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Advertorial – what is it?

Advertorial is a hybrid form of advertising and editorial content that combines a promotional message with the style and tone of a regular article. The word itself is a combination of the English words advertisement and editorial. This format is designed to act as a natural part of the medium in which it is published, while fulfilling an advertising purpose – promoting a product, service, or brand.

Advertorials are usually presented as informational, educational, or inspirational content that speaks to readers in their own language. Unlike traditional advertising, which can be considered intrusive, an advertorial subtly blends into the editorial environment, increasing its credibility and the chance that the reader will pay attention to the message.

How does advertorial work?

Advertorials use the power of stories and informative content to engage readers. Instead of directly promoting a product, they create a context in which the product or service plays the role of a solution to a specific problem. For example, instead of a traditional ad for wrinkle cream, an advertorial might feature an article about skin care where the product is mentioned as an expert recommendation.

The main characteristics of how an advertorial works:

Naturalness – the content acts as a natural part of the editorial medium and respects its style and tone.
Relevance – the content matches the interests of the target readership, which increases the likelihood of engaging them.
Education – delivers valuable information to readers that answers their needs or questions, building trust and a relationship with the brand.
Subtle promotion – the product or service is mentioned subtly, often within a broader story.

Naturalness

Advertorials must feel like an organic part of the medium in which they are published. This means that it respects its style, tone and content structure. Readers should feel that they are reading a regular article and not an advertisement. This naturalness is achieved by using language and visual elements that are consistent with the standards of the medium.

For example, in a health magazine, an advertorial could be written as an inspirational article about the benefits of a healthy lifestyle. A product – such as vitamins or a dietary supplement – would be mentioned within a broader context that provides useful tips for the reader. This makes the text look not like an advertisement but a natural part of the editorial content.

The naturalness is crucial because readers today are more sensitive to direct advertising. When advertorial fits seamlessly into the medium, the reader feels less compelled to buy and perceives the message as valuable and authentic.

Relevance

Advertorials must be carefully targeted to a specific audience. The content should be relevant to the interests and needs of the readers of the medium in which it is published. Relevance is key to engaging the reader, because if the text does not offer answers to questions or solutions to problems that the audience is concerned about, its effectiveness will be greatly diminished.

For example, if an advertorial is published in a magazine for business people, it should focus on topics that are important to them – for example, cost optimisation, team management or streamlining processes. If a product or service is featured in the article, it should be presented as a specific tool to solve the problems of this target group. In this way, the advertorial not only engages but also builds a relationship with the reader.

Relevance also increases the chances that the reader will actively engage with the content – for example, by clicking on a link, sharing the article on social media or even purchasing the advertised product.

Education

One of the key components of a successful advertorial is its ability to educate and provide valuable information to readers. Unlike direct advertising, which only aims to sell a product, an advertorial focuses on informing readers, answering their questions and offering practical advice or solutions.

For example, an advertorial on eco-friendly cleaning products might include tips on how to keep the home environmentally friendly, while mentioning a specific product as an example of a gentle and effective solution. This approach helps build trust because the reader feels that the brand is offering useful information without aggressively pushing them to buy.

Educating readers also increases the value of the content and the likelihood that the article will gain their attention. Readers who feel enriched by new information or inspiration are more likely to remember the brand that offered them that content.

Subtle promotion

Advertorials promote a product or service subtly, often within a broader story or context. Instead of a direct call to action (“Buy this product now!”), the product is presented as a natural solution to a specific problem that the reader can identify with.

For example, an article about improving sleep hygiene might mention a specific brand of mattress as a recommendation from a healthy sleep expert. In this way, the reader does not feel pressure to buy, but rather has the impression of getting a useful tip or advice.

Subtle promotion is effective because it responds to the reader’s needs in a natural way. The reader often does not even realise that it is an advertisement, but perceives the content as useful and valuable. This approach builds trust, which is the key to successful marketing.

Why do these principles work?

Building trust – the naturalness and educational value of the content makes it feel more authentic. Readers are increasingly sensitive to traditional advertising and its often aggressive tone, so advertorial that emphasizes naturalness and value fits better with their expectations.
Strengthening the relationship with the brand – advertorial creates a context in which the brand becomes part of the reader’s story. This emotional and informational approach strengthens the relationship with customers and increases customer loyalty.
Increase engagement – relevant and educational content engages readers more than traditional advertising. Readers are more likely to engage – for example, by clicking on a link, sharing content, or making a subsequent purchase. This effect is the result of combining subtle promotion with valuable content.

The benefits of advertorials

Natural integration into the medium – advertorials are designed to integrate seamlessly into the editorial environment of the medium in which they are published. The content matches the style, tone and format of the medium, allowing readers to see the advertorial as a natural part of the content. For example, an advertorial in a lifestyle magazine will conform to the style typical of this type of article – easy to read, inspiring and visually appealing. This naturalness ensures that the content is not dismissed by the reader as advertising, but instead accepted as a valuable contribution to their interests.
Building trust – advertorials focus on providing information, inspiration or practical tips, which naturally builds trust between the reader and the brand. Instead of direct promotion, an advertorial offers value that the reader will appreciate. Consumers are more inclined to brands that provide them with useful information than those that overwhelm them with aggressive advertising. An example would be an advertorial describing how to choose the right running shoes, where a particular brand is mentioned as an expert recommendation. This approach gives the impression of expertise and transparency.
Better targeting – advertorials are extremely flexible and can be easily adapted to the specific needs of the target audience. Content can be designed to resonate with specific demographics, such as young parents, athletes, or professionals in a particular field. This targeted approach makes messages more effective and increases the likelihood of positive reception significantly. For example, a technology magazine might have an advertorial aimed at IT professionals detailing how new software will make their jobs easier, which will appeal directly to the target audience.
Higher audience/reader and customer engagement – because the advertorial acts more like an editorial than a traditional ad, readers give it more time and attention. They often read it to the end, which increases the chance that the message will influence their decision-making. This effect is further enhanced by the fact that advertorials often contain stories or specific examples that draw the reader in. For example, a story of a customer who has achieved success through a particular service creates an emotional connection that motivates the reader to take action, such as seeking further information or making a purchase.
SEO support – Advertorials published online have significant search engine optimization (SEO) benefits. If well-written and containing relevant keywords, they can improve a brand’s visibility in search engines. In addition, they allow you to include links to the brand’s website, which increases direct traffic and contributes to better search engine rankings. For example, an advertorial focused on travel tips can include links to specific destinations or services offered by a travel agency, increasing the chances that readers will reach the destination site. With relevant content and backlinks, advertorials can help brands achieve better results not only in their marketing but also in their long-term SEO strategy.

The difference between advertorials and traditional advertising

The main difference between advertorials and traditional advertising lies in the way the content is presented. Traditional advertising aims to directly address the customer and get them to buy. It uses clear messages, visuals andcall-to-actions to get attention as quickly as possible. However, it is often aggressive or intrusive, which can lead to rejection by the audience.

Advertorial, by contrast, takes a more subtle approach to promotion. It focuses on delivering valuable content rather than selling. Often, the reader will not even realise that it is an advertisement, as the form resembles a standard editorial. This approach increases credibility and the likelihood that the reader will receive the message positively.

How to write an effective advertorial?

Writing a good advertorial requires an understanding of the target audience, the product and the media in which the content will be published. Creating a successful advertorial therefore requires very careful preparation and following a few key steps. Because this specific content format is a combination of advertising and editorial, writing an advertorial is challenging both in terms of content and style. Below you will find detailed instructions on how to proceed:

Define the objective of the advertorial

Decide what you want the advertorial to achieve – increase sales, brand awareness, educate customers or build trust. Each goal requires a different approach:

If the goal is to increase sales, focus on how the product solves a specific customer problem and include a clearcall-to-action.
To build brand awareness, it’s important to create content that showcases the brand’s core values and connects it to a relevant topic.
If your goal is education, provide practical advice or tips that bring value to readers, and present the product or service as part of the solution.

A clearly defined objective is the cornerstone on which you can build the rest of your content. Without it, the advertorial will feel vague and won’t deliver the expected results.

Choose the right tone when writing your advertorial

(taking into account your target audience and the form of communication that is close to your business)

Adapt the language and style of the content to the target group you want to reach.

For a professional audience, use precise language and deeper reasoning, including technical terms and factual support.
For a general audience, choose a simple, accessible and friendly tone that readers can easily understand.
For specific groups (such as parents, millennials or seniors), tailor the style and content to fit their lifestyles, values and interests.

The tone of the text is important for readers to perceive the content as relevant and credible. Inappropriate style can cause the reader to lose interest or perceive the content as inappropriate.

Create a compelling story/story for your advertorial

Instead of simply touting a product, tell a story that solves a problem or provides value to the reader. A story is one of the most effective ways to engage the reader and keep their attention. However, keep in mind that the story should be real and don’t make things up unnecessarily. Otherwise, you will end up like most advertorials on the List, which are often a blatant bunch of nonsense and fabrications by the author who simply didn’t know what to write anymore so that he could get the contract out of his neck and get paid.

Identify the problem – start by describing a problem or situation that the reader knows and can identify with.
Present the solution – describe how your product or service solves the problem and show practical results.
Use real examples – include stories of customers who have achieved success or improved their quality of life because of your product.

For example, instead of simply describing a vacuum cleaner, create a story about how a family with two dogs and young children kept their home clean and healthy with this vacuum cleaner.

Provide evidence at the advertorial

Support your message with facts, statistics, case studies or expert quotes to add credibility to your content.

Statistics and data – for example, “90% of users saw an improvement in their skin within two weeks.”
Case studies – describe specific situations where a product or service helped solve a problem.
Expert opinions – cite experts or authorities to give your content weight and legitimacy.

Evidence is especially important for products that require a higher level of trust, such as health, finance or technology.

Clearly label the advertorial as advertising content

From a legal and ethical standpoint, it is important to label advertorials as “paid content” or “sponsored article” so that the reader knows they are advertising.

The label should be clear and prominent, preferably at the beginning of the text or in the headline (for example, “Sponsored by XYZ brand”).
Transparency increases credibility and prevents the reader from feeling misled.

In addition to ethical reasons, clear labelling is also a legislative requirement in many countries, including the EU and the US.

FAQ – what is it?

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FAQs (Frequently Asked Questions) are an effective tool for facilitating communication between you and your customers, readers, or visitors. Often, this section serves as a quick and easily accessible source of information that answers the most common customer/reader questions and also helps save time (for example, you don’t need to explain the same thing to each user individually, but can refer them to the section in question).

The FAQ section not only increases the convenience of your customers or readers but also allows you to spend your time more efficiently on other tasks. A well-structured FAQ can also contribute to a better impression of your business or website, as visitors will appreciate that you care and are trying to help them – it helps build trust.

The FAQ section can be used not only to answer technical or practical questions, but also to explain your offerings, processes or your company’s policies (for example, regarding returns or complaints).

The key to its success is structure and relevance. Each answer within the FAQ should be worded in a way that is mainly easy for users to understand. Answers should therefore be concise, yet informative enough. It is ideal to avoid excessive technical terminology unless it is aimed at a specific target group, and to choose simple and straightforward language. Where appropriate, explain each technical term (or link to a sub-page that explains the term).

FAQs do not have to be universal. For example, if you offer technical products, you might create a section focused on common problems with those products or how to solve them. For services, on the other hand, FAQs can focus on processes, pricing, or delivery terms. In any case, it is important to tailor the content to the specific target audience and ensure that it meets their needs.

FAQs can also have a positive impact on traffic (if the FAQs actually include answers to frequently searched questions that users ask directly to the search engine) and also on SEO (the site is optimized for other keywords and phrases that users frequently search for, and you can increase the credibility of the entire domain). If you structure your questions and answers correctly, you can easily attract more visitors by ranking better in search engines.

In addition, well-crafted FAQs contribute to increasing the time users spend on your website. Which serves as another secondary SEO factor for ranking your site from the search engine perspective. When a visitor finds the answers to their questions directly on your page, they don’t have to look elsewhere, which reduces the bounce rate and fulfills its purpose (the user actually finds the answer to their query in an understandable way), search engines appreciate it. In short, it will be another positive signal to search engines that your website provides valuable and user-friendly content.

