Over the past few years, social media marketing has shifted a great deal, and we’ve almost reached a point where what works to drive engagement and clicks on a social network one day, may not the next.

This fast paced movement and rapid change isn’t an accident. It’s an essential part of any social network’s progression.

If you look closely at the evolution of the biggest social networks out there, a trend emerges and two clear periods of opportunity stand out for marketers. We call it the law of the double-peak, and it’s a transition every social network goes through:

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The two peaks of opportunity on any social network

The organic peak

When a social network is emerging and growing towards mainstream popularity, the key opportunity for brands tends to be organic reach (Facebook circa 2009, Instagram in 2015, Snapchat in 2016).

At this stage, individuals and brands who want to build an audience are usually focused on figuring out the platform (what do users want to see? which metrics matter?) and creating engaging, unique content that carries their brand message.

During the organic growth phase business KPIs often focus on building an audience, engagement, and amplification (shares, RTs, for example).

The paid peak

As a social network matures, organic reach and engagement will start to plateau and eventually begin to drop. The tactics that helped you build an audience will become increasingly less efficient and what you have now is a system that works a lot more like Google Adwords, or any other more established form of advertising, where reach is paid for.

The transition from organic to paid is an emotional one for marketers, and it takes some adjustment. Not everybody gets to find you organically anymore, and the tactics you’ve honed to increase organic reach are no longer as successful. But when you take a step back, there’s also an enormous opportunity to drive even greater value for your business through paid channels.

As networks transition towards the paid peak, business KPIs tend to become far more focused on driving clicks, conversions, downloads, and sales.

Here’s the law of the double-peak in action:

Facebook: From Organic to Paid

From around 2009 to 2012, Facebook was the place to build an audience organically. With an understanding of what content people were craving and engaging with on Facebook; some creative ideas and brilliant execution you could build a substantial audience without directly paying for it.

That’s not to say it was easy to build an audience organically between 2009 to 2012, but it was certainly doable, and a large number of brands had a ton of success with brilliant, creative content (and tiny advertising budgets).

Between 2011 and 2012, Facebook hit the organic peak. And starting around April 2012, Facebook’s organic reach begun to plateau at around 16% as the social network began to edge brands into sponsoring posts to increase reach.


From 2012 to 2014, as Facebook matured as a business, organic reach plummeted so much so that in 2014 organic reach had dropped to around 6% for all pages and for large pages with more than 500,000 likes, the number was just 2%.

The below graph from Social@Ogilvy’s “Facebook Zero: Considering Life After the Demise of Organic Reach,” highlights this demise:


When reach hit as low as 2% in February 2014, Facebook had all but become a pay-to-play advertising platform and the below chart from Business Insider shows the rise of Facebook’s desktop and mobile advertising revenue:

FB-ad growth

Now, in 2016, there are still tremendous opportunity to market your business on Facebook, but it’s shifted from organic to paid, and those who have been maximizing the value of Facebook dark posts and the social network’s other advertising products over the past year-or-so have seen significant results.

Based on a survey, 78% of social marketers told Forrester they’re very satisfied with the value Facebook ads provide.

As with any advertising platform, Facebook will gradually become more and more saturated (there are already over 3 million advertisers on Facebook) and the late adopters probably won’t see the same disproportionate success as current advertisers. But it’ll still be one of the most powerful advertising platforms we’ve ever seen.

The 3 stages of social network growth (and the tactics you need at each stage)

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Early Adopters

When any new social network launches, it’s first and most important challenge is to find product / market fit and at this stage, many of the users will be techies, marketers and the early adopters who jump on all the latest products and trends to test the water.

From a brand and business perspective, it’s worth paying attention to, understanding the user behavior and experimenting with platforms at the early adopter stage ready for when if it hits the mainstream. But the vast majority of time and dollars should be focused on mainstream and mature networks where you can reach a larger number of your audience.

When a network is at the early adopters stage it’ll usually go one of two ways: it’ll disappear, or continue growth towards mainstream popularity. And it’s only when platforms begin to march towards the mainstream that they’re worth fully investing in (for example, how Snapchat has grown in the past 12 months).

Products at this stage:

Key takeaway: When a promising new social network emerges, start testing the water to figure out how your business could use the platform if it continues to grow 🔑


As networks grow, they tend to have a pivotal moment where they become ingrained within pop-culture. For example, Twitter had the Hudson River plane landing, and recently, Snapchat had DJ Khaled.

When a product first hits the mainstream, there tend to be huge opportunities to grow an audience organically – great content still stands out, and organic clicks and views are high. Eventually, though, as the platform becomes more crowded, organic reach will plateau and gradually drop. This happens for a couple of reasons:

  • Content overload: As networks grow our feeds become increasingly cluttered, making it hard for us to find the content that matters to us most. If advertisers want their content to appear next to important updates from those closest to us, then they’ll need to pay (and make their advert relevant).
  • The business is maturing: As startups grow, they need to start bringing in revenue, and most times, their most valuable resource is user eyeballs.

As organic reach starts to drop, a good strategy is to transition from ad spend focused on growing your following and concentrate more on clicks and conversions.

Products at this stage:

Key takeaway: If you start to see encouraging results from a social network as it moves towards the mainstream, go all in and try to drive as much ROI as possible as it progresses towards the organic peak 🔑


When a network becomes mature organic reach is next to zero, and for brands and businesses, this means to reach anyone aside from your biggest fans you’ll need to pay.

If you’ve built up a good following during the early adopter and mainstream periods of growth, you can still test and optimize organic reach on a mature platform. But the vast majority of clicks and traffic will come from paid marketing.

Products at this stage:

  • Facebook

Key takeaway: Put effort into maintaining the community you’ve built on a mature platform, but switch to a paid marketing mindset when it comes to key business goals. Think about how campaigns can drive sales, downloads or whichever key metric is most important to you 🔑

Over to you

I’d love to hear your thoughts on the law of the double-peak and how well it correlates with your experience of social media marketing? Feel free to share your thoughts in the comments below.

The post The Law of the Double-Peak: How to Maximise the Marketing Potential of Any Social Network appeared first on Social.

Consistently posting high-quality content is the lifeblood of a great social media strategy. But it’s easier said than done.

Not only do you have to post consistently to gain traction, the content has be to timely, relevant to your audience, and engaging. Social media is for conversations after all, not megaphones.

Whether it’s a plane in the Hudson River or a crying boy hugging a police officer, social images are unique in their ability to communicate so much information in just a snapshot of time.

And social networks like Twitter, Facebook, and Pinterest have built-in features to make it incredibly easy for users to share great images and spread them across their entire network.

In this blog post I am going to cover several strategies to keep your social media images fresh as well as 10 types of images you should try out.

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Balance consistency vs. content fatigue

Why is ‘fresh’ content so important? Two words: content fatigue.

If you just share the same images over and over, your followers will tune you out. In advertising this is known as ad fatigue. Essentially, what this means is, when consumers are shown ads too many times and start to ignore them, making click-through rates fall and lowering the ROI.

The same is true for your social channels. Without fresh content, your engagement rates will fall and your fans will start to pay attention to less and less of your content, or every marketer’s worst nightmare: they ignore you.

The trick is to find a balance between consistency and fatigue. And there is no perfect answer for everyone.

Every audience is different. Some brands can get away with posting six Instagram photos a day and still have high engagement while others will see their engagement drop off after only two posts. At Buffer we’ve found that we can post 13 times to Twitter per day and three times to Facebook without seeing any significant drop off.

Make sure to periodically do some experimentation with the quantity of images you post each day, the results might just surprise you.

Develop a style guide for your social photos

Having a unique style is essential to a great brand and the same goes for your social media strategy. Consistently using the same Instagram filters, typefaces, colors, or visual cues can help viewers instantly recognize your content.

Everyday Carry is a great example of an Instagram account that has found a style of photos (knolling) that works for their brand. If you see a top-down photo with a phone, pen, & wallet in your feed, there’s a pretty good chance that it is by Everyday Carry.


The Portland Trail Blazers are another company with a strong brand that has created a unique visual identity for their photos on Twitter.


The attention-grabbing copy with a consistent typeface and highlighted players with the black and white background make for an impressive image. There is also minimal copy in the Tweets, letting the images speak for themselves.

Creating a style guide for your social accounts can be massively beneficial when you have multiple team members with content creation duties. Every member of your social team should know the ins-and-outs of your style guide so there is no loss of quality when someone steps in.

Having a uniform style for your social photos across several social networks further develops your business’ overall brand, and according to a Pardot Research Report, 80% of consumers are more likely to evaluate solutions from the brands they follow on social channels.

Use data to guide your strategy

Gone are the days of needing huge spreadsheets to see how your content is performing. Social networks like Facebook and Twitter have made huge strides in the their analytics offerings.

Twitter introduced their Analytics Dashboard in July of 2014 and it provides a plethora of actionable data for your Twitter account. You can see engagement metrics on individual tweets, your top media tweets, overall impressions, profile visits, and much, much more.

Twitter Analytics, Twitter, Social Media, Data

This data is very valuable and can help shape your strategy, particularly when it comes to social images. Take a look at the ‘Media Tweets’ section and see if you can find patterns or similarities in the posts that perform the best.

If you haven’t look at your Twitter Analytics Dashboard recently, I suggest you check it out and see all the new data they provide around Audiences, Events, and more: https://analytics.twitter.com.

Facebook’s analytics offerings have evolved over time to give Fan Page manager’s a robust set of tools and data to look at.

Within the ‘Posts’ section of Facebook’s Insights you will find the most useful data: the performance of each post. Here you can see the individual posts, the type of post it was, the reach, engagement, impressions, and more.


From here you can easily identify which images have performed the best and use them to guide your social strategy moving forward.

10 types of social media images to keep your feed feeling fresh

The challenge of posting quality, fresh images daily to your social accounts is one of the reasons we at Buffer decided to create Pablo.

Looking to add some more variety to your social images? Here are 10 creative social media images you can create in next to no time:

The Quote


Images with quotes on them are a good way to stand out in a social media stream. They are larger than your normal text size and easy to consume quickly.

Pablo makes these super simple to create with 50,000+ background images from places like Unsplash and an assortment of pre-created quotes if you are needing some inspiration.

The Sale


Instagram has quickly become a fantastic place to sell products and keep fans up to date on the latest in your store. Using a simple background image and some creative copy, you can easily create images to notify your fans about the latest sale or discounted product.

Offering a unique coupon code for each social network is a great way to track which platform is performing the best.

