Category Archives: B2B

Like most millennials, I consider myself an Instagram native. I’ve used the platform for both my work and personal life for what feels like a lifetime, and in doing so, I’ve had to come up with thousands of Instagram post captions.

And, after putting different approaches and trends to the test throughout the years, I have a solid idea of what works and what doesn’t. But more importantly, I understand how difficult it is to write a caption from scratch — one that conveys exactly what you want in a way that compels your audience.

That‘s why I compiled some of the best Instagram captions for every type of brand and post I’ve seen. Whether you want to sound cool, make a funny quip, or come across as cute, you’ll find something to use or reference to get your creative juices flowing. But first, let’s go over recent data and how that might factor into the way you create captions.

Table of Contents

• Data-Backed Instagram Caption Strategies
• Instagram Captions for Business
• Personal Captions for Instagram
• Song Lyrics for Instagram Captions
• Holiday Instagram Captions
• Seasonal Instagram Captions
• Selfie Instagram Captions
• Baddie Instagram Captions
• Travel & Vacation Instagram Captions
• Birthday Instagram Captions
• Prom Instagram Captions
• Graduation Instagram Captions
• Food Instagram Captions
• Pet & Dog Instagram Captions
• Features of Good Instagram Captions

Data-Backed Instagram Caption Strategies

I’ve seen plenty of marketers struggle with their captions. In fact, out of the 697 marketers recently surveyed by HubSpot for our Instagram Engagement Report, 23% stated creating relevant and engaging captions was one of the biggest challenges for their brand.

With that in mind, I turned some of my takeaways from HubSpot’s survey into quick, actionable strategies you should keep in mind while creating captions in 2024. Here’s the breakdown:

Use captions that evoke an emotional response.

Up to 58% of marketers agreed that emotional resonance enhances user engagement, and they even put it above technical aspects like visual editing and effective hashtag use.

A good way to put this to practice is creating unique posts with bright, appealing visuals and short, snappy captions that are unique, relatable, or funny to resonate emotionally with your audience.

Play around with caption length.

HubSpot found captions between 1 and 20 characters were the most engaging. And although the engagement dropped the longer they got after that, the trend reversed the closer posts got to the character limit (2,200).

The takeaway? Either keep it brief and fun, or share what’s been sitting in the depths of your mind, and don’t hold back.

Capitalize on the content Instagram users want to see.

Marketers also agree that content showcasing brand products and services (37%), funny content (34%), and relatable content (28%) are the three top-performing content types in their Instagram marketing strategy.

The key to ensuring that’s the case is taking advantage of elements like captions to infuse your brand’s unique personality into the content. After all, there’s a reason why these are also the most memorable content types for consumers.

Use at least an average of 7 hashtags for your posts.

Hashtags are still important. Marketers surveyed by HubSpot believe that hashtags have a tangible impact on comments (51%), impressions (47%), likes (46%), and shares (32%).

But what’s the right number? Well, 11 or more hashtags perform best, followed closely by posts with four or fewer hashtags. Posts with 6–10 hashtags only performed slightly worse than the previous two, so anything in between is a good compromise if you’re having a hard time finding relevant hashtags for your posts.

Use emojis sparingly.

HubSpot found the sweet spot is 6–10 emojis. That said, posts with zero to five emojis performed similarly in terms of engagement. However, unless the goal of your post is coming across as spammy or chaotic, you want to be careful about your emoji usage.

I recommend erring on the side of caution. I might add an emoji to the occasional post when I believe it’ll make the caption more expressive, but I try not to let them overwhelm my captions.

Leverage image posts to engage users with your captions.

Image posts continue to be the best way to grab your audience’s attention. Marketers agree that when image posts connect, they get the most comments (29%) and a significant amount of likes (28%), which is why they devote up to 67% of their context mix to them.

And that makes sense — it’s one of the easier content types to produce, so I suggest using them frequently as part of your strategy. Just note that doesn’t mean you should ignore video or reels. Although, in most cases, the content in these formats does the talking, you can also enhance their impact with unique captions.

That said, the more posts you craft, the more captions you’ll need. So, without further ado, here are a ton of captions to help inspire your Instagram posting efforts!

Instagram Captions for Business

Your Instagram business account is one of the best places to showcase your brand personality while still delivering business updates in an engaging way. You can use the captions below for most social media content ideas, but feel free to customize them depending on your specific post.

Business Instagram Captions

In my experience, captions humanize your business way more than your average paid ad. Your business Instagram captions are an opportunity to give your brand some personality while getting the word out about your product or service offering.

Here are some of our go-to captions that prospects and customers will love.

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1. Good evening, [city]! We’re in town for [event] at Booth [#]. Stop by and say hi!
2. “If you‘re offered a seat on a rocket ship, don’t ask what seat. Just get on.” — Sheryl Sandberg, COO of Facebook
3. Our [#]-person squad completed the [road race name]! And we did it all for the post-run sneaker selfie. 👟
4. We got product in the pipeline … check back for an exciting announcement on [date]!
5. Diversity isn‘t a recruitment metric — it’s an ingredient for success. At [company], we thrive on the unique backgrounds, experiences, and perspectives of our people.
6. Spot the CEO. 😉
7. Keep going.
8. At [company name], our best asset is our people.
9. We had a great time with our customers at [meeting/event]! @[client/partner], you guys rock.
10. Thrilled to have [customer] at our office today! Come back any time. 😊
11. [Company name] is off for [holiday]! We hope you all have a safe long weekend.
12. Big things have small beginnings. [Company]’s HQ began right here.
13. “It is better to fail in originality than to succeed in imitation.” — Herman Melville
14. How many [company name] employees does it take to spell “TEAM”?
15. Want to work with these awesome people, working on a lot of awesome things? We’re hiring! Click the link in our bio to see our current openings.
16. Check, check, one, two … is this thing on? [Company name] is now on Instagram! Follow us to learn about our culture, product, and (awesome) people.
17. Tired of [customer pain point]? We’ve got good news. Click the link in our bio to learn about [product]’s latest feature.
18. [Company] presents our latest product — made with love just for you. ❤️ Link in bio to learn more.
19. Stop wasting time with [customer pain point]. Our [product] will help you achieve [X] more efficiently — just ask our current customers. Check out our latest case study here: [Link]
20. Handmade in [location] and delivered to your door. That’s the [Company] promise.
21. When life gives you lemons, you make lemonade. When [company name] gives you [type of product], you make money.

Small Business Captions

Running a small business? You can use a friendlier tone in your Instagram posts, emphasizing your products’ better quality and advertising the benefits of purchasing from local or small businesses. I’ve found the best way to advertise for small businesses is by focusing on handmade or locally sourced products in particular.

1. Made with love and care in [city]. Order yours online.
2. Every order and customer means the world to us — thank you for your support!
3. The best things start small and simple. Learn about our process at the link in bio.
4. We put our heart and soul into every product we create, and we hope you can taste the difference.
5. Join our revolution — we promise it’s worth the buzz.
6. Shop small, save big.
7. Passion fuels our business, creativity drives our journey.
8. Small business, big heart.
9. From our small business to your doorstep, delivered with ♥.
10. Handcrafted perfection.
11. Shop small, support your local economy.
12. Shop local, feel good.
13. Quality > quantity.
14. Treat yourself with a [product/service] made just for you.
15. Create connections and spread joy. Come in today to experience the [business name] difference.

Coming Soon Captions for Instagram

If you have something new coming down the line, why not generate some buzz with a series of Instagram posts? Here are some captions to get the conversation going and increase anticipation for new products, releases, or business expansions.

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1. Mark your calendars. Something amazing is coming your way on [date].
2. The countdown is on.
3. Stay tuned for something special.
4. Join us on our mission to make a difference starting from [date].
5. You won’t want to miss this. We partnered with [company] to bring you the latest in [industry].
6. Get ready to meet our latest creation.
7. The wait is almost over. Launching on [date].
8. We’ve got something incredible in the works, and we can’t wait to share more with you.
9. No need for binoculars. Something big is on the horizon.
10. We‘re brewing up something exciting, and we can’t wait for you to be a part of it.
11. Something special is in the works — can you guess what it is?
12. We’ve been keeping a little secret from you … Stay tuned.
13. A new adventure is about to begin. New [city] location opening on [date].
14. Keep your eyes peeled for our big announcement on [date].
15. Can’t wait to share our latest project with you. Sign up on our website for updates.

Catchy Instagram Captions for Business

Showcase your brand personality a little more with a catchy caption or saying. A catchy caption can convey your brand ethos, your entrepreneurial spirit, or your company values. The below options can effectively be used for business updates or news.

1. We’re here to make a difference, not just a profit.
2. No matter how small, every success counts.
3. Good things come to those who hustle.
4. Expect the unexpected.
5. Small business, big heart.
6. Keeping it simple with our latest launch.
7. Service is not just a transaction, it’s an experience.
8. It’s never too late to start — just do it.
9. Believe in your dreams, and the rest will fall into place.
10. Make waves in your business, or get lost in the sea of competition.
11. Whatever you do, do it with all your heart.
12. Success is not final, failure is not fatal: it’s the courage to continue that counts.
13. Creating experiences, one [product] at a time.
14. Small things can make a big difference in a business.
15. Find your happy place here.

Business Meeting Captions for Instagram

Feel like a business meeting isn’t Instagram-worthy? Think again. I find posting about my meetings a great opportunity to showcase HubSpot’s company culture. It can also show my followers just how hard I’m working to make better content for them. Here are a few of my favorite business meeting captions that you can customize.

1. Generating our next big idea with the brightest minds we know. P.S. We’re hiring!
2. When we come together, we achieve great things.
3. Collaboration is the key to success.
4. The only way to do great work is to love what you do.
5. Meetings that matter, for a purpose that counts.
6. In the right company, your ideas will flourish.
7. Everything is possible when you have the right people in the room.
8. There’s no substitute for hard work and determination.
9. When passion meets purpose, great things happen.
10. We believe there are no bad ideas. We love facing challenges head-on.
11. The best ideas come to life in a room full of great minds.
12. Surround yourself with positive people who lift you higher.
13. We may have different perspectives, but we’re working towards a common goal.
14. Even a ten-minute business meeting can be the key to unlocking limitless possibilities.
15. We work hard, we play hard, and we achieve great things together.

Quote Instagram Captions

When I can’t quite find the right words, there’s always a quote out there to help me convey that idea instead. Using quotes for your Instagram caption is a great way to evoke and share your emotions. Quotes can propel people to think more open-mindedly, and optimistically — or even motivate them to do something great. Below is a list of some of our favorites.

1. “The greatest glory in living lies not in never falling, but in rising every time we fall.” — Nelson Mandela
2. “Always remember that you are absolutely unique. Just like everyone else.” — Margaret Mead
3. “You change the world by being yourself.” — Yoko Ono
4. “In the end, it‘s not the years in your life that count. It’s the life in your years.” — Abraham Lincoln
5. “What I know for sure is that speaking your truth is the most powerful tool we all have.” — Oprah Winfrey
6. “The purpose of our lives is to be happy.” — Dalai Lama
7. “You only live once, but if you do it right, once is enough.” — Mae West
8. “Live in the sunshine, swim the sea, drink the wild air.” — Ralph Waldo Emerson
9. “I would rather die of passion than of boredom.” — Vincent van Gogh
10. “Success isn’t about the end result, it’s about what you learn along the way.” — Vera Wang
11. “It does not matter how slowly you go as long as you do not stop.” — Confucius
12. “Everything you’ve ever wanted is on the other side of fear.” — George Addair
13. “You become what you believe.” — Oprah Winfrey
14. “Believe you can and you’re halfway there.” — Theodore Roosevelt
15. “The way to get started is to quit talking and begin doing.” — Walt Disney
16. “Love the life you live. Live the life you love.” — Bob Marley
17. “My mission in life is not merely to survive, but to thrive; and to do so with some passion, some compassion, some humor, and some style.” — Maya Angelou
18. “Embrace what makes you unique, even if it makes others uncomfortable.” — Janelle Monae
19. “Success is a collection of problems solved.” — I.M. Pei
20. “To be beautiful means to be yourself. You don’t need to be accepted by others. You need to accept yourself.” — Thich Nhat Hanh
21. “In a gentle way, you can shake the world.” — Gandhi
22. “I dream. Sometimes I think that’s the only right thing to do.” — Haruki Murakami
23. “We become what we think about.” — Earl Nightingale
24. “Success is not final, failure is not fatal: it is the courage to continue that counts.” — Winston Churchill
25. “You are never too old to set another goal or to dream a new dream.” — C.S. Lewis
26. “If you are depressed you are living in the past. If you are anxious you are living in the future. If you are at peace you are living in the present.” — Lao Tzu
27. “Life is like riding a bicycle. To keep your balance, you must keep moving.” — Albert Einstein
28. “If you are working on something that you really care about, you don’t have to be pushed. The vision pulls you.” — Steve Jobs
29. “Security is mostly a superstition. Life is either a daring adventure or nothing.” — Helen Keller
30. “Stay true to yourself and never let what somebody else says distract you from your goals.” — Michelle Obama

Personal Captions for Instagram

If you’re looking for Instagram captions for your personal Instagram profile, we’ve got you covered. The good news? The captions below are also a great option for businesses with a more casual or personable brand voice.

Short Instagram Captions

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A picture is already worth a thousand words — there’s no need to go on and on in your captions. I always make sure I’m choosing the best photo or video from a set so it can speak for itself. Take the captions below and change them to suit your exact post. It may be enough to tag someone who’s in the photo, give credit if you’re reposting, or prompt people to check out your bio.

1. @[account]
2. Credit: @[account]
3. This week’s photo dump.
4. Photo dump sacrifice for the algorithm god.
5. Scroll →More info in bio.
6. Link in bio.
7. Sneak peek →
8. [Product] in production at our factories.
9. @[account] x @[account]. Coming soon.
10. Loading …
11. [The most dominant color in your post, i.e., “Red,” “Blue,” etc.]
12. [Hashtag relevant to your post]
13. [Emoji relevant to your post]
14. [Relevant word 1] + [Relevant word 2]
15. Happy [weekday]! [hashtag]
16. Happy [holiday of the day]!
17. [hashtag]Image Source
18. You can find me at [place you most often frequent].
19. In [place where the photo was taken].
20. An ode to [item in the image or video].
21. Thinking about [relevant word].
22. Weekend.
23. [Month].
24. 2:38 pm. [Or time when the photo was taken]
25. Time passing.
26. From the archives.
27. Mentally here.
28. Couldn’t pick one.
29. That’s all for now.
30. I can’t. I simply cannot. [Emoji]
31. Sunset.
32. Spring.
33. Summer.
34. Winter.
35. Fall.
36. Midnight.
37. Immediately yes.
38. Immediately no.
39. Say more.
40. Say less.
41. Mood.
42. My go-to.
43. My favorite hour.
44. Taking it slow.
45. Grateful.
46. Once upon a time …
47. We/I/You/@[account] know(s) what’s up.
48. The only thing stopping you is you.
49. Good food, good mood.
50. And the boredom award goes to …
51. My life, my rules. At least 62% of the time.
52. We’re all still healing.
53. Be the type of person you want to meet.
54. It starts with you.
55. Call it what you want.
56. I’ve never been a fan of change, but I’d follow you anywhere.

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Funny Instagram Captions

We don’t always have to take social media so seriously, so explore some funny Instagram captions for your upcoming posts.

Instagram can be a tool to convey aesthetic picture-taking or stoic model shoots, and it can also be a fun place to share laughs or lighthearted content. Sharing a funny caption can boost your page’s personality and potentially brighten someone else’s day. I hope the following captions make you crack a smile.

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1. Glitch in the matrix.
2. My favorite exercise is a cross between a lunge and a crunch … I call it lunch.
3. I need a six-month holiday twice a year.
4. We tried to be normal once. Worst two minutes of our lives!
5. There are 16-year-olds competing at the Olympics, and some of us (me) still push on “pull” doors.
6. That awkward moment when you‘re wearing Nike’s and you can’t do it.
7. I’m just a girl, standing in front of a salad, asking it to be a cupcake.
8. What if we told you … you can eat without posting it on Instagram?
9. I know the voices in my head aren’t real, but sometimes their ideas are just too good to ignore.
10. We don‘t know what’s tighter: Our jeans or our company culture.
11. Friday … Our second-favorite F word.
12. We don‘t care what people think of us. Unless they’re our customers. We definitely care what customers think of us.
13. All you need is love … and investors. All you need is love and investors.
14. Hi, we’re [company name]. We build amazing apps and eat amazing apps.
15. They say, “Do what you love and money will come to you.” Let’s see what happens. I just ordered tamales.
16. My favorite subject in school was recess.
17. No thoughts, brain empty, just tacos and cats.
18. [Food item] so good it’s got me weak in the knees.
19. The best part about waking up is going to sleep eighteen hours later.
20. For legal reasons, this is not a joke.
21. The older you get, the better you get, unless you’re a banana.
22. Bring the alcohol! Because no great story started with someone eating a salad.
23. Don’t worry, if plan A fails. There are 25 more letters in the alphabet.
24. If you’re not supposed to eat at night, why is there a light bulb in the refrigerator?
25. First rule of Sundays: If you can’t reach it from your couch, you don’t need it.
26. If you fall, I will be there. Signed, Floor.
27. The first thing I do after coming to work is log off.
28. I used to think I was indecisive, but now I am not so sure.
29. Friends buy you lunch. Best friends eat your lunch.
30. Darn it, just accidentally had another thought again.
31. My goal this weekend is to move … just enough so people don’t think I’m dead.
32. You think nothing is impossible? Try getting me out of bed before 12 PM.
33. Looking at these pictures won‘t fix all your problems, but it’s a good start.
34. My sauce is too hot. That‘s why you’ll never ketchup.
35. Google Maps said it’s MY TURN.
36. I got my haters seasick, they see me and get sick.
37. If there would be an award for being lazy, I would send someone to pick it up for me.

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Clever Instagram Captions

Trying to come up with some clever IG captions on your own can be a lot of work, so I’ve done it for you. Below, I’ve compiled a list of my favorite clever Instagram captions for all your witty caption needs.

1. Patience — what you have when there are too many witnesses.
2. Maybe she‘s born with it, maybe it’s the Clarendon filter.
3. “Life is short.” False — it’s the longest thing you do.
4. Happy Sunday! There may be no excuse for laziness, but I’m still looking.
5. Rejection is just redirection.
6. Better an “oops” than a “what if.”
7. Anyone looking for a heart? Selling mine for $2. (Used, good condition)
8. The world is changed by your example, not your opinion.
9. Seven billion smiles, and these are my favorite.
10. Stop working hard and start working smart.
11. I found your nose. It was in my business.
12. Imposter syndrome is just a byproduct of success.
13. Life is simple. It’s just not easy.
14. There’s a big difference between being alive and living.
15. The best times begin at the end of your comfort zone. So you can catch me on the opposite end of the end of my comfort zone.
16. When nothing goes right, go left.
17. “Success is making those who believed in you look brilliant.” — Dharmesh Shah
18. “If you can’t convince them, confuse them.” — Harry Truman
19. The world changes by your example, not your opinion. So get acting right.
20. It’s always a good idea to be on the right side of history.
21. When you learn, teach. When you get, give.
22. Don’t quit your daydream.
23. Legend has it that if you look hard enough you’ll see the weekend approaching!
24. It’s time to make new memories. But first, five tequila shots.
25. I’m on a seafood diet. I see food, I eat it.
26. Sorry I didn’t get back to your text. I was too busy converting oxygen into CO2.
27. Living on Earth is expensive, but it does include a free trip around the sun.
28. “Arguing with a fool proves there are two.” — Doris M. Smith
29. Well, enough about me. Let’s talk about you. What do you think about me?
30. We’re all one more minute closer to dying. What’s one more shot going to do?
31. There’s a pot of gold at the end of the rainbow. If you find it, let me know so I can get some.

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Cute Instagram Captions

If there’s one thing people on the internet love to see — it’s anything and everything that falls into the category of cute. Whether you’re posting your adorable pet, your significant other, or a picnic by the park, I’ve got all the cute Instagram captions that you need to complement them.

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1. Through all seasons and through all time.
2. Don’t give up on your dreams. Keep sleeping.
3. My fav sound is you snoring next to me.
4. Here’s to a hundred more years with you.
5. Happiness is watching you do what you love 💗 Hopefully that’s me.
6. I like you more than [food]. And I looove [food].
7. Wearing a onesie to bed just in case my SO steals the covers again.
8. Cuddle time with the pup 💞
9. Just showing off my [item] a little. Be jealous.
10. Always wear cute pajamas to bed; you never know who you’ll meet in your dreams.
11. You got me like 🥴️
12. I’d move to [state] for you. And I hate [state].
13. 🥺️👉👈
14. I have no idea what I was doing before you came around. Sleeping, probably.
15. No one can touch my books or my tacos 😤
16. Not me standing there like🧍‍
17. Don’t mind me while I drink my tea 🍵
18. Did someone say [something you like]? 🏃💨
19. They say elephants have a perfect memory. So do I when it comes to you.
20. My pup is the salsa to my whole enchilada.
21. I hate it when I’m singing a song, and the artist gets the words wrong.
22. MY HEART
23. Being an adult is like folding a fitted sheet. No one really knows how.
24. Here’s a🥇for being the cutest human to walk this Earth.
25. Me before you:🌱 Me after you: 🌻
26. 🤟
27. Just got that Friday feeling.
28. Are you a timekeeper? ‘Cause time slows down when I’m with you.
29. I can’t see heaven being much better than this.
30. I‘m not lazy. I’m on energy-saving mode.
31. My pillow is my best friend (sorry, [best friend’s name])
32. A day doing [activity] is a day well-spent.
33. I don‘t know who’s cuter, me or my reflection?
34. Being a full-time angel is so exhausting.
35. With you, everything is twice the fun and half the trouble.
36. Sweeter than a cupcake.
37. Put me on your wishlist.

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Wedding Instagram Captions

If you’re getting married, congratulations! Now, it’s time to post your gorgeous wedding photos, but what do you put in the caption? Here are a few ideas to help you get started.

1. The start of forever.
2. Worth the wait.
3. Finally found my happily ever after.
4. You’re my best friend — here’s to many, many more years.
5. I never want to stop making memories with you.
6. I promise to love, honor, and cherish you forever.
7. I never knew true happiness until I met you.
8. Forever and always, I choose you.
9. Our beginning.
10. Life is an adventure, and I can’t wait to embark on this one with you.
11. And so the adventure begins …
12. Together is a wonderful place to be.
13. Today, I marry my soulmate, my partner in life, and my best friend.
14. From this moment on, everything changes.
15. All I need is you (and some cake). Here’s to forever.

Couple Instagram Captions

If you’ve yet to tie the knot with your partner, you should still share all the love. Here are some of our favorite couple Instagram captions to pair with the perfect picture.

1. Forever and always.
2. 💞💞💞
3. Together we make the perfect team.
4. Two hearts. One tray of tacos.
5. I never want to stop making memories with you.
6. You stole my heart, but I’ll let you keep it.
7. You’re my favorite notification.
8. The good things in life are even better with you.
9. Billions of humans, and you’re my favorite.
10. Some things just get better with age. Like us.
11. It‘s not about finding the person you can live with, it’s about finding the person you can’t live without.
12. The exception to every rule.
13. After all these years, it’s still you.
14. I don‘t need a filter when I’m with you.
15. Tried and true.

Friends Instagram Captions

Posting a photo or reel with friends? Pair it with the perfect caption to express your love for your closest confidantes.

1. Good friends, great memories.
2. Besties.
3. Friends who laugh together, stay together.
4. Friendship isn‘t a big thing. It’s a million little things.
5. In the cookie of life, friends are the chocolate chips.
6. My sunshine on a rainy day.
7. Friends are the family we choose for ourselves.
8. Laughter is the sound of friendship.
9. Together, we can conquer anything.
10. The three musketeers.
11. Sun? What sun? You guys make every day a little brighter.
12. You bring out the best in me. 💞
13. Making life a little sweeter with my girls.
14. Like we were never apart.
15. Inseparable.

Sassy Instagram Captions

Your Instagram posts are your way to express yourself, so if you’re bold, sassy, and not afraid to show it — let your caption do the talking.

