Social media is not just about posting content and hoping for the best anymore. With so many platforms competing for attention, understanding who uses what and why has become a key part of successful marketing. 

This is where social media demographics come in. They help brands understand how different age groups behave online and how that behaviour affects visibility, engagement and results. 

For many businesses, Millennials remain a crucial audience. They are active online, comfortable with digital platforms and often influence wider buying decisions. 

Social media demographics go far beyond basic age and gender data. They also include factors such as location, interests, device usage, online habits and how people interact with content. 

For marketers, this information is vital. It helps shape: 

• Which platforms you should prioritise 

• What type of content to create 

• How often to post 

• How to position your messaging 

One common mistake brands make is relying on assumptions. For example, assuming all Millennials prefer the same platforms or content styles can lead to missed opportunities. 

By using social media demographics properly, businesses can make better decisions based on real behaviour rather than guesswork. This leads to more focused campaigns and stronger engagement. 

Millennial social media usage has changed significantly over the past decade. Early adopters of platforms like Facebook and Twitter, Millennials have since adapted to newer channels and changing digital habits. 

Today, many Millennials use multiple platforms daily. It is common for users to switch between apps throughout the day, checking messages, watching videos, browsing content and following creators. 

Mobile use plays a major role in this behaviour. Most Millennials access social media through smartphones, which supports short, frequent sessions rather than long browsing periods. 

It is also worth noting that Millennials are not a single, uniform group. Someone in their early 40s may use social platforms very differently from someone in their late 20s. These internal differences affect content preferences, posting habits and platform loyalty. 

When looking at social media platforms for Millennials, several major players continue to dominate. 

Facebook still has strong usage among older Millennials, particularly for community groups, events and family connections. While it may no longer feel “trendy”, it remains relevant for many users. 

Instagram remains highly popular across most of the Millennial age range. Visual content, Stories and Reels support both entertainment and discovery, making it attractive for everyday browsing. 

YouTube is another major platform for this audience. Many Millennials use it for tutorials, reviews, long-form content and background entertainment. It often plays a role in research before purchases. 

LinkedIn is widely used by career focused Millennials. It supports professional networking, learning and industry updates. 

TikTok continues to grow among younger Millennials. Short-form video, trends and creative content have helped it gain strong engagement, even among users who were initially hesitant. 

Some platforms, such as X (formerly Twitter), have seen shifting levels of interest depending on user preferences and wider platform changes. 

Millennials do not use every platform in the same way. Each channel serves a different purpose, which affects how content is consumed. 

On LinkedIn, users are often focused on career development, industry news and professional credibility. Content is expected to be informative and relevant. 

On Instagram and TikTok, entertainment and visual appeal are more important. Users look for quick, engaging content that fits into short viewing sessions. 

On Facebook, interaction often centres around groups, local communities and personal connections. Informative or discussion-based content performs well here. 

YouTube is usually used for deeper engagement. Viewers may spend longer watching videos, researching topics, or following creators. 

This mix of active posting and passive viewing means brands must adapt their tone, format and messaging for each platform rather than recycling the same content everywhere. 

Understanding Millennial content preferences is essential for building engagement. 

One consistent theme is authenticity. Millennials tend to respond better to honest, relatable content than overly polished advertising. They value transparency and realistic messaging. 

Short-form video continues to perform strongly. Reels, Shorts and TikToks fit well with mobile habits and limited attention spans. 

Stories and temporary content also remain popular. They feel informal and personal, which suits everyday engagement. 

Interactive formats such as polls, questions and comment driven posts help increase participation and visibility. 

Peer-led and creator content plays a growing role. Many Millennials trust recommendations from creators and real users more than traditional brand messaging. 

Educational content also performs well, especially when it is practical and easy to follow. Tips, how-to videos and simple guides often attract consistent interest. 

For brands, these trends have clear practical implications. 

First, content should match platform behaviour. What works on LinkedIn may not work on TikTok and vice versa. Planning content around user intent improves relevance. 

Second, consistency matters. While formats may change, brand tone and values should remain recognisable across channels. 

Third, audience insight should guide content planning. Using data from analytics tools and platform reports helps refine strategy over time. 

Testing also plays an important role. Small experiments with formats, posting times and messaging can reveal what resonates best with your specific audience. 

Finally, measurement should focus on meaningful outcomes. Engagement, reach and conversion data all help shape ongoing improvements. 

Understanding social media demographics is essential for reaching Millennials effectively. Their platform choices, usage habits and content expectations continue to evolve and brands must adapt alongside them. 

By recognising how Millennials use different platforms, what content they prefer and how behaviour varies by channel, marketers can create more relevant and engaging strategies. 

A platform specific approach, supported by real audience insight, helps improve visibility and long-term performance. 

If you want help turning these insights into a practical social media strategy that delivers results, the team at Bold Online Marketing is always happy to help. Get in touch to chat through your goals and see how your brand can connect more effectively with Millennial audiences. 

Social media is changing fast which means brands need to stay alert if they want to stay visible and stay ahead with current social media marketing trends. New features, new audience habits and new creative styles shape the way businesses show up online. Understanding what is happening right now helps you create content that feels relevant and keeps your audience engaged. 

So, here are the five movements making the biggest impact across social platforms and how you can use them to strengthen your own marketing activity. 

Short form video is everywhere with TikTok, Instagram Reels and YouTube Shorts leading the way. Quick swipe-based viewing has changed how people consume content, so brands need to deliver their message fast.  

Simple ideas honest moments and clear visuals often outperform high production setups. A relaxed approach helps businesses connect with viewers who want real value delivered without delay. 

AI tools now support everyday marketing tasks including scheduling captions, generating AI words for copy and basic editing. Predictive systems help brands post at the best times, boosting reach and keeping accounts active even on busy days. 

Automation frees up space for creative thinking while still keeping your feed consistent. The key is to use these tools carefully so your content feels natural and reflects your brand’s personality. 

