23 Remarkable Twitter Statistics to Be Aware of in 2019

Twitter is one of the most popular (and powerful) social media networks around, and businesses everywhere are smart to continue using and innovating on it.

But how you use Twitter depends entirely on how its members use, follow, post, interact with, and hashtag the things they care about. Luckily, we curated some Twitter statistics to make your decision easier.

Click here to access a free Twitter for Businesses kit.So, how are people using Twitter nowadays? How are businesses using Twitter? How does the network impact people’s purchasing decisions? How do promoted tweets boost offline sales, and how connected do people feel to a brand as a result of your Twitter presence?

Twitter Stats

Check out some intriguing data about Twitter, below, and see for yourself. For more ideas on how and what to tweet — including 12 tweet templates to get you started — check out this blog post.

Twitter User Statistics

1. Twitter has 321 million monthly active users as of the end of 2018. (source: Twitter)

2. 79% of Twitter’s monthly active users are outside the United States. (source: Twitter)

3. 45% of Americans between the ages of 18 and 24 use Twitter. (source: Pew Research Center)

4. 73% of Twitter users also use Instagram. (source: Pew Research Center)

5. The number of U.S. adults who use Twitter has grown by roughly 10% since 2012. (source: Pew Research Center)

6. Twitter is the second-most popular social network in the United Kingdom, reaching 60% of the U.K.’s internet audience. The most popular is Facebook, at 90%. (source: Ofcom)


7. In Japan, Twitter Advertising reaches 38.6 million of Japanese citizens — the 9th-highest percentage reach of any other country on Twitter. (source: We Are Social)

8. The Philippines has just under 3 million female Twitter users — the most of any other country. India has the most male users, at 5.9 million. (source: We Are Social)

Twitter Followers Statistics

9. Katy Perry is the world’s most followed Twitter account, at 107 million followers, followed by Justin Bieber and then Barack Obama. (source: We Are Social)


10. The NBA and Google are the most followed non-media business accounts on Twitter. Their followers are 28 million and 21 million, respectively. (source: Friend or Follow)

11. The most followed news account on Twitter is CNN Breaking News, at 55 million followers. (source: Friend or Follow)

12. The most followed social media account on Twitter is YouTube, at 71 million followers. (source: Friend or Follow)

13. The average Twitter account has 707 followers. (source: KickFactory)

14. Netflix Brasil and Playstation Japan are the fastest-growing business accounts on Twitter, in terms of monthly follower increases. (source: SocialBakers)

Twitter Usage Statistics

15. The 😂 emoji is the most frequently used emoji on Twitter, having been used 2.3 billion times since 2013. Coming in 2nd is ❤️, followed by ♻️. (source: We Are Social)

16. SimilarWeb ranks twitter.com the 7th most visited website in the world. (source: We Are Social)

17. Twitter’s global average time per visit is just over 9 minutes. (source: We Are Social)

18. As of 2018, some of the most popular Twitter hashtags included #crypto, #influencermarketing, #womenintech, #deeplearning, and #fridayfeeling. (source: HubSpot)

19. Tweets that include hashtags can result in as much as a 1,065% increase in engagement compared to a similar tweet without hashtags. (source: HubSpot)

20. Approximately 46% of Twitter users are on the platform every day. (source: Pew Research Center)


21. In the U.K., the average time per visitor on Twitter is roughly 2 hours. (source: comScore)

22. As of Q3 2018, engagement with paid Twitter Ads increased by 50% year over year. For advertisers, the cost per engagement decreased by 14% over the same time period. (source: Twitter)

23. Twitter Ads are up to 11% better at mentally engaging with audiences during live events. (source: Twitter)

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How to Build Up Your Work-Life Balance Muscle, According to Nestlé’s Chief People Officer

In recent years, viewpoints have shifted on the concepts of “having it all” and “juggling work and life.” We’ve come to recognize no one has it all, day in and day out; we may strike a healthy balance one week and find ourselves a bit lopsided the next. In other words, the battle for balance is ongoing. That’s why we have to build up what Judy Cascapera, Nestlé USA’s Chief People Officer, calls “the balance muscle.”

“We have to treat it like working out at the gym: You start small and build up that muscle, and over time it gets a little easier,” Cascapera says. “If you don’t use and maintain it, that muscle starts to atrophy. But you can recognize that and build it back up again.”

As an HR executive, Cascapera has made balance-supporting initiatives a cornerstone of her work for Nestlé’s people. That includes leading the company’s Parent Support Policy for U.S. employees, offering primary caregivers up to a total of 26 weeks of leave, which includes 14 weeks paid.

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But for Cascapera personally, balance was something she found impossible as she rose through the ranks earlier in her career. She went back to work four weeks after having a child — twice. She stopped exercising. She even canceled planned family vacations.

“It wasn’t just a bad work-life balance; it was zero balance,” Cascapera told Glassdoor. “Eventually, it became, ‘How can I become this effective HR leader someday if I’m not even taking care of myself? If nothing else, how can I even do my best work?’ When I started to build this muscle, both my work and my life got so much better.”

Here’s how Cascapera recommends any worker can start building that balance muscle — and using it, so you don’t lose it.

Start Small

Shifting your view — and creating that balance muscle — takes time. So if you’re at the point where you’re drowning in work and balance seems impossible, tackle just one “life” aspect to prioritize.

“If that dental cleaning has been hanging over your head, just get it scheduled,” Cascapera says. “Put in your calendar, tell the team members you need to tell, and stick to it no matter what. Once you go, you’ll feel so much better, and it will also show you the world doesn’t end because you left the office for an hour to take care of your health — which makes it easier to get yourself doing more tasks like this over time.”

Build a Support System With Your Colleagues

Ideally, you would be working in a place that doesn’t expect or encourage an unhealthy amount of time at work. But even if the overall company environment doesn’t necessarily put balance first, you can create your own pockets of support for yourself and your colleagues. Identify a potential accountability partner — or several! — and talk with them about your goals of achieving better balance. Ask if they’ll help keep you to commitments like doctor’s appointments, or leaving the office by 5:30 next Wednesday so you can hit the gym. And you, of course, can do the same for them.

“Balance was particularly hard for me after I had my first child, and I leaned on a bunch of people,” Cascapera says. “I had been talking about how I could only get a haircut if I forced myself to get out of the house on a Sunday afternoon and take a walk-in at Supercuts. My coworker actually made me an appointment at the salon.”

Choosing a close friend at work, if you have one, is great. But your accountability partner can be anyone who wants to help. Over time, you can push not only yourself but your colleagues to keep balance and self-care top of mind daily.

If Work Must Bleed Into Time at Home, Schedule It

Wouldn’t it be lovely if we could all just leave work at the office? But for some jobs, it simply isn’t possible. Still, that doesn’t mean you have to spend every moment at home working. “I always tell other women you can’t have it all in that you can’t have a successful career and successful children and a spouse who’s always happy every single day,” Cascapera says. “It is a constant push and pull, a constant reprioritization, and that’s OK.”

She recommends setting realistic guidelines for yourself: Maybe you spend an hour or two sending emails when you get home from the office, so you can enjoy an outing with friends or a Netflix binge later. Or make a rule to put the phone away during dinner and bedtime routine with your kids, and then work from 8-9 p.m.

Those rules can shift as needed, Cascapera notes. If you know it’s going to be an exceptionally busy week at work, get it done and don’t berate yourself — just be sure to recalibrate the following week by promising yourself you’ll leave the office on time, and maybe plan a massage or time with friends to get that balance back.

