Many companies measure their social media performance by follower count and impressions. Both are easy to track and easy to report but they are disconnected from businesses’ goals. These two measurements are called vanity metrics – numbers that look impressive on paper but don’t connect meaningfully to sales. The problem with vanity metrics is that […]
According to HubSpot’s 2026 State of Marketing Report, nearly 94% of marketers plan to use AI for content creation in 2026. The percentage of marketing teams not using AI for content has dropped from 65% to 5% in two years. If you’ve used AI to create content for your company, you know the tools are […]
When people hear “influencer marketing,” they often picture consumer brands and social media celebrities. That association has made a lot of B2B companies dismissive of the concept, which has left a meaningful opportunity on the table. B2B influencer marketing is one of the fastest-growing categories in the space. It is expanding 47% year over year. […]
Social media influencers have carved out a key role in the marketing world, and are vastly important for big and small brands alike. According to Statista, social media influencing was a $16.4 billion global business in 2022 – an increase of more than 256% during the past five years. It’s a booming business because it helps create business. […]