social media Archives social media

Dec 4 2024

Gravatar Offers Free Domains To Use As Bluesky Handles via @sejournal, @martinibuster

Gravatar announced a free domain name offer and Bluesky integration that makes it relatively easy to use a custom domain name as a Bluesky handle. A custom handle provides a more professional Bluesky presence compared to the standard generic versions like username.bsky.social. Integrating a domain name through Gravatar involves several steps on both platforms but is relatively easy compared to processes at a domain registrar.

Using a custom domain name through a domain name registrar requires a TXT record verification and adding a DNS record to the domain at the registrar. Claiming a domain name through Gravatar doesn’t require those extra steps, which significantly simplifies the process of using a custom domain at Bluesky.

Gravatar Domain Name Offer

The offer from Gravatar makes it simple to grab a domain name free for the first year directly from the Gravatar profile, which requires registering a free Gravatar profile (if one isn’t already registered). The option for selecting a domain name will be in the Gravatar dashboard.

Gravatar currently offers the following domains free for the first year with renewals at the standard rate the following year.

Free for the first year, renews at the following rates:

.link $9.00/year
.life $31.00/year
.live $28.00/year
.social $32.00/year
.bio $62.00/year
.fyi $18.00/year
.pro $21.00/year
.guru $35.00/year
.world $35.00/year
.ninja $19.00/year

Gravatar lists steps for completing the process:

1. Get Your Free Gravatar Domain

2. Verify Your Bluesky

3. Change Your Bluesky Handle

4. Reconnect Bluesky in Gravatar

Featured Image by Shutterstock/Koshiro K

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Dec 4 2024

The Rise Of Micro-Communities: What This Means For Social Media Marketers via @sejournal, @rio_seo

Human nature craves connection, so much so that we seek it almost everywhere we can find it – at social events, in our jobs, and now online in micro-communities.

The desire to feel camaraderie and a sense of belonging is innate.

In recent years, social media platforms have shifted from shouting into a void to engaging in a much more meaningful way, sharing our innermost thoughts within a deeply connected community of like-minded individuals.

Micro-communities are on the rise, enabling users to find groups that share the same values, ideas, and interests. In turn, micro-community engagement is rife with feedback as users feel comfortable freely expressing their thoughts and opinions.

For social media marketers, this emerging trend presents myriad opportunities, but it also comes with its own set of unique challenges.

Understanding how to effectively engage with micro-communities is essential in order to leverage this medium in an authentic manner that yields returns.

What Are Micro-Communities?

To reach a micro-community successfully requires a thorough understanding of what it is exactly.

A micro-community is a small, highly engaged, and motivated group of individuals who share a common goal, interest, or passion.

These groups are typically built around certain niches, such as fearful flyers, celebrities, veganism, a specific movie genre, and more.

Unlike larger communities that may attract hundreds of thousands of comments, micro-communities tend to be much smaller, which allows for a deeper sense of belonging and connection among community members.

It also allows for more nuanced discussion, where members can keep up with the conversation and engage at their leisure.

Micro-communities are often associated with popular social media platforms like Reddit, Discord, and Facebook groups.

On these platforms, users are able to search for the micro-community of their interest, join, and then actively participate in discussions with other group members.

Why Do People Join Micro-Communities?

More users are flocking to micro-communities than ever before to voice their thoughts, feelings, and opinions.

Discord, for example, saw a staggering 87% jump in registered users in January 2023 compared to its number of users in June 2020.

In an era where it can be hard to differentiate oneself and stand out from the crowd, micro-communities are becoming the go-to for those who crave deeper relationships and are able to connect with others on a more personal level.

They allow community members to be the true versions of themselves, eliminating the need to put on a facade to merge with the masses.

Micro-communities also enable members to remain virtually anonymous as social media platforms like Discord and Reddit allow its members to essentially hide behind a user name.

Unlike social media platforms like Instagram, Facebook, and LinkedIn, micro-community members can remain essentially anonymous should they choose to.

Given the close-knit small community, it can be easier to garner trust among members.

For businesses, this presents a unique opportunity as a growing portion of consumers (41%) trust online recommendations as much as they do personal ones.

The Explosive Growth Of Micro-Communities And Why It Matters For Businesses

Micro-community-focused platforms, like Reddit, are rapidly scaling.

In fact, Reddit is responsible for over 1.6% of total social media website traffic in the United States alone.

Additionally, it’s the fifth most visited site in the United States and the ninth most visited site in the world.

Users on Reddit are highly motivated and spend ample time browsing the platform, with a user spending an average of 20 minutes per day on the platform.

As more users turn to micro-communities for entertainment, recommendations, and relationship building, now is the prime time for businesses to capitalize on this growing social media opportunity.

Micro-communities offer a unique, largely untapped way for businesses to engage with a highly targeted group of individuals who may be receptive to messaging when done the right way.

Blanketed messages are unlikely to land with micro-communities.

Keep in mind this audience has a low tolerance for spammy or sales-driven strategies. They’re intelligent and can tell the difference between a well-intended conversation, and one meant to spur sales.

Instead of crafting sales pitches, businesses will be more likely to succeed by sharing content that’s relevant to the community and offers some form of value.

How can social media marketers tap into their desired micro-community effectively? We’ve outlined a few strategies to give you some food for thought.

Actionable Micro-Community Engagement Strategies For Social Media Marketers

For social media marketers who want to tap into or create their own micro-communities, it’s important to start on the right foot.

Having a solid strategy in place can help establish a framework for how to best approach tapping into a micro-community audience, steps to gain traction, guidelines for messaging, and how to measure the program’s success.

Here are a few strategies to help you get started with your micro-community marketing endeavors.

Identify Your Audience

It’s important to get your audience right. As a marketer, you’ve likely already defined your target audience.

However, it’s important to truly understand what makes this audience tick by identifying their interests and hobbies.

Social media listening tools are a great way to track conversations your customers are actively discussing, which can give you insight into what niche micro-communities they may be interested in joining.

Join Existing Communities

You don’t have to reinvent the wheel. Once you’ve identified your niche, your business can join existing communities that align with your brand.

Build credibility and authority by actively participating in conversations, sharing valuable content (it doesn’t have to be your own content), and building relationships with community members.

This approach allows you to dip your toe in before fully submerging and introducing your brand right away to the community.

Create Your Own Community

If the niche you’re searching for doesn’t exist, be the first to create a community for it. Once you’ve created your own micro-community, ask your brand advocates to be the first to join for exclusive promotions and product sneak peeks.

Platforms like Reddit, Facebook Groups, and Discord make it easy to create private communities where you can connect with your target audience.

Value will be your key driver in your community. Be sure to create meaningful connections that resonate with your target audience rather than hard-selling your products.

Offer a reward in return for joining your community, such as 10% off their next purchase with your business.

Value Over Sales

As a marketer, it can be difficult to invest time in efforts that don’t necessarily return immediate sales.

After all, most businesses value what is added to the bottom line. For tangible results, it’s imperative to prioritize value over direct sales.

Micro-community engagement requires social media marketers to test their patience – relying on sharing helpful resources, answering questions, and delving into meaningful conversations first.

When members see your brand is an asset to the community, they’ll be more likely to trust you and engage with your products and services.

Let Your Community Do The Work For You

Once you’ve gained the trust of your micro-community, they’re likely to be open to doing some of the hard work on your behalf.

Encourage members of your micro-community to transparently share their experiences with your business, both good and bad.

Keep in mind that perfect reviews across the board are more likely to seem disingenuous to consumers, which is why some negative reviews can actually benefit a business.

User-generated content holds the potential to build credibility and trust among other community members, as well as anyone searching for your product or service that happens to check out your community during the marketing journey.

Measure Your Results

As with any marketing activity, it’s important to determine if your time investment is worthwhile. Regularly measure your performance on a monthly basis at minimum to measure the effectiveness of your efforts and make adjustments if necessary.

Track engagement metrics, monitor feedback, and assess the impact of your micro-community efforts in terms of sales and brand awareness.

Engagement metrics may include likes, comments, awards, and conversations.

How Brands Are Engaging With Micro-Communities

As evidenced, the value micro-communities can provide for businesses is measurable and massive. These communities can help build brand trust, authority, and credibility.

They can also help boost brand awareness, effectively introducing a business to a new, highly motivated, and engaged audience who has the same ideals.

As a result, micro-communities can be an invaluable tool for generating qualified leads and sales.

Many businesses have caught onto the micro-community hype and are already reaping the rewards of more targeted, personalized social media marketing efforts.

Here are a few examples of how brands are successfully reaching and conversing with these focused groups:

Product Launches

By leveraging social listening tools, brands can gain a deeper understanding of what customers crave and need.

Brands are increasingly listening to what customers are asking for in micro-communities.

For example, a beauty brand might see chatter around a desire for vegan formulas in micro-communities or non-toxic cookware from a retailer. These valuable insights can better inform future product strategy and help businesses refine their product portfolios.

User-Generated Content

Many brands are encouraging members of micro-communities to create and share content related to their products or services. This approach not only helps brands build authenticity but also offers free promotion from a third party that other members will more likely trust for recommendations.

User-generated content also empowers users to become brand advocates. For example, a sports retailer might ask buyers to share a picture of their product out in the wild, and reward the best submission as an added layer of encouragement.

Collaborations And Partnerships

Brands may also want to collaborate with influencers who have already built a strong following within micro-communities.

These partnerships allow brands to effectively tap into a pre-existing audience who already trusts the influencer’s audience, making it easier to build credibility among that audience.

Look for influencers who align closely with your brand’s values and goals within your niche.

Offers And Promotions

It’s no secret that special offers and promotions entice consumers to act.

Providing micro-community members exclusive access or promotions designated only for the community can help foster a greater sense of inclusivity.

Members can receive early access to new products, limited edition items, or coupon codes that are only valid to the members.

It’s key to making your community members feel valued and special to encourage brand advocacy and loyalty and to forge stronger relationships.

Relevant Content

Helpful content is key to ensuring a positive customer experience at all stages of the marketing journey.

Often, consumers will be first introduced to your business when they come across it in a micro-community, making it beneficial to share top-of-funnel awareness stage content in this forum.

Whether through thought leadership-type blog posts, how-to short-form videos, or influencer product reels, creating content that speaks to the passions of the community will help establish a stronger emotional connection.

Next Steps For Social Media Marketers

Now is the time for social media marketers to act and devise a strategy to penetrate the micro-community market.

Nearly two-thirds (66%) of businesses cite communities having a positive impact on customer retention. Additionally, the same percentage of brand community members say they’re loyal to the brand.

It’s still a relatively new forum that many brands currently aren’t tapping into, which leaves ample opportunity at hand for savvy social media marketers.

