101 Benefits of Social Media Marketing – A New Realm of Opportunities

Social media has become the latest buzzword for online marketers these days, who want to optimize their online existence and give a boost to their bottom line. You too may have heard of several social media benefits but perhaps feel either hesitant to join the league, or need a better understanding of the return on investment (ROI) before you put your time, effort and money for boosting your social presence. Some of you may even think social media marketing as just a passing phase that you have to cash in on before the next “big thing” comes along. It’s true that the viability of some social media platforms will last as long as people are using them, and they will wander to newer platforms when the popularity of the present platforms dwindle, there’s no debating the fact that you just can’t ignore the benefits of social media for business. Being considered to be the new ways of reaching a huge clientele with lightning fast speed and marketing offerings in cost-effective ways, social media platforms make it important that you leverage the advantages they bring your way.

If you are still hesitant, don’t worry, as a top social media management company, we are here to help. Today, social media marketing is considered as one of the most crucial ingredients of any successful business strategy owing to the benefits of social media. Businesses across the globe are continually striving to discover ways through which social media can lead them to success. From showcasing your company culture and creating brand recognition to reaching your present and potential customers faster, resolving issues quickly, handling a controversy or rumor faster by putting a lid on it – you can do all these and more with social media. If you are still feeling reluctant about whether social media is worth the effort, here is a compilation of 101 key social media benefits that will help you to make an informed choice.

Brand recognition and brand loyalty

  1. Attaining effective brand recognition is one of the key benefits of social media marketing. Today, customers want to purchase from a brand they easily recognize. With billions of social media users, you can easily reach out to an audience who may not have heard about you before.
  2. Brand loyalty improves to a great extent if you can leverage the tools provided by social media when it comes to engaging your audience. A strategic social media plan can help you in morphing customers into being loyal to your brand.
  3. Developing a powerful brand voice is one of the major benefits of social media. You can amplify the overall feel and tone of your brand with the help of enticing social media design, high-value content and a tone that mirrors your business vision and mission. This greatly contributes to providing an enhanced customer experience for the present and potential customers.
  4. Enhancement of brand image contributes heavily towards the growth of a business. Once you’ve developed a strong connection with your audience on social media, you can share your story that helps to form an emotional connection with your customers.
  5. Brand recognition begins with your social media accounts’ profile and cover image. Have your logo and relevant, clean images featured on your profile and cover images that are not distracting or overwhelming.
  6. Social media platforms give you inexpensive yet effective ways to build brand loyalty by giving away items like stickers, sunglasses, fridge magnets, shirts, hats etc, which will create a long-lasting impression on your audience.
  7. Improved brand equity is one of the key benefits of social media marketing. But be ready to toil hard for building a strong and extensive social media community would take time and consistent effort.
  8. If your high-value brand has a sound presence across major social media platforms, you can rest assured about improved bottom-line. Today’s customers check out a brand’s social media presence before making a buying decision. When it comes to social media presence, forget small as that can turn off prospective customers. Instead, think big and you’ll start seeing the results soon.
  9. One of the key social media benefits is that it helps you to showcase your CSR or Corporate Social Responsibility initiatives to a huge audience. By showcasing how your brand caters to the community, you can win hearts of your audience, thus increasing your brand awareness to a great extent.
  10. Nowadays, the buying nature of consumers has totally transformed. Many customers buy into the person selling a product or service, not the latter itself. Social media enables you to showcase your commitment to employee development, company’s vision, and mission and share the journey of your company, all of which greatly influence audience engagement and help build your brand value.

Interaction with your audience and consumers

  1. Customer insight is something that has to be mentioned when we discuss benefits of social media marketing. Social media platforms generate an enormous amount of data about the consumers in real time. Hence, you get to have an abundance of information about the consumers like who they are, their thoughts about your brand, and what they like, amongst others.
  2. One of the obvious benefits of social media management is achieving higher conversion rates. Your brand can become more humanized by interacting with your audience. This is crucial because people by nature, like doing business with other people and not with companies.
  3. Every post of yours on social media platforms is an opportunity for you to convert the audience into your customers. There’s most likely to be at least someone who will react to your social shares. Eventually, this reaction can lead to a website visit and finally, a conversion.
  4. Regular interaction with the consumers plays a significant role in the growth of any business. Today, most people turn to social media platforms when they want to compliment a product or service. And when they mention your brand, your audience closely follows how you communicate with them. The more people talk about your brand, the more authoritative and valuable your brand becomes to the new users.
  5. Social media is a two-way channel that greatly helps to develop a relationship with the consumers. For instance, if you own a real estate company and offer virtual reality, you can communicate with people before, during and after their visits to enrich your relationship with them.
  6. Customers these days love to share suggestions and ideas about their favorite brands on social media. Don’t overlook it; pay close attention to it instead. You might come across a valuable idea that could help you develop an effective marketing strategy for your next product release.
  7. One of the biggest benefits of social media is that it’s available round the clock. You can leverage it anytime, all the time. It empowers you to respond to consumer issues and queries as soon as they arise, which greatly helps to increase audience engagement and develop trust.
  8. To reap the benefits of social media for business, in the long run, focus on building a long-term audience, not one that would wander away after 2-3 visits. Create some value propositions for your brand that will keep your followers and fans hooked for long, if not for a lifetime.
  9. As your legion of followers and fans grow, your brand’s reach too will grow. This way, you can go on influencing and enticing more users, which in turn will reflect in your augmented sales. This is surely one of the key benefits of social media.
  10. Unlike using general statistics, surveys and questionnaire that are time-consuming and take a lot of effort, social listening can let you know more about your target clientele and engage them better.
  11. Don’t keep your conversations with your audience limited to just festivals or special occasions where you simply post greetings for all. Rather, ask open-ended questions, seek feedback and opinion on your offerings and even encourage debates on topics that are relevant to your industry or offerings. The key is to persuade active participation of the audience on a regular basis, not just once in a while or during holidays/special events.
  12. Today, social media has become one of the core communication channels just like phone calls, emails etc. Thus, every customer interaction on social media becomes an opportunity to exhibit the level of your customer service publicly. It’s a kind of personal experience that enables customers to believe you care for them.
  13. One-to-one interaction with customers is counted amongst the major social media benefits. Though you can always communicate with a group of consumers, one-to-one interactions are what makes them loyal and likely to spend more time with your brand. These loyal customers tend to stay with you longer and even tell about your business to their friends, family, and acquaintances.
  14. One of the major benefits of social media for business is to appeal to the emotional facet of humans by sharing beautiful stories – be it your employee celebrating a work anniversary, someone getting a job with your company at the job fair, a fun day when your entire team went to a carnival, or when you decorated the office ahead of the winter holidays. Give your audience a peek into your work culture and they will stay invested to know more.

Marketing and advertising

  1. One of the major benefits of social media management, especially for small business owners, is decreased marketing costs. If you can spare as little as one hour each day to develop your social media marketing strategy, you are most likely to start experiencing the results soon. Even paid advertising through social media is relatively cost-effective compared to other marketing channels.
  2. With close monitoring of your competitors’ activities on different social media platforms, you can get key insight about them. This is some kind of intel that empowers you to make informed strategic business decisions to stand out of the crowd.
  3. Back in a time when social media had not emerged, businesses had to shell out a hefty amount of money for customer acquisition through traditional channels like print, radio, cold calling, billboards etc. With a strategic implementation of useful marketing techniques on your social channels, you can easily lower down such costs to a great extent.
  4. Usually, it costs 4 to 10 times more to get a new customer compared to keeping a present one. One of the key benefits of social media for business is that it helps to encourage repeat clients and client retention. By staying active on a regular basis, deepening the relationship with your audience and posting valuable content, you can stay on top of your consumers’ minds, thus making them come back to you when they need your product or service again.
  5. New product launch or service introduction is a cumbersome process and involves a hefty amount of money. The emergence of social media has made it easier than ever. You can share a post related to your upcoming product or service launch and all your fans, followers and relationships on social media will get notified and may even show their interest in learning more about the same.
  6. You can leverage more from your advertising efforts by merging social media with traditional advertising. Since more than 50% of the society uses social media these days, such merging will make your brand resonate with millions of people.
  7. Faster marketing is always effective, especially if you’re planning to launch a new product or service. With traditional marketing channels, it could take several weeks to launch your campaign through print or television commercials. But with social media, you can launch your campaign almost instantaneously across different platforms, thus reaching out to a huge audience.
  8. With traditional modes of advertising, you can only offer a salesy approach to your consumers. Today’s consumers don’t like brands to always come up with that approach; they want to be educated first about a brand. With the help of social media, you can build connections with customers, develop relationships, educate them and indirectly sell the product.
  9. By monitoring your social media accounts, you can easily find your customers who are most vocal about their positive experiences and engage a few by encouraging them to share their detailed experiences. This will help you to put your customer-friendly face forward for everyone to see and appreciate. You may even ask a few of those whose problems or complaints were resolved satisfactorily to write a few words in your favor. This will show how you are not afraid to give equal importance to both your supporters as well as the naysayers, which in turn will build trust in your brand.
  10. With each of your social media profiles, you get one more platform to market your products or services and entice your potential customers into exploring more on offer by either visiting your website or calling you.
  11. Once you have got a few satisfied customers, who readily share their positive purchase experiences, you can simply share or retweet such comments and reviews and sit back since these actual customers will now be doing the advertising of your product or service on your behalf.
  12. Using social media marketing analytics, you can find your most influential consumers and directly engage them by crafting your marketing plans accordingly. Engaging your loyal customers this way is one of the major benefits of social media marketing.

Audience targeting

  1. There was a time when marketers experienced lots of challenges in reaching their target audience with their business-related content. Today, with the help of social media, it has become easier than ever. You just need to share it on the social accounts of your brand and you’re done.
  2. As social networking sites hold a wide range of information about the users, their advertising platforms enable you to conduct clear segmentation and in-depth audience targeting. With this, you can stay in front of your targeted audience.
  3. Though you may attract a significant number of people to your website through various marketing efforts, the majority of them may simply visit and then navigate away to another site. But instead of having them abandon your site forever, with the help of social media, you can get them back to your website with retargeting, where you can track your visitors and then place customized offers in front of them to make them re-visit your site.
  4. Geo-targeting is the way of targeting people who stay or work within a certain distance of your brick and mortar store. A very limited number of advertising channels can pinpoint people within a 20-mile radius of your store location and social media is one of them. With geo-targeting, you can attract more walk-in consumers, build more loyalty and drive more sales at events.
  5. One of the key benefits of social media marketing is geo-targeting to send specific messages to your audience based on their demographic and geographical parameters. For example, HootSuite lets you target your Twitter users in particular countries to send them specially crafted messages. You may even create specific messages using your LinkedIn or Facebook company pages and send them to groups in particular countries or locations.

Online reputation

  1. Reputation is something that can make or break your business. People keep talking about a brand whether it’s active or not on the platform. With the help of social media monitoring tools, you can easily monitor what’s being said about you. It enables you to respond quickly to customer issues or complaints, thus building trust in your customers.
  2. Social media helps businesses to respond quickly to even negative comments and scathing remarks or feedbacks, thus reducing the damaging impact of such negativity while showing the brand in a positive light that’s ready to take responsibility and accept the shortfalls and issues, where they really exist.In case such remarks and comments are found to be baseless and encouraged either by a competitor or someone with malicious intent, your online reputation management team can put a lid on it fast before it snowballs into a big controversy and adversely affects your business.
  3. Crisis management is one of the highly effective benefits of social media. Issues can happen at any given moment. If you’ve done something wrong or your offerings are found to have some problems, you can take the help of social media to issue a public statement and respond to the concerns and questions quickly.


  1. Influencing buying decisions is one of the indirect yet immensely powerful benefits of social media marketing. Social media doesn’t increase the bottom line by itself; great products and services do. However, you can influence your audiences’ buying decisions by establishing trust, usefulness and great branding.
  2. Influencer marketing has become a significant part of any successful marketing strategy. Social media empowers you to join hands with influencers such as celebrities, bloggers, journalists etc who’ve thousands of followers. Influencers remain very active on social media and by joining hands with them, you can build relationships, add value and finally, leverage their audience to take your social presence to the next level.
  3. Building your professional network and gaining useful contacts is made easy by social networking platforms. You can sort based on your industry, skill set, location etc to find people with whom you would like to connect. You may even join forum discussions or groups to find influencers and eventually connect to them.
  4. With quality social media posts, you will get more opportunities to be noted by industry influencers. Some of them may write about your business, thus offering your brand a substantial exposure.
  5. Some influencers may even provide you a backlink, which will help improve your search engine rankings indirectly. This is surely one of the major benefits of social media for business.