Remember: the Big Moments in Life Are Rare, and Work Will Always Be There

The balance muscle is put into sharp focus when something big is happening in your life, whether it’s happy, like planning a wedding, or difficult, such as dealing with a family member’s illness. But those big moments are rare, and you may have to remind yourself that they’re more important. This is when that strong balance muscle you’ve been working on becomes paramount.

Cascapera wishes she had recognized that earlier in her career. At one job, she helped to lead the foodservice business, which was a challenging part of the operation; two people turned down the position before she accepted it. She was also a rare woman leader in the male-dominated consumer packaged goods field.

“I felt like I was in this pivotal time in my career, and that I had something to prove,” Cascapera says. “In my head, I made that out to be, ‘Well, that means I need to work all the time.’ I canceled many vacations with family last minute, and I am not proud of that.”

But in the end, she came away with a valuable lesson: “I learned that you can’t take for granted that you won’t get that time back. This is your life,” Cascapera says.

This article was originally published on Glassdoor, one of the world’s largest job and recruiting sites. Glassdoor combines all the jobs with valuable data to make it easy for people to find a job that fits their life, while also helping employers hire quality talent at scale. Are you hiring? Post jobs for free with a 7-day trial.

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Direct Costs, Explained in 600 Words or Less [With Examples]

It’s surprisingly inexpensive to start a business today — as little at $3,000, according to the Small Business Administration. However, as encouraging as that is to aspiring business owners, the costs to run that business every day are a bit more complex.

Before research and development, and before you even rent an office space, you might want to know how much money you’ll need to make your product. These are your direct costs.

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Are direct costs different from fixed and variable costs?

Actually, direct costs are a type of fixed or variable cost. These expenses are not mutually exclusive. Whether or not a direct cost is fixed or variable simply depends on how likely (or regularly) the cost is to change as your business grows. Here are two examples:

  • Variable direct cost: A SaaS company that sells cloud-based software is responsible for storing the data their customers put on their software. That information is stored on servers. The more clients the company has, the more servers the business will need to buy to store client data so the product can continue to operate. Server costs, in this case, are a variable direct cost to the business.
  • Fixed direct cost: Consider the variable cost example, above. This company also employs an IT administrator to manage the storage of its customers’ data. Barring changes to his/her compensation, the salary the company pays this administrator remains unchanged each month. IT salaries are a fixed direct cost to the business.

Direct costs get their name because they have a “direct” line to the creation and management of your goods and services. You pay cost A in exchange for item B, you use item B to make product C. Cost A is a direct cost because product C can be traced back to the cost A you paid.

Indirect costs are more complicated and do not have this direct line to your product’s end result. You pay cost A in exchange for facility B, you use facility B to host machine C, machine C is used by team D to make product E. Cost A is an indirect cost because product E cannot be directly traced back to the cost A you paid. There are other direct costs that took place between A and E.

It’s easy to attribute your direct costs to the money you spend physically making your goods and services. An automotive company, for example, might pay a steel manufacturer for the material used to create each car body. This is a direct cost to the car company.

However, there are other direct costs that can go into a product even if those costs don’t pay for the material your product is made out of. Here are some common examples of direct costs you can attribute directly to your product:

  • Physical materials: The raw materials, ingredients, and parts needed to build your product are all direct costs to your business.
  • Employee salaries: The individual salaries, particularly the ones you pay to those who make and sell your product, are direct costs.
  • Sales commission: Every time a salesperson sells a unit of your product, he/she is paid commission. This is a direct cost to maintaining the value or your product.
  • Servers: The servers needed to store customer data on your product, particularly if your product is in the form of software, is a direct cost to your business.
  • Data center space: The data center space you rent or own to store those servers is a direct cost.
  • Product transportation: The cost to ship your product to and from your office and customers is a direct cost.

Click here to learn more about the types of variable costs you’ll encounter when growing your business.

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How to Get Genuine and Totally Real Followers on Pinterest

Pinterest now attracts 150 million people per month. Its growth even supersedes traditional social network success stories — millennial use of Pinterest in particular has increased more than any other social network, even Snapchat.

It makes sense, then, why you want to increase your followers on Pinterest. The popularity of the platform makes it a good site to increase brand awareness — additionally, Pinterest users are particularly receptive to branded content. In fact, 78% of Pinterest users welcome content from brands.

But the popularity of Pinterest means it’s a crowded space, and the task of increasing followers can feel daunting. You might even be tempted to buy Pinterest followers — we’ll explain how to do this later (and why it’s a bad idea).

Fortunately, there are tactics you can implement right now to increase your real follower count on Pinterest. Here, we’re going to dive into everything you need to know to grow your Pinterest audience today.

Free Resource: 12 Pinterest Templates for Business

1. Post original images.

Over 80% of pins are re-pins — which means it’s critical you stand out by creating original content for your brand. Try posting original infographics, graphics, or photos that reflect your brand’s message. Additionally, when you do re-pin, make sure you’re re-pinning content that aligns well with your own brand.

2. Use keywords and hashtags.

Pinterest users typically find brands through hashtags and searches, so it’s important you include both in your descriptions and images. Additionally, Pinterest’s hashtag help page states, “If you have a business account, adding hashtags to the organic instances of your Promoted content can help distribute your content in those feeds.” Pinterest recommends no more than 20 hashtags per pin.

When adding a hashtag to your description, it’s critical you remain specific and descriptive. This ensures the highest chance that your pin will match a user’s true search intent. For instance, let’s say you have a pin for healthy dinner recipes. Using the hashtag #healthyrecipes is better than simply inputting #healthy — while more users likely search #healthy, those users are not necessarily looking for recipes. #Healthyrecipes helps you reach a more targeted audience.

3. Be active and engaged on Pinterest.

Like any social media site, Pinterest favors active accounts. This includes ensuring you pin on a regular basis, manually pin other people’s pin, and follow other boards. If you have trouble keeping up with your Pinterest activity, try using a tool like Tailwind, which allows you to schedule your Pinterest pins ahead of time.

One pin can drive up to two page visits and six page views. So it’s vital you re-pin, often. Consider going to the “Explore” and “Trending” pages, and re-pinning from there. The more you re-pin and engage with other boards, the more likely you are to increase your reach.

4. Follow other users.

If someone is following a business with similar content to yours, chances are, they’d be a good follower for you, as well. Take some time to research competitors’ and follow their followers — if your content is up-to-par, they’ll more than likely follow you back.

Alternatively, perhaps there are businesses with products or services that work well in conjunction with your own. For instance, let’s say you’re an interior designer, and you find a company that sells handmade furniture on Pinterest. You might follow some of their followers, since their followers are likely interested in either decorating or sprucing up their home.

5. Add a Pinterest follow button to your newsletter or website.

You can likely increase traffic to your Pinterest account if you embed a Pinterest follow button in an email newsletter, or on your website. Since traffic to your site, or subscribers to your newsletter, are probably already interested in your product or services, they’re a strong audience to target.

Plus, depending on where they are in their buyer’s journey, your Pinterest account might actually help them decide whether your business is the right fit for them.

6. Use Pinterest sections.

Pinterest sections are similar to H2 sections of your blog posts — they enable you to organize your full Pinterest board into categories, so users can more easily find exactly what they’re looking for.

For instance, take a look at Twins Mommy Blog’s board:

While the full board is about “Starting a Blog”, it’s then divided into five sections, including how to make money blogging, and blog traffic tips. A user might only check out the make money section, and re-pin that content without needing to see or re-pin the rest of the board.

