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Remember the story about Plato’s cave? Here’s a refresher. One group of people lives in a cave only sees shadows; the philosopher who escapes can see things for what they are.

That’s somewhat how it feels when making conclusions about B2B marketing without the right stats.

You simply have no ground to stand on, no lifeline to grab, before the naysayers and doubters sway your decision-making and alter the success of your strategies.

With data, you’re able to see the big picture. Buckle up, leave your preconceived notions about B2B marketing at the entrance, and let’s get into the nitty-gritty. All of the stats below come from HubSpot’s original research.

B2B Marketing Strategy Stats

• 66% of B2B leaders and 62% of B2C leaders say their companies have leveraged AI tools, while only 57% of sales leaders responded positively to the same question. (HubSpot’s State of AI Report)
• 74% of B2B leaders and 68% of sales leaders deem AI/automation tools important to their overall business strategy. (HubSpot’s State of AI Report)
• 69% of B2B leaders say they have the necessary data to reach their audience effectively, 19% are unsure, and 12% say that’s not the case. (HubSpot’s State of Marketing Report)
• A noticeably smaller 68% of sales leaders think they have all the data necessary for reaching target audiences in an effective way. (HubSpot’s State of Marketing Report)
• 68% of B2B marketers say they possess high-quality data on their target audience, while 32% disagree or are unsure. (HubSpot’s State of Marketing Report)
• 74% of them can turn that data into meaningful insights, while 26% can’t or can’t tell with certainty. (HubSpot’s State of Marketing Report)
• 73% of B2B marketers understand the customer journey their leads take, while 27% either don’t or are still on the fence. (HubSpot’s State of Marketing Report)
• Even though a whopping 76% of B2C marketers say their niche changed more in the past three than in the past 50 years. Only 68% of B2B marketers agree. (HubSpot’s State of Marketing Report)
• 15% of B2B marketers highlighted aligning sales and marketing (smarketing) as their biggest issue, with keeping up with trends, generating traffic and leads, and lack of high-quality data coming in at a close second at 14% each. (HubSpot’s State of Marketing Report)
• 27% of B2B marketers singled out planning ahead in case pivots are necessary, which is the biggest way that the industry has changed. That involves changing plans for major events like recessions, pandemics, and political turmoil. (HubSpot’s State of Marketing Report)

What This Shows

What’s immediately apparent from these strategy-related B2B marketing stats is that B2B leaders have to think ahead. That includes planning for changes in an uncertain market and adapting to new technology like AI.

However, what’s paramount for any AI-powered B2B marketing strategy to work is data.

Although it’s become the new gold, a whopping third of B2B marketers don’t have data that’s good enough, while a fourth has the data but doesn’t know how to turn it into something usable.

So, in 2024, data makes all the difference. That’s especially true when B2B marketing stats keep showcasing the changing nature of the industry. So, marketers should learn how to use that data quickly.

B2B Lead Generation Stats

• 16% of B2B marketers say that lead generation is the primary marketing goal for 2024. (HubSpot)
• Lead generation is considered the most important metric for measuring the effectiveness of content strategies, according to 29% of B2B marketers. (HubSpot)
• 44% of marketers most commonly try to generate leads with landing pages — followed by customers or direct purchases at 34%. (HubSpot)
• 51% of marketers use social media promotion to drive traffic to landing pages — followed by 44% who use email promotion, 36% who use SEO practices, and 33% who use paid advertising. (HubSpot)
• According to 39% of marketers, videos on landing pages positively impact conversion rates. (HubSpot)
• Lead generation is the most important metric for measuring the effectiveness of content marketing strategies, according to 29% of marketers. (HubSpot)
• AI saves about 2 hours and 16 minutes for manual tasks. (HubSpot’s State of AI Report)

What This Shows

Surprise, surprise, another year, another survey where the importance of lead generation is reinforced.

Despite the AI fanfare, the staples are still there — good, fleshed-out landing pages with the occasional video and sufficient social media promotion, of course.

B2B Marketing Team Stats

• 50% of all B2B marketers deem sharing data with other teams an easy affair.
• The goodwill works both ways, with 52% of marketers saying getting that same data is easy. (HubSpot’s State of Marketing Report)
• Even though 56% of marketers said their teams have become more aligned with sales, 31% stated the relationship hasn’t changed. (HubSpot’s State of Marketing Report)
• At the same time, the importance of alignment has changed according to 53% of marketers, while 33% consider the alignment to be status quo. More alarmingly, 14% state the importance of that alignment has further decreased in 2023. (HubSpot’s State of Marketing Report)
• Why is this alignment important? 29% of marketers said it benefits lead quality, while 26% each have selected customer experience and strategy execution as one of their biggest benefits of sales-marketing alignment. (HubSpot’s State of Marketing Report)
• If the machine isn’t well-oiled, calamity ensues. 39% say the biggest damage comes in the form of lost revenue, while 38% believe the poor impression it leaves is crucial. (HubSpot’s State of Marketing Report)
• But then again, it’s also the area of alignment that’s important. Sharing customer data and overall strategy led the way by being picked by 39% of marketers each, while content creation was the choice of 37% of them. (HubSpot’s State of Marketing Report)
• Despite all the benefits, 32% of surveyed marketers say that a lack of communication was their biggest obstacle on the road to team alignment. Different tools and the lack of alignment on goals are other culprits, according to 29% of marketers. (HubSpot’s State of Marketing Report)

What This Shows

Contrary to popular belief, Skynet hasn’t subjugated us all, and jobs haven’t been replaced by AI.

It’s the exact opposite, really, with interaction between teams becoming an even bigger factor in the successful implementation of automation-aided strategies. We have more time now, right?

Yes, but almost a third of B2B marketers have stated that their teams haven’t become more aligned with sales teams.

In an environment where production is ramping up, this might present itself as an issue that might manifest in lost revenue and a deteriorating brand image.

Once again, we circle back to the issue of sharing and giving data. Whether it’s due to the creation of data silos, a lack of communication, or simply incompatible software, the gap is still a wide one.

Fortunately, the influx of various AI solutions, as well as open-source LLMs, provides hope that marketing and sales teams will be able to coexist on a single platform, without a hitch in communication.

B2B Social Media Strategy Stats

• Facebook and Instagram seem to be the best social media channels in terms of ROI — 29% of B2B marketers saw the greatest returns there. YouTube comes in third place with 26%, while TikTok was the most profitable avenue for 24% of B2B marketers. (HubSpot’s State of Marketing Report)
• TikTok and Discord are the channels that will see the most increases in activity from marketing teams. 53% and 46% of B2B marketers plan to increase budgets for these platforms, with LinkedIn following closely at 45%. (HubSpot’s State of Marketing Report)
• 16% of B2B marketers plan to start leveraging YouTube for the first time in 2024 — slightly ahead of TikTok and Twitter/X at 15%. (HubSpot’s State of Marketing Report)
• LinkedIn is the hotspot of B2B marketing — 17% of B2B marketers plan to invest the most in this platform, followed by TikTok and Instagram at 13%. (HubSpot’s State of Marketing Report)
• 97% of B2B marketers consider generative AI tools either effective or somewhat effective. (HubSpot’s State of AI Report)
• However, this doesn’t mean that human oversight is unnecessary. When using AI to write copy, 52% of marketers make minor edits to the text — while 41% make significant changes, with an additional 7% changing it completely. (HubSpot’s State of AI Report)
• Surprisingly, a slight minority of companies work with influencers — with only 46% of polled marketers saying that their company worked with creators or influencers in 2023. (HubSpot’s State of Marketing Report)
• In terms of audience size, micro-influencers (with 10,000 to 100,000 followers) were the most utilized, with 61% of marketers collaborating with this category. (HubSpot’s State of Marketing Report)
• Micro-influencers were also the most successful category, with 48% of marketers being satisfied with the provided results. (HubSpot’s State of Marketing Report)

• 50% of all B2B marketers deem sharing data with other teams an easy affair.

What This Shows

Meta retains its dominant position as a social media channel for marketing. Although Facebook and Instagram drive the biggest returns, those markets are mature and saturated.

Newcomers in the space like Discord and TikTok are the new frontiers where businesses will vie for visibility.

The rise of TikTok is even more notable. The platform barely lags behind YouTube in terms of popularity. It will also receive plenty of new attention from marketers in the coming year.

To supplement this, it is also the platform that will derive the biggest investments from marketers after LinkedIn.

YouTube, TikTok, and Twitter/X surprisingly seem to be underutilized — with double digits of respondents saying that they will leverage these platforms for the first time this year.

Two more broad insights can be derived from the showcased data. Generative AI tools are broadly accepted as effective, although human oversight and editing are obviously still necessary.

In terms of influencer marketing, micro-influencers, the hot topic of yesteryear, seem to have paid off.

The smaller communities associated with them, such as meme pages, provide better results compared to online presences with larger reaches, like celebrities.

B2B SEO Stats

• Website and blog SEO is the second-most leveraged marketing strategy in the B2B space, with 32% of marketers reporting having used it. It is only slightly surpassed by physical events and tradeshows at 33%. (HubSpot’s State of Marketing Report)
• In tandem with this, updating SEO strategies to prepare for generative AI in search (like Google Search’s Generative experience) will cause 40% of B2B marketers to increase their budgets. (HubSpot’s State of AI Report)
• 50% of B2B marketers plan to increase SEO budgets in 2024. An additional 43% plan on investing the same amount as they did before. (HubSpot’s State of Marketing Report)
• With regard to content marketing, improving SEO performance is a big priority — 11% of B2B marketers singled it out as their biggest challenge. (HubSpot’s State of Marketing Report)
• 39% of B2B marketers consider sales the most important metric for measuring the success of content marketing strategies — 30% consider web traffic more important, and 20% consider conversion rate the most important metric. (HubSpot’s State of Marketing Report)
• 46% of polled marketers believe that the advent of generative AI will make SEO more effective. 39% think it won’t have much of an impact on SEO, while just 15% think it will have negative impacts on SEO. (HubSpot’s State of Marketing Report)
• Updating SEO strategies for Google’s algorithm changes is being undertaken by 22% of marketers, while updating strategies for generative AI is being leveraged by 21% of marketers. (HubSpot’s State of AI Report)
• This isn’t just being forward-thinking. For 6% of B2B marketers, keeping up with Google’s algorithm resulted in the biggest ROI in 2023. Updating SEO strategies for generative AI was the biggest driver of growth for 8% of marketers. (HubSpot’s State of AI Report)
• 12% of B2B marketers believe that AI-driven SEO optimization tools would help their business the most out of all AI tools. (HubSpot’s State of AI Report)
• Among bloggers and SEOs who use AI tools, automating time-consuming tasks such as meta tags, alt text, and link descriptions is the most common use case, along with analyzing website data. Both uses account for 42% of our polled sample. (HubSpot’s State of AI Report)
• 80% of polled bloggers and SEOs that already use tools agree that these tools will be able to do most SEO-related tasks completely independently by the end of the year. (HubSpot’s State of Marketing Report)
• There are also worries in the air — 78% of bloggers and SEOs who use automation tools are concerned that these instruments will eventually make SEO obsolete. (HubSpot’s State of Marketing Report)
• 69% of bloggers and SEOs who use AI agree that automation tools can optimize a website for SEO better than a human can. (HubSpot’s State of Marketing Report)

What This Shows

SEO is still one of the most dominant approaches to marketing in the B2B space, and updating SEO strategies to better fit search engine changes is a widespread priority.

In terms of AI use, the automation of time-consuming manual tasks and the analysis of large quantities of data are the most prevalent use cases.

Data shows that we’ll see budget increases industry-wide. Metrics that relate to SEO, like traffic and conversions, are notable priorities for B2B professionals.

Making the Most of Data

The B2B industry has undergone a massive change since the pandemic and the advent of AI. AI is seeing widespread adoption.

While it might be a bitter pill to swallow, this is the new normal, and the Luddites among us, like their namesakes, will unfortunately be left behind.

Adapting to these new realities isn’t a matter of optimization or peak performance anymore — it’s a question of being able to just stay in business. Marketers are in broad agreement here.

Learning how to effectively utilize these tools is do or die in terms of staying competitive as a business and retaining employment as a professional.

We’re on the cusp of a significant transformation, and keeping up is essential.

When I was growing up, QVC was the channel my mother would watch to discover new products and deals. From hair straighteners to trendy blouses to jewelry, QVC would display everything during its 24/7 live broadcast.

Fast-forward to 2024, and I thought the live QVC era was long gone, thanks to the rise of online shopping. However, it looks like it is making a comeback via TikTok Live Shopping.

I can’t scroll for more than a minute without coming across a TikTok Live event showcasing products and services that viewers can purchase directly from the live broadcast.

So what is TikTok Live Shopping, and is it the new QVC? More importantly, should your brand give it a try? Here‘s what I’ve found:

What is TikTok Live Shopping

Why should brands experiment with TikTok Live Shopping?