Honing in on niche communities and fostering genuine connections can help businesses build strong relationships with community members while also driving qualified traffic to their sites.

By embracing this rapidly rising trend, social media marketers will uncover a new, powerful way to connect with their audience while driving brand growth and revenue.

As always, it’s crucial to measure and revise your micro-community strategy, ensuring it remains a worthwhile marketing endeavor to pursue.

More resources:

Featured Image: Rawpixel.com/Shutterstock

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Dec 3 2024

X Alternatives Compared, for Marketing

There has been much speculation following the U.S. elections about Elon Musk’s X. According to social analytics firm Similarweb, more than 115,000 U.S. users deactivated their X accounts on Election Day.

Prominent celebrities and brands have left X, and alternative microblogging social media apps such as Bluesky and Threads have seen spikes in signups. However, X is no longer publicly listed and thus is not obligated to disclose its performance.

Nonetheless, it’s a good time for marketers and brands to explore alternatives to publish real-time news and engage with followers.

Threads

Threads

Threads is a real-time microblogging network from Meta that requires an Instagram account to use. Threads reserves your existing Instagram user name and verification badge and, via a few taps, automatically follows the same accounts you follow on Instagram. Threads is text-based, with a 500-word maximum for each post, and allows for replies, creating conversation threads. Users on Threads can customize their settings and control who can see their content, reply to your threads, or mention you. Threads does not contain ads, although it plans to.

Initially referred to as Project 92, Threads launched in 2023 as an alternative to Twitter, according to Meta’s chief product officer, Chris Cox. The platform gained over 100 million users in its first five days. Early in November 2024, Threads surpassed 275 million monthly active users.

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Bluesky

Bluesky

Bluesky, started by former Twitter CEO Jack Dorsey, began as a research project within Twitter to explore the possibility of decentralizing and developing an open standard for social media, giving users more control over their data. Bluesky launched as an independent company in 2021 and was invitation-only until it opened to the public in February 2024. Several celebrities and brands have announced they’re joining Bluesky and leaving X, including pop singer Lizzo and the Guardian newspaper. According to Bluesky, the platform has over 23 million users.

Bluesky resides on the AT Protocol, an open-source toolbox for building social apps that can communicate with each other. The AT Protocol offers account portability, algorithmic choice, and composable moderation with features including automated filtering, manual admin actions, and community labeling. Bluesky does not offer advertising, but it’s exploring other ways to generate revenue

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Substack

Substack

Substack is a platform for subscription newsletters, with support for podcasts and subscriber-based discussion threads. Authors can offer free or paid subscriptions and make posts publicly available to non-subscribers. In 2023, Substack added a microblogging component, Notes, where writers can publish short-form posts, share ideas, and join conversations. Through Notes, writers can share posts, links, images, quotes, and comments with their subscribers and the greater Substack network.

Substack states the essence of its community and 35 million registered users is a shared appreciation for quality independent writing. The platform facilitates sponsored content but not other forms of advertising. Brands and marketers can find followers by sponsoring compelling niche content.

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Mastodon

Mastodon

Mastodon is a free and open-source social media network built on a decentralized protocol. Each Mastodon server is an independent entity with its own rules and able to sync with others to form one global social network. Users can go to a different Mastodon server and take their followers.

Mastodon supports audio, video and picture posts, accessibility descriptions, polls, content warnings, animated avatars, custom emojis, thumbnail crop control, and more. Mastodon will not serve ads or use algorithms to promote content. However, marketers can utilize collaborations, sponsorships, and user-generated content campaigns to engage followers.

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Spill

Spill

Spill, created by former Twitter employees, is a social platform that establishes a fun, safe, and culturally relevant conversation space for marginalized communities, especially people of color and the LGBTQ+ community.

Users can create, comment, amplify, or share a random thought, called a “Spill,” with the public. Users can (i) create a virtual space via Tea Parties for conversations with live audio, video, and chat, (ii) launch groups and discover members with shared interests, (iii) discover popular Spills, and (iv) automatically get paid if a Spill goes viral and the platform monetizes against it.

Spill is in an open beta release.

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Reddit is a network for social news aggregation. The platform has over 100,000 communities, called “subreddits,” dedicated to specific topics. Users submit content such as links, text posts, images, and videos, which other users then vote up or down. Voting on posts and comments increases or decreases the creator’s “karma” and helps popular and relevant posts rise to the top while filtering out inferior or irrelevant posts. Some communities require karma to post or comment, which helps maintain content quality and community standards.

Experts, brands, and marketers can leverage Reddit by hosting “Ask Me Anything” discussions, which are unfiltered Q&A sessions to update followers and answer questions honestly.

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Tumblr

Tumblr

Tumblr is a microblogging and social networking site founded in 2007 and then acquired by Yahoo. Automattic, the WordPress company, now owns it. Tumblr states its platform hosts over 600 million blogs and most new users are Generation Z.

Tumblr utilizes a dashboard as the primary management tool for users, with a live feed of recent posts from followed blogs. Users can like and repost blogs, publish comments, and schedule posts. Users can also upload text posts, images, videos, and links and publish to other networks. Tags help users find content for a topic.

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Hive Social

Hive Social

Hive Social is a social media platform aiming to improve user experiences through a chronological timeline with no personalization algorithms. It offers self-expression features such as profile music, profile banners, image and text posts, Zodiac signs, pronouns, and full app color themes. Hive Social doesn’t have a character limit, but it does have a verify feature.

The app reached number one on Apple’s App Store in November 2022, during the controversy from Elon Musk’s purchase of Twitter. Launched in 2019 by two college students and bringing on just one full-stack developer in 2021, Hive suffered some initial crashing due to the massive influx of users.

Hive Social reportedly has over 2 million users as of late 2023.

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Discord

Discord

Discord is an instant messaging and social platform with audio and video calls, text messaging, and media. Conversations can take place in virtual servers accessed through invite links. Gamers primarily use Discord, though the share of users interested in other niche topics is growing. As of 2024, the service has about 150 million monthly active users, with approximately one-fourth of its traffic coming from the U.S.

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TikTok

TikTok

TikTok, from China-based ByteDance, is a social network for creating and sharing short-form videos ranging from three seconds to one hour. The TikTok app has been downloaded more than 130 million times in the U.S. and over 2 billion times worldwide. TikTok also has an ecommerce platform, TikTok Shop, launched in September 2023.

While it’s not exactly a microblogging platform for real-time news, TikTok might be what your followers want right now, especially millennials and Gen Z users, to discover and share new ideas and trends. TikTok’s Ads Manager can help brands create, manage, and optimize campaigns.

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Dec 2 2024

Bluesky Emerges As Traffic Source: Publishers Report 3x Engagement via @sejournal, @MattGSouthern

Bluesky, a decentralized social network, recently shared that it’s become a growing traffic source for online publishers.

The blog post included quotes and data from several well-known news outlets, showing more engagement and conversions on Bluesky than on other social media platforms.

Publisher Testimonials Highlight Bluesky’s Impact

Matt Karolian from The Boston Globe reported, “Traffic from Bluesky to @bostonglobe.com is already 3x that of Threads, and we are seeing 4.5x the conversions to paying digital subscribers.”

Dave Earley from The Guardian also chimed in, suggesting that traffic from Bluesky to The Guardian is “significantly higher than the very obvious 2x that of Threads.”

According to Kevin Rothrock from The New York Times, “It’s hard to exaggerate how nuts the engagement is on Bluesky compared to 𝕏. A vastly smaller user base (at this point) but so much more active and attentive.”

Marc Elias from Democracy Docket noted, “Traffic from Bluesky to @democracydocket.com is surging while X is falling and Threads remains largely dormant.”

Open Source Web Development Community Thriving on Bluesky

Bluesky has a highly engaged user base that benefits more than just news publishers.

Patak, an open-source web developer, noted that even though they have only 6% of the followers on Bluesky compared to 100,000 on X (formerly Twitter), their announcement post for Vite 6.0 received half the reposts and a third of the likes.

“Most of the comments and quotes from OSS maintainers happened here,” Patak noted. “I don’t know about other communities, but OSS web dev is a Bluesky game now.”

SEO Community Finding a Home on Bluesky

Many SEO professionals, publishers, and developers are now using Bluesky. They like the platform’s features and high engagement, which support discussions and knowledge sharing.

Bluesky is more accommodating towards links compared to X. A company representative stated:

“We want Bluesky to be a great home for journalists, publishers, and creators. Unlike other platforms, we don’t de-promote your links. Post all the links you want — Bluesky is a lobby to the open web.”

This contrasts with a recent statement from Elon Musk, who didn’t deny claims that X demotes posts with links in them.

Just write a description in the main post and put the link in the reply. This just stops lazy linking.

— Elon Musk (@elonmusk) November 24, 2024

Bluesky’s algorithm could help SEO-related content get more visibility. Unlike X, where posts can disappear quickly, Bluesky’s decentralized system and focus on user control allow SEO content to stay visible longer and reach a bigger audience.

Bluesky also offers “starter packs” and curated feeds, making it easy to join industry conversations in real-time.

Looking Ahead

Bluesky could become a preferred social network for SEO professionals, offering space to share website content without losing engagement.

It’s important to watch how Bluesky develops and grows to see if it can replace X as the main platform for the SEO community.

You can take advantage of this platform’s opportunities by staying updated and adapting to changes.

Featured Image: Shutterstock/NasShots

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Nov 11 2024

140 Social Sharing Sites That Boost SEO & Drive Traffic via @sejournal, @jonleeclark

Thankfully, every so often, a tool comes along that makes the complex world of search engine optimization a bit more manageable.

Social bookmarking sites are one of these tools that can be your new best friend in the SEO landscape.

Why are they so crucial? Simple: They’re powerhouses for building links, which are vital for SEO success.

Think of social bookmarking sites as your personal digital librarian. They let users discover, categorize, and store webpages all in one place using virtual “bookmarks.”

Social media platforms like Pinterest have revolutionized how we think about social bookmarking, proving themselves as essential tools in any marketer’s toolkit.

And it’s not just about generating any links; it’s about crafting quality connections that boost your visibility on search engines.

Sure, most of these links are nofollowed. However, the traffic and visibility they bring can catapult your site to the front page of search results.

But remember, there’s more to it than just links. Search engines use these sites to gauge the relevance and value of content. So, while you’re getting your name out there, you’re also building credibility and authority.

If you’re curious about which sites to start with, this guide has you covered.

Take a look at my list of the top 140 social bookmarking sites that are perfect for getting your content noticed and shared.

My Top 24 Social Sites (In No Particular Order)

1. X

X (formerly Twitter), despite what you may have heard, is still huge. In fact, the platform has over 500 million monthly active users.