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1. For those that want to give their Instagram posts some more pizzazz, try throwing in one of these sassy captions.
2. Alexa, let them know I don’t give a —
3. What’s a queen without her king? Historically speaking, more powerful.
4. Be a little more you, and a lot less them.
5. We‘re an acquired taste. If you don’t like us, acquire some taste.
6. Well-behaved people don’t make it into history books.
7. Be sunshine mixed with a little hurricane.
8. We got 99 problems, but an awesome marketing team ain’t one.
9. Sometimes, you just need to do a thing called “what you want.”
10. You can’t do epic stuff with bad people. And we got the best in the biz.
11. It‘s not called being bossy. It’s called having leadership skills.
12. You did not wake up today to be mediocre.
13. You‘re italic. I’m in bold.
14. A bad attitude is like a flat tire. You can’t go anywhere until you change it.
15. We’re entrepreneurs. They call us dreamers, but we’re the ones who never sleep.
16. All of us have the capacity to light up a room. Some when they enter, others when they leave it.
17. Brains are awesome. I wish everybody would have one.
18. Common sense is like deodorant. The people who need it most never use it.
19. You see that? That’s my patience leaving.
20. I’ll have you know, I’ve completed plenty of marathons. [Show 1], [Show 2], and [Show 3], to name a few.
21. Everyone has that one annoying friend. If you don’t have one, then it’s probably you.
22. Above: A photo of me pretending to be listening.
23. Oh, you sent me an email? Expect a response in approximately never.
24. Everyone is entitled to be stupid, but some abuse the privilege.
25. If you like me, raise your hand. If not, then raise your standard.
26. If you don’t succeed the first time, then burn all the evidence you tried.
27. Underestimate me. That’ll be fun.
28. I like my coffee how I like myself: Dark, bitter, and too hot for you.
29. We move regardless.
30. People say I act like I don‘t care. It’s not an act.
31. They say good things take time … that‘s why I’m always late.
32. Focused. Intelligent. Motivated. Oh, and cute.
33. “The question isn’t who is going to let me: it’s who is going to stop me.” -Ayn Rand
34. It‘s okay if you don’t like me. Not everyone has good taste.
35. I’m a work of art, showing you the art or working.
36. I only show up wearing my best, and you shouldn’t expect less.
37. You couldn’t even outshine my shadow.
38. Please don‘t call me. I’m out of your range.
39. If you‘re sleeping on me, I hope you’re tossing and turning.

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Song Lyrics for Instagram Captions

People of all different backgrounds can relate to music. Beyond the different chords and melodies are lyrics that tell a story, echo a feeling, or inspire others.

To convey the message or emotion you want in your Instagram caption, use one of these iconic song lyrics.

1. “I‘m gonna live like tomorrow doesn’t exist.” — Sia, “Chandelier”
2. “I live for the nights that I can‘t remember, with the people that I won’t forget.” — Drake, “Show Me a Good Time”
3. “I hope you never lose your sense of wonder.” — Lee Ann Womack, “I Hope You Dance”
4. “You may say I‘m a dreamer, but I’m not the only one.” — John Lennon, “Imagine”
5. “If you give, you begin to live.” — Dave Matthews Band, “You Might Die Trying”
6. “Outlining my findings, using life as a stencil.” — Kero One, “In All the Wrong Places”
7. “Feeling good living better.” — Drake, “Over My Dead Body”
8. “Say oh, got this feeling that you can’t fight, like this city is on fire tonight.” — OneRepublic, “Good Life”
9. “Time makes you bolder.” — Fleetwood Mac, “Landslide”
10. “If I fail, if I succeed, at least I’ll live as I believe.” — Whitney Houston, “The Greatest Love of All”
11. “The rest of the world was in black and white, but we were in screaming color.” — Taylor Swift, “Out of the Woods”
12. “Lightning strikes every time she moves.” — Calvin Harris, “This Is What You Came For”
13. “We aren’t ever getting older.” — Chainsmokers, “Closer”
14. “Sing with me, sing for the years, sing for the laughter, sing for the tears.” — Aerosmith, “Dream On”
15. “Life is good.” — Future & Drake, “Life is Good”
16. “Life without dreaming is a life without meaning.” – Wale, “Aston Martin Music”
17. “But like the sun, know you know I find my way back ‘round.” — J. Cole, “Crooked Smile”
18. “I will overcome any hurdle or obstacle that’s in my path.” — OutKast, “Knowing”
19. “I’m way up, I feel blessed.” — Drake, “Blessings”
20. “Eat, sleep, and breathe it. Rehearse and repeat it.” — Dua Lipa, “New Rules”
21. “I‘d rather be dry but at least I’m alive. Rain on me.” — Lady Gaga, “Rain On Me”
22. “And I know that I gotta be above it now. And I know that I can’t let them bring me down.” — Tame Impala, “Be Above It”
23. “I‘m on the pursuit of happiness and I know everything that shine ain’t always gonna be gold, hey, I‘ll be fine once I get it, yeah, I’ll be good.” — Kid Cudi, “Pursuit of Happiness (Nightmare)”
24. “There’s much more to life than dyin’ over your past mistakes and people who threw dirt on your name.” — Lil Nas X, “Sun Goes Down”
25. “They say the loudest in the room is weak, that’s what they assume, but I disagree.” — Tyler the Creator, “911/Mr. Lonely”
26. “You don‘t have to be like everybody else, you don’t have to fit into the norm, you are not here to conform.” — Marina, “Ancient Dreams in a Modern Land”
27. “Throw me in the fire, baby, I’ll survive.” — BROCKHAMPTON, “RENTAL”
28. “When you being real, you ain‘t worried ’bout who fake.” — Megan Thee Stallion, “Money Good”
29. “We‘re so young, boy, we ain’t got nothin’ to lose.” — Doja Cat, “Kiss Me More”
30. “If someone talked to you the way you do to you, I’d put their teeth through. Love Yourself!” — IDLES, “Television”

Holiday Instagram Captions

Around the holidays, I want to post and share the memories I’ve made throughout the years. No matter which one you’re celebrating, take some inspiration from our favorite Instagram captions and spread some holiday cheer.

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New Year’s Instagram Captions

1. “Always bear in mind that your own resolution to succeed is more important than any other.” — Abraham Lincoln
2. Didn’t make it to midnight.
3. Resolutions are made to be broken.
4. Ringing in the new year — like a bell.
5. “Tomorrow is the first blank page of a 365-page book. Write a good one.” — Brad Paisley
6. New year, same me.
7. Time to show off my bubbly personality.
8. Any excuse to wear glitter.
9. Starting off the year on the right foot.
10. There are 12 months ahead of us to make a difference.
11. Day 1 of 365
12. Sip, sip, hooray!
13. All you need is a fresh start.
14. Save water, drink champagne.
15. The best has yet to come.

Valentine’s Day Instagram Captions

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1. Roses are red. Violets are blue. Consider this post my Valentine to you.
2. Don‘t tell me you love me. Tell me you’re outside with pizza.
3. All I need is you. (And maybe wine + chocolate too.)
4. Cupid called, he wants his arrow back.
5. 99% of my socks are single, and you don’t see them crying about it.
6. I will do anything for love. Except that. And that. Or that.
7. I followed my heart, and it led me to the fridge.
8. Look at us. Hey. Look at us. Who woulda thought? Not me!
9. In love with my best friend.
10. I’m better when I’m with you.

Halloween Instagram Captions

1. Creepin’ it real.
2. I brake for Reese’s Peanut Butter Cups.
3. Oh my gourd, Becky, look at her bat.
4. You’re just my (blood) type.
5. How to eat candy corn: don’t.
6. #squadghouls
7. Double, double toil and trouble; Fire burn and cauldron bubble.
8. Driving me batty.
9. “Scary hours.” — Drake
10. Resting Witch Face

Thanksgiving Instagram Captions

1. I’m wearing my elastic pants.
2. “For those of you who cannot be with family this Thanksgiving, please resist the urge to brag.” — Andy Borowitz
3. On a veggie diet this Thanksgiving: Carrot cake and pumpkin pie.
4. “Be thankful for what you have; you‘ll end up having more. If you concentrate on what you don’t have, you will never, ever have enough.” — Oprah Winfrey
5. I think, therefore I cran.
6. Bad day to be a turkey.
7. Need fuel for Black Friday.
8. “Okay, guys. I have exactly 28 minutes before I have to baste again.” — Monica
9. Grateful. Thankful. Blessed.
10. Who made the potato salad?
11. There’s always something to be thankful for.
12. To-do list: eat, drink, nap.
13. I only have pies for you.
14. Gobble ’til you wobble.
15. Love at first bite.

Christmas & Hanukkah Instagram Captions

1. You sleigh me.
2. Fa la la la llama.
3. “O Christmas tree, O Christmas tree, your ornaments are history.” — The Cat
4. “It‘s not what’s under the Christmas tree that matters. It‘s who’s around it.” — Charles M. Schulz
5. Dear Santa, let’s not talk about this.
6. Rebel Without a Claus
7. Doesn‘t Santa have anything better to do than watch us while we’re sleeping?
8. All I want for Christmas is you (and wine would be nice).
9. Say it ain’t snow.
10. Drop it like a top.
11. Wishing you a latke love this Hanukkah.
12. I want to eat eight latkes for the calories of one.
13. One little candle can light up an entire room.
14. Keep calm and spin that dreidel.
15. Deck the halls with matzo balls!
16. It’s Christmas time, and I’m the gift.
17. The best gift is to be present with the ones you love.
18. Baby, it’s cold outside.
19. Merry everything, and happy always.
20. Treat yo’ elf.

Seasonal Instagram Captions

As the seasons come and go, why not share your joy for the next one on your Instagram? Whether you love the sunshine in the summer or snowfall in the winter, you can share that excitement with others.

Ring in the new season with some of these witty, seasonal captions.

Spring Instagram Captions

1. Hello, spring!
2. “And I think to myself, what a wonderful world.” — Louis Armstrong
3. April showers bring May flowers.
4. I think I just experienced all the seasons in a single day.
5. I love allergy season, said no one ever.
6. Currently soaking up the sun and smelling the roses. Please leave a message after the beep.
7. I owe a lot to the inventor of flip-flops.
8. “Here comes the sun, and I say … It’s all right.” — The Beatles
9. “Warm winds in the springtime.” — SZA, “Warm Winds”
10. Springing into the new season.

Summer Instagram Captions

1. “Live in the sunshine. Swim in the sea. Drink in the wild air.” — Ralph Waldo Emerson
2. Life’s a beach.
3. School‘s out, sun’s out, guns out.
4. “A little bit of summer is what the whole year is all about.” — John Mayer
5. 90% happy, 10% burnt.
6. Girls just want to have sun.
7. “Summer lovin‘ had me a blast, summer lovin’ happened so fast.” — Grease
8. Happiness is a cold popsicle.
9. Life is better by the pool.
10. “Summertime and the livin’ is easy.” — Ella Fitzgerald, “Summertime”
11. “Here comes the sun, and I say … It’s all right.” — The Beatles, “Here Comes the Sun”
12. Tans, tans, tans across the board.

Fall Instagram Captions

1. My favorite color is October.
2. “Wild is the music of autumnal winds amongst the faded woods.” — William Wordsworth
3. My favorite kind of weather.
4. It’s never too early for pumpkin spice.
5. Meet me in the corn maze.
6. Crisp air. Apple cider. Flaming foliage.
7. Pumpkin spice and everything nice.
8. “Anyone who thinks fallen leaves are dead has never watched them dancing on a windy day.” — Shira Tamir
9. Leaves are falling, and autumn is calling.
10. “Days in the sun and nights in the rain. Summer is over, simple and plain.” — Drake & Majid Jordan, “Summer’s Over”
11. Falling never felt so good.
12. Painted in the colors of fall.
13. Sweater weather.
14. Even the leaves fall for you.
15. Channel the flannel.

Winter Instagram Captions

1. “In the depths of winter, I finally learned that within me there lay an invincible summer.” — Albert Camus
2. If it‘s snowing, I’m not going.
3. Cozy nights. Good books. Hot chocolate.
4. Do you want to build a snowman?
5. Running on caffeine and holiday cheer.
6. “Winter is not a season; it’s a celebration.” — Anamika Mishra
7. Merry and brrrrrrright.
8. Having snow much fun.
9. ‘Tis the season to be freezin’.
10. “Timb’ laces get tighter and parka hoods flip up.” — Drake, “Come Winter”

Selfie Instagram Captions

Selfies are a celebration of something unique, beautiful, and full of life — you! So, when you share your next selfie, complement it with one of our favorite selfie Instagram captions.

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1. Golden hour.
2. Me, myself, and I.
3. Be yourself, there’s no one better.
4. It’s the happiness for me.
5. Smile! The happiness is right under your nose.
6. My favorite filter is reality.
7. Self-care selfie!
8. Conquer the world one smile at a time.
9. It’s a great day to have a great day.
10. The greatest gift you can give someone is a smile.
11. Self-love is the best love.
12. The only rose that blooms in winter.
13. “But she looked powerful. She wore the sun like a shiny pin on the side of her hair.” — Lilian Li
14. I don’t need a hairstylist. My pillow gives me a new hairstyle every morning.
15. All-natural.
16. No filter.
17. Morning hair, don’t care.
18. Quick #OOTD
19. Anything but basic.
20. Welcome [age]!
21. Hard to be down to earth when you look out of this world.
22. Looking like I don’t know how to lose.
23. Beautiful from halo to toe.
24. I’m ready for my close-up.

 

Baddie Instagram Captions

That OOTD or travel photo with beautiful lighting, impeccable attire, and je ne sais quoi makes a great addition to your Instagram feed. Here are some captions to convey “baddie” energy.

1. She who dares, wins.
2. Don’t let anyone dim your shine.
3. Stay focused, stay fierce.
4. I‘m not bossy. I’m the boss.
5. I‘m not always right, but I’m never wrong.
6. Chasing my dreams in Chanel.
7. Not afraid to break the rules.
8. Be the girl that decided to go for it.
9. I refuse to be anything less.
10. Confidence isn’t walking into a room thinking you’re better than anyone. It’s just walking in and not having to compare yourself to anyone at all.
11. A perfect work-in-progress.
12. Improvement is a journey.
13. My standards are high because I know my worth.
14. Some girls are just born with glitter in their veins.
15. I am not a one in a million kind of girl. I am a once in a lifetime kind of woman.

Travel & Vacation Instagram Captions

When you want to treat yourself, a vacation is always a great reward. It’s a chance to experience different cultures, food, music, and scenery.

When I’m out exploring the world, I try to share some of my favorite travel moments with these awesome Instagram captions.

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1. Majestic moments in [place].
2. A chance to get away from the everyday.
3. Work. Save. Travel. Repeat.
4. Staycation loading …
5. Collect the moments, not the materials.
6. Another destination off the bucket list.
7. An adventure to fill the soul.
8. The scenic route is always better.
9. I need a six-month vacation, twice a year.
10. Be back never.
11. Catch flights, not feelings.
12. Always take the scenic route.
13. I‘ve never met a vacation I didn’t like.
14. An adventure a day keeps the doctor away.
15. Travel is an investment in yourself.
16. Some call it vacation, I call it heaven.
17. “I hate traveling.” said no traveler ever.
18. If you need me, call me on my shell phone.
19. I can sea clearly now.
20. Happiness comes in waves.
21. A change in latitude helps my attitude.

Beach Instagram Captions

1. Enjoying the waves.
2. Sandy toes, sun-kissed nose.
3. Pure, sunburned happiness.
4. Life’s a 🏖️.
5. No worries. No thoughts.
6. There’s nothing more healing than the sound of the ocean.
7. My happy place.
8. Time at the beach is never wasted.
9. Live in the sunshine, swim in the sea, drink in the wild air.
10. See ya when I’m back on Earth. ✌️
11. The beach is always a good idea.
12. Paradise found.
13. Agenda today: Do nothing. Get sunburnt.
14. The beach: Where doing absolutely nothing, is doing everything.
15. Life is too short. Go on that beach vacation.

Birthday Instagram Captions

1. Another year wiser.
2. A whole year older and still young at heart.
3. [Age].
4. Celebrating another spin around the sun.
5. A new year of life, a new chapter to write.
6. Growing old is mandatory, but growing up is optional.
7. Here’s to one more year of blessings and adventures.
8. Happy day of emergence to me.
9. Here’s to another year of making memories together.
10. Age is just a number. It’s the memories that count.
11. Another year to shine bright.
12. Celebrating a day filled with love, laughter, and of course, cake!
13. [Previous age], you were good to me. Now it’s time for another year of shenanigans.
14. Cheers to one more year on this planet called Earth.
15. Another year more grateful.

Prom Instagram Captions

1. A night to remember.
2. Dancing the night away with my favorite people.
3. Memories to last a lifetime.
4. Tonight, we’re young.
5. Ready to have the time of our lives.
6. Prom photo dump.
7. Prom [current year].
8. Let prom night begin!
9. The night is young, and so are we.
10. Feeling like a prince/princess tonight.
11. Started from the bottom, now we’re all fancy and stuff.
12. Prom ✨
13. Here’s to a night of memories we’ll cherish forever.
14. Who needs a limo?
15. Let the party begin!

Graduation Instagram Captions

1. The tassel was worth the hassle.
2. The beginning of a new adventure.
3. Today is the first day of the rest of our lives.
4. I feel like I was in ninth grade JUST yesterday?
5. Keeping it on 💯
6. Onward and upward.
7. Class of [year], can’t believe we did it!
8. It‘s not the end, it’s just the beginning.
9. [Class year] is the best class, no 🧢
10. Cheers to new beginnings, and to ending what we started.
11. The future belongs to those who believe.
12. The best is yet to come.
13. Ready to seize the world.
14. Look back on your accomplishments with pride, and look forward to the future with excitement.
15. We did it — it’s time to celebrate!

Food Instagram Captions

1. Good food, good life.
2. Eating may be a necessity, but cooking is an art.
3. Life is short. Eat dessert first.
4. Food is not just fuel. It’s information. It talks to your DNA and tells it what to do. So … you’d better bet I’m gonna eat.
5. Food is love made visible.
6. Good food with even better people.
7. Eating my favorite with my favorites.
8. The only thing better than talking about food is eating it.
9. @[restaurant]
10. A night of [food item]: the ultimate stress reliever.
11. Nothing more romantic than eating [food item] and [food item] in sweatpants with crumbs on our chests.
12. My favorite hole-in-the wall place.
13. Good food equals good mood.
14. A party without cake is just a meeting.
15. Let food be thy medicine and medicine be thy food. Anyway, who wants fries?

Pet & Dog Instagram Captions

1. My heart is full of paw prints.
2. Who needs a therapist when you have a dog?
3. Dogs are not our whole life, but they make our lives whole.
4. Life is too short to not have a dog.
5. #1 family member (sorry, mom).
6. I woof you more than words can express.
7. Every day is an adventure with my four-legged buddy.
8. The best kind of love.
9. Adopt, don’t shop.
10. Everything’s better with your little paws by my side.
11. My [pet] is the king/queen of my heart.
12. The only thing better than coming home after a long day is being greeted by you.
13. My dog is smarter than most politicians.
14. The best things in life are furry and have four legs.
15. I didn’t choose the dog life. The dog life chose me.

Features of Good Instagram Captions

Want to write a caption from scratch? I totally get it. If you’re anything like me, you take about four minutes to choose a filter for your Instagram photo and about four hours to decide on a caption.

Worst of all, after much creative effort and advice from friends, I’m usually barely able to write a caption that goes beyond, “Had a fun day with friends!” And I’m a writer — go figure.

The point is that writing a good caption is hard. Whether you create one from scratch or choose a pre-written one, it should fulfill a few requirements.

Your caption must be on brand.

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Whether your Insta page is personal or for your business, your captions should be on brand, or reflect your personality and brand identity.

I think Lisa Vetrone, account director at Scenario Communications, a public relations and communications company, best describes the struggle when she says, “If someone was scrolling through their feed and saw this post without seeing the handle, would they know the caption was coming from YOUR brand?”

Your captions should encapsulate the nature of your Instagram’s branding and tone of voice. For example, if your page is based on self-love, you should use captions that are friendly in tone. Use inclusive language to make people feel good when they scroll through your Instagram profile.

Your caption should be simple.

Instagram captions can fit up to 2,200 characters, but you don‘t have to use all of them for your caption to be considered a good one. I also want to keep your audience’s attention enough to read it to finish.

Most of the time, I try to keep my captions clear, short, and simple for easy readability. I often have a few go-to emojis and phrases that will fit on any phone screen.

The exception to this is if you’re making posts that champion storytelling or other lengthy formats. Ultimately, it comes down to what your audience is looking for.

Your caption should be memorable.

While your Instagram caption doesn‘t have to be a profound piece of literature, it shouldn’t put your reader to sleep, either. Depending on the type of post you’re sharing, you can make it hilarious, thought-provoking, inspiring, or anything you want it to be.

Here’s one example from HubSpot with the caption “You can’t spell ‘CRM’ without ‘R’”:

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I can’t stress enough how important a good caption is. They can help you generate more engagement and turn your followers into customers.

Want more inspiration? Check out our Instagram page to see how we incorporate fun, witty, and engaging captions into our social media content.

How to Make Engaging IG Captions

Instagram captions can definitely be used strategically, and in many cases help personal or business pages to increase engagement on the platform — and here’s how.

1. Ask your followers questions.

When I need to increase engagement from my followers, I simply ask them for their opinions, recommendations, or even personal stories to make my page more interactive.

For example, if I were running an Instagram page for fashion, I’d ask my followers to comment under my newest post about their favorite designers, collections, or trends buzzing in the industry.

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Similarly, if I’m promoting a new product or feature, I’ll ask my followers to chime in on what they’d like to see, a problem they need solved or even ask for a product review or Lindsey Chastain, founder and CEO at the Writing Detective, recommends only “having a call to action for a purchase in 20% of captions or no more than once a week” to avoid making your followers feel like you’re only there to sell.

3. Incorporate relevant hashtags.

I can use up to a maximum of hashtags on a typical Instagram post, which gives me a lot of possibilities to attract viewers based on my topic, location, industry, product, or service.

However, while you can likely find that many relevant hashtags for a post, I usually don’t use that many. I just choose the ones I find essential or even come up with my own personally branded one.

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Take this example of a collab we did with farbsy. We’ve got six hashtags going, all of which help our audience understand the post better. That gives us a better chance at reaching an audience interested in #workfromhome content who might not be our typical followers.

4. Use AI to your advantage.

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I’ve been using AI to help me with my caption writing for a while now. It’s so easy to just type in a prompt, link your account, and watch the magic happen. Whether writing comes naturally to you or not, you can use these tools to help you overcome writer’s block.

I really like how HubSpot’s AI caption generator lets you see a preview of your post first. Plus, it lets me make captions for Instagram, Facebook, LinkedIn, and X (formerly Twitter) simultaneously, meaning I can use one prompt for multiple platforms.

5. Make it authentic.

People are tired of polished, perfect posts. Instead, I’ve found users responding to more natural captions that don’t try to gloss over the reality of the situation.

Take it from Cyrus Mohseni, vice president of strategy and growth at First Team Real Estate, who says, “Ultimately, Instagram is a platform for storytelling — personal journeys will not only grow your following but also build a community around your brand. Always shoot for captions that invite interaction, be it through questions, direct calls to action, or simply creating relatable content.”

For example, we started a series of behind-the-scenes “Life of a social media manager” posts in April. The credits roll, showing all the different roles a social media manager has to fill, from content writer to data analyst to customer service rep. But the joke’s on them — our manager has to fill all of those roles.

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I love this post because we aren’t trying to pretend social media managers have an easy job — quite the opposite. You’ll need to try out a mixture of techniques, but ultimately, they should all align with your brand.

6. Let your pictures do the talking.

At the end of the day, my pictures are the real stars in my Instagram posts. I don’t want my captions to overshadow my images. Take Netflix, for example.

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Netflix often posts about upcoming releases and popular shows on Instagram, but they let their images and videos cover most of the info. The above post manages to highlight six different movies, but their caption is simply “frfr 💔.”

Their caption quickly expresses that these shows are great for anyone looking for a sad romantic movie to watch.

Capture the Feeling with an Instagram Caption

I completely agree with the old saying that an image is worth 1,000 words, but a well-written caption doesn’t hurt. These days, your Instagram caption can make just as much of a statement as the image.

For all of the occasions that are worthy of a post to your feed, use one of the quotes from this list and customize it to make it your own. And if you need more help while brainstorming captions for your post, don’t forget you can use HubSpot’s AI Social Media Caption Generator to work on your ideas!

