Author: Franz Malten Buemann

Before I joined Buffer in 2022 as a content writer, I had my fair share of work experience: jobs and internships during both undergrad and graduate school. I worked a full time, 40-hour a week, position at a nonprofit when I was 22, and as a TV/movie journalist at a popular publication. But it wasn’t until I made the move to Buffer that I was introduced to what has felt to me like a radical concept: the four day workweek. When I first viewed the content writer opening on Buffer’s Journey page – I did a double take. Out of all the jobs I’ve applied for (and trust me, there have been a lot) it was the first time I had ever seen a company advertise a shorter work week on their benefits page. And to clarify, at Buffer, we take Fridays off but are still paid our full salary. Buffer has been a fully remote company since its inception in 2010, which is earlier than many made the switch. We then moved to a shorter work week in 2020.The move didn’t come as a surprise for many who were already familiar with Buffer’s culture and our CEO Joel Gascoigne’s vision for the company, including iOS engineer Jordan Morgan who has been a Bufferoo (our term for Buffer teammate) since 2015.“It’s something that didn’t surprise me, but in a good way,” said Jordan. “Because Joel is so bold with how he runs the company. And that’s why I like working here… he’s always on the lookout for us.” Most experts agree on the benefits of the four day work week, not only for employees, but for the company as a whole. I’ll detail what my experience with a shorter work week has been like along with sharing how some of my teammates spend their Fridays off.Why move to a four day work week in the first place?The decision to shift to a shorter week in 2020 stemmed from a desire to provide more flexibility and support to Buffer employees during a difficult time. Not only were the early months of the pandemic particularly challenging for many on a personal level, but it also complicated the work-life balance for individuals worldwide. A survey done in late 2020 found that 70 percent of workers started working during weekends while 45 percent worked more hours than before the pandemic as the lockdown measures blurred boundaries between the office and home. Initially, the four day work week was just a trial run at Buffer, but after several months and an internal survey, it became a permanent fixture in 2021. The survey results showed that our team still felt productive, like they had more autonomy, and they reported feeling happier, too. As someone who has just wrapped up four months at Buffer, I too can attest to all of these benefits.What it’s been like working only four days a weekI will say, it did take me a few weeks to adjust to the schedule change at first. It was strange when Thursday rolled around and people would say “have a great weekend” in Slack. I kept forgetting that meetings couldn’t be scheduled on Fridays and end of week deadlines needed to be met by Thursday. There was even a bit of anxiety on my part as I wondered if the work was really doable in just four days. But gradually, I became confident that this schedule was actually realistic. I’ve been able to fit in all my projects, attend all meetings, and I even have time for weekly donut calls (our optional weekly pair calls with another Buffer teammate). Mentally, knowing that I only had four working days to finish my tasks seemed to boost my productivity as well. Heather You, a core engineer at Buffer, said her team has also adapted to the shorter weeks by having good time management and being intentional with all of their communication. “We really learn to use our time wisely and efficiently so that no one is expected to work longer days or on their day off,” she said. “We try to keep our [meetings] to a minimum and work together asynchronously when we can.”This kind of flexibility is rare to find – at least in my experience. Currently in the U.S., droves of people are quitting jobs where they’re undervalued and underpaid, yet overworked. I am so grateful that my experience in Buffer has been the opposite of that. In fact, this has been my first job where I wasn’t expected to constantly check in with my manager. In a time when some companies surveil their workers and tie employee worth to output, this kind of freedom is quite liberating. Not only do I feel like my work and opinion is valued at Buffer, but so is my time.How do we spend Friday’s off?The great thing about having Fridays off is that each one is different. Some Fridays I sleep in until 11 am. Other times I schedule any important errands or appointments. I’ve also treated it as a travel day for shorter trips so I can maximize my time on vacation. There have also been a couple of Fridays where I’ve used the day for overflow work to ensure a smooth start for the next week. I’m not alone in doing so as it’s actually common to use Fridays as an extra day to catch up when needed. I’ve found that having an option for an overflow day has been so beneficial. It provides more flexibility in my schedule because if something comes up during my work week, I know I can spend a couple hours on Friday to get back on track. I’ve been curious how my teammates spend their Fridays as well, so I spoke with five of them to learn more. Here’s what they had to say. Spending time with familyJordan is an IOS engineer based in Missouri and has been with Buffer for over six years.Once the schools opened back up in person, I was so excited because I got to take [my kids] to school in the morning [on Fridays]. And it’s a little slice of life that I’ve never done before because my wife stays at home and takes care of all that. So I kind of got to be a stay at home dad for a day. And it’s so beneficial because I can give my wife a break from some of those duties because being a stay