The Best Integrated Marketing Campaigns, According to HubSpot Marketers

Integrated marketing is any marketing campaign that uses multiple channels in execution. For example, you might see a popular new donut flavor in a commercial, then drive past the donut shop to see posters of the donut. And if you flip through Instagram once you get to your destination, you might see a GIF on your feed, displaying the donut.

This style of marketing is great for boosting leads and brand awareness. Using multiple sources to deliver the same campaign diversifies the audience that interacts with its content. In this post, let’s look at some recent integrated marketing campaigns that delivered a great experience for customers and leads alike.

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Best Integrated Marketing Campaigns

1. Hyundai Elantra

Channels: Spotify, Website

A great example of an integrated marketing campaign comes from the 2021 Hyundai Elantra award-winning campaign.

To increase brand awareness among the younger, millennial demographic, Hyundai partnered with Spotify and musicians in LA, Miami, and NYC to give customers an insider’s guide of the city.

The city guides were made available to audiences everywhere through Spotify podcasts, where drivers could follow along from place to place by listening to the podcast.

These guides were audio, video, and even a microsite that housed itineraries and stop descriptions.

As an associate marketing manager at HubSpot, I think this is a great campaign that utilizes the right channels for the audience that Hyundai is trying to reach.

2. “Fatima,” the movie

Channels: Facebook Premiere, other social media channels

In 2020, McKinney and Picturehouse teamed up to launch a new film, Fatima, the historical drama of the Virgin Mary’s appearances to three children in Fátima, Portugal, over a hundred years ago.

The companies developed social content to inspire, connect and elevate the film’s key themes. It was a social campaign that included more than 200 pieces of content reaching 14 million people.

But one month before the movie’s release, the world and Fatima were put on pause due to COVID-19. To keep people interested and engagement up for another four months, the companies created “Together In Spirit,” a virtual pilgrimage transporting people to the Shrine at Fátima. The campaign videos got more than 27 million views.

At a time when everyone was isolated, the goal of the broadcast was to provide a message of hope, and in the process, it became the best-performing Facebook Premiere event in motion picture history.

3. Hulu’s HAHA Awards

Channels: Twitter, LinkedIn, YouTube, Website

One of my favorite integrated marketing campaigns to come along is the launch of Hulu’s HAHA Awards. HAHA is a clever acronym, standing for “Hilarious Animated Hulu Awards,” which I love.

Initially, I saw the commercial during a regular ad break while watching — of course — Hulu:

Because there’s no awards show for animated content, the team at Hulu decided to change that — and get fans involved. Fans can vote for the awards on Twitter and Hulu’s website.

I appreciate that anyone with a Twitter account can participate in voting, regardless of if they are Hulu customers. Some of the categories are popular TV shows, like Archer and Bob Burgers, so the masses can vote. Additionally, people without a Twitter or Hulu account can vote, just by visiting the website.

The tactic of using YouTube to introduce the campaign, as well as alternate methods of voting, makes this campaign a chance for Hulu to delight customers and earn more quality leads from social media.

4. Victoria Monet’s “Audience”

Channels: Instagram, Facebook, Billboards

For the single, “Experience,” R&B singers Victoria Monet and Khalid collaborated with Spotify for a release campaign. The campaign included online and in-person marketing tactics and is the favorite campaign of HubSpot staff writer Jay Fuchs.

In Canada, there was a billboard put up in Toronto, promoting the song’s Spotify release. In response, Monet posted a picture on Instagram to share with her fans and promote the single:

The use of online and in-person marketing methods makes this integrated campaign one that can be seen from anywhere. From the billboard in Canada to international Facebook and Instagram fans, the release of “Experience” was anticipated globally. In fact, in one month, the single became Monet’s most popular song on the streaming service.

5. Gillette, “The Best Men Can Be”

Channels: Website, YouTube

“In 2019, Gillette launched its campaign, ‘The Best Men Can Be’. The campaign included an inspiring video, a landing page that celebrates male advocates and leaders in the community, and a hashtag, #thebestmencanbe, to encourage user participation across social channels,” says HubSpot Marketing Manager, Caroline Forsey.

integrated marketing campaigns: gillette

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“The campaign, created in response to the #metoo movement, urged men to hold themselves to a higher standard,” says Forsey. In the corresponding ad for the movement, viewers are shown hypothetical real-life instances of men stepping in to be themselves, and making positive change in their community. To heighten awareness of the movement, the landing page highlights real accounts of men upholding the hashtag Gillette created.

“While the campaign received some backlash from both stakeholders and consumers, I think it was worth the price because it redefined the shaving brand as a relevant, values-oriented brand. For me personally, I shared the ad with all my male friends and family members, and it sparked a discussion — which, really, is what marketing is all about,” Forsey commented.

Gillette’s tactic of getting their customers involved proved to be successful in the moment and long-term. Discussions, like the one Forsey had with men in her life, were happening nationwide. In fact, my university class had one about the campaign. This integrated campaign, boosted by real accounts, was proven to be not only successful but valuable.

6. REI, #RecreateResponsibly

Channels: Website, Instagram

Outdoor activity is at the core of REI’s products. REI sells camping essentials, such as tents, clothes, and insulated containers. In 2020, REI partnered with several groups in Washington state that aim to preserve wildlife and nature, making it the favorite campaign of HubSpot marketing manager, Clint Fontanella.

Outdoor Alliance, The Outdoor Industry Association, and national parks came together for the #RecreateResponsibly campaign. The point of which was to educate the public about how to stay safe when venturing outdoors, with the main content player being graphics similar to the one below:

integrated marketing campaigns: REI

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This graphic was shared on social media to spread awareness of tips to responsibly venture outdoors to avoid health concerns. #RecreateResponsibly‘s hashtag asks followers to share the tips in real-life situations, shared by REI’s Instagram.

With the hashtag and partnerships, the campaign is also boosted by related blog posts on REI’s website. Posts like this one offer ways to stay safe while traveling.

The hashtag has been used by The National Park Service, Colorado Parks and Wildlife, and Los Angeles National Forest, and brings awareness to large audiences. The partnerships and REI’s content share an educational message and an interactive component — making this campaign diverse and engaging.

7. Melt Cosmetics, “She’s in Parties”

Channels: Website, Instagram, Facebook

“She’s in Parties” is the name of an eyeshadow palette from Melt Cosmetics. Says staff writer Rebecca Riserbato, “The purple palette sparked a hashtag of the same name on Instagram. On the landing page for the collection, there’s a section dedicated to Instagram posts with the hashtag.”

The campaign inspired a purple theme, which took over the company’s Facebook and Instagram accounts. Along with this social media content, influencers who were sent the palette began to upload their reviews on YouTube.

For this launch, a variety of social tactics were used. A matching social campaign, user-generated hashtag, YouTube recommendations, and a revolving landing page were all contributions to where the campaign was distributed. When you know where your audience spends their time, like the team at Melt, you can reach them with a diverse, omnichannel strategy.

8. Brew Dr. Kombucha, “Love Wins”

Channels: Website, Instagram

“In May 2020, Brew Dr. Kombucha released its signature kombucha with limited-edition colorful, rainbow-wrapping for Pride Month,” Forsey recalls. “The wrapping has the lifeline number to The Trevor Project printed directly on it — the company partnered with The Trevor Project and supports the organization through proceeds of its limited-edition kombucha.”

integrated marketing campaigns: Brew Dr. Kombucha

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“Along with the limited-edition wrapping, the company created a dedicated landing page for #LoveWins, and supported Pride Month with the #LoveWins hashtag across its social channels.”

Forsey continues, “Ultimately, I chose this campaign as one of my favorite integrated campaigns of 2020 because I was inspired to see this brand uplift and inspire communities while giving proceeds back to an incredibly worthy cause.”

The brand chose a social movement that was important to them, Pride, and celebrated it with this integrated campaign. This tactic brings awareness to a social cause, a respected organization, and enhances a celebration.

9. The New York Times, “The Truth Is Hard”

Channels: Commercial, Facebook, Billboard

In early 2018, the newspaper The New York Times was struggling. With dwindling subscriptions and dwindling trust in the news from the general public, the team behind the famous publication had to figure out how to build widespread trust.

That’s where “The Truth Is Hard” came in — it was a campaign designed to offer transparency. “I think the best advertising not only gets you to pause and pay attention at the moment but also encourages the viewer to take action and learn more after the fact,” says Alicia Collins, senior brand manager.

The New York Times’ ‘The Truth Is Hard’ campaign does that. It tells a clear and impactful story, and demonstrates the value and importance of journalism right away.”

Following a tribute to journalism at the 2018 Oscars, the campaign began. The Times aired a minimalist film to display the clarity of newsprint, and challenged viewers to think about what truth means to them.

Refugee crises, sickness, and wars — the second phase dove deep into conveying what journalists endure in order to deliver the most accurate coverage. And, with a paid media campaign on Facebook, Twitter, and Instagram, all of this content was broadcast for the world to see.

integrated marketing campaigns: The New York Times

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This campaign earned the Times their highest number of new subscriptions since the paywall started, increasing signups by 100%. The multiple channels used by the news source to restore their image to the public worked and made this integrated campaign a win.

Get Started With Integrated Marketing Campaigns

Integrated marketing campaigns can help increase brand awareness, generate leads, and delight your customers. The best integrated marketing campaigns have an omnichannel approach, encourage audience engagement, and hopefully improve your brand reputation.

And the only way to truly create an integrated marketing campaign is to have a marketing plan template to help you identify the right channels, budget, and strategy for your campaign.

Marketing Plan Template

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Author: Kayla Carmicheal

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How to Make Instagram Story Highlights [+Engage Your Audience]

Did you know that ⅓ of the most viewed Instagram Stories are from businesses? Customers want to see what businesses are posting about on “Stories,” however, as you probably know, those are only viewable for 24 hours.

But what if your audience wants to save those Stories and come back to them later (whether for a link or to reference something)? This is why Instagram added the “Highlights” feature several years ago.

With this tool, brands can save Stories so that customers can look at them whenever they want, indefinitely.

In this post, we’ll walk you through how to make an Instagram Story Highlight, and then dive into expert tips on how to use the feature to engage your audience.

Click here to access a month's worth of Instagram tips & free templates.

1. Tap on the plus sign from your profile.

The first step in creating an Instagram Highlight is to tap on the plus sign in the top right corner of the screen when you’re on your profile.

Instagram Story Highlights

2. Select Story Highlight

Then, you’ll want to select “Story Highlight.”

Instagram Story Highlights

3. Choose the Story you want to add.

At this point, it’s time to choose what Stories you want to save to your highlight. You can choose one or several. Then, hit “Next.”

Instagram Story Highlights

4. Pick a cover photo and add a name for your highlight.

Lastly, you’ll choose a cover photo and then add a name for your highlight. Then, click “Add.” To add more Stories over time, you can tap and hold the highlight and then select “Edit Highlight.”

As time goes on and you want to reorder or archive your Instagram Story highlights, you can select “Edit Highlight” and then choose the Story you want to delete. Then, you can click on “Edit Highlight,” go to your Instagram Story archives and select the post again. This will now add that post again, making it at the front of your highlights thread.

Instagram Story Highlights

Once you’ve gone through these steps, your Instagram Story highlight will be visible on your profile. But, you might be wondering what picture you should use for your highlight cover/icon. Let’s dive in below.

Instagram Story Highlights Cover

The last step of adding a highlight is selecting a name and image/icon. Visually, the best thing to do is create icons that are matching. For example, the HubSpot Academy Instagram account uses similar icons for its highlights.

As you can see, the icons follow a certain format, are visually appealing, and match the theme of the rest of the feed.

instagram story highlights icons

Before you create your highlights in the app, it’s important to choose the name and design the icons that you want.

As you’re designing the icons, you’ll use square dimensions. It’s actually very similar in size to the profile picture size. Make sure your icons have an aspect ratio of 1:1 and use dimensions like 2000 x 2000 pixels.

Now that you know how to make an Instagram Story highlight, you might be wondering what the best practices are. Let’s review some of the best ways you can use this feature to engage with your audience.

1. Promote your products.

With Instagram highlights, you can promote your best-selling products. Perhaps you design an icon to look like your product, and then name it your product name. In that highlight, you can show reviews for specific products, photos, features, benefits, and more.

Jenni Kim, a marketing manager at HubSpot, says, “Brainstorm your highlights into the topics most relevant to what your audience is looking for to give an overview of what your social brand offers! The highlights act as a compilation or mini archive for your past stories, so it’s a perfect way to showcase your past content in a way that’s useful to your audience as they learn more about your brand.”

This is a great way to engage your audience on Instagram and increase the chances that your followers will purchase from you.

2. Add blog posts.

The best way to engage with your audience through highlights is to post engaging content that your followers want to come back to.

