Category: Marketing Automation

2021 was not your average year. So much happened globally, and those global happenings changed the way we live, work, and do business. A lot of companies had to shift their approach to selling, and with so many events and networking opportunities canceled, we had to get more creative with our outreach and relationship-building efforts. …
The post 11 Email Marketing Experts Tell us What They Learned in 2021 and How It’s Shaping Their 2022 Email Strategy appeared first on Benchmark Email.

Love, flowers, chocolate, blah blah blah …
Where are the marketing results?!

Okay, probably not what your Valentine’s date cares about. But if you’re a marketer, you might be interested in merging the most lovey-dovey of days with your marketing. But how?

Well, these companies have figured out some creative ways to leverage the warm and fuzzies (or unadulterated rage and crushing loneliness … whatever) that Valentine’s Day instills in people.
If you don’t have a marketing campaign planned for the 14th, maybe some of these will inspire you to get in on some last-minute Valentine’s Day action.
8 Effective Valentine’s Day Marketing Campaigns
1. Ranch Dressing’s Customized Bottle
Nothing says Valentine’s Day like giving someone a bottle of — Ranch Dressing?
In 2021, while flower companies and B2C brands were highlighting the romantic gifts partners could give to each other, Hidden Valley took a funny approach to this strategy by offering audiences customized Valentine’s Day-themed bottles of Ranch salad dressing.

While this seems like an odd gift to some, Hidden Valley knows that they have fans out there that just love to cover everything they eat with Ranch dressing. To those audiences, this gift is funny, personalized, and potentially useful.
2. Pandora’s Little Acts of Love
A common pushback people give for Valentine’s Day is that appreciation for loved ones should be shared all year round. Jewelry company Pandora emphasized that small acts of love are suitable anytime with their “Little Acts of Love” placement in 2022. 

The ad shows couples displaying acts of kindness towards one another that would be appreciated any day of the year. This ad reminds us all that thoughtful gestures can go a long way.
3. 1-800-Flowers’ Galentine’s Day
Valentine’s Day isn’t just for significant others, and 1-800-Flowers wants friendships to be celebrated as well.

This ad depicts two friends talking about how they established their friendship, reminding the viewer that platonic love also deserves to be celebrated. The two friends in the ad ask each other thoughtful questions about their friendship and how much they mean to each other. 
It’s an emotional ad that will inspire you to call your best friend, and maybe send them some flowers.
4. Hallmark’s Tell Them They Matter This Valentine’s Day
A Valentine’s Day ad with an important message — everyone deserves to feel like they matter. This ad depicts a young woman who is inundated with negative messages from peers on social media. The messages are pretty bleak and would be hard to hear for anyone. 

At the end, she finds a Valentine’s Day card in her locker from her best friend reminding her she matters and is loved, which helps drown out the negativity of the messages at the top of the ad. Though more series in nature, this heartwarming ad shows how powerful our words really are, and inspires us to show more kindness to one another.
5. Target Valentine’s Day Haul Instagram Post
Many people have experienced walking into Target without a list, relying on Target to tell them what they need. This user-generated post on Target’s Instagram account captures the spirit of what we all love about Target — how easy it is to load up on fun items (though our bank accounts may not share the love). 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Target (@target)

In the video, the original poster fills their cart with festive Valentine’s Day merchandise at their local Target. Though it isn’t a traditionally produced ad, it’s a relatable post for Target shoppers who may have been inspired to visit their local store and pick up some of the items they saw featured in the post to celebrate.
6. MeUndies Match Me Valentine’s Day
This relatable MeUndies ad from 2021 captures the spirit of communicating via Zoom that many people have become familiar with since early 2020. 

In the ad, couples talk about some of their pre-pandemic plans including travel, and weddings. Though many of those events didn’t go as planned, the couples talked about ways they’ve grown closer despite the challenges and uncertainty brought on by the pandemic all while wearing matching merch from MeUndies.
7. Winc’s Be Wine Instagram Post
Wine is a popular Valentine’s Day gift that is up there with roses and chocolate. Wine subscription company Winc typically devotes real estate on their social channels for Valentine’s Day-themed posts in the weeks leading up to the holiday. 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Winc (@winc)

In 2021, the Winc Instagram account had a series of posts consisting of unique and user-generated content related to Valentine’s Day. The “Be Wine?” post was among the most popular. We loved the punny caption and heart-themed visuals.
8. OpenTable’s Millennial Experiences
If you’ve ever marketed to millennials, you may know that millennials value experiential gifts. Or, as OpenTable says in this 2020 ad, dates. 

In 2020 OpenTable released 14 ads as part of a two-week countdown to Valentine’s Day, encouraging customers to make reservations early to avoid the holiday rush.
Each of the ads targeted a different audience that could benefit from using OpenTable to make Valentine’s Day reservations, with a clear call-to-action and messaging that appeals to the ideal viewer. 
Honorable Mention: Match.com’s “Match Made in Hell” campaign.
Technically, this campaign wasn’t created for Valentine’s Day specifically. But, many of our marketers thought it had all the perfect elements of a great Valentine’s Day campaign. Because of this, we wouldn’t be surprised if it sees a lot of circulation in February.
In the commercial, directed by actor Ryan Reynolds, Satan sits in Hell using Match’s app when he sees he’s matched with a woman named 2020. When he meets up with her on Earth, he nervously says “Hi 2-0-2-0.” She replies, “Please, call me 2020” — pronouncing it like the year. 
As the commercial continues, 2020’s character appears to be the epitome of everything that happened in 2020.
For example, which launched in December, shows Satan and 2020 causing mischief, stealing toilet paper from store shelves, having a picnic inn empty stadiums, and ultimately posing for a selfie in front of a dumpster fire.
The couple frolics to the familiar sounds of Taylor Swift’s hit song, “Love Story.” which also sparks a sense of rom-com nostalgia for millennials. 

