editor, Author at Mediastreet

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Why Subscription Models Will Be the New Normal for Social Media

January 17, 2024 No Comments

It’s no secret that social media has become a very important part of our lives. It’s not just about connecting with friends and family — it’s also home to brands and creators building communities.

o far, we’ve all enjoyed free, ad-supported social media platforms, but that could be changing. Many platforms have seen their ad revenues drop due to several factors, and now they’re looking to make some changes to their business model.

Enter the subscription-based social media model. Today, let’s explore what this model looks like and how it could change the future of social media.

The problems with ad-based social media

Ad-supported social media platforms are focused on one thing: generating revenue through targeted advertising and sponsored content. Thanks to their large user bases and complex targeting algorithms, ads have made these platforms extremely profitable over the last few years.

However, this model isn’t without its issues, including privacy concerns, prioritization of sponsored content over more relevant content to users, and a lack of transparency regarding user data usage. This leaves many users feeling unsafe on these apps.

In response, Apple released its App Tracking Transparency feature, which allows users to stop social media platforms from tracking them. While this was a great tool for users, social platforms like Facebook announced that they would end up taking a major ad revenue hit as a result.

This was an existential threat to the ad-based social media business model, so it’s no coincidence that they all started introducing paid subscriptions before long.

Snapchat+, X Premium, Meta Verified and YouTube Premium — social media companies created these subscriptions to reduce their dependence on ad revenue. But what does this subscription-based model mean for marketers?

Understanding the subscription-based model

The subscription-based model is a mixed bag for marketers, with some distinct advantages for brands that subscribe and major risks as more users buy in. Let’s look at how this approach changes the digital marketing landscape.

Ads will be less effective — For users, one of the biggest selling points of these premium social media subscriptions is often that they reduce or outright remove ads. It’s great for users looking to free up some space on their feeds, but it could prove to be a major problem for marketers, leading to:

Loss of target advertising will make it difficult for brands to reach their ideal customers efficiently and could limit their ROI. When platforms begin to remove ads from social feeds, brands lose the ability to reach that audience, making it almost impossible for marketers to reach their projected KPIs for paid campaigns.

Increased reliance on organic reach — As audiences become harder to reach with paid ads, brands must rely more on organic reach to connect with them. This could get extremely competitive as it places brands on an even playing field with all other users on the platform. Tactics like influencer marketing will be key to reaching those premium users.

Challenges for small businesses with limited resources — Smaller brands may not have the budget to invest in influencer marketing or sponsored content, meaning they’ll face an uphill battle to reach their audience.

Leverage unique features

One of the upsides to the subscription model? To make these subscriptions worthwhile, social media platforms have a new incentive to develop new features for marketers and creators.

Take X as an example. Before, verification check marks were reserved only for large, reputable accounts. Now, any brand subscriber can verify their account, unlocking longer character counts, formatting features, editing posts and more.

Of course, there’s a dark side to this, too. You may recall a few months ago when TweetDeck, now known as X Pro, became locked behind the X Premium subscription after years of being free for all users.

To stand out from the free versions of their platforms — these subscriptions need exclusive features such as verification, improved content moderation systems, enhanced customization options and more, even if that means making users pay for something that was once free.

The elephant in the room

That’s right, we have to talk about Elon Musk and his place in the subscription-model conversation. That’s because while many platforms have introduced premium subscriptions, X is the only one that seems to be considering charging all users for access. Is that where every social platform is headed?

Short answer… no.

It’s hard enough to convince someone to pay for something that’s always been free. Still, it’s hard to see most users coughing up the cash when that something is X. It’s true that the ad-supported social media model has weaknesses, but it’s still a winning formula for making money.

Beyond profit, there’s also an ethical argument against charging all users for access to the platforms where they communicate. Not everyone can afford to pay a recurring fee for access to a social media platform.

This raises questions about inclusivity and the risk of creating digital divides, where those who can’t afford subscriptions are excluded from online communities — further deepening existing societal inequalities. For better or worse, social media has become a vital part of people’s daily lives.

BY CHRISTOPHER TOMPKINS

ENTREPRENEUR LEADERSHIP NETWORK® CONTRIBUTOR

Christopher Tompkins is the CEO and founder of The Go! Agency and an internationally renowned expert in digital marketing. With more than two decades of experience, he has turned The Go! Agency into a top-ten marketing agency in Florida and a top-25 digital marketing agency nationwide.

Sourced from Entrepreneur

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13 AI-Powered Websites To Help You Work Faster

January 16, 2024 No Comments

By C. James

Let’s be real, it’s AI’s (Artificial Intelligence) world and we are living in it. Or at least that is what it seems like recently. Will AI replace your job? Maybe, but probably not. But you could potentially become a much more productive employee thanks to AI. Or maybe you can start leveraging websites powered by AI to help you make money online in a more efficient way.

From ChatGPT to Scribe to Stock images made completely from AI, the world is being taken by storm and it’s time to either ride the wave or get out of the ocean. With that, below are 13 products and tools the use AI to save you hours of work each day. Who doesn’t want that?

13 Websites Powered By AI That Can Save You Time At Work

WriteSonic

We have all heard of ChatGPT by now. And it is great, but WriteSonic puts ChatGPT in the yesterday’s news category. Why? Well, instead of being stuck in 2021, WriteSonic has all the relevant information you need, right now.

CutOut Pro

Cutout.Pro is one of many AI-driven photo and background editing tools. It can save a person time by accurately removing backgrounds from images, which obviously make editing easier and faster. With Cutout.Pro, users can create perfect photo montages, remove backgrounds in a single click, and perform a range of other tasks. It’s a great tool for photographers and the like.

Scribe

Making tutorials and guides is a laborious process (See also: boring and annoying). That’s where Scribe comes in. In literally seconds, Scribe can make an step-by-step guide to any process.

Murf AI

Hate the idea of having your voice on video? No problem. Murf AI can turn your text into human-sounding voices that are very, very realistic. This is ideal for creating videos for YouTube, Instagram or anything else that requires an actual human to speak.

Glasp

Glasp has a number of logical uses, but its ability to generate text summaries of any YouTube video might be our favourite. When people talk about how AI can save you hours and hours of work, this is what they mean.

TLDR This

We live in the “Too Long, Didn’t Read” era. With so much information, it can be overwhelming sometimes. That is where TLDR This comes in, by preventing an overwhelming amount of information. The site can remove ads, popups, graphics, and other distractions to provide a clean and focused reading experience. *Chef’s kiss*

DALL-E 2

This image was created with AI. Is it as real-looking as a actual dogs? No. Is the woman’s hand extraordinarily long? Yes. (Wow, that is SOME hand). That all said, stock images generated using AI are only going to get better and more life-like. This will be a huge benefit to bloggers and creators who are constantly looking for unique images to use.