TikTok Live Stream Shopping vs. QVC

What is TikTok Live Shopping?

TikTok live shopping allows brands to showcase and sell products in real time during live streams on the platform. The experience enables TikTok users to purchase products without leaving the app.

Viewers can also wait until after the live stream to browse all the items mentioned during the event. This is done by tapping the shopping cart icon in the bottom left corner and selecting the items they want to buy.

Moreover, it allows customers and businesses to interact with each other during the process, fostering a connection between consumer and brand.

For example, I was scrolling through TikTok Live and came across a company called Wicked Misfit Shop, selling quirky handbags and purses.

Viewers commented on the live feed and asked the hosts to pick up different bags displayed in the background to explain to the audience.

The hosts answered questions, told viewers how to style the items, and gave vital information such as the items’ materials, features, and uses.

Why should brands experiment with TikTok Live Shopping?

The better question would be, “Why not?” There are so many benefits to selling products during a TikTok Livestream, so I can‘t see why a brand shouldn’t give it a try. Hosting a TikTok live shopping event can:

Expand your audience.

Many TikTok creators suggest going live at least a few times a week to boost reach and increase follower counts.

TikTok content creator Coach.Stone says going live on TikTok between 3-5 times a week is an underrated technique to expand your audience.

“I recommend going live about an hour after you post a video so that when that video is pushed out to people’s For You Pages, they see that you’re live,” he says. “If they’re interested in your video, they’ll want to learn more about you, pick your brain, and they’ll join your live.”

If your live stream is engaging and entertaining, viewers will want to follow your account to tune in for more. Ensuring your livestream offers your audience some value is critical to making it enjoyable.

In the case of live shopping, the value is your product and how well you showcase it. For example, I often see live shopping events from wig companies like the one below.

Hosts of the streams will typically try on the wig themselves, show how to style it, and discuss the kinds of outfits or events in which the wig would shine best.

And each time a wig is purchased during the stream, hosts often ring a bell or shout out the buyer by thanking them live.

They also answer questions from viewers in the comments.

All of this keeps your audience entertained and will attract followers.

Increase sales.

Most TikTok users are Gen Z, making up 44.7% of the platform’s users. Moreover, 46% of Gen Z consumers in the U.S. have participated in live shopping events.

And finally, 47% of Gen Z consumers in both the US and UK have made a purchase from a live stream. So, what does this all mean?

Well, it means livestream shopping can increase the sales and purchase potential of your products or services, especially since Gen Z’s buying power is growing yearly.

And let’s not forget about us millennials, who make up 33.7% of TikTok’s users. I admit I’ve been influenced quite a few times by social media when purchasing a product.

I bought my favorite skirt from Midnight Hour after seeing it pop up on my Instagram several times, and I’ve made a note to buy this adorable pink clock purse after seeing it promoted in a TikTok Live shopping event.

And I’m not the only millennial influenced. 38% of millennials in the UK and US have purchased via a social media platform.

TikTok Live Stream Shopping vs. QVC

Of course, it’s time to answer the leading question — is TikTok live shopping becoming the next QVC? To answer that, I need to do some comparing and contrasting.

Where They Compare

Both QVC and TikTok live shopping involve showcasing a product during a live broadcast. On both platforms, viewers can purchase the item immediately via the broadcast.

Perhaps the most crucial similarity is that QVC and TikTok Live Shopping feature genuine, conversational approaches to e-commerce. Look at the clip below of a classic QVC moment.

Host and stylist Nick Chavez speaks to a caller about his product, answers her questions, and even laughs off a live tumble.

Conversations and unscripted, authentic moments like the one above made QVC popular among consumers for decades.

And the same can be said about TikTok Live Shopping. Unfortunately, I couldn’t find any funny video compilations to share in this post, but believe me when I say TikTok Live can be hilarious, random, and unhinged.

I always wonder what I’m going to see during a live broadcast. Will the host say something wild? Will they accidentally drop a product? Or, will a viewer join the live and completely change the atmosphere?

That’s the beauty of any live broadcast and what makes live shopping all the more fun.

Where They Contrast

Historically, viewers would have to call QVC viewers must call a number on display during the live event to make a purchase or ask the hosts questions. On TikTok, viewers can tap the item on their screen to buy it directly via the TikTok app.

TikTok viewers can join the live by requesting to do so, or they can interact with the hosts via the comments section.

Another difference is the quality of products and sellers between QVC and TikTok. Remember when I said some of my favorite clothing came from shopping on platforms like TikTok and Instagram? Well, it’s not all rainbows and butterflies.

To be a QVC vendor, a businesse must submit an application and meet specific requirements. The opposite is true for TikTok Live Shopping.

TikTok‘s business account and live shopping features are much more accessible and require no proof of the product’s quality.

This means shoppers have to take extra precautions when buying from a business on TikTok because there’s a chance the items may not be as advertised or could be of shoddy quality.

A fashion content creator who goes by Yves Saint Laurel voiced her concern in a recent TikTok.

“I know [live shopping streams] can be weirdly hypnotizing, and I even find myself watching them sometimes,” she says, “but most, if not all, of the brands I’ve seen doing this, are low-quality drop shippers that prey on your impulsiveness and manufacture a false sense of urgency.”

So, if you go the TikTok Live Shopping route, make sure to stand out amongst the scammers and the frauds by being honest about your products, their quality, and what buyers can expect.

OK, enough stalling, so is TikTok becoming the next QVC? In my opinion — yes!

Whether you‘re scrolling through TikTok Live, your For You page, the Shop tab, or the Following tab, you’ll come across someone selling you something, and you’ll have the opportunity to buy directly from within the app.

Social media e-commerce is a growing industry and will likely continue to grow as more consumers use social media on the buyer’s journey. TikTok is revolutionizing e-commerce with TikTok Live Shopping, or the QVC-ification of TikTok.

So, if you‘re a brand looking to expand your audience, boost sales, and further streamline your consumers’ buying experience — consider leveraging TikTok Live Shopping.

When you create an email using a drag-and-drop or module-based tool, you’re actually generating an HTML email.

As a marketer, you’ve probably compared HTML emails versus plain text emails and realized that each type has different benefits.

HTML emails aren’t inherently better than plain text emails, and in different situations, both types can be part of a successful email marketing program.

In this article, we’ll cover how you can get started creating HTML emails, regardless of your experience level and comfort with coding, and share some free templates you can use. Let’s dive in.

• Plain Text vs. HTML Emails
• How to Create an HTML Email
• HTML Email Best Practices
• Simple and Free HTML Email Templates

Plain Text vs. HTML Emails

There are two main types of email you can send and receive: plain text emails (these are exactly what they sound like — any email that contains just plain old text with no formatting) and HTML emails, which are formatted and styled using HTML and inline CSS.

HTML emails are easy to spot — most of the styled, multimedia marketing emails in your inbox are HTML emails.

Here’s what an HTML looks like on the front end. Click on the HTML button to see the code behind it.

See the Pen HTML Email Template from HubSpot by Christina Perricone (@hubspot) on CodePen.

How to Create an HTML Email

Good news: You actually don’t need to know how to code to create an HTML email.

Most tools that create and send email (like HubSpot) will offer pre-formatted, ready-to-go HTML templates that enable you to design emails without ever needing to access the actual code on the back end.

As you make changes in the email editor, those changes will be automatically coded into the final product.

Email-building tools like this are an ideal option if you don’t have an email designer on your team, but you still want to send professional-looking marketing emails.

Pro tip: Need help with the content of your email? HubSpot’s Campaign Assistant can create a customized first draft in just a few clicks— so you can get back to the fun part.

Still want to create an HTML email from scratch?

If you’re comfortable with HTML and want more direct control over the code of your emails, most email tools will allow you to import HTML files directly for use as custom email templates.

There are a wide variety of free HTML email templates available on the web (some of which we’ll share below), and if you know your way around an HTML file, it’s usually quite straightforward to adapt the template to the email-building tool of your choice.

If you want to learn how to create an HTML email template completely from scratch, you’ll need to have an advanced knowledge of HTML (or work with a developer who does).

This guide offers a solid overview of coding a basic HTML email.

Because the process of creating an HTML email from scratch can be quite involved, we recommend working with a developer or using a pre-made HTML email template instead.

Developing an HTML email specifically for HubSpot?

If you want to know how to create an HTML email template specifically for use in HubSpot, you’ll want to make sure you include the required HubL tokens (these ensure your emails can be customized and are compliant with CAN-SPAM laws).

You can find a complete guide to coding HubSpot-specific HTML email templates here. Or alternatively, just use our simple what-you-see-is-what-you-get email editor.

Now that you understand the basics of what goes into developing an HTML email, let’s go over a few important best practices you should keep in mind.

No matter what method you plan to use to learn how to create an HTML email template, these best practices will help improve the design, user experience, and deliverability of your emails.

1. Make sure your HTML email is responsive for different screen sizes and devices.

The way your email looks in a user’s inbox depends on a wide variety of factors.

One of the biggest and most obvious factors is the screen size of the device it’s being viewed on.

An email that looks amazing and well-formatted on a desktop can easily devolve into a tangle of illegible, overlapping text and images when viewed on a smartphone screen.

To ensure your HTML emails look the way you intended across a wide spectrum of screen sizes, the best thing you can do is keep your layout simple and straightforward.

When you start adding more complex elements like multiple columns and floated images, it becomes more difficult to translate the format of your email for different screen sizes.

If you decide to develop a more complex layout, make sure you’re actively solving how the elements will be rearranged to suit different screen sizes.

For example, if your email displays as multi-column on desktop, that same structure won’t fly on mobile — you’ll need to use media queries to define how elements will be displayed on different screen sizes.

Let’s look at this template from HubSpot. You can see how the image and the copy have switched layouts when it’s on different screens.

What I like about this is its ability to look at the template through a user’s lens to identify what piques their interest to click or subscribe.

Remember, developing truly responsive HTML emails goes beyond the structure and format of your message. Think about how the overall user experience of your email will be perceived on different devices.

Make sure your font choices are just as legible on mobile as they are on desktop, and use mobile-friendly buttons or calls-to-action (CTAs) in place of hyperlinked text (have you ever tried to tap a little line of hyperlinked text on mobile? It’s not very easy).

You can find our more in-depth guide to mobile email best practices right here.

2. Make sure your styling works for different email clients.

Another big factor that heavily impacts the way your HTML emails appear in your subscribers’ inboxes is the email client they’re using to open the message.

Every email client loads emails slightly differently, so an email that looks a certain way in Gmail will likely look different in Outlook.

Luckily, if you know how most popular email clients load particular HTML and CSS elements, you can create a pretty consistent experience across different users’ inboxes.

It’s all about knowing which unsupported tags to avoid and adapting accordingly.

This comprehensive guide explains how the most popular email clients (including Gmail and multiple versions of Outlook) support and render different styling elements.

If you’re wondering how it’ll look, HubSpot actually works with multiple email clients to make sure you’re aware of your email preview.

You can also check out an article we wrote on optimizing emails for different email clients.

3. Be conscious of how long your HTML emails take to load.

How long your email takes to load could very well be the difference between gaining a new customer and losing a frustrated subscriber.

While it can be tempting to take advantage of all the different styling options and opportunities to incorporate visuals that HTML emails offer, none of that matters if your email takes too long to load.

As you design your HTML email, remain conscious of how long your email will take to load — especially if someone is, say, opening your message on their morning subway commute with a weak data connection.

Here are a few little steps you can take that will go a long way toward improving load time.

Use images sparingly.

That way, you’ll bolster the message you want to get across to subscribers. Always use an image compressor (like Compressor.io) to reduce the file size as much as possible.

Most image compressors can significantly reduce the file size of an image without compromising on quality, so taking this extra step won’t hurt the visual integrity of your email.

Use standard web fonts.

Custom fonts are great for spicing up a landing page, but they can add an extraneous layer of complexity when added to an email.

As we talked about above, all email clients handle style elements differently, and this especially extends to fonts.

To be safe, use standard web fonts and check to make sure the email client most of your subscribers use supports a particular font.

Try an HTML minifier.

An HTML minifier (like minifycode.com and smallseotools.com) automatically removes code that isn’t needed in an HTML file.

Repetitive, extra elements will be stripped out, but the actual rendering of your email should remain the same (always test it out!).

Each line of code impacts how long an email takes to load, so taking the time to remove junk code can have a positive effect on load time.

Here’s the code I used to make my email template. look how much junk code Smallseotools removed:

And look how much junk code Smallseotools removed. This not only saved me from importing unnecessary lines of code, but it also improved overall email loading time.

Keep your message focused on a single objective.

The best way to reduce email load time is to reduce how much content you add to each of your email sends. It might seem obvious, but too many marketers try to stuff too much content into their emails.

Not only does that lead to an off-putting user experience (nobody wants to read a novel in email form), but it can send your load time off the charts and cause users to abandon your email. Keep it simple, and your users will thank you.

