audience,” Hailley adds. “We want to show them we’re going to show up every week with high-quality content that we think will be useful to them.”

Eric Doty, Dock

Top content marketing metric: Output

Eric Doty, Content Lead at Dock, is a Marketing team of one at an early-stage start-up. He’s spent the past year building Dock’s content program from the ground up. 

“Metrics are meant to guide our behavior and focus,” Eric says. “In the long term, we want to look at metrics like MQLs [marketing-qualified leads], SQLs [sales-qualified leads], and revenue generated. But if I measured these things from day one, we’d mostly be looking at zeros and single-digit numbers — so they’d do nothing to guide my behavior.

Instead, the metrics that matter to him right now are leading indicators for future success. “So the number one thing I’ve tracked for the first year is output. Did we hit our target of eight published blogs every month? Did we publish and distribute our podcast every week? Did we get one weekly marketing email?

“While it’s not in vogue to preach quantity (vs. quality), focusing on the quantity of my output forced me to be hyper-efficient in my processes (while keeping a quality bar). Where do we need tools to add efficiencies? What’s the best way to work with freelancers? How much time do I have in a month for new projects?”

A year into his work at Dock, Eric is turning his attention to other metrics, like organic traffic, video views, social impressions, and more. “You must build a base before you can get to that stuff.”

Lindsay McGuire, Goldcast

Top content marketing metrics: Website traffic and event sign-ups 

As Associate Director of Content and Campaigns at Goldcast, another early-stage company, Lindsay McGuire is laser-focused on brand awareness. “My days are spent overseeing and creating content around how B2B marketers can use events as one of their top revenue-driving channels.”

“As a young startup, right now, we are mostly focused on getting our brand out into the market and then generating demos and opportunities from that brand reach,” she adds.

What does this mean for the metrics? For Lindsay, her goals are tied to overall website traffic and organic traffic. Secondary to those numbers is their conversion rate on specific high-traffic pages. 

As an event-led company, Lindsay has another set of metrics to monitor. “Another huge statistic on my mind is event registrants and attendance, followed by the pipeline [sales leads] generated and attributed from those events.” 

Tom Whatley, Grizzle

Top content marketing metrics: Organic traffic, keyword rankings, time on page, and source of new leads 

Tom Whatley is the Founder & CEO of Grizzle, a content and SEO agency that helps B2B and SaaS (software-as-a-service) companies generate leads, sales pipeline, and users.

These are precisely the business goals Tim expects Grizzle’s in-house content marketing to contribute to. There are several metrics he looks at to monitor success on these fronts, he says.“We measure organic traffic, keyword rankings, and time on page for our content.”

In terms of pipeline impact, the Grizzle team simply asks new leads where they heard about the agency on the initial call and logs that info into their CRM (Customer Relationship Manager). “Sometimes they'll know exactly which article it was that led them to us; other times it's simply ‘Google’ or ‘the blog’ or ‘someone shared X article with me,’” Tom adds. “Right now, this is about as sophisticated as we get as we're in a period of experimentation.”

Sara Ott, Hound

Sara Ott is the Head of Community and Content at Hound, ​​a recruitment & employee engagement software for the veterinary industry in the US.

The metric she’s most focused on right now is bounce rate. “The veterinary industry is a little less tech-savvy than most (sometimes they still do paper charts for their patients!), so when selling software to them, we have to be very clear and educational about why they should even care to have our software,” she explains. 

“So, a lot of our content is more persuasive and teaches our prospective customers about these bigger employee engagement concepts — then we dig into why they need a solution!”

A lower bounce rate for their content is a strong indicator that they’re nailing those goals, she adds. “It signals that our prospective customers are really digging into the content and will be more knowledgeable (and excited!) about the benefits of our software when we get them on a demo.

In turn, this makes for an easier sale and a better relationship in the long run, she says. 

Ben Kazinik, Mayple

Top content marketing metrics: Organic traffic and conversions

For Ben Kazinik, Director of Content at Mayple, there are two pieces of the content marketing puzzle: page views and conversions. 

Thanks to a great domain authority on their website (a score out of 100 used by search engine optimization tools to predict how likely a website is to appear in Google’s search engine results), Ben and his team know that most high-quality content pieces on their blog will rank well, he says.

“Once it does, we look at how much traffic each article gets. Then, we work on converting that traffic into leads by adding interactive widgets, engaging calls to action, and A/B testing all of that. 

“Bringing leads from your content is probably the biggest challenge marketers face, and we are taking it head on,” he adds. “Will let you know if it works out!”

Kat Boogaard’s journey into freelance writing isn’t all that unique: She was working full-time in marketing but yearned for more flexibility, creativity, and control in her work. Reflecting on her past projects and assignments, she noticed that writing was a common thread. So, she quit her full-time job to build a freelance writing business.

Her growth path, however, has been pretty uncommon. For one, she has built a stable and viable business, achieving six figures in revenue every year for the past five years and even bringing in multiple-six-figures in 2021 when she expanded her business with subcontractors. But, she’s also made the intentional decision to scale back over the past couple of years, stopping her work with subcontractors, cutting down client projects to what she could manage on her own, and reducing her revenue by over $100,000. 

Below, she shares more about this new direction, the ways that decision has helped her life grow, and her advice for anyone trying to grow as a freelancer—on their own terms.

Years in business: 9

Number of employees: I subcontracted really heavily a few years ago, but now it’s just me.  

Location: Appleton, Wisconsin

Initial capital invested: Very little! All I really needed was a computer and a reliable Internet connection. Investments in things like accounting software, my LLC paperwork, and some initial office supplies my first year in business added up to only $1,629.43 (and that included health insurance).

Financial support for business: I had family support while I got my business off the ground. (I was living with my boyfriend—now husband—who covered rent and food, and my parents pitched in where they could, including paying my car payment for one month.) I also received a $20,833 PPP (paycheck protection program) loan during the pandemic.

Revenue streams: 

• Freelance writing blog posts and ebooks for software clients in the “world of work” space

Creating resources and publishing advice for fellow freelancers (a modest slice of income, $4,000 to $11,000 per year)

Growth Journey

What’s been your proudest financial achievement as a business owner?

I’m most proud of the year that I paid over six figures to other freelance writers through subcontracting. This was 2021, when there was a lot of uncertainty and struggle in the freelance community. I was thrilled that my business had the credibility to successfully ride those waves—while also pulling other freelancers onto the boat with me. It was so rewarding to go beyond sharing advice and offer real opportunity and income to other freelancers.

Subcontracting was something I resisted for a long time, both because it seemed intimidating and also because I felt like I was taking advantage of other freelancers by getting a slice of the work they were doing. 

But I found ways to make it work for my business and other freelancers by:

• Only taking assignments that warranted a high enough rate that I could pay subcontractors more than fairly while still keeping a percentage
• Raising my rates with clients that were overdue for a price hike
• Creating defined processes so that subcontractors could focus on the creative work and not the logistics

It also took a while to figure out the cash flow because I’m a cash-based business that does primarily Net 30 payment terms. That meant I was often paying subcontractors for their work before I actually got paid. But my accountant (and my actuary husband) were super helpful in figuring out how to set enough aside so that I could pay my subcontractors within 24 hours of receiving their invoice, even if the client took several more weeks. 

What have you found is worth paying for to help you grow, and what have you been able to achieve more scrappily?

Some things I’m always happy to invest in include: 

• Qualified professional help: I quite literally don’t know what I’d do without my accountant. From quarterly estimated taxes to sales taxes on my products to my end-of-year return, he makes that whole process a breeze. Plus, the peace of mind I get from knowing it’s all taken care of correctly is priceless. I also have two lawyer contacts that I can reach out to for advice and resources. One helped me set up a contract template that I use when onboarding new clients, and now sell for other freelancers to use. 
• Accounting software: I’d also be lost without QuickBooks. I use QuickBooks Simple Start, so it’s fairly affordable (even though it felt like a hefty investment when I was starting out). At $320 per year, it costs more than an Excel spreadsheet but is well worth it for the level of organization (and how professional it makes me look with my clients). 
• Desktop computer: I spent the first year or two of my freelance career working on my tiny, slow laptop. I finally sprung for a big iMac after that. Considering how much time I spend hunched in front of a screen, I have zero regrets about getting a fast and reliable computer setup. 

As far as where I’m pretty scrappy, I’m not someone who gets swept up in a lot of other software and gadgets. You won’t find me with a fancy ring light for video calls or a ton of specialized software

How do you decide how much to pay yourself versus invest back in the business?

I’m an LLC (not an S-corp), so whatever is left after I cover my expenses is technically mine—to then pay taxes on, of course. Groan. 

I don’t have a refined system for deciding how much to invest back in the business. If things are going well, I might be more inclined to spring for a new laptop or sign up for a course or conference. But in recent months, the freelance landscape has felt shakier—plus there’s inflation to contend with—so I’m trying to keep expenses as low as possible.

Plus, since having kids, my own personal expenses are higher (particularly with childcare in the mix). Keeping our first child home during the thick of the pandemic showed me that it’d be impossible to maintain my work over only naptimes and evenings, so consistent childcare was a non-negotiable for us (even with the hefty price tag).

A few more things I’ve found helpful when thinking about investing in my business: 

• Plan for taxes first: I have a separate savings account set up specifically for taxes. When my invoice payments roll in, I set aside a large chunk (usually around $16,000/quarter, although I don’t always need the whole amount) before I spend money on anything else. That way I know I’m ready to pay taxes when the due date rolls around. 
• Spend intentionally: Especially if I’m facing a larger expense (like a new computer), I’ll plan for it ahead of time. Intentionally setting money aside to cover it makes the purchase hurt a little bit less. 
• Log your expenses: My accountant tells me he’s always shocked at how much money business owners leave on the table by not logging their expenses. If you spend money on something for your business, that’s a deduction! Log it and keep the receipt, gosh darnit.

Tell us about your team. At what point did you decide to hire employees or contractors? How do you think about when and who to bring on now?

I don’t have much of a team right now—I’m flyin’ solo! But when I was subcontracting in 2021-ish, I knew it was time to bring more people into the fold because I found myself turning down opportunities I was really excited about.

It wasn’t even really a conscious growth or financial decision for me at the time. It was more that I was getting contacted about projects I’d love to work on, but I just didn’t have the capacity. After talking it through with a few other freelancers who subcontracted, it seemed like a reasonable way to expand my business’ output and say “yes” to more without necessarily burning myself out.

It worked really well for a period of time. But after welcoming my second son in January 2022, I wanted a simpler and more streamlined business. Subcontracting was incredible, but it came with challenges and administrative tasks (onboarding writers, creating briefs and outlines, editing assignments, paying invoices, fielding revisions, etc.).

I realized I felt most “at peace” and in control when it was just me, so I decided to scale back to a solo business—at least for the time being. That’s given me back some more control over my own schedule and workload, since I don’t feel pressure to be signed on and answering questions on days when I otherwise wouldn’t be working. It means I look like I went “backwards” on my balance sheet, but it feels very much like forward progress to me. 

What specific strategies or marketing techniques did you employ to attract your first customers or clients? What are some of your most impactful marketing strategies now?

My first clients came through cold emailing and applying through job boards. Those strategies can have a pretty low success rate. But, considering I didn’t have a lot of existing connections or previous work, they were the only viable options. Once I got one or two “yes” responses, things got easier because I started to build up credibility and a portfolio. 

These days, my top strategy is to do high-quality, solid work for my clients and deliver it on-time. That’s it. The vast majority of my new clients and projects come through referrals and recommendations. 

If and when things are slow, I also find it helpful to reach out to clients and ask for referrals. I’ve landed some incredible projects through existing clients who know somebody else who needs writing help.

I’m fairly active on social media as well. While the bulk of my online presence is geared toward other freelancers, I’ve recently started to share more of my published work and information about my services on LinkedIn. Those posts get a decent amount of traction, and since a lot of my target clients are on LinkedIn, that level of visibility doesn’t hurt. 

What’s a turning point that really impacted how you thought about your business or approached growth?

Babies. Kids. Children.

It feels like such a cliché when I say that—like I “mommy tracked” (I loathe that term, by the way) myself in my own business. But there’s a reason that all of the, “kids change your priorities!” sentiments are oft-repeated: they’re true. So dang true.

I had two kids in under two years during a pretty wild time in history (my first was born in April of 2020). And, while the pandemic forced everybody to reevaluate their careers and priorities, I had the added complexity of becoming a mom and feeling this fundamental shift in my identity. 

I was always very career-driven. And, while that’s still true to some extent, I now think about what my business can do for me, not what I can do for it. My business is very much a means to earn money and provide for my family, not  the center of my self-worth and identity the way it was in the early years. 

Today, “success” looks like earning a decent living while still having time and mental energy to dedicate to the things that are far more important to me—like my family, a good book, or an afternoon walk with the dogs. Sure, the year that my business earned the most was financially rewarding, but I was stressed and spread thin. It felt like more of a loss than a gain. After reflecting on that, I realized that “growth” for me meant working less, but on projects I really enjoyed. Now, I work a three-ish-day workweek and stay narrowly focused on the clients that are the best fit for me. I enjoy my business way more now than I did when it brought in $300K. 

I think more and more people are feeling that same shift (cue the headlines about “quiet quitting” or “lazy girl jobs”), and I love seeing so many professionals rethink how work fits into their lives—rather than continuing to talk about it like the center of our lives. Regardless of your situation, it’s so important to figure out what “growth” actually means to you instead of getting boxed into thinking it means a steady incline on your balance sheet. 

What have been the greatest growth or money challenges you’ve experienced? How have you worked through them?

Without a doubt, getting started was the hardest. It feels embarrassing to say now, but I wasn’t even aware of “content marketing” as a thing when I started my business. I assumed a career as a writer meant writing columns for glossy publications.

