Author Archives: i4lead

As a marketer and video enthusiast, I can confidently say a promotional video is crucial to promoting your brand. In fact, 73% of respondents say video marketing is effective at helping them reach their company’s overall business goals.

But what makes a good promotional video? How much does it cost to make one? How does one even make a promotional video?

Don‘t worry, I’ve got the answers. Let’s go.

Table of Contents

• What is a promotional video?
• How much does it cost to make a promotional video?
• What makes a persuasive promo video?
• How to Create a Promotional Video
• Promotional Video Examples I Love

What is a promotional video?

A promotional video promotes a product, business, event, sale, or service. It can be short, low-budget teasers that quickly grab your audience’s attention or highly stylized, long-form videos that tell a story.

This promotional video from Nike is a great example of a long-form promotional video.

How much does it cost to make a promotional video?

The cost of creating a promotional video can vary depending on different factors, such as video length, approach, and whether you outsource production to an agency or creator.

A promotional video can cost anywhere from $1,000 to $6,000 or even more if you opt for a higher or more complex production.

However, I can confidently say that it’s easier now than ever to make compelling, persuasive promotional videos on a tight budget.

For one, the majority of marketers already have smartphones, which is like carrying high-quality camera equipment in your pocket.

Check out this promotional video from Scrub Daddy. It’s short, simple, and can be easily made with a smartphone and minimal production equipment.

A variety of AI tools, like HubSpot’s Clip Creator, can save you time and money when creating the perfect promotional video. Just make sure your video still has that human touch.

AI tools can make content creation easier, but I believe they should be used more as digital assistants rather than as a means of replacing an entire production team.

You don’t want to receive the type of backlash major companies like Coca-Cola have received backlash for overusing generative AI to create promotional content that lacks depth and looks weirdly uncanny.

What makes a persuasive promo video?

Like many consumers, I spend an obscene amount of hours scrolling through videos on apps like TikTok and Instagram.

The most persuasive promo videos I’ve come across are compelling enough to stop my scroll dead in its tracks, and they all have at least some of the following in common:

• A catchy hook
• A clear problem and solution
• Emotional appeal
• Humor

When crafting a persuasive promotional video, think about how you can immediately grab your audience and pull them away from their infinite scrolling. Then, present a problem your target audience often experiences and market your brand as the solution.

Finally, include emotional appeal or humor to create a genuine connection between your audience and your brand, product, or service. One of my favorite recent promo videos comes from Scrub Daddy.

The video immediately raises eyebrows because it includes a viral clip of a sponge-cleaning potato. The problem is more of a question: Is Scrub Daddy strong enough to clean the dirt, grime, and skin from a potato, thus my dishes? The answer: Yes.

It also uses blunt, somewhat crass humor to keep the audience entertained.

How to Create a Promotional Video

1. Come up with a concept.

Ask yourself, what makes your business unique? What problems does your product solve? Who typically needs your services? Then, create an interesting concept around it.

For example, recruitment software company Loxo recognizes that many recruiters have difficulty tracking candidates. Hence, the company created a fun promo video of recruiters trying to track down Big Foot.

The idea is that if Loxo tools can track down the elusive Big Foot, then they can track down any potential job candidates.

2. Write a script.

Once you have your concept, prepare a script. What do you want your narrator, presenter, or actors to say? If you need assistance putting together a script, several AI content generators on the market will help you write a compelling story that will grab your audience.

I‘ve used AI content writers like ChatGPT and HubSpot’s free AI Content writer to write blogs and short-form video scripts in minutes.

Now that you have the tools, what makes a good script? Remember, you want to grab your audience’s attention, so start with a punchy, interesting opener.

From there, it‘s a marketer’s choice. Do you want your video to be funny, emotional, action-packed, or something else? Whatever you choose, make sure your script reflects the tone you want.

Finally, end the promo with a clear call to action that tells your audience to take action, such as making a phone call, visiting the website, or signing up for your newsletter.

3. Gather your materials.

Film your b-roll, record a voiceover, create your graphics, and combine all your materials to create a one-of-a-kind promotional video that will introduce your brand, product, or service to your audience.

If you want to streamline the process, consider using AI tools like HubSpot’s Clip Creator. This tool uses machine learning and natural language processing to customize a video based on your vision.

Clip Creator is among my favorite AI video-generating tools, and I tested several others if you want to find the best one for you.

Once your video is complete, make any necessary adjustments and post to whatever platform you prefer.

Promotional Video Examples I Love

1. Scrub Daddy

If I had a nickel for every time I mentioned Scrub Daddy in a blog post, I’d have enough to retire, but who can blame me? Scrub Daddy is known for offbeat, funny, relatable promo videos that constantly go viral.

I love the example below because it takes viewers on a funny, casual trip to Target to pick up the latest Scrub Daddy product. The casual humor and POV make me feel like I’m running errands with my favorite silly uncle.

Even better, the video is low-budget and shot with a smartphone, proving you don’t need a huge budget to make an impactful promotional video.

2. Loxo

I mentioned this example earlier in the post, so I won’t go into much detail. Essentially, I love this promotional video from Loxo because of its unique concept, clear purpose (promoting Loxo tools), and interesting story.

3. HubSpot

Okay, I might be slightly biased, but I love this recent HubSpot promo video. Aside from being beautifully shot and edited, it also appeals to emotion via relatability.

As a marketer, I can confirm that our days are busy with all the content we have to make and the channels we have to distribute it to. So, I resonated with the sense of urgency the promo video illustrates.

Also, notice how the promo shows the problem (overwhelmed marketer) and the solution (HubSpot).

It’s Your Turn to Create

Creating your first promotional video can seem daunting, but once you know your budget and concept, you‘ll find it’s not that scary. The key is to just get started.

Now, you have the tools and knowledge to do exactly that. Good luck!

As a marketer who’s been in the business, I’ve noticed something interesting: when people think of “marketing,” they often picture those flashy Super Bowl commercials or massive Times Square billboards.

But marketing is so much more accessible than that.

I’ve seen businesses of all sizes succeed with smart, budget-friendly marketing strategies. The key to getting started is knowing the fundamentals.

Here, I’ll walk you through some beginner-friendly marketing channels and how to build your first marketing strategy.

Table of Contents

• Fundamentals of Marketing
• Cost-Effective Marketing Channels
• Building Your First Marketing Strategy

Fundamentals of Marketing

Successful marketing isn’t something that’s gatekept by huge budgets. In fact, some of the most effective marketing strategies I’ve seen didn’t cost a fortune.

Marketing today encompasses countless channels and tactics, and I’ve helped businesses find success with budgets of all sizes.

Pro tip: Before diving into any marketing channel, I always advise my clients to start with a clear goal in mind. Whether it’s building brand awareness or driving sales, knowing your “why” will guide your entire strategy.

Cost-Effective Marketing Channels

If you’re just getting started with marketing, here are a few cost-effective channels to consider:

Content Marketing

The entire premise of content marketing is to provide valuable content to your audience. These include blog posts, videos, podcasts, e-books, and more.

Unlike a pop-up ad, this type of marketing isn’t disruptive. It’s supposed to feel natural, organic, and helpful.

Pro tip: I always recommend starting with one content type you can excel at, rather than trying to do everything at once. For instance, if you’re great at writing, start with a blog before diving into video content.

To take it one step further, you include a sign-up form for a free trial of your app at the top of every article — giving readers a chance to convert into customers.

Content marketing is a long-term investment. But with patience and the right strategy, you can drive brand awareness and nurture customer relationships without significant financial strain.

Email Marketing

Email marketing is relatively affordable compared to other marketing channels.

Many email service providers offer free plans or tiered pricing to appeal to different budgets. For example, HubSpot’s email marketing software is easy to use, secure, and free.

With email marketing, you‘re reaching people who’ve already expressed an interest in your business. This puts you in a great position to build relationships, promote your products, and share offers.