Creators with smaller audiences often build stronger trust because their communities feel more connected. Brands working with micro influencers can see higher engagement and more meaningful conversations.  

When choosing a partner consider their audience fit content style and values. Long term collaborations can strengthen loyalty and make your message feel more genuine.

More people now shop directly through social platforms including; Instagram, TikTok and Facebook. Simple purchasing pathways reduce drop off which means customers move from discovery to check out quickly.  

Creators live sessions and product tags can all help people find something they like and buy it in that moment. By adding shop features or a product catalogue, it can help brands capture interest at the right time. 

Audiences respond well to content that sparks conversation. Polls questions challenges and interactive tools make people feel involved.  

User created content also increases trust because people want proof from real customers. Brands that encourage ongoing conversation build stronger communities which can support long term growth. 

These five social media marketing trends show how quickly digital behaviour shifts. Short form video AI support micro influencer partnerships social commerce and community engagement are all shaping the way brands connect with audiences today. Every business can benefit from reviewing these movements and choosing the ideas that fit their goals. Small steady changes help you stay flexible, so your content always meets your audience where they already are. 

If you would like clear direction for your own social activity or want support putting a stronger strategy in place chat with the team at Bold Online Marketing. We are always happy to help you find the right approach for your brand at your own pace.

So, let’s be honest. Social media can feel like a bit of a guessing game at the worst of times. You post, you wait and sometimes it works but other times, not so much. Want to hear the secret to making it all click? Having a proper social media plan which ties your posts, goals and audience together. 

When you have a clear plan, you know; why you’re posting, who you’re talking to and how to tell if it’s working. It not only takes the stress out of guessing but also turns your social media into something that actually supports your business goals. 

Your social media goals should ideally link directly to what your business wants to achieve. Maybe it’s just building brand awareness, maybe it’s to driving more people to your website, or even creating stronger customer loyalty. 

When your social activity supports your wider business goals, you can measure success more meaningfully. It also keeps your content focused and consistent across all teams. 

KPIs are what help you understand if your plan is working. Metrics such as; engagement rate, click-throughs, conversions and reach can all tell you what’s resonating with your audience. 

Use the SMART framework when setting goals. That means making them specific, measurable, achievable, relevant and time-based. Check in regularly and adjust as you learn what works best. 

The more you understand your audience, the better your social media will perform. Build profiles that show who they are, what they care about and what motivates them. 

By looking at your analytics, read through comments and ask for feedback, it will be easier to create content that feels genuine and relevant. 

With each platform comes different audiences with different habits. Some people scroll Instagram in the evenings, while others check LinkedIn over coffee. Use this knowledge to plan when and where to post for the best impact. 

Make sure to keep an eye on the type of content that gets you the most interaction. Are videos outperforming images? Do short captions work better than longer ones? All these small insights make a big difference over time, trust me. 

Not every platform needs your attention. Think about which channels fit your audience and your goals. Facebook can help with community building while Instagram is great for visuals and LinkedIn is perfect for sharing professional insights. 

Focus on the platforms that give you the best results rather than trying to be everywhere all at once. 

Once you know who you’re targeting, it becomes easier to match your platforms to their habits. A younger audience might spend more time on TikTok, while a business-focused audience is more active on LinkedIn. 

It’s all about quality over quantity. Choose the channels that connect best with your customers and build from there. 

Nobody wants to follow a brand that only talks about itself. Try to share a mix of content that informs, entertains and inspires, alongside your promotional posts. 

A simple rule to follow is: Make around 80 percent of your content value-based and 20 percent promotional. That keeps your feed interesting while still driving business results. 

Your voice should sound like you! Such as; friendly, confident and clear. The more consistent you are with tone, style and language, the easier it is for people to recognise and trust your brand. 

It’s ok to adjust your tone slightly between platforms! But your message should always stay true to your values. 

Once your plan is in action, tracking your results is essential. Using analytics tools will help you understand which posts perform well and which ones need adjusting. 

Review your insights regularly and focus on what’s driving the most engagement and conversions. Then over time, this will shape your content into something that consistently delivers. 

Social media changes quickly. New features appear, algorithms shift and audience preferences evolve. Stay flexible by testing fresh ideas, paying attention to trends and being open to experimenting. 

The best social media plans are built to grow and adapt, just like your business. 

Creating a social media plan that gets real results doesn’t have to be complicated. It just needs focus, purpose and a good understanding of your audience. 

When your content aligns with your goals and your followers see value in what you share, everything starts to click into place. 

If you’d like expert help building a strategy that brings in real results, get in touch with us! We can help you shape a social plan or content calendar that works for your business and grows with you. 

Ever feel like you can’t retain customers and they are ghosting you?

One minute they’re browsing your site, and the next… they’ve vanished like your will to check your work inbox after a long weekend.

Spoiler alert: it involves email. 

More specifically: working with an email marketing agency that knows how to turn inboxes into income.

(Other than the fact that it’s older than TikTok and still refuses to die.) 

Email is still: 

• One of the most cost-effective marketing tools 

• The top ROI channel for most businesses 

• Fully automatable, trackable and gloriously low maintenance when done right 

• Personal without being creepy (unlike some targeted ads we could mention) 

So, how do you use it to guide your customers from “who are you?” to “take my money”? 

Let’s break it down, customer journey style. 

Aka: They’ve seen your ad, stalked your LinkedIn or accidentally clicked on your website while looking for something else. 

Emails at this stage should: 

• Gently introduce your brand without hard-selling 

• Offer free value (lead magnets like free guides, downloads, products or something shiny enough to make them hand over their email) 

• Set expectations about what they’ll get (no spam, only sass and solutions) 

Example emails: 

• Welcome Email: “Oh hey, you’re here! Let’s make it official.” 

• Freebie Delivery: “Here’s that thing we promised, we’re not monsters.” 