I quickly realized those publications weren’t going to respond to me. After landing a gig writing blog posts about storage units for $40 a pop, I had a lightbulb moment: “Oh, companies need content in order to get in front of their customers.” That’s when I pivoted and started focusing on writing SEO content for brands, before eventually finding my niche in the world of work.

But oof, those first couple years were rough financially. My first year (actually a half year), I only brought in $5,300. The next year (2015), I grossed $32,000, which matched what I had been earning full-time. And then in 2016, I found my footing and my niche, bringing in just under $80,000 in gross income, which felt huge.

What are your next growth goals? What do you plan on investing in to help you achieve them?

I know this is when I’m supposed to say I have my eye on some major targets—like spinning my services into an agency and launching more passive income streams. But honestly, none of that is on my radar right now.

My focus is this: Earning a decent income without spreading myself too thin. For me, that means earning somewhere in the range of $8,000 to $10,000 per month while maintaining my three-ish-day workweek, being selective about the projects I take on, and saving plenty of my time, patience, and energy for my family and other interests.

Is that going to make for a super grabby LinkedIn post or headline? Probably not. But it’s where I’m at. I’m looking at growth through the lens of my overall quality of life. 

Based on your experience, what advice would you give someone who had a business like yours for growing successfully?

Commit to some trial and error. In business ownership, you want to get everything right immediately. It’s scary to make mistakes or learn tough lessons—it feels like there’s so much on the line.

But honestly, the best lessons are learned the hard way. I wouldn’t have known that subcontracting wasn’t the right fit for me right now if I hadn’t tried it. I wouldn’t have known to prioritize saving for taxes if I hadn’t had one quarterly estimated tax payment sneak up on me.

By all means, consume the advice, ask questions, and learn from others. But don’t let that hold you back from moving forward, experiencing things for yourself, and evolving based on that.

At the end of the day, that’s what growth is, isn’t it?

When it comes to curating a cohesive brand and an aesthetic Instagram feed, templates are a marketer/creator/business owner’s best friend.

Because, let’s be honest: who has a brilliant designer or video editor on hand to expertly craft every single post, Story, or Reel you need to grow on Instagram?

Here at Buffer, we’re a small Marketing team that doesn’t! We do have a brilliant designer who lends a hand for launches and special projects, but many of the Instagram posts, Stories, carousels, and Reels you’ll find on Buffer’s Instagram feed were created with the help of templates. 

In this article, I’ll unpack Buffer’s go-to template sources, plus my personal favorites. Even if you’re a graphic design or video-editing novice, this template list will have you creating beautiful Instagram content in a couple of minutes. 

Instagram templates for feed posts, carousels, and Stories

Free Instagram templates for Stories, feed, and carousel posts are relatively easy to come by these days. The sites and platforms below are all worth adding to your content creation toolkit. 

1. Canva

How could I not start with Canva? Canva is a lightweight, easy-to-use design and video editing tool to help you create designer-quality creatives. It’s usually Buffer’s first port of call for Instagram post templates.

Canva has a library of thousands of eye-catching templates for Instagram Stories, feed posts, and even Reels. You can even filter through options for square and portrait templates for your feed if you need something specific. Gradients, font pairings, stickers, infographics… Canva is a digital marketing dream tool.

Some social media templates are only available as part of their premium plan (those with the little crown icons on the top right corner), but there are thousands of great free options.

Bonus: there’s even a handy Buffer-Canva integration you can use to schedule your Canva-made art in Buffer instantly. 

2. Etsy

If you don’t mind spending a little money, Esty is home to hundreds of thousands of beautiful, high-quality templates for your Instagram feed and Stories. 

The best part about buying an Etsy package (all of which are pretty reasonably priced, by the way) is that you’ll get precisely that — a whole pack of matching Instagram templates rather than just one. Oh, hello, beautifully curated feed! 

Bonus: you’ll likely be helping out a small business or freelance creator when you buy, too. 

3. Pinterest

You can’t directly edit templates on or download them from Pinterest. Still, the platform is definitely worth including here as a source of inspiration — perhaps even a template search engine of sorts.

On the social media platform, you’ll find millions of aesthetically pleasing Instagram template pins that link you to the source (often Canva, Etsy, or similar platforms). Pinterest’s search functionality is excellent — you can hop on there to get specific examples of what you’re after (like my search for “this or that” Instagram Story templates below).

Pro tip: click on a pin you like, then scroll down — Pinterest will surface others just like it to help you find exactly what you’re after. 

4. Vecteezy

Vecteezy is home to millions of free stock photos, stock videos, vectors — and around 14,000 Instagram templates. From Instagram carousel templates to full matching graphics packs like you’ll find on Esty, there are some great free template options on the site. 

One caveat with Vecteezy: the platform allows minimal editing within the tool for some designs, but for the majority, you’ll need a tool that can work with vector (usually .ai) files, like Adobe Illustrator. Vecteezy has a handy guide on how to do that. 

5. Figma

Figma is a slightly more technical platform to get your head around, but once you’ve got the hang of things, the design world is your oyster. The free tool has many of the capabilities of Adobe Illustrator, InDesign, and Photoshop — and plenty will argue it’s easier to use. 

Now, Figma doesn’t have a library of ready-to-post templates you can tweak and share, but they have a selection of customizable templates in their ‘Instagram post creator’ that you can make your own. Working with these templates is a great first foray into Figma and learning a powerful new tool. 

6. Visme

Visme is a web-based design tool a lot like Canva. They don’t have quite as many templates on offer as their main competitor (around 10,000 in total), but there are some great options to explore.

What’s the difference between Canva and Visme? Not a whole bunch. Their interfaces and pricing are very similar, though a quick scan through Visme’s templates left me feeling they were a bit less playful and creative than Canva’s (which is a pro if you’re managing a corporate Instagram account). 

7. iStock Photo

If you want to avoid the “I-found-this-template-on-Canva” look, it’s worth exploring the more niche offerings of stock photo sites like iStock Photo — particularly if your company has a paid account. 

iStock photo has thousands of unique Instagram templates you can make your own. Like Vecteezy, though, you will need a tool like Adobe Illustrator to tweak them — most of their templates are vector files. You’ll also need a paid plan to use most of these templates. Pricing on iStock Photo ranges from $29 – $99 per month.

8. Fiverr

If you’re looking for something more customized — say, with your company logo, fonts, and colors — working with a designer on Fiverr is a great way to achieve that.

There are a little under 2,000 freelancers offering their services for designing unique Instagram templates. Their prices and experience levels vary, but the site's reviews system will make it easier to find someone you’d like to work with. 

Bonus: This is another way to support a freelancer or small business if you have a bit of budget to play around with.

Instagram templates for Reels

If design skills are not your strong suit (right there with you), then video editing may be outside your wheelhouse, too. But thanks to the host of fantastic templates and tools for creating short-form videos for social media, you don’t need them for your social media posts. 

The simplest way to get viral clips up on your Instagram feed (and, with luck, the Explore page)? You guessed it: Instagram Reels templates. 

9. Instagram

Does it feel a bit ‘duh’ to include Instagram itself in this list? Maybe — but if you’re sleeping on Instagram’s super simple in-app Reels templates, you’re missing out. 

There is no smoother way to get high-quality Reels posted at speed. With the platform's Reels templates, you can find a Reel you like and (if the creator has allowed it to be used as a template) create one just like it in minutes. 

Here’s a quick explainer on how to use Instagram templates for your Reels:

How to create a video with a Reel template

1. Tap on the create (+) button in the Instagram app, then choose ‘REEL’ at the bottom of the screen.
2. Choose ‘Templates’ at the top of the screen. Here, you’ll find a library of Reels you can use as a template for your next video, including a selection recommended for you and trending Reels. 
3. Once you’ve found a Reel you like that is available as a template, tap the ‘Use as Template’ button.
4. From there, tap on the template clips to replace them with your own. 

You can tweak as much or as little of the original Reel as you like — the timings, transitions, and audio will all be carried over. 

10. Veed

Veed is the Canva of video editing (OK, Canva has video editing now, but you get what I mean). The web-based video editor is straightforward to use, even if you’re not using a template. 

However, Veed has templates in abundance, which make the process of creating Reels laughably easy — it’s one of my favorite tools!

The only potential drawback is the watermark on the free version of your videos, but it’s relatively obtrusive. If that’s not for you, Veed’s pricing ranges from $12 to $59 per month for its paid plans. 

11. CapCut

Video editing app CapCut found fame on TikTok, but the easy-to-edit templates on there are perfect for Instagram Reels, too. It’s one of our Social Media Manager, Mitra Mehvar’s go-to tools (which you’ll know if you’re a regular reader of Buffer’s Social Media Newsletter, of course).

CapCut has a web-based editor and a mobile app that make getting your Reels on Instagram (or into Buffer to schedule!) a breeze. 

If you’re a TikTok user, you’d be mistaken for thinking CapCut is just for creating videos about moon phase soulmates and seeing what you and your partner’s kids will look like with AI (just my FYP, then?). Along with this general silliness, they have some sleek template options that wouldn’t look amiss in an Instagram ad campaign, either.

With 2.9 billion active users, Facebook is the most popular social network of them all – and short-form video is the hottest content format on the block. So a Reels feature was an inevitable addition.

As a creator or a brand, diving into Facebook Reels could be a game-changer, getting a fresh set of eyes on your content with content you can repurpose from your current efforts. We reckon publishing Reels on Facebook is the fastest way to grow your audience. Read on to see how. 👇

What are Facebook Reels?

Facebook Reels are like their Instagram counterparts — trend-focused, short-form videos that use different unique editing tricks, sounds, and filters to engage viewers. Here's a breakdown of their core attributes:

• Duration: Ranging from three to 60 seconds, these snippets are perfect for quick, engaging storytelling.
• Format: Designed for mobile, they boast a vertical 9:16 aspect ratio, catering to on-the-go viewing.
• Creative tools to unleash your creativity with various features:
  • Music
  • Text overlays
  • Filters
  • Stickers
• Accessibility: Reels live in a dedicated section on your Facebook app, beckoning the scrolling enthusiasts for a visual treat.

With a balance of brevity and engagement, Facebook Reels provide a fresh avenue for content creators and brands to show off their content.

Harnessing Facebook Reels for audience growth

Data about Facebook engagement from January 2023 reveals that the average Facebook post gets an engagement rate of .07 percent.

For context, the average link post gets just 0.03 percent engagement. It suggests that video content is one of the best ways to boost your engagement rate.

Increased engagement signals the Facebook algorithm, propelling its content recommendation engine. Thus, a single highly engaging piece of content can be just the jumpstart you need to draw attention to your other content.

What’s more, the potential ad audience for Facebook Reels is 697.1 million people.

To put that in perspective, Reels sits way above other Facebook products like Marketplace and Instant articles, but still below Stories:

• Stories: 1.25 billion users
• Facebook Marketplace: 495.7 million users
• Instant articles: 313.6 million users

Today the potential Reels audience is smaller than the potential Stories audience, but the tide is changing with Reels views increasing at a faster pace than Stories.

You might be wondering what the difference is between Reels and Stories on Facebook, so here’s a quick breakdown.

Reels are shown to a wide public audience, and browsing Reels is possible for all Facebook users. Potentially your Reel could be seen by millions. On the other hand, Stories are only shown to a user’s followers or friends.

Why use Facebook Reels?

Over 140 billion Reels get played every single day on Facebook. That’s up more than 50 percent from May 2022, which reveals two things.

One, Facebook clearly prioritizes Reels and is showing them to more and more users. And two, Facebook users simply want to watch Reels.

In fact, in 2022, during the Facebook Q2 earnings, Facebook revealed that they had tweaked their recommendation model resulting in a 15 percent increase in Reels watch time. It’s unusual to get this behind-the-scenes peek at how the Facebook algorithm operates, but this insight clearly shows how important Reels are for Facebook.

Access to a large user base

Per the first-quarter data of 2023, Facebook boasts a whopping 200 million daily active users in North America and a staggering 2 billion globally.

In January 2023, Facebook had 2.9 billion monthly active users worldwide, outperforming any other social media platform in terms of user base. Most of these users fall within the 18 to 44 age range, with a dominant representation of the 25 to 34 age group.

In other words, Facebook is still the biggest player in the social media space. In fact, 36.7 percent of the world’s population uses Facebook every month.

Given this extensive user base and Meta’s demonstrated favor for Reels, focusing on publishing Reels is likely your ticket to sky-high reach on the platform.

Monetization opportunities

Publishing Facebook Reels can also be a source of revenue for you as a creator.

• Reels Play Program: Eligible creators can earn income through the Reels Play bonus program, making every view count.
• Ad Monetization: Test the waters of ad monetization with overlay ads, transforming your Reels into revenue streams.

Harness the power of Facebook Reels to not only connect with your audience but also add a revenue-generating part to your content creation.

How to create and share a Facebook Reel

To create and upload your first Facebook Reel, we recommend two methods: from your Facebook account and through Buffer.

To make your reel in the Facebook app

1. Tap the ‘+’ button in the top right of your screen and select ‘Reel’.
2. If you haven’t already, select the level of access you want to give Facebook to your photo library.

3. Record a new video or upload video clips from your camera roll.
4. Add text, filters, and stickers to infuse life into your Reel.

5. Trim the video, add music, and review the final product.
6. Select your audience: public, friends, or a custom list.

Finally, hit 'Share' to unveil your Reel or 'Save as Draft' to refine it later.

To create and schedule your reel in Buffer

1. Tap the 'Create' button or the '+'at the bottom of your screen to open the composer​.
2. Choose your Facebook channel from the options​.
3. Upload the video you'd like to include in your reel and then type in or copy and paste the caption you'd like to use. If necessary, link it to a campaign.