While it might not be the first site that pops into your mind for submitting content, it has a large audience and is an efficient platform for posting.

Many people use it to post links, content, and images that they find interesting and worthy of a revisit in the future.

2. Pinterest

As the quintessential social bookmarking site, Pinterest has an average monthly user base of 498 million, roughly 72.6 percent of whom are female.

Furthermore, users are pinning over 1.5 billion Pins per week to more than 10 billion Pinterest boards.

3. Mix

In June 2018, the popular discovery platform StumbleUpon became Mix.

Mix lets you experience the internet as curated by machine learning, editors, or publishers.

You can also tag content that you liked, in particular, to share with others.

4. Slack

Slack is a group messaging program that provides users with customizable channels in which chats can occur.

You can also create private groups, and have direct messaging. I, personally, have found tremendous value in groups like The SEO Community and The SEO for Journalism groups.

In 2022, Slack had an estimated 35 million users.

5. Notion Community

Notion Community is a platform for users of Notion, the all-in-one workspace for note-taking, project management, and data organization.

The community allows users to share templates, setup tips, and best practices on using Notion effectively.

It’s perfect for productivity enthusiasts, project managers, and anyone interested in personal or professional organization.

This community helps individuals improve their workflow while connecting with others who use and customize Notion in innovative ways.

6. Pocket

Appropriately named, when you put something in your Pocket, it’s there to be found later.

Users of Pocket can hold onto anything they find on the internet or through various apps.

Bonus points for the fact that once something’s in your Pocket, you don’t need an internet connection to access it.

7. Digg

Got great content?

Then it belongs to Digg.

Digg is an addictive social bookmarking site that’s perfect for sharing your captivating content with a highly engaged audience.

8. Folkd

The Folkd bookmarking site contains a unique social search feature that works much like a typical search engine, except the results don’t come from a complex, machine-driven system of analytics.

Instead, top results display quality content that Folkd users have bookmarked.

The more saves a piece gets, the higher its rank in their social search, which helps connect their visitors with even more quality content.

9. Reddit

What can’t be found on Reddit?

Users generate threads that can then be commented on, upvoted, or downvoted, and it is a great tool when you’re looking to quickly promote content, generate content ideas, or get answers to a question.

It’s also now one of Google’s key AI training data sets.

10. Fark

One of Fark’s best attributes is their commitment to quality.

As a social networking news site, Fark receives mountains of submissions on a daily basis but presents only the best to their audience.

This site isn’t for wimpy, weak content.

But, if you’re ready to showcase your talent and drive traffic to your own site, Fark is the way to go.

11. BizSugar

If you’ve got content about startups, marketing, and the world of small business, then BizSugar is the social bookmarking site that will help build your reputation and brand authority in a growing community of like-minded small business professionals.

12. Slashdot

Slashdot is the ultimate bookmarking site for tech geeks and the techie at heart.

Users of Slashdot submit and share content on gaming, cloud computing, computer hardware, security management, and more.

13. We Heart It

While users can submit and bookmark different types of content, We Heart It is heavily visual.

The app is nice to look at, easy to use, and inspirational – especially for anyone who loves great imagery.

14. Scoop.It

This site, aimed toward professionals, offers solutions for content creation, content curation, predictive analysis, and content intelligence.

Scoop.It offers four different platforms – a free version for individuals, as well as three paid options: Pro, Plus, and Enterprise.

15. Elpha

Elpha is a social network tailored specifically for women in the tech industry, providing a space for networking, job opportunities, and sharing insights.

It’s designed to empower women by connecting them with peers and mentors, facilitating professional growth in a supportive community.

16. Diigo

Diigo is the ultimate social bookmarking site for academic types.

Educators, students, researchers, and anyone with an inquisitive mind love the features that make keeping track of their resources and sharing them easy.

Diigo is perfect for content that’s focused on statistics, analytics, or research of any industry.

17. BibSonomy

Granted, not many businesses publish scientific material as part of their marketing strategy.

But, for those who do, BibSonomy is a premier social bookmarking site for businesses and academic types to collect, share, and collaborate with the most recent, highly relevant research-based material.

18. Instagram

Instagram is one of the world’s most popular apps for photo, video, and live video sharing.

It’s the world’s fourth most-used social media platform, with over 2 billion monthly users.

The largest demographic on Instagram is 18 to 24-year-olds, representing 30.8% of users.

Furthermore, the average time spent on Instagram is 33 minutes per day.

19. Pearltrees

There’s a simplicity to Pearltrees that makes it a favorite among users who love to create collections of their favorite things.

Pearltrees offers functionality and a platform that makes it easy to share and gather new content.

20. DZone

DZone is one of the preferred social bookmarking sites for software developers around the world.

Each day, thousands of developers come to the site to learn, share, and read about the latest technologies and trends in the world of software development.

21. Medium

Typically used to share personal, original stories, Larry Kim has shown just how successful Medium can be for repurposing content.

22. SlideShare

While some claim SlideShare is on its way out, if you’ve created an amazing keynote or PowerPoint presentation, you’re going to want to repurpose that on SlideShare.

23. Quora

Not only a great research tool for Q&A content brainstorming, but Quora is a question-and-answer based site filled with a wide range of topics to discuss and follow.

24. Facebook Groups

A Facebook Group is a closed or open community within Facebook where users can post content ranging from links to events and questions.

As of August 2022, 1.8 billion people used Facebook Groups, and there were over 10 million groups on Facebook.

69 More For Good Measure

Here are 69 more social bookmarking sites for you to leverage in your SEO strategy.

A few of these you’ll be familiar with because they’re already insanely popular, but there are also plenty of lesser-known sites on the list.

25. Facebook

Facebook is arguably the most popular social network in the world.

Despite changes to how Facebook’s algorithm diminishes organic reach, it can still be a major source of traffic for posted content.

26. Flipboard

Flipboard curates the world’s stories you can focus on investing in yourself, stay informed, and get involved.

27. Feedly

Feedly is the most popular RSS blog reader, with more than 15 million users, and acts as a news aggregator for various web browsers and mobile devices.

28. Pinboard

Pinboard is a plainly designed social bookmarking website “for people who value privacy and speed.”

It focuses on the personal management of bookmarks using tags to organize them.

29. Instapaper

Instapaper is touted as the simplest way to save and store articles for reading offline, on-the-go, anytime, anywhere.

30. Untappd

Untappd caters to beer enthusiasts, providing a platform to rate beers, check into locations, and see where friends are drinking.

It combines social networking with user reviews, making it valuable for discovering new beers and venues.

31. LinkaGoGo

LinkaGoGo has been around since 2001.

It allows you to view bookmarks using dynamic bookmark toolbars.

32. LinkedIn

LinkedIn is a 500 million+ member social network designed to build and engage with your professional network.

33. Disqus

Disqus is a global comment system that improves discussion on websites and connects conversations across the web.

34. Listly

Listly helps bloggers and publishers engage readers by viral top 10 lists created by the community.

35. Tumblr

Tumblr, the popular “microblogging” network, allows users to post multimedia and other content to a short-form blog.

36. ArtStation

ArtStation is the hotspot for digital artists and illustrators to showcase their portfolios.

If you’re into game design, concept art, or just love browsing incredible creations, this is your scene.

37. Dotnetkicks

Dotnetkicks is a community-based news site edited by the community that specializes in .NET development techniques, technologies, and tools.

38. Pixiv

Pixiv is a Japanese online community where artists showcase their illustrations, manga, and novels.

It’s big on creativity and perfect for anyone looking to dive into anime-style art.

39. TikTok

TikTok is a video-sharing service that allows users to share videos that are 3 to 60 seconds long.

The app is credited largely with the success of many celebrities whose reach extends beyond the app and into the mainstream.

As of publishing, TikTok boasts 800 million users.

40. Ko-fi

Think of Ko-fi as a friendly tip jar for creators.

Whether you’re an artist, writer, or podcaster, you can receive support directly from your fans with a simple “Buy me a coffee” button.

41. FilmFreeway

FilmFreeway makes it easy for filmmakers to submit their films to hundreds of festivals all over the world.

It’s the go-to platform for indie creators looking to promote their work and for film buffs seeking the next big thing.

42. EyeEm

EyeEm is a global photography community and marketplace.

It’s perfect for budding photographers looking to showcase their work, connect with peers, and even sell their images to brands and publishers.

43. SocialBookmarkNow

SocialBookmarkNow is a social bookmarking site that boasts “instant approval” for submitted content.

44. Academia.edu

Academia.edu is a platform specifically tailored for academics and researchers to share research papers across a multitude of disciplines.

Users can follow each other’s work, update their profiles with new findings, and even track the impact of their publications.

It’s a valuable resource for enhancing visibility in the academic community and improving citations, which is beneficial for SEO in academic and educational content.

45. TechDirt

TechDirt is an online news blog that allows users to post their own stories.

46. AllTrails

AllTrails is a niche social network for outdoor enthusiasts, offering detailed information on trails around the world, including user reviews, photos, and trail maps.

Users can record their hikes, share their favorite trails, and provide updates about trail conditions.

It’s ideal for brands in the outdoor, travel, and fitness industries to connect with a highly engaged audience.

47. Houzz

Houzz is a platform for home remodeling and design, bringing homeowners and home professionals together in a uniquely visual community.

Here, professionals can showcase their portfolios, share design ideas, and connect with potential clients.

It’s a great tool for architects, interior designers, and contractors to enhance their SEO through project photos and customer reviews.

48. MetaFilter

MetaFilter is a community weblog that anyone can contribute a link or comment on.

49. Care.com

Care.com connects people with caregivers for children, seniors, and pets.

It allows caregivers to create profiles, post services, and gather reviews, which helps build their online presence and trustworthiness.

It’s also beneficial for service providers in the care sector to increase visibility and SEO through client interactions and endorsements.

50. Steemit

This is a blogging and social media website that gifts users with its cryptocurrency, STEEM, for publishing and curating content.

51. Bookmarkfeeds

Bookmarkfeeds allows users to submit article bookmarks from anywhere in the world.

52. BookmarkMaps

BookmarkMaps is a bookmarking service that allows members to submit articles and share the most-voted content to social networks like Facebook and Twitter.

53. Leavemark

Leavemark, launched in 2020, is an ad-free data storage and social media app that lets you save videos and photos and share them later.

The app features a time and space capsule option that allows information to be released in increments of 2 weeks, 2 months, 10 years, or when the recipient is within proximity of a given place.

There is also direct messaging, a newsfeed, and a family tree feature that allows you to preserve information for future family members.