• Intro to Brand Values: “5 Things You’ll Love (Or Hate) About Us” 

Automate this welcome sequence through your favourite email marketing agency (hi, that’s us). 

Aka: They’re browsing. Comparing. Overthinking. Possibly asking their dog what to do. 

This is your time to shine. 

Show up in their inbox with helpful, charming, borderline genius content. 

Emails at this stage should: 

• Nurture their curiosity (without coming on too strong) 

• Build trust with case studies, testimonials or stats 

• Position you as the obvious solution to their problem 

Example emails: 

• Product Comparison: “Us vs. Them: Spoiler, We’re Better” 

• Client Case Study: “How We Helped [Business] Go from ‘meh’ to ‘mega’” 

• FAQ Round-up: “You Asked, We Answered (Mostly Politely)” 

Automation win: 

Set up email flows triggered by behaviour, like if someone downloads your brochure but doesn’t book a call. 

Your email marketing agency can build that flow for you while you binge watch Love Island.  

You’re welcome. 

Aka: Time to whip out the invoice. 

They’re ready(ish) to buy, now don’t blow it. 

Emails at this stage should: 

• Add urgency or incentive (without sounding desperate) 

• Be crystal-clear on pricing, packages and what happens next 

• Reassure them with social proof and professionalism (yes, it’s possible to do both) 

Example emails: 

• Limited-Time Offer: “You Snooze, You Pay Full Price” 

• What to Expect: “Next Steps (Now That You’re One of the Smart Ones)” 

• Success Stories: “Our Clients Said This, and No, We Didn’t Pay Them (Much)” 

Bonus automation: 

Cart abandonment emails. 

Yes, even for service businesses. If someone half-fills a booking form and vanishes, we can help you chase them (politely, with emojis). 

Ask your friendly neighbourhood email marketing agency how (it’s us, remember). 

Aka: Don’t ghost them after the sale. You’re not in a situationship. 

Now that you’ve sealed the deal, it’s time to deliver like a pro. 

Emails at this stage should: 

• Confirm everything (people love a good confirmation email) 

• Set expectations (timeline, what you need from them, who their point of contact is) 

• Reduce admin (because no one wants another spreadsheet) 

Example emails: 

• Welcome Aboard: “You Made It! Here’s What Happens Now” 

• Client Onboarding Checklist: “Let’s Get This Show on the Road” 

• Meet the Team: “This Is [Name]. They’ll Be Pestering You Shortly.” 

Admin bonus: 

Use automations to: 

• Send meeting links 

• Collect assets 

• Share project timelines 

• Nudge clients for missing info 

(Yes, your email marketing agency can set all this up in your sleep.) 

Aka: Make them love you so much they come back, again and again. Like a dog to dropped chips. 

Emails at this stage should: 

• Check in regularly (without being clingy) 

• Offer ongoing value (tips, tools, updates, the occasional meme) 

• Promote new offers and cross-sells 

• Encourage referrals, reviews and testimonials 

Example emails: 

• How’s It Going?: “Still Happy? Say Yes or We’ll Panic.” 

• New Service Promo: “We’ve Got Something New – and You Get First Dibs” 

• Review Request: “Tell the World How Brilliant We Are (Please?)” 

Retention tip: 

Segment your lists. 

Don’t send your high-spenders the same email as someone who ghosted you in 2021. 

An email marketing agency can keep your lists as organised as a Type A wedding planner. 

Aka: The “hey stranger” email, minus the desperation. 

Sometimes customers drift. Life happens. 

You can either write them off… 

Or bring them back with the power of a well-crafted re-engagement campaign. 

Emails at this stage should: 

• Remind them what they loved about you (gently, like a soft sell breakup song) 

• Offer a reason to return (discount, new feature, invitation to reconnect) 

• Give them a clear choice (stay subscribed or peace out) 

Example emails: 

• We Miss You: “You Still There? We Made Snacks.” 

• Comeback Offer: “A Little Thank You for Coming Back to Us” 

• Preference Update: “Tell Us What You Like (And What to Stop Sending)” 

Golden rule: 

Don’t keep emailing people who don’t open a thing. It hurts your deliverability and your pride. 

A good email marketing agency knows when to say goodbye (and how to say it nicely). 

Using email across your customer journey can: 

• Build trust, convert leads and retain customers 

• Automate all those repetitive admin tasks you hate 

• Give you a clearer picture of where your customers actually are 

• Make your business look slick, smart and strangely like it’s got its act together 

But only if it’s done properly. 

And guess who knows how to do that? 

An email marketing agency like us. 

Actually, exactly us. 

Let us build your email journeys, so you can stop guessing and start growing. 

Because sending emails manually in 2025?  

That’s a bold move… just not the good kind. 

Let’s talk. 

When it comes to marketing, so many small businesses are throwing emails into the void, crossing their fingers and hoping something sticks. Maybe you’re sending out newsletters with no open rates. Or maybe you’re trying to sell on every single send, and people are unsubscribing faster than you can say “flash sale.”

The problem isn’t email marketing itself, it’s using the wrong type of email for the wrong goal. At Bold, we know that email marketing for small businesses is still one of the most powerful tools in your digital toolbox. But without understanding the types of emails and how they work, it can feel like a waste of time. Let’s break it down, so you’re sending smarter, not harder. 

Before we get into the types of emails, here’s a reminder: email marketing for small businesses is NOT dead. In fact, it offers one of the highest ROIs of any marketing channel. According to recent studies, the average return is £36 for every £1 spent. 

Why? Because your email list is yours. It’s a direct line to people who have already shown interest in your business. No algorithms. No filters. Just you and your audience. 

But the magic only happens if you send the right message at the right time to the right people. 

Best for: eCommerce, service-based businesses, subscription models and local retailers
Use when: A customer joins your mailing list or creates an account 

This is your first impression, so make it count. A good welcome email introduces your brand, sets expectations (like how often you’ll email) and gives something valuable, whether that’s a discount, a freebie or helpful tips. 