1. Tap 'Next', select a scheduling option, and your Reel will now appear in your Buffer queue and calendar, ready for publishing​.

Now, you're set to captivate audiences with your Reel, scheduled seamlessly through Buffer!

7 tips to make your Facebook Reels more engaging

As you create Reels, consider the following tips to get potential followers to stop scrolling and watch all the way through.

• Embrace authenticity: Be real and relatable, your audience cherishes genuine content.
• Leverage music and sound: You can either use Facebook’s music library to add a rhythmic charm to your Reels or keep your original audio but make sure it’s engaging.

• Opt for high-quality visuals: Crisp imagery and stable videos keep viewers hooked.
• Incorporate text and captions: Convey your message clearly, making your Reel accessible to all.

• Use hashtags to improve the discoverability of your content and connect with broader audiences.

• Engage with your audience and other content creators: Your Reels will be seen by new audiences more often than not, so always take time to respond to comments to build a community around your content. Also, leave comments on and share reels from other creators in your niche to build strong relationships in the community.

• Analyze and optimize: Review insights from your analytics, learn what works, and refine your strategy accordingly.
• Experiment with all the features made available: You get access to several features that can give you a range of options for creativity. For example, you can remix content from fellow creators to add your perspective and use a green screen to show off screenshots. Or you can use any of the video templates to create and share different styles of content.

Repurpose TikToks, YouTube Shorts, and Instagram Reels

If you're already crafting short-form videos for Instagram Reels, YouTube Shorts, or TikTok, you're halfway there. Repurposing this content for Facebook can instantly grow the volume of people who see and engage with your videos.

One word of warning, however—try saving your video without a watermark. Doing so prevents the algorithm from identifying your video as a repost and increases the likelihood of user engagement.

As engaging as Facebook Reels can be, they don't have to constitute your entire content plan. Balance your content calendar with a mix of Reels and other engaging formats like photo posts and statuses to give the algorithm a broad content spectrum to recommend to your engaged viewers.

Looking for inspiration? Check out this list of 11 ideas for Reels.

With Buffer, posting your Facebook Reels becomes a seamless process. If you're already sharing Instagram Reels, you can smoothly share them on Facebook too. All the Instagram Reel features you're accustomed to are available for Facebook as well.

So, why wait?

In my 20s, I fell down a health and fitness rabbit hole. Well, not so much ‘fell’ as hurtled head first, banged my head a bit, and didn’t emerge until a good few years later. 

It did mean I went through a very intense period of saying no to dessert (would not recommend), but it also helped me fall in love with exercise (would recommend) — and almost accidentally, build something of a personal brand. 

At one point, I’d started a fitness blog, landed a great job as a writer at Women’s Health Magazine, and dabbled in personal training. As a result, I built up a 6,000-strong following on Instagram.

But by my late 20s, my obsession with health and fitness had cooled to a much more balanced hobby — which was around the same time I moved into content marketing. 

I still posted occasionally on Instagram, but since it was no longer my job to create content in the realm of the brand I’d built, my following and engagement waned. I wasn’t too bothered — until I warmed to the idea of cultivating a professional personal brand in content marketing to level up my career. 

Creating content for Buffer has left me perfectly positioned to do so, and I’ve been actively posting on LinkedIn for a few months. I’ve also taken over as the host of a podcast on marketing, and I wanted to leverage other channels to promote it, too.

I realized it was time for a personal brand pivot. Could I flip the switch on my previously smoothie-filled feed on Instagram? Or would it be best to write that audience off completely?

Naturally, I put it to the experts. I called on a group of top-notch personal brand aficionados to see what they’d recommend — and asked them to offer some more general advice on how to pivot a personal brand, too. 

Meet the experts

• Adrienne Sheares, Social PR Expert, Principal Digital Strategist @ ViviMae Labs
• Christine Gritmon, Personal Brand Consultant @ Christine Gritmon Inc.
• Ghalib Hassam, Account Manager @ Kurogo
• Kasey Jones, Growth Strategy Coach & Consultant, Co-Founder & Strategist @ Power Your Platform
• Jack Appleby, Social Media & Creator Consultant, Creator of Future Social newsletter
• Manam Iqbal, Personal Brand Expert & Partner @ 1115 Inc 

When to pivot your personal brand

How do you know when to take the plunge? There are two major reasons it could be time to shift gears on your personal brand:

1. Your efforts aren’t yielding the results you want.
2. You’re just not enjoying cultivating your brand anymore. 

Even if only one applies, it’s a good enough reason to change direction. Given that both of these things were pretty true for me, my decision was reaffirmed. 

Adrienne Sheares, a Social PR Expert, shared an interesting personal anecdote on #1. When she launched the thought leadership and personal branding part of her social media consultancy business, none of her leads matched her new offering. They were all for social media management rather than organizations and people who needed personal branding guidance.

“I wasn’t surprised by that because that’s what people have known about me for over ten years,” she said. “I knew I needed to pivot so it could be clear to my audience and prospects about my new direction and so that the leads could be aligned with my newest venture. You know it’s time to pivot when your current brand no longer serves your current needs. Everything needs to be aligned.”

For personal brand consultant Christine Gritmon, a lack of enthusiasm for the personal brand you’ve cultivated is the dealbreaker. “For me, it’s about excitement,” she told me. “Am I geeking out on what I’m doing, or does it feel like a chore? Do I feel aligned with what I’m putting out there as ‘me,’ or has it started to feel like a role I’m playing?”

Jack Appleby, a Social Media and Creator Consultant, feels similarly. He didn’t mince words, either: “Personal brands are personal — nothing’s more important than loving the brand and content you’re building. You should pivot when you personally want to pivot.”

How to pivot your personal brand

You’ve made the call to switch — congrats! Now, the real work begins. After pooling all the advice I received from my experts, these are the steps I’m taking to pivot my personal brand: 

Pinpoint what wasn’t working

If you’ve pulled on the threads above, you likely have a good idea of the ‘why’ behind your move. Now, unravel them completely. What wasn’t working about your old brand, specifically? 

For me, the primary issue was that my heart was no longer in creating fitness content. I mostly enjoyed it, but it was a bit of a slog I didn’t have time for. Plus, it didn’t serve me professionally anymore. 

To pinpoint what wasn’t working: the ability to create content in that niche regularly was no longer achievable. When I was a health and fitness journalist, I was already creating that content as part of my job, so having interesting insights to share on social didn’t require much additional work. But now, I didn’t have that huge bank of content to lean on. My output had dramatically decreased, and my audience was shrinking. My followers were losing interest and moving on.

Fortunately, my career — and personal brand shift — are the solution here. The new audience I want to reach (ambitious content writers and marketers) are who I’m creating for in my role, and I have a wealth of content I can tap into for sharing on social once more. It’s great knowing that I can lean into a similar approach that helped me build a brand in the past, even if it’s in a completely different area. 

Follow other creators in your new field

I loved this advice from personal brand expert Manam Iqbal — she recommended “studying” other creators within your industry and noting several things: “their topics, frequency, styles, formats, hooks, and closing statements.” 

If their content is already performing well in your niche, it goes without saying that you can learn a thing or two from them. Of course, you’re only looking for inspiration here, not a blueprint. 

“The next step is to start using what you’ve learned within your content and test it out for a few weeks,” Manam says. But make sure you put your own spin on things, she added.

“People are not interested in vanilla content that looks and sounds like everybody else’s (or worse, content copied and pasted from ChatGPT). This is the most common mistake people make with their personal brands.”

Start with a plan

It’s time for more introspection. Somewhat counterintuitively, it’s best to start at the end. In other words, decide on your ultimate goal. 

“Figure out what you want to get out of your personal brand,” Ghalib Hassam, Account Manager at personal brand agency Kurogo, said. “Once you know what the end goal looks like, it’s time to reflect all that in your content and outreach strategy.” 

When it comes to building that strategy, Power Your Platform founder Kasey Jones has a really handy framework of questions to answer to help you flesh it out:

• Why do you want to grow online? Not just “get leads” or “make more money.” Go deeper. What is important about this work? How is it connected to the vision you have for your future? 
• What problems can you help you solve? What content will you share? What do you want to be known for? 
• Who are you speaking to? This is your ideal customers, dream employers, or even younger you. 
• How will you differentiate? How will you be authentically you online? Is it your style of writing? Your word choice? The stories you tell? The energy you bring? The way you make people feel? 

Some good news from Adrienne on this front: “Your plan doesn’t have to be complicated or long. I like to create an outline with this information, no longer than a page. I regularly refer back to it to make sure my social posts, conference talks, podcast interviews, etc. are aligned.” 

Thankfully, I’d already done a lot of the groundwork for this plan when I wrote an article about growing my following on LinkedIn. I won’t bore you with my entire outline, but here’s the gist of it:

My goal is to become an industry thought leader, and ultimately future-proof my career. I’ll be sharing content for ambitious content writers and marketers looking to level up, both in terms of their actual work and climbing the career ladder (or landing at a company like Buffer). 

Consider whether or not you should create new social media accounts

This is something I’ve really struggled with. Do I deactivate my old Instagram account and create a new one to tie in with the personal brand I’ve already started building on LinkedIn?

The response from experts on whether or not to start all over on the various social platforms was a resounding: “Probably not.” Honestly, this was a relief — I’m rather attached to @itsmekirsti. 

“If your social media account is your name, I wouldn’t start anew in most cases,” Adrienne said. “I would just start the process of pivoting. Depending on my goals, I would determine if I need to delete old content that isn’t aligned. But for most of us, there’s a common theme that follows us with pivots.”

Ghalib made a great point on this, too. “If you already have a presence, I don’t recommend creating new accounts. If you have a network, there’s a chance that there’ll be some spill, and some people from your old network can be leveraged for your pivot.” (Health-nut marketers, I see you!)

“But, if you don’t have a significant presence and a non-leverageable network, then it’s better to start from scratch, he added. Another important point from Ghalib: if you don’t have a presence on a platform frequented by your target audience, then definitely spin up accounts and get creating on there. “LinkedIn, Facebook, Instagram — wherever your ICP [ideal customer profile] is, you should be there too.”

According to Jack, though, a big pivot meant a strong case for spinning up new profiles. “If you’re making a hard shift into a new category, there’s a lot of validity to making new social accounts. When I started documenting my adult basketball journey, I made a brand new TikTok for it — I didn’t think my existing audience would be interested.”

Identify common threads between your old brand and new one

There’s a good chance of overlap between your old personal brand and your new one: whether that’s a specific segment of your audience, a common theme, or even learnings about your content that you can take along with you. 

Christine often works with career-switching clients, and has made personal brand pivots big and small throughout her own career. In all cases, she reminds her clients (and herself) that this never really means starting from zero. “I always want to build somehow on the brand equity I’ve already built, so I look at the common factors that will help bridge the trust from the old brand to the revised one,” she said. 

Ask yourself what appealed most to people about your old personal brand, she suggested. “Did they primarily see you as a health and fitness expert, or did they primarily see you as a writer whose work they enjoyed? Either way, I’d certainly give people a chance to come along with you on this journey into marketing; there are definitely people interested in both, as well as people who trust you and will simply let you educate them about marketing even if they weren’t interested before.”

This was super helpful to me — and I’m sure there is a chunk of my audience who do follow Kirsti, the writer, rather than Kirsti, the personal trainer. Plus, a bit of health and wellness content might be well-received by the new audience I’m looking to reach. Marketers need to stay healthy to be productive, right? 

“It’s not off-brand to still toss something about your activities and interests in there now and then,” Christine said. “If it’s still genuinely on-brand for you as a human, who cares if you’re not writing about it anymore?”

Notify your audience (if you want)

Should you let your audience know that you’re changing directions? This is another question with an answer in the “it depends” camp. 

“On social media, an announcement can be a nice inflection point for your personal branding campaign,” Adrienne suggests. “And it doesn’t have to be one-and-done. Since organic reach on social media is limited, plan on reiterating the change several times as most people won’t see the announcement.”

Kasey took a more pragmatic approach. “Most of the time your audience won’t really notice or care. We tend to think that others care about what we do far more than they actually do.”

Given the fact that I know my audience is certainly not eagerly awaiting my next post about deadlifts — it had been months since I shared anything of real value on Instagram — I thought I was safely in the “they probably won’t notice” camp.

Still, I added a little postscript to one of my new posts on Instagram:"P.S. I’m pivoting a little from the kind of content I previously created here in the hope of being a little more authentic. If content on #socialmedia, #personalbranding, #contentmarketing, #productivity, and #remotework (with a sprinkling of fitness and motherhood) is not your vibe, please hit unfollow. I won’t be mad. 😅"

Start slowly — and be realistic about the numbers

If you’re sticking with your old social media accounts, you’ll want to build up slowly. Manam, Kasey, and Adrienne all advocated for a period of experimentation as you get the hang of catering to a different audience. “Consistent, little steps eventually make a big impact,” Adrienne said.

Another pro tip: don’t let the desire to make a colossal splash keep you from making any changes at all. “You don’t have to wait until the perfect moment,” Adrienne said. “I find the pressure to make a big flip keeps too many people on the sidelines or stuck in a direction that no longer serves them. 

As you begin to share more content aligned with your new brand, it’s unrealistic to expect stellar results right out of the gate. Kasey warns that you’ll probably go through a period of losing followers — and that’s OK. “Don’t chase them. Stick to your guns, and the right audience will stick around and then be attracted to what you’re doing.” 

Manam suggests considering moderate success a win and leaning into content like this. “What were some of your best performers after making the above changes? What did they have in common? Which posts totally flopped? What were the common underlying causes?”