The Testimonial

Testimonials are amazing content and shouldn’t be limited to landing pages on your website. Consistently sharing great testimonials on your social accounts can help reinforce your great customer service, product quality, and general satisfaction of your customers, fans, & followers.

The Question

Do you participate or lead a Twitter chat? Ever find yourself wanting more than 140 characters to ask your questions? Creating images with questions on them are a great way to help organize a Twitter chat and make it easier for your audience to participate.

You can ask longer questions, add the chat hashtag and question number, as well as visual content to help explain the question.

The Teaser

Social media teaser campaigns can be very powerful in building excitement for upcoming announcements for your business. A teasing hint and a carefully cropped photo can spike your follower’s interest and get them begging for more information.

The excessive amount of whitespace in this example draws your eyes downward toward the product and is sure to pique interest in the product.

The Headline

A social strategy you’ll see all over Pinterest is to place a blog post’s headline in the pin so the reader knows what the pin is linking to.

Pro tip: A simple Pablo hack is to upload a black rectangle as a logo and then place your text over it. This allows you to easily read the headline while still showing the full color of your photo.

The Contest

Running contests and giving away free products is a proven strategy to grow your audience on social media. Whether your goal is more likes, followers, or shout-outs, it’s very important to clearly communicate what people have to do in order to participate.

The Emoji

Sometimes words just won’t do and you need an emoji to really express how you’re feeling. With your next image, why not play around and see if strategically placing an emoji gives your image that little something extra.

The Watermark

Adding a watermark to your social photos is a simple and great way to ensure you receive attribution wherever a photo is shared.

The List

Now we’re getting a little meta with this one 😉, but there is no denying the power of lists in our current internet culture.

Give your readers a sneak peak of your content and list out all the main points inside your listicle. One of them could catch someone’s eye and prompt them to read the content when they might otherwise have not.

How do you keep your images looking fresh?

We’ve shared a few ways we think can help your social images stay engaging, but would love to know any other ways you are keeping your images fresh. Please comment and share what types of images you are creating and which ones are performing the best!

The post How to Keep Your Social Media Images Looking Fresh (Even if You’re Posting Every Day) appeared first on Social.

TBD MediaStarting fresh — be it with a new social account, a new business, or anything — takes a lot of guts and requires a lot of passion.

It also helps to have a little something unique.

What that something is can be entirely up to you! We’ve found this to be the case for starting a new blog, building a new social media presence, or charting a new business path. And I’m excited to share what this looks like for one team in particular.

Cat Killfoil jumped feet first into a new opportunity and quickly blossomed, growing her digital agency with its own creative team and an average of 2,000 pieces of content going live each month for her clients. 

What’s been the key to her success? And how might you learn from her story and follow in her footsteps? She was grateful to share with us what’s made the biggest difference: a fresh perspective on social media, some awesome strategies, and a great social media agency tool.

Here’s an inside look at the blueprint that’s helped Cat and TBD Media gain great results.

tbd media quote

Our results have shown that our new agency has had great success in a very busy, emerging marketplace. There are so many options out there and it’s crucial to use every advantage we have, Buffer being one of them!

– Cat Killfoil, TBD Media

A fresh perspective: Being content-first with social media marketing

What’s your primary focus with your social media campaigns?

All great campaigns start somewhere, with an emphasis on something: reports, audience, network, budget. Cat Killfoil and the TBD Media team focus on content first, above all else.

When zooming out to look at the agency impact from a big picture, it can be useful to think on which services an agency performs. Yes, there’s a ton of great value in making a strategy for a client. There’s ton of value in reporting the numbers.

Equally valuable is the execution of the strategy and the creation (and publishing) of the content that leads to results.

It’s this content element that can sometimes take second stage. Cat has made it a key element of every client proposal, and she’s chosen Buffer as her tool of choice for making the content focus as smooth as can be.

TBD Media averages 2,000 unique pieces of content each month, many of which spread to 2x their client’s standard reach.

As an agency, I have clients that are much more demanding of me, and we’re thinking of more of a content strategy role than just a check-the-box fullfillment and “check-the-box and here’s the report.”

When you get into the bigger, really expensive tools that have been familiar with that crowd, any other platforms that I’ve used, they were were reporting-first and then tried to add on scheduling and team members.

Buffer was scheduling-first and then added on reporting. I think that worked in your favor in a lot of senses because you can see what people want to know, where as others were like, “Here’s your data, that should be good enough for your client.”

I think people can overthink it by asking, “Well, how do we prove social media?” Well, okay, let’s dial it way back and keep it really high-level: Are you just going to not do it and why would you bother just doing it half way?

For us, we choose to think: Let’s just do something creative, let’s do something fun, keep it simple, make it so that the client can understand it, and really set a goal and stick to it.

So any promotion, campaign, or strategy that we run we ask, “What is the goal here?” Is it to sign up for a three-day webinar, buy a shirt, opt in to an email?

We just want to know if what we put out there increased visibility and helped our clients reach potential customers.

On collaboration: How TBD Media involves each of its clients in the strategy

From the start, Cat and her team are eager to include their clients in the social media strategy as much as the client may want. Every setup includes a chance for the clients to have access to everything and be fully involved in the posting and reporting on their social accounts.

Each client is unique, of course. Some choose to take TBD Media up on their offer; others would prefer to stay hands-off.

Even among those who do use the access there is variety: Some clients love to peek and observe, others love to be involved in the content creation itself.

When I decided to go with Buffer, it was because I knew I was going to be adding team members, that I wanted to have quality control, and especially with the initial on-boarding phase: It’s nice to be able to add clients for approvals and show them why we make the decisions that we do.

Our team rocks. Our exceptional writers still have an approval process at TBD. Then for each client, if they so choose, I’ll add the client as a team member and give them access to their account so that they know what’s going out and when.

It’s a really great help if the client has someone in-house because, more and more, we collaborate with in-house marketing teams.

If they have something that’s happening in real-time, they can either make an adjustment or make sure it’s not going to double post on that same topic.

To set this up in Buffer, TBD Media goes into the individual settings for each profile and adds the client as Managers to the account.


This way, the client will only see their own profiles (and none of the others that TBD manages), and they’ll have the ability to see everything that is scheduled to go out next as well as how everything is performing.

There’s an approve-appeal process that’s really streamlined in Buffer as opposed to how it was with some of my old agencies where we were spreading things out weeks in advance. I’ve got friends that work for big agencies, you know, even Nike or something, where they want to see all the content and spend a lot of time creating it, and then you have to go schedule it. There’s a lot of time we have to put into those steps with content calendering.

I don’t think we need to be spending that much time on the front end.

When you take some of that energy out of it, then you have more time to focus on making good content and making sure that everybody is on the same page with when it’s going out and what the point of it is. Then on the back-end just being able to grab it and say, “How did this do and perform?” Those analytics are getting more and more robust, and that’s been a great help to us as well.

“How can we show them why what we’re doing matters?”

Cat has the chance to get some really incisive feedback from her clients. Feedback like this:

“You’re just throwing a lot of numbers at me!”

What great feedback to learn from! This type of sentiment is one that a lot of clients might share, and it stems from data overload.

Updates sent.

Clicks per post.

CPC, CPM, engagement per impression, sentiment analysis. Phew!

There’s a lot to track, and there’s a lot to share with clients. What it comes back to for the TBD Media team is this central question: “How can we show them why what we’re doing matters?”

We want to make the data really digestible for the client. we want to say in human terms, “What is reach, why does it matter? What is impressions, why does that matter? What is the potential on social?”

We break it down really simply: the more fans we have, the more people there are to see it; the more interesting it is, the more chances we have to sell. Here’s your funnel and what we’re trying to do.

We want to make it a lot simpler conversation whereas with other tools, I feel, it’s more challenging to explain to a client.

One of my clients is a family member of mine, and he’s very blunt. He’ll tell me, “Well you’re just throwing a lot of numbers at me that haven’t sold me any of my products.”

That kind of opened my eyes to the fact that the reality that people are facing is they don’t understand social media skills. They’re still in the educational phase, so how can we show them why what we’re doing matters?

Again, it’s real simple, like this is how many people saw it and this is the reach; that’s all they want to see. So, when they can get in there themselves and I show it to them, it’s been a really easy thing as opposed to too much data or too overwhelming to someone who isn’t familiar with it and doesn’t use it daily like we do.

Cat and her team let clients view these stats right from within Buffer, and they’ve built a custom, in-house solution to report just these essential stats to their clients. In keeping with the theme of powerful simplicity, the reporting features in Buffer aim for clarity and results more than quantity and volume.

Every new Buffer for Business trialist can download PDF reports for the top 10 posts sent weekly, monthly, or any custom period, as well as a report on the overall trends in posts, followers, and engagement for any period. (All of it is white-label, too!)

Top Posts Report

(Click here for a sample report)

Tip: Reshare & recycle your best content

One of our favorite strategies for social media marketing at Buffer is resharing our content more than once. There are multiple ways to spin a new blog post, and there is great value in resurfacing evergreen content.


Cat has found the same to be true for her clients and has used this recycled content strategy to extend the life of content and drive consistent results.

It’s changed the way that I thought about marketing at my entire agency, because I used to have all these high, lofty “You can never re-share something more than once.” That kind of went away from me when I realized: “How about we just stick to what works and keep it going and keep that enthusiasm up” and, you know, find out what our client likes and actually just go with what our customers are responding with as opposed to what we think that you care about.

It’s made our content strategy a lot easier with the library features and being able to jump right in there and re-share that content.

And so far, so good. Especially things where they’re creating their own content. I have one client that works for an outsource/CMO vendor, and they heavily invest in content for blog-writing and for graphics and charts. They put out their white papers and just weren’t tracking them at all and they would just post it once, maybe boost it, and then forget about it. With our scheduling and with the re-buffering of the library, we can put those things into the mix of what we curate and create. Then, they shuffle, and it seems real simple. It’s maybe an obvious strategy everybody was using; it’s working really, really well for us.

This strategy has been so key for us at Buffer that we’ve built resharing functionality into the app. You can “rebuffer” posts from your analytics by clicking a button to add back into your queue. And we’re rolling out a new feature (currently available for Buffer for Business trialists) where you can save your best-performing posts into a library from which you can reshare smoothly or set the posts to recur automatically.


A major hurdle for agencies: Client education

In chatting with Cat and the TBD Media team, it’s apparent that they know their stuff!

The folks whom agencies serve tend to have some really great ideas, too.

It’s this intersection of agency knowledge and client-side tactics that can sometimes lead to some blocks and hurdles.