That is where DALL-E 2 come in. It is a powerful artificial intelligence system developed by OpenAI. It is designed to generate images from textual descriptions, and it can generate images of never-before-seen objects based on the text input. The images generated by DALL-E 2 can be surprisingly detailed and accurate, and the system can learn to generate images of abstract concepts, such as feelings and environment. Now if they could only perfect creating human hands to scale.

Runway

Runway allows you to take any idea you have and make it real just by writing it. What does that mean, you ask? It means you can use Runway’s 30+ AI Magic Tools, and real-time video editing, to make amazing content. Content like your own AI-powered videos or movies. Whoa.

Supermeme AI

The name Super Meme says all you need to know. Memes made using AI and zero cleverness on your part. Super!

Jasper AI

Jasper.ai is an AI copywriting tool that helps users create content faster. It is trained with direct-response marketing frameworks and real high-converting ad copy, so it is able to generate content that can effectively engage users. It also includes a Chrome extension that allows users to quickly write emails and create content directly in their browser. With its AI-generated content, users can save time and produce better copy in a fraction of the time.

Avatarai

Avatarai.me is an AI-powered avatar maker that allows users to easily create digital art from selfies or images. It uses NVIDIA’s foundational graphics, simulation, and AI technologies to generate realistic avatars in a variety of styles, such as anime or fantasy. The avatars are generated quickly and efficiently, saving both time and energy. Lensa AI, which is built on Avatarai.me, went viral recently for its AI-generated digital art. While the pictures could be considered pieces of digital art, many are concerned about the ethical implications of free, readily available AI tools like Avatarai.me.

Play HT

Play.ht helps users create professional voiceovers in minutes without the need for expensive recording equipment. It offers over 570 AI voices in over 60 languages to automatically narrate written content. Play.ht also provides a comprehensive dashboard to manage audio files and podcast hosting. With Play.ht, users can create audio content in a fraction of the time, while also increasing their reach potential.

Unscreen

Unscreen is a (free) online video background remover that uses AI technology to quickly and easily remove the background from any video. With Unscreen, users can cut costs and save time, as well as customize videos with a library of various backgrounds to choose from. It enables users to take a single piece of footage and transform it for different purposes, making video creation faster and more efficient.

Benefits Of Using Websites Powered By AI To Do Your Work

AI technology has obviously revolutionized the way businesses and individuals carry out their work. That much has been made clear over the last 12 months. And it’s also obvious that it has the potential to help people save time, money, and effort by providing powerful automated solutions. That all said, Here are some of the main benefits of using AI to help with work:

Increased Efficiency: AI can automate mundane and time-consuming tasks, freeing up workers’ time for more important activities. On top of that, AI can also analyze and process large amounts of data quickly and accurately, cutting down on the need for manual input and increasing overall organizational efficiency.
Improved Accuracy: Nothing against humans, but AI can process data with a greater level of accuracy than we can, which will reduce the risk of errors and inaccuracies.
Cost Savings: AI can automate processes that would otherwise require a human workforce, saving businesses money in the long term. Is that dollar signs you’re seeing? Yes, yes it is.
Enhanced Customer Experience: By using AI, businesses can be used to provide personalized customer experiences, helping businesses increase customer satisfaction and loyalty. And, believe it or not, AI can also be used to anticipate customer needs and provide fast, efficient customer service.

Overall, AI can provide powerful solutions to help businesses and individuals carry out their work more effectively. And if you’re not using AI, in a few years you will be lightyears behind your competition.

Feature Image Credit: Gerd Altmann from Pixabay

By C. James

C. James is the managing editor at Wealth Gang. He has a degree in finance and a passion for creating passive income streams and wealth management.

Sourced from WEALTHGANG

In News

The 16 1/2 psychological biases that influence what we buy

January 16, 2024 No Comments

BY JEFF BEER

In ‘The Illusion of Choice,’ Richard Shotton explores the behavioural psychology that affects our impression of ads and buying habits. Why don’t more marketers use it?

Back in 2011, U.K. retailer John Lewis launched a new ad for the holiday season called “The Long Wait.” Created by ad agency Adam&eveDDB, it was unlike any other Christmas-related ads at the time. It used emotion and storytelling instead of a blatant promotional sales pitch, and it was 2 minutes long, despite conventional wisdom telling marketers that even standard 30- or 60-second spots couldn’t hold people’s attention.

It was a smash hit, and fundamentally changed British advertising, transforming the Christmas season into its very own Super Bowl of advertising, with every brand aiming to make the most creatively impressive spot.

This year’s impending onslaught and the recent release of U.K.-based consultant Richard Shotton’s latest book, The Illusion of Choice, makes now the perfect time to think about the science that theoretically underpins the art of persuasion. “This time of year is really interesting because not only do you have a huge volume of advertising, you have brands starting to adopt particular tropes, and [the ads] become interchangeable,” says Shotton. “If many brands are converging on a similar approach, that is an amazing opportunity for others.”

The Illusion of Choice promises 16-and-a-half psychological biases that influence what we buy, and it builds on concepts and ideas that Shotton first delved into for his best-selling 2018 book, The Choice Factory. John Lewis used distinctiveness to draw attention to itself and distinguish itself among its rivals. Hitting them in the holiday feels also helped. This approach ties back to a 1933 University of Berlin study by Hedwig von Restorff, which concluded that our ability to recall is significantly increased when something stands out. It’s known as the Von Restorff effect, and it’s the kind of behavioural psychology that sounds like common sense but that not enough marketers utilize.

But the first thing that becomes abundantly clear in reading The Illusion of Choice is that behavioural psychology isn’t as widely used as you might think. Why?

[Photo: Harriman House]

EMBRACING BIG BROTHER

Ever since the 1957 book, The Hidden Persuaders, hit shelves—the Vance Packard bestseller that purportedly exposed the use of subliminal messages in advertising—pop culture has often suspected advertisers as a kind of corporate Big Brother. With claims that flashing ads on a movie screen for 1/3000th of a second boosted Coke and popcorn sales by 70%, a percentage of the public concluded that brands were using lab-coat brain science to convince us all to buy stuff.

Turns out, not so much, as evidenced by the parade of bad ads anonymously scrolling past our eyes on an hourly basis.

In fact, Shotton’s thesis is that more brands should be using behavioural psychology to actually improve their marketing and our impression of brands, and the book outlines specific tactics to do just that.