Facebook is a dominant force in social media advertising. Most marketers say it consistently delivers a better ROI than any other social media platform.

As a chief content curator, I’ve created many Facebook ads, and I can attest to this. The platform’s sophisticated targeting options make it an incredibly effective tool for reaching my audience.

However, I‘ve personally discovered that you need an effective Facebook ad strategy to see results. So, I’ll share an overview of some of my Facebook marketing strategies to help you drive engagement and conversions, along with insights from other marketing experts.

Table of Contents

• Are Facebook ads worth pursuing in 2024?
• What to Know Before Setting Up Your Facebook Ads
• Facebook Ads Strategy Tips

Are Facebook ads worth pursuing in 2024?

When I started out with Facebook ads, it was daunting. The landscape looked like a frightening new frontier where no business had gone before. I bet you may feel the same way if you’re new to Facebook marketing. However, over 10 million businesses are actively advertising on the platform to billions of active users.

“Wait … isn’t it oversaturated then? Shouldn’t I look for alternatives?”

Many companies advertise on Facebook because it works. In my case, Facebook ads help me reach and inspire my target audience to take my desired action.

Now, not all 10 million advertisers succeed on the platform. I‘ve realized that many marketers don’t understand their Facebook audience or how to target them with the right Facebook ad strategies.

So, your question shouldn’t be whether or not to advertise on Facebook. The question should be, “How do I advertise properly so the ROI is worth my time and money?”

What to Know Before Setting Up Your Facebook Ads

Based on my experience with Facebook advertising, I’ll cover four important things you need to know before you even create your Facebook ad account.

Understand who your customer is.

Before I run my Facebook ads, I must determine who my message is going to. This ensures it reaches the right people and increases the chances of my campaigns becoming successful.

So, what typically goes into my pre-planning process? I always start by asking myself these questions about the customer:

• Who are they?
• How much do they make?
• What does their family situation look like?
• Where do they live? (Both geographically and whether or not they rent or own).
• Where do they work?
• How do they spend their free time?

Once I understand who they are, I take it a step further and mull over how they think. What keeps them up at night? How is their emotional state? What needs are they looking to fulfill?

I also determine how they identify themselves. I’ve personally discovered that how my customers see themselves is often more important than how I see them (even if my view is more realistic). Once I’m confident I understand the people I’m targeting with my Facebook ad campaigns, I move to the next step.

Determine your average customer journey.

This step involves knowing my customers’ next move. What steps do they take as they:

• Recognize they have a problem.
• Identify what that problem is.
• Discover potential solutions.
• Become aware of me as an option.
• Choose to purchase my product.

One thing I often find is that this journey may be slightly different for each customer. However, most buyers generally fall into three categories:

• Awareness Phase (top of the funnel).
• Consideration Phase (middle of the funnel).
• Decision Phase (bottom of the funnel).

Why does this matter to me as an advertiser? Because I will tweak my content, offers, vocabulary, and call to action (CTA) based on the stage my potential customer is in.

For example, let’s say I want to run ads for a fitness tracker. In the awareness phase, I’ll create a short, engaging video of the everyday challenges of maintaining fitness, like busy work schedules and lack of motivation.

For the consideration phase, I can create carousel ads showcasing the tracker’s features and benefits. These may include heart rate monitoring, step tracking, and sleep analysis. I can also include customer testimonials and quick illustrations of how the product integrates seamlessly into daily life.

In the decision phase, I’ll run a series of ads offering a limited-time discount on the fitness tracker and highlight the ease of purchase. I will also include a clear CTA to drive urgency and encourage immediate action.

After I nail down the customer journey, I begin segmenting my audience.

Break your audience into segments.

Grouping my customers based on where they are in the customer journey helps me target people with the right offers at the appropriate time.

Here are a few examples of my potential audience segments:

• New customers. They enter my funnel as warm leads because they’re interested in my product.
• Lukewarm leads. Those who visited my website but didn’t engage. I can use retargeting ads to remind them that I have the solution to their problems.
• Engaged blog readers. Those who like my content and keep coming back for more. They’re more likely to share my posts on Facebook or make a purchase.
• Landing page visitors. They typically come to a specific landing page and are probably interested in a particular product.
• Shopping cart abandoners. They were close to buying an item, but something stopped them. So, I may need to gently push them to finish their purchase.
• Return customers. They love my brand. They’ve already purchased from me in the past and come back for more. They’re brand advocates who praise and recommend my product to their friends.

Jeremy Bogdanowicz, founder and CEO of JTB Studios, segments his audience based on their interests, which he says is always effective on Facebook because “The algorithm allows Facebook users to find content according to their interests. If they like a post or page, they will see similar posts or pages on their Facebook timelines. Thus, I find people whose interests align with our brand’s services. Afterward, I leave the rest to Facebook.”

I agree with Jeremy. Audience targeting based on their interests is a smart strategy. It ensures my ads reach people who are more likely to engage with my content, increasing their chances of opening the ads.

Install Meta pixel

Meta Pixel (formerly Facebook Pixel) is a piece of code you embed into your website to track visitors’ actions, and it helps me in a couple of ways.

First, I can track what happens after someone clicks on my ad. This helps me measure the effectiveness of my campaigns and understand which ads drive sales, leads, or other desired actions.

Moreover, the data Meta Pixel collects allows me to optimize my ads and target audiences that are more likely to take action. For example, if I notice that a particular group of people frequently adds items to their cart but don’t complete the purchase, I can create specific ads that encourage them to finalize their transaction.

I recommend checking out Meta’s step-by-step instructions to help you install Meta Pixel on your website. Meta Pixel will help you make more informed decisions and improve your ad performance.

Pro tip: Download our free Facebook Advertising Checklist. It will guide you through every step of setting up and optimizing your Facebook ads.

Facebook Ads Strategy Tips

Now that we’ve gone over the basics, I’ll share some of my top tips for creating effective Facebook ad campaigns that can help you maximize your return on investment (ROI).

1. Combine Facebook ads with content marketing.

One mistake I go out of my way to avoid is targeting my warm leads with ads designed to turn them into paying customers. Since warm leads aren’t ready to buy from me yet, instead of turning them off with straight sales offers, I offer them helpful content that answers their questions and solves their pain points.

Kurt Uhlir, chief marketing officer at EZ Home Search, follows the same pattern with a two-fold strategy: “First, we provide information that addresses both the emotional and logical queries pertinent to their [audience] customer journey. Secondly, we share success stories where our clients are the superheroes, not just beneficiaries, of their success.”

This approach not only positions his company as a valuable resource but also showcases the tangible impact of their solutions through relatable narratives.

Here’s how I combine my Facebook ads with content marketing:

• I create content based on where my audience is in the customer journey.
• I share that content on Facebook.
• I ask my team members (and maybe a handful of friends) to like and share the post.
• I boost my Facebook posts so I can reach a wider audience.

2. Collaborate with influencers who align with your brand values.

One thing I’ve realized in my experience with Facebook ads is that influencers can add a layer of authenticity you can’t get from traditional adverts. And with today’s consumers, authenticity is everything.

However, that doesn’t mean just any influencer can have this effect on your business. I choose influencers who align with my brand values to ensure our partnership feels natural. That way, I can create a more genuine connection with my target audience.

I don’t want influencers to change or adapt their content style to fit mine. Otherwise, it may come across as inauthentic and won’t encourage potential customers to trust my brand.

3. Use lead ads to build up your marketing list.

Having a huge Facebook following is awesome. However, you and I know that Meta “owns” our contacts. If they decide to change their algorithm or shut down, we’d lose access to those people.

To protect myself from such risks (if they ever happen), I’ve built my own marketing list. I create a lead magnet, such as a free e-book or course, and run a lead ad. This way, my followers can give me their email addresses directly on Facebook.

That said, I’m generally cautious with this approach. I never add any steps that may cause friction for users trying to access my gift. Otherwise, I may end up losing them.

Once I have their email, I add it to my marketing list and include them in my email marketing campaigns.

4. Incorporate video ads.

Videos are a powerful tool for boosting conversions and sales. Our 2024 Marketing Statistics show that 96% of people watch explainer videos to learn more about a product. Even better, 89% say these videos have convinced them to purchase.

These stats clearly prove my point.

Why not give your audience what they want? Incorporate video ads in your Facebook campaigns to boost your metrics.

5. Create Facebook and Google ads.

While many marketers see Facebook and Google as picking one or the other, I see them as platforms that can complement each other quite nicely.

As I said earlier, my strategy always depends on my campaign objectives and the audience segment I‘d like to target. So, I often choose different ad types that align with my customers’ current stage in the buyer’s journey.

For example, if I’m promoting my new fitness tracker to warm leads, Facebook ads might be the better option. I can target them with helpful content to create brand awareness, as they may not yet be ready to buy my product.

Conversely, Google ads would be more effective if I‘m marketing a new computer to a return customer. Such a person is often ready to purchase and research their options. By using the right keywords and creating targeted Google ads, I can reach them at the exact moment they’re considering buying, making it more likely they’ll choose my product.

6. Use giveaways and contests.

Something I’ve noticed when creating my social media campaigns is that Facebook contests don’t always need to focus on sales. Instead, I offer high-value prizes to increase brand awareness, which will pay off in the long run by bringing new leads into my conversion funnel.

Kelly Sullivan, the owner of Kokomo Botanical Resort, shares the impressive results he got when he offered customers a chance to win an all-expenses-paid trip to Hawaii for sharing a Facebook ad about their travel company.

According to Sullivan, “The contest spread like wildfire, increasing our Facebook page likes by over 50% and reducing our CPC (cost-per-click) by 40% within a month.”

Besides high-value prizes, I also find that partnering with brands that have similar audience personas to mine can be effective.

Amelia Munday, social media marketing specialist at Custom Neon, agrees and notes that “By partnering with other brands and posting in a ‘collaboration style’ post with other accounts, the giveaway is mutually beneficial to both brands because it allows you to garner exposure to each other’s audience and therefore increase your following and impressions!”

Note: Before creating any contests or giveaways on Facebook, review Meta’s policies to make sure you aren’t violating any of their rules.

7. Use Facebook mobile ads.

When I think about Facebook ads, one of the first things that comes to mind is the immense potential of mobile ads. Most people on social media prefer using their smartphones to desktops.

Our statistics show that 62% of millennials and 80% of Gen Z primarily use their phones to search for what they want.

So, I always ensure my website is optimized for mobile viewing because I want to tap into this massive audience that’s constantly engaged with their phones. Otherwise, I’d be sending prospects to a website that frustrates them, which is pretty much akin to flushing money down the toilet.

8. Use AI strategically to create your Facebook ads.

Our Social Media Trends report shows that 48% of social media marketers use AI tools to generate text for their copy, while another 41% use AI assistants like Microsoft Copilot to automate repetitive tasks and improve productivity.

Chris Stones, strategic and operations director at Mitchell & Stones, says AI helps him serve ads in multiple languages and gives him a more accurate translation than Google Translate.

As a content curator, AI helps me save at least three hours on every piece of ad copy I create. Personally, I use HubSpot’s AI-powered content tools to:

• Turn a single blog post into multiple content formats.
• Write engaging copy for my social media posts.
• Create consistent on-brand content.

That said, AI is still far from perfect. Use it to complement your creative efforts rather than relying on it entirely.

Create Effective Facebook Ads Today

My experience creating Facebook ad strategies has taught me that nothing will work if I don’t know who my message is meant for.

I must understand what my ideal customer wants and where they are in the buying journey. This way, I can better use my Facebook ads to create brand awareness and guide shoppers toward purchasing my product.

Incorporate the strategies I’ve shared today to drive higher engagement and boost your conversion rates.

You know those instantly recognizable logos like Nike’s swoosh? Even though we’ve all seen them hundreds of times, most people don’t truly grasp the full meaning of these designs.

There’s often more to them than meets the eye, and those little details make them even more special.

In this post, I’ll share 30 hidden messages in the logos of well-known brands. Each example will introduce you to a fresh perspective on the artistry and ingenuity behind these iconic symbols. But more importantly, you’ll learn different approaches to thinking about and designing meaningful logos.

Hidden Messages in Popular Logos

Here are some of the most thoughtfully crafted logo designs that convey hidden messages about the brand’s history, values, and vision.

1. FedEx

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FedEx started in 1973 as a package delivery company called Federal Express. Fast forward to 1991, and the company underwent its first significant rebranding, where it introduced a new logo and shortened its name to FedEx. Then, just three short years later, there was another rebrand where the company introduced the iconic FedEx logo we all know and love today.

But what makes FedEx’s current logo so special?

If you look closely between the “E” and the “X,” you‘ll spot a hidden arrow in the negative space. And that little arrow isn’t just a cool design trick.

It symbolizes FedEx’s relentless drive to move forward, commitment to speed, and the promise of efficiency in every delivery.

What I like: The ingenious use of whitespace proves that sometimes, less really is more. Instead of relying on flashy design elements, the designers capitalized on the negative space between the letters to embed a hidden message — a testament to their creativity and attention to detail.

2. Amazon

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Since its founding in 1994, Amazon has transformed from a humble online bookstore into a retail powerhouse. Similarly, the logo has undergone multiple transformations over the years and come a long way from the original combination mark design.

Today, Amazon’s logo features the company name boldly written in a sleek, black font with an arrow/swoosh underneath the text. While this logo may appear simple at first glance, cleverly hidden meanings are embedded within the design.

The connection between the letters “A” and “Z” in the logo is a nod to Amazon’s vast product catalog, suggesting they‘ve got everything “from A to Z”. It implies that whatever you’re looking for, Amazon is the place to find it.

The swoosh also doubles as a subtle representation of a satisfied customer’s smile and a reminder of Amazon’s commitment to delivering those positive shopping experiences.

What I like: Amazon’s logo is centered around the customer. Whether showcasing the breadth of Amazon’s product catalog or the company’s dedication to customer satisfaction, the logo is a visual embodiment of a commitment to meeting customers’ needs.

3. Baskin Robbins

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Baskin-Robbins was created in 1953 through a merger between Burt Baskin and Irv Robbins. At the time, the company offered 31 ice cream flavors cleverly marketed as “one for each day of the month.” This concept became integral to their brand and featured in the brand logo.

The first three logo iterations saw the number “31” featured as a standalone element. However, in a 2006 brand refresh, this number was integrated into the letters B and R. Subsequent iterations have maintained this design, including a recent 2022 redesign.

While the number 31 may be less prominent in more recent logos, it remains a subtle tribute to the company’s roots.

What I like: Despite changes across various iterations, the logo pays homage to its heritage. But what’s most impressive is how it does it.

Maintaining the number “31” is a simple yet powerful tribute to where and how they started. However, integrating the number into the letters B and R reflects the company’s evolution.

4. Toyota

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Toyota began as Toyota Motor Sales in 1957. However, the current logo wasn’t introduced until 1989 as part of its 50th anniversary celebration. This logo, which took five years to develop, features three ovals, each with its own meaning.

The two interlocking ovals represent the trust and mutual benefit shared between Toyota and its customers, while the outer oval represents the brand’s global reach and impact. Additionally, the the ovals also form a letter “T,” which symbolizes trust or Toyota — depending on who you ask.

The background of the logo holds significance too. The space signifies Toyota’s values, which include a commitment to excellence, value beyond expectation, and the joy of driving.

What I like: Toyota’s logo manages to convey so much meaning with such simplicity. At first glance, it’s just three circles, but each one tells a story. The logo speaks to Toyota’s values and identity without overcomplicating itself.

5. Toblerone

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Toblerone’s logo is a tribute to its Swiss origins.

The company was founded in 1908 however in 1970, the Matterhorn mountain was added to the packaging as a nod to Switzerland. But what makes this logo unique is the hidden silhouette of a bear on the side of the mountain.

The bear, a symbol synonymous with Bern, also known as the “City of Bears,” is a subtle tribute to the company’s birthplace. Its inclusion is a testament to Toblerone’s dedication to honoring its roots and preserving the traditions that have shaped its identity.

What I like: This is another interesting example of how a logo can be used to preserve and honor a brand’s history. In this case, it’s interesting how Toblerone uses visual elements to depict its Swiss origins.

6. Hyundai

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Hyundai Motor Company was established in 1967 as part of the Hyundai Group. Since then, it has become a leading automobile manufacturer with one of the most recognizable logos worldwide.

But the Hyundai logo is much more than a sleek design.

At first glance, it looks like a simple slanted “H” inside an oval, but if you take a closer look, you might see two silhouettes shaking hands. These silhouettes represent Hyundai and its customers, symbolizing trust, reliability, and partnership.

The oval shape around the “H” also has a meaning. It is representative of the globe and symbolizes the company’s status as an automotive manufacturer with a strong global presence.

What I like: Recognizing the hidden message in the Hyundai logo requires a bit of imagination. This ambiguity sparks curiosity and invites viewers to engage with the logo on a deeper level.

As a marketer, I like how this provides a unique storytelling opportunity where the logo can become more than just a visual symbol.

7. Cisco

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This logo currently features a wordmark of the company name alongside a stylized graphical element. But what makes this logo unique is the significance behind its graphics.

The blue stripes in the logo are not just design elements; they represent magnetic waves reflecting Cisco’s business in networking and routing technologies.

But what’s even more interesting is that they also pay homage to the pillars of the Golden Gate Bridge. This landmark inspired Cisco’s first logo and has been consistently used as a central visual motif.

What I like: It‘s interesting to see how a structure has played such a significant role in shaping the design of a global technology company’s logo. The fact that the bridge has remained a central element in the logo‘s design across different iterations over the years speaks volumes about its influence on Cisco’s brand identity.

8. Vaio

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VAIO is a personal computer manufacturer that was introduced in the late 90s. It’s also one of the most well-known computer brands recognized for its distinctive logo. But, while the logo may appear to be a simple wordmark spelling out the business name, it actually holds a deeper meaning.

Consider the logo as two distinct parts rather than a single word.

“VA” is designed to resemble a sine wave, symbolizing analog technology. In contrast, “IO” represents digital technology, with its shape resembling the binary code “10.” Then, put together, this logo symbolizes the transition from analog to digital technology.

What I like: Vaio’s logo is more than just a design — it’s a narrative. It cleverly presents two concepts and seamlessly combines them to tell a story — all within the confines of a single wordmark.

9. Beats by Dre

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Beats by Dre is the brainchild of music legend Dr. Dre and music industry executive Jimmy Iovine. The company has been incredibly successful since its launch in 2006, making it one of the most prominent audio brands on the market.

The company logo, which incorporates a unique graphic element and a bold wordmark, is also one of the most recognizable brands in the world.

But, what many people don’t know is that there’s more to the logo than a “b in a red circle.”

Upon closer inspection, the Beats by Dre logo looks remarkably similar to a person wearing headphones. The red circle in the logo cleverly doubles as the head, while the lowercase b forms the shape of the earphones.

What I like: I find the logo‘s simplicity and directness in representing the brand’s core product refreshing. It‘s also quite obvious, to the point that users who don’t notice it often find it amusing when someone finally points it out to them.

10. Hershey’s Kisses

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Hershey’s was established in 1890 as the “National Chocolate Tablets.” However, the company was renamed after the founder in 1989. This was also when the “Hershey” name began featuring in the brand’s logo.

The Hershey’s Kisses chocolate line was first introduced in 1907 with a logo that featured the full product name and images of chocolate “kisses”. Over the years, the logo has undergone several changes, with the most recent version introduced in 2010.

Now, while there hasn’t been any official confirmation about the hidden message within this logo, several fans strongly believe that there is a hidden chocolate between the “K” and “I” in the word “KISSES” in the Hershey’s Kisses logo.

Whether this was deliberate or a coincidence of typography, no one can say for certain except the company itself. However, it is a fun detail that adds to the charm of the Hershey’s Kisses brand.

What I like: The hidden meaning behind the Hershey’s Kisses logo is mostly a fun and engaging fan theory — like several on this list. While there might not be an official confirmation from the company, I believe they’re still highly effective because they turn potentially mundane details into opportunities for discovery and intrigue.

11. Unilever

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Unilever was founded nearly a century ago in 1929. In 2004, the company refreshed its brand and introduced a new logo designed by Wolff Olins.

But this wasn’t just any logo. Instead, it featured 24 icons intricately woven to form the letter “U,” which represents Unilever. Each icon symbolizes a different aspect of Unilever‘s values and embodies various elements of the company’s ethos.

For instance, the chili pepper icon signifies Unilever‘s dedication to sourcing agricultural materials sustainably. And this is just one of the icons representing Unilever’s efforts to “make sustainable living commonplace.”

What I like: Unilever has an incredibly diverse portfolio that spans a range of industries. Creating a cohesive brand image through a single logo is no easy feat.

That’s why this logo is such a great demonstration of how thoughtful design choices can be used to communicate the essence of multifaceted brands.

12. Carrefour

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Carrefour is a French supermarket chain established in 1958. The first iteration of the company’s logo was introduced in 1960 and featured a graphical representation of Crossroads. This logo’s design was rooted in the brand’s name, which translates to “crossroads” in English.

This concept has continued as a central motif of Carrefour’s logo through every iteration since then, with the current design featuring two arrows pointing in opposing directions.

Besides embodying this idea, these arrows also contain a hidden message within the negative space they create. Upon closer inspection, one can see that the space between the two arrows forms a subtle yet unmistakable “C,” representing the brand’s initial.

What I like: I appreciate brands that can creatively use negative space in their logos.

Carrefour is a great example of how to do this right without overcomplicating things. This element adds a subtle touch that reinforces the brand’s identity without being overt or flashy.

13. Pittsburgh Zoo

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Pittsburgh Zoo & Aquarium opened to the public in 1898. Since then the zoo has gone from an “animal menagerie” to a conservation-focused institution.

The zoo’s logo currently features the image of a tree above a wordmark of the institution’s name. And while the tree might seem like the focal point of this design, there’s more to it than meets the eye.

On closer look, you can see four animals within the logo — the most obvious being the birds flying above the tree. But, what makes it truly interesting is examining the whitespace in the design.

The spaces to the left and right of the tree form the profiles of a gorilla and a lion. At the base of the tree, you can also see two fishes that appear to be jumping out of water.

These four images symbolize the wildlife found at the Pittsburgh Zoo & Aquarium.

What I like: You don’t get to see white space used this creatively often. I really enjoy how this logo pulls several complex images into a single design without visually overwhelming the viewer.

14. Roxy

 

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Roxy was launched as a female clothing line under the Quicksilver brand, and the company’s logo was designed to reflect its connection, albeit subtly.

At first glance, the logo depicts two hands cupped together to form a heart shape. However, upon closer inspection, eagle-eyed viewers will notice that the logo is two rotated Quicksilver emblems facing each other, creating the illusion of a heart shape.

It’s also interesting to note that the inspiration for the Quicksilver logo, and subsequently Roxy’s, comes from the famous Japanese artwork “The Great Wave off Kanagawa” by Katsushika Hokusai. This iconic image features a towering, cresting wave with Mount Fuji in the background.

Both logos are simply modern interpretations of this artwork.

What I like: Roxy’s logo pays homage to its parent company in an exciting way. That said, how the emblems were incorporated into the logo allows the brand to maintain a unique identity separate from Quicksilver.

15. Tostitos

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Tostitos debuted under the Frito-Lay brand in 1979 and quickly became popular as the snack of choice for many social gatherings and parties. The branding has remained consistent since its inception, with the earliest version featuring a wordmark of the company name “Tostitos.”

Now, while the Tostitos logo has maintained its wordmark style, a redesign in 2003 added an intriguing element to enhance its visual storytelling.

At first glance, the logo appears as a simple wordmark featuring the brand name in a bold, modern font. However, a closer look reveals a clever visual trick embedded within the typography.

The “tit” in the typography forms an image of two people sharing chips and salsa. The two “t’s” represent the people, the “i” likely symbolizes a table, the yellow shape signifies the chips, and the red oval represents the salsa.

What I like: This design cleverly captures how Tostitos is typically enjoyed – within social settings. As the brand describes, “Tostitos are more than just tortilla chips and dips — they’re an invitation to catch up with friends.”

16. Tour De France

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The Tour de France has come a long way since its inaugural race in a Parisian suburb in 1903. Likewise, the logo has undergone significant changes, transitioning into a more vibrant design that reflects the race’s energy and excitement.

The current Tour de France logo was designed by Joel Guenoun in 2002. While seemingly simple at first glance, the logo features hidden imagery that adds depth to its design. The letter “R” in the logo, combined with the yellow circle, cleverly resembles a cyclist leaning over a bike.