Sections, then, make your individual content more likely to be found and re-pinned.

7. Promote your pins.

If you have a business account on Pinterest, you could consider putting money behind a pin to increase visibility and reach — similar to paying for an ad on Facebook.

For instance, take a look at what I see when I type “travel” into Pinterest:

One of the first pins, prominently displayed under the search term “Travel”, is Wikibuy’s promoted “How to Travel Like a Pro” pin. Promoted pins have been proven successful — in fact, 50% of Pinterest users have made a purchase after seeing a Promoted pin, and Promoted pins are re-pinned an average of 11 times.

For increased visibility and reach, then, why not?

Buying Pinterest Followers

There are tools you can use to buy Pinterest followers — such as Best Social Plan, which allows you to buy 1,000 followers for $15, or 4,000 followers for $60.

Buying Pinterest followers essentially means you’re buying fake accounts to increase the number of followers you have, which will make it look like your business is popular on Pinterest. This can be tempting — why do the hard work of cultivating a following, when you can pay less than $20 for 1,000 followers, instantly?

Unfortunately, however, buying followers does more harm than good. First off, your company could be banned from the site if Pinterest figures out you’ve bought followers, since it’s against their guidelines.

Additionally, increasing your follower count can actually harm your success on Pinterest, since Pinterest’s algorithm doesn’t just measure follower count — it also measures engagement metrics.

For instance, let’s say you have 100 real followers, and 1,000 fake ones. You post a pin that is re-pinned 10 times. Out of your real followers, that’s 10% — an incredibly good engagement number. But Pinterest calculates 10 re-pins out of 1,100 — which is less than one percent.

Ultimately, more followers could decrease your engagement metrics, which will make both Pinterest and your real followers believe your content isn’t actually that good.

Finally, buying followers is a bad idea because, simply put, those fake followers will never become real customers. You will become much more successful on the platform if you take the time and resources you would’ve dedicated to buying followers, and use it instead to implement some of the strategies listed above.

Ultimately, it’s critical you work diligently to find and engage with real people — because only real people can help you figure out what your potential future customers expect and prefer from their online content.

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Author: Caroline Forsey

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Do I Still Need a .com TLD For My Business?

Choosing a domain name for your business often goes something like this:

1. After hours of brainstorming, you discover the perfect domain name only to find out it was registered 20 years ago.

2. After a few more hours, you settle on another choice only to find out a payment of $50,000 was required.

3. After more hours and more iterations, you end up buying a .com domain name that you don’t feel great about.

This often happens due to the limited supply of top-level domains (TLDs) combined with the recommendation that all businesses should choose a .com or country-code TLD. But does having a common domain extension still matter? Should businesses still buy a .com domain name?

What is a top-level domain?

Before digging into the pros and cons of .coms vs. other TLDs, here’s a brief refresher on domain name terminology.

A top-level domain or TLD is the last segment of a domain name. For example, the most common TLD is .com. Other popular TLDs include .gov, .net, .and .edu. There are also country-code top-level domains (ccTLDs) like .ca (Canada), .uk (United Kingdom), and .in (India).

One other note is that top-level domains are sometimes referred to as domain extensions or domain endings. For brevity, I’ll call them TLDs going forward. To learn more about other terms like subdomains and second-level level domains, check out our guide on What is a Domain?

Per ICANN, there are currently 1,532 TLDs for businesses to choose from. That’s an almost endless number of combinations. But should businesses use one that doesn’t end with .com? Read on to learn more about the pros and cons of non-dotcoms.

Do TLDs matter for SEO?

One of the most commonly asked questions about new TLDs is whether they affect SEO. Here’s a direct, 36-pixel sized quote from Google’s Guide on Traditional vs. New Domain Endings:

“Using a new domain ending will not hurt your search presence.”

This makes sense when you think about all the different ways Google can analyze page quality like backlinks, content analysis, search metrics, traffic metrics, and 200 other proven or theorized factors detailed by Backlinko. Another much simpler way to confirm Google’s stance on new TLDs is to notice that they own and use many like https://abc.xyz/, https://docs.new, and https://domains.google.

In other words, .com domains do not rank higher in search due to their TLD. However, they might indirectly rank higher due to Google’s preference for aged brands.

An aged brand is a website or company with a long track record of quality content, frequent updates, and technical uptime. If most other factors are close or equal, a page on an established brand will almost always rank higher than a page on a newer, less proven brand. And seeing that .com domains still make up 46.8% of ranked TLD usage per W3Techs, most aged brands are likely to be .coms.

So if you’re looking to purchase an existing website, a .com domain name might indirectly provide more search value. However, if you’re buying a new domain name, the TLD you choose will not affect your search rank.

Will a non-dotcom TLD help or hurt your company’s brand?

This is a very tough, subjective question with three likely answers:

1. A non-dotcom TLD will help customers remember your brand and serve as a unique differentiator.

2. A non-dotcom TLD will make your brand seem suspect and less reputable.

3. Customers won’t notice your TLD or won’t care about it.

The most frequent answer for your brand probably depends on customer demographics, traffic sources, and other factors.

For example, if you have a tech-savvy audience, they’re probably more likely to be familiar and comfortable with a different TLD. Technical people are frequently early adopters that understand and gravitate toward new, emerging trends. They might also be more likely to notice and care about the TLD you choose.

Alternatively, if you’re selling services to businesses in more traditional industries, your audience might see a non-dotcom as questionable. Paul Graham, the co-founder of the startup accelerator and seed capital firm Y Combinator, believes that B2B businesses, in particular, should prefer a .com whenever possible.

As mentioned in a Forbes article and accompanying tweet, Graham said,

“All other things being equal, .com domain names are preferable, and things are way more equal than people attached to their current name realize.” He also stated that, “dot-com domains are probably more important for B2B, because there you need the legitimacy.”

Finally, it’s always possible that your TLD won’t affect your brand positively or negatively. If your website consists of a lot of single-page, mobile traffic, maybe your customers won’t even notice what your domain name is. Overall, as different TLDs become more common, your customers will likely be equally comfortable with whatever you choose.

Will a new TLD cost more than a .com?

Most popular, new TLDs typically cost about the same as a .com. Per DomainNameStats, .xyz currently has an average price of $0.75, which is actually less than the average price of a .com. .club also has a very affordable average of $0.99. Most other options have similar, reasonable prices but there are some exceptions.

If you’re looking to buy a .makeup domain name, that will currently cost you an average of $5,783.59. I guess I’ll have to find another place to share my extensive collection of beauty tips. Other examples of expensive TLDs include .auto ($2,000), .rich ($1,596), .bank ($801), and .tickets ($389).

Prices might also change when it comes time to renew your domain name. The cost of a domain name is primarily determined by the domain registry (e.g., Verisign, Donuts, or Uniregistry) and the domain registrar (e.g., Google Domains, Namecheap, or GoDaddy). The domain registry first negotiates a price with ICANN, a non-profit that helps prevent unfair price increases. The domain registrar then marks up that negotiated price a little.

Price raises during renewals are typically due to the domain registrar. Some domain registrars are notorious for bait and switching with a low, initial price that increases upon auto-renewal. Questionable price increases are one of the many reasons that choosing a reliable, ethical domain registrar is important.

Are there any risks with a new TLD?

One small, almost irrelevant risk is that some websites or older software won’t be able to recognize your URL is valid. For example, when you create a social media post that links to your company’s website, Facebook or Twitter recognizes it’s a URL and is able to convert it into a clickable link. Some software struggles to do this with newer TLDs.