For instance, you can add blog post links and save the most recent and relevant content on the highlight. This will help give your audience an easy place to access your top blog posts, even if they’re reading the posts after you’ve already promoted them on social media.

3. Show interviews.

Another great way to engage with your audience through highlights is to post interviews with your employees, leadership, or customers. Or, if you post interview content on your blogs, you can film those interviews and save them to your interviews highlight. This will showcase your series and help you educate your audience.

Interview content is typically very engaging because it’s interesting while being informative. It gives a behind-the-scenes look at how others do what they do.

4. Reveal behind-the-scenes footage.

Speaking of behind the scenes, one of the best types of content to post on highlights is BTS footage. Whether you’re an individual brand or a company, showing the behind-the-scenes footage is a fun way for customers to see how you do what you do. You can showcase behind-the-scenes footage of product production or of a photoshoot ad campaign.

This type of footage is engaging and helps your audience connect with your brand. By saving this footage on your highlights, you’ll extend the engagement and hopefully develop interested and long-term viewers who keep coming back for more.

5. Include events.

When it comes to promoting events, saving information on your Instagram highlights is a great way to make sure customers and followers have all the information they need at their fingertips.

This helps engage the people who are attending your event (because they’ll want to come back to this highlight for information) and promote the event to those who haven’t heard of it (if people are looking at your profile, they’ll see that you’re having an event).

6. Save links.

Of course one of the top ways to get followers to purchase products from you on social media is to add links to your social media pages. If you’re an influencer or company, you can save these most asked-for links to a highlight. This makes it easy for users to find a product from you and purchase it.

7. Showcase your culture.

Instagram highlights can be used to showcase fun, exciting video footage that reveals what your company culture is like. Perhaps you have someone on your culture team take videos of morale-boosting events.

Or maybe you start a takeover series like HubSpot has on our HubSpot Life Instagram account. With this highlight, we engage our audience every day with a different employee takeover. This employee will basically post a “day in the life” on Stories that day and you can save those to your highlights for whenever people are researching what your company culture is like.

8. Answer FAQs.

When users have questions, they go to social media. A great way to engage those customers is to have a FAQ highlight where you discuss any/all the top questions that users ask.

9. Incorporate reviews and testimonials.

We all know that people purchase products that have great reviews and testimonials. In fact, it’s one of the top elements that impact purchasing decisions. That’s why it’s a good idea to engage those users who are researching your product by looking at social media with a “Reviews and Testimonials” highlight.

10. Give tips/tricks.

Educating your audience is one of the best ways to provide value on social media. Save your tips and tricks to a highlight to continue educating and engaging with your audience on Instagram.

11. Display sales and discounts.

How do you get the word out about current sales and discounts? One way to do this is through Instagram story highlights. You can save all this information on a highlight so that customers know they can always check this highlight before making a purchase. Again, this keeps users coming back to your profile and engaging with your content.

12. Show case studies.

Depending on your product, people might want to see case studies or use cases for your product. When potential customers go online and look at your social media, that highlight will get them to click and see how other people are using your product or service.

Instagram Story Highlights are a great way to keep important information easily accessible for your audience on your social media. With this feature, you can use your Stories (one of the most popular Instagram features) as a part of your long-term social media strategy.

30 days of instagram

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Author: Rebecca Riserbato

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How to Write a Creative Brief in 11 Simple Steps [Examples + Template]

The first step in any successful project is drawing up a game plan with a clear objective. It’s one of the reasons marketers love creative briefs.

A creative brief acts as a roadmap that takes a project from ideation to completion. It ensures the scope, timeline, key stakeholders, and purpose of the project are communicated clearly. The creative brief is the single source of truth for everyone working on a project. If questions come up or tasks become unclear, the creative brief will steer things in the right direction.

If you’re just starting out in a creative role, taking on your first gig as a designer or consultant, or you simply want to get better at writing creative briefs, this article has everything you need to know to write the most effective creative briefs.

Free Download: Creative Brief Templates

Whether you’re a consultant pitching a creative brief to a client, or a project manager presenting a brief to your team, start by speaking with the project stakeholders. These discussions will help you understand the company’s mission, project goals, and challenges your team faces. Then, you’ll have enough information to write a compelling brief that focuses on what’s really important to your company or client.

The idea of a creative brief sounds simple, but it can be hard to wrap a lot of important details into just a few pages. Therefore, a creative brief is typically made of eight sections that can fit on one to two pages.

Creative briefs are pretty standard documents within just about every marketing, advertising, or design team. But the format of every company’s creative brief might vary slightly to suit the needs of the project or client. Below is a simple outline that will be the foundation of your creative brief. It includes the most important steps in the creative process and information that’ll be relevant to stakeholders involved in the project.

Once you’re fully informed and ready to write, use the following steps to draft yours. To make it even easier, I’ve included a fill-in-the-blank template in the last step.

Follow Along with HubSpot’s Free Creative Brief Templates

creative brief template

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1. Decide on a name for the project.

The first step in developing a creative brief is deciding on a project name. This might sound simple, but it’s one of the most critical components of a creative brief. If you’re building a campaign around a brand new product or service, the campaign name will be the first time many members of your team will be introduced to it. Referring to the campaign (and therefore product or service) by the correct name prevents the game of telephone from happening. Without a specific and clear campaign name, people will make up their own terminology which can alter the intent of the campaign.

To create a project or campaign name for your creative brief, keep it creative and brief. A few words or a short sentence should work just fine. If you’re launching a product, identify what the call to action will be for the target audience, then center the name around that. Here are a few examples of fictional campaign names:

  • The Search for Adventure Campaign- A scavenger hunt-themed amusement park.
  • The Don’t Forget Your Memories Campaign – A photo frame company.
  • The “What’s hotter than Pepperco hot sauce?” Campaign – A hot sauce brand.

2. Write about the brand and summarize the project’s background.

Another simple, yet essential section is the company background. If you work in an agency setting, this is non-negotiable as your team is likely handling several client campaigns at once. However, if you’re developing a creative brief for an in-house project, you’ll still want to include this part. New hires on your team, freelancers, and vendors will appreciate the background that your internal team is already privy to.

The company background shouldn’t be a general history of the company or a copied and pasted paragraph from the about page. Instead, tailor this to the project at hand. Set the scene with one or two sentences that sum up the brand’s mission. Follow this with a few sentences that give background on the brand and what led to the development of the project.

While some creatives have put this information all together in a quick paragraph, others separate it with headers like “Brand Statement” and “Background.”

Here are some questions to consider when writing a company background for your creative brief:

  • Has the company launched a campaign like this before?
  • Why is the company choosing to launch this campaign right now?
  • What’s happening in the market and how will this campaign respond to it?

3. Highlight the project objective.

Here is where the creative brief gets more specific. The project objective should briefly explain the purpose of the project, the timeline, and the audience it’ll target. This can be done in a sentence or two, but you can get creative and stylize it in sections.

This part of the creative brief will be helpful in emphasizing why the project needs to happen. The goal aspects will help you and your team align on the project’s expectations. If the company or client hasn’t identified any major challenges, you can focus this section on goals and objectives. Explain what a successful project looks like and how it will benefit the company.

Pro Tip: Writing a project objective is very similar to writing a goal, so take a look at this blog post for more detail on goal and objective writing.

Here’s an example of a sample creative brief for PayPal that offers separate sections for “The Problem” and “The Goal”:

PayPal Sample brief showing The Problem and The Goal

4. Describe the target audience.

Next, it’s time to define the target audience for the project. This is the segment of your market that will directly benefit from the product or service being launched. You can take audience segmentation a step further by identifying a primary and secondary audience. Doing so will give your team more freedom to explore creative ideas that might resonate with one group more than the other.

When crafting the target audience section, be sure to include the following:

  • Demographics – Simple demographic information gives your team insight into exactly who the audience is. This includes data points like age, income, education, ethnicity, and occupation.
  • Behaviors – Buying behaviors, trends, and other customer history make up the target audience behaviors. These provide important context to the creative brief because they explain where the customer is in their buyer journey.
  • Psychographics – This is how the audience thinks and feels about your brand and the product or service you sell, in general.
  • Geographics – Digital, physical, and hybrid campaigns will benefit from having geographics stated explicitly in the creative brief so that media buyers can price ad slots in each market.

Pro Tip: Your creative brief shouldn’t be too long, and this section can take up quite a bit of space. To make this section more digestible, consider using buyer personas.

Here’s how the sample brief for PayPal noted above thoughtfully explains a new product’s target audience:

PayPal sample brief target audience

5. Interpret the competitive landscape.

Knowing what your competitors are doing is advantageous for the whole team. You can use competitive data to come up with ideas that haven’t been tried yet, learn from their failed projects, or build a project that improves on a strategy they’ve used in the past.

Include a quick list of competitors with similar product or service offerings. Briefly list a few things your company has in common with them, how your brand has differentiated itself already, and a few areas where this project can help you get ahead.

6. Prepare the key message.

The key message can be the most difficult part of the creative brief to develop because just about every stakeholder will have a different opinion of what it should be. To get buy-in faster, try this simple trick. Ask yourself “We’re launching this project, so what?” The so what? is your key message. It explains why your target audience should stop what they’re doing and pay attention to your campaign.

The key message includes the pain point, what the audience’s experience might be like without the pain point, and the benefit they’ll receive as a result of your company’s solution. This framework places the customer in the spotlight of the campaign. Instead of telling them what this product or service could do for them, it positions them as the main character in the journey from problem to solution.

7. Choose the key consumer benefit.

If you’re launching a new product, there are likely several features and benefits that the target audience will experience when they decide to purchase it. However, it’s very difficult to structure a campaign around several different features. That’s why marketers and creatives use something called a key consumer benefit (KCB) in the creative brief to keep everyone aligned on the primary benefit being communicated. To choose the right KCB, you’ll want to get input from the project stakeholders and rely on consumer data to guide the decision.

Pro Tip: Your KCB won’t always be the fanciest feature of your product. The benefit that solves the biggest problem for your audience is a great choice for the KCB.

8. Select an attitude.

The tone and voice of your campaign create the overall attitude and that should be consistent throughout every creative element that’s being developed. Identifying a few adjectives that describe the attitude of the campaign can help copywriters draft copy that sends the correct message within the right context. Graphic designers can use colors and techniques to portray the tone and voice as well.

In this section of the brief, you should also note the appropriate voice for your audience. While some audiences, like those in the business world, prefer more formal language, others might engage more with a casual, relatable tone. To substantiate your decision to choose a particular brand voice and tone, you could write something like, “Our brand voice is a casual and carefree tone because it speaks to younger Gen-Z audiences.”

Pro tip: Use a thesaurus to find specific words that evoke nuanced emotions and attitudes for a hyper-targeted campaign.

9. Determine the best call to action.

Finally, your audience needs something to do once they see your campaign. The good thing about CTAs is that they don’t have to be physical actions. A CTA could have a goal to change thoughts and perceptions about your brand which doesn’t require the audience to do anything at all.

Your creative brief might include several different CTAs, especially if you have a primary and secondary target audience. But it’s a good idea to have one primary CTA that drives the project objective we talked about earlier.

10. Draft the distribution plan.

When the project is done, you’ll need to make sure your audience actually sees it. List a few channels or platforms on which you plan to announce the launch, as well as any promotional content you plan to create.

When drafting this section, think about your target audience. Don’t waste time on a promotional strategy that they won’t see. For example, if you’re promoting a project to Gen-Z, you’ll want to invest in social media rather than billboards or newspaper ads.

11. Share the creative brief with stakeholders.

Once you’ve drafted a creative brief, share it with the team you’ll be working with. You’ll also want to circulate it around the company via Slack, email, or presentations. If you’re a consultant working outside of a client’s company, encourage your clients to share the brief internally.

As you or your clients spread awareness, you should be open to answering questions or taking feedback from colleagues in case they have any great ideas. This strategy will improve team alignment, increase support of the project, and ensure that all of your colleagues are on the same page.

Creative Brief Template

Having trouble with the flow and organization of your brief? Here’s a simple template that could help. Copy and paste it into a document and fill in the blanks. You can also add to it or adjust it as needed for your project.

basic Creative Brief Template Example

Download More Creative Brief Templates

[Inset company or client logo at the top along with the project name.]

COMPANY BACKGROUND:

For ___ years, ______ [Brand Name] has been serving customers in the ____________ [group/job field/geographical area] with ____________________ [product or service].

[Brand Name] has made achievements including __________,__________, and ___________. We have also launched marketing campaigns that have touched on ____________,________, and ____________. With the launch of _________ [project name] they hope to ___________.

PROJECT OBJECTIVE:

With this project, the company aims to solve problems related to ____________________, while also expanding on ___________ and improving on _____________.

TARGET AUDIENCE:

Our target audience is ____ [gender], in the age range of _ and _, and live areas like ____, _____, and ______. They enjoy _____, dislike ______, and might work in fields like _____, _____, and _____. They want more of ________ and their daily pain points include ________.