4. Plan (as much as you can) for end-user inconsistencies.

The screen size and email client aren’t the only factors that can alter the way your HTML email renders in your subscribers’ inboxes.

Elements like the version of their email client, their operating system, their unique user settings, their security software, and whether or not they’re automatically loading images can all impact how your email loads.

As you can probably guess by that hefty list of factors, trying to solve for all of them (every single time you send an email) would probably be enough to make you throw your computer across the room.

But you don’t have to be completely helpless in the face of these variables — you just have to do a little pre-planning.

Consider creating a webpage version of your email.

This is kind of like giving your email a fail-safe button.

If for some reason — due to one of the many factors discussed above — your lovingly designed email renders like an absolute mess when a subscriber opens it, they will at least have the option to click “view as web page” and see the email as you intended it to be.

Since style elements render much more consistently across web browsers versus email clients, you’ll be able to have way more control over the web page version of your message.

In HubSpot, there’s an option you can turn on that will generate a web page version automatically.

Create a plain text version of your email.

A plain text version is exactly what it sounds like — an alternative version of your HTML email that renders in completely plain text.

Adding a plain text version of your HTML email is important because some email clients and user settings can’t (or choose not to) load HTML.

If this is the case, the client will look for a plain text alternative version of your HTML email to load for the user. If one doesn’t exist, it could signal to the recipient’s email server that your message is spam — or potentially dangerous.

Most email tools like HubSpot will automatically provide a plain text version that displays if a recipient’s email server requires it. Here’s an example of what it looks like on desktop:

But if you’re coding an HTML email from scratch, you’ll need to create something called a multipart MIME message.

A multipart MIME message is an email that contains both a plain text and HTML version of the same email. The plain text version will be displayed if a recipient’s email client or security system doesn’t allow HTML email.

This is a process that requires an advanced knowledge of coding, so we recommend working with a developer.

Make sure your email still makes sense if the images don’t load.

Some users have automatic image-loading turned off, which means they’ll see your email without images when they open it.

For this reason, don’t rely entirely on images to get the meaning of your message across, and always add alt-text to the images you do include.

Alt-text will load even when images don’t, so your subscribers can get the general idea of what the visuals include.

5. Conduct thorough testing.

Finally, you’ll need to test your HTML email at every stage of development to ensure it works across different email clients, operating systems, and device types.

Don’t wait until the very end of the process to test out your email — testing as you work is the best way to spot inconsistencies between different email clients and ensure you’re creating the most consistent experience possible for your recipients.

Some email tools (like HubSpot) offer in-app testing within their email builders to make the process easier.

If you’re working from scratch, you can use a tool like HTML Email Check or PreviewMyEmail to get a better idea of how your email will look in different email clients and devices.

See below:

Using the same code from before, I reviewed the email’s display/appearance across different devices. This gave me a better idea of what my subscribers are looking at, plus I didn’t even have to upgrade to the paid version.

Simple and Free HTML Email Templates

There are an overwhelming amount of HTML email templates available on the web as you can see below, and they vary in quality, responsiveness, and price.

We’ve pulled together a selection of free HTML email templates that provide a responsive user experience. Be sure to read the terms and conditions on each individual template before use.

1. Product Promotion HTML Email Template by HubSpot

Whether you’re launching a new product or simply advertising your existing offerings, this email template is a great place to start.

Included in the free version of Marketing Hub’s email tool, this template offers plenty of room for customization. You can easily add images, text, and buttons in an intuitive drag-and-drop editor.

You can also be confident that the templates you design will be fully responsive on any device.

The main benefit of using this template is that it’s bundled with all other Marketing Hub tools. Plus, you have other templates to choose from — you don’t have to stay confined to this option.

The drag-and-drop email editor is another fantastic plus.

Pro tip: Fortunately, HubSpot offers pre-made email designs that you can copy and paste right into your template.

However, if you want to delve deeper into HTML coding, there are plenty of videos and tutorials that walk you through the fundamentals of designing HTML emails, like the one below:

2. Company News HTML Email Template by Campaign Monitor

If you’re planning to send company news to your customers, this is a great template to use. It’s image-heavy, making it a great fit for fashion or contemporary brands.

Plus, it’s linked to Campaign Monitor’s email tool, which starts at $11 per month with other paid plans you can explore (there’s a free trial, too).

I personally love that this modern template is so sophisticated and minimal.

The subtle color palette and simple design make it a versatile option for many industries and purposes, and it’s been tested on different email clients and devices to ensure a consistent user experience across platforms.

Pro tip: I realized that using a template alone isn’t enough; you’ll also have to customize it for your subscribers. My personal favorite hack is adding a company URL to the Campaign Monitor tool so that it produces a brand template.

3. Welcome HTML Email Template by Unlayer

Unlayer is an email marketing tool that primarily focuses on email design. Its drag-and-drop editor makes editing its templates a breeze. I love the template above because of its structure and customizability.

Though this template was designed for a fitness company, you can easily adapt it for your own use.

This clean, muted template is a great way to display the content your team has created and connect subscribers with your most recent products or blog posts.

The design features two fully responsive columns with multiple color scheme options and room at the top to highlight a CTA.

Pro tip: Unlayer integrates with many email marketing platforms, such as MailChimp and HubSpot. This means that once you’re done designing HTML emails, you can easily export your template.

4. Minimalist Welcome HTML Email Template by MailBakery

Proof that sometimes less really is more, this easy, fully responsive design makes the most of whitespace and keeps the focus firmly on your words and visual elements.

Without design distractions, your content can really shine — on any device.

This template is available on the MailBakery email template store. I love it because you can simply download it and upload it to your preferred tool, whereas other templates require you to use their software to access their templates.

I would recommend it if you’re comfortable handling HTML files and if you’re familiar with the upload process for your tool.

Pro tip: With any email template from MailBakery, you can be sure that it will appear flawlessly on various platforms, having been tested on 40 email clients.

Your message will still be effective whether your subscriber uses Outlook, Gmail, or any other email provider.

5. Free HTML Email Templates from Bee Free

I couldn’t decide on a template to feature from the Bee Free marketplace, so I’ve decided to recommend its entire library instead. This collection of free, open-source templates is completely responsive and tested across popular email clients.

You can edit and build on them on the Bee Free platform, then export the HTML file to your local drive and upload it to your preferred email marketing tool.

These are an ideal option if you want a more styled, polished starting place, but you still want to be able to customize the design to fit your company’s needs.

Each template is available in multiple formats for different marketing purposes, like transactional emails, NPS collection, and email subscriber re-engagement.

Pro tip: If you’re using the pro version of BeeFree, you can export directly to your email marketing program, which is less of a hassle.

6. Store Sale HTML Email Template by Campaign Monitor

This sleek, responsive design from Campaign Monitor would be perfect for sending out a discount code — but it could also serve as a stylish way to showcase your latest products to email subscribers.

I like its clear and attention-grabbing CTA, as well as its space to include more information.

This template is free to use, so long as you sign up on the Campaign Monitor platform. It’s also worth checking out Campaign Monitor’s full library of responsive email templates.

Pro tip: If you need special code, you can learn how to create a template in your favorite HTML editor and import it to Campaign Monitor.

Using their template language, you can design a template with changeable sections and then pick and edit it for an email.

7. Stylish HTML Email Template by ActiveCampaign

This email template from ActiveCampaign is modern and optimized — perfect for introducing your company or your products.

Its hero section includes ample space for an image and a CTA, and further down, you can prompt your readers to check out more products, giving you a second chance at converting them.

To use this free HTML email template, you’ll need to sign up for an ActiveCampaign free trial. Its email tool starts at $49 per month and includes three seats, making this template a great fit if your email marketing team includes several people.

Pro tip: Want your clients to view real-time content that is updated every few minutes? You can actually add a code that is supplied to you by third-party tools into your ActiveCampaign HTML email template for their online HTML code editor.

8. Apology HTML Email Template by Stripo Email

It’s never fun to fail to meet a customer’s expectation, but it’s even less fun to leave them in the dark. This free HTML email template from Stripo, an email tool, allows you to succinctly apologize.

The cute cartoon is a plus, but you can always replace the image.

I especially like that this template allows you to ask for feedback right in the email. That makes it easy and simple for the recipient to tell you how they feel about their interaction with your company thus far.

To use this template, you only need to sign up on Stripo’s free tier, which allows you four email exports.

Pro tip: You can also use the generated templates to develop Brand Guidelines kits, which will help you write emails consistent with your brand more quickly for your campaigns.

These kits come with all desktop and mobile email layouts and allow you to save all the required design elements and settings in one easy-to-use form.

9. Hero Image Free HTML Email Template by ZURB

ZURB is an email template provider that has created a series of free email templates for anyone to download. This one includes a clear heading, a hero image, and a CTA highlighted in blue.

I love that it has a sidebar to include additional links. This is a good fit for newsletter-dependent brands.

You’ll want to heavily customize this template with your brand colors and fonts to make it feel more like “you.” Otherwise, it’s a fantastic tool-agnostic option. Simply download the template and upload it into your preferred email marketing software.

Pro tip: Remember that every CSS element must be inline for HTML emails. ZURB keeps the CSS separate to make editing easier. When sending your email, you should use a CSS tool, such as Premailer or MailChimp, to name a couple.

10. Password Reset HTML Email Template by Foundation Framework

A password reset email doesn’t need to be elaborate, and this HTML email template from Foundation Framework (also known as ZURB) checks all the boxes.

It leaves a space for you to either include your logo or a cute graphic, as well as placeholder text that you can leave as is if you’d like.

I especially like this template because it already looks so good without customizing it. All you need is to change the button’s color to one of your brand colors, and you’ll be all set. Plus, you can use it with any tool.

Pro tip: You can try making some changes to the templates, or download them and preview them to see how the features were implemented by looking at the source.

You’ll see that the Foundation for Emails style tag is included at the top of each template, indicating where the template is from.

Create HTML Emails to Increase Your Subscriber Count

HTML emails are an engaging way to share what’s happening in your business and keep subscribers coming back for more.

With the tips and templates we’ve shared, you’re well on your way to creating beautiful and functional HTML emails without writing a single line of code.

Editor’s note: This post was originally published in June 2019 and has been updated for comprehensiveness.

In my agency days, I once woke up at 5:00 am to meet a TV host at my client’s donut shop for a behind-the-scenes first look at their pumpkin-spiced lattes and donuts. (In Indiana, we love our donuts.)

The TV coverage was great, but you know what made an even bigger impact? The Instagram stories the media personality shared.

In the last five years, influencer marketing has come a long way from an experimental content-for-product swap to a full-fledged marketing tactic.

Influence Marketing Hub estimates that the industry will total $24 billion by 2025, up from $1.7 billion in 2016.

Instagram influencer marketing is one of the most popular ways to work with influencers, and I’ve compiled all the details you need to know to get started with any budget.

With this guide, you won’t need to trek out at dawn to launch your campaign — you can do it right from your computer or phone.

• What is Instagram influencer marketing?
• Why use influencer marketing on Instagram?
• How much does Instagram influencer marketing cost?
• How to Find the Right Instagram Influencers to Promote Your Brand
• How to Work With Instagram Influencers

What is Instagram influencer marketing?

Instagram influencer marketing is a social media tactic in which brands collaborate with influencers to feature or review a sponsored product or service with their followers.

Most Instagram influencer campaigns are paid and require the influencer to generate original or co-created content around the brand.

Why use influencer marketing on Instagram?

The power of influencer marketing comes down to one word: trust. People want to hear advice recommendations from friends, family, and people they admire — not brands.

As consumers, we can’t connect on the same emotional level with brands as we can with humans. We also trust what a third party says about a brand more than the brand itself. Giving a recommendation carries far more weight.

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So, why Instagram? According to our Global Social Media Trends Report, Instagram is the best source of ROI among social media platforms and has the biggest potential for brands to grow their audience.

Instagram is the most popular influencer platform (27% of brands have run influencer campaigns on Instagram), though TikTok is hot on its heels.

Shoppable Commerce on Instagram

Another reason to launch your influencer marketing strategy on Instagram is because of the e-commerce potential it offers. You can set up an Instagram Shop for users to browse and buy without going to your website.

80% of social media marketers say that customers now prefer to buy in-app.

Instagram is saturated with millennials and Gen X, who have more disposable income than Gen Z.

And influencers earned their name for a reason: We found that 21% of social media users have made a social media purchase influenced by influencer content in the past three months.

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Best Instagram Features for Influencer Marketing

Beyond shopping, Instagram offers several effective influencer marketing tools for content collaborations.

1. Stories

Instagram posts shouldn’t stop with photo posts.

“Stories are gold for working together with influencers,” shares Kate Ross, hair and beauty specialist for hair brand Irresistible Me. “They’re perfect for sharing quick, engaging content that disappears after a day, making things like promos feel urgent and exclusive.”