Website traffic, leads and conversion rates

  1. Website traffic is the lifeline of any online business. The more website traffic you have, the better your chances are for increased sales. A strong presence on social media coupled with implementation of some useful social media tips greatly helps you to attract relevant traffic to your site.
  2. Some studies have found that as compared to outbound marketing, social media has a 100% higher rate of converting leads to sales.
  3. If driving website traffic is your main goal, you can accomplish it with the help of social media. Adding social media widgets to your site can greatly improve its performance. You just to need to incorporate social sharing buttons, links to the social media platforms, or embed your whole social media feed to your site to let people know what is going on.
  4. Word of mouth plays a critical role in the growth of a business’s conversion rate. Once you’ve developed a solid pool of engaged customers, you can rest assured of the fact that some of them will refer your product to their family and friends.
  5. Social media attribution is one of the key social media benefits that help you to move interested purchasers down the sales funnel and closer to purchasing your product. Nowadays, customers want to interact with a brand in different ways before making a buying decision. They watch your YouTube videos, visit your Facebook page etc to make an informed decision.
  6. Email marketing is always an effective way to attract new leads. If you can strategically merge useful email marketing techniques with social media marketing, you’re more likely to attract new prospects and nurture them until they convert.
  7. Co-marketing opportunity is one of the biggest benefits of social media marketing. Here, you can partner up with other brands in your niche and create co-marketing initiatives and campaigns. Both of you receive exposure to each other’s audience, thus boosting your audience reach.
  8. As a marketer, your primary goal is most likely to get the attention of your target audience. This is one of the basic benefits of social media for which you should invest time, effort and sometimes money in social media channels. You’ll be in a better position to obtain customers’ attention this way compared to a television commercial, a newspaper advertisement or a billboard ad campaign.


  1. Today, the attention span of people has become quite short and keeping the visitors engaged has become quite difficult. Single format content may not work for you perfectly and your brand can fall behind the competition. Social media platforms such as YouTube, Pinterest etc enable you to leverage different media formats like high-quality images, videos etc to keep your visitors engaged.
  2. One of the key social media benefits is educating your target audience. The more you can educate your prospects about your product or service, the more likely they will be to purchase from you. You can use social media to inform and educate them about the benefits of your product or service with the help of product reviews, testimonials, informative blogs, how-to videos etc.
  3. Content marketing is used by marketers to educate, acquire and retain consumers. Content marketing involves e-books, blogs, articles, white papers, podcasts etc. You can leverage social media by making it your content distribution network to boost your content marketing efforts.
  4. One of the biggest benefits of social media marketing is making your content go viral. Ideally, you should include all your social sharing buttons into each and every piece of your marketing content. If your content is of high-quality, people will automatically share it, thus helping your content reach a huge audience that’s present on social media.
  5. It’s crucial to use hashtags for your business campaigns or events. It enables people attending the campaign or event to interact among themselves. Because of social media’s viral nature, your friends and followers or anyone who uses the hashtag will be able to know about the updates related to your campaign or event. This way, you can boost organic awareness of the campaign or event.
  6. One of the major benefits of social media for business is that you can gather user-generated impartial reviews and ratings. With these reviews, you can obtain a clear understanding of your brand’s strengths as well as its weaknesses. And you can then use them to modify your marketing strategy accordingly.
  7. Social media lets you leverage user-generated content. Be it retweeting a customer’s tweet, using your Instagram feed to show videos and images regrammed from your consumers’ accounts, you can simply use content that your consumers have already posted online to showcase your brand’s consumer-connect.
  8. By posting a variety of thought-provoking, well-researched content on social media platforms, you can establish yourself as a thought leader or authority.

Customer service

  1. Customer feedback plays an immensely crucial role in the success of a product or service. Social media helps you to gain customer feedback when you’re launching a new product or service. You can conduct surveys and incentivize the fans and followers to participate, and based on the results, you can plan the product or service launch.
  2. Employing a pool of customer service staff involves a significant amount of overhead cost. By leveraging social media, you can lower it down to a great extent. But again, you need to make sure that you’re listening to people’s concerns and thoughts about your brand and responding to their issues as soon as you can.
  3. If you have different people handling your business social media accounts and customer service, ensuring they have a clear communication line between them would help you to provide faster, more efficient customer service and resolve issues without any chance of miscommunication or doubts.

Competitor research and task automation

  1. Social media platforms are completely public. As a result, you can monitor what your competitors are doing, and even pick a few tricks from them that you can use for your business.
  2. You can find the people who are visiting your competitors and start following and interacting with some of them. You can slowly introduce them to your company and gradually try to entice them.
  3. Availability of various tools like Hootsuite, Buffer, SproutSocial etc can make your social media scheduling and management tasks a lot faster and less tedious. Automating some tasks using such tools is one of the chief benefits of social media management.

Keywords, SEO and search engine ranking

  1. When your social media posts or updates are shared a lot and go viral or start trending, they will be picked up by major search engines for being trustworthy and displayed ahead of your competitors’ posts, thus giving you some welcome leverage in the digital world. This way, such posts or updates can have an indirect yet substantial impact on your brand’s SEO.
  2. Since an older person is likely to use a search phrase to find your website that’s different from the one a millennial will use, you can use keyword variations for syndicating your content on different social media platforms to organically reach a wide variety of potential consumers.
  3. Improved search engine ranking and better brand exposure by using SEO optimized content across various channels is one of the important benefits of social media management. Be it Twitter, Facebook, YouTube or Pinterest, using relevant keywords and placing them right can help you get indexed by search engines.

Human Resource

  1. It’s not just about traffic and sales when you consider benefits of social media for business. You may even tap into various social media platforms (especially LinkedIn) to recruit talented professionals.
  2. When recruiting for your company, your HR team can browse through the potential candidates’ social media accounts to get a useful insight into their personality and even notice red flags, if any.
  3. Social media can prove to be an effective tool for employee engagement and even help in tracking the same easily and in an efficient way.
  4. Since most employees post something or the other about their job or employers, you can leverage this trend and turn them into your brand advocates. With their positive comments and praises, your sales can get a welcome boost.
  5. Short-listing professionals who aren’t looking for a job change right now but could be well-suited for your company and may be tapped later on is made easier by social media platforms.
  6. Since vacant positions in the company often hit the bottom-line big time, you can even create a pool of talent using various social networking platforms. In your hour of need, you can quickly refer to this pool and get through to the professionals who are the best fit for the job to find if they would be interested in taking up your offer.


  1. 81. Drumming up free publicity fast for your contest, events or new launches are made easier by social media platforms. This is one of the major benefits of social media for business.
  2. Businesses need to be top of emerging and upcoming market trends. With close monitoring of industry leaders and other influencers on social media, you can spot or predict such trends before they are picked up by the mainstream media.
  3. Social selling costs almost 75% less than conventional lead generation techniques, say some reports.
  4. By understanding the fundamentals of newsjacking and social signals, you can get your brand some added leverage on the internet.
  5. Social media lets you reach real people who are genuinely interested in your offerings. Some platforms and third-party apps let you segregate such potential customers based on their jobs, interests, income, online behaviors and activities etc, which can help you to target them with customized messages and offers.
  6. Since you can track how your social media marketing efforts are performing, you can get a clear picture of your ROI and even tweak your techniques, as and when needed, to reach the desired goals.
  7. A/B testing is one of the biggest benefits of social media marketing as you can test your images, ad copy etc to get the most out of your social media advertising efforts.
  8. You can use social media to build a robust email list. This is just like using social media to drive more traffic to your website. The difference is just that instead of your website’s landing page, you direct the traffic from social media to your email sign-up page.
  9. The power of social media lies in bringing some unexpected customers your way through referrals, social media shares, and word-of-mouth publicity, all of which may give you quite a few indirect sales.
  10. By integrating your email marketing efforts with your social media channels, you can boost the number of consumer interactions happening through both social media and email.
  11. Advanced targeting is among the leading social media benefits where you can you can use different approaches to target different people. For example, you may find those people on LinkedIn on Twitter who follow a competitor of yours or a specific brand similar to yours or use Pinterest to showcase promoted pins and find those who use specific keywords to find them.
  12. Result tracking is one of the biggest benefits of social media for business since it helps in measuring leads generated, email subscriptions, sales, website traffic etc, all of which help in evaluating the effectiveness of the social media marketing efforts.
  13. With a practical social media marketing approach, businesses can enjoy increased sales, bigger deals, and an enhanced ROI. All these are important benefits of social media marketing.
  14. With good content, solid engagement and a strong network of fans and followers, you can encourage more brand mentions on social media, which in turn would improve your organic rankings on the leading search engines.
  15. According to some studies, teenagers stay online 27 hours on a weekly basis, while 59% of older adults use Skype and Facebook. With a strong presence on social media platforms, you can reach out to this prospective clientele.
  16. Social media lets you highlight your customers’ product reviews and testimonials to connect with potential buyers and help them in their research about which products they should buy.
  17. Social media offers useful marketplace insights where you get to know about consumer sentiment and needs, their direct interactions, buying language, brand mentions etc. Most marketers consider this as the key amongst all benefits of social media.
  18. Be it spotting the hottest trends on Pinterest, or using advanced Twitter search to keep an eye on how people are interacting with respect to your brand- or business-specific keywords, social media helps you in needs/demand analysis.
  19. Social media doesn’t just help in employee recruitment. You can use it even for employee retention. Many brands post about work competitions or employee accomplishments on different social media platforms, which have been found to have a positive effect on employee retention and engagement. If you have plans for employee development (such as workshops to hone skills, special consideration for pursuing certifications and courses for growth prospects etc), you can share them too to reinforce your brand’s employee-friendly image.
  20. One of the key benefits of social media marketing is sales optimization. With a user-friendly, appealing site, an awesome brand presence online, and efficient social media marketing, it’s possible to optimize your sales effectively. Even start-ups and small businesses have built great income streams through social media platforms like Facebook, Pinterest etc. You too can leverage the major social platforms of Facebook, Twitter, Instagram, YouTube, Pinterest and LinkedIn to generate ROI on your own just like many others before you have done.

Social media is going to stay here and even get bigger and better in the coming days. There’s no escaping its power and if you choose to neglect it, you will be giving the competition an undue advantage. As people these days prefer to stay socially connected everywhere and for most of the time, and use social media almost every day, businesses and entrepreneurs just can’t afford to lose tapping into the huge potential of social media platforms. However, some overzealous marketers often make a mess in their enthusiasm of being too salesy and end up irritating or scaring people away with their aggressive advertising campaigns. But with proper strategy and the right implementation, you can organically grow your reach on various social media platforms and boost your business’s visibility. Now that you know the benefits of social media, paying attention to the present social networks and keeping a close eye on how they transform over the next few years is important. To reap social media benefits, you have to forecast and spot trends and act proactively to make the most of every opportunity that comes your way.  Remember – social media is not going anywhere. The sooner you join the bandwagon and master the tips and tricks, the better placed you will be to take advantage of the benefits of social media for business.

So, what are you waiting for? Take the plunge, contact us today, and start leveraging various social media platforms to find which ones suit your business goals and requirements the best. After all, the benefits of social media for business are just too many to ignore them, right?


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How to Use Twitter Ads: The Complete Guide for Business

Since it launched in 2006, Twitter has become a key platform where people go to interact with brands, from contests to customer service, to Twitter chats and more. With 328 million active users, there are plenty of potential eyeballs out there for your brand messaging. But with 500 million Tweets sent per day, it can also be easy for your message to get lost in the noise.

While you can (and should) develop a Twitter marketing strategy to connect with users organically, there are several Twitter ad options targeted to specific business goals that can help get your brand  in front of the very users who have the most potential to bring value to your business. In this Twitter ads guide, we show you exactly how (and why) to use Twitter ads to promote your business, including some Twitter ad examples you can model when creating your first campaign.

Why your business should advertise on Twitter

Twitter’s brand-friendly environment is a great place to reach potential new clients and customers, and Twitter followers have been shown to bring real value to business: 66 percent of Twitter users have discovered a new small or medium business (SMB) on Twitter, and 94 percent plan to purchase from the SMBs they follow.

Read that last number again. That kind of purchase intent just can’t be ignored. Perhaps that’s why in a recent survey, 63.5 percent of social media managers listed Twitter as one of their top social media platforms in terms of ROI.

Types of Twitter ads for business

There are three different Twitter ad types: Promoted Tweets, Promoted Accounts, and Promoted Trends.

Promoted Tweets

Promoted Tweets are simply regular Tweets that an advertiser pays to display to people who are not already following them on Twitter. Like regular Tweets, they can be Retweeted, liked, and so on. They offer a wonderful chance to extend the reach of great content that is already performing well on Twitter or other social channels.