Having already started building my personal brand 2.0 on LinkedIn, I plan to repurpose this content and share it with my Instagram audience — slowly. When writing this, I had published a handful of 2.0 posts on Instagram with mixed results.

This Instagram Reel about how to become a Top Voice on LinkedIn — a huge departure from my old content — got a not-too-shabby 1,600 views. That’s a far cry from my top-performing Reel (23,000 views on, er, squats), but I’m taking the win.

View this post on Instagram

A post shared by Kirstin Lang (@itsmekirsti)

Don’t overthink it

Sure, there’s a lot to consider when it comes to pivoting — but don’t let the fear of changing lanes keep you tied to an inauthentic personal brand.

“We overthink the details of our own transformations so much, and when it comes down to it, the impact on our audiences may be totally subconscious,” Christine said. “All that matters is that they still recognize and trust us.”

With that in mind, there’s really no perfect way to shift your brand. I’ll leave you with another great quote from Jack: “There’s no wrong answer because it’s your account.”

There are few things that spark as much joy as being able to organize anything and everything by color. It’s an easy and visual way to lay things out, and in the world of content and social media, staying organized is one of the best ways to keep on top of planning. That’s one of many reasons that so many of us at Buffer were looking forward to adding tags to our Buffer posts. These handy, color-coordinated tags are like a breath of fresh air for anyone looking to add some visual organization to their content creation and planning.

Read more about our latest feature: Tags

There are plenty of ways to use this new feature within Buffer to keep scheduled posts and ideas all grouped together. For inspiration, we gathered up use cases from both the beta users who have been helping us test this feature and the Buffer team.

(P.S.: Join Buffer’s open beta anytime and pop over to our community to let us know what you think of the latest features.) 

With that, here are 11 ways to utilize this beautiful new feature to its fullest potential, five directly from our team and community. 

5 ways we’re using tags at Buffer

As with many things in life, we can all have access to the same things but use them entirely differently. Tags is one of those features in Buffer. The beauty of tags is that they are flexible and customizable to how your brain works and how you want to see your content, ideas, and posts. Here are a few ways that our team and community are already using tags: 

To organize post ideas and drafts by topics 

The most straightforward way to use tags is to organize social post ideas and drafts by topic or type of post.One of our beta testers, Andrea of Andrea Likes Birds has been using tags for just this over the last few weeks since she’s had access to the feature. “I have tags for trips I've taken, where I want to keep the posts grouped as a location-based story. I use tags to ID specific types of posts, like posts for specific days or focuses, or even by the type of bird!” (How beautiful are Andrea’s ideas and tags below? 🤩) 

Buffer’s Staff Product Manager, Brandon Green, has taken the same approach. “I’m using Tags to organize post ideas (and drafts) by topic, mostly for LinkedIn content.” He’s organized his posts based on whether they are product-focused content, remote work content, work-life balance, and a few other topics. 

Here’s a glimpse of Brandon’s tags: 

To track post performance in analytics 

Buffer’s Social Media Manager, Mitra Mehvar, has been using tags to get analytics reports for specific posts “so I can get a better look at how content is performing and make any changes if needed.” This is an easy way for anyone to keep close tabs on performance for various types of posts or topics of posts. Here’s the view Mitra is looking at when she’s tracking the performance of our Open Books content: 

To organize AI prompts 

Tami Oladipo, a Content Writer at Buffer, also happens to be one of our teammates who is the most knowledgeable about AI. She’s shared her approach for collaborating with AI in the past and has been using tags to “sort the custom AI prompts I share in the Social Media Newsletter” because she says, “it helps separate it from my more random spurts of writing in the Ideas section.” 

To organize posts based on content pillar 

If you have really specific social media goals, you might have broken down your content into content pillars. That’s what Kirsti Lang, a Content Writer at Buffer has done. “I’m using tags to organize all my posts and ideas by content pillar, in the hope of pinpointing what type of content resonates the most on each platform. I’m just starting out with this new system, so I’m looking forward to digging into the analytics for each tag as I post more on each of the pillars!” 

To distinguish between ideas for different accounts 

Another way to use tags is to differentiate between content ideas for different accounts as well as topics. Nathan Nannenga, a Senior Product Manager at Buffer, also runs a small business outside of work and uses tags to speed up his process for scheduling new content. “I use tags to help sort the content I want to post on different channels for my small business. When it’s time to schedule something new, it makes finding content for that channel a snap, as I’ve got a sortable repository of ideas and content ready to go.” 

I do the same — I have posts for personal accounts but also for a podcast account that I run, and using tags, I can quickly distinguish between those ideas and filter them when I’m batch-creating content based on the account I’m creating content for. 

Here’s what my tags look like: 

6 more ways to use tags

There are tons more ways to use this new feature as well. A few ideas we’ve had as a team are: 

• Collaboration: You can use tags to work more efficiently with your team. Tag ideas from different teammates, add a status if a post needs to be reviewed, or add other context like “waiting on imagery” to any content within Buffer. 

• Repurposing: Clearly mark content that can be added to your Buffer queue again with a tag like “evergreen” or “monthly” for content to repurpose and share every month. This helps ensure your best content gets repeated visibility.

• Track content sources: If you’re curating content from different sources, tags can help you track and credit the original creators or websites. You’ll also be able to see in analytics if content from specific sources is performing better than others. 

• Localization: If your audience is global, tags can help you sort content based on region or language, ensuring localized content reaches its intended audience.

• Tracking goals: You might have several goals for your social content, engagement, brand awareness, web traffic — you could assign a tag to each goal and make sure that you’re both creating content across all of your social media goals but also track the performance of that content later in your analytics based on the tag. 

• Integrate with Zapier: Buffer has a powerful integration with Zapier. One way to use the integration is to connect a platform where you keep content ideas and have those automatically added to Buffer as well with the correct tag. For example, I have a database in Notion I keep of quotes from articles and books, I can connect it to Buffer via Zapier so that anytime I add a new quote to that database, it’s added as an idea to Buffer with the tag “quotes.” 

Think we missed a great way to use tags? Leave a comment below with how you use it, and we might add it to this blog post. 😉

In the ever-evolving landscape of content creation, where the competition for attention is relentless, the ability to connect with an audience or foster a thriving community hinges on one crucial aspect: the content itself.

You might know Buffer as a trusty tool for social media scheduling, but what you might not know is that people are creating thousands of content ideas and saving them to Buffer every day. They’re harnessing Buffer to build their own universe of content.

These are not just snippets or clever captions waiting to be unleashed; they are seeds of potential, each with the promise of becoming a blog post, a captivating podcast, an engaging YouTube video, a viral Reel, or perhaps even all of the above. With the influx of ideas flooding into Buffer, the need to keep them organized and accessible had never been more pressing.

Enter Tags, a new way to organize your content and manage your creative output.

Using Tags to organize your content

This is the new “Create” space in Buffer, and it’s where your content ideas live. 👇

As you add more ideas to this space, it can become tricky to locate a specific post. This is where tags come in! See those colorful labels? You can search and filter all your ideas based on the tags you’ve created.

When you add a tag to content in Buffer, it sticks to the content throughout its lifecycle; from idea to draft, to scheduled post, to published post. You can also add tags to sent posts retroactively. This is helpful if you want to analyze the performance of your tagged content. For example, you might want to see how all of your posts that are tagged as “Videos” have performed.

Or perhaps you’re curious to see the impact your memes are having!

Wondering what other types of tags people are tracking? Here are some of the more popular ones we’ve seen in Buffer:

• Quotes
• Webinars
• Holiday
• Retweets
• News
• Blog
• Events
• Video
• Podcast
• Recruitment
• Webinars
• Fundraising
• Testimonials
• Community
• Evergreen
• Launch
• Memes

Tags can also help you plan out your content publishing schedule by quickly seeing if you are posting more or less of any one kind of tagged post and adjusting your social media strategy based on that visual reminder.

Personally, I like to post a mix of personal, work-related, and basketball content, and I don’t want to post too much on a single topic. By adding tags to my scheduled posts, I can keep an eye on whether I am posting too much or too little on a topic.

Available on all plans, web and mobile

Tags are included on all Buffer plans, with a limit of three tags on the Free plan. You can also manage your tags on the go with Buffer’s mobile apps.

I may not have Justin Welsh's celebrity status on LinkedIn with half a million followers, but my journey is worth sharing. With just 30,000 engaged followers on LinkedIn, I managed to take my consulting business from a $0 startup to a thriving $100,000 yearly.

I started as a content marketing consultant, leaving behind my nine-to-five corporate engineering job in 2018. My LinkedIn became my business’ lifeline, connecting me with clients and global brands, while giving me the freedom and flexibility to earn more.

While I enjoyed my stint as an engineer at a big corporation, I soon realized it wasn’t for me. I wanted to build something of my own with a flexible schedule and better pay. I wanted the chance to network with industry leaders and work with more prominent brands.

I had dabbled in content marketing, but that moment five years ago was when I started taking freelancing more seriously. It wasn’t long before LinkedIn became my go-to platform for building awareness about my services, finding exciting projects, and networking with potential clients.

It’s been a long journey with lots of trial and error to get to where I am now. There are so many things I wish I had realized sooner — which is why I took all of my core lessons and created this guide to help you build your LinkedIn following more sustainably. 

Note: There’s no right or wrong “strategy” to grow your LinkedIn following. What matters most is how sustainable is a strategy for you, not for a hundred other people. Factors such as how much time you can dedicate to LinkedIn, your experience with content creation tools at your disposal, your writing skills, and existing connections play a huge role in your success. 

LinkedIn growth tactics that worked for me

There are countless tactics that people swear by — post six times every week, publish a carousel, text, video, everything all at once, comment under at least 50 posts as soon as influencers hit publish, etc. 

The problem? It’s unsustainable. 

You’re probably going to create content for a couple of days, get overwhelmed by these quantity-first strategies, and abandon your LinkedIn content creation journey. This is especially likely if you’re an introvert or still undecided on whether or not LinkedIn is “right” for you and worth investing time and effort into. 

I’ve been there — I’d create a massive Notion database with content ideas, sign up for a social media management tool, and wait for my posts to go viral. 

After posting consistently for a week or two, I got decent engagement. But the dopamine quickly faded because I had built this massive content machine before I was ready for it. 

But after years of experiments (both failed and successful), I’ve finally cracked how to grow your LinkedIn account sustainably while driving closer to your goals. 

Here are five things I’ve done and highly recommend to help you grow your LinkedIn following: 

1. Find your unique point of view

To stand out, you need to have a distinctive point of view (POV). When you parrot someone else (or lean too heavily on AI-generated content), it’ll soon become a painstaking endeavor to create content regularly. 

But when you blend personal experiences into your content, it’s much easier and more convenient to keep going. Plus, it will ensure you remain authentic, which, in turn, will help you build trust and credibility with your followers. 

This means leaning on your wins, failures, mistakes, decision-making processes, personality, and instincts. Think about it: there are thousands of professionals out there who work in your niche. Is it possible everyone has the exact same day-to-day tasks? Or does everyone share the same challenges and have the same decision-making processes? 

Your experiences and how you perceive them are unique. The tricky part is finding and sticking to your POV. It’ll take a couple of first ugly drafts (FUD), but over time, it’ll become second nature. 

Here’s an exercise you can do to find your POV:

• Think about your core values and beliefs. Something that other people may share but aren’t strongly opinionated about: find something you genuinely care about and are passionate about. 
• Do you have a contrarian take on a norm? Think long and hard about it — for example, many companies put intense resources and time into hiring the right people but don’t spend enough time building a knowledge vault for easier product knowledge transfer and better onboarding. 
• Dig deeper into your personal life experiences. For instance, I’m a software engineer turned marketer. So, I often talk about engineering concepts like agile and sprints and sprinkle them across my content to highlight my past experiences and build a sense of familiarity with my audience. 
• Consider tapping into your personal interests, such as baking, gardening, traveling, or reading. Then, use that as a catalyst for your content. Use phrases and metaphors from your interests to explain the core topic of your LinkedIn post. Amanda Natividad is an excellent example of this — she is a Le Cordon Bleu-trained chef and often shares cooking metaphors, recipes, and pictures of amazing home-cooked food on her socials and newsletter. 

It might take you a couple of weeks to figure out your voice, but once you do, it’ll help you create authentic content that resonates with your audience. Remember, there’s no magic formula, just small steps and much retrospection. 

2. Create video content to drive engagement

I’ve found that video content gets higher engagement from the LinkedIn audience. And with AI-powered video editing tools like VEED and Riverside, you don’t need to be an editing wizard to create a video. 

Pretty much any content could be a good fit for a video post: it could be as simple as sharing your experience, notifying your followers that you’re open for work, or a cool automation you recently built to reduce your manual tasks. 

When I started sharing snippets of my podcast, The Content Playbook, on LinkedIn, they immediately gained traction and drove viewers to my YouTube channel. 

Here are a couple of best practices I follow for high-engagement videos:

• Aim for videos between one and three minutes for better retention
• Create a template for a consistent design
• Make sure your audio is crystal clear for better audience experience
• Have a compelling hook at the beginning to capture your viewers’ attention
• Add subtitles from your video editor rather than relying on LinkedIn’s captioning 
• Don’t post a standalone video. Instead, write a text-based post along with your video for more context. 
• Add a call-to-action (CTA) at the end of your video to guide viewers to the next desired step (subscribe to my newsletter, follow me on LinkedIn, etc.) 

Some resources that helped me get started: 

• How to be confident on camera (5 tips) by Ali Abdaal 
• How to record video online and edit for free by VEED Studio
• Turn TRASH Audio into STUDIO Quality with Adobe Speech Enhancement [FREE] by Mr Web 

Remember, nobody is watching you live, so you’re allowed to make mistakes or get stuck! A good idea is to have a script handy behind the camera to help you remember your vision. With time and practice, you’ll be making videos much more comfortably and efficiently. 