For instance, if a client hops onto Facebook and notices a new trending topic, they might reach out to the agency to see if something can be whipped together quite quick. Yet who knows how that might fit with the overall strategy the agency has put together.

We spend more time teaching and training clients why and what. Plenty will start running the job for me; I am older, which is kind of funny. I’ve been doing digital marketing for over 10 years, so I’ve seen a lot change. We have younger staff and we do try new, cutting-edge things all the time, but with my handful of clients now, a lot of it is pushed back on with “Well, I saw this” or “I want to try this” or “today is throwback Thursday, here’s a picture.” If it’s not a dedicated strategy, it’s just something they thought, it can be hard to say “Well, that’s not going to work because…”

We try to fight the good fight and balance between what their expectations are and what the right thing to do is. I have this integrity where I want it to be the best product it can be, that it’s meaningful, and it resonates with their customer base.

From an even higher level, there’s a key benefit that agencies like TBD Media bring to the table: They have the bandwidth to consider the full strategy for a brand and know the exact execution it will take to make things happen. They have a wonderful perspective! Sharing that perspective and helping the client to get on board is key to making the biggest impact possible.

It’s really an education process: “Yeah, this is a great idea, but here’s what we need to try when we need to try it.” We aim for a thoughtful process and not just throwing stuff against the wall.

Finding the best tools to do social

How many social media tools do you think it takes to run a fast-growing agency?

How about just one?

Cat and her team use Buffer to schedule all the content for their clients.

Beyond that, they gain the info they need from working natively with Facebook, Twitter, and other social networks. They use the networks themselves for social listening and monitoring.

To be honest, there aren’t really a lot of tools we use besides Buffer. We end up going to the native apps more than anything; we use Drive, Dropbox, and all these other random things, but besides Buffer and our software reporting, we’re not really tool heavy.

Some clients probably only see Buffer through their own eyes, their process, or if they have a new hire who comes on board and someone is using it, they might only know what they’ve been shown. It’s fun for us to say, “What else can we make Buffer do or how can we get it to work for a client?” That, plus the fact that we mix up our verticals on purpose, has made us kind of a thought leader in that sense of “Let’s show this to this client.” Even though most people might say “Okay, it’s just a scheduling tool.” For us it’s more of a conversation starter and a curation and analytics tool.

Want the smoothest social media experience for your team and clients?

Start my free trial

TBD Media and hundreds of other agencies use Buffer to manage social media profiles, content, analysis, and more for each and every client. With Buffer, you’ll get straightforward pricing that scales along with your business, 24/7 customer support, and an agency-first approach to the features that matter to you.

Join TBD Media and 5,000+ other brands and business with a free 30-day trial of Buffer’s most powerful social media features!

Huge thank you to Cat Killfoil and TBD Media for sharing some agency insights with us. You can download the full text of the interview here. Thanks to Rev for the transcription.

Image sources: Unsplash, Pablo, Canva


The post The New-School Social Media Blueprint of a Fresh and Bold Digital Agency appeared first on Social.

Snapchat is growing up pretty quickly. What started out as a way to share photos that self-destruct in 10 seconds, has evolved into one of the most complete and engaging communication platforms on the market today.

On March 29, Snapchat unveiled a major overhaul of its chat platform, enabling a whole bunch of new multimedia options for users. For the first time, users can now make audio and video calls through the app, as well as choose from over 200 stickers to send in messages and simultaneously switch between calls and messaging.

Snapchat’s new-found versatility will help it compete with other popular private messaging apps like We Chat, Kik, Telegram and Facebook-owned properties, WhatsApp, and Messenger.

In this post, I’d love to dig into the Chat 2.0 update: how to use the new features and what this may mean for the future of Snapchat.

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Everything you need to know about the Snapchat Chat 2.0 update

The Chat 2.0 update brought with it a plethora of new features and enhancements. In this section, I’d love to give you the lowdown on each of the key new additions.

Auto-Advance Stories

You can now swipe left during a Story to jump right into your next friend’s Story, or once a Story has finished playing the next one in your list will automatically start.

This makes consuming Story content much easier for users and could lead to an increase in the 7 billion video views Snapchat is generating daily.



Stickers have become an integral part of many messaging platforms over recent years and Snapchat has created a pool of over 200 stickers to include in your conversations.


Video or audio calls

You can now make audio and video calls through the Chat interface. To make a call simply tap on the phone icon for an audio call or the video camera icon for a video call.

What makes calls on Snapchat unique is the ability to be on a call and simultaneously send photos that appear as an overlay in the chat window.


Video or audio notes

Within the Chat interface, you can send quick, sub-10-second thumbnail videos and audio clips.

Video clips loop, much like GIFs and when tapped by the receiver will also play audio alongside the video. Audio notes, play through as the receive taps on them.


From ephemeral photos to a vibrant communication tool

In 2014, Snapchat released Chat 1.0, and for the first time allowed users to communicate via text and video chat.

“When we first launched Chat, our goal was to emulate the best parts of face-to-face conversation,” the company explained in a recent blog post. “Chat 1.0 was all about the joys of being here — when most apps told you when your friend was typing, Chat let you know that your friend was listening. And it’s the listening and engagement aspects of social media where Snapchat has really been able to differentiate itself.

Whereas sharing on most social platforms now feels like shouting into an empty street, Snapchat holds user attention. If you have 100 friends, half of them are likely to watch your Story, and for direct Snaps and chat conversations the engagement is even higher.

Snapchat’s goal is “to be the best way to communicate — second only to hanging out face-to-face,” and of all the social media platforms and social networks out there, Snapchat is the closest relation to the way we interact in our day-to-day lives.

We love to share, chat, debate, and discuss with those closest to us and when we see our friends in real life, these moments disappear. Snapchat mimics that behavior far more than any other network.

With Facebook and Twitter, we give friends a glimpse into our lives. Snapchat allows you to share the whole picture in a more authentic way. It’s full-screen, immersive nature brings our friends much closer to use than any other network. Watching someone’s story means giving it your full attention, for a few seconds at least. Whereas scrolling through Facebook’s news feed or Twitter’s timeline, you will barely notice most updates.

With Chat 1.0 Snapchat made some large strides to further the authenticity of the platform and took a different approach to generating conversation, making exchanges between friends feel more serendipitous.

Instead of letting you know when a friend has sent you a message, Snapchat started to send a push notification to say that a friend has begun typing a message to you. Their hope was that by the time they hit send, you’re already in the chat, ready to respond.

Here’s how Snapchat has evolved since its launch in 2011:


Chat 1.0 was a pivotal part of Snapchat’s evolution from an ephemeral photo-sharing app into the private messaging space. Chat 2.0 will help move Snapchat away from being seen as a way for teenagers to send self-destructing photos into a major player in the messaging space alongside the likes of Whatsapp and Messenger.

A more familiar way to chat

Snapchat has always had a unique approach to messaging and communication, but this latest update brings with it a more familiar feeling. Chat 2.0 introduces features that have become common in other messaging apps, like Stickers and audio and video calling, but they’ve been included with Snapchat’s own unique flavor (simultaneously being able to video chat and send images, for example).

This move appears to further signal Snapchat’s intentions of moving more into the mainstream conversation when it comes to messaging.

When Snapchat first gained notoriety, like many almost every social platform, it was the teenage market that really started adopting it in droves. And today 41% of American teens are active on Snapchat.

To continue its growth, though, Snapchat needs to evolve and continue pushing for mainstream attention beyond the 18-25-year-olds who currently use the product.

Chat helps Snapchat to enter the conversation alongside apps like Messenger and Whatsapp and makes the value proposition much easier to grasp for many potential users. It’s no longer about sending disappearing content, it’s much more than that. It’s about connecting in genuine ways with those closest to use over whatever medium feels best.

What this means for marketers

Social media seems to be trending towards more private conversations. How this will affect marketers long-term remains to be seen. But what’s clear is that Snapchat is here to stay and marketers should be paying attention.

Chat aside, over recent months, Snapchat has continued to release important features to help aid its growth towards the mainstream.

In February, they released On-demand Geofilters. Geofilters are just like regular filters – a design you can overlay onto a photo or video you take in Snapchat – except they’re only available in certain locations.

This update created a new revenue stream for the company, but also made Snapchat a powerful marketing tool for brands and businesses of all sizes. Now anyone can create their own Geofilter in a selected area for a chosen time (starting at $5 per 20,000 square feet per hour).

Brands and businesses should definitely be looking to take advantage of the opportunities provided by Snapchat as it continues to move towards the mainstream. Those who jump on early may see a first mover advantage and receive the best returns for their organic efforts and on-demand filters alike.

Talking point: Have you tried using Snapchat from a business perspective or created an On-demand Geofilter? Any tips or tricks you’d like to share? Let us know in the comments below the post.

Over to you

I’d love to hear your thoughts on Snapchat’s Chat 2.0 update. Have you downloaded it yet? What are your first impressions? 

Feel free to share your thoughts in the comments 👻

P.S. if you’re on Snapchat, we’d love to become friends. Our username is buffersnaps, or if you’re on mobile you can screenshot and scan the below Snapcode:


The post Snapchat is Growing Up: Everything You Need to Know About Snapchat’s Latest Update appeared first on Social.

The truth is, there’s so much to do on social media that, as a social media manager, I have to choose my battles wisely when it comes to steering my time and deciding which creative strategies to pursue. 

Luckily, there are an unlimited amount of resources out there to help social media marketers like us to decide which strategies will provide the biggest payoff when it comes to Facebook marketing.

But, more often than not, those resources give a general overview of various social media strategies and high-level tactics, leaving us wondering where we can turn to for ideas for specific images, copy, hashtags, videos and content that is working right now for top brands. 

That’s where my favorite Facebook tool comes in – A tool that is 100% free to use.

The Facebook “Pages to Watch” feature has completely changed the way I go about Facebook marketing on a daily basis. Many of you probably know about and use this tool regularly, but I’d love to provide a brief guide on where to find the Pages to Watch feature and how you can use it to improve your Facebook marketing. 

After that, we’ll get into some good stuff and I’ll share with you the 16 Facebook pages that we watch like a hawk and draw inspiration from every day.

Ready? Let’s jump in!

pablo (42)

How to Find and Use Facebook’s “Pages to Watch” Feature

For Facebook pages with more than 30 likes, Facebook offers a robust Insights tool that gives social media marketers the ability to analyze a ton of great data from their page. 

facebook page insights, facebook, insights, social media

From there, you’ll be taken to your page’s Insights dashboard where you’ll find the tool of all tools – Pages to Watch – directly under the “5 Most Recent Posts” section.

facebook, pages to watch, facebook insights

Next, simply click “Add Pages” and begin adding pages by typing their brand name into the search box. Once you’ve added a brand page to your list, you’ll be able to see the following stats:

  • Their total page likes (and the % +/- change from the previous week)
  • How many times they’ve posted to Facebook this week
  • Their total engagement count for the week

Pretty cool!

