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Shopping trends have drastically changed over the past few years. While most of us previously browsed retail stores on a Saturday to find great deals, we now turn to Instagram to find discounts offered by influencers.

And rather than watching TV ads to find out about new products, nowadays, most of us stumble across ads in between YouTube videos.

Here, we’ll explore the shopping trends of 2024, as discovered in our State of Consumer Trends Survey, to ensure you’re able to meet customers where and when they’d prefer to shop. Let’s dive in. 

Table of Contents

• How Shopping Trends Changed in 2024
• The Top Shopping Trends of 2024
• The Shopping Trends to Expect in 2025

How Shopping Trends Changed in 2024

1. Consumers prefer flexibility over subscription models.

These days, consumers have a lot of flexibility in how they purchase products.

They can make a one-time purchase or join a subscription service. Thanks to popular platforms like Afterpay and Klarna, they can also pay full price or via installments.

However, this flexibility may not be necessary. A staggering 63% of consumers still prefer purchasing products whenever the need arises. Only 17% actually prefer purchasing a product on a subscription basis. 

“I’ve seen a few ‘grocery subscription’ services pop up over the last year or two,” HubSpot staff writer Erica Santiago says. “Basically, you sign on to get a certain item on a monthly basis. But I prefer getting items as I need them because I don’t like getting roped into a commitment to purchase if that makes sense.”

She explains, “Let’s say I typically order a lot of fruits and veggies, so I subscribe to a service that delivers my usual quantity of fruits and veggies each month.

However, the summer rolls around, and I’m out of town a lot for vacations, weddings, etc. Now I have all the produce coming in that I might not have time to eat. Or, I have to remember to pause the subscription while away.”

Santiago says a subscription sounds like too much of a hassle to manage and is not always a guarantee that she’ll save money.

“I have too many subscriptions as it is, and I’m always getting emails from these services about subscription prices increasing,” she says.

“It can be a pain to remember what to cancel, what’s worth the investment. I’d rather just buy things as I need them.”

Moreover, consumers prefer to purchase products at full price. Only 21% of consumers prefer purchasing a product with installments.

“An installment is like another monthly payment I need to remember along with my list of other monthly payments, even if it’s temporary,” Santiago explains.

“Again, I’d rather buy something once, pay it in full, and not worry about it until the next time I need it again.”

2. Baby Boomers are skeptical about shopping via social media, but they’re coming around.

According to our report, a slim 8% of Baby Boomers feel comfortable making purchases directly on social media. Though Baby Boomers are skeptical about shopping via social media, things could be turning around.

20% of Baby Boomers have discovered a new product on social media in the past 3 months — a 41% jump from May 2022. On top of that, 8% of boomers have bought a product on social media in the past three months, a more than 50% jump from May 2022.

While these stats are promising, it’s important to meet your consumers where they are right now. So, if you’re audience skews older, you might get more traction with other channels like TV ads and search.

3. A company’s stance on social issues remains important to Millennials and Gen Z’ers, but the quality of the products reigns supreme.

Consumers do want to support companies that share their values. For example, 64% of consumers want companies to reduce their environmental impact.

However, numbers suggest it’s not as big of a deciding factor as previous years:

• 58% of consumers believe companies should donate a portion of their profits to charity, a 3% decrease from 2023. 
• 76% of consumers believe companies should try to improve the well-being of their employees, up only 1% from May 2022.
• Only 7% of consumers say whether companies donating the proceeds from their purchases to charity is the most important factor in their purchasing decision. 

When a company takes a genuine stand, it can be an effective way to build trust and credibility with consumers. However, consumers care most about the quality of a product or service and whether it’s worth their money. 

Our study found that 51% of consumers say the quality and price of a product are the most important factors in their purchasing decisions. Furthermore, one of the top concerns consumers (44%) have with buying items online is the quality, according to our survey. 

The Top Shopping Trends of 2024

1. For Gen Z, influencer recommendations matter more than recommendations from friends and family, but that gap is narrowing. 

According to our survey, a little over a fifth of Gen Z consumers (22%) prefer to discover new products on social media via influencers, and 29% of millennial consumers say the same.

Furthermore, 27% of Gen Z consumers say they’ve made a purchase based on an influencer’s recommendation in the last three months, and 36% of millennial consumers say the same.

Influencer marketing has remained an effective strategy for brands over the past few years, which is why 50% of marketers plan to increase their investment in it in 2024.

However, our survey shows a slight shift in the trend, at least among Gen Z consumers. Only 9% of Gen Zers in our survey said recommendations from friends and family are among the most important factors in their purchasing decisions.

This is only 2% less than the amount of Gen Zers who say the same about influencer recommendations. 

That said, most millennials and Gen Zers in our survey still have a lot of trust influencers and consider their recommendations in their purchasing decisions.

This makes sense in many ways: Influencers are traditionally considered experts in their niche. If I follow a makeup influencer, I can safely assume he or she knows more about makeup than most of my friends.

For e-commerce businesses, this is powerful news: It means you no longer need to rely on word-of-mouth alone (though word-of-mouth should still be a part of your strategy).

Instead, it’s wise to focus your efforts on influencer marketing since influencers have demonstrated a level of influence over their audiences that surpasses even that of friends and family.

2. Gen Zers prefer to discover new products via social media — but they still like to make purchases in-store.

Our State of Consumer Trends Survey found 40% of Gen Zers (ages 18-24) have discovered new products on social media in the last 3 months, followed by internet searches (28%), and word of mouth (26%). 

If your e-commerce business is targeting Gen Zers, then, it’s vital you focus your efforts on social media rather than paid ads when it comes to attracting new leads to your products and educating those leads on your products.

Additionally, when asked which content formats Gen Zers prefer for learning about a product and its features on social media, the majority (48%) said they’d like to learn about a product through a short-form video like a TikTok or Reel.

The same percentage applies to social media marketplaces where purchases happen off the app, like Facebook Marketplace.

However, 38% of Gen Zers say they’d still prefer to purchase a product in-store.

This is an important call-out: While you’ll want to focus on social media for your lead generation efforts, it’s still vital to have a strong, effective in-store shopping option for those who would like to make the final sale in person.

3. When it comes to millennials and Gen X, social media is the most popular option for discovering new products.

Similar to Gen Zers, social media (34%) is the most popular method among millennial buyers for discovering new products.

However, YouTube ads (29%) are a close second for millennials, which means that if you’re targeting a millennial demographic, you might want to consider investing in YouTube and YouTube Ads to get their attention. 

And if your target audience is Gen X (35-54-year-olds), social media is also the most popular option. The majority of Gen X (28%) say they prefer to discover new products via social media.

Plus, 27% of Gen X buyers also search the internet for new products, so SEO is another good option here.

4. Millennials, Gen Xers, and Gen Zers prefer to discover new products via short-form videos.

What do Gen Zers, millennials, and Gen Xers all have in common? Well, the majority of them (48%, 47%, and 36%, respectively) prefer discovering new products via short-form videos.

So, if you’re aiming to attract those three generations, you’ll want to consider short-form videos like TikTok or Instagram Reels.

5. Mobile phones are the most popular device for online shopping, but most consumers prefer buying in-store. 

The majority of consumers in our survey (62%) say they prefer shopping online with their mobile phone over using a tablet, computer, laptop, or other device.

You’d think this would mean they prefer making purchases via a mobile app or their phone. Surprisingly, that isn’t the case! 64% of consumers in our survey actually prefer purchasing items in-store.

“I find new products online all the time, and I’ll even do some ‘virtual window shopping,” says HubSpot’s Santiago. “Basically, I’ll peruse different online stores via my phone and not always with the intention of buying anything.”

However, like the 52% of millennials in our survey, Santiago says she prefers purchasing items in-store. 

“I like being able to hold an item in my hand to get a feel for the quality or trying on clothes in a fitting room, and those are experiences you really only get if you’re shopping in person,” she says.

Again, ensure that your in-store experience is just as delightful, easy, and effective as your digital store. 

And, if you’re an e-commerce business, it’s critical your website is mobile-optimized, and you have mobile-responsive product pages.

If I’m scrolling a company’s products and I find it’s too difficult or cumbersome on my phone, I typically ditch the website – and don’t return. So it’s vital you ensure you’re following mobile best practices (including large text, lots of white space, responsive templates, and mobile-friendly calls-to-action).

6. Price and quality matter most when it comes to making a purchasing decision — but not always in that order.

Most of our Gen Z (40%) and Boomer respondents (71%) say price is the most important factor when deciding to buy a product. 

However, our survey suggests that price is actually second to quality in the eyes of Millennials and Gen Xers. Most of our Millennial respondents (33%) rank quality as the number one factor when deciding on a purchase, and 46% of Gen Xers say the same. 

According to our survey, quality is the second most important factor for Gen Z and Boomers. No matter the order, price, and quality are the top two deciding factors, so make sure your products are fairly priced and of high quality. 

7. Short-form video offers huge advertising opportunities.

Short-form video is the most popular video length on social media. As a result, TikTok — and other short-form video platforms — are becoming viable advertising channels. In fact, 37% of consumers in our survey want to learn about products through short-form videos like TikToks or Reels.

On top of that, 52% of U.S TikTok users say the advertisements they see on the platform are fun and engaging — which are two ingredients for effective ads.

The Shopping Trends to Expect in 2025

Here are a few trends you’ll continue to see: 

• Omnichannel retailing will be a priority. Our survey results show that mobile, online, and in-store shopping are all important to consumers across generations to varying degrees. So, expect to see businesses lean heavily into omnichannel retailing. In other words, businesses will ensure the shopping experience is consistent, connected, and delightful no matter how or where customers are shopping. 
• Sustainable and ethical practices will be crucial in retaining consumer trust. Consumers care a lot about a company’s values and ethics. For example, we found that 64% of consumers agree that companies should try to reduce their environmental impact. So, think of ways your company can operate sustainably and ethically for both the planet and your consumers. 
• Prepare to see a lot of micro and nano-influencers in short-form video advertisements. Short-form video is still a preferred medium for many consumers learning about new products and marketers continue to see success with micro and nano influencers. So, it makes sense you’re going to see more influencers promoting products and services on short-form video platforms like Instagram Reels, YouTube Shorts, and TikTok.

When creating an effective e-commerce strategy, it’s vital you take the time to understand how shoppers want to shop today — and into the future.

Shopping behaviors change over time. The more your business can meet the evolving needs of your consumers, the more likely you are to continue to succeed well into the future.

You don’t have to be in marketing to know what it means to “go viral,” but the dream of saying, “My brand went viral”? — That’s definitely unique to our profession.

Marketing managers are even credited with coining the phrase back in the 1980s, but it’s safe to say a lot has changed since then.

“Going viral” is slowly giving way to “becoming a meme” these days, but either way, we mean getting lots of attention on the Internet, especially on social media.

Think the 10,000 retweets Oreo got on its famous “You can still dunk in the dark” Super Bowl tweet in 2013 or the 154 million views Solo Stoves’ covert collaboration with Snoop Dogg generated in 2023.

But let’s be honest; these big brands have it easy.

Global brands have agencies and well-staffed marketing teams standing by to pounce on current events and trends. Plus, they have large, established audiences paying attention and ready to spread timely content.

What are the little guys supposed to do? How can we grab some of the viral glory? Let’s talk through how 16 small (or formally small) brands made it happen and what you can learn from their stories.

16 Small Brands That Went Viral On Social Media

1. Janet Heller Fine Jewelry

Everyone’s still talking about the Paris Summer Olympics — and not just about the athletes.

After winning gold in the all-around gymnastics final, gymnast Simone Biles showed off a diamond-studded gold goat pendant (representing being the GOAT or “Greatest Of All Time”) to cameras.

And then, of course, fans everywhere wanted their own.

The pendant was custom-made for Biles by Janet Heller Fine Jewelry, a jeweler of 15 years based in Southern California.

After Biles’ win, Heller received thousands of requests for the pendant but will not be replicating it. She explains, “The goat can’t be replicated. Simone is one of a kind.”

While Heller won’t be selling more goats, the attention she received from the piece has been overwhelming.

She told ABC News affiliate KABC, “I’ve made many gorgeous pieces for many beautiful people, but I have to say that this is probably the pinnacle of my career so far.”

The lesson on how to make your brand go viral? Showcase your talent in unique ways.

Sure, we can’t all get legendary athletes to show our product on globally watched television events. Sucks, I know.

But let’s dial this back to what business owner Janet Heller did do: She made something different. Heller offers lots of beautiful jewelry on her website, but Biles’ commission was unique and memorable.

It’s easy to look past products that are just like everything else out there, but if you make something people have never seen before, you’re one step closer to grabbing attention, getting shared, and going viral.