One concept that surprised even Shotton was the value of concreteness, or the power of concrete language over more vague phrases. In Chapter 6, he writes about a 1972 study by University of Western Ontario psychologist Ian Begg that challenged people to recall a collection of phrases—some specific like “square door” or “rusty engine,” others more abstract like “subtle fault” and “better excuse.” Recall for the statements that people were able to picture clearly—such as square door—was 36%, while only 9% remembered the more abstruse ones.

“I thought what was striking was the scale of the impact, a four-fold increase is massive,” says Shotton. “It’s not being utilized as much as it should be. If you look at taglines today, most are very abstract. Begg’s study suggests that is a mistake, and brands should turn the abstract idea into a concrete example.”

He points to the first, classic iPod ads, and the unforgettable tagline that came from Steve Jobs original 2001 introduction of the company’s MP3 player. “They didn’t come out and say how many megabytes it had, they said it had 1,000 songs in your pocket,” says Shotton. “You can picture that. That was applying this principle in a way no other MP3 players did. I do think it’s something the best copywriters use, but it’s not being applied as much as it should be more broadly.”

GO EASY . . . LIKE RHYMING EASY

In Chapter 5, we learn that many studies over the past century have concluded that the easier the information is to process, the more believable and memorable it becomes. This is known as the Keats heuristic.

The most common tactic for making information easiest to process is through rhyming.

Yet Shotton writes that in the past decade, the number of ads that use rhyming has been cut in half. In 1977, about 10% of print ads featured a rhyming tagline compared with just 4% in 2007. “Rhyme is a fascinating one,” says Shotton. “It was a very regular and common approach, and we’ve moved away from this proven tactic even though there is still evidence that it works. I think part of it is that advertisers want to illustrate their expertise to their peers rather than the end results.”

The same can be said for funny ads. A 2022 Kantar study found that there is a correlation between the decline in people’s enjoyment of ads and fewer funny ads being made over the past decade. Shotton writes in Chapter 15, “The Wisdom of Wit,” that humorous ads help create beneficial attitudes toward the brand and the ad: They garner more attention, are more memorable, increase positive emotions, and, perhaps most importantly, improve purchase intent.

THE PRINCIPAL-AGENT PROBLEM

In reading The Illusion of Choice, some of it sounds so obvious. Why aren’t more marketers using these tactics? Shotton tells me that there is something built-in to the agency-client dynamic—which also exists between in-house marketing departments and the broader company—that discourages simplicity. He points to Stephen Ross’ economic theory of the principal-agent problem. In marketing, the principal is the brand, and the agent is the ad agency or marketer.

“The principal is interested in long-term profitable growth, while the agent is interested in that, but also safe career progression,” says Shotton. “Once you start thinking about safe career progression, it moves you away from behaving distinctively. If you fail but you adopted a mainstream approach, you still have lots of evidence to justify your choice.”

If you sponsor a pro sports team and it doesn’t work out, there are still plenty of examples to show that it was a reasonable decision.

This is why so many ad campaigns in certain categories look and sound the same. Shotton points to Liquid Death as a prime example of the opposite tack, of a company taking a real risk. “If you choose to market spring water like a death metal band and it bombs, you’ll be exposed as a marketer, with people wondering what you were thinking,” he says. “So there’s a pressure there, because of this principal-agent problem, that what works for the brand and what works for the employee are different things, and it leads you down to defensible decisions rather than what’s best for the brand.”

The overall lesson on The Illusion of Choice, though, is that marketers may find that what initially feels risky is actually the most logical approach. Like John Lewis’ Christmas move in 2011.

“If you’re familiar with the underlying experimentation, suddenly being distinctive isn’t risky, it’s a sensible balancing of the odds,” says Shotton. “So, if people know more about these behavioural science experiments, it liberates them to behave in a way that organizations that are unaware of these studies never would.”

Feature Image Credit: [Photo: Harriman House

BY JEFF BEER

Jeff Beer is a senior staff editor covering advertising and branding. He is also the host of Fast Company’s video series Brand Hit or Miss More

Sourced from Fast Company

In News

AI-Powered SEO Tools: A Comprehensive Guide for 2024

January 15, 2024 No Comments

By Glory Kaburu

AI-driven technologies have revolutionized the world of SEO, offering over 100 free AI chatbots, cost-effective tools, and scalable solutions catering to marketing agencies and enterprises.

In recent years, artificial intelligence (AI) has become an indispensable part of various digital landscapes, particularly in search engine optimization (SEO). In this comprehensive guide, we will delve into the transformative role of AI in SEO and present a curated list of over 100 AI chatbots, tools, solutions, training resources, and courses suitable for everyone in the SEO domain, from individual consultants to enterprise-level marketing teams.

Why AI Matters for SEO in 2024

AI is now an integral part of virtually every facet of digital life, particularly in the context of search. A recent survey conducted among 2,205 adults in the United States revealed that over a quarter of respondents trust AI-powered search engines for various activities. Search engine giants like Google have been leveraging AI for decades to enhance their ranking algorithms, and Bing has introduced AI-powered chat, summarization, and image creation features. Notably, AI integration is not limited to search engines alone; it has permeated into the top advertising, business, marketing, productivity, and SEO platforms, offering generative AI chat and tools. Custom AI tools are also used to build links, boost brand visibility, and generate leads and sales.

One of the key benefits of AI in SEO lies in its ability to conduct web searches through chatbots, providing valuable insights into optimizing content for both search engines and AI. With Bing AI reshaping the search landscape, Perplexity aiming to modernize PageRank, and Cohere striving to enhance search results with rerank technology, AI’s role in SEO is more prominent than ever.

Important disclaimers for AI usage in SEO

Before diving headfirst into the world of AI-driven SEO tools, it’s essential to be mindful of some important disclaimers:

Confidential information: Never share confidential or sensitive information when using AI tools or online services, as human reviewers may access this information for quality assurance.

Training data: Information shared may be used for training future AI models. Some platforms allow users to opt out of contributing to training data.

Accuracy and uniqueness: AI-generated content may not always be accurate or unique, so it’s crucial to fact-check and not rely on it for areas like medical or legal advice.

Copyright infringement: Understand the copyright protections, if any, offered by the AI tools you use, especially if you are accused of copyright infringement.

Usage policies: Always review the terms of service, content use policies, and other usage policies for the tools you rely on, particularly when using them for professional tasks.

The top AI chatbots for SEO

AI chatbots have made significant strides since OpenAI’s release of ChatGPT in November 2022. These chatbots offer assistance in various areas, from analysis and content creation to coding and research. Some of the noteworthy options include:

ChatGPT: Offering access to GPT-4, DALL·E, file uploads, beta features, and web browsing with Bing, ChatGPT stands out with its extensive plugin library and the ability to create custom chatbots.