at home parent is super hard and busy, and we have three kids.My son is so excited on Fridays. He loves it, because he knows I’m gonna take him [to school] and I’ll be in the car. So he always wakes up with a skip in his step on Friday mornings. And then my younger two will get to experience that later, too.On spending Fridays with his wifeWe walk a trail on Friday mornings, and just catch up, you know, just take a breather from the week. And then we go to Target literally every single Friday. I just get to do all those fun, silly little things that you might take for granted, like taking your kids to school, going to the gym, and then grocery shopping at Target.Getting errands doneHeather is a core engineer based in New York and has been with Buffer for one year. Having a four day work week since joining Buffer has been absolutely amazing. I’m happier and enjoy my work more than ever. The general atmosphere and attitudes of my colleagues are just so supportive and positive, and there is a lot of trust. I found that at Buffer, I have a lot more heads down time than I’ve ever had in previous roles where I’ve worked five days. The four day workweek also provides a lot of flexibility. A surprise for me is that I’ve found myself getting caught up with most of my annual health check ups since it’s a lot easier to schedule an appointment on a weekday rather than on a weekend.A lot of the chores that I had set up to be done over a weekend can now be spread over three days, which actually gives me time to rest and reflect. Fridays feel like bonus days for me, where I have a chance to catch up on any work related or personal tasks that I couldn’t get to over the week. I’ve also been able to use this time to sit down and take a course on a new language I’d been wanting to learn more about, relax and read a book, or go out and find a new hobby, and then I’m recharged and ready to take on a new week.An overflow dayIsmail is a product designer based in Morocco and has been with Buffer for nine months.The  four day workweek has a positive impact on my work-life balance and well-being. Having a shorter week has helped me focus on my work and I am also able to rest and restore over the longer weekends. This also allows me to spend good quality time with friends and family.I did have some doubt at the beginning, but I learned that I was able to be more productive than what I thought. Prioritizing my tasks helped me stay focused and I was honestly surprised to be able to get all of my work done.I spend my Friday intentionally –  it is usually an opportunity to make doctors and other appointments without taking time away from my job. For me, having a four days work week doesn’t mean that I don’t do anything work related on Fridays. Sometimes, I use the day to prepare for the next week and to also catch up with the general news that I missed during the weekdays. It really helps to better kick off the next week.Traveling the worldOcta is a senior customer advocate and has been with Buffer for over 8 years. He doesn’t have a home base as he’s been traveling the world full time for the last eight years. . I definitely would say that the four day workweek has been life changing – perhaps the most amazing thing that has happened since I joined Buffer. It has finally brought that work life balance that all of us are always searching for. Having that extra day of the week allows your schedule to free up to try new things. So in my case, the reason why it’s been super amazing is because it kind of feels like I’m having a mini long weekend, you know, like a vacation, every week in whichever place I am at. It’s helped me to feel more productive and happier. There’s not enough words to define how incredible it’s been.On his unique schedule working Fridays through MondayBecause I’m always traveling it really doesn’t matter – Monday to Sunday – it’s all the same. It’s slightly better to have my rest days in the middle of the week, because in terms of attractions and highlights of whichever place I am at, they tend to be less crowded on weekdays. So for example, if I fly, it’s always cheaper to fly on weekdays than on the weekends.On his love for travelingI’ve been traveling now full time for eight years. When I first started, I thought I would do it for four years. But then it kept getting better and better. I mean, to me, it’s a lifestyle. I’m super grateful that the Buffer team has always been super supportive of this. I just love the world. Every place I go, every person I meet, it’s like a new story.Fridays become “Free-days”Julia is a senior customer advocate based in Los Angeles and has been with Buffer for over six years.I can’t imagine going back to not working a 4-day workweek. Since we started experimenting with it over 2 years ago I’ve used the time off in so many different ways – which is the awesome thing about it.I have been on schedules with taking Mondays off and Fridays off, and am currently on the Fridays-off schedule (since our Advocacy team has staggered days so we can maintain global coverage). I have found my groove by using it as a ‘free’ day, not just an extension of the weekend. It sets me up for a weekend that is actually restful – not overtaken by errands and “to-do’s”. I love that there is a free day, if I need it, upon which I can rely to catch up on work. I feel less rushed with our mindset of getting the right things done over cramming the same amount of stuff into a shorter week.Like my coworkers, the four day work week has also made such a positive impact on my overall well being. Not only do I feel like my performance and output at work has improved, but I also have more time to live my life and do the things that make me happiest.We love to share our experiences around the four day work week with others. Send us any questions you may have on the topic on Twitter!