2. Mike Hege & Pridemore Properties

In July 2024, Mike Hege, a real estate agent at Pridemore Properties, asked his 27-year-old marketing manager to edit a video of him to put on his social media.

What they made was a compilation of outtakes of Mike breathing, thinking, and essentially “Millennial pausing.”

The Gen Z marketing manager proceeded to post the video to the company’s Instagram page with the caption, “Asked my Gen Z employee to edit a video for me, and this is what I got!” and the Internet loved it.

As I write this, the video has over 5.3 million likes on Instagram and almost 150K views on TikTok.

It has even sparked a trend thousands of brands have participated in, including one of my favorite local restaurants in Connecticut, Haven Hot Chicken:

The lesson on how to make your brand go viral? Humanize your brand.

Looking at Pridemore’s Instagram account, it’s clear the team is no stranger to creating light-hearted content — and this is by design.

Hege explained to TODAY.com that the team wants to expand its social media presence beyond content focused on North Carolina real estate and often shows their humanity in their content.

He shared, “We want to help people through the process of finance and real estate. [Our editor] tries to convey that we can have a good time, are real people, and have fun and be on the lighter side.” Clearly, it worked.

Learn more about humanizing your brand in our article, “How to Humanize a Brand: 15 Best Tips for Humanizing Your Voice.”

3. Dominique Ansel Bakery

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Pastry chef Dominique Ansel was not very familiar with doughnuts when someone pointed out that his New York bakery didn’t have one on the menu.

Originally from France, he grew up eating croissants. So, taking the inquiry seriously, Ansel returned to his roots and invented a new twist on the doughnut — the Cronut.

In 2013, Ansel’s Cronut gained steam after a food blogger from Grub Street documented their experience. Traffic to the bakery website rose by more than 300%, and hundreds lined up daily to get their hands on the trendy pastry.

The lesson on how to make your brand go viral? Capitalize on exclusivity.

Initially, each batch of Cronuts took Ansel’s team three days to prepare, which meant the numbers were limited.

Now, a decade later, you can join a pre-order list or place an order, but you’ll still find a line outside of Ansel’s bakery (really), hoping to get a hold of one of the 350 made fresh daily.

Because quantities are limited, getting a cronut is a delicious bragging right and an exclusive experience, which makes people want it even more.

If you’re wondering how your brand can go viral, try limiting production of or access to your offering to build hype. The scarcity effect can be a powerful marketing tool.

Learn more about it in our article, “The Scarcity Principle: How 7 Brands Created High Demand.”

4. Lala Hijabs

Nothing says “2020s” like the story of Lala Hijabs.

Sana and Will Saleh are a young married couple with two children who grew quite an audience on TikTok sharing videos about their everyday lives as Muslims in America and an interracial couple.

During the COVID-19 pandemic, both Salehs lost their jobs.

But when they realized the handmade tie-dye hijabs (head coverings or scarves worn by some Muslim women in public) that Sana occasionally wore in their videos were getting a lot of attention, they decided to use their life savings to start a business.

They explained, “When people began asking where we got [the hijabs] from, we decided to hype up the business before we even began forming it — people loved it and anticipated the huge launch!”

Since its launch, the family-owned business has gained over 145K followers and 4.4 million likes on TikTok, with 60% of its sales coming through the app. It also has over 27 million followers on Instagram.

The lesson on how to make your brand go viral? Build a community first.

We’ve heard it time and time again. Communities foster brand loyalty and deeper customer relationships for businesses, and that has proven very true with Lala Hijabs.

The Saleh Family had already been on TikTok for about a year before they had the idea for the business. But once they did, they already had a hoard of customers lined up for their product and rooting for their success.

How do you build a community exactly? Here are a few resources to help you get started:

• How to Build a Successful Online Community: A Step-by-Step Guide
• Building a Community Management Strategy That Actually Creates Connection
• The Ultimate Guide to Community Management [According to Experts Who Do It Daily]

5. Cards Against Humanity

Cards Against Humanity — the self-proclaimed “party game for horrible people” did not come from some hip Silicon Valley incubator.

Instead, it was the brainchild of eight high school friends from Chicago, with the goal of “being funny and having people like us,” co-creator Max Temkin explained.

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The product has been available for free download on their website since day one. Eventually, they started a Kickstarter campaign to print the cards for sale as well.

The team raised 400% of its original $4,000 goal and became the number-one game on Amazon within a month of its 2011 launch.

The lesson on how to make your brand go viral? Establish your brand and stay true to it.

Cards Against Humanity has always touted itself as the game for misfits, and that unorthodox brand is carried throughout its marketing.

In 2013, they ran a satirical anti-Black Friday sale where they actually increased the price of the game, saying “Today only! Cards Against Humanity products are $5 more. Consume!” Their sales inexplicably increased.

In 2016, their Black Friday campaign featured a live video of the company “digging a holiday hole“ and asking people to donate to its ”cause.” They raised close to $30,000 with the stunt.

And in 2017, they launched their first-ever Super Bowl ad featuring nothing but a potato and a clever article about why the ad “failed.”

Cards Against Humanity is one of the clearest cases of knowing and staying true to your brand. Their copy, creative, and campaigns are unapologetically their own, just like the game.

It’s a brand that speaks to its audience and, as of 2023, Cards Against Humanity is a $500 million company.

Learn more about establishing your voice in “Creating Your Brand Voice: A Complete Guide.”

6. Metro Trains Melbourne

Even 11 years later, there’s a good chance you’re already humming this catchy little viral song in your head. It’s ok, so am I.

Melbourne’s metro system wasn’t a small brand per se, but it certainly wasn’t global when it launched the “Dumb Ways to Die” (DWTD) safety campaign.

Before the campaign, the organization had information at stations, but nothing really elicited positive changes in behavior, so tried something different.

They brought on the agency McCann Melbourne to help, and DWTD was born.

By April 2014, the campaign had been viewed 77 million times on YouTube (Today, it’s 312 million). The accompanying game became the number one free app in 101 countries. In six weeks, DWTD had garnered an estimated $60 million in earned media.

The most important change that came out of the campaign? A 21% reduction in railway accidents and near misses.

The lesson on how to make your brand go viral? Start outside your target audience.

Reflecting on the campaign‘s inception, Metro Trains’ Chloe Alsop explained, “We kept returning to the same thing: it’s really hard to get hit by a train. Wrong or careless behavior is required.”

So, rather than crafting something serious or heartbreaking, as so many safety videos would, they went with a memorable and shareable campaign that earned worldwide attention.

This global impact approach was actually by design.

McCann created the original campaign using North American voices and characters because they believed “the video had to go viral first, later it would catch the attention of the real target audience.”

Today, the campaign has become a franchise used by metro transit around the world. The takeaway for us? As McCann spokesperson John Mescall says, “It used to be ‘Think global, act local.’ That’s no longer true; we need to think and act globally.”

7. Saucemoto

Saucemoto is another Kickstarter success story by none other than a company that produces a plastic sauce holder that plugs into a car’s air vent. They earned attention on the crowdfunding platform in 2017 with an innuendo-filled video.

The campaign sought $10,000 and netted $63,308 while gaining over 50 million views across social media. Two years later, it scored a $45,000 deal with Kevin O’Leary on ABC’s “Shark Tank.” As of 2022, the company was valued at $200,000.

The lesson on how to make your brand go viral? Use humor.

Both Saucemoto’s Kickstarter video and their Shark Tank pitch were filled with jokes poking fun at how “absurd” the product was. But that humor grabbed people’s attention and made them listen.

The truth is that Saucemoto solves a real and relatable, albeit silly, problem, and if they hadn’t used humor to capture people’s interest, they might not have seen the same level of growth and popularity.

8. Datz Deli

Datz Deli was just a small, family-run corner store selling snacks and a variety of Caribbean and Guyanese dishes in Jamaica, Queens, New York, when owner Joshua Dat opened its doors in December 2022.

But then Johnny Eats posted his now famous TikTok video about the location’s signature “Mac Patty” — a Jamaican beef patty sliced, placed between coco bread filled with mac and cheese and topped with meat and sauce of your choice — and there was no turning back.

The video generated 1.3 million views, and the sandwich became the subject of hundreds more.

By August, Dat reported selling more than 10,000 sandwiches a month, roughly 400-600 a day and was projected to bring in over one million dollars in his first year in business. “We don’t sleep anymore,” Dat told Eater.

The social media hype caught the attention of Business Insider, CNBC, and The Kelly Clarkson Show, among others.

Today, Dat has opened a second location in Manhattan and plans to expand to other major cities. He also continues to sell out regularly — Trust me, I went last month, and they were already out of the jerk chicken option. I was heartbroken.

The lesson on how to make your brand go viral? Collaborate with influencers

During his interview with Kelly Clarkson, Dat recounted how he collaborated with food blogger Johnny Eats to create the video that would ultimately set the “Mac Patty” trajectory in motion.

Eats got new, unique content for his platform, and Dat was exposed to Eats’ audience of over 220,000 followers across social media.

Having only been open for a few months, this was a smart and invaluable partnership for Dat.

Want to learn more about collaboration and co-marketing? Check out these resources:

• What Is Co-Marketing? A Guide to Co-Branding Marketing Campaigns
• Influencer Marketing Strategy Checklist & Template
• 21 Examples of Successful Co-Branding Partnerships (And Why They’re So Effective)

Bonus: Get personal.

While Johnny Eats’ video was the catalyst for the deli’s media attention, the family’s personal touch is what they continue to highlight in videos, interviews, and articles.

Customers regularly praise the team’s kindness and hospitality, even during long wait times and crowds.

Furthermore, Dat started the business to give his father something to call his own and to create stability and structure for his entire family, a goal he is very open about.

His personal, human story is one that people from all walks of life connect with and want to support.

9. Chubbies

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Love ‘em or loathe ‘em, Chubbies have left their mark on the apparel industry.

The founders are four Stanford buddies who bonded over their mutual love of short shorts and the belief that “if you had a really cool pair of shorts, people would talk about it.”

After testing their idea for Chubbies at a Fourth of July beach party, their website launched in September 2011 without a big-budget campaign. They simply started by emailing college fraternity presidents, and they sold out in days.

Today, they generate over $13 million in revenue.

The lesson on how to make your brand go viral? Ditch the formality.

Witty emails, unapologetic copy, and “bro-friendly” photography set them apart, and their guerilla-style email tactics spread the Chubbies name and product through college towns everywhere.

Their voice, and style were casual and informal — just like their product. This caught people’s attention and kept it even as they grew, expanded their offerings, and were acquired.

When trying to go viral, especially on social media, this laidback approach grabs far more attention than sounding corporate and professional.

10. Love Your Melon

Love Your Melon is a brand I was introduced to by an old teammate many years ago, and I’ve been a fan of it ever since.

The hat and apparel brand started in 2012 as a part of a class project for Zachary Quinn and Brian Keller, two students at the University of St. Thomas in Minnesota.

Quinn and Keller set up a stand outside of Quinn’s family restaurant with 400 hats. He promised that for every 200 hats they sold, one would be donated to a local child with cancer. They sold out in two days.

As Forbes detailed, “Within a week, word of Quinn and Keller’s mission went viral. Their Facebook page blew up. Orders came in one after the other, doubling every time.”

“Within a few months, Quinn had dropped out of college, and Love Your Melon had morphed from a class project into a full-fledged start-up with the simple goal of putting a hat on every child battling cancer in America.”

Today, Love Your Melon’s website claims they have donated nearly $10 million to children’s cancer and put over 270,000 beanies on children battling it. The brand continues to donate $1 for every product they sell.

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The lesson on how to make your brand go viral? Highlight your cause or mission.

Anyone who owns a Love Your Melon product will rave about their quality and comfort, but there are no shortage of imitations on Etsy and Amazon.

What sets the company apart is their mission. When you buy a Love Your Melon product, your dollar isn’t just going to a cold retailer; it’s going towards helping children and families in need with the goal of eradicating Cancer.

You should not just embrace a cause or mission to go viral — people can sense that inauthenticity from a mile away.

However, if you have something that genuinely fits your offering or brand value, using your platform and resources gives your audience something greater to get behind.

11. Chatbooks

A four-minute viral video? That’s pretty unheard of in today’s 30-second Reel world, but it paid off for Chatbooks.

The video that put Chatbooks on the map showed viewers how to use the then-new app that turns their social media photos into albums via a funny, matter-of-fact mom running errands and spending time with her kids.

Chatbooks sold 1 million subscriptions in its first 18 months, racked up over 1 million views on YouTube, and has over 400,000 “likes” on Facebook. They also continue to post honest, pain-point-driven videos featuring the same now-recognizable mom.