2. Links

In the past, story links were limited to a “swipe-up” feature that was limited to accounts with 10,000 or more followers. This feature retired in 2021. The replacement, the Instagram link sticker, serves the same function.

Folks can now encourage viewers to click on a link sticker and venture to an external site.

“We’ve doubled down on this by collaborating with audience-targeted influencers to share personal finance tips or card reviews, directly linking to our site and resulting in huge engagement and traffic,” says Gareth Boyd, head of growth for Credit Card Compare.

3. Reels

“Reels have become a game-changer for brand collabs,” argues entrepreneur and digital creator Udemezue John.

“They‘re a fantastic way to showcase products or services creatively, and the reach can be incredible. I’ve partnered with a clothing brand to create Reels showcasing their new line, and it generated tons of buzz.”

4. Branded Content (Paid Partnership Label)

Instagram has specific policies and ways that it wants influencers to disclose influencer marketing posts. Influencers must tag posts for paid content using the paid partnership label.

This is a plus, though — the content is distributed to both of your audiences, making it easy for the influencer’s audience to discover and follow your account.

5. Partnership Ads

With partnership ads (previously called branded content ads), influencers can grant permission for brands to boost their influencer posts across Instagram and Facebook.

That means you can go beyond organic content with the full force of your ad budget.

How much does Instagram influencer marketing cost?

Everyone wants to know how much to budget or charge for an Instagram post, but the typical response applies here: It depends.

First, let’s take a look at payment structures for influencers and how much to pay for different types of influencers.

Do you need to pay influencers?

It’s a best practice to pay influencers for content, but not all businesses do.

Influence Marketing Hub found that 50% of brands now compensate influencers with a sales commission from their campaign, while 24% pay a flat fee to influencers.

Others offer discounts or free products or services, but that isn’t a best practice anymore.

If you want the best quality content and to build a long-term relationship with an influencer and their followers, you need to compensate fairly.

“Top brands understand that content creation is a job, and almost all their creators are self-employed,” says Olivia McNaughten, director of product marketing at creator management platform GRIN. “As such, negotiate rates respectfully, provide clear compensation timelines, and pay creators on time.”

Compensation by Types of Instagram Influencers

If you are imagining Kylie Jenner or Lionel Messi plugging your brand, put that fantasy aside for now. Only the biggest brands can afford the price tag of major celebrity influencer campaigns, but that isn’t a bad thing for your business.

There are influencers available for every size of business and budget. Working with nano-influencers and micro-influencers isn’t just a consolation prize.

44% of brands say they prefer nano-influencers, followed by 26% who target micro-influencers.

Why? Nano-influencers and micro-influencers have loyal, engaged followers and are perceived as more authentic. Let’s look at the data: the average engagement for a post on Instagram is 2.05%.

But for accounts with a million followers? It’s just 0.95%. While famous influencers have a wide reach, they don’t always produce the best results.

Types of Influencers	Size of Accounts
Nano-influencers	1,000 – 10,000 followers
Micro-influencers	10,000 – 100,000 followers
Macro-influencers	100,000 – 1 million followers
Mega-influencers/Celebrities	1+ million followers

How much should you pay for a sponsored post on Instagram?

According to Izea, brands pay an average of $1,311 for a sponsored Instagram post and $2,784 for an Instagram story. You can use a rough estimate of $100 per 10,000 followers to set your rate.

Expect to pay more for an Instagram story or reel than a photo post and pay even more for multichannel posting (like Instagram with Facebook or Instagram with YouTube) because of the higher engagement rate.

How to Set an Influencer Marketing Budget

If you’re setting your first influencer marketing budget, take inspiration from the chart below. The top 15% spend over $500,000 a year, but the normal range– nearly half of influencer marketers– spend less than $10,000 a year.

I’ve seen brands start influencer marketing with as little as $50 or $100. Start small, focus on the basics, and measure your ROI. As you see results and hone best practices, scale up your influencer program and budget.

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How to Find the Right Instagram Influencers to Promote Your Brand

First, finding the right influencers is crucial to make your campaign successful. Of brands, 48% say that finding influencers is their top challenge in influencer marketing.

I chatted with Olivia McNaughten about why fit matters.

“Consumers are savvy. They can spot transactional content from a mile away, such as product placements that miss the mark or dishonest endorsements,” she says.

McNaughten notes that your audience can identify when a partnership is inauthentic or feels forced. This can actually damage your brand.

“So, brands must ask themselves: Is there brand alignment? Are our values aligned? Is it a good fit? And if yes, then brands should focus on building a direct relationship with that creator to cultivate a true advocate of your brand. That is the key to authenticity,” McNaughten says.

1. Define your ideal creator profile.

McNoughten advised that brands identify their top values and goals before searching for influencers. Then, they can envision their ideal creator profile.

“Your ideal creator profile should specify the type of influencer you are looking for, such as ideal engagement rate, what sort of content the creator should be posting, desired audience demographic, and so on,” McNoughten says.

2. Practice social listening.

The best starting point for finding like-minded influencers is to pour through Instagram to see who’s creating great content in your industry.

Instagram’s search bar and the HubSpot Marketing Hub are two simple places to start. Follow common hashtags, start making influencer lists, and consume lots of content before approaching an influencer to make sure they’ll be a good fit.

Pro tip: Find influencers who are already talking about your specific product category or the brand itself.

If you can find someone who already knows and loves your brand, you’ll have a high chance of success of them agreeing to partner with you and creating authentic, engaging content.

3. Use an influencer discovery platform.

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If sifting through millions of accounts sounds too overwhelming, there is a more systematic way to approach finding influencers.

Use an influencer discovery management platform like GRIN, HypeAuditor, Brandwatch, or Upfluence to search for influencers by category, demographics, reach, and engagement rate.

These platforms recommend potential matches and let you filter down results, but they also help by flagging potentially fraudulent accounts.

72% of marketers worry about influencer fraud, and these platforms show you an audience quality analysis so you aren’t wasting your money.

Influencer management platforms are also useful for managing influencer marketing at scale. Speaking of scale, let’s get into the nitty-gritty practical items: how do you work with Instagram influencers?

How to Work With Instagram Influencers

Ready to get started? Hold onto your wide-brim fedora, and make sure you have a plan before you jump in.

1. Outline your goals.

Before you start, define your goals and which KPIs you’ll use to measure success. Is the goal of the campaign to grow your brand through impressions? To gain more followers? To sell a specific item?

This will set the stage for everything to follow, from your compensation structure to your creative brief for influencers.

2. Structure your influencer marketing program.

Now, let’s look at how you’ll structure your influencer program. Answer these questions to give parameters to your program.

What will your compensation structure be?

Choose between a flat rate, affiliate commission, or other non-monetary compensation.

What is your campaign frequency?

Many influencer campaigns are structured per month, per quarter, or even per year. The frequency gives influencers a timeframe they must post within and a cadence for sending new, timely campaign briefs.

How will you track results?

The most popular success metric for influencer campaigns is views/reach/impressions, followed by engagement, then clicks.

A smaller number of brands judge success by sales. Just remember that if you need to track sales for affiliate commission, make sure you have a watertight attribution system in place.

Pro tip: Use UTM codes, coupon codes, or another method to make sure you can track all transactions.

What contracts or legal documents do you need your influencers to sign?

Since you are paying influencers to represent your brand, you need to get a few things in writing to protect yourself. Here are some common ones brands ask influencers to sign:

• Terms and conditions for your partnership.
• An image release so you can use the branded content videos without copyright concerns.
• A non-disclosure agreement to keep the terms confidential.
• Your brand or content guidelines.

Pro Tip: If you work with dozens or even hundreds of influencers, find a way to automate your workflows so you aren’t tracking myriad conversations and contracts across DMs and email

How will you communicate and set expectations?

Think about the experience you want to create for influencers since this will indirectly sway their opinion of your brand and bleed into their content.

Prioritize timely communication with creators such as approving content, discussing payments, negotiating, and collecting contracts while remaining approachable and trustworthy.

Set clear expectations on content guidelines, deadlines, payments, and shipments to ensure there are no hidden surprises. Brands who put the effort into a white-glove influencer experience will build long-term relationships and reap the rewards.

3. Make personalized outreach.

When it’s time to make contact, don’t just send the same templated message to everyone. Personalize your outreach based on their content. Explain why you like their content and why you think they’d be a good fit.

If you can, go the extra mile by contacting influencers outside of Instagram DMs. Take an extra minute to find their website or email address, or use a platform to reach out.

This saves you from getting lost in a sea of messages and shows professionalism.

Be upfront on whether an opportunity is paid or not. “Paid partnership opportunity” is a door-opening subject line, but don’t bait-and-switch.

4. Let them be themselves.

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The worst thing you can do in influencer marketing is to hand your influencer a script. That’s a surefire path to low engagement or even backlash. Instead, send them a creative brief with broad ideas, like:

• A behind-the-scenes sneak peek.
• An unboxing video.
• A taste test or crazy challenge.
• Memes.
• Interactive content.
• A personal review including both pros and cons.

“Creators know their audience best, so don’t micromanage,” advises MacNaughton. The best content comes from giving your influencers trust and creative control.

5. Follow Instagram requirements for sponsored posts.

You should be upfront about Instagram influencer marketing campaigns, period.

Outline your disclosure requirements for influencers to make sure your branded content doesn’t get flagged as spam. Use #ad or #sponsored with influencer posts and stay up to date with Instagram’s branded content policies.

6. Analyze and adjust.

Your influencer campaign might not land on day one, and that’s ok. Experiment, test, and iterate to find the best combination for social media success.

Be open to different content types, work with different types of creators, and analyze and optimize your content strategy.

When you find something that works, keep going with that influencer. 63% of brands prefer repeated influencer partnerships over one-off collaborations.

That’s because they see the value in building relationships and repeated brand exposure to the same audience.

Put Instagram Influencer Marketing to Work for Your Brand

Instagram influencer marketing is a powerful way to introduce your brand and products to new audiences with the credibility of an influencer recommendation.

Remember to look beyond follower count to find the best fit and values for your brand. Take a personalized, systematized approach to managing influencers and pay them fairly for their efforts.

When you find the right match, buckle up and watch the magic happen.

It’s 2024, and the highest-ROI marketing channel is still good ol’ social media. 

Our State of Marketing & Trends Report shows that 43% of marketers use it as a marketing channel. I wonder why that number isn’t even higher.

These days, sharing content on social media is a no-brainer for brands. Whether you’re looking for a strategy refresh or trying out the channel for the first time, this post is your guide to the different types of social media content, what works best, and how it can empower your business.

 

Different Types of Social Media Content

1. Video (Short-form, Specifically)

Social media marketers are still placing their bet on short-form videos in 2024, some even upping the ante: 

• 67% plan to increase their investment in short-form videos
• 31% will maintain their current investment 
• 33% plan to invest more in short-form videos than any other content form

It’s not surprising, considering short videos yield the highest ROI for social media marketing, according to HubSpot’s 2024 Social Media Trends Report.  

Some common examples of short-form videos are TikTok videos, Instagram Reels, and YouTube shorts. This TikTok below is from Candeeze, a small husband-and-wife brand that sells freeze-dried candy online. It racked up 1.8 million views by showing the behind-the-scenes of their business operation. 

Don’t forget live video — they gained steam during the pandemic allowing remote participation in events. Twitch and other popular live-streaming platforms let people interact with their favorite creators in real time. This format has the second highest ROI of all social media content types, according to 57% of marketers.

Long-form videos are also popular, despite having lower ROI than short-form. They’re more costly to produce; consumers expect high production quality from them while lacking the attention span to finish them. 

But if long videos are your jam, don’t worry — for each long-form video you produce, you can repurpose it into multiple shorts, maximizing the value of your resources. 

2. Audio Chat and Live Rooms

Remember when Clubhouse was all everyone could talk about? That frenzy has passed, but audio chats and live rooms are here to stay. Many platforms have native audio features, like Twitter Spaces, LinkedIn Live, and Facebook Live Audio. 

Audio chat rooms let brands directly communicate with audiences and develop closer relationships than seeing a billboard or watching a YouTube video. And, during a time when customers value connections with brands more than ever, audio chat rooms are a valuable tool.

After seeing satisfactory ROI, 91% of social media marketers plan to continue or increase their investment in audio chat and live rooms. 

Audio chat rooms are also trendy among Gen Z, the biggest social media demographic. A Spotify study found that 80% of Gen Z enjoy audio content because it allows them to express their individuality and explore different sides of their personalities. 

3. Content That Represents Brand Values

Almost half of marketers say that content reflecting brand values is part of their existing social media strategy. 

This type of content is anything that highlights what your company stands for, such as commitments to sustainable production practices, fair treatment of employees, social justice, and more. 

Consumers care more than ever about what the brands they buy from stand for and the values they have. They want to know the causes that businesses support and the commitments made to bettering the world.