3. Collaborate with others for even higher engagement

It’s not easy to start from scratch and build an audience, let alone get them to buy a service from you or trust you for your knowledge. So, if you can collaborate with people who already have an established audience, consider partnering with them to co-create content. 

This way, you can cast a wider net, tap into their audience, and drive followers to your account — all while delivering value to their audience and building credibility. 

Here are a couple of ways to partner with others on LinkedIn: 

• Create a carousel 
• Record a short video together
• Tag them in your posts
• Leave a thoughtful comment on their posts 
• Host a LinkedIn Live event together
• Ask if they would be up for mentioning you (you’ll be surprised how friendly and supportive some LinkedIn members are)

Partnering with other creators on LinkedIn will not only drive additional eyes and engagement but also help you understand how others work, what their audience thinks, and how they create content to drive engagement. 

4. Repurpose your content to be memorable

It’s essential to create original and authentic content — but that doesn’t mean you can’t repurpose your own content. 

Repurposing is one of the most underrated social media tactics. Creators with huge followings often repeat their content, and it still drives solid engagement. 

Plus, a bit of repetition will help you build your brand. People will start to associate you with your core messaging. For example, whenever I think of creators, I instantly associate them with Jay Clouse. Or, when I think of creating resonance-first content and storytelling, I think about Jay Acunzo. In the same way, you’d want your audience to remember you for specific topics. 

Repetition on social media often gets a bad rap because most people think it means posting the same content over and over (it doesn’t). 

I divide repurposed content into four major categories: 

• Sharing different facets of the same idea. e.g., Two posts around building a content strategy for small teams; one focuses on challenges, and the other on your personal experiences and wins.
• Repeating the same content in different formats. e.g., A text-based post turned into carousels or a video into an infographic.
• Repeating tweaked versions of your core messaging. e.g., As an engineer turned marketer, I highlight this quite a couple of times throughout my LinkedIn posts. 
• Sharing your older posts again. Since LinkedIn doesn’t show your posts to 100 percent of your followers, there’s a great chance many of them haven’t even seen your original post. While this might seem a lazy approach to content creation, remember the time it took to create the original piece of content in the first place! 

5. Maintain a consistent voice and design style  

A consistent brand means higher affinity and recognition. It also establishes trust and communicates your personality, strengthening your distinctiveness. There are two critical pieces of the brand puzzle: your tone of voice and design style.

When it comes to the latter, I’ve found having a template in Canva makes this easy. I designed my podcast template with a set of colors that represented the vibe and message of the show. Whenever I want to create a podcast snippet for LinkedIn, I quickly grab the intro template and stitch together the specific clips. 

Similarly, my LinkedIn banner, newsletter’s landing page, and graphics share the same color palette. 

Getting your tone of voice right is also an essential part of brand consistency. Your voice defines your brand’s personality, while your tone impacts how people perceive and interact with your content. It could be friendly, casual, authoritative, supportive, or formal.

Depending on what you’re comfortable with and what aligns with your core values, choose a voice and tone for your LinkedIn content and stick to it. 

Start creating content today!

LinkedIn has completely changed the trajectory of my career. If someone like me, who has a technical background and no academic marketing experience, can build a consulting business, you can achieve your goals, too.

Focus on cultivating relationships, building genuine connections, and exploring opportunities — all while delivering value to your audience. Instead of creating a bulky tech stack, consider using these three tools for easier and faster content creation:

• Buffer for social media scheduling 
• Canva for graphic design 
• VEED for video creation and editing 

If you want to learn more about how to build a content strategy, consider subscribing to my newsletter, The Content Playbook. 

Bluesky is fast emerging as one of the major contenders in the race for the top Twitter (X) alternative — and with good reason.

The new platform is easy to use, it offers a high degree of control over your timeline, and — thankfully, given X recently axed the feature — headlines still pull through with links. 

Bluesky, which was created by former Twitter CEO Jack Dorsey, is a decentralized, invite-only social network built on an open-source protocol. People are flooding to the platform — it hit 1 million users in September 2023. And what with Pebble/T2, another Twitter alternative, closing shop, Bluesky may soon see another spike in popularity.

It makes sense that users are looking to add it to their social media management system — and that having Bluesky as a channel in Buffer is a highly requested feature! Rest assured, we are working on it. You can keep up to date with our progress on that front in our transparent feature request system, Buffer Suggestions.

In the meantime, Buffer CEO Joel Gascoigne and Staff Product Manager Brandon Green have been playing around with a pretty nifty iOS app, Shortcuts, and came up with a really simple workaround. 

Not only does it cross-post content from another platform to Bluesky (really handy if you’re maintaining a presence on X), but you can also schedule that content with Buffer. We thought it would be helpful to share it here. 

Wait, what are Shortcuts? 

Shortcuts is an app by Apple that you’ll find preinstalled on your iPhone. In a nutshell, Shortcuts creates a simple way for you to help your apps talk to each other, so you can link various actions together to create shortcuts and automation.

The former are manually triggered in the Shortcuts app, and the latter will happen automatically. Many of them can be used with Siri voice commands, so you don’t even have to touch your phone to set off a chain of events. 

Here are some useful, albeit basic, examples:

• Take a Break allows you to set an alarm and turn on Do Not Disturb until that alarm goes off. 
• Text Running Late sends a text to all the attendees of an upcoming event that you are running late.
• Make GIF allows you to turn your favorite videos into GIFs.

It’s a pretty powerful tool and relatively easy to use, even if you have no coding experience. 

One of the best things about Shortcuts is that they’re shareable with iCloud, so creators like Brandon and Joel can make theirs available to others. 

For example, Joel created a Shortcut that automatically posted anything he shared on Mastodon to Bluesky, too, thanks to Bluesky’s API. (For the uninitiated, API stands for application programming interface and is code that enables two software programs, tools, or apps to communicate with each other).  

Brandon was then able to take that shortcut and remix it into one that allows you to choose any channel in Buffer (including Mastodon and X) to cross-post to Bluesky. 

He was even able to make sure it checks your character count, so you know you’re not going over Bluesky’s 300-character limit. 

Here’s how to set up and use the ‘Multipost to Buffer’ shortcut: 

How to set up the Multipost With Buffer shortcut

In order for this Shortcut to work, you’ll need:

• An iPhone (Sorry, Android users. We are working on other workarounds for you!)
• A Buffer account with at least one of your social channels connected to it (the free version will work just fine!)
• The Buffer app on your phone
• The Bluesky app on your phone (this is not an absolute necessity, but handy for checking your content goes out! You can do this on desktop, too.)

It’s worth noting that, while I’ve broken these steps into each separate action for clarity, the setup is a lot quicker and easier than it looks! And — the best part — you’ll only have to do all this once. When it comes to posting, there are only three steps to complete!

First, let’s get the shortcut up and running:

Step 1. Open the shortcut on your iPhone

Brandon’s Multipost to Buffer shortcut is available via this link. Be sure to open it on your phone. Here's a button for the skim readers here:

This will open the Shortcuts app and take you to a page that looks like the one below. Tap on Set up Shortcut.

Step 2. Connect the Buffer Channel you want to post to

Under ‘Configure This Shortcut’, choose the Buffer channel you want to cross-post to Bluesky with. 

I’d recommend Facebook, Twitter, LinkedIn, or Mastodon. (While Buffer supports Instagram, TikTok, Pinterest, YouTube, and other visual platforms, choose a platform that supports text-only posts for this shortcut — right now, this shortcut doesn’t allow for video or image sharing.)

When you’re done, tap Next.

Step 3. Enter your Bluesky handle 

Head over to the Bluesky app or bsky.app on your computer and navigate to your profile. Copy the handle beneath your name at the top of your profile (without the ‘@’ sign). 

Head back to the Shortcuts app, and paste your Bluesky handle into the text box on the next ‘Configure This Shortcut’ screen. I’ve included mine as an example in the screenshot below. Once you’ve done that, tap Next.

Step 4: Enter your Bluesky-generated password

Not to be confused with your login password, Bluesky’s app passwords allow other tools to access your account in a limited way without giving them your full login credentials.

To generate a password, head back to the Bluesky app or website, and then go to App passwords (or just navigate to bsky.app/settings/app-passwords).

Click on Add app password. Bluesky will generate a name for the password first — the simple word/s you see won’t be the actual password you need.

Take note of this name (or enter your own) and click Create a password. The app will then generate a 16-character password, a mix of numbers and letters separated by dashes. Copy that.

Now, head back over to Shortcuts and paste that 16-character password into the text box in the next ‘Configure This Shortcut’ window. When you’re done, tap Add Shortcut. 

Step 5. Create a post in Shortcuts

Almost there! Your shortcut is ready to use. You’ll now see the Multipost With Buffer shortcut in your app. To share your first post, tap on the shortcut.

A dialogue box will appear at the top of your screen will appear, asking for the text you’d like to share. Type in your post then hit Done. 

Step 6. Approve access to Buffer

The first time you use this shortcut, you’ll be prompted to grant Multipost With Buffer access to Buffer. Tap Allow. You should only have to do this once. 

Step 6. Choose when you want the update to go out

In the next prompt, you’ll have three choices when it comes to sending your post: 

• Share now sends the post out immediately to your Buffer channel of choice and to Bluesky
• Share Next schedules the post to the next spot in your queue. If there is other content in that spot, it bumps that content to the next available slot.
• Add to Queue schedules the post for the next available spot, leaving all other content in place.

If you want to schedule your posts rather than have them go live immediately, be sure to choose Share Next or Add to Queue. (Here is more about Buffer’s queue and how to set up your own posting schedule). 

Don’t worry — you can edit the post or change the publish time in Buffer, and the post will still be shared to Bluesky at the updated time!

Step 6. Allow Multipost with Buffer to connect to Bluesky

Another step you’ll only have to complete once — simply tap Allow on this prompt to give the shortcut permission to send your post to Bluesky. 

And with that — you’re done! Check on your X/LinkedIn/Mastodon and Bluesky accounts. The same content should go live there at your predetermined time.

How to schedule and cross-post to Bluesky with Shortcuts

From here on out, the posting process will be really simple!

• Step 1: Head over to Shortcuts on your phone and tap Multipost With Buffer.
• Step 2: Enter your post into the text box.
• Step 3: Choose when to share your post. 

And voila! You’re done. Your post will appear on the Buffer social channel you selected in your shortcut set-up and on Bluesky.

Here is a tweet and Bluesky post I scheduled to my queue right before finishing up this article:

I hope you found this explainer helpful and the process simple! This was a great Shortcuts learning experience for me, and I have no doubt I’ll be playing around with this powerful tool some more. 

Do you have a workaround for scheduling and cross-posting to Bluesky? I’d love to hear about it. Comment below, or find me on Bluesky.

Rachel Pereyra began freelancing as a virtual assistant in January of 2020 to earn extra money to help her and her wife pay off their debt and save for a house. By that summer, she had proven she could secure a steady stream of clients and charge enough for her work that she could actually make money working for herself. 

Later in 2020 when the pandemic required her to leave her corporate job and care for their children, she started leaning more heavily on freelancing work, and Mastermind Business Services was born. Her consultancy helps scaling agencies optimize their internal processes and tech tools. She has collaborated with over 50 clients during her three years in business, and those clients have achieved remarkable outcomes.

Now the primary breadwinner in her family as her wife changes careers, she doesn’t have the luxury of not being able to bring home the necessary income. This reality has required her to invest as little as possible (she started her company with only a $400 laptop and has bootstrapped her growth at every step). Plus, she’s had to be profitable from the start. Below, she shares exactly how she made it happen.

Years in business: 3

Number of employees: 7 contractors

Location: Austin, Texas, with team members across the U.S. and in Europe and Canada

Initial capital invested: $400

Financial support for business: I have leveraged credit cards and $25k in business loans to get capital to invest in times of expansion

Revenue streams: 

• Agency and consulting clients on a project and retainer basis

Growth Journey

What’s been your proudest financial achievement as a business owner?

I have been able to maintain a profit every year I have been in business while also paying myself. I can’t even begin to explain how deeply moved I am to be able to support my family and maintain profitability in my business. 

When I was a senior in high school, I was working full-time hours while taking dual credit classes and attending high school. I had found a job I loved at the local grocery store and worked my way up to entry-level management. All of this changed when I got pregnant with my first child four months before high school graduation and had to move in with my now ex-husband and his family. 

Those times were the roughest of my life—our first year filing taxes as a married couple, we made $12,067 total. After we got divorced in 2012, I hustled to give my kids the childhood I had growing up, working a full-time job in finance, nights as back office admin for a florist and wedding coordinator, weekends flyering for a realtor, and lunch breaks driving for Uber Eats.

I began freelancing as a virtual assistant in January of 2020 to earn extra money to help my wife and I pay off our debt and save for a house, but I quickly realized that I am not a great assistant. I’m a more strategic and big-picture thinker, so I began working with clients as an online business manager in the summer of 2020. By the end of the summer, I had demonstrated to myself that I could secure clients and potentially support my family with this work. 

I don’t pretend to have everything figured out—there is always room to increase margins, raise rates, or reduce expenses—but a hunger for work and client satisfaction has been my biggest secret to success. My clients love working with me and truly trust me. This, paired with the fervent networking I have done over the years, has led to consistent work and higher-level clients. 

I’m also always looking for ways to add to my revenue. One reason my agency has stayed afloat in times of transition is because I have been willing to pick up a contract as a project manager, a fractional COO, a recruiter, or basically anything that allows me to continue investing in my business. 

How do you decide how much to pay yourself versus invest back in the business?