Where it gets even better is when you click on a specific brand’s icon in your list. Facebook provides a detailed view of every one of their posts from the current week – ranking them from the “most engaging” to “least engaging.” This allows you to quickly check the top posts from every page you follow in a matter of seconds.

Netflix, pages to watch, facebook insights

So you’re all set to go with the Pages to Watch feature, but which pages should you follow?

My first instinct was to follow all of the pages that I follow personally on Facebook, which was a perfectly fine route to go for me as a beginner. However, I quickly realized that a lot of the pages that I follow personally are not relevant to Buffer’s audience.

Here are a few ideas to develop a relevant watch list: 

  • Top peers in your space
  • Brands that you admire in your space
  • Brands that have a strong social media presence in your space
  • Influencers in your space
  • Top brands from around the world (this one’s for fun)

How I utilize Pages to Watch

I like to go in and quickly check the pages that we follow 3-4 times per week to make sure that I have my finger on what’s trending in the industry. What I am looking for are posts and content that have major potential to be successful on Buffer’s social media. The are 3 key factors that I consider when browsing pages: 

  1. Posts with high engagement (50+ likes, 15+ shares, and 10+ comments)
  2. Posts with low engagement, but contain beautiful images, awesome copy, or great content. I love these because it allows us to improve upon content that has potential to be engaging
  3. Specific trends across the board. In social media, things tend to pop up and fade quickly and so it’s always fun to jump on trending topics that are relevant to Buffer

Another key factor that I take into account is a brand’s overall engagement per post and if they’re trending upward or downward. To so do, I quickly divide their total weekly engagement by the number of posts. If a brand with a similar audience size to Buffer is averaging a lot more likes per post, I’ll try to dig in and study the images, content, and copy they are using to see how we may improve on our own.

I recommend that you follow around 12–16 pages so that you’re not overloaded with content, but that you get a nice variety of brands and creative ideas to pull from.

If you’re looking for a good place to start with pages to watch, here are 16 amazing pages that we draw inspiration from every day. In other words, they are crushing it on Facebook!   

16 Amazing Facebook Pages that Inspire Us

  1. Netflix U.S. 

Facebook, Facebook pages, Netflix

Why it Rocks: Netflix is a great example of a brand page that speaks in the language of their audience. They post high-quality images with captions that resonate well with their core users. Netflix understands the fine art of brevity and isn’t afraid to “go there” from time to time. If you’re looking for quippy, clever captions, then Netflix may just be your daily inspiration. 

  1. Shopify 

Facebook, Facebook pages, Shopify

Why it Rocks: Shopify has the art of video marketing on Facebook down to a science. They post a great mix of original video content that points to their blog along with fun, light-hearted videos that are meant to simply delight their audience. They’re also a great example of a brand that is using the Facebook “Shop” feature on the top of their page – driving sales directly from social media. 

  1. Square

Facebook, Facebook pages, Square

Why it Rocks: Square is an awesome example of a brand page that proves you don’t have to post several times per day to receive a huge amount of engagement on Facebook. They only post the “best of the best” of their content and it really pays off for them. Square also has a great sense of who their audience is – sharing photos and videos that are highly relevant, speaking to the finance-minded user. 

  1. The Next Web

Facebook pages, facebook insights, social media, The Next Web

Why it Rocks: The Next Web has really burst on the scene as huge player in the Facebook space – Covering everything in the world of “Internet Technology.” Not afraid to post multiple times a day, The Next Web makes a strong case for the power of putting your content out there as often as possible. What makes The Next Web notable is their ability to summarize major stories in just a few, catchy words. 

  1. WeWork

Facebook, Facebook pages, WeWork

Why it Rocks: WeWork is a fabulous example of a brand page that does a solid job of mixing up content types and posts. Scrolling through their Facebook page you’ll find a variety of links, photos, and videos. It’s also fascinating to see the how they are able to tell stories about the people in the WeWork community and around the world. 

  1. Creative Market

Facebook, Facebook pages, Creative Market

Why it Rocks: Creative Market does an incredible job of finding and producing the best “creative” content to share with their audience on a consistent basis. Looking at their top posts week after week, it’s a mix of original and curated video content that is highly relevant and shareable. The shareability may be part of the reason why they’ve just passed the 215,000 fan mark. 

  1. Social Media Examiner

Facebook, Facebook pages, Social Media Examiner

Why it Rocks: Many of us know Social Media Examiner’s blog as a leading resource in social media news and know-how, but their Facebook page is also a wonderful example of how to be successful with sharing top social media content from around the web. I like to think of it as similar to an RSS feed of popular and useful articles. SME also puts their cover photo to good use by promoting their major annual event – Social Media Marketing World.

8.  REI

Facebook, Facebook pages, REI

Why it Rocks: REI does a wonderful job of promoting beautiful fan content across all social media channels – With their Facebook and Instagram pages as the hubs. Their hashtag campaign, #OptOutside, has been used more than one million times on social media and connects people from across the world, people who love the outdoors. If you’re looking for ideas for a user-generated content campaign, REI is a great place to start. 

9. Neil Patel

Facebook, Facebook pages, Neil Patel

Why it Rocks: Neil Patel does an amazing job of studying his audience and knowing exactly what they love on Facebook. He’s not afraid to experiment either – Sharing everything from quote graphics and curated content to text and picture-only updates. If you’re looking for actionable insights and ways to shake things up, then look no further than Neil Patel. 

  1. Brain Pickings

Facebook, Facebook pages, Brain Pickings

Why it Rocks: Brain Pickings’ Facebook page is the poster child for super interesting content and perfectly branded updates. They’ve found a unique niche in the market that a massive audience has embraced with open arms. I love their About section as well: “A cross-disciplinary library of interestingness culling ideas that shed light on what it means to live a good life.”

  1. Livescribe

Facebook, Facebook pages, Livescribe

Why it Rocks: As social media customer support becomes more and more critical for companies, those who have already been experimenting with different ways to support their customers will be well-ahead of the curve. Livescribe’s “Customer Service” tab is one of the first things you see when you arrive on their page. From there, customers can ask questions, share an idea, report a problem, or simply give praise.

  1. Spotify

Facebook, Facebook pages, Spotify

Why it Rocks: What I love about Spotify is that they’re not afraid to speak in the language of their users. They’ll often be found using words and phrases like “dope,” “epic,” “ridiculous,” “peep it,” etc. While this may not be a viable strategy for a lot of brands, it definitely works for Spotify. They also do a great job, like REI, of featuring and sharing their audience’s stories on social media. 

  1. Robinhood

Facebook, Facebook pages, Robinhood App

Why it Rocks: Quirky, yet beautiful graphic design and insightful articles on investing, Robinhood App has exploded onto the Facebook scene in 2016. 19,000 Facebook fans and counting, Robinhood boasts an unusually high engagement rate for a brand – averaging several hundred likes, comments and shares per post. This is a great page to watch in the coming months as they continue to grow as a company and their Facebook strategy evolves. 

14. Gary Vaynerchuk

Facebook, Facebook pages, Gary Vaynerchuk

Why it Rocks: You may know Gary Vaynerchuk from his podcast and book “#AskGaryVee,” but did you know he has a rockin’ Facebook page as well? Gary shares an engaging mix of business and personal content – Giving us all a look inside what it’s like to live the life of an entrepreneur. I find it very inspirational because it demonstrates the power of authenticity and personality on social media. No frills, no fluff, just the real Gary Vee. 

  1. Lyft

Facebook, Facebook pages, Lyft

Why it Rocks: Lyft does a wonderful job of harnessing the power of word of mouth when it comes to Facebook marketing. Scattered throughout their feed are contests, big announcements, coupons, deals, partnership celebrations, user stories and more. They make it really easy for their audience to want to share their content. It’s straight forward, well-designed, and often includes a relevant call-to-action.

  1. Duolingo

Facebook, Facebook pages, Duolingo

Why it Rocks: I love going to Duolingo’s Facebook page for inspiration because of their high-quality content and simple graphic design. They are very much focused on quality over quantity – only sharing to Facebook a few times per week. Like other successful Facebook pages, they utilize catchy captions and design to encourage users to share their posts with their friends and family. 

Over to you

Which Facebook pages do you follow for creative inspiration or just simply LOVE? Please feel free to let me know in the comments below so that I can add them to our list!

The post Our Favorite Facebook Tool + 16 Amazing Pages That We Draw Inspiration From Every Day appeared first on Social.

Facebook is introducing Delivery Insights to its Ads Manager tools. Delivery Insights will tell advertisers how their ads are competing at auction and provide recommendations on how to tweak ads to make them more competitive.

The social network delivers ads to its users based on bid price, ad quality and user interest,  evaluating billions of pairings of individual people and individual ads each day, looking for the right mix of message relevance and potential business value.

According to Facebook, the new feature identifies under-delivering ad sets and explains why the under-delivery is happening and highlights suggestions for specific actions an advertiser can take to make their ad more competitive at auction – in-turn helping them to increase the performance of their advert.

pablo (41)

Delivery Insights will begin rolling out globally to Ads Manager in a few weeks, and advertisers will find this feature in the “Delivery” column in the campaign and ad set level, as well as in a standalone tab under “Tools.”

John Hegeman, Facebook’s director of engineering for advertising delivery, e-commerce and analytics, said in a statement about Delivery Insights:

“We built our ad system to create as much value as possible for people and businesses. With this in mind, we’re focused on helping marketers better understand how our ads auction works, and how they can improve their results, through an education program we’re launching this week. In the coming months, we’ll also begin introducing new insights in our ads interfaces to help marketers ensure their ads are shown to the people they want to reach.”

How ads get shown on Facebook

The core belief behind Facebook ads is the idea that people should see ads that are relevant to them and ads should deliver as much value as possible.

With more than 3 million advertisers all competing for attention in more than a billion users news feeds, Facebook use what’s called an ad auction to deliver ads.

The ad auction pairs individual ads with particular people looking for an appropriate match. The social network’s ad auction is designed to determine the best ad to show to a person at a given point in time.

The auction starts with an advertiser submitting a request for an ad to be shown to people. To submit the request, advertisers define their target audience, set an objective for their campaign and place a price bid for each click or conversion. Then, each time there’s a chance to show an ad to a person in the advertiser’s selected audience, Facebook run an auction to determine whether they should see the ad from that advertiser—or different ad.