Claude by Anthropic: Known for its larger context window, Claude excels at tasks like summarizing extensive text. Subscribers gain access to the latest model and beta features.

Google Bard (Gemini Pro): Integrated with Google Docs, Drive, Gmail, and more, Bard streamlines productivity.

Microsoft Copilot (GPT-4):* Leveraging web resources and plugins, Copilot enhances coding and problem-solving.

Perplexity: Providing in-depth answers through deep searches and sources, Perplexity is highly effective. Subscribers can switch between various AI models.

Pi (Inflection-1): Pi differentiates itself with emotionally intelligent and personalized interactions.

Poe: Hosting 27 official chatbots powered by the latest AI models, Poe also allows users to create custom chatbots. Subscribers gain access to more advanced models.

AI chatbots on social media

Social media platforms have also embraced AI chatbots, enhancing user experiences:

Meta AI chatbot: Operating on Messenger, Instagram, and WhatsApp, Meta’s AI chatbot generates images and conducts web searches through Bing.

Quora and Poe: Quora integrates the ChatGPT bot from Poe into select answers, offering AI-powered insights.

Snapchat’s My AI: One of the early adopters, Snapchat’s My AI, enables users to engage in direct messaging and group chats with AI chatbots.

X (formerly Twitter) Grok: X introduced Grok for Premium+ subscribers, utilizing X’s posts/tweets as “sources” for AI responses.

Please note that while not a social media platform, Pi by Inflection is also available on Messenger, Instagram, and WhatsApp.

AI chatbots with context

As AI chatbots become more prevalent, users often repeat details for better responses. Some platforms allow users to provide context and specific instructions:

ChatGPT: Users can give context and specific directions through Custom Instructions.

Perplexity: Offers users the ability to provide context, specific directions, location, and language preferences in their AI profiles.

Custom chatbots with minimal coding

Creating custom AI chatbots tailored to specific needs has become more accessible:

ChatGPT: Subscribers can create GPT-powered chatbots with features like web browsing, DALL·E integration, code analysis, custom instructions, knowledge files, and action sets.

Microsoft Copilot Studio: Enables 365 users to create custom Copilot experiences.

Poe: Users can create custom chatbots using eight popular AI models, allowing specific instructions for each conversation and referencing knowledge files.

Consider the SEO perspective when utilizing custom chatbots; they can serve as free or cost-effective tools to promote on webpages, enhancing link building, brand visibility, lead generation, and sales.

Disclaimer: The information provided is not trading advice. Cryptopolitan.com holds no liability for any investments made based on the information provided on this page. We strongly recommend independent research and/or consultation with a qualified professional before making any investment decision.

By Glory Kaburu

Glory is an extremely knowledgeable journalist proficient with AI tools and research. She is passionate about AI and has authored several articles on the subject. She keeps herself abreast of the latest developments in Artificial Intelligence, Machine Learning, and Deep Learning and writes about them regularly.

Sourced from Cryptopolitan

In News

11 Ways to Elevate Your Brand Beyond Just Likes and Followers

January 15, 2024 No Comments

By Jon Michail

Nowadays, everyone wants to “build their brand” and grow their social media following. But authentic personal branding goes far beyond vanity metrics on Instagram or X (Twitter). At its core, your brand is simply your reputation — what you’re known for based on the value you consistently provide over time.

While social platforms are tools for amplifying your message, your brand exists with or without them, like before social media. Your message will differ in strategy if you have a mass-market brand compared to a niche market brand. So, don’t equate the size of your following with the strength of your brand.

You should focus on the 11 things I’ve highlighted instead.

1. Focus on providing real value

Gaining likes or followers shouldn’t be the goal. You want to attract engaged “true fans” who eagerly consume whatever you share because it enriches their lives somehow. That comes from consistently publishing original non-AI content they can’t find elsewhere.

Social media rewards quick, superficial content. But bite-sized posts alone won’t build authority. You also need in-depth educational content like blogs, videos, and courses. Demonstrating deep expertise earns trust and loyalty.

2. Be multi-dimensional

The most powerful personal brands showcase diverse talents, not just one narrow identity for social media. Consider what makes you uniquely you. What are your varied interests and abilities beyond any one label? Find creative ways to showcase those multi-faceted aspects through diverse content forms.

For example, Chef Joshua Weissman is known for his fun cooking videos. But he also posts candid vlogs, music parodies, and lifestyle content to show more of his personality. Sharing broader perspectives beyond a single niche makes you more relatable.

3. Focus on giving, not just taking

On social platforms, it’s easy to get caught up in a mindset of maximizing what you can get – followers, shares, and sales. But the most influential people focus on how they can give value to others first. When your audience feels you’re invested in their interests, they’ll invest in you.

Rather than trying to hook followers with self-promotional content, offer something useful for them. Teach a new skill, share hard-won lessons, and recommend helpful tools. Aim for content that improves people’s lives, not just grows your metrics.

4. Let your work speak for itself

There’s an art to self-promotion on social media – you want to get discovered. But nothing turns people off faster than constantly bragging about yourself. Show, don’t just tell. Let the quality of your evidence-based work demonstrate your talents so people spread the word for you.

5. Establish yourself offline too

While you can build a brand through digital content alone these days, having offline elements bolsters credibility. Speaking at events, getting media coverage, publishing books/courses, and other real-world achievements help take you to the next level. Look for opportunities beyond social media.

6. Stay authentic

In the quest for likes and follows, presenting an exaggerated or idealized version of yourself and life is tempting. But trying to mould your image into someone else’s idea of a “personal brand” just rings hollow. The most magnetic people share their real, unfiltered selves. Don’t become a caricature.

7. Take a long-term view and listen first, market later

Growing an engaged audience organically takes time. Social media rewards rapid output and trends. But consistency over the years is more important than any one viral post. Your audience will stick with you when they relate to you as a real person, not just a content machine. Play the long game.

Here are more ways to build a powerful personal brand beyond just social media metrics:

Relentless self-promotion fails to make real connections. Instead, listen to your audience’s needs first before deciding where you can provide value. Pay attention to comments and questions to identify pain points you can address. Let them guide your content.

8. Collaborate with those outside your niche

Partnering with complementary creators, even in other fields, helps expand your reach. Introduce your audience to someone new and vice versa. But choose collaborations strategically with those whose work has substantial value, not just because they have a big following.

9. Represent yourself professionally

How you present yourself in business contexts also contributes to your brand. Pursue speaking engagements, write guest articles for prominent publications and participate professionally on social media. Becoming an industry thought leader establishes credibility beyond just popularity.