This subtle yet effective design element not only captures the essence of the Tour de France but also celebrates the spirit of its participants.

What I like: The Tour de France logo incorporates elements of the event and the sport. Adding this creative detail not only represents the race but also captures the excitement and spirit of cycling.

17. NBC

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NBC was founded in 1926 as America’s first permanent radio network. By the 1930s, the company had started a regularly programmed television service and introduced the country’s first experimental compatible color broadcasts in 1953.

In 1956, NBC debuted the colored peacock design, which has inspired the most recent iterations of the company’s logo.

The current logo features “feathers” arranged in a semi-circle. However, unlike earlier versions, the peacock outline is cleverly hidden within the white space between the two central colors.

While the logo might look like a simple rainbow of colors to unknowing viewers, this stylized peacock represents NBC’s history and legacy.

Fun fact: The peacock was originally chosen as NBC’s logo in 1956 because the network was one of the first to broadcast in color. The peacock symbolizes this transition.

What I like: NBC has experimented with various logo designs. The original peacock logo and its recent iterations stand out to me as some of the most authentic representations of the brand and its legacy.

The modern redesign has allowed the brand to add more visual interest without losing the essence of this iconic design.

18. Audi

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Auto Union AG was formed in 1932 and renamed Audi in 1985. Upon its inception, the company introduced a logo featuring four rings, which have since become a fundamental part of the brand identity.

But what exactly do these rings represent?

Most people, except for automobile history buffs, might assume that the rings were simply an elegant design choice. However, they have a much deeper, historic meaning.

Audi was just one of four companies merged to form Auto Union AG. The four rings represent the four automobile manufacturers and the partnership between the four founder companies.

What I like: Audi’s logo is a tribute to the legacy of all the founder companies. It reflects their contributions to the automotive industry and, more importantly, their lasting impact on Audi’s identity.

19. Spartan Golf

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The Spartan golf logo was created by a designer called Richard Fonteneau.

At first glance, the logo appears to be a depiction of a golfer mid-swing. However, closer inspection also reveals a hidden image.

If you look closely at the logo, you‘ll notice that the image creates the appearance of a Spartan warrior’s side profile. The golfer‘s body forms the warrior’s face, and the trajectory of the swing mimics the shape of a Spartan helmet.

This logo cleverly integrates the hidden image in a manner that may not be immediately apparent to viewers. However, it becomes a brilliant addition that enhances the overall design once noticed.

What I like: What stands out to me about the hidden image in the Spartan Golf logo is how it beautifully represents the brand’s identity and team spirit. The image is a nod to the brand name “Spartan” and a visual representation that evokes strength, resilience, and the warrior ethos.

20. Goodwill

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Goodwill was established in 1902 by Rev. Edgar J. Helms. In 1968 the company began hunting for a new logo — an updated visual to reflect the institution’s evolution after over 50 years of operation.

The current logo, created by graphic designer Joseph Selam, was designed to “symbolize the many faces of self-sustaining people within Goodwill.” This redesign marked the introduction of the iconic “Smiling G.”

At first glance, Goodwill’s logo is the company name below a stylized ‘g’ graphic representing the brand.

While that is correct, there’s also a hidden image — both lowercase ‘g’s’ double as smiley faces. Joseph deliberately designed the logo to depict “the smile of self-respect and independence” of people who have successfully participated in Goodwill initiatives.

What I like: The logo reflects the organization’s core mission and the transformative effect of Goodwill’s work. It‘s a powerful visual cue that shows that it’s not just about providing jobs or skills but also restoring hope and self-confidence.

21. London Symphony Orchestra

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The London Symphony Orchestra (LSO) has a long and rich history, dating back to its formation more than a century ago in 1904.

A design agency called The Partners created the current version of the orchestra’s logo in 2004. This design features a stylized depiction of the company’s Acronyms, LSO, and a hidden image.

If you look hard enough, you’ll see that the graphic also doubles as an image of an orchestra conductor’s silhouette. The letters “L” and “O” form the conductor’s left and right hands, while the intersection of the “S” and “O” creates the head and shoulders.

What I like: The hidden image and overall design beautifully reflect the elegance and sophistication synonymous with the brand. The flowing lines of the logo also create a sense of movement and harmony which is a great visual representation of the orchestra’s music.

22. Pinterest

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Pinterest’s logo has significantly changed since the platform’s creation in 2010. Initially, the company used a black cursive wordmark. However, a few months later, it introduced the now-iconic “P” as part of a refreshed, colored wordmark.

This design element goes beyond simply representing the company name but also references the platform’s core functionality.

If you’ve ever noticed how the tail of the p looks sharpened well, it’s because the “p” in the logo doubles as a map pin. Essentially, by incorporating a visual element reminiscent of a pin, Pinterest directly references the concept of pinning on the platform.

What I like: As a visual platform, it‘s only fitting that Pinterest’s logo is a cleverly designed visual representation of its core functionality. I think this makes the logo memorable and reflects the company’s essence.

23. Adidas

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Adidas is a unique example of a company that uses several logos for its various sub-brands. However, the “performance logo” is currently its main brand mark.

The signature three stripes on this logo have been a prominent feature since the first Adidas logo design in 1949. Interestingly, there wasn’t any specific reason behind choosing three stripes, other than the fact that three showed up most prominently (amongst contenders) in photography.

The current version of this logo is an element of the “equipment logo,” which reimagined the three stripes as a three-bar arrangement. This design was inspired by sketching how the stripes appeared inside the shoe.

Today, the performance logo is fondly called the “Mountain Logo” due to its resemblance to a mountain peak, which represents the challenges athletes face and the goals they strive to achieve.

What I like: The history behind the logo, with its origins in the three stripes that have been a part of Adidas since its inception, adds depth and heritage to its design.

24. Coca-Cola

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Throughout its existence, Coca-Cola‘s logo has consistently featured a wordmark of the company’s name. The current iteration of this design doesn’t deviate from this principle, albeit with adjustments to the script and styling.

But what secret message is hidden in this simplistic logo?

Well, if you look closely at the space between the “O” and “L” in Cola, you’ll see the flag of Denmark. Or at least that’s what people have chosen to believe.

This theory is often debunked as a happy accident rather than an intentional design decision. That said, the company has embraced the association with the “happiest country on earth” through marketing stunts like an interactive airport ad in Denmark some years ago.

What I like: It’s fascinating to see how a logo can take on new meanings and associations through the imagination of its audience. The company’s willingness to lean into this “theory” also demonstrates a responsiveness to the sentiments of its audience.

25. LG

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According to LG, the company’s logo visualizes five concepts — World, Future, Youth, Human, and Technology. The design, which features the letters “L” and “G” within a circle, also visually signifies that the people “form the center of corporate management.”

Official interpretations aside, LG’s logo also contains a hidden image that some may not have noticed yet: it doubles as a stylized depiction of a human face.

The “G” forms the frame of a winking face, while the “L” represents the nose. The face also appears to be winking and smiling.

What I like: Incorporating a stylized human face adds an unexpected touch of warmth to the design. Additionally, it serves as a reminder of the humanity behind a large corporate entity like LG.

26. Hartford Whalers

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The Hartford Whalers were a professional ice hockey team based in Hartford, Connecticut, that competed in the National Hockey League (NHL) from 1979 to 1997.

The original logo of the Hartford Whalers was created by graphic designer Peter Good when the team changed its name in 1979. The logo featured a blue whale tail positioned above a green, stylized “W” representing the word “Whalers.” Peter also included a hidden element in the space between the whale’s tail and the “W.”

The negative space takes the shape of the letter “H,” symbolizing Hartford, the city where the team was located. Combined with the “W,” this hidden “H” completes the full team name, Hartford Whalers.

What I like: Typically, I see whitespace used to reveal distinct elements in a design — a great example being the FedEx wordmark, where an arrow is hidden within the negative space. But here, the logo uses one letter to reveal the other.

27. Museum of London

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The Museum of London introduced a new logo during a 2008 rebranding project — a colorful and innovative design by a UK agency called Coley Porter Bell.

This logo, still used today, features several layers stacked atop each other. But, while visually engaging, the true brilliance lies in the significance behind these layers.

The logo uses each layer as a representation of London‘s ever-changing geography. This hidden image reflects London’s evolution and dynamic nature making it the perfect emblem for the Museum of London‘s mission to safeguard and celebrate the city’s past.

What I like: The logo mirrors the essence of the museum. Much like the museum, the logo serves as an invitation to explore history. Essentially, the logo is a perfect introduction to the Museum of London.

28. Wendy’s

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Wendy’s was founded by Dave Thomas in 1969 as a quick-service food chain. The company’s first logo featured the likeness of Melinda Lou, Dave’s daughter, and has continued in that tradition ever since.

While this fact alone makes the logo incredibly intriguing, the hidden message within the design adds an extra layer of interest.

For several years, it has been widely believed that the collar on the little girl in the most recent iteration of the logo spells out the word “mom.” However, this has never been officially confirmed.

Like Coca-Cola, Wendy’s is another example of an ‘audience-led’ logo theory.

What I like: Despite the absence of official confirmation, the continued acceptance of this interpretation demonstrates the power of an audience’s perception in shaping the meaning of a logo. It also highlights how viewers can engage with and imbue logos with personal significance.

29. Chick-fil-A

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Chick-fil-A’s origins date back to 1946, when it started as a restaurant named The Dwarf Grill. Over time, the business rebranded, with the first Chick-fil-A restaurant opening in 1967.

Now, while the hidden meaning in this logo may not be as discreet as some others, it’s still worth noting.

The design of the “C” in Chick is a subtle yet clever nod to the brand’s main offering. Simply put, it’s intentionally shaped to resemble the head of a chicken, the company’s core product.

What I like: While the hidden message may be more obvious than most other logos on this list, its simplicity makes it easy for viewers to spot and quickly associate the imagery with the brand. This immediate recognition strengthens brand association and reinforces the brand‘s identity in consumers’ minds.

30. Kolner Zoo

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The Kölner Zoo was founded in 1860. The primary visual element in the organization’s current logo is the image of an elephant walking forward.

What makes this logo interesting is how, similar to Pittsburgh Zoo, the design also hides the silhouettes of other animals within the image.

In this case, you can see a giraffe between the elephant’s trunk and front leg, a rhino between its front and back legs, and finally, what appears to be a rabbit’s ears between its hind legs.

What I like: The logo uses negative space concentrated at the bottom of a single image to create three separate images. The designer’s ability to achieve this without compromising the integrity or form of the original image is quite impressive.

Designing a multilayered visual experience

Subtle elements not only add depth to designs but also invite viewers to engage in a deeper understanding of the brand’s identity. Whether it’s the clever integration of icons or the strategic use of whitespace, each logo in this post is a testament to the thoughtfulness and creativity behind effective visual communication.

Editor’s note: This post was originally published in November 2014 and has been updated for comprehensiveness.

 

In this online era, it’s hard — if not impossible — to surf the web without coming across clickbait. I remember an era when all I could find were clickbait titles that lured me, such as “10 Tips to Help You Lose Weight in a Week.” What I’d find in these articles was little to no information about the topic; rather, the page would be filled with ads.

It’s becoming increasingly difficult to get people to pay attention in the age of social media, especially with the amount of online content. Thus, content writers increasingly turn to clickbait to stand out and achieve those valuable clicks.

Although some titles might surprise you, it’s gotten easier to identify what clickbait is and isn’t. But have you ever wondered why/how the clickbait works? What’s the psychology behind it that makes it nearly impossible to resist the click?

Let’s look at the science behind clickbait and how you can understand the common tricks used.

What’s considered clickbait?

To define the term, clickbait is content that “draws in interest and drives visitors to click a link that leads to a particular web page,” which all content marketers hope to achieve with their work.

The promise of amazing, thought-provoking, or startling information lies in clickbait, enticing us to click on the link. This includes every kind of content on the web, such as blogs, videos, infographics, news stories, interviews, etc., with a dramatic headline.

It’s important to remember that the key difference between clickbait and engaging material is that the former is typically low-quality. Thus, clickbait has a bad reputation in the world of content marketing. That explains why it’s now more important to focus on content that your readers want.

Looking for more guidance on building great content? You can check out our blog post templates to help elevate your content.

Common Clickbait Techniques

One of the more popular clickbait strategies is using controversial headlines. These attention-grabbing headlines frequently use dramatic language or exaggerated claims to encourage readers to click the link. Here are some examples:

• “X Things You Won’t Believe About…”
• “X Beauty Secrets that’ll Change Your Life”
• “Ultimate Guide to Ranking Your Article in a Week”

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Apart from these sensationalized headlines, other clickbait tactics include emotive language and imagery. Also, clickbait headlines frequently include strong emotional terms like “shocking,” “amazing,” and “heartbreaking” to pique the user’s interest. Additionally, you can expect the header images to be visually appealing and emotionally engaging.

Let’s check out a few common samples:

• “Shocking Things You Didn’t Know About X Celebrity”
• “X Heartbreaking Stories About These Disney Stars You Should Know About”
• “You’ll Never Guess These Amazing Techniques for Getting Clearer Skin”

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Another popular clickbait strategy is instilling a sense of urgency in us, making us want to click the link immediately to avoid missing out on something significant. Headlines with a sense of urgency, such as “Breaking news” or “You won’t believe what happened next,” intrigue readers to learn more.

Such headlines frequently take advantage of our anxiety over missing something significant, such as:

• “You Won’t Believe How You Can Double Your Income in X Days”
• “Breaking News: Why Were These Celebrities Shunned from the Oscars”
• “The Secret to Understanding Your Sleeping Habits”

Considering these tactics, it’s easy to understand why clickbait content successfully grabs readers’ attention and encourages interaction. In fact, having a deeper understanding of these clickbait methods allows you to use clickbait responsibly to produce interesting content that genuinely informs and educates the user rather than deceives them.

Why Clickbait Works

A recent BuzzSumo study on the most shared headlines examined over 100 million stories and found that the phrases that generated the most engagement were “for the first time!” “you need to,” and “…of all time.”

Now, let’s come to why clickbait still grabs readers’ attention. How a headline is worded or presented can significantly impact how readers view the story. If it is made more memorable and engaging, the reader is more likely to notice, process, retain, and interact with certain information.

According to that theory, clickbait titles are effective because they appeal to our curiosity and need for immediate satisfaction. This brings us to our next point, which better explains the theory.

The Curiosity Gap

Although the idea behind the curiosity gap has existed for centuries, it wasn’t until recently that it was given a formal introduction/definition and name. The curiosity gap has gained popularity in the marketing and advertising industries to attract more customers and boost engagement.

Here’s where your content strategy can truly benefit from the psychology of curiosity gaps. If you have something that prompts readers to wonder about something they don’t know or seek more information about, they’ll click immediately to find the answers.

People succumb to clickbait for the same reason — curiosity. One could find it alluring to adopt a more sinister and deceitful strategy to capitalize on curiosity.

However, the curiosity gap works differently.

When creating content, it’s necessary to keep things open-ended since this provides you with a wonderful opportunity to employ creativity to satisfy your audience’s curiosity.

If you give them an unknown and then withhold the answer, you will lose their trust completely, eventually leading to lost followers.

Example of the Curiosity Gap

Here’s an example headline: “The ‘March Madness’ Effect on Company Culture — Win or Bust?” Now, let’s consider how this will pique readers’ interest.

Every American has at least heard of March Madness. My knowledge of the term piques my interest. How does basketball apply to business? Have I seen this at my workplace? I want to know more so I can understand the connection.

Numbers & Lists

Organization appeals to people, so numbers and lists are useful icons for quickly classifying information.

One simple and efficient technique to play the numbers game is to use headlines with numerals and list items. Generally, you must always use precise numbers to look confident and present yourself as an authority to users, leads, and clients.

Example of Using Numbers in the Headline

Let’s take this article, “5 Steps to Create an Outstanding Marketing Plan [Free Templates]” as an example. Notice how the headline clearly states the number and shows the readers a step-by-step process, which plays well into the psychology of organizing with numbers.

My Chrome browser is almost always a mess. I have so many tabs open with tasks to do and articles to read. Seeing a number helps me make a guess of how long it’ll take me to read the piece. Beyond that, I’ll be able to see how far along I am in the article as I read.

Finding How to Use ClickBait Best

A catchy and clickbaity headline may intrigue readers to visit a website. Nevertheless, clickbait typically does very little to encourage conversions and only succeeds in increasing visitors.

When a user clicks on a headline and believes that the content doesn’t provide the answer they want, they will quickly leave the website — increasing the website’s bounce rate.

You can guarantee more genuine engagement by understanding how to leverage curiosity better and understand unique concerns. Clickbait serves the same purpose by generating a psychological gap in curiosity or the urge to learn more.

So, without question, clickbait headlines are effective in drawing readers in and encouraging clicks when used correctly. Ultimately, providing true value in your content is more ethical and provides more significant results for your business than merely employing a misleading headline to drive traffic to your website.

Editor’s note: This post was originally published in June 2014 and has been updated for comprehensiveness.

Have you ever wondered why you think and behave the way you do? Or why you seem to clash with certain people while effortlessly connecting with others?

The answer may lie in your personality type. And as someone who has always been introspective, I’ve found personality tests to be powerful tools for boosting self-awareness, self-discovery, and growth.

To help you find the best personality test to support your personal and professional growth, I took all 23 of the tests in this guide. I’ll also pass along some expert insights about personality theory.

Table of Contents

• Purpose of Personality Tests
• Types of Personality Tests
• Best Free Personality Tests
• Best Free Personality Tests for Jobs
• Best Free Personality Tests: FAQs

Purpose of Personality Tests

While I’ve always been fascinated by personality theory, I’m not a licensed psychologist. So, I decided to ask several psychologists about how they use personality tests, what their purposes are, and if they have merit in a business and clinical setting.

Kristen Jacobsen, LCPC, founder of Cathartic Space Counseling, explained, “My take on personality tests is that they serve as intriguing tools for sparking self-reflection and conversation, but they must be used judiciously, especially in clinical settings.”

She noted that tests that lack empirical backing have value in environments “like career counseling or personal development, where gaining insight into one’s personality and working style can be quite beneficial.”

There’s merit to learning about yourself, and understanding how you work with other people or make decisions can help you and your company find the best fit for your position.

Pros of Personality Tests

• Personality assessments can help us learn about ourselves and others. Jacobsen said, “I’ve observed clients and students using these insights to better articulate their needs and understandings in relationships, or even to guide possible career paths, which can lead to positive changes in their lives.”
• Personality tests can point us in a direction that aligns with our natural tendencies — helping us navigate our personal and professional lives more effectively. Lincoln Stoller, Ph.D, CHt, CCPCPr, psychotherapist and owner of Mind Strength Balance, shared, “Psychological theories are like road signs, and road signs do not define people. They are directions to reach destinations.”
• Tests like the Minnesota Multiphasic Personality Inventory (MMPI) are empirically backed and can be helpful in clinical settings.

Cons of Personality Tests

• Some personality tests, like Big Five, Enneagram, and Human Design, don’t have enough empirical support for use in clinical settings, Jacobsen pointed out.
• Many tests are subject to inherent bias. Stoller explained, “In my experience, most people rationalize a presentation they believe to be self-consistent, but isn’t always objective.”
• Personality assessments only work when the participant is fully honest and self-aware. “Even a standardized test won’t reveal well-fabricated self-inconsistencies. Tests often reveal less than an insightful observer can describe,” Stoller noted.

When I spoke with psychologists about different personality tests, the common theme was that they’re not created equally. Each has their own purpose. For instance, the MMPI is most useful in a clinical setting, while The Schema Questionnaire is best for couples.

Here are the three most common types of personality measures for personal and professional growth.

Myers-Briggs Personality Tests

The Myers-Briggs Type Indicator (MBTI) is one of the most well-known personality assessments, dating back to the 1940s. Developed by Katharine Cook Briggs and her daughter, Isabel Briggs Myers, the MBTI was inspired by the work of renowned Swiss psychiatrist Carl Jung.

Jung’s theory of psychological types proposed that people experience the world through four principal psychological functions: sensation, intuition, feeling, and thinking. He believed that these functions were expressed through a person’s attitude, which could be either extraverted (outwardly focused) or introverted (inwardly focused).

Building on Jung’s theory of personality, MBTI sorts individuals into 16 distinct personality types based on their preferences across four separate dichotomies: Extroversion (E) versus Introversion (I), Sensing (S) versus Intuition (N), Thinking (T) versus Feeling (F), and Judging (J) versus Perceiving (P).

Personally, I find Jung’s theory to be more accurate than the MBTI types. Instead of assigning a fixed type, his theory suggests that we all use different types of processing methods at various levels. You might use Extraverted Sensing as your dominant way of thinking, while a coworker uses Introverted Intuition. And I’ve found that understanding these cognitive functions can be much more reliable than using a four-letter type, like INFP.

DiSC Personality Tests

DiSC is an acronym that stands for the four main personality traits assessed by the test: Dominance (D), Influence (I), Steadiness (S), and Conscientiousness (C). Mainly used in corporate settings, this test aims to help you understand your communication and behavioral styles, as well as those of your colleagues.

When I took a DiSC test for a past job, it helped our team work more efficiently in the sense that we all knew each other’s strengths and weaknesses. It helped discourage disagreements because we all understood each other on a deeper level — helping us grow and collaborate better as a team.

Emotional Intelligence Tests

Emotional Intelligence (EI) is your ability to recognize, understand, and manage your emotions, as well as the emotions of others. Tests that measure emotional intelligence assess key components, such as self-awareness and regulation, social skills, motivation, and empathy.

Research has shown that emotional intelligence is a significant predictor of success in both personal and professional life. And some studies suggest that EI may be even more important than cognitive intelligence (IQ) when it comes to overall success and well-being.

When taking an EI test, I found value in identifying areas where I could improve — such as active listening and stress management.

1. 16 Personalities

Best for: Learning how your personality type impacts your relationships and other areas of your life.

After taking the 16 Personalities test, I felt the assessment was extremely accurate for my personality type. While the test uses the MBTI typing system and Barnum statements (general statements that apply to most people), I believe there’s value in taking it.

The 16 Personalities test is extensive, showing how your personality type reacts to specific situations.

Pros:

• The test provides insights into work habits, friendships, and romantic and familial relationships.
• It highlights several strengths and weaknesses across your career, friendships, family, and personal life.

Con:

• It can be difficult and time-consuming to decide where you fall between the seven options from “Agree” to “Disagree” for each question. Offering fewer options would make the test easier to complete.

2. Personality Perfect

Best for: Gaining insights into how others perceive you and identifying your core values.

The Personality Perfect test is fast and easy, only taking a few minutes to complete. The results include a personality description with specific traits.

Like the 16 Personalities test, it uses the MBTI framework. One of my favorite features of Personality Perfect is its focus on how others might perceive and interpret your behaviors. It allowed me to take a moment and think about myself from a third-person perspective and identify weaknesses from past experiences.

For instance, I’m often hesitant to participate in small talk and prefer to skip to deeper levels of conversation. But small talk is the foundation of conversation, and it’s not always in my best interest to skip it.

Pros:

• The test is short but accurate.
• It offers valuable information on how your personality influences your communication style, decision-making process, and interpersonal dynamics.

Cons:

• Some of the content is behind a $5 paywall, and the results are quite brief unless you want to pay for more details.
• Although I received the same MBTI type with this test, the psychologists I spoke with say this type of test is unscientific because you can get varying results.

3. Testcolor

Best for: Quickly assessing your personality traits and learning about your emotional intelligence, creativity, and work style.

Unlike other tests that rely on lengthy questionnaires, Testcolor simply asks you to select the colors you like most and least from a provided set. The test, which has been validated by a team of clinical psychologists, psychoanalysts, and mathematicians, uses your color preferences to determine various aspects of your personality, such as intelligence and communication styles.

The test results were surprisingly accurate despite there only being two questions. It nailed how I act in group settings and communicate with others.

Pros:

• Testcolor is incredibly quick and easy to complete, taking only about five minutes.
• The visual nature of the test makes it an engaging and fun experience while still providing valuable insights.

Cons:

• Due to its brevity, the results are relatively general and don’t provide in-depth analysis.
• Testcolor doesn’t differentiate between your personality in various contexts, such as work versus personal relationships.

4. Interpersonal Skills Assessment

Best for: Identifying your strengths and weaknesses in verbal communication.