Video marketing is becoming more and more integral to a brand’s success. If you’re a marketer trying to craft the best video marketing strategy for your brand, it helps to know the top video marketing tactics brands are investing their time and money in.

Fortunately, the HubSpot Blog recently surveyed over 500 marketers across the globe about their video marketing tactics, what seems to be working, and which tactics are worth reconsidering.

Most Used Video Marketing Tactics
Here is a breakdown of the kinds of videos and platforms marketers are continuing to leverage and why:
Short-Form Video
In our survey, we found short-form video leads in usage with it being leveraged by 58% of marketers. Short-form videos also lead on ROI, engagement, and lead generation. Nearly half (46%) of marketers will plan to use short-form videos for the first time in 2022 and 36% will invest in short-form videos more than any other format.
These numbers aren’t surprising when you consider short-form videos are more likely to go viral, according to 47% of video marketers.

Long-Form Video
Long-form videos come in second when it comes to usage with 37% of marketers leveraging the format. This format also places second in terms of ROI, lead generation, and engagement. According to our survey, 36% of marketers plan to leverage long-form videos for the first time in 2022, and 18% will invest in the format more than any other kind of video.
The optimal length of a long-form video is between three to six minutes, according to 36% of marketers. Even platforms like TikTok are starting to embrace long-form videos, in fact, the app is now allowing 10-minute videos. This could be because long-form videos still receive significant engagement.
In our survey, we found 38% of long-form marketing videos have an average watch percentage between 41% and 60%. We also found 25% of long-form videos have an average watch time between 61% and 80%. Finally, 22% have an average watch time between 21% and 40%.

Video Marketing on Social Media
Social media is the top channel used to share marketing video, with it being used by 76% of marketers in our survey. It also has the biggest ROI by far, according to 67% of marketers who use it. Our survey revealed 66% of marketers also say it’s the most effective for generating leads. We also found 63% of marketers will use social media for the first time in 2022, and 61% will invest more in sharing videos on social media than any other channel.
Regarding specific social media platforms, Instagram is the top platform for ROI, lead generation, and engagement. According to our survey, 42% of marketers who don’t use Instagram for sharing videos will do so for the first time in 2022, and 24% will invest more into sharing videos on the platform than any other.
Facebook is also a common tool for marketers with 60% of those in our survey sharing videos on the platform. However, Facebook also comes in fourth place for ROI, engagement, and lead generation. We found 35% of marketers will invest in videos on Facebook for the first time in 2022.
Coming in second place in terms of engagement is TikTok, however, only 35% marketers share videos on the platform and 20% plan on doing so for the first time in 2022.