Their favorite products might include _______ and ______. They learn about these products through channels including ________, _________, and _______.

COMPETITORS:

Our three biggest competitors [are/will be] ________, ________, and _______. These competitors offer _____, ______, and ______. We are ahead of them in _____ and ______, but we are behind when it comes to product offerings like __________ and _________.

KEY MESSAGE:

The target audience is experiencing __________ [pain point], but with our newest project ___________, they’ll get to experience _________ [new experience without the pain point]. That’s what makes ______ [solution] an unrivaled solution within the market.

KEY CONSUMER BENEFIT:

________ [feature] is the best way for our target audience to experience _____ [benefit].

ATTITUDE:

[Include three to five adjectives that describe the tone and voice of the project.]

CALL TO ACTION:

When the target audience sees our campaign, they will [feel/think/do] _________.

DISTRIBUTION:

We will promote the launch on platforms and channels that our demographic regularly engages with. These will include ________, ________, and _______.

We will also release content including _______, _______, and ________ to gain attention from our audience and inform them of the project.

Below are a few messages we will use:

  • _________________________________________________.
  • _________________________________________________.
  • _________________________________________________.

Types of Creative Briefs [+ Examples]

Creative briefs serve several purposes in the communications field. Marketers, designers, and advertisers use them differently. Depending on your role, your team, and the project you’re working on, one might be more effective than the other. Below are some of the most common types of creative briefs used across industries today plus examples of what they might look like.

Marketing Creative Briefs

A marketing creative brief is most commonly used to bring campaigns to market. This type of creative brief can be used for both new and existing campaigns. Broad business goals and strategies to accomplish them are usually included in this type of creative brief. It’s also not uncommon to see revenue goals and a budget included in a marketing creative brief.

Simple Marketing Creative Brief Example

Simple Marketing Creative Brief Example

Product Design Creative Briefs

Product design creative briefs outline the go-to-market strategy for a new product or feature launch. Product marketers are responsible for developing this type of brief. Developed in conjunction with the product manager, the product design creative brief will describe the features and benefits of the product and how the audience will benefit from them. Unique features of this type of creative brief include product documentation and product descriptions.

Product Design Creative Brief Example

Tech Product Design Creative Brief Example

Advertising Agency Creative Briefs

Advertising agencies develop creative briefs often for the various clients they serve. These briefs are concise and include the client’s brand guidelines as well as the specific project guidelines. A budget may also be included in the brief so that all teams can make wise decisions about the tactics they recommend for the client. An account manager or supervisor develops the creative brief and shares it with client stakeholders before the agency begins working on the project.

Advertising Agency Creative Brief Example

Advertising Agency Creative Brief Example

Streamline Projects with a Creative Brief

Scope creep happens to the best of us. Projects get bigger, stakeholders are added, and the objective of the project seems to morph as time goes on. Streamline your next product launch or marketing and advertising campaign with a creative brief. As a result, you’ll find that your team is more aligned with the project’s goals. We’ve even provided free creative brief templates to get you started — download them below.

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

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2021 YouTube Ad Specs

Did you know that over 500 hours of content is uploaded to YouTube every minute, and the platform has more than 2 billion users?

I don’t know if it’s just me, but I didn’t know YouTube had that much content published every day.

Since many businesses use YouTube as a marketing tool for their campaigns, it’s important to stay up to date on the ad specifications.

In this post, we’ll give a quick overview of the ad formats and ad requirements for YouTube.

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YouTube Ad Specs

YouTube Display Ad Specs

Display ads appear to the top right of a video, right above the video suggestions.

Specs:

  • 300 x 250 px for the larger view
  • 300 x 60 px for the smaller view
  • Recommended video dimensions are: 426 x 240 (240p), 640 x 360 (360p), 854 x 480 (480p),1280 x 720 (720p), 1920 x 1080 (1080p), 2560 x 1440 (1440p) and 3840 x 2160 (2160p).
  • Aspect ratio is 16:9
  • Max file size is 128GB or 12 hours, whichever is less.
  • Accepted video formats include: .MOV, .MPEG4, .MP4, .AVI, .WMV, .MPEGPS, .FLV, 3GPP, and WebM.

YouTube Pre-Roll, Mid-Roll, and In-Stream Ad Specs

As I’m sure you’ve seen, most YouTube videos have ads either at the beginning of the video (these can be skippable or non-skippable) or in the middle of the video. These are called pre-roll and mid-roll ads (previously called in-stream ads).

While there are several YouTube ad types, the specs for these ads are the same. In fact, the specs are the same as non-ad videos since they all play through the standard YouTube player (the only difference is video length).

Specs:

  • Recommended dimensions: 426 x 240 (240p), 640 x 360 (360p), 854 x 480 (480p),1280 x 720 (720p), 1920 x 1080 (1080p), 2560 x 1440 (1440p) and 3840 x 2160 (2160p).
  • Minimum dimension is 426 x 240.
  • Max dimension is 3840 x 2160.
  • Aspect ratio is 16:9.
  • Max file size is 128GB or 12 hours, whichever is less.
  • Accepted video formats include: .MOV, .MPEG4, MP4, .AVI, .WMV, .MPEGPS, .FLV, 3GPP, and WebM.
  • Skippable video length max is 6 minutes (skippable after 5 seconds).
  • Non-skippable video length max is 15 or 20 seconds (30 seconds in some regions).
  • Mid-roll video length minimum is 30 seconds.

YouTube Vertical Video Ad Specs

YouTube has optimized the mobile viewing experience so that video ads that are vertical can show up on full screen across different devices (whether landscape or vertical).

Specs:

  • Landscape: 16:9
  • Either a vertical 9:16 or square 1:1, or both.

YouTube Ad Banner Size

A banner ad campaign is one that stretches across the top of a YouTube page.

Specs:

  • 16:9 aspect ratio
  • Keep within recommended YouTube banner size of 2560 x 1440 px

YouTube ad specifications graphic

YouTube ads can be very influential for your audience. However, to have the most impact, your ads should be the right size and the best quality by following these ad specifications.

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What is Data as a Service (DaaS)?

“The Cloud.”

It’s a concept that has grown wildly within the past 20-40 years as technology evolves. But if you’re like me, you might not know what it really means.

The cloud refers to how and where data is stored and where it isn’t. It allows software and services to run on the internet, instead of only locally on one device, because the data is stored remotely across a variety of different servers.

With this technology, companies have begun storing data online and modernizing their infrastructure, data management, storage, and analytics.

While data management, analytics, and integration can sound like intimidating topics (especially to those of us that aren’t mathematically inclined), it’s so important for analyzing, strategizing, and increasing reliability in data for your marketing efforts.

In this post, let’s review what data as a service (DaaS) means and look at some DaaS companies to understand it better.

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DaaS companies focus on helping customers use their data in the most strategic, efficient way. Additionally, they help customers store their data and have impeccable search functions to make creating data reports easier.

As we continue to get more data and insights into what works and doesn’t, data-driven decision-making is becoming more and more popular among businesses.

DaaS is similar to software as a service (SaaS), which are companies that offer software online and via the cloud, instead of needing to download or install a program. There’s also IaaS (Infrastructure as a Service) and PaaS (Platform as a Service).

Any “as a service” company is using the cloud to manage business resources. And while SaaS is a popular term that many people know, not as many people are familiar with DaaS. This is partially because data continues to get more advanced, with more storage capabilities and better analytics as the cloud evolves.

DaaS companies usually are priced based on the amount of data storage that a business wants to purchase. Data is measured using the megabyte model.

When businesses have an excess of data and aren’t sure how to maintain it, DaaS is a popular solution. By using DaaS software, companies can immediately store and manage their data and will have greater flexibility when it comes to scaling up.

By now, you might be wondering, “What are the benefits of using a DaaS platform?”

Well, one of the main advantages of using a DaaS platform instead of storing data physically on-site is automated maintenance. The DaaS provider will automatically manage data and keep the tools and services up-to-date.

Additionally, DaaS is more cost-effective and will lead to more agile decision-making and faster innovation. This is because data will be the center of the business and used for strategic decision-making and data management.

With a data-driven culture, an organization will be able to innovate and grow at high rates because its ideas and initiatives are informed by trustworthy data.

For example, a company can use a cloud-based DaaS solution to manage compliance and scaling requirements, making it easier to adjust operations to fluctuating demands.

So, what does this look like in action? And what are some examples of a DaaS company? Let’s dive in below.

Data as a Service (DaaS) Companies

1. Snowflake

Snowflake is a DaaS company that provides data warehousing, data lake, data sharing, and data exchange capabilities. This was one of the first modern DaaS companies to provide data as a service products. With this platform, your company can store and analyze both structured and semi-structured data for business insights.

2. SAP Hana

SAP Hana is a high-performance in-memory database that provides advanced analytics on multimodel data, on-premise, and in the cloud. With this platform, you can build data solutions with modern architectures and gain business-ready insights in real-time.

3. Oracle DaaS

Oracle DaaS is a subscription-based marketing intelligence platform that leverages Oracle’s acquisitions of Datalogix and BlueKai. Oracle DaaS for Marketing provides anonymous multi-channel data for marketers, and Oracle DaaS for Social provides social and enterprise data.

As technology continues to evolve, managing, storing, and analyzing data will become increasingly important. And while it might seem confusing, DaaS companies can help simplify this process and make it easier to understand.

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Organic Marketing vs. Paid Marketing: Everything You Need to Know

Have you ever heard of the law of attraction? It sounds ‘woo-woo’ but stay with me here. It’s a philosophy that means we can attract into our lives whatever we’re focusing on. More simply put, positive thoughts will naturally bring positivity your way.

Organic marketing works similarly. The goal is to naturally attract your audience to your brand or business. But how do you do that?

In this post, we’ll go over what organic marketing is and how it’s different from paid forms of marketing.

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The main goal of organic marketing is to increase brand awareness and build a connection with your audience, whether through educational or entertaining content. Of course, as a business, you’ll need multiple ways to attract leads and convert users. Organic marketing is just one way to do that (paid marketing is another, which we’ll dive into below).

With organic marketing, you can attract visitors to your site, who will hopefully convert to paid customers eventually. The goal is to keep your business top of mind when it comes time for a consumer to make purchasing decisions.

Additionally, organic marketing impacts your paid marketing efforts because if someone organically comes across your website, you can retarget them later with paid ads (on social media, search engines, etc.).

Ultimately, the goal of organic marketing is to drive traffic to your site. While you’ll use social media channels, the best place to spend your time with organic marketing is SEO. In fact, SEO drives 1000%+ more traffic than organic social media.

To measure the effectiveness of your organic marketing efforts, you’ll look at which content is driving the most traffic to your site, leads generated from those campaigns, and which channels drive the highest amount of high converting traffic to your site.

Organic Marketing Examples

Before we dive into the differences between organic and paid marketing, let’s look at some examples of organic marketing:

  • Unpaid social media posts on Facebook, Twitter, Instagram, Snapchat, Pinterest, Tik Tok, etc.
  • Blog posts (this very post you’re reading is an organic marketing effort)
  • Guest posts
  • User-generated content
  • Email newsletters
  • SEO
  • Online PR and link generation
  • YouTube

Now, let’s learn a little bit more about inorganic, or paid marketing.

Inorganic marketing strategies include paid search ads, paid social media ads, sponsored posts, display ads, video ads on YouTube, etc. With paid media, you can micro-target your ideal audience and reach people who might never have heard of your business otherwise.

While organic marketing is more like word-of-mouth marketing, paid marketing is similar to sales-focused marketing. The goals for the two are very different. One is to attract audiences and increase brand awareness and the other is to convert audiences on a specific campaign.

You’ll measure the success of paid marketing through return on ad spend (ROAS), driving impressions, achieving high conversion rates, etc.

Now that we know more about the differences between organic and inorganic/paid marketing, let’s dive into how to build an organic marketing strategy.

1. Analyze your current traffic habits.

To build an organic marketing strategy, you should analyze your audience’s current traffic habits on your site and then compare them to your ideal audience.

First, it’s important to know where you get the most organic traffic currently. Is it from your YouTube channel, blog posts, or email newsletters?

Then, think about how your ideal audience usually discovers a business like yours. Do they rely on industry publications, social media, or review sites?

It’s important to understand what type of organic traffic that your target audience is consuming so that you can create that content. Additionally, you need to understand what organic traffic is already working for your business so you can continue creating that content.

Organic marketing only works when you truly understand your audience and what they want to see.

2. Create content.

Once you know which channels you want to focus on and where your target audience spends their time online, then it’s time to start creating content. However, before you can just create content, you need to brainstorm the types of content assets you want to create and build a list of several ideas.