Why it works:
Welcome emails can generate up to 4x more opens and 5x more clicks than standard emails. It’s a chance to build trust from the start. 

If you’re not sending welcome emails, you’re missing a golden opportunity to turn a new subscriber into a customer. 

Best for: Retail, hospitality, fitness studios and online stores
Use when: You have something to sell, sales, events, new products or limited time offers 

These emails are about driving action. A clear call to action (CTA), eye-catching design and compelling offer are essential here. 

Why it works:
Promotional emails can create urgency and boost sales, if timed and targeted correctly. But overdo it, and you’ll land in the junk folder. 

Mistake to avoid: Many small businesses only ever send promotional emails, which can lead to subscriber fatigue (meaning recipients get majorly bored with your emails). These emails work best when balanced with other types. 

Best for: Professional services, local businesses, creatives or community-based brands
Use when: You want to keep in touch, share updates or add value 

Newsletters are ideal for nurturing relationships, not necessarily selling. Share updates, blog posts, behind-the-scenes content or expert tips. When done right, they position your business as a trusted voice in your industry! 

Why it works:
They keep your business top of mind. People might not need your service today, but when they do, you’ll be the first they remember. 

Biggest mistake: Making it all about you. Focus on what’s useful or interesting for your audience. 

Best for: eCommerce, SaaS or service-based businesses
Use when: You need to confirm something, orders, bookings, sign-ups or password resets 

Often overlooked, transactional emails are some of the most opened emails you’ll ever send. Why? Because they’re expected and relevant. 

Why it works:
Even though they’re functional, they offer an opportunity to reinforce your brand. Add a thank you, product suggestions or contact details to enhance the experience. 

Small business win: These emails show your professionalism and give customers confidence in your service. 

Best for: eCommerce and online services
Use when: Someone adds an item to their cart but doesn’t check out 

This is your gentle nudge: “Hey, you forgot something!” 

Why it works:
Abandoned cart emails can recover up to 15–20% of lost sales. A well-timed reminder, maybe with a discount or product image, can reel the customer back in. 

What many small businesses miss: Automating this one email can make a big difference to monthly revenue, no extra ad spend required. 

Best for: All industries with an existing list!
Use when: Subscribers haven’t opened your emails in a while 

Before purging your list, try to reignite interest. Offer a fresh incentive, ask for feedback or give them the option to update their preferences. 

Why it works:
Inactive subscribers cost you money if you’re paying per contact. But before you give up on them, one well-written email might be all it takes to win them back. 

Bold tip: Segment your list by engagement and tailor your reactivation strategy accordingly.

Here’s where many small businesses go wrong: they send emails with no clear goal, or worse, the wrong type of email for the goal they have. 

Let’s match the email type with your business goal: 

Build trust with new leads, Welcome email 

Increase sales, Promotional/Abandoned cart 

Keep audience engaged, Newsletter 

Confirm bookings/purchases, Transactional 

Reactivate disengaged subscribers, Re-engagement 

Email marketing for small businesses works when it’s strategic, not sporadic. 

Email marketing for small businesses isn’t just about sending newsletters and hoping for the best. It’s about understanding your customer journey and matching your messages to each stage. 

Stop wasting time on emails that miss the mark. Let Bold help you turn your email list into your most powerful sales and retention tool.

If you’re still unsure which type of email to send, how often or how to build a campaign that actually converts, you’re not alone. 

That’s where we come in. 

At Bold, we help small businesses craft tailored email strategies that actually support your goals, whether it’s increasing repeat purchases, building trust or filling up your booking calendar.

Despite its proven efficacy, many business owners are still unaware of the incredible impact email marketing can have on their growth. By diving into real-world examples of SMEs that have utilised the power of email marketing, we can uncover actionable insights and strategies to inspire and guide your own campaigns! So, are you ready to dive in and explore the best email marketing campaigns for SMEs 

Email marketing offers a direct line of communication to potential and existing customers, enabling businesses to build relationships, promote products and drive sales. Unlike social media platforms, where algorithms can limit your reach, emails land directly in the recipient’s inbox, providing a higher chance of engagement. With advancements in personalisation and automation, such as sending out specific emails to targeted lists, or even email journeys, email campaigns can be tailored to individual preferences, enhancing the customer experience and encouraging loyalty.  

Percival: Cultivating Loyalty Through Exclusive Email Content 

British menswear brand Percival knew that to stand out, they needed to create deeper connections with their audience. Their solution? “The Closed Circle”, an exclusive email-driven loyalty club that gave subscribers access to WhatsApp and Instagram group chats, behind-the-scenes content and pre-launch previews. 

Their email strategy didn’t just focus on selling. It made subscribers feel like insiders. This unique approach contributed to a community-led crowdfunding campaign that raised over £1 million and helped Percival achieve significant international reach. 

Why it worked: 

• Personalisation and exclusivity made subscribers feel valued. 

• Community engagement strengthened brand loyalty. 

• Strategic integration with social media amplified results. 

Source: https://www.ft.com/content/78806249-38f2-4143-b57b-8be9add12fef 

2. Bloom & Wild: Revolutionising the Customer Experience Through Email

London-based flower delivery service Bloom & Wild has become a household name, not just for its products, but for its empathetic and customer-first email strategy. One of their standout email campaigns was the “Thoughtful Marketing Movement”, which gave customers the option to opt out of sensitive holiday emails (like Mother’s Day), demonstrating emotional intelligence and respect. 

This simple but powerful opt-out email received widespread praise and saw high engagement levels. It didn’t just reduce unsubscribes, it strengthened customer loyalty and positioned the brand as one that genuinely cares about its audience. 

Why it worked: 

• Built customer trust through empathy and choice. 

• Reduced churn by offering an opt-out instead of forcing unsubscribes. 