The FAQ section is thus not only a tool for communication, but also for marketing and improving your brand visibility.

The decision whether to place the FAQ on a separate page or integrate it into other sections of the site depends on its scope. If you only have a few questions, it may be practical to include them directly on the product or service page. However, for larger FAQs, it may be more appropriate to create a separate page where the information is clearly organized and easy to find.

When to add FAQs to your website?

In general, an FAQ should be included on your website the moment you find that visitors are frequently asking the same questions. For example, this situation may arise when you launch a new product, service, or web project. If customers or users repeatedly contact your support with similar questions, it’s a clear signal that an FAQ section could be a useful solution. By answering common questions directly on the site, you save yourself and your team time and improve the user experience.

However, FAQs aren’t just for e-tailers or companies with extensive offerings. For example, if you run a blog and your readers often ask for details about your article sources, writing techniques, or your personal perspective on a particular topic, an FAQ can be a way to convey this information to them easily and efficiently. Similarly, for companies offering services, an FAQ can answer questions about processes, pricing, deadlines, or service specifications.

The answer to this question depends on the size and complexity of your FAQ section. Small and simple FAQs that answer only a few basic questions can be effectively integrated directly into a product, service, or contact page. Conversely, larger FAQs with more questions are better placed on a separate page – ideally with a well-structured signpost and easy navigation. Why? In terms of user experience and search engine optimization (SEO), a separate structure has several advantages.

Is it better to have one page with all the FAQs explained underneath, or to have a sub-page for each term in the FAQ?

In general, having a sub-page for each FAQ is better than having all the questions and answers listed on one page. The main reason is the way search engines like Google process and rank content on the web. Let’s take a look at the details.

How do search engines work and why do they need a specific URL?

Search engines index individual pages of a site based on their content and assign relevance to them based on specific keywords. If each question and answer has its own sub-page with a unique URL, search engines can easily identify that this page deals with that particular topic. For example, a page with the URL www.vasweb.cz/faq/jak-vratit-zbozi has a clear signal that it answers the question “How do I return goods?”. As a result, the search engine will display it in the results for a user searching for this information.

On the other hand, a single page with all the questions and answers together cannot be as precisely targeted. The search engine may index that page, but if it contains several dozen questions, it will not be able to discern which part of the page is relevant to a particular user’s query. This reduces the chances of the page appearing in the top positions in search results.

Why is one page with all FAQs not an ideal solution?

Reduced relevance of content to search engines – pages with many different topics are less clear to search engines. Search engines prefer pages that focus on one specific topic or question. If everything is on one page, the search engine cannot effectively determine which keyword or query is central to the page.
Low chance of getting featured snippets – featured snippets are special listings that Google displays directly on the search results page (for example, the answer to a question in the form of text, a table, or a list). If the question has its own page, the likelihood of Google displaying it as a snippet is significantly higher. For a single page with many questions, it is difficult to determine which part of the content the search engine should select.
Long page load times and poor user experience – a page containing dozens or hundreds of questions and answers can be very long. This not only increases loading time, which negatively affects SEO, but also makes it difficult for users to navigate. If a user is looking for a specific answer, they have to scroll through the page or use on-page search, which can be frustrating.
Less opportunity for keyword optimization – Each FAQ subpage can be optimized for a single keyword or phrase, greatly increasing the chance of ranking better in search results. For example, a page focused on the query “How do I return an item?” can include optimized content such as an H1 heading, meta description, images with captions, or other relevant phrases. On a single page with many questions, this is limited because you can’t effectively optimize each question individually.
Lower internal linking value – separate FAQ subpages allow you to create an interconnected network of internal links that improves navigation for users and search engines. For example, a page asking “Refund?” can link to “How long does it take to get a refund?” or “How can I send the product back?”. This type of linking helps search engines better understand the structure of the site and increases its ranking.

When might one page be appropriate to explain all FAQs?

There are situations where it may make sense to have all the questions on one page – for example, if you only have a few questions (less than ten, for example) and the answers are short, it probably doesn’t make as much sense from a UX perspective to direct the user to another subpage to read 2 sentences. In that case, clarity and simplicity may be more important than the SEO benefits of separate pages. However, even then, it’s a good idea to use anchors (anchor links) to allow users to quickly navigate to a specific answer.

On the other hand, for more comprehensive FAQs, it is better to have a signpost, where it is often desirable to have some more advanced filtering options (by alphabet/topic/common queries) and also the possibility to easily go back to the FAQ signpost from a given term.

Disadvantages of FAQs – what worries will the FAQ section of the site bring you?

Are there any reasons not to have an FAQ on the site? Not many, but you definitely need to consider taking proper care of this section as it is more in plain sight (or summarises information that could have a negative impact on your sales – for example, having the wrong information regarding pricing/conditions within the FAQ that users could refer to).

One of the drawbacks associated with creating and managing an FAQ section is the need to regularly update and maintain it, which can be time-consuming and organizationally challenging. Although at first glance the FAQ appears to be a static section of the site that, once created, works without further intervention, the reality is different. To remain useful and relevant, the FAQ needs to be continuously adapted to the current needs of visitors and the market situation.

The first problem is time-consuming. Updating FAQs requires careful monitoring of what questions customers are asking, while evaluating whether existing answers are still relevant. As changes occur in your products, services, or terms and conditions, the section needs to be adapted to match the current information. This means not only adding new questions and answers but also reviewing existing ones and modifying or removing them as necessary.

Another problem is the fact that outdated FAQs can have a negative effect on users. If customers find information that is no longer valid, they may be confused or disappointed. This can lead them to contact customer support with additional questions, which creates extra work and undermines the primary purpose of the FAQ – to save time for both parties. Plus, outdated information can undermine trust in your brand’s professional approach, a risk no company can afford.

Managing FAQs also requires regular collaboration between different departments, such as marketing, customer support, and the technical team. This can be organizationally complex, especially if you are dealing with a larger company or project. In addition, updates require a certain amount of creativity and the ability to formulate answers in a clear, concise and straightforward manner, which is not always easy.

Last but not least, there is the financial aspect. While FAQ maintenance may not directly incur high costs, the time spent on it by staff could be used for other activities, such as business development or working on other marketing strategies.

In summary, the main disadvantage of the FAQ is the need to invest time and energy in its maintenance. If not enough attention is paid to this duty, it can easily happen that a section that is supposed to facilitate communication and improve the user experience starts to serve the opposite purpose and act more as a source of frustration. It is therefore important to view FAQ management as a continuous process that requires regular attention, rather than a one-off task.

BCC (blind carbon copy) in emails – what is it and how to use it?

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Email has revolutionized how we communicate, offering tools that streamline correspondence, improve efficiency, and safeguard privacy. Among these tools is BCC, or Blind Carbon Copy, a feature often misunderstood or underutilized. This comprehensive guide delves into the origins, purpose, and practical applications of BCC, explaining when and how to use it, its impact on email recipients, and common scenarios where it proves invaluable.

What is BCC in an email?

BCC stands for Blind Carbon Copy, a feature in email platforms that allows you to send a copy of an email to additional recipients while keeping their identities concealed from others on the email. Unlike the To and CC (Carbon Copy) fields, where all recipients can see one another’s email addresses, recipients in the BCC field remain invisible to everyone.

Origins of the term “BCC”

Before the advent of email, communication relied on paper letters. To send a letter to multiple recipients or retain a personal copy, senders used carbon paper to create duplicates while writing.

These duplicates were referred to as carbon copies. With the emergence of email, this concept was adapted for digital communication and abbreviated to CC (carbon copy). Email platforms later introduced BCC (blind carbon copy) to extend this functionality. The term “blind” in BCC indicates that the identities of BCC recipients remain hidden—not only from the main recipients but also from each other. Only the sender knows who was included in the BCC field.

It’s important to note that an email cannot be sent to only BCC recipients. At least one address must be entered in the To field. To address this, you can list your own email in the “To” field, which also applies to the CC function.

When was BCC first used?

BCC became part of email systems during the early development of electronic mail protocols in the late 20th century. Its inclusion was motivated by a need to address privacy concerns, especially in business and professional settings. While its exact debut date varies among platforms, the functionality became widely standardized in email clients like Outlook, Gmail, and Thunderbird by the mid-1990s.

Why use BCC in emails?

The BCC feature serves multiple purposes, ranging from privacy protection to avoiding unnecessary clutter in email threads. Here are some of the key benefits:

Protecting privacy – using BCC is essential when sending mass emails such as newsletters, invitations, or announcements. It ensures that the recipients’ email addresses remain private, protecting their confidentiality. For example, if you send a message to a group of customers, BCC hides their email addresses from each other, maintaining their trust in your communication practices.
Avoiding reply-all chaos – when recipients are in the BCC field, they cannot accidentally use the “Reply All” option, which could flood inboxes with unnecessary messages. This is particularly helpful in large group emails, like company announcements, where responses like “Thanks” or “Got it” can quickly become overwhelming for everyone.
Reducing spam risks – since BCC hides email addresses from the message, it prevents spammers from collecting these addresses for unwanted campaigns. For instance, when sharing event details with attendees, using BCC ensures their information isn’t exposed to misuse or unauthorized access.
Streamlining communication – BCC helps keep communication focused by including individuals who need to be informed without involving them in the entire email conversation. For example, a manager can stay updated on a client discussion without participating in or disrupting the thread.
Ensuring professional oversight – BCC allows supervisors or colleagues to discreetly monitor emails for accountability. For instance, if a new employee sends an important email to a client, their manager can be added to BCC to review the message without making their presence obvious to the recipient.
Complying with data protection rules – in industries regulated by strict privacy laws, like GDPR, BCC helps prevent the unauthorized exposure of personal data, such as email addresses. This is particularly important for mass communications, where failure to use BCC can result in fines or legal issues.
Reducing distractions for recipients – BCC ensures that primary recipients can focus on the email content without seeing additional recipients who are copied in. For example, a sales email to a client may include the sender’s manager in BCC for reference, avoiding unnecessary clutter in the recipient’s view.
Creating a personal touch – when sending a mass email, using BCC allows recipients to feel individually addressed. For instance, a holiday greeting sent to customers through BCC makes it appear more personal, as each recipient sees only their email address.
Curbing lengthy email chains/to reduce lengthy email threads – in situations where email discussions grow out of control, you can use BCC to manage responses. For example, moving a large group to BCC and asking for direct replies can help prevent endless back-and-forth messages.
Avoiding misuse of reply-all loops – in professional or organizational settings, using BCC helps avoid accidental or unnecessary “Reply All” responses. It keeps communication efficient while ensuring that the key recipients receive only the necessary updates.

How to use BCC in an email

Using BCC is straightforward across major email platforms. Here’s a step-by-step guide:

In Microsoft Outlook (New Outlook)

Open a new email or reply to an existing one.
Go to Options > Show Fields and select Show BCC.
Enter the email addresses of the intended recipients in the BCC field.
Add the primary recipient(s) in the To field.
(Note: An email must have at least one address in the “To” field. If necessary, you can use your own email address.)

In Gmail

Click Compose to create a new email.
In the To field, add at least one recipient.
Click Bcc on the right side of the To field.
Enter the email addresses of the BCC recipients.

In other platforms

Most email platforms display the BCC field alongside the To and CC fields or provide an option to enable it under settings.

How does BCC affect recipients?