On the same day of this ad’s release, Match and Reynolds also shared another commercial showing the pair explaining how they met in couple’s counseling.
In this video, Satan explains how he found 2020 on Match:
“I started by using the Match custom search filter. I filtered out joy, happiness, toilet paper, and reason,” Satan says in the video below:

Although this didn’t launch in February, it was a very clever newsjacking example that many of our marketers say they enjoyed when they were asked to share their favorite Valentine’s campaigns.
While 2020 was a difficult year for many, Match and Reynolds identified a tasteful way to create content that audiences could relate to. At the same time, they still told an epic, hilarious love story with a pleasant, entertaining tone. Although they discussed a truly terrible year, they did so in a way that felt like escapism for the viewer.
Valentine’s Day Campaign Takeaways
As you create and launch Valentine’s Day campaigns, take note of these strategies many of the brands above used:

Grab your audience’s attention: Like with any holiday, marketers around the globe are churning out content around it. To compete with this overly saturated Valentine’s Day ad landscape, you’ll need to grab and keep your viewer’s attention with entertaining elements or valuable information.

Be relatable: Around this time of year, many people are inundated with high-budget Valentine’s Day ads that offer them no useful information or value. Even if you want to tell a mushy romance-fueled love story with your content, make sure it still feels relatable or authentic. To do this, you can leverage tactics like telling a story your audience will relate to, or leveraging user-generated content from your followers — like Twitter has.

Test out different platforms: While some companies on this list took to Instagram, others embraced physical campaign strategies like special products or billboard use. 

Editor’s Note: This blog post was originally published in Feb. 2013, but was updated for comprehensiveness.

I can’t think of many tasks people dread more than writing a resume. There are so many little things you need to add, rephrase, check, double-check, triple-check.
Post-pandemic, the job search is a whole different ball game, with new considerations you haven’t faced before.

A checklist makes everything seem less daunting so that’s what much of this article will be, and the best part is it’s recruiter-approved. Let’s dive in.
1. Include your contact information.
This seems like a given, right? Not exactly.
“You would be surprised to know how many really good resumes I’ve come across with no contact information,” says Ira Hughley, senior technical recruiter at HubSpot.
Make sure your full name, email address, and location are included. Don’t write out your full home address though, only a city and state.
While your location may not be too relevant to the job itself, as more roles are remote than ever before, employers still want to know your general location for tax and law purposes.
This also means that you should probably remove references that are too local, as your resume will likely reach a broader audience than before.
Lastly, make sure your email address is professional. While the time of MSN and AIM usernames are long gone, many of us still use old addresses we created long before we were in the workforce.
With this in mind, create a simple email with your first and last name. If it’s already taken, consider adding your industry to your email. E.g.: martinabretous.writing@gmail.com
2. Tailor your resume to the role.
One of the biggest mistakes job seekers make is using the same resume for every role they apply for.
Hughley recommends having multiple resume versions for each role category you’re interested in.
“Don’t try to cram all of your experience into the resume,” he says. “Sometimes you can talk to them during the interview.”
The same goes for keeping old roles that are no longer relevant.
“Be 110% sure that your work experience and interests match the job opportunity you are looking to get,” says Hughley. “Too often, I see resumes with tons of experience in areas other than the one being applied for.”
Instead, note roles that highlight your experience and show why you are a good fit for the role.
“What if I’m transitioning to a new industry and don’t have much experience, what should I do?” In this case, build a functional resume that frames your past experience to match the job you’re seeking.​​
Image Source
For instance, say you’re transitioning to a developer role but only have experience in writing. Well, developer roles require problem-solving, critical thinking, time management, and a willingness to learn.
In this case, you can highlight the same skills in your writing role, like:

Meeting deadlines – time management

Brainstorming new article ideas – critical thinking

Analyzing article performance and suggesting optimization strategies – problem-solving

While you may not have the experience, you probably have transferable skills that will help you excel in your new role.
3. Describe your experience in detail.
When it comes to the experience section, there are the basics we all know to input: Previous companies, job titles, and responsibilities. There are two additional details you shouldn’t forget to add: The results you achieved and the awards you received.
One issue Hughley often sees with resumes is that they’re too vague.
“Highlight yourself! Sometimes, I see just a title and no highlights or takeaways from that role,” he says. “This is the time to brag about what you have accomplished, even if it’s just a couple of bullet points.”
HubSpot Recruiter Timothy Dixon-Traylor says we often leave out important details that could help us stand out.
“I believe the most important part of the resume is to show how you’ve made an impact in your current and previous roles,” he said. “This can be done by quantifying your results and impacts, as best you can.”
Dixon-Traylor continues, “Most recruiters and hiring managers will be asking themselves, ‘How can this person help elevate the team and the organization?’Quantifying your contributions will be your first step showcasing how,” he said. 

Did your work lead to higher revenue, conversions, traffic, etc? Make sure to mention that and add figures.
Next, use action verbs. Instead of “worked on,” write “led,” “managed,” “brainstormed.” This adds specificity to your responsibilities and helps employers better understand your previous roles.
“Avoid short phrases such as “assist customers” or “make cold calls to prospects,” Dixon-Traylor says. “What are you assisting these customers to do? How many customers are you working with a day? Do you have any KPIs or metrics that align with those activities? It goes back to my previous point of quantifying your impact to show how valuable you are.”
Another thing to avoid? Fluff.
Dixon-Traylor suggests asking yourself if your content is showcasing your abilities and the value you bring. If not, go back to the drawing board. 
4. Summarize your experience in a “Key Skills” section.
Your skills section is one of the most important in your resume. Hiring managers and automated resume scanners look at this section to assess if you have the relevant skills.
As such, do not put your skills section all the way at the bottom. Instead, put it toward the top of the resume above your experience section or to the side. Ideally, the hiring manager gets a sense of your skills and your experience shows how you gained them.
5. Design your resume using a template that fits the tone of your industry.
Every industry has an unofficial way of doing things when it comes to hiring.
For instance, traditionally creative industries tend to allow (and in some cases promote) showing some personality in resumes. This can range from adding your picture to your resume to using bright colors and illustrations.
Be sure to follow the tone that’s most appropriate for your industry – no need to reinvent the wheel when the guide is already there.
In addition, Dixton-Traylor suggests using a good balance of white space without crowding the page.
“Use as much white space as possible, on one to two pages that showcase the value you bring,” he says. “Add the technologies, skills, systems, or programs that you have hands-on experience working with. This can range from technical tools, such as Tableau and HubSpot down to simple tools like POS systems, Microsoft Office, or Google Suite.”
Want more design tips? Jump to this section. 
6. Incorporate keywords from the job description.
There are two reasons you want your resume to have the keywords from the job description:

It will show hiring managers that your skills and experience closely align with the job req.
You will ensure that your resume successfully passes through automated resume scanners, which look for keyword matches.