What I found most useful about the Interpersonal Skills Assessment was that the results provided me with a 1 to 100 score for each of my interpersonal skills. The test measures listening skills, emotional intelligence, verbal communication, and communicating in groups.

However, like most of the tests on this list, you can only benefit from the results if you’re honest. So, assess yourself from a third-person perspective, or perhaps have a close friend or family member help you with answers.

Pro:

• The unique results can show you your exact strengths and weaknesses in several forms of verbal communication.

Cons:

• The test only focuses on your verbal communication skills.
• It doesn’t apply these skills to different situations, such as the workplace, relationships, or friendships.

5. Big Five Personality Test

Best for: Evaluating your self-awareness and understanding how you relate to others.

The Big Five Personality Test is a well-respected and widely used assessment measuring five dimensions of personality: Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism (OCEAN). This test is known for its scientific basis and its ability to predict various life outcomes and preferences, such as conscientiousness influencing someone’s workplace success.

Measuring my Big Five personality traits was enlightening. While the results were sort of similar to other tests I’ve taken, I was able to look at myself through a new lens because of the specific traits incorporated into the test.

For instance, my MBTI type told me I was self-aware and diligent, but there wasn’t a scale. Big Five said I’m extremely high in conscientiousness — and I didn’t realize how involved conscientiousness is in my personality when it comes to goal setting, empathy, and even well-being.

Pros:

• It’s one of the most accurate personality tests, but is still simple and straight-forward.
• The test also allows you to compare your results with friends or colleagues, fostering discussions and building stronger connections.

Cons:

• The test isn’t specific to the workplace or relationships, so the results are only about you.
• A more in-depth analysis of the scoring system beyond simple high versus low rankings would enhance the overall value of the results.

6. Enneagram

Best for: Learning about your core motivations and how your personality affects your relationships.

The Enneagram test categorizes you into one of nine interconnected personality types. Each type is associated with a core motivation, fear, and worldview, making this a valuable tool for self-discovery, personal growth, and understanding interpersonal dynamics. You’re then provided with “wings” or other components to your primary number.

I found Enneagram useful when combining it with the MBTI typing system. I was able to see my desires and fears through the Enneagram and how those are projected through my MBTI type.

Pros:

• It emphasizes self-identification, so if you think you match another number on the scale, you’re encouraged to explore it.
• This test digs deeper into your core motivations and fears.

Con:

• Some of these interpretations may resonate with you more than others, which can lead to confusion or a sense that the results are less reliable.

7. True Colours Test

Best for: Gaining a new perspective on how others see you and how you see yourself.

The True Colours Test categorizes individuals into four color-based personality types: Orange, Gold, Blue, and Green. Each color represents a set of traits, values, and preferences.

I was impressed by the engaging questions and the flexibility in answering. Unlike some other tests that force you to choose between two extremes, True Colours allows you to select “mostly” for a more accurate representation of your personality. That way, you’re not confused about which answer you should select.

Pro:

• The results provide a concise yet informative summary of your dominant personality type, serving as an excellent starting point for further self-exploration.

Cons:

• The results are relatively broad and may require additional research to fully understand the implications of your color type.
• It’s not an all-inclusive test and doesn’t get too specific.

8. Berkeley Emotional Intelligence

Best for: Assessing your ability to recognize and interpret emotions in others.

The Berkeley Emotional Intelligence test was by far the most fun for me to take, given that it’s more like a quiz. The test gives you 20 faces, and you need to guess which emotion the face is portraying based on four options.

Pro:

• Guessing people’s emotional state based on facial expressions is a scientifically proven way to measure emotional intelligence.

Cons:

• The test is only 20 questions, which may not be an accurate sample size.
• The facial expressions shown are often exaggerated, making it either easier or harder depending on how much thought you put into each answer.

9. Character Strengths Survey

Best for: Identifying your top character strengths and exploring how to leverage them in your personal and professional life.

The Character Strengths Survey, developed by positive psychology researchers, assesses 24 character strengths that are universally valued across cultures. These strengths include traits such as creativity, honesty, leadership, and forgiveness.

Taking this survey was a refreshing experience, as it focused on identifying and celebrating my positive qualities rather than highlighting areas for improvement.

Pros:

• The test focuses on the positives.
• If you’re honest, you’ll be able to see which traits you can leverage at work and in your personal life.

Con:

• While the test questions are thought-provoking, the results could benefit from more detailed explanations and guidance on how to apply your strengths in different contexts.

10. Sociotype

Best for: Individuals seeking a fresh perspective on their personality and communication style that’s different from other personality tests.

I appreciated the unique phrasing of the questions in the Sociotype test, which encouraged me to think deeply about my preferences and tendencies. The results provided a detailed analysis of my communication style and thought processes.

You might find the results similar to an MBTI test, but that’s because Sociotype is based on Jung’s personality theory of cognitive functions — the basis for MBTI. If you’ve taken several MBTI tests, you’ll enjoy Sociotype’s unique take and different insights.

Pros:

• The test has thought-provoking questions using a hyper-accurate slider to determine your level of agreement.
• It’s thorough, leaving no stone unturned.

Con:

• The complexity of the test might make someone lose focus and not think deeply about each answer, leading to skewed results.

11. Verywell Mind

Best for: A quick and easy assessment of your emotional intelligence.

Verywell Mind offers a short, 10-question emotional intelligence test that provides instant feedback. While it may not be as comprehensive as other assessments, it’s a great option for a rapid check-in on your emotional awareness.

The questions are straightforward and explore different scenarios, from dealing with children to handling mishaps at work.

Pro:

• The test is quick, fun, and easy.

Con:

• It may not be accurate because of its brevity. However, the results I received were in line with other tests.

12. Empathy Quotient

Best for: Gaining a deeper understanding of your empathy levels and identifying areas for improvement.

The Empathy Quotient (EQ) is a 60-item questionnaire developed by Simon Baron-Cohen at the University of Cambridge’s Autism Research Centre. It measures empathy using the same emotional assessment tools used by mental health professionals to diagnose social impairments.

I used the EQ test to gauge my overall emotional intelligence, empathy, and general social cues. While the result was only a numerical score, it still helped me understand that I have a lot of progress to make. And having a simple score from 1 to 80 makes it easy to measure progress.

Pros:

• The EQ is a scientifically validated assessment tool, meaning your results are reliable and meaningful (as long as you’re truthful).
• It’s different from other tests because it only focuses on how you interact with other people and how you think about specific situations.

Cons:

• You need to have a certain level of self-awareness for this test to be accurate.
• The results are simply a score out of 80, with 30 and above meaning you’re likely not on the autism spectrum.

13. Clearer Thinking

Best for: Getting a combination of MBTI, Big Five, and Enneagram types.

The Clearer Thinking test combines several major personality assessments. It gives you a seven-page report detailing each component of your personality and how you rank against other people.

For me, comparing my agreeableness against other people was intriguing, as I didn’t realize where I stood among the general population.

Pro:

• It offers a great holistic personality overview without taking multiple tests.

Con:

• The test combines several personality models into one assessment, so there are varying degrees of accuracy.

Best Free Personality Tests for Jobs

14. Humanmetrics

Best for: Exploring career paths that align with your personality type.

Humanmetrics offers a Jung Typology Test that determines your MBTI personality profile.

I found the career advice section especially helpful, as it went into detail not found in other tests. The test also explores how you work in a corporate environment with other types and how your specific personality learns best.

Pros:

• All 64 questions are on a single screen, making it easy to review and change your answers if needed.
• It offers several types of insights pertaining to your career and personality.

Cons:

• Some questions may feel situation-dependent.
• Your answers could vary based on your current mood or circumstances — as is the case with MBTI tests. It’s normal to get different results at different points in your life.

15. Crystal

Best for: Understanding how your personality affects your work relationships and communication style.

Crystal offers a free DiSC assessment that provides insights into your work style, communication preferences, and potential compatibility with colleagues. It can help you improve collaboration, reduce conflicts, and build stronger professional relationships.

The Crystal DiSC assessment helped me measure Dominance, Influence, Conscientiousness, and Steadiness. For instance, I’m high in Conscientiousness but low in Dominance — so I’m hyper-aware but don’t always make my opinion known. In the future, I’ll use this assessment to speak up when a project could go wrong.

Pros:

• It offers immediate insights into your work style and interpersonal dynamics.
• The test allows you to view your colleagues‘ personality profiles (if they’ve completed the assessment).

Con:

• While the DiSC framework is widely used in corporate settings, the experts I spoke with say there is limited research on its ability to predict job performance.

16. CareerHunter

Best for: Determining your work personality type.

With CareerHunter’s Work Personality test, you can identify how you work, your strengths and weaknesses, and your preferred work style. I liked how this test has you organize different statements in order of importance, which is different from other tests.

It includes 290 work-related statements describing various thoughts, behaviors, feelings, and attitudes, such as “I like coordinating the work of others” and “I feel comfortable expressing my thoughts openly.” Plus, the website offers four other tests about potential career paths, career motivators, interests, and reasoning.

Pros:

• The CareerHunter test interface is engaging and user-friendly, with an easy-to-interpret results report.
• When combined with the platform’s other assessments, it can provide a well-rounded evaluation of your career fit.

Con:

• While the basic results are free, accessing the full 35-page report and other premium features requires payment.

17. HEXACO

Best for: Gaining an academic perspective on your personality traits and their implications for your career.

The HEXACO personality inventory is a widely used assessment in academic research, offering a six-dimensional model of personality: Honesty-Humility, Emotionality, Extraversion, Agreeableness, Conscientiousness, and Openness to Experience.

Taking the HEXACO test felt like participating in a scientific study. The questions were thought-provoking, and the results measured my responses against the average test-taker.

Pros:

• The HEXACO model offers a scientifically validated perspective on your personality.
• The results include a percentile ranking, allowing you to see how you compare to others in each trait.

Cons:

• The test’s academic language and focus on comparison to a sample group (primarily Canadian university students) may not resonate with everyone.
• The results may require additional interpretation to apply them to your career.

18. IPIP-NEO

Best for: Assessing your personality traits in relation to your career and comparing yourself to others in your age group.

The International Personality Item Pool Representation of the NEO PI-R (IPIP-NEO) is a free, open-source alternative to the well-known NEO PI-R personality assessment. It measures a five-factor model (FFM) of personality factors: Neuroticism, Extraversion, Openness to Experience, Agreeableness, and Conscientiousness.

While I found the results to be similar to the Big Five test, it was fascinating to see how I compared to others in my age demographic — something uncommon on these tests.

Pros:

• The IPIP-NEO is a well-established assessment used in both psychometric research and applied settings.
• The test provides a detailed breakdown of your scores in each domain and compares them to others in your age group.

Cons:

• The test questions can feel repetitive at times, and some may find the agree-disagree format limiting.
• While the results are comprehensive, you might need to reflect further to apply them to your career.

19. Eysenck’s Personality Inventory

Best for: Preparing for potential employment personality testing and understanding your core traits.

Eysenck’s Personality Inventory (EPI) is a 57 “Yes” or “No” question test that helps you identify your temperament. It covers what your temperament is, extraversion/introversion, level of neuroticism (sometimes called “emotional stability”), and even whether you lied on the test.

The questions testing whether I was lying helped keep me accountable. And overall, I felt the test was accurate to who I am as a person.

Pro:

• The EPI is a concise and efficient assessment, making it an excellent choice for quickly gauging your personality type before taking a more comprehensive test for employment purposes.

Cons:

• The binary response format may not capture the nuances of your personality.
• The results may feel overly simplistic, general, or impractical.

20. 123Test

Best for: All-around career, personality, and IQ testing.

123Test has several career tests, including team roles tests, career assessments, work values tests, and personality questionnaires. The DiSC test about how I interact with coworkers was especially helpful, as it analyzed how I perceived other people’s actions — giving me an understanding of how I interpret certain work situations.

Pro:

• The well-rounded, in-depth tests offer distinct results and insights.

Con:

• Depending on your state of mind, your results may vary and could be inaccurate.

21. Truity Career Personality Profiler

Best for: Discovering your ideal career path and identifying the skills needed to succeed.

The Truity Career Personality Profiler is a comprehensive assessment that combines the insights of the Holland Code (RIASEC) and Big Five personality theories. The test measures your interests, preferences, and personality traits to suggest career paths and work environments that align with your natural inclinations.

I found the Truity Career Personality Profiler to be a valuable tool for discovering potential career paths. I also loved that the results gave specific tasks and projects I might enjoy within those fields.

Pros:

• The test provides detailed recommendations and potential skills you may find fulfilling.
• It’s a well-rounded assessment of your career fit, considering both your interests and personality traits.

Cons:

• Some questions may be challenging to answer if you haven’t had exposure to certain work environments or tasks.
• The accuracy of the results depends heavily on your self-awareness and honesty.

22. CareerExplorer

Best for: Exploring multiple career paths and finding the best fit for your unique personality and interests.

After taking the CareerExplorer test, I was given several different job options with detailed information about how my personality fit into the work environment and education. I also appreciated the option to compare career opportunities by education, salary, and different types of majors.

Pros:

• The test and results are extremely detailed.
• It only took about 20 minutes to complete.

Con:

• Without direct experience in a field, it’s hard to say you wouldn’t like a specific activity — so the accuracy may not be 100%.

23. PATH Assessment

Best for: Sifting through job applications and finding employee work styles.

With the PATH assessment, you can identify your employees’ (or potential employees’) Purpose, Approach, Thinking, and Habits. It’s an excellent tool for employers to build teams or see how people perceive the work environment.

Pro:

• The PATH assessment is a concise and targeted evaluation of work-related traits, making it an efficient tool for professional development.

Con:

• The short 10-minute test and the potential for dishonesty may skew the results.

Best Free Personality Tests: FAQs

What is the most accurate personality test?

The validity and reliability of personality tests can vary greatly depending on their purpose.

Dr. Craig Beach, CEO and psychiatrist at Open Mind Health, explains, “These tests, while they can be fun, are typically lacking in scientific validity. I personally do not rely on these tests in my practice because the results are pretty ambiguous and can be easily influenced.”

However, tests like the Minnesota Multiphasic Personality Inventory (MMPI) are reliable when used for diagnosing mental health issues in a clinical setting.

As psychotherapist Kristen Jacobsen explains, “The MMPI is […] a powerful tool for unraveling complex presentations (like a dual diagnosis) and understanding a client’s psychological functioning. I’ve found it particularly useful in contexts involving deeper clinical assessments.”

Jacobsen also occasionally uses the Myers-Briggs Type Indicator (MBTI) and Big Five tests, noting they “can still offer clients valuable lenses through which to view their behaviors and motivations, thus enriching the therapeutic conversation and helping guide personal development strategies.”

How reliable are personality tests?

Internet personality tests are generally not reliable on a one-time basis — but I’ve found that when you take multiple tests over the course of a few days, you’ll receive similar results more often than not.

However, as Beach points out, “Evidence has shown that these tests do not consistently produce the results or outcomes they claim to produce.” Personality tests rely heavily on self-reports, which can be influenced by the test-taker’s self-perception and desire to present themselves a certain way.

What are personality tests used for?

Personality tests are often used for:

• Job applications.
• Team building.
• Understanding yourself.
• Entertainment.

As someone who’s taken tens of personality tests over the years, the biggest value is understanding how others perceive you. It’s not something that most of us are aware of, and being assigned a type can give you insight into what people think — and how you can (potentially) change it.

How to pass personality tests for jobs?

When taking a personality test as part of your job search, it’s essential to be authentic and honest in your responses. There is no “right” or “wrong” personality type for most positions.

Employers use these tests to better understand your traits, motivations, and potential fit within their organization. Trying to manipulate your answers to fit a perceived ideal may result in a role that doesn’t align with your true self, leading to job dissatisfaction and poor performance.

How should you prepare for a personality test?

I recommend trying an online personality test so you can familiarize yourself with the types of questions. And remember to be honest with your answers. That’s the only way you’ll get an accurate representation of who you are.

What should you remember while taking personality tests?

My mind can start to drift when taking a long personality test. So take a break if you need to, and return to the test — there aren’t any time limits.

Additionally, remember to really think about each answer. If you’re unsure, try imagining yourself from a third-person point of view. It might help you be more accurate.

Why are personality tests important?

Personality tests allow you and organizations to better understand your core motivations, fears, and habits. By taking these into account, you can highlight areas for improvement as well as your strengths, allowing you to grow more successful personally and professionally.

Take a Quick Personality Test Today for Personal and Professional Growth

If you’ve ever felt misunderstood, taking a personality test can help you see yourself from another perspective. It’s a way to satisfy your curiosity about yourself and how others you care about may see you.

While you may not be able to take a clinically accepted test like the MMPI or the Schema Questionnaire, these online assessments let you see yourself from a different perspective. They help you think about yourself in different ways and highlight your strengths and weaknesses, giving you the option to grow. And for me, that’s extremely valuable.

Each test only takes a few minutes, and you might learn something you never expected to uncover.

As a content growth and innovation leader for HubSpot, I know how important it is to find impactful ways to expand your brand’s reach. In my experience, one of the more effective and underrated channels for marketers is podcast advertising.

Outside of work, I’m an avid podcast listener. I’ve been persuaded to test out a new product recommended by my favorite hosts. That’s especially true if I’ve been listening to a show for years. There’s a degree of parasocial trust that pushes me over the edge.

So podcast advertising can be effective, but knowing where to start with podcast advertising can be confusing. To help, I’ve gathered my personal experiences and insider tips from HubSpot’s podcasting team into this comprehensive guide of everything you need to know about podcast advertising.

Table of Contents

• How does podcast advertising work?
• Benefits of Podcast Advertising
• Podcast Advertising Terminology
• Types of Podcast Ads
• How to Advertise on Podcasts
• My Top 12 Tips For Successful Podcast Advertising

How does podcast advertising work?

I think of podcast advertising as similar to other forms of advertising. First, I identify podcasts that fit my target audience and demographics and negotiate a deal. From there, my team creates the ad content, and the host inserts it into the episode.

Podcast ads usually describe the featured product or service and often include the host’s personal experience. Many ads also include promo code-based discounts for listeners. When I think of examples in my life, Blue Apron comes to mind. I heard their ads dozens of times on my favorite NPR podcasts with a nice discount if I use their code.

The host experience is one of the biggest differences in podcast advertising. My ads might be recorded audio or a script the host reads and inserts their experience into to add social proof.

You can also use self-service advertising tools like Spotify’s Ad Studio, which helps produce and launch podcast ads targeted to the right audience on its streaming platform across multiple shows at once. Once an ad is published, teams use metrics such as listens, downloads, and conversions to track ad performance.

Benefits of Podcast Advertising

I’ve found that podcasts are rarely the first marketing channel marketers think of, but they’re one of my favorites. Let’s go through my top reasons for using podcast advertising in my marketing strategy.

Increased Brand Awareness

Podcasts represent a huge potential audience and have become an increasingly popular part of consumer’s lives. According to Edison Research, 98 million people listen to podcasts weekly.

More people than ever are engaging with podcasts during their daily routines — like driving to work, working out, and cleaning around the house — making podcasts an excellent medium for advertising.

Targeted Audience

I find that podcasts are beneficial for accessing niche audiences. For example, the demographics of true crime podcasts are primarily younger women. Many successful shows create very specific niches to reach their ideal listeners and build a community of individuals with particular interests and behaviors.

Higher Engagement

As a marketer and a regular human being, I know advertisements can be an unwelcome interruption. Balancing that reality with reaching more of my target audience can be tricky. Podcasts help solve that problem.

Most podcast listeners understand that advertising funds their favorite podcast shows and see podcast advertising as supporting small creators. As a result, 46% of listeners don’t find podcast advertising intrusive.

Increased Credibility

In my experience, long-form content helps build trust. Unlike influencers who leverage short-form content like TikTok videos, podcast hosts hold their audience’s attention for an hour or more.

That extra time allows them to build solid relationships and provide me with improved brand perception by association when I advertise with them. It’s a form of social proof.

Podcasts provide a unique selling point for advertisers. Audiences are often connected with the host on an emotional level. That means that when the host reads my ad copy, the listeners are already predisposed to trust the message. It’s a bit like an endorsement from a celebrity or trusted friend.

Case in point, I love to listen to The Splendid Table from America Public Media. When the host, Francis Lam, makes a recommendation about a cooking product or technique, I take note.

Measurable Results

With 43% of advertisers worried about measuring the effectiveness of marketing campaigns, we need data. One of my favorite podcast ad benefits is the ability to see how many people listened while the ad was running and use unique links to attribute clicks and conversions to each episode.

Podcast Advertising Terminology

When I first jumped into the world of podcast advertising, there was jargon I had no idea about. So, before you dip your toes in, I want to share some terms I wish I had known sooner. Let’s explore that vocabulary.

• CPM rate — “cost per mille,” the flat standard cost advertisers pay for every 1,000 impressions of an ad.
• Host-read ad — an ad voiced by the host of a podcast.
• Dynamic ad insertion — a self-service advertising method offered by many streaming services that uses software to insert a pre-recorded ad into podcast audio automatically.
• Contextual targeting — a dynamic ad placement method using software and contextual data to match the listener’s mood or actions. For example, ads for mental health services are placed on a relationship or self-care podcast.
• Programmatic ad — pre-recorded ads voiced by someone other than the host, such as an announcer or voice actor. These ads are often placed in multiple shows with dynamic insertion.
• Ad placements — when an ad takes place during the podcast episode. Pre-Roll Ads play before the podcast starts, Mid-Roll Ads are in the middle like an intermission, and Post-Roll Ads play after the episode ends.
• Live-read ad — an ad performed live by the host during a podcast episode instead of being scripted and pre-recorded.
• CTA — “call to action,” which is the hook of the ad, the action you want the listener to take. Most include URLs or promotional codes used to track the ad’s performance.
• Downloads — the number of times listeners have downloaded a podcast episode. This is the most common metric used to determine the show’s potential reach.

Types of Podcast Ads

In addition to knowing industry terms, I find it helpful to understand how different types of ads work. Here are the ones I’ve found most effective, along with examples of each.

Native Ad

Native ads are created by the advertiser and integrate seamlessly into the content of the episode. I like to use these for top-of-funnel campaigns and when I’m working with self-service streaming placements.

Typically, these short audio or voiceover clips run for 15 to 60 seconds and describe a product, service, or promotion you want to feature. They’re often placed as pre-roll or mid-roll ads and might be introduced by the host as “a word from our sponsor.”

Toyota created an ad for the RAV4 with a narrator describing several vehicle features but didn’t use the podcast name in the sponsorship message. By only saying, “This episode is brought to you by,” the ad can be used on many different podcasts.

Sponsored Content

Sponsored content (also called branded segments) is a lot like a verbal version of a blog post and can even be a complete podcast episode. Topics need to be relevant to the podcast and my company or industry, so I work with the podcast’s staff to brainstorm and create content that works for everyone.

While it’s more involved than native ads, I like to use these when a podcast overlaps heavily with my target audience because this can become an ongoing multi-season relationship.

The content doesn’t have to mention your product or brand directly, but the hosts will at least note who sponsored the episode and include a brief blurb about it.

One example is the Fresh Invest show created by Morning Brew Podcasts and sponsored by Fidelity. The host breaks down the investing environment and provides listeners with solid advice and actionable tips. As the sponsor, Fidelity receives brand mentions with the right target audience and (most importantly) at the right time — when the audience’s interest in investing is high.

Paid Interview

This type of sponsored content directly involves me or another expert in my company. We pay the podcast to interview an expert we chose on a topic we select.

This gives our company experts a great opportunity to spread brand awareness and showcase their expertise. In turn, the podcast gets sponsorship money, a credibility boost, and interesting interview content about a topic related to its own mission.

To me, it’s a powerful blend of advertising, brand building, and thought leadership.

In this episode of Freakonomics Radio, host Stephen J. Dubner interviews Microsoft CEO Satya Nadella about the possibilities and risks of AI. Nadella provides his insights for the audience, placing Microsoft at the forefront of the AI discussion for listeners.

I find that the paid interview approach can be quite valuable when you’re using a demand generation strategy. These interviews give your leadership time to provide much-needed context and explain why there’s an urgent need for the product that the market might not already understand.

Product Placement

We‘ve all seen brand placements on TV and in movies. For example, the actors drive a specific brand of car and mention features as part of the script. That’s product placement, and you can do it in a podcast, too. The hosts will casually mention your product as part of the discussion.