For instance, if you want to focus on blogging, do your keyword research and competitor analysis, and then build a list of keywords you can create posts around. Then, you can start creating content.

However, if you want to focus on creating case studies or research, you’ll have to do first-hand research, and then decide how you’ll publish your findings.

Before you can create content, you’ll need to know which platforms and channels you want to focus on.

3. Optimize your content.

If you were to ask what makes organic content work, the answer would be SEO. You’ll want to optimize all your content so that it will show up on search engines and social media platforms. For example, the strategies might be similar, but you’ll optimize your blog content, video descriptions on YouTube, and social media posts.

To optimize this content, usually, the strategies involve incorporating keywords into your content, having a great design, and using metadata to let search engines know what your content is about.

4. Evaluate and improve.

Lastly, the key to any organic marketing strategy is to evaluate and iterate. You can use tools, like HubSpot’s SEO marketing software to plan your SEO strategy, optimize your content, and measure real return on investment.

This type of software will help you measure and keep track of your KPIs so you can see what’s working and what isn’t.

Organic marketing is all about bringing people to you, instead of reaching out to people via paid methods. With organic marketing, you’ll create several types of content to keep people engaged and interested in your brand. When it comes time to make a purchasing decision, they’ll think of you first.

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Can and Should You Advertise Your Brand on Discord?

Emerging platforms provide a unique opportunity for marketers. While it’s important to try new things in your marketing, is it worth trying new things if the platform is still so new that you don’t know if you’ll find success? For example, the once dismissed TikTok is now a social media channel with immense value for all different kinds of businesses.

Discord is now an emerging platform posing the same questions as TikTok once did. Many marketers are unsure how it works and whether it makes sense to leverage the tool as an experimental strategy.

If you’re curious, this post will explain what Discord is, whether it makes sense to join the platform, and how to market your brand or business if you do.

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What is Discord?

Discord is a voice and chat platform where users join conversation servers, sometimes through exclusive invites, and talk to other members about niche topics. Initially launched in 2015 for gamers, it has since grown to house a diverse group of users, from influencers to content creators to businesses using the platform as an alternative to Slack and Microsoft Teams.

Considering that it has experienced considerable growth and now caters to various groups, it makes sense that marketers may be curious about joining the platform and seeing if it can help them meet their marketing needs.

Can you advertise on Discord?

Yes, and no.

There are no native advertising tools that you can find on other social media platforms like Facebook or TikTok, but you can still advertise your business organically through community engagement; “Brands can authentically engage with consumers on Discord by leveraging what is already appealing about Discord to consumers — forming relationships around common interests and having discussions in real-time,” said Jesse Nicely, VP and group strategy director at Cashmere Agency, to Marketing Dive.

Which brands should use Discord?

Most businesses can benefit from using Discord, but the benefits are significant for those looking to create an always-on, engaged community of like-minded people that are interested in what your business has to offer. 

Kenny Layton, Discord’s Head of Talent Partnerships, said to EDM.com, “We like to call ourselves the 24-hour diner of the internet, where communities can just come and hang out with each other at any time they want.” While it is possible to create a community on other social channels, most people follow a wide variety of accounts, creators, brands, etc., but your Discord community is focused solely on your business.

Brands that are interested in learning more about their audience should also consider using Discord; “A lot of the time with artists they’re always having to guess what the fans want or are thinking…there’s no better way to know what your fans want than to have them tell you. That can inform…marketing and advertising spend. That data is valuable,” says Brian Barnett to EDM.com.

However, as mentioned above, it is an emerging platform. There are no specific tools for advertising your channel, but, again, it can help you create relationships with your audience, which is a driving factor of customer loyalty.

If you’re interested in leveraging the platform, let’s discuss the different ways you can promote your brand on Discord.

How to Promote Your Brand on Discord

Build your own community.

The best way to promote your brand on Discord is to build a business-specific community server, along with different related channels for conversation. You can then invite users to join, have them find you organically through browsing the platform, or promote it on your other social channels and in marketing materials.

Marques Brownlee, a technology YouTuber, has a Discord community channel called the MKBHD. His community centers around discussions of his content, like podcasts and new videos, but he also created additional channels to promote different topics of conversation, as shown in the image below.

marques brownleee discord sidebar channels example

Music streaming service Spotify also has a Discord community that features the channel #listeningparty (shown in the image below). Active users can share links to playlists they’re currently listening to, and voice chat about the music.  

spotify listening party discord server for listening party

Within your community, you can further promote your brand by sharing links to your external social profiles, as beauty brand Starface has done for their Twitter account in the image below.

starface promoting twitter account on discord

In addition to advertising your business, you can also use Discord as a tool for customer service by creating specific channels to house answers to frequently asked questions, or where users can ask questions and get answers from you or other active community members.

When you create a community, you can also set rules to ensure that everyone is respected and welcomed and designate moderators to patrol the channel to ensure rules get followed.

Join communities and servers relevant to your business offerings.

Another way to promote your business on Discord is to join other channels or servers relevant to your business and engage in conversations. Most channels are moderated, but you’ll likely be allowed to share links to your content, like high-quality blog posts that help you to draw in new users.

Can and Should You Advertise Your Brand on Discord?

Nicely said, “Discord’s fast-paced nature makes it fertile ground for emergent culture and trends, and allows brands the opportunity to constantly engage with consumers on interesting topics.”

While the platform doesn’t have the built-in advertising features on other channels, it can be extremely useful for marketers looking to build a community of like-minded users who enjoy your business and want to engage in conversation. However, as noted before, Discord is still an emerging platform for marketing, so it can be challenging to get your foot in the door or see immediate success.

If you take the time to create a unique Discord community with different channels for conversation, engage with users in your community, and you provide them with high-quality content that they enjoy, you’ll likely find yourself with an active channel that teaches you more about your audience.

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2021 YouTube Demographics [New Data] [+What Each Generation is Watching]

Chances are, you’ve probably spent an afternoon falling down a rabbit hole of YouTube videos.

I certainly have, and I think I’d be pretty embarrassed to see the total amount of time I’ve spent on the platform.

While it’s a great source of entertainment, YouTube has also proved itself to be a valuable tool for marketers. In fact, 70% of viewers bought from a brand after seeing content on YouTube. And, with a global user base of more than 2 billion people, it’s also safe to assume that your target audience is on the platform.

However, just as it is for all social networks, building a presence on YouTube requires understanding which segments of your audience are already there and what they’re watching. Having that information makes it easier to create content that speaks to their interests, maximize ROI, and achieve general marketing success. In this post, we’ll go over key YouTube statistics you need to know for 2021 to help you succeed in your marketing efforts.

→ Free Templates: How to Use YouTube for Business [Download Now]2021 YouTube Demographics

Below, we’ll go over the most critical YouTube statistics that show marketers how global audiences are using the platform.

General YouTube User Demographics

  • YouTube is the second most visited website in the world. (Hootsuite)
  • YouTube accounts for more than 25% of total worldwide mobile traffic. (Sandvine)
  • YouTube has 2+ billion users, making up almost one-third of the entire internet. (YouTube for Press)
  • These 2+ billion users are present in over 100 countries and consume content in 80 different languages. (YouTube for Press)
  • YouTube users watch one billion hours of content daily. (Hootsuite)
  • YouTube is the second most popular channel for businesses sharing video content. (Buffer)
  • 70% of viewers bought from a brand after seeing content on YouTube. (Google Ads)
  • YouTube will make 5.6 billion in advertising revenue in 2021 in the U.S. (eMarketer)
  • YouTube is the top video streaming app, and the average user spends 23.2 hours per month watching content. (App Annie)
  • The most popular YouTube search query is “song.” (Hootsuite)
  • The most popular YouTube video is Pinkfong’s Kids Songs & Stories Baby Shark Dance, with 7.85 billion views. (Statista)
  • The three most popular videos on YouTube are commentary videos (like vlogs), product reviews (like unboxings), and how-to/tutorial style videos. (MediaKix)
  • Global users watched over 100 billion hours of gaming content in 2020. (YouTube)
  • YouTube TV ended Q3 2020 with 3 million subscribers. (Alphabet)
  • 70% of people used YouTube to exercise in 2020. (YouTube)
  • Livestreams on YouTube grew 45% in the first half of 2020. (YouTube)

YouTube Age Demographics

  • In Q3 2020, 77% of 15-to-25-year-olds and 70% of 45-to-64-year-olds in the U.S. used YouTube. (Statista)
  • 21.2% of YouTube’s global audience is between 25 and 34, and 17% is between 35 and 44. (Hootsuite)
  • 80% of U.S. parents with a child age 11 or younger say their child watches videos on YouTube, and 53% of those children use the platform daily. (Pew Research Center)
  • Outside of China, 77% of Gen Z, 75% of millennials, 61% of Gen X, and 44% of Baby Boomers visit YouTube daily. (GlobalWebIndex)
  • 18-to-34-year-olds use YouTube to view video content on their TVs 7.9% more often than basic cable and 14.5% than premium cable. (Variety)
  • 46% of Gen Z and Millennials in the U.S. and UK say they’ve watched a virtual event on YouTube. (GlobalWebIndex)

YouTube Gender Demographics

Please note that audience data for individuals who do not identify as cisgender men and women are not reported.

  • 45.8% of YouTube’s total advertising audience is female. (Hootsuite)
  • 54.2% of YouTube’s total advertising audience is male. (Hootsuite)
  • Male and female internet users in the United States use YouTube at equal levels. (Statista)

YouTube Geography Demographics

  • As of February 2021, 16.6% of YouTube site visits come from the United States, 9.4% comes from India, and 4.9% comes from Japan. (Alexa)
  • YouTube has launched local versions of the platform in more than 100 countries. (YouTube for Press)
  • eMarketer predicts that the number of YouTube users in India will reach 342 million in 2021. (eMarketer)
  • 86% of U.S. viewers say they often use YouTube to learn new things. (Think With Google)

What Different Generations Watch on YouTube

What Gen Z Watches on YouTube

  • 85% of teens use YouTube, making it the most popular among teens. (Pew Research)
  • 7 in 10 said watching videos with others helps them feel more connected. (Think With Google)
  • 80% of Gen Z teens say YouTube has helped them become more knowledgeable about something. (Think With Google)
  • 68% of Gen Z teens say YouTube has helped them improve or gain skills that will help them prepare for the future. (Think With Google)
  • When asked which platforms they turn to when they want to relax or cheer up, Gen Zers said YouTube was number one. (Think With Google)
  • Eight in 10 of Gen Z teens said they proactively share YouTube videos with their parents or other adult family members. (Think With Google)

Takeaways for Video Marketers

Based on the research, Gen Z turns to YouTube when they want to learn something or improve a skill. They also use the platform to deepen real-life connections and take a break from the stress of being a teenager. If you’re targeting Gen Z, educational and entertaining content will reign supreme.

What Millennials Watch on YouTube

  • 70% of millennial users watched YouTube in the past year to learn how to do something new or learn more about something they’re interested in. (Think with Google)
  • Nearly 60% of millennial women on YouTube say they are more likely to remember a brand that’s LGBT-friendly. (Think with Google)
  • 45% of millennial YouTube users agree that a YouTuber inspired them to make a personal change in their life. (Think with Google)
  • YouTube reaches more millennials than all the TV networks combined. (The Shelf)
  • When learning something new, millennials are 2.7X as likely to prefer to do so by watching a YouTube video compared to reading a book. (Think with Google)
  • Millennials prefer watching:
    • News and human interest stories to keep up to date
    • Unboxing and product review videos to influence spending
    • Quick and fun entertainment content (The Shelf)

Takeaways for Video Marketers

Similar to Gen Z, millennials go to YouTube when they want to learn something or be entertained. Additionally, they go to the platform to be inspired, watch TV, and catch up on the news. If you’re targeting millennials, news stories, product reviews, entertaining content, and inspiring content will win out.

What Gen X Watches on YouTube

  • 75% of Gen Xers watch YouTube videos that relate to past events or people. (Think With Google)
  • Gen Xers search for things such as “Prince Purple Rain” or “Commercials from the 90s” on YouTube. (Think With Google)
  • Gen Xers spend more time watching video content on their computers and smartphones than they are on traditional TV. (Nielson)
  • 73% of Gen Xers watch YouTube to learn how to do something. Similarly, they enjoy DIY content for things like cooking and home repair. (Think With Google)
  • 68% of Gen Xers watch YouTube to stay up to date on news and pop culture. (Think With Google)

Takeaways for Video Marketers

Gen Xers are goal-oriented. They usually go to YouTube with a purpose — either to learn something, watch nostalgic videos, or stay up to date on news and pop culture. To properly target Gen Xers, consider posting DIY videos and throwback content.

