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When to Post: A Q1 2025 Update

MARCH 11, 2025

According to new data from Hootsuite, the best overall time to post on social media in 2025 is 8:00 a.m. on Wednesdays.

But as we know, each platform has its own unwritten rules.

Instagram

Brands should post early mornings; personal accounts do better in the evening.
Peak engagement: 3 p.m. – 9 p.m. (Mon), 5 a.m. – 8 a.m. & 3 p.m. – 7 p.m. (Tues), 5 p.m. (Wed).

Facebook

Post according to audience time zones.
Peak engagement: 5 a.m. (Tues), 6 a.m. (Wed-Sat), 8 a.m. (Sun).

LinkedIn

Text posts perform best in the morning; videos in the afternoon.
Peak engagement: 6 a.m. – 8 AM (Tues), 9 a.m. (Wed), 2 p.m. (Thurs).

Post in the morning for news/trends.
Peak engagement: 5 a.m. (Mon), 3 a.m. – 5 a.m. (Tues), 4 a.m. – 6 a.m. (Wed).

TikTok

Posts take time to gain traction; early posting helps.
Peak engagement: 10 a.m. – 12 p.m. (Mon), 12 p.m. – 4 p.m. (Tues), 4 p.m. – 6 p.m. (Thurs).

Pinterest

Focus on SEO rather than timing.
Peak engagement: 12 p.m. (Tues & Fri), 10 a.m. (Wed), 1 p.m. (Sat), 4 p.m. (Sun).

Dig in to the full report from Hootsuite.

DEI: Where Do We Go From Here?

MARCH 10, 2025

As diversity, equity, and inclusion initiatives (DEI) face increased political scrutiny, brands are adjusting their messaging while continuing internal efforts.

Many companies are replacing terms like “inclusion” with “belonging” and scaling back external DEI comms, yet their core initiatives often remain.

Marketers are left with challenges like:

Maintaining engagement with diverse audiences amid rising consumer skepticism.
Balancing backlash from both anti-DEI activists and disappointed supporters.
Adapting messaging without alienating key demographics.

Some brands, like Target, have faced reputational damage and potential declines in store traffic due to perceived DEI rollbacks. Meanwhile, anti-DEI groups are escalating their scrutiny, making even subtle shifts controversial.

So, how do we protect DEI efforts moving forward?

Embed DEI in leadership values to foster workplace trust and safety.
Expand networks beyond race and gender to include class, education, and neurodiversity.
Practice radical curiosity to identify new audience opportunities.
Play the long game as legal interpretations of DEI policies evolve.

Check out the full story over at Media Post.

Which Influencer Content Types Are Best for Driving Sales?

MARCH 9, 2025

Influencer marketing this, influencer marketing that.

But what are the specific content formats, influencer types, and platforms that consistently generate real results?

Here’s what the latest data tells us:

🎥 Demos and tutorials remain the top-performing content types for driving sales. They’re particularly effective for BOFU consumers who are already interested in a product.
📱 Short-form content, like Instagram Reels and TikTok videos, works well for quick engagement and viral potential.
📖 Long-form content excels in providing deeper storytelling, product reviews, and building stronger customer trust.
👩‍💻 While large influencers get the headlines, nano and micro influencers typically have higher engagement rates and create more authentic content, resulting in better conversion rates.
📸 Instagram continues to lead for driving influencer-driven purchases, but TikTok, particularly its Shop feature, is gaining traction, especially for lower-ticket items.

Take a closer look at the data from Modash.

How to Encourage Trial of New Brands

MARCH 5, 2025

In crowded markets, where new brands face stiff competition from established names, creating a conflict between consumer goals and brand options can make them more likely to try unfamiliar brands.

Research by UConn Marketing Professor Danielle Brick highlights how context affects brand selection. In experiments, consumers are more inclined to try novel products when the options conflict with their active goals. For example:

When gym-goers were presented with a choice of candy bars, they were more likely to opt for a new brand (Lion Bar) over a familiar one (Milky Way). This is because their health-focused goal at the gym created a tension that made them more open to trying something different.
In contrast, when seeking a sweet treat in a more relaxed setting (like a cafeteria), consumers preferred familiar brands.
Similarly, when people were asked to choose between cookies, those primed with health-related goals were more likely to choose a novel cookie brand (Partake) over a familiar one (Chips Ahoy).

The key insight: Consumers justify their choices based on their goals and the ambiguity of novel brands. If the new product seems to better align with their current objectives, they’re more willing to give it a try. Position new products in a way that taps into the tension between consumer needs and brand familiarity.

Check out this insight from UConn Today.

How to Leverage ChatGPT Traffic for Higher Conversions

MARCH 4, 2025

Data shows that while Google Organic drives more traffic, ChatGPT generates significantly higher conversion rates—6.8 times higher for free trial sign-ups. This suggests that ChatGPT traffic brings higher-intent users.

Here’s how to leverage that traffic:

Focus on quality, not just quantity. Google Organic brings in large volumes of traffic, but ChatGPT delivers more qualified leads. Shift your focus to dramatically improve conversions.
Track ChatGPT traffic in GA4. By tracking traffic from ChatGPT (via UTM parameters), you can measure how well it converts in comparison to traditional SEO traffic. For instance, ChatGPT accounted for just 4% of traffic but 22% of conversions in the example study.
Optimize your funnel for ChatGPT. Users arriving from ChatGPT are often pre-sold and highly qualified, reducing drop-off rates in the conversion funnel. Tailor your website’s user experience to cater to these high-intent visitors.
Emphasize user intent. ChatGPT users typically have a clear goal when they click, resulting in a higher likelihood of completing actions like signing up for a free trial. Align your messaging with their intent.
Monitor and adapt. Adjust your SEO and CRO strategies as ChatGPT’s role in the digital marketing ecosystem evolves.