Totinos was placed centrally in a “My Brother, My Brother, and Me” podcast. While Totinos were constantly discussed, they still didn’t come across as too salesy or aggressive to listeners.

The hosts snacked on Totino’s pizza rolls while playing games revolving around food and having random discussions about life.

Direct Response Ad

Direct response ads are a type of native ad that combines product placement. The podcast host reads your script but then adds a call to action, like clicking a link on the podcast homepage or using a coupon code.

I like using these ad spots because they are host-read and can benefit from the listener feeling like they are getting a solid recommendation from the host.

On this episode of Julia Louis-Drayfus’s podcast, “Wiser Than Me,” you can hear multiple direct-response ads at the 27:00 minute mark featuring brands like Hairstory and BetterHelp.

Both of these ads include show-specific discount codes that listeners can use to receive a discount when they try the brand’s products and services.

Now that you‘re familiar with the types of podcast ads available to you, let’s discuss how I find and sponsor podcasts.

How to Advertise on Podcasts

Whenever I have a new campaign to plan, I follow these steps to help ensure a successful podcast advertising campaign.

Step 1. Determine the type of ad you want to run.

There are several ad formats to consider, and the best option for you depends mostly on your budget and goals. To determine what type of ad to run, I look at budget, goal, and timeline.

Budget

Not every ad can be a long-form production. I need to match my available budget to the type of ad that will give me the best return within that number. Host-read ads and sponsored content can get expensive quickly.

For a small budget, I recommend starting with programmatic native ads. Those are ads you produce and upload to a library for placement into podcast episodes through self-service software in a streaming tool like Spotify Ad Studio.

These are less costly, and streaming services have greatly improved their use of contextual data to find more relevant placements for your ads. These ads also work best for me when my goal is more centered on generating brand awareness than conversions or when I don’t have a specific target podcast in mind.

Goal

What I’m trying to accomplish with my ad is critical to my decision-making. If I want to build brand awareness, sponsored content or a paid interview work well. However, if I need direct action from the audience, a direct-response ad is usually a better choice.

Timeline

How quickly an ad needs to run is a big part of my decision process. Sponsored content takes a lot longer to produce than a host-read ad. Likewise, arranging schedules for a paid interview can take significant time. Even native ads can be time-consuming with voice actors and post-production work.

I need to balance the combination of time I have with my budget and goals to create the best outcome.

Step 2. Select the best ad placement for your campaign.

Next, consider your ad placement, which can impact your budget and ROI.

Overall, I’ve found that more people listen to the first few minutes of a podcast, but pre-roll ads have a lower CPM rate because they’re easy to skip. As such, these work well for top-of-funnel campaigns and building brand awareness.

On the other hand, I find that mid-roll ad placements (ads in the middle of the episode) have a higher CPM as they reach a more engaged audience who are likely to follow a CTA. I choose mid-roll placements if I’m trying to drive website visits, purchases, or free trial sign-ups.

Step 3. Write your script.

Now that I’ve determined what type of ad to run and determined the placement, it’s time to tackle the messaging. Even if I’m doing host-read ads, the on-air talent needs talking points from me to stay on point with my goals for the campaign.

Here are the elements I include when writing podcast ad scripts.

Length

While 30- or 60-second ads may feel standard, it’s important to tailor the length to fit the message, ad type, and budget.

Average CPM Rates

• 30-second ad placement. $18.
• 60-second ad placement. $25.

Once again, I consider my overall campaign objective here. If I’m simply wanting to get my brand’s name out there, then shorter ads can get the job done. However, if I want the listener to carefully consider my product and take action, then I would choose a longer ad so I could write a script that covers their pain points and the value my company offers.

Directions for Voice Actors

No matter how perfect my script copy is, I need to make sure I have the right people reading it and that those folks have instructions about what I want. Voice actors need direction just like live-action actors do.

The two big points I always share are tone and voice description. I include details about the emotions and style of the copy for the voice actor. Examples of tone include bright, cheerful, serious, urgent, or friendly.

I also need to make sure we hire the right voice actor. A voice description helps your staff pick the right person. While voiceover actors often have different “characters” they can create when reading your ads, we still need to ensure that the person chosen can meet gender and age styles, such as a female-sounding millennial voice.

Hook

Every script needs an attention-grabbing statement that resonates with my audience and keeps them from fast-forwarding through the ad. I find asking questions or describing the listener’s pain points to be effective.

Personal Story

Using a personal story about how my product solves the listener’s problem helps make a connection. Humor, education, and emotion are the top three storytelling tools I use when writing scripts.

I recommend choosing your method based on what fits your brand, product, and campaign. For example, if I’m advertising a medication, I might take the emotional and empathetic approach, whereas humor could work better for products like snacks or entertainment.

Call-to-Action

A call-to-action (CTA) tells the listener what action to take next, like visiting my website or signing up for a free trial. I like to create unique URLs or offer codes for podcast CTAs because they encourage action and help me track the results of each campaign.

Step 4. Record and finalize the ad.

Once the script has been finalized, it has to be recorded.

For host-reads, you just need to get the script to the podcast host. But if you will be recording the ad, you’ll select your voiceover actors, arrange for recording and post-production work, and ship the ad to the host or streaming service.

Depending on your company, you may have an in-house production team that handles all of those details for you. If you’re a small shop or solo entrepreneur, you’ll need to manage those details yourself.

Streaming platforms like Spotify have their own tools to help record native ads. However, if you record the script yourself, you’ll need a quiet place and a reasonable microphone. To hire a voice actor on a budget, check out platforms like Casting Call Club, where new voice actors are willing to work for a small fee or no cost because they need credits to add to their resumes.

Ask your voice talent to provide a WAV file, as that is the most commonly used format for native ad production.

Post-production combines voice, properly licensed music, and sound effects to create a finished ad that matches the exact time needed and meets the audio specifications, such as stereo or mono, the bit rate, and doesn’t have any unwanted background noise.

I usually use an audio producer for this, but it can be DIY’d for more straightforward ads using tools like Adobe Audition or Audacity.

Once you upload the audio file to the streaming service or podcast host, the ad will be placed in a podcast episode or multiple episodes by the host or the streaming service’s dynamic insertion technology.

1. Understand podcast demographics.

I find that podcast demographics don’t change drastically from show to show; they’re more of a fine-tuning of a larger audience.

According to HubSpot’s former corporate marketing manager, Sam Balter, the overall podcast audience is mostly made up of “affluent, educated millennials“ and is a ”good audience for brands pretty much regardless of what show you’re on.“

Most podcast listeners are old enough to make purchasing decisions and have enough income to make those purchases.

Alanah Joseph, head of creator partnerships, talks about how important understanding the show’s listeners is for successful ad campaigns.

“We’re looking at the ad from the point of view of a listener. Does the ad feel like it’s an authentic part of the show? Is it enjoyable to listen to?” Joseph postulates.

The more ads match the content of the show, the more likely listeners will stay engaged.

2. Get familiar with podcast advertising prices.

Figuring out podcast advertising pricing can be confusing at first. There are huge differences in pricing, and prices don’t always reflect the show’s desirability.

In my experience, though, podcast advertising tends to be more transparent than you might think. Most podcasters and podcast networks use the same standardized formula to calculate advertising costs.

To get a rough idea of ad costs for a specific show before reaching out to a podcast team or network, I like to look at the show’s previous episodes and plug that data into this formula.

Using CPM breaks numbers down into easier-to-digest chunks per thousand listeners so you can more easily compare numbers. On average, Balter says most podcast ad rates tend to run between $10 and $50 CPM, making it relatively affordable for even small brands, although very popular podcasts will cost more.

That means a podcast with 10,000 downloads would charge around $100 to $500 for an ad placement.

However, when I’m running more intensive promotions, like a fully sponsored podcast episode, I find formulas aren’t accurate. Costs are much more variable for long-form advertising types.

3. Choose shows related to your industry or brand.

My best-performing ads relate to the podcast series or episode because listeners are more likely to remain engaged and respond to the CTA, especially if they identify with the pain points you solve. As a result, I always aim for relevance if I’m manually reaching out to shows instead of using a self-service streaming option.

For example, if I wanted to place an ad about a B2B recruiting service, I would look for a podcast that discusses human resources for B2B companies.

The same principle applies to B2C products. This episode of TASTE opens with an ad for Taste Europe’s French butter, highlighting its uses, benefits, and why it’s the choice of many professional chefs. The ad is a perfect fit for listeners who come to TASTE to get their fill of food and culture.

I look for shows where the host would use and love my product. If the host would love it, there’s a strong chance it will be a good fit with their audience.

4. Leverage competitor analysis in your research.

I like using competitive analysis to help me discover what the other guys are doing. By examining what brands similar to mine are trying, I can find opportunities to gain an advantage over competitors.

I’ve found that watching where my competitors advertise inspires me in my search and helps me narrow my focus by identifying the types of shows and topics that could work for me. That said, I’m not a fan of copying and pasting a competitor’s strategy. I prefer to use it to generate ideas and then challenge myself to figure out what I can do better.

5. Don’t ignore smaller shows.

When I first started in podcast advertising, I had to decide whether to spend my whole budget on one ad for a big show with promising numbers or to hedge my bets across multiple podcasts. I’ve found that Balter was spot on when he said, “It’s better to play an ad multiple times on a smaller show than try to play a single ad on a big show.“

I have to pay much more for one or two ads on major podcasts with a huge listenership, and one or two ad plays are rarely memorable. While you might get great visibility, results are more of a gamble in my experience.

Without a decent ROI, you’re wasting money. By spreading ad dollars across many repetitions, you help prevent an all-or-nothing situation.

I research several smaller podcasts with engaging content related to my product or industry. From there I like to invest a bit of my ad spend in each show and look at the numbers. If one or two of them don’t meet my expected ROI, I adjust my strategy and move my ad dollars to shows that give me more engagement and brand awareness.

6. Advertise with multiple shows at the same time.

When I plan to invest in multiple podcasts — or place multiple ads in a single episode — I look for a network that produces multiple shows aligned with my product and build a relationship with that network, like Gimlet.

This type of agreement with one network is called a pulsing strategy, and Balter explains that “because people who listen to Gimlet shows are likely to listen to other Gimlet shows, you can get a solid number of impressions off of a few shows over a relatively short amount of time without inundating listeners with the same ad over and over again.“

For example, this Hendrick’s Gin ad was featured on multiple Gimlet podcasts and its advertising page.

It’s a simple native ad with a short “sponsored by Hendrick’s Gin” comment before briefly describing the flavors in the gin and highlighting the brand’s value proposition.

The ad feels unique, but because it’s not industry-specific, it can target a wide audience, making it a good choice for placement on multiple shows on the same network with minor changes to the beginning of the ad.

7. Research download numbers.

I always take time to properly vet podcasts when comparing download and listen metrics.

Balter makes a great point when he warns that aggregate podcast downloads aren’t always accurate or tracked properly, so you should always check individual episode download numbers.

Here are some strategies I use to verify a podcast’s numbers:

• Look at all the platforms that they post their podcasts on. If they post on a major website like SoundCloud or Spotify, you should be able to see platform-provided view numbers.

• Look for them on social media. While I don’t look for show numbers here, I do pay attention to follower counts and fan engagement activities that help me gauge how invested the audience is in the podcast.
• Work with a credible network. Podcast networks like Gimlet Media and Wondery vet shows before granting membership, and many have minimum download thresholds that must be bet before podcasts can sign up.

When I finally talk to the podcast producers, I make sure to get as much specific data as possible about views and impressions. I also like to ask if previous advertisers saw an ROI. If a podcaster can show proof that advertisers make money from ad spends with them, I’m more likely to sign up.

8. Look at each show’s back catalog space.

It’s an odd-sounding term, but back catalog just means how many previous episodes of a podcast exist.

I love targeting these episodes because they’re often listened to and shared by the show’s audience, but because they aren’t first runs, there isn’t as much ad competition for them.

When I’m using this strategy, I look specifically for evergreen episodes that will continue to remain relevant for an extended time.

For example, if you’re a marketer for an ecommerce home-shopping website, you could look for back catalog episodes of home decor podcasts.

9. Consider video podcasts.

While most people think of podcasts as audio-only, more shows are starting to record and post their podcasts’ videos on YouTube. I find that this combination of long-form content and the ability to highlight my product and brand visually is a double-win for me.

In this example, Steven Bartlett, host of The Diary of a CEO Podcast, presented an ad for Huel Nutrition and simultaneously showed his viewers the products.

The brand also gets product placement throughout the interview, which is over an hour long.

In my experience, video podcast ads are helpful for brands with physical products and even software companies, where a host can show a screenshot of the platform’s features.

10. Buy spots through self-service.

With a complete audio clip for a standard ad slot, I like using tools like Spotify Ad Studio to quickly purchase space and target ads to appear on multiple podcasts.

I also love host-read ads using a service like Midroll. Instead of recording a native ad, I just submit ad information and purchase slots in multiple shows. It’s fast and cost-effective.

11. Build relationships with hosts and producers.

When I’m working on placing more complex ads, in-person connections with hosts and show producers are helpful.

“By being intentional when looking for creators, we can create a truly collaborative environment and allow creators to infuse their personality and voice into our ads,” says Joseph.

Once I’ve researched and selected a few podcasts, I reach out to discuss advertising options and ideas. My first contact might be an email that includes:

• A little bit about my brand.
• Why I think it’s a good fit for the podcast.
• Questions about their growth and key success metrics.

Check out this template for a quick first-contact email idea.

I like this process because it’s collaborative, and the hosts seem to appreciate it. Many like getting involved in writing the script rather than reading something I’ve written verbatim.

Joseph adds, “I’ve learned the more we allow our podcasters to participate in the creation of the ad, the better the ad will be.”

12. Track performance and calculate ROI.

Regardless of what type of ad or ad placement I purchase, I always track the money I spend and the revenue generated by each campaign.

If I’m publishing on multiple podcasts, tracking revenue helps me decide which ones warrant more advertisements and which I might walk away from.

Need help calculating ROI on your ads? Here’s a post on a simple ROI formula you can use to get started.

Boosting Your Advertising Strategy with Podcast Sponsorships

I love finding neglected advertising outlets, and podcasts are full of opportunities. With a generally affluent audience and less ad competition, podcasting is ripe for advertising.

The right podcast advertising strategy delivers your message to an engaged audience at lower costs and higher ROI than many other channels. Podcasting advertising is a great way to gain brand awareness.

My first time getting hired — a college internship — wasn’t exactly memorable. Honestly, there wasn’t much of a new hire onboarding process at all. Instead, my boss gave me a brief rundown on how the organization was structured, what my role entailed, and what my first assignment would be.

By the time I got to my cubicle, I was feeling pretty unprepared and even frustrated. Who was on my team? Wasn’t I supposed to meet them? What do I even do? While I may have been a lowly intern, my experience wasn’t unique.

Ultimately, your new hire onboarding experience will set the stage for your overall employee satisfaction. So, I’m going to draw from experience to give you an example of an onboarding process that will help you nurture a more cohesive company culture. Let’s dive in.

Table of Contents

• Why Effective Onboarding Is So Important
• Onboarding Checklist
• Employee Onboarding Best Practices

Why Effective Onboarding is so Important

Before we explore my approach to onboarding, I need to highlight why your employee onboarding process matters. After all, if your company’s onboarding process just involves filling out new hire paperwork on day one and meeting a bunch of HR professionals the next day, that experience might be clouding your judgment on just how influential onboarding can be.

In essence, there are two main reasons you want your onboarding process to be effective. First, you reap what you sow. You need to give employees what they need to help you achieve your company goals.

In a 2022 onboarding survey by Paychex, 52% of the 1,002 surveyed working Americans reported feeling satisfied with their onboarding experience.

What’s really surprising is that despite that being the case, the same number of employees (52%) felt undertrained after their most recent onboarding experience, and it was even worse for employees in small businesses (66%) and remote positions (63%).

And if you’re thinking there’s a significant gap between how these workers perceive their level of preparedness for their role and how prepared they actually are, you’d be correct.

We’ve all dealt with this before — we start a job thinking we’ve received adequate training, only to learn that it wasn’t the case later on. And for the average person, it’s easy for them to start feeling inadequate or thinking their role has fallen victim to scope creep and, in turn, questioning whether they made the right decision when they joined your organization.

Which brings me to the second reason why you want your onboarding to be effective: you want the employee to feel like they made the right decision by joining your organization.

Admittedly, that’s easier said than done. As you’ll see in the next section, there’s a lot of preparation and effort that goes into it. But it’s the only way to avoid the negative outcomes after an awful onboarding experience, which, according to the same Paychex survey, include:

• Feeling disoriented (56%).
• Feeling let down (52%).
• Feeling devalued (49%).
• Losing interest (46%).
• Losing trust in the organization (33%).
• Feeling negatively about the organization (20%).

I’d be deeply concerned and, quite frankly, sad if my new hires felt any of these things. I’ve been in that position, and these are anything but good feelings.

Companies should also be worried about what that would mean to their overall retention rate and productivity — especially when you consider that a strong onboarding process can increase new hire retention by 82% and improve productivity by 70%, according to Zippia’s recent onboarding research.

So, to summarize: High-quality onboarding helps everyone involved in the employer-employee relationship avoid wasting their time and feeling frustrated. And when you’ve got an onboarding plan in place, it’ll be so much easier to hire and train marketing all-stars.

I also want to stress that onboarding is just one part of the recruitment process, and there are many important steps to take before you bring a new team member on board. To ensure you’re hiring the best person for the job, check out our ultimate guide to hiring and recruiting great employees.

Now that we’ve discussed why proper new hire onboarding matters, let’s review my onboarding checklist.

Onboarding Checklist

Although onboarding can make or break your company‘s professional relationship with a new hire, creating a solid new employee onboarding process isn’t as complex as you may think.

Managers and HR departments should approach it with the understanding that the more thorough they are while integrating new employees into the company, the more benefits they’ll reap from that employee in the long term.

We have that mindset at HubSpot, and it pays off. Not only does it help create long-lasting working relationships with our team members, we get to see first-hand how our efforts impact the employee experience.

Take it from Kuba Niechciał, director of engineering at HubSpot, who recently went through onboarding at HubSpot and had this to say: “I’m super grateful for that experience, both for the team to host and educate me, and the org to invest in long-term success of new leaders. It was very energizing, reflective, and also intimidating!”

With that in mind, I’m going to walk you through what a typical onboarding process for my team members looks like. I’m going to draw from a recent experience with a new member — let’s call her Holly. That way, you can refer back to my process and use it as a checklist when your next new hire arrives.

Before the First Day

The key to this pre-boarding stage is preparation. And although a lot of the things you’ll see here are usually part of any company’s hiring standard operating procedures (SOPs), you definitely want to account for everything to make a strong first impression.

Here’s how I prepared for Holly before she set foot in the office for the very first time:

• The first thing I did was gather the necessary paperwork (e.g., W-4, I-9, insurance forms, and direct deposit forms).
• After that, since I know Holly will need to review the employee handbook and sign a non-disclosure agreement (such is the marketing life), I added them to the list. I also made notes for where she can park and what time she should arrive.
• I also prepared a workstation for Holly since she’ll be in the office three days a week. That involved setting up her computer and updating the software she’ll be using.
• Since she’ll be working remotely for two days a week, I also compiled her login credentials for our tech stack and wrote down her company email.
• Moreover, I prepared relevant reading material that was not already included in the employee handbook (e.g., SOPs for the software she’ll be using).
• I also asked Holly’s soon-to-be supervisor what he wanted her to catch up on before she officially started. He asked me to pass on one of the campaigns our team is working on to start familiarizing her with what we do.

Before the first day, I think you should also consider leaving a note on your new hire’s desk or sending them an email. I opted for an email to strike up a casual chat with Holly, and it was nice to get to know her a bit before we officially met.

This helped us build a little rapport before she clocked in for training. Plus, I found out that she likes Indian food, so I knew what to plan for lunch on our first day.

Lindsey Chastain, founder and CEO of The Writing Detective, a content strategy and media relations company, also does this, and told me she prepares by “sending the employee a welcome email and what to expect for the first few days. I ensured the new hire had the contact information of an employee other than me, ‘just in case.’”

On the First Day

If you prepared everything in the previous step, everything on the first day should sail smoothly. Plus, you’ll have more time to focus on the human side of things on the first day as opposed to having to problem-solve because something went wrong.

Here’s what I focused on during Holly’s first day:

• I had her arrive at 9:00 a.m., so I could prepare the team that’ll be working with her ahead of time. That way, they could say hi and introduce themselves to her when she arrived at her workstation.
• When Holly got settled, I provided her with the welcome packet containing the hiring paperwork, employee handbook, agreements, and other guidelines so she could start reviewing them.
• By the time she was done, it was lunchtime. So, I took Holly and a few team members to a nearby Indian restaurant. I was happy to see her connect with her co-workers and that she enjoyed the meal.
• When we got back, I gave her a tour of the office, including the bathrooms, the kitchen, and the support desk. I also introduced her to everyone as we walked by and gave her a brief idea of what everyone does in each department. Joel Wolfe, president and founder of HiredSupport, also likes the tour approach. He says, “It helps break the ice and get them well acquainted with the company.”
• Then, I set up a meeting between Holly’s direct supervisor and her. This meeting allowed the supervisor to introduce himself, explain how the department is structured, and answer a few questions Holly had.
• Lastly, I had Holly meet her onboarding mentor (a fellow marketer on the team). This is the person she’ll go to whenever she has any questions to get her up to speed.

The first day will vary depending on how many new hires your company onboards at a time and how you engage them. But generally, this is what the new hire onboarding process looks like on the first day at HubSpot, and it’s something even our directors go through.

Niechciał found this experience at HubSpot humanizing, to say the least. Since he felt “The experience of working day-to-day with a team is something easy to forget if you stay in leadership positions for long,” he believes these first-day activities helped him connect with his co-workers from the get-go and hit the ground running.

Pro tip: To boost employee engagement and keep things focused, I also gave Holly a “30-day plan,” which included:

• Names of people she should reach out to for lunch or coffee. I went with people she’ll be working with closely or people I believe can offer her guidance.
• Reading material that will help her succeed in her new role — since she’s one of our new social media managers, I included some blog posts about the current landscape of social media that I’d like her to keep in mind.
• My expectations for her first month (e.g., “I’d like you to brainstorm and present one marketing video campaign idea by the end of this month”).

During Week One

After the first day, the true challenge began. Not because I expected things with Holly to get difficult, but because after the first day, my team and I must work hard to be there for Holly and hold our end of the bargain moving forward.

After all, we didn’t want Holly to think we just made empty promises at the start — we want her to feel like we’re truly there for her and are invested in her growth as much as we expect her to be invested in ours. With that in mind, here’s what Holly’s first week looked like:

• Within the first few days, we assigned Holly her first project. I find this helps new hires feel like a valuable asset to the team and allows them to become more comfortable in their roles. She checked in both with me and her boss on questions she had, but it was great to see how quickly she took the initiative.
• Meanwhile, I double-checked that all of her paperwork was completed by this point.
• Holly, her supervisor, and I also went over what the set goals and employee performance evaluations would be for her first month. We did this together to make sure everything was clear on both sides.
• Lastly, I made sure to set aside a bit of time to go over her HubSpot portal. She was already pretty familiar with the software, but there were a few features she still had questions about, and learning the software is vital to succeeding in her new role.

Pro tip: It’s critical to keep your schedule open if you’re mostly in charge of a new hire’s integration into the new team, like I was with Holly. I made sure she had some one-on-one lessons and we went over our software or work processes a bit each day.

During the First Month

Although my interactions with Holly dropped quite a bit after the first week, I still made myself readily available in case she needed anything. On top of that, I did the following:

• I scheduled weekly meetings to give Holly constructive criticism regarding her first couple of assignments. Although these meetings were straight-to-the-point, I really took time to highlight Holly’s strengths and show appreciation for the efforts she made. I really recommend doing these sessions where you share meaningful feedback — Gallup even deems it a great manager’s most important habit to keep employees engaged.
• I continued to give Holly blog recommendations, and threw some books in the mix. As a marketer, I really want to foster a culture of keeping up with current trends across my team.
• I checked in a few times to make sure she was meeting the right people and getting together with core members of her team.
• I also asked for feedback from Holly. If I’m working with a large group, I’ll offer the option to fill out an anonymous survey. But in this case, I just asked her if she needed anything else to succeed or what she wished we could provide.
• As day 30 approached, I organized a team outing to help Holly bond a little more with the team — we went out to lunch with her whole team that day, and I made sure the conversation kept up all afternoon.
• Finally, I checked in with her mentor to see how their meetings had been going so far.