7. Proofread for grammar, brevity, and specific action verbs.
One thing you don’t want is an error in your resume. It can affect your credibility and make you look unprofessional.
So, the first step is proofreading your resume. Once you complete it, leave it for a few hours or days then give it another look.
Then, run it through grammar editing software to make sure everything is correct. Here are some good options:

Grammarly
Hemingway Editor
Microsoft Word

8. Convert your resume to a PDF file.
Imagine you spend hours formatting your resume just for it all to get lost once someone else opens it. That’s what happens when you submit your resume using Word.
Instead, convert your final resume into a PDF file to preserve your formatting. This also ensures easy uploading on most hiring forms.
How The Pandemic Impacted The Hiring Process
When COVID-19 surfaced in early March of 2020, it created a lot of uncertainty in the market. Unemployment rates skyrocketed to 14.7%, as companies struggled with
Now, two years later, the outlook is more positive.
“The talent pool has drastically expanded because most companies are remote, which means that talent is no longer limited by location,” Hughley says.
This is great news for job seekers who were once constrained to the job opportunities in their local areas. A job market that was favorable to companies has now switched to being favorable to job seekers.
Employers have to offer better benefits with more flexibility to be competitive, everything from remote stipends to unlimited vacation days.
“There is a shift now as well because many recruitment platforms have moved to online or virtual strategy,” Hughley adds. “We have to find more creative ways to connect to candidates to make for the best candidate experience.
Lastly, Hughley says that the pandemic has made hiring managers more empathetic toward candidates.
“When I think of […] all that applicants have had to endure, I make a conscious effort to lead all hiring and conversations with empathy,” he says.
Dixon-Traylor adds the pandemic has brought more humanity into the hiring process. 
“Pre-pandemic, I loved advocating for candidates who don’t have ‘ideal’ backgrounds – from job hoppers and folks who have gaps to folks who don’t have direct experience, but have impeccable transferable skills,” he said. “Since the pandemic, I advocate even more those communities, in the entire hiring process.”
He continues to say that he looks at hiring as a long-term strategy, guiding hiring managers through their unconscious biases and helping them understand minimum requirements versus what can be coached or taught.
The Ultimate Checklist of Resume Tips
Contact Information Tips

Include your basic contact information – including your name, email address, and phone number – at the top?
Is your email address professional? (e.g. sara@gmail.com vs. saracutiebear@gmail.com)
Is your email address associated with a familiar domain, like Gmail? Outdated domains can be a red flag for tech-savvy companies.
Do your resume details align with your LinkedIn profile? Hiring managers will likely review both.
Have you included links to social media profiles, portfolios, and a personal website if relevant?
Have you audited your social profiles to ensure no unprofessional content is available to the public?
Have you customized any communication within your resume that addresses the company or hiring manager by name?
Have you granted the recipient the proper permissions to view it (or opened up permissions to everyone)? If you’re sending your resume as a Google Doc.

Featured Resource: 12 Free Resume Templates

Download 12 free designed, formatted, and customizable resume templates here.
Writing for Your Industry Tips

Are you writing in a tone that matches that of the company to which you’re applying? For instance, while still writing professionally, you might use a different tone when applying to work at a new tech startup versus an established accounting firm.
Have you customized your resume for the specific job to which you’re applying? Highlight work experience and skills that are relevant to the position – don’t just write down every job you’ve ever held.
Do you have a clear objective at the top of your resume that is company-focused, rather than you-focused? You don’t need one, but you do need a “Key Skills” section that summarizes who you are and what you can offer the company.
Have you included both accomplishments and responsibilities under each job? Both should be easy to ascertain when scanning your resume.
Have you used numbers and metrics where possible to better convey your success? For example: “Generated 150 marketing-qualified leads,” “Increased Instagram followers by 25%,” “Oversaw a $250K budget.”
Do you illustrate career progression? It should be clear if you were promoted, gained additional responsibility, or switched jobs laterally to acquire more skills.
What company details have you added? List not only the names of companies but a short description of what each company does.
Have you included your tenure at each company?
Have you included relevant information about your education?
Does your unique value proposition shine through? E.g., something that makes you stand out from other applicants, or highlights that you’re uniquely qualified for the position.

If relevant for the position, have you included links to a portfolio or samples of your work?

Formatting and Design Tips

Have you used a resume template so the layout of your resume is visually appealing and easy to read? Get 10 free templates here.
Is your resume too creative? (For instance, if you’re applying for a creative position and have formatted your resume as an infographic … is it really simple enough to read, or is it best to save that creativity for your portfolio?
Have you selected a clear, easy-to-read font? Is your name clearly stated at the top? It’s a good idea to make your name slightly larger than all other text – employers read many resumes every week, and you need to be memorable.
Have you made use of common formatting conventions that make content easier to read, such as bullet points and header text?
Has your formatting remained consistent across all positions? For example, if you’ve bolded job titles, are all job titles indeed bolded?
Are your margins even?
Are all items properly aligned? For example, if you’ve right-aligned dates, are they all lining up in tandem with one another?
Are all links you’ve included clickable?
Have you converted your resume to a format that allows all recipients to read it as intended, without downloading specific fonts or needing special software? A PDF format is recommended.

Editing Tips

Have you included keywords in your resume? If you’re submitting to an automated system, it might be critical to get past filters. Be sure your resume directly reflects some of the software and skills mentioned in the job description.
Have you edited it for brevity? Try to keep your resume to about one page per 10 years of job experience, if possible.
Have you removed irrelevant job experiences?
Is each section of your resume ranked in a way that highlights your skills and what you have to offer the employer? For instance, if you’re a recent graduate with internships in different fields, you might list your most relevant experience at the top, instead of ordering everything by date.
Have you edited out generic action verbs in favor of more specific ones? For instance, “managed” instead of simply “worked.”
Have you made use of a thesaurus to prevent monotony?
Have you found more professional alternatives to unprofessional-sounding terms? “Tasked with,” for example, can make you seem less proactive than someone who “coordinated” various projects regardless of who told them to.
Are your special skills truly special? While speaking a foreign language is indeed noteworthy, these days, it might be redundant to mention that you’re proficient in Microsoft Word or capable of using email.
Have you done a sweep for annoying jargon or business babble? Everything should be clearly articulated, so it’s easy for the hiring manager to quickly understand what you do.
Is everything 100% true? If you write that you’re fluent in a foreign language on your resume, you should be prepared to speak that language during your interview.
Have you conducted spelling grammar checks?
Finally, have you asked a friend who hasn’t read your resume before to provide a final glance for errors, inconsistencies, or confusing phrasing?