What Boomers Watch on YouTube

  • Some of baby boomers’ most-watched categories on YouTube are entertainment, music, and news. (Think With Google)
  • 67% of Baby Boomers, ages 57 – 75, watch YouTube. (The Shelf)
  • Boomers are 1.3X more likely to prefer watching a YouTube tutorial video than reading instructions. (Think With Google)
  • 1 in 3 boomers say they use YouTube to learn about a product or service. (Think With Google)
  • 68% of boomers say they watch YouTube videos to be entertained. (Think With Google)

Takeaways for Video Marketers

Baby boomers have the most spending power of any generation and they go to YouTube to learn how to use products and watch tutorials. Additionally, they want to save time. If they can catch up on their favorite news and entertainment on the site, that’s where they go. If you’re targeting Boomers on YouTube, you can post how-to and tutorial content.

How to Target the Right Demographic on YouTube

While each generation might watch fairly similar content, it’s important to remember that the goal is different. For Gen X it might be to reminisce, while for Boomers it’s to save time, and for Millenials and Gen Z it’s to learn something new.

To properly target the right demographic on YouTube, pay attention to the most popular categories and types of videos they watch on the platform.

Let Data Drive Your YouTube Strategy

Use these statistics to create a YouTube marketing strategy that speaks to your audience’s interests, drives revenue, and increases conversions.

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

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The 70 Best Chrome Extensions for 2021

Google Chrome browser extensions allow you to increase productivity, reduce distractions, and source content — all in the comfort of your internet browser.

The best part is that you have plenty of options. The Google Chrome web store offers a variety of different tools that help you become safer, smarter, and more productive with just one click. We’ve curated the best ones here.

Uncover more leads in less time with HubSpot's Chrome Extension

We can’t guarantee that these extensions will make puppy YouTube videos less tempting to watch, but we recommend them for busy marketers who want to make their time online more efficient. We’ve broken them down into different categories if you want to jump ahead:

Please note: All of these are free tools, but some of the services that they work with may have paid features or subscriptions.

For all of the greatness that the internet affords — cute animal videos, GIFs, and interesting blogs — one of its biggest downsides is how distracting it can be. How many times have you sat down to work and been pulled into a pit of procrastination?

Perhaps you get absorbed in updates on social media, or maybe you click through Wikipedia trying to determine what exactly Gina Rodriguez’s first TV role was (it was on Law & Order). No matter where you click online, it’s easy to be pulled into a black hole of distraction and low productivity.

Check out the extensions below to remedy this problem and be your most productive self.

1. HubSpot Sales

HubSpot Sales Chrome extension

Users: 800K+

HubSpot’s Sales tool connects your email inbox with your CRM. Instead of having to navigate back and forth between the two products, this extension allows you to transfer contact information from your email directly into your CRM. This saves employees time in their day-to-day workflow and retains valuable information about customers.

Another cool feature that HubSpot Sales provides is the tracking and logging of emails. Users can send emails and receive alerts when their message is delivered, opened, and clicked on. The email thread can then be logged continuously into the CRM throughout the entire correspondence.

2. TodoistTodoist Chrome extension

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Users: 700K+

Todoist is a project management tool that lets you create highly organized and visually appealing to-do lists across all of your devices. What’s neat about the Chrome extension is that you can see your to-do list, or your team’s shared lists, and add tasks to it without having to open a separate tab, app, or device.

3. Reply

Reply Chrome extensionUsers: 10K+

Reply’s Chrome extension helps you research and engage with your potential prospects on LinkedIn. This is a fast and easy way to find and verify anyone’s email address — both one by one or in bulk using LinkedIn Sales Navigator.

Once you get the contacts, you can sync them to your CRM — including HubSpot — or connect with the prospects right away.

4. StayFocusd

Stayfocusd Chrome extension

Users: 600K+

StayFocusd lets you budget your time on specific websites so you can eliminate distractions when you need to buckle down and work. It’s highly customizable — you could set your time limit to 20 minutes on Twitter and only five minutes on Facebook, for example. It also has neat features like the Require Challenge: Once you set time limits on sites, if you want to go back and change your settings, you have to complete a challenge (think: retyping a piece of text without typos or answering questions).

5. LastPass

Lastpass Chrome extension

Users: 10M+

LastPass is a password manager that autofills in passwords for all of the accounts you save with this extension. You only have to remember one password: your LastPass password. This saves you time and headaches and increases the security of your personal data.

6. Add to Trello

Add to Trello Chrome extension

Users: 10K+

If you use Trello for project management, team collaboration, your content calendar, or just a personal to-do list, this extension lets you easily add links as cards to your Trello boards.

7. Extensions Manager

Extensions Manager Chrome extension

Users: 100K+

We couldn’t give you 50+ different extensions to try out without also suggesting Extensions Manager. Try this tool to organize all of your extensions so they don’t take up half of your browser’s screen. It shows you what extensions you have operating on Google Chrome and gives you the option to hide some of the icons to keep your browser better organized.

8. Toggl Track

Toggl Track Chrome extension

Users: 300K+

If you often find yourself spending too much time on one task — to the point that you no longer have time to complete other tasks — consider using the Toggl Track Chrome extension. It initiates a timer right within the comfort of the browser. There’s no need to start a timer on your phone. Simply open up the extension and begin tracking the time you spend on tasks.

9. Print Friendly & PDF

Print Friendly Chrome extension

Users: 700K+

If you ever need to save a page in a print-friendly format or as a PDF, you can easily do so with the Print Friendly & PDF Chrome extension. The extension removes ads and other cluttering elements from the web page to turn it into a pleasant reading experience. You can also delete images and change the text size.

10. Email Finder

Email Finder Chrome extension

Users: 200K+

Whether you’re carrying out sales outreach, seeking guest blogging opportunities, or looking for the owner of a small website, Email Finder will automatically give you a list of verified emails associated with that domain. It’s an absolutely brilliant tool for sales reps and marketers who want to save time when looking for potential contacts at a company.

1. HTTPS Everywhere

HTTPS Everywhere Chrome extension

Users: 2M+

“HTTPS” is a website protocol that ensures a site is secure before you visit it. And although you might recognize this tag at the beginning of most websites, it’s not quite ubiquitous across the internet — nor does it guarantee that the site you’re browsing is 100% secure.

The Chrome extension, HTTPS Everywhere, rewrites the request you send to any website you visit in Chrome so you can be sure your browser produces the secure version of that site. Browse assured that all your personal information is kept safe and your computer doesn’t catch malware while you’re online.

2. Click&Clean

Click and Clean Chrome extension

Users: 1M+

If you’re constantly searching and downloading work material during the day, it can be a tedious task to clear your browser history. You just don’t have the time to keep pulling up your history page and manually clearing your cache or download log.

The Click&Clean extension for Chrome allows you to clear your cache, URL searches, website cookies, and download history with a single click of a button on your browser toolbar. The extension can also scan your computer for viruses and clean up your hard drive of unused applications — helping your computer run faster as a result.

3. J2TEAM Security

J2TEAM Security Chrome extension

Users: 200K+

J2TEAM Security isn’t your average firewall. This Chrome extension starts with basic virus protection. It also allows you to customize your website block list and ensures your Chrome browser uses the “HTTPS” security tag on blogging sites — preventing you from visiting user blogs that are deemed unsafe.

The extension also offers a variety of Facebook-specific privacy settings, such as blocking the “seen” tag after you read certain private messages and hiding how long you’ve been active in Facebook Messenger.

4. Ghostery

Ghostery Chrome extension

Users: 2M+

Ghostery is a sophisticated ad-blocking extension designed to remove ads that distract or interrupt you while you’re viewing specific website content. It also disguises your browsing data so ad-tracking tools are unable to collect personal information that you’d prefer to keep private. These features help to speed up webpages’ load time and ultimately improve your browsing experience.

5. Checkbot

Checkbot Chrome extension

Users: 40K+

Checkbot combines technical SEO with modern security to help you analyze both how safe and how optimized a website is for search engines. Because search engines like Google prioritize website security in addition to content quality in their rankings, this Chrome extension is a handy one-two punch for content creators and web developers.

Checkbot can test the page speed, SEO, and overall security of more than 250 URLs per domain for free — and help you improve in these three categories to protect you and your website visitors from unsafe material.

6. Avast Online Security

Avast Online Security Chrome extension

Users: 10M+

Avast Online Security is known as a “web reputation plugin,” examining each individual website you visit for suspicious information. The extension also warns you if the site you’re visiting simply has a bad reputation. In turn, you can rate the websites you visit to help Avast get better at flagging potentially unsafe webpages while on Chrome.

7. FlowCrypt

Flowcrypt Chrome extension

Users: 70K+

This security extension is specific to emails, allowing you to send and receive encrypted emails (and attachments) to and from your colleagues. It’s one of the best ways to be sure your emails are kept private and secure while in transit to the recipient.

FlowCrypt uses PGP encryption, which stands for “Pretty Good Privacy” — the standard for encryption in most email clients. The tool integrates perfectly with Gmail, adding a “Secure Compose” button to your inbox.

8. Fair AdBlocker

Fair AdBlocker Chrome extension

Users: 1M+

Fair AdBlocker offers both malware and adware in one browser extension. The tool protects you from malware as well as distracting ads and pop-ups. Once installed, you can configure your blocking settings to hide the types of ads you’re least interested in seeing — especially those that carry dangerous information that can infect your computer.

9. Speedtest by Ookla

Speedtest by Ookla Chrome extension

Users: 2M+

Find out how fast your internet connection is and learn how quickly websites are loading. Knowing this information can help you move to another internet connection if needed, and you’ll also get to see performance metrics for your own site.

10. Hola Free VPN

Hola Free VPN Chrome extension

Users: 7M+

Whether you need to cloak your identity online or browse content from another country, Hola Free VPN allows you to do that for free. The tool can help you browse the internet safely and anonymously without needing to pay for an external VPN service.

Chrome Extensions for Social Media

1. Bitly

Bitly Chrome extension

Users: 500K+

This extension lets marketers quickly and easily shorten links and share them on social media directly from their browser. This is particularly useful for social media marketers and allows for personalization with an Enterprise plan.

2. BuzzSumo

Buzzsumo Chrome extension

Users: 20K+

BuzzSumo provides insight into how content is performing. When you’re on a web page, click the extension to show metrics such as the number of social shares and backlinks to a piece. This tool provides an easy way to see how much engagement your content is generating. You could also use BuzzSumo to perform competitor analysis and uncover strategies that might make your content more shareable.

3. Pinterest

Pinterest Chrome extensionUsers: 8M+

This extension allows you to easily save items onto your Pinterest boards without navigating away from what you’re doing. What’s neat about this tool is that it shows you multiple pinnable items available on each website so you can save more than one item to your board at a time. (Normally, you would have to click into each blog post or image in order to separately pin each to your boards individually.)

4. Save to Facebook

Save to Facebook Chrome extension

Users: 1M+

Facebook’s “Save” feature lets users aggregate links, images, and videos they find on Facebook in one location in their account. This extension allows you to do the same from anywhere on the web, making Facebook a centralized place to save content you’re interested in checking out later.

5. RiteTag

Ritetag Chrome extension

Users: 30K+

RiteTag shows you how hashtags are performing on Twitter and Facebook before you post content. Once you log in to RiteTag using your Twitter or Facebook credentials, it checks the hashtags you begin typing in real time and color codes them:

  • If your hashtag is green, it means the hashtag will help your content be seen now.
  • If your hashtag is blue, it means the hashtag will help your content be seen over time.
  • If your hashtag is gray, you should select a new hashtag because it has low levels of engagement.
  • If your hashtag is red, you should select a new hashtag because it’s so popular, your content will disappear into the crowd.

6. Buffer

Buffer Chrome extension

Users: 200K+

Buffer allows you to easily share content from any website to your Facebook, Twitter, and LinkedIn profiles. If you’re a Buffer customer, you can also use the extension to schedule posts from your browser without needing to access the Buffer website. You can also queue posts for future publication.

7. App for Instagram

App for Instagram Chrome extension

Users: 90K

Want to keep tabs on Instagram notifications without having to constantly check your phone? With this extension, users can see what’s happening on their Instagram content directly within their browser. As opposed to having to check your phone, you can access your Instagram feed right in the browser and see other Instagram user’s content in much greater detail.

8. Reddit Enhancement Suite

Reddit Enhancement Suite Chrome extension

Users: 1M+

Do you regularly use Reddit in your personal life or in your marketing efforts? And are you specifically a fan of the old version of Reddit? Download the Reddit Enhancement Suite Chrome extension to enhance your experience on the website and browse posts much more easily than you did before. This extension is only compatible with the original version of Reddit.

9. SocialAnalyzer

SocialAnalyzer Chrome extension

Users: 800+

SocialAnalyzer is a social media monitoring tool that allows you to keep up with trending posts in one of your target markets or industries. See the most recently published posts and videos on YouTube, Twitter, and Facebook, and see whether people are interacting with the content that people are already publishing. You can use this tool to further refine your social media marketing efforts and track brand sentiment.