Promoted Tweets appear directly in targeted users’ timelines, at the top of search results, and in the Twitter mobile app.

Promoted Accounts

Promoted Accounts allow you to get your Twitter account in front of targeted Twitter users to gain relevant followers. A 2016 customer insight study showed that 85 percent of people believe Promoted Accounts help them discover new businesses on Twitter.

Promoted Accounts are displayed directly in potential followers’ timelines, as well as in the Who to Follow suggestions and search results.

Promoted Trends

Trending topics on Twitter are the most talked about subjects on the social network, appearing on the left side of the page, on the Discover tab, and on the Twitter app. Promoted Trends allow you to promote a hashtag at the top of that list.

When Twitter users click on your Promoted Trend, they see an organic list of search results for the topic, with a Promoted Tweet from you at the top of the list. As people pick up on your hashtag and start using it themselves, you can gain additional organic exposure that increases the reach of your campaign.

Types of Twitter ad campaigns

The various Twitter ad products are used alone or in combination to create Twitter campaigns. Campaigns are categorized based on your campaign objective, and you pay for different results depending on the type of campaign you choose.

Tweet engagements

For Tweet engagements campaigns, you promote Tweets with the goal of starting conversations around your brand and pay only for the initial engagement with each user. You do not pay for impressions of your Promoted Tweet that do not result in engagement, and you do not pay for ongoing organic engagement with users who react to your Tweet.


For followers campaigns, you promote your Twitter account and pay per follower you gain. Impressions and engagement (other than a follow) are free.


For awareness campaigns, you promote your Tweets to a broad audience and pay for impressions (cost per thousand, or CPM). This is the only type of campaign where the Twitter ads pricing is based on impressions rather than engagements, so make sure your Tweet is compelling enough to cause viewers to take some kind of action.

Video views

Perhaps not surprisingly, a video views campaign aims to increase the number of users who view your videos. You promote your videos to a targeted audience and pay per video view. You pay once a user sees two seconds of playback in the timeline, clicks to watch in fullscreen, or takes the video off mute.

Website clicks or conversions

For both clicks and conversions campaigns, you promote Tweets to people who you want to visit and take action on your website. You’re charged per click in both types of campaign, but a conversions campaign has additional functionality to track conversions. Both of these types of campaign allow you to include a Website Card, which includes a preview of your website right in your Tweet.

App installs or re-engagements

For app installs or re-engagement campaigns, you promote your Tweets to users you want to download your app, or to users who have already downloaded your app but have not used it for a while. You can pay per app install or for both app installs and app opens, depending on your goal.

This type of campaign allows you to include an App Card, which shows a preview image of your app, along with the app’s ratings, right in your Tweet, and gives users the option to open or install the app with one click.

Lead generation

In lead generation campaigns, you promote Tweets that incorporate Lead Generation Cards to collect leads and pay per lead collected. Lead generation cards, which you can create in the Twitter ads manager, allow users to share their name, email, and Twitter handle with two clicks directly within the Twitter interface. The information is saved to your Twitter ads account, and you can download the list in CSV format.

How to advertise on Twitter

Now that you understand the types of campaign you can choose from, this step-by-step Twitter ads tutorial will explain how to get your first ad up and running.

1. Set up your first campaign

Head over to the Twitter Ads Manager. You’ll find the list of campaign objectives on the left side of the page. Based on the information above, choose the objective you’d like to achieve with your campaign, then click Create Campaign. This will take you to the Twitter ad campaign screen, where you can name your campaign, choose whether to start the campaign right away or schedule it for later, and decide whether to add third-party tracking.

How to Use Twitter Ads: The Complete Guide for Business | Hootsuite Blog

2. Choose your audience

Twitter offers a number of targeting options to help you choose the right audience for your ad and maximize your budget. You’ll start with geographic targeting, getting as specific as a particular metro area or even postal code, or as broad as a whole country. You can also target by gender, language, device, platform, and even carrier.

The more detailed targeting options allow you to target based on specific user characteristics like interests, behaviors, and even the specific keywords and TV shows users Tweet about.

How to Use Twitter Ads: The Complete Guide for Business | Hootsuite Blog

To help guide you, the interface provides an estimated audience size that changes as you add more Twitter ads targeting options to your campaign.

You can also choose to upload your own list of people (such as your email list), or choose to target people who are similar to your follower base.

3. Set your budget

You can set daily maximum and total campaign budgets for your ad campaign to control how much your Twitter ads cost. The interface will show you whether you’ll pay by impression or engagement, so you can get a good sense of how much it’s worth to you to pay for what’s on offer. The interface will also show you suggested bids based on what others are paying, or you can check out Twitter’s recommended bids for each type of campaign.

How to Use Twitter Ads: The Complete Guide for Business | Hootsuite Blog

4. Choose your creative

Twitter will show you a list of your existing Tweets that you can choose to promote. If you prefer, you can choose to create a new Tweet specifically for your ad. As you work, you’ll see a preview of your ad on the right side of the page.

How to Use Twitter Ads: The Complete Guide for Business | Hootsuite Blog

Finally, click Publish Tweet to launch your ad.

You can also manage Twitter ads using Hootsuite.

Twitter ads best practices

Introduce yourself

Since one of the main points of Twitter ads is to engage with people who are not already following you, you can’t assume that people who see your ads will know what your business is all about. Use an image or some of the copy in your Tweet to highlight your unique selling proposition so that people who see the Tweet know why they should bother to click, follow, or otherwise engage.

For example, since Twitter users might not necessarily know that UNTUCKit sells men’s shirts specifically designed to be worn untucked, the clothing company created an ad that showed the product (a shirt), explained what it was “Finally! Shirts designed to be worn untucked,” and included an impressive endorsement “GQ called us ‘Perfection.’”

That ad campaign came in at 12 percent under their cost-per-acquisition goal.

You should also make sure that your Twitter bio and profile page are in great shape, since users may click through to your profile before deciding whether to follow you. Keep the branding and messaging consistent across your Tweets, your profile page, and the landing pages you’re sending visitors to so that they reinforce a consistent brand personality.

Include a clear call to action

The key to any good ad is a great call to action, and Twitter ads are no different. Make sure users know exactly what you want them to do. A simple ask makes it much more likely that they will take action. Simply asking for a follow increases follows by 258 percent in timelines and 86 percent in search, and asking for a Retweet increases Retweets by 311 percent in timelines and 317 percent in search.

It certainly seems to be working for this Dallas Cowboys Tweet, which racked up 3,500 Retweets in just seven hours.

Since characters are in short supply, try something short and sweet, like “follow us,” “read more,” or “register now.”

And be sure your ad doesn’t try to do too much. Once you’ve made it clear what you want users to do, don’t distract from the message. Avoid including too many links (or any links if your Tweet specifically aims to get people to click the follow button), and limit your number of hashtags.

Include cards

You can now create cards directly within the Twitter ads manager. These powerful tools add extra functionality like website previews, app installs, and lead collection to your promoted Tweets, making the Tweets more engaging and interactive for users. Twitter internal data shows that Promoted Tweets that include a website card, for instance, see a 43 percent higher engagement rate than Promoted Tweets with regular links.

MVMT Watches used website cards with an enticing offer (“Free Shipping & Returns!”) to increase site traffic on Black Friday and Cyber Monday last year by 189 percent compared with the daily average for the rest of the quarter.

Choose a custom fit over one-size-fits all

Campaigns with different goals need different creative. Even campaigns with the same goals should differ based on the specific offer or idea you’re promoting at the time.

Likewise, if you target different groups of users, you should adjust your creative based on some competitive research (or lurking) to determine what is most likely to appeal to each group. That includes tweaking your ads based on geography, since what converts in Seattle may not in New Orleans.

For example, Ferguson Enterprises Inc., the largest plumbing wholesale distributor in the United States, ran a followers campaign to attract interior designers, contractors, and others in the building industry as new followers. Since interior designers and builders are looking for quite different things from both their plumbing fixtures and their Twitter feeds, Ferguson targeted these markets separately by building target follower lists based on the follower lists of relevant trade journals. They then tweaked their ad copy for each audience.

The result was a 3,000 percent increase in new followers and a 104 percent increase in Twitter engagements. Ferguson’s senior marketing manager also said that website visitors directed to the site from Twitter “spend more time on our website and visit more site pages.”

Test everything

Twitter ads are a great way to learn what resonates with your audience—from ad format to length of copy and tone of voice. Since testing is such an important topic, we’ve put together a comprehensive guide to A/B testing on social media.

Use high-quality media and other visuals

Blurry or pixelated photos won’t do. Neither will grainy videos. Your words are important, sure, but visuals are what will grab the user’s attention and allow your tweet to stand out.

Make sure you comply with the Twitter ad image sizes for the best results. These free stock photo websites can help you source high-quality images to use in your ads.

If you sell a product, try using photos showing people using and benefitting from your product, rather than an image of the product all by its lonesome.

Learn from your organic tweets

Of course, many of the best practices that apply to organic Tweets also apply to Twitter ads—so make sure you incorporate what’s already working for you on Twitter into your Twitter ads.

Get more out of your advertising dollars by using Hootsuite to create, manage, and optimize your Twitter campaigns. Learn more and create your ad today.

Learn More

This is an updated version of a post that was originally written by Evan LePage.

How to Create Social Media Buttons For Every Major Network

Encouraging social sharing among your customers and fans can be a great way to extend your online reach. But no one’s going to share your content if it’s a chore to do so.

Forget making people copy and paste links. With some simple code, you can add social media buttons that allow users to share your content across the webs with just a couple of clicks.

Table of contents

Types of social media buttons

Social media buttons for Facebook

Social media buttons for Instagram

Social media buttons for LinkedIn

Social media buttons for Twitter

Social media buttons for YouTube

Social media buttons for Pinterest

Social media buttons for Hootsuite

Types of social media buttons

The most common types of social media buttons offer share, like, and follow functions. Each serves a different purpose, and the ways they work vary somewhat among networks. But each type generally does what its name implies:

  • Share buttons allow users to share your content with friends and followers
  • Like buttons allow them to give your content a virtual thumbs-up
  • Follow buttons will subscribe them to your updates on the specified social network

All of the social media buttons in this post are active, so you can interact with them to see exactly how they work. We created them using the tools outlined for each social network below.

Social media buttons for Facebook

Facebook offers several social media buttons: share, follow, like, save, and send.

Facebook share button

social media buttons

How it works 

Adding a Facebook share button to your website, not surprisingly, allows visitors to share your content with their friends and followers on Facebook. They can choose to share your content on their timeline, to a group, or even in a private message using Facebook Messenger. Users can also add their own personalized message to the shared content before posting.

How to add a Facebook share button

Use Facebook’s share button configurator to create share button code that you can paste into your website’s HTML.

Facebook share button options

When you include a Facebook share button on your site, you can choose whether to show the number of times the page has already been shared (as we did in the button above). If your page gets a lot of social shares, this number can provide great social proof of the value of your content.

Facebook follow button

social media buttons

How it works

The follow button allows users to subscribe to public updates from the relevant Facebook Page.

How to add a Facebook follow button

Use Facebook’s follow button interface to create code you can copy and paste into your HTML.

Facebook follow button options

You can choose to show the number of people who already follow your page by selecting the “box count” or “button count” options. For personalized social proof, you can choose to show visitors which of their existing Facebook friends already follow your page, and even show those followers’ faces, by selecting the “standard” option and clicking the Show Faces box.

Facebook Like button

How it works

Clicking the Like button on your website has the same effect as clicking Like on one of your Facebook posts. The liked content shows in the user’s Facebook timeline, and may appear in their friends’ newsfeeds.

How to add a Facebook Like button

Go to Facebook’s Like button configurator to create the code to copy and paste into your HTML.

Facebook Like button options

As with the other Facebook buttons, you can choose to show the number of times the page has already been liked. You can also provide the customized button showing which of the viewer’s Facebook friends have already liked the page.

One extra interesting option is that you can choose for the button to say “Recommend” instead of “Like.”

Save to Facebook button

social media buttons

How it works

The Save to Facebook button works just like the Save option on Facebook posts. It saves the link to a user’s private list so that they can go back to it later—essentially bookmarking it within Facebook and making it easy to share later.

How to add a Save to Facebook button

Use Facebook’s Save button configurator to create the code to paste into your HTML.

Facebook send button

How it works

The Facebook send button allows users to send content from your website directly to their friends through a private message on Facebook Messenger, a form of dark social sharing.

How to add a Facebook send button

You guessed it—Facebook has a send button configurator to provide you with the code you need to paste into your HTML.

Social media buttons for Instagram

Instagram does not offer Share or Like buttons—which makes sense, since the nature of Instagram as a mobile photo- and video-sharing platform means it’s not really suited to liking and sharing web content.