• Showed that brand values can shine through every email touchpoint. 

Source: https://www.thetimes.com/business-money/entrepreneurs/article/flower-seller-bloom-and-wild-says-it-with-opt-outs-enterprise-network-hr9tr80dc 

3. Wingstop UK: A Cold Email That Built an Empire

When Tom Grogan and Herman Sahota emailed the US-based Wingstop about franchising in the UK, they weren’t expecting to build a 58-location fast food empire. But that cold email, simple, targeted and clear, was the start of a booming business. 

Today, Wingstop UK is one of the most successful food franchises in the country, proving that email is still a powerful tool when done right. 

Why it worked: 

• Clear, concise messaging opened the door to opportunity. 

• Shows that email isn’t just for marketing, it’s a business tool. 

• Reinforces the importance of bold outreach. 

Source: https://www.thetimes.com/business-money/companies/article/the-secret-of-a-successful-email-campaign-just-press-send-c9tp95lg9 

4. Biscuiteers: Sweetening Sales with Creative Campaigns

Luxury biscuit company Biscuiteers, based in London, has used email marketing to transform seasonal shopping into an artform. Their creative, beautifully designed emails consistently see high engagement rates, especially during key gifting seasons like Valentine’s, Easter and Christmas. 

By combining mouth-watering visuals with segmented audiences and perfectly timed promotions, Biscuiteers drives significant online sales via email. Their campaign reminders for “last order dates” before holiday seasons are particularly effective, driving urgency without being pushy. 

Why it worked: 

• Visually appealing, on-brand emails boost click-through and conversion rates. 

• Timely seasonal emails make the most of peak shopping periods. 

• Clever use of urgency without pressure encourages action. 

5. Emerald Forest Gifts: Re-engaging Customers Through Promotions

Emerald Forest Gifts offers lessons that businesses can take on board. Facing a drop in in-store sales, they leaned into email marketing to retain customers, promote offers and encourage holiday spending. 

By planning strategic promotions and using email to stay top-of-mind, they ensured a strong finish to a challenging year. 

Why it worked: 

• Timely promotions boosted engagement during key sales periods. 

• Email helped maintain customer relationships without relying on foot traffic. 

• Proved email’s power in keeping small businesses resilient. 

Source: https://apnews.com/article/small-business-holiday-shopping-marketing-4162ba863014fcd3ad456a983312a61a 

These examples all share a few things in common: 

• Email isn’t just about selling. It’s about building trust, nurturing relationships and offering real value. 

• Even cold emails can spark business growth when they’re thoughtful and well-targeted. 

• Automation and segmentation are game-changers that let SMEs scale their efforts without losing personalisation. 

So, if you’ve been wondering whether it’s worth investing in email marketing, the answer is a huge YES. Some of the best email marketing campaigns for SMEs started with small lists and big ideas. With creativity, consistency and the right strategy, your inbox could become your business’s biggest revenue channel. 

At Bold, we help businesses develop email strategies that convert. From automation to content planning, design and implementation, we’ll help you create the best email marketing strategy for your business. 

But how do you keep your finger on the pulse of the ever-evolving social media platforms? Whether you’re creating campaigns for Facebook, scoping trends on TikTok, or cultivating connections on LinkedIn, we’ve got the ultimate guide to help you spot the hottest trends on each platform.

So, grab your Starbucks, buckle up, and let’s dive into how you can unlock the secrets of marketing trends in 2024, across your favourite platforms.

LinkedIn is the go-to platform for professionals, but it’s far from just a place to drop your resume. As of 2024, LinkedIn has over 950 million users globally, and it’s increasingly becoming a hotspot for B2B marketers to engage with trend-worthy content. In fact, 79% of marketers say LinkedIn is an effective source for generating leads.

To track trends on LinkedIn, pay close attention to:

• LinkedIn News: LinkedIn has its own editorial team that curates daily updates on trending topics within various industries.
• Hashtags: Yes, LinkedIn uses hashtags! Monitor popular ones like #Leadership, #AI, or #FutureOfWork to stay in the loop.
• LinkedIn Pulse: This feature highlights trending articles in real-time, offering a quick snapshot of what’s being discussed.
• Influencers and Thought Leaders: Thought leadership thrives on LinkedIn, so follow major voices in your industry. Figures like Simon Sinek or Sheryl Sandberg often post content that shapes broader industry trends.

Pro Tip: LinkedIn’s analytics can give you a clearer understanding of what’s resonating with your audience. Pay attention to metrics like engagement rates and follower growth to gauge which trends are worth getting involved in!

Facebook might not have the shiny newness of TikTok, but it’s still an undeniable marketing giant. In 2024, with nearly 3 billion monthly active users, Facebook is still the most widely used platform globally, you might think it’s filled with Karen’s, but it’s one of the top platforms for marketing insights!

Facebook offers several ways to spot the latest trends:

• Facebook IQ: Facebook’s research team publishes insights about user behaviour, marketing trends, and emerging patterns on its platform. Their annual reports are gold for marketers.
• Facebook Groups: Groups have become micro-communities of like-minded individuals. The most active groups in your industry often mirror trending topics.
• Facebook Watch: This video-on-demand service offers trending content based on user engagement. Videos and live streams that garner lots of reactions and shares can indicate what’s hot.
• Page Insights: Analyse your competitors’ pages using Facebook’s built-in analytics tools. A page’s growth or a spike in engagement can often point to a broader trend.

Pro Tip: Don’t just watch what your audience is engaging with. Take note of new ad formats and creative techniques. Facebook continuously rolls out updates to its ad system, so staying ahead of the curve here is crucial for marketing success.

Instagram is the undisputed king of visual storytelling, with over 2.35 billion users in 2024. If your brand thrives on aesthetic appeal and engaging visuals, Instagram is where you need to be!