After the First Month

After a month, some companies will consider the new hire onboarding process finished. However, HubSpot has a pretty long new hire onboarding process that can often last at least six months (even up to a year).

That said, here’s how I’ve been handling Holly’s onboarding now that she’s been with us for five months:

• I still make sure to send Holly an email at least once a month, but it’s usually every other week.
• I also asked her supervisor for feedback on how she was doing after about three months. Note that this isn’t me just trying to assess her performance. I’m also trying to determine the areas in which our onboarding process can improve.
• Lastly, I’ve been having weekly or biweekly one-on-one check-ins with Holly. I use these sessions to talk through any tricky task-related situations and discuss personal goals and performance with her. Having this clear line of communication has proved invaluable in measuring her performance and finding areas where we, as a team, can improve.

Employee Onboarding Best Practices

There’s quite a bit to keep in mind to create a solid employee onboarding process. That said, I’ve personally found coming up with a process much easier after laying out the fundamentals that will help me build it.

So, to help you get started, I’ve compiled some of what I think are the best practices that will help you build a successful onboarding program.

1. Work backwards.

I know it sounds weird, but starting from your end goal is a great way to make sure you accomplish your onboarding goals. It’s a bit less overwhelming to frame things like “I need to get these seven forms signed by Friday” rather than “I need to start our new hire onboarding.”

For example, in a past job, I was tasked with helping train a new employee in my department. My boss and I sat down before the new guy ever walked in the door and decided what we wanted him to be able to do on his first day.

We talked about the programs he needed to learn, what he’d be helping me with the first week, and even which email templates he needed to learn first. From there, we figured out how to build his training.

2. Decide what your employees need to learn.

Whether you want to familiarize a new team member with a process or your company policies, you need to figure out how to get them there.

Now, that doesn’t mean dumping loads of company documentation on the new hire and walking away. Trust me, I’ve been on the receiving end of that and to say it’s sigh-inducing would be an understatement.

Instead, focus on the tasks the employee will be performing and develop documentation based on that. You’ll be surprised at how much fluff you can trim to give way to meaningful, actionable guidance that empowers your employees to do their jobs.

For instance, if I was being hired to work in an ice cream shop, and I was expected to know serving sizes and how to work the ice cream machine, I’d like to receive thorough guidance about these things to ensure I’m understanding or doing them correctly — and not much else.

Beyond that, make sure to anticipate any questions the employee might have and include the answers in the documentation. Nothing beats the nice sense of comfort in knowing you can find the answers to your questions right away.

3. Delegate part of the onboarding process to key team members.

While a team leader or HR manager might seem like the obvious pick to lead a successful onboarding, they aren’t the only stakeholders in this process.

Think about it — new employees will spend more time with the members of their department, so they might learn their new job better from those familiar with it. Not to mention, it’s in the team’s best interest that the new hire carries their job successfully to meet their goals.

Pro tip: As you might’ve noticed from Holly’s onboarding process, this is why I like giving my new hires a mentor — someone who is close to the processes and work the new hire will come in contact with and can relate to any struggles they may have.

It gives them the much-needed hands-on experience they’ll need to perform their job effectively and iron out issues moving forward.

4. Use the right tools.

Yes. I, too, have been knocked over by onboarding notes containing instructions for ten different tracking tools that basically do the same thing. It’s overwhelming and fuels you with the desire to run in the opposite direction of the job you just got.

The (obvious) truth is that having the right tools for the job makes learning and doing the job easier for everyone involved. Take it from Kuntze, a water analysis instrumentation company that was using multiple products to create and track its sales deals.

That system was so complex and inefficient that the mere thought of welcoming someone new to the company made team leads shudder, fearing how long it’d take to get someone up to speed with their processes.

But then they switched over to HubSpot’s Sales Hub, Service Hub, and Marketing Hub to replace the hodgepodge of other automation software they’d been using before. The results? They were able to grow their team by 66%.

“Being able to segment functions into roles, and hire new employees to step into those roles, may not sound like a big deal,” said Hannah Blinn, former project manager at Kuntze. “But for a small company like us, it really is. No one struggled to find information because it’s no longer spread out all over the place,” she added.

I’ve found there are clear-cut, company-wide benefits to simplifying your tech stack. Still, one that isn’t immediately apparent is how much easier it is to pass on knowledge of your internal processes when your operations aren’t bogged down by a trillion tools and guides to use them.

5. Don’t make people go at it alone.

I know some of you might be more concerned with remote employee orientation and onboarding. Luckily, Amanda Stephens, vice president of operations at seoplus+, an Ottawa-based digital marketing agency, is pretty familiar with that.

Her solution is to pair remote employees up, similar to the mentor system I mentioned earlier.

She notes, “It’s much harder for new hires to build connections with their peers, particularly outside of their department in a remote or hybrid environment. There are no accidental conversations, no water cooler talk. We overcame this with a few initiatives, the best of which is our ‘onboarding buddy’ program.”

Level Up Your New Hire Onboarding Process

Ultimately, I feel like a good onboarding process should account for what your team needs from your new hire and what your new hire needs to succeed in their role. It might require flexibility and patience, but it’s fundamental to making the new hire feel like they’re a valuable asset to your team.

I hope you’ve found some useful advice on how to improve the workflow of your new hire onboarding. Whether you’re working in-person or remotely, an effective onboarding process will help you improve your new hire experience and set your team up for long-term success.

A memo is the best way to share news when you have a significant update or important win within your company.

Unlike an email, your memo will go out to your entire department or everyone at the company, so knowing how to format a memo is just as important as what you write. No pressure. (Well, maybe some pressure…)

Before writing a memo, I take some time to hype myself up. This bit of internal communication will be read by my peers, my boss, and likely my boss’s boss. Getting the language right is essential, and every word counts.

In this post, I’ll share my experience writing memos and tips from my HubSpot peers. From there, I’ll showcase stellar memo examples and a template to help you create your own. Let’s dive in!

What is a memo?

How to Write a Memo

Types of Memos

When to Write a Memo

Best Practices for Formatting a Memo

Business Memo Template

Memo Examples

Memos are shared to inform readers about new information and have applications for different communities and businesses.

Communities can use memos to tell people within it about public safety guidelines, promote various events, and raise awareness on subjects that affect their lives.

Businesses can use memos to relay information involving newly updated policies, changes in procedure, important milestones, or necessary employee actions, such as attending an upcoming meeting or convention.

I often find myself writing memos when there are significant changes to my program at HubSpot. Perhaps we’re implementing a new workflow, reorganizing the structure of our team, or sharing insights from a project we just completed. Memos denote importance, so I only write them when I have important updates to share that impact multiple stakeholders.

Below, we’ll explore when memos are necessary. But first, let’s discuss how to write a memo.

You can put together a memo in a few short steps. To give you an idea of how each step is formatted, I’ll write an example memo and break it down for each step. My example memo will be an internal announcement for a writing training session.

1. Write a heading.

No matter what kind of memo you’re writing, you’ll need to include a heading. This section should include who the memo is for (whether an individual or department), the date, who the memo is from, and a subject line.

Your subject line should be short, attention-grabbing, and give readers a general idea of what the memo is about.

“The headings you use should be descriptive enough that your readers can infer what they’ll get in each section,” suggests Kaitlin Milliken, senior program manager at HubSpot. “Cut the cute language and keep your headings very tactical.”

Make sure the tone of your title matches the seriousness of the subject matter and your organization’s communication style. A witty opener won’t be right for every memo.

Testing It Out

Here’s how this would look for my example memo about a writing training session:

2. Write an introduction.

Remember, you want your memo to be brief and information-packed. Your introduction should be an efficient use of space. It should highlight the issue or problem and the solution you decided to move forward with.

“The beginning of any memo should state a clear purpose of what the memo will cover,” says Karla Hesterberg, director of content marketing at HubSpot. “Depending on the subject, this could be as simple as an overview of a statement that establishes the need for a new investment. The more simple and straightforward, the better.”

That’s a reality that I personally struggle with. As a writer, I want to include those eloquent phrases and thoughtful transitions that sound great when read aloud. However, I need to take a different approach to writing memos.

My introduction should just summarize the purpose of the memo in two to three sentences.

Testing It Out

Using Hesterberg’s tip, here’s how I’d write the introduction for my memo:

3. Provide background on the issue.

Remember, memos go out to a wide group of employees. Not everyone reading your memo will have the same background that you do as a writer. You’ll need a section to explain any necessary context that folks need to know before going forward.

So, what do you put in? I asked Basha Coleman, one of the best memo writers on my team. Coleman is a principal marketing manager on HubSpot’s audience development team.

Coleman says she includes a section at the top of her memos that cover the following:

• The situation
• The impact of the situation
• Recommended solutions

“This gives stakeholders the need-to-know info right away in case they don’t have time to read the whole memo at once,” Coleman says.

Beyond that, I like to link to other important documents that provide context on a topic.

That could be a related memo from a different team with more information, a news article that you’re directly responding to, or a relevant dashboard that showcases the issue.

You don’t want this section to be long. However, if folks are interested in learning more, you’ve just given them the power to do so.

Testing It Out

4. Outline action items and timeline (optional).

Depending on the purpose of your memo, you may have action items for employees to complete or provide a timeline of when changes will take place.

For example, they may need to complete a task or provide information by a certain deadline.

This section should include the following:

• When employees can expect changes to go into effect.
• What changes have already been made and what to expect in the future.
• Deadlines they need to adhere to.

When developing a timeline, avoid just creating a paragraph with dates interspersed throughout.

“Don’t be afraid to use visual cues in your memo, like tables, heading colors to display hierarchy of information, charts, and graphs. These can keep a memo brief and skimmable,” suggests Coleman.

Milliken agrees. In a recent memo on building a thought leadership program, she included tables that laid out each step her team would take, more details about what was needed, and when it would occur.

“I also included an infographic of a pipeline to show the stages of the project and how long each would take proportionally,” she says. “This makes it easier to visualize a timetable than just skimming chunks of text.”

Testing It Out

Here’s a sample table I created to demonstrate.

If no action is needed on the employee’s behalf, you can leave this section out.

5. Justify any reasoning.

If you’re communicating a request or anything new that could ruffle some feathers, you can make your case by offering a rationale as to why your announcement or request is so important.

“Think about your target audience and try to anticipate areas where they might ask questions, have concerns, or need more clarity,” says Hesterberg. “Try to re-read as someone who doesn’t have all the context you have to identify areas you need to build up.”

Remember, as the memo writer, you’re an expert on the subject. You may need to ask a manager or a peer to review your memo with a skeptical eye. Where do they have questions? What needs additional justification?

From there, you can strengthen your case. This often includes featuring statistics as to why it’s critical and urgent to make a change.

“Keep in mind that data is super powerful but must be presented in a way that enhances the narrative rather than confusing it,” says Amanda Sellers, a blog strategy manager at HubSpot.

For example, the phrase “58.97% met the benchmark and 10.26% far exceeded the benchmark” is clunky. Instead, Sellers suggests writing,”Our strategy is working nearly 70% of the time.”

The first example is unwieldy, Sellers notes, referring to a methodology that a broader audience is less likely to care about.

Meanwhile, “the second audience demonstrates the more important thing: why that methodology was important and what you can take from it,” Sellers explains.

Testing It Out

To justify the importance of the quarterly writing training session, especially in conjunction with AI tools, I’d add this data point in my memo:

6. Soften any blows (optional).

If you’re making a big change that could be seen as controversial or making bold statements where people might feel slighted, you can soften this with a well-placed caveat.

For example, with the rise of AI, you might be communicating a new company policy related to using AI.

You could soften the blow by sharing that it hasn’t been an issue for most people, but it’s important to have a clear policy in place for handling it.

Testing It Out

Let’s say my memo took a different position regarding AI for writing. Here’s how I’d format my memo to soften the blow:

7. Include a closing statement.

Your closing statement will include any information you’d like to reinforce. Are there any specific contacts readers should reach out to for questions? If so, include them here.

“A conclusion that just reiterates your main points is boring and likely to be skipped,” Milliken says. “End on your most compelling points. You can either reassert urgency or discuss the resources you need to be successful.”

Milliken often closes on the support her team requires to find success. That could be additional financial resources, a champion within leadership, or more time to establish the change.

Testing It Out

8. Review and proofread before sending

This step may seem like a no-brainer, but it‘s important to review your document before sending it out. Memos are meant to inform readers of upcoming changes and relay important information.

You don’t want to risk causing confusion with a typo or misstatement.

“Memos often have a broad audience, so you’ll want to craft a narrative that is easily understood no matter who is reading it,” says Sellers. “That means telling a persuasive story, getting to the point quickly, anticipating questions, and cutting jargon to find the simplest way of saying something.”

Testing It Out

Ask a coworker to review your memo or use an editing tool like Grammarly or Hemingway to review and proofread.

Here’s an example of Grammarly editing my memo and making suggestions for improvement:

9. Create any audio or video aids,

Once the memo is written, I like to give it one last pass. What would make the message even more clear? Should I work with creative to build an infographic? Should I amplify the document over our email channels?

Now that I’ve invested the time, I want to make sure my message is heard.

Coleman often creates a recording with a deck, highlighting the most important points in the document.

“Including video summaries of my memos with Loom is helpful for accessibility and busy stakeholders who like to listen to updates while working on other tasks,” she notes.

10. Communicate urgency (if necessary).

The last important tip? Up the urgency. If your memo pitches something new or timely, you want to explain why the change is urgent and the importance of moving now.

“The best way to do this is to explain what we’re at risk of losing if we don’t take action here,” says Hesterberg.

For pitch memos, Hesterberg suggests telling readers why this problem is important and why people should care. For explanatory memos, she recommends explaining what the information in the memo will be used for.

Testing It Out

Here’s how I’d add urgency to my memo about the training session:

Types of Memos

Now you know how to write a memo, but before you start banging away at your keyboard, it’s helpful to know the types of memos that are out there.

1. Request Memo

In a nutshell, request memos are exactly what they sound like: memos that are designed to make a request and get a positive response.

When writing request memos, focus on using persuasive language and, where possible, stats or numbers to highlight why a “yes” is the right answer.

Some sample uses of request memos might be to request a new purchase from your company or authorization for professional learning or volunteer opportunities.

When writing request memos, be clear in your request, state any costs, share why it’s important, and keep emotion and personal feelings out of the request.

2. Informative Memo

You might see these called announcement memos as well, and they make up the bulk of most memos I’ve seen. The goal of informative memos is to communicate new information to your audience.

Sample uses of informative memos might include changes in policy, company news, new processes, or even new staff members.

Ultimately, you can think of an informative memo as a clear, concise way to share announcements with your audience and provide any justification necessary for the new information.

3. Confirmation Memo

You can think of confirmation memos as a paper trail to make sure key stakeholders have a record of discussions.

Sample uses of confirmation memos are documenting conversations, so you have justification should it ever be called into question, clarifying anything that has ambiguity to avoid misunderstanding down the road.

When writing confirmation memos, specificity and clarity should be your number one goal.

4. Directive Memo

Directive memos are largely self-explanatory. When you need to communicate how to do something to your audience, you might write a directive memo offering detailed instructions that are easy to follow.

Sample uses of directive memos include sharing how to implement a new process, comply with new requirements, or even complete necessary tasks.

When to Write a Memo

As you’ve seen with the types of memos above, most memos are designed to communicate new information. However, memo purposes stretch far and wide.

“Memos serve a variety of purposes, but generally speaking, they either pitch or propose something new, consolidate information into one place for the sake of alignment, or explain or clarify information about a project or program,” says Hesterberg.

You might write a memo in the following scenarios:

• You have a new policy, and you need to explain it to your audience.
• Sharing important company updates and information.
• Announcing new staff members or promotions.
• Confirming details of a discussion to get everyone on the same page and create a paper trail.
• Teach or tell people how to do something.
• Requesting something and justifying why it matters.

There are lots of possibilities out there. In a nutshell, if you have something you need to share, a memo might be the answer.

Best Practices for Formatting a Memo

Now that you know when to write a memo, what types of memos there are, and what elements to include in your memo, I have a few parting tips. To sum it up, here are a few best practices for formatting a memo.

Cater to your audience.

Before you start writing your memo, consider who your audience is. Understanding who will read your memo will help you tailor your message, tone, and CTA for that audience.

Pamela Bump, head of content growth at HubSpot, suggests considering the following questions.

“Are the leaders you’re writing for busy executives who want a quick one-pager focused on the most need-to-know information?” she says. “Or are the readers more inquisitive and interested in soaking in all the information they can get?”

Make it skimmable.

HubSpot’s Kaitlin Milliken recalls a time when she wrote a memo that wasn’t skimmable.

“When I was asked to write my first memo, I created a document with huge walls of text,” she says. “My manager gave me great feedback, encouraging me to use charts and graphs throughout the document. That makes total sense to me now. No one wants to read a huge string of lengthy paragraphs, but they’ll definitely skim a table.”

To make your memo easier to read, use headings and separate paragraphs to break up new thoughts or talking points. You can also add tables and graphs to create a visual break when it makes sense.

Milliken adds, “Bullet points are your friend. They create breaking points throughout your document and keep information easy to digest.”

Be mindful of length.

The length of your memo depends on the type you’re writing. Generally speaking, a memo is one or two paragraphs long. But the length can vary if you’re writing an informative memo versus a request memo.

If your audience is interested in learning, an informative memo can provide more detail, while a request memo should be brief and to the point.

“If you’re unsure, go for a shorter 1-2 page document, but link it to another page or dashboard with further data, context, or information that they can dig into if they choose,” Bump suggests.

Now that you’ve learned what goes into a memo, here’s an easy-to-follow business memo template with examples of how to use them to serve different needs as guidance.

Business Memo Template

MEMORANDUM

TO:

FROM:

DATE:

SUBJECT:

I’m writing to inform you that [reason for writing memo].

As our company continues to grow … [evidence or reason to support your opening paragraph].

Please let me know if you have any questions. In the meantime, I’d appreciate your cooperation as [official business information] takes place.

Business Memo Template Format

The business memo template format is designed to effectively communicate your message. A memo should disseminate the necessary information in a way that is easy for a mass number of employees to digest.

An accurate subject line will alert them that this memo is relevant to them specifically. And beginning with an executive summary allows recipients to understand the general message before they dive deeper into the details.

The background information offers context to the message, and the overview and timeline should answer questions that are likely to come up.

Header

In your header, you‘ll want to clearly label your content “Memorandum” so your readers know exactly what they’re receiving. As previously mentioned, you‘ll want to include “TO”, “FROM”, “DATE”, and “SUBJECT.”

This information is relevant for providing content, like who you’re addressing and why.

Paragraph One

In the first paragraph, you‘ll want to quickly and clearly state the purpose of your memo. You might begin your sentence with the phrase, “I’m writing to inform you … “ or ”I’m writing to request … ”

A memo is meant to be short, clear, and to the point. You’ll want to deliver your most critical information upfront and then use subsequent paragraphs as opportunities to dive into more detail.

Paragraph Two

In the second paragraph, you‘ll want to provide context or supporting evidence. For instance, let’s say your memo informs the company of an internal reorganization.

If this is the case, paragraph two should say something like, “As our company continues to grow, we’ve decided it makes more sense to separate our video production team from our content team.

This way, those teams can focus more on their individual goals.”

Paragraph Three

In the third paragraph, you‘ll want to include your specific request of each employee — if you’re planning a team outing, this is the space you’d include, “Please RSVP with dietary restrictions,” or “Please email me with questions.”

On the contrary, if you‘re informing staff of upcoming construction to the building, you might say, “I’d appreciate your cooperation during this time.”

Even if you don’t expect any specific action from employees, it’s helpful to include how you hope they’ll handle the news and whether you expect them to do something in response to the memo.

Downloadable Memo Template

Want to see the above memo format in its final form? Download HubSpot’s free business memo templates, shown below.

The document gives you a framework that sorts your memorandum into subtopics to help employees better digest the information and understand what’s expected of them after reading it.

Download This Template

Memo Examples

Different industries or situations will require slightly different memos. Certain ones will need to be longer or shorter, others may not have a timeline, and some will have extensive background information.

The format of your memo should change to fit the message you want your employees to receive.

Launch Delay Memo

The objective of this memo is to announce that the launch of a product will be delayed. The introduction includes the new date, so a timeline or long overview isn’t necessary.

This format of this memo could be applied to other situations where a simple, but important, change is occurring.

What I Like: The launch memo provides readers with insight into product launch delays, which can alleviate some frustration that customers or employees may otherwise feel if they were not informed.

Other date changes, promotions, milestones, or product announcements could also utilize this format.

Building Update Memo

There are logistical aspects of a business that concern your employees but don’t necessarily involve their work. This memo depicts an example of a kitchen remodel in the office. It’s a bit of an inconvenience but not one of a large magnitude.

What I Like: This memo demonstrates a business’s understanding of the impact that renovations can have on employees and shows respect and consideration for their needs.

This memo format could be applied to other building updates, work-from-home days, or other widespread but minor announcements.

Community Memo

Celebrations, events, theme days, or other fun things for your employees can also be communicated through memos. Community memos like this example are generally shorter because they don’t require much background information or many details.

What I Like: This memo has clear directions on where to find the event taking place, something which would’ve been less effective if it only included the floor number.

Memos of this nature should include a summary, date, and location at a minimum.

Persuasion Memo

Persuasion memos are used to encourage readers to take action regarding an event or proposition, like voting or petitioning.

What We Like: This persuasion memo prioritizes giving the reader information to learn on their own and make a decision based on their findings.

The main components of the persuasion memo should include an overview of the task at hand, context to learn more about it, and a call to action that emphasizes the impact the reader can potentially make.

Write Your Memos To the Point

The main difference between a memo and just an email is not the level of complexity. It’s the size of the audience.

A memo can be simple or intricate as long as it effectively communicates your message and is relevant to the receiving group of employees. And, the message itself should be clear and concise, no matter which memo format you use.

Editor’s note: This post was originally published in October 2018 and has been updated for comprehensiveness.

I used to roll my eyes at the word “community.” It sounded like just another marketing buzzword. But after becoming actively involved in building and maintaining online communities around brands, I realized the immense value hidden behind what I once dismissed as a mere fad.

For example, here at HubSpot, building a strong community has enabled us to connect with our target audience on a much deeper level and foster growth. And it’s not just us — 86% of social media marketers believe having an active community is critical to brands’ success on social media in 2024. And an impressive 60% say their companies are already building such communities.

In this complete guide to community management, I’ll tell you everything you need to know, and include practical steps to integrate it effectively into your brand’s marketing strategy.

Why Should Your Brand Care About Community Management?

So, what makes community management so special? Why should you even care? To answer these questions, we need to go back in time a bit.

Communication in the business world used to be largely one-directional. Brands would blast out broad and generic marketing messages to a mass audience and then hope for the best. There wasn’t much room for two-way conversations or feedback from the audience.

Meanwhile, for most customers, it was all about the price. Wherever it was cheaper, that’s where they would buy. They didn’t care much for a deep connection or engagement with a brand.

But we live in a whole different world now.

Today, people expect not just to passively consume content or messages from brands but to interact with this content — and, by extension, with the brands themselves. In fact, consumers are more inclined to support businesses that engage with them on a personal level.

As Viktoriia Khutorna, communications specialist at Promova, puts it:

“People are likely to go to a company that not only sells at a reasonable price but also communicates humanly, jokes, supports, or honestly admits mistakes and goes to fix them.”

Enter community management.

Community management addresses these changing expectations head-on by building a space where your brand can interact with your audience, become an integral part of their lives, and make them feel heard and valued. And trust me, that’s a powerful tool in today’s competitive business landscape — I’ve seen it firsthand.

Community management enables your business to:

• Get feedback and gather ideas from your customers and audience through real conversations.
• Provide timely support to fans, customers, and other stakeholders.
• Increase brand and product awareness within your target demographic.
• Gain deeper insights into your customers’ preferences, expectations, and needs in regard to your products, content, services, and support.
• Build both individual and group relationships between your brand and your audience.
• Increase customer engagement with your brand, fostering trust and loyalty.
• Boost conversions and sales.
• Deliver value that extends beyond a product or service, like a sense of belonging.

Community management comes in many forms. In the next section, we’ll review them so you can determine the most appropriate approach for your brand.