If you’ve checked the boxes of all the resume tips that apply to you, you should be ready to submit your application.
Editor’s Note: This post was originally published in March 2018 and has been updated for comprehensiveness.

Have you ever watched an Instagram story and thought, “[Insert name of friend] needs to see this?”

One of my favorite aspects of Instagram — and social media in general — is its shareability. For businesses, it’s also a great way to engage your audience, share relevant content, and tell a bigger brand story.
However, when it comes to reposting content on Instagram, the steps aren’t always straightforward. Here, we’ll cover how to share content to your Instagram story.
Table of Contents
How to Share an Instagram Story
How to Share an Instagram Post to My Story
Why Brands Share Instagram Stories and Posts
As I mentioned above, businesses can repost content on Instagram to engage their followers and share on-brand content.
But what, exactly, should you share? It’s a good idea to share content that meets at least one of the following criteria:

The content is directly related to my brand
The content reflects my brand’s aesthetic
A customer has tagged or mentioned my brand
My followers will find the content valuable

Here’s an example — Peloton’s apparel brand, @PeletonApparel, regularly shares posts from customers wearing its clothing – and they typically add a call to action, such as a link to its shop. It’s an excellent way to leverage user generated content to engage a community and build brand advocates.

A word of caution here — when it comes to reposting user-generated content, brands should always ask for permission from users before reposting content. Certain users value their privacy over others — and you never want to overstep those boundaries.
Now, let’s cover how to repost content on your Instagram Story.

How to Share an Instagram Story to My Story
Your ability to repost someone’s Story depends on whether the original creator tagged you.
If the user hasn’t tagged you, you’re limited in what you can do. Currently, there’s no feature that allows you to repost stories without a tag. However, you can share it via direct messages to another follower.
If you were tagged in a story, you can easily reshare it to your story by following the steps below:

Tap the direct messages icon in the upper right-hand corner.

2. Locate and open the tagging notification.

3. Tap “Add to Your Story.” From here, you can add your own text, filters, and stickers to the post — or continue to the next step.

4. Lastly, tap “Send.”
Once your post is live, viewers can see the original story, along with any comments or stickers you may have added.

How to Share an Instagram Post to My Story
You can share another user’s in-feed post to your story in four quick steps:
1. Tap that airplane icon below the photo or video in your feed.2. From the pop-up menu, tap “Add post/video to your story.”

3. Next, you can add text, filters, or stickers to the story — or move to the next step.
4. Tap “Send To” then “Share.”

Why Can’t I Share Someone’s Instagram Story?
Keep in mind that many users enable story sharing by default, but others may opt to disable this feature. Similarly, users may put their profile on private mode. If they haven’t accepted your follow request, you won’t be able to view their stories.
Of course, you can screenshot or screen record a story before it expires. However, when it comes to sharing and reposting content, it’s important to remember that certain users value their privacy more than others. To avoid crossing any lines, it’s a good habit to ask for permission before sharing any content to your page.

I am really curious about what struggles a marketing person has daily. What problems do you have and how do you fix them?
submitted by /u/Mr_LA [link] [comments]

submitted by /u/Internal-Ambition-47 [link] [comments]

Are you a Notion buff? Well, I am and I use Notion for almost everything. So, I created HyperLink that allows you to create a beautiful page where you can add all your links just from a Notion page. If this is something that interests you, please checkout [hyperlink.bio/demo](http://hyperlink.bio/demo) PS: You can also capture emails from your link-in-bio page
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Marketing to Gen Z can seem like a tough task. Even understanding Gen Z might seem like a tough task, let alone understanding how to win them over. But, the time to start thinking about how to connect with them is here.
Defined by Pew as individuals born between 1997 and 2012, individuals belonging to Gen Z are beginning to graduate college, enter the workforce, and have some spending power. And they’re radically different than generations that have come before them.
CM Group, of which Campaign Monitor is a part of, recently surveyed over 1,000 consumers across generations to better understand the coming-of-age generation and their motivations, behaviors, and preferences.
For the full report, make sure to head here! But for now, take a look at these five ways that Gen Z differs from Millenials when it comes to marketing.
1. Gen Z is more likely to listen to individuals, not brands
One of the most fundamental and important differences between Gen Z and millennials is that Gen Z is more likely to trust individuals than particular brands or media outlets.
“Individual voices are gaining prominence, and especially for younger generations, the idea of trust in media is shifting to voices even more than brands and media outlets,” says Kerry Twibell, a former media executive who has worked at MediaLink, Hearst, Conde Nast, Newsweek, and News Corp.
This has implications not just for how Gen Z consumes media, but also how they shop. According to the study, Gen Z is more likely to seek out the recommendations of online influencers they trust compared to prior generations.
So what does this mean from a marketing perspective? We’ve known the value of personal recommendations for a while now, but with Gen Z, it’s only going to be more important. And for brands small and large, a key part of their marketing strategies moving forward is going to be centered around being able to get real people to talk about your product.
So, how do you do this?
Three strategies for getting individuals to talk about your product

Collect reviews at every point possible. Whether it be by email, text, or simply asking in-person — collecting reviews for your company or individual products is going to be more and more important.

Incorporate user-generated content (UGC) into your marketing strategy. If people take pictures with your product and tag you in them on social media, don’t be shy from sharing it from your own account. Plus, if you can find ways to encourage people to post about your brand online — maybe with a giveaway or contest — it’ll only take your brand’s reach further.

Identify influencers in your industry and invite them in. Working with influencers may seem like a marketing tactic for big brands, but it’s totally attainable for brands and businesses of all sizes. We’re not saying you have to slide into Kim Kardashian’s DMs, but if you’re a local coffee shop, for example, we can practically guarantee there’s someone in your town who has an account dedicated to trying local restaurants and coffee shops. Reach out to them and build a relationship, and you could very well win over an influential voice in your area.