This scenario is pretty rare as most major websites quickly add support for new TLDs, but you might want to register a .com domain that redirects to your website just in case. You also might want to avoid being an ultra-early adopter of future TLDs.

Another likely negligible risk is that customers will have a tougher time finding your website when they manually type in your domain name. This probably isn’t a big deal because most Internet traffic comes from either search, social, referrals, advertisements, or email.

A study by Conductor using 310 million website visits found that only 12-29% of web traffic was actually “direct” traffic, and a much smaller percentage of that traffic is people typing your domain name into their browser.

As detailed by Moz, direct traffic sometimes includes a variety of scenarios like misattributed search traffic, “dark social” traffic, non-web documents, and improper redirects. It also probably includes some bot traffic. A more realistic estimate of actual direct traffic is probably anywhere from 0-5%.

Are there any indirect risks with a new TLD?

One indirect risk of a new TLD is that some are only available at a limited number of domain registrars. Not only could this lead to a higher price, but this might make you more prone to losing your domain name if you’re forced to use an unreliable registrar.

You should ideally try to purchase a domain name from a registrar that you believe is ethical and technically competent enough to maintain the security of your domain name. An unreliable registrar can lead to minor annoyances or major issues like accidentally transferring your domain name to hackers. A full range of possibilities is discussed in a Stack Exchange thread.

With that said, registrar horror stories are extremely rare. Most top registrars obtained their status by providing ethical, quality service. But like any service provider you do business with, you should try to evaluate a domain registrar’s competency, ethics, and other risk factors.

So should I still choose a .com domain for my business?

As seen above, there’s a lot of different questions to consider. Personally, I believe that if you’re happy with an available .com domain name, you should choose that. But if you’re not, you should strongly consider a different TLD.

In my opinion, having a brand that you believe in is way more important than settling on a name due to a concept that’s quickly becoming obsolete. Having a new TLD might even make your brand stand out.

If you agree and you’re ready to try out a new TLD, our guide on How to Choose a Domain Extension is a great place to start.

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How to Make All Your Accounts Safer With Two-Factor Authentication (2FA)

Nowadays, account security is a major concern for companies and their employees. It can pose a major threat to your employer if you’re hacked — if someone hacks your Gmail account, for instance, he will have access to company contacts, as well as your calendar, Google Docs, Google Sheets, and other private company information.

For this reason, Duo Mobile and other two-factor authentication apps have risen in popularity.

Two-factor authentication (or 2FA) is a safety process you can enable on any of your devices, including your iPhone, Mac, Gmail account, or social media accounts like Facebook. And it’s a smart idea, too — particularly since the total cost of a successful cyber attack is over $5 million, or $301 per employee.

Here, we’re going to tell you what two-factor authentication is, and how you can enable (or disable) it on any of your accounts, to ensure your information is protected in 2019 and beyond.

What is two-factor authentication?

To understand what two-factor authentication is, let’s start with an analogy.

Imagine you live in a dangerous neighborhood, and you only have one lock on your door. Alternatively, your neighbor down the street has a top and bottom lock, and each lock requires a separate key — which means, to break into his apartment, you need to break into two locks, not just one.

Who’s safer?

Ultimately, two-factor authentication is your neighbor’s top and bottom lock — but for your online accounts. It significantly decreases the risk of getting hacked by combining two methods of protection.

Two-factor authentication uses two methods to ensure you’re the correct user. It combines something you know (i.e. a password), with something you have (i.e. a mobile phone), or something you are (i.e. facial recognition).

For instance, to access my online school account, I need to open the Duo Mobile app on my phone, and input my school account’s password — while a hacker might be able to guess my password, he’s going to have a tougher time hacking into my phone, as well.

How to turn off two-factor authentication

It’s relatively easy to turn off two-factor authentication on any of your accounts.

On Facebook, for instance, simply go to “Settings” and then “Security and Login”. Find “Use two-factor authentication”, click “Edit”, and then switch to “Off”.

Alternatively, on Gmail, you’ll want to go to http://myaccount.google.com. Then, select “Security”. Under the “Signing in to Google” section, you’ll see “2-Step Verification”. Click this section.

Screen Shot 2019-03-20 at 4.40.30 PMNext, select “Turn Off” to disable 2-Step Verification for your Gmail account.

It’s important to note, Apple removed the option to turn off two-factor authentication for Apple IDs created in iOS 10.3 or macOS 10.12.4 and later.

However, you have a two-week period during which you can still disable the function. Simply open your iCloud email account and find the enrollment confirmation email, then click the link to return to your previous security settings.

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TAM SAM SOM: What Do They Mean & How Do You Calculate Them?

With all the excitement that comes with starting a new company and gauging its industry’s profit potential or forecasting a revenue goal for your business, you must remember to root these figures in reality.

If you don’t, you could enter a market that doesn’t have a large enough market size to convince investors to back you, or you could set an unrealistic revenue goal for your business and burn your employees out.

Click here to get started with our free market research kit.

To help you avoid these issues, we’ve put together a guide that’ll teach you exactly how to calculate your industry’s total addressable market, serviceable addressable market, and share of market. Read on to start setting realistic revenue goals and entering markets that are worth your time and resources.

TAM SAM SOM Template

TAM (Total Addressable Market)

Total addressable market or TAM refers to the total market demand for a product or service. It’s the maximum amount of revenue a business can possibly generate by selling their product or service in a specific market. Total addressable market is most useful for businesses to objectively estimate a specific market’s potential for growth.

According to MIT’s Global Startup Labs program, the best way to calculate total addressable market is by running a bottom-up analysis of an industry. A bottom-up analysis involves counting the total number of customers in a market (which you can do by adding up the amount of customers each company in this market has) and multiplying that number by the average annual revenue of each customer in this market.

Total Addressable Market Formula

SAM (Serviceable Addressable Market)

Unless you’re a monopoly, you most likely can’t capture the total addressable market for your product or service. Even if you only have one competitor, it would still be extremely difficult to convince an entire market to only buy your product or service. That’s why it’s crucial to measure your serviceable available market to determine how many companies would realistically benefit from buying your product or service.

To calculate your serviceable addressable market, count up all the potential customers that would be a good fit for your business and multiply that number by the average annual revenue of these types of customer in your market.

Serviceable Addressable Market Formula

SOM (Share of Market)

Share of market is the size of your actual customer base or the realistic percentage of your serviceable addressable market that you can capture. This figure can help you predict the amount of revenue you can actually generate within your market.

To calculate share of market, divide your revenue from last year by your industry’s serviceable addressable market from last year. This percentage is your market share from last year. Then, multiply your market share from last year by your industry’s serviceable addressable market from this year.

Share of Market Formula
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Twitter Ads Campaigns: A Simple Setup Guide

Twitter is a great marketing channel for driving traffic and generating leads. In fact, 63% of Twitter users follow small businesses — it’s no wonder that companies can see actual growth from this platform.

If you’re not yet using Twitter for business purposes, or want to get better at it, keep reading. You’ll learn how you can use Twitter ad campaigns to reach the audiences you care about.

Do you already have a Twitter account? If so, you know how to use its free functions: tweeting, following, and customizing your profile. But because businesses are meant to grow, so too is your social media presence.

To expand your reach and grow your follower list on Twitter, consider supplementing your organic efforts with the paid promotional opportunities Twitter has built right into the platform. Using Twitter Ads is an easy way to get your tweets in front of the audiences that don’t yet follow you, which is particularly useful for generating new leads for your business.