In my first year of business, I invested almost all of the money back in the business via certifications, coaching, team members, software, and hardware. I was able to do that because I still had my full-time corporate job until October 2020.

Since I went full-time on my company, the decision of how much to pay myself comes out of necessity. I am currently the primary breadwinner in my family, so the business has to support that first. This means I need to bring home at least $5,000 a month for our family obligations while my wife is growing her own career. Sometimes doing this means investing less into business growth to put family first. 

Leveraging debt has also been very helpful for me in balancing these priorities. I don’t see debt as a negative thing, but it is important to be aware of the risks. I’ve definitely pulled out the credit card to invest in growth at times when the cash flow wouldn’t allow for it, such as paying for a corporate sales program. Not all of my debt has resulted in a better situation or payoff for me, and in hindsight there are things I wish I had waited and saved for instead. But I still think leveraging debt to grow as a business owner makes sense if you have a solid plan for how you will get an ROI back from the investment and a backup for how to pay off the debt if you don’t see the planned ROI. 

What specific strategies or marketing techniques did you employ to attract your first customers or clients? What are a few of your most impactful growth strategies now?

I got my first clients from Upwork and Facebook groups. If you are just starting out or are in a tough time financially, spending the energy on these resources can be fruitful and yield dividends, but it isn’t an easy path. 

When I was starting on Upwork, I was making as little as $10 an hour as I built my reputation. I was able to make this work because I was still in my corporate job, but that rate wouldn’t support my life now. I still submit proposals on Upwork because more large companies are using it to find fractional or contract talent in my line of work. Profile videos, testimonials, example projects, and being aware of market rates will help you stand out from the crowd. 

Facebook groups can be lucrative, though they require a lot of outreach. I find groups run by people I admire so the folx in there are values-aligned or groups my ideal clients are hanging out in. Then, I watch the posts for people struggling with something I offer and comment with some advice or an invitation to discuss a bit in the DMs, and if we are a good fit hop on an initial consultation call. 

Since then I have done a lot of networking, including joining professional platforms like Dreamers & Doers and The 10th House, finding niche Slack channels my colleagues or clients are spending time in, and attending events with local business groups. 

I approach networking from a perspective of relationship-building and not sales so I am more likely to come across as genuine. I have learned not to be afraid to tell people about what I do, without treating every conversation like a sales pitch. For example, I like to share about some of my successful clients, my favorite industry trends, or exactly what kind of business I am looking to support right now.

I deliver stellar client services, which makes it more likely that my clients will refer me to others. During the economic turmoil of 2023, my business has been sustained purely through referrals from previous clients and people I have met via networking. This is reflective of the way I take care of my clients beyond the end of the project: keeping up with birthdays, checking on how their business is doing, and having regular catch up calls. 

What’s a turning point that really impacted how you thought about your business or approached growth?

Early on, I spent a lot on programs to learn skills I didn’t have to help me run my business—so much that I had to take on debt to make it possible. I ended up with tons of knowledge, but then never used a lot of it because I didn’t have the bandwidth to apply it.

I realized I was using coaching and learning as a crutch to prop up my internal self-worth and money mindset issues. If I could go back, I would have spent that money on hiring experts (and some extra therapy to work through why I felt like I needed more certifications and training). Now, I pride myself on bringing other people in to support me when I need different skills to grow the business. 

What have been the greatest growth or money challenges you’ve experienced? How have you worked through them?

One of my biggest struggles as an entrepreneur has been staying out of my clients’ pockets. When I started out, I so badly wanted to support early-stage and micro businesses, so would price myself low with their budgets in mind. This meant the first two iterations of my business weren’t sustainable—no matter how I sliced my expenses, not enough revenue was coming in. Yet, I was scared to pitch clients who could actually afford me, because I felt if they rejected my business they were rejecting me as a person. This stunted my growth and created more financial struggle for me both personally and professionally. 

Working through this has taken a combination of great clients singing my praises, a team who is supportive and willing to check me when needed, and regular therapy as much of this is reflective of my own traumas and past experiences. 

What are your next growth goals? What do you plan on investing in to help you achieve them?

I am working to refine my profit margins to make the business more sustainable for the long-term. I’ve realized I need to work with clients who are bringing in $1 million or more in annual revenue so they are prepared to invest in our larger projects. 

I also am working on fostering monthly recurring revenue via retainer support for small- to mid-sized businesses. We have already started offering this to current and previous clients, and it’s been exciting to bring back retainer support in a more holistic way. 

I also know I need to increase the number of leads in my pipeline beyond just referrals. I’m working on developing a cold outreach strategy to corporations and larger nonprofits, but this pipeline takes longer to close than single-founder businesses, so I plan to maintain our smaller support services while we grow to keep the cash flow coming in. 

As we grow and stabilize in the next few years, I would like to co-found a new business. I am very much a visionary and have lots of ideas that don’t make sense to launch through my current business. With better profit margins, I hope to be able to expand my internal team and invest in a fractional CMO so we can take on more clients without me having to be involved in each nitty gritty detail. 

Based on your experience, what advice would you give someone who had a business like yours for growing successfully?

The best advice I got early on was that my own money mindset would limit my business and that I needed to be cognizant of the ceilings and hurdles I am creating for myself and the company financially. 

Growing up comfortably middle class and then being below the poverty line from ages 18 to 23 definitely left a permanent impact on the way I think about money and make decisions. This isn’t something mantras alone can fix—for me, this is a deeply rooted trauma I am still working through. I see a therapist regularly and have learned to ask for help and identify my financial triggers to support my journey.

I never thought I’d own a business. I also never thought I’d be able to make a living from writing.

Yet here I am, with a (small) content marketing agency, selling services to companies, including series A startups and tech enterprises, and making a six-figure dollar income each year. 

All this because I stumbled onto writing for a living accidentally. 

Back in 2015, I was in college and needed a job, but the market was tough, and no one was hiring. One day, I typed into Google “get paid to write” and stumbled on an ad for a site that paid writers $100 for accepted pitches about interesting topics. 

When I told my parents I got paid $100 for writing an article online, they were amazed. So was I. 

After graduating, I worked in various B2C marketing roles with tourism companies and heritage sites, which meant working alongside digital marketing agencies. I also kept writing, mostly for affiliate marketing agencies, as a side hustle.

But, during my day job, I noticed that quality content (blogs and web copy readers would actually engage with) was missing from most service offerings. 

Agencies that were good at providing technical assistance or managing paid channels left clients, like my employers and other businesses we worked with, hanging when it came to content strategy and development. 

I kept seeing content being tacked onto a marketing package as an afterthought, something that was typically outsourced to freelancers of variable quality or left up to internal teams that needed more capacity or expertise to deliver results.

This felt like a missed opportunity. After all, most leads consume three to four pieces of content from a vendor before engaging with their sales team. 

When I started looking at other businesses' content marketing efforts online, I saw that subpar content seemed to be the norm rather than the exception. In 2020, with the tourism space suffering its worst crisis ever, I decided to start an agency dedicated to fixing that.

Last year, my business made just under $150,000 gross profit after paying its two employees (including me). 

Here are five lessons I learned along the way that I wish I had known sooner. 

Figure out the nexus between your customers' needs and those of your own

When I started Content Visit in March 2020, I sold individual content assets (blogs, case studies, whitepapers) to companies in the SaaS space by reaching out to recently funded companies directly. 

This was a great initial confidence boost - I couldn’t believe some very serious companies across the Atlantic were paying me to write blog posts for them. 

At the same time, offering ad-hoc content assets also meant that:

1. I never knew what to expect month to month or even week to week.
2. I did not help clients move toward their own revenue goals. 

What typically happened was that I would end up overburdened with work and unable to meet content goals. Or I would end up with a lot of free time and no revenue.

This kind of “feast or famine” mentality is not unusual in the freelancing world, but it doesn’t have to be that way. 

I knew that I needed a more predictable revenue. Fortunately, that also tied in with clients needing a long-term commitment to high-quality content strategy and production that could scale. 

After talking to prospective customers, I realized that most clients weren’t just looking for blog posts but other content assets that supported their marketing goals, like whitepapers, sales one-pagers, PPC ad copy, and even SEO strategy. 

They needed regular work, and I could book them in for retainers.

Profitability for me in the three and a half years since then has depended on keeping this fact in mind. No matter how much someone pays for a one-off service, it's better to hold off until you find a client who has a regular monthly need and is willing to pay to fill it. 

Charge a fair rate (for you)

Asking for more money is always really scary. It’s also really, really necessary. That’s because if you work for yourself, no one is going to offer you a raise, so you need to do it yourself. 

Make sure your pricing takes into account inflation and/or the value you provide clients, as well as changing market conditions. I like to periodically check out my competitors’ pricing to make sure I’m not over or under-charging. 

One of my biggest fears has always been that if I tried to raise my prices, my clients would just find someone else. That’s unlikely to happen. The worst that can happen is they say they don’t have the budget. More than likely, they will agree to a pay increase, although it probably won’t be the amount you’re quoting. Be ready to negotiate. 

Don’t neglect your own business.

It’s not a good look if the cobbler's children go barefoot.

A generic piece of advice to business owners is to “work on the business, not just in it.” I knew this before I started my content agency, but I quickly forgot it. It ended up being a big mistake. 

Anyone in a professional service business must remember that clients won’t stay with you forever, no matter how good you are. Markets shift, people leave, and business priorities change. You need a way to fill the space they left when they go. 

Before, I used to just work on my clients’ needs. And this was totally fine when things were good. But then a client would unexpectedly leave, and I was suddenly down in revenue. Sometimes, a lot. 

When this happened, I would frantically turn to cold outreach. While cold outreach works, it’s hard, and you’ll always be in a position of weakness. 

Since then, I have built up a referral network, and I am working more actively on my own website’s SEO. I have also recently started posting more on LinkedIn and plan to begin experimenting with ads. 

This is what you really want - people coming to you, even when you are too busy to actually work with them. 

Break your own rules when looking out for your clients 

Sometimes, you also have to go (slightly) against what the client is saying and give them suggestions of what might work better - even if it means going counter to your own immediate financial interest. 

For example, a client may want to write 20 blog posts per month to increase traffic. But looking at their industry, creating less but more valuable content might be a better approach. Or they may say they want a whitepaper. But, after talking to them, you realize that they don’t actually need it.  

The client may not always agree; at the end of the day, my job is to get them what they think they need. Still, I have found that looking out for them in this way is a strong driver of trust and referral.

Take care of yourself

No matter how much you outsource or expand your business, you will still be the most important part of your operation for a long time. Because of this, you need to treat yourself like a business asset. You need to rest. 

I personally haven’t nailed this one down yet, but I have gotten much better over the years. I’m no longer working on weekends or late into the evening (unless it’s an emergency), and I have recently made it a rule to never check my emails past 8 p.m. I am also getting somewhat better at taking time off. 

Simple steps that helped me to draw more clear boundaries between work and life were: 

• Letting people know ahead of time when I’ll be away (you can take a holiday - your clients will probably not replace you just because you’re gone for a week or two).
• Scheduling slack time in Google Calendar (or equivalent) for inevitable project overruns. 
• Reflecting on wins and losses in a constructive way (just because a project doesn’t go as planned or a piece of content is criticized doesn’t mean you’re a failure and should find another job). 

One final tip: For whatever reason, not all clients are going to be a good fit. If you find the work really hard and unmotivating or the client is making you feel like you need to reconsider your career, don’t try to stick it out. You won’t be doing favors to anyone. Instead, (try to) end it on a good note and move on. 

Conclusion

I ruined my life (or at least my career).

I make a good living by helping companies boost their revenue with content marketing online. Even in the age of AI (which is an awesome tool), I still provide a strong value-added service to half a dozen clients across the US and Europe. 

But I continue to spend far too much time thinking about work, looking for new business, and researching the market. Although my work-life balance is improving, being a remote business owner in a service sector is probably the least glamorous, most isolating way to make a living. 

People thrive in teams, remote or not, which is why I now work alongside another person. Even for a card-carrying introvert like me, I can vouch for the fact that working alone is not good for your mental health.

But growing a business, even a micro one like mine, is one of the most rewarding things I’ve ever done. 

When I visited Morocco recently, I heard someone say it’s better to make one dirham on your own than 10 through someone else. I don’t think that’s quite true, but it's close enough to the point.

Get the need-to-know highlights from the social media industry that happened the week of October 16-20.

Meta

1. Broadcast Channels Feature

• Meta is testing Telegram-like broadcast channels on Facebook and Messenger, providing a new avenue for Pages to engage with their audiences. Keep an eye on this feature's rollout to leverage broader communication channels on Meta's platforms.

2. Instagram Data Portability

• Users can now transfer their Instagram media to Google Photos and other services, enhancing data management across apps. Use this feature to secure and manage your digital assets efficiently.

3. AI Chatbot Moderation

• Meta is striving to curb inappropriate responses from its new AI chatbots to ensure a safer user experience.

4. Verified for Business Onboarding

• Meta revealed the onboarding steps for its Verified for Business program, aimed at authenticating business identities. Explore this verification process to boost your brand's credibility on Meta platforms.

Threads

1. Facebook Post Display & Branded Content Tags

• Threads is integrating with Facebook by displaying posts and testing branded content tags, expanding its reach and advertising potential. Explore Threads' growing interconnectivity with other platforms to amplify your content visibility.

2. Instagram Profile Tags & Direct Messaging

• New features facilitate tagging Instagram users and possibly a unique messaging feature, enriching inter-platform connectivity.

Instagram

1. "Get Orders" Feature

• The new "Get Orders" button on posts offers an additional interaction point for businesses and creators. Use this feature to streamline order processes and enhance customer interaction.

2. Web Tracking Opt-out

• Meta now allows users to prevent Instagram from tracking their web activity, bolstering privacy controls.