Dig into this tactic from Alden Do Rosario.

The 3 Pillars of Real Thought Leadership

MARCH 3, 2025

Real thought leaders don’t chase engagement—they create value.

Thought leadership isn’t not all about social activity and algorithms; it’s about guiding your audience toward better decisions. You need depth and visibility.

When you consistently create content that informs, clarifies, and shifts perspectives, you don’t just gain followers—you build real influence.

Your thought leadership content must do three things:

Show your audience you understand their problems. Customers don’t care about your brand—they care about their challenges. If you can articulate their pain points better than they can, they’ll trust you to solve them.
Help them navigate their options. More choices don’t always mean better decisions. Thought leaders simplify complexity by framing tradeoffs and guiding customers toward the right solution.
Offer a new perspective. True innovation isn’t about trends; it’s about relevance. Your audience values insights that reshape how they see their problems and opportunities.

Get the full insight from MarTech’s Zac Stucki.

How to Optimize Your Nonprofit Website

MARCH 2, 2025

Implement these straightforward changes to your nonprofit website to keep fundraising, volunteer recruitment, and mission awareness on track:

Ensure consistent messaging across all pages.

Over time, nonprofits add and remove pages, leading to inconsistencies in messaging. Conduct an annual review of all website content to ensure it aligns with your nonprofit’s mission and current programs.
Use a nonprofit-specific website audit template to document inconsistencies and needed updates.
Create a messaging guide that outlines tone, key messages, and examples, ensuring all future content stays aligned.

Optimize conversion paths to boost engagement and donations.

Define the key actions supporters should take on your site (donating, volunteering, event registration, newsletter sign-up).
Test each visitor journey from entry point to conversion, ensuring CTAs, forms, and stories align with user needs.
Remove outdated CTAs, refresh storytelling elements to reflect recent impact, and ensure donation and volunteer forms are mobile-friendly.
Prioritize changes using a framework that considers mission impact, visitor reach, and resource costs.
Reassess conversion paths quarterly to maintain effectiveness.

Make pages easier to scan and read.

Use descriptive headings to break up text and help visitors find key information quickly.
Keep paragraphs short and use bullet points or numbered lists for complex info.

Update outdated info to maintain credibility.

Clearly mark past events as completed, remove outdated registration links, and provide recaps or success stories.
Remove former team members, update bios for new staff, and ensure leadership pages are accurate.
Make sure program descriptions reflect actual offerings, update eligibility criteria, and verify application links.
Check that emails, phone numbers, and physical addresses are accurate to avoid donor and volunteer confusion.

Learn more from Wired Impact.

Finding the Right CTA

FEBRUARY 26, 2025

Stuck in a rut using the same tired CTAs? It helps to think of calls-to-action in categories for different purposes. Here are some examples:

Specific CTAs for clear and direct actions:

Start your 7-day free trial today!
Book your consultation now—slots are limited!

Urgency-focused CTAs for triggering FOMO:

Don’t miss out—offer ends tonight!
Final hours: Secure your discount now!

Actionable CTAs for encouraging immediate action:

Get yours now—shop the collection!
Try it risk-free—cancel anytime.

Invitational CTAs to be inclusive and welcoming:

Build your dream routine today!
Explore the possibilities—start here.

Value-Oriented CTAs for emphasizing benefits:

Unlock exclusive rewards—join now!
Learn from the best—enroll in the course now.

Curiosity-Driven CTAs for sparking interest:

What’s missing in your routine? Find out now!
Ready for a surprise? Click to reveal!

Emotional CTAs for connecting on a personal level:

Make your dreams a reality—start today.
Give yourself the care you deserve.

Social proof CTAs –for building trust:

Join 10,000+ happy customers—start today!
See why everyone’s switching—get started now!

Simplified CTAs for low-effort, high convenience:

Start in just 3 easy steps—click here!
No hassle, no commitment—try it now!

Visual/interactive CTAs:

Watch the transformation—see it in action.
Take the quiz and find your match!

Get even more examples from Certainly Nat.

Music’s Impact on TikTok Engagement

FEBRUARY 25, 2025

No surprise: Music is critical to engagement on TikTok.

Brands that strategically leverage trending genres and sounds can maximize their engagement, brand recall, and product sales on TikTok.

Here’s what Adobe found in a recent study:

🎵 Nearly 29% of music fans are more likely to buy a product if it’s featured alongside a song they like.
🌍 Travel, fashion, and beauty TikToks use music the most to engage viewers.
❤️ Indie music generates the highest likes and comments, suggesting a strong emotional connection with audiences.
🎤 L.Dre, Doja Cat, and Taylor Swift are the most popular artists featured in TikToks.
🛍️ Rock, country, and indie fans are the most likely to shop on TikTok Shop, while hip-hop/rap fans spend the most on TikTok-inspired purchases ($61 monthly).
🔎 Hip-hop/rap fans are the most active in discovering new music on TikTok (59%), followed by R&B/soul fans (52%).
⏰ Daily TikTok users spend about 84 minutes on the app, with hip-hop/rap fans spending the most time (86 minutes daily).

Take a closer look at the data at Adobe Express.