On Instagram, trends are often tied to visual elements and cultural movements. Here’s how to spot them:

• Explore Page: Instagram’s Explore Page curates content based on user preferences and popular topics. It’s a great way to see what’s trending in real time.
• Reels: Instagram’s answer to TikTok, Reels has exploded in popularity. Keep an eye on the trending audio clips, challenges, and filters as they often dictate broader platform trends.
• Hashtags & Trending Keywords: Instagram still heavily relies on hashtags. Use tools like Hashtagify or displaypurposes.com to find popular hashtags relevant to your industry.
• Influencers and Brands: Influencers often set the trends on Instagram. Pay attention to what the top influencers in your niche are promoting, from products to challenges to styles.

Pro Tip: Keep your eyes peeled for Instagram Stories. With 500 million daily users, Stories allow you to quickly test trends and gauge audience reactions without committing to a permanent post. Win win!

TikTok is a force to be reckoned with. With over 1.1 billion monthly active users in 2024, TikTok is the birthplace of many social media trends, from viral dances to sound bites that become memes overnight. If you want to follow the funniest, most on trend and hilarious account, follow us 

Because TikTok’s algorithm is laser-focused on showing users what they’re likely to enjoy, trends here spread faster than anywhere else:

• For You Page (FYP): This is the holy grail of TikTok trends. The FYP serves content that’s tailored to individual users, and if something is viral, you’ll see it here.
• Trending Sounds and Hashtags: Sounds are a huge driver of trends on TikTok. Watch what audio clips are paired with viral content, and don’t forget to monitor trending hashtags like #FYP or #Viral.
• TikTok Trends Page: TikTok has a dedicated tab showing trending content, hashtags, and challenges, which gives you a glimpse into what’s hot right now.
• Influencers and Creators: On TikTok, creators often spark trends that brands later adopt. Following top creators in your industry can keep you on the cutting edge!

Pro Tip: Trends on TikTok move at lightning speed. It’s important to jump on them quickly. Keep your content nimble and your team ready to pivot if something gains momentum fast! Or just have a super speedy social media marketing expert like our Mollie to jump on the trends for you!

X (formerly Twitter) is the go-to platform for real-time conversations and thought leadership. With 450 million monthly active users in 2024, it’s the place where global trends emerge and gain traction within hours.

To keep track of trends on X, here’s what you should be doing:

• Trending Topics: X literally shows you what’s trending! The platform offers a ‘Trending’ section tailored to your location and interests, making it easy to spot emerging topics.
• Hashtags: Like Instagram, X uses hashtags to organise and amplify content. Keep an eye on the top hashtags and join conversations when relevant.
• Lists: Create Twitter lists to monitor industry leaders, competitors, or journalists who are often at the forefront of trending discussions.
• X Spaces: Live audio rooms, Spaces, have taken off on the platform. These real-time conversations often reveal emerging trends and insights.

Pro Tip: Keep an eye on what’s trending globally vs. regionally. A topic that’s blowing up in one part of the world could quickly catch fire elsewhere!

YouTube is not just a video-sharing platform; it’s the second largest search engine in the world. With over 2.6 billion monthly users in 2024, YouTube remains a massive player in trend creation and amplification.

YouTube offers multiple ways to track trends:

• Trending Tab: This section is dedicated to the top videos across various categories. It’s a great place to see what’s gaining traction.
• YouTube Shorts: Much like TikTok’s short-form video content, Shorts are driving new trends, especially among younger audiences.
• Comments Section: Sometimes, the next big trend is buried in the comment section of a viral video. Keep an eye out for patterns in what people are discussing.
• Analytics: YouTube provides robust analytics tools, showing you which types of content are performing well. Watch out for spikes in engagement around specific topics.

Pro Tip: Collaborate with YouTubers who specialise in trending topics. Their audience insights can help you ride the wave of emerging trends faster!

Pinterest has grown into a marketing powerhouse for brands in fashion, home décor, and DIY. With 465 million active users in 2024, Pinterest is ideal for spotting trends that have staying power in the world of aesthetics and creative projects.

Here’s where to look for trends on Pinterest:

• Pinterest Trends Tool: This built-in tool allows you to track the popularity of specific keywords and topics over time.
• Boards and Pins: Follow popular boards in your industry to see what’s catching on. Pins with high re-pin rates usually indicate trending ideas.
• Seasonal Trends: Pinterest is highly seasonal, with trends like holiday decor or summer fashion spiking at specific times of the year.
• Pinterest Predicts: Each year, Pinterest releases its “Pinterest Predicts” report, offering forecasts on emerging trends based on user behaviour.

Pro Tip: Create pins that align with upcoming trends to drive traffic to your website. Timing is everything on Pinterest—so get ahead of the curve by preparing seasonal content early!

The social media marketing world changes more than you might think, coming from social media experts, even for us it can be hard to keep up with!

These days where tweets fly faster than birds and Instagram posts are worth a thousand words, trying to figure out the art of social media marketing is a huge task, and we’re here to break it down for you.

Ah, hashtags, those tiny yet mighty symbols that serve as the breadcrumbs leading to your digital success. Incorporating relevant hashtags into your posts is like sprinkling a bit of magic dust to ensure they reach the right audience. Think of hashtags as the keys that unlock the gates to different communities within the social media marketing kingdom. By including popular and niche-specific hashtags in your content, ensuring you have a mix of low, medium and high popularity hashtags within your content and captions, you increase its visibility and engagement, ultimately attracting more followers and potential customers to your business. It’s a win-win situation, finding hashtags is super simple, especially when you know where to look. We use a fantastic tool called best hashtags, which allows us to discover our niche’s hashtags in seconds, it’s definitely a tool worth trying out.

Your social media bio is your digital storefront, the first impression you make on potential followers and customers. It’s crucial to display a bio that not only reflects your brand’s personality but also communicates what you offer in a concise and captivating manner. Think of it as your business pitch in 160 characters or less.