54. Fabric

Fabric is like VH1’s Pop-Up Video but in real life (IRL).

It’s an augmented reality (AR) app that allows you to see people’s commentary on things within your immediate proximity.

You can comment on that commentary and start a virtual, and potentially in real life (IRL), conversation.

55. Vero

Vero is a social media app designed to compete with the one-two punch of Facebook and Instagram.

Vero boasts that it doesn’t sell data, features no ads, and uses no algorithms.

Instead, users select who gets to see their posts, and posts appear chronologically.

You can share suggestions for music, books, films, and more.

You can also shop within the app for any recommendations that you find particularly striking.

56. Caffeine

Caffeine is a platform that streams live content that you can interact with, including gaming, sports, and music.

57. Twitch

Twitch is a video streaming service owned by Amazon.

The platform focuses primarily on live video game streaming, but also includes e-sport competitions, music broadcasts, and other forms of creative content.

As of January 2024, Twitch had approximately 8.36 million active streamers.

58. Bluesky

Previously invite-only, Bluesky was started by Jack Dorsey as a project within X (Twitter) to explore decentralized social media.

It was eventually spun off into its own entity, built on an open protocol called the AT Protocol (Authenticated Transfer Protocol), which allows for interoperability between different services and platforms.

The network has seen explosive growth recently, given its similarities to X (Twitter). As of September 2024, Bluesky has over 7.6 million users.

59. Threads

Threads is a social media platform developed by Meta (formerly Facebook) and launched in July 2023.

It is closely integrated with Instagram, allowing users to sign in using their Instagram credentials and follow the same accounts.

Threads was created as a microblogging platform similar to X, allowing users to post short text updates, share photos and videos, and engage in threaded conversations.

Threads was positioned as an alternative to X, particularly after Elon Musk’s acquisition of Twitter. This led to some changes in the platform that left certain users dissatisfied.

However, Threads has gained traction with a focus on simplicity and familiar functionality for those used to Instagram.

60. BuzzCast

BuzzCast is a newer global social community for young and active people to meet new friends, find dates, and form meaningful connections quickly.

61. Masterminds

Mastermind is a social media platform for coordinating goal-oriented video chats with like-minded individuals.

The aim is to benefit from each other’s shared experience, encouragement, comradery, and accountability.

62. Triller

Triller is a social media video app where you film yourself lip-syncing, dancing, or both.

Triller’s editing algorithm then goes to work to edit your video for you based on audio and facial analyses.

63. WhatsApp

WhatsApp is an encrypted messaging service that allows you to send text and audio messages, make video and phone calls, share media, and send each other locations.

WhatsApp currently has 2 billion monthly users worldwide.

64. Tagged

Tagged is a social discovery platform that lets you browse the profiles of any members and share tags and virtual gifts.

65. Wattpad

Wattpad is a platform that services user-generated stories.

As of 2018, Watpad has 400 million stories and over 65 million users who spend over 15 billion minutes on the app each month.

66. Badoo

Badoo is a social networking website meant to facilitate friendship, romantic relationships, or just brief conversations.

You can search based on who’s nearby, use a more specific geographic search, use a Tinder-type feature where you swipe left or right, and have the option of video chatting as well.

Users are verified by uploading a photo of themselves in a specific pose that’s then verified by a moderator. People can also request selfies to confirm an identity.

Since launching in 2006, Badoo has had 425 million members.

67. Bubbly

Bubbly is an app that allows users to record voice blogs for upwards of 90 seconds to subscribe to the voice blogs of others.

Currently, you can apply voice filters, effects, and background music to the posts.

68. Cellufun

Cellufun is a social program that lets users play games together and comment anonymously using avatars.

69. Classmates

Classmates.com is a social media platform that allows users to make and search profiles, post and view notes, view other profiles and their photos, browse digital yearbook collections, and gain access to reunion planning tools.

70. Dropout

Dropout is an internet comedy company that, in addition to creating original content, allows for user-submitted videos, pictures, articles, and links.

71. Discord

Discord is an instant messaging software that allows you to communicate via text, image, video, and voice.

As of January 2024, Discord has 196.2 million active users.

72. GIPHY

Giphy is an online database and search engine that allows users to search for and share short looping videos with no sound, which resemble animated GIF files.

It is believed to have 1.7 billion daily users on both its app and website.

73. Imgur

Imgur is an image-sharing community and image host.

Many popular viral images and memes are hosted by Imgur and are used by Reddit to share images across the platform.

74. LINE

Line is a messaging service that lets users communicate using smartphones, tablet devices, and PCs.

Text, images, video, audio, and free VoIP calls and video conferences are all available.

Line also has a digital wallet called Line Pay, a news stream called Line Today, a video-on-demand service known as Line TV, and two digital comic services known as Line Manga and Line Webtoon.

Line is one of the most used apps in Japan, with over 88% of the population using it.

75. Mastodon

Mastodon is a decentralized social network offering an ad-free, open-source environment similar to Twitter.

Users can join servers that best fit their interests and engage in discussions or share media.

It’s an excellent alternative for creating content streams that can improve SEO by fostering community interactions and content sharing.

76. LiveJournal

LiveJournal is a social networking platform where people keep diaries. LiveJournal’s highest recorded number of users is 2.5 million.

77. MeetMe

MeetMe is a mix between a social media platform and a dating app.

Meetme works by verifying and populating your profile with data from Facebook.

You’re then shown users nearby who you have the opportunity to chat with and even arrange an in-person meeting.

MeetMe claims to have over 100 million users.

78. MocoSpace

Inspired by Myspace, MocoSpace is a mobile social network that includes games, chat, instant messaging, eCars, and photos.

MocoSpace has over 100 million registered users.

79. Myspace

Between 2005 and 2008, Myspace was the biggest social networking platform in the world, catering to over 100 million users per month.

The most recent statistics available for 2019 show that MySpace had 7 million monthly visitors.

80. Open Diary

Open Diary is an online diary community similar to LiveJournal and Xanga.

81. Skype

Skype is a popular video chat software that lets users communicate via audio, video, or text.

You can also send images, videos, files, and more.

More than 40 million people use Skype every day, with over 300 million active monthly users on the platform.

82. Telegram

Telegram is a chat app available for both desktop and mobile users.

The mobile version features encryption.

You can also send photos, videos, stickers, audio, and files.

As of 2024, Telegram has reached over 800 million monthly active users.

83. Tribe

Tribe is a social messaging app.

You can record and send messages to your friends just by holding your finger on their photo and then releasing it.

You can also create groups to send videos to several recipients at once.

Once the video is tapped and viewed, it disappears.

84. Viber

Viber is a software that allows for VoIP and instant messaging-based communications.

Users are verified by their cell phone. The app can also be used on desktops.

Viber gives users the opportunity to trade images and videos, as well as access to a paid international dedicated video and phone service called Viber Out.

Viber records having over a billion users.

85. Vimeo

Vimeo is a video hosting platform.

Vimeo is ad-free and instead derives its income by providing hosting plans to content producers and tools for video creation, editing, etc.

Vimeo also helps professionals connect with one another, with over 287 million creatives using the platform.

86. WatZatSong

WatZatSong is a community for music lovers where users can help each other identify songs.

Participants post a clip of a song they are trying to identify, and the community pitches in to help figure it out.

It’s an excellent platform for engaging with a music-focused audience and can be a fun way to drive traffic to sites related to music and entertainment.

87. Dropmark

Dropmark is a collaborative sharing tool.

You collect files, drag them into your browser to upload, and then share that collection with a group or individual of your choosing.

88. Droplr

Droplr allows you to take your screenshots or screen recordings, upload them to the cloud, and then share them with anyone.

89. Zight

Zight allows you to share screenshots or screen recordings.

Using its Instant Video feature, users can broadcast screen recordings instantaneously.

90. ePHOTOzine

ePHOTOzine is an online photography magazine offering a social networking platform for photographers to upload photos, participate in contests, and write reviews.

It’s a great space for photographers to improve their SEO by showcasing their work and engaging with a community of like-minded individuals.

91. Patreon

Patreon is an American membership-based platform that provides creators with the means to maintain subscription-based content.

Creators include video makers, podcasters, artists, writers, adult content creators, and more.

There are over 228,000 creators with at least one Patreon. Over the past two years, the number of creators has grown by 20%.

92. OnlyFans

OnlyFan is a content subscription service akin to Pateron that is particularly popular among the adult entertainment industry and fitness experts.

Creators receive funding based on subscriptions, tips, and pay-per-view events.

As of 2022, OnlyFan had over 3,100,000 content creators!

93. Substack

Substack is a platform that allows creators to have paid email newsletters.

Substack provides a content management system to create email newsletters, a way of collecting payments using Stripe, and a website that can provide free or paid-for content.

Don’t Forget The Music/Audio Social Sites

94. Datpiff

DatPiff is an online distribution platform focusing on hip-hop, rap, and R&B.

Basically, DatPiff is the modern-day equivalent of the sort of mixtapes or mix CDs fledgling artists would distribute with the hopes of having their music exposed to a larger audience.

95. Last.FM

Last.FM is a social media platform that follows users’ listening habits to create custom playlists.

Last.FM can gather data from popular music streaming apps, internet radio stations, or the user’s own desktop or mobile devices.

96. SoundCloud

SoundCloud is an audio distribution and music-sharing platform.

The platform would go on to have over 140 million registered users worldwide.

It has launched the careers of many professional and wildly successful musicians.

97. ReverbNation

ReverbNation is a website where musicians, producers, and venues collaborate and communicate.

98. Bandcamp

Bandcamp is an audio distribution platform.

Artists and labels upload their content to Bandcamp and then set how it’s sold, for how much, in what format, and can sell merch or physical media as well.

Plus, 20 Even More Niche Social Sharing Sites

99. Dribble

The go-to bookmarking site for creative types, especially designers.

If you like to explore graphic and visual design, or you have someone on your team who does, Dribble is a great spot to get some SEO backlink action.

100. Meetup

Meetup uses online groups to coordinate in-person meetings based on people’s shared interests.

Meetup has more than 60 million registered users.

101. Weed Life

Weed Life is a social network built for cannabis enthusiasts.

102. Nextdoor

Nextdoor is a social media platform that allows you to connect with people in your neighborhood.

You have to submit your real name and address (your street name without your unit number).

It’s currently available in 11 countries.

Only other members of your neighborhood can see your posts.

Nextdoor has 285,000 active neighborhoods and serves over 10 million users.

103. DeviantArt

DeviantArt is an online community where people share artwork, videos, and photography.

Most recent stats show that the site has over 26 million members and 251 million submissions.

Art can be browsed by categories such as type, operating system customization utilities, skins for applications, and more.