Invisible to others – recipients in the BCC field receive the email as intended, but their email addresses are completely hidden from everyone else included in the communication. This ensures that the privacy of BCC recipients is safeguarded. For instance, in a business scenario, if a company sends a promotional offer to multiple customers using BCC, each customer will see only their own address and will have no idea who else received the message. This fosters trust and prevents privacy breaches.
No reply-all capability – a key feature of BCC is that recipients in this field cannot use the “Reply All” function to contact other recipients, whether in the To, CC, or BCC fields. This reduces the likelihood of unnecessary or disruptive interactions, especially in professional contexts. For example, in a workplace email with sensitive updates, BCC recipients are limited to responding directly to the sender, ensuring that discussions remain controlled and private.
No notification of BCC recipients – people in the To and CC fields are completely unaware of the presence of BCC recipients. This allows senders to include individuals in the communication without revealing their involvement to others. For instance, a manager can BCC themselves on an email sent by a team member to a client, enabling them to monitor the conversation discreetly without altering the dynamic of the interaction.
Enhanced confidentiality for sensitive communications – BCC is particularly valuable for maintaining confidentiality in situations where discretion is critical. For example, if HR sends an internal communication to employees regarding a new policy, they may BCC senior management to keep them informed without signaling their oversight to the employees.
No visibility among BCC recipients – even BCC recipients cannot see who else has been BCC’d. This is useful when the sender needs to communicate with multiple people without disclosing their identities or connections. For instance, when contacting potential job candidates about the same opportunity, BCC ensures that candidates do not see each other’s email addresses, which could lead to unnecessary comparisons or discussions.
Focus on content, not recipients – by limiting visibility, BCC allows recipients to concentrate on the email’s content rather than speculating about who else received it. This is useful in professional communications where the focus should remain on the message, such as updates on a project or company announcements.
Reduces risk of recipient exposure – in large-scale communications, such as newsletters or event invitations, using BCC protects recipients from having their email addresses inadvertently exposed. This is particularly important when dealing with external stakeholders, ensuring compliance with privacy standards, and minimizing the risk of data misuse.
Minimized opportunity for misuse – because BCC recipients are not visible to each other, they cannot misuse the list of recipients for personal or professional gain. For example, in customer communications, BCC prevents any recipient from harvesting other customers’ email addresses for spam or marketing purposes.
Eliminates unintended hierarchy signaling – including certain individuals in CC may imply a hierarchy or indicate that their opinion holds more weight. By using BCC, the sender can avoid creating such implications, ensuring a neutral and unbiased approach to group communications.
Promotes sender control – BCC enables the sender to maintain full control over the communication dynamics. By restricting recipients’ ability to interact with each other, BCC ensures that responses are channeled directly to the sender, allowing for streamlined and focused follow-ups.

When is BCC used?

Using BCC (blind carbon copy) is ideal in various and common scenarios where maintaining privacy, managing communication effectively, and reducing unnecessary clutter are essential. Below are some common reasons for employing BCC with detailed explanations.

Mass emails – when sending newsletters, event invitations, or announcements to large groups, BCC helps maintain recipient privacy. Each recipient sees only their own email address, avoiding the exposure of others’ contact details. This approach is especially important for businesses or organizations that wish to comply with data protection regulations like GDPR. Moreover, using BCC prevents the risk of recipients accidentally replying to all, reducing clutter and ensuring a more focused response.
Professional monitoring – BCC allows managers, supervisors, or stakeholders to be included in email communications without alerting the primary recipients. For example, a project manager can BCC their superior on client updates to ensure oversight. This discreet inclusion fosters accountability and keeps key personnel informed without altering the email’s tone or creating unnecessary tension among visible recipients.
Reducing email noise – in situations where group emails lead to excessive “reply all” responses, BCC can be used to regain control of the conversation. For instance, if a team discussion becomes overly active, a follow-up email sent with recipients in the BCC field can communicate essential updates while discouraging further replies to the entire group. This keeps inboxes uncluttered and discussions more focused.
Avoiding public email lists – using BCC prevents the creation of visible email chains, especially when reaching out to a distribution list. For example, if a company needs to send a promotional offer to multiple clients, BCC ensures that individual email addresses are not visible to other recipients. Or when you send out for example inquiry and you don’t want other recipients can see their competitors, also it is used for press release distribution. This approach enhances privacy and prevents misuse of the email list, such as spamming or data theft.
Sending sensitive information – BCC is an effective tool when dealing with sensitive topics or situations requiring discretion. For instance, HR may use BCC to send performance-related information to employees while keeping leadership informed. Similarly, BCC can be used for internal notifications involving sensitive business changes, ensuring confidentiality.
Preventing reply-all chaos – in scenarios involving large groups, BCC ensures that recipients cannot inadvertently use the “Reply all” function, which could overwhelm the inboxes of others with unnecessary responses.
Maintaining confidentiality – BCC allows sensitive emails to reach the intended audience without revealing who else is included, which is particularly important in legal, HR, or managerial communications.
Simplifying communication in escalations – when a situation needs to be escalated to higher authorities, BCC can keep them informed without letting the original recipient know. For instance, a team member escalating a customer issue to their manager can BCC the manager in the response email to ensure that they stay in the loop discreetly.
Maintaining recipient anonymity – in cases where anonymity is critical, such as contacting multiple bidders for a tender or inviting participants to a confidential meeting, BCC hides the identities of all recipients. This not only ensures fairness but also protects the privacy of those involved.
Managing formal introductions – in networking emails or professional introductions, BCC can transition a group email into a private conversation while keeping the original sender in the loop.

Examples of BCC in emails

BCC can be applied in various scenarios, making it a versatile and practical feature. Below are some detailed examples of its usage:

Invitations to a large event – when inviting multiple guests to a party, conference, or meeting, BCC helps protect their privacy by keeping their email addresses hidden from others. This avoids unintentional sharing of personal information and prevents spam or unwanted replies.
Professional correspondence – when you need to transition a client to a colleague, adding your manager in BCC ensures they stay informed discreetly. This is particularly useful for accountability and oversight without involving the manager in the direct conversation.
Reducing clutter in group emails – after a lively group discussion, you can follow up with a BCC email to prevent unnecessary “Reply all” messages that can overwhelm recipients. For example, in situations where everyone’s opinion has been gathered, a BCC follow-up consolidates the conversation without further disruptions.
Sharing sensitive updates – if you need to share important updates with stakeholders or colleagues, but they do not need to interact with one another, BCC ensures privacy while delivering the same message to everyone.
Job postings or recruitment emails – when sending out a job announcement to multiple candidates, BCC ensures the privacy of all recipients and prevents any awkwardness or breaches of confidentiality.
Community or organizational announcements – for newsletters, local events, or general updates sent to a community group, BCC keeps the recipient list private and avoids unnecessary email chains.
Discreet tracking – when you want to keep someone informed of a conversation, such as a legal advisor or project manager, without alerting the primary recipients, BCC is a strategic choice.

FAQs about BCC in emails

Q: Can I send an email with only BCC recipients?
A: No. Most email platforms require at least one address in the To field. You can use your own address as a placeholder.

Q: Can BCC recipients see each other?
A: No. BCC recipients remain anonymous, even to one another.

Q: Does BCC affect spam filters?
A: Emails with only BCC recipients may trigger spam filters. To avoid this, include a trusted recipient in the To field.

Q: Can BCC prevent spam?
A: Yes. Using BCC for mass emails hides addresses, reducing the risk of spam.

Q: Will BCC recipients know they were added to the email?
A: Yes, BCC recipients receive the email, but they will not see the addresses of other BCC recipients or know who else received it.

Q: Can someone tell if they were BCC’d on an email?
A: No, unless the sender explicitly mentions it, recipients cannot determine if the email was sent via BCC. When you are BCC’d on an email, you can tell that you received the email, but you cannot see who else was BCC’d (or even if there were others in the BCC field). If you receive an email and your address is not visible in the To or CC fields, it’s a strong indication that you were added as a BCC recipient. However, this is not explicitly stated anywhere in the email. If you were BCC’d, you would not see the other recipients listed in the BCC field (because they are hidden for privacy). Similarly, other recipients – whether in the To, CC, or BCC fields – they cannot see that you were included in the email at all.

Q: Is it possible to accidentally reveal BCC recipients?
A: No, modern email platforms are designed to keep BCC recipients hidden. However, manually copying and pasting addresses instead of using the BCC field could expose them.

Q: Can I use BCC for forwarding emails?
A: Yes, BCC is useful for forwarding an email to multiple people while keeping their identities hidden from one another.

Q: What happens if a BCC recipient replies to an email?
A: If a BCC recipient replies, their response goes only to the sender and does not reach other recipients in the email chain.

Q: Does BCC save a copy of the email for the sender?
A: Yes, the sender retains a record of the email, including the BCC recipients, in their Sent folder.

Q: Can BCC be used for email campaigns?
A: While BCC can be used for small-scale campaigns, specialized email marketing tools are recommended for larger audiences to ensure compliance with privacy regulations and maintain professionalism.

Q: How many recipients can I include in BCC?
A: This depends on your email provider. Most platforms impose a limit on the total number of recipients across To, CC, and BCC fields, so check with your provider for specific limits if there are any.

Q: Is using BCC considered unprofessional?
A: Not necessarily. BCC is appropriate in many contexts, such as protecting recipient privacy in mass emails or discreetly including someone for oversight. Misusing it, however, can appear unprofessional or secretive.

Q: Can BCC emails be tracked?
A: Yes, like other emails, messages sent with BCC can be tracked using read receipt tools or email analytics if enabled.

Q: Are there legal considerations when using BCC?
A: Yes, particularly for business emails. Misusing BCC for deceptive practices, such as secretly involving third parties, could violate privacy laws or company policies.

Q: Can recipients in the To or CC field see if someone was BCC’d?
A: No, recipients in the To and CC fields cannot see who was included in the BCC field.

Q: Can I use BCC in group discussions?
A: Yes, BCC is helpful for reducing email noise. For example, use it to send follow-up emails to participants while preventing unnecessary reply-all chains.

Q: Is it safe to use BCC for sensitive emails?
A: Yes, but exercise caution. While BCC protects privacy, sensitive information should be shared using secure communication methods when necessary.

Best practices for using BCC

Include a trusted recipient in the To field – if you’re sending an email solely to BCC recipients, place a trusted address (e.g., your own) in the To field to prevent spam filters from flagging the email.
Clarify the purpose for BCC – if you’re using BCC in a group email to limit responses (e.g., “reply-all” chains), clarify in your message that BCC is being used for efficiency or privacy reasons. This avoids confusion or assumptions about your intentions.
Limit BCC in internal communications – in workplace settings, avoid using BCC to include higher-ups or colleagues without transparency. Instead, forward the email to them separately if oversight is necessary.
Be mindful of email content – BCC recipients might still forward the email, so ensure your message is appropriate for all potential viewers, even if it’s not addressed to them directly.
Double-check BCC addresses – before sending an email, confirm that the BCC field contains only intended recipients. Mistakes in the BCC field can lead to accidental privacy breaches or sending emails to the wrong person.
Use BCC for large announcements – when emailing large groups (e.g., event invitations or newsletters), use BCC to prevent recipients from seeing each other’s addresses and ensure a cleaner, more professional email format.
Avoid excessive distribution lists – adding too many BCC recipients may trigger email provider limits or spam filters. Break larger lists into smaller groups if necessary.
Consider alternatives to BCC – for frequent mass emails, consider using email marketing tools like Mailchimp or Microsoft Word’s mail merge feature. These tools personalize messages and avoid the limitations of BCC.
Inform close contacts when using BCC – if emailing a group of personal contacts, let them know that you’re using BCC for privacy reasons. For example: “To protect everyone’s privacy, I’ve added recipients to BCC.”
Know the limitations of BCC – while BCC prevents other recipients from seeing addresses, it doesn’t stop recipients from forwarding the email, which may inadvertently expose your intent or contact details.
Avoid combining CC and BCC unnecessarily – mixing CC and BCC fields in the same email can confuse recipients about your intentions. Keep communications streamlined and consistent.
Respect email etiquette – don’t use BCC as a shortcut for transparency or as a way to involve others covertly in sensitive conversations. Be mindful of workplace policies or cultural norms regarding email communication.

SoMe acronym – what does it stand for?

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The term “SoMe” stands for “Social Media”, which translates to social media. In marketing, it is a broad field that encompasses strategies, activities, and communication on various social media sites such as Facebook, Instagram, Twitter, LinkedIn, TikTok, and others.

In today’s digital world, social media plays a key role in brand building, raising awareness of products and services, and interacting with audiences. Businesses and marketers use SoMe as an effective channel for reaching customers and creating a community that is connected to the brand.

Social Media, or SoMe, involves not only publishing content, but also engaging in conversations, listening to user feedback, building relationships, and actively communicating with the target audience. The focus is on making content naturally engaging, shareable, and generating interactions.