2. Gen Z craves authentic, in-person experiences
With the rise of remote work and the dawn of the metaverse, there’s been a lot of talk about how future generations are going to be less personally connected and more digitally connected than ever. It turns out, though, that Gen Z isn’t necessarily on board with that trend.
Just because Gen Z has grown up with more access to technology than any other generation doesn’t mean they’re more obsessed or enthusiastic about it than millennials are. They’re more aware of the dangers of bad technology habits, and they aren’t afraid to ditch technology for a better experience “IRL.”
At the same time though, they are very digitally active, relying on social media for everything from connecting with friends to consuming news.

Gen Z is more likely to get their news from social media than millennials.

So what does this blend of tech-savvy and in-person preference mean? As marketers, it’s important to make use of both.
“Brick-and-mortar spaces, as well as pop-up initiatives, aren’t sales drivers anymore. They’re media moments,” says Monica Deretich, former VP of Marketing at TechStyle Fashion Group and proven leader specializing in strategic data-driven marketing centered around customer experience. 
What does this blend look like? It’s going to vary widely based on your brand and your budget, but brands and businesses that can create an in-person experience that’s also socially shareable are the ones that will take advantage.
3. Gen Z demands supply chain ease and transparency
Gen Z’s brand loyalty hinges on transparency and consistency across the full brand journey — right up to the point where a product arrives on their doorstep. This means that they demand speedy, flexible, and predictable shipping options.
For marketers, this means thinking less about customer experience and messaging as separate entities. 
“Marketers today need to look beyond messaging,” says Monica Deretich, a retail industry advisor. “When you own customer experience, considerations well beyond marketing matter deeply to your success—including automated fulfillment, cloud-based logistics technology, predictive planning, inventory visibility, and next-day, same-day, or even same-hour fulfillment solutions.”
Gen Z is more than willing to abandon their carts if shipping ease and convenience aren’t there. The same goes for payment systems. Brands that offer contactless payment and buy-now-pay-later options are the ones that will connect with Gen Z the most.

Gen Z is more likely than previous generations to adopt alternative payment options like Apple Pay.

4. Gen Z is more willing to part with their personal information
We wrote earlier about Gen Z’s technology habits and their awareness of the downside of too much technology. Knowing that, you might think Gen Z would be more protective over their personal information. But, according to the study, Gen Z actually ranks their privacy as less important to them than previous generations. On top of that, Gen Z is also less likely to object to companies having their personal data. It’s an interesting combination, and one with plenty of opportunities.
Gen Z is more willing to part with their personal data if it means a more personal customer experience, and this is a huge opportunity for marketers. By asking for information — whether it be from a signup form online or during a purchase in-store — marketers have the chance to create more personalized customer experiences. 
Whether it be through segmented emails, or an SMS campaign, Gen Z’s willingness to engage with brands this way is a big plus for marketers who are willing to meet them there.
5. Gen Z doesn’t just prefer sustainable choices, they demand them
Millennials are more eco-conscious than the generations that came before then, and really started to swing the pendulum by showing a preference for sustainably produced products. But, whereas millennials might simply prefer that a product be sustainably produced, Gen Z demands it.
Gen Z is less optimistic about climate change than Millennials are, and this is very likely to influence their purchasing decisions. “Sustainability and related topics represent an important way to connect and build authentic relationships with consumers outside of the usual promotional communications,” says Laura Carrier, a seasoned retail and technology consultant who has worked within retail brands including Saks Fifth Avenue and Macy’s, as well as at digital marketing firm, MediaMath.
This means that businesses need to start thinking about ways to make their operations more sustainable, and making sure they actively communicate those things to their customers.
Preparing for a new type of consumer
The time to start preparing for Gen Z is already here. As more and more of Gen Z starts graduating and entering the workforce, their spending power will continue to grow, and it’s important that marketers grow with them.
Luckily, marketing technology is also evolving, and creating these kinds of personal brand experiences that Gen Z demands isn’t just for the big brands anymore — it’s attainable for just about everyone.
Curious to give Campaign Monitor’s personalization, segmentation, and automation features a try? Sign up for free!
The post Five Ways Gen Z Differs from Millennials When it Comes to Marketing appeared first on Campaign Monitor.

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Using a video editing app is critical for creating a winning video marketing strategy. And if you’re reading this blog post, chances are you already know you should incorporate more video content into your marketing, especially after the rise of remote work.But like most new strategies, you’ll need to prove its ROI before you get a budget. And that can be tricky because to make a great video, you need a few things — like a camera and editing software. You might already have a high-quality camera built into your smartphone, but editing your raw footage and preparing it for publication requires a third-party mobile app. You might even need to hop on the computer for the more extensive post-production projects.

The good news: There are several free and inexpensive video editing apps you can download that run the gamut from super simple to Hollywood-level powerful. In this post we will delve into the best video apps for every device and click one of the links below to jump to a specific type of app, or keep reading to learn about them all.

Instagram Video Editing Apps
Top Free Video Editing Software
Best Video Editing Apps for YouTube
Video Editing Apps for Android

Editing Apps for Videos: Standard Features
Every editing app will be different, but there are a few features you’ll want to look for. Because most apps will have a free and paid version, it’s important to know what’s essential and what might be worth an upgrade.
For every video app whether paid or free, it will include:

Scrubbing through video as you edit.
Choosing an aspect ratio that fits with your target platform (Instagram, Youtube, Facebook, TikTok, etc.).
Adding text and shapes along with professional transitions throughout the shots.
Exporting video with at least 480p quality with high definition exports up to 4k.
Adding music to the video via stock music or your library.

The following solutions can help you make video magic — whether your video is meant for Instagram, YouTube, or a similar channel where your audience is hungry for content.

