Category: Social Media

Advertising Industry Marketing

The Creator Economy Is Far From Overblown

Rand FishkinBy Rand Fishkin
I came across Alex Kantrowitz’s The Creator Economy Was Way Overblown in my weekend reading. It’s well-written, but completely wrong. Here’s an excerpt of the core arguments: “After years of hype, the Creator Economy is slamming into reality. Influencer programs are shuttering. Investment is drying up. And worsening economic conditions are threatening to crush creators and the tech infrastructure behind them. While…
Industry Marketing Predictions Tactics

Why Marketers, Creators, and Brands Should Start Using Mastodon ASAP

Rand FishkinBy Rand Fishkin
I joined Twitter in June, 2007. It turned out to be a very smart move; over the next decade, that network had a massive impact on my professional success. Some of that is because I did interesting or valuable things, but a lot of it was a combination of timing and serendipity. There are plenty of articles about why you…
Marketing Personal Tactics

How Rand Makes Those Split-Screen Videos You See on LinkedIn and Twitter

Rand FishkinBy Rand Fishkin
Several times a week, I post videos that look like this on (usually) LinkedIn and Twitter: They tend to get a lot of engagement (in this case, 10,000+ “impressions” which translates to a respectable 2,880 “viewers” according to LinkedIn). And inevitably, I get comments, DMs, or emails that ask “how do you make those split screen recording videos?” It’s easy…
Data Marketing Tactics

How to Measure “Hard-to-Measure” Marketing Channels

Rand FishkinBy Rand Fishkin
I’ve ranted endlessly about how marketing leaders refuse to invest in hard-to-measure marketing channels like PR, media, native social, events, many types of content, and word-of-mouth. But, never stepped up and made clear how to use metrics, imperfect though they may be, to turn impossible-to-measure into difficult, but possible. Sadly, I’ve never seen a high-quality offering to reliably point-to, either.…
Industry Marketing Psychology Tactics

Zero-Click Content: The Counterintuitive Way to Succeed in a Platform-Native World

Amanda NatividadBy Amanda Natividad
Update: We hosted a SparkToro Office Hours webinar about Zero-Click content on August 23. Sign up free to watch the replay. It could be a chicken or egg situation: Maybe the platforms have made us lazy, or we’ve trained their algorithms to reward platform-native content — as in, content that keeps people on the platforms’ sites instead of sending them…
Data

SparkToro & Followerwonk Joint Twitter Analysis: 19.42% of Active Accounts Are Fake or Spam

Rand FishkinBy Rand Fishkin
TL;DR – From May 13-15, 2022, SparkToro and Followerwonk conducted a rigorous, joint analysis of five datasets including a variety of active (i.e. tweeting) and non-active accounts. The analysis we believe to be most compelling uses 44,058 public Twitter accounts active in the last 90 days. These accounts were randomly selected, by machine, from a set of 130+ million public,…
Data Marketing Tactics

Provable Marketing Attribution is a Boondoggle; Trust Your Gut Instead

Rand FishkinBy Rand Fishkin
You’ve heard the marketing analytics spiel before. It goes something like: Marketing journeys are long, complicated, multi-channel paths. Tracking them is always imperfect, but if you employ an extensive, expensive, difficult-to-configure combination of tools, tracking systems, and deeply talented statistics professionals, you can build a high-quality, predictive attribution modeling structure that approximates reality with relatively minor gaps. My counterpoint: don’t…

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