You can also set up trigger emails when someone completes an action, such as making a purchase or downloading a content offer.

Looking to bulk up your email list? Check out this helpful guide.

Social Media Marketing

These days, consumers expect brands to have an online presence — so if you haven’t already, sign up for a business profile on a few social media sites.

Once you’re up and running, you can begin to share content. Experiment with different types of content until you have a better idea of what gets the most traction. Remember that social media is all about connection, so interact with customers, initiate conversations, and leverage user-generated content.

In a marketing trends report by LocaliQ, they noted that “short-form videos, like those on TikTok and Instagram Reels, continue to grow in popularity, it’s great to see that nearly 60% of small businesses surveyed have hopped on the bandwagon to try them.”

These tactics can help you ​​foster relationships and build loyalty around your brand without spending a dime.

However, if you decide to run paid ads, social media offers incredible reach that can generate immediate results.

Platforms like Facebook, Instagram, and LinkedIn provide advanced ad targeting, enabling you to narrow down your audience based on demographics, interests, and behaviors. And with flexible budgeting options, you can allocate your budget strategically and maximize your ROI.

Online Advertising

One of the biggest benefits of online advertising is that it’s often cheaper than traditional advertising. Consider TV ads, which cost anywhere from thousands of dollars to even millions.

Now, think of an ad running on social media for $1 a day, and you can see why online advertising is a great option for small businesses.

Online advertising encompasses a few areas, including:

• Display ads: these include banner ads, images, and videos that you can buy on Google Ads.
• Pay-per-click: PPC is an advertising model that falls under search engine marketing. These ads appear at the top of search engine results, and you only pay when people click them.
• Social ads: these are ads that appear on social media platforms like Facebook and Instagram. You set a budget and specify your target audience.
• Remarketing: this involves tagging your website visitors and targeting them with content after they leave your site. Think of an email from an e-commerce store reminding you of your abandoned cart.

Unlike traditional advertising, online ads offer powerful analytics. You don’t have to wonder if an online ad is effective since you can track metrics like impressions, click-through rates, conversion rates, and more.

Search Engine Optimization (SEO)

The goal of SEO is to boost your website’s presence in search engines like Google. While SEO trends come and go, the key principles stay the same:

• Create and publish valuable content on your website
• Strategically insert keywords in the content
• Improve your website’s page speed
• Offer a great user experience to website visitors

Like content marketing, SEO is a long-term game. But when you consider 95% of search traffic goes to the first page of search results, it becomes a critical strategy for driving traffic and generating leads.

Building Your First Marketing Strategy

You can think of a marketing strategy as a roadmap, helping you make the most of your marketing. Here are the basic principles of a strong marketing strategy:

1. Start with your goals.

Before you can build a marketing strategy, you first need to set clear goals. What does your business want to accomplish? Are you aiming to increase brand awareness? Generate leads? Or enhance customer loyalty?

Goals provide direction and purpose for your entire marketing operation. Plus, they determine the effectiveness of your efforts.

When defining your marketing goals, ensure they align with business objectives.

For example, if your main business objective is to build brand awareness, your marketing goal might be to reach X-number of social media followers in the next six months.

Further Reading:

• The 9 Goals to Consider When Creating a Marketing Strategy
• Free Template: Determine Your SMART Marketing Goals

2. Know your target audience.

Who is your customer? What are their challenges or pain points? Are they price sensitive? Do they shop online?

Knowing your audience is key to building effective marketing strategies. The more you know about your audience, the better you can craft compelling messages that respond to their interests, needs, or preferences.

Your target audience will also play a huge role in influencing which marketing channels you decide to leverage. For instance, suppose you sell home security devices and your target audience is adult homeowners. Based on this information, you might pass on Snapchat, where nearly half the user base is under 25.

Further Reading:

• Target Audience: How to Find Yours
• How to Create Detailed Buyer Personas for Your Business

3. Decide your marketing mix.

In a nutshell, marketing is about promoting the right product to the right audience at the right price and time. That’s a tall order.

To nail this balance, you need to define your marketing mix. Your marketing mix consists of four key components (otherwise known as the “Four Ps of Marketing”): Product, Price, Place, and Promotion.

Product

To state the obvious, your product is key to your business. But in order to market it effectively, you need to know what makes it unique. How is your product different from others on the market? What “problems” does it solve? What are the key features? These questions can help you formulate a unique selling proposition.

Price

Landing on the right price for your product can be tricky. Price too high, and customers walk away. Price too low, and you leave money on the table.

A good place to start is by looking at your competitors to see how much customers are willing to pay for a similar product. You can also conduct focus groups or surveys to determine the right price.

Place

Where will you sell your product? Ultimately, you need to meet your customers where they are — whether that’s an e-commerce store or a retail location.

Consider where your competitors sell their products and how they differentiate themselves.

Promotion

What tactics will you use to reach your target audience? And on which channels? This could be a billboard on a busy road or a promotional email sent to someone’s inbox.

The way you promote your product will depend on your budget and target audience. For instance, if your target audience skews younger, you might prioritize paid social ads over, say, television ads.

Further Reading:

• The Ultimate Guide to Pricing Strategies
• How to Write a Great Value Proposition [7 Top Examples + Template]
• How to Launch a Successful Multichannel Marketing Strategy

4. Monitor the right KPIs.

Establish a system for tracking and analyzing the results of your marketing efforts. If you’re running an email marketing campaign, for instance, you might track open rates, click-through rates, and subscribers. These are known as key performance indicators (KPIs).

Your KPIs serve as benchmarks that reflect your progress toward your goals. By tracking them, you can pinpoint which strategies are working and which need improvement.

Further Reading:

• What is a KPI? How To Choose the Best KPIs for Your Business
• Marketing Effectiveness: How to Measure It & Present to External Stakeholders

5. Evolve.

The marketing landscape is always evolving. Just in the last decade, we‘ve seen the rise of TikTok, artificial intelligence, and smart devices. All this to say, a good marketing strategy is one that’s adaptable. Be open to testing new ideas, experimenting with different tactics, and adapting your strategy.

Further Reading:

• The Top Marketing Trends of 2023 & How They’ve Changed Since 2022 [Data from 1000+ Global Marketers]
• The 2025 State of Marketing & Trends Report: Data from 1700+ Global Marketers

Back To You

While frustrating, there‘s no “one size fits all” marketing strategy. What works for one business may not work for another. That’s why experimentation is key, especially when you‘re just starting out.

Don’t be afraid to test different marketing channels, tactics, and strategies to find what resonates best with your target audience.

Editor’s note: This article was originally published in June 2023 and has since been updated for comprehensiveness.

We ran the numbers, and blog posts are still among the content formats that marketers use the most today (and those that deliver the highest ROI). However, sometimes, it can be difficult to put pen to paper — or words to screen.

That’s where blog post templates can come in handy.

From blogger to fellow blogger, I’ll share some simple tips to get you started in Google Docs along with some of the best templates for easy writing.

Table of Contents

• How to Make a Blog on Google Docs
• Free Google Docs Blog Post Templates
• Why Use Google Docs for Blog Post Templates

How to Make a Blog on Google Docs

If you’re looking to start a blog from scratch, we have a guide for that. But the easiest way to write a blog post in Google Docs is to start with a template.

Here’s what I do:

• Log into Google Drive.
• Download a free blog post template. (Jump to some of my favorites.)
• Open the template(s), click File in the top left corner of your document, and select Make a copy. If you prefer, you could also copy and paste the template into a new blank document.
• Use the template as a guide to start writing your article.

It’s up to you to choose the right template based on the type of content you’re writing. For example, if you’re writing a how-to blog post, you’ll need a template that allows you to break down the steps for completing a task.

On the other hand, a newsjacking blog post template will give you the flexibility to summarize a trending story with space to explain what the news means for your audience.