Incorporate keywords related to your niche and offerings to improve discoverability, and don’t forget to include a call-to-action to encourage visitors to take the next step. Social media platforms have some fantastic tools to help you with your CTA, instagram allows you to add a contact button, whether that’s to call or email, as does TikTok, LinkedIn, and Facebook. Whether it’s following your account or visiting your website, adding simple and easy to navigate CTA’s means you’re making your customers’ journey as simple as possible, which is always a bonus.

Remember, a well-optimised bio is the cornerstone of a successful social media marketing strategy, if you want to find out more, tap here to watch our TikTok on optimising your social media bio.

In the ever-evolving landscape of social media, consistency is key to maintaining relevance and engagement. Just as a magician dazzles their audience with new tricks to keep them interested, it’s crucial that you consistently deliver captivating content to keep your followers engaged. Whether it’s eye-catching visuals on Instagram, ‘how to’ videos with trending reel sounds, hopping on TikTok trends, thought-provoking LinkedIn posts to place you as a thought leader in your industry or informative videos on YouTube, regularly feeding the content beast is essential for staying top-of-mind with your audience.

Embrace a content calendar to plan and schedule your posts, ensuring a steady stream of captivating content that keeps your followers coming back for more. P.s, did you know you can bag yourself a FREE, yes free, 12 month content calendar filled with a year’s worth of content ideas? Tap here to download yours today, and take the first step to your social media marketing success.

As you explore the depths of the social media marketing landscape, remember that each platform has its own unique quirks and features. What works on Facebook may not necessarily work on TikTok, and vice versa. Take the time to familiarise yourself with the features, algorithms and tools of each platform and tailor your content accordingly. Adaptability is key in the ever-shifting currents of social media marketing. Stay informed about the latest trends and algorithm changes, and be willing to pivot your strategy as needed to stay ahead of the curve. Drop us a follow on our socials to stay in the loop on all things social media marketing updates, algorithm updates, trends and more!

At its heart, social media marketing is not just about promoting your brand or products; it’s about building genuine connections with your audience. Engage with your followers, respond to their comments and messages, and show them that there’s a real human behind the screen. Authenticity and transparency go a long way in fostering trust and loyalty among your community. Remember, it’s not just about vanity metrics, like having a huge number of followers; it’s about retaining loyal supporters who will champion your brand and spread your message far and wide.

Social media agencies are staffed with seasoned professionals who eat, sleep, and breathe social media. At Bold, we have a deep understanding of the depths of each platform, as well as the latest trends and best practices. By entrusting your social media marketing to an agency like us, you gain access to our expertise and experience, ensuring that your brand’s presence is in capable hands. One of the greatest benefits of working with a marketing agency like us, is our ability to track and measure the performance of your campaigns with precision. Each month, quarter and year, we provide our clients with extensive reports, diving into metrics, analytics and results, to provide data-driven insights. Through advanced analytics tools we provide valuable feedback on what’s working, what’s not, and how we can optimise your strategy for maximum impact.

As you embark on your social media marketing adventure, remember that Rome wasn’t built in a day, and neither is a thriving social media presence. It takes time, effort, and a sprinkle of magic to see results. Don’t be discouraged by setbacks or slow progress. Instead, embrace the journey, learn from your experiences, and keep moving forward with determination and perseverance. With the right strategies and a dash of creativity, you can harness the power of social media to elevate your brand and enchant your audience like never before.

Social media marketing is a dynamic and ever-evolving landscape that offers boundless opportunities for those willing to explore its depths. By harnessing the power of hashtags, optimising your bio, consistently creating captivating content, and fostering meaningful connections with your audience, you can unlock the true potential of social media as a powerful tool for brand promotion and engagement.

We all know how quickly digital marketing trends change, and sometimes it’s hard to keep up! But don’t fear, we’re here to break down the top marketing trends that are expected to hit hard in 2024.

As marketers, we’ve been focusing on increasing engagement rate across social media platforms for both ourselves and our clients. But in 2024, retention rate is due to be far more crucial than engagement rate. It’s funny, you devote your life to marketing trends, finally get the hang of one aspect of it, and then boom, algorithms change, marketing trends change, features change and you’re back to square one! But that’s the beauty of marketing, it’s fun, fast-paced and ever-evolving.

So, the reason why retention rate is going to become one of the most important aspects of your marketing efforts on social media, is because engagement rate is on the decline. Social media used to be all about the number of likes, comments and shares you gain from your audience, yet these days, many users don’t really want to engage, swiping is much easier, and so it’s favoured to just scroll! Which is totally fine, but, if you really want to boost your socials in 2024, creating hooking content that retains users’ attention is your best bet.

At the moment, TikTok has a 10 minute video feature, and sources suggest that they are bringing in 15 minute videos in 2024. Long form content is a marketing trend due to become more and more popular this year, as they have the ability to retain users for an extended period of time. If your 10 minute clip grabs attention in the first 5 seconds (do this by using a wicked hook, we have some examples for you here), you’re more likely to have a user watch your entire video. We’ve even seen some users uploading full SpongeBob SquarePants episodes to a 10 minute TikTok video, and be assured we watched the entire thing (maybe even more than one)! So, what should you take away from this? Focus less on engagement and more on retention this year, and do this by creating long form content across all social platforms!

The likes of ChatGPT and other AI platforms are used widely across the globe since their introduction back in November 2022. Now, social media platforms want a slice, and there has been talks on their plans to integrate AI into their apps in 2024:

• TikTok will enable you to customise your feed based on AI.
• Instagram is experimenting with AI-generated stickers (sounds fun!).
• LinkedIn will offer premium users AI features such as AI-powered profile writing assistance and ‘Top Choice Jobs’ signals.
• YouTube is experimenting with “Dream Track” (an AI music generator) for Shorts and Music AI tools

I mean it’s pretty daunting, but we’re honestly excited, and we especially can’t wait to try these features out ourselves when they finally hit our screens! However, it’s important to note that there are risks with AI, just as there are great benefits. We know that AI can help with productivity, helping marketers craft attention-grabbing captions and graphics, but this could also lead to the spreading of misinformation., AI isn’t always right, so don’t rely on it solely.