“If you’re an advertiser and you’re getting a chance to show your ad, you’re going to take away the opportunity from someone else,” Hegeman explained to Wired.

“The price can be determined based on how much value is being displaced from those other people. An advertiser will only win this placement if their ad really is the most relevant, if it really is the best ad to show to this person at this point in time.”

Factors that determine the winner of an auction

To determine which ad wins the auction, Facebook assigns a total bid value to each ad, which is calculated based on three factors:

  • The advertiser’s bid value for the outcome they care about
  • The estimated action rates that the person seeing the ad will lead to the advertiser’s desired outcome
  • The ad’s quality and its relevance to the person

Here’s a little more on each of these three factors:

Bid value

When you create an advert on Facebook you’re asked to choose how you’d like to bid: automatically or manually.

Automatic: An automatic bid is one Facebook makes for you on an auction-by-auction basis. The bid is calculated with the goal of spending your entire budget and getting you the most of the result your ad set is optimized for.

Manual: A manual bid is one you make that tells Facebook the maximum amount you’d be willing to pay for the result your ad set is optimized for. For example, if you want website conversions and a you know conversion is worth $10 to you, you could set your bid at $10.

Ad quality and relevance

Facebook estimates how interested a person will be in seeing your ad with measures of its quality and relevance. If your advert has received some negative feedback, that could decrease its value here, likewise, positive reactions and the person has a history of being interested in what you’re advertising, that can increase its total value.

To keep tabs on your ad quality and relevance Facebook ads manager has a super-useful relevance score for each ad and also enables to you keep tabs on both positive and negative feedback. The relevance score is displayed as a number between 1 and 10 while positive and negative feedback will be shown as a rating of low, medium or high.


You can find the relevance score and positive and negative feedback from within Facebook ads manager.

Estimated action rates

An estimated action rate is a measure of how likely the eligible person is to take the actions required to get you the result you’ve optimized for. Below is an example Facebook use to explain how estimated action rates work:

If you’re running an ad for cooking equipment that’s optimized for purchase conversions, you’re probably targeting it to people who are interested in cooking. However, cooking equipment’s relevance to someone’s interests doesn’t necessarily mean they’re going to purchase cooking equipment. That’s why we factor in estimated action rates. From the pool of people interested in cooking, we try to find those that are most likely to complete a purchase.

Winning an auction

In each auction, the ad with the highest total value wins, and winning means the ad gets shown to the person in consideration. This means an ad that’s high quality and very relevant can beat an ad that has a higher advertiser bid, but is lower quality and has less relevance.

Facebook Delivery Insights will help advertisers to see how campaigns are performing and understand what they should modify during the campaign to increase their likelihood of success.

Over to you

I hope you found this post useful and would love to hear your thoughts on Facebook Deliver Insights once they’re rolled out globally.

I’d also be keen to hear your tips and best practices for creating highly relevant and high-performance ads on Facebook. Share your thoughts in the comments and I’d be excited to join the conversation. 

The post Facebook Delivery Insights Will Help Marketers Get More Value From Ads (Plus How Ads Get Shown On Facebook) appeared first on Social.

Keeping up to date with the latest social media logos can be a challenge. And even once you’ve found the correct logos it can also take some time to understand the brand guidelines:

  • How much spacing should be around the logo?
  • What colors should I use?
  • What size should be it be? etc,

To help you save time, we put together this resource to keep you updated on the latest social media logos. Alongside the most recent logos for Facebook, Twitter, YouTube and more, we’ve also included the key guidelines for the usage of each logo as well.

Let’s get started!

The Always Updated Guide to Social Media Logos

Social Media Logos

Below is a guide to the logos and brand guidelines for many of the most popular social media platforms out there. We’ll do our best to keep this post updated and ensure it always contains the most current version of each logo.

Looking for a particular social platform? Try clicking one of these categories below:

Facebook | Twitter | Snapchat | Instagram | Medium | Pinterest | Google+ | LinkedIn | Vine | YouTube

Facebook Logo & Guidelines

The “f” logo is one of Facebook’s most important visual and identity assets and it has changed slightly over the years.

The current logo features the trademark ‘f’ in white on a blue tile.


New, correct Facebook logo


Only use the ‘f’ logo to refer to:

  • Your presence on Facebook, such as your Page, timeline, group, app or event
  • Your implementation of Facebook on your website
  • Your product’s integration with Facebook, such as ‘For use with Facebook’
  • Content that originates from Facebook


wrong Facebook logos

The proportions and spacing of the “f” logo should never be altered for any reason.

Pro tip: Hold the “Shift” key in most software programs to maintain the proportions while scaling up or down.

Incorrect use

incorrect facebook logos

To ensure accurate and consistent use, Facebook advises never to alter, rotate, embellish or attempt to recreate the “f” logo. The rounded box shape should also never be altered embellished.

Full Facebook brand guidelines and assets > 

Twitter Logos & Guidelines

The Twitter bird is instantly recognizable. However, it has been through quite a few transitions since Twitter first launched in 2006.

The current Twitter logo features the bird with its head angled upwards.


new, correct Twitter logo

The minimum size of the logo should be 16 pixels, and the empty space around the logo should be at least 150% the size of the logo itself. For example, if you’re adding the Twitter logo to hashtag or username, it should have the correct 150% spacing:

twitter logo and username + hashtag style guide


incorrect Twitter logos

Twitter asks that people refrain from using the marks in a manner that suggests sponsorship or endorsement by Twitter, or confuse Twitter with another brand. Alongside these points Twitter also share a few more guidelines when it comes to using their branding:


  • Use speech bubbles or words around the logo
  • Rotate or change the direction of the logo
  • Animate the logo
  • Surround the logo with other birds or creatures
  • Change the color of the logo
  •  Anthropomorphize the logo
  • Add special effects to the logo
  • Use older versions of the logo, previous logos, or any marks that may be confused with the brand

To support its logo mark, Twitter primarily use the Gotham font family. 

Twitter brand colors

twitter brand colors

Full Twitter brand guidelines and assets > 

Snapchat Logo & Guidelines

Snapchat’s ‘Ghostface Chillah’ logomark has become extremely famous and instantly recognisable as the platform has gone from strength to strength over the past few years.



The logomark is Snapchat’s primary choice of identifying its presence.

snapchat current logo

Ghost mark

Another option to signify the presence of Snapchat is through the Ghost Mark.snapchat ghost mark logo


When using Snapchat’s branding it’s important than no other logos or elements infringe the space around it. Clearspace around the logomark should always be equivalent to 1/3 of the width of the logomark.

The minimum size the logomark may be used for print applications is .4” (10mm) wide and for digital applications, the minimum size is 45 pixels wide.

snapchat spacing and size style guide

Snapchat brand color

Snapchat’s logotype should always contrast with the background. The official yellow colours used by Snapchat is:

  • Hex: #FFFC00
  • CMYK: 0/0/100/0
  • RGB: 255/252/0
  • PMS: Pantone Yellow U

Full Snapchat brand guidelines and assets > 

Instagram Logos & Guidelines

Instagram has a singular focus on captivating imagery and nothing symbolises this focus more so than their logo.


Instagram has two main logos, the Glyph and Multi-color camera.

current instagram logos

The glyph logo should be used whenever you refer to your presence on Instagram and the multi-color camera should only be used when encouraging people to download the Instagram app.


Instagram logos should always be surrounded by clear space equivalent to 33% (one-third) of the logo size:

instagram logo spacing style guide

  • The Multi-color camera logo shouldn’t be altered in any way. However, the glyph can be used in any color, as long as all other aspects of its design stay the same.
  • Unless the glyph or camera logo will appear in a list of other social media logos, a clear call to action (e.g. “Follow us on Instagram”) should accompany the logo.

Full Instagram brand guidelines and assets > 

Medium Logos & Guidelines

The standard version of the Medium logo, which should be used in most instances, is rendered in four tints of green, progressing from dark to light, left to right.


Standard version

medium standard logo

Grayscale and one-color versions

medium greyscale and black-and-white logos

The grayscale version of Medium’s logo should be used less often than the standard green version, in smaller or more discrete contexts. The one-color version of the logo should only be used at small scale (i.e., less than ~50px.), and it should only appear as a single solid color.



  • Use the old logo.
  • Alter the colors of the logo, or add additional colors.
  • Crop, stretch, modify, or change the orientation.
  • Use the logo in confusing or conceptual ways.
  • Spell Medium by adding “edium” to the right side of the logo.

incorrect medium logos

Medium brand color

The “Medium green” is represented as #00AB6C, which matches the leftmost color panel in the standard green logo.

medium's green branding color

Full Medium brand guidelines and assets > 

Pinterest Logo & Guidelines

The Pinterest badge is a red circle and white scripted P outlined in white. The Pinterest wordmark shouldn’t be used or reproduced in any material.


current pinterest logo


When it comes to using Pinterest’s badge branding, they ask that:

  • You only using the Pinterest badge (not the wordmark)

  • The badge appears before a call to action and the copy includes your Pinterest URL

  • The height of the badge appears proportionate to the CTA copy

pinterest logo guidelines

Pinterest brand color

Pinterest’s badge logo should always be reproduced in the Pinterest red:

pinterest's red branding colorFull Pinterest brand guidelines and assets > 

Google+ Logo & Guidelines

The Google+ logo has been through many transitions since the platform launched. The current official Google+ logo is a capital ‘G+’ with a red background.


google plus logo


Google prefers that you do not change or remake the icon in any way. However, if you display multiple third-party social icons together on your app, you can customize the Google+ icon to match your app’s style provided that all buttons are customized using a similar style:

  • Same color and visual treatment.
  • Same shape and size.

If you do edit the logo, you must not change the font of the “g” or the position of the “+” symbol in the icon and the aspect ratio must be preserved. The “g+” must always be centered in the icon.

Full Google+ brand guidelines and assets > 

LinkedIn Logos & Guidelines

The LinkedIn logo uses three colors: LinkedIn Blue, black, and white. Primarily the logo should be used on a white background for maximum impact and clarity. 