104. Goodreads

Goodreads is a social network where people post about and review books.

Users also have the option of creating groups based on suggestions, surveys, polls, blogs, and discussions.

On a yearly basis, users vote in the Goodreads Choice Awards based on books nominated by Goodreads as well as user suggestions.

As of 2022, Goodreads has more than 140 million members around the world.

105. CouchSurfing

CouchSurfing is a social networking platform that allows users to coordinate lodging and meetings or join and create events.

106. RunKeeper

Runkeeper is a fitness-tracking app that uses GPS to map your workouts.

Some activities include walking, running, and cycling.

Runkeeper has over 51.2 million users. You can share your workouts with others and the Runkeeper community as well.

107. Care2

Care2 is a social media platform that connects people based on the activist causes that they’re passionate about.

Care2 currently has over 63 million members and 2,750 nonprofit partners, has created nearly 457,000 petitions, and has accrued over 1.2 billion signatures.

108. eToro

eToro is a social trading platform and multi-asset brokerage company that offers financial and copy trading services.

Users are able to follow, view, and even recreate the practices of top traders on the platform.

As of 2024, eToro has over 35 million users.

109. Gaia Online

Gaia Online is an anime-themed social network and forum-based platform.

110. Italki

Italki is a platform that connects language learners to teachers using video chat.

Teachers earn money as freelance tutors.

111. Ravelry

Ravelry is a social networking service for people interested in knitting, crocheting, spinning, weaving, and other similar activities.

Users share projects, ideas, and their collections of yarns, fiber, and tools.

Ravelry has over 9 million registered users and roughly 1 million monthly active users.

112. The Dots

The Dots is a social networking program for creative professionals (writers, illustrators, videographers, etc.).

Members get to network, connect, collaborate, and be inspired by the individuals, teams, and brands with profiles.

113. BakeSpace

BakeSpace is a food-focused social networking site for sharing recipes, creating cookbooks, and meeting other food enthusiasts.

Users can exchange recipes, collaborate on cookbooks, and discuss cooking tips.

It’s a delicious way to connect with others who share a passion for cooking and can help food bloggers and brands boost their SEO through content sharing and interaction.

114. Strava

Strava is a social network for athletes, particularly runners and cyclists.

It tracks user activity via GPS, allowing members to share their workouts, compete with each other, and follow friends’ activities.

It’s excellent for motivation and community building among fitness enthusiasts.

115. MyHeritage

MyHeritage is a platform that allows users to create family trees, upload and browse photos, and search through over 9 billion historical records.

116. Viadeo

Viadeo is a professional social networking platform that connects business owners, entrepreneurs, and managers.

117. Yelp

Yelp is a crowdsourced review-based website that provides business ratings.

It also partners with a reservation service called Yelp Reservations.

Yelp has over 265 million reviews.

118. Letterboxd

Letterboxd is a social networking service that focuses on sharing reviews and adoration for film.

Users can keep a diary to track their opinions, films watched, and make lists. Users can also interact with one another.

Last But Not Least, 12 International Social Sharing Sites

119. FilmAffinity

Registered users can rate, find, and create lists of movies.

In the Spanish version of the site, it’s possible to write reviews.

In Spain, which is the platform’s country of origin, there are 3 million unique users.

120. Kuaishou

Kuaishou is a Chinese video-sharing app.

It’s known as “Snack” video in China and “Kwai” in other markets.

Kuaishou is used to create short videos that capture the everyday experiences of its users.

At the end of 2022, Kuaishou’s daily active users sat at 355.7 million.

121. Mixi

Mixi is a Japanese social networking service.

Its focus is on connecting with others based on shared interests.

Users can send messages, keep a blog, read and comment on other people’s blogs, set up and join communities, and invite friends.

Registration is confirmed using a valid Japanese cell phone number.

122. Qzone

Qzone is a social networking platform centered in China.

It lets users keep blogs, send photos, listen to music, and watch videos.

Statistics show that there are over 600 million active users on Qzone.

123. Sina Weibo

Sina Weibo is a Chinese microblogging site akin to Tumblr. Users can upload videos and pictures for instant or extended sharing.

Users can then comment via text, video, or pictures.

There’s also an instant messaging service.

In 2017, the platform reported it had over 290 million registered users.

124. CaringBridge

A health-focused social networking site, CaringBridge helps people stay connected with their family and friends during significant health challenges.

It offers personal, protected sites where users can share updates, receive messages of support, and coordinate help.

125. Tencent QQ

Tencent QQ, known as QQ, is an instant messaging program and web portal in China.

It provides online social games, music, shopping, microblogging, movies, and group and voice chat.

126. VK

VK is a Russian social networking platform. VK facilitates both private and public messaging, groups, public pages, and events.

With VK, you can also share and tag images, audio, and video. There are browser-based games as well.

As of May 2021, VK had 656,000,000+ users.

127. WeChat

WeChat is a Chinese-developed platform that allows for messaging, social media, and mobile payment.

In China, the app has been called the “app for everything.” As of 2019, WeChat had roughly 1 billion active users.

128. XING

Xing is a Hamburg-based social networking site for professionals primarily focused on the German-speaking market.

As of the end of December 2023, Xing reported that it reached 1.3 billion monthly active members.

129. YY

YY is a Chinese-based video social network that has its own virtual currency.

The currency is paid to people who create content ranging from karaoke videos to tutorials. The currency can later be exchanged for real money.

The platform also streams concerts, fashion, and sporting events. Users can chat as well. As of November 2019, YY had 157.8 million monthly active users.

130. Douban

Douban is a Chinese social networking platform that allows users to document information and create content about movies, books, TV, activities in China, and more.

Douban has 60 million registered users and 150 million unregistered visitors.

Registered users get recommendations and add them to other social networking options; unregistered users get reviews and ratings of media.

10 Bonus Social Sharing Sites

131. Blender Artists Community

Blender Artists Community is a vibrant network for users of Blender, the open-source 3D content-creation suite.

Members share projects, get feedback, and find tutorials.

It’s perfect for 3D artists looking to improve their skills, showcase their portfolio, and boost their presence in the 3D modeling community.

132. PixelFederation

PixelFederation is a community for gamers and game developers.

It provides a platform to discuss game development, share projects, and connect with other gaming enthusiasts.

This site is excellent for developers looking to increase visibility and engage with a community passionate about gaming.

133. GrowthHackers

GrowthHackers offers a hub where users can share and discuss strategies for growth, marketing, and scaling businesses.

Content ranges from articles to case studies, making it ideal for marketers and entrepreneurs interested in cutting-edge tactics for driving business growth.

134. Travello

Travello is a social network for travelers, providing a platform to share experiences, discover new adventures, and meet fellow travelers.

Its features include arranging meetups and sharing travel tips and photos, making it a valuable tool for travel bloggers and agencies to increase their reach.

135. Plantix

Plantix is a network for gardening and agriculture enthusiasts.

Users can diagnose plant diseases, share gardening tips, and discuss best practices in crop cultivation.

136. Kaggle

Kaggle is a platform for data scientists and analysts to explore and publish data sets, compete in competitions, and collaborate on projects.

This community is crucial for professionals looking to build their reputations and collaborate on data-driven projects, enhancing their visibility in the tech and scientific communities.

137. Threadless

Threadless is a community-driven site featuring user-designed t-shirts, hoodies, and prints.

Artists submit designs, which users vote on; the top-rated designs are then made into apparel.

It’s a fantastic way for graphic designers and artists to gain exposure and have their work featured on merchandise.

138. Dogster (And Catster)

Dogster and Catster are social networks for pet owners, offering a place to share photos, care tips, and pet stories.

139. Archilovers

Archilovers is a social network for architects, designers, and architecture enthusiasts.

It allows users to share projects, find design inspiration, and connect with other professionals.

140. Spiceworks

Spiceworks is a professional network for the IT community.

It combines community discussions, software tools, and a marketplace where IT professionals can exchange knowledge, tools, and services.

Harness The Power Of Social Bookmarking To Amplify Your Online Presence

Exploring the digital landscape like this reveals just how expansive it truly is!

Every business, including yours, competes to stand out and thrive online.

Effective digital marketing isn’t just about using any tools; it’s about using the right tools. Social bookmarking is one of these powerful tools, essential for building and enhancing your brand’s online visibility.

Remember, achieving success online is a collective effort. Social bookmarking connects you to a broader community, helping you engage with your audience and expand your reach.

Start incorporating social bookmarking into your strategy today and watch your digital presence grow.

More resources:

Featured Image: tovovan/Shutterstock

Ecommerce MGMT 0 Comments

Nov 4 2024

Making Social Media & SEO Work Together via @sejournal, @krisjonescom

The synergy between social media and SEO is critical in modern digital marketing.

As a seasoned SEO professional with 26 years of experience, I’ve observed how recent developments – such as the Google algorithm updates and the rise of Artificial Intelligence Optimization (AIO) – have reshaped the interplay between social media and search engine optimization.

Understanding this dynamic is essential for businesses aiming to enhance their online visibility and connect with their target audience effectively.

In this article, we’ll explore how social media can significantly boost your SEO efforts.

We’ll delve into practical examples, consider the impact of recent industry changes, and provide up-to-date references to help you navigate this complex landscape.

The Evolving Relationship Between Social Media And SEO

A Brief History And Recent Developments

Historically, the connection between social media and SEO has been nuanced.

While Google has consistently stated that social signals (likes, shares, comments) are not direct ranking factors, the indirect benefits are undeniable.

The Google leak of 2024, which unveiled insights into the search giant’s algorithmic considerations, highlighted the growing importance of user engagement metrics – many of which are influenced by social media activity.

Moreover, the introduction of AIO has further intertwined social media with SEO.

AIO leverages AI to optimize content and user experiences across platforms, including social media.

With AI algorithms now better at understanding content context and user intent, the lines between social media engagement and SEO performance are blurring.

The Impact of AI And Algorithm Updates On Social Signals

Google’s advancements in AI, particularly with the BERT and MUM algorithms, have enhanced the search engine’s ability to interpret natural language and user intent.

These developments mean that content shared on social media – especially when it generates significant engagement – can influence how search engines perceive and rank your website indirectly.

For instance, a viral social media post can lead to increased brand searches on Google, which is a positive signal to the search engine about your brand’s authority and relevance.

Additionally, AI-powered tools now analyze social media trends to inform SEO strategies, making social media an indispensable component of SEO planning.

How Social Media Helps SEO

1. Amplifying Content Reach And Engagement

Social media platforms serve as powerful amplifiers for your content, extending its reach beyond your website’s regular audience.

By actively sharing and promoting your content on these platforms, you tap into a vast network of potential readers, customers, and influencers who can engage with and spread your message further.