10. HubSpot Social

HubSpot Social Chrome extension

Users: 20K+

Are you a current HubSpot customer? HubSpot Social allows you to post on your social media profiles straight from your browser. You can schedule posts in advance, share a quote from an external article directly to your social feed, and share webpages, too. No need to access your HubSpot portal in another tab. Do it straight from your current webpage.

Chrome Extensions for SEO

1. SEOQuake

SeoQuake Chrome extension

Users: 700K+

SEOQuake is a Chrome extension that allows SEO marketers to easily get insights about different websites without leaving their web browser. With one click, you can find search ranking and backlink information about the search results on a Google results page. It also provides details about the amount of backlinks the website has (according to SEMRush), shows you the keyword density of a page, and lists external and internal links.

2. Check My Links

Check My Links Chrome extension

Users: 200K+

Check My Links does what it says it will: It quickly scans web pages and shows you which links are working properly and which are broken. With this extension, marketers can ensure that their own websites are functioning properly for their visitors. Additionally, marketers can check for broken backlinks to their content on other websites. That way, they can build backlinks to their content and increase their domain authority.

3. NoFollow

NoFollow Chrome extension

Users: 100K+

NoFollow quickly indexes web pages and identifies links that are coded with the no-follow metatag. No-follow links aren’t crawled by search engines and don’t contribute to search engine authority, so SEOs can use this extension to determine if external sites are backlinking to them with followed, or indexed, links.

Additionally, you might use no-follow links on web pages you don’t want crawled, such as a landing page or thank you page, and this extension can easily double-check if you’ve coded links correctly. In the example screenshot below, no-follow links are highlighted in red.

nofollow.png

4. Ahrefs SEO Toolbar

Ahrefs Chrome extension

Users: 80K+

Ahrefs SEO Toolbar is an SEO tool that’s great for beginners and experts alike. Ahrefs SEO Toolbar is a Google Chrome plugin that lives in the search engine results page (SERP), so you can get SEO insights for every website and keyword, all while you Google search.

Discover thousands of the best performing keywords to target for SEO & PPC. Spy on your competitor’s Google Ads, Facebook, and Instagram ads, and find the best backlink opportunities.

5. Impactana

Impactana Chrome extension

Users: 2K+

Impactana’s Chrome toolbar offers a wealth of SEO, social media, and content marketing information about any web page. Its two biggest metrics are “Buzz,” which measures a website’s reach on social media, and “Impact,” which measures SEO metrics such as click-through rate, backlinks, and time on page. It also shares details like author and publisher contact information that are useful for PR professionals.

6. Keyword Surfer

Keyword Surfer Chrome extension

Users: 300K+

Keyword Surfer is just like the Arel=”noopener” target=”_blank” hrefs Chrome extension in that it gives you related keywords for your industry-related searches. You can see the monthly search volume for the keyword and generate an article outline that could potentially help you rank for the keyword. The tool also allows you to see the word count of competing pages and articles.

7. Link Research SEO Toolbar

Link Research SEO Toolbar Chrome extension

Users: 10K+

Link Research SEO Toolbar allows you to see the core metrics of a website and understand how well it performs against the competition. The Chrome extension is best paired with an active Link Research Tools subscription to get the most out of it.

8. SEO META in 1 CLICK

SEO META in 1 CLICK Chrome extension

Users: 200K+

SEO META in 1 CLICK is a fantastic tool for seeing a website’s meta information in — you guessed it — a single click! No need to right-click, hit “View Page Source,” and read through line after line of code to see a website’s meta description. You can use this as a competitive research tool to see what your top-ranked competitors are putting in their meta descriptions.

You can also use it to double-check that your website is optimized across the board. It even offers shortcuts to check the mobile friendliness of your website and analyze the keyword density of the page.

9. Serpstat Website SEO Checker

Serpstat Website SEO Checker Chrome extension

Users: 20K+

Analyze your competitors’ performance with the Serpstat Website SEO Checker extension. Depending on your competitors’ website security, you’ll be able to detect their CMS, sitemap status, structured data, and more. When you sign up for a Serpstat account, you can also see the page’s top keywords and traffic.

10. SEO Minion

SEO Minion Chrome extension

Users: 100K+

SEO Minion allows you to carry out in-depth competitor research by giving you access to your competitor’s website metrics and data. You can also check for broken links, highlight all links, and preview how the page appears in the SERPs — all handy tools for examining your own webpages and articles and ensuring they’re in tip-top shape.

1. OneTab

OneTab Chrome extension

Users: 2M+

When you conduct research for a piece of content, it’s easy to get swamped in multiple open tabs with great resources you want to cite. The trouble is, once it comes time to write and refer back to the sources, it’s hard to navigate between all of the tabs. Luckily, OneTab lets you put multiple different URLs into a single tab for easy reference.

2. Momentum

Momentum Chrome extension

Users: 3M+

Momentum is a simple Chrome extension that replaces blank new tabs with beautiful photography, inspiring quotes, weather reports, and a space for you to write down a priority for the day when you open up your browser for the first time. (Don’t worry — the temperature is in Celsius, it’s not that cold in Boston.)

3. Blank New Tab Page

Blank New Tab Page Chrome extension

Users: 30K+

Blank New Tab Page is exactly what it sounds like — a completely blank, white page when you open a new tab in Chrome. Today’s browser settings and themes — and new versions of Google Chrome — display previews of recently visited websites or a Google Search bar on new tabs when you open them. If all you want is a blank page to navigate somewhere new, this Chrome extension is what you’re looking for.

4. Infinity New Tab

Infinity New Tab Chrome extension

Users: 400K+

Infinity New Tab includes a feature known as Speed Dial on every new tab you open in Chrome. This feature produces large icon-based shortcuts to your most frequently visited websites, as shown in the screenshot above. You can customize these icons with new websites as needed, and add productivity widgets like to-do lists to each new tab as well.

5. Start.me

Start.Me Chrome extension

Users: 70K+

With Start.me, you turn each new tab you open in Chrome into a personal dashboard. You can populate this dashboard with webpage bookmarks, productivity widgets, news feeds from specific websites, and various photos and videos. If you prefer to keep your daily schedule online, rather than in print or on your desktop, you might find this extension useful.

6. Earth View

Earth View Chrome extension

Users: 900K+

This Chrome extension might not make your browsing experience easier, but it will make it prettier. Broaden your geography skills while surfing the internet at the same time with Earth View by Google. Each time you open a new tab, the first thing you’ll see is a satellite image of a beautiful location somewhere on Earth. See some of the images that pop up on new tabs in the screenshot above.

7. Infinite New Tab

Infinite Chrome extension

Users: 200K+

Not to be confused with “Infinity New Tab” (the fourth new tab extension on this list), this browser accessory turns your new tab into a canvas. Choose from more than 100 wallpapers to customize your new tab background, as well as a reminder list and note pad for staying on task.

8. Homey

Homey New Tab Chrome extension

Users: 30K+

Homey is a relaxing and uncluttered new tab Chrome extension that turns your new tab page into a dashboard. You can see your city’s weather, access your bookmarks, or create a grid with your most-frequented websites. Alternatively, you can keep the dashboard clean and mess-free for a less overwhelming experience. Like most new tab Chrome extensions, it also gives you access to the search engine of your choice.

9. New Tab Redirect

New Tab Redirect Chrome extension

Users: 600K+

Got a website you always need to have open? This Chrome extension automatically opens a page of your choice when clicking on a new tab. The tool can even redirect to a specific file you have saved in Google Drive or elsewhere online.

10. Speed Dial

Speed Dial Chrome extension

Users: 600K+

Speed Dial is a charmingly old-school Chrome extension that turns your new tab into a 3D dashboard. Access your bookmarks and more frequented sites in a dashboard that might just remind you of your MySpace days. Don’t let its design fool you: The extension is constantly updated for performance and user-friendliness.

Chrome Extensions for Content Sourcing

Sometimes you just need a good content curation tool to help you save important information while you’re researching or writing a blog post.

1. OneNote Web Clipper

OneNote Web Clipper Chrome extension

Users: 1M+

Are you a OneNote user? Whether you’re conducting research for a project or simply reading different articles online, you most likely come across resources that you want to save and return to for later use.

That’s where OneNote Web Clipper comes in. Instead of saving content to another application or document, you can save it directly to your existing OneNote notebooks for easy reference when you sit down to write a blog post or web page. The best part? Everything will be available on any device where you use OneNote.

2. AwesomeScreenshot

AwesomeScreenshot Chrome extension

Users: 2M+

AwesomeScreenshot is a screen capture extension with capabilities for annotation and photo editing while staying in your browser. Once you take a screenshot of a selected area of your screen or an entire web page, you can crop, highlight, draw shapes, and blur sensitive information.

3. Evernote Web Clipper

Evernote Web Clipper Chrome extension

Users: 3M+

Evernote is a note-taking and organization app that can be shared across teams for content collaboration. With the Evernote Web Clipper extension, users can save links onto a clipboard within their Evernote app for later reading and reference.

4. Giphy for Chrome

Giphy Chrome extension

Users: 300K+

Everyone loves animated GIFs. They make emails, blogs, and social media posts engaging and funny, and with this extension, you can easily grab a GIF from Giphy’s huge database for whatever content you’re working on without navigating away.

5. Sidebar

Sidebar Chrome extension

Users: 20K+

Manually bookmarking websites can sometimes be a tedious process. Sidebar allows you to organize websites you want to save without having to open a new tab. Save websites to bookmarks, create folders, and add notes for later reference.

6. Distill Web Monitor

Distill Web Monitor Chrome extension

Users: 200K+

Distill Web Monitor allows you to keep track of changes to websites or articles that you’ve cited in your own work. That way, you can ensure that you’re providing the most up-to-date information to your readers and website visitors. You can also use it to simply track pages that you’re interested in citing in the future.

7. Nimbus Screenshot

Nimbus Screenshot Chrome extension

Users: 1M+

Nimbus Screenshot is another screenshotting extension that will live within your browser, making it easier than ever to capture a partial or entire page. It will automatically save your screenshots to the cloud, ensuring that you don’t lose them.

8. LibKey Nomad

Libkey Nomad Chrome extension

Users: 200K+

For marketers and bloggers who work in technical or research-based industries, LibKey Nomad can be an extremely useful Chrome extension to have in your arsenal. The extension allows you to find, access, and source millions of scholarly articles based on the library that you primarily use.

9. Video Downloader Professional

Video Downloader Pro Chrome extension

Users: 300K+

Do you need to source non-YouTube-based videos for your blog posts? Check out Video Downloader Professional, a Chrome extension that allows you to download videos from the internet. This is particularly useful if you find a video on Twitter, Facebook, or other external website where the embed code or original video link isn’t available.

10. Google Scholar Button

Google Scholar Chrome extension

Users: 2M+

Google Scholar is another tool you can use if you write content in a technical, scientific, or otherwise research-heavy industry. You can find articles and books straight from the comfort of your browser. The tool sometimes links to the article’s landing page on a research website, and sometimes it links directly to the PDF. Either way, it’s a great way to streamline research so you don’t have to manually search for books and articles online.

Chrome Extensions for Blogging

1. Grammarly

Grammarly Chrome extension

Users: 10M+

Grammarly is my go-to app for reviewing blog posts for proper spelling, grammar, and word use. You can drop large pieces of text into the desktop application for review, or you can use the handy Chrome extension to call out any grammar errors you’re making while typing on the web.

2. Google Dictionary

Google Dictionary Chrome extension

Users: 3M+

Have you ever come across a word you’re not familiar with while doing research online? Instead of Googling it in a separate tab, quickly highlight the word and click on the Google Dictionary extension to get the definition.

3. Office Editing for Docs, Sheets & Slides

Office Editing Chrome extension

Users: Not Published

For those times when you and your coworkers are working on computers with different operating systems, or want to collaborate on a live document together, check out Office Editing. This extension lets you easily drop Microsoft Office files into Google Drive to view and edit them without needing the software installed on your hard drive.

4. Difree

Difree Chrome extension

Users: 8

Sometimes it’s hard to free yourself of distractions to write productively, especially if you’re writing online. This new extension quickly opens a new tab for a clean and neutral text editor that auto-saves while you’re working if you need a break from where you normally write.

5. LanguageTool

Language Tool Chrome extension

Users: 1M+

LanguageTool is a useful Chrome extension for checking the existing text on a website and checking the grammar of your work as you write. It works in Google Docs and any website where there’s an active text box. It also works for different languages, so if you’re aiming to write for different markets and regions, you’ll most definitely want to add this tool to your arsenal.

6. Wordtune

WordTune Chrome extension

Users: 200K+

Wordtune is an AI-powered Chrome extension that provides several alternatives to what’s currently on the page. No matter what tool you’re using — whether it’s Google Docs, Outlook, or another text editor — you can highlight the sentence or phrase you’d like to rewrite, and Wordtune will provide several alternatives. After that, you only have to choose the one you like best.