Video Marketing on YouTube
YouTube has the highest usage among marketers with 70% leveraging the platform. It will also see the most investment from video marketers in 2022. Over half the marketers who do not use YouTube will do so for the first time in 2022, according to our survey.
No matter which tactic you choose to leverage for your brand, it’s important to remember the most important factors when creating effective video content, according the marketers we surveyed are:

Adequately promoting your video
Capturing viewers’ attention in the first few seconds
Keeping your videos short/concise

Least Used Video Marketing Tactics
Here are the platforms, formats, and concepts that seem to be losing steam among marketers.
Reddit, Tumblr, Twitch, Snapchat, and Pinterest
While social media plays a vital role in video marketing, not every platform ensures success. Marketers told us Reddit, Tumblr, Twitch, Snapchat, and Pinterest have not provided favorable ROI or engagement when it comes to marketing videos, therefore these platforms will likely see the least investment from video marketers in 2022.
Nostalgic Content and UGC
Despite the resurgence of TV shows, films, and music trends rooted in nostalgia, marketers say nostalgic content consistently underperforms in terms of engagement, ROI, and lead generation.
We found similar findings when we asked marketers about user-generated content (UGC). Our survey found just 19% of video marketers will leverage nostalgic content in 2022 for the first time and only 3% will use UGC.
Screen-Capture video
Screen-capture videos have the lowest ROI when compared to other video styles like live action and animation. They are also much less effective in generating leads and engagement, according to our survey. With that said, 52% of video marketers plan on leveraging screen-capture video for the first time in 2022, and 21% plan to invest in this video style more than any other.
Video content is continuing to gain importance as more and more platforms prioritize video sharing. Now that you know what investments are working for marketers—and which aren’t—you can begin brainstorming the best video marketing campaign that will ensure success for your brand.

Many years ago, I waited hours in line after a concert to get a coveted Selena Gomez autograph.
After she signed my poster, I hung it up in my bedroom, where it felt like my most prized possession. Because, although plenty of other people had Selena’s autograph — no one had this specific one.
It was one-of-a-kind. And worth every penny I paid to attend the meet-and-greet.
And, although it may not seem like it at first, web3 technology — and how it will ultimately impact consumers — is actually very similar to my experience at the Selena Gomez concert.
Here, I spoke with three web3 experts to learn more about how web3 will impact the future of consumer trends.
But first … what is web3, anyway?

What is Web3?
If you’re unsure what web3 is, you’re not alone. HubSpot’s Blog Research recently found 51% of consumers don’t understand the concept of web3.
Before writing this post, I didn’t either.
We cover what web3 is in-depth in this post, but for a brief recap: web3, or the third-generation of the internet, is a vision of a more decentralized web that places the power in the hands of users instead of large tech companies like Google, Apple, and Netflix.
Web3 is built on blockchains using existing infrastructure with the goal of making the internet more accessible, private, and secure for users.
Anna Seacat, VP of Marketing and web3 Community at Proxy and Co-Founder of Glypta.org, says a major benefit of web3 is ownership over data.
As Seacat puts it, “Today, when we create content or submit personal data online, we’re handing over ownership to companies who can change, delete, or sell it. With web3, we own our data. You can mint content through a decentralized app, but that app can never change or remove it, because it’s yours forever, unless you decide to sell it.”