Instagram Video Editing Apps
The following apps allow you to edit and quickly upload beautiful videos to Instagram. None of these apps are limited to Instagram but are known for their support of this social network.
1. Magisto

Price: Starts at free | Platforms: iOS, Android, Online

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Video automation is here — in the form of the Magisto video editor.
Owned by Vimeo, Magisto allows you to make incredible videos without ever leaving your smartphone in three easy steps: First, you’ll choose your video editing style (the type of story you’re telling), then you’ll choose the photos and video clips you’d like included, and lastly, you’ll pick your music from Magisto’s built-in music library.
Using artificial intelligence (AI), this intuitive app helps organize your footage in a video that best delivers the message you have in mind. Why not stop at the free version? Upgrade to Premium or Professional for a small monthly fee and make longer movies with more of your own content.
Pros

Easy-to-use templates for hassle-free creation
Intuitive, beginner-friendly interface
Online version available for creating both on Windows and macOS laptops
Professional and Business plans come with a free Vimeo Pro subscription

Cons

The “Created with Magisto” watermark will be visible unless you upgrade to premium
No multi-track editing or 4K exporting
Ideal for very short social media videos (< 3 minutes long)
Stock videos are only accessible with a Professional plan

2. Hyperlapse

Price: Free | Platforms: iOS

Hyperlapse is an app created by Instagram itself that condenses videos into brief, hyper-speed videos that you can upload to Instagram or Facebook.
You can choose among a few different speeds, and the app will show you how long the hyperlapse video will be for every speed in comparison to the length of the video in real-time. (So a 40-second video in real-time will become roughly a 7-second video in Hyperlapse at 6X speed.) It’s a cool way to capture something that usually lasts a while — like a sunset or an event setup.
See what happened when I used Hyperlapse to film daybreak at 12X in the video above.
Pros

It’s an easy way to speed up process videos.
Use a minimal layout that’s nearly identical to the iPhone camera.
You can capture videos straight from the app.
No sign-in is required to get started.

Cons

It only has one capability: speeding up videos
You can’t import already-filmed videos into the app
The video saves to your camera roll, taking up storage space
No multi-track editing, 4K exporting, or other features typically associated with apps for video editing

3. Wondershare Filmora

Price: Starts at free on mobile | Platforms: iOS, Android, macOS, Windows

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Wondershare Filmora (formerly Wondershare Video Editor) is the perfect option if you want to start with basic video editing functionality with the opportunity to get more advanced as you go. The app is perfect for Instagram but can create audience-ready videos for numerous platforms.
Filmora is available for Windows and Mac computers, whereas the company’s FilmoraGo mobile app is free to download for both iOS and Android devices.
Filmora’s “Easy Mode” strips away the complexity so you can drag and drop video clips, add some music, and produce a finished video in a matter of minutes. The FilmoraGo app has many of these features, plus an Effect Store where you can incorporate preset intros, themes, and transitions into your video creation.
Sounds too good to be true? Well, you’re right: The free version of Wondershare Filmora adds a watermark to your videos that you can only remove through upgrading to their paid service.
Pros

This app is a powerful option for both beginner and advanced video editors.
The desktop version offers multi-track editing and more traditional video editing capabilities.
The mobile version includes easy-to-use effects, stickers, and filters.
You can layer music and different sounds in the mobile app.
Relatively affordable (starting at less than $50 per year for Filmora X, and free for the mobile app) compared to competitors such as Adobe.

Cons

The desktop apps are not free, but a trial is available.
Videos are watermarked with the Wondershare branding unless you upgrade to a premium plan.

4. InShot

Price: Starts at free | Platforms: iOS, Android

There are times when you just want to edit a video — no fancy collages and no splicing. For that, there’s InShot, a handy app that lets you trim, speed up, or add music and filters to video. It’s pretty fundamental, but with that comes a high ease of use. You can also add a background if you like, though we think it’s pretty cool to have an overlap of images — like we did with the video above.
I took a simple video of a tranquil beach scene, but enhanced it with InShot’s “warm filter” and added a fitting musical track to it — a song called “Pikake Stream,” by Kalani. (I recommend viewing the video in its entirety with headphones, especially if you’re having a stressful day.)
Pros

It’s a great app for beginners and marketers who don’t have a lot of time for intensive video editing.
Built-in music library with royalty-free options.
You can add voice-overs and your music.
The app has a 4.8-star rating on the Apple Store and over 1M ratings.

Cons

There’s no desktop app available.
Filters and stickers are only available with a paid subscription.
Your video will be watermarked unless you upgrade to the paid version.

Top Free Video Editing Software
The following tools are the most versatile mobile apps of all the free software listed in this article.
1. WeVideo

Price: Starts at free | Platforms: iOS, Android, Chrome OS

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Cloud-based video editing software (i.e., software that you access via a browser instead of downloading directly to your hard drive) is growing more and more popular. One of the programs leading the charge is WeVideo.
WeVideo offers some advanced features and functionality, including audio editing capabilities, a library of commercially licensed music, and the ability to share videos in 4K resolution. However, the free version of WeVideo isn’t without its limitations.
One major downside is that you’re only given 10GB of cloud storage. If you’re making a one-off video, this is fine. But if you’re planning to edit multiple videos, you’ll need more space. The free version also puts a WeVideo watermark on your videos, which isn’t ideal.
WeVideo is also available as a desktop computer product and comes with free and paid plans. For a complete breakdown of the differences between these plans, check out WeVideo’s pricing page.
Pros

You can access your videos from any device
Paid versions are relatively cheap (starting at $4.99 for the Power version)
4K exporting available

Cons

Only 10GB of storage and 5 minutes of published video are available on the free version
The maximum resolution is 480p on the free subscription
Your video will be watermarked with WeVideo’s branding unless you upgrade

2. Splice

Price: Free | Platforms: iOS

Splice allows you — as the name suggests — to splice together different video clips on your phone to create a moving collage.
We had a lot of fun playing with this one, especially since Splice even contains a library of musical tracks that can be used as a background for your finished product. You can also use the app to trim and edit the different pieces of video and customize transition lengths from one scene to the next.
My colleague, Amanda Zantal-Wiener, experimented with Splice by compiling the above 15-second video of her dog — using only an iPhone 6.
Pros

Easy and intuitive to use
Familiar user-friendly interface
Multi-track and timeline editing with layers and masks
No sign-in required
No watermark, even for free subscribers

Cons

Subscription starts at $2.99/week, or $12.97/month, which is pricier than other alternatives
Effects and music are only available for paid subscribers

3. Adobe Premiere Rush

Price: Free | Platforms: iOS, Android

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Adobe’s popular video editor, Premiere, isn’t just available on your mobile device — it’s free.
Melissa Stoneburner of Examiner.com calls this app a “gateway” into the full Adobe Premiere Pro video editor for desktop, and we can see this for ourselves. Similar to Magisto (the first video editor on our list), Adobe Rush automatically sets your video to the music of your choice (using Premiere Rush’s library or your own), and offers a Freeform editor that allows you to customize your edits further after this initial audio sync.
Premiere Rush’s equally robust video editing features help you trim, drag, and drop multiple video and image clips — right from your mobile device’s photo and video album — in the order you’d like.
Then, just add proper lighting, manipulate the speed of the video, and share your final product directly on Facebook, Twitter, or YouTube.
Pros

It’s a natural choice for current Adobe users.
Premiere rush offers a familiar video editing interface for those with experience and an easier learning curve for beginners.
The paid version supports 4K exports.