Types of Community Management

There are many ways to look at the different forms of community management, but the easiest one is through the SPACES model. This framework, proposed by CMX, organizes community management strategies based on their primary function and the focus of the community in question.

The acronym “SPACES” represents six distinct types of community management:

• Support
• Product
• Acquisition
• Contribution
• Engagement
• Success

Here’s a breakdown of what each type entails.

Support Community Management

How it works: Support communities empower members to help each other out by answering questions or solving problems. These communities can be organized as an online forum, discussion board, or community website where members ask questions and fellow members answer them.

You can also offer other support resources within these communities. For example, I like to share frequently asked question (FAQ) documents that members can use to get quick answers.

Benefits: Reduced customer support costs, lower workload for your customer service teams, quicker resolution of common issues, and a greater sense of community among members.

Best for: Brands with in-depth product lines, like software or electronics companies, where users can benefit from sharing tips, tricks, and troubleshooting advice.

Community management examples: HubSpot Developers, Microsoft Community, and Fitbit Community.

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Product Ideation, Innovation, and Feedback Community Management

How it works: In this type of community, you create a safe space for your target audience to share thoughts and feedback on how you can improve your product and services or innovate. In a nutshell, it invites members to participate directly in the product development process.

Benefits: Improved product-market fit, continuous product improvement based on user feedback, and higher user satisfaction. Involving users in the development process also cultivates a sense of ownership in the brand, which can boost loyalty.

Best for: Consumer-oriented software-as-a-service (SaaS) companies where user feedback is crucial for iterative product development.

Community management examples: LEGO Ideas and Spotify Ideas.

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Acquisition and Advocacy Community Management

How it works: Acquisition and advocacy communities take the form of networks of brand ambassadors or advocates who help build awareness and promote your products and services through word of mouth, affiliate programs, or even social media.

Benefits: Increased brand awareness, lower customer acquisition costs, and higher conversion rates.

Best for: Almost every type of company can benefit from acquisition and advocacy communities, but from my experience, this form of community management is particularly effective for startups and brands launching new products or entering new markets.

Community management examples: Apple’s Distinguished Educators, Nearpod PioNears, Sephora Squad, and Lululemon Global Ambassadors.

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Content and Contribution Community Management

How it works: These communities encourage users to contribute content and ideas or participate in collaborative projects. Contributions can range from guest blog posts to media submissions (like photos and videos) to involvement in open-source software projects to listings on your website.

Dedicated team members typically curate the user-generated content to ensure it’s appropriate, meets quality standards, and aligns with the community guidelines.

Benefits: Increased member engagement, a strong sense of ownership among contributors, and more valuable content for the entire community.

Best for: Media companies, creative industries, and open-source projects that thrive from user-generated content.

Community management examples: GoPro Forums and Photoshop’s Lightroom community.

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Engagement Community Management (External and Internal)

How they work: There are two types of engagement communities: external and internal. External engagement communities connect individuals who have a shared interest related to a company or brand. For instance, if I run a company that sells outdoor gear, I could create a community of hiking enthusiasts.

Conversely, internal engagement communities bring together a brand’s internal contributors, such as employees, partners, vendors, or suppliers. These communities can serve as a hub for sharing internal news or resources or promoting the company’s culture. A Slack channel made up of an international company’s remote workforce is a great example.

Benefits: External engagement provides people with a sense of belonging that can lead to a stronger connection with your brand. These communities can also organically increase brand awareness via word-of-mouth recommendations.

Internal engagement communities can help align staff members with the company’s goals and values, improve morale and retention, enhance collaboration, and strengthen partnerships with suppliers, vendors, distributors, and other business partners.

Best for: External engagement communities can benefit any type of business. But they’re especially great for lifestyle brands or companies with a strong brand identity that resonates with a particular lifestyle or set of values (e.g., fitness or beauty). Internal communities are beneficial for larger organizations with many departments or teams spread across different regions or countries.

Community management examples: Internal: HubSpot’s Slack community, which is a platform for employees to connect, share ideas, and ask questions. External: HubSpot’s community for inbound marketers, Nike’s Run Club, and Sephora’s Beauty Insider Community.

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Success Community Engagement Management

How it works: As the name suggests, success communities are aimed at helping users succeed with a particular product or service or achieve desired outcomes — such as by sharing best practices, user experiences, and success stories.

Benefits: Greater customer satisfaction, reduced churn rate, and valuable testimonials that can attract new members.

Best for: SaaS, business-to-business (B2B), and service-oriented businesses where product success is closely tied to continued product use.

Community management examples: Salesforce’s Trailblazer Community and WeightWatchers Community.

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How to Build a Community Management Strategy: A Step-By-Step Guide

We’ve looked at the main types of community management. Let me now walk you through my step-by-step process for crafting a community management strategy that gets results.

1. Define your objectives.

The first thing to do when building a community management strategy is to define your primary objectives. Ask yourself: “What is it I want to achieve by building and maintaining a community?”

For example, I’ve built and managed online communities focused on:

• Increasing brand awareness.
• Gathering product feedback for product development.
• Increasing engagement.
• Enhancing customer support.
• Building a network of brand advocates.
• Increasing traffic to a website.
• Increasing customer satisfaction and retention.
• Boosting sales and conversions.

Remember, these are just examples. Your objectives will be unique to your brand or project.

Regardless, defining them upfront helps you lay the groundwork for the entire strategy. Everything from the choice of platform to the type of content you create and share with your community will be geared toward achieving the objectives you’ve defined.

2. Identify your audience.

After defining your primary objectives, the next thing to do is identify and understand the audience.

That means gathering data on your current customers or target demographic, including:

• Demographics. Who are they (age, gender, profession, etc.)?
• Psychographics. What are their values, attitudes, and lifestyles?
• Behaviors. How do they interact with brands and content online? What social media platforms do they use?
• Needs and challenges. What are they seeking to gain from being part of a community? What challenges are they hoping to overcome?

To gather this intel, I use various tools and resources, including market research, social media analytics, and customer surveys.

Taking time to understand the target audience will help you:

• Choose the most effective channels for community building.
• Determine the most appropriate style and tone of communication.
• Tailor content and activities to their needs and interests.
• Predict and manage any potential challenges that might arise within the community.

3. Choose the right channels.

Next, choose the channels where the communities you’re hoping to build and nurture will live. That could include social media platforms like Facebook or Instagram, a forum on a brand’s website, Slack channels, or even offline meetups.

When choosing the best platform for your target community, consider these factors:

• Audience preferences. Ensure the platform(s) align with the way your current customers or target audience prefers to communicate. For example, I might choose to focus my efforts on TikTok if I have a young target audience, Instagram if I’m going for a broad audience, or LinkedIn if I’m targeting a B2B crowd.
• Objectives and type of interaction. Remember those objectives we talked about earlier? They play a big role here, too, as do the type of interaction you desire from your audience. ​​For example, social media platforms like Facebook and Instagram are fantastic for real-time engagement and boosting brand awareness.
• Control. Another critical consideration is control over the user experience and data management. Hosting a community on your own website, for example, offers more control than using a third-party social media platform.
• Platform tools and features. Consider the community management tools and resources each option offers. For example, if you’re hoping to engage your audience via quizzes, polls, or live chats, focus on platforms that have these features.

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For in-depth discussions, user-generated content, and gathering valuable feedback, dedicated forums on your brand website are the way to go.

4. Set your targets.

With the primary objectives set, the audience understood, and the platform(s) chosen, the next step is to set targets. These targets will naturally flow from your primary objectives.

For example:

• If the primary goal is to increase engagement, a sample target could be to increase the average comments per social media post by 15% in the next three months.
• If the goal is to gather feedback in order to improve a product, a potential target could be to collect and respond to at least 100 customer feedback submissions each month.

Needless to say, it’s crucial to set realistic targets. Here are my top tips for setting achievable goals:

Consider industry benchmarks.

This entails looking at similar communities from other brands in your industry and their average past performance. That gives a solid baseline to set your own targets on.

For example, if historical data indicates that similar communities typically see a 10% month-over-month increase in forum participation, you could set a comparable target for your community.

Run your own experiment.

A great alternative to using industry data is to run your own experiments and then use your findings to inform your targets.

Say my primary objective is to increase customer engagement. I could track relevant engagement metrics (brand mentions, likes, shares, and comments) for a set period (like 4- 8 weeks). At the end of this period, I would average out engagement rates to set a baseline. I would then use this baseline to establish an achievable goal for the next period and then update my targets as time passes and I collect more data.

In the course of this experiment, I would also do A/B tests to see what approach resonates most with my followers. In other words, what drives the most engagement? For example, do they comment more on funny memes or insightful industry articles? These findings can then guide future decisions.

Start small.

Building a thriving community takes time and consistent effort. Setting unrealistic goals could lead to discouragement and hinder progress. That’s why I always start with small goals and gradually escalate them as my community grows.

For example, instead of aiming to double the number of user-generated content submissions (photos, videos, and reviews) on your platform in the first month, you could target a 15% increase each month for the first three months.

Align targets with your company resources.

When setting targets, make sure they’re aligned with your resources, including time, budget, and staff. It’s great to aim high, but at the same time, it’s important to remain realistic about what’s achievable with your current resources.

For example, if you’re a solopreneur managing a community on a limited budget, you could set a target of responding to each comment within 48 hours rather than a more ambitious target of 12 hours.

5. Post regularly and engage with your audience.

Consistent posting and active engagement are crucial to keeping your community vibrant and sustaining interest among members.

To help with this, you can develop a content calendar to ensure a steady stream of new content for your audience to engage and interact with.

Depending on your goals and the type of community, content could include:

• Blog posts or articles. Establish yourself as a thought leader or authority in your field.
• Polls and quizzes. Gather valuable insights.
• Discussion prompts. Spark conversation.
• Contests and giveaways. Encourage member participation.

In addition to keeping your community lively, regular posting helps maintain visibility in your members’ feeds, keeping your brand on top of their minds.

That said, life happens, and you can‘t be online every minute. Don’t let that silence your community. Tools like HubSpot’s Marketing Hub let you schedule posts in advance, ensuring there‘s always something for your audience to engage with, even if you’re unavailable.

Besides posting, remember to interact with your people.

Show them that they aren’t just numbers and that they’re valued by:

• “Liking” their comments.
• Upvoting their forum posts where appropriate.
• Responding to their questions or concerns.

If you’re primarily managing your community on social media, consider following back your biggest brand advocates — if you deem it appropriate — or interacting with the content your audience shares (even if it’s not directly related to your company). It’s a small gesture that shows you support their interests and builds stronger relationships.

By actively engaging with your community, you not only make them feel valued but also create more opportunities to glean valuable insights into their needs, preferences, and challenges.

6. Measure your results.

Finally, it’s time to measure the results. This lets you know whether what you’re doing is working or whether you need to change tactics.

But before we jump in, here’s some advice from my own experience: Don‘t get hung up too much on quantitative data. Numbers can’t always capture the magic of a thriving community. Additionally, building a vibrant community takes time, so be patient and focus on the long game.

Now, let‘s talk about how to measure those results. It’s easier than you might think. Here are my go-to methods:

Social Listening

Social listening means monitoring your social media accounts and other digital platforms to understand what people are saying about your brand and/or its products and services. It involves keeping track of any mentions, keywords, or discussions related to your brand (or those of your competitors). Social listening lets you know whether your community management efforts are paying off. If more people are talking positively about your brand, then you know you’re doing something right.

Platform Analytics

Many community management platforms have built-in tools you can use to measure progress and success. For example, I use tools like X Analytics, Instagram Insights, and Facebook Analytics to get direct insights into the engagement and reach of my posts and interactions on these platforms.

Analytics Tools

If your platform of choice doesn‘t include an analytics tool, or if you’re looking for deeper analysis, consider a third-party tool or platform. HubSpot’s Social Media Management tools, Google Analytics, Databox, and Sprout Social are some of the options I use. They provide valuable data that helps me refine my strategy and maximize my community’s impact.

Community Managers: Who They Are and Why You Need Them

According to Joe Kevens, founder of B2B SaaS Reviews, “A community needs to be actively managed to create and sustain the ongoing engagement community members seek.”

He adds: “Without sufficient community management, you run the risk of your community discussions going stale and your user engagement dropping — or losing them from your community altogether.”

This is where a community manager — the person responsible for overseeing your community management efforts across various platforms — comes in.

If your business has the resources, consider hiring a community manager. Depending on the community you build, you might need more than one, each focusing on a different area. HubSpot’s research shows that 60% of brands have a dedicated community manager.

What is the Role of a Community Manager?

James Watts, community expert and founder of teach.io, says that the role of a community manager is “to be the brand’s voice, ears and heart within the community. They’re there to welcome and help people, start discussions and address any concerns.”

Here’s a look at the many hats a community manager wears:

• Develops and implements strategies for building, growing, and nurturing a community.
• Creates engaging content that resonates with the community.
• Responds to comments and questions and actively encourages member participation.
• Acts as a liaison between the community and the brand.
• Maintains the voice of your brand in all interactions.
• Organizes relevant online events like webinars or contests to keep communities excited and boost engagement.
• Tracks and analyzes metrics to measure success.
• Enforces community guidelines, ensuring respectful interactions and removing inappropriate content.
• Stays current on trends to identify new opportunities for content creation or engagement.

What are the Traits of a Community Manager?

Ready to bring a community manager on board? Here are the key qualities I recommend looking for to ensure you hire the best possible candidate:

• Authenticity and attention to detail.
• Excellent communication skills, i.e., ability to articulate ideas clearly or respond to questions and comments appropriately.
• Empathy toward the needs and feelings of community members.
• Strong time management and organization skills to ensure all aspects of community management run smoothly.
• Flexibility and adaptability to new trends or new audience expectations.
• Creativity and problem-solving ability.
• Patience and resilience (as building a successful community takes time).
• Familiarity with the technical specifications and functionalities of different community engagement platforms.
• Ability to interpret data and metrics to track progress or measure success.
• Passion for the brand and industry to foster more authentic interactions.

Where to Find a Community Manager

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The good news is there are multiple places to find great community manager candidates. Here are a few of my favorites:

• Community Club. This nonprofit offers an excellent resource for connecting with experienced community managers.
• CMX Hub. This website includes a job board where you can post and search for community management positions. It’s especially valuable for finding candidates who are specifically looking to grow in these roles.
• LinkedIn. LinkedIn allows you to explore profiles of potential community managers, their experiences, and endorsements. You can also post your own job openings and join numerous groups dedicated to community management where professionals discuss industry trends, share advice, and exchange job opportunities.
• Facebook Groups. Facebook is home to community management groups, some of which are location-based while others are industry-specific. These groups are excellent for posting job openings, asking for recommendations, and connecting directly with potential hires.
• Upwork. Upwork is great if you are looking to hire a community manager on a contract or freelance basis. You can create a job post that outlines the project you’re hiring for and the qualifications you need.

Community management, on the other hand, involves building and nurturing a brand’s community across multiple channels and mediums — both offline and online.

Social media community engagement is one of the easiest forms of community management to implement because all you need to do is:

• Sign up on your social media platform of choice.
• Gain followers (some of which will naturally be your current and potential customers).
• Interact and engage with them.

According to HubSpot’s research, Facebook is the most effective platform for building an active community, with 48% of social media marketers who build social communities putting it in their top three. Also popular are YouTube (46%), Instagram (40%), TikTok (28%), and X (20%).

Why is Social Media Community Management Important?

Building a community on social media can provide numerous benefits for your brand. Let’s look at a few.

1. It increases brand visibility and awareness.

One of the biggest benefits of building social media communities that I’ve seen is that it increases brand awareness. In fact, social media is one of the top ways that people discover new products in the modern day. HubSpot’s research found that 41% of Gen Zers and 34% of millennials said that social media is among their top three preferred channels for discovering new products. And a third of consumers have discovered a new product using social media in the past three months.

With over 5 billion people using social media, the potential reach is staggering. Actively managing and nurturing a community on social media allows you to tap into this huge audience and make your brand known among them.

2. It humanizes your brand.

Social media is the chance to ditch corporate formalities and showcase the human side of your business. Engaging in real conversations, replying to messages and comments, and being authentic helps build a stronger personal connection with your audience. They feel like they’re interacting with real people rather than a faceless entity.

3. It cultivates brand loyalty and advocacy.

Consistently delivering valuable content, actively listening to feedback, and showing that you care about their needs will help you cultivate a tribe of loyal customers. And here’s the best part: Loyal followers are one of your biggest assets. They’ll recommend your products or services to others, driving sales and boosting your brand’s reputation organically.

4. It unlocks customer insights.

Social media is a goldmine of useful data and information. I like to think of it as getting a front-row seat to your audience’s preferences, pain points, and feedback. These insights can help you refine your products and services, tailor your marketing strategies, and provide solutions that truly resonate with your audience or cater to their needs.

5. It drives traffic and conversions.

Social media community management is a powerful tool for conversions. Organic interactions with followers create natural opportunities to direct them to your website, blog, or landing pages. For example, by strategically inserting relevant links within comments or posts, I create a seamless transition for my audience to explore my offerings and take the next step in their customer journey.

Community Management Versus Social Media Community Management: Why You Need Both

So, do you need community management if you already have an active and engaged community on social media? I’ve often encountered this question, and my answer is always a resounding yes.

You need both because:

• They offer complementary strengths: Social media platforms are excellent for broad reach and initial engagement but often lack the depth needed for stronger, long-term relationships. Personally, I’ve found that they offer a perfect springboard directing users to more focused communities, like forums on websites, which are ideal for deeper interactions. Conversely, insights gained from these dedicated communities can inform your social media strategy, ensuring content is resonant and targeted.
• Audiences have different preferences: Different segments of your brand audience might prefer different modes of engagement. For example, some might be active on social media, while others might prefer other niche platforms, like dedicated forums. So, using social media alone might cause you to miss out on meaningful engagements and connections with a significant portion of your audience. By implementing both strategies, you make sure no segment of your audience is overlooked and that your brand maximizes its engagement potential across all platforms.

Best Practices for Community Management

Effective community management can transform your followers into loyal customers and potential brand advocates. Here are some useful tips for managing your community effectively on social media platforms.

1. Establish clear guidelines.

Whenever I’m managing a community, one of the first things I do is set firm rules and guidelines for all members and contributors. These guidelines typically cover everything from the type of content allowed to the tone of comments and the handling of disagreements.

Clear guidelines help maintain a safe and respectful environment where each member feels comfortable interacting or engaging.

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2. Encourage members to interact.

A community thrives on interaction beyond just you and your audience. As Hellen Katherine, senior marketing and PR manager at MG Empower, explains:

“Community isn’t solely formed through brand-to-consumer interactions. The interactions among consumers themselves are truly significant elements of a strategy, with the brand serving as the platform or facilitator for these engagements.”

In any brand community I’m managing, I’m always trying to encourage member-to-member interactions. For example, I often highlight any standout posts or comments from members and then encourage others to respond to them.

3. Recognize and reward participation.

An important part of managing a successful community is showing appreciation for your members. It shows you value their time and commitment to your brand.

There are many ways to recognize and reward participation. For instance, try to welcome each member to a community personally. You can thank them for joining and ask what you can do to make their experience a great one.

You also can keep track of the most active members and then acknowledge their contributions via special mentions or gifts from time to time.

4. Personalize your interactions.

Move beyond generic responses — let your brand’s personality shine through your interactions. I like to use a conversational tone in posts and replies to show the audience that there are real people behind the brand. I also address people by their names and try to personalize every interaction.

There are many other ways to humanize your brand. For example, you can share behind-the-scenes content to give members a peek into the brand’s operations and its staff or share personal stories that resonate with community members.

5. Be transparent and authentic.

Try to be as honest and authentic as possible in your interactions with community members. Address any negative comments, feedback, or challenges openly and acknowledge mistakes when they happen. Being authentic builds trust and can help foster stronger connections with your audience.

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6. Use technology to your advantage.

Many community management platforms, including social media, offer features to streamline your workflow and enhance engagement. Whether it’s polls or live chats, take full advantage of them to deliver value to your community and maximize engagement.

7. Respond promptly.

Timeliness is critical in community management. Therefore, another important thing I do within communities I’m overseeing or managing is to make sure to address comments, concerns, and questions from audience members as quickly as possible. This shows members I’m attentive to their needs.

According to Jan Crewe, a social media community manager at ICUC, responding to incoming comments fast is key for building relationships with your audience. She says that “this increases the chance of subsequent responses, extending the interaction.” It also allows you to address any pressing issues before they snowball.

8. Celebrate milestones with your community.

Celebrate any milestones or achievements, both yours and those of your community members. Whether it’s attaining a certain number of followers or members, the anniversary of the community’s founding, or individual achievements of community members, sharing such moments can strengthen the sense of community and deepen the connection your audience feels to your brand.

9. Maintain your brand voice at all times.

It’s important to maintain your brand voice when managing a community. Your brand voice is what makes your business unique and ensures it’s identifiable to your members and audience. If your brand is known for being easy-going, this personality should be reflected in all your interactions and content.

10. Embrace continuous learning.

Community management is constantly evolving. Stay open to learning new ideas and best practices and incorporating them into your strategy.

I try to stay updated on industry trends, changes in social media algorithms, and evolving audience preferences. This proactive approach allows me to adapt my strategies as needed and consequently keep my communities engaged and relevant.

Community Management Examples

1. Gymshark

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Gymshark is a UK fitness apparel retailer that has witnessed tremendous growth in the last decade. A big part of this growth has to do with its impressive community management strategy.

Here’s a breakdown of how the company has managed to cultivate and nurture a thriving community of fitness enthusiasts:

• Social media engagement. Gymshark uses various social media platforms, including Instagram, X, and YouTube, to engage with its community. It maintains a consistent brand voice and tone across all channels, which helps community members feel connected regardless of where they interact with it.
• Influencer collaboration. The brand often partners with fitness influencers who embody its values. These influencers actively promote the brand by participating in both online and offline campaigns, attending brand events, or just wearing its apparel during workouts. That increases brand awareness and boosts its credibility.
• Fitness challenges and competitions. Gymshark often hosts challenges for its community. An example is “Gymshark66,” a 66-day challenge that encourages followers to pursue, achieve, and share fitness goals. Such challenges increase engagement and strengthen the connection that community members feel toward the brand.
• Global pop-up events. The company regularly holds global meetups and pop-up events that allow community members to engage directly with the brand, each other, and some of their favorite influencers; try out its products; or participate in live workouts.
• Responsive community management team. The brand’s community management team is known for its prompt responses to customer inquiries or comments on social media. That builds trust.
• User-generated content. The brand encourages user-generated content through special hashtags or contests. It then showcases these submissions on its social media channels or website, crediting the creators. That creates a sense of ownership and belonging among community members.

Via these strategies, Gymshark has cultivated a very loyal and engaged community, helping drive success.

2. LEGO

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LEGO, the construction toy production company, is another example of a brand that exemplifies great community management.

Here are some key elements of LEGO’s community management strategy:

• LEGO Ideas platform: LEGO’s most notable community management initiative is the LEGO Ideas platform. Here, fans can submit their own set designs, which the community votes on. Winning designs could be made into official LEGO sets, giving fans a direct role in product development. This fosters a sense of ownership and deepens connection with the brand.
• LEGO events: Lego regularly hosts live events and workshops in its stores, where members can interact with other members, participate in cool building challenges, and generally celebrate their love for LEGO together. Again, this helps deepen members’ connection with the brand.
• LEGO ambassador network: This community network connects adult fans of LEGO (AFOLs) with one another and directly with LEGO through ambassadors who represent local fan communities. Through the network, ambassadors gather insights, share news, and relay community sentiment back to the brand, which it then uses to shape community activities and even business strategies.
• Social media: LEGO also has a strong presence on social media channels, such as Instagram, TikTok, and X, where it interacts and engages with fans through initiatives like interactive polls, themed challenges, and user-generated content showcases.

Through these programs and strategies, LEGO actively maintains and nurtures a vibrant, engaged community that supports the brand’s continued growth and evolution.

Start Building Your Community Today

The power of community management is undeniable. It humanizes your brand, increases brand awareness, provides valuable customer insights, and enhances trust in and loyalty to your brand — all of which are vital ingredients for long-term success.

In this day and age, I think it’s an element that every brand must incorporate into their overall business strategy. So, don’t wait any longer. Use the knowledge, tools, and strategies explored here to craft a winning community management plan.

Editor’s note: This post was originally published in November 2023 and has been updated for comprehensiveness.