Essentially, it’s an evolution of the internet that will be supported by blockchain and hosted on servers owned by individuals and many organizations rather than a handful of corporations. This gives users the ability to vote over the web’s rules and regulations, rather than putting all power into the hands of those who own the servers (think: Democracy versus Monarchy).
At least, that’s the idea — although it’s still in early days of development, so it’s unknown whether reality will live up to these ideals.
But how does web3 relate, specifically, to consumers and e-commerce brands? Let’s explore that next.
How does web3 relate to consumers?
Web3 Will Provide a Foundation for Decentralized Finance
So … How does web3 relate to consumers? Well, in many ways, web3 is opening up new opportunities for how people will ultimately spend and sell.
In essence, web3 could become a strong foundation for a secure, protected digital economy.
For instance, one critical component of web3 is decentralized finance.
Decentralized finance, which uses the same blockchain technology used by cryptocurrencies, has a similar goal as web3 itself: Give people the power to control their own money through a digital wallet, rather than relying on major financial institutions and banks. (Similar to how web3 aims to give people the power to control their data, rather than relying on major tech corporations.)
Many brands already accept digital currencies from consumers. Microsoft, for instance, allows consumers to purchase products from the Windows Store with bitcoin; AT&T accepts cryptocurrency for bill payments; and even retailers like Overstock.com accepts bitcoin on its online site.
So decentralized finance could be the next leap towards encouraging more digital transactions by providing incentives for consumers to store their finances digitally.
Cryptocurrency, bitcoin, and a decentralized financial system are three components that could flourish on web3. But all three exist in much the same way the dollar does: as a fungible token. In other words, you can trade one dollar of bitcoin for another identical dollar of bitcoin. They are interchangeable.  
But there’s another major element of web3 that many brands are seeing value in, and it’s likely something you’ve already heard something about: NFTs.
More Consumers Will Begin Purchasing NFTs 
NFTs — or non-fungible tokens — are part of the Ethereum blockchain, and have exploded in growth over the past few years. In fact, investment bank Jefferies forecasts that NFTs will reach more than $35 billion in market value in 2022, and over $80 billion by 2025.
Many of us have seen the wild west of NFTs first-hand. A few examples come to mind, including a Tweet that sold for $2 million, a meme that sold for $590,000, and a bundle of monkey drawings that sold for over $24 million.  
But what does ‘buying’ any of these digital assets actually mean? Essentially, it means you purchase the digital certificate which verifies you’re the sole owner of the original. Consider it synonymous with owning the original Mona Lisa, versus purchasing a copy.
NFTs aren’t limited to digital artwork, however. NFTs can be a digital asset from any industry, including gaming, fashion, and even music.
The potential ramifications of NFTs are enormous. As consumers shift towards NFTs, major corporations like Google or Meta could see a decline in how many consumers use their shopping tools.

As Seacat puts it, “If NFTs are any indication of how marketing, shopping, and selling online will change, we’re in for true disruption. For instance, Google is not used for NFT shopping. Instead, consumers rely on gated apps and decentralized marketplaces — neither of which show up in traditional search engine results.”

Web3 Will Lead to More Trust Between Buyers and Sellers, and Reduced Prices
As previously mentioned, web3 will offer more security and control over personal data — which will directly impact a consumer’s sense of trust when making purchasing decisions. 
Jeremy Merrell Williams, CEO at Vyudu Inc and web3 and Blockchain Analyst, says web3 will greatly impact how consumer shop in the future. 

“For instance,” Williams says, “with blockchain technology, shoppers can directly connect with producers and retailers without having to go through intermediaries. This could lead to more trust between buyers and sellers, as well as lower prices due to reduced fees.”