The lesson on how to make your brand go viral? Showcase relatable pain points.

Why was Chatbooks video so successful? They nail their buyer persona and the problems they face.

The video features a busy, realistic mom. She speaks to the audience with all the advice, sarcasm, and “I get it, I’ve been there,“ relatability you’d look for from a fellow cool mom. It closes with a catchy tagline: ”Done is better than perfect.”

It’s easy to phone in your user personas, targeting general groups, but Chatbooks went the extra mile.

They clearly considered how their persona thinks, what she worries about, how she’s spending her time, and how photos figure into her hectic schedule.

The result? A video their target audience couldn’t help but share.

12. National Cowboy and Western Heritage Museum:

The National Cowboy and Western Heritage Museum is a museum in Oklahoma City that celebrates the history of the American West and Native American art.

Like most of us, it was forced to close its doors during the 2020 COVID-19 pandemic, but a small team, including head of security Tim Tiller, still watched over the grounds.

Tiller was recruited to run the museum’s social media while it was closed, and the internet fell in love.

A social media novice at the time, Tiller’s humor and behind-the-scenes photos across Twitter, Instagram, and Facebook drew thousands of likes and comments.

And today, the museum has over 400,000 followers across its Twitter, Instagram, and Facebook profiles.

The lesson on how to make your brand go viral? Hone in on a “creator.”

People follow brands on Instagram but are more likely to follow and engage with other people, especially people they care about and like.

A smart way for your business to capitalize on this is to recruit specific creators, like Tiller, to appear regularly in your content.

These individuals are like your “spokespeople,” giving your audience someone human to recognize and root for rather than just a cold, faceless brand.

In this scenario, the brand went viral because people were no longer just following a museum with lifeless artifacts; they were following a friendly face with a personality in Tiller.

Note: My teammate Meg Prater, who grew up in Oklahoma, can confirm Tiller remains a local hero and is the subject of much merchandise.

13. Mohawk Chevrolet

Mohawk Chevrolet, a car dealership in Malta, New Jersey, went viral after starting a spoof of the popular series “The Office” on its social media.

Episodes of “The Dealership” drop on the company’s TikTok every Tuesday, and they’ve generated over one million likes and 150k followers on the platform.

They are certainly not the first to parody the series, but they are arguably one of the most successful, grabbing the attention of USA Today and Complex, among other media outlets.

It even inspired other brands to start their own spoofs, including Pridemore Properties, which we talked about earlier.

The lesson on how to make your brand go viral? Use popular culture to connect with your audience.

Mohawk Chevrolet may have made it big with “The Dealership,” but they are no strangers to poking fun at popular culture in their content. Scroll down their feed, and you’ll find videos influenced by HBO’s “Game of Thrones” and the “Star Wars” franchise.

Using pop culture or current event references is a fun and memorable way to grab people’s attention and show personality.

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This is a fun and easy way to resonate with your audience and make them want to work with you. So, get creative.

14. Eva Kor and Candles

In 2017, BuzzFeed did a profile on Auschwitz survivor Eva Kor and her Holocaust memorial museum, Candles, in Terre Haute, Indiana.

Before the video, the museum was quite small and had suffered its share of hardship. However, the profile gave Kor a global platform to share a story of heartbreak, bravery, and remembrance that connected with millions.

After its publication, a visit to the cherished local museum became a must, and many shared their experiences on social media. Many people in Terre Haute will enthusiastically tell you about their first time at Candles.

Now, millions of people know about the museum and get to spread that message.

In 2019, two Indiana natives teamed up with PBS to release a documentary highlighting Kor’s legacy.

The lesson on how to make your brand go viral? Share a human story.

Everyone has a story to tell. Candles’ story is one of strength, passion, and perseverance — feelings everyone can relate to.

By telling your story and what motivates your business, you may also capture the hearts and attention of the masses.

15. Liquid Death

Liquid Death is far from a small brand now, but when it was started in 2017, it was a bit of an anomaly.

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It was water — just like Poland Spring or Aquafina — but it was distributed in a can rather than a plastic, see-through bottle, and it was marketed like alcohol. It wasn’t anything new, but at the same time, it was.

Gen Z and millennials loved it.

The brand has over three million followers and 5.2 million on TikTok, and, according to NBC News, it is valued at about $1.4 Billion.

It is also reported that Liquid Death “hit $263 million in global sales and can be found in 113,000 retail outlets across the U.S. and U.K.”

The lesson on how to make your brand go viral? Challenge the norm.

It’s safe to say Liquid Death isn’t like other purified water brands.

Forget images of lakes and rivers. Liquid Death uses skulls and rock stars like Ozzie Osbourne. It even has a digital “Murder Head Death Club” filled with NFTs and merchandise giveaways for fans to enjoy.

It’s more of a lifestyle than just water, and that’s what makes it stand out.

Brad Avery, senior reporter for industry news group BevNET explained to NBC:

“When you look at branding in the bottled water category, so much of it has revolved around themes like the purity of the water, superior levels of hydration, etc. Liquid Death took off in part because it was a subversion of all the tropes of bottled water marketing that we’re familiar with.”

As sober and alcohol-free lifestyles become increasingly popular in the United States, especially among younger generations, Liquid Death’s marketing wants consumers to know that healthy alternatives can still be fast-paced and exciting.

16. Dollar Shave Club

We can’t talk about small brands that went viral and not mention Dollar Shave Club (DSC).

At this point, the razor company’s inaugural video from 2012 is a legendary case study in video marketing.

Co-founder Michael Dubin wrote and starred in the video and had a friend shoot it in a single day for less than $4,500.

It spoke flawlessly to common shaving pain points, poked fun at the company, and announced to the world that it was ready to shake up a previously forgettable industry.

90 minutes after the video went live, the company’s servers crashed due to all the traffic the video generated. Over the next two days, DSC received 12,000 orders.

DSC was bought for $1 billion in 2022, and today, its “Our Blades Are F***ing Great” video has 28 million views.

The lesson on how to make your brand go viral? Make a boring industry exciting.

Shaving has always been a part of life; it’s not really something worth talking about with your friends, but DSC made it one with its marketing.

Its video, candid voice, and revolutionary solution (quality razors shipped straight to your door for just $1) breathed new life into the shaving industry. These were all novelties worth sharing and talking about.

Not to be the bearer of bad news, but there’s no guarantee that your brand will ever go viral.

In most cases, it’s luck by chance or even an algorithm. The best thing you can do is to use the tips and lessons learned from these 16 brands to continuously create high-quality, original content and deliver great products and services.

Sound like a lot of work? Honestly, it’s what you should be doing anyway.

With this approach, if and when your small brand goes viral, people won’t just share or notice you and disappear. Rather, they’ll stick around because they know you have something valuable to offer.

Is AI taking over jobs in 2024?

A quarter of workers are worried it is.

There’s even a website called “Will Robots Take My Job?” where you can input a job title and see the likelihood of AI taking it over. I’ll admit that I’m even affected by this fear, checking the website more often than I’d like to admit.

The site is interesting to explore, but it’s important to understand the facts. So, I took a deep dive into the site to see what jobs have staying power and which don’t.

In this post, I’ll discuss the impact it’s already had, a list of jobs that AI can and cannot replace, and expert advice on how to future-proof your career and come out on top.

Table of Contents

• Artificial intelligence disruption is already happening.
• What jobs can AI replace?
• 10 Jobs AI Can Replace
• What jobs are safe from AI?
• 10 Jobs AI Can’t Replace
• Navigating Artificial Intelligence
• How to Future-Proof Your Career

Artificial intelligence disruption is already happening.

AI once posed the most significant disruption to assembly lines. The recent AI boom has changed that, as advancements have introduced AI to many different industries and businesses, and more and more workers leverage it to do their jobs.

For example, salespeople are using AI to analyze sales calls faster, bloggers and content creators are already using AI to streamline the writing process, and customer support reps are bringing customers faster solutions.

Salespeople are now using AI to analyze sales calls faster, marketers and digital creators are creating multi-channel content at greater speed, and customer support reps are bringing customers faster solutions.

Such functions lead to greater ROI for businesses, and this is shooting the AI optimism off the roof according to our 2023 State of AI report.

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However, as advancements continue, will the disruption become so great that the workforce will find themselves asking, will ChatGPT replace me?

HubSpot Co-Founder and CTO Dharmesh Shah has a positive outlook on the future of AI. In fact, he thinks bots and AI will make us better at our jobs and more secure in our careers, not the other way around.

Samyutha Reddy, Jasper’s head of enterprise marketing, thinks similarly. Her teams regularly use generative AI, but she’s still actively hiring because AI can’t replace the human experience.

“We value writers in our society because they‘re able to give us a thought-provoking human perspective on the world…it’s about humans sharing opinions on very real topics that help build your perspective on how you feel about something. So an AI could really never replace that human perspective,” she says.

Despite the expert opinions of Shah and Reddy, you might still be anxious about where your career stands. I sometimes find myself lying in bed, scrolling through Reddit threads about the robot uprising. So, I put my mind at ease by turning to data.

Based on current data and the website Will Robots Take My Job?, I’ll explore what jobs AI can replace highlighting ten positions with a higher likelihood. I’ll also explore which jobs are safe from AI, highlighting ten job roles least likely to be replaced by this technology.

What jobs can AI replace?

Once in the past, concerns over machines replacing human jobs rose with the automation of physical tasks common in factories and warehouses. Now, the same is happening with AI and the fear of it replacing human intelligence in the workplace.

“Think about your position and what your position will transform to in the next 12 to 24 months. Whether you like it or not, this is happening, and it is going to happen so fast that it will change the fabric of our society. If you haven’t already done so, search for whatever your title or your position is and look at all the [AI] tools that exist within that,” Duran Inci, CEO at Optimum7 says.

Before ChatGPT exploded in 2022 and unleashed the capabilities of AI to the average user, AI had already been making inroads in the sector. Business leaders were already hiring AI specialists, devising ways to use the technology to 10x their productivity, according to a report by PwC.

Between 2012 and 2023, jobs with AI-specific skill requirements increased sevenfold. In contrast, regular jobs only doubled within the same timeframe. But while the demand for professionals with technical AI skills may be on the rise, traditional jobs with high exposure to AI may be left on the back burner.

And from a Pew Research Center study, one in five Americans work a job with “high exposure” to (this exposure is measured by how much of the job’s most important activities can be performed or supported by AI).

Job roles that involve work activities like “getting information, processing information, analyzing data and information, thinking creatively, evaluating information to determine compliance with standards, making decisions or solving problems, performing for or working directly with the public, and more” fall under that category.

And these are the jobs that AI can replace. Not entirely, but to a significant extent affecting 30% of current worked hours by 2030.

“I would say 40% to 50% of creative and generic positions are already 80% there, and you will lose millions of dollars in the next 10 to 20 years if you don’t already have the plus version of ChatGPT and if you don’t already use it,” Inci continues.

What this means is that the greater the level of AI exposure a job has, the greater the risk of replacement.

Here are some examples.

1. Telemarketers

Future of Employment Study Likelihood: 99%

Will Robots Take My Job? Likelihood: 100%

Why: You probably already receive robocalls on behalf of various products and services, and career growth in the telemarketing space is expected to decline by 18.2% by the year 2032. This is largely because of the requirements to be successful. Unlike other roles, these jobs often require repetitive and predictable tasks that can easily be automated.

However, successful human telemarketers have a level of social perceptiveness and emotional awareness that machines can never replicate.

2. Bookkeeping Clerks

Future of Employment Study Likelihood: 99%

Will Robots Take My Job? Likelihood: 100%

Why: Jobs in this role are expected to decline 4.5% by 2032, and it‘s no surprise why — most bookkeeping is becoming automated if it hasn’t been already. QuickBooks, FreshBooks, and Microsoft Office already offer software that does the bookkeeping for you, so it’s no surprise this job has such a high probability.

3. Compensation and Benefits Managers

Future of Employment Study Likelihood: 96%

Will Robots Take My Job? Likelihood: 41%

Why: As companies grow, especially across multinational markets, a human and paper-based system can present more hurdles, time delays, and costs. That’s why there is a 64% chance of full automation within the next two decades.

Automated benefits systems can save time and effort by providing benefits to large numbers of employees, and companies like Ultipro and Workday are already being widely adopted.

4. Receptionists

Future of Employment Study Likelihood: 96%%

Will Robots Take My Job? Likelihood: 93%

Why: Pam predicted this back on The Office, but in case you‘re not a fan, she said automated phone and scheduling systems can replace a lot of the traditional receptionist role — especially at modern technology companies that don’t have office-wide phone systems or multinational corporations.