The logo comes in four variations. In cases where the 2-color logo or [in] is not appropriate, the following versions are available for use:

current linkedin logo variations

The same variations are available for the [in] mark as well:

linkedin icon logo variations


The LinkedIn logo should be surrounded by clear space 2x the side of the width of the ‘i’ in the logo. For example:

linkedin logo guidelines

The minimum size of our logo and [in] is 21px on screen, or 0.25in (6.35mm) in print, measured by the height of the [in].

linkedin logo minimum size

LinkedIn brand colors

LinkedIn primarily use three colors: LinkedIn Blue, black, and white:

linkedin style guide for branding colors

Full LinkedIn brand guidelines and assets > 

Vine Logos & Guidelines

The Vine logo is always presented in monochromatic formats and whenever possible, the logo should be presented as white on a dark background.


current vine logos


The minimum clear space is defined by half the height of the Vine logo and the minimum height of the Vine logo is 32px, measured from the top-most point of the V to the baseline.

Vine also request that:

  • The Vine logo is not placed in a container shape
  • No additional visual effects to the Vine logo
  • You make sure you’re using the most up-to-date assets
  • No green other than #00bf8f should be used

Vine brand colors

The Vine brand is represented by three primary colors: black, white, and Vine green.

vine style guide for colors

Full Vine brand guidelines and assets > 

YouTube Logo & Guidelines

The YouTube logo has been pretty consistent since its launch. The logo features black and white text over a red television shaped block.


current youtube logo


The YouTube logo should never appear smaller than 25px in height. And it should always have the minimum area of clear space around the logo, to work out the minimum clear space take the cap height as a base.

Minimum size:

youtube minimum size logo

Clear space:

youtube logo clearspace

YouTube brand colors

The YouTube full-colour dimensional logo is made from the colors below:

youtube color style guide for branding
Full YouTube brand guidelines and assets > 

Over to you

Thanks for reading! I hope you found this resource useful.

Are there any other social media logos and brand guidelines you’d like us to add? Let us know in the comments below. 

The post The Always-Updated Guide to Social Media Logos appeared first on Social.

On March 21st, 2006, Jack Dorsey set up his twttr. What followed over the past 10 years, as Twitter has evolved has undoubtedly changed the way we communicate, and in some ways changed the world.

just setting up my twttr

— Jack (@jack) 21 March 2006

From the Hudson River plane crash, and Obama’s four more years to #BlackLivesMatter and JeSuisCharlie. The most important, world-changing moments have often unfolded on Twitter, in real-time for all to see, react to and engage with.

As Twitter began to roll out its 10th Birthday celebrations around the globe, I was caught in a quandary. 10 years of Twitter feels like a topic I have to write it about; it’s something we should cover on the Buffer Social blog. But how? What should we say?

“Twitter Turns 10: Here’s How It’s Changed Marketing” was one title that flashed into my mind, “The top 10 Most important Facts and Stats about the Social network,” was another.

Instead in this post, I’d love to reflect on how far Twitter has come, the challenges it faces, some of its defining moments from the past 10 years and what this all means for creators, marketers and business owners.

Even 10 years in, a few things about Twitter are relatively unknown and can have an enormous impact on your success on the platform.

Let’s get started! pablo (39)

How Twitter has evolved

Twitter has grown to have over 320 million monthly active users. It has become the place for breaking news, debates, interacting with your favorite celebrities and more. However, when Dorsey sent his first tweet, Twitter was a very different product.

Twttr, as it was back then, was an SMS-first product aimed to help users keep in touch with their friends at all times. Here’s how the homepage looked: twttr-homepage And the first Twttr timeline: twttr-timeline Now, 10 years on, Twitter has become a rich-media, immersive experience enabling users to discover what’s happening around the globe in real-time. twitter home new

3 of Twitter’s defining moments

1. First use of a hashtag (2007)

Hashtags weren’t always an integral part  of Twitter and were first proposed by former Google designer Chris Messina in 2007:

how do you feel about using # (pound) for groups. As in #barcamp [msg]? — Chris Messina ✌︎ (@chrismessina) August 23, 2007


2. Hudson River plane landing (2009)

US Airways Flight 1549 crash-landed into the Hudson River on 15 January 2009; amazingly pilot Chelsey Sullenberger was able to land the Airbus A320 on the water without any of the 155 passengers and crew suffering severe injury.

News of the landing first broke on Twitter with Janis Krums sharing the now-iconic image of the plane in the Hudson River:


3. Obama’s second term (2012)

Before he appeared publicly to affirm his second presidential win, President Obama shared the moment on Twitter.

Four more years. pic.twitter.com/bAJE6Vom

— Barack Obama (@BarackObama) November 7, 2012

Twitter grows into a marketing tool: 3 key changes to how marketers use Twitter

“As a cultural force, Twitter has logged many defining moments. But as an ad platform and marketing tool, Twitter’s coming-of-age appears to be happening now,”  declared in AdAge in February 2013.

Learmonth’s post came as Twitter was Learmonth’s post came as Twitter was preparing to launch their first ad product to the public after a lengthy testing period exclusive to American Express merchants and card members.

Before Twitter Ads, though, the platform had already started to redefine marketing, as Learmonth explained: “Twitter has opened a marketing window that didn’t exist before, a window that allows marketers — or anyone — to exploit, in real time, moments both expected and completely unplanned.”

Twitter’s real-time nature opened up a new frontier in advertising that didn’t exist before. Brands were able to monitor chatter, react to events and create campaigns on the fly as and when news broke. Probably the most recognised and publicised example of this “newsjacking” technique is the infamous Oreo SuperBowl tweet.

When the lights went out in SuperBowl match between the San Francisco 49ers and the Baltimore Ravens, Oreo seized the opportunity and during the thirty-four-minute blackout they tweeted:

Power out? No problem. pic.twitter.com/dnQ7pOgC — Oreo Cookie (@Oreo) February 4, 2013


The tweet was retweeted 10,000 times within one hour, and speaking to AdAge, Sarah Hofstetter, president of Oreo’s digital agency at the time, said the post was “designed, captioned and approved within minutes.”

1. The evolution of real-time marketing

After the Oreo SuperBowl success and many more high profile cases of newsjacking, this approach became widespread, with every marketer and brand looking for real-time opportunities to share their message.

Early adopters of this technique saw a tremendous amount of success by jumping on trends and news related to their brand. However, as more and more brands started to jump into newsjacking, the market soon became tired, as Gary Vaynerchuk explains on his blog:

Just like anything else, it became an issue of supply and demand. When every single pet food and tire company ends up trying to find a way to incorporate easter into their Twitter posts, consumers get tired. The consumers have moved away from that tactic.

Nowadays, there is still opportunity in newsjacking, but brands need to be far more selective on what trends they jump on (you could even say this post is newsjacking, as Buffer has jumped on the trend of Twitter’s tenth birthday).

We’ve moved away from the days where brands are looking to have an opinion on every big news story, and instead, we’re seeing a more selective approach to real-time marketing.

2. Revolutionizing the way brands and consumers communicate

Before Twitter and social media exploded in the early 2000’s, consumers had a very different relationship with brands.

It’s easy to forget that customer service used to consist mainly of premium-rate phone numbers and email. Now people can instantly connect with companies whenever and wherever they choose.

Twitter has become the go-to place for consumers to interact with brands and solve their customer service issues. In a recent study, McKinsey & Company found customer service Tweets to brands have increased 2.5 times over the past couple of years.

It’s not just in customer service where Twitter has changed brand / consumer relationships. Twitter has also given brands and opportunity to showcase their unique voice on a more personal and frequent basis.

In a post on Twitter’s blog, Joel Lunenfeld, VP of sales strategy at Twitter, explains:

Brands have always taken to Twitter to express themselves. With every Tweet, every response, and every cultural trend engaged, brands have shown their true voice in unique ways.

3. Moving from land-grab to results

When Twitter first burst onto the scene, brands and early adopters had a  land-grab mentality – trying to build the biggest audience possible. Now, we are transitioning to the results driven mindset.

Follower counts are irrelevant and for most engagement is dropping, and in all honesty, I don’t think that’s a problem. Paying for reach is how marketing has always worked, and now the initial land-grab is complete, marketers are again adjusting to paying for reach on Twitter and almost every other social network.

As social media budgets have risen, marketers have gotten more serious about determining the impact of social media on their bottom line and have become more focused on yielding some kind of measurable result.

Brands still focus on creating engaging, shareable content for Twitter, but there’s also more focus on Twitter as a customer retention and sales tool. The most important metrics are beginning to transition on from follower growth and engagement to conversions, sales and customer service response times.

The future of Twitter

The future of Twitter has been debated a lot recently. With many people fearing the end is approaching:


Though Twitter is not without its problems, I feel a little more optimistic about the future. The platform has become an integral part of breaking news, live television and sports, real-time marketing and customer service.

Despite ailing user growth figures, Twitter’s revenue grew by 50% last year as We Are Social’s Jordan Stone explained to Kirsty Styles at The Next Web:

Much has been made, particularly in December last year, of the death of Twitter but that depends on what you’re looking at. If all we’re focused on is active users, then yes, you can make that conclusion. But revenue has done incredibly well – up more than 50 percent.

Stone continues:

There are now 500 million people coming to Twitter separately and entirely unique from its active user audience. That’s why advertisers are going there in increasingly great numbers – up 50 percent in the last year – because they can start serving ads to people who aren’t even logged in.

Twitter has recently put added focus on enabling people who are logged out, or not even on Twitter to see Twitter content. So I guess the question begs, if the reach of tweets and Twitter-housed content is increasing, does Twitter need user growth?

The 1% rule

The 1% rule is a rule stating that only 1% of the users of a website actively create new content while the other 99% of the participants only lurk.

An article published by Fred Wilson, an early Twitter investors, shares some numbers from a 2011 Twitter announcement and suggests that even back then the service should be focused as much on logged out users as those who are logged in:

Let’s remember one of the cardinal rules of social media. Out of 100 people, 1% will create the content, 10% will curate the content, and the other 90% will simply consume it.

Twitter has 400mm active users a month, 100mm of them are engaged enough to log in, but only 60mm tweet. For years people have made it out like this is a bad thing. It’s not a bad thing. It is an amazing thing. Let people use the service the way they want and you’ll get more users. Logged out users are users just like logged in users. We should focus more on them, build services for them, and treat them like users, not second class citizens.

If Twitter can continue to enable it’s dedicated creators (journalists, bloggers, athletes, brands and news outlets) to increase the reach of their content and provide a platform for them to share their thoughts and opinions with the world, then it feels like things may be just fine for the platform.

Advertisers and marketers are after consumer attention, and if Twitter delivers impressions both within Twitter-owned properties and outside, then there are certainly exciting times ahead for the company as it heads into its second decade.

What Twitter has is unique, and very much needed. It doesn’t need to be like Facebook, Instagram or Snapchat. And maybe it doesn’t even need a billion users to become a long-term success.