He adds, “Web3-based marketplaces could also make it easier for consumers to find the best deals on products and services.”
Ultimately, with web3, you don’t need to put your trust — and data — into the hands of a third-party corporation. Given that 76% of consumers feel they don’t know what companies are doing with their data, this could ultimately lead to a renewed sense of trust between consumers and brands.
Some Consumers Will be Wary of Web3 Because of The Volatility of Crypto
Before we dive into how brands can leverage web3, let’s take a look at some consumer concerns when it comes to web3.
One major concern? The purchasing process is too confusing.
Seacat says, “Web3 doesn’t currently support the average consumer’s purchasing process. You have to take big gambles and go into what’s called a ‘rabbit hole’ to get education and onboarding.”
For this reason alone, Seacat and a team of women started a nonprofit, Glypta.org, to make web3 safer for women, especially those who are just getting started in the space. Seacat adds, “We shouldn’t have to risk thousands of dollars in a rabbit hole to be a part of web3.”
Additionally, digital currencies like cryptocurrencies have proven to be volatile, which dissuades many from investing in the first place. And since you can’t use U.S. dollars on web3, those who don’t feel confident purchasing cryptocurrencies are excluded from purchasing on web3.
Finally, there are some steep fees on web3, particularly when buying NFTs.
As Holly Shannon, producer of Culture Factor, a high-ranking NFT and emerging technologies podcast, told me, “The fees incurred when buying an NFT on the blockchain are high. They are referred to as ‘gas fees’. The use of crypto and the gas fees relative to a purchase are a major drawback at this time.”
Shannon adds, “The exercise to get a wallet that is unique to this framework is also cumbersome and full of friction. There are hot, warm, and cold wallets. There are secret codes and layers of authentication.”
Ultimately, we’re a long ways away from making web3 feel mainstream for consumers. But it’s still useful to consider: When consumers do begin joining web3, how can brands meet them there?
How Brands Can Leverage Web3
Brands Can Leverage NFTs to Build Direct-to-Consumer Relationships
In recent years, major brands have begun seeing the value in NFTs. Nike, for instance, has begun selling branded sneakers on Roblox, a virtual world, for fans’ avatars to wear as they play sports virtually. Those virtual sneakers, which won’t exist in real life, are an example of NFTs.
Meanwhile, in the fashion industry, Dolce & Gabbana set a record of nearly $6 million for a nine-piece collection of digital NFTs, including a “Glass Suit” that the auction winner’s avatar can wear in a metaverse.
Shannon says: “I believe the ability to prove ownership makes for a great opportunity. Let’s say you purchase a Hermés bag. By using an NFT that establishes the purchase on a blockchain, it creates a permanent record of that sale.”

Shannon adds, “Think of that NFT as a ticket or token that represents an asset — or your Hermés handbag. It authenticates your purchase as the original. Which, as an aside, makes a good case for reducing counterfeit sales. Additionally, it gives the brand an opportunity to have a direct relationship with the consumer.”
Ultimately, Shannon believes the power of NFTs for brands lies in this concept: Direct-to-consumer.
For instance, Shannon notes, Hermés could use NFTs to delight their customers with unlockable experiences.

Shannon posits, “Hermés could invite consumers to a fashion show, or send them a gift using NFTs. Alternatively, maybe a sports team uses NFTs to give fans a chance to meet their favorite players, or send SWAG directly to them. This merely scratches the surface of experiential marketing, but hopefully you can see the magic, too.”

Which leads me to my next, and hopefully last, Matrix-sounding buzzword: Metaverse.
Brands Can Engage with Consumers in the Metaverse
The metaverse is essentially a 3-D virtual reality (check out this post with a full run-down of the metaverse if you need a refresher), and it’s where many consumers will purchase and wear the digital items we’ve listed so far.
I’m willing to bet you’re thinking NFTs and the metaverse seem a little far-fetched for most consumers. (I’m not in the financial position to purchase a $2 million Tweet myself, anyway.)
But HubSpot’s Blog Research found it does, in fact, impact many consumers today. A few quick stats:

Over half of those who have ever bought virtual currency/items have done so within the past three months. (Including 75% who bought cryptocurrency; 62% who bought virtual items like Fortnite skin; and 60% who bought NFTs.)
30% say more brands should have virtual stores in the metaverse.
34% of cryptocurrency owners have used crypto to make a purchase (other than using it to buy other crypto).
27% say they would be more likely to use a platform if they received virtual currency for using it.

As it turns out, consumers are interested in purchasing virtual products and services; and they’re interested in using virtual currencies to do so.
In many ways, this makes sense: Much of what we do nowadays exists online. We meet our partners online using dating apps; we make new friends via social communities like Facebook; and some of us even work entirely online, leveraging remote tools like Zoom to communicate with colleagues.
Web3 is an iteration that could, ideally, meet more consumers needs when it comes to data privacy, convenience, socialization, and entertainment.
And if your consumers are on web3, why wouldn’t you want to meet them there?

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