But, receptionists develop relationships in the office that give them a unique advantage in providing customized support compared to an algorithmic system.

5. Couriers

Future of Employment Study Likelihood: 94%

Will Robots Take My Job? Likelihood: 95%

Why: Couriers and delivery people are already being replaced by drones and robots, so it’s only a matter of time until this space is dominated by automation altogether.

6. Proofreaders

Future of Employment Study Likelihood: 84%

Will Robots Take My Job? Likelihood: 100%

Why: Only a few jobs have a 100% risk level and this is unfortunately one of them. Proofreading software is everywhere. From Microsoft Word’s simple spelling and grammar check to Grammarly and Hemingway App, there are a lot of technologies out there that make it easy to self-check your writing.

On the other hand, the relationship a proofreader develops with a client gives them an understanding of the intention behind a writer’s work and the contextual knowledge needed to successfully complete a project.

7. Computer Support Specialists

Future of Employment Study Likelihood: 65%

Will Robots Take My Job? Likelihood: 52%

Why: The field is projected to grow by 6.2% by 2032. But with so much content on the internet with instructions, step-by-step guides, and hacks out there, it’s no surprise companies will rely more heavily on bots and automation to answer support questions from employees and customers in the future.

8. Market Research Analysts

Future of Employment Study Likelihood: 61%

Will Robots Take My Job? Likelihood: 40%

Why: Market research analysts play an incredibly important role in developing messaging, content, and products, but automated AI and surveys can compile this information more and more efficiently.

While automated research tools can have a leg up in scale, speed, and accuracy, a human researcher has hands-on knowledge and personal experience that an algorithm can’t develop. Human researchers that leverage automation tools can create a more effective process.

9. Advertising Salespeople

Future of Employment Study Likelihood: 54%

Will Robots Take My Job? Likelihood: 52%

Why: As advertising shifts away from print and TV and towards web and social media landscapes, people simply aren’t needed to manage those sales for marketers who want to buy ad space.

Social media platforms make it easy for people to buy space through free application program interfaces (APIs) and self-serve ad marketplace, removing the salesperson and making it faster and easier for users to run their ads.

Even the ads themselves are leaning more and more in artificial intelligence. When looking at actors or voice actors, we’re also seeing a trend of companies using AI voices for advertisements like commercials.

10. Retail Salespeople

Future of Employment Study Likelihood: 92%

Will Robots Take My Job? Likelihood: 66%

Why: Companies are democratizing the shopping experience with features like self-checkout, and the modern buyer is much more internet-savvy and more likely to do internet research and make a buying decision on their own.

On the other hand, the care a retail salesperson brings during a 1:1 interaction differs from automated and unemotional support, and many consumers prefer to interact with humans during the support process.

What jobs are safe from AI?

Although data suggests generative AI could expose over 300 million full-time jobs across the US and Europe to automation, certain roles remain largely immune to this. Going by the exposure scale, these jobs have medium to low exposure to AI.

This is because their most important work activities range from:

• Training and teaching others
• Performing general physical activities
• Repairing and maintaining equipment
• Establishing and maintaining interpersonal relationships
• Resolving conflicts and negotiating with others
• Developing and building teams
• Selling or influencing others
• Judging the qualities of objects, services, or people 

… and so much more.

What these activities revolve around are uniquely human traits like emotional intelligence, contextual creativity, discernment and manual labor that AI cannot replicate yet. This is also echoed by the World Economic Forum’s (WEF) top 10 work skills of 2025, some of which include:

• Analytical thinking and innovation.
• Critical thinking and analysis.
• Creativity, originality, and initiative.
• Leadership and social influence.
• Complex problem-solving.

And this is true for business leaders and their hiring practices. At GuerrillaBuzz, Co-Founder Yuval Halevi, says they rely mainly on human creativity to drive their marketing efforts. “We apply AI mainly to repetitive and time-consuming tasks, removing the monotony and freeing up time for more creative work.”

In the words of Ian Shine at the WEF, these jobs are safe because “one of the human brain’s biggest advantages over AI is the fact that it is attached to a real human body.”

Without further ado, here are some jobs that are safe from AI.

1. Human Resources Managers

Future of Employment Study Likelihood: 0.55%

Will Robots Take My Job? Likelihood: 14%

Why not: It’s kind of in the name — but your company’s Human Resources department will likely always need a human at the helm to manage interpersonal conflict with the help of non-cognitive and reasoning skills. Problem solving, contextual understanding, and unique business knowledge also make a human better equipped for this job.

The field is projected to grow 7.3% by 2032 as companies scale and need more robust structures for supporting and helping employees.

2. Sales Managers

Future of Employment Study Likelihood: 1.3%

Will Robots Take My Job? Likelihood: 30%

Why not: Sales managers need high emotional intelligence to hit their monthly quotas, network and collaborate with customers, and motivate and encourage the larger sales team. Managers also have to analyze data and interpret trends. The high levels of intelligence required and the constant need to adapt to new situations make this role safe from automation.

3. Marketing Managers

Future of Employment Study Likelihood: 1.4%

Will Robots Take My Job? Likelihood: 18%

Why not: Marketing managers have to interpret data, monitor trends, oversee campaigns, and create content. They also have to nimbly adapt and respond to changes and feedback from the rest of the company and customers, making this another human-forward career AI isn’t quite ready to replicate.

A unique contextual understanding and previous business experience make a human stand out from an automated system.

4. Public Relations Managers

Future of Employment Study Likelihood: 3.7%

Will Robots Take My Job? Likelihood: 8%

Why not: Successful public relations (PR) managers rely on a network of relationships and contacts to procure press placements and buzz for the companies they represent, making this another completely safe role.

PR managers who have to raise awareness around an issue or mission need a particularly human touch to raise funds or get people to participate in a campaign, too — and jobs are expected to grow 7.6% by 2032.

Most importantly, PR managers are often on the go, attending events and being on hand to provide support if need be — a computer will never be able to do this.

5. Chief Executives

Future of Employment Study Likelihood: 1.5%

Will Robots Take My Job? Likelihood: 0%

Why not: It‘s nearly impossible to automate leadership — after all, it’s hard enough to teach it. Chief executives must inform broad strategy, represent companies’ missions and objectives, and motivate huge teams of people working for them. Executives also have years of prior experience that make them successful.

Companies may answer to stakeholders and boards of directors, who likely wouldn’t want a robot giving them an earnings report, either.

6. Event Planners

Future of Employment Study Likelihood: 3.7%

Will Robots Take My Job? Likelihood: 8%

Why not: Event planning is a growing field, and if you ask anyone on our events team here at HubSpot, whether you’re planning an event for employees, customers, or an industry event with tens of thousands of attendees, the planning process has many, many moving parts involved.

Planners have to coordinate and negotiate with vendors, contractors, and freelancers to make things come together, and the organizational and people skills involved will make this another near-impossible role to automate.

Planners also attend events, ready to step in and troubleshoot on the spot. An automated tool simply couldn’t be present.

7. Writers

Future of Employment Study Likelihood: 3.8%

Will Robots Take My Job? Likelihood: 49%

The large score difference is likely due to developments and advancements in language models post-2013 that can write entire blog posts or social media content.

Why not: Writers have to ideate, create, and produce original written material, something that AI writing tools have not yet been able to replicate in the same way as humans (see recent BuzzFeed controversy about AI-generated travel articles).

There are also many types of writers, some of which might be more at risk. An experienced journalist will likely be favored over AI, but a freelance copywriter may no longer be needed by a business that now uses AI to write Instagram captions.

8. Software Developers

Future of Employment Study Likelihood: 4.2%

Will Robots Take My Job? Likelihood: 39%

The large score difference is likely because of new back-end tools that help web developers write entirely new code, fill in gaps, and debug.

Why not: Software engineering and development is complex enough for human beings, and the time and skill investment needed to create applications, software, and websites will be tough to replicate — especially since developers need to execute perfectly to create great products for customers.

The field is expected to grow by 30.3% by 2032, so if you‘re a software developer, you’re sitting pretty for now.

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9. Editors

Future of Employment Study Likelihood: 5.5%

Will Robots Take My Job? Likelihood: 45%

Why not: While the automated proofreading technology mentioned previously can take a load off, editors have to review writers’ submission for clarity, accuracy, comprehensiveness, and originality.

Some software can spot-check for clarity and scan for plagiarism, but the editor role must be carried out by a human in order to read work as another human would.

Today, 86.33% of marketers who use AI, for example, always make edits to the content that AI produces, according to our State of AI in Marketing survey.

10. Graphic Designers

Future of Employment Study Likelihood: 8.2%

Will Robots Take My Job? Likelihood: 34%

Why not: Image generators like Midjourney and DALL-E make it easy for people to create what they want, but graphic design is an artistic and technical field best suited for someone with fine arts training and experience. Like writing, graphic design work must be original and tailored to a unique use case.

If a graphic designer is working with a business, it also requires building a relationship between both parties throughout the design process. Plus, some image creators have been found to plagiarize artists’ work — a lawsuit is likely the last thing people want.

Navigating Artificial Intelligence

Kate O’Neill, the author of Tech Humanist and founder of KO Insights, explains that jobs that require emotional intelligence will be safer in the immediate future:

“This is going to be a continuously moving target, but for the time being, what AI can’t do well is use emotional intelligence, understand situational context, make judgment calls, and generally see nuance and meaning like we do.”

“That means any kind of job that benefits from these kinds of human attributes is better off done by a human. A computer or robot may assist you in performing efficiently, but for now, you’re the one who adds the expertise on how to perform appropriately,” she adds.

This is echoed by Halevi, who says, “Having knowledge that’s beyond the obvious is crucial. AI tools like ChatGPT and Gemini can sometimes provide inaccurate or misleading information.”

“Without a deep understanding of your specific area, you might be misled or produce subpar work. Expertise ensures you can critically evaluate AI outputs and maintain high-quality standards.”

Even for jobs that are more likely to be impacted, there are always reasons why a human with real-life experience and expertise is a better fit. The best way to navigate the fast-moving world of artificial intelligence is to stay informed and adaptable.

How to Future-Proof Your Career

Between January and May 2023, 417,500 jobs were cut. However, only 3,900 were reportedly because of artificial intelligence — less than 1%. Still, regardless of what happens, you might be wondering how to future-proof your career. The answer? Re-skilling.

On a Marketing Against The Grain Episode, Kipp Bondar, HubSpot’s chief marketing officer, says, “As I think about the evolution of AI, I think about one of the things that’s going to go part and parcel with it is the need to be amazing at re-skilling our workforce all around the world.” (Listen to the full episode here).

Re-skilling doesn’t mean preparing for the worst. Most jobs expect employees to engage in some sort of professional development, so this might be routine for you.

For example, you could explore different AI tools and how to leverage them in your day-to-day role. HubSpot’s AI tools, for instance, give you access to a suite of AI tools that could perform functions like content creation, data analysis, and even build a chatbot.

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Or you could take a course to learn a new skill. As Shah said above, AI’s most significant impact will likely be helping us be more effective in our careers.

But, if your job is impacted, having taken the time to re-skill leaves you more prepared for future opportunities where you present yourself as a multifaceted candidate.

Learning from others is another great way to stay on top of the changing AI landscape and learn new skills. HubSpot has spoken to experts that have leaned into AI and incorporated it into their processes, and their insight is a valuable way to get ideas for re-skilling.

Here are some helpful resources:

• Use A.I. To Accelerate Your Career While Others Panic (Complete Guide) (Podcast)
• How AI Will Change Podcast and Video, According to Riverside’s Head of Marketing
• 7 Creative Ways Sales Reps Are Using AI
• Here‘s How HubSpot’s Web Strategy Team is Using AI
• How to Fit AI Into Your Content Marketing Strategy [+ Its Biggest Pitfalls], According to Jasper’s Head of Enterprise Marketing

Your experience is your greatest asset.

All technological revolutions impact how people work, and AI will simply follow this pattern, having the most impact on rote and mundane tasks to save us time.

No matter what happens, your experience is your greatest asset in the face of a changing landscape. To stay up to date on AI and the trends, HubSpot’s State of AI pillar houses all the information you need.

YouTube growth strategies continue to be a hot topic among marketers. In fact, most marketers plan to increase their YouTube budgets this year and say the platform has the highest growth potential in 2024.

Anytime you’re talking about YouTube growth (and I talk about growth a lot as the founder of Thompson Media Group), Jimmy Donaldson’s Mr. Beast channel is high on the list.