If you need an example of doing brand value content right, look no further than Patagonia. 

It’s not just about loyalty: Marketers also say that it has the 5th biggest ROI of any trend. 48% of marketers are already posting this type of social media content.

4. User-generated Content

User-generated content (UGC) is content your audience creates that features your business/brand that is not paid for by your business. For example, someone shares a non-sponsored TikTok about how much they like your product or posts a picture wearing your clothing and tags your business.

This type of content is great to share on social media because it helps your audiences see that people use and like your products, vouching for you in a real-life way. Why toot your own horn if you can get someone else to do it, right? 

UGC pays off, as customers trust reviews from friends and family more than they trust branded ads, and nearly 80% of people say UGC highly impacts their purchase decisions, considerably more so than branded content and influencer content.

When you do use UGC, the platforms it performs best on are YouTube (26%), Instagram (24%), and Facebook (21%). 

5. Funny, Trendy, and Relatable Content

Social media marketers know the value of a viral post too well. They’re hard to come by, but you can increase your chance by hopping on viral memes, relating them to your business, and using trending hashtags or sounds. 

This type of buzzy content requires a high level of awareness of what’s happening online, cultural moments, and current events. 

Over 40% of marketers already share funny, trendy, and relatable content on social media, and 59% say they will double down on funny content in 2024, it being the most effective of the three. Consumers love it, too – they’re starved for quality humor from brands. 

Our very own social media team is savvy at this kind of content, like this funny and relatable tweet. 

6. Shoppable Content

Shoppable social media content allows consumers to browse through products on your accounts, discover things they like, and even make a purchase without leaving the app.

The image below is an Instagram storefront for Ink Meets Paper, where someone can browse its products, find what interests them, and make a purchase.

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This is a valuable content type as social shopping is currently on the rise, and consumers are discovering new products and buying products on social media apps more than ever before.

In fact, social media is the most popular way for Gen Z, Millennials, and Gen X to discover new products — over 1 in 5 have made an in-app purchase in the past three months. No wonder 87% of marketers plan to maintain or increase their investment in social selling enablement tools in 2024. 

The most effective platforms for selling in-app are Instagram (26%) and Facebook (26%). 

7. Educational Content

Educational content shares helpful information with audiences that helps them reach their goals and meet their needs. It can come in infographics, videos, text-based posts, images — any of the content types we discussed in this post.

HubSpot often shares educational content through YouTube videos, where viewers can learn more about concepts of interest. The video below is a recent one that educates viewers on creating a brand style guide.

8. Ephemeral/Disappearing Content

Ephemeral/disappearing content is content that only stays up for a certain amount of time, like Instagram Stories that disappear after 24 hours.  

Leveraging people’s FOMO is one of the oldest tricks in the marketing playbook. The feeling gets even more amplified in social media, which is why 47% of brands plan to increase their investment in this kind of “limited-time” content. 

Users only have a set period to engage with it, so they might be more eager to keep track of your profiles and keep returning to experience. 

Creating quizzes and polls in your Stories is a great way to leverage this type of content. People only have a certain amount of time to respond, generating excitement and immediate action and inspiring respondents to come back and see results.

Check out examples from LEGO, Harvard Business Review, and Outback Steakhouse, and see how they’re crushing it at the Instagram Stories game. 

9. Other Types of Content You’re Familiar With

Images

Our recent survey found that 47% of marketers leverage images as a media format, which works well on all social media platforms.

Actually, 54% of marketers think that social media content that’s polished and has high production value (e.g. high resolution images/videos) is even more important than the content being authentic and relatable. But try to aim for both! 

Text-based

We see text-based content on social media everyday, from Twitter(X) threads to thought leadership posts on LinkedIn. The primary goal is to share insight through words — you can pair it with an eye-catching image, but the point of the post is in the text.

Blogs are popular text-based content where people read longer posts and discover helpful information. But a common mistake is sharing blog links directly on social media. Social platform algorithms don’t favor linking out (they want you to stay!), so you better adapt an existing blog post into snackable takeaways that’s more suitable for social users’ habits. 

Infographics

Infographics are a content type with the share-ability and visual appeal of photos but are filled with helpful data and information. It’s an impactful form of social media content and educational content.

The image below is a post from HubSpot’s Instagram account that is an infographic that informs viewers about the most effective traits of a sales leader.

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Infographics are effective, too, with 51% of marketers that regularly use them saying it yields high ROI.

Repurposing Content Is Still A Valuable Strategy

Social media marketers say they use an average of three platforms in 2024, each with its best practices and norms to follow. 

It can be challenging to create individual pieces of content for every single platform, so many marketers share similar content across platforms but repurpose it to fit the tone and requirements of each one.

The key to success, however, is repurposing content, not resharing. People don’t look fondly at brands that share the exact same thing on each platform. 47% of marketers already share similar content across platforms with tweaks to make it more relevant to the platform’s demands.

It’s a new era for social media. To keep up, I recommend you check out this video about creating a social media strategy this year and beyond. 

Want More Social Media Insights?

Learn more about the State of Social media with more of this data, videos, and exclusive industry tips on our State of Social Media Hub— which will come with a free downloadable resource.

Writing a cover letter can be daunting.

I’ll never forget my college career coach, who made writing a cover letter look easy. Even with her tips, I’ve always found it incredibly difficult to talk about myself and hype up my accomplishments.

While it acts as a letter of introduction, I’ve wondered if a cover letter is necessary in 2024. To find out, I spoke with two recruiters and gained insights on how to write the best cover letter for any job application.

How important is a cover letter?

Is a cover letter necessary?

When to Skip a Cover Letter

When to Include a Cover Letter

Tips for Writing a Cover Letter

What if the cover letter is optional?

How important is a cover letter?

Cover letters are short letters of introduction that you include with job applications.

Typically, they are your chance to go into deeper details about your accomplishments that you might not have highlighted or had room to mention on your resume.

Tiffany Hall, a professional resume writer and founder of Resume911, says cover letters are an important part of the job application process.

Hall says, “Cover letters can be very important. It’s supposed to sell why you, of all applicants, should get the job. The issue is that applicants use them to regurgitate what’s on their resume, and that’s not what it’s for. It should speak to what isn’t easily explained with your resume.”

For example, if your resume says you’re skilled at building web pages, your cover letter is a great place to name-drop companies that you’ve worked for to create their websites.

Matthew Muehleisen, a corporate recruiter, thinks a cover letter is also a great place to show you’ve done your homework and researched a company.

Muehleisen says, “It can be what sets you apart from other candidates and applicants and is a good opportunity to show that you’ve done research on the position and company to further showcase your interest in the role.”

Knowing the importance of a cover letter still begs the question: Is a cover letter necessary in 2024?

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Is a cover letter necessary?

While a cover letter can help demonstrate your knowledge of the company you’re applying to and highlight more of your achievements, both Hall and Muehleisen agree that a cover letter isn’t entirely necessary.

Muehleisen says, “Unless it’s a requirement of the application, I wouldn’t say it’s necessary to include a cover letter. There are some roles (usually in content creation and marketing) that will ask for a cover letter as a form of a writing sample. In these instances, make sure your letter is polished and focused.”

If Hall had her way, she would eliminate the cover letter entirely, focus more on the resume, and ask for a link to an applicant’s LinkedIn profile.

According to Hall, “Most cover letters either repeat the resume or they speak to why the applicant isn’t a good fit. Neither is the purpose of a cover letter.”

Nevertheless, 74% of hiring managers still prefer applications to include a cover letter. So, it is definitely worth considering including one — even if the application says it’s optional.

When to Skip a Cover Letter

If you’re looking for a new role, writing a cover letter can be time-consuming — especially if you take the time to personalize every letter you send to a hiring manager.

Although a cover letter does serve a legitimate purpose, and 83% of hiring managers read it, there are a few situations where you shouldn’t include a cover letter. Let’s take a look at those scenarios.

If You Only Have a Template of a Cover Letter

I get it. Writing an effective cover letter takes a significant amount of time.

But consider not sending one if you only have time to plug your information into a cover letter template without personalizing it before hitting submit on an application.

Don’t get me wrong. A cover letter template is a great starting point to write your cover letter. Templates often remind you to include pertinent information like the hiring manager’s title, name, and your contact information.

However, if you don’t take the time to edit the body of the cover letter and personalize it with research and your relevant experience, you risk sending the same letter as another candidate.

And considering that 48% of hiring managers spend anywhere from 30 seconds to two full minutes reading each cover letter, the chances are high that your hiring manager can spot a form letter a mile away.

Don’t send it if you don’t have the time to personalize a cover letter.

If Your Cover Letter Is Full of Critique

A cover letter is meant to explain why you’re the best candidate for the open position. However, a cover letter is not a place for you to share your ideas of how the company can improve.

Sure, every company likely has areas of improvement, and the job you’re applying for might be the role that gets a say in that, but a list of improvements might read as a critique.

You don’t want to potentially offend a hiring manager before you even get an interview. A bad cover letter can hurt a strong candidate, according to 33% of hiring managers.

Before you submit your cover letter, read through it several times to make sure it’s not a critique. If it does sound like a critique, throw it out.

If It’s Not Required

There are other instances where you shouldn’t send a cover letter. For example, if the application’s instructions specifically state that you do not need to submit a cover letter for consideration for the job.

In fact, sending a cover letter anyway can signal to the hiring manager that you don’t follow instructions. Not following instructions is also a great way to land your application in the trash bin.

The bottom line is this: If the application specifically states not to send a cover letter, don’t send it.

When to Include a Cover Letter

Of hiring managers, 74% prefer to see job applications with a cover letter apart from the resume. Knowing this, if you have the time to include a cover letter with your job application, don’t skip it.

Here are three instances when you should send a cover letter with your application.

Send a cover letter if you’re very interested in the role.

Think of your cover letter as your time to shine. Use it as a place to highlight your experiences and the qualifications that make you a great fit for the position.

Hall says, “If you can speak to why you’re a good candidate without copying your resume in paragraph form, include a cover letter.”

In other words, don’t use bullet points in your cover letter to describe your previous employment history.

Instead, talk about what you learned on the job and how your skills will help you excel in the role you’re applying for.

Send a cover letter when there’s a gap in your resume or you’re transitioning industries.

If you’re looking to transition to another industry, you should definitely include a cover letter with your application.

Speaking from personal experience, if I had only submitted a resume to my school district when I applied to be a Spanish teacher, the hiring manager would have just seen my experience in Public Health and would not have known about my skills and success in tutoring students in Spanish.

Muehleisen puts it this way, “If you’re looking to transition to a new industry or if there is a position and company you’re really excited about pursuing as an opportunity, these are the best instances to include a cover letter so that you can possibly give yourself an advantage.”

A cover letter can also help explain any gaps in your resume — especially if the gap in your employment history is beneficial to the role you’re applying for.

For example, maybe you volunteered in South America, and the role you’re applying for is for a position in Global Operations.

It never hurts to include positive, pertinent information in your cover letter.

Send a cover letter when it’s required.

The most obvious time to include a cover letter with your application is when it is required. Just like not including a cover letter when it’s not required, it shows you can follow directions.

Include a cover letter when the application asks you to submit one, which shows you can follow directions.

Plus, if the application asks for a cover letter, you can bet the hiring manager will look for it. If no cover letter is included, well, you’re sabotaging your chances of getting an interview.

Only 13% of hiring managers will consider giving a candidate an interview if they don’t attach a required cover letter to an application.

Tips for Writing a Cover Letter

Writing a cover letter is not as painful as it sounds. There are great templates you can use as a starting point for your cover letter.

The trick with a template, though, is to make sure you always personalize the letter to your own experiences and qualifications.

Here are five expert tips to write a winning cover letter.

1. Tailor your cover letter to the job description.

When writing a cover letter, especially if you use a cover letter template, you should tailor the letter to match the job description and meet the requirements of the application.

For example, if the application asks you to attach a short cover letter, keep it brief. Your best bet is one to two short paragraphs detailing why you’re a great fit for the position.

You’ll also want to reference keywords from the job description in your cover letter. Many recruiters use applicant tracking systems that scan application packets for the best fit.

Often, hiring managers review the applications that match the keywords first.

Now, that doesn’t mean to stuff your cover letter with keywords. Instead, use them in a natural way as you discuss your qualifications.

2. Be personable with your greeting.

You might have seen the advice telling you to use “To Whom It May Concern” instead of the hiring manager’s name. This is good advice, but only if you do not know the hiring manager.

Before resorting to a generic greeting to start your cover letter, take the time to look on the company’s website and LinkedIn to find out who makes hiring decisions.

If you have contacts in your network who are familiar with the company, ask them. Taking the time to research the hiring manager and the company shows you care about the details — a quality many hiring managers look for in a candidate!

If you’re still unsure after researching the company, consider using “Dear Sir or Madam” as your greeting.