Instead, Instagram used to offer badges that you could use to send people from your website directly to your Instagram feed, but those badges are no longer available. Changes to the Instagram API have also made it difficult for third-party providers to create functional Instagram buttons and badges.

That means you’re left with very few options in terms of social sharing buttons for Instagram. But there is one workaround, and it’s a simple one: embed an Instagram post.

In addition to the photo, the embedded post includes an active follow button that allows users to follow your account without leaving your website. You could even post a photo to Instagram that you’ll use specifically for this purpose—some kind of evergreen post that highlights the value of your Instagram account.

Or you could create an Instagram post that directly relates to the content on a specific page. You obviously won’t want to do this on all of your web pages, but embedding a relevant Instagram photo can be a great option in blog posts.

How to embed an Instagram post with a follow button

  1. Navigate to the specific post you want to embed, or go to your Instagram profile and scroll back to find a relevant choice
  2. Click on the post
  3. Click on the more button () at the bottom right
  4. Select Embed
  5. Choose whether you want to include the caption and then click Copy Embed Code
  6. Post the code into your HTML

Social media buttons for LinkedIn

LinkedIn offers customized JavaScript code for both share and follow buttons.

LinkedIn share button

How it works

The LinkedIn share button combines the functions of the Facebook share and send buttons. It allows users to share your content on LinkedIn in several ways—on their public profile, with their contacts, in a group, or in a message to one or more individuals. Clicking on the button opens a pop-up window that provides the option to add a personal message to the post, along with sharing options.

How to add a LinkedIn share button

Go to the LinkedIn share plugin generator to create JavaScript code you can paste into your HTML.

LinkedIn share button options

You can choose whether to showcase the number of times your content has already been shared on LinkedIn.

LinkedIn follow button

How it works

Clicking the LinkedIn follow button allows users to follow your company on LinkedIn without leaving your website.

How to add a LinkedIn follow button

Use the LinkedIn follow company plugin generator to create code to paste into your HTML.

LinkedIn follow button options

As with the LinkedIn share button, you can choose to showcase the number of people who already follow your company on LinkedIn as part of the follow button.

But there is also a more interesting option to explore. The company profile plugin functions in much the same way as a simple follow button but provides more information about your company with the simple hover of a mouse. To try it out, try hovering your mouse over the button below.

You can create your own using the LinkedIn company profile plugin generator.

Social media buttons for Twitter

In addition to the standard share and follow buttons, Twitter offers buttons to Tweet with a particular hashtag, or to @-mention someone with the click of your mouse. There’s also a button that allows someone to send you a private Twitter message.

Twitter share button

social media buttons

How it works

When a user clicks on the Tweet button, a pop-up window opens with a Tweet containing the title of the page and its URL—or you can set a custom URL. A custom URL allows you to include UTM parameters to track how much traffic you get from your Twitter share button. The user can add more text if they wish before sending the Tweet.

How to add a Twitter share button

  1. Go to publish.twitter.com, scroll down, and click on Twitter Buttons
  2. Click Share Button
  3. Above the code box, click on set customization options
  4. Enter your preferences for Tweet options and button size, then click Update
  5. Copy and paste the provided code into your HTML

Twitter share button options

Using the customization options, you can choose to include a hashtag and a “via” username, which ensures you get credit as the source of your great content. You can also choose to pre-fill some text.

Twitter follow button

How it works

The Twitter follow button is not quite as efficient as the Facebook follow button, as it requires two clicks from users. Clicking the button opens a pop-up window with a preview of your Twitter profile. The user has to click Follow again in that pop-up window to complete the process.

How to add a Twitter follow button

  1. Go to publish.twitter.com, scroll down, and click on Twitter Buttons
  2. Click Follow Button
  3. Enter your Twitter handle, including the @ symbol (e.g., @Hootsuite)
  4. Click Preview
  5. Above the code box, click on set customization options
  6. Enter your preferences for Tweet options and button size, then click Update
  7. Copy and paste the provided code into your HTML

Twitter follow button options

You can choose whether to show or hide your username on the button, and whether you would like the button to be small or large. You can also choose the language in which your button is displayed.

Twitter mention button

social media buttons

How it works

When someone clicks on the Twitter mention button on your website, a pop-up window appears with a blank Tweet beginning with an @-mention of your username. This can be a great way to get readers to engage with your team on Twitter, or to encourage customer service queries through the network.

How to add a Twitter mention button

  1. Go to publish.twitter.com, scroll down, and click on Twitter Buttons
  2. Click Mention Button
  3. Enter your Twitter handle, including the @ symbol (e.g., @Hootsuite)
  4. Click Preview
  5. Above the code box, click on set customization options
  6. Enter your preferences for Tweet options and button size, then click Update
  7. Copy and paste the provided code into your HTML

Twitter mention button options

You can choose to pre-fill some text in the Tweet, which can be a good idea if you’re using the button on a customer service page. You can also choose whether you would like the button to be large or small, and the language in which to display the button text.

Twitter hashtag button

social media buttons

How it works
When someone clicks on a Twitter hashtag button on your website, a pop up window opens to a Tweet populated with the chosen hashtag. This is a great way to encourage people to share content to your branded hashtag, or motivate them to participate in a Twitter chat.

How to add a Twitter hashtag button

  1. Go to publish.twitter.com, scroll down, and click on Twitter Buttons
  2. Click Hashtag Button
  3. Enter your chosen hashtag, including the # symbol (e.g., #HootChat)
  4. Click Preview
  5. Above the code box, click on set customization options
  6. Enter your preferences for Tweet options and button size, then click Update
  7. Copy and paste the provided code into your HTML

Twitter hashtag button options

As with the mention button, you can enter pre-filled text, choose the button size, and specify the language in which to display the button text. You can also choose to include a specific URL, which could work well if you archive your Twitter chats or collect user-generated content on a specific page. You could also choose a landing page relevant to a specific hashtag campaign.

Twitter message button

social media buttons

How it works

The Twitter message button allows users to send you a private direct message on Twitter. Note that this is a different function from the Facebook send button, which allows users to send your content in a private message to anyone they’re connected with. With the Twitter message button, users can only contact you, not anyone else on Twitter. While this won’t help to extend your social reach, it could be a great way to encourage people to contact your customer service and sales teams through Twitter.

A Twitter message button will work best if you have your account set to allow direct messages from anyone. Otherwise, people who do not follow you will not be able to send you messages, and may end up feeling frustrated with your brand.

How to add a Twitter message button

  1. Log into your Twitter account
  2. In the left column, click on Privacy and safety
  3. Scroll down to Direct Message and check the box next to Receive Direct Messages from anyone
  4. In the left column, click on Your Twitter data. You may need to enter your password to access this screen
  5. Select and copy your user ID, which appears under your username
  6. Go to publish.twitter.com, scroll down, and click on Twitter Buttons
  7. Click Message Button
  8. Enter your username in the top box, including the @ symbol (e.g., @Hootsuite)
  9. Paste your user ID into the bottom box
  10. Click Preview
  11. Above the code box, click on set customization options
  12. Enter your preferences for Tweet options and button size, then click Update
  13. Copy and paste the provided code into your HTML

Twitter message button options

You can choose to pre-fill some message text, which could work well if the button is on a page where people are likely to contact you about a specific product, customer service issue, or promotion. You can also choose whether to show your username on the button, the button size, and the language in which to display the button text.

Social media buttons for YouTube

YouTube only offers one social media button, which allows users to subscribe to a YouTube channel.

YouTube subscribe button

How it works

Like the Twitter follow button, the YouTube subscribe button requires two clicks. First, when someone clicks on your subscribe button, your YouTube channel opens in a new window, with a subscription confirmation box. The user then has to click subscribe again for the subscription to take effect.

How to add a YouTube subscribe button

Use the YouTube configure a button page to create the code you need to paste into your HTML.

YouTube subscribe button options

You have a few options when configuring your YouTube subscribe button. You have the options to include your YouTube profile image, a dark background behind the button, and whether you want to show your existing subscriber count. As with the other networks, highlighting an existing large subscriber count can be a great signal of social proof.

Social media buttons for Pinterest

Pinterest save button

How it works

The Pinterest save button is equivalent to the share button for other networks in that saving your content to a Pinterest board extends your reach. Since Pinterest is an image-based platform for keeping track of information and ideas, it works a little differently from share buttons on other networks. There are three different ways you can set the Pinterest save button up on your site:

  1. Image hover: Rather than placing a standalone Pinterest button on your website, this option creates code that brings a Pin It button up when someone hovers their mouse over any image on your page. This is the option most recommended by Pinterest.
  2. Any image: With this option, you place a Pinterest button on your webpage. Clicking it gives the user the option to save any of the images from your site to their Pinterest boards.
  3. One image: In this case, the save button only applies to a single image on your page. This is the most complicated option in terms of coding.

How to add a Pinterest save button—image hover or any image style

  1. Go to the Pinterest widget builder and click Save Button
  2. Choose which type of button you want to use: image hover or any image
  3. Select your preferred options for button size and shape
  4. Hover your mouse over the sample image to preview your button
  5. Copy the button code and paste it into your HTML
  6. For the any image option, copy and paste the pinit.js script from the bottom of the widget builder page into your HTML, right above the tag

How to add a Pinterest save button—one image style

  1. Go to the Pinterest widget builder and click Save Button
  2. Select your preferred options for button size and shape
  3. In a new browser window, go to the page on your website where the image you want to work with appears
  4. Copy and paste the URL of that webpage into the URL box in the widget builder
  5. On your webpage, right click the image you want to work with, and select Copy Image URL
  6. Paste the image URL into the Image box in the widget builder
  7. Enter a description for your image in the Description box in the widget builder. This will appear beneath your image when someone saves it to Pinterest
  8. Click the sample Pin It button in the widget builder to test your button
  9. Copy the button code and paste it into your HTML
  10. Copy and paste the pinit.js script from the bottom of the widget builder page into your HTML, right above the tag

Pinterest save button options

In addition to choosing which type of button to use, you can customize your button’s shape (round or rectangular), size (small or large), and language. You can also choose whether to show the existing Pin count for your image.

Pinterest follow button


How it works

When someone clicks on the Pinterest follow button on your website, a preview window pops up to show your latest pins. They then click the Follow button within that preview to start following your Pinterest account.

How to add a Pinterest follow button

  1. Go to the Pinterest widget builder and click Follow
  2. Enter your Pinterest profile URL
  3. Enter your business name as you wish it to appear on the button
  4. Copy the button code and paste it into your HTML
  5. Copy and paste the pinit.js script from the bottom of the widget builder page into your HTML, right above the tag

Pinterest follow button options

Your only option with the Pinterest follow button is how to display your business name. You may want to use your Pinterest username, or your full business name. Either way, stick to something easy for users to understand.

Social media buttons for Hootsuite

Hootsuite offers a social media button that allows users to share your content to any of the networks they have connected to their Hootsuite dashboard.

Hootsuite share button

social media buttons

How it works

When a user clicks on the Hootsuite button on your website, a window opens with an interface that contains a link to your content. The user can choose which social networks to share it to: Twitter, Facebook, LinkedIn, Google+, or all of the above. They can add a personal message before sharing, and decide whether to post right away, schedule the post for a specified time in the future, or use Hootsuite’s auto-scheduling feature.

How to add a Hootsuite share button

Go to hootsuite.com/social-share, enter your URL, and copy and paste the code into your HTML.

Hootsuite share button options

You can choose from several different button styles.

Take your social media skills to the next level with free online training and videos from Hootsuite Academy.

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13 Ways to Improve Your Social Media Profiles in One Hour or Less

Considering how much time people spend on social media everyday, it’s kind of funny—or is it sad?—that most of us find ourselves too busy to actually update and improve our profiles.

Everyone’s busy, yet so many improvements to your social media profiles can be made in just a few minutes. Here are 13 easy ways to improve your social media profiles that, altogether, shouldn’t take you more than an hour.

Time to close that game of Solitaire and get to work.

13 easy ways to enhance your social media profiles

1. Make sure you’re using the right social media image sizes

Take a few minutes and optimize your profile photo and your cover photo on each channel. This means ensuring that photos fall within the dimensions recommended for each network—often all it takes is a quick crop.

Many people think that a square is a square, or the social networks will make sure the image fits right. In reality, you never know when profile images will be reused elsewhere on a social network. How will it look when expanded? How does it look when it’s small in people’s streams? How does it look on mobile compared to desktop?

The social networks provide us with optimal image sizes knowing that these photos will be used in a variety of instances. You should probably trust them. The following information comes from our post, Social Media Image Sizes: A Quick Reference Guide for Each Network.