Over to you

I’d love to hear your thoughts on this post and 10 years of Twitter. How has your Twitter usage changed over time? What do you feel the future holds for the platform? Feel free to share in the comments; I’d love to join the conversation. 

Here’s to the next 10 years! Happy Birthday, Twitter.

The post Twitter Turns 10: Reflections and Learnings from 10 Years of Twitter appeared first on Social.

Wow, how time flies! It’s been just over a year since we shared a behind-the-scenes look at Buffer’s social media strategy and stats.

The feedback from the community on that post was amazing, and we learned so much from the comments, many of which ended up shaping future Buffer articles like “How to Create a Social Media Report and Explain It to Your Boss or Client” and “What $5 Per Day Will Buy You on Facebook Ads.” 

Since then, we’ve tried our best to learn about what’s working well for us on social media and what’s not. Some of these discoveries led us to change directions on particular social platforms, drop others entirely, and experiment with new ideas and strategies along the way.

Now that we’re nearing the end of Q1 of 2016, we thought it would be a great time to share our latest social media stats, what we’ve learned, and what our strategies look like for the future.

We’d love to hear your thoughts and ideas as we go along, too! We’re super excited to share our social media journey with you.

Let’s dive in!

social media strategy, social media, buffer social media

Buffer’s Current Social Media Stats

One of the most challenging things for us at Buffer is to truly measure how our social media is performing.

On one hand, there’s quantitative data such as clicks and shares which is invaluable in gauging overall performance and on the other hand, there’s qualitative data that’s a little harder to measure. For example, determining the value of a comment compared to a like or a retweet compared to a share on Facebook.

Which raises the question: What should we be measuring and what’s not so important? 

In hopes of answering this, we’ve found that it’s useful to start with what we want to achieve first, and then work our way back from there. That provides context around the numbers that are important to our marketing team and how we can go about measuring them in an effective way.

  • For example, if one of our primary goals was to build an audience to a certain size by a certain date, then we would measure data that’s directly related to audience growth such as an average number of likes per week and an average number of shares on our content.

With that in mind, here’s a complete audit of our social media stats from February, including how we pulled the data, what we learned, and our strategy for the future based on the numbers. 


We broke the 50,000 Fans mark on February 29th, and so we’d like to start by thanking our awesome Buffer community!

To pull a detailed report for of our Facebook page performance we went to: Insights > Export > Page Data & Post Data. (Side note: Buffer for Business Users can pull their Facebook and other social network data directly from the Buffer Dashboard)

Facebook Analytics Export

After clicking “Export” users end up with a data sheet similar to this one: Buffer Facebook Page Data – Feb, 2016 

We gained 3,007 new page likes for a total of 50,106

We shared 86 posts (72 links, 12 photos, and 2 videos) earning a total of 207,203 in “Organic Reach” and 190,155 in “Paid Reach”

  • Average clicks per post = 180
  • Average likes per post = 43 
  • Average comments per post = 5

We averaged 731 “Daily Engaged Users” 

We averaged 10 “Page Unlikes” Per Day

Posts that contained “Links” accounted for 8/10 of our top performing posts in terms of “Reach” with the remaining 2 being “Photos” 

What we’ve learned and our strategy for the future

As Facebook continues to grow and evolve, we’re keen on adjusting our strategy to grow and evolve with it so that we may provide content that is as useful and fun. 

  • Paid strategy – A quick glance at the numbers shows that nearly half of our total Reach on Facebook in February was attributed to “Paid” – that’s huge! We’d like to continue to experiment with advertisements and boosted posts as we have seen success with both in terms of traffic to our blog and overall engagement rates. 
  • Experiment with different content – Another interesting fact in the data is that we share a lot of links compared to other sorts of content like photos, Facebook Live videos, GIFs, infographics, and more. A closer look shows that photos accounted for 2/10 of our top performing posts in February, but we only posted 12 photos compared to 72 links. We’re looking forward to trying new posting tactics in the coming months and measuring their success in relation to clicks, shares, audience growth, comments, and blog traffic. 
  • Focus on Page growth – One of our key OKRs for Q1 of 2016 is to grow our Facebook page audience size to roughly 100,000 fans (currently 50,106). We’ve fallen a little short – which turned out to be a great learning experience for us. This month, we’ll be working on strategies such involving our Buffer Community more in the content, cross-channel promotion, increasing employee sharing efforts, and potentially social media influencer program.


One of the fun things that we like to experiment regularly with at Buffer is the number of times we post to Twitter each day and what sort of content we post. We call them growth hacks or mini-experiments, and it’s amazing to see how the data changes week-to-week, even day-to-day! 

Here’s a look at what our Twitter posting strategy looks like as of today:

We post 13-15 times per day (20–23 on Tuesdays/Wednesdays with #bufferchat)

We post 93% of our own content, 5% curated content, and 2% retweeted content from the Buffer Team. Content includes:

  • New & evergreen blog posts from our Social Blog, Open Blog, and Overflow Blog
  • An inspirational quote from Pablo by Buffer
  • A great piece of curated content from a source outside of Buffer
  • Celebration of holidays
  • Pictures from our team and/or community
  • Twitter polls aimed at receiving particular feedback or just for fun
  • Information on how to use Buffer, Pablo, or Respond
  • GIFs! 

One thing to note is that we love to share content more than once on Twitter as the feed tends to move quite fast. We’ve found that we don’t see a huge drop off in engagement, even after the second or third share.

Garrett Moon of CoSchedule also found similar results and noted that when CoSchedule experimented with posting the same content multiple times to social media, he didn’t receive any complaints about the additional posts. In fact, sharing a variation of the same post three times in one week resulted in double the traffic to the website.

In a blog post on KISSmetrics, Moon explains: “Sharing more than once is an essential part of providing your audience with the value you promised them. If you don’t share your links a few times, they may never see any of your updates.”  

Buffer Social Sharing Schedule

In order to pull the data reports on our Twitter performance, we often love to use the analytics tool that Twitter offers, in particular to get the impressions data for our tweets. To find your analytics report, head on over to the “Analytics” tab under your profile picture drop-down menu. 

Buffer Twitter Analytics Tab

From there you’ll get a snapshot of the overall performance of your Twitter account. You may also dive deeper by exporting the data to Excel within specific timeframes.

We averaged 14.3 tweets per day, earning us:

  • 410,000 unique impressions per day
  • 136,000 profile visits
  • 31,600 link clicks
  • 5,500 replies

After we’ve pulled the data from Twitter, we like to jump over to Buffer Analytics to get glance at how our account is performing day-to-day and review our top overall tweets for the month. We find this is an awesome way for us to identify trends in language usage, character count, image and content type, and tweet format. 

Buffer Analytics Account Overview

What we’ve learned and our strategy for the future

  • Measure correlation between content frequency & interactions – We’d like to determine with greater certainty how the number and type of content we post directly affects our follower growth rate and traffic to our blog. The Buffer Analytics Dashboard comes in handy for comparing the two – allowing us to run experiments and make adjustments on the fly. 

Buffer Correlation Analytics Overview

  • Have a little fun with Twitter – What we mean by “fun” is that we’d like to make an effort and be more timely with world & local events – joining in on important conversations and interacting with audiences from around the globe. For example, participating in #InternationalWomensDay or #SXSW on social media and contributing in meaningful ways. Then, we can measure impressions and engagement on these sorts of tweets vs. standard Buffer tweets.
  • Continually run mini-experiments – The Twitter feed moves extremely fast which gives us the opportunity to try new things and use the data to hone in on the activities that are driving real growth on Twitter. For example, testing images vs. text only or curated content vs. original content from the Buffer Blogs. We’ve also been experimenting with Twitter Polls and using that information to drive future social media and content ideas. 


Instagram is a channel that we’ve recently started to put a great deal of effort behind. We’ve found that it receives a slightly higher engagement rate per post (5–10%) as opposed to other mainstream social channels and it gives us an opportunity to give everyone a fun and unique look into our Buffer team and community.

In order to pull free reports on the performance of our Instagram account, we’ve had to get a little creative. Much of it requires manual labor like comparing follower growth counts week by week, determining the average number of likes and comments per post, and measuring traffic to our blog.

However, there are some great tools out there such as Iconosquare and Simply Measured that provide free trials and basic reports for social media marketers (and detailed reports for those who opt for the paid versions).

Simple Measured Instagram Data

A look at our stats based on free reports + manual labor:

  • 23 photos posted
  • Avg. 105 likes per photo
  • Avg. 13 comments per photo
  • Avg. 56 new account likes per day 

What we’ve learned & our strategy for the future

  • Experimentation  – We’re having a lot of fun experimenting with different strategies at the moment – everything from post frequency and types of photos to contests and Buffer community “guest posts.” We’re also keen to understand the most optimal times of day that our posts perform best and which hashtags are associated with which top-performing posts.
  • User Generated Content (UGC) – We’re currently testing out a UGC strategy and measuring the effects of social proof on Instagram growth. We’ve been diligently monitoring, following, and engaging with Buffer users within the social media sphere. When we find a community member that meshes with our vision and Buffer Values, we reach out to them and ask if we may share a photo of theirs and tell their story on social media. 

social proof

  • Contests and giveaways – Asking our audience members to actively participate in Buffer contest has been a big driver of growth and engagement for us in the past three weeks. We’re currently collecting the data on those campaigns and will share those results with you in the near future! A key takeaway for us so far with contests is that the easier it is to enter, the more people who will participate. Something as simple as telling a story with only emojis has worked really well so far. 

Snapchat (@buffersnaps)

Excited to say that we’re just getting to know the ghost here at Buffer, and so far it’s been a fun and interesting journey. We launched our Snapchat account on February 23rd and haven’t looked back since! Similar to Instagram, we’re getting creative with how we measure our success on Instagram – Here are the stats we’re keeping track of: 

  • Snapchat “Score” of 225 (based on how many Snaps you send and receive)
  • Avg. 85 views per Snap
  • Avg. 15 Snaps to our “Story” per week
  • Avg. 6 messages sent and received per day
  • Avg. 10 new followers per day

What we’ve learned & our strategy for the future

Snapchat is a unique network in the sense that it’s a challenge to measure the direct impact on other marketing goals such as audience growth and blog traffic. We’re really interested to know how that will change over time as Snapchat grows and evolves.

There’s also something to be said for Snapchat engagement levels being through the roof. We have roughly 200 friends on Snapchat and receive 85 views on each post – that’s a 42% engagement rate! 

Our strategy with Snapchat moving forward will be a mix of both social media thought leadership content and sharing an inside look into the lives of our Buffer team members with the Buffer Community.