Cons

Some users report exporting and crashing issues on the Android version.
Limited storage capabilities (<100GB) for free users

4. PicPlayPost

Price: Free | Platforms: iOS, Android

We’ve already covered the coolness of photo collages. But what if you could make a video collage? PicPlayPost is a simple app that lets you do exactly that. Just remember that the sound from both videos will play at the same time, so be sure they won’t clash with one another.
There are many uses for a video collage app, but my colleague, Lindsay Kolowich, particularly likes the way fitness professional Melissa Made uses it on her Instagram account. She posts video collages with her performing a workout on one side, while she explains the workout out loud on the other.
Pros

You can create alternative formats such as gifs and live photos
4K exporting available

Cons

Most valuable features are available on the paid version only
You can’t paste text from another app
Video will be watermarked with the PicPlayPost branding unless you upgrade

Best Video Editing Apps for YouTube
Although the video editing services below do not offer mobile versions, they do offer easy-to-learn functionality at minimal cost. These apps are the best for sitting down at your computer and editing amazing video content for your YouTube channel.
1. Blender

Price: Free | Platforms: Windows, macOS, Linux

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The open-source program Blender is more than just a video editor: It’s a full-blown 3D animation suite, which allows for modeling, rendering, motion tracking, and more.
On the video editing side, there are a ton of features, including transitions, speed control, filters, adjustment layers, and more. There are also 32 slots available for adding video clips, audio clips, images, and effects, which means you can produce some incredibly complex video.
For the amateur video editor, all the options can be a bit overwhelming. But if you’re looking to produce truly professional-quality video — without having to deal with watermarks — Blender is a solid option. The best part: “You are free to use Blender for any purpose, including commercially or for education,” according to its website. For the fine print, check out its licensing info.
Pros

Blender has a long history of use across multiple platforms.
You can render, model, sculpt, and animate using this app.

Cons

There’s a steep learning curve for beginners.

2. Lightworks

Price: Free | Platforms: Windows, Mac, Linux

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Like Blender, Lightworks is definitely on the more advanced (and powerful) end of the video editing software spectrum. In fact, it’s a program that’s been used to edit some well-known and award-winning films, including Pulp Fiction, The Wolf of Wall Street, and The King’s Speech.
There are two different licenses you can choose from with Lightworks: “Free” and “Pro.” (The latter of which, as you might have guessed, requires that you cough up some cash.) The main difference between the two licenses is that the Pro version offers more features, including stereoscopic output and advanced project sharing. But the free version is still quite powerful, providing 100+ effects and supporting multicam editing.
Pros

Like Blender, Lightworks has a long history of use across multiple platforms.
You can access royalty-free videos and audio from the desktop app.
You can export up to 4K.
Multi-track editing and timelines, even in the free version.
You can buy a lifetime license for $437.99 and never worry about renewing a subscription.

Cons

There’s an extremely steep learning curve for beginners.
Limited options for creating titles and subtitles.
Users have reported formatting issues when importing video clips.

3. Shotcut

Price: Free | Platforms: Windows, macOS, Linux

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Shotcut is another open-source video software — and it’s completely free. It’s possible to use Shotcut to create professional-looking videos, but the interface is tricky to use. Perhaps that’s because it was originally developed for the Linux platform, which looks and feels a lot different from the typical Windows or Mac UX.
With dedication — and time spent in the Shotcut frequently asked questions and how-to guide sections — it’s possible to use this software to create and export high-quality videos, completely for free.
Pros

It’s completely free—you never have to upgrade, ever.
The diverse list of features rivals those of paid apps.

Cons

Shotcut could be difficult to get the hang of at first.
Some users find the UI difficult to navigate.
It’s less intuitive compared to other apps such as Premiere Pro and FinalCut, even for experienced editors.

4. VSDC Free Video Editor

Price: Free | Platforms: Windows Only

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In experienced hands, the VSDC Free Video Editor can produce professional-looking videos. In addition to supporting nearly every major video format, the program offers advanced video effects, including object transformation and color correction, as well as advanced audio effects like volume correction and sound normalization. And unlike WeVideo, the VSDC Free Video Editor is truly free. You can use the program’s full feature set without having to deal with pesky watermarks.
Unfortunately, there is one catch. If you want technical support, you need to pay. (And because there is a bit of a learning curve, there’s a good chance you’ll need assistance.) Support for the VSDC Free Video Editor costs $9.99 for one month and $14.99 for one year.
Pros

The free version is packed with typically premium features such as masking, blending modes, and 4K exports.
You can share your video directly from the app to YouTube, Vimeo, and other platforms.

Cons

You have to pay for support if you’re using the free version.
Not as user-friendly as other alternatives.
Users have reported a steep learning curve.

5. Machete Video Editor Lite

Price: Free | Platforms: Windows Only

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At the simple end of the spectrum is Machete Video Editor Lite, a free program allowing you to cut, copy, and paste different sections of video. As the Machete website puts it, Video Editor Lite was “designed for quick and simple ‘slicing’ of your video files.”
The program’s intuitive interface means you won’t have to waste time shuffling through technical support documents. And because Video Editor Lite doesn’t re-encode your video files when you slice them, you don’t have to worry about losing video quality.
The main downsides to the program? It only supports the AVI and WMV video formats, and it doesn’t allow for audio editing. Still, if you have zero video editing experience and only need to make simple edits, it’s a great option.
Pros

This app offers simple but powerful slicing and editing capabilities.
It’s an incredibly simple and user-friendly interface; simply download and go.

Cons

You can only export AVI and WMV files.
You can’t edit or replace the audio.
The website is outdated with limited support documents.