Example: Imagine you’ve published a comprehensive guide on sustainable living on your website. By sharing this guide on your social media platforms, you expose it to a broader audience who may not have found it through search engines alone. If your post gains traction – receiving shares, comments, and likes – it can drive substantial traffic to your site.

Recent Changes: With the rise of short-form video content on platforms like TikTok and Instagram Reels, sharing snippets or highlights of your content can entice users to visit your website for the full version. These platforms’ algorithms favor engaging content, increasing the likelihood of your content reaching a wider audience.

2. Enhancing Link Building Opportunities

Backlinks remain a cornerstone of SEO, signaling to search engines that your content is valuable and authoritative.

Social media can be a catalyst for earning these backlinks by exposing your content to individuals and organizations that may link to it from their own websites or blogs.

Example: A tech startup publishes an insightful article about emerging technologies. By promoting this article on LinkedIn, industry professionals may notice and reference it in their own blogs or articles, creating valuable backlinks.

Recent Changes: Google has provided guidance that focusing too much on links can be a distraction from what matters most to your audience. While links are still important, engagement with your content is becoming a key metric of effectiveness. Social media is an excellent way to both encourage and measure engagement with your content. A strong social media strategy encourages the most valuable types of links: earned links based on content that resonates with your audience.

3. Social Profiles In SERPs And Brand Visibility

Your social media profiles are extensions of your brand and can occupy prominent positions in search engine results pages (SERPs).

Optimizing these profiles not only strengthens your online presence but also provides additional pathways for users to discover and engage with your brand.

In recent updates, Google emphasizes results from user-generated content on Reddit so being present in relevant conversations and managing your brand on social platforms is becoming more critical to your SEO strategy.

Example: When users search for your brand, your social media profiles can appear alongside your website in the search results, occupying more real estate on the SERP and increasing your brand’s visibility.

Recent Changes: With Google’s continuous updates, there is a greater emphasis on providing users with comprehensive information. Social media profiles often appear in the knowledge panel or as rich results, offering users direct access to your latest updates and engagement opportunities.

4. Building Brand Trust and Authority

In a crowded digital marketplace, establishing trust and authority is essential.

Social media allows you to showcase your expertise, engage authentically with your audience, and build a community around your brand – all of which contribute to a stronger, more trustworthy online presence.

Example: A financial advisor regularly shares expert insights on X (Twitter), engaging with followers’ questions and discussions. This consistent presence builds credibility, encouraging users to visit their website for more in-depth information.

Recent Changes: The integration of user-generated content and reviews on social media platforms can influence public perception. Google considers brand reputation in its E-E-A-T (experience, expertise, authoritativeness, trustworthiness) criteria, and a strong social media presence contributes to this.

Conclusion

Social media and SEO are more interconnected than ever.

The evolution of Google’s algorithms and the advent of AI optimization have amplified the impact social media can have on your SEO efforts.

By strategically leveraging social platforms to share content, engage with your audience, and build brand authority, you indirectly boost your search engine rankings.

Remember, while social media signals may not be direct ranking factors, the ripple effects – such as increased traffic, enhanced backlink opportunities, and improved brand perception – play a significant role in your overall SEO performance.

Embrace the synergy between social media and SEO to stay ahead in this dynamic environment.

By integrating these strategies into your digital marketing plan, you’ll not only enhance your SEO efforts but also build a more robust and engaged online presence.

Stay informed about the latest developments, and don’t hesitate to adapt your approach as the digital landscape continues to evolve.

More resources:

Featured Image: gonin/Shutterstock

Ecommerce MGMT 0 Comments

Oct 29 2024

Ready to Make Reddit Work for Your Brand? [Webinar] via @sejournal, @brentcsutoras

Looking to unlock the power of Reddit’s unique platform to boost your brand, build organic strategies, or foster community engagement? We’re bringing together the experts, and they’re going to tell you how to do it.

Don’t miss this exclusive opportunity to receive actionable insights directly from the experts who help shape Reddit’s advertising and marketing landscape.

You’ll get insider tips on how to engage Reddit’s vast and diverse user base, tap into real-time conversations, and leverage the platform’s unique community-driven environment to drive your brand’s growth.

Whether your focus is on organic search, paid campaigns, community engagement, or crafting a winning content strategy, this is a rare chance to ask Reddit insiders whatever you want.

Meet Your Expert Panel:

Moderated by Brent Csutoras – A seasoned expert in digital marketing and Reddit strategy, Brent has spent years helping brands leverage Reddit to achieve tangible success. His strategic guidance will help ensure you get the most from this AMA.
Susan Billingsley – As the leader of Reddit’s global business brand and audience marketing, Susan is responsible for crafting narratives that connect with Reddit’s diverse user base and drive brand loyalty. She’ll share insights into what resonates with Reddit users and how to create compelling brand stories.
Rob Gaige – Rob brings his expertise in turning Reddit’s community conversations into actionable marketing strategies. With his finger on the pulse of consumer trends, he’ll guide you on how to stay ahead of shifts in audience behavior and preferences.
Nishe Modoyan – Overseeing Reddit’s core ads platform, Nishe leads go-to-market strategies with a deep passion for identifying the most effective advertising opportunities for Reddit’s business partners. She’ll offer expert advice on optimizing ad spend and maximizing ROI.

This AMA is designed to be an interactive, no-holds-barred conversation, giving you direct access to the minds behind Reddit’s advertising and marketing strategies. You’ll walk away with real insights for crafting your next campaign, whether it’s organic or paid – insights you can only hear from the experts shaping Reddit itself.

What We’ll Be Covering:

This is a chance to get behind the scenes of Reddit’s advertising and marketing ecosystem and understand how you can make the most of the platform’s vast and engaged user base. Learn how to harness Reddit’s vibrant communities, use advanced targeting options for ads, and capitalize on emerging consumer trends.

Who Should Attend?

This presentation is tailor-made for marketing leaders, digital strategists, and managers who are eager to explore Reddit’s full potential. If you’re tasked with expanding brand reach, fostering community engagement, or driving targeted ad campaigns, we want to hear your questions!

While We Typically Provide Key Takeaways, This Time You Drive the Conversation!

Wondering what you can expect? Here are a few of the burning questions we anticipate answering:

What are the most effective strategies for engaging Reddit’s highly active communities and creating meaningful interactions?
How can I use Reddit Ads to boost brand awareness, generate leads, and drive conversions?
How can insights derived from Reddit’s communities help predict emerging consumer trends and behavior?
What are the best practices for leveraging Reddit’s rich data to enhance and refine my brand strategy?
How do I find the right balance between organic engagement and paid advertising to maximize impact without losing authenticity?

Ready to Gain a Competitive Edge? Secure Your Spot Now!

Always wanted direct access to the pros at Reddit? Register today to be part of a live conversation and get answers to all your burning questions.

Can’t Make It?

No worries! Register anyway, and we’ll ensure you receive a recording of the event after, so you don’t miss out on a single insight.

We can’t wait to take your questions!

Ecommerce MGMT 0 Comments

Oct 28 2024

A New Era Of SEO: Leveraging YouTube, LinkedIn, And Cross-Channel Strategies For Success via @sejournal, @gregjarboe

SEO professionals are on the verge of a new era.

With hindsight, the previous epoch could be called “The Age of the One-Trick Pony.” It began back in 2002 when Google passed more than a dozen crawlers and directories to become the dominant search engine.

If you learned how to improve a website’s visibility in Google’s natural or unpaid search results, then you could get a respectable job as a search engine optimizer.

But, the era of one-trick ponies is about to end. So, it’s time to re-envision your career path.

Going forward, SEO specialists will need to invest more time in learning four additional disciplines: digital analytics, digital advertising, content marketing, and social media marketing.

SEO managers will also need to demonstrate critical thinking about digital marketing strategy if they ever hope to climb the ladder.

So, where should you begin?

Digital Analytics

You should start by learning more about digital analytics, which is the process of collecting, measuring, analyzing, and interpreting data from digital sources to understand how users interact with online content.

This will help you understand why traditional metrics like “keyword rankings” and “organic pageviews” – which are the top two performance metrics that SEO professionals use to measure success in 2024 – aren’t getting noticed anymore. This means they’re never going to help you get a promotion, let alone a seat at the big table.

As Search Engine Journal’s State Of SEO 2025 noted:

“Keyword rankings and pageviews are not necessarily relevant to business goals. They’re the main metrics being disrupted right now, but it’s critical to lean into disruption to discover opportunities and change strategies.”

So, it is worth learning how digital analytics can help you measure success using key performance indicators (KPIs) that are tied to business goals like “drive online sales” for ecommerce sites, “generate leads” for lead-generation sites, and even “raise brand awareness” for publishers.

For example, Rand Fishkin recently wrote a blog post titled, 2024 Zero-Click Search Study: For every 1,000 EU Google Searches, only 374 clicks go to the Open Web. In the US, it’s 360.

He used a clickstream panel from Datos to tackle a couple of critical questions:

What typically occurs after Americans and Europeans perform a Google search?
In 2024, what percentage of searches end without any clicks?

As the twin charts below indicate, close to 60% of Google searches result in zero clicks, while slightly more than 40% result in a click.

twin charts indicate close to 60% of Google searches result in zero clicks, while slightly more than 40% result in a click

Image from Sparktoro, September 2024

Of the searches that result in a click, about 25-30% go to platforms that Google owns, including YouTube, Google Images, Google Maps, and Google News. Meanwhile, the other 70% to 75% go to a non-Google-owned, non-Google-ad-paying property.

For every 1,000 Google searches, only 360 clicks in the U.S. and just 374 clicks in Europe go to the open web.

That is why you should use digital analytics to measure the impact of visibility in Google’s natural or unpaid search results on raising brand awareness.

How do you do that? As I mentioned in No-Click Searches Require A New Way To Measure SEO Results, this issue might be relatively new for SEO specialists and managers, but it’s a long-standing challenge for PR professionals.

In the late 1980s, I was the director of corporate communications at Lotus Development Corporation and at Ziff-Davis during the 1990s. Back then, I began utilizing surveys to measure the impact of publicity on brand awareness.

Today, you can use a modified version of brand lift surveys to measure this KPI.

Brand lift surveys ask people questions about your brand and products – either before and after your target audience has been exposed to a new campaign or at regular intervals.

The questions can help you understand how your SEO efforts and other cross-channel programs are impacting your brand, including:

Awareness.
Consideration.
Favorability.
Purchase intent.

In other words, learning to use digital analytics to measure, analyze, and interpret data is significantly more valuable to your career than just using the same old web analytics metrics that SEO pros have been collecting and reporting for more than 20 years.