7. ProWritingAid

ProWritingAid Chrome extension

Users: 200K+

ProWritingAid is another smart Chrome extension for checking the grammar, spelling, and clarity of your blog posts, web pages, and articles. Like the other tools on this list, it works with Google Docs and any text editor in your browser. It will catch any errors you make as you write and suggest corrections.

8. ReadmeReadMe Chrome extension

Users: 100K+

Readme is a text-to-speech reader that works right within your Chrome browser to increase accessibility as you write or read articles. It can also help you listen to your drafts out loud for proofreading purposes. Listening to your writing can be an excellent way to catch errors.

9. Helperbird

Helperbird Chrome extension

Users: 20K+

Helperbird is an accessibility Chrome extension that can help writers with dyslexia, blindness, or other disabilities work more efficiently. You can change the font of the page, change the font sizes, use a magnifier, and turn text into speech. You can also turn pages and articles into a plain-text “Reader Mode” for easier reading and scanning.

10. MyBibMyBib Chrome extension

Users: 800K+

Do you list citations in your blog posts and articles? Use the MyBib Chrome extension to create citations right within the browser. Simply travel to the page, Tweet, article, or video you’d like to cite, select the format you’d like to cite it in, and then copy and paste. Alternatively, if you’re collecting various sources, save it to a “Project.” You’ll then be able to download all of your works cited in any format you prefer.

Bonus: It gives you an in-text citation, too. Absolutely brilliant.

More Chrome Extensions Equals More Productivity

Now that your browser is loaded with extensions to make marketing easier on a day-to-day basis, test them out to see what time and efficiencies you’re able to save. When you’re ready to work on your next piece of content, try all of the tools listed above to make the process less painful and time-intensive. Your team will thank you for it.

Editor’s note: This post was originally published in November 2016 and has been updated for comprehensiveness.

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Online Advertising: Everything You Need to Know in 2021

Have you ever double-tapped an image on Instagram, reacted to a video on Facebook, or clicked a search result in Google, only to realize afterward that it was actually an ad?

Maybe you never realized it was an ad at all — you just thought it was a cute picture of a dog.

More than ever, ads can be contextual, relevant, targeted, and helpful in ways they never could before. In short, ads today are content.

But the online advertising landscape is changing.

New platforms, ad types, and targeting capabilities are popping up all the time.

Download Now: Free Ad Campaign Planning Kit

Let’s dig into everything you need to know about online advertising across ad platforms for social media, paid search, display, and native advertising.

If you’re only interested in learning about a certain type of online advertising, you can use the table of contents below to navigate to each section.

How to Advertise Online

93% of all online interactions start with a search engine, and with those odds, you can catch the attention of the audience you want through online advertising.

Sign up for HubSpot Academy's Ads Training Course [Free Online Course]

There’s plenty of ways to advertise your business strategically. Think about who you’re trying to reach when you start. Ask yourself “What target demographic am I advertising to?” and “How can I place my product or service offering in front of my target?”.

The answer is to see where your target demographic spends the most time online. Research their most frequented social media channels and most searched keywords. You can take this information and translate it to organic and paid marketing.

Not all online advertising has to cost money, people can find your business organically through social media marketing. Making a business page on Facebook, Twitter, Instagram or even TikTok can capture people’s interest through engaging posts and content.

Now if you want to use pay-per-click (PPC) marketing, most social media offers business pages the ability to pay a fee to promote posts/ads within the interface. Or if you are looking to advertise on a search engine for targeted keywords, Google Ads or sixads can guide you through the process of payment and execution.

There are three key ways that digital advertising can help you improve the performance of your organic marketing efforts.

With digital ads, organic performance can benefit from:

  1. An increase in brand awareness by displaying your content to individuals within and outside of your networks.
  2. A better understanding of your audiences by leveraging the targeting and analytics of the ads platforms.
  3. The creation of higher-performing content by understanding what ad content helps you achieve your business goals and what doesn’t.

The goal of any ads strategy should be to get a positive return on your investment, which comes down to whether you’re getting more revenue out of the ad campaign than the cost you’re putting in.

How can you determine what your ad spend should be to get the most return on your investment? To start answering that question, we’ll need to understand the bidding system used by the ad networks.

A bid is the maximum amount of money you’re willing to pay for the desired action on your ad. If it sounds like an auction, that’s because it is an auction. Ad networks have a limited amount of ad space, and to determine whether or not your ads are shown to your target audience, they run an auction to see how much each advertiser is willing to pay for ad space.

Just like in an auction, the highest bidder wins. Let’s say you bid $10 for a click on your ad, and the next highest bidder only pays $5 for a click.

Each ad network will only make you pay the lowest amount possible to win the bid. In this example, you might be willing to pay $10, but in reality, you’ll only have to pay $5.01 to win the bid. Winning this “auction,” in addition to the overall quality of your ads, will determine how your ads are displayed on the different ad networks.

Here’s another example of how the ad auction works from WordStream.

Image showing how online advertising auctions work.

Image Source

At this point, you might be thinking, “Okay, I get how the auction system works. But how do I figure out how much I should actually spend to see a return on my investment?”

My advice is to work backward from your revenue to determine what your maximum bid should be.

Use this equation:

Lifetime Value (LTV) x Average Lead-to-Customer Rate x Average Conversion Rate

Your LTV is how much a customer is worth to you throughout their relationship with your business. The average lead-to-customer rate is the rate at which your leads become paying customers. And your conversion rate is the rate at which new contacts convert on your content offers by filling out a form.

Combined, these metrics show you how much you should spend on your paid ads to break even.

Let’s say that you want to use digital ads to promote your new content offer. You’re going to need to know what your maximum ad spend should be to see a positive return on your investment. Assume that you know the following about your business:

  • Lifetime value: $500
  • Average lead-to-customer rate: 10%
  • Average conversion rate: 20%

Plug these numbers into the equation above to determine what your maximum ad spend should be: $500 x 0.10 x 0.20 = $10. This means that you can spend a maximum of $10 per click on your ad to break even. Your goal should be to spend less than $10 to see a positive return on your investment.

Types of Online Advertising

Now that we know more about how to advertise online, let’s dive into the various types of online advertising.

Social Media Advertising

Every month, there are nearly 2.5 billion active users on Facebook, 1 billion on Instagram, and 330 million on Twitter worldwide.

Whether it’s to chat with friends, stay connected to people across the globe, or for business and networking purposes, consumers are on social media for a multitude of reasons — and marketers know it. Because of the sheer number of active users on these platforms, advertising spend invested in social media channels is at an all-time high. Social media advertising across the world is projected to exceed $8.5 billion this year.

Advertising on social media comes with many advantages. You can:

  • Reach very specific target audiences with the help of targeting features and different audiences across all of the social media platforms.
  • Leverage a variety of ad formats to advertise in a way that aligns with your business goals.
  • Invest in the specific advertising efforts that drive leads and sales for your business.

Let’s take a look at eight popular social media networks, including Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, Snapchat, and TikTok. We’ll cover the audiences and ad types available on each one.

1. Facebook

Facebook is the most widely used social media network. Almost 2.5 billion people around the world use Facebook. That’s more than 30% of the world’s population.

With so many people using Facebook, you’re almost guaranteed to be able to reach an audience that’s relevant to any type of business. That’s where one of the most powerful features of advertising on Facebook comes in: audience targeting. The targeting capabilities on Facebook are unmatched by any other social media network.

There are three types of audiences that you can target on Facebook:

  1. Core audiences: An audience based on criteria like age, interests, and geography.
  2. Custom audiences: Get back in touch with people who have previously engaged with your business.
  3. Lookalike audiences: Reach new people whose interests are similar to those of your best customers.

Facebook’s advanced targeting can be used to target your ads to the most relevant audience — and even tap into new audiences you’d otherwise never reach with organic content alone.

Advertising on Facebook includes a range of ad types, including:

  • Photo ads
  • Video ads
  • Story ads
  • Lead ads

Photo ads are great for sharing collections of image content. Video ads are great for product explainer videos and branding. Story ads allow you to use a combination of photo and short-form video content. If you want to learn more about the different ad types, here’s a great course from HubSpot Academy all about Facebook Advertising.

Personally, my favorite way to advertise on Facebook is with lead ads because they give you the best of both worlds: sharing visual content and generating leads all at the same time. Facebook Lead Ads allow you to capture lead information without directing people out of the Facebook platform.

social media online advertising: facebook jasper's market

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No matter your business’ size or industry, you can use lead ads to find potential customers who are likely interested in your products or services. With lead ads, you provide a helpful piece of content that encourages viewers to sign up for a newsletter, receive a price estimate, or request additional business information. In return, when the viewer fills out the form, the business receives a new lead.

Another way to advertise on Facebook is through Facebook Messenger.

Facebook Messenger is a separate messaging app that comes with its own advertising opportunities. Facebook Messenger is the go-to messaging app in countries including the U.S., Canada, and Australia. Other messaging apps like WhatsApp and WeChat are the more popular choice in countries throughout South America, Europe, Africa, and Asia.

most used social media platform facebook

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Across the world, 20 billion messages are exchanged between people and businesses every month on Facebook Messenger. Ads play a big part in initiating conversations on Facebook Messenger.

There are a few different ways you can use Facebook Messenger as part of your advertising strategy.

  • Facebook Messenger call-to-action in ads: Start conversations with ads on Facebook that include a call-to-action to send a message.
  • Facebook Messenger Story Ads: Run story ads on Messenger Stories.
  • Facebook Messenger Ads: Use messenger ads to deliver content directly into users’ Facebook Messenger chats.

All of these ad types come together to encourage your audience to kick off conversations with your business. They can be used to get in contact with a sales team, request more information on a product, or even share other content like blog posts or ebooks.

My favorite way to advertise on Facebook Messenger is retargeting. Retargeting ads in Facebook Messenger are a great way to start targeted conversations and send personalized offers and content.

Sponsored messages allow you to advertise to people who have already interacted with your business in Messenger. This is a great way to re-engage your audience in a personalized way.

social media online advertising: facebook messenger

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2. Instagram

You can also advertise on Instagram through the Facebook Ads Manager. Instagram has over 1 billion monthly users globally. That’s a little less than half of the number of users on Facebook. The majority of users are between the ages of 18 and 34.

There are three ways that you can advertise on Instagram:

  1. Promote posts and stories directly from your Instagram professional account.
  2. Create ads from your Facebook Page and promote them on both Facebook and Instagram.
  3. Create ad campaigns in the Facebook Ads Manager to access full targeting capabilities.

I recommend taking the third option and creating custom campaigns for your audience on Instagram.

Instagram has similar ad types to Facebook, including:

  • Photo ads
  • Video ads
  • Story ads
  • Ads in Explore
  • Shopping Post ads

By far, the most interesting ad types right now are ads in the Explore Tab and Shopping Post ads. People using Instagram Explore are exploring their interests and discovering new content creators. Ads in Instagram Explore are a great opportunity to put your brand in front of a new audience.

social media online advertising: instagram

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Shopping Post ads allow you to include a tag that shows the product’s name and price within your image. Clicking on the tag takes your prospects directly to a product page where they can purchase the item — all without leaving the Instagram app.

Instagram Shopping Ad example.

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3. LinkedIn

The LinkedIn platform has over 660 million monthly active members worldwide. Users on the platform are largely made up of working professionals which makes LinkedIn a great place for B2B (business-to-business) advertising. LinkedIn is the go-to platform for working professionals, which provides B2B advertisers a large audience pool to reach.

Plus, the advantage of advertising on LinkedIn is its unique targeting capabilities. On LinkedIn, you’ll have access to unique targeting criteria that isn’t available on other platforms.

You can target users on LinkedIn by unique demographics, including job title, job function, and industry. Maybe you only want to advertise to potential customers at the director level who work in customer service within the recruiting industry. LinkedIn’s targeting capabilities make that possible.

Plus, with the option to include lead gen forms in your LinkedIn ads, LinkedIn can be a lead generation machine. This will allow you to not only reach a very specific audience but drive leads without directing them outside of the LinkedIn platform.

The most interesting ad type of LinkedIn is Message Ads. Message Ads allow you to send direct messages to your prospects to spark immediate action.

social media online advertising: linkedin

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How to use LinkedIn Message Ads:

  • Deliver a targeted message with a single CTA.
  • Drive stronger engagement and response than traditional emails.
  • Measure the impact of your messages.

But a word of warning: Don’t send too many Message Ads to the same people or it will come off like spam. And, make sure the messages sound authentic – if you were writing a LinkedIn message to a friend, what would you write in it?