10. Invest in original content and don’t neglect non-social channels

Great photography, graphics, and other production values elevate your content and brand. However, learning new skills or hiring help requires investment. Consider the return in terms of increased audience engagement and marketplace authority.

While social platforms are great for awareness, channels like email newsletters better cultivate lasting relationships. Someone may casually scroll past your post, but subscribers who opt into your newsletter are highly engaged fans. Don’t over-rely on social channel algorithms. Social media companies are deliberately changing the algorithms to keep you chasing your tail.

11. Live your brand values

To attract your ideal audience, identify your core values and express them consistently through your content and conduct. Standing for something gives your work a deeper meaning. People will support brands whose beliefs align with their own. Authenticity draws the right crowd.

Owning your niche often means filling gaps others miss. Provide resources you wished you had. Interview people you’re curious about. Share details no one else covers. Becoming known for addressing unmet needs makes you indispensable. The most powerful personal brands are built on passion. Let your enthusiasm for your niche fuel consistent, high-quality, original content. That passion is contagious.

Conclusion

Don’t just focus on vanity metrics and social media image. Build a multi-dimensional personal brand by providing value in diverse ways over time. Your long-term aim is cultivating true fans who are enriched by your work, not just chasing engagement. Be intentional and keep on giving real value, and the right audience will keep finding you.

By Jon Michail

Entrepreneur Leadership Network® Contributor. Jon Michail is the CEO and founder of Image Group International, an Australia-based corporate and personal-brand image advisory and coaching organization that conducts transformational seminars, workshops and one-on-one coaching in over four continents.

Sourced from Entrepreneur

In News

Digital Ads: Four Tips To Unlock Growth Using Conversion Rate Optimization

January 12, 2024 No Comments

By Abdulmuhsen Fakih

In today’s digital landscape, where everyone is competing for digital ad space, I’ve found there is only one way to gain an edge over the competition: conversion rate optimization. Conversion rate optimization (CRO) is the process of systematically improving the ratio of a favourable outcome to overall actions.

For example, let’s say you offer an email opt-in and you get 50 visitors; if two people opt in, your conversion rate would be 4%. Since digital ad platforms are auction-based, this means that the more people who convert, the higher you can bid, the more views you can get and the more revenue you will generate. CRO is an invaluable tool for growth.

How does conversion rate optimization impact revenue?

Let’s consider another example, involving two different apps.

App A:

• Downloads: 10,000

• Trial sign-ups: 4,000 (40% conversion rate)

• Paid subscriptions: 1,000 (25% conversion rate)

• Lifetime revenue/customer: $100

• Total revenue: $100,000

App B:

• Downloads: 5,000

• Trial sign-ups: 2,750 (55% conversion rate)

• Paid subscriptions: 1,100 (40% conversion rate)

• Lifetime revenue/customer: $100

• Total revenue: $110,000

Although App B had 50% fewer downloads than App A, it generated 10% more revenue. That was achieved by increasing the conversion rate of only two steps of the customer journey by 15%.

Here’s how to improve your conversion rate.

1. Make split testing a weekly habit.

A split test is when you run a new image, headline, pricing, video, call to action or text against the one you are currently running to see if it performs better. A/B testing on a weekly basis will enable you to understand your customers through data, save on ad spend and improve your targeting.

2. Simplify the language.

According to data from 2012 to 2017, 54% of U.S. adults aged 16 to 74 years old lack literacy proficiency. One of the easiest ways to improve your conversion rate is to simplify the vocabulary used and use simple, short sentences. Also, you can copy your text and use a free online text editor to evaluate the language level. Ideally, you want your text to be written at a third-grade level.

3. Decrease friction.

The easier it is for people to buy from you, the more people will buy. Make your customer journey as intuitive and clear as possible. If your customer journey involves complex steps such as identity/address verification, online meetings or physical meetings, make sure you ask for those after the payment has been made.

If possible, collect payment even before the sign-up. This is because everyone who purchases will sign up, but not everyone who signs up will end up purchasing. So always make sure to set up your conversion page first (usually, with a paywall).

4. Offer win-backs.

A win-back is a coupon, discount, free trial, free sample or any other incentive for a customer to come back and interact with your business. Do not be afraid to be aggressive with your win-backs; however, a common mistake businesses make with win-backs is that they overdo it to the extent that their customers stop responding to the win-backs.

Here are a few ways win-backs can be implemented:

1. During the purchase: For example, once a customer adds an item to their cart and leaves the web page, send them an email with a discount code for that item.

2. For non-activity: If a customer makes a purchase and then does not make any other purchases for six months, send a “we miss you” email with a discount.

3. After a purchase: Upsell or cross-sell an item.

Ultimately, I’ve found conversion rate optimization is the only way to gain an edge in digital advertising. So make split testing a weekly habit. Use simple vocabulary and short sentences in your landers, ads and content. Make it seamless for customers to buy from you. And use win-backs for customers who stop interacting with your business.

Feature Image Credit: getty

By Abdulmuhsen Fakih

CEO & Founder of Systemize It, a 360° Sales and Marketing automation company. Read Abdulmuhsen Fakih’s full executive profile here.

Follow me on LinkedIn. Check out my website.

Sourced from Forbes

In News

What Will The Future Of Influencer Marketing Look Like?

January 12, 2024 No Comments

By Warren Jolly

Since the nascent days of influencer marketing, the concept has been simple: Brands deliver an experience or message through a creator who is perceived as more valuable than traditional advertising.

As influencer culture has exploded, the industry has shifted dramatically. Suddenly, there are more creators and advertisers than there are impressions to go around. As the various social media platforms have grown, they demand monetization from brands to access their target audiences and beyond, essentially restricting the odds for organic reach.

Today, with an overwhelming number of creators and an increasingly fickle consumer audience inundated by content, the future effectiveness of influencer marketing is understandably in question. Is organic reach still possible? Yes, but it’s extremely limited and progressively rare. I believe the solution lies in pairing the right creator with paid media.

A New Model

Right now, the top platforms have their own self-serve partnership ad programs that work in congruence with brands and creators, including Spark Ads on TikTok, BrandConnect on YouTube and Partnership Ads on Meta. By paying the respective platform to run ads linked to native creator accounts, the brand benefits from entertaining creator content that looks organic but has platform support that boosts visibility, encourages brand engagement and increases reach. The content remains authentic to the creator, while the brand leverages it to connect with the creator’s audience, who can instantly follow the brand with one click on the creator’s post. This is a strategy I’ve used with great success to help a number of household names amplify their influence.