Social media marketing can be divided into several basic areas:

Content marketing on SoMe – creating relevant and valuable content is the foundation of any successful social media marketing strategy. Content can take many forms – from text posts and visuals to videos, to live broadcasts and podcasts. Each social network requires a specific approach. For example, Instagram is dominated by visuals, while Twitter emphasizes concise and to-the-point messages. On LinkedIn, on the other hand, more formal and professional content is preferable.
Community Management – proper use of SoMe involves not only publishing content but also actively communicating with fans and customers. This includes responding to comments, engaging in discussions, and addressing issues or complaints that users may express through social media. The goal is to build and maintain positive relationships that increase brand trust and strengthen customer loyalty.
Social Media Advertising – Paid advertising is an integral part of the SoMe strategy. It allows you to target specific groups of users based on demographics, interests, or behaviors. This type of advertising can include post-promotion, targeted campaigns, or remarketing. The advantage of social media advertising is its flexibility and the ability to accurately measure results, allowing businesses to effectively optimize their campaigns.
Analyzing and measuring results – Success on social media can be measured using a variety of metrics such as likes, shares, comments, reach of posts, or conversion rates. With this data, marketers can evaluate what’s working and adjust their strategy. Analyzing the performance of social media campaigns helps to better understand the behavior of the target audience and improve future marketing activities.

Content marketing on SoMe

Content marketing on social media (SoMe) is one of the most important tools of modern marketing. It aims to engage the target audience with relevant and valuable content that not only captures attention but also triggers interactions, strengthens brand awareness, and ideally supports purchase decisions. In a digital era where consumers are increasingly turning to social media for inspiration, entertainment, and information, effective content marketing is essential for any brand that wants to succeed.

Why is content marketing important on SoMe?

Content marketing on social media allows businesses to build long-term relationships with customers without focusing too much on the hard sell. When a brand offers content that is useful, interesting, or inspiring to its audience, it naturally creates trust and positive perceptions. It’s important to remember that consumers today, more than ever, prefer authentic and informative approaches that deliver value to them. So instead of constantly promoting their products and services, brands are focusing on creating content that entertains their audience or makes their lives easier.

Social media is an ideal platform for content marketing. They offer the ability to reach a wide range of users while targeting specific segments through precise audience targeting. Plus, they provide real-time feedback – likes, comments, shares or other interactions instantly show how content is resonating. This allows marketers to react quickly, refine their strategies, and optimize performance.

How is content marketing done on SoMe?

Effective content marketing on social media starts with a thorough understanding of your target audience. Who are your customers? What are they interested in, what do they need, and what content do they prefer? The answers to these questions determine what type of content will be most effective. For example, the younger generation may prefer short, entertaining videos, while professionals on LinkedIn will appreciate expert articles and case studies.

In addition, content needs to be formatted and style-specific to the platform. Each social network has its own rules and best practices. On Instagram, visual aesthetics are key; photos, videos, and graphics must be attractive because users there are primarily visual stimuli. Twitter, on the other hand, requires brevity and punchiness. Here, quick news, updates, and ideas are shared that are easily digestible and immediately engaging.

Proper timing is also important. Each target group has its specific times when it is most active. Publishing content at these times can dramatically increase reach and engagement. In addition, marketers need to monitor performance metrics such as reach, engagement rate, and conversion rate. These metrics help determine what’s working and what needs improvement.

What principles apply to content marketing on SoMe?

There are a few key principles that marketers follow when creating content on SoMe:

Relevance and value – content must be relevant and deliver value to the target audience. This can mean that it provides practical tips, solves users’ problems, or simply entertains them.
Authenticity – today’s users are very sensitive to dishonesty and manipulative tactics. Brands that communicate openly and authentically are much more likely to gain the trust of their audience.
Consistency – Successful content marketing requires regularity. Publishing posts at set intervals helps build anticipation and strengthens the relationship with followers.
Engagement – social media is all about interaction. Brands should actively respond to comments, have conversations, and be present wherever their products or topics are being discussed.
Visual and storytelling – people are naturally drawn to visual content and stories. Marketers use stories to connect the brand to the emotions of users and combine them with compelling visuals.
Adapt to the platform – each social network has its specifics and users expect a certain type of content on it. It’s important to tailor the format, length, and style of content to the specific platform to make it as effective as possible.
Timing – publishing content at the right time, when your target audience is most active, can significantly increase reach and engagement. Analyzing audience activity helps optimize publishing time.
Empathy – the ability to understand and empathize with users’ emotions and needs is essential. Content that reflects the audience’s real concerns, joys, or frustrations can establish a deeper connection.
Sustainability and quality – instead of overwhelming your audience with constant content, it’s better to focus on quality and create fewer, but more valuable and thoughtful posts.
Experimentation and flexibility – social media is constantly evolving, so it’s important to try new formats, trends, and approaches. A successful marketer should be prepared to adapt to change and learn from experimentation.
Personalization – content that is tailored to users’ individual preferences and interests is more likely to succeed. Using data on user behavior and preferences allows for better targeting and increases the relevance of content.
Emotional appeal – posts that evoke emotions have a greater chance of spreading and engaging. Content should evoke laughter, inspiration, emotion, or perhaps a sense of belonging to be memorable.
Emphasis on community – encouraging interaction between followers and creating a space for discussion and sharing experiences helps build a community that is closely connected to the brand.
Relevance – content should reflect current events and trends. Responding to current events or engaging in popular conversations can increase the visibility and relevance of posts.
Clarity and brevity – in the fast-paced environment of social media, content must be clear, direct, and easy to understand. Users value content that quickly conveys its main idea.
Educational content – Sharing educational and informative content that adds something to the user experience increases your authority in the industry and helps maintain long-term interest.
Repetition of key messages – Repeatedly sharing key messages in different formats and variations helps build awareness and reinforce your brand in the minds of users.
User-Generated Content – Engaging with user-generated content increases credibility and promotes authenticity. Sharing posts from fans or customers creates a sense of belonging and community appreciation.
Storytelling – using stories that evoke emotion and connect with user experiences can transform ordinary content into memorable experiences.
Interactive content – including interactive elements such as polls, quizzes, questions, or contests encourages users to engage and extends the time they spend with your content.
Long-term relationship building – your strategy should focus on building long-term relationships with followers, not just short-term gains. It’s important to create content that maintains interest and engagement over time.
Take cultural differences into account – if the content is intended for an international audience, it is important to take cultural differences into account and adapt language and cultural messages to be appropriate for different regions.
Search engine optimization (SEO) – when creating content, it’s a good idea to think about how users can easily find it. Proper use of keywords, hashtags, and other SEO elements helps increase the visibility of content.
Accountability – Brands should be responsible for the content they share and take care not to spread misinformation or content that may be harmful or offensive. Adhering to ethical principles strengthens credibility.

What is the purpose of content marketing on SoMe?

Content marketing on social media serves many purposes. The primary purpose is to increase brand awareness and attract the attention of new potential customers. It can also help build relationships and loyalty with existing customers. Content that is valuable and inspiring can motivate users to follow the brand, share its posts, and become brand ambassadors.

Last but not least, content marketing is effective in driving conversions. Whether it’s a click on a link leading to an e-shop, a form fill, or a direct purchase, well-thought-out content can guide users through the entire buying process. Content can also educate customers about products and their benefits, eliminating doubts and fears that could hinder a purchase decision.

Community management

Community management, also known as community management, is a key element of modern social media marketing. It involves actively building and managing relationships with a brand’s audience and creating an environment where community members feel welcome, heard, and motivated to collaborate and interact. In a digital world where users have access to a myriad of information and options, effective community management is one of the main ways to gain customer loyalty and attention.

Why is community management important?

Community management is essential for brands because social networks are no longer just platforms for disseminating information. They have become places where people look for inspiration, engage in discussions, share their experiences, and express their opinions. Today, it’s not enough to just publish content – brands need to actively communicate and respond to their audience’s suggestions to build strong relationships and gain trust.

Social media users want to feel that their opinions matter and that their favorite brands are listening to their needs and wants. If a brand communicates impersonally or doesn’t respond to feedback, it quickly loses its authenticity and credibility. Conversely, brands dedicated to their community are often perceived as more approachable, reliable, and friendly. By managing their communities, companies can more effectively solve problems, answer questions, and gain valuable insights about their customers that they can then use to improve their products or services.

How is community management done?

Community management requires a combination of strategies and skills that focus on effective communication and a proactive approach. The first step is listening. Brands need to monitor what people are saying about them on social media, whether it’s comments on posts, mentions in discussions, or posts created by users themselves. This process, known as “social listening,” helps marketers understand the sentiments and opinions of their audience and respond to them in the best way possible.

The next step is interaction. A community manager must be prepared to respond to questions, say thank you for positive feedback, address complaints, and actively engage in conversations. Communication must be friendly, open, and authentic. Automated responses and boilerplate responses can feel impersonal and give a negative impression. Each comment or question should be handled with respect and individuality that highlights the human approach of the brand.

Community management also includes moderating discussions. This means maintaining a safe and respectful environment where people feel comfortable. This includes removing inappropriate posts, resolving conflicts between community members, and ensuring that conversations stay within the rules of the community. A community manager must have the ability to assess situations and respond with tact to maintain a positive atmosphere.

What principles are applied in community management on social media?

Mastering community management is crucial for nurturing engagement, cultivating trust, and fostering a vibrant, supportive environment for your audience. It’s about more than just managing interactions—it involves building meaningful connections, setting clear expectations, and creating a space where members feel valued and empowered. By adhering to key principles, you can ensure your community thrives, encourages participation, and aligns with your overarching goals and values. Below are some foundational principles to guide exceptional community management. By following these core principles, you can ensure your community thrives, remains active, and reflects your brand’s values:

Speed of response – in the digital world, users expect a quick response. A community manager should respond to queries or complaints as soon as possible to avoid escalating the problem and to make users feel that the brand is paying attention to them.
Delivering value – posts and communications should deliver value to users. This can be informative content, tips, advice, or answers to questions that are genuinely helpful and meaningful.
Positive approach – even when criticism or negative feedback is received, it’s important to respond positively and with a willingness to resolve the situation. A positive tone can ease tensions and show the brand in a good light.
Openness to dialogue – community management should not be one-sided. The community manager should encourage discussions and dialogues between community members and be open to new opinions and feedback.
Adaptation of communication – it is necessary to adapt the style and tone of communication to the target group. Talking to a young audience on Instagram will be different from talking to professionals on LinkedIn.
Patience – working with a community can be challenging, especially when there are conflicts or repeated questions. Patience helps to manage difficult situations without losing the quality of communication.
Knowledge of the platform – a community manager should understand the specifics of each social network and know what features and tools are available to effectively manage the community.
User-generated content support – encouraging community members to create and share brand-related content. Sharing such content increases engagement and fosters a sense of belonging.
Conflict management – the ability to manage conflict is key. A community manager should be able to calm situations and find a solution that satisfies all parties, while always maintaining respect and fairness.
Community education – providing educational content that helps community members better understand products, services or topics that are relevant to them.
Working with influencer marketing – working with influencers or brand ambassadors can help empower the community and bring new content and perspectives.
Long-term relationship building – focus on creating long-term relationships that go beyond immediate campaigns. The community should perceive that the brand is there for them, not just when they need to promote a new product.
Personal touch – address users by name when appropriate and personalize communications so they feel valued and respected as individuals.
Keeping an eye on trends – the community manager should be aware of current trends and include them in communications when they are relevant to the community and can bring value.
Measurement and analysis – constantly monitor performance and community engagement through metrics and analysis. This allows you to optimize your approach and continuously improve your data-driven community management.

What is community management for?

The main purpose of community management is to build and maintain customer relationships. When people feel that the brand hears them and that their opinions matter, their loyalty and willingness to recommend the brand grows. A well-run community can become a powerful tool for spreading word of mouth (personal recommendations), which is invaluable for any brand.

Another benefit is improved customer support. Many users today expect to find answers to their questions or solutions to problems directly on social media. A community manager can respond quickly to their needs, which increases customer satisfaction and maintains a positive brand perception.

Community management also provides valuable customer insights. By interacting with users, brands can better understand what their audience values, what they are concerned about, and what changes they would like to see. These insights can be used to improve products, services, or marketing strategies.