Regardless, your blog post will always have three main components:

• Introduction: The introduction sets the stage for what you’re covering and the problem you‘re about to solve. You’re not providing specific solutions in this section, just why it’s worth resolving. Here, you want to be relatable and get your readers to nod in agreement.
• Body: The body explains the solutions to the problem you set up in the introduction. You’re helping the reader meet the goals you outlined up top and reiterating why that’s important.
• Conclusion: The conclusion wraps up your post with a brief statement reflecting the problem your post solved. It should also include a prompt to engage in further action.

Now, onto the good stuff: free blog post templates.

Free Google Docs Blog Post Templates

If you’re looking for a full suite of blog post templates to choose from, I’d start here. You’ll find tons of customizable options — from the standard “what is” and “how-to” templates to more specialized versions for case studies, behind-the-scenes features, and more.

In the meantime, I went ahead and pulled out four of my go-to blog post templates that work well in Google Docs:

• Evergreen Blog Post
• Newsjacking Blog Post
• Thought Leadership Blog Post
• Data-Driven Blog Post

1. Evergreen Blog Post Template

An evergreen blog post template is best for content that withstands the test of time. These articles explain foundational concepts that readers will continue to search for over time, such as “What is an editorial calendar?” or “What does TL;DR mean?”

Download the full evergreen blog post template here.

Simple Evergreen Blog Post Outline

Introduction

Highlight the reason why what you’re talking about is important, which audience this applies to, and what you’ll be covering.

What is [Term/Topic]?

Provide a clear explanation of the topic, explore the concept further, and add examples to help define it.

Why [Term/Topic] Matters

Tell your readers why they should care about the term or the concept you’re writing about. Try to include at least one statistic, quote, or outside reference here.

How to [Achieve/Do/Understand Topic]

• Step
• Step
• Step

Provide actionable steps related to the topic. For optimal organization, give each step its own section header.

Common Mistakes to Avoid (Optional)

If there are any pitfalls the reader may encounter while completing the steps above, include them here with tips to avoid them.

Additional Tips or Best Practices (Optional)

If you have additional advice that will add value to the piece — like expert quotes, industry best practices, or helpful resources — list them here.

Closing

Wrap things up and remind your readers of the intended key takeaway from your writing.

Call-to-Action

Point your audience to other relevant resources or encourage them to take action based on what they’ve just read.

How to Make the Most of This Template

• Make sure the topic is timeless. Ask yourself: Will this topic remain valuable and relevant to my readers over time? You’ll still want to make regular updates to your evergreen blog posts, but the core is likely to stay the same.
• Provide actionable advice. Clearly outline any steps or best practices your reader should follow, and support your writing with real-world examples and analogies where possible.
• Incorporate visual elements. Reinforce your content with images and videos to help convey meaning and better illustrate your key points.

Evergreen Blog Post Examples

• What is AI? What Marketers Need to Know
• How to Write a Content Brief [Template + Examples]
• What Are Content Managers, and How Do You Become One?

2. Newsjacking Blog Post Template

A newsjacking blog post template is best for capitalizing on the popularity of a news story to amplify your brand — like “What Marketers Need to Know About the TikTok Ban” or “A Rundown on Open AI’s Latest Updates to ChatGPT.”

Download the full newsjacking blog post template here.

Simple Newsjacking Blog Post Outline

Introduction

Highlight the reason why what you’re talking about is important, which audience this applies to, and what you’ll be covering.

What Happened

Flesh out the story in more detail, and be sure to include sources. Keep the first part of this section factual, and then share your opinion if you feel inclined to do so.

What’s Happening Now/Next [Optional]

If the story is still breaking, this section will likely be fluid. Be sure to keep this updated as new information becomes available.

What This Means For You

Always connect the bigger picture to your audience. Highlight why this news matters to them and how this information informs their work or daily lives.

What You Can/Should/Could Do Now (Optional)

If you can link to relevant and reliable sources to inform the suggested next steps or action items, do that here. Don’t give advice unless you can back it up with credible evidence or expertise.

Closing

Wrap things up and remind your readers of the intended key takeaway from your writing.

Call-to-Action

Point your audience to other relevant resources or encourage them to take action based on what they’ve just read.

How to Make the Most of This Template

• Use a clear, factual approach to explain the situation. All of the facts and stats you pull in should support the points made in your article. The more source material you can reference, the better.
• Share your opinion, but make it justifiable. Take the time to flesh out your ideas and back up your points based on the facts of the story.
• Offer a unique angle. If readers can access a similar story elsewhere, you’re not creating value for them. Focus on what your audience needs to know based on the information being circulated.

Newsjacking Blog Post Examples

• Here’s Everything You Need to Know about Deepfakes
• What California’s New Data Privacy Act Means for Marketers
• Inside Rihanna’s Super Bowl Halftime Show Marketing Engine

3. Thought Leadership Blog Post Template

A thought leadership blog post template is best for offering a unique perspective about a topic, challenging a well-known idea, or highlighting your expertise. Think: “Why I Believe AI Won’t Replace Marketers” or “My Predictions for the Future of Social Commerce.”

Download the full thought leadership blog post template here.

Simple Thought Leadership Blog Post Outline

Introduction

Highlight the reason why what you’re talking about is important, which audience this applies to, and what you’ll be covering.

The Current Landscape

Explore current conversations around the topic, highlight common or existing beliefs, and set the stage for your original perspective.

My Perspective on [Topic]

Clearly state your opinion, provide examples to support your claim, and thoughtfully debunk competing arguments.

Why This Perspective Matters

Explain the impact or potential business benefits of the idea you’re discussing to tie your perspective back to the reader.

How to Apply This Perspective (Optional)

If there are actionable steps your readers can take or tools they can use to implement your ideas, include them here.

Examples or Success Stories (Optional)

Bonus points if you can highlight a personal example or business case that demonstrates the successful application of your perspective in the real world.

Closing

Wrap things up and remind your readers of the intended key takeaway from your writing.

Call-to-Action

Point your audience to other relevant resources or encourage them to take action based on what they’ve just read.

How to Make the Most of This Template

• Explain why your perspective matters. Position yourself as a thought leader, and introduce a unique angle that adds value to a trending or otherwise evergreen topic.
• Support your argument with hard evidence. Case studies, visuals, and personal anecdotes will go a long way toward making your case.
• Address potential objections. Have you considered the counterarguments? Disprove them with facts based on what you know as an expert on the topic.

Thought Leadership Blog Post Examples

• Are AI Agents Worth It? HubSpot’s CMO and VP Weigh In
• 11 Ways to Become a Better Blogger, According to the HubSpot Blog Team
• From Pretty Logos to Real Impact: How I Shifted My Focus from Visual to Emotional Branding

4. Data-Driven Blog Post Template

A data-driven blog post template is best for highlighting original research or statistics based on industry trends. You can use this template to dig into the numbers for topics like “Top Email Marketing Trends” or “How Marketers Plan to Invest in Short-Form Video This Year.”

Download the full data-driven blog post template here.

Simple Data-Driven Blog Post Outline

Introduction

Highlight the reason why what you’re talking about is important, which audience this applies to, and what you’ll be covering.

The Data

Present the data up front, loud and clear. I recommend using subheadings for each data point to keep things organized and incorporating visuals to illustrate the data.

What This Means for [Audience/Industry]

Again, always reel the bigger picture in for your audience. Highlight why they should care about the data and any personal or business implications.

Limitations or Considerations (Optional)

Are there any potential biases or circumstances that the data doesn’t fully cover? If so, be sure to note that here.

How to Act on This Data

Provide actionable steps for applying the data you presented in the post. This is a good place to share any helpful resources or best practices for implementation.

Closing

Wrap things up and remind your readers of the intended key takeaway from your writing.

Call-to-Action

Point your audience to other relevant resources or encourage them to take action based on what they’ve just read.