6. Avidemux

Price: Free | Platforms: Windows, macOS, Linux

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Like Machete Video Editor Lite, Avidemux allows you to do basic video editing (no audio editing) without having to worry about losing video quality. But Avidemux also has a few more tricks up its sleeve.
For starters, the program supports multiple video formats, including AVI, DVD, MPEG, QuickTime, and MP4. What’s more, Avidemux comes with several filters that allow you to perform a host of different functions, from flipping and rotating clips, to adding subtitles, to adjusting colors and brightness levels.
And while the learning curve for Avidemux is slightly steeper compared to Machete Video Editor Lite, the upside is that there’s an extensive Avidemux wiki that covers everything you need to know.
Pros

Supports multiple file formats such as AVI, MPEG, MP4, and Microsoft’s proprietary ASF
Simple interface that’s best for tasks such as cutting and splicing footage
Easy learning curve; simply download and start using

Cons

Limited capabilities compared to other apps (especially mobile apps)

7. HitFilm

Price: Starts at free | Platforms: Windows, macOS

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HitFilm Express is a free video editing and visual effects software — which means you can use it to add more than 180 special effects to your videos, including 3D editing.
Possibly the coolest HitFilm feature is its wealth of tutorial videos — users can practice applying special visual effects in movie tutorials based on Star Wars, Westworld, and more.
Of course, upgrading to HitFilm Pro grants access to more visual effects, better high resolution and 3D rendering, and better audio syncing between audio and video files. It costs $300, but if you’re not ready to fully invest, HitFilm Express users can purchase lower-cost expansions to use more tools in their software.
To see the complete list of differences between HitFilm Free and Pro, check out their “Compare Versions” page.
Pros

Powerful capabilities such as mask rendering, export queues, and unlimited tracks and transitions
Built-in voice recorder for easy voice-overs
Has been described as a mix between Adobe After Effects and Adobe Premiere Pro

Cons

Beginners may experience a learning curve.
Some users have reported crashing issues.

Video Editing Apps for Android
These video editing apps are particularly appealing for Android mobile users, though some of them are compatible with more than just the Android operating system.
1. VideoShow

Price: Free | Platforms: Android, iOS

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VideoShow allows you to edit video content in many creative ways beyond cutting and pasting scenes together. The award-winning app, which has more than 400 million users, allows you to include text overlays, stickers, music, filters, and sound effects in your footage. Because of these features, it lends itself to video producers who want to add a bit more creativity to a vlog series, where the video is primarily of one person speaking directly to the camera.
Pros

Easy-to-use yet powerful, with HD exports available for free users
Expansive music library

Cons

Your video will be watermarked with VideoShow branding if you’re not on the paid version
You can’t export the video without upgrading to the paid version

2. PowerDirector

Price: Free | Platforms: Android, Windows, macOS

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This robust video editor has a suite of creative design tools just for Android and desktop users. Developed by CyberLink, the app can help you create 4K-quality videos from footage taken with numerous devices. Special features include motion tracking, which helps you focus on specific subjects in each frame; video collages, which help you piece together numerous photos into a motion video; and video stabilization, allowing you to remove moments of “shaky camera” in your footage. PowerDirector can also help you add voiceovers and creative sound effects using chroma key.
Many of PowerDirector’s features are completely free in the Android app. For a more advanced suite of editing tools, you can invest in one of CyberLink’s paid products starting at $99.
Pros

Powerful features such as green screen editing, motion graphics, and keyframe controls
Incredibly low price compared to competitors such as Adobe
Multi-track editing and timelines
The company constantly adds new graphics and templates for users to choose from

Cons

Some users have reported that it can be buggy

3. Quik

Price: Free | Platforms: Android, iOS, macOS, Windows

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Quik is a video editing tool developed by GoPro, making it the software of choice for people who are editing footage from their GoPro camera. But yes, it can edit content from any source.
The app can manage up to 75 photos and video clips in one project, and can even comb through this content to help you make smart editing decisions based on what the app detects in the footage. From time-lapses to panoramic pieces, Quik can manipulate your media in lots of creative ways. The app has more than 20 preset themes to choose from and supports eight common file types.
Pros

Easy-to-use and intuitive app
Automatically imports photos from your camera

Cons

This software no longer receives updates from its manufacturer
You only have access to the cloud when you upgrade to GoPro PLUS

4. KineMaster

Price: Free | Platforms: iOS, Android, ChromeOS

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KineMaster is a super-versatile video editing tool that allows you to edit videos on “multiple layers.” What does that mean? Content creators can add an unlimited amount of text overlays, images, audio, and even free handwriting onto their footage for the artistic detail they or their brand needs. You can also blend multiple pieces of footage and use double-exposures to customize the background in a load of creative ways.
For simpler editing tasks, of course, this app offers intuitive trimming and splitting features to make your video progress just the way you want it to.
Pros

Powerful features such as multi-track editing, layers, and blending modes
Over 3M reviews on Google Play and an average rating of 4.5 stars
You can share on YouTube, Instagram, and Facebook straight from the app
4K exports available

Cons

Your video will be watermarked with the KineMaster branding if you don’t upgrade to Premium
Limited access to assets on the free version

5. VivaVideo

Price: Free | Platforms: iOS, Android

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VivaVideo makes professional-level edits easy for content creators. Free for all mobile devices, the app allows you to trim, merge, speed up, slow down, and reverse clips and images in a short amount of time. The app also comes with a simple collage- and slideshow-maker and offers a variety of camera lenses to capture new, edit-ready footage directly in the app.
Pros

Fun on-trend filters, templates, and effects
Expansive music library with hundreds of clips to choose from
Multi-track editing allows you to layer voice clips and music

Cons

The five-minute time limit for videos

With most people working from home, the importance of video can’t be overstated. But unless you get the right app for video editing, you’ll run the risk of publishing videos that look unprofessional and unpolished.
With these apps, you’ll be sure to create a video that attracts, converts, and delights your audience. The sooner you download one, the sooner you can sharpen your audio/video creation skills and attract more people to your brand.
Create Better Videos for a Higher ROI
Online video content isn’t just watched more — it’s expected more. Luckily, you have the video editing tools to help you delight your audience and improve conversion rates across your social media accounts. Grab the guide below to make the video learning curve easier and to jumpstart your video marketing efforts.
Editor’s note: This post was originally published in March 2019 and has been updated for comprehensiveness.