Ultimately, community management is one of the most effective ways for brands to make meaningful connections with their audiences. However, it requires constant nurturing, strategy, and the ability to adapt to changing user needs and expectations. Community management isn’t just about solving problems, it’s about proactively building relationships that help brands grow and thrive in the digital space.

Social Media Advertising

Social Media Advertising is one of the most powerful tools modern marketing has to offer. In an era where people are constantly connected and active on various social platforms, social media advertising is an effective way to reach your target audience right where they spend a significant amount of their time. For many businesses, it has become a key part of their marketing strategy as it not only allows for accurate targeting but also effective measurement and performance optimization.

Why is social media advertising important?

One of the main reasons why social media advertising is so important is its ability to reach a very specific audience. Platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok, and others allow marketers to target ads based on user demographics, interests, behaviors, or geolocation. This means that businesses can reach the exact people who might be interested in their products or services, maximizing the effectiveness of their ad campaigns.

Another reason is that social networks offer a plethora of advertising formats. From traditional text and image ads to interactive videos to stories or carousel ads that allow you to display multiple products at once. Each platform offers different ways to present ads, allowing companies to be creative and tailor their content to the specifics of each network. This not only increases the likelihood that an ad will catch the eye but also encourages deeper user engagement.

How do you advertise on social media?

Successful social media advertising starts with a clear and well-defined strategy. The first step is to establish the campaign objectives. Brands need to be clear about what they want to achieve – whether it’s increasing brand awareness, generating leads, direct sales, or increasing engagement on posts. Each goal requires a different approach and strategy, so it’s important to be clear from the start about what outcome is a priority.

The next step involves choosing the right platform. Each social network has a different type of user and lends itself to different marketing purposes. Facebook and Instagram are ideal for visual and interactive content, LinkedIn is great for B2B marketing and professional campaigns, while TikTok is perfect for dynamic and creative videos that appeal more to younger audiences (or rather, you’ll find older audiences here as well, but in general TikTok requires a different type of creative than other social media platforms and is suitable for users who like to consume shorter video formats). Choosing the right platform depends on where your target audience is and how you want to communicate with them.

Content creation is another important aspect. Content needs to be attractive, authentic, and tailored to the platform. Short videos can be more effective on Instagram and TikTok, while professional posts and articles work better on LinkedIn or even Facebook. It’s also important to experiment with different formats such as live streaming, stories, polls, or interactive ads to see what works best with your target audience.

What principles apply to social media advertising?

There are a few principles that marketers should follow to make their social media advertising effective:

Precise targeting – the ability to target ads to specific user segments is one of the biggest benefits of social media advertising. It’s important to take advantage of the targeting options available, such as age, gender, interests, and location, and create campaigns that reach the right people.
Testing and optimization – ads need to be constantly tested and optimized. This means creating A/B tests with different versions of content, seeing which variant performs better, and adjusting your strategy based on the results.
Creativity and innovation – social networks are awash with content, so you need to be creative to make your ads stand out. Interesting visuals, fresh text or an innovative approach can help grab attention and engage your target audience.
Clear Calls to Action (CTAs ) – Every ad should have a clear call to action. Whether it’s “Buy Now”, “Sign Up” or “Follow Us”, it’s important that users know what is expected of them.
Measurement and analytics – Effective advertising requires constant monitoring of performance using analytics tools. Metrics such as click-through rate (CTR), conversion, reach, and return on investment (ROI) provide valuable information on how successful your campaign is and what needs to be improved.
Flexibility in your campaigns – the ability to quickly adapt your ads and strategy to current data and trends is essential. Social media is constantly changing, and it’s important to react to changes and adapt campaigns in real-time.
Life event targeting – advertising platforms allow you to target users based on major life events such as a wedding, the birth of a child or moving house. This can create campaigns that are extremely relevant to the audience.
Remarketing – the ability to reach users who have previously visited your site or interacted with your content helps increase the likelihood of conversion. Remarketing campaigns are often very effective because they target people who are already interested in the brand.
Personalization – the ability to create personalized ads based on user interests and behavior increases the chances of success. People respond more positively to content that is tailored to their preferences.
Leveraging user data – social networks provide a wide range of user data that can be used to target ads more accurately and effectively.
Dynamic ads – ads that automatically adapt to specific users based on their behavior and preferences can be very effective in attracting attention and increasing conversions.
Geo-targeting – the ability to target ads to users in a specific geographic area is useful for local businesses and specific campaigns that need to reach audiences in a particular region.
Timing – the ability to set ads to show at specific times when your audience is most active increases the chance that ads will be seen and acted upon.
Multi-format options – social networks allow you to use different formats such as videos, images, stories, carousel ads, or interactive elements to increase engagement and allow for a creative approach.
Interaction-focused ads – Campaigns that focus on increasing engagement, such as sharing, liking, or commenting, can strengthen the relationship with the brand and encourage the spread of content.
Mobile ads – with the growing number of mobile device users, ads need to be optimized to be highly visible and attractive on mobile phones and tablets.
Conversion path tracking – understanding how users interact with your ads and what their customer journey is like helps optimize campaigns and increase effectiveness.
Contests and engagement campaigns – Creating contests and interactive campaigns can increase engagement and draw attention to your brand, encouraging viral content distribution.
Access to influencers – social networks make it easy to engage with influencers who can promote your brand and increase the reach and credibility of your campaign.
Real-time feedback – the ability to get instant feedback from your audience allows marketers to adapt strategies and respond to customer needs and preferences.

What is social media advertising for?

Social media advertising can serve a variety of purposes, depending on a brand’s needs and goals. The main purposes include increasing brand awareness. Thanks to the wide reach of social media, companies can effectively spread awareness of their products or services to relevant audiences.

Another purpose is lead generation. Ads can include lead collection forms that are simple to fill out and allow brands to gain valuable information about leads. Sales promotion is another common goal, with ads aimed at directly increasing conversions and sales. Offers, discounts, or limited promotions can be very effective in motivating users to buy.

Social media advertising also encourages interaction and engagement. Directly interacting with customers and engaging them in brand activities can strengthen loyalty and create an active community around the brand. In addition, social advertising is a valuable tool for remarketing, i.e. reaching users who have already shown interest in the brand but have not yet taken the desired action.

Social media advertising and its disadvantages for companies and users

Social Media Advertising (SMA) is one of the most effective marketing tools today, but it is also becoming an increasingly challenging area that carries many risks. Companies that choose to invest in advertising on platforms like Facebook, Instagram, LinkedIn, or TikTok often face the same problem over time – simply that this single (or one of the main acquisition channels) becomes so costly for them that it no longer makes sense.

But then what? Often, business owners choose between the bad choice (stop campaigning, start rapidly cutting costs/layoffs, and say goodbye to endless growth in the business) or the even worse choice (continue with a losing business model and rely on a miracle to happen over time).

Rising advertising costs

One of the biggest challenges facing businesses is the ever-increasing cost of social media advertising. Since 2020, major platforms such as Facebook and Instagram have seen a significant increase in advertising costs. For example, during the COVID-19 pandemic, there was a spike in online marketing activity, which led to intense competition, resulting in higher cost-per-click (CPC) and cost-per-thousand impressions (CPM).

Hootsuite reports that the average cost per thousand impressions (CPM) on Facebook will increase by more than 47% between 2020 and 2022. This trend is forcing businesses to reevaluate their budgets and find new ways to optimize campaigns to stay competitive. For small and medium-sized businesses that don’t have large marketing budgets, it may become increasingly difficult to achieve the desired results without significant investment. The option is to start building a brand (a loyal customer will come back and cost me essentially zero pennies).

Alternatively, SEO or other channels where they aren’t forced to keep paying more and more for performance (lead/contract). Unfortunately, companies often make this decision quite late, usually when they are facing bankruptcy or already standing over the debt cliff.

Complexity and technical complexity in campaign management

Another issue is the increasing technical and strategic complexity of ad management. Platforms such as Meta (which manages Facebook and Instagram) are constantly introducing new tools and targeting options, which increases the complexity of ad campaigns (the whole process is already so complex that even a social media professional is not fully versed in the different options and their impact, let alone a small business owner). Marketers need to stay up-to-date with the latest changes to effectively manage their campaigns, which again, as an owner or smaller business, you won’t be able to keep up.

For smaller businesses without dedicated professionals, this is a huge challenge. Plus, platforms often change their interface and settings, which can lead to frustration and loss of efficiency when managing campaigns. On the other hand – having an expert means you have to pay them, i.e. you have to be able to make money from them and you’re in this endless vicious circle. The ideal state is to honestly learn some of this and manage what you can internally (for day to day operations and agenda) and use consultants for the more complex stuff (initial setup or review after some time).

Increasingly strict regulations and rules

To make matters worse and not so simple, regulations regarding online advertising, data protection, and transparency are also getting stricter, and new rules are being created that companies have to comply with (and which are known only to interested lawyers and professionals working in the industry). In the European Union, for example, the General Data Protection Regulation (GDPR) has introduced strict rules regarding the collection and processing of personal data. This regulation has influenced how companies can target advertising to users and how they can track their behavior, and these rules and regulations are also gradually evolving (in my opinion, in a completely nonsensical direction, where it is completely meaningless and far from the original idea of protecting the user – basically, these new rules do not protect the user very much, big companies have found ways to successfully circumvent these rules anyway, and it has only made marketing even more complicated and expensive overall, and in some ways essentially made it impossible to do marketing legally).

In addition, Meta, which manages Facebook and Instagram, is also constantly updating its advertising policies. Companies and users themselves often complain about the vagueness and opacity of these rules. For example, if an ad violates Meta’s policies, it can be immediately banned or the account can be blocked (including your page), which can have dramatic effects on a company’s marketing strategy. Marketers also complain that rules are often changed without sufficient communication, leading to confusion and increased risk of errors.

This is not to mention how super tech support on these global platforms is, where you either get into a loop where someone does address something with you, but actually solves absolutely nothing and only robs you of time with this form of communication and (in)customer service. Problems take weeks to resolve, which can cause significant financial losses. Heaven forbid, if for example someone has hacked your account and swiped a significant amount of money from it, then again, arranging for some sort of recovery is an unearthly task in some cases.

That’s why it doesn’t pay to build your entire business on just one paid source or just paid advertising sources.

Any changes in their policies or algorithms can have a huge impact on the performance of campaigns and therefore the functioning of your business. This dependency reduces the flexibility of companies and increases the risk of sudden changes that can jeopardize their marketing results. Companies must constantly adapt to rules that are out of their control.

Therefore, always try to think about what would happen if this main source of your paid campaigns stopped working. What would you have to start doing differently? And if you know that, don’t wait for anything and start doing it now, because one of this doomsday will come when you have to shut something down (or some of this super giant will shut something down on its own because you break one of the 200 rules or this marketing channel will stop working because the algorithm changed and suddenly you’re uploaded from one day to the next).

Social Media Analysis/Analytics

Social Media Analysis and Analytics is one of the most important aspects of effective marketing on digital platforms. Without a clear understanding of what impact your campaigns are having and what metrics to track, you can’t truly know if your strategy is working or where you need to make changes. Analyzing and measuring results helps marketers turn data into valuable insights that can lead to better decisions, increased efficiency, and improved return on investment (ROI).

Why is analytics and outcome measurement important?

In today’s rapidly changing social media landscape, it’s essential to clearly understand which posts, campaigns, or formats are working and which aren’t. The data gathered from analytics allows marketers to understand target audience behavior, track trends, and respond to user feedback. Without measuring results, marketers would be operating solely on assumptions and intuition, which could lead to inefficient use of resources and time.

In addition, analytics helps identify opportunities and uncover weaknesses in campaigns. For example, if you find that a certain type of content generates higher engagement, you can place more emphasis on it in future campaigns. Conversely, if certain posts are not meeting expectations, analytics will allow you to determine why this is happening and make the necessary adjustments.

How is the analysis and measurement of results done?

The process of social media analysis and measurement starts with defining goals. It’s important to know exactly what you want to achieve – whether it’s increased brand awareness, gaining new followers, increased sales, or better user engagement. Each goal requires the measurement of different metrics, so it’s essential to be clear from the start on what to focus on.