How to Make the Most of This Template

• Clearly present the data. Focus on outlining the key points accurately, and don’t forget to give credit where credit is due if the data is outsourced.
• Connect the data to actionable takeaways. Based on your interpretation, discuss how readers can use these insights — or how you’ve applied the data in your own work.
• Use visuals. Charts, graphs, and infographics provide an alternate way to present the information and help reinforce your most important points.

Data-Driven Blog Post Examples

• How Much Does a Super Bowl Ad Cost [& Does It Get ROI]? A Data-Backed Deep Dive
• The 2025 State of Marketing & Trends Report: Data from 1700+ Global Marketers
• Workplace Loneliness Isn’t Getting Better [New Data]

Why Use Google Docs for Blog Post Templates

The big reason I like to use Google Docs for blog post templates is collaboration. The platform allows you to:

• Build, share, and save files and templates.
• Manage editing permissions and track version history/changes.
• Facilitate feedback, leave comments, and annotate suggestions.
• Download and convert your content into other file formats.
• Back documents up to the cloud.
• Upload your documents into a CMS.

Plus, the Google suite integrates with many of the systems I already use for work, like Asana and Slack. This makes it easier to streamline my workflow.

No More Starting From Scratch

Blog post templates are great starting points. They provide a structure that makes it easy to write content that’s both helpful for readers and relatively quick and painless for you.

However, don’t get too caught up in the formula. Explore new formats, experiment with existing ones, and get creative with how you’re sharing information. After all, the goal is to consistently create content that has value for your audience.

If you do get stuck, download our free templates to break yourself out of that rut.

Editor’s note: This post was originally published in June 2012 and has been updated for comprehensiveness.

Reddit has evolved from its 2005 origins into a digital powerhouse, proving itself as an invaluable territory for marketers.

While the platform maintains its core strength in community engagement and authentic discussion, it’s transformed into a sophisticated marketing channel that offers unique advantages over traditional social networks like Facebook or Instagram.

In this post, I’ll share some fresh stats to understand better how Reddit became a marketing haven.

• General Reddit Statistics
• Reddit Demographics Stats
• Reddit User Behavior Stats
• Reddit Business Stats
• Reddit Video Stats
• Engaging Content and Hot Topics on Reddit

In recent years, Reddit has solidified its position as a platform with staying power, and a marketing essential by expanding its advertising ecosystem and enhancing its multimedia capabilities.

The platform’s significance is amplified by its dominant presence among Gen-Z and millennial users, who now represent a prime consumer demographic with substantial purchasing power.

These users increasingly rely on Reddit for product research, recommendations, and purchasing decisions, making it a crucial touchpoint in the customer journey.

Successful brands are now integrating Reddit into their core marketing strategies through various approaches, from sophisticated AMAs (Ask Me Anything sessions) to branded subreddits that have become powerful hubs for customer engagement and community nurturing.

But enough of that introduction, let’s get into the numbers.

Reddit Statistics

To keep you informed and help you make strategic social media decisions, here’s a list of fresh, helpful, and intriguing Reddit stats related to the company, its user base, and what it takes to engage audiences on the platform.

General Stats

• Reddit has an estimated 1.1 billion active monthly users. (Statista)
• Reddit is the third most visited website in the U.S. (SemRush)
• Reddit’s current market cap is approximately $35.04 billion. (Stock Analysis)
• Reddit is the world’s 573rd most valuable company by market cap. (Companies Market Cap)
• Reddit was founded in 2005 and acquired by Condé Nast in 2006. (Crunchbase)

Demographics

• The majority of Reddit users (61%) are male. (Statista)
• The United States account for the biggest share of Reddit’s desktop traffic, followed by the UK, and Canada. (Statista)

• 44% of U.S. Reddit users are between the ages of 18 and 29 years old. (Statista)
• Of logged-in users on Reddit, 43.3% are millennials, compared with 29.6% who are Gen Z. (Business Insider)

User Behavior

• There are 3.4 million subreddits on the platform, and approximately 138,000 of them are active subreddits. (Business Dasher)
• Reddit has 97.2 million daily users. (Emarketer)

• Reddit users spend around 20-30 minutes a day on the platform. (Emarketer)
• Reddit makes up about 5.3% of total social time and will approach 6% in 2024.
• Users spend significantly less time on Reddit than on other platforms like TikTok, Instagram, and Twitter — but that’s because Reddit is more of an information and education platform than a video and entertainment platform. (Insider Intelligence)
• 51% of Gen-Z users say they‘re attracted to the platform’s user-driven features, such as subreddits, comments, and upvotes. (Reddit Blog)
• 82% of Gen-Z people trust Reddit when learning more about products. (Reddit Blog)

Source

Reddit Business Stats

• According to HubSpot research, 11.3% of B2B businesses leverage Reddit in their marketing strategies, 11.9% of B2C companies leverage it, and the sector that uses it the least is non-profit/government at 8.55% (State of Marketing Report)
• 8.77% of B2B marketers are planning to leverage Reddit for the first time in 2025. (State of Marketing Report)
• 9.16% of B2C marketers are planning to leverage Reddit for the first time in 2025. (State of Marketing Report)
• 2.6% of surveyed marketers plan to invest more in Reddit for social media marketing than other platforms. (State of Marketing Report)

Reddit Video Stats

• Reddit users consumed more than 1.4 billion videos. (Business of Apps)
• In 2018, video viewing time grew by 38%: Total users went from viewing 400,000 hours of natively hosted video daily to more than 13 million hours monthly. (Reddit Blog)
• In 2018, three of Reddit’s five highest-performing posts included videos, while one had a photo. (Reddit Blog)

Engaging Content and Hot Topics on Reddit

• The top four subreddits as of 2022 are /r/funny, /r/AskReddit, /r/gaming, and /r/worldnews. (Oberlo)
• In 2021 the most popular “Ask Me Anything” (AMA) post with over 90,000 upvotes was “I’m a lobster diver who recently survived being inside a whale.” (Statista)
• In a study of 60,000 Reddit posts, those between 60 and 80 characters get 8,600 upvotes. (Foundation Inc.)
• The study also found that posts under 120 characters get more upvotes than posts above the character count. (Foundation Inc.)

Source

• Posts with questions generate twice as many comments as posts without them. But, opposedly, posts without questions get more upvotes than posts with them. (Foundation Inc.)

Takeaways from Reddit Stats

If you’re a marketer in a field related to consumer products, especially technology, you might not want to count out Reddit just yet. As the stats above show, young people, especially Gen Z, are using and trusting the platform as a source for product research.

If your company has a lot of excellent video content, you may want to incorporate Reddit into your next marketing strategy. Remember, Reddit users consumed more than 1.4 billion videos monthly in 2018.

And if you want to share thought leadership content, consider having your marketing team open an AMA, or host videos from them on the platform, too.

Online video, especially in a mobile format, is being embraced much more heavily than in the past. Because of this, it might be worth exploring the idea of a Reddit video strategy if you ever have extra time or resources available.

Editor’s note: This article was originally published in November 2019 and has since been updated for comprehensiveness.

90% of the U.S. population has eaten at a McDonald’s over the past year.

Whether a Big Mac is your drunk go-to, or you like to bribe your kids with Happy Meals on long car rides, the point holds: McDonald‘s is one of the most popular and long-lasting brands we’ve got.

We all take it for granted. Except maybe we shouldn’t.

There‘s a reason McDonald’s ranks among the top 10 most magnetic brands for Gen Z — surpassing Sephora, NFL, and Starbucks.

And it’s not the nostalgia factor… At least, not entirely.

To get to the bottom of this, I sat down with two experts — Anna Engel, Director of brand, content, and culture at McDonald‘s, and Nathaniel Gaynor, Brand marketing manager at McDonald’s — whose full-time job is to make McDonald’s cool to Gen Zers.

Lesson 1: Marketing should be symbiotic.