3. Be yourself.

While a cover letter is a formal introduction of yourself to a potential employer, it doesn’t need to be lacking in personality. Hall suggests sprinkling your personality in your cover letter to spark connections with the hiring manager.

Hall says, “Be your best professional self. I’m a foodie and will include references to food on my LinkedIn, and I’ve done it in a cover letter. I’ve had managers reference them, and we had a chuckle. I am also very clear about aligning myself with companies whose mission and goals I respect and can contribute to. I make sure to speak to that in the cover letter.”

Take Hall’s advice. Showcasing your vibrant personality in your cover letter can help break the ice in your interview!

4. Proofread your cover letter.

Once you’ve written your cover letter and before you hit “send,” double-check that it is free from spelling and grammar errors and that the company you referenced is the company you are applying to.

Muehleisen says skipping proofreading your cover letter is a big mistake — and it could cost you the job!

Muehleisen says, “Make sure that you are proofreading prior to sending. If the cover letter feels like it is a simple cut/paste or if the job title and company name are incorrect, it may do more harm than good. So, be sure that what you’re sending is pertinent.”

5. Be cautious of AI.

AI tools, like ChatGPT or Claude, are great for helping draft content. You might be tempted to ask generative AI to write your cover letter for you. However, both Hall and Muehleisen say to proceed with caution when it comes to AI.

Hall says, “AI is coming along in amazing ways, so it may come as a surprise that my best tip didn’t include AI. I tell my clients when they’re stuck to look to their peers. You can search people by job title on LinkedIn. See how they describe themselves and pull from there. Or, hire a resume writer or career strategist to help you.”

Muehleisen agrees with her. He says, “I would hesitate to use a tool or service for a cover letter as the point should be to show your authenticity. If you are going to use AI for assistance, make sure to put your own words in as well.”

However, when you write your cover letter, whether using a template or generative AI, personalizing it is key to standing out from the competition.

What if the cover letter is optional?

If the job description says a cover letter is optional, should you send one, or can you get by without it?

That can be tricky, considering 72% of recruiters still expect a cover, even if it’s optional.

According to Muehleisen, sending a cover letter is not a bad idea. He says, “I’ve never heard of a cover letter hurting an applicant’s chances; just make sure the one you’re including is specific to the job description and posting.”

Check out these cover letter examples for more inspiration.

Experiment With Your Cover Letters

Writing a cover letter is a breeze once you get the hang of it. With today’s challenging job market, sending a cover letter with your application can make a difference in whether you get called for an interview.

I can’t make promises that your cover letter will dazzle hiring managers each time, but for the right position for you, it will.

Remember Hall and Muehleisen’s advice when you craft your cover letter. Personalization is key to success!

Founded in 1987 in Austin, Texas, South by Southwest (SXSW) is an annual conference that brings together more than 300,000 professionals in the film, TV, music, education, and tech industries.

In 2024 alone, featured speakers include include Jane Fonda, Dwyane Wade, Alex Cooper, and Daisy Ridley.

All of which is to say: It‘s a massive event centered around various creative verticals. So who better to speak on creativity than SXSW’s Co-President, Hugh Forrest?

As Forrest puts it, “Our north star has always been creativity. I’ve been with the event for over 30 years, and the event has changed a lot over that time period … But what hasn’t changed is our focus on creativity.”

Let‘s dive into some of Hugh’s top tips for injecting creativity into any event planning process. Interested in hearing the full interview? Check it out on the Hustle Daily show.

How to Inject Creativity Into Your Next High-Attendance Event

1. Allow creatives to learn from other creatives.

One of the biggest benefits of large-scale events is the opportunity to network with professionals outside of your vertical.

As a marketer, I‘m not always interested in learning from other marketers. Sometimes, I’ve found the most inspiration in conversations with script-writers, educators, or social media creators.

Hugh Forrest believes wholeheartedly in the power of interdisciplinary networking.

He says, “In particular, we’ve seen how different kinds of creative people can learn from each other. If you’re a musician, you can learn a lot from connecting with other musicians … But you can learn even more from connecting with an innovator in the food space, or an athlete, or someone who’s doing a tech startup.”

If your event is overly-siloed, it will be difficult to foster the type of collaboration and creativity that your attendees crave. Instead, consider how you might merge seemingly-opposite groups of professionals to interact and learn from each other.

2. Stay focused on your community and what matters to them.

Forrest says that SXSW has always mirrored the creativity in Austin, Texas.

When SXSW first began in 1987, they entirely focused on music — and then, in 1994 when Austin became a burgeoning film scene, SXSW adapted and added film and multimedia.

More recently, when the University of Texas added a medical school, SXSW introduced health and medical technology into their content lineup.

As Austin expands and shifts its interests, so does SXSW. Ultimately, Forrest has discovered one critical component of long-term success in the event industry: Stay on-top of what matters to your audience, and find ways to pivot when appropriate.

Click here to listen to the full podcast episode here.

As he puts it, “I mean, if we’re relevant, if we’re compelling, if we’re improving, so much of that is because we are very in touch with our community or the various communities we serve—whether that’s bands and filmmakers for the film and TV festival, or entrepreneurs, innovators, and creators. The event has thrived for 35 years because of this focus on massive creativity in all its many forms.”

He adds, “If Austin continues to push into AI and becomes this world center for AI innovation, we’ll push a lot more into AI at South by Southwest. If Austin becomes the sneaker capital of the world, then we’ll see a lot more sneaker stuff in Austin.”

Similarly, when you consider testing out new content at your next event, keep your community at the forefront.

AI is a trending topic right now, but are you sure your community cares about it? Or are they more interested in learning how to expand their TikTok following? Leaning into the content that applies to your community will be key to creating a fulfilling and high-attended event.

3. AI is increasingly important … but don’t under-appreciate the face-to-face component that lets creativity shine.

“One of the themes that we always rediscover at SXSW is on the one hand, we’re an event about technology and celebrate new ways for people to connect,” Forrest says.

He adds, “But on the other hand, the most important technology is face-to-face interaction. And that hasn’t changed. Bringing people with diverse ideas together in a city that has always cultivated and celebrated creativity — in a time of year when you have the manifestation of rebirth and creativity (i.e. springtime) — has turned out to be a very strong formula for good things to happen.”

AI is all the rage right now. But the most compelling reason people purchase tickets to conferences and events is the in-person offering. With 65% of workers preferring a completely remote setup, face-to-face interactions are rare.

When given the chance, people want to jump on the opportunity to connect in-person.

So, while it can be tempting (and cost-effective) to create an entirely virtual event, you might want to consider offering attendees the opportunity to engage in real life — even if that just means an optional meet-and-greet after the main event.

As Forrest puts it, “Creativity is what makes us human. And in 2024, as we see more and more machines taking over, we really need to lean into our humanity.”

Creating a productive workplace for yourself is tough enough, but doing it for the entire team? That’s a whole different ball game.

As a marketing team leader for many years, I learned firsthand the importance — and the challenges — of building a productive workplace.

But wherever I worked, my goal was the same: to inspire my team and help them break through barriers to achieve their best. I led the way, guiding each member from beginner to expert. I turned juniors into specialists and even team leads.

Being a team leader taught me that creating a productive workplace isn‘t about rules and plans — it’s about people. How do they feel? What motivates them? Do they feel heard?

In this piece, I’ll share my personal insights blended with tips from ten amazing industry experts to help you build a highly productive workplace.

Table of Contents

• What is Workplace Productivity?
• How to Increase Productivity in the Workplace
• How to Build Productive Teams
• Tips for Managing a Productive Workplace

What is Workplace Productivity?

Workplace productivity is the contribution each team makes to the company’s success. You can measure it in different ways — like how much work gets done in an hour, how much money each employee brings in, or how often projects are finished on time.

But there’s more to productivity than just, well, producing. The “how” we produce also matters, and it’s a big part of equipping ourselves and our workplaces to become more efficient.

We need to treat productivity more holistically, or as Dan Shipper said in his TED talk, “We think productivity is about software, notebooks and to-do list frameworks, calendars, schedules, and inboxes. And it is all of those things, but it’s also about our brains and our bodies.”

So what should a productive workplace look like? Here are four things it should prioritize.

1. Healthy Work-Life Balance

When your team feels like they’re constantly in work mode, with no room to breathe or pursue other interests, productivity suffers.

Working more doesn’t mean more work gets done — especially not quality work. People need a good balance between work and free time. They need to recharge and feel supported in managing their personal lives alongside their work.

And that’s not just my opinion. A 2022 study on the interactive influence of work-life benefits backs this up. It found that perks like flexible work hours and childcare support lead to happier teams, a better work atmosphere, and everyone being more productive.

2. Good Communication and Collaboration

Being a team leader is about more than being an authority figure. Sure, you have more responsibilities — approvals, guiding the team — but you’re not the sole idea generator or decision-maker.

According to a 2023 research study, most employees said they felt left out of decisions. Needless to say, this shouldn’t be the case, since communication and collaboration are essential to true productivity.

During my time as the head of outbound content marketing at Serpstat, I led my team by keeping communication open, and I genuinely welcomed every strategic or creative suggestion. I found it valuable when someone offered a different perspective, even if it contradicted my own.

After all, being a leader didn’t mean I had all the right answers — it meant I needed to empower my team by showing I valued collaborative ideas, conflict resolution, and smooth teamwork.

3. Clear Goals and Objectives

A 2022 Forrester study found that only 39% of participants fully understood their company’s goals. On the other hand, 78% of them completely understood their personal/individual goals.

That poses the question: Is it really necessary for team members to know company-level goals?

No.

Is it beneficial?

Yes.

If they understand how their individual goals fit into the company’s goals, they’ll feel more productive and motivated to hit the target.

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When all employees understand a company’s core motives, goals, and mission, they show amazing results. As the bestseller book “Start with WHY” suggests, sharing your company’s mission with employees, and helping them feel invested in it, must be in every successful company’s DNA.

Mission alignment also helps with motivation. Mateusz Calik, CEO at Delante, shared an interesting story on how he recognized the power of goal setting:

“I’ve always hated and felt so tired and undermined in jobs where there was no clear end to a task … What helped me was a system of work my second-ever boss exposed me to. Set deadlines, set projects, and set purposes. It is the true antidote to procrastination.”

How to Increase Productivity in the Workplace

Take breaks to keep at peak performance.

Breaks are not wasting time. Breaks are for recharging batteries and then getting back to do more and better.

A recent study showed that breaks and self-care are crucial for better productivity and overall health. Workers need at least an hour of rest for every eight hours they work. It’s best if the breaks actually break up the working hours, but of course, it depends on the job — just don’t stick to your monitor during a break. Getting away from your screen and your workstation is the goal here.

Pro tip: I use the Pomodoro technique for quality work — 25 minutes of effective work and then 5 minutes of rest. And those 5 minutes mean real rest: a short walk, stretching, drinking water, and breathing fresh air.

While it seems like it would be easier to take more frequent breaks while working remotely, that’s not always the case. Deb Mukherjee, head of marketing at Numeral, emphasized that “we overwork ourselves during remote.” The truth is, while at home, many of us fail to take necessary breaks. Mukherjee suggests that in this work environment, breaks are more crucial than ever.

Mukherjee also believes in seizing quick, spontaneous breaks during the day to share non-work-related tidbits with colleagues, giving our brains a short breather.

“We have a #fun voice channel where folks come on throughout the day and talk about random stuff like their dog’s recent antics,” Mukherjee says.

Get rid of distractions to get more done in less time.

When there’s too much noise or constant interruptions, no one can concentrate.

Set up quiet zones where you can focus without distractions. You can also try using noise-canceling headphones to block out any background chatter. When at the office, I use AirPods and search for “music for concentration” on YouTube Music.

But the best solution here? Get rid of the phone and notifications. Unless it‘s for work calls or messages, tuck it away somewhere so it doesn’t tempt you to scroll through social media endlessly.

Stop multitasking to decrease work-related stress.

Multitasking = getting less done.

Multitasking is jumping from one task to another before it’s done. For example, you might work on a letter, then switch to LinkedIn, then attend a meeting, and then return to the letter. Instead of finishing tasks quickly, multitasking means each task gets less of your attention. And trust me, you’ll goof over something.

A recent study found that multitasking negatively affects work and home life. Despite many believing it’s essential, it actually leads to increased stress, reduced concentration, and poorer results.

While this kind of task-switching makes us feel more productive, it actually slows us down in the long run. As HubSpot Co-Founder Darmesh Shah famously said, “Don’t kid yourself that you can multitask — you can’t. Task switching is cognitively expensive.”

Set SMART goals to keep tasks organized.

Preceden research reveals that visualizing your goals can boost productivity by 18%.

So, instead of just tackling tasks randomly, set SMART goals to avoid burnout and be more productive. SMART is a great framework for breaking down a goal into smaller, more manageable steps to avoid feeling overwhelmed.