You also need to choose the right tools for measurement and analysis. Platforms like Facebook Insights, Twitter Analytics, Instagram Insights, or third-party tools like Hootsuite, Google Analytics, or Sprout Social provide detailed information on post-performance, audience demographics, reach, and interactions. These tools allow marketers to track and evaluate data in real time.

The analysis focuses on measuring key metrics, which may include:

Bounce Rate – the percentage of users who visited your website via a social media link but left without interacting or viewing other pages.
Return Visitor Rate – the percentage of users who return to your content repeatedly, indicating that your content is relevant and interesting to them.
Video Completion Rate – the percentage of users who watched your video from start to finish, which is useful for assessing how engaging and relevant your video is.
Average Watch Time – The average length of time users spend watching your video, which shows how engaging your video content is.
Cost Per Click (CPC) – The average amount you pay for each click on your ad, which helps you measure the cost-effectiveness of your campaigns.
Cost Per Conversion (CPC) – the cost of getting one conversion, which allows you to gauge how effectively your ad is delivering results compared to the resources you’re spending.
Share Rate – the proportion of users who share your content with their own audience, which shows how viral and engaging your content is.
Mentions – the number of times your brand has been mentioned on social media, which helps track brand awareness and popularity.
Churn Rate – the percentage of followers who stopped following your profile during a certain period, indicating your audience’s level of satisfaction with your content.
Sentiment Ratio – an analysis of the ratio of positive and negative comments or mentions about your brand, which helps you understand how your brand is perceived.
Average Response Time – the average time it takes you to respond to comments, questions, or messages, which is important for evaluating customer service on social media.
Profile Clicks – The number of users who clicked on your profile after viewing your content, indicating interest in learning more about your brand.
Lead Conversion Rate – The percentage of leads that turn into paying customers, which measures the effectiveness of your campaign in generating valuable leads.
New Followers – The number of new followers you have gained over a certain period, which is an indicator of the growth and popularity of your profile.
Cart Abandonment Rate – the percentage of users who added a product to their cart but did not complete the purchase, which helps identify weaknesses in the buying process.
Engagement-to-View Ratio – The ratio of the number of views of a post to the number of interactions, which shows how effectively your content is attracting attention and engagement.
Organic Reach Rate – The percentage of your audience that has seen your content without paid promotion, which helps gauge the effectiveness of your organic content.
Impact Rate – A measure of how much impact your content has on user behavior, such as how often users engage or take a desired action after viewing a post.
Return on Investment (ROI) – a measurement of the profitability of your campaigns based on the revenue generated versus the cost incurred, a key metric for assessing success.
Post Share Rate – the percentage of posts that users share with others, which can indicate the level of relevance and attractiveness of your content.

In addition to these basic metrics, it’s also important to analyze qualitative data, such as comments or user feedback. This data can provide deeper insight into how people perceive your brand, what they like, and what could be improved.

What principles are applied in the analysis and measurement of results?

There are a few basic principles that guide the analysis and measurement of social media results:

Regularity – measurement should be done on a regular basis, such as weekly or monthly, to track the evolution of campaign performance and respond to changes.
Contextualisation – the numbers themselves may not mean anything if they are not put into context. It is important to compare results with past campaigns, competitors, or specific events that may have influenced performance.
Flexibility – social media strategies should be flexible enough to respond to the results of the analysis. If it turns out that a particular tactic isn’t working, you need to have the courage to change it or abandon it altogether.
Optimization – Content and campaigns need to be continuously optimized based on the data. This includes adjustments to targeting, post timing, content formats, or the creative itself.
Emphasis on ROI – ROI is a key metric that helps marketers understand if the spend is paying off. It’s important to calculate how much money or time was invested and what the output was.

What is the purpose of analyzing and measuring results?

Analyzing and measuring results on social media is used to make more accurate decisions. They allow marketers to see which strategies are most effective and which ones are not working. They also allow for better resource allocation, meaning budgets and energy are focused on tactics that deliver the best results.

In addition, performance measurement allows you to identify new opportunities. For example, if you find that certain content is generating far more shares than others, it may indicate that you should include that type of content more often in your strategy. In addition, data analysis helps you better understand your target audience – what they’re interested in, what formats they prefer, or when they’re most active.

Last but not least, measuring results is important for proving the value of marketing campaigns. Data and analytics allow marketers to show executives or clients how effective their campaigns are and to justify their investments and strategies.

Why is SoMe important in modern marketing?

Social media offers businesses a unique opportunity to be in direct contact with their customers and receive valuable feedback from them. In an age where interaction and authenticity are key, SoMe platforms provide a space where brands can show their human side, share their story, and inspire their audience.

A successful social media presence can not only increase brand awareness but also directly impact sales results and create loyalty. That’s why it’s important in marketing to have a clearly defined and well-thought-out SoMe strategy.

C2B (Consumer-to-Business) – what is it and how does it work?

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C2B (Consumer-to-Business) is a relatively new and innovative marketing model that turns the traditional business relationship on its head. Unlike more common models such as B2C (Business-to-Consumer) or B2B (Business-to-Business) where businesses offer their products and services to consumers or other businesses, the C2B model puts the consumer in the role of the one who provides value to businesses. Simply put, in the C2B model, the consumer plays an active role, offering their skills, content, or feedback to businesses.

How does C2B work in practice?

In practice, the C2B model works by consumers providing something of value to companies that companies use to their advantage. This can be content creation, feedback, marketing services, or even innovation and new ideas. In return, businesses pay, discount or otherwise compensate consumers for their contribution.

This model has become increasingly popular with the rise of the internet and social media, where consumers can easily create and share content, provide feedback, or even promote products. Businesses use this consumer activity to build their brand, improve products, or better target marketing.

Examples of C2B in practice

Reviews and feedback on platforms – a typical example of a C2B project is the Czech Heureka.cz, where consumers often write reviews about products they use or have recently bought and, in addition to products, also give feedback to shops. This feedback is very valuable for companies, as it not only helps to improve products but also strengthens the trust of other consumers (they are not afraid to also buy on the same site or purchase a product that was previously unknown to them). Companies benefit from this feedback because potential customers often read reviews before they buy something, and Heureka.cz does too because it has a business model based on this and the customer is ultimately happy too, because they don’t have to try on their own if the product or the selling company/distributor is worth a damn.
Affiliate marketing – In this model, consumers, such as bloggers or influencers, promote the products or services of companies through their websites or social networks. If someone purchases the product as a result of this promotion, the consumer (affiliate) receives a commission. This type of cooperation is common for example with e-shops or travel agencies and is a win-win in terms of performance. You, as the operator of, for example, an e-shop, only pay for the customer who is brought in and pays.
Content creation (User-Generated Content) – consumers can create content themselves, which companies then use for their marketing campaigns. For example, Instagram users often share photos showing products they have purchased and companies use this content to promote themselves. This user-generated content not only provides businesses with authentic advertising but also increases customer engagement.
Crowdsourcing ideas and innovation – Some companies actively solicit ideas and feedback from their customers when developing new products. For example, LEGO has a fan program where fans can submit suggestions for new building blocks. If a suggestion gets enough support from the community, it can become a real product, and the author of the idea is rewarded for it.
Online auctions or job markets – there are platforms like Fiverr or Upwork where consumers (freelancers) offer their services to companies. This could be graphic design work, article writing, web development, or consulting. Here, consumers directly provide their skills to businesses, which hire them as needed.

Benefits of the C2B model for businesses

Of course, the benefits vary according to the type of project and also cannot always be applied to every project, but we can certainly mention a few common denominators in C2B projects.

Authenticity and credibility – consumer content or feedback is perceived as much more authentic than traditional marketing campaigns. Reviews from real users carry more weight than corporate ads because they are based on personal experiences.
Low marketing costs – when consumers create content, promote products on social media, or provide feedback, companies save on marketing costs. They don’t have to pay for expensive ads because they have “free” ambassadors in the form of satisfied customers.
Innovation and product improvement – thanks to customer feedback, companies can react quickly to changes in the market, improve their products, or develop new ones. Consumers who share their opinions give companies invaluable insight into what really works and what doesn’t.
Customer loyalty – when customers see that their opinion is heard and that the company is actively communicating with them, their loyalty increases. They feel that they are part of the process and that their input has a real impact.

Benefits of the C2B model for consumers

Rewards and benefits – consumers can receive various rewards for their activity, such as discounts, financial compensation, or even free products. This is particularly attractive for those who actively engage in product reviews, providing feedback, or creating content for companies. Rewards serve as motivation while providing consumers with tangible value for their time and effort.
Ability to influence products – With the C2B model, consumers have a direct impact on how products look or what services companies offer. Consumers feel that their voice counts and that they are involved in the development of the products they subsequently buy. This strengthens their loyalty and makes them feel that they are not just passive recipients but co-creators. If a customer wants a particular improvement or new feature, they can suggest it in feedback and, if the suggestion is accepted, they see that their opinion actually influences the final product.
Personalized services – thanks to the feedback companies receive from consumers, they can better tailor their products and services to the specific needs of their customers. Consumers get personalized and better-matched products that are more tailored to their individual preferences. This leads to increased satisfaction as customers receive products that better match their needs and wants.
More credible and trustworthy information – One of the key benefits of the C2B model is the authenticity of information. When consumers share their opinions about products or services, other customers perceive this feedback as more credible and trustworthy than traditional corporate advertising. Consumers can save time and money because someone else has already done thorough product testing, wrote a review, or tried the service itself. They do not have to make blind purchases themselves and rely only on the promises of manufacturers.
Saving time and money – when consumers read reviews or watch user-generated content, they save time and money. They don’t have to invest in products or services that turn out to be unsuitable. For example, when buying electronics or other more expensive products, user reviews give them key information that they would otherwise only get after testing them in person. This means that they can minimize the risk of making the wrong purchase while maximizing their investment in quality and proven products.
Reducing risk – under the C2B model, consumers can rely on the opinions of others who have already tried the product. This means they can reduce the risk of buying a poor quality product or using a poor service. Because others have already been through the process of testing or using the product, it is possible to get a clear picture of whether the product actually meets expectations and is worth the investment.
Collaboration with companies – The C2B model allows consumers to work directly with companies. Whether it’s providing feedback, making suggestions for product improvements, or creating marketing content, consumers are actively involved in the running and growth of the business. This process not only strengthens the relationship between the company and consumers but also creates a two-way communication that is beneficial to both parties. This gives consumers the opportunity to see how their opinions and ideas impact the real world.
Increased loyalty and sense of engagement – when consumers are involved in decision-making processes, they feel more connected to the company. This sense of engagement often leads to increased loyalty and longer-term relationships. Consumers tend to support companies that value their input and actually respond to their feedback.
Leveraging technological innovation – with the rise of digital technology, it is easier than ever for consumers to interact with companies and contribute their ideas or experiences. Modern platforms and apps allow for quick and efficient feedback, whether it’s rating products, sharing user experiences, or providing recommendations for other customers. These technological advances give consumers more control over how products are perceived and promoted.