Engel thinks of campaign elements — whether it’s a new food item, a digital campaign element, or a social media post — as “ingredients.”

Of course she does.

And what she loves about Gen Z is how they‘ve created a symbiotic relationship with McDonald’s campaign “ingredients”. Engel‘s team doesn’t just create content for Gen Z. Gen Z creates content for them, too.

As Engel told me, Gen Zers often take brand ingredients and “create something new with them — that’s what excites us and motivates us,” she says. “For instance, they might create a narrative or an anime poster for a campaign… Things like that.”

Let’s also address the elephant in the room — why have they created an entirely separate Gen Z marketing team?

Because “Gen Z is driving culture,“ Engel explained to me. ”And our ambition is to continue to be a cultural icon.”

Lesson 2: Connect with your customers in the wild.

Every year, one of McDonald’s agencies takes a road trip. (Wholesome, I know.)

“The Fan Truth Road Trip helps us understand who our fans are and why they connect with our brand,” Gaynor says. “We see our fans pulling our brand into many different parts of culture — whether that’s anime, fashion, art, or gaming.”

Engel and Gaynor’s team then takes these learnings to create authentic experiences for their Gen Z fans.

Consider the Feb 2024 “WcDonald’s campaign.” The campaign was a nod to McDonald’s anime and manga fans, and included a limited-edition menu, Japanese manga-themed packaging, a four-episode anime series, and an interactive experience in L.A.

Along with McDonald’s restaurants, the agency visits college campuses, malls, movie theaters, and parks, too.

As Engel puts it, “We break outside the four walls of McDonald’s to connect with our fans in the wild.“

She adds, “It’s important for us to understand the universe they live in, what their interests are, and who they are outside of McDonald’s.”

While you might not be able to orchestrate a “Fan Truth Road Trip” for your brand, the lesson here works for all marketers: To fully understand your customers, you need to meet them outside the confines of your marketing efforts. What else do they enjoy, and how can your brand show up there, too?

Lesson Three: Be fan-led.

“Where we haven’t hit the right note in the past is when we haven’t been fan-led,” Gaynor told me.

“Now, we let our fans guide the way to our next big idea. It’s our job to embrace them and live in their creative universe and speak to them. And when we do that, we succeed.”

Engel echoes his point, and explains that another mistake they’ve made in the past is not being data-driven enough in their campaign approach.

“We can build great brand relevance campaigns. But if it doesn’t link to something tangible in the restaurant for the fans to purchase, touch, feel, eat, then it’s not going to be a business driver,” Engel says.

Because ultimately, Engel and Gaynor‘s main goal isn’t just to seem cool to the 22-year-olds on Fortnite. (Although it’s a fun side-benefit.) Their goal is to drive sales.

And if that just so happens to entail anime, fashion, or artwork, so be it.

It wasn’t too long ago that we weren’t collaborating much across Marketing.

If I published a blog post on “SEO strategy”, it became a happy coincidence if the YouTube team had covered anything similar that I could use in my post.

Teams just weren’t creating content cohesively across different verticals. Let’s be honest: We’d grown too large.

On the Blog team, this also meant we had limited non-organic channels to use to get our posts in front of the right audiences.

Today, I’m going to pull back the curtain (sorry, I just saw Wicked) on how HubSpot’s Blog team reimagined our approach to content — transforming what used to be a siloed blog strategy into a dynamic, multi-channel storytelling machine.

(Psst: Curious what else is happening in the world of blogging? Check out our brand-new 2025 State of Blogging report with data from 500+ marketers — the first time we’ve ever run such a comprehensive audit on what’s happening across the blogging landscape.)

Why We Launched Our Media Narratives Program

When we first started our Original Research program in 2017, something became immediately clear: our blog readers are absolutely obsessed with data.

Like, Taylor-Swift-friendship-bracelets-level obsessed.

In our first full year, we drove over 1.4 million views through original research. Turns out, people love data — regardless of platform.

The challenge? Quality research is pricey and time-consuming. We needed a more strategic approach to not just create research, but to distribute it effectively across multiple channels to make sure we were getting the biggest bang for our research-bucks.

For instance, you shouldn’t have to be a blog reader to access our State of Marketing data — although, selfishly, I’d love it if you were.

But if instead you’re an avid YouTuber, newsletter subscriber, or IG follower, you should still be able to access the top marketing trends on those platforms, too.

Enter: Media Narratives.

In June 2022, I piloted our first Media Narrative — a quarterly approach that would transform how we think about research, content, and cross-team collaboration.

What started as an experimental program quickly became a powerful distribution engine for our original research, blog, and brand.

What is a Media Narrative?

Media Narratives is, at its core, a collection of multimedia content centered around one data-backed theme.

Think: A YouTube video, podcast episode, blog post, and a TikTok vid, all discussing the same trending topic and driving traffic towards one final offer.

Each Media Narrative is fueled by the Blog’s original research and expert thought leadership, and always has one corresponding research-backed report.

Let’s break it down in bullet-point format. A Media Narrative consists of:

• One targeted, research-backed offer (think: State of Marketing, State of Sales, State of AI)
• 15+ in-depth blog posts discussing the subtopics of that overarching report (i.e. “top marketing challenges”, “top marketing channels”, “marketing KPIs to focus on”)
• Expert interviews
• Videos
• Podcast mentions
• Social content

… With original research as the foundation for each individual channel’s content.

And, to-date, Media Narratives have driven over 6M+ views to the Blog.

How Media Narratives Help Us Solve for Channel Volatility

As organic search became increasingly unpredictable in 2024, we developed a brand-new, robust strategy that doesn’t just rely on traditional SEO tactics.

But we had another secret weapon, too: Media Narratives.

Media Narratives have helped cushion the blow of search volatility over the past year for two reasons:

1. Media Narratives leverage multiple distribution channels — like YouTube, social media, and podcasts — which help us create content for platforms that are less impacted by the organic tides.
2. Media Narratives content helps us compete against AI, since Media Narrative content is too difficult to replicate using AI. You know… Being focused on human perspectives, and all.

In other words, Media Narratives guarantee we don’t have all of our eggs in one basket.

We distribute content on all the channels our audience might prefer, so they can decide how, where, and why they want to consume our content.

Well … Hopefully they’re not asking why.

Plus, we publish content for Media Narratives like “Marketing Budgets: How Much Should Your Team Spend in 2024?” and “The Top 5 Marketing Challenges Expected Globally in 2025, And How to Overcome Them” — two topics I’d rather not ask a robot about.

What This Means for Marketers [3 Lessons for 2025]

1. Don’t just rely on search.

Okay, okay — I know this is an obvious one.

But it’s also surprisingly difficult. Our Blog strategy still relies primarily on organic traffic.

Because, let’s face it … Social media users aren’t too eager to click on a blog link that takes them off of TikTok. I get it.

But we’ve found it increasingly vital to test content on new channels.

Non-organic content deserves its time to shine. You’ll probably never Google keyword terms like “$400K fighter jets” and “Anti-marketing Liquid Death”, right?

And yet — and I hope this isn’t too presumptuous — I think you’d like to read, “Martha Stewart, $400K Fighter Jets, and Comedy Writers: How Liquid Death Wins at Anti-Marketing, According to Liquid Death’s VP”.

So give it a shot — share your blog posts via newsletters, social posts, YouTube descriptions, and more. And try out some newer UGC distribution channels, like Substack, Reddit, and Discord.

You want to play by the rules of each platform (cough, cough: Don’t spam your followers) but you should still get creative when it comes to how you get your content out there.

Still curious what other marketers’ are up to? Give our 2025 State of Blogging report (with data from 500+ marketers) a read.

2. Invest in original research.

We’ve all seen it first-hand: In the age of AI, way too many marketers are getting comfortable publishing generic “5 Marketing Trends” posts straight from the fingertips of good ole’ GPT.