Standard image sizes for major social networks are as follows:

  • Facebook profile picture: 170 X 170 pixels
  • Facebook cover photo: 828 X 465 pixels
  • Twitter profile photo: 400 X 400 pixels
  • Twitter header image: 1,500 X 500 pixels
  • Google+ profile picture: 250 X 250 pixels (minimum)
  • Google+ cover photo: 1080 X 608 pixels
  • LinkedIn profile photo: 400 X 400 pixels (minimum)
  • LinkedIn custom background: 1584 X 396
  • LinkedIn cover photo: 974 X 330 pixels
  • LinkedIn banner image: 646 X 220 pixels
  • Instagram profile picture: 110 X 110 pixels
  • Pinterest profile picture: 150 X 150 pixels
  • YouTube profile picture: 800 X 800 pixels
  • YouTube cover photo: 2,560 X 1,440 pixels on desktop

Once you’ve optimized for size, you can optimize the picture itself—using a survey to judge how competent, likable and influential you’re perceived to be. This post by Andy Raskin will walk you through the process.

2. Make your profile photos consistent across all channels

optimize your social media profiles

Do you really like some photos of yourself and hate others? We all do. Let’s face it—we’re not always ready for our close-up. So how many of your profile photos are current images you actually like? Right. That’s exactly why you should be using the same profile photo across all of your social networks.

Recognition is key, especially as people quickly scroll through their feeds. For this reason, having consistent profile photos will increase your chances of having people follow you on different social networks.

The more people see your logo (or face if you’re a social media influencer) as they scan their various social networks, the more likely you are to be top of mind when they actually need your product or service.

3. Untag yourself from bad photos and inappropriate posts

Being vigilant about tagged photos can help you quickly clean up your profiles and project a more professional image on social media.

The first thing you’ll want to do is check your photo tagging settings, making sure this reflects your social media policy. Who do you want to be able to tag your business in posts? Would you like to approve these tags before they show up on your profile?

Make sure you review posts you’re tagged in regularly to catch any bad photos or inappropriate posts.

Note: Some might ask why you don’t simply shut off tagging altogether. That’s because there are benefits to allowing people to tag you in photos—especially for businesses. On Instagram, for example, you want customers to tag your business in photos of your product or service, so that they appear in the “photos of you section.” These tagged images are valuable for engagement purposes, providing additional photos of your product for anyone scanning your profile.

Don’t close off this source of content. Be aware of it and spend a few minutes cleaning things up.

4. Ensure your handles are consistent across networks

Just like with your profile photos, consistency is key when it comes to names and handles on social media. With photos, consistency is really about recognition. While that’s one reason to have consistent social handles—in this case, the real driver is searchability.

When you want to mention a brand on Twitter, for example, you probably just throw an @ symbol in front of their name and start tweeting. It’s kind of frustrating when you realize that their handle isn’t just their company name, but some mishmash of words with city names, area codes, or SEO terms.

A simple handle that reflects your name or company’s name will increase the chances of you being mentioned. It also makes it easier for people actively seeking you out to find and follow you.

5. Add keywords to your profile for SEO

What do you want to be known for? Is it family law? Curtain sales? Whatever your niche is, it’s essential that you make yourself discoverable in that field. When people Google or Facebook search ‘curtain sales’, you want your company logo to pop up.

Believe it or not, simply adding relevant keywords to your social profiles can go a long way to helping you get there.

How to do it:

  • Identify the terms people search for the most when they’re looking for a professional in your niche or industry. Keyword tools like SEMrush and Google Keyword Planner can help you with that
  • Insert those keywords into your social media profiles. These terms should appear in your LinkedIn job title, job description, and skills. It should appear in your bio copy, in photo names, interests, experience, and just about any other category that isn’t your name (that would be a little obnoxious)

Don’t just drop these terms in haphazardly. Work them into your bios in a way that’s logical, professional, and actually describes how you relate to these terms

6. Fill in every field of your bio (with engaging copy)

While you’re busy adding keywords to all of these fields, you should probably take the time to make sure that, indeed, all of the fields are filled out.

Leaving a field blank is a surefire way to come off as unprofessional or lazy. But you can’t write just anything. It’s important that the text in your bio clearly and succinctly explains what your business is, and what it has to offer.

You also want to make sure the copy is fun and engaging. This will encourage people to continue looking at your profile and feed.

For tips on how to optimize your social media bios, check out our posts: Instagram Bio Ideas for Business and Twitter Bio Ideas to Increase Your Follower Count.

Also note that social networks often update how many fields are available in bios. If it’s been more than a year since you’ve updated your business’s Facebook page, for example, there’s likely a new field to fill out.

7. Link to your other social media profiles

One of the fields in a few of your social profiles will probably be “Website.” Many of us take this field too literally, and just drop in our website before moving on. Don’t stop there. Use this field to link to your other social profiles as another means for cross-promotion.

Facebook allows you to add multiple links to their websites field. There are also apps which allow you to display Instagram and YouTube accounts in Facebook tabs. LinkedIn allows you to add your Twitter account to your profile. Pinterest allows you to connect both Facebook and Twitter, in addition to having a website field within your profile.

The opportunities for cross promotion are there. There might not be an easier way to quickly improve your accounts.

8. Make sure your links work

While we’re on the topic of links—what’s the point of including a link if it doesn’t go anywhere? There’s no reason to host a broken link on your social media profile—not only is it confusing for users trying to learn more about you, it’s also a waste of space.

Make sure every link on your social media profile is active by clicking on them every so often. A link on your social media profile might be used as a CTA, a redirect to your website, or to point someone to your business’ landing page.

When someone clicks a link on your social media profile, it’s because they want to find out more. There’s nothing like a broken link to further deter a prospect or destroy the credibility of your brand’s social media presence. You can avoid this by doing your due diligence when posting any kind of link.

9. Ask a few friendly clients/customers for reviews or endorsements

People trust their friends and family far more than any advertisements. Having positive reviews on your social media profiles can go a long way in earning people’s trust and increasing your chances of turning strangers into followers, and followers into business.

While an hour might not be enough time to actually get reviews up on your profiles, it is definitely enough time for you to write messages to a few of your brand advocates or friendly clients, asking them to leave you positive comments.

How to do this:

  • Use LinkedIn’s endorsements section. People can endorse the skills you’ve added to your profile, or leave unique endorsements. The latter is very powerful if they’re willing to put in a little extra time to write you one
  • Use the visitor post section on Facebook pages. This is where people can highlight the good work you’ve been doing
  • Pin positive tweets on Twitter. Take a positive tweet about your business and pin it to the top of your stream—anyone visiting your profile will see it. Plus, you can always ask for endorsements and actually turn those into content you can share on your profiles (think an Instagram or Pinterest photo of a quote from a client)

Whichever way you slice it, it only takes a few minutes to ask someone for their feedback. This quick act can pay off huge in social proof.

10. Showcase your best content with pinned posts

social media profile optimization

Unlike other posts, pinned posts—on Twitter, Facebook, and LinkedIn—stay put. They are the first things people see when they look you up on the three platforms.

Choose a post that promotes a strong piece of content—whether that be an important message, landing page, offer, blog post, video, or other media asset. There are no real limitations on what you can pin. But pin something. Otherwise you’re just wasting one of your Twitter profile’s biggest assets.

11. Add media to your LinkedIn jobs

social media profile optimization

LinkedIn isn’t the most visually appealing of social networks. People tend to focus less on videos and gifs, and more on the concrete stuff that’s going to get them hired. But there’s a reason digital resumes have grown in popularity—they allow you to showcase more of your work in compelling ways.

A prime example of this is the media option in the Experience section of your LinkedIn profile—one of the most widely underused features on the social network. The media option allows you to showcase your work. In other words, rather than telling people that you worked on a huge project or wrote a blog post, you can show them through an image and a link to the work.

Including media within your profile will help people get a more extensive picture of your experience, all while adding a little bit of visual appeal to your profile.

You can also add media to the Summary and Education sections as well.

12. Rotate the link in your Instagram bio

social media profile optimization

Instagram might just be the social network with the least detailed profile. Fill in your name, bio, website, and you’re done. It should come as no surprise, then, that some businesses don’t see Instagram as anything more than an awareness tool (see our post on How to Use Instagram for Business to see why that’s not true). This complaint is being addressed by many savvy users in a very simple way: rotating their website link.

Although Instagram only supports one link—the one your choose for your profile—there’s really no limit as to how often you can update that link. Smart businesses have figured out that they can change that link every time they have a new promotion or campaign.

Post a new photo to support any online initiative you want, then in the description, say “See our profile for a link to this campaign!” Then change the link. It will take you about 30 seconds to update, and can help turn your Instagram profile into an instant business asset.

13. Like relevant pages from your Facebook page

We all know that Facebook encourages us to share our interests with our followers. Not many people consider this decision strategically, though. When you make your interests or the Pages you like a public part of your profile, you’re giving people another means by which to judge you. If those likes are “blue cheese” and “Justin Bieber,” you may not be giving off the impression you’re going for.

social media profile optimization

Have a look at your Likes and interests and delete or unlike anything you don’t want people to associate with your brand, or your company’s brand. Then, consider the things you do want to be associated with. These could be:

  • Industries or fields, like “marketing” or “finance”
  • Partner brands or industry leaders, like “Mailchimp” or “Unbounce”
  • Thought leaders, like “Elon Musk” or “Richard Branson”
  • Positive interests or associations, like local charities or unions
  • Casual interests you’re proud of, from local sports teams to public speaking

Updating your interests is an easy way to tell people a little more about yourself and your business in a way they can relate to.

For more tips on how to optimize your social media profiles, take the online course from Hootsuite Academy. It’s part of our broader social media marketing training offering, which is entirely free.

Take the Course Now

With files from Kaylynn Chong.

What does Web 3.0 mean for search?

The signs of fundamental change are all around us.

Digital assistants reside within our living rooms, we consume Internet-based services everywhere, and we are creating data every second of the day.

A sense pervades of being constantly connected through devices that communicate with each other. The experience of using the Internet is therefore markedly different to what it was 10 years ago.

What we don’t quite have is a universally accepted label for this era of digital development.

The phrase “Web 3.0” was first coined back in 2006. Viewed by some industry insiders back then as an “unobtainable dream“, the idea of Web 3.0 has remained elusive.

However, as technology catches up and the tech giants figure out ways to make sense of the reams of unstructured data we create every second, the dream seems much more obtainable than ever before. In fact, many argue it is already a reality.

So what exactly is Web 3.0? What makes it so different from Web 2.0? And what do marketers need to do today to prepare for this revolution?

What is Web 3.0?

This is a more contentious question than it might at first seem. Many opinions exist on the topic, but the general consensus is that Web 3.0 ushers in an entirely new way of creating websites, of interacting with them, and of utilizing the data that these interactions generate.

Techopedia’s definition contains a clear depiction of how big this change is:

“Web 3.0 will be a complete reinvention of the web, something that Web 2.0 was not. Web 2.0 was simply an evolution from the original Web.”

Web 1.0 was essentially a repository of information that people could read passively, without being able to shape the information or add their own. The move to Web 2.0 was given concrete shape in everyday aspects of online life, such as submitting product reviews on Amazon or launching a personal blog. People were to become very active participants online, whether on social media or on reputable news sites.


An overhaul in how the Web functions is necessary, if we look at the raw statistics. Global Internet traffic has passed one zettabyte (that’s one trillion gigabytes); over 4 billion people will have Internet access by 2020; over 60,000 searches are performed on Google every second.

All that data creates possibilities, albeit only if we are equipped to harness them. We imagine hyper-personalized, fluid, targeted online interactions between brands and consumers, but bringing this idea to fruition is a very complex logistical task.

By converting unstructured data into structured data (simple updates like Schema.org have helped with this), and by ensuring all databases communicate with each other in the same language, lots of new opportunities arise.

Robots talking

Put succinctly, Web 3.0 will allow us to make sense of all the data that digital devices create.

It can be seen as a Web that thinks for itself, rather than just following commands.

This is built on a decentralized, secure platform that allows much more privacy for consumers than they currently have.

It is easy to spot some threads within this narrative: the use of artificial intelligence, the potential for a blockchain-based solution for storing and sharing data, and the evolution of the semantic web to provide personalized experiences.

We can summarize our definition by identifying five key factors that set Web 3.0 apart from its earlier incarnation:

Artificial intelligence

AI will be used in every walk of life to carry out computational tasks humans are incapable of completing. It will also make decisions for us, whether in driverless cars or in our digital marketing strategies.

Virtual & augmented reality 

Brands are tapping into the possibilities these technologies bring, providing an entirely new way of connecting that goes far beyond what a static screen can provide.