It’s easy to understand why. Today, the Mr. Beast YouTube channel has 240 million subscribers, the second most of any channel on the platform. There are many reasons why this channel is so popular, but the strategy I recommend most to my clients centers on expanding their view of who their ideal customer is.

YouTube’s Power Players Use This Growth Strategy

What’s the million-dollar strategy for growing your audience and your customer base? The answer is surprisingly straightforward: inclusion marketing. Yep, that’s it. I’ve built an entire consulting business around helping brands grow with inclusion in marketing and belonging, and I can spot a great strategy from a mile away.

For example, Mr. Beast employs inclusion marketing by offering his content in multiple languages. Reed Duchscher, his talent manager, explains that this is one of the primary forces driving his rapid growth.

The strategy here is simple: get your content and products in front of more people who have the problem your brand solves. More qualified eyeballs mean more people consuming your content and buying your products.

Globalization as a growth lever is nothing new. That’s why you’ll see McDonald’s, Netflix, and Nike developing localized content around the globe.

Remember, a different language doesn’t mean we don’t have the same problem — or can’t benefit from the same solution.

As an inclusive marketing strategist and consultant, I tell my clients it’s never been easier or more cost-effective to grow your brand by including a broader diversity of consumers. I spend a ton of time talking about practical ways to use inclusive marketing as a growth lever on my podcast, Inclusion & Marketing.

This episode goes deep on how to grow your brand through globalization, including localizing your content.

And it’s not just Mr. Beast who’s embracing this strategy.

Cocomelon, Kids Diana Show, and Like Nastya have all snagged coveted spots in the top 10 most subscribed YouTube channels. How? Each of them makes their content available in multiple languages — and has earned millions of fans as a result.

Think this is just for kid cartoons and hype engines? Think again. Even business-focused brands such as GaryVee, VidIQ, and IKEA are embracing inclusion marketing.

How You Can Reach a Global Audience

These creators aren’t creating dozens of assets at a time. They’re creating one video and localizing it into other languages using dubbing and voiceover.

Once the dubbed content is made, there are two approaches creators use to get localized content to their audiences.

1. Language-Specific Channels

Cocomelon, Kids Diana Show, and Like Nastya all have multiple YouTube channels, each dedicated to specific languages.

Kids Diana Show has 119 million subscribers on the English language version of the channel. She’s added more than 72 million additional subscribers, with language channels hosting the same, but localized, content.

Like Nastya has 113 million subscribers on her English language channel. Her brand has more than 82 million additional subscribers on other language channels.

Business channels have seen success here as well. VidIQ has 1.78 million subscribers on their English language channel. And they’ve added an additional 351,000 subscribers on the Spanish language channel alone.

2. One Channel, Multiple Languages

The outlier here is Mr. Beast, who previously hosted several different channels dedicated to various languages. In 2022, that changed.

Around this time, YouTube began working with top creators like Mr. Beast to test out multi-language audio. This new feature allows creators to manage one channel by uploading different audio, thumbnails, and descriptions to their accounts.

When a user comes across the video, it’s automatically shown to them in their local language. This allows creators to deliver a seamless customer experience for their audience while also being more efficient content managers.

YouTube noted that creators who tested this multi-language audio feature saw 15% of their watch time come from views in the video’s non-primary language.

While this feature isn’t yet available to all accounts, YouTube plans a phased rollout of the functionality to more creators.

How To Use Localization In Your Brand

Of course, it’s important to consider the customer experience you’re delivering to your audience.

Over the years, I’ve interviewed dozens of consumers with identities from underrepresented and underserved communities. A common frustration they share is feeling like brands fall short by delivering substandard experiences to them.

One Spanish-speaking consumer told me that when brands don’t make their content available in Spanish, he feels like they send the message that “people who speak Spanish aren’t important.”

When it comes to engaging new consumer groups, I always coach my clients to be intentional about delivering experiences that make consumers feel seen, cared for, and like they are important rather than an afterthought. As a result of taking this approach, more of the people you want to serve will feel like they belong with you.

The end goal of this strategy is to create video content that’s accessible to people who speak other languages. But there are lots of ways to get there.

Here’s a quick video where I walk through a few of those options and provide examples and considerations for each one. I even drop some reactions and feedback from a Spanish-speaking consumer.

1. Use human-dubbed content.

Many of today’s top YouTube channels, including Mr. Beast, use a company called Unilingo to dub videos using professional translators and voiceover talent.

If you’ve ever watched a movie with audio in another language, you’ll notice that great care is taken to ensure the voiceover looks and sounds like the original. Tone match and synchronicity deliver a better experience to the end user.

Think of this as a moment to delight your audience by working with a human voice-over artist skilled in matching the original speaker’s energy, emotion, and intonation.

2. Use AI-dubbed content.

Ok, ok. I know I just told you to use human-dubbed content. But I realize that sometimes it’s just not possible.

If you haven’t noticed, the market is flooded with AI tools right now. That means you’ve got options for dubbing using artificial intelligence. Simply upload your video, select a voiceover you like, and in just a few minutes, you have a dubbed video.

If you use this option, it’s important to have the translated version verified by certified translators before publishing.

Although AI-powered translations are often good, there are nuances associated with localizing content. You’ll also want to maintain your brand voice and tone — something that can be difficult to capture with a language learning model.

The AI will translate your content verbatim when what you’re really after is transcreation. In a transcreation, you choose the words and phrases that capture the full intention and essence of what you’re saying.

In the podcast episode below, I go deep into translation, transcreation, and the proactive choices you must make when localizing content. For instance, should your brand be using gender neutral language (gendered language is very common in languages like Spanish and French), and if so, how should you approach nuances here? These decisions will have a big impact on how people perceive your brand.

3. Add multi-language subtitles to your video.

Subtitles are another way to make your YouTube videos more accessible. You can upload multiple subtitle files in other languages directly in your YouTube content studio.

YouTube also gives you the option to upload localized thumbnails, titles, and video descriptions to deliver a consistent experience in the end user’s local language.

When a user arrives on your video, they’ll hear your original audio while reading the subtitles in their preferred language.

The same rules apply when ensuring you have a high-quality subtitle translation that human translators either transcreated or verified.

Break Through the Noise with Inclusive Video Content

Think beyond your existing audience to grow your YouTube channel and your business.

Start where you can, and make improvements over time as you learn more about what your new global audience needs most from you.

Once you get into the groove of expanding content reach using inclusion, you’ll develop new relationships with new audiences that will allow them to reach new levels of success. And, at the end of the day, that’s your goal, right?

Today, I’ve got a special treat for you, something most companies won’t share: a peek at one of our losses.

A “best practice” that failed so hard we had to pause part of the test early. And, if I can wax clickbait-y for a moment, it’s a tactic you may be using in your calls-to-action as we speak.

So come for the trainwreck, but stick around for the lesson, because what we learned led to 4% more leads from our CTAs.

And I’m going to show you how to recreate it. (The improvement, that is. Not the trainwreck.)

The Best Practice That Wasn’t

I turn to AJ Beltis, principal marketing manager of conversion strategy, when I need absolute authority on two things: 1) pop-culture movie references, and 2) content conversion.

So when I read an internal brief where a supposed best practice caused a 14% loss in conversion rate, I ran to him like Luke flying back to Obi-Wan.

It all started with a test of the wording on our CTA buttons. Long-time readers may remember that our anchor texts were once a grab-bag of different styles.

“It was up to the bloggers’ discretion because each of those CTAs was individually placed,” AJ explains. “So sometimes it was ‘Get the template,’ sometimes it was ‘Download now.’”

And because we test everything, when we set out to make our CTAs more consistent, we started by testing different language options. The test variants were:

• The Control: “Get the [Product Type]”
  Cut and dry. Straight to the point. A great example of our old anchor text strategy. 
  Example: “Get the Template”
• The Best Practice: “Get the Free [Product Type]”

Same as above, only now we add “free” as an enticement. A pretty non-controversial tactic you’ll see in every CTA guide.
Example: “Get the Free Template”

• The Wildcard: “Get the Free [Specific Product]”

Here we add a description of the offer to the button itself. At the time, this felt redundant because there was already a description above the button, but hey, let’s try it.
Example: “Get the Free Social Media Calendar Template”

We were so confident in the results that we put our money where our mouse was and slapped the test on 25 of our highest lead-driving blogs.

“We felt pretty comfortable with the risk because we weren’t removing anything or changing anything drastic,” AJ says. “So it was a reasonably safe way to test something.”

John Hammond felt the same way in Jurassic Park.

What Went Wrong (and What Went Right)

Within two weeks, Variant B cratered our conversion rate by 14%, until we finally paused that branch to mitigate losses to our heavy-hitting lead generators.

So, why didn’t the best practice work?

“One theory is that whenever you see something labeled as ‘free’ on the internet, it might have a spammy connotation.”

In other words, like Pavlov’s dogs, we’ve all been trained to see “Free Download” and immediately scroll past what is surely a scam and/or an ED cure.

Ah, but what about Variant C? The one we dismissed as redundant?

That one actually boosted our conversion rate by 4% overall, and by 7% among new visitors.

So, why did this variant work where the other failed?

AJ believes it’s all about using visual cues to highlight keywords the reader is looking for.

“When people are reading a blog post, they’re often just kind of skimming as quickly as possible to get an answer,” he says with a shrug and a sideways smile. “I’ve been a blogger and it sucks to say, but no one is typically reading all 1,200 words that you put your time and effort into.”

(But not you, dear reader. Not you … Right?)

Say a visitor is skimming to learn about social media content calendars. Suddenly they see a big orange button that offers a social media content calendar template.

“This is the specific thing that I want and it’s free? I’ll get it.”

The Takeaways About CTAs

To see the biggest takeaway, scroll back up and check out the CTA button right beneath the title of this very blog. You’ll see that we no longer include descriptive text above the button, and instead use the description on the button itself.

Some of AJ’s other insights:

1. Test Every-freaking-thing. (Or “Don’t take best practices at face value.”)

Trusting best practice alone would have damaged our conversion rate, and we might have never known why.

Similarly, if we hadn’t tested what we assumed was the redundant option, we would never have found a win.

“If we had just tested ‘free’ versus the control, the test wouldn’t have worked,” AJ points out. “But because we tested ‘free’ versus the control versus ‘free [specific thing]’, that extra layer worked.”

2. Use Keywords in Your Anchor Text

“If you can use those buzzwords they’re looking for, that’s going to be more successful. Using the words ‘content calendar template’ or ‘planning template’ when they’re reading a blog about social media content calendars … they’re already thinking about that word, so psychologically, it might hook them a little faster.”

Placing keywords in your anchor text is also a win for accessibility, as it helps folks who use screen readers to know what they’re clicking on.

3. DO Test on Your Biggest Lead Drivers

After getting beat worse than Rocky by Apollo, you might think we switched to testing on less important pages, but that’s not the case.

As Rocky says: “It ain‘t about how hard you’re hit, it’s about how you can get hit and keep moving forward.”

As AJ says: “When we look at testing our top pages, that’s also where the biggest opportunity for growth is. If we were to be a little safer by testing pages that don’t convert as well, we might not have been able to detect the magnitude of how successful or unsuccessful a tactic might be.”

4. Trust your audience above authority.

And that includes me, AJ, and Obi-Wan.

Always trust your audience’s reaction over what you find in any guide.

“Respond to your audience,” AJ says. “Some audiences might find a test that we ran to not be a good match. Whereas, we might look for inspiration from other companies, run it on the HubSpot blog audience, and find that their test doesn’t work for us.”

5. Test your offers, too.

Amid all this talk about CTAs, AJ drives one final point home: Your CTA is only as good as what it’s offering.

So test what you’re offering, too.

“We use templates because templates work for us. We don’t do webinars because webinars don’t work for us. Some companies, all they do is webinars, because that’s what works for their content sphere.”

How to Test Your CTA Button Text and Offers

Unlike in Rebecca’s test of paid ad landing pages, for this one you do want to test one element at a time. So be sure to test your anchor text and content offers separately.

You’ll also want to use a tool that evenly splits your traffic across the variants—something like Convert, VWO, or, hey, Content Hub!

1.  Navigate to the test page.
2.  Click on the file menu and then choose “New,” then “Run A/B Test.”
3.  Enter a name for each variation.

This should be something descriptive that will be easy to remember. If you look at the first screenshot, you’ll see we simply used “Original Page,” “Variant B – Free,” and “Variant C – Free + Description.”

4.  Click “Create variation.”
5.  Edit the anchor text or the destination of the link (but not both!)

For this time of optimization, you’ll get better results by testing one change at a time. (Though you can certainly test multiple variations on that one change.)

To recreate AJ’s test, try out a description of the offer within the anchor text. Heck, you may even want to try using “free.”