Just as we’re excited for the introduction of new AI technologies within our most loved social media platforms, it’s crucial to use AI in an ethical way. Be transparent, don’t rely on AI to perform all of your tasks, use it as a supportive tool, just as we all did with many tools and platforms before AI came along!

One of the biggest marketing trends to hit our screens in 2024 is Google planning to roll out further generative AI tools into Google Ads. The thing many PPC ad experts might be dealing with at the minute is the fact that AI will use design engineering and create biases in things like algorithms and ad layouts.

Google ads is a money-maker for many businesses across the globe, and biases within the algorithm won’t always be a good thing. Not only this, but AI could end up taking over some of the control that PPC experts would usually deal with over their ads. The level of control AI is due to have within Google ads could limit your business’ visibility too (no thank you AI, stay in your lane).

We all know that some of the responses or results you get from an AI tool don’t always make sense or sound human-like. It’s definitely a good idea to keep a close eye on all things AI, and treat it as a supportive tool, rather than as the sole responsibility for your PPC ads and beyond.

Remember, AI is still in its learning and maturing phase, it was only really brought into marketers daily use about a year ago, and it has a long way to go. AI doesn’t respond like we do as humans, it lacks soft skills and other areas that come naturally to humans, and it’s never a good idea to rely on AI.

AI can be a fantastic resource, helping you to think of subject lines for your newsletter, or a monthly theme for your blog, but relying on AI to write an essay for you at University, or write a social media caption, might not be a smart move. As marketers become more aware of AI, it will be easy to note what has been written by a human and by AI soon enough, and you don’t want to be caught out as being “lazy”.

Not that we think that, we think AI is an incredible and life changing tool that has been dropped at our feet by the experts, but it’s crucial to take a little extra care with AI, don’t depend on it, and don’t expect instant results if you’re for instance using AI to create an ad for you.

Marketing is the engine that drives growth, sustains brand awareness, and connects with customers. However, for many business owners, marketing can often feel like a nightmare.

The landscape is ever-evolving, trends change rapidly, and competition is fierce. In this blog, we’ll explore some of the common marketing nightmares that business owners face and provide practical solutions to help you overcome them.

One of the most significant marketing nightmares for business owners is the never-ending quest for quality content. Content marketing is crucial for building brand authority and engaging your audience. However, consistently producing high-quality content can be overwhelming.

Solution: Create a content calendar and leverage content repurposing. By planning your content in advance and repurposing existing content into different formats (e.g., blog posts into videos or podcasts), you can maintain a steady stream of content without burning out. Ps. we can do this for you, just get in touch!

Search engine optimisation (SEO) is a marketing buzzword that often strikes fear into business owners. The rules and algorithms constantly change, making it challenging to maintain a strong online presence.

Solution: Invest in ongoing SEO education and consider outsourcing to experts who stay up-to-date with the latest trends. PS. we can help with this, our SEO expert, Jake, is your guy! Additionally, focus on creating high-quality, relevant content that addresses the needs of your target audience.

Social media is an essential part of modern marketing, but managing multiple platforms and keeping up with trends can be a nightmare for business owners.

Solution: Prioritise the social media platforms that resonate most with your target audience and schedule posts in advance using social media management tools. Don’t spread yourself too thin; it’s better to excel on a few platforms than to struggle on many. Our social media expert, Mollie, can help your social media marketing skyrocket!

Measuring return on investment (ROI) can be challenging for marketing efforts. Many business owners are unsure if their marketing dollars are being spent effectively.

Solution: Implement analytics and tracking tools to monitor the performance of your marketing campaigns. Set clear objectives and key performance indicators (KPIs) to measure success. This will help you understand what’s working and where adjustments are needed.

Email marketing can be incredibly effective, but it’s a fine line between engaging content and ending up in the spam folder.

Solution: Build a clean and targeted email list of engaged subscribers. Personalise your emails, and don’t bombard your subscribers with too many messages. Offer valuable content, promotions, or exclusive offers to keep them interested and opening your emails. Did you know we offer email marketing for clients?!

Many business owners struggle with limited marketing budgets, making it challenging to compete with larger companies.

Solution: Focus on cost-effective strategies, such as content marketing and social media, to maximise your budget. Explore partnerships with influencers or other businesses for co-marketing opportunities. We’ve recently implemented influencer marketing into our clients’ strategy, and we’ve seen incredible results so far! Additionally, regularly assess your marketing efforts to reallocate budget to the most effective channels.

Your brand is the face of your business, and maintaining a consistent brand identity can be a challenge, especially when you’re experimenting with different marketing strategies.

Solution: Develop clear brand guidelines that encompass your brand voice, visual identity, and messaging. Ensure all your marketing materials align with these guidelines. Consistency will help your audience recognise and trust your brand. Our Head of Creative, Sami, is your go-to for all things branding!

Keeping up with the latest marketing technology can be overwhelming, and integrating new tools can be a nightmare.

Solution: Prioritise the tools that align with your marketing goals and provide clear value. Start small and learn to use them effectively. Many marketing tools offer free trials or resources to help you get started. If you’re still struggling, we’ll do it for you!

Defining and reaching your target audience is critical, but many business owners struggle with this.

Solution: Create detailed customer personas and refine them as you gather more data about your customers. PS. if you sign up to receive our content calendar, by clicking here, you’ll get a free customer persona template from us! Use audience segmentation in your marketing campaigns to tailor content to specific groups. This will result in more relevant and engaging marketing efforts.

Marketing nightmares are common for business owners, but they can be overcome with the right strategies and mindset, and most importantly, the right marketing agency (hint hint, us!).