The semantic web

By finally understanding the data each individual creates, technology companies can gain insight into context. This has been a significant push for Google for some time, particularly with the respective launches of Hummingbird and RankBrain. The aim is to go beyond the dictionary definition of each word and comprehend what consumers are using phrases to mean at that particular moment.

Internet of things 

A true defining feature of Web 3.0 is the proliferation of Internet of Things (IoT) ‘smart’ devices. Examples such as Amazon Echo are well-known, but there are plans to add Internet connectivity to every aspect of our lives.

Seamless connectivity

Until now, data has been stored in various formats and communication between data sets can be challenging. Web 3.0 really comes into its own when data exchanges are seamless and ubiquitous.

This is achieved when Internet-connected devices are omnipresent, from the home to the workplace and everywhere in between; but those devices need to be able to communicate with each other. When that happens, the digital assistant in your car can ask the fridge if you’re out of milk and if so, to order some from Amazon.

How will Web 3.0 change online interactions?

The way we source information and find products is still far from frictionless. For example, consider the planning of an upcoming holiday. We could buy a package deal and that would remove a lot of the administrative tasks, but it would be far from a tailored product.

In reality, most of us will search for deals on flights, research hotels, read travel guides, and talk to people who have been to the destination before via social media.

Google holiday

That is a vast improvement on the holiday-booking process pre-Internet. However, Web 3.0 will take this much further.

Instead of conducting multiple searches in different places, one prompt would be sufficient to pull together all the relevant information. To take our holiday example, we could say to an Internet connected device, “I’m looking for a holiday in Italy later this year with the family, what are my options?” The digital assistant will then dip into its vast interconnected list of databases to retrieve relevant information and organize it, based on your query and provide the best options in one interface.

Everything from flights to meals to cultural attractions will be pulled together into a truly personalized list of recommendations.

How will Web 3.0 affect search marketing?

The example above provides a clear indication of how much things are changing. Optimizing title tags for a higher click-through rate won’t really cut it when an AI-powered digital assistant is bypassing these signals to identify the right content to answer a query.

Search marketers’ focus should shift towards understanding the different preferences of their user base and creating multimedia content that responds to this. As people become more comfortable with using voice-based digital assistants, we can expect search trends to move away from the likes of [italy holidays 2017] and towards more specific, long-tail queries.

Searcher behaviors are deeply entrenched and slow to change, but they do change. Recent research from Google showed the drop-off in “near me” queries as users come to expect that results will be local, without adding a geo-modifier.

Google near me

Added to August’s news that Microsoft’s speech recognition system has reached a new accuracy milestone, we get a sense that these long-heralded changes are finally coming to pass. Voice search is on the rise, mobile device usage shows no use of relenting, and search engines are using this data to create better interactions.

Search marketers need to keep up. The first step is to ensure that all content is clearly labeled for search engines. Microdata can be used to achieve this and Schema.org mark-up remains just as vital as it has been for the past few years.

The core objective when we create new content should be to facilitate its serving to users, no matter where they are or which device they are using. Keyword targeting still matters, but we need to maintain a more nuanced idea of what our consumers really mean.

Google’s Quick Answers initiative is a particularly telling development in this sense. On the face of it, it seems a rather innocuous and helpful change, but at a deeper level it tells us a lot more. We are moving away from screen-based interfaces that provide lots of choices; consumers want the right answer to their query.

Performance measurement will continue to change, of course. The idea of tracking keyword level ranking positions remains attractive, but its use as an accurate barometer of how a site is performing has waned significantly. SEO goals should be much more closely aligned to business objectives, which can only be a healthy development.

We are moving into an age of flux, where the comforting-but-illusory constants of old are replaced by shifting and slippery notions of ‘meaning’ and context’. Those that are ready to adapt soonest will profit most.

Web 3.0: What do search marketers need to know?

  • Web 3.0 will change how people search, how search engines process their queries, and how results are displayed. These changes have been in process for years now, but they are starting to have tangible impacts on how we find information online.
  • This is driven by improvements in how search engines understand the meaning of queries by harnessing huge amounts of unstructured data and transforming it into something structured and significant.
  • Web 3.0 will also bring with it a new way of creating digital assets. The old ideas of creating a static website will be replaced by hyper-personalized experiences that vary in their messaging and their media formats.
  • AI-powered digital assistants are starting to usher in new behaviors. What search marketers should focus on is creating the right digital assets for their consumers and ensuring that any search engine can locate and serve this content as seamlessly as possible.

Related reading

Modern flat design style illustration of driving organic traffic.

[Report] Who owns the flights market in search?

Which brands dominate the US flights market in search?

A new report by Pi Datametrics has analyzed the entire US flights market to discover the most organically valuable search themes and players with the greatest share of voice across the market.

The search data was collected from across Google US with a view to identifying the search terms with the most commercial opportunity over the last four years, and trended to reveal demand peaks and declines across the travel industry.

‘International’ flights: Trended search themes | May 2016 – May 2017

Image source: Pi Datametrics Market Intelligence

So what does the data show, and what can marketers learn from it about the state of the flights market?

The difference between organic value and search volume

Trended search volume data is a strong indication of research and demand phases, but to determine when a search is most likely to actually convert, Pi has applied their proprietary Organic Value Score.

Search volume alone doesn’t always indicate value. Pi’s Organic Value Score averages out all of the metrics critical to conversion – including adword data – to reflect the true value of individual search terms, and their overarching search themes.

Looking at the search volume graph (above) in isolation, ‘Latin America & Caribbean’ appears to be the one of the most important search themes to focus strategy on within the ‘International flights’ market.

But, if we overlay commercial value, the data tells a slightly different story. ‘Latin America & Caribbean’ devalues significantly, while ‘Europe & Middle East’ retains its competitive edge.

Share of voice: Top sites across the entire ‘Flights’ market

Date: 7th June 2017 | Top 20 sites

Image source: Pi Datametrics Market Intelligence

Using a datapool of the most valuable ‘International’ and ‘Domestic’ search terms, Pi generated a vast snapshot of the entire US ‘Flights’ market (12,286 sites), to reveal the players dominating the industry.

Kayak own the US ‘Flights’ market

Kayak perform best both internationally and domestically, closely followed by Tripadvisor – which has recently transformed into an integrated review / booking site.

Here are just a few key insights:

  • The top 3 performers own 57% of the entire ‘Flights’ category.
  • All ‘Others’ beyond the top 20 own 10.1% of the ‘Flights’ market. Kayak, alone, owns more than double this.
  • The top 11 performers consist of online travel agencies, aggregators or integrated review and booking sites. These sites own 86% of the entire market.
  • An airline doesn’t appear until position 11, and only owns 0.6% of the category.

Image source: Pi Datametrics Market Intelligence

Which airline groups own the entire ‘Flights’ category?

  • Priceline Group owns 33.5% of the entire market – that’s four times more share than the entire remaining market, beyond the top 20
  • Expedia Inc owns 25.6% of the entire market
  • All ‘Others’, beyond the top 20, own a tiny 7.7% of the market
  • Airline providers can use this market share data to establish the best aggregators to resell their ‘Flights’

When combined, Expedia Inc and Priceline Group own nearly 60% of the entire US ‘Flights’ market. This is astronomical, and has created an ‘illusion of choice’ across the digital travel landscape.

  • Priceline is the 6th largest internet company by revenue ($10.64bn USD).
  • Expedia is the world’s 10th largest internet company by revenue ($8.77bn USD).

These revenue statistics just prove the success of their digital duopoly.

What can marketers and SEOs in the travel industry learn from the data about the most valuable search terms? Knowing their most valuable content gives businesses the foresight to dictate strategy.

From Pi’s trend chart, we can see that Europe and Middle Eastern flights have the highest Organic Value across the US ‘International flights’ market.

Aggregators, airlines and integrated booking sites can use this data to plan marketing activity around the most valuable flights.

Why is the online flights market so heavily dominated by just two companies?

Priceline group and Expedia own significant search real estate, and dominate the flights industry.

We can’t know exactly how these groups achieve their success, but we can presume that each brand prioritizes search throughout the business.

What’s more, these groups have an array of interrelated digital assets, which provide greater opportunity for comprehensive link infrastructures. This would only serve to boost their presence across the search landscape.

Based on the data, we can also see that online travel agencies, aggregators and booking sites decisively outrank airlines themselves in almost all cases. So why is this?

Based on their business offering, aggregators and OTAs offer a variety of content covering all areas of the flights market.

As direct providers, airlines may have less opportunity to match this offering, which could in turn impede market share.

The full report can be downloaded from the Pi Datametrics website.

Related reading

Modern flat design style illustration of driving organic traffic.

Google Analytics: Misunderstandings that hold marketers back

Google Analytics (GA) has done more than any other platform to bring the practice of data analytics to the center of organizations.

By offering a free-to-use, intuitive solution to businesses of any size, it has offered the promise of full transparency into customer behavior.

Moreover, as part of the broader marketing analytics movement, it has helped shape the language we use daily. Our handy guide explains some of the most frequently heard, but at time confusing, terms GA has brought into everyday parlance in the marketing world.

Pitch decks and strategy sessions abound with references to “data-driven decisions” nowadays, which is a healthy trend for businesses overall. Beyond the buzzword status this phrase has attained, it is true that businesses that integrate analytics into the decision-making process simply get better results.

Google reports that business leaders are more than twice as likely to act on insights taken from analytics:

As Google continues to improve its offering, with Optimize and Data Studio available to everyone, and an ever more impressive list of paid products via the Analytics 360 suite, marketers need to understand the data in front of them.

Unfortunately, there are some common misunderstandings of how Google collects, configures, processes, and reports data.

The below are some of the commonly misunderstood metrics and features within the core Google Analytics interface.

By avoiding these pitfalls, you will enable better decisions based on data you can trust.

Bounce rate

What is it?

Bounce rate is a simple, useful metric that is triggered when a user has a single-page session on a website. That is to say, they entered on one URL and left the site from the same URL, without interacting with that page or visiting any others on the site.

It is calculated as a percentage, by dividing the aggregate number of single-page sessions by the total number of entries to that page. Bounce rate can also be shown on a site-wide level to give an overview of how well content is performing.

As such, it makes for a handy heuristic when we want to glean some quick insights into whether our customers like a page or not. The assumption is that a high bounce rate is reflective of a poorly performing page, as its contents have evidently not encouraged a reader to explore the site further.

Why is it misunderstood?

Bounce rate is at times both misunderstood and misinterpreted.

A ‘bounce’ occurs when a user views one page on a site and a single request is sent to the Analytics server. Therefore, we can say that Google uses the quantity of engagement hits to classify a bounced session. One request = bounced; more than one request to the server = not bounced.

This can be problematic, given that any interaction will preclude that session from counting as a bounce. Some pages contain auto-play videos, for example. If the start of a video is tracked as an event, this will trigger an engagement hit. Even if the user exits the page immediately, they will still not be counted as a bounced visit.

Equally, a user may visit the page, find the exact information they wanted (a phone number or address, for example), and then carry out their next engagement with the brand offline. Their session could be timed out (this happens by default after 30 minutes on GA and then restarts), before they engage further with the site. In either example, this will be counted as a bounced visit.

That has an impact on the Average Time on Page calculations, of course. A bounced visit has a duration of zero, as Google calculates this based on the time between visiting one page and the next – meaning that single-page visits, and the last page in any given session, will have zero Time on Page.

Advances in user-based tracking (as opposed to cookie-based) and integration with offline data sources provide cause for optimism; but for now, most businesses using GA will see a bounce rate metric that is not wholly accurate.

All of this should start to reveal why and how bounce rate can be misinterpreted.

First of all, a high bounce rate not always a problem. Often, users find what they want by viewing one page and this could actually be a sign of a high-performing page. This occurs when people want very specific information, but can also occur when they visit a site to read a blog post.

Moreover, a very low bounce rate does not necessarily mean a page is performing well. It may suggest that users have to dig deeper to get the information they want, or that they quickly skim the page and move on to other content.

With the growing impact of RankBrain, SEOs will understandably view bounce rate as a potential ranking factor. However, it has to be placed in a much wider context before we can assume it has a positive or negative impact on rankings.

How can marketers avoid this?

Marketers should never view bounce rate as a measure of page quality in isolation. There really is no such thing as a ‘good’ or ‘bad’ bounce rate in a universal sense, but when combined with other metrics we can get a clearer sense of whether a page is doing its job well.

Tools like Scroll Depth are great for this, as they allow us to see in more detail how a consumer has interacted with our content.  

We can also make use of Google Tag Manager to adapt the parameters for bounce rate and state, for example, that any user that spends longer than 30 seconds on the page should be discounted as a bounce. This is useful for publishers who tend to receive a lot of traffic from people who read one post and then go elsewhere.