So… What’s the Batman to ChatGPT’s Robin? Real, human perspectives.

Original data coupled with expert opinions is your competitive advantage in a world of AI-generated content.

It’s expensive, but it might be a worthwhile investment if it allows you to outrank your competitors while making your content more valuable.

If you do decide to invest in original research, I’d suggest to start small with a research report that correlates strongly to your highest-intent topics. If you sell video marketing software, a video marketing report is your sweet spot.

3. Embrace cross-team collaboration.

Our most successful Narratives break down silos.

When your podcast, social, newsletter, and blog teams work together, you create something greater than the sum of its parts.

It isn’t easy. It required a project-management mindset I wasn’t used to, and ultimately, I needed to take the time to learn how each team operates (and their preferred communication styles) before I got it right.

What I learned is this: When working with other teams, it’s important to create collaboration opportunities in multiple formats.

For me, this meant organizing a quarterly Zoom meeting that stakeholders could join, or an async spreadsheet they could drop notes into, or the option for a 1:1 meeting with me to discuss how we might work together.

This might look different for you, but it’s a good idea to collect feedback across teams to ensure you’re creating a process that works for everyone.

Playing It Safe Means Being Left Behind

If there’s one thing I’ve learned from owning Media Narratives, it’s this: Content success isn’t about playing it safe.

Instead, it’s about being bold, data-driven, and adaptable.

Our Media Narratives program is proof that sometimes, the bigger bets can pay off. It helped us solve for some major internal issues (siloed content teams), while creating more interesting content for our audiences.

And being a strong defense against AI was an added bonus.

My point? Use 2025 to test out some new pilot programs. Heck – give something like your own Media Narratives a shot. You never know how it’ll do.

Let’s be honest: advertising on Facebook successfully is not easy. Its power to attract and close customers for pretty much any industry is undeniable, but that’s only if you know how to navigate and optimize the anatomy of a Facebook Ad.

When it comes to creating a Facebook ad for your business, there are a lot of different things to consider. How much text is too much? What should it say? Video or image?

And that’s on top of all the budget, strategy, and setup logistics.

It can be overwhelming but taking it step-by-step helps. Here, we’ll do just that, focusing on my favorite part of the whole process (and also the area where I shine brightest): the creative.

Looking for a detailed guide for getting started with Facebook ads? This blog article has you covered.

Table of Contents

• Facebook Ad Anatomy in 2025
• Tips for Mastering Your Facebook Ad Anatomy
• 5 Facebook Ads That Hit the Mark
• Take (Facebook Ad)vantage in 2025

Facebook Ad Anatomy in 2025

In 2025, there are two main types of Facebook Ads — in-feed and right-column ads.

Right-column ads are only visible on desktops and are pretty minimal, with just a tiny image and headline to work with. Plus, with almost 99% of users accessing Facebook on mobile, these ads also don’t get as much attention, so I won’t cover them here.

(Note: If you’re curious about them, head on over to Facebook.)

Instead, I’m going to focus on in-feed ads. In-feed ads come in four different formats (which we’ll get into) and are made up of five key parts:

• Headline
• Media
• Primary Text (Copy/Caption)
• Description
• Button (Call-to-Action)

Let’s break down each of these using a snazzy ad I caught in my feed from Book of the Month.

Headline

Contrary to what its name suggests, your headline is not the first thing people see at the top of your ad. (That would be your profile picture and brand name.) It is, however, the boldest piece of text that appears below your visuals and next to your call-to-action button.

Your headline is basically your main value proposition — what you’re offering your audience and want them to engage to receive.

Meta Ads Manager claims it can be up to 255 characters long, but with the limited visual real estate, I’d warn against that. Heck, I don’t think I’ve ever seen a headline that went past 10 words. A great Facebook Ad headline is short, clear, catchy, and compelling. It makes someone want to click.

This is where your conversion copywriting skills come in. Show personality or even play around with formatting (capitalization, symbols) and emojis to stop your audience in their scroll.

Pro tip: Try turning your headline into a verbal call-to-action that aligns with your button. This doubles down on your message and creates a more seamless experience.

Media

Now, in my experience (and that of many other marketers, I’m sure), your media is the most important part of your Facebook Ad. It takes up the most real estate and is almost always what your audience will notice first in their feeds.

The media of your Facebook Ad will depend on the format, but they all appear in the same place — below your name and profile picture and above your headline and call-to-action/button.

There four main ad formats are Flexible, Single Image or Video, Carousel, or Collection, but your media is the focal point regardless of which you choose.

Flexible

A Flexible ad lets Facebook’s ad delivery system decide what media or combination of different types (such as a single image, video, or carousel) to show to your audience.

With it, you can provide up to 10 images and videos for the system to choose from, but this format is currently only available for sales or app promotion ad objectives.

Single Image or Video

Now, this format is exactly what it sounds like — it’s a Facebook Ad that has a single image or video as its focal point. It’s one of the most universal options and arguably the one that looks most like an organic Facebook post.

Our handy dandy Book of the Month ad is an example of a single-image ad.

And here’s a great video ad from Aloha.

Carousel

A carousel ad showcases two or more images and videos in a single ad.

One unique feature of this format is that each image or video can have its own headline, description, link, and call-to-action.

This can be extremely useful for highlighting multiple products at once and is common with eCommerce sites like Ulta.

Collection

The Collection Facebook Ad format pairs a video or image with a row of product images below it. It’s great for highlighting specific features or abilities of a single product

A Collection also comes with the option to use what Facebook calls an Instant Experience — a full-screen landing page that loads instantly when someone taps on the ad on Facebook or Instagram.

Source

Primary Text (Copy/Caption)

The third part of a Facebook Ad is your copy or what the Meta Ads Manager calls your “primary text”). Thinking of standard, organic posts on Facebook, this is essentially the caption of your ad.

In it, you can use @ to tag Facebook profiles or Pages and Facebook recommends using 125 characters or less. This copy appears in most placements, though the position varies.

Pro tip: Caption writing is a common use-case for AI tools like ChatGPT, Claude, or even HubSpot’s Free AI Content Writer, but as I always warn you, tread lightly.

AI is a handy brainstorming and drafting tool, no doubt, but it needs editing to truly capture your brand and a human tone. More on that here.

Description

The next piece of your Facebook Ad puzzle is your description, which is super vague and confusing if you ask me.

With its placement — sitting underneath the headline in faint text, next to your call-to-action — it’s hard to pinpoint what exactly it’s describing.

Plus, Facebook notes that it won’t be displayed for all ad placements, especially if you have a longer headline.

That said, any space you have to capture your message shouldn’t be wasted. There isn’t much here, but you can use it to include extra little details you want people to know like “free shipping” or “offer ending soon!”

Button (Call-to-Action)

Last, we have your button or call-to-action — the actual link that you need audiences to click to take advantage of the offer showcased in your ad.

Now, you don’t have to include a button, but it does make it much clearer to those viewing your ad what they need to do next. It eliminates confusion and just makes for a much better user experience.

Button text options vary depending on campaign type/objective, and Facebook doesn’t allow you to add custom text, but it does have a long list of common options like learn more and shop now.

Now that you know what makes up the anatomy of a Facebook Ad, how can you optimize them to achieve your goals? Let’s unpack a few actionable tips.

Tips for Mastering Your Facebook Ad Anatomy

1. Get niche with your content.

In a recent HubSpot study, marketers said Facebook offers the second-best audience targeting tools of all social media platforms, losing out to YouTube by just 1%. That’s one of the best things about it.

With the wealth of information shared on Meta, you can target people using demographics, interests, or even previous activity on and off the platform, among other things. (More on that here.) It only makes sense that you get just as niche with your ad content to match.

For example, imagine you’re an online retailer like Amazon that sells pretty much everything under the sun.

You can easily go general and speak to anyone and everyone, but why would you, when creating ads specific to smaller audiences (e.g., people identifying as women in their 30s, teens who like gaming, etc.) gives you a better chance of earning clicks?