6.  Click “Publish” in the upper right corner, then “Publish now.”

No matter what you decide to test, be sure to keep an eye on the results over time. Be ready to pull that emergency brake so you can avoid your own trainwreck.

You open your computer on a Monday morning, and you have a few Slack messages about a campaign you’re launching on Tuesday.

After you‘ve answered those, you check your inbox and see you’ve been tagged in some slides for that same campaign.

Once you’re done responding, you hop on a Zoom call to chat with stakeholders about last-minute tasks that need to be completed for launch. A few of the stakeholders would like you to email a follow-up from the meeting, so you do.

But others would rather you tag them in the appropriate Google docs, so you do that, too.

Suddenly it‘s 1pm, and you’ve done nothing substantial on your to-do list to get this project launched. Your entire day has been hopping in and out of various messaging apps, slide decks, and Zoom calls, just trying to get everyone aligned.

Sound familiar?

I spoke with Jake Cerf, Head of Corporate Marketing at Asana, to untangle the biggest challenges most teams face when it comes to productivity in 2024 – and how you can solve them.

What Teams Get Wrong When It Comes to Productivity

Jake empathizes with the chaos that can ensue when you don’t focus on creating efficient processes for team-wide productivity.

“It can get chaotic,” he told me, adding, “Before I joined Asana, I reflected back on how I spent my time coordinating with folks — and it was a mess. We would be on email, Slack, and Google docs, and slides. And you never really knew who was doing what, and when, and it was too easy to lose sight of the objective we were all after.”

Which sounds painfully relatable. Fortunately, he has some tried-and-true tips for cleaning up your team’s processes and creating more scalable options to improve cross-functional collaboration.

1. Each team leader needs to know how their work ladders up to corporate objectives — and they need to make it clear in their workflows.

People always want to know how their work connects to broader strategic initiatives. They want to feel seen, valued, and know they are making an impact. So much of a leader’s job is about making sure people are working on the right priorities, and aligning to goals that move the needle.

That’s what makes a product like Asana so crucial. Jake has an easy time ensuring he isn‘t micro-managing his team on specific tasks, and that’s because in Asana he can see how each sub-task his team is responsible for ladders up to the company’s key objectives for 2024.

Additionally, to solve for conflicting cross-department goals, it can be helpful to use one centralized productivity tool that highlights the top-down priorities for the company.

“As a leader, so much of our job is making sure people are working on the right things, helping unblock team members and enabling them to have a North star. It’s good for productivity because when folks feel like they’re working on things that matter, they do better work,” Jake says.

He adds, “You don’t have to be as in-the-weeds on the details. You can tell team members the what and the why, and they can figure the rest out. But being clear about big picture objectives unlocks productivity up, down, and across the organization.”

If you‘re dealing with productivity issues, start by ensuring each leader is aligned on the major company objectives for 2024 – and then task them with demonstrating how all of their team’s projects ladder up to that ultimate goal. If a task doesn‘t fit, it’s time to consider re-focusing on the activities that do.

2. Assign your AI a “role” to uplevel your team’s productivity.

There’s been plenty of conversation surrounding AI over the past two years, but people are still skeptical about the improvements it can make to their daily lives.

In fact, 62% of marketers globally believe people should use some AI in their roles. For Jake, AI has proven much more useful as a teammate rather than just a tool.

“My life changed drastically when I stopped prompting AI with generic requests like, ‘Please write this blog post‘, and instead honed in on who I wanted AI to be: ’Please write this blog post as if you’re a tech writer at a large-scale SaaS company.‘”

Jake highly recommends assigning AI a “role” when leveraging AI for productivity.

“When teams are working on an important initiative, and you give each AI bot its own specific role, the output is much greater. Let’s say you’re writing a blog post — you can assign AI to be the editor, the fact-checker, or the content strategist.”

“Or,” He adds, “if you use tools like Asana, you’ll have access to AI that is one of the world’s greatest project managers. It can help you unblock issues and triage requests and make sure people are working on the right things.”

Ideally, the productivity tools you leverage already have AI capabilities built-in. If not, look into which plug-ins or external tools you might use to increase efficiency.

3. Leverage AI to minimize busywork.

The antithesis of productivity is busywork.

If your team is bogged down by menial tasks, they likely don‘t have the energy or time to focus on the big picture objectives that account for most of your team’s impact.

That’s a major roadblock – and one that can be solved with AI.

Jake offers the example of repurposing content as one opportunity for increased productivity. He says, “With AI, you can take a keynote presentation and ask AI to draft a blog post on the keynote. Or, you can take your keynote script and ask AI to design the presentation itself.”

He continues, “Finding new avenues to increase the longevity and impact of your content is one of the best ways to use AI.”

Additionally, Jake encourages marketers to leverage AI for content creation, as well as more creative outputs like manager reviews, sending feedback to teammates, riffing on ideas, role playing scenarios, and more.

4. Have one centralized workspace for teams to work cross-functionally.

Finally, none of this is possible without creating a strong foundation for efficient, scalable cross-functional collaboration.

Remember those slide decks and Google docs and Slack messages and emails I mentioned earlier? Why not try to put more of your work in one centralized place?

“Productivity comes down to visibility,” Jake says. “Your team needs to be rowing in the same direction. Having a tool like Asana has been super helpful for our team productivity — you need a place where you can set your goals and then track all of the team’s work and hold people accountable.”

“Plus,” he adds, “It’s crucial you use the same centralized workspace when you’re setting strategy so that you have alignment around the tasks and initiatives that will help you achieve your goals.”

In other words – jumping between 30 different messaging and content creation apps and tools isn‘t conducive to long-term productivity. As a leader, it’s your job to figure out how to centralize as much as you can in one place – and then use AI to supercharge it all.

To learn more about how HubSpot and Asana are helping marketers drive productivity, take a look at the HubSpot and Asana integration available today.

Email marketing is integral to any marketing strategy because it’s a great way to generate leads and convert audiences.

Whether you’re creating your first strategy or looking to modify your process, AI email marketing tools can help you save time, optimize your strategy, and meet your email goals.

In this piece, I’ll go over how AI email marketing tools work, new data about how marketers currently use AI for email marketing, and a list of tools you can leverage in your role.

Table of Contents

• What is AI email marketing?
• Why should you use AI email marketing?
• What are the challenges of AI in email marketing?
• How Marketers Are Using AI in Email Marketing [New Research]
• 15 AI Email Marketing Tools

What is AI email marketing?

AI email marketing is a machine-learning-powered process that helps marketers create email campaigns that reach the right audiences at the right time with the right messages.

AI email marketing tools use data (like your historical performance data) to help you optimize your email strategy, automation to help you save time on repetitive tasks (like triggering an email workflow), and generative AI to help you create email content.

When using AI in email marketing, you can do things like:

• Analyze past email performance to identify how to optimize your email strategies, like the best time to send your emails or the subject lines that get the most clicks.
• Compile email analytics so you understand the health of your campaigns.
• Trigger email workflows after people take a specific action.
• Clean up your email lists to improve deliverability.
• Write compelling copy that speaks to your audience.
• Personalize email content to specific audience segments.

Some tools have one specific function, like a generative AI email tool, while others offer multiple features.

Why should you use AI in email marketing?

I’ve found that the most significant benefit of using AI in email marketing is that it saves time while improving performance. The routine processes you spend time on can happen instantly, and you can launch your optimized campaigns faster.

Most AI email marketing tools are also powered by machine learning, meaning that they use data points (from your business and sometimes your industry) to help you optimize your email strategy.

You won’t be left to guess what works best because the AI can look at your past emails, and you can benchmark your performance against competitors to see where you can improve.

If you’re interested in learning more about the impact of AI on marketing, check out this Marketing Against The Grain episode about marketing opportunities that AI unlocks for business.

Click here to listen to the full episode.

What are the challenges with AI in email marketing?

Of course, using AI in email marketing is not without its challenges. AI tools are still relatively new in terms of technology, so they’re not perfect.

Here are a few challenges marketers face when using AI in email marketing and how they solve those issues.

Tone

Anyone who’s asked ChatGPT to write an email for them knows the first output will usually sound formal. Tone is undoubtedly the biggest challenge marketers face when using generative AI for email marketing.

Most AI tools need to be trained to match your brand’s voice and tone, and even then, you’ll probably still need to edit it to sound exactly how you want.

Meg O’Neill, co-founder of Intuitive Marketing Collective, gets around this challenge by using clear and specific prompts.

“I want [my emails] to sound like I’m talking to a friend,” says O’Neill. “I’ve added this requirement to my prompt, and it’s helped a lot. Sometimes, I’ll give [the AI tool] the name of a famous business person and ask it to write in a similar tone.”

Quality

Whether you use AI to write the body copy of your email, generate subject line ideas, or outline an email funnel structure, the quality of the overall content isn’t going to be perfect the first time around.

“The quality is not always there,” says Jeanne Jennings, Founder and Chief Strategist for Email Optimization Shop, an email marketing consultancy.

To overcome this challenge, Jennings takes a collaborative approach by “micro-managing the AI tool at each stage to get the quality content I need. Without my collaborative approach, the output is usually junk,” she states.

Data Accuracy

Ben Schreiber, Head of ecommerce at Latico Leathers, says the biggest challenge he’s faced using AI in email marketing is data accuracy and integration.

“Good quality data is paramount to the success of using AI systems since any inaccuracies may lead to wrong output results,” says Schreiber.

“We have had issues with outdated or incomplete data, which directly affects how well or poorly our campaigns perform.”

How Marketers Are Using AI in Email Marketing [New Research]

Our State of AI in Marketing report surveyed 1,062 U.S. marketing and advertising professionals about how they’re currently using AI.

For starters, AI usage for marketing has increased significantly since 2023.

74% of marketers who responded to the survey said they use at least one AI marketing tool.

While chatbots are the most popular marketing tool used by marketers, 25% of marketers use AI through existing CRM and marketing tools with AI-enhanced features.

Here are a few specific ways marketers are using AI for email marketing.

Content Creation

By far, the most common use case for AI tools among marketers is content creation. Of respondents who report using AI, 43% say they use it for content creation.

While marketers use AI for everything from creating images to creating outlines, the most popular type of content to create is written content.

There’s no denying AI’s ability to generate text — both long-form and short-form — in an instant, making it a great tool for email campaigns.

In fact, 47% of marketers use AI to create email marketing content such as newsletters or campaigns.

Testing

From subject lines to body copy to design elements, testing is essential to increase engagement and ultimately improve your email marketing performance.

Of marketers, 27% say they use AI tools for brainstorming, and it’s safe to say testing email content falls into that category.

Not sure how to use AI for experimenting or brainstorming?

“Ask AI to provide you with specific testing ideas so you always have a fantastic list to choose from to continue improving your email performance,” recommends email marketer Bethany Fiocchi Root, CEO and founder of Oceanview Marketing.

Data Collection

Email marketing relies on data, but data collection can be a time-consuming process for busy marketers. That’s where AI comes in.

Not only can AI tools help automate data collection — decreasing time spent on these tasks significantly — they can be more precise with the information.

A majority of marketers (including those who don’t currently use AI) agree that AI can help their organizations share data more effectively.

From a leadership standpoint, 39% of marketing directors agree that AI and automation tools help employees make data-driven decisions.

And the more data you have, the more you can personalize your email marketing.

In fact, 69% of marketers agree that AI tools can help them personalize the experience their customers get.

Automation

Finally, marketers use generative AI to automate their processes. With AI, everything from scheduling email campaigns to email data entry is taken care of.

Of the marketers surveyed, 75% say using AI for automation helps them reduce time spent on manual tasks and more time on critical or creative tasks.

In other words, AI helps them focus on the aspects of the job they enjoy rather than on administrative tasks.

15 AI Email Marketing Tools

1. HubSpot AI Tools

Click here to learn more about HubSpot AI tools.

HubSpot has multiple email marketing tools and features to leverage to drive clicks and conversions.

AI Features

• Email Marketing Software that helps you easily create email workflows and triggers to reach your target audiences with the right messages at all stages of their journey.
• Inbox automation tool that scans your emails and recommends tasks based on email content and can auto-populate contact properties (like name and phone number) from every first-time email to create a customer profile.
• Content assistant uses generative AI to help you write high-quality email content, and you can ask ChatSpot to quickly write things like professional follow-up emails or thank you notes to prospects.

Price: Free tools are available. Starter plans cost $20 per month. Professional plans cost $890 per month. Enterprise plans cost $3,600 per month.

2. Mailchimp

Mailchimp’s email automation software helps ecommerce businesses create automated email workflows that reach audiences at the best possible time.