Digital Advertising

Next, I would recommend learning more about digital advertising, which includes pay-per-click (PPC) advertising.

Digital ads can appear in many forms, including text, images, audio, and video, and can be found on various platforms, such as search engines, social media, and websites.

You’re probably sharing your keyword research with colleagues in your advertising department or over at your ad agency. But that is just the front end of a longer process – you should learn more about the middle and back end, too.

For example, I had bet dollars to donuts that your colleagues in advertising are busy setting up audiences in Google Analytics 4, which lets them segment users in ways that are important to your business.

By linking your GA4 account to Google Ads, they can remarket to them.

Why does this represent a strategic opportunity for SEO pros?

Back in December 2020, I wrote The Future Of SEO Lies In The ‘Messy Middle’ Of The Purchase Journey. I reported on research by Google’s Market Insights team in the UK, which found:

“People don’t make decisions in a neat, linear fashion.”

Between the moment they realize they need or want something and the moment they make a purchase, a lot happens.

The research also found:

“People look for information about a category’s products and brands, and then weigh all the options.”

They go through two different mental modes in the messy middle: exploration, which is an expansive activity, and evaluation, which is a reductive activity.

It concluded:

“Whatever a person is doing, across a huge array of online sources, such as search engines, social media, and review sites, can be classified into one of these two mental modes.”

So, how do SEO professionals harness this insight?

What if you started building “SEO audiences” in GA4 to help people in the “messy middle” of their purchase journey?

You could then share your SEO audiences with your colleague in advertising, who could then create a remarketing campaign targeted at this specific group of users – and help them complete their purchase journey.

For example, if your SEO program builds an audience of 1,000 users who:

Begin the checkout process, then your colleague could use Google Ads to ask them to make a purchase.
Download a white paper, then your colleague could use Google Ads to ask them to complete a registration form.
Scroll to 90% of a blog post or article, then your colleague could use Google Ads to ask them to subscribe to a newsletter.

SEJ’s State of SEO 2025 says the biggest barrier to SEO success in the last 12 months was “budget and resources.” And that was followed by two other traditional barriers: “Google algorithm updates” and “competition in SERPs.”

But if you dig a little deeper, the fourth item on the list of the biggest barriers to SEO success was “alignment with other departments.”

So, imagine what would happen if the SEO and PPC people started working together to help people in the “messy middle” of their purchase journey?

Content Marketing, Social Media Marketing, And SEO

Speaking of alignment with other departments, SEO pros need to learn even more than they already know about content marketing and social media marketing.

Why? Because these three disciplines often overlap, as you can see in the illustration below, which appears in Digital Marketing Fundamentals: OMCP’s Official Guide to OMCA Certification. (Disclosure: I am one of the co-authors.)

Venn diagram of SEO, Social media marketing, and content marketing

Image from author, September 2024

Overlapping responsibilities can be a waste of time and frustrating for teams. So, these tend to be the first things that companies and clients trim when they tighten their purse strings.

Ironically, slightly overlapping roles can improve workflow integration. This is because each role’s activities impact the next process in the workflow.

Alignment with other departments isn’t just a way to keep your SEO budget and resources from being cut. It is also a way to overcome other barriers to SEO success, like “Google algorithm updates” and “competition in SERPs.”

Want an example?

Just read AI On Innovation: Analysis Of +546,000 AI Overviews.

The article by Kevin Indig dives into the latest data on AI Overviews (AIO) to understand domain visibility, citation trends, and effective search strategies crucial for SEO success.

What does he notice? The top three most cited domains in AIOs are:

YouTube.com.
Wikipedia.com.
LinkedIn.com.

What does he wonder?

“The fact that two social networks, YouTube and LinkedIn, are in the top three most cited domains raises the question of whether we can influence AIO answers with content on YouTube and LinkedIn more than our own.”

Indig also notes that videos take more effort to produce than LinkedIn answers, but videos might also be more defensible against copycats. So, “AIO-optimization strategies should include social and video content.”

Let us imagine that you are the SEO manager at a Fortune 500 company. What would happen if your chief marketing officer (CMO) decided to create a task force to develop AIO-optimization strategies?

If the task force included managers from the SEO, content marketing, and social media marketing departments, then how likely is it that you would be selected to head up this team?

Unfortunately, your CMO has probably read The people who ruined the internet, which was published in The Verge on Nov. 1, 2023.

Since then, SEJ’s State of SEO 2025 confirms that 46.3% of SEO professionals are “content goblins,” a term that the author coined to describe people “willing to eschew rules, morals, and good taste in exchange for eyeballs and mountains of cash.”

Another 25.2% of SEO pros are “alligator wrestlers,” another term coined by The Verge to describe the link spammers who want people to click on “WATCH: 10-foot Gator Prepares to Maul Digital Marketers.”

And 19.6% were confused by these descriptions, which indicates that they don’t get out of their silos very often.

So, how do you avoid the stereotype that SEO pros are hustlers, while simultaneously demonstrating that you have the education, expertise, and experience needed to lead an interdisciplinary team?

Yes, you could cram for the job interview by reading 20 Confirmed Facts About YouTube’s Algorithm and LinkedIn Algorithm Change Could Promote Your Best Posts For Months.

But you’d probably improve your chances of getting the new position by also reading:

In other words, the more you know about content marketing and social media marketing, the more likely it is that you will be chosen to head up a task force to develop AIO-optimization strategies.

And working collaboratively with other departments to leverage YouTube, LinkedIn, and cross-channel strategies will also increase your odds of getting promoted in the foreseeable future.

Digital Marketing Strategy

But when you climb the corporate ladder, don’t be surprised if your next job title doesn’t include the term “search engine optimization” or “SEO.”

Back in November 2020, I noticed that there were very few vice presidents of search engine optimization. And back then, I wondered what SEO managers still needed to learn to become a VP of SEO.

In February 2024, Adam Audette provided an update in a post titled, The Demise of the VP of SEO Role. He noticed:

“Over the last 18 months there has been a marked decline in the job market for senior SEO leadership roles across in-house and agency landscapes, and this trend is persisting.”

And he wondered:

“Maybe companies don’t believe SEO by itself is enough anymore. Job seekers need SEO plus something extra.”

As I mentioned earlier, the era of one-trick ponies is about to end. What comes next can only be described using Words of Estimative Probability (WEP), which are used by intelligence analysts in analytic reports to convey the likelihood of a future event occurring.

So, whether you’re called the VP of marketing, CMO, or chief growth officer (CGO), the challenge will be the same: Create successful digital marketing strategies when your global company or top brand is faced with unexpected opportunities or unanticipated threats in the unforeseeable future.

What are the odds that you can overcome that challenge?

You can increase the likelihood of success by reading case studies and then asking yourself two questions:

What do I notice?
What do I wonder?

I used this approach when I wrote the chapter on digital marketing strategy in the book, “Digital Marketing Fundamentals.” I shared two articles that I had written for Search Engine Journal:

Now, learning lessons from others is a good start, but you can significantly improve your chances of success by borrowing a big idea from my old friend and former colleague, Avinash Kaushik. He wrote an article titled, Stop Exceeding Expectations, Suck Less First.

He said that we should stop trying to “exceed the (often less-than-optimally informed) expectations of Wall Street Analysts” because “this desire to overachieve also comes at a very heavy cost – it drives sub-optimal behavior.”

Instead, he recommended this “as the #1 goal for your company: Suck less, every day.”

How does this incremental approach help a VP of marketing, CMO, or CGO achieve their business objectives?

In the same chapter on digital marketing strategy, I referenced a post in Occam’s Razor by Kaushik titled, Digital Marketing And Analytics: Two Ladders For Magnificent Success.

Back in December 2013, he said:

“More often than not, magnificent success results from executing a business plan that is rooted in a strong understanding of the landscape of possibilities, and a deep self-awareness of business capabilities. These business plans will contain a structured approach…”

Then, he shared the Digital Marketing “Ladder of Awesomeness” below.

Image from Occam’s Razor by Kaushik, September 2024

Next, Kaushik shared the Digital Analytics “Ladder of Awesomeness” below, which outlines the KPIs for each step.

Image from Occam’s Razor by Kaushik, September 2024

Now, your twin ladders of awesomeness might look a little different than his because this is 2024 – not 2013.

And both digital marketing and digital analytics have evolved. But the step-by-step process that Kaushik outlined will help you make the hard choices that are the most relevant for your company or brand when it finds itself in an unexpected, unanticipated, or unforeseeable position.

So, the first step in this new era of SEO is developing digital marketing strategies that help you avoid the pitfalls, seize the opportunities, and climb the ladder of success.

In parallel, the second step should be learning how to measure incrementality, the conversions that would not have occurred without marketing influence.

Oh, it’s also smart to start climbing these twin ladders of awesomeness as quickly as you can.

Why? Because the clock is ticking.

According to Spencer Stuart’s most recent CMO Tenure Study, Fortune 500 CMOs had an average tenure of 4.2 years last year.

However, there are differences between diverse types of companies.

CMOs at B2B companies tend to stay in their roles for an average of 4.5 years; CMOs at B2C companies average 4.0 years; CMOs at the top 100 advertisers hand on to their jobs for just 3.1 years.

In the next couple of years, a significant percentage of CMO jobs are going to open suddenly. How likely is it that you’ll be ready to be interviewed for one of them?

Spencer Stuart also noticed that 34% of Fortune 500 CMOs lead functions in addition to marketing, such as communications. So, the “plus something extra” trend extends from the SEO manager level all the way up to the CMO level.

The Age Of Awesomeness

Take an expanded view of marketing leaders’ growing purview and start climbing the ladder as soon as humanly possible.

The only thing that’s left to do is coin a unique term for the new era we’re entering.

We could call it the “Age of Awesomeness” or the “Epoch of Twin Escalators.” But I’m open to other suggestions.

What have you noticed, and what have you wondered?

More resources:

Featured Image: ImageFlow/Shutterstock

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Oct 11 2024

How Marketers Can Reach Gen Z On Social Media via @sejournal, @rio_seo

Born between 1997 and 2012, Generation Z (Gen Z) is the first generation to have grown up with the internet, social media, and smartphones as part of their everyday lives.

More than just very demure and very mindful, they’re a complex demographic myriad businesses and industries are vying to target – with their own unique set of ideals, values, and interests that vary drastically from older generations.

For social media marketers, effectively reaching Gen Z requires more than injecting buzzwords and phrases into your messaging.

It requires a strategic approach that starts with obtaining a comprehensive understanding of this specific audience.

Unlike previous generations, Gen Z came into the world with the internet already having made a significant impact for both business and consumers alike.