Possible negatives of the C2B model

Although the C2B model brings a number of advantages, it has some significant negatives that need to be mentioned:

Quality control and manipulation of ratings – not all consumer-generated content is of high quality or suitable for corporate marketing. And not all such content is genuine. Unfortunately, here too, once something is done just for the money, it devalues the entire concept. Since today projects like Heureka.cz, Firmy.cz, GoogleMaps, or Trustpilot, which allow users themselves to post reviews, the whole thing is easily exploitable. Simply companies pay discussants to review them positively in exchange for money/products or discounts (in the best-case scenario). At worst, they use fully automated systems that, by some logic, post reviews automatically, and often they’re almost indistinguishable from actual reviews from real users, which AI has contributed a lot to in recent years.
Devaluation of user reviews – another drawback is the short-term focus of some consumers who participate in C2B programs only for immediate reward. These customers may not be genuinely interested in long-term collaboration or product quality, which can lead to superficial reviews and weak feedback that won’t help the company in further product or service development. Or, again, the devaluation of genuine reviews, because logically a consumer who sees that his experience of a product is diametrically opposed to the description of the review will distrust these reviews altogether or approach them with a certain amount of skepticism next time. This will inevitably lead to people not trusting the reviews at all, which will lead to a growing distrust of the whole review system and C2B projects will struggle.
Lack of transparency – with the advent of influencers, concerns about the transparency of certain posts and statuses from influencers have simply started to emerge. Although influencers should always state that they are paid collaborations, this does not always have to be the case. The same then applies to independent reviews, as you never know if the product or company has actually been reviewed by someone unbiased, which is just another way of misleading the customer. This lack of transparency can have legal implications and damage the credibility of a brand, but it also leads us once again to just urge greater caution. In short, when you see somewhere that someone is promoting a free service, it’s a good idea to use critical thinking and try to verify that experience from a few more trusted sources (this requires some time spent searching, where the rule is that when I can’t verify something and it looks too tempting, don’t buy it, don’t order it, because it’s probably just another trap for you as a customer). Some consumers may feel that they are constantly bombarded with requests for reviews or feedback. This can lead to negative feelings towards the brand and a decreased willingness to provide honest feedback.
Risk of losing control of the brand – When companies rely on customer-generated content, they risk losing control of how their brand is presented. Consumers may create content that does not align with company values, or may even be misleading or damaging to the brand image. As the C2B model becomes increasingly popular, companies may also face challenges coordinating and managing large numbers of users and their content. This can be particularly challenging for smaller companies with limited resources and capacity. Consumers can also quickly become disinterested in engaging with firms under the C2B model if new trends or changes in the market emerge. Thus, firms must constantly innovate and adapt their approach to maintain the interest and activity of their fans and customers.

C2C (Consumer-to-Consumer) – what is it and how does it work?

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C2C, or “Consumer-to-Consumer”, is a specific business model in which individuals buy and sell products or services directly between themselves without a traditional company or business entering into the transaction. Unlike conventional models such as B2C (Business-to-Consumer), where businesses sell to consumers, or C2B (Consumer-to-Business), where consumers provide services to businesses, C2C creates a direct business connection between two individuals.

This model has a long history, whether in the form of traditional bazaars, local markets, or neighborhood exchanges, but its popularity has only grown with the advent of the Internet. Platforms such as eBay, Vinted, Aukro, and Czech Bazoš have enabled consumers around the world to easily sell and buy with each other, bringing a new dimension to trading. Under this model, people not only save money but also gain access to unique and often cheaper products that would otherwise not be available in regular retail.

How does the C2C model work?

The basis of C2C trading is that consumers offer goods or services directly to other consumers. Platforms that enable C2C commerce typically provide a space for listing and creating a profile through which the seller offers their products or services. Buyers can then choose what they want to purchase and transact through the same platform.

Another important element is that platforms that enable this model often act as intermediaries between sellers and buyers. For example, on Auction, the seller is responsible for placing the bid, while the platform ensures a secure payment process and resolves any disputes.

Examples of Consumer-to-Consumer (C2C) businesses and projects in practice

Online bazaars – platforms such as eBay, Vinted, or Czech Bazos.cz allow individuals to sell and buy products directly. People can sell their used items, such as clothes, electronics, or home equipment. The process is simple – you create an advert, and if there is an interested buyer, you arrange a sale.
Auctions and bidding – portals like Aukro allow sellers to create auctions where other users can bid when someone reaches a winning bid. This often allows buyers to get a product at a bargain price, while the seller can benefit from a higher bid if their product is in demand.
Sharing services and rentals – Airbnb is an example of a platform where people offer their houses or apartments for rent to other individuals. Similarly, Uber connects drivers and passengers in ridesharing, which is also an example of the C2C model.

Benefits of the C2C model for sellers

Low start-up costs – for sellers in the C2C model, one of the biggest advantages is that they don’t have to invest a lot of capital to get the business off the ground. There is no need to start a company, rent a business space, or build a logistics network. Instead, sellers can simply list items on platforms such as eBay, Vinted, or Czech Aukro.cz right from their homes. This makes the model very accessible for those who only want to sell a few items or for those looking for an easy way to make some extra money.
Flexibility and simplicity – C2C trading offers a high level of flexibility. Sellers can easily offer products they no longer need, such as used goods or handmade products, without having to invest in inventory or production capacity. In addition, they can choose when and how to sell, allowing them to tailor their business activities to their current needs or free time. They don’t have to deal with large organizational costs or complex processes because they can manage everything themselves.
Direct profit – one of the main benefits is the ability to earn full profit from sales, minus a small fee to the platform of course. The seller does not have to pay commissions to other brokers or traders. This direct interaction between the seller and buyer eliminates the need for intermediaries, which means sellers get a better price for their products and a larger share of the profits.
Ease of start-up and growth – in the C2C model, anyone can start selling immediately. There is no need for complex processes or company formation, making it much easier to enter the market. Sellers can start with just a few products and gradually expand their offerings as they succeed. With low entry costs and simple management, it is very easy to experiment with what sells and adapt your strategy as needed.
Access to a huge audience – one of the key benefits of C2C platforms is the huge base of potential customers. Selling on platforms like eBay, Vinted or Facebook Marketplace means that your products can be seen by someone from the other side of the globe, which is a huge advantage over selling locally. This way, you can reach a huge number of buyers who might not otherwise have the opportunity to discover your products.
Speed and convenience of sales – unlike traditional business models, the sales process in the C2C model is very fast and convenient. Products can be photographed, described, and uploaded to the sales platform in minutes without having to deal with the complicated logistics or legalities of running a business. Plus, thanks to the easily accessible mobile apps of these platforms, you can manage your sales from literally anywhere, increasing the convenience and speed of transactions.
Waste reduction and environmental benefits – one benefit that sellers in the C2C model often underestimate is the environmental benefit. Selling used items or upcycled products helps reduce waste and contributes to sustainability. In addition, many buyers find the idea that their purchase contributes to the environment attractive, which may be another reason why they will buy these products from you.
No warehouse space and minimal risk – because you are often selling items that you already own or have created yourself, you don’t have to worry about the costs associated with storage, logistics, or other expenses that would be associated with a traditional store. Sellers can sell just about anything – from second-hand clothes to old books to handmade products. This minimizes the risk of having to invest money in products that won’t sell.
Opportunity to build your own brand – if sellers are doing well and getting positive reviews from buyers, they can gradually build their own reputation and brand. Many successful online sellers started on C2C platforms and through quality service and unique products, they have managed to build a loyal customer base, which has allowed them to expand their business beyond these platforms.
Low fees and no hidden costs – most C2C platforms only charge small fees on each sale, meaning you can sell with minimal costs. There’s no need to pay expensive rent for selling space or staff. This allows sellers to keep prices low while maximizing their profits. Plus, these fees are clearly set upfront, which means you won’t be surprised by any hidden costs.
Ability to react quickly to demand and trends – the C2C model allows you to react very quickly to changing demand and current trends. For example, if there is a demand for specific products or a new trend starts, you can react immediately and offer your products with virtually no delay. This type of flexibility is a huge advantage for many retailers as it allows them to constantly adapt their offerings to the market.

The benefits of the C2C model for buyers

Cheaper prices – in many cases, products offered in the C2C model are cheaper than goods sold through traditional retail channels, especially when it comes to second-hand goods. Buyers can often get products for a fraction of the original price.
Wider selection – Unique or rare products that are not commonly available in regular stores, such as vintage clothing, collectibles or items that are no longer manufactured, can be found on C2C platforms.
Negotiation – on some online platforms and marketplaces it is common for buyers and sellers to negotiate on price, which allows a deal to be struck more favorably for both parties.
A greener way to buy – for those who care about the environment, the C2C model is a great option. When you buy used products, you are contributing to recycling and extending the life cycle of products, which means fewer things are thrown away unnecessarily. Every second-hand purchase is a step towards a more sustainable future, saving raw materials that would be needed to make new products.
Direct interaction with the seller – C2C platforms allows for direct contact between buyer and seller, bringing a more personal and friendly atmosphere to the shopping experience. You can ask for product details, negotiate terms of sale, or get a personal recommendation directly from the seller. This approach leads to better satisfaction because you can be sure that the product meets your expectations.
Fast and flexible transaction – buyers are able to quickly negotiate the price, agree on the terms of sale, and often pick up the product immediately, especially if the seller lives nearby. This saves time and shipping costs because you don’t have to rely on the delivery times of regular stores.
Ability to evaluate the quality before purchase – unlike traditional e-shops where you have to rely on descriptions and photos, with the C2C model you often have the opportunity to see the product beforehand. Many sellers offer a personal handover where you can inspect the product and check its condition with your own eyes, which greatly minimizes the risk of dissatisfaction.
Supporting local sellers – When you buy through C2C platforms, you are often supporting people in your area. Instead of large corporations, you’re helping individuals or small communities, with the added benefit of in-person pickup, which not only saves money but also the environment by reducing shipping costs.

Disadvantages and risks of the C2C model

Risk of fraud – one of the main risks of C2C trading is the possibility of fraud. Since you are trading with individuals who may not always be reliable, there may be situations where the buyer does not receive the goods or the seller does not get paid. While platforms offer protection mechanisms such as seller ratings and secure payment methods, fraud can never be 100% prevented. Buyers and sellers should be cautious and use verified communication and payment methods to minimize this risk.
Insufficient or no guarantee – Unlike buying in regular stores where you have a guarantee and the option to return the goods, C2C transactions often contain no guarantee. If the product you purchased turns out not to work or is not in the advertised condition, it is often difficult to resolve the situation. Refunds or exchanges are complicated in this model, so it’s important to read product descriptions carefully and communicate with the seller before purchasing to ensure that the goods meet your expectations.
Quality of goods – as many products sold through C2C platforms are second-hand platforms, the quality of goods may be lower than new products. Buyers should be aware that wear and tear or defects may be present, even if the seller has not explicitly stated this. It is advisable to read reviews carefully, assess the condition of the goods from photographs, and (where possible), communicate directly with the seller to avoid unpleasant surprises.
Shipping and logistics – In C2C transactions, the buyer is often responsible for arranging the shipping of the purchased goods. This can bring complications, especially when bulky or fragile items are involved. Sellers may not always offer professional packaging or secure shipping arrangements, which can lead to damage during transit. In addition, there may be additional costs associated with shipping that can reduce the attractiveness of a low-priced product. Similarly, the option of having multiple products from different sellers delivered from one marketplace as a single shipment is often not an option, simply because ecology and economics often take a beating here. In many cases, you will have to pay postage several times (the only exception is perhaps Temu).
Communication and dispute resolution – business between individuals can sometimes lead to communication problems, whether it’s misunderstandings about the condition of goods, delivery dates, or payment methods. If a dispute arises, resolving it can be lengthy and challenging because platforms have limited powers to enforce fair agreements between parties. This factor can increase stress and make the overall shopping experience more difficult. On the other hand, a lot of these platforms allow a full refund (money back into your account) within 30 days, with the understanding that they will then sort out any discrepancies and misunderstandings with the seller themselves, taking all the risk for you.
Time-consuming – shopping in the C2C model can be more time-consuming than in a regular retail store. Buyers often have to search for the right products, compare offers, communicate with sellers, and sort out the details of the transaction. In addition, goods sometimes need to be picked up in person, which can mean additional travel costs and lost time. This tediousness can discourage those who want a quick and hassle-free purchase.
Risk of inadequate product descriptions – some sellers may not provide all important information about the product, which can lead to buyer dissatisfaction. The product description may be incomplete, and the buyer may not know about any defects or wear and tear until they receive the item. This is particularly a problem with technology or more complex products where defects may be hidden.
Risk of payment fraud – in some cases, both sellers and buyers may face the risk of payment fraud, especially if they do not use secure payment methods. It may be that the seller receives a false payment or the buyer pays for goods that are never delivered. It is therefore important to always use verified payment systems that offer transaction protection.

What platforms use the C2C model?