AI Features

• Its Content Optimizer compares your email data to industry benchmarks to give you recommendations for optimizing your campaigns and email content.
• You can choose from different versions of AI-generated content that match your intent and brand tone.
• Its Creative Assistant leverages your brand assets to create unique email designs you can personalize to different contacts.

Price: Free forever plans are available. Essential plans cost $13 per month. Standard plans cost $20 per month. Premium plans cost $350 per month.

3. Sendgrid

Sendgrid helps you create an automated email marketing process with custom workflows and triggers.

AI Features

• Its real-time API scans your email lists and removes junk or undeliverable email addresses to lower your bounce rate and ensure you reach more people.
• Get data-driven insights and recommendations for improvement based on your historical metrics and email performance.
• AI paces your email send and monitors your reputation with ISPs.

Price: Free trials are available. Basic plans cost $15 per month. Advanced plans cost $60 per month.

4. Phrasee

Phrasee uses AI to help you create effective email campaigns and content to share with your audience.

AI Features

• Its deep learning model and language insights leverage your historical data to tell you what works best with your audience and what inspires clicks for an optimized campaign.
• The Magic Button helps you generate email content (like subject lines or in-email CTAs) that will resonate with your audience.
• It always uses your custom guidelines and messaging to ensure everything you create is on-brand.

Price: Contact for pricing.

5. Drift

Drift offers an AI-powered inbox management tool that helps you clean up your email lists and improve deliverability.

AI Features

• Its Email Bots leverage machine learning to interpret emails and help you reply with engaging, conversational emails that inspire responses.
• AI can qualify a lead as ready for sales and automatically introduce the prospect to the right salesperson for seamless marketing to sales handoff.
• Use different Email Bots for your unique business need, like the follow-up email bot, abandoned chat email bot, and webinar email bot.

Price: $2,500 per month.

6. GetResponse

Use Get Response to design behavior-based email workflows to engage with audiences at key moments with content personalized to their needs.

AI Features

• Share keywords or phrases, email goals, and tone with the GPT-powered email generator that leverages industry data to produce emails most likely to increase your conversions.
• Display different images, text, or AI-driven product recommendations in each email.
• The AI subject line generator helps you test subject lines and learn what stands out in your subscribers’ inboxes.

Price: A free 30-day trial is available; paid plans start at $19 per month.

7. Levity

Levity’s software helps you manage your inbox, understand your email health, and save time.

AI Features

• Build an AI tool unique to your business by uploading your data that it will learn from and use to make human-level decisions.
• Create different AI blocks for every email workflow you want to run (like a workflow for responding to emails).
• Share unique categorization criteria with your AI to automatically sort emails as soon as you receive them.

Price: A 30-day free trial is available. Startup plans cost $49 per month. Business plans cost $139 per month.

8. Superhuman

Superhuman is an AI-powered inbox management tool that helps you streamline your processes. Best for teams that use Gmail or Outlook.

AI Features

• Immediately sort incoming emails into a split inbox based on your custom rules so you can sort spam from genuine humans and focus on what needs attention.
• Use its Snippets tool to create pre-built templates for phrases, paragraphs, or entire emails that you can quickly add to emails to automate responses.
• Set reminders for email tasks, like following up on unanswered emails or a reminder to respond to a message you snoozed for later.

Price: Starter plans cost $30 per month. Growth plans cost $45 per month. Enterprise pricing is available.

Most of the tools listed above have multiple AI features, like email writing help to automated inbox sorting. Below, we’ll go over AI email marketing tools that only offer generative features.

9. Hive

Hive offers an easy-to-use and time-saving tool for your email marketing. Simply share a brief prompt of what you’re looking for with its Notes AI, and it’ll help you generate a perfect response.

Price: There is a free forever plan. Teams plans cost $12 per user a month. Enterprise pricing is available.

10. ChatGPT

ChatGPT is a generative AI tool that you can use to write your marketing emails, and all you have to do is enter a descriptive prompt into the chat. It’s a conversational tool, so you can ask it to rewrite the email until you’re satisfied.

Price: There is a free research preview. ChatGPT Plus costs $20 per month.

11. Zapier

Zapier runs on Zaps, automated workflows you can customize to your needs. You can create an email-based Zap to generate email copy with an API key from OpenAI.

Whenever you receive an email matching your Zaps rules, it’ll prompt GPT-3 to write an appropriate response.

Price: A free forever plan is available. Professional plans cost $19.99 per month. Team plans cost $69 per month. Contact Zapier for Enterprise pricing.

12. Copy.ai

Copy.ai is an email copywriting tool you can use to create high-converting emails. It can write email content for you, suggest subject lines, and help you stay on track with suggestions to improve email quality.

Price: A free forever plan is available. Starter plans cost $36 per month. Advanced plans cost $186 per month. Enterprise pricing is available.

13. Compose.ai

Compose.ai is powered by GPT-3 and helps you write personalized and on-brand emails.

Its autocomplete feature suggests how you can finish what you’re writing, and its suggestions and generations are always tone- and brand-relevant because it learns your unique brand voice.

It’s an always-free Chrome extension, so you can easily use it on your favorite sites.

Price: A free forever plan is available. Premium plans cost $9.99 per month. Ultimate plans cost $29.99 per month. Enterprise pricing is available.

14. Grammarly

Grammarly’s machine-learning copy-editing tool recognizes in-text errors and suggests how to fix them. I use this feature all the time to assist in my content writing.

GrammarlyGo extracts the context from short prompts and helps you instantly generate appropriate email replies. Leverage the tools on its website, as a Chrome extension, or within your favorite email client.

Price: A free forever plan is available. Premium plans cost $12 per month. Business plans cost $15 per month.

15. Jasper

Jasper Commands helps you create effective marketing emails quickly with machine learning algorithms.

Use it to write entire emails or email subject lines, and its outputs always match your business’ unique writing style and tone for brand consistency.

Price: Free trial is available. Creator plans cost $39 per month. Pro plans cost $59 per month. Custom business pricing is available.

Leveling Up Your Emails With AI

From writing copy to generating subject lines and even collecting and organizing data to improve personalization, a majority of marketers agree that using AI for email marketing makes their job easier.

When AI tools are used as just that — tools — they can improve your email marketing campaigns and give you more time to spend on creative tasks that make you better at your job.

It often surprises people to learn just how unfunny making comedy can be. I worked with this week’s master of marketing some years ago out of The Onion’s HQ, so we’ve both been behind the scenes. A business is still a business, and marketing is still marketing.

Which isn’t to say it can’t be a helluva lot of fun.

I talked to Hassan S. Ali, the creative director of brand at Hootsuite, where he describes his job as “leading a team of creatives to ruffle B2B marketing feathers for an equally feather-ruffling product.”

Case in point: His team recently produced a (mostly) SFW commercial that promises to “uncover social media insights” by repositioning a local green space as a nudist park.

Lesson 1: Comedy begins with empathy.

Since I last saw him, Ali’s had stints as the brand creative director for Potbelly’s and now Hootsuite. At both places, he’s brought his sometimes wry, sometimes absurdist humor into play.

I ask him to spill his secrets. What can I tell our readers that will make them funnier marketers?

His answer is no joke: If you want to successfully use humor in marketing, start by building trust and practicing empathy. He gives me this example:

Say you’ve got an idea for a hilarious new ad campaign, but you keep hearing that the stakeholders “don’t want to have fun.” (Cyndi Lauper weeps.)

Ali asks, “Is it that, or is it that they’re kind of worried that they’re going to spend money on this,” and if it flops, they’ll be reprimanded — or worse?

“That’s a very human emotion. So if we go into these conversations with, ‘Listen, I hear this might be a little outside of your norm,’” you’re immediately showing empathy, even if the person hasn’t voiced their fears.

Lesson 2: Data can make you funnier.

“Data helps inform and persuade and build that trust,” Ali says. He’s “definitely gotten a CEO who’s shifted in their chair a little bit” during a pitch, so he knows something about persuading the risk-averse.

When you’re asking stakeholders to work outside their comfort zones, you “oftentimes need the data to show to them that this is actually what surveyed people want.” Ali points me to Hootsuite’s 2024 social media consumer report: 55% of the 6000+ respondents enjoy brand content that “makes me laugh.”

Image Source

A practical tip ties this all together: Ali will sometimes shoot a funny version and a straighter version of an ad, and test both. Building trust means showing “that you’re able to communicate the needs of the business in a way your audience cares about.”

Lesson 3: Use the peanut butter method.

“Everyone hates advertising, but they’re okay being sold to,” Ali says.

It’s like using peanut butter to sneak your dog a pill. “If people are willing to be sold to, pitch the pill in something yummy. People will watch it.” (Let’s ignore for a moment that we are all the hapless dogs in this analogy.)

“I often think that the best ads are ones we can’t measure, because they’re shared in a group chat with friends.” I sincerely hope nobody is working on a pixel that can track my group chats, but it’s true that if somebody shares an ad, it’s because it’s both funny and emotionally resonant.

Maybe you see a funny ad for diapers. Your sister’s just had a baby, and you share the ad in the family group chat. “All of a sudden, there’s a bond formed through this piece of advertising.” And it goes beyond “here, buy this thing,” Ali says.

Without that (hopefully imaginary) group-chat tracking pixel, traditional marketing metrics won’t necessarily be of much use.

“But what did you solve for the customer?” Ali asks. “Those are the real results.” The more we can focus on that, “the better we’ll be as marketers.”

Lingering Questions

Each person we interview gives us a question for our next master of marketing. Last week, Wistia CEO Chris Savage asked:

What’s something you’re doing that’s working so well, you’re afraid to tell others about it?

Ali: I have to say that the creative brand team at Hootsuite is working so well that it‘s like a secret. Just to watch the collaboration and the teamwork that occurs here — it’s something I’ve never experienced before.

And Ali’s question for our next master in marketing:

What advice would you give yourself when you were first starting out?

Come back next Monday for the answer!

I’ve been editing videos for almost a decade, both professionally and for my passion projects. So, believe me when I say I know how tedious editing even the shortest videos can be.

Fortunately, many AI video editing tools can help speed up the process of editing, whether you’re a beginner or an expert videographer.

Here are 8 of the best AI video editing tools I’ve found and what I like most about them.

Best AI Video Editing Tools

1. Adobe Premiere Pro

I’ve been using Adobe Premiere Pro for work and for my own passion projects for 10 years, so I was intrigued when the video editing software announced that new AI tools are available on its platform and that more are on the way.

These are a few of my favorite AI tools within Adobe Premiere Pro:

• Text-based editing

This feature allows users to auto-generate their transcripts, highlight text to add clips to their timeline, edit, reorder, and refine their clips like they would a text document.

• AI audio category tagging

I love this feature because it makes audio editing a breeze by recognizing if a clip is music, sound effects, dialogue, or ambient sound and providing access to relevant tools for editing based on the sound type.

• Speech to text

To make your videos more accessible, Adobe Premiere Pro‘s speech-to-text feature automatically generates transcripts in up to 18 languages. It can also distinguish between speakers and create captions that match the video’s cadence and speech pattern.

Price: Plans start at $22.99 per month.

Best For: Intermediate to professional video editors. Though beginners can use Adobe Premiere, it does have a bit of a learning curve.

2. DaVinci Resolve

DaVinci Resolve has many AI tools and has incorporated AI into its platform for years. The one I find the most interesting is its facial recognition. Now, bear in mind I have very minimal experience with DaVinci Resolve, so I don’t have much experience with this feature.

That said, its facial recognition allows users to group clips based on the people who appear in them. All I’d have to do is select a group of clips and right-click to select “Analyze Clips for People.” From there, DaVinci Resolve will scan the clips, assess the faces that appear, and group clips with the same faces together.

If you’re editing video of an event with a lot of people and you want to narrow down your clips to include a specific group, this feature will save time and effort.

Price: Users can download DaVinci Resolve for free, or buy the studio version for $295.

Best for: Beginner to expert video editors.

3. CapCut

I can‘t scroll through TikTok for over a minute without seeing a video edited with CapCut. I’ve never used CapCut, but I’m truly amazed by the quality of the videos people churn out using the app.

CapCut is known for being a user-friendly video editing app that is suitable for anyone, regardless of their level of editing experience. Part of what makes CapCut so easy to use is its AI tools, which can do most of the work for you.

For example, let’s say I have a long-form video I want to shorten so I can upload it to a short-form video platform like Instagram Reels or YouTube Shorts. I can take that long-form video, upload it to CapCut, and identify standout moments, and the app will generate a shorter version of the video.

Price: CapCut is free to use but paid options start at $20.84 per month.