3. Reels Play Bonus Discontinued

• The discontinuation of a significant income source via Reels Play Bonus has sparked creators' dissatisfaction.

4. Link Addition and Desktop Activity Access

• New functionalities include adding a link to your page and accessing account activity on desktop, enhancing profile management.

WhatsApp

1. Self-Destructing Messages & Multi-Account Login

• Upcoming features include self-destructing audio messages and the ability to stay logged into two accounts simultaneously, enhancing privacy and user convenience.

2. Scheduled Chats for Communities

• A new feature under testing allows scheduling chat events in communities, fostering organized interactions.

Twitter/X

1. Blocking Bing Search

• Twitter/X has blocked Bing from crawling its content, potentially affecting search visibility. Monitor how this change may impact traffic referrals and content discoverability.

2. Enhanced User Verification

• In a bid to combat bots, Twitter/X is introducing payment, phone, and ID verification along with a $1/yr fee for new users. Familiarize with these new verification steps to maintain your account integrity and platform access.

3. Possible Exit from Europe

• Due to EU laws, Elon Musk contemplates withdrawing Twitter/X from Europe, which could shake the platform's global presence. Stay updated on this development, especially if your audience is largely based in Europe.

4. Twitter Isn't Free Any Longer with New User Fee in Selected Regions

• New users in New Zealand and the Philippines will be charged $1 a year for key features access, a step towards platform monetization. Observe how this fee introduction impacts user growth and engagement in these regions.

5. Community Fact Checks Requirement

• Community fact checks on Twitter/X now require source inclusion, promoting more transparent information validation. Make sure to include reputable sources when engaging in community fact checks.

6. Possible Link Throttling

• Allegations of Twitter/X throttling links to rival sites like Threads are emerging. Use available tools to ascertain any link throttling affecting your content reach.

7. "Enhanced Discovery" for Premium Users

• Twitter/X Premium may soon offer an "Enhanced Discovery" perk, enriching content discovery for its subscribers. If you're a premium user, look forward to leveraging this perk to enhance your platform experience.

8. Fake Airline Rep Scam

• A new scam on Twitter/X involves fake airline reps assisting in flight rebooking, showcasing a bizarre exploitation tactic.

9. Community Membership Qualification

• Entry questions rollout on Twitter/X aims at qualifying users for community membership, fostering a more curated community experience. Use this feature to build and maintain a more engaged and authentic community.

LinkedIn

1. AI-Powered Profile Enhancement

• LinkedIn Premium users now have access to an “AI-powered Magic Wand” feature to enhance their profiles, offering a competitive edge in the professional arena.

2. Platform Evolution Attracting Brands

• LinkedIn is transitioning beyond a job board, becoming a valuable space for influencers and CEOs to build their brands, with a burgeoning market of specialists ready to assist in maximizing LinkedIn's potential. Explore this evolving platform dynamic to broaden your personal or corporate brand reach, and consider engaging professional assistance to harness LinkedIn’s full potential.

YouTube

1. Affiliate Product Display Enhancements

• New features like product timestamps in clips, bulk tagging for affiliate products, and insights into sponsored mention performance are set to bolster affiliate marketing on YouTube. If you're into affiliate marketing, leverage these features to enhance your product visibility and track performance.

2. Supporting News Organizations with Shorts

• YouTube is allocating $1.6 million to assist over 30 news organizations across 10 countries in creating Shorts, enriching the platform's news content. Explore YouTube Shorts as a fresh avenue for news consumption or sharing.

3. Facilitating Diverse Creator-Advertiser Connections

• A new initiative allows creators to self-identify regarding race, ethnicity, gender, sexuality, and disabilities, making it easier for advertisers to connect with diverse creators.

4. Product Timestamps for Enhanced Shopping Experience

• Creators can now add timestamps to tagged products in their videos, enriching the YouTube shopping experience. Use product timestamps to guide viewers to the exact moment a product is featured, enhancing their shopping journey.

5. Authoritative News Source Promotion

• YouTube is nudging users towards ‘authoritative’ news sources through a new watch page, showcasing longform videos, livestreams, podcasts, and Shorts under currently playing content.

6. Playback and Creator-Focused Feature Rollout

• A suite of new features including stable volume control, enhanced video descriptions on smart TVs, real-time view, and like counts for the first 24 hours, among others, are aimed at enhancing user and creator experience on the platform.

TikTok

1. Halloween-Themed Voice Effects

• TikTok introduces spooky voice effects to add a dash of Halloween spirit to your videos.

2. ‘Parents of TikTok’ Hub Launch

• A new hub called ‘Parents of TikTok’ aims to spotlight parenting content and create a supportive community for parents on the platform.

3. ‘Out of Phone’ Ad Expansion

• With the new 'Out of Phone' ad option, brands can now extend their TikTok clips to billboards, in-store displays, and cinema promos.

4. AI Chatbot ‘Tonik’ on TikTok Music

• TikTok Music is testing an AI chatbot named Tonik, hinting at interactive features in the music domain.

5. Monetization Feature: 'Work with Artists'

• A new feature facilitating collaborations between creators and artists opens monetization avenues.
• Explore 'Work with Artists' to discover collaboration and monetization opportunities.

6. Mobile Gaming Feature ‘Drops’

• ‘Drops’ allows viewers to earn in-game props by completing tasks during live streams, enhancing the gaming experience on TikTok.

7. CapCut for Business Launch

• TikTok unveils a suite of business-centric video editing tools, including an AI script generator, AI virtual try-on, and collaboration features among others, targeting brands, marketers, and creators. Explore CapCut for Business to elevate your video marketing efforts with AI-powered tools and collaborative features.

8. Auto Captions on All Videos

• Auto captions will soon be a default feature on all videos, promoting accessibility on TikTok.

9. Privacy Fine Challenge in EU

• TikTok is contesting a €345 million fine over teen privacy concerns in the EU, showcasing the platform's ongoing legal challenges in the region. Stay updated on this legal battle as it may impact TikTok’s operations in the EU.

10. Video Mention Feature from Audio Page

• A new feature allowing mentions of other videos from the audio page enhances content interlinking on TikTok. Use this feature to reference and connect with other content, enriching your video narratives.

11. AI Memes Generation

• Generate AI memes on TikTok with a new feature that adds a fun and interactive element to your content creation.

Alternative Platforms

Artifact

• Recommendation Feature Expansion
  • Instagram co-founders' app, Artifact, now assists users in discovering and sharing favorite places like restaurants, bars, or shops, enhancing local exploration.

Snapchat

• Facilitating Creator-Brand Collaborations
  • Three new tools, including a Paid Partnership tag, Creator Discovery API, and Midroll ads for Stories, are launched to bridge collaborations between creators and brands, offering insightful metrics for informed partnerships.
• Web Content Embedding Feature
  • Snapchat now allows websites to embed content like Lenses, Spotlight videos, Public Stories, and Public Profiles, broadening content shareability beyond the app.

Discord

• Shutting Down Gas
  • Discord decides to shut down Gas, an anonymous compliments app it acquired earlier this year, marking an end to this unique platform feature.

Reads

• Coca-Cola Social Media Insights
  • An in-depth exploration into how Coca-Cola effectively leverages social media to enhance brand presence and engagement.
  • Takeaway: Delve into Coca-Cola's strategic approach for potential insights to refine your own social media strategy. Read more
• Paying to Dodge Ads
  • A look into how much social media users are willing to pay to enjoy an ad-free experience on their favorite platforms.
  • Takeaway: Understand user preferences regarding ad-avoidance to tailor your advertising or subscription-based strategies. Read more
• New Stories Feature on Twitch
  • Twitch introduces a Stories feature for eligible streamers, enhancing interaction and content sharing with their audience.
  • Takeaway: If you're a Twitch streamer, leverage the new Stories feature to engage with your audience in a fresh, transient manner. Read more
• Teen Digital Behavior Insights
  • A study revealing that most U.S teens spend around 4.8 hours daily on social media, with distinct preferences between genders on platforms like YouTube, TikTok, and Instagram.
  • Takeaway: Gain insights into the digital behaviors of Gen-Z to tailor your content and engagement strategies accordingly. Read more

That's it for updates!

The beauty of short-form video is that it allows anyone to become a creator. With a phone and the Internet, you can start growing a platform for yourself. The other side to this, however, is that the bar for quality has been reduced, and you’ll need to put in extra effort to see meaningful growth. 

This is as true for YouTube Shorts as for any other platform. Shorts reduced the barrier to entry for becoming a YouTuber (a highly sought-after profession), and it offers a unique opportunity to engage audiences in a concise yet impactful manner. Shorts also come with their own unique recommendation algorithm that could make your one life-changing video a reality.

But the path to virality, meaningful growth, and monetization is paved with unclear instructions and ever-changing platforms. I did the research, so you don’t have to find the top recommendations with varying levels of ease to apply to growing on YouTube Shorts. Let’s get into it. 

1. Optimize the text in your video and on your channel for SEO

Search engine optimization isn't just for blogs and websites; it's crucial for YouTube Shorts as well. The title, description, and tags you use for your Shorts can significantly impact their visibility. Here are some tactics to adopt to help optimize your YouTube Shorts for SEO:

• Conduct keyword research to identify relevant and frequently searched terms for your video or niche. Use SEO tools like TubeBuddy or VidIQ to optimize these elements to find high-ranking keywords related to your niche. Or simply type in search terms you think would be used to discover your videos and incorporate what you see in the search bar in your caption, title, and hashtags.
• Speaking of hashtags, remember to use at least three per video. It helps the YouTube search engine effectively to categorize your content and make it more discoverable.

• Craft a caption that includes your keyword and is intriguing enough to encourage clicks. Test different captions to see which perform best regarding views and engagement.
• Consider using captions and transcripts to make your content accessible and to provide additional text that can be indexed by search engines.

Regardless of the platform you’re using it for, SEO is meant to help boost the discoverability of your videos, so you should try each task at least once to see what works for you.

On YouTube Shorts, it’s relatively easy to apply – consider creating a checklist of repeat SEO tasks so you always remember to apply them to your videos.

2. Use storytelling techniques to engage viewers

In an interview with Jay Clouse, YouTuber Jenny Hoyos shared how she figured out how to consistently go viral, and her storytelling techniques play a huge role.

To increase the chances that people watch your videos all the way through, use storytelling elements to keep viewers hooked. Here’s how to incorporate storytelling techniques in your Shorts:

• Start with a hook that grabs attention. A surprising fact, a common problem, or an intriguing question could be effective hooks.
• Introduce a challenge or goal early in the narrative. Like the ‘The Hero’s Journey’ formula, this challenge propels the story forward from the start, through the middle, and towards a conclusion.
• Enhance the storytelling with visual and auditory elements. Trending sounds, compelling visuals, and subtitle captions can make the narrative more immersive.
• Build towards a climax that provides a resolution or a valuable insight. This part should not only resolve the narrative but also offer a takeaway or a call to action for the viewers.
• Consider tying the end of the story back to the beginning, employing a ‘Circular Narrative’ approach. Jenny uses this technique in many of her videos – it provides a satisfying closure and emphasizes the transformation or journey.

Incorporating these techniques can make for a more compelling “story” and make your Short more engaging and memorable, which keeps people watching and encourages repeat watches. 

3. Engage with your audience for community building

We all know that engaging with your community on social media is one of the many keys to success. It's been known to help your posts have higher visibility and creates more loyal followers. Make it a point to interact with your audience.

Here’s how to engage with your audience:

• Respond to comments on your Shorts.
• Host live sessions and Q&As to interact in real time with your viewers.
• Use the Community tab to post updates, create polls, or share behind-the-scenes content.

Speaking of the Community tab – it isn't just for long-form YouTube creators. It's a valuable tool for anyone looking to engage with their audience.

Here’s how to use the Community Tab:

• Post updates, behind-the-scenes looks, or polls to keep your audience engaged between video uploads.
• Use it to tease upcoming content or collaborations.
• Listen to your community. Their feedback can offer direct insights into what content you should create next.

K-pop reactor RJ uses the Community tab to share a weekly schedule of videos his subscribers can expect or ask his audience for content they'd like to see from his channel.

4. Master the art of thumbnails

In the attention economy, anyone who’s trying to grow on YouTube knows that their audience judges the book by its cover.

Thumbnails are the first visual cue viewers get about your video – it helps them decide whether to spend time watching your video or swipe away from it. A well-designed thumbnail can significantly increase clicks and views.

Now, while thumbnails don’t appear on the Shorts tab, they do show up in:

• ​​The Shorts section on your YouTube channel
• Videos on the subscriptions tab
• Recommended videos on YouTube’s homepage
• YouTube search results

So if you want the maximum number of views, don’t overlook the power of thumbnails. You’ll need them to get more clicks outside of the Shorts player.

Here’s how to master thumbnails for YouTube Shorts:

• You can’t set a separate custom image yet, so you’ll want to make sure you have some text in your video that explains what the video is about to act as your thumbnail.

• A/B test different types of thumbnails to see which ones yield the highest click-through rates.

YouTube is always adding new features, so watch out for the feature that allows you to add custom thumbnails to your videos. 

5. Diversify your content types

In the same way long-form YouTube creators don’t only create one type of video, Shorts creators should lean into different types of content that can attract various segments of your audience, keeping your channel fresh and engaging. Lifestyle creator Lucie Fink shares a wide variety of short-form content, from videos with her family to commonly misused words and phrases.