SMART goals are:

• Specific. Make sure the goals you set are specific. The more detailed, the better.
• Measurable. Make sure your goals are measurable so that you can see progress and adjust accordingly.
• Attainable. Goals should be attainable; if they’re not, rewrite them.
• Relevant. Goals should align with you or a company’s values and long-term vision in order to make a real impact on change and performance.
• Time-Bound. Set a deadline.

To put this into practice, I like writing my goals in a notebook every Friday evening or Monday morning, so I know what goals I want to achieve next week. Then, I put them on my Monday board and make sure to track and mark my progress regularly.

 

How to Build Productive Teams

Provide ongoing training in different fields.

From day one, ensure that every team member receives proper onboarding training and ongoing education. These sessions are great for improving skills, communication, and teamwork.

For example, for your content team, offer regular workshops on content creation or SEO updates. Use free and paid resources. Navigate to a free HubSpot Academy for digital marketing and project management courses designed by experts in their fields.

Also, get your senior team members to lead workshops with juniors to significantly strengthen team bonds and share knowledge.

Pro tip: Training doesn’t always have to be work-related. Connor Butterworth, founder of Rug Slinger, shared that his company regularly organizes workshops for personal development. This approach resulted in continuous month-over-month growth.

Support your team in every possible way because their internal well-being directly affects their performance.

Encourage collaboration and lead by example.

Collaboration makes people feel like they’re part of a team. When colleagues work together, they build trust and friendship. This makes the workplace a healthy place to be, projects get finished faster, and the results are often better.

Marcus Clarke, founder of Searchant, states that the best way to foster collaboration is through sessions, meetings, and one-on-one chats.

Once he prioritized this, Clarke says, “I noticed my team felt more comfortable in sharing and expressing their minds and concerns. This led to increased problem-solving, creativity, and productivity in general.”

Also, if you’re a team leader or manager, try to be a role model. Show your team how collaboration works by actively participating and sharing ideas yourself.

As a team leader, I used to often say, “Hey Matt, how does this work? Can you help me with XYZ?” Sure, I could probably Google it, but I wanted to show the team it’s normal to ask for advice and help.

Make your meetings more productive.

Don’t hold meetings just for the sake of holding them — especially weekly planning and retrospective meetings.

Start by setting clear objectives and agendas beforehand. Encourage everyone to contribute their ideas and opinions.

However, leave five minutes for a casual conversation to check on your team’s mood and set a relaxed but professional atmosphere.

Watch this short TedX tutorial on bad versus good meetings.

 

Focus on results, not clock-watching.

When results are the main focus, everyone’s motivated to work smarter, not just harder. For that reason, I don’t like time-trackers for remote jobs.

I used to be a full-time employee for a company that made us use a tracker even when working at the office. As a result, employees felt stressed and as if they were not trusted to do their best work. Needless to say, this works against productivity.

Instead, as a manager, stick to what counts — your team’s performance and results.

Olivier Bretton, the founder of Niceboard, has great perspective on this.

“The most crucial thing that has helped me create a productive workplace for my team at Niceboard is a fully remote setup,” Bretton notes.

According to Bretton, remote work has helped create a more flexible and focused work environment for his team. “It also encourages productivity since employees are not evaluated on time spent ‘at work’ but rather on their actual performance outputs,” he says.

Pro tip: Present time-tracking to your team as a temporary means for troubleshooting, optimizing workflows, and amplifying productivity. Encourage your team to use this as a tool to understand workload versus capacity, find bottlenecks, and improve personal time management.

Tips for Managing a Productive Workplace

Avoid Micromanaging

Don’t micromanage your team.

A 2024 study from the Leadership & Organization Development Journal showed that micromanagement is one of the most common workplace issues, particularly in hybrid/remote work environments. It comes with many negative effects, like anxiety, demotivation, and reduced productivity. I’d also add that micromanaging discourages task ownership.

Of course, you can‘t give your team freedom without first training and guiding them. But once that’s happened, let them take the stage and shine. It’s not always going to be easy, but we need to accept mistakes and failures as a part of the growth process.

We can also take a cue from Alexandra Ilie, project marketing manager at Touchpoint. Ilie says she learned that giving her team freedom was just a start.

“When things started to go sideways, instead of diving back into micromanaging, we set clearer expectations, provided more resources, and really amped up the support. We made sure everyone knew what was expected and had what they needed to meet those expectations,” Ilie says.

Use Productivity and Automation Tools

Teamwork without tools like Trello, Asana, Monday.com, Zapier, Airtable, etc., would be chaotic. They help with managing tasks, sharing files, coordinating schedules, and collaborating in real time.

According to a recent HubSpot study, 75% of +1350 business professionals agree that automation tools help their organization collaborate more effectively.

Kellie Davis, director of content marketing at Impact.com, says, “We keep all project communication in Asana …That way, everyone can see what’s happening, avoiding messages getting lost in Slack or email.” When communication and collaboration are effective, “everyone is happier and feels more control over their work.”

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Pro tip: When offering productivity apps, be sure that each team member receives training on how to use the apps effectively. I find it helpful to create a Loom video where I explain everything step by step. This way, team members can watch at their own pace and leave comments at specific points if they have questions or need clarification.

Ask for Feedback

It’s not just the manager who should give feedback. Your team should also give input on projects, assess team dynamics, and flag any behavior that doesn’t align with your company culture.

Team members can also give feedback on the manager’s leadership style. For example, I often checked in with my team to see how they felt about my leadership and if there were any changes they wanted me to make.

We also rolled out anonymous surveys to highlight both strengths and areas for improvement. This acted like a “health check” for each team, and served a great purpose.

Celebrate Successes

A 2023 Great Place to Work study found that 37% of employees would do better work when they receive personal recognition. So, when your employees do something great, give them a shout-out.

Cheer for both big and small wins. For instance, in your Slack group, give a shout out to a team member who nails a project, crafts a great pitch, or shares an awesome social media post. And when the win deserves more than just praise, think about starting a bonus program or giving out gift cards. You can also reward your team with an extra day off. Trust me — this will be a big hit.

In the words of Vartika Kashyap, chief marketing officer at ProofHub, “You don’t have to wait for major milestones to acknowledge individual or team achievements.”

At ProofHub, Kashyap holds a small team lunch to celebrate successful campaigns. “This shows my genuine appreciation towards them. Plus, it boosts their morale and encourages them to continue their dedicated effort,” Kashyap says.

Positive Environment = Productivity Blossom

We have rolled through a lot of methods, tools, and advice for creating a productive work environment. But if I had to sum it all up in a single piece of wisdom, it would be this: Keep it simple.

People thrive in a work environment that’s straightforward and easy to work in. No micromanaging, no overwhelming tasks. Create a positive, helpful, and supportive vibe. Communicate, share ideas, and encourage your team to speak up about what’s bothering them. When everyone feels like part of the crew, teamwork becomes dreamwork.

Since launching in 2018, TikTok has racked up millions of downloads globally. It can also be a bit of a mystery since TikTok doesn’t always disclose key app metrics.

As someone who’s gotten sucked into the app, hearted hundreds of posts, and even made a few videos, I’m fairly certain that this platform will stick around for quite some time.

To help you make informed decisions about your strategy, we’ll cover key TikTok statistics and facts to know.

Already know what stats you’re looking for? Jump there with this table of contents:

• TikTok Stats for Marketers
• Userbase, Downloads, and Growth
• Demographics
• User Behavior
• Viral Trends and Influencers on TikTok
• Business, Revenue, and Competition
• Where to Find TikTok Stats

57 TikTok Stats to Know in 2024

TikTok Stats for Marketers

Before we jump into overall TikTok stats, let’s review some key figures and best practices for marketers to know when using the app.

• TikTok usage among social media marketers has increased 15% year over year. (HubSpot Blog Research)
• 27% of marketers surveyed plan to use TikTok for the first time in 2024. Ahead of TikTok is Facebook (40%), YouTube (45%), and Instagram (39%). (HubSpot Blog Research)
• Marketers say that TikTok, Instagram, YouTube, and Facebook have the biggest potential to grow in 2024, and 60% of marketers will increase their investment in these apps. (HubSpot Blog Research)
• The best times to post on the app are 6-9 p.m., 3-6 p.m., and 12-3 p.m., and the best day is Friday. (HubSpot Blog Research)
• According to a study, one in ten Gen-Zers is more likely to rely on TikTok than Google. (Adobe)
• TikTok has the third-best engagement rate, according to marketers. Of marketers surveyed, 13% said that TikTok has the highest engagement rate. Ahead of TikTok is Facebook (22%), YouTube (23%), and Instagram (23%). (HubSpot Blog Research)
• TikTok video downloads were as high as 2,733,100 in quarter three of 2023. (Statista)
• TikTok says that a few U.S.-based employees can “heat” videos, which means they can intervene to increase their viewership. (Forbes, eMarketer)
• TikTok’s CPM is half the cost of Instagram, a third of the cost of Twitter, and 62% less than Snapchat. (eMarketer)

Userbase, Downloads, and Growth

Within TikTok’s first year, it reportedly reached 500 million monthly active users. While once considered a fluke, TikTok’s growth has only skyrocketed since then.

• In September 2021, TikTok celebrated reaching 1 billion monthly active users. (TikTok)
• Douyin, TikTok’s original standalone app in China, had 300 million users when Musical.ly merged with TikTok. (The Verge)
• In 2022, TikTok was the most downloaded app globally (850 million downloads), followed by Instagram and WhatsApp. (Statista)
• In 2024, TikTok was the third most downloaded app with 128 million downloads, after Temu (132 million downloads), and interestingly, Capcut, TikTok’s video editing app. (Business of Apps)

Demographics

Here’s a breakdown of TikTok’s major demographics. Please note that audience data for individuals who do not identify within the binary are not reported.

• TikTok’s largest age group is between the ages of 18 and 24. (Statista)
• 54.1% of global TikTok users are female, and 45.9% are male. (Data Reportal)
• 70% of U.S. TikTok users identify as sports fans. (TikTok)
• 92% of Gen Z users aged between 16 and 25 years use YouTube. Instagram and TikTok follow, with 85% and 78% of U.S. Gen Z users. (Statista)
• Among social media marketers who build social media communities, 28% say that TikTok is the most effective platform for building an active community on social media. (HubSpot Blog Research).
• The United States, Indonesia, and Brazil have the largest audiences on TikTok as of January 2024. (Statista)
• TikTok is now available in more than 200 countries. (Oberlo)

User Behavior

TikTok is a fast-paced app. The second you log in, you see a video at the top of a feed that’s algorithmically curated around your interests.

From my own experience, TikTok can easily cause you to spend more time than expected watching an endless stream of often comedic videos. Since these videos can be anywhere from 6 seconds to 10 minutes, the app is ideal for people seeking quick entertainment or longer-form content.

Because of TikTok’s quick pace and entertainment factor, the stats below aren’t that surprising:

• The average user spends 95 minutes per day on the app, according to DataProt. (DataProt)
• TikTok was downloaded 767 million times worldwide in 2023. (The Guardian)
• TikTok is more popular than Facebook for Gen Z in every country, with the Czech Republic being the only exception. (Klarna)
• 90% of TikTok users think sound is vital for the TikTok user experience. (Shoplus)
• After seeing an ad on TikTok, viewers trust the brand 41% more and are 31% more likely to be loyal to the brand. (TikTok)
• Users are 1.8x more likely to agree that TikTok introduces them to new topics they didn’t even know they liked. (TikTok)
• A quarter of U.S. adults under 30 regularly get news on TikTok. (Pew Research Center)
• 40% of users say that their For You Page (FYP) is either extremely or very interesting to them. (Pew Research Center)
• 52% of U.S. adults on TikTok have never posted a video on the platform. (Pew Research Center)

The Impact of TikTok

• Ads on TikTok viewed for less than six seconds still produce a stronger impact compared to ads viewed for 20 seconds or more. (TikTok)
• 71% of TikTok users who take action off the platform say that TikTok shows them exactly what they are looking for. (Market Cast)
• 67% of female shoppers rely on creator recommendations before making a purchase. (TikTok)
• 57% of brands now leverage short-form videos (TikTok, IG Reels, etc.) as part of their social media strategy. (HubSpot Blog Research)
• TikTok users are 1.8x more likely to convince their family and friends to buy the item they purchased previously (versus non-TikTok users). (TikTok)
• 44% of Gen X TikTok users say the platform helps them discover new things. (TikTok)
• TikTok users are 1.4x more likely to buy a new tech product in the next six months (versus non-TikTok users). (TikTok)

Shopping on TikTok

• 37% of TikTok users in the United States made purchases either through links on the app or directly on the platform. (Statista)
• TikTok users are 1.4x more likely to order more food or grocery deliveries during festive seasons (versus non-TikTok users). (TikTok)
• TikTok users are 1.3x more likely than other platform users to purchase a product to lift their spirits. (TikTok)
• Millennial TikTok users are 2.9x more likely than other platform users to make a tutorial about a product after buying it. (TikTok)
• 50% of TikTok users have bought something after watching TikTok LIVE. (The Drum)

Ready to learn how to harness the power of TikTok shop for your business? Here’s how to get started. 