Best for: Short-form video editing for platforms like TikTok, Instagram Reels, or YouTube Shorts.

4. Runway

Runway is a platform specializing in creating AI tools for video editing and other aspects of visual art. To be honest, I wouldn’t recommend Runway for beginner video editors or those with no experience at all.

The platform can do a lot, but its plethora of tools and their uses can be overwhelming. Even I, an experienced video editor, was only able to assess the tip of the iceberg of what Runway can do.

That said, its AI video generator is simple to use. To test it out, I entered a prompt asking for a video of a cat frolicking in a forest and chasing after a butterfly. The images weren’t perfect, but I can see them being used to figure out concepts or inspiration for shots or art.

Price: Runway is free with limited features, and paid plans start at $12 per user per month.

Best for: Expert video editors.

5. InVideo

I’m pretty familiar with InVideo after using it to create a TikTok video a while back. You can read all about it here if you want to know my experience with InVideo.

In short, I enjoy InVideo because it’s very simple to use. Unlike Runway, I definitely recommend it for marketers and creators who want to churn out simple short-form videos with little to no video editing experience.

My favorite feature of InVideo is its AI text-to-video tool. When I used InVideo to create a TikTok, I entered a script into the text box, selected a few images, and the platform generated a video based on the script in just a minute.

Price: InVideo is Free, and price plans start at $15 per month.

Best for: Editing and generating short-form videos on a tight schedule with little to no experience.

6. ClipChamp

Clipchamp is a video editing app by Microsoft that allows users to easily make videos even if they have no video-editing experience. A standout AI tool is its AI text-to-speech, which boasts over 400 voice styles in 170 languages.

Users can choose a mood, pitch, accent, and gender for the voice.

Price: Free for beginners, and prices start at $11.99 for everyday editors.

Best for: Beginners looking to make short-form videos.

Image Source

7. Descript

I found Descript to be pretty easy to use. It‘s a platform boasting a variety of AI tools, and one I find the most convenient is its AI transcript generator. Uploaded a video of myself talking to my cat (don’t judge me), and the AI transcribed it perfectly.

I then uploaded a clip from a concert I went to where the singer shouted the name of the next song over a crowd of screaming fans. The AI misheard the singer, so the transcription was incorrect (the song’s name is actually “Space Ghost Coast to Coast”).

However, Descript allows me to edit the transcription so it’s correct.

Price: Limited features available for free and pricing starts at $12 per person per month.

Best for: Beginners editing quick-hit videos.

8. Wondershare Filmora

Wondershare Filmora is a cross-platform video-editing software that is known to be ideal for beginner and intermediate video editors and creators. I was impressed by the number of versatile AI tools available I found while browsing its site.

One tool that sticks out to me is the AI Frame Interpolation. This feature enhances video visuals without losing quality, increases low frame rate automatically, and supports a variety of video formats including GIFs.

If I want to slow down a video without deteriorating its appearance, the AI Frame Interpolation would be most useful.

Wondershare Filmora’s AI Vocal Remover is also interesting. User can separate vocal and music from a song and keep high quality audio while removing vocals.

Price: There is free version with limited features, and pricing starts at $49.99 per year.

Best for: Beginners and intermediate editors looking to create long or short-form videos.

Video editing can take anywhere from from several minutes to a few hours, depending on the project. If you’re curious about how AI can streamline the process for you and give some of your time back, you now have new tools you can test out for yourself.

Our CRO team made a change that lifted the performance of our paid ads by almost 11% — and they didn’t have to make any deals with supernatural beings to do it.

So while I’m a little bummed that I don’t get to use my Ouija board, the good news is that you’ve already got everything you need to try this out for yourself.

In fact, this tactic is all about what you don’t include on the landing page. Below, I chat with our sorceress supreme of conversion rate optimization to find out what that cryptic advice actually means.

But first, a grave warning …

Measure Twice, Cut Once

Before you go cutting content from your website, a word of warning:

“Yes, this works for us,” says Rebecca Hinton, CRO strategist and principal marketing manager at HubSpot. “But it may or may not work for you, so you always want to test it.”

Rebecca’s tests have helped my program hit triple-digit growth, so I’m going to politely insist you take her word on that.

At HubSpot, we never dive into changes without having the proof to back it up, and neither should you. Your audience could react very differently from ours.

The tactic I’m about to share came from the results of a rigorous experiment, and later on, I’ll show you how to run one just like it.

Okay, now onto the good stuff.

What She Cut

The first change, surprisingly, was to stop sending paid ad traffic to our product pages. Why? Because those pages have too many jobs already.

“Your website has to appeal to all of your customer personas,” Rebecca explains. “People who are new, people who are seasoned, people who are already customers.”

That adds up to a lot of content. And for visitors who landed on your site via a paid ad, it’s a lot of distraction.

To illustrate her point, Rebecca gives the example of a user clicking on an ad that says ‘Download our ebook.’

“If you were to send them to a website with full navigation, maybe they get distracted, maybe they feel like ‘Ah! I just wanted the ebook!’” She throws her hands up in the air in mock frustration.

“But with a dedicated landing page where the primary CTA is about downloading the ebook, now they’ve had a logical experience.”

So her team set out to make a dedicated landing page for each ad being tested. But, as I mentioned above, what’s on those pages isn’t nearly as interesting as what isn’t.

And what isn’t there is about 90% of our website’s navigational links.

Here’s a screenshot of what one of our product pages currently looks like:

Like your Gran’s holiday dinner, there’s a little something for everybody.

Now here’s the paid ad landing page for the same product:

If we stick with the food metaphor, this one would be a working lunch. You get exactly what you came for and you get it fast.

On the dedicated landing page, visitors can only sign up or request a demo. (Or leave, I suppose. But let’s think positive.)

“The point of a landing page is to focus users, so we don’t really want to be linking them out everywhere,” Rebecca says.

And the proof is in the results — which I’ve actually been underselling, because one regional market saw an incredible 83% increase in CVR.

Even if you’re not sold on nixing the nav, you should still be using dedicated landing pages. Rebecca explains why:

“If we send paid ad traffic to product pages, we can’t do any CRO testing. I don’t own those pages.”

Chances are, your team isn’t the only one with an interest in your product pages. That can limit what you’re allowed to change, add, or experiment on.

By creating a dedicated landing page, you’re also creating a sandbox you don’t have to share. (The dream of every middle child.)

“We’d call that a win even if the results were flat because it opened up green space for future testing.”

But now that I’ve covered what not to include, what should you put in those shiny, new green spaces?

How to Make Landing Pages that Land

Since the details depend on your business and what you’re advertising, you’ll need to do a little experimentation. But Rebecca’s got some tips to get you started — and they upend what I’ve always heard about A/B testing.

1. DON’T test one element at a time. Start with big swings and radical changes.

Most A/B testing guides tell you to pick one small change at a time. And if you’re just trying to optimize an already high-performing page, that’s sound advice. But to get these results, Rebecca tossed that out the window.

Start with wildly different versions that will quickly identify trends within your users’ preferences.

“You want to take big swings, and say, ‘These pages are radically different, and it looks like our users are more attracted to this one.’”

Once you’ve got a clear winner, then you can narrow in on smaller details like color choices, CTA language, image placement, etc.

2. Consider the journey, and not just the destination.

Many landing pages mistakenly swing to one of these extreme opposites:

•  Marketers assume conversion will happen on its own, and include too little content.
•  Marketers assume they need to convince every visitor and include too much content.

“Think about the journey starting from seeing your ad to taking the action you want them to take.”

While you want a clear path to the CTA, your landing page should also include content that helps guide that journey.

That may take the shape of testimonials, trust indicators, customer stats, or other kinds of social proof. It may be language that romances the call to action. It may even simply be basic company info.

“Set the stage before you dive into a specific product.”

The exact details will depend on what you’re advertising, but no matter what you include, make sure it creates a logical path to conversion.

But remember that the journey doesn’t stop at the conversion.

“What’s the post-conversion experience?” Rebecca asks. “Is it a thank you page? Is it a purchase confirmation?”

If the landing page is dinner, your post-conversion confirmation is dessert. Nail this, and your visitors will come back for more.

3. Don’t assume you’re going to get a winner.

I’m definitely guilty of this one. If you only have two choices, one of them is going to win, right?

Not necessarily. You could have an inconclusive test with equal results. You could fail to get statistical significance. Your visitors could reject both choices.

“If you have the traffic to support it, test a couple different landing pages,” she says.

More variants won’t necessarily guarantee a winner, but they will help you work through your options faster.

Just be sure you’re not spreading your traffic too thin. Which brings me to the next point …

4. Pay attention to statistical significance.

With too small an audience, your results could just be random chance. Did landing page two really convert better? Or did it just happen to get the visitors who were ready to click?

To know that, you need to make sure your test reaches statistical significance (the probability that your results are due to real factors and not chance.)

Without considering significance, Rebecca’s test may have sent us in the wrong direction entirely.

While her experiment increased the number of signups, it actually appeared to reduce the number of demos by 11.6%.

However, while the team was 99% confident in the signup conversion results, they only achieved 64% significance for the demo results.

(There’s no magic target for statistical significance, but the higher the number, the more confident the results. Imagine crossing the road if you were only 64% confident a car wasn’t barreling toward you.)

So if we hadn’t considered significance, we may have been spooked by the reduced demos and chosen the wrong landing page.

Okay, but how do you figure out what’s significant?

“That’s where you want to use a calculator,” Rebecca says. “I use Convert’s calculator. You plug in your weekly traffic, your weekly conversions, and what percent change you think you’re going to see.”

(For big swings, Rebecca recommends aiming for at least a 10% difference in results.)

The tool then suggests how long you should run your experiment to reach statistically significant results.

“Two weeks is our minimum. We don’t like to go under that. And we try not to go over eight weeks.”

5. Don’t assume that regional successes equal global successes.

In our case, regional testing refers quite literally to different geographic markets. For you, it may mean different store locations, different business units, or different products.

Either way, the lesson is the same: Don’t assume what works for one audience will work for all of them.

“When we get a win in our English-speaking region, we still test in our other regions,” Rebecca explains. “We know that all of them can perform differently, so we can’t just assume that because something won in EN, we can roll it out globally.”

Case in point, the same test saw an 83% increase in our Spanish-speaking market, but only a 33% increase in our French-speaking market.

And while it’s lucky this test enjoyed increases in all markets, it could have easily gone the other way, reducing conversion in one region. If we hadn’t tested it, that’s something we wouldn’t have noticed until we lost enough leads to raise red flags.

How to A/B Test Your Landing Pages

There are two main ways you can test different landing pages:

1.  A/B testing evenly splits your traffic between the variant pages.
2.  Lookback analysis means simply making the change and then comparing the results before and after.

“A/B testing is really the gold standard,” Rebecca advises. “But if you’re unable to do that — maybe you don’t have the traffic, maybe you don’t have the tools — a lookback is your next best option. And it’s certainly better than not testing at all.”

That’s because an A/B test makes sure that any external influences (think holidays, Google updates, kaiju attack, etc.) will impact each variation equally. But if Godzilla strikes during a lookback analysis, you’ll have to scrap your data and start over again.

Since Content Hub’s got a really top-notch landing page testing tool, I’ll show you how to do it there, but you should still be able to follow along if you’re using another tool like VWO or Optimizely.

1. Either create a new page or choose an existing page as the control for your split test.

If you’re already running paid ad campaigns, you might as well test your existing landing page as the control. Even if it’s your product page.

Again, don’t just take my word for it. Try it out!

2. Click on the name of your page.

3. Click the “File Menu” and select “New” then “Run A/B test.”

4. Enter a name for each page variation.

This is an internal name that your audience won’t see, so instead of something editorial, choose something descriptive that will make sense to you long after you’ve forgotten the reason for the test.

Bonus points if you choose something that will make sense to stakeholders who want to peek in on the results.

5. Click “Create variation.”


6. Edit the variation page with your big swings and radical changes.

To faithfully recreate Rebecca’s test, you’ll want to try a version with navigation and one without.

Other than removing extra content (like SEO inclusions and FAQs), that’s all that changed during this experiment.

“The goal was to match the landing page as much as possible,” Rebecca says. “So we did not change the copy and we tried to keep the layouts very, very similar. We wanted it to be an apples-to-apples comparison.”

However, if you’re just getting started with dedicated landing pages, here are some other big swings you might consider:

• Formatting content in paragraphs versus bullet points.
• Including videos versus static images.
• Showing customer logos versus testimonials.

7. To start the test, click “Publish” and then “Publish now.”

Both variations will now be live.

Voilà! You’re ready to make marketing magic.

And if you don’t do what we don’t do, you just might get the results we got.