If your Message Ads are too stiff, they’ll come off as spammy, too. Remember: This channel is a one-to-one conversation. Direct messages are sacred spaces – if you’re going to advertise there, you need to be extra careful about taking the time to make your Message Ads feel personal and relevant to your end-users. Make sure you’re delivering value to them in a way that feels authentic.

4. Twitter

Digital advertising is less common on Twitter because organic reach is still a significant driver of a brand’s performance on Twitter. This is very unique to Twitter – but even so, ads can still deliver strong results depending on what your goals are. Twitter has over 330 million monthly users globally. The majority of users are between 35–65 years old.

Advertisers have discovered a few niches that have high engagement on Twitter: B2B and e-commerce. Many B2B companies are using Twitter as a digital marketing tool, and Twitter users are known to spend a lot of money online. This makes advertising specifically to these audiences a great strategy.

social media online advertising: twitter

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Twitter breaks down its ads into five goals:

  • Awareness: Promote your tweets and maximize your reach.
  • Tweet engagement: Promote your tweets and get more retweets, likes, and replies.
  • Follows: Promote your account and grow your Twitter following.
  • Website clicks: Promote your website and get more traffic.
  • App downloads: Promote your app and get more downloads.

All of these can work together to help you grow your audience on the platform and convert users into customers.

5. Pinterest

Pinterest is a unique social media platform with 300 million users who are highly engaged and predominantly female. Some people say that Pinterest is the only platform where users actually want to see ads from brands they love because Pinterest is all about visuals.

How to advertise on Pinterest in four steps:

  1. Pick a pin: Promote your best pins so they appear in the most relevant places.
  2. Decide who sees it: Set up targeting so the right people see your ads.
  3. Pay for results: Choose to pay for engagement or visits to your site.
  4. Track what’s working: Once your campaign starts, see how it’s doing and make changes.

social media online advertising: pinterest

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Pinterest is great for businesses relying on photography to sell their products and who have a female target buyer persona.

6. YouTube

YouTube is the second largest search engine, second only to Google, with over 2 billion monthly active users. Ads on YouTube appear before and during other YouTube videos or as a stand-alone promoted video that’s displayed after performing a search.

Since you can target demographic information and interests, you can serve your videos to specific relevant audiences already watching videos from similar brands or on related topics.

social media online advertising: youtube

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7. Snapchat

Snapchat’s 218 million users are predominantly made up of people between the ages of 18–24.

Snapchat offers a few ad types, including story ads, sponsored tiles in Snapchat Discover, and augmented reality (AR) lenses.

Snapchat’s ad types feel pretty similar to the advertising options on Instagram. What really makes Snapchat unique is the augmented reality lenses. AR lenses are sponsored by a business to create interactive moments that users can use and share with their friends. It might be hard to believe, but in this example from Dominos that pizza isn’t really there — that’s the AR lens at work.

social media online advertising: snapchat

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8. Tiktok

One of the newer — and most popular — players in the social media advertising world is TikTok. TikTok is all about creating short, creative, and oftentimes funny videos. TikTok has exploded in the past few years and has reached 500 million monthly users.

Advertising options are still limited; they are mainly geared towards driving awareness. TikTok doesn’t hyperlink posts to websites and only recently started allowing advertising, so businesses advertising on TikTok focus on boosting brand awareness rather than leads or traffic.

social media online advertising: tiktok

Promoting TikTok videos allow brands to build awareness with a young target audience. Most of the posts you’ll see on TikTok are aimed at getting laughs. From a brand perspective, you’ll want to create videos that are funny and align with other content on the platform. Think of things like dance challenges and memes. This type of content is the most effective.

Paid Search Advertising

People searching online are looking for something specific and will click on the first result they believe is going to be the most helpful to them.

You might be thinking: “I already appear in organic results on search engines. Why should I pay to advertise too?”

Well, there are three key reasons:

  1. On average, digitally prepared businesses anticipate four times better revenue compared to the less-prepared ones
  2. Advertising on search engines protects you from the competition who may be advertising on your branded terms.
  3. Search ads appear first in the search engine results pages (SERPs) above the organic results.

Paid search advertising allows advertisers to capture the attention of their audience in a more targeted way than with organic search alone.

Search ads allow you to anticipate the wants, needs, and desires of your potential customers and serve ads to them that are highly contextual. Over time, the analytics of your search ads can help you analyze and improve those ads to reach even more people.

But how does Google know how to deliver the right ad to the right person? That’s where keywords come into play. A keyword is one word or phrase that someone uses to describe what they need in search. Advertising on search platforms takes the targeting capabilities available on social media platforms, like demographics and location, and layers it with the addition of keywords.

When a Google user types a query into the search field, Google returns a range of results that match the searcher’s intent. Keywords align with what a searcher wants and will satisfy their query. You select keywords based on which queries you want to display your ad alongside.

Keyword research is just as important for paid ads as it is for organic search. That’s because Google matches your ad with search queries based on the keywords you selected. Each ad group you create within your campaign will target a small set of keywords and Google will display your ad based on those selections.

Let’s say Mary is moving to a different house and is looking for a home mover. So she goes into Google and types “who are the best movers.” By searching “best home movers,” she’s going to see results for advertisers that targeted keywords like “moving companies” and “top-rated movers.”

paid search advertising: Google example

Search engines also consider your intent when choosing the types of ads to display.

In the example above, search ads were the most helpful resource. But what if you’re looking for a location-based business, like a coffee shop? In Google maps, you might see “Promoted Pins” like these, shown in purple on the map and in the search results on the left. Promoted Pins are a great way for businesses to attract customers to their business based on location.

Promoted pins on Google Maps example.

What if you’re looking to make a purchase? Well, Google might show you a different kind of post to match your intent, such as Shopping Post Ads.

In this example below, Google shows you shopping post ads for the keyword “buy snowboard.” Since my query includes the word “buy,” Google knows that I’m interested in making a purchase, so I am shown ads for products I might be interested in.

So how do you select your keywords?

Keywords typically fall under two categories: brand and non-brand.

A brand keyword is a word or phrase that includes a brand’s name or variations of a brand’s name. For example, some of HubSpot’s brand keywords include HubSpot, HubSpot Free CRM, and HubSpot Marketing Hub. These are all variations of the HubSpot brand and the tools that we offer.

Branded keywords example in Google paid search ads.

Non-brand keywords are all other relevant keywords that don’t include a brand’s name or variations of a brand’s name. Some of HubSpot’s non-brand keywords include inbound marketing, sales software, and customer relationship management.

While these keywords are not part of HubSpot’s brand name, they are relevant terms that allow HubSpot to reach audiences that might be interested in eventually making a purchase.

Brand and non-brand keywords play a role in your digital advertising strategy. Brand keywords help you protect your brand from your competitor’s ads.

If you don’t run ad campaigns for brand keywords, you’ll leave your business vulnerable to losing website traffic to the competition who is bidding on your brand keywords. Non-brand keywords still have a role to play, too. Non-brand keywords allow you to reach new audiences unfamiliar with your brand.

When it comes to when your ad is displayed, you don’t just want to pick a certain group of keywords and have the ad shown only when those keywords are entered into the search engine.

This is where match type comes in. Since there’s an infinite number of ways that people can actually search for one term, Google gives you three match types to choose from: exact match, phrase match, and broad match. You can even use a broad match modifier and exclude negative keywords to optimize where your ads are delivered.

Let’s take a look at each match type:

  • Exact match: A keyword set to exact match will only display your ad if the search term includes that exact keyword or a very close variation. Exact match keywords are surrounded in [brackets].
  • Phrase match: A keyword set to phrase match will display your ad if the search term contains the same order of the words, but it can also contain additional words. Phrase match keywords are surrounded by “quotes”.
  • Broad match: A keyword set to broad match displays your ad when the search term contains any or some combination or variations of the words in your keyword, in any order. Broad match keywords don’t include any symbols.
  • Broad match modifier: The broad match modifier allows you to select keywords that must be included in the search query for your ad to be displayed. Keywords with a broad match modifier use a +plus sign.
  • Negative keywords: Excludes your ads from being shown on searches with that term. Negative keywords include a -minus sign.

Google vs. Bing vs. Yahoo

There are a few advertising platforms out there for search, including Google, Bing, and Yahoo. But Google is by far the most used search engine out there. With 3.5 billion search queries a day, over 71% of the total searches made daily around the world are done on Google. Google brings in six times more searches every day than Bing and Yahoo, combined.

google vs bing vs yahoo most used search engines line chart

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But this doesn’t mean you should entirely rule out advertising on these other platforms. In some cases, you can achieve impressive results with a smaller ad spend on Bing and Yahoo than you could on Google since there is less competition from advertisers.

My recommendation is to dig into your organic traffic to identify if Bing or Yahoo make up a significant amount of traffic for any given keywords or topics. This might indicate that advertising for those keywords on Bing or Yahoo could be profitable.

Regardless of where you advertise, the good news is that advertising on all of these platforms more or less work and look the same. So knowing how to advertise on one will make advertising on the others easier.

Native Advertising

Publishers like BuzzFeed and The Dodo produce content that snowballs in popularity on social media almost every day. And they make money by helping other brands do it, too. Brands will pay these publishers to craft posts and videos that follow the publishers’ formula for virality. They also pay publishers to distribute this sponsored content to their massive audience through social media and their website.

This is native advertising.

Check out this example from Geico. It partnered with BuzzFeed to create this video advertisement for morning workouts. It’s a topic that is loosely related to insurance, which Geico sells, and it tapped into BuzzFeed’s expertise to create this video that feels right at home with the rest of the content on the site.

When you pay for a publisher’s native advertising services, you’ll be able to leverage their editorial expertise and audience reach to help your brand tell captivating stories to a bigger and better viewership. And each publisher is going to support different ad formats and creative types.

During the creative process, you’ll collaborate with publishers to craft sponsored content that covers one of their main topics and looks like a regular piece of content on the publisher’s website.

This way, even though your post is technically promotional, it won’t disrupt their audience’s browsing experience. They’ll enjoy reading your post and won’t feel like you or the publisher are advertising to them. This exposes your work to a huge, engaged viewership and attracts new followers to your brand.

Native advertising creates a symbiotic relationship between publishers and brands. Publishers who do sponsored content right reap the benefits of another revenue stream and gain more audience trust if they promote a native ad from a trustworthy brand.

For brands, collaborating with prominent publishers can unleash unprecedented amounts of creativity to help them win over the publishers’ audience and boost engagement — as the click-through rate on native ads far exceeds traditional. For example, T Brand Studio, the New York Times native ad business, crafted sponsored posts that captured as much engagement as some of nytimes.com’s highest-performing articles.

To find the optimal native advertising opportunities for your brand, try using StackAdapt or Nativo.

Display Advertising

Display ads are a controversial topic in the digital marketing community. For almost 25 years, advertisers have abused them by tricking internet users into clicking misleading ads — some malicious display ads have even infected people’s computers with viruses. It’s easy to see why people have developed banner blindness and can’t stop downloading ad blockers: display ads have the reputation of being intrusive, distracting, and irrelevant.

On the other side of the spectrum, though, display advertising technology has advanced to the point where ad networks can leverage data and machine learning to offer advertisers more effective targeting strategies and consumers more relevant ads.

Ad networks like Google Display Network and Facebook’s Audience Network are the leaders in the banner ad renaissance. They can display your ads to the right target audience at the right place and time. And if you want more control of your advertising, they’ll let you decide where to place your ads. Below, we’ll cover each ad networks’ features and targeting capabilities:

1. Google Display Network

When you use Google’s Display Network, you can design visually appealing ads and place them on over two million websites and apps, YouTube, and Gmail.

You can also build new audiences by targeting people who are most likely to be interested in your product or service and remarket website visitors just by importing a list of their contact information.

If you don’t want to build out your ideal audience or deal with bidding, you can let Google Ads do it for you. Its automated targeting and bidding features can identify your highest-converting audience for the best return on investment.

Display ads can be most effective when retargeting an audience that’s already familiar with your brand.

2. Facebook’s Audience Network

With Facebook’s Audience Network, brands can expand their Facebook ad campaigns and use the same targeting data they use on the platform to advertise on a huge collection of websites and apps.

Brands can place native ads, banner ads, full-screen ads, in-stream video ads, and rewarded video ads (for example, “Watch this video ad to get more tokens!”) on the network’s websites and apps that their Facebook audience frequently visits.

This type of advertising can be particularly effective for mobile games, like in the example below from 5agame who was able to attribute 80% of their revenue through their rewarded video.

facebook's audience network mobile game native advertisement

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Now that you know about all of the digital ad types that are available, the next step is to learn how to leverage the right ads for your business to achieve your goals.

If you want to continue leveling up your ads training, check out HubSpot Academy’s free course on the Digital Advertising Training Course.

Editor’s note: This post was originally published in April 2020 and has been updated for comprehensiveness.

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Author: Corey Braccialini

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