Viral Trends and Influencers on TikTok

TikTok has opened doors for influencers, comedians, meme creators, and even some brands. Here are a few interesting tidbits about viral trends and influencers on the app:

• The most followed creator on TikTok is Khaby Lame, with 161.4 million followers. Following close behind is Charlie D’Amelio, with 152 million. (Wikipedia)
• 67% of marketers who work with influencers/creators work with micro-influencers (10,000-99,999 followers/subscribers). Only 17% work with mega influencers (over 1 million followers/subscribers). (HubSpot Blog Research)
• 47% of marketers value the quality of an influencer’s content when deciding who to work with. (HubSpot Blog Research)
• 90% of marketers will maintain or increase investment in influencer marketing in 2024. (HubSpot Blog Research)
• The United States has a large pool of influencers, with 10M individuals considered as such. (Influencity)
• In the U.S., the number of female influencers reaches 4.7M. Male influencers, on the other hand, make up only 2.8M influencers. Lastly, neutral-gender influencers follow with 2.5M. (Influencity)
• Warner Music Group teamed up with six TikTok influencers and received over 1.5M likes, an average engagement rate of 17%, and 13.4K user-generated videos. (The Influencer Marketing Factory)

Here‘s a compilation of TikTok’s #CowboyChallenge where people wearing normal clothing cut to themselves in cowboy costumes to the song “Old Town Road.”

[Video: https://youtu.be/LxwpKKK3P4s]

Business, Revenue, and Competition

The launch of TikTok not only put its parent company, ByteDance, on the map, but it also resulted in competition from apps like Facebook, which launched a very similar app called Lasso shortly after TikTok went viral. While TikTok and ByteDance are less transparent about revenue and other major details, here’s what we know:

• TikTok is the top global app for consumer spending. (data.ai)
• TikTok has a 4.7-star rating in the Apple App Store and 4.3 in the Google Play Store. (Apple App Store, Google Play Store)
• Bytedance, TikTok’s parent company, is valued at $268 billion, making it the world’s most valuable startup. (China Money Network)
• In the first three quarters of 2023, TikTok registered a revenue of about $9.4 billion. (What’s The Big Data)
• TikTok generated an estimated $14.3 billion in revenue during 2023, a 52% increase year-on-year. (Business of Apps)
• TikTok was on track to amass around $20 billion in global gross merchandise value last year. (TechCrunch)

The Mysteries of TikTok

Although TikTok is a top social platform and is ramping up its options for advertisers, it’s still rather new. When a company or startup is new, it’s not uncommon for leadership to hide early numbers, even when a brand is successful. In fact, we’ve seen this with other major companies like Snapchat and Netflix.

Despite the launch of TikTok For Business in mid-2020, there’s still a lot more to learn as TikTok’s global teams and ByteDance continue to remain hush-hush about major metrics. In the coming years, as TikTok continues to draw in more advertisers, it wouldn’t be surprising if we started to see more transparent information about the app and its user base.

Where to Find TikTok Stats

In the meantime, if you want to learn more about TikTok, you can read up on its short history and early success in this post, or click here to find a how-to guide for using the app. In addition, you can discover important TikTok facts app on various websites:

• TikTok’s Blog
• HubSpot Blog
• Statista
• Business of Apps
• Global Web Index
• Pew Research Center
• eMarketer

Want to see what other businesses are doing on TikTok? Check out this roundup of brands on TikTok.

TikTok is an essential part of marketers’ strategy. These stats show how wide-reaching the platform is and the power of crafting the right message. Start experimenting with TikTok today, find the right strategy for you, and grow.

Is it better to have a business or personal TikTok account? If you’re a brand or influencer making the leap to TikTok, you want to set up your account for success.

Like many, I believe that creators and influencers are business owners, which adds to the confusion about which to use. Both TikTok account types are free, so which is best?

I’ll answer all these questions and more with my definitive guide to TikTok Business vs. Personal.

TikTok for Business vs. Your Personal TikTok

What is a TikTok Business Account?

Advantages of a TikTok Business Account

Disadvantages of a TikTok Business Account

What is a TikTok Personal [aka Creator] Account?

Advantages of a TikTok Personal Account

Disadvantages of a TikTok Personal Account

TikTok for Business vs. Your Personal TikTok

First, let’s start with what makes TikTok great for engagement and the similarities between business and personal TikTok accounts.

There’s a corner for every kind of content on TikTok, whether that’s ParentTok, FashionTok, PrankTok, or BookTok. I come to TikTok to laugh, learn, and discover, making it a plentiful space for creators and brands alike.

All TikTok users can engage followers through short-form video posts, stories, and going LIVE. Both business and personal accounts allow you to get verified, promote posts, and use the Branded Content Toggle.

That’s about where the similarities end.

TikTok business is designed for brands to launch campaigns and engage with audiences at scale, while TikTok personal is created with individual users and creators in mind.

Here is a breakdown of the feature differences between business and personal accounts, plus a deep dive into the benefits and limitations of each one:

Features	TikTok Business	TikTok Personal
Account privacy	Public only	Public and private
Music/Sounds available	Commercial sounds only	Full library
Analytics	Advanced (including reach and audience demographics)	Basic only
Ads Manager	✅	❌
Business Center	✅	❌
Action buttons (e.g., “Sign up”)	✅	❌
Messaging capabilities	Unlimited	Friends only
Email button in profile	✅	❌
Business creative hub	✅	❌
Lead generation	✅	❌
Auto-messaging	✅	❌
Post scheduler	✅	❌
Integration with third-party platforms	✅	❌
TikTok Shop	✅	✅ (affiliate only)
Creator Next (Creator Fund, Live gifts and diamonds, Tips)	❌	✅
Creator Marketplace	❌	✅
Creativity Program Beta	❌	✅
Series	❌	✅

What is a TikTok Business Account?

A TikTok business account enables brands to share content, build and engage an audience, and sell online. TikTok business accounts come with additional tools for team access and collaboration, like Business Center and Ads Manager.

Advantages of a TikTok Business Account

What makes this mode great? TikTok designed business accounts for teams wanting to reach audiences and run campaigns on TikTok strategically. Here’s what you can do with a business account.

1. Personalize your profile.

A business account lets you add much more detail to your profile, including a website, industry, support email, and custom action buttons like “Sign up.”

Melissa Laurie, Founder of social media agency Oysterly, claims this is one of the features she loves the most for her business.

2. Run ad campaigns.

While personal accounts can promote posts, there’s no way to run strategic campaigns in that mode.

With a business account, you have access to TikTok Ad Manager, a command center for running video campaigns and analyzing your campaign performance.

You can draw inspiration from Business Creative Hub to create timely, engaging content.

3. Engage customers.

Business accounts let you run your business and communicate with customers in ways you are used to engaging as a brand on Facebook and Instagram.

For one, you have unlimited abilities to message any user on TikTok, which isn’t available in personal mode.

You can collect leads in videos and other content, making it a valuable sales tool and easier to organize for follow-up. You can also set up auto-messaging for when you aren’t online.

4. Collaborate across teams.

If you have more than one person planning or posting content, you likely need a business account. TikTok Business Center lets you manage team and agency access and collaborate with creators.

Here’s a very important distinction: TikTok business is also the only account type you can integrate with third-party social media management apps.

So, if you’re used to using Hootsuite, Buffer, HubSpot, or any other app to schedule and manage your content, you can’t do it on a personal account. As a former corporate social media manager, this would be a dealbreaker for me.

5. Sell online.

Did you know 70% of TikTok users discover new brands and products on TikTok, and three-quarters of users are likely to buy something while using the app?

Shoppable commerce is already huge in Asia and will be the next big thing in the rest of the world. With a business account, you can set up your own TikTok Shop for users to buy without ever leaving the app.

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Kate Ross, hair and beauty specialist for beauty brand Irresistible Me, notes that a business account is best for brands.

“It’s packed with features for businesses like putting your website link right on your profile, using TikTok’s ad tools, and choosing music you’re allowed to use without worrying about copyright issues,” Ross says. You also get amazing tools for understanding who’s watching and interacting with your content.”

Disadvantages of a TikTok Business Account

While TikTok business accounts are beneficial for brands, they have a few glaring cons. Let’s get them out in the open.

1. Limited Sound and Music Options

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What would TikTok videos be without the music?

Since TikTok considers business accounts to be using music for commercial use, a major downside is that you can’t use trending songs in your content.

Instead, you have to use royalty-free (aka stock) songs from their Commercial Music Library. You also can’t use stitch or duet options for music.

While they’ve worked to improve the music available in the library, it just isn’t the same as being able to hop on any music trend that comes your way. On the upside, though, you don’t have to worry about any copyright infringement.

2. No Ability to Monetize Content

While you can make money from the products and services you sell through TikTok engagement, there’s no way to monetize the content itself from a business account.

That means that you can’t participate in programs like Creator Fund, LIVE gifts and Diamonds, or Tips. You need a personal account to make money on TikTok.

What is a TikTok Personal [aka Creator] Account?

That brings us to a TikTok personal account, previously known as a creator account. A creator account is an account for individual users and creators.

If you are an individual user wanting to use TikTok for simply personal use, this is where you should be. Personal accounts also offer many tools and ways for you to monetize your content as a creator.

Advantages of a TikTok Personal Account

TikTok personal accounts are the top choice for musicians, artists, and influencers. Here’s why.

1. Use trending music.

With a creator account, you have access to TikTok’s full library of music and sounds, letting you jump on the latest music video trends.

2. Keep your profile private.

If you want to use TikTok for individual use and only post content for friends or select groups, you need a personal account. Business accounts don’t have a private mode — for privacy, personal is best.

2. Make money on TikTok.

As a creator, the absolute best benefit of a personal account is the ability to make money from your content. Many creators have successfully built a business this way.

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Here’s how it works: Creators make videos that they hope will go viral. When videos do well, creators earn money in a few ways:

1. Earn Tips of up to $100 from fans.
2. Receive LIVE gifts and diamonds directly from fans, which can be converted to cash rewards.
3. Participate in the Creator Fund or Creativity Program Beta, which pay you out of a general fund based on the performance of your content (don’t miss our breakdown between the two).
4. Set up Series, a service where users pay a subscription for premium content.

3. Collaborate with brands.

As a creator, you connect with brands and run influencer campaigns with brands through the Creator Marketplace. When you share products you love, you can also earn affiliate compensation from attributed sales on TikTok Shop.

Disadvantages of a TikTok Personal Account

While TikTok personal offers great incentives, there are a few frustrating limitations.

1. Limited Analytics

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With a personal account, your analytics are more basic than a business account. You can view key video metrics like post views, profile views, comments, and more.

There is also follower analytics showing you your viewers’ average age, gender, and geography.

While these metrics are available in-app, you can’t download them or run your own analytics through a social media management platform from a personal account.

2. Limited Commerce Abilities

As a creator, your ability to sell directly and drive viewers to websites outside of TikTok is severely limited. You can’t include a link in your profile until you have over 1,000 followers, for instance.

You also can’t set up custom call-to-action buttons in your videos.

As a creator, you can use TikTok Shop to promote shoppable videos and earn as an affiliate, but you can’t set up a shop for your own merchandise, for example, without a business account.

So, what’s best?

Is it better to have a business or personal TikTok account? I’ve got a definitive answer for you.

First, you need to decide your goal on TikTok: making money within the platform or building an audience for a business outside of it.

If your goal is to monetize content, a personal account is the absolute best choice. Artists and individual content creators benefit from TikTok’s tools to help them build a personal brand and content business.

Plus, you can’t beat the authenticity that comes with a personal account over a faceless brand.

“If you’re an influencer on TikTok, stick with a creator (now called personal) account,” advises Ross. “It lets you use all the trendy songs and sounds, plus you can interact with other videos through duets or stitches.”

Beyond that, Ross notes that you get to see how well your videos are doing with analytics. You can push certain videos more with promotions and even earn money through the TikTok Creator Fund.

But, for businesses with ad budgets and teams, where TikTok is just one part of a multichannel marketing strategy, you need a business account.

“A business account is the way to go if you’re a TikTok brand,” explains Diana Zheng, head of marketing at Stallion Express. “A business account allows you to take advantage of TikTok’s full marketing capabilities.”

Zheng notes that you’ll get access to powerful analytics enabling you to tailor your content strategy and track your performance.

“Plus, with features such as TikTok Ads Manager, you can target ads and promote your brand in a way that drives engagement and conversions,” Zheng says.

Fortunately, it’s easy to switch back and forth between TikTok business and personal modes, so you aren’t locked into your decision forever.

If you make a mistake or scale your business to the point where you need to switch from personal to business — you can switch with a single tap.