This Old Spice ad is an excellent example of going niche.

Sure, it could appear to be any old commercial for the brand at first glance, but calling out Costco specifically and linking directly to the retailer’s website makes it clear they’re trying to reach a certain clientele.

The more specific you get with your content, the more likely it will strike a chord and resonate with your intended audience.

2. Show people in your media.

Research shows including people in your marketing helps your audience envision themselves using your product or service. In fact, one experiment found that photos of people helped increase a brand’s conversions by more than 95% over other alternatives.

Showing people helps audiences actually picture what their lives could look like if they clicked the button to buy or learn more. It helps eliminate some mystery of what they’re getting into and makes them more comfortable taking action.

Take this ad from Cycling Frog seltzer, for instance. If you’re wondering what trying the company’s product will be like, just take a good look.

The simple but creative ad shows a young, laughing woman buried in confetti and holding a can of Cycling Frog.

The company’s About Us page reads, “Life’s Short. Enjoy the Ride,” and that’s precisely the energy this ad captures.

3. Keep your copy short.

Facebook, like most social media, is an increasingly visual world. Of course, you want to capture details like your differentiators and main offer but do so as concisely as possible.

Orange Theory does an impressive job with that in the ad below. Not a single sentence (even the fine print) is longer than five words, but it still manages to leave no question unanswered.

What do you get by clicking? A free class that will help you build muscle, burn calories, and see results. And bonus: Some smiling faces will be there to greet you as well.

(Side note, but this is also great choice of image, considering its sense of community is another big selling point for the company.)

Pro tip: Incorporate relevant emojis. They can help draw the eye and also make your message appear more friendly and casual.

4. Have a single focal point.

Overcomplicating your Facebook ad can lead to distraction. Like you would a website or landing page, ask yourself what’s the one big thing you want people to see or pay attention to and make that the center of your ad.

Candlelight Concerts nails this.

The event company has shows all year round, but this minimalist ad wants people to know they can make the perfect Valentine’s Day date.

With this message in mind, the ad showcases a striking, close-up image of two people holding hands surrounded by candles as they would be at a concert. It grabs your eye and perfectly captures a romantic “this could be you” energy.

5. Incorporate social proof.

Consumers will always believe other people more than they believe in brands, and who can blame them? Marketers are trying to sell something, after all.

Thankfully, incorporating real outside support for your claims, such as customer reviews, awards, sales numbers, etc., (aka social proof) can help quiet your audience’s reluctance and make them feel more comfortable taking action.

Kind Laundry does a great job of directly adding a quote, name, and rating from a real customer to its ad.

Pro tip: Don’t fake your social proof. Nothing is a secret on the internet, and if you make an award or sales number up, your audience can easily find out, and that trust is hard to regain.

6. Tell a story.

Storytelling in marketing and advertising is nothing new. Stories make information (including marketing messages) easier for people to grasp and remember using emotion and relatable experiences.

That said, telling a story with your Facebook Ad can engage your audience and fit more naturally into the platform’s culture. People turn to Facebook to connect with friends and family.

Creating an ad that feels like you’re just catching up with a loved one blends in.

In this video example, our friends on the INBOUND team take us through a day at the event with one of the speakers. It offers a first-hand look at what it’s like attending and comes off as just an approachable video from a friend.

Pro tip: You can tell a story through any format, really, but carousels and videos lend themselves to it more easily. Videos are self-explanatory, but with carousels, look to advance the story with each slide/frame.

5 Facebook Ads That Hit the Mark

So, how do the tips we shared look when they all come together? Here are some of the best Facebook ads from my feed in the past week and what they did right.

1. Kolkata Chai Co

What I like:

• Fast-paced and engaging video
• Incorporates trends like ASMR and unboxing
• Shows the product and people enjoying it in different ways
• Has a voiceover and captions
• Caption incorporates elements of social proof and differentiators of the product

2. The Edge Fitness Club

What I like:

• Simple, on-brand, and eye-catching visual
• Compelling, no-risk offer as headline
• Shows a real person enjoying the gym
• Short, friendly caption that uses emojis

3. Eat Clean

What I like:

• Tells a story — following the meal from unboxing to microwave to the dinner table
• The product is the focal point of the video
• Short caption captures common pain points and differentiators
• Has a compelling offer (deep discount) as the headline

4. Prose

What I like:

• Well-paced video with calm, non-distracting music
• Shows products and people from a variety of backgrounds using it
• Uses social media trends (skincare videos) to create a video that would resonate with the audience
• Compelling headline
• Uses caption to highlight differentiators and draw the eye with emojis

5. Each and Every

What I like:

• Uses a creative, high-quality image that drives home its natural, organic brand
• The visual focus is on the brand
• Incorporates a call-to-action button in the media, essentially turning the whole ad into one big button. This makes it even easier for people to take action.
• Uses headline to highlight the deal
• Uses description to share valuable details without distracting from the main focus.
• Uses to deliver important differentiators but uses bullets to keep it easy to digest

Looking for more Facebook Ad Examples? Check out “16 of the Best Facebook Ad Examples That Actually Work (And Why)” or our free lookbook, “50 Facebook Ad Examples We Actually Clicked.”

Take (Facebook Ad)vantage in 2025

Mastering Facebook Ads doesn’t have to be hard. While the names and logistics can be a bit confusing (just like human anatomy), once you get the hang of them, there’s no limit to what you can accomplish for your brand with Facebook Ads.

Keep this cheat sheet in your back pocket, and you’re ready to create Facebook ads that catch eyes, get clicks, and drive real results from your target audience.

Think you’re good at spotting AI-generated content? Put it to the test.

Between Midjourney, Lummi and the host of other AI image generators, it’s getting harder to detect AI imagery.

Take this quiz and find out how good you are at finding AI in everyday images, videos, and illustrations.

1. Which football pic is real?

2. Which dog is real?

3. Was this video shot by AI or a real person?

4. Can you pick out the AI model from the pack?

5. Is this video real or AI?

6. What about this shot?

7. Which image is AI?

8. Which two are the AI illustrations?

Find the answer key below. 

Answer Key

1. A is real and B is AI-generated from Lummi.

2. A is a real photograph while B is an AI-generated image from Lummi.ai.

3. This is AI-generated on PikaLabs.

4. The AI model here is B from Lummi.

5. REAL – from Pexels.

6. This one’s AI from Midjourney.

7. A is AI-generated from Midjourney while B is from Unsplash photographer.

8. A & C are the AI-generated illustrations, B was created by illustrator Merle Goll.

Any time an interviewee makes me ask my boss, “Can we say that in a newsletter?” you know it’s gonna be a good day.

Today, we’ve got spicy takes and spicy language from a master of marketing who made his fortune selling spicy shorts.

Lesson 1: Don’t get hooked on the performance marketing drug.

Preston Rutherford openly admits that he made every mistake in the book when co-founding the shorts company Chubbies.

So I kick off our chat by copping a line from Sheryl Crow: “What’s your favorite mistake?”

“Favorite mista-a-ake.” He sings, then laughs. “Favorite. Obviously a euphemism for gut-wrenching and sleep-depriving mistake. But, just to honor Sheryl…”

He thinks a moment: “Getting hooked on the drug that is short-term performance marketing — and in particular return on ad spend (or ROAS), where effectively all of our marketing investments were evaluated on that basis.”

My eyebrow goes up. Most marketing leaders want to see a measurable, proven return, right? How else do you know what’s working?

Rutherford says that exact sentiment is why he (and so many marketers) over-rotated toward performance marketing. That drive to make all of your marketing efforts systematic, measurable, and scalable.

“ We’re so used to a certain feedback loop on the data side, right? If I’m spending dollars, I’m only measuring success by who clicked on my ad and purchased in a 24-hour period.”