As these in-platform services continue to evolve and expand their features, it will be exciting to see how they’ll further enhance the value of brand-creator pairings.

Another benefit of platform ad programs is that they’re official creator marketplaces, which offer brands the opportunity to search for in-app influencers who best meet their needs in terms of identity, content and performance numbers.

The caveat to limiting your search to creator marketplaces is that the talent has, of course, already established themselves as influencers. Personally, I think there’s significant value in independently researching for creators who aren’t necessarily “influencers” yet but are organically making influential content and speaking to an audience you want to reach.

Effective Influencer Marketing

For an influencer campaign to succeed, brands need to map out exactly who their desired consumer group is and then match that buyer persona with a creator who genuinely believes in the brand and aligns with its creative and analytical goals. That might mean searching through all the posts in a hashtag to see who’s talking about the topic in an authentic way. Doing this kind of due diligence yourself as a user on the platform is really the best way to determine their relevancy. Generally, influencers create personas or constructs that express who they are and what they’re passionate about.

Brands also need to understand that influencer content shouldn’t be comparable to ads or commercials. Creators should be allowed a reasonable amount of freedom to lead the narrative. For example, you could strategize ways to marry your research to their content and then determine a theme that works for both parties. As long as they stay within that agreed-upon theme, you need to give them the flexibility to showcase it in a way most effective and authentic to their style.

In addition to moving toward a seamless blend of organic and paid content, platforms are starting to reward live content in a way that hasn’t interested them before. When an influential creator promotes upcoming live content, they can draw users to their live stream and communicate directly with their audience without a moderator. It’s an influencing trend that Gen-Z—who, as consumers, prefer real interactions over polished content—are eagerly starting to engage in. Right now, live content is still new and a little scary, but that’s also a combination that often leads to brands being first in their category to enjoy success by being bold enough to experiment with it. Test it out, spend time under the live construct, and understand how brands outside of your category are having success with it. You have to be a student.

At the end of the day, people want to buy from people. If you think about it, the influencer market is not new to the advent of social media or even the Internet. Lucille Ball was doing brand sponsorships 70 years ago. Influencer marketing will always be around and will evolve in nature as the mediums of consumer consumption evolve as well.

Feature Image Credit: GETTY

By Warren Jolly

Warren Jolly is CEO of adQuadrant, a leading digital marketing company, and has overseen more than $500 million in ad spending.

Sourced from Forbes

In News

Unlocking Marketing Success in 2024: Must-Know AI Tips from HubSpot’s AIMS Team

January 11, 2024 No Comments

By Derrick Clinton

In the dynamic realm of AI, crafting effective prompts is pivotal for success. Matt Wolfe, an AI reporter and analyst, stresses the importance of specificity and goal-oriented prompts. For instance, transforming a generic request into a refined prompt involves defining clear intentions, considering context and persona, and envisioning the desired output. A concrete illustration of this approach involves upgrading a generic prompt for a blog post into a detailed, AI-ready masterpiece.

Developing an AI workflow

Once mastered, AI prompts open the door to a transformative workflow. A day in the life of an AI-enabled marketer involves leveraging AI at various stages, from summarizing performance metrics and generating email subject lines to organizing customer feedback and developing blog post titles. The integration of AI-driven audience segmentation and retrieval augmented generation (RAG) techniques can lead to significant improvements, as demonstrated by a 38% lift in click-through rates achieved through AI-personalized email campaigns.

Testing AI tools

HubSpot’s AI Marketing Report reveals a notable increase in the adoption of AI and automation among marketers. Dharmesh Shah, HubSpot’s CTO, emphasizes the rapid evolution of AI and encourages marketers to test its capabilities. With breakthroughs like web-browsing capabilities in ChatGPT, marketers are advised to explore a variety of AI tools tailored to their specific challenges. Matt Wolfe recommends tools like Conveyor for chatbot latency reduction and image generation tools like Leonardo and Kaiber for creative assets.

AI integration across marketing workflows

AI has proven to be a valuable contributor across marketing workflows, exemplified by HubSpot’s AI-powered content assistant streamlining creative processes. Ramon Berrios from DTC Pod integrates AI extensively in marketing tasks, showcasing its versatility in newsletter production, podcast automation, social media management, and content creation. However, it’s crucial to note that AI should complement, not replace, human creativity, as high-quality and engaging content remains the cornerstone of marketing success.

Identifying AI-generated content

As AI-generated content becomes more prevalent, marketers must discern between quality and spam. Key indicators include the content’s originality, insightfulness, and alignment with the brand’s voice. The article stresses the enduring importance of high-quality content, emphasizing that engaging and captivating material will always prevail. As AI evolves, marketers will need to identify tasks best suited for AI while maintaining a human touch in areas requiring creativity and authenticity.

Ensuring brand safety

With the integration of AI, brand safety becomes paramount. Transparent communication and the ethical use of AI are essential to preventing unintended consequences. Privacy concerns are addressed by HubSpot through clear terms and conditions for data import. Marketers are urged to be cautious about data security and aligning AI usage with brand values. Transparent communication within the organization is crucial when using multiple AI platforms with distinct models.

Integrating AI intentionally

While AI presents significant opportunities, there are inherent risks that marketers must navigate cautiously. The article outlines five AI no-go’s, including gathering data without consent, having unrealistic expectations, using AI tools with unclean data, neglecting source verification, and ignoring ethical considerations. The emphasis is on specificity, purpose, and ethical data use, as these principles are foundational to HubSpot’s AI strategy.

The human touch in AI

Despite AI’s advancements, it remains a work in progress, subject to biases and limitations. The article concludes by highlighting the importance of humanity in marketing. Kipp Bodnar, CMO at HubSpot, emphasizes the need for a real point of view in marketing, rooted in belief and humanity. The key to winning with AI is strategic, intentional, and vigilant use, amplifying human potential rather than overshadowing it.

In the rapidly evolving landscape of AI marketing, these seven must-know tips from HubSpot’s AIMS team provide a comprehensive guide to navigating the complexities, ensuring marketers make the most of AI while upholding brand values and delivering meaningful experiences

Disclaimer. The information provided is not trading advice. Cryptopolitan.com holds no liability for any investments made based on the information provided on this page. We strongly recommend independent research and/or consultation with a qualified professional before making any investment decisions.

By Derrick Clinton

Derrick is a freelance writer with an interest in blockchain and cryptocurrency. He works mostly on crypto projects’ problems and solutions, offering a market outlook for investments. He applies his analytical talents to theses.