If you’d like to join us on Snapchat, add @buffersnaps or scan the Snapcode below:

buffer snapchat

Google+, Pinterest, LinkedIn, and our newest venture Anchor

Of the three networks we’re really starting to focus on LinkedIn as a major growth channel for Buffer. In the past, we’ve posted once per day during the weekdays, but in the last few weeks we’ve ramped that content up to three times per day during the week and once per day on the weekends. Here’s what we’ve seen as a result (data pulled from Google Analytics and LinkedIn Page Analytics): 

2/1/16 – 2/16/16

  • Total Posts: 19
  • Total Clicks on Post: 850 (Avg. 44 clicks per post)
  • Total Interactions: 382 (Avg. 20 interactions per post)
  • Total Traffic from LinkedIn: 3,930 visits

2/15/16 – 2/29/16 (Date range in which we increased our posting frequency)

  • Total Posts: 35
  • Total Clicks on Post: 2,028 (Avg. 57 clicks per post)
  • Total Interactions: 972 (Avg. 29 interactions per post)
  • Total Traffic from LinkedIn: 5,127

linkedin analytics

We post to Google+ twice per day, but honestly could do a better job of nurturing relationships on  the channel as that’s what it’s great for – building communities. Google+ is currently driving around 3,000–5,000 blog visits per month and so we’re focusing on ways to optimize our efforts while being time-efficient.

Pinterest is a channel that we’ve gone up and down with in the past as we struggle to find a niche. As with LinkedIn, we’re increasing the number of original posts per week (10–12) and are making a concerted effort to pin awesome content from around the Pinterest community. 

Anchor is an interesting up-and-coming iOS app that is making waves across social media. We’re exploring ideas of releasing mini podcasts to Anchor on relevant topics in social media and start-ups. The fun thing about Anchor is that it is very community-focused and encourages voice replies… something we love here at Buffer.

Over to you

We made it! Thanks for reading along with us.

We hope that a look into our social media strategy and stats will help provide you with awesome new ways to measure data and will spark some amazing ideas for your own social media strategy.

Key Takeaways for our Social Media Strategy Moving Forward

  • Consistency
  • Usefulness
  • Experimentation
  • Measurement
  • Community
  • Support

Do any of these key takeaways resonate most with your social media strategy? Are there any social media channels or tactics that are working particularly well for you? We’d love to hear from you in the comments!

The post Inside Buffer’s Social Media Strategy: Stats and Key Takeaways for Marketers appeared first on Social.

If you’ve asked this before…

“How can we get more visitors to our website?”

… You’re certainly not alone, as increasing traffic is often the number one problem faced by marketers today.

The bad news? Saying “get more traffic” is easier said than done. You could write guest posts (Leo wrote 150 articles in 9 months when Buffer first launched), optimize for SEO traffic, or drive visitors through social media. The options are endless. This article focuses on the latter, though.

In this post, I’ll share the seven most powerful lessons we learned at Hubspot from running social media experiments to increase our social media referral traffic by 241%.

Ready to dive in?

pablo (35)

On the Sidekick blog (which now redirects to the HubSpot Sales Blog), we ran a series of social media experiments to drive more traffic. The result? A 241% increase in monthly blog traffic over eight months:


During this eight month period, we ran hundreds of social media experiments (shoutout to Brian Balfour on creating an experiment-driven culture) to grow our users and increase traffic. And throughout our journey of building a growth machine, we discovered a few learnings related to social media sharing along the way, and I’d love to share these with you below.

Note: HubSpot is a publically-traded company, so we’re not allowed to share actual data. As a result, all of the numbers here are fake, but I promise the learnings and experiments are all very real.  :)

1. Giveaways 2x shares per blog post

When we A/B tested a blog post on body language, we split it between two variations:

  • Version A had a giveaway at the end
  • Version B did not

The result? Version A doubled the amount of shares. In other words, instead of 1,100 shares, we got 2,200. Here is the simple CTA we used at the end for version A:


We kept running these tests and seeing the same results — insert a giveaway, 2x the shares on the article. The compounding effect on traffic for this experiment was monumental for us.

2. Inserting Click-to-Tweet throughout articles would boost shares

In the below spreadsheet, we analyzed articles that used Click to Tweet (CTT) links versus articles that did not:


Notice a pattern? In column E, you’ll see articles that included Click-to-Tweet links were amongst our most-shared articles on Twitter.

Seems obvious, but it was refreshing to see data that backed up our hypothesis.

At a glance, you might be thinking, “Awesome! I’m going to add CTT links to every article now!” … but I’d recommend testing everything. This might work with our audience but could have a profoundly different impact on your audience.

Our philosophy for CTT was if it doesn’t feel natural, don’t force it. The most common CTT links we used were quotes or interesting statistics.

3. Twitter was our “most valuable” share source

Just because you’re getting more shares, doesn’t mean you’re getting more traffic.

For example, after someone (let’s call him John) Tweeted our article, the goal was for someone else to click the link that John Tweeted. If someone new did NOT click that link, someone new did NOT visit our blog. If that happens, John’s Tweet isn’t delivering any return, because we’re getting zero new visitors to our content.

Thus, the more people that click a link after it’s shared, more “valuable” the share becomes. Make sense?

By using a tool called Filament, we could automatically calculate our most “valuable” social media source through this simple equation:

Total Pageviews Per Network
Total # of Shares Per Network

During a 30 day period, here were our results:


In other words, that means:

  • For every share we get on Twitter, 2 people clicked that link they saw in their Twitter newsfeed
  • For every share we get on Facebook, 1.5 people clicked that link they saw in their Facebook newsfeed
  • For every share we get on LinkedIn, 0.75 people clicked that link they saw in their LinkedIn newsfeed

For example, if we got 1,000 shares on Twitter and 1,000 shares on LinkedIn for the exact same article … we could expect 2,000 visits from Twitter (1,000 shares * 2 views per share), but only 750 visits from LinkedIn (1,000 shares * 0.75 new views per share). Despite them, both have 1,000 shares.

That means getting shares on Twitter is more valuable than getting shares on LinkedIn, even though LinkedIn has the highest number of shares. Interesting, right?

This opened our eyes to not only track the total number of shares but also keeping in mind our most valuable share source.

4. Visualizing our “share retention” over time

In this experiment, we sought to understand the rate that shares decrease over time per article. For our blog, the data looked like this:


The Weekly Cohorts (on the left column) are the average number of shares for all articles published that week (we published three articles per week on average). For example, in Weekly Cohort A, the average number of shares for three articles after one week was 203. After two weeks, it was 264. Etc.

The average shares for ALL weekly cohorts (highlighted in yellow) is the most important part of that data. The average shares an article would get one week later was 309. Two weeks later was 414. Three weeks later was 479. And so on.

This graph visualizes how our shares decreased over time:


5. Influencer sharing articles results in significant shares spike

In March 2015, we published an article about Benjamin Franklin’s daily routine. On July 20, 2015, that article had a total of 181 shares. One day later that article received an additional 244 shares … in one day:


Huh?! What happened?!

HubSpot’s CEO, Brian Halligan, retweeted the article. As a result, the total shares on an article published three months ago nearly TRIPLED. Next thing we know we’re getting thousands of new people reading that blog post, discovering Sidekick.

Yes, seems obvious. Get an influencer to share your article and you’ll get more shares. Duh. But since this happened, we started reverse-engineering our writing, constantly asking ourselves, “What influencer would share this article?” then working backwards to make sure it appealed to them.

For details on content promotion strategies, check out this incredibly helpful article.

6. “The # Habits of ____ People” article

I was initially hesitant of giving away this secret …. but here goes nothing.

There is a magical headline and blog post framework that you might not be aware of yet. It follows this structure:

The # Habits of ___ People

Can you guess what our two most shared articles of all time were at Sidekick? Yup, they were:

  1. The 13 Habits of Hyper-Productive People (2,500 shares)
  2. The 9 Habits of Insanely Likable and Charismatic People (2,000 shares)

I’m not alone here. What some of Forbes.com’s most shared articles?


What about Entrepreneur.com?


Or how about this one book you might have heard of before?


Why does this headline and framework consistently get shared?

People want to emulate the “habits” of those who have characteristics they desire. We aspire to be more productive, more liked, more mentally tough, more successful … so when we’re given the habits of other people who have those qualities, we pay attention.

But since we aspire to have these qualities, we share the advice with others, since that’s how we want to be perceived. The New York Times ran a fascinating study on the “Psychology of Sharing” which dives deeper into WHY we share content online (such as “The # Habits of __ People”). I’d highly suggest giving it a read.

David Khim wrote a similar article following this framework on the HubSpot Marketing Blog: The 15 Habits of World-Class Content Marketers. The result? One of the most shared articles of the year.

Try this article framework on your blog and see how your readers react. It works.

7. More shares doesn’t necessarily mean more product registrations

Time for a curveball.

Sidekick is a free email productivity extension for Google Chrome. So our content strategy was centered around one goal: Get more people to sign up to Sidekick via our content marketing.

A long-standing question had been for us whether increasing social shares is a valuable goal for product registrations. In our case, the answer was clear …. social shares does NOT contribute to more Sidekick registrations:



Data uncovered that more social shares isn’t necessarily contributing to new users. As a result, we decided that focusing on social shares isn’t the most effective use of our time for getting new Sidekick user registrations. Instead, we pivoted our content strategy to focus on other tactics.

These are other tactics are covered in my coworker’s, Anum Hussain, recap of building a B2B2C content strategy. Examples include building a “Hub and Spoke” strategy, doubling-down on content more related to our product, and creating co-marketing campaigns with other companies.

The irony of optimizing for social shares, then realizing they don’t have a direct correlation on product signups might make you think, “Well what is the point of getting social shares?”, which is a fair question. This all ties back to the core disclaimer of the entire article:

Different businesses have different customers. What works for our company might not work for yours. [Click to Tweet]

Perhaps social shares might correlate to product signups for you. But unless you run the experiments and analysis yourself, you’ll never know.

Let data guide your decisions, listen to your audience, and you’ll be surprised how fast you’ll grow.These results were powerful for our audience, but YOUR audience will be different. Make sure you treat this as inspiration to run experiments, not prescription. A/B test these ideas on your audience and don’t simply borrow these lessons without running experiments yourself. Different customers react differently.

Over to you

These results were powerful for our audience, but your audience will be different. Make sure you treat this as inspiration to run experiments, not prescription. It’s always important to remember that different customers react differently and what works for one company may not work for another.

Thanks for reading! And I’d love to hear your thoughts on these experiments or any of your own in the comments below.

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