A social media policy is a set of guidelines that defines how a business and its employees use social media, covering everything from brand voice and content approval to employee conduct and crisis response. Done properly, it protects the business, gives the team clarity, and prevents the kind of incidents that end up in the…
A social media policy is a written set of guidelines that defines how a business and its employees use social media, both on behalf of the brand and in personal capacities where the brand could be implicated. Done properly, it protects the organisation, gives employees clear parameters, and ensures the brand behaves consistently across channels…
A social media expert is someone who can build and execute a strategy that moves business metrics, not just someone who posts consistently and reads the engagement numbers back to you. The title gets applied loosely, which creates a real problem for anyone trying to hire one or become one. The gap between social media…
TikTok’s ad platform has changed more in the past eighteen months than most paid social channels change in five years. New formats, revised auction mechanics, expanded commerce features, and a creator monetisation layer that now sits directly inside the ad buying interface have all landed in relatively quick succession. If you set your TikTok strategy…
TikTok’s advertising platform has changed more in the past 18 months than most channels change in five years. New formats, restructured campaign objectives, smarter automation, and a steady stream of creative tools have made the platform significantly more capable, and significantly more complex to run well. If your TikTok ad strategy was set up a…
New social media platforms emerge every year with promises of early-mover advantage, untapped audiences, and cheaper reach. Most of them quietly disappear. A small number become genuinely important. The question for any marketing team is not whether to be curious about new platforms, but how to decide which ones deserve real resource and which ones…
New social media platforms arrive with noise, momentum, and a wave of marketing commentary telling you this is the one you cannot afford to miss. Most of them are not. The harder question is not whether a new platform exists, but whether it deserves your budget, your team’s attention, and the opportunity cost of not…
Instagram ads cost between $0.20 and $2.00 per click on average, with CPMs typically ranging from $5 to $14 depending on audience, placement, objective, and time of year. But those headline numbers are almost beside the point. The more useful question is what drives cost, and whether what you’re paying is actually buying you anything…
Instagram ads typically cost between $0.20 and $2.00 per click, and between $2.00 and $15.00 per 1,000 impressions, though the range is wide enough that those numbers are almost meaningless without context. What you pay depends on your industry, your audience, your creative, your bid strategy, and what time of year you’re running. The benchmark…
There are now more than 20 social media platforms with meaningful user bases, and most marketing teams are active on fewer than four. That gap is not a problem to solve. It is a decision to make deliberately. This is a working reference to every major social media platform worth knowing about in 2025, what…
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