But that feedback loop incentivizes marketing efforts that produce short-term results — at the cost of long-term brand building. Not to mention, it led him away from all of the fun and unusual things that made Chubbies recognizable in the first place.

And what’s worse, the hypertargeting of performance marketing means “you’re spending dollars to claim a purchase that would have already happened.”

But if you’re not focusing on return, what are you focusing on?

“Brand is the most important asset that any kind of business builds,” he says. “And is ultimately the least measurable with current tools.”

Rutherford’s hot take? Only 40% of your marketing dollars should be spent on short-term ad spend, with the rest going to brand building.

“You would much rather have someone come directly to you — not being prompted by some kind of promotion or false urgency — but rather, ‘this is just a company that I believe in’.”

Lesson 2: If content is king, difference is queen.

“What marketing trend needs to die in a fire?” I ask him.

“Generative AI,” he blurts without a moment’s pause.

Y’all. I bark-laughed. (Then I wondered if anyone in my reporting hierarchy reads the newsletter, and nervously tugged my collar like Rodney Dangerfield.)

“Creativity is queen. Things that are different are queen,” he explains. “Generative AI is trained on models of what has already been done in the past and what has ‘worked.’”

He puts that last word into air quotes. According to Rutherford, this creates two problems: “Only looking backward and, in my opinion, an incorrect definition of what works. It’s based on driving short-term revenue.”

Rutherford is quick to qualify that this doesn’t mean there isn’t any place for AI in marketing. But for many marketers, it will lead to churning out what he calls “the sea of sameness.”

Breaking out from that “sea of sameness” is how Chubbies was born in the first place. When Rutherford and his friends sported the handmade shorts on vacation, the unusual cuts and colors had complete strangers approaching them to comment. Not everybody loved them, but everybody noticed them.

That success would have never been realized if they had based their decisions on what already worked.

Lesson 3: Think of marketing like building friendships.

You’re probably thinking this lesson is gonna get all touchy-feely. Nope. This is a much more cuss-laden concept.

Rutherford says that any idea, tactic, campaign, or concept he has absolutely must pass through this filter:

“Would I send this email to a buddy or would they talk shit to me?”

For the third time in 15 minutes, I’m doubled over in laughter, but Rutherford has an excellent point. Stop and think about your favorite brands. They’re probably the ones that talk to you like a human being.

That doesn’t necessarily mean you have to be funny, irreverent, or uncouth. But I guarantee you didn’t think of someone who blasts you with corporate-speak.

Because at the end of the day, brand building is actually relationship building. That relationship will look different if you’re selling hot sauce, tax software, or maternity pillows — but they all require authenticity… and respect.

“Am I treating the people who view my ads like I’m a corporation marketing to faceless customers? Or am I a person marketing to other people?”

As proof, he points out that this is exactly why influencer marketing is so effective right now. It’s a real person talking to you as another real person. And our recent survey data bears out the same story as marketing leaders are pouring heavy budget into creator content, brand building, and developing authenticity.

Rutherford then drops a sweary little denouement: “People can see through our bullshit. People are not idiots.”

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.

Jaguar’s recent rebrand has people talking, but not in the way most marketers hope for.

Gone are the classic cues of British elegance. In their place is minimalism and “modernist exuberance.” Their rebrand campaigns involve cryptic videos, high-fashion models, and a new mantra: “Copy nothing. Delete ordinary.”

Reactions have been mixed. Marketing legend Mark Ritson called it “f—ing lunacy,” while Rory Sutherland is reserving judgment, saying, “It’s too early to call.”

So, what’s Jaguar playing at?

What has Jaguar done?

The historic British car manufacturer has gone for a new look. The leaping cat has been removed from the logo. In its place is a minimalist wordmark that now reads “JaGUar.” Yes… with that random capitalization.

Jaguar launched this rebrand by wiping their social media profiles clean and replacing their branding with car-free visuals. This prompted Elon Musk to ask, “Do you sell cars?”.

But the change is part of a broader strategy. Jaguar’s sales have been falling, and there’s a real fear that the brand can’t rely on its existing customer base.

To cope, Jaguar is repositioning as a £100k+ luxury EV brand to rival Porsche and Bentley. Rather than targeting an older generation who adore its British roots, Jaguar plans to target “cash-rich, time-poor” millennials and Gen Z.

But will it work?

The Tropicana Effect

Most marketers can recount a long list of failed rebrands. Usually, the top of that list is Tropicana in 2009. They ditched their iconic orange-with-a-straw logo for a sleek redesign.

The result was abysmal. Sales dropped 20% in two months. The company lost £30 million before scrambling back to the original design.

Jaguar’s gamble feels eerily similar: ditching the familiar in favor of “modern.” But here’s the thing: cars aren’t juice.

Buying Tropicana is a quick, emotional, and intuitive decision (what Daniel Kahneman would call “system 1”). Car buying is deliberate, logical, and tied to identity (“system 2”).

So, you could argue that severing Jaguar from its roots is unproblematic. After all, buyers will rationally assess Jaguar’s car based on its quality, not its historical marketing.

But we’re missing an important part of the puzzle: mental availability.

Jaguar’s Mental Availability Problem

Byron Sharp, author of How Brands Grow, highlights the power of memory structures. Jaguar’s heritage—Le Mans wins, the E-Type, and the “Jaaaag” factor—are its mental assets.

Sharp argues that one of the sole aims of advertising is to refresh mental availability. Doing so keeps the awareness high and boosts purchases.

Huge brands like McDonald’s, Coca-Cola, Apple, and Audi incorporate distinctive brand elements into every one of their ads. This repeat exposure builds mental availability in the customer’s mind.

In his book, Sharp notes how ads that successfully link to existing brand assets are 60% more effective at driving sales than generic ads with weak brand associations.

In other words, Coca-Cola sells more by creating familiar, albeit perhaps dull, ads of young friends drinking Coke on a hot day than they would by creating an ad that’s distinctive yet unfamiliar.

Jaguar ditching all their recognized assets for abstract visuals risks losing everything that makes the brand memorable.

Lessons from Australian Wine

Bryon Sharp shares an example of Queen Adelaide, a well-known wine brand in Australia that had lost market relevance and shelf space.

Seppelt, the company behind Queen Adelaide, saw an opportunity to relaunch the brand rather than create a new one. Unlike Jaguar, Queen Adelaide focused on maintaining familiarity. They retained the recognizable name and design elements to trigger existing memory structures in consumers’ minds.

Within a short period, Queen Adelaide became the largest-selling chardonnay in Australia. Sales surged due to the brand’s ability to reconnect with its established mental availability.

The example underscores that doubling down on mental availability can drive sales for a struggling brand.

The Sensible Option for Jaguar

The safe and sensible option for the iconic brand would have been to marry the old and the new.

Take the assets that Jaguar fans are familiar with and build on them to highlight their new electronic era.

They could have reinvented the logo but kept clearer nods to Jaguar’s heritage. Mental availability thrives on familiarity, and Jaguar’s rebrand leaves them as weak as a new brand entering an extremely competitive market.

By adding to the strong brand, Jaguar could have retained the strong associations millions around the world had with the brand rather than severing them.

But that’s the safe option. While it’s undoubtedly less risky and far less likely to lead to a catastrophic drop in sales, it also has less potential for upside.

The Big Question

Is Jaguar’s rebrand a clever move to secure its place in the EV market, or will it end up as another Tropicana-like disaster?

Mark Ritson argues they should’ve modernized with their heritage, not erased it. Rory Sutherland? He’s keeping an open mind.

What’s certain is this: Jaguar has risked billions in mental availability. If they can’t build new associations fast enough, this bold bet might cost more than they can afford.

This blog is part of Phill Agnew’s Marketing Cheat Sheet series where he reveals the scientifically proven tips to help you improve your marketing. To learn more, listen to his podcast Nudge, a proud member of the Hubspot Podcast Network.