And you don’t necessarily have to spend a fortune on it, either — Twitter ads can be effective even on a relatively small budget.

Click here to access a free Twitter for Businesses kit.

So, how do you get started? Let’s walk through the basic steps to setting up a Twitter ad and how to decide on the best structure for your campaign.

How to Advertise on Twitter

1. Choose between “Promote Mode” and “Twitter Ads.”


Visit this menu screen to get started. The first decision you need to make when setting up your Twitter ads is whether you’d like to promote individual tweets or run an entire ad campaign for a specific purpose.

Promoted Tweets vs. Twitter Ads

Promoted tweets will allow your tweets to appear in the Twitter streams or Twitter search results of specific users. Running Twitter Ads is a more holistic campaign, using multiple groups of tweets to accomplish a single goal for your brand. Depending on your objective, Twitter Ads can display your username in places other than a user’s newsfeed, such as the “Who to Follow” section to the right of their Twitter homepage.

To learn more about promoted tweets, skip to the next section below this list of steps.

How do I choose?

If you’re simply looking to get more eyeballs on a webpage, promoted tweets might be just the thing you need. In this option, you pay a flat monthly fee for as long as you’re promoting a tweet. It’s perfect for gaining focused exposure on (and generating leads from) a particular aspect of your business.

If you’re looking to grow your follower base and/or build up your audience, Twitter Ads offer a bit more firepower. In the steps below, you’ll learn how to harness it.

2. Select your Twitter Ad’s objective.


Promoted tweets are fairly easy to set up, and you can learn about this process in the section at the bottom of this blog post. To launch a Twitter Ad campaign, however, your next step is determining your objective. You have eight objectives to choose from, and you can see an elaboration of each objective once you select one on the Twitter Ads page linked in Step 1 of this article.

  • App installs
  • Followers
  • Tweet engagements
  • Promoted video views
  • Website clicks or conversions
  • App re-engagements
  • In-stream video views (pre-roll)
  • Awareness

Promoted Accounts

Ad campaigns focused on followers, the second objective listed above, are also known as “Promoted Accounts.” This type of campaign allows you to promote your profile, rather than a series of tweets, in your target audience’s newsfeeds and on the profile pages of the other accounts they care about.

3. Fill in the details your ad campaign.

Once you choose an objective, you’ll be taken to a page where you can name your campaign, a start and end date for your campaign, and your campaign’s total budget. Depending on the objective you chose in Step 2, you might have other details to fill in that are unique to your ad. If your objective is app installs, for example, this step will require you to connect your app to Twitter, and then select this app from the dropdown shown below.


When determining how much money you want to invest in a Twitter Ads campaign, you’ll set a daily budget and an optional total budget. Throughout the day, your daily budget will pay Twitter your set amount at the specific cadence you can set yourself.

The cadence of your promoted content can be set to “Standard (recommended),” which shows ads to your target audience at intervals Twitter deems most efficient; or “Accelerated,” which shows your ads as much as possible throughout the day. Accelerated ads cater to ad campaigns you want to perform well in a short amount of time.

4. Create an ad group within your campaign.


Next, you’ll create an ad group for your campaign — there should be at least one pre-created on the lefthand side of your Twitter Ads page. To create more than one ad group, select “Copy ad group” to the righthand side of your current ad group and you’ll see new ones appear in your ad campaign’s framework, as shown above.

Ad groups are individual ads that consist of their own budgets, audiences, and start and end times — but operate under the umbrella of your larger campaign.

For example, if you have a two-week Twitter Ads campaign with the objective of website clicks and a budget of $100, you can also create one or more ad groups that run for just a couple of days each, promote separate webpages on your website, and target different types of Twitter users. You’ll see how to set these parameters in the next few steps.

In the “Details” tab, shown above, enter an ad group name, a start and end time, a budget for the ad group, and a bid type. Bid types allow you to “bid” on a promoted ad placement. Ad placements will cost different amounts depending on your audience and where the ad appears on Twitter, and you can set your ad group to bid for placement in one of three ways:

  • Automatic bid: This type of bid permits Twitter to bill you the most cost-effective amount every time your audience engages with your ad content. The cost Twitter bills you is based on your ad group’s budget and audience parameters.
  • Maximum bid: This type of bid gives you full control over how much money you’re willing to pay every time your audience engages with your ad content.
  • Target bid: This type of bid allows you to specify how much money from your ad group’s budget you’d like Twitter to bill you every time your audience engages with your ad content. The price you’re billed will reflect the daily average cost of each ad placement within your audience.

5. Select your target audience for each ad group.

Beneath the “Details” tab of your ad group, select “Targeting.” This is where you’ll set the parameters of your target audience.

It’s important to customize your audience to be a good fit for your company and your message. That way, you’re only paying for engagement from folks who might have some interest in downloading your content or learning more about your product or service. A more targeted audience is more likely to help you generate qualified leads.

What are my options?

To select an audience for each ad group you create, you’ll customize the following criteria:

  • Gender: If your product or service caters primarily to either males or females, you should take advantage of the gender targeting option.
  • Age: Setting an age range is helpful for advertisements that are promoting a product or event that has either a particular age restriction or scope of interest.
  • Location: You’ll want to target by location if you run a local business, or if you sell primarily to specific regions (whether that’s your city or North America).
  • Language: This criterion might need to be used in tandem with the location filter, described above, if an ad is targeting a region of the world that speaks a language other than English.
  • Device: This is a great targeting option if your product or service caters more specifically to people on the go, or if your website visitors are most likely to convert on your offer when they’re in the office.
  • Audience features: These include keywords, movies & shows, conversation topics, events, and related interests.

You can also select which devices you’d like your promoted tweets to be displayed on — any combination of desktop and the various mobile devices.

Targeting by Keywords

Targeting by “keywords” — an option included in the “Audience features” field, listed above — allows you to reach people that search, tweet about, or engage with specific keywords. For example, if I’m promoting HubSpot’s ebook, How to Use Twitter for Business, I might filter my audience by keywords I consider relevant to this advertisement, like this:


This audience targeting criterion is helpful if you want to know exactly how many Twitter users are currently using a keyword. As you can see in the screenshot above, the keyword “marketing” is being used by 7.67 million people. This data can help you decide between topics that seem similar but have different levels of popularity you wouldn’t know about otherwise.

Targeting by Interests and Followers

Targeting by interests and followers allows you to create a list of Twitter usernames and then target users whose interests are similar to the interests of those users’ followers.

A great use of this type of targeting is when compiling a small list of the top influencers in your industry. For example, to promote HubSpot’s How to Use Twitter for Business ebook, I’ll want to target an audience of users interested in social media. Targeting by interests and followers allows me to say, “show these tweets to people who are like so-and-so’s followers.” As a result, I’ve created a large audience that’s still tailored to the topic of my content.

With this targeting option, you can also add a list of interest categories. So, for example, I could say, “show these tweets to people interested in marketing, social media, or lead generation.” Again, this creates a broad audience focused on the topic of the content or products you’re promoting.

6. Select the creatives you’d like to run with each ad group.

Your last task in creating a Twitter Ads campaign is to choose the creatives you want to run with each ad group belonging to your campaign. “Creatives” are simply the tweets you want to promote, and you can select them from the list of tweets that appear under each ad group’s Creatives tab. Select the “Creatives” tab beneath the Targeting tab to get started.

This is the fun part. You can either select from existing tweets in your account or create new ones.