Here’s how to diversify your content:

• Blend various formats: 
  • Quick tips: Share your expertise by creating videos sharing advice. Whether a how-to guide or a step-by-step walkthrough, these types of videos provide value and establish your authority in your niche.
  • Behind-the-scenes looks: Humanize your brand by offering a glimpse behind the curtain. Show your creative process, the challenges you face, and how you overcome them.
  • Vlogs: Share personal experiences, day-in-the-life videos, or thoughts on topical issues. Vlogs can create a personal connection with your audience.
• Interviews: Host industry experts or collaborate with other creators to bring fresh perspectives to your channel. Finance creator often interviews other creators on his podcast and posts clips as Shorts.

• Trend-surfing: Hop onto seasonal or trending topics to inject a dose of relevancy into your content. This can help capture the attention of new audiences and potentially boost your visibility.
• Audience requests: Encourage your audience to suggest topics or formats they want to see on your channel. This not only fosters a sense of community but also provides valuable insights into your audience’s preferences.

Don’t shy away from trying out new content types or formats. Continuous experimentation can unveil what resonates best with your audience and keep your content strategy dynamic. With a wider content net, you are more likely to engage a broader spectrum of viewers, enriching your community and keeping your YouTube channel vibrant and appealing.

6. Explore monetization strategies

As of 2023, YouTube Shorts allows monetization, making it a viable platform for creators looking to earn revenue. However, navigating the monetization labyrinth requires a mix of adherence to platform guidelines, strategic planning, and continuous performance analysis. Here’s how to explore monetization:

• Ensure you meet the eligibility benchmarks set by YouTube for Shorts monetization. This includes a minimum number of subscribers and accumulated watch hours. Staying updated on YouTube’s monetization policies is key to setting a solid foundation for your revenue journey.
• Familiarize yourself with the different monetization features available on YouTube Shorts. This could include ad revenue, channel memberships, or Super Chat.
• Explore collaborations with brands for sponsored content or product placements. Ensure that the partnerships align with your brand and provide value to your audience. Remember to transparently disclose any sponsored videos to maintain trust with your audience.
• Set up a Patreon or a similar crowdfunding platform to garner support from your community. Additionally, enabling features like Super Chat can allow your viewers to donate during live streams.
• Keep track of your earnings through YouTube analytics and adjust your monetization strategies accordingly.

7. Leverage YouTube Shorts analytics

YouTube Shorts analytics are like a compass, offering directional insights that can guide your content toward increased engagement and growth. Understanding your analytics can provide valuable insights into what's working and what needs improvement with your content. 

Here’s how to leverage Shorts analytics to grow as a creator:

• Regularly check metrics like Average View Duration (AVD), watch time, and engagement rates. Understanding the significance of these metrics is the precursor to insightful analysis.
• Set aside time to routinely check your YouTube Shorts analytics. A consistent review can help identify trends, spikes, or drops in engagement, which could be crucial feedback on your content.
• Use this data to refine your content strategy, focusing on what resonates most with your audience. Experiment with different content styles, video lengths, and posting times to ascertain what yields the best engagement. 
• Don't just look at the numbers; read the comments and feedback for qualitative insights. Conduct surveys within your community to gather direct feedback on your content. This can complement the data-driven insights from YouTube analytics.
• Stay updated with YouTube's analytic features and best practices. Engage in learning opportunities, like online courses or community discussions, to sharpen your analytic skills.

If you take nothing else from this section, take this: the YouTube Shorts algorithm prioritizes Average View Duration over likes or comments. The longer viewers stay, the more your video gets pushed by the algorithm.

So, pay special attention to your AVD and audience retention metrics. These are indicative of how captivating your content is, and improving these metrics can boost your video’s standing in the YouTube algorithm.

8. Develop a consistent posting schedule

Consistency in posting not only keeps your audience satisfied with fresh content but also cultivates a rhythmic engagement that can boost your channel's growth over time. 

Establishing and adhering to a posting schedule is akin to making a pact with your audience, a show of respect for their time and anticipation. 

Here’s how to maintain a consistent schedule:

• Decide on a posting frequency that is sustainable for you—whether it's daily, weekly, or bi-weekly. Stick to this schedule as much as possible, and tell your audience when to expect new content. Don’t over-reach – assess your capacity to create content without compromising on quality or your schedule.
• Make your posting schedule transparent to your audience. Inform them through your videos, the channel description, or community posts about when they can expect new content from you. Caitlin Benson, a K-pop reactor, uses the Community tab to its fullest, sharing consistent updates on new content or any delays she might be experiencing.

• Consider creating and editing multiple videos in one sitting. Content batching can be a time-saver and ensure you have videos queued up for posting.
• If you post to any other short-form video platforms, combine your posting schedule with theirs so you never miss a post.
• Maintain a small reservoir of evergreen content for emergencies. These can be a lifesaver during unforeseen circumstances that derail your content creation schedule.
• While maintaining a consistent schedule, accommodate seasonal or trending topics that align with your niche. This keeps your content relevant and engaging. It also means you always have ideas to look forward to working with.
• Use scheduling tools to plan and post your videos at times when your audience is most active.

9. Build a personal brand

Your personal brand is what sets you apart from other creators. It's your unique style, voice, and value proposition. Here are tips to consider as you build your personal brand:

• Be genuine in your interactions and content. Authenticity fosters a sense of trust and relatability, which can morph viewers into loyal subscribers.
• Maintain a consistent visual theme across your Shorts and other social media platforms. This includes using a uniform color palette, fonts, and graphics which aids in making your brand instantly recognizable. Ali Abdaal can usually be seen wearing a light-colored t-shirt in his Shorts.

• In the same vein, develop a distinct voice and tone for your content. Whether it’s humorous, inspirational, or educational, ensure it resonates with your brand persona and audience.
• Share your journey, not just your successes. People love rooting for creators who are relatable and human.
• Clearly articulate the value you provide. Whether it's entertainment, education, or inspiration, make sure your audience knows what they can gain from subscribing to your channel.
• Build a community by engaging with your audience through comments, live streams, and social media platforms. Engagement fosters a sense of community and shows that you value your audience’s input.
• Establish content pillars that align with your brand’s values and interests. This provides a framework for creating consistent content that resonates with your brand and audience.

10. Experiment with video length

While Shorts are limited to 60 seconds, the ideal length can vary based on your content and audience. Here’s how to experiment with video length and find what suits your channel best:

• Try different video lengths, from 15 seconds to the full 60, to see what your audience prefers. Then, use analytics to find the sweet spot for your video length. Analyze viewer retention and engagement rate to identify the sweet spot where people are most engaged and focus on that length for future content.
• Assess the nature of your content. Some content types may require more time to get the point across, while others might be more impactful when kept short(er).
• Consider what your key metrics are outside of views – longer videos might get more comments, while shorter videos might get more likes. Determine what’s more useful for you as a creator.
• Prioritize viewer retention over video length. A longer video that retains viewers is more likely to be promoted by the YouTube algorithm compared to a shorter video with low retention.
• Stay updated with any changes in the YouTube algorithm that might affect the optimal video length for Shorts. Algorithm tweaks could shift the ideal video length paradigm.
• Solicit feedback from your audience regarding video length. Their preferences and suggestions could provide invaluable insights that shape your video length strategy.

Some creators have found that Shorts that are longer than 50 seconds tend to get more views than those under 10 seconds. However, you’ll need to ensure the content is engaging enough to retain viewers for the entire duration.

11. Cross-promote on other platforms

Don't limit your content to just YouTube; use other platforms to draw a larger audience and maximize the reach of your content. Outside of just taking the same video and posting it to other short-form video platforms like TikTok or Instagram Reels, there are other ways to cross-promote your content. Here are some tactics to try:

• Share your Shorts on platforms that don’t (yet) prioritize video, like Threads, Twitter, or even LinkedIn.
• Use platform-specific features, like Instagram Stories or Twitter threads, to provide additional context or a behind-the-scenes look at the creative process behind a recent video.
• Ensure the links to your YouTube Shorts are easily accessible. Include the link in your bio, posts, or stories, reducing friction for potential viewers to transition to your YouTube channel.

Fashion creator Madeleine White mostly posts Shorts on her channel and she's gained over 3 million subscribers from repeating the same content from her TikTok.

Cross-promoting your content is like casting a wider net to hook your potential audience. By strategically tailoring your promotion to each platform, you enhance the likelihood of capturing the attention of diverse audience segments, fueling the growth and reach of your YouTube Shorts channel.

12. Collaborate with other creators

Collaborations can expose your channel to a wider audience and offer fresh content. Teaming up with other creators not only infuses fresh perspectives into your content but also unveils your channel to a wider audience.  

Here’s how to collaborate effectively:

• Choose creators whose content aligns with yours but isn't identical. This ensures that both audiences find value and get something new.
• Conduct thorough research to identify potential collaborators. Once identified, craft a thoughtful outreach message proposing a collaboration that outlines the mutual benefits for both parties.
• Be transparent about the goals of the collaboration, the expectations from each party, and the envisioned outcome. Clear communication from the outset ensures a more harmonious relationship.
• Allow for creative freedom within the collaboration. Each creator should be able to infuse their unique style into the collaborative piece, making the content rich and engaging.
• Promote as far and wide as possible amplify the reach and impact of your collaboration. 

Colin and Samir frequently interviews other notable creators on their YouTube channel who reciprocate with a repost on their social channels. 

13. Use trending music and sounds

Popular music and sounds not only make your Shorts more engaging and easily recognizable but also make them more discoverable, thanks to the feature where you can see all the videos under one song or sound.

Here’s how to use trending music:

• Explore the YouTube audio library, TikTok's trending sounds, or other licensed music platforms to unearth trending tracks. Staying updated with the current musical trends can provide a fresh and relevant backdrop to your Shorts.
• Don’t just slap on a trending track; integrate it creatively into your content. Choreograph movements, synchronize edits, and craft storylines that harmonize with the rhythm and mood of the music.
• Choose music and sounds that align with the genre or theme of your content. A seamless fusion between audio and visual can enhance the overall impact of your Short.
• Music use can impact your monetization so make sure the music and sounds you use adhere to licensing agreements to avoid copyright infringements. Use royalty-free or licensed music platforms to source your audio. 

Lifesstyle creator Adelaine Morin used a less popular song "Love's Theme" for a video that gained 23 million views – the most for any video currently under that sound.

Trending music and sounds are more than just auditory embellishments; they're a conduit to the contemporary digital vibe. By meticulously selecting and creatively integrating trending audio into your content, you not only enhance the sensory appeal of your YouTube Shorts but also boost their discoverability and resonance with the present-day digital audience.

14. Engage with trending challenges and topics

Trending challenges and topics reflect the collective consciousness of the online community and are a great way to give your Shorts a boost. Engaging with these trends can not only propel your YouTube Shorts into the limelight but also foster a sense of camaraderie with your audience. 

Here’s how to (meaningfully) engage with trends:

• Regularly monitor platforms like Twitter, TikTok, and even YouTube itself to stay updated on trends in your niche. Use tools and platforms that aggregate trending topics to streamline your monitoring process.
• Don't just mimic a trend; add your unique spin to it. Whether it's a distinctive style, a novel perspective, or a fresh narrative, make the trend resonate with your brand and audience.
• Ensure the trending topics or challenges you engage with are relevant to your content and audience. Relevancy is key to maintaining your brand integrity and audience interest.
• Jump on trends while they're hot. Timely engagement with trending topics can significantly boost your content’s visibility and relevancy.
• Ensure that your engagement with trends adheres to legal and ethical guidelines. Avoid engaging with controversial or harmful trends that could tarnish your brand image.

15. Check out what other creators in your niche are doing

Before diving into content creation and even when you’ve gotten your tenth video with a million views it’s important to spend time researching what's currently trending. This will help you know how to navigate your niche and the larger industry of content creation. 

How to peek in on other creators:

• Dedicate time to peruse through trending Shorts from top creators within your envisaged niche. Identify common themes, styles, and topics that are garnering high engagement and views. Understanding the elements that are working for others can provide a blueprint for your initial content strategy.
• Delve into the engagement metrics such as likes, comments, shares, and view counts to gauge the resonance of different themes within your chosen niche.
• While it's crucial to understand what's working, strive to find a unique angle or approach that sets your content apart from others in your niche.
• Conduct keyword and hashtag research to understand the trending topics and keywords within your niche. This research can guide your content creation towards topics that have a higher probability of gaining traction.

Adopt a learning mindset. The digital landscape is ever-evolving; staying open to learning and adapting your strategies based on observations and feedback is crucial for sustained growth.

16. Thoughtfully repurpose yours’ and others’ content 

Repurposing content can be a solid addition to your content strategy – if you do it right. See, if you're using existing content, you'll need to ensure you're revising it thoughtfully to meet YouTube's monetization rules.

YouTube penalizes direct copying, but there are exceptions, for example, creators who react to others’ content are classified as putting a creative spin on other content, which is considered okay under the guidelines. This involves more than just cutting and pasting; it requires a creative touch.

The YouTube Creators channel shared a simple video explaining how to respond to other videos to incorporate them into your own content.

How to repurpose content:

• Choose content that align with your niche and has potential for re-engagement. Your selected content should resonate with your brand and audience.
• Edit it to make it punchier and more engaging, adding your own creative elements like background music. Trim, enhance, and rearrange sequences to create a fresh narrative or highlight different focal points.
• Adding your reactions or commentary can provide a new dimension to the existing content. It’s a way of engaging with the content while offering your insights, humor, or analysis.
• If you are repurposing others' content, ensure you have the necessary permissions and follow YouTube's guidelines to avoid any copyright infringements.

Cooking creator Future Canoe uses his signature dry tone to recreate recipes from other creators.

Thoughtful repurposing is an art that can extend the life cycle of content, offering it a fresh lease of engagement.

Conclusion

There you have it—a comprehensive master list of 22 detailed tips to grow on YouTube Shorts.

Each tip is designed to be actionable and tailored to help you succeed in the fast-paced world of short-form video content.