Smartphones were well on their way to becoming a household necessity, with the first iPhone being introduced on June 29, 2007. Myspace was also about to become a phenomenon that would inspire and forever shape the social media technology movement.

Given the breadth of experience Gen Z has with smart devices, technology, and social media, it’s imperative for marketers to tailor their social media strategies to successfully capture and convert potential Gen Z customers.

As marketers, now is the time to uncover what motivates Gen Z and how to capture the largest market segment to improve return on investment, maximize your marketing efforts, and drive more qualified business.

Let’s unpack exactly who this generation is and proven strategies for increasing Gen Z engagement across numerous social media platforms.

Demystifying Gen Z: Who Are They Exactly?

Gen Z comprises a little over one-fifth (20.69%) of the U.S. population.

Gen Z is unique among current generations – not just for the social structure they have come up in, but also for their spending habits, which differ from other generations.

According to Statista, Gen Z isn’t as motivated to purchase a product after seeing an ad on TV, with only about a third of this demographic saying a TV ad has prompted them to make a purchase.

Social media’s influence, however, was proven to be much more profound.

Gen Z And Social Media

Two-thirds of Gen Zers say they’ve been influenced to make a purchase after seeing a social media advertisement.

Additionally, 33% of the Gen Z population is interested in buying from a brand founded by an influencer, a stark contrast from the minuscule 4% of Baby Boomers who expressed interest in doing the same.

Social media is woven into the fabric of their lives.

A 2024 report by Morning Consult found that 54% of Gen Zers favor YouTube over any other social media platform, with 80% spending their time on it. Instagram is another platform after YouTube, with 75% of Gen Zers gravitating towards spending time there. TikTok (69%) and Snapchat (63%) are also popular platforms for Gen Zers.

Furthermore, the same report indicates 35% of Gen Zers spend over 4 hours a day using social media, and only 4% spend less than 1 hour a day.

Knowing that Gen Z spends ample time on social media regularly highlights the need for marketers to focus their attention and efforts on this dominating channel.

This holds especially true for the social channels Gen Z frequents most, which are YouTube, Instagram, TikTok, and Snapchat.

Gen Z’s Dual World: Online Convenience Meets In-Person Experience

When it comes to online versus in-person shopping, it’s more of a toss-up.

Gen Z is accustomed to the convenience of online shopping, but they value real-life experiences, as well as the ease of same-day pickup.

A Deloitte study in 2023 also found a 50/50 split between Gen Zers and Millennials who see online interactions as meaningful replacements to in-person experiences, and those who prefer the real thing.

All of this suggests that an omnichannel approach to the customer experience is best for Gen Z, but still poses an interesting conundrum for marketers.

We know where Gen Zers are spending their time and how to reach them, but what does it take to connect with them authentically? And what drives them to log off and shop in person?

Here are six social media best practices to consider when targeting a Gen Z audience.

1. Embrace Partnership With Creators

The concept of the traditional “influencer” – who does sponsorship deals, goes on brand trips, and sells an aspirational lifestyle attainable to their followers through the purchasing of products – dominated the 2010s.

But for Gen Z, that heyday is proving to be behind us. As they become savvier about when and how they’re being sold to, the creator economy is king.

In this new paradigm, authenticity and originality are lauded over aspiration.

TikTok creator Alix Earle jumps to mind as a prime example. Earle has seen rapid fame in just a few short months, surpassing 5 million followers today.

She has all the marks of a traditional influencer – the travel, high-end products, and aspirational lifestyle – but her unpolished and relatable tone is arguably what garnered her a massive audience, and what keeps them around as her lifestyle appears to become less attainable.

When she recommends a product to an audience, it feels organic, like a recommendation from a friend.

As a brand, encouraging, engaging with, and platforming this type of user-generated content (UGC) – where your product might not be the star of a scripted video, but a detail in a larger story – can be very effective with Gen Z.

2. Give The Brand A Persona Online

In addition to outsourcing content to creators with their own audiences, we’re also seeing the emergence of brands becoming influencers in their own right.

Some do this by bringing on a well-known creator to represent their brand’s social presence. For example, Kyle Prue, a TikTok creator with over 1.4 million followers, has become jointly known for the personal finance brand, Fizz.

Stylistically, the content for Fizz is virtually indistinguishable from his personal content – except for the fact that it’s about personal finance.

Others employ a character or a staff member to become the face of the brand online.

The popular language learning app, Duolingo, has amassed over 6.5 million TikTok followers making videos featuring its mascot, the Duolingo owl (and most of these videos have nothing to do with learning a language).

Another example with a different twist is the bag brand, Baboon to the Moon, which leverages a few of its Gen Z team members to make content that often features products prominently but feels snarky and off the cuff – a tone that tends to resonate well with the Gen Z audience.

3. Focus On Engagement Over Follower Count

Gen Z is far less brand loyal than its predecessors.

They’re frequently served content from social media main pages like TikTok’s For You page, Instagram’s Discover tab, and YouTube’s Recommended page.

An eye toward individual post engagement and visibility can be a better indicator of success than follower count by profile.

From a local experience (LX) perspective, this also means that there can be value in creating profiles for local stores to build a more personal connection with those locations.

Showing the location, offers, or events specific to that store and the people who work there could encourage more engagement.

For example, the TikTok profile for a Barnes and Noble location in Canton, Connecticut, has 15,600 followers and nearly 686,000 likes on its posts.

Democratizing content creation in this way can be a great way to generate more overall engagement, especially at the community level, and foster a sense of ownership with your staff.

4. Use Video To Your Advantage

Video marketing is a primary purchase driver for the Gen Z demographic. Not only does this audience like to watch videos, but they can also compel them to take action and purchase a product or service.

The previously cited report from Morning Consult found that over half (53%) of GenZers have purchased an item shown in a review video, and 40% have done the same from haul videos.

“Get Ready With Me (GRWM)” videos also inspire purchasing, with 37% of respondents saying this has led to a purchase as well.

The video purchasing trend aligns closely with the fact that Gen Z prefers to engage with platforms that allow for easy video creation, such as TikTok and Instagram.

When creating videos, it’s important for your business and any influencers you partner with to remain authentic and genuine.

Gen Zers are quick to abandon ship and take their money elsewhere if they feel a brand is being deceitful or if an influencer’s testimonial appears forced.

This is why it’s crucial to partner with influencers within your niche and who already have an understanding of your industry.

It’s beneficial to also examine the influencer’s reach and average post engagement to ensure your dollars are being well spent.

Scripts should also be avoided as this can appear inauthentic. Give influencers or your employees talking points to cover during their video, but stray away from regurgitating a word-for-word speech.

Your videos should be conversational, fun, and valuable for the intended audience.

5. Optimize Your Google Business Profile

Let’s say that you successfully build the authentic connection and positive association necessary to attract a Gen Z buyer.

At the local level, their experience begins when they open a new tab on their computer or switch apps on their photo to search for your brand – and there’s a strong chance that they are turning to Google to do that.

In a 2022 study of local consumer search behavior (Disclosure: I work for Rio SEO), we found that:

47% of Gen Zers said they very frequently use Google Search and Google Maps to find information about businesses in their area.
65% of the most frequently searched information on local business listings is the business address/directions – followed by reviews (56%), hours of operation (54%), and website (54%).
68% of Gen Zers conduct online searches a few times per day.
65% of Gen Zers want to travel 10 miles or less for a business’s products or services.

To progress your Gen Z leads from social media marketing into conversion, managing your LX and optimizing with your Google Business Profile (GBP) is key.

Your GBP should be optimized for mobile and up-to-date, with correct store hours and addresses with GPS directions, as well as quick visibility into in-store inventory, payment options, and other store highlights.

6. Create Short-Form Content

Capturing the attention of a Gen Z audience can be daunting as they prefer quick and short snippets of information. Gen Z isn’t interested in consuming cumbersome videos.

They crave content that’s easy to digest and gets to the point right away.

Businesses should focus on incorporating short-form content into their social media strategy, such as 10-, 30-, and 60-second videos on TikTok, Instagram Reels, and YouTube Shorts.

Each of these formats is designed to entice the viewer in a short timeframe, ensuring they don’t tune out before your message is delivered.

Incorporating current trends can also help capture Gen Z’s attention.

A video from TikTok creator Jools Lebron gained lightning-speed traction when she modeled her “demure” workplace-friendly makeup. She quipped the look was “Very demure. Very mindful.”

The video’s popularity has since skyrocketed, prompting businesses and consumers alike to adopt and insert the phrase into their everyday jargon.

Businesses have since capitalized on the trend, adding the phrase into their own posts and videos to stay current with the Gen Z audience.

Popular, renowned brands such as Netflix, Zillow, and Lyft hired Lebron for marketing campaigns, where she uses her now iconic phrase “very demure, very mindful” in ads for the respective businesses.

While the demure trend may not last much longer before the next viral video steals the spotlight, it’s crucial for businesses to pay close attention to what’s trending to captivate Gen Z’s attention across their most visited social media platforms.

In Conclusion

The key takeaway is this: Gen Z social media marketing requires striking a balance between adaptability of medium and consistency of voice to bring in an engaged audience.

Optimizing online, social media, and local experience will equip brands to convert that audience into customers.

The brands that make both sides a priority will be the best poised to break through to this notoriously elusive generation.

More resources:

Featured Image: DavideAngelini/Shutterstock

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Oct 10 2024

Charts: U.S. TikTok Shop Sales 2023-2024

Charm is a U.S.-based data platform providing retailers, sales teams, and investors with in-depth analytics on direct-to-consumer brands. Charm’s staff has collaborated with ex-ByteDance employees to collect publicly available U.S. TikTok Shop data across various categories from its launch in September 2023 to September 2024.

Notably, “Beauty & Personal Care” dominates, generating over $1 billion in revenue. “Womenswear” follows with $621 million, showing that fashion is another leading sector.

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The data also shows an upward trend in U.S. TikTok Shop’s monthly sales from its launch in September 2023 through mid-September 2024, indicating strong early adoption and consistent growth. Revenue peaked in July 2024 at over $600 million.

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In addition, the top five products by revenue on U.S. TikTok Shop reveal a strong consumer interest in health and wellness: “15 Day Cleanse” (gut and colon support) with $39.7 million in revenue, followed by “Multi Collagen Peptides Powder” (anti-aging complex, $26.4 million), “BetterAlt Himalayan Shilajit Resin” (nutritional supplement, $20.3 million), “MultiMineral Sea Moss” (nutritional supplement, $20.1 million), and “GuruNanda Cocomint Pulling Oil” (teeth whitener, $19.4 million).

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Furthermore, prerecorded video was the top sales channel on U.S. TikTok Shop at $2.5 billion.

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