To compose a new tweet, click the blue quill icon to the far right of your Creatives screen. When crafting a new tweet, you can check the “Promoted-only” button if you’d only like to promote it through your Twitter Ads campaign, and not have the tweet appear organically on your followers’ newsfeeds. See what this option looks like below.


In addition to promoting your tweets on your audiences’ timelines, you can also choose to have your tweets appear in users’ profiles and the detail pages of specific twitter conversations. The benefit of this type of targeting is that it helps you define a more qualified audience, since these people are actively looking for or engaging with those specific keywords that are relevant to your offer. You can select this option on the righthand side of your Creatives tab, as shown below.


7. Review and launch your campaign.

Finally, select the “Review your campaign” button, as shown above, to look over your campaign details. If everything looks correct, hit “Launch campaign” at the top-righthand corner of your screen to run the campaign.

How to Promote a Tweet

Promoting tweets allows you to show critical pieces of content to a wide audience and drive views to the landing pages that generate leads for your business. This Twitter Ads option gives you a lot more flexibility in terms of the content you want potential viewers and customers to see.

Here’s a quick definition of this ad so you can understand how it differs from the ad campaign we walked you through in the above section:

Here’s how to promote a tweet:

1. Select “Promote Mode” from the campaign menu and click “Get started.”

You’ll start from the same place you start when creating a full, multi-tweet Twitter Ads campaign: This menu screen. Once there, click “Get started.” When you’re done, click “Next” on the top-righthand corner of the page.

2. Select your promoted tweet’s country and timezone.

Currently, you can only promote tweets to audiences in the U.S., the U.K., and Japan. Start creating your ad by selecting of these three options, as well as your intended timezone. When you’re done, click “Next” on the top-righthand corner of the page.

3. Choose either “Interests” or “Location” as your targeting method.

Twitter can promote tweets to an audience based on their interests or location. Choose one of these methods and follow Step 4 or Step 5, below, depending on your choice.

4. Choose up to five interests associated with your target audience.


If you choose to target an audience based on their interests, select this option, hit “Next,” and Twitter will take you to the page shown above. Here, you can select a maximum of five interests related to your ideal audience.

Keep in mind the more interests you select, the more types of people your promoted tweet will appear in front of.

5. Choose up to five locations associated with your target audience.

audience-location-promoted-tweetsIf you choose to target an audience based on their location, select this option, hit “Next,” and Twitter will take you to the page shown above. Here, you can search a specific city, state, and country where you want your ad to appear.

You can select up to five locations where you’d like your tweet to be promoted. Keep in mind you can only place promoted tweets in front of users who live in the U.S., the U.K., or Japan.

6. Review your ad criteria and select “Proceed.”

Once you’ve customized your audience’s interests or location, hit “Next” and Twitter will show you an overview of your ad criteria, including your bill.

Sound good to you? Review your ad criteria and check that you agree to the Twitter Promote Mode’s Terms of Service at the bottom of this page. Then, click “Proceed” on the top-righthand corner of your screen.

7. Add your billing information and launch your promoted tweet.

If you haven’t yet added billing information, Twitter will ask you to enter it in the following screen. Select “Save” and follow the prompts to officially promote your tweet.

There you have it! No matter which type of Twitter ad you create, be sure to keep an eye on your campaigns as they run and continue to optimize them for better results in the future.

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Everything I’ve Learned About Podcasting as HubSpot’s Podcast Marketer

Have you ever noticed how quickly things can change? A new product or service revolutionizes an industry overnight, and it becomes hard to imagine life before it. Who remembers T9 now that talk-to-text is so mainstream? Is anyone still holding onto the number for a reliable taxi service? Or, do we rely on our Uber and Lyft apps instead?

In the world of audio, there’s been a massive (albeit slower shift) in the way people consume this content. The catalyst? A rise in podcast content paired with advancements in technology.

Here at HubSpot, we’ve been watching the world of podcasting grow and change. We’ve even been testing the proverbial podcast waters ourselves. If you’re considering creating your own podcast or advertising through one, this post is for you.

But before we get into the nitty-gritty of podcasting, let’s take a brief history lesson.

Discover instructions on how to get a podcast up and running.

A Brief History of Podcasts

The word “podcast” is a combination of “iPod” and “Broadcast.” Adam Curry and Dave Winer coined the term when they created a program called iPodder in 2004. iPodder automatically downloaded internet radio broadcasts and uploaded them to an iPod — thus creating the first ever podcast.

Apple picked up on this trend in 2005 by adding “Podcast Support” to iTunes. They solidified podcasting as a core part of their service by creating the early Top 100 charts, and, in 2012, releasing a dedicated podcast app.

By pre-installing dedicated podcast apps on all phones and showcasing podcast content on iTunes, Apple successfully secured its position as the biggest podcast marketplace.

Even today, we see how Apple’s early investment in the podcasting space has given the company a de facto top spot in the market. Apple makes up two-thirds of podcast listeners while iPhones only make up about 12% of all smartphones. (For reference, Spotify has the second-largest listenership — and they make up 7% of listeners.)

From Broadcast to Podcast: Podcast vs. Radio

From our POV here at HubSpot, it’s clear we’re slowly moving away from audio you tune into and towards on-demand audio.

This shift from broadcast to podcast is driven by two primary factors: content and technology.

There are currently
over 660,000 active podcasts. From popular news shows and chat shows to fictional storytelling and true crime, almost everything is a podcast. Additionally, there’s plenty of successful podcast content that would never work for broadcast radio, such as the free-wheeling, interview-based news show
Pod Save America — which is consistently over an hour.

In terms of technology, smartphones have given everyone on-demand access to podcast content, newer, cheaper headphones are everywhere, and smart speakers are making their way into homes across the world.

The way we listen has fundamentally changed to an always-on, on-demand streaming experience. People are moving to podcasts in the same way were moving towards on-demand services like Netflix, Hulu, and HBO.

This massive shift in consumer behavior is driving a lot more listeners to podcasts, and with more listeners comes more marketing and more advertisers.

It’s never been easier to start a business, but it’s never been harder to succeed. Download new episodes of the Growth Show and learn something new today: https://www.playpodca.st/growthshow/

Trouble in Podcast-Land

Podcasting today is facing a dilemma that mirrors the US economy: there’s a widening gap between the top 1% of podcasts and the other 99%. This divide is exacerbated by a central issue with podcast content — discoverability.

Despite its mass growth, podcasts are mainly discovered in two ways: word-of-mouth and iTunes charts. Moreover, podcasts at the top of the charts tend to get recommended more often, further solidifying their leading position. The only way to break through is to have an incredibly innovative show or a massive marketing budget — and most successful shows have both.

In response, both independent and funded podcast networks like Radiotopia, Gimlet, and Wondery have formed. Those that are funded by venture capitalist money, though, are able to simultaneously launch multiple high-production shows and promote their shows with huge marketing budgets.

This shift became crystal clear through my experience with HubSpot’s own flagship podcast, The Growth Show. When the show launched in 2016, it got a few thousand downloads and ranked in the top 25 business podcasts. Three years later, we’re getting more downloads per episode (almost half from our back catalog — episodes that are 60+ days old). Yet, we’re still struggling to break into the top 200 business podcasts.

podcast-hubspot-expert-1Big platforms are investing more in podcast content, and VCs are throwing cash at podcast networks … this behavior begs the question, “Why?” I think, instead, we should be asking, “Who?”

Everything You Need to Know About the Podcast Listener

According to Edison Research, the average podcast listener is a well-educated, high-earning millennial. Podcasting is also one of the few channels with a listenership that accurately reflects the general population. The number of men and women who listen to podcasts is nearly equal, and, in terms of ethnicity, the makeup of podcast listeners roughly mirrors the actual demographics of the United States.