This is commonly known as ‘adjusted bounce rate’ and it helps marketers get a more accurate view of content interactions. Glenn Gabe wrote a tutorial for Search Engine Watch on how to implement this: How to implement Adjusted Bounce Rate (ABR) via Google Tag Manager.

Bounce rate can be a very useful metric, but it needs a bit of tweaking for each site before it is truly fit for purpose.

Channel groupings

What is it?

Channels are sources of traffic and they reflect the ways that users find your website. As a result, this is one of the first areas marketers will check in their GA dashboard to evaluate the performance of their different activities.

There are many ways that people can find websites, so we tend to group these channels together to provide a simpler overview of traffic.

Google provides default channel groupings out of the box, which will typically look as follows:

You can find this by navigating this path: Admin > Channel Settings > Channel Grouping.

Anything that sits outside of these sources will fall into the disconcertingly vague ‘(Other)’ bucket.

From Google’s perspective, this is a reasonably accurate portrayal of the state of affairs for most websites. However, this is applied with broad brush strokes out of necessity and it shapes how marketers interpret very valuable data.

Why is it misunderstood?

Default channel groupings are often misunderstood in the sense that they are taken as the best solution without conducting further investigation.

Vague classifications like ‘Social’ and ‘Referral’ ignore the varying purposes of the media that fall under these umbrellas. In the case of the former, we would at the very least want to split out our paid and organic social media efforts and treat them separately.

We want channel groupings to provide a general overview, but perhaps it needn’t be quite so general.

Leaving these groupings as they are has a significant impact, particularly when it comes to the eternal riddle of channel attribution. If we want to understand which channels have contributed to conversions, we need to have our channels correctly defined as a basic starting point.

How can marketers avoid this?

Make use of custom channel groupings that accurately reflect your marketing activities and the experience your consumers will have with your brand online. It is often helpful to group campaigns by their purpose; prospecting and remarketing, for example.

Custom channel groupings are a great option because they alter the display of data, rather than how it is filtered. You can modify the default channel groupings if you feel confident about the changes you plan to make, but this will permanently affect how data is processed in your account. Always add a new view to test these updates before committing them to your main account dashboard.

For most, custom channel groupings will be more than sufficient.

Through the use of regular expressions (known commonly as regex), marketers can set up new rules. Regex is not a particularly complex language to learn and follows a clear logic, but it does take a little bit of getting used to. You can find a great introductory guide to regex expressions here. These rules will allow you to create new channels or alter the pre-defined groupings Google provides.  

Your new channel groupings will be applied to historical data, so you can easily assess the difference they make. These alterations will prove especially invaluable when you compare attribution models within GA.

Custom Segments

What are they?

The array of segmentation options available is undoubtedly one of Google Analytics’ most powerful advantages. Customer segments allow us to view very specific behavioral patterns across demographics, territories and devices, among many others. We can also import segments created by other users, so there is a truly vast selection of options at our disposal.

By clicking on ‘+ New Segment’ within your GA reports, you will be taken to the Segment Builder interface:

Google provides a very handy preview tool that shows us what percentage of our audience is included under the terms we are in the process of defining. This will always begin at 100% and decrease as our rules start to hone in on particular metrics and/or dimensions:

This is where it starts to get tricky, as the segment builder can start to produce unexpected results. A seemingly sound set of rules can return a preview of 0% of total users, much to the marketer’s chagrin.

Why are they misunderstood?

The underlying logic in how Google processes and interprets data can be complex, even inconsistent at times.

When we set up a set of rules, they will be treated sequentially. A session will need to pass the first condition in order to reach the second round, and so on. We therefore need to consider very carefully how we want our experiments to run if we want them to be sound.

To take a working example, if I want to see how many sessions have included a visit to my homepage and to my blog, I can set up an advanced condition to cover this. I filter by sessions and include a condition for Page exactly matching the blog URL and Page exactly matching the homepage:

This creates what seems like a valid segment in the preview.

Logically, I should be able to take this up one level to see what proportion of users meet these conditions. Within the GA hierarchy, users are a superset of sessions, which are in turn a superset of hits.

However, this is not how things play out in reality. Just by switching the filter from ‘Sessions’ to ‘Users’, the segment is rendered invalid:

Why does this occur?

Google uses a different logic to calculate each, which can of course be quite confusing.

In the former example, Google’s logic allowed room for interpretation, so the AND condition loosely meant that a session could include visits to each page at different times. As such, some sessions meet the requisite conditions.

In the latter example, the AND rule means that a user must meet both conditions simultaneously to be included. This is impossible, as they cannot be on two pages at once.

We can still arrive at the same results, but we cannot do so using the AND condition. By removing the second condition and adding a new filter in its place, we can see the same results for Users that we received for Sessions:

In other words, we need to be very specific about what exactly we mean if we want accurate results from segments created for users, but not quite so explicit with sessions.

It is better to err on the safe side overall, as the logic employed for Users was rolled out more recently and it is here to stay. The complexity is multiplied when a segment contains filters for users and for sessions, so it is essential to maintain some consistency in how you set these up.

How can marketers avoid this?

By understanding the hierarchy of User – Session – Hit, we can start to unpick Google’s inner workings. If we can grasp this idea, it is possible to debug custom segments that don’t work as expected.

The same idea applies to metrics and dimensions too, where some pairings logically cannot be met within the same segment. Google provides a very comprehensive view of which pairings will and will not work together which is worth checking out.

Although it does involve quite a bit of trial and error at first, custom segments are worth the effort and remain one of the most powerful tools at the analyst’s disposal.

Related reading

The 10 most common WordPress SEO challenges and how to solve them

If you’re new to the business of SEO and are just figuring out how to optimize your WordPress site for search, navigating the landscape of SEO can seem like a nightmare.

You’ll have seen a thousand different articles on SEO: on-page optimization tips, off-page optimization tips, SEO basics, email marketing tips, etc. online and implemented them – only to see them fail, or worse, backfire.

Don’t worry, you’re not alone. SEO can be tricky, and there is always a huge scope for overdoing or underdoing things. While I can’t fully solve this problem for you, I’ll make an attempt to round up the most commonly faced SEO challenges with WordPress so that you can look into your site and make some amends.

The important thing to understand here is that the same factors can prove to be a boon as well as a challenge when it comes to SEO. The key is to understand your own website intricately and devise plans depending upon what works best for you. Listed below are a few things that are commonly done wrong.

1. Finding the right theme

Ask yourself, how did you choose your WordPress theme while creating your website? Odds are you picked the most visually attractive theme that you thought would appeal to your customers.

Another common mistake people make is picking the most premium or commonly-used themes, as they think these are shortcuts to success. This is where you’re going wrong. Many complicated themes are filled with poor code that slows down your website. And loading time is a small but significant factor that affects your SEO rankings.

So pick a theme that works best for the nature of your website. Minimalist themes can be just as effective as complicated themes. And remember to check how often these themes are updated; you do not want an outdated theme dragging your site down.

2. The plugin game

WordPress plugins can truly be a boon for website SEO. But people tend to overdo it by adding too many of them and as a result, the website becomes heavier and slower to load. In order to improve user experience and your website ranking, it is imperative to pick and install only the right plugins for your website.

Multiple plugins also tend to occupy excessive server resources. Therefore, many managed WordPress hosts do not allow websites that consume too many resources.

3. The sitemap issue

As a basic WordPress website doesn’t give you too many features and controls, you’re bound to install SEO plugins, most of which have the option of sitemaps. You can even create multiple sitemaps by getting additional plugins to allow you further control over your site.

But here’s the problem. Many people forget to submit their sitemaps to Google Search Console. Once you fail to do that, search engines stop recognizing your sitemaps and needless to say, you won’t show up anywhere despite all your customized plugins.

4. Link stuffing gone wrong

Adding links to your site is one of the most important SEO tactics, and can do wonders for your website ranking. Many themes come with pre-set links to help you out. But there are two ways this can go wrong:

  • Over stuffing – Nothing overdone is attractive, and adding links is no exception. Adding too many links can distract your user and also turn them off your site. A good rule of thumb to go by is using up to 20 links. This way you’re well within your bounds.
  • Stuffing nonsense – The relevance of the content you feed to your customers is more important than you think. Offer original and relevant content that is useful to your customers so that they spend more time on your site, thus improving your rankings.

5. Schema gone wrong

Schema markup is the primary code that allows Google (and other search engines) to understand what your website is about. You showcase your Name, Address and Phone Number (NAP) so that Google can run it through its algorithms and display your site if it has local relevance. So this is the single most important thing that helps Google understand who you are and what kind of services you provide.

This obviously improves your rankings and visibility. But if you get this wrong, it could work against you, as it confuses Google.

The best way out of this challenge is to gain a deep understanding of how Schema works. Various online resources can help you learn that. For starters, you can check-out the ‘Organization of Schema’ page to look for the list of most common types of schema markup and the ‘Full Hierarchy’ page for the schema types that you will need.

6. Underestimating alt text for images

People often focus all their attention on optimizing text content and miss out visual content, i.e. images. It’s a big blunder. Without fail, make the time to give your images proper names and descriptions. This will go a long way in improving your site’s functionality, accessibility and ranking.

So if you’ve overlooked this, rename all your images now and add proper descriptions. Another shortcut to do this is using the SEO Friendly Images WordPress Plugin.

7. Wrongly done permalinks

Despite the huge amount of information available on permalinks over the internet, it is one of the most difficult things to get right. And your website takes a really big hit by doing this wrong.

So here’s an over-simplified tip for you. The ideal permalink will allow you to include two very basic yet important things: post name and category. It should look something like this: “/%category%/%postname%/“.

What this does is allows search engines as well as your site visitors to clearly understand what your website is about.

8. Ignoring H1 tags

As your webpage grows, you might end up having a lot more duplicate content than is advisable. Even if this doesn’t affect you initially, it will in the long run.

With growing popularity and content, you might feel you have no option but to use the same H1 tags for multiple pages. But this makes search engines alert and eventually averse to your site. So as far as possible, get precise and innovative and provide only unique content for your site.

And don’t even think of employing the age-old technique of overusing keywords in your meta tags. This might have worked in the past, but Google is very smart and now identifies it.

9. The sin of using duplicate content

It’s not an exaggeration when I say it’s a sin to use duplicate content. The problem is that you might be doing this without even knowing that you are.

The most common mistake in this department is over-categorizing and over-tagging: Google identifies content with multiple common tags and flags them as duplicate content. As a rule, a post should typically be in no more than one or two categories, and tagging should be limited only to the most relevant topics covered in the post.

Furthermore, if you find no obvious way in which you can tag a specific post, don’t tag it. Not every post needs tagging.

However, it is easy to tackle this. WordPress offers plugins like All-In-One-SEO or SEO Plugin Yoast to avoid this error. These plugins add ‘No Follow’ tags to pages that help search engines categorize pages appropriately.

10. Forgetting internal links and related posts

Linking one article to other relevant content across your site increases the average time spent by a user on your website, and also acts as a search engine ranking signal. However, adding unrelated links or poor-quality content will do the opposite and put them off.

If you do not wish to use too many internal links, another smart way to go about it is by adding related posts. Get a plugin to pick the right kind of posts to display as related posts to keep your relevance and integrity intact. The best way to do this is getting the right balance between internal links and related posts.

So read this article through again and thoroughly examine your SEO practices to identify how many of these aforementioned things are you getting wrong, and how many you are doing right.

Another factor that significantly affects your user experience is your host. A slow host will increase your loading time and therefore affect users. Keep this in mind while picking your web hosting company.

Your goal should always be to give your visitors rich quality and relevant content, delivered in the right manner and at the right speed. That is the only true way to keep your customers happy and run a thriving website.

Related reading

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5 SEO features to make sure your ecommerce platform supports

When choosing an ecommerce platform to power your online store, it’s important to consider search engine optimization (SEO) features in your decision-making process.

No matter how experienced you are with SEO, when you put the power into a platform’s hands, you may or may not end up with ability to control elements of your site that are essential to your ranking success.

Let’s take a look at five core features that your ecommerce platform needs to have, along with examples of platforms that offer each feature. Hopefully this guide will make it easier for you select a home for your merchandise that is capable of dominating search.

Editable robots.txt files

The Robots.txt file allows you to tell search bots which pages and directories to ignore when crawling your site to index it for the search engines. I bet you’re thinking it’s not a big deal if you can’t control this file, but let me show you why it matters.

When a customer makes a purchase from you, let’s say you send them to a thank you page, offering them a chance to subscribe to your exclusive newsletter where they can stay up to date with the most current sales and promotions before the general public finds out. When someone visits this page, it’s an indication that they’ve successfully completed a purchase, a signal that you can use to track, analyze and optimize buyer journeys.