Sourced from Cryptopolitan

In News

What Is The Deinfluencing TikTok Trend? – Why This Anti-Influencer Movement Is Taking Off

January 11, 2024 No Comments

ByB. Carlisle

“TikTok made me buy it!” is a phrase you might have seen heard or seen floating around the Internet. It’s about the power Tiktok has in driving consumer behaviour, especially when it comes to quirky and niche products.

It’s all about the power of influencer marketing.

You know, when you scroll through your “For You” page and see a product being used in a video. You can’t help but think “I need that in my life!” Then you click a link in bio and buy, making a purchasing decision based on the influence of the creator and power of the platform’s algorithm?

Well… Tiktok made you buy it.

The TikTok phenomenon has led to many products being purchased by users. Some popular TikTok made me buy it items include:

Fashion and beauty products, such as clothing, makeup, and skincare.
Home goods, such as furniture, decour, and organization items.
Food and drink products, such as snacks, cooking ingredients, and supplements.
Technology and electronics, such as phone cases, chargers, and headphones.
Outdoor and fitness equipment, such as bicycles, trampolines, and gym equipment.
Art and crafts supplies, such as paints, markers, and journals.

Millions and millions of people have reported making a purchase after seeing it on TikTok. That’s great for the creators, ecomm businesses, and marketers hawking their wares.

But that’s also exactly where the problem lies.

While it’s great that businesses can connect with potential customers through the platform, it’s important to remember that not all influencers are truthful about their experiences with the products they’re promoting.

Some may be paid to promote certain items, and may not have actually used or even like the product.

TikTok’s algorithm is freakishly powerful at matching a charming and charismatic influencer with a high-intent audience.

Except…

Audiences aren’t dumb. They have critical thinking skills. We’re all human, at the end of the day. People know when they’re being duped by a snake oil salesperson eager to make a buck.

How do TikTok influencers make money?

First, let’s first consider how influencers make money on TikTok.

Influencers on TikTok, whether they’re using the platform as their primary source of income or as a side hustle, use brand deals and affiliate offers to make money. These deals involve getting paid in advance for creating content about a product or service, or earning a commission from sales generated by featuring items on their channel.

Just think about how you behave when someone approaches you with a pamphlet on the street. If you’re anything like me, you recoil and cringe a little bit. Then you politely decline or ignore them, no matter what they’re pushing.

That same thing happens online, when influencers try to overly push a product for financial gain to their audience. You probably cringe a little bit. Or, if it’s someone you like and the content is a blatant sales pitch, you brain probably thinks “sellout.”

The bottom line: No one likes being sold or solicited.

At the end of the day, advertising is the nature of influencing someone’s behavior. It’s really just brainwashing by playing into human needs and desires.

Too many TikTokers have forgotten that consumer trust and their relationship with their audience is a two-way street.

On TikTok and other social media platforms, people are starting to become keenly aware of creators and influencers promoting unnecessary products.

In other words, they’re starting to get over the phoniness.

This is exactly where the deinfluencing TikTok trend comes in.

What is the deinfluencing trend on TikTok?

A new trend on TikTok called “deinfluencing” is emerging as a result of user frustration with influencers who are seen as overly aggressive or insincere.

Deinfluencing trend is already striking a chord. At the time of this writing, TikTok is currently displaying over 33 million views on the #Deinfluencing hashtag.

The “deinfluencing” trend on TikTok involves users expressing their dissatisfaction with influencer content and culture, particularly in the crowded fashion and beauty industry. They want content creators to be more authentic and natural, and less focused on aggressively promoting products.

Especially concerning is how many content creators start out with the specific aspiration to be influencers at the get go, rather than just using makeup or wearing outfits to look their best or building an organic, symbiotic relationship with their audience.

Here are five specific reasons why the deinfluencing movement is starting to be embraced:

Gatekeeping

Social media is meant to be inclusive, where participation means being on equal footing with others in the ecosystem. All members in the social media ecosystem should be on equal footing. At least, in theory.

Gatekeeping by influencers on TikTok can be obnoxious because it creates an exclusive environment where certain products, lifestyles, or memes are deemed “cool” and only accessible to a select group. It can be pressure-inducing, disingenuous, and out of touch with their audience, making people feel excluded and fed up.

Influencer oversaturation

The influencer market is oversaturated with too many individuals vying for attention and pushing similar content, leading to a decrease in perceived value. People are also getting sick of influencers who are insincere, fake or gatekeepers.

Just like Holden Caulfield, no one likes a phony.

The constant bombardment of sponsored content can also feel overwhelming and inauthentic, leading the audience to question the authenticity of the influencers, making them less trustworthy and less likely to be followed.

Product oversaturation

Product oversaturation is a problem in the influencer market because it leads to repetitive content, decreased perceived value, and a lack of authenticity. People get burned out from hearing about the same product from multiple influencers, leading to a decrease in trust and engagement.

It also creates pressure to keep up with the latest trends, making it tiring for the audience. As influencers are competing with one another, they may end up promoting products they don’t use or believe in, making them less authentic and less valuable to their audience.

Empty content

Influencer content is seen as shallow, superficial and lacking in substance. Think: Infomercials and cable shopping channels. When shilling a product, many influencers aren’t genuine or honest about a product and its utility – they’re simply shilling it.

It’s all about promoting products and brands instead of providing real value to the audience. They are seen as lacking authenticity, originality, and insincerity.

The high number of influencers leads to saturation and decrease in perceived value, making people less likely to trust and follow them. The constant pressure of consumption of new products and trends is tiring and overwhelming, leaving people feeling like they are being sold to and not receiving genuine content.

It encourages overconsumption and troubling consumer behavior

You know the old saying, “a fool and his money are soon parted?” Buying things you don’t need – the definition of overconsumption – is a trap. It will hurt your financial goals in the long-run.

Influencers on TikTok and other platforms often push a culture of overconsumption by constantly promoting the latest products and trends. They create a sense of FOMO, making their followers feel like they need to have the latest items to keep up with the influencer’s lifestyle, leading to impulsive buying and overspending.

The “TikTok made me buy it” trend is a prime example, with products like the Stanley 40oz tumbler being promoted as a must-have, even though it may not be necessary or affordable, leading to a cycle of overconsumption and financial strain.

It’s textbook “keeping up with the Joneses” consumer mentality.

For the influencers themselves, the constant pressure to promote consumerism and purchase and promote items you do not personally need can be very toxic and draining.

Ever try to be someone you’re just not at the end of the day? It’s exhausting.

Both of those reasons why both infleuncers themselves and their audiences are championing the ethos of the deinfluencing trend.

What are other content creators saying about the deinfluencing trend on TikTok?