Overall, it’s easiest to say that everyone listens to podcasts.

Habits of the Podcast Listener

Most research on podcast listenership divides listeners into a few categories: 1) listeners who’ve heard of podcasting, 2) listeners who listen monthly, and 3) listeners who listen weekly.

At the most frequent, weekly podcast listeners consume 5+ hours of content across about seven shows. Anecdotally, that typically breaks down into two dedicated shows, two occasional shows, and two brief shows.

Whether it be over-sharers on Instagram or keyboard cowboys on Facebook, every medium has a group of obsessed folks who want to consume everything. In podcasting, these people are called speed listeners. They represent a small segment that’s set on consuming as much audio content as possible. To do this, they adjust the podcast playback speed to 1.5x, 2x, or even 3x.

This consistent, loyal group of intensive podcast users is a good indicator that the medium has built up a devoted following — and isn’t going away anytime soon.

Download our free e-book on how to start a podcast, written by the former producer of HubSpot’s The Growth Show himself: https://offers.hubspot.com/how-to-start-a-podcast

Podcast Engagement is Off the Charts

Whether you’re a monthly listener or daily speed listener, one thing is clear: audio content is engaging. When comparing podcast content to other channels like blogs, social media, and video, we see some distinct differences.

1. Podcasts are long form.

The best podcasts are at least 30 minutes long. Take a look at the top shows, and you’ll find their average episode length is over 45 minutes long. Dan Carlin’s Hardcore History is consistently a Top 100 podcast, and his episodes are often over four hours long. Joe Rogan’s Joe Rogan Experience podcast is released weekly and most episodes average two to three hours. Although there are some benefits to a short podcast, the majority of podcast listeners enjoy their long-form content.

2. Consumption is almost 100%.

As a long-time marketer who’s created videos, hosted webinars, and run workshops, I’ve found that audience content consumption is rarely over 80%. A recent report by Sumo found that the average blog visitor only about a quarter of an article and only 20% of readers finish the articles at all. On the other hand, webinars attendees often arrive late, exit early, and sometimes leave in the middle.

Furthermore, according to research by Wistia on optimal video length, videos that exceed two minutes experience a clear drop-off in consumption traffic. Wistia also found that videos under two minutes have a 70% engagement rate; at six minutes, engagement drops to 50%, and at 12 minutes, engagement falls to below half.

Podcasts are different. To compare: On our own HubSpot shows, most people are listening to over 85% of the show.

3. Podcast advertisements are memorable.

Let’s face it — most advertisements are hardly noticeable. We walk by or fast-forward without a second glance. On the other hand, podcasts generally rely on host-read ads. These ads are novel, authentic, and interesting. According to a report comparing podcast ads to digital ads by Nielsen, podcast ads generate 4.4x better brand recall than display ads. That includes scroll static and pop-up ads on other digital media platforms. The study also found that 61% of consumers who heard the podcast ads were likely to purchase the featured product.

With such high engagement, podcasts have become a surprisingly effective ad channel. Now, here’s what we’ve learned about advertising.

Everything We’ve Learned About Podcast Advertising

We’ve tested advertising for HubSpot Academy on our three podcasts and have sponsored a few podcasts in the past — and we’ve learned a lot.

Traditionally, podcasts have three places for ads: Pre-roll (before the show starts), mid-roll (in the middle of the show), and post-roll (at the end of the show).

Pre- and post-roll ad spots are generally cheaper than mid-roll and tend to take less time. Most ads have some sort of call-to-action that prompts listeners to go to a specific URL or use a specific discount code in order to get a discount.

One of the most frustrating aspects of podcast advertising is how difficult it is to track. As a digital marketer, you can see how many people download or listen to your show and how many people follow the URL or enter the discount code … and that’s it.

Good news: The cost per impression (CPM) for podcast ads is still relatively cheap. If you are considering sponsoring a podcast, here’s the standard formula.

Podcast Sponsorship = (# of Downloads Per Episode / 1000) x CPM

Note: The CPM (Cost per Thousand) generally ranges from $20-$50.

So far, we’re confident that podcast ads are effective and that the CPM is affordable. So, potential podcast advertisers should keep a few things in mind:

  1. Audience Analysis: What type of listener does the show attract and are they a good fit for your product?
  2. Sponsorship Schedules: What’s your timeline? Most major podcasts with sizable download numbers are booked months in advance.
  3. Frequency > Reach: From our own experiments with promoting our podcast on other podcasts, we found that we got a larger lift in total download numbers when we had ads appearing more frequently in on a single podcast versus a single ad on larger podcasts.

It’s never been easier to start a business, but it’s never been harder to succeed. Download new episodes of the Growth Show and learn something new today: https://www.playpodca.st/growthshow/

Is getting in front of podcast listeners your goal? If your answer is a resounding “Yes!”, here’s your next question: Do you want to rent or own this audience?

To put it into podcasting terms: Do you sponsor a podcast, or do you create your own?

Rent Your Audience or Make Your Own Podcast

Despite what you may have heard, podcasting is not easy. Simply tossing a live mic between two people chatting rarely makes for a good show. As more and more podcasts are created, quality (and the demand for quality) has skyrocketed.

If you’re dreaming of being the next How I Built This, you need to be prepared to put some serious time and effort behind your production.

That being said, there are some distinct advantages to owning a smaller, devoted audience than renting ad space on a much larger podcast. Here are the advantages when you create a podcast:

  • You get control of the ad space. You can promote your company and products or services during the ad space. Better yet, you can make an extra buck promoting someone else’s.
  • You gain additional impressions. Not only is your audience engaging with your content and potentially hearing ads for your business, but every time they see the podcast creator, it’s also an additional impression.
  • You can create a network. If you’re large enough and have the resources to create multiple podcasts, the promotion of one show can drive listeners to another show by the same producer by saying there are “more by this provider.”


Final Thoughts

Sponsoring or starting a podcast is something every brand should consider. Podcast popularity and listenership will only continue to rise and, with it, the opportunity to connect with people in a new and novel way.

Audio content is one of the best opportunities out there for brands. My best advice? Don’t let this one pass you by.

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11 of the Best WordPress Popup Plugins


“In your face.”



These are probably some of the first words that come to mind when you think of popup forms. But popup forms don’t have to be those things.

Despite their overwhelmingly bad reputation, popups bring conversions. However, high conversion potential is not worth sacrificing user experience. Lucky for you, there’s a way to leverage the high-conversion potential of popups without driving your users crazy (or worse — driving them away.)

(Check out our comprehensive popup forms analysis to learn how to create user friendly popups that don’t suck.)

In this post, we’ll take a look at some WordPress popup plugins to help you create beautiful popup boxes that will grab your visitors’ attention and increase conversions.

But before we dive into the tools, let’s take a look at the features you should keep an eye out for to determine if a plugin is best for your specific needs.

Improve your website with effective technical SEO. Start by conducting this  audit.  

What to look for in a WordPress Popup Plugin

Popup plugins offer a multitude of features — from customization to screen display locations and built-in analytics — but the most important features to watch out for are targeting and trigger options.

Targeting refers to where the popup will appear on your website, and who it will be shown to. Popular ways to target users with popups include page-level targeting, geolocation, device, and traffic source.

Triggers are actions that a user needs to take for the popup to appear. Popular trigger options include page entrance, scroll depth, clicks, time on page, and exit intent.