That’s definitely a page you wouldn’t want indexed in the search engines – and unless you block access to it with the robots.txt file, it’ll become discoverable by the general public. Basically, any page you don’t want users to see without completing a certain action needs to be blocked from crawlers.

While many ecommerce platforms don’t allow their users to directly access this file, BigCommerce does.


BigCommerce also allows you to easily integrate your store with Google Shopping, Facebook, and eBay, as well as a range of other shopping comparison sites, so you can get additional SEO boosts automatically, without having to manually submit your product listings to various engines.

Independent page titles and URLs

To avoid issues with duplicate content, and to ensure you have the best chance at ranking for certain keywords and phrases, it’s best to make sure you can control these metadata elements at the page level. Some ecommerce platforms don’t allow you to have this control, meaning you have a generic title in every single page on your shop.

The URLs may be different for each page, but may end up produced like /randomcharacters989j.htm rather than something like /pink-t-shirts.

Chances are you’ll want to use specific keywords for each page on top of the ones you use site-wide. You’ll definitely have long tail keywords to use on each product category page as well. Unless you have the ability to control the titles and URLs at the page level, you’re stuck essentially targeting the same keywords on every single page in your store.

Magento is a robust ecommerce platform that allows users to control the page titles and URLs so they can make the most of their SEO efforts with keywords.

Magento is, of course, not the only platform that does this, but it is a key feature to look for. That said, Magento isn’t the most intuitively user-friendly option available, and unless you’re already an experienced developer, you may find yourself hiring one to make it work for you.

An integrated blogging platform

Because it’s the best way to publish rich, dynamic, link-worthy content on your domain, blogging is an integral part of ecommerce marketing today. Businesses that blog 11 or more times per month receive two to three times the traffic compared to those who blog less often or not at all.

It can be complex to set your shop up on one platform and your blog on another, and then figure out the best way to link the two together – not just for user experience, but also for SEO purposes.

You could have your shop on the main domain, and install WordPress in the /blog directory. That works, but can be a bit of hassle in terms of unified design as well as ongoing management workflow. You’ll have to login to your ecommerce platform to handle products, orders, and general store management. Then, you’ll have to login to your WordPress or other blogging platform to add, edit, and manage your blog content. As you grow, it can be harder to handle that at scale.

Shopify makes it easy by including a blog in the ecommerce platform. This way you can keep everything streamlined. Shopify’s SEO features are solid overall, and the platform also allows for independent page titles and URLs.


Canonical URLs

Canonical URLs allow your content to be syndicated in various places online, while telling Google to pay attention to only one URL. It helps Google to determine the page you want rank, with syndicates using the tag to convey to search bots that you deserve all the SEO juice. This solution is also useful in cases where you want to use multiple URLs for the same product category.

For instance, if you want people to see a list of all the yellow dresses in your store, the URL could be:

http://www.domain.com/store/dresses/yellow/yellowdresses instead of something like: http://www.domain.com/store/dresses/formal?gclid=98675.

Canonical URLs allow you to tell the search engines that similar URLs are the same – allowing you to have products that are accessible under multiple URLs. For instance, that yellow dress can be found at /yellowdresses, /formaldresses, and of course on its individual product page. It may also be found on other pages depending on the other filters you make available to your customers.

When you choose your canonical URL, pick the page that you believe is the most important. Then add a rel=canonical tag when linking from the non-canonical one to the canonical one. Essentially, this redirects the search engines to the important one, so it is more likely to rank – without directing the users away from any of the pages. If you’re having to do this manually, it can become a painstakingly time-consuming task.

WooCommerce is an ecommerce platform that allows you to convert your WordPress installation into a full-fledged shopping experience. It’s available for free, but the premium version comes with additional features and themes. The support for canonical URLs is built-in to WooCommerce, regardless of which version you choose to use.

Automatic redirect management

If your business uses multiple domains, then you’re going to have to spend some time setting up canonical URLs or 301 redirects to forward users and search engines to the right place. If you don’t, you’ll detract from the user experience and risk losing ranking with the search engines because you’re sending traffic to broken links.

If figuring out your 301 redirects and canonical URLs is driving you crazy, then a platform that use automatic redirects could be a priority for you.

SquareSpace is a hosted ecommerce platform like BigCommerce and Shopify. It will automatically redirect users and search engines to your primary domain and use canonical URLs to help you. It’s the automatic redirect that allows you to use a custom domain without your built-in Squarespace domain showing up in the search engine results.

Which one is the best?

Honestly, what works best for you will depend on what your budget is, and what your ecommerce products are.

The bottom line is that regardless of what you choose, you need a platform that is helpful for SEO. If it’s not set up for SEO-friendly URLs, then there’s not much point in using it, because if you can’t get it ranking to bring in organic traffic, you’ll spend a great deal more on customer acquisition.

Related reading

An image of a bubble with the Google logo on it, superimposed onto a page of Google search results.

How a Powerful Social Campaign Went Viral Around the World

Earlier this year, UN Women launched a bold social media campaign that received international attention, with millions of views and thousands of participants from around the globe.

In this episode of the Hootsuite podcast, we chat with UN Women’s Dhatri Navanayagam on the strategy behind the campaign that the world could not ignore.

In this podcast you’ll learn:

  • The inspiration behind a viral campaign
  • How to use compelling content to start a global conversation
  • Why you should always use data to build your story

Press play to hear the show in its entirety, or if you don’t have a set of earbuds handy, read the transcription of our conversation below.

Q&A with UN Women’s Dhatri Navanayagam

Stop the Robbery is a powerful campaign that raises awareness about the gender pay gap. Can you give us an overview of this campaign?

Globally, women still make 23 percent less than men, and at the current rate it will take 70 years to close the pay gap. We really wanted to raise awareness about this issue and spark a global conversation on this topic in a way that would affect change.

To provide some background to the #StopTheRobbery campaign. This campaign was launched during the 61st Commission on the Status of Women this year on March 13th, and it was in direct support of an initiative that was launched by UN Women. The idea was to expose the pay gap in a way that the world couldn’t ignore, that being the biggest robbery in history.

We decided to stage a robbery in the center of all conversation in 2017: Twitter. We created a website called the 23percentrobbery.com from which users could tweet from and show the world what it really felt like to be robbed. So every one of those tweets generated had 23 percent of its characters blacked out, basically creating a visceral visual reminder of how the pay gap affects women every day.

Each blacked out tweet was accompanied by a message stating how UN Women had robbed this tweet of 23 percent in recognition of the 23 percent global gender pay gap.

What was your inspiration for the hashtag #StopTheRobbery? Why did you choose the word robbery?

We really wanted to elevate the conversation around equal pay by changing the vernacular around the issue. And for the world to really sit up and pay attention, we reframed the gender pay gap as the biggest robbery in history, essentially giving it an identity that the world couldn’t ignore. We wanted to make a bold statement and pull no punches in terms of highlighting the reality of the unfair income inequality that exists between men and women.

And the hashtag itself, #StopTheRobbery, is a clear call to action. And so we wanted a hashtag that was actionable and sent out a clear message that the gender pay gap must be closed.

So the idea was to use language that would make people sit up and pay attention, and provide a clear call to action on how to spread the message.


That strategy was super effective. Can you speak to some of your social tactics that supported this strategy? I know you’ve touched on it a little bit already.

So the three main social tactics used all spoke centrally to that 23 percent global pay gap and were aimed at bringing that to life. So number one, you had the redacted tweets, which came from the 23percentrobbery.com website, and number two was the social experiment film, and number three was the social media profile filters.

At the same time, the website also had infographics, which had striking facts and figures about the pay gap, which members of the public could also share on social media. So again the idea was very much thinking about how can people share this information and spread it to their friends, family, work colleagues, and start having a productive conversation on this.

You mention a social experiment video. Could you tell us a little bit more about what that looked like?

So this was a stunt that was filmed outside Madison Square Park here in New York, and it invited members of the public to have their shoes polished by either a male or a female shoe shiner whose wages reflected the global gender pay gap. It was one dollar for the male shoe shiner and 77 cents for the female shoe shiner.

The video highlighted the public’s reaction to the gender pay gap. And if you’ve seen the video you can tell how many were not even aware of the gender pay gap, and secondly who felt that it was very unfair and wanted to take a stance on the issue.

And so this video was distributed on the website, 23percentrobbery.com, across UN women’s social media channels, Facebook, Twitter, Instagram and YouTube, as well as across prominent media outlets like Refinery29. Again very much with the idea of having people share the video, engage with the video, comment on the video, and again start that conversation that needs to be had.

It sounds like from the content of the video and some of the tactics you’ve been talking about, this is definitely an issue that requires education.

Like you said, there are a lot of people who are not aware of the gender pay gap or informed as to the reasons why the gender pay gap exists and what measures we can take to help close the gap.

So for us, the #StopTheRobbery campaign was really a starting point for making people aware of that gender pay gap and encouraging a dialogue on this issue.

What has the response been like on social? What type of reach did you see from this campaign?

Let me start off by saying that one of the many comments that we received on social media was in response to the Secretary General’s tweet. He took part in the campaign and tweeted out a redacted tweet. He got a lot of comments saying that this was one of the most creative tweets they’d seen all year. So that was absolutely wonderful to hear.

And in terms of people engaging with the campaign across social media, the campaign generated in total 14,700 tweets by more than 7,000 users, which had a potential reach of 55 million Twitter users. And in terms of the #StopTheRobbery video itself, we reached nearly 1.1 million unique users and received close to 540,000 views across UN Women-owned social media channels and some media outlets like Refinery29.

And so to give you a sense of the momentum, within two hours of the video being launched on Refinery29’s Facebook page, it had received close to 30,000 views.
In terms of the UN Women global’s Facebook pages alone, 35 posts about the campaign in English, Spanish and French reached 1.4 million and engaged 49,000 users who either commented, shared, liked or clicked on the posts. So there was very much a sense of engagement with our users.

That’s an amazing reach that you had in a very short period of time.

What also helped to further amplify this campaign and really bring out that global reach—because once again this is about having a global conversation—was the widespread coverage that we got. So we had at least 40 media outlets here in the USA who covered it from Refinery29 to Mashable, Huffington Post, and we had huge attraction from international media as well. So that was fantastic to see.

Yeah, that is fantastic. And I think that ties back to the idea of your super tight messaging and your theme, which makes this campaign so unique and interesting in terms of representing this problem in a creative way.

We mentioned before that this is a topic that definitely requires education and awareness, and a lot of people may not be informed on the issue or why the gap exists. Did you get any pushback from people on social saying, you know, “This isn’t the case” or fighting back? And if so did you use those opportunities to education them, and how did you do that?

We actually didn’t get any pushback on social media at all. But to your point about people not necessarily being informed on the issue and therefore having different points of view, once again I think the gender pay gap is a topic that a lot of people are not necessarily aware of or informed about. And I think this campaign was very much a starting point for raising awareness and encouraging a dialogue on it.

And at the same time, from the 23percentrobbery.com website, we drove people directly from there to our Equal Pay page on the UN Women’s website, where they can learn much more about the issue.

By leading with facts your argument was indisputable.


This is such an inspirational campaign and we love seeing brands and organizations using social to encourage dialogue and engage people and have important conversations. So do you have any advice for how brands or organizations can take a stance on important issues in a meaningful way?

I think the number one piece of advice that I would give drawing the #StopTheRobbery campaign is really thinking about how can you reframe the conversation in a new and original manner which gets people sitting up and paying attention.

We reframed the gender pay gap as the biggest robbery in history on purpose to give it an identity that the world couldn’t ignore. We wanted to make a bold statement. We wanted to have a clear call to action and say, “This must stop.” And through our activation on Twitter we wanted to really show what it felt like to be robbed and to bring that alive in a very visual and visceral manner.

So I think thinking about how can you reframe these types of conversations in different, meaningful ways that resonate with people is the first step to taking a stance on important issues in a meaningful way.

And I think that for people that may not have understood the issue, you really helped to educate in a way that wasn’t just fact based but also emotion based, which is so important.

Completely, I think the emotive aspect of it is incredibly important.

Is there anything that we can do to support this cause?

I think there’s two things that you can do. The first thing is to take part in the campaign and use your voice to raise awareness of the gender pay gap by tweeting out messages in support of income equality, and you can do that by visiting the 23percentrobbery.com website and tweeting directly from there.

And second of all, take it upon yourself to learn more about the gender pay gap and start conversations with friends, family, work colleagues on this topic. The first step to bringing about change is we need to raise awareness of the issue and to have a productive dialogue.

Awesome, thanks so much. And for those of you who want to get involved, we will provide links to all of the things that Dhatri mentioned in the show notes. So you can just click and check them out and start the conversation with people that you know, because it’s super important.

Listen to the Full Episode