Many Tiktok influencers themselves embrace the deinfluencing trend, speaking out about their own experiences as influencers.

In a YouTube vlog titled WHY EVERYONE IS SICK OF INFLUENCERS about what she calls “The LA Influencer Epidemic”, creator Sonya Esman explains why her experience with the influencer industrial complex was so troubling:

—

“I’ve gone through a lot of phases throughout the years ranging from feeling incredibly influenced, wanting to literally go to Sephora and buy like 50 things that I do not need. This was mostly when I was probably like in high school. Beauty gurus were a huge thing and having a lot of money in your bank account was not.

Becoming that very same influencer that then influences other people’s shopping decisions a few years later in my influencing career, I realized the only things I want are the things that I need or that I use and love every single day and if I don’t use them I don’t want it.

PR packages and purchases that I lug into my apartment every single day. I don’t have the space for the amount of things people send me that I buy.

I used to buy things and just leave them in the shopping bag – like I wouldn’t even open it for weeks, at which point I threw away quite literally 80 to 90 percent of the things that I owned. Not just threw away, I donated it if I could donate it. Or sold it if it was of good value.

At that point, I was also really resenting the work I was doing. I’d never wanted to be a marketer. I wanted to be a creative and somehow I’ve fallen into this like soul-selling, soul-draining job.”

—

Sonya argues that the word “influencer” should be retired and replaced with more accurate terms like “creators”, “shoppers,” or “educators.”

In another video on the #deinfluencing hashtag, a brand strategist named Madison declares that “influencer marketing is no longer working.”

Madison pins the blame on brands and marketers ignoring customer feedback.

—

“You need to listen to your consumers. These people here are your customers. They’re your consumers, and they’re tired of it. And they’re giving you everything you need to know. Creators and normal people were creating this trend, telling you to not buy the Stanley Cup, not buy the mini Uggs because they’ve caught on that influencers are selling you product. Influencers don’t really love the Charlotte Tilbury. They’re getting a fat check. And in the back of our minds, do we always know that?

That is why advertising is so effective and it can be so overall consuming. If you see everybody have something, it’s a natural instinct to want it. But now people are looking at everything they’ve bought and consumed since 2020, and they’re going, “why the f*ck do I have 10 blushes that are the same colour? I don’t need this.”

They are desperate right now to find brands that offer authenticity. Find creators that offer authenticity. Put that budget somewhere else. Focus on your brand… look at [the] customer and let [them decide] what their actual desires and needs are. Let’s try to sell them a good product.”

Watch the video here:

Resist the influencer trap, be intentional with what you buy

If you’re tired of the same old, fake influencer content, there’s a simple solution:

Seek authenticity in your digital content consumption.

Authenticity is the biggest takeaway about deinfluencing.

TikTok users are on the hunt for creators who are real, relatable, and authentic. Forget the polished, rehearsed, and fake posts – they want to see the real person on the other side of their phone screen.

Authentic content is all about being unscripted, unedited, and genuine. It’s about being true to yourself and your experiences, not just trying to please brands. So, unfollow or block the influencer content that doesn’t make you happy.

Authenticity is what makes content engaging and relatable, and that’s what TikTok users are craving.

Another takeaway from deinfluencing:

As a consumer, it’s on you to be intentional with what you buy online.

Make smart choices about what you need, not just buying whatever TikTok influencers are shoving in your face. It’s about thinking before you click “add to cart” and considering if it aligns with your values, needs, and budget.

Don’t fall for the instant gratification trap.

Sure, the rush of dopamine is rewarding at the time, but it can lead to overspending, financial strain and unnecessary accumulation of things that just lead to clutter and stress.

Stick to what you need and save for what truly matters.

Feature Image Credit: Wealth Gang

By B. Carlisle

Contributing editor at Wealth Gang. An entrepreneur at heart, he’s passionate about meaningful ways to leverage technology and social media for business opportunities and side hustles.

Sourced from WEALTHGANG

In News

What Is a Burner Email Address and Do You Need One?

January 10, 2024 No Comments

By Katie Rees

Worried about spam and scams? Signing up to a service you only intend to use once or twice? A burner email might be exactly what you need.

Email is now the primary way through which businesses interact with us, be it through login notifications, marketing material, or spam. We’re so often asked for our email address when signing up for accounts, that it’s natural to be bombarded by mail on a daily basis, most of which you have no interest in.

So, should you be using a burner email address? How does this work, and can it help you?

What Is a Burner Email Address?

mail icon in front of fire on black background

A burner email address is one which you use for undesired mail, particularly spam and malicious content. Unlike a burner phone, a burner email isn’t necessarily meant to be used once or twice and then deleted, though you can do this if you wish.

You can use your burner email address on a one-off basis, and then never again, or you can use it on a long-term basis as a sort of trash can for mail you don’t want sent to your primary address. Some incredibly privacy-focused individuals only use burner addresses, ensuring that their online activity or identity cannot be easily traced.

Say you’re signing up for a service that you only intend to use once, or a service that you don’t trust fully. This service will likely continue to send you marketing and promotional material unless you explicitly opt out. Shadier sites may not even give you the ability to opt out of marketing material and other kinds of spam. Even hitting the “Unsubscribe” button could be a scam!

If you’re dealing with such a platform, it’s wise to provide a burner email address when asked, not your main address.

How to Create a Burner Email Address

Creating a burner email address is pretty easy. First, choose your email platform (Outlook, Gmail, ProtonMail, etc.). If you’ve already got an account with a given email provider, it’s best not to link your burner to your original. By linking your burner email to one you use regularly, malicious actors may be able to access the latter if they hack the former.

Some email providers require you to use your phone number upon signup, which they’ll then use to link one to the other. So, to keep your burner email entirely separate from your main email address, it’s best to choose a provider you haven’t used before.

To create a burner address, all you have to do is create a new email account as you normally would. However, unlike your main email address, try not to include any personal information, such as your name or birthday, in your burner email address. Keep things anonymous, including the name on your account.

Do You Need a Burner Email Address?

persons hands containing email icons and spam icons

It’s generally a good idea to have a burner email address, especially if you regularly use smaller, less reputable sites and services.

A lot of shadier sites tend to flood you with spam once you provide your email, and if a site’s developers haven’t worked to make it secure, it can easily be hacked. Hacking a site gives cybercriminals access to customer information, including email addresses, which can even be sold on the dark web.

If you’re looking to sign up for a temporary trial of a service that you don’t intend to use permanently, you can also provide the company with a burner email. This way, you won’t get irritating marketing material from a service you’ve long since stopped using. Some services even sell your email address on!

If you feel like you can’t trust a site but really want to use it, a burner email is a must.