Having a few popup forms on your WordPress website could boost your lead capturing game. A quick Google search shows that there are many tools to choose from. To help you sort through the clutter and find a tool that moves the needle for your team, we’ll take a look at 11 WordPress popup plugins you should consider below.

1. HubSpot WordPress Plugin

HubSpot’s plugin allows you to connect your WordPress website to your HubSpot account for a seamless integration. Any changes made to your popups in your HubSpot portal will be automatically reflected on your WordPress website, without any extra work on your part.


HubSpot’s popup tool is highly intuitive and easy to use. You are first prompted to select the type of popup you want (box, banner, or slide-in) and then taken to the customizer where you can edit the text, add an image and relevant form fields, and even design your own thank-you message at the end.

Every contact you capture is automatically added to your free HubSpot CRM account. You can also target users by simply typing in the URL of the page(s) you want your popup to show up on and choose whether you want it to be triggered by a 50% page scroll, exit intent, or time elapsed. And if users decide to dismiss your popup, you can choose when they will be exposed to it again.

All the features in this tool are free.

2. Ninja Popups

Ninja Popups is one of CodeCanyon’s top selling plugins. For $26, you gain access to their drag-and-drop popup builder with over 70 templates and animation effects to choose from.

And if you want more than just forms, Ninja Popups lets you create all kinds of popups, such as video displays and social sharing boxes. Its anti-adblocker technology lets you show your popups even to visitors who use ad blockers. This plugin also offers page-level targeting, and trigger options include scroll depth, time on page, exit intent, and user inactivity.

Although there is no free version, at only $26, Ninja Popups offers some of the most creative freedom for the price.

3. Elementor Popups

Design stunning popups with the popular page builder plugin Elementor and their Popup Builder feature. Elementor Popups uses the same interface as the page builder, allowing you to apply the same widgets and styling options to your popups, like buttons, countdown timers, email opt-in forms, and more. Similarly to many of the other plugins, this one offers a variety of popup forms like fly-ins and full-screen overlays.

With more than 100 beautiful templates to choose from, this popup builder lets you create WordPress specific page targeting options (categories, tags, post formats, etc.) with several triggers to choose from, such as click, time, scroll, inactivity, and exit intent.

This plugin does not come with built-in analytics or A/B split testing. And while the Elementor page builder plugin is free to use, this popup builder is only available when you purchase the pro version, which costs $49 for one website, and up to $199 for unlimited sites.

4. Sumo List Builder

Sumo is more than just a popup form builder. On top of growing your email list, this plugin also helps with your social media, link building, and site analytics. The app has a module called List Builder, which allows you to create popups. You can set you popups to show up according to traffic source or different triggers such as clicks, time on page, exit intent and scroll depth.

Screen Shot 2019-03-19 at 2.21.41 PM

Though this plugin comes with a free version, only one template is available in the free tier and you’ll need to upgrade to remove the Sumo branding. Premium plans start at $29/month, which puts Sumo on the more expensive side compared to other popup plugins.

5. PopUp Domination

PopUp Domination is one of the oldest popup tools out there. However, this hasn’t stopped them from making the right updates to stay competitive on the market. Its visual interface still makes it fairly easy to customize one of the 100+ pre-built templates available. This plugin lets you show your popup to different users based on time on page, user inactivity, exit intent, clicks, total time on website, and mouse hover. On top of page-level targeting, more advanced targeting options include geolocation, traffic source, and device.

PopUp Domination has an interesting pricing structure. Each tier grants you access to all the features: unlimited domains and popups, A/B testing, live chat support, and more. Instead of being charged to have access to more features, you’re charged based on the number of total views your popups get across all of your websites. If you want to use your popups on many websites that have low traffic, PopUp Domination might be a good solution. However, if you have very few sites with high traffic volumes, this may not be the best option for you.

6. OptinMonster

OptinMonster was one of the firsts to popularize the use of popup forms in the marketing space. Its drag-and-drop feature makes it highly easy to use. You can choose from a variety of pre-built templates or create your own popup from scratch. Their Canvas feature allows you to create any type of popup (not just forms!) with the use of custom HTML/CSS and WordPress shortcodes.

Small Success is another unique feature that lets you display different offers to people who have already converted on one of your popups so you won’t annoy your visitors by showing them forms they’ve already signed up for. You gain access to plenty of triggers, such as exit intent, time on page, user inactivity, clicks, as well as many advanced targeting options like new vs returning visitor, cookie, geolocation, device, adblock usage, and more.


The main drawback with this plugin is that there is no free version. Plans start at $9/month, but you will need to upgrade to a higher tier for the more advanced features like A/B testing and exit intent.

7. Icegram

If you’re looking for a more native option, Icegram lets you create popups right from the WordPress dashboard, thought its text-based interface makes it slightly less user friendly than most. Icegram’s trigger options include time on page, exit intent, user inactivity, clicks, and time delay. Targeting options include page, user retargeting, device, and geolocation.


This plugin offers a fair amount of value for free, but to access more functionalities, you will want to upgrade. Premium plans start at $97/year.

8. Popup Maker

Popup Maker offers a lot of flexibility in terms of what you can build. In addition to opt-in forms, you can create cookie notices, video lightboxes, notification boxes, etc.

A big draw of this plugin is its WooCommerce integration, which lets you target users based on their shopping cart items, purchase data, and more. However, this plugin’s lack of a visual editor makes it less friendly to use.


You can use Popup Maker for free, but for more functionality, individual extensions can be purchased starting at $35 each, or get the full extension bundle for $16/month.

9. Bloom Email Opt-Ins

Provided to you by the devs at Elegant Themes (authors of the popular Divi theme), Bloom comes with over 100 templates to customize and lets you create a variety of forms on top of popups, including widgets, inline boxes, and optin lockers which you can use for gated content. Along with basic page targeting, this plugin contains unique trigger options — for example, make a popup appear after a user has left a comment on your page or after a user has made a purchase.

Despite its high-quality templates and beautiful dashboard, Bloom lacks a lot of the advanced features other plugins offer like an exit intent trigger option, and it doesn’t have a visual customizer.

Because this plugin comes from Elegant Theme, you can only access it by purchasing an Elegant Theme subscription, which costs $89/year or $249 for lifetime support and updates. This subscription also gives you access to 87 premium themes and 2 other plugins. But if all you’re looking for is a popup plugin, this may not be worth the investment.

10. Popups

Popups offers WordPress specific targeting options, using AND/OR rules and criteria such as page, referrer, user activity and logged-in status, and device. Trigger options include timing, scroll depth, exit intent, and specific page elements. Popups is also compatible with many form plugins, but those integrations need to be configured using AJAX.


This plugin starts free, but for more functionality, you can purchase a single-site license for $39.

11. Popup Builder

Popup Builder lets you insert any type of content into your popups and create custom animation effects. It offers features like automatic closing, user retargeting, and time delay triggers, as well as integrations with email service providers MailChimp and AWeber.

While this plugin can be used for free, just like Popup Maker, you will need to purchase extensions for additional functionality. Individual extension prices vary between $5 and $15, but you can get the full bundle starting at $49/month.

Choose whichever plugin fits your needs the best.

There are endless options when it comes to WordPress popup tools.

If you’re looking for a quick and easy way to collect user information and convert leads, check out HubSpot’s free form popup WordPress plugin. Installing the plugin will automatically connect your demand capture tools to the free HubSpot CRM so you can easily create follow-up emails for people who have filled out your form, track their activity on your site, and manage your leads all in one place.

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Author: Dorissa Saint-Juste

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