Platforms that use the C2C (Consumer-to-Consumer) model provide a unique environment for direct interaction between users, where individuals sell their products or services to other individuals without the involvement of large corporations or commercial intermediaries. Below are some of the most well-known platforms of this type and what makes them unique.

eBay – eBay is one of the oldest and most well-known C2C platforms in the world. This platform allows users to sell everything from trinkets to cars or real estate. Its global presence makes eBay a great place for users who want to offer their products to a wider international community. A unique feature of eBay is the auction option, where buyers can compete for items and sellers have the opportunity to get the best price for their items. In addition to auctions, it also offers fixed prices, which provides flexibility in business models.
Vinted – specializes in clothing, accessories, and other fashion pieces. This platform has become especially popular among people who want to sell used or new clothes that they no longer use. Vinted is a great place for sustainable fashion because it allows users to give unused items a second chance. Users on the platform can not only sell their products but also interact with other community members, creating a sense of mutual support and sharing.
Airbnb – Airbnb is unique in that it offers users the ability to rent out their properties – entire houses, apartments, or just rooms – to other users. The platform has revolutionized the travel industry by allowing regular people to make money from their vacant properties while giving travelers a more affordable and authentic alternative to traditional hotels. Airbnb is built on trust and a review system where landlords and renters rate each other’s experiences.
Aukro – Czech auction platform Aukro operates on a similar principle to eBay and is focused on the local market. Users can sell products both at auction and at fixed prices. Aukro has become popular for its accessibility and simplicity, where anyone can easily start selling. The local focus makes Aukro ideal for those who want to sell or buy products from users in the Czech Republic without the complexities associated with international stores.
Etsy – a platform focused on selling handmade goods, art, vintage products, and craft supplies. It excels at providing a space for creative makers who want to sell their original products directly to customers. Etsy is great for artists and small business owners who want to expand their markets without having to set up their own e-shop.
Facebook Marketplace – offers an easy way for individuals to sell and buy items in their region. It stands out because it is easily accessible and linked to a user’s Facebook profile, which adds a degree of trust. Additionally, it has a great advantage in its large user base.
Letgo – originally a mobile app that allows you to sell and buy used goods in your area. It specializes in local markets, which facilitates direct interaction between seller and buyer. It features an intuitive interface and ease of use, making it an ideal platform for quick sales.
Depop – Focused on fashion, especially selling unique pieces of clothing, vintage fashion, and streetwear. Depop is especially popular among young users who can buy and sell stylish clothes here. It stands out for its community and fashion focus, which appeals to fashion-oriented consumers.
Poshmark – a similar platform to Depop but more focused on the higher end of clothing and accessories. Users can sell new or gently used luxury products. It stands out because it focuses on premium and branded products, and provides opportunities for community interaction and sharing fashion tips.
Craigslist – An older platform that offers a wide range of products and services for sale or exchange. It stands out for its simplicity and wide range of categories, from car sales to real estate listings. Craigslist is widespread in the US and other countries, although it lacks the modern design and some of the security features offered by newer platforms.

Do Shein and Temu also fall under the C2C platforms?

Shein and Temu are not part of the classic C2C model, as they operate more like B2C platforms.

Shein – operates primarily as a B2C (Business-to-Consumer) platform, where the company sells goods directly to consumers. Shein offers a wide range of clothing and accessories that are manufactured and distributed by the company, not by individuals. Customers buy directly from Shein, not from other consumers.
Temu – Like Shein, Temu is a platform focused on selling products from manufacturers and retailers directly to consumers, which puts it in the B2C model. Unlike C2C platforms where consumers sell goods to each other, Temu companies also sell their products mainly to end customers.

What are the trends in C2C commerce?

The C2C model is constantly growing and adapting to new technologies. With the advent of mobile apps, buying and selling between consumers has become even easier and more accessible. For example, platforms such as Facebook Marketplace or WhatsApp now allow people to sell and buy goods directly through social networks, bringing greater convenience.

Another trend is the rise of the so-called sharing economy. Increasingly, people are renting out their possessions (cars, houses, tools, etc.) to other people, which is very beneficial from an environmental point of view and saves resources for both parties.

The future of C2C trading

The C2C model is very flexible and is currently growing thanks to digital technologies. With the further development of mobile platforms, digital wallets and social networks, the C2C model is expected to grow even more. Consumers are becoming increasingly aware of the benefits of buying from other consumers, which not only allows them to save money but also to get unique products or earning opportunities.

How to generate a very strong and best-secured password?

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In an increasingly digital world where sensitive personal and financial information is often stored online, securing your accounts with a robust password is more important than ever. However, many users still fall into the trap of creating simple, easy-to-guess passwords, or worse, reusing the same password across multiple platforms. This behavior increases the risk of cyberattacks, data breaches, and identity theft.

Crafting a secure password isn’t just about adding random characters—it’s about understanding how different elements contribute to strength and applying best practices for password management.

In this article, we’ll explore the essential components of a strong password, explore advanced methods for creating secure passwords, and share effective strategies for managing them. We’ll also provide guidance on implementing two-factor authentication and utilizing password managers for the highest level of security. Let’s begin with the foundation: what makes a password strong?

The four core elements of a strong password

Four key characteristics define a strong password: length, case variety, inclusion of numbers, and special characters. Each of these aspects plays a critical role in making your password more resistant to attacks, especially brute-force attacks, where hackers try to guess your password by systematically testing all possible combinations.

Length

The length of your password is the most important factor in determining its security. The longer the password, the more combinations an attacker must test to break it. While many online services require a minimum of 8 characters, security experts recommend aiming for at least 12 to 16 characters. Passwords of this length exponentially increase the time it would take for a hacker to crack them, even with powerful computers.

Examples:

Weak: password123 (11 characters)
Strong: 5pYru$19@rntFl (15 characters)

Mixed case

Using both uppercase and lowercase letters significantly strengthens your password. Passwords are case-sensitive, which means “Password” is not the same as “password.” By mixing the cases, you’re increasing the number of possible combinations that an attacker would have to try.

Examples:

Weak: sunshine123
Strong: SunShIne912

Numbers

Incorporating numbers into your password adds complexity and makes it harder to guess. Avoid simple sequences like “12345” or birthdates, as these are some of the first combinations hackers attempt. Use numbers randomly within your password rather than at the end.

Examples:

Weak: mydog2020
Strong: 7hG82bWq

Special Characters

Special characters like !, @, #, $, and % further improve password strength by adding non-alphanumeric symbols. Be sure to distribute these characters throughout the password rather than placing them at the beginning or end.

Examples:

Weak: password2021
Strong: P@ssW0rd!21

Why length and complexity matter

While shorter passwords can be cracked relatively quickly by modern computers, adding length and complexity greatly increases the difficulty of a successful attack. Consider this: a password that is only six characters long and uses lowercase letters alone has 308 million possible combinations, which a standard computer can crack in mere seconds. However, adding more characters, mixed cases, numbers, and special characters increases the number of possible combinations into the trillions, making brute-force attacks impractical.

Beyond the basics – passphrases

For those who struggle to remember complex passwords, passphrases offer a secure and memorable alternative. A passphrase is a sequence of random words or phrases strung together to form a password that is both lengthy and secure, but easier to recall. For example, the phrase “sunlight-drinks-paper-laptop!” is both long and random, but easier to remember than a string of unrelated characters.

When creating a passphrase:

Use a series of unrelated words.
Avoid commonly known phrases (such as song lyrics or famous quotes).
Ensure the passphrase is at least 16 characters long.

Examples:

Weak: Ilovemydog123
Strong: Sparrow$Jumps&Violet-Blue2023

Why to use a series of unrelated words?

Using unrelated words makes the passphrase much more difficult to crack via dictionary attacks (where attackers use databases of commonly used words or phrases). When the words are unrelated, they lack predictable patterns, making it exponentially harder for attackers to guess combinations of random terms compared to combinations of related terms or predictable phrases.

For example:

Weak: sunflowergarden
Strong: Laptop-Purple-Horse-Catfish

The randomness of “Laptop,” “Purple,” “Horse,” and “Catfish” increases the complexity and decreases the likelihood that this passphrase will be found in any attacker’s dictionary.

Why to avoid commonly known phrases?

Commonly known phrases, such as lyrics, quotes, or idioms, are often part of hackers’ precompiled wordlists. These lists can be run through during attacks to quickly guess passwords made up of predictable sequences. Phrases like “to be or not to be” or “let it be” are easily susceptible to brute-force and dictionary attacks because they exist in many word databases that attackers can use.

For example:

Weak: LetItBe2021 (a famous song lyric)
Strong: Ostrich-Blue-Pen-Piano

The second passphrase has no common association and thus is not likely to be found in a wordlist.

Why to ensure the passphrase is at least 16 characters long?

The length of a passphrase is crucial because the longer it is, the more possible combinations of characters or words an attacker has to try. Each additional character exponentially increases the complexity, making it far more challenging and time-consuming to crack. A 16-character passphrase composed of unrelated words is much more secure than shorter passwords, even if it contains special characters or numbers.

For example:

Weak: Tree1234
Strong: FireTruck-Pluto-Chairman-Giraffe

In summary, unrelated words increase randomness and complexity, avoiding common phrases prevents your passphrase from being in a commonly used list, and length makes it more difficult for brute-force attacks to succeed. Together, these principles create a passphrase that is both memorable and secure.

Advanced techniques for creating secure passwords

For those looking to add an extra layer of randomness and security, consider the following strategies:

1. Random password generators

These tools generate passwords that are impossible to guess but also very difficult to remember without assistance. Many password managers include built-in password generators that create secure combinations based on the parameters you set (length, inclusion of numbers, special characters, etc.). Examples of great password generator tools for free can be found on Justfreetools.com.

Other tools worth mentioning are LastPass, Dashlane, and 1Password.

2. Mnemonic devices

To help remember complex passwords, you can use mnemonic devices where each character or part of a password relates to a word in a phrase or sentence.

For example, you could turn the sentence, “I adopted a dog in 2020, and he loves to play!” into the password: IaD@dI20&hLtp!.

This technique helps make secure passwords more memorable while maintaining strong complexity.

3. Password padding

Padding involves adding extra characters to the end or beginning of a password. It’s a simple way to increase the length of your password without making it significantly harder to remember.

For example, you could pad a strong password like b@7#XfG by adding repeating characters at the start and end: !!!b@7#XfG***.

Password management tips – what you should and should not do?

Do use a password manager

Password managers are essential tools for securely storing and generating strong passwords. They allow you to create unique passwords for every account without having to memorize them all. Options like LastPass, 1Password, and Bitwarden store your passwords in an encrypted vault and automatically fill in your credentials when needed.

Don’t write passwords down

While it may be tempting to jot down passwords in a notebook or save them in a text file on your computer, this practice can expose you to significant risks. Physical and digital theft is a real possibility, so rely on password managers instead of storing passwords in easily accessible locations.

Do use two-factor authentication (2FA)

Two-factor authentication provides an additional layer of security by requiring not only a password but also a secondary method of verification, such as a one-time code sent to your phone or generated by an authentication app like Google Authenticator or Authy. Even if a hacker manages to obtain your password, they won’t be able to access your account without the second factor.

Don’t reuse passwords

Password reuse is one of the biggest security risks. If one of your accounts is compromised, all other accounts that use the same password become vulnerable. Always use a unique password for every online service to ensure that a breach on one platform doesn’t lead to widespread damage.

Do change your passwords periodically

While constantly changing passwords may seem like overkill, regularly updating them can significantly reduce your vulnerability, especially for accounts that contain sensitive information. Aim to update your passwords at least once a year, or more frequently if you suspect an account may have been compromised.

Don’t share your passwords

Even though it might seem harmless to share your Netflix or social media password with a friend, doing so can compromise your security. Once you share a password, you lose control over how it’s used, and the other person could unknowingly expose it to hackers. Always keep your passwords private, and consider using guest access or multi-user functionality when possible.

The importance of regular password audits

Even with strong password habits, it’s important to regularly audit your accounts for potential security weaknesses. Most password managers will automatically detect weak, reused, or compromised passwords and prompt you to update them. Consider performing a manual audit every six months by reviewing:

Accounts you haven’t used in a while
Weak or reused passwords
Accounts that may have been breached (you can use services like Have I Been Pwned? to check for compromised credentials).

Perex/lead paragraph – what is it?

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A “perex” in journalism is the short introduction to an article, typically 2-5 sentences long. Its main job is to grab the reader’s attention and give a hint about what the article is about. The perex helps the reader decide if they want to read the full article or if it’s a topic that interests them. Traditionally, the term refers to a text that spans across all columns of a newspaper or magazine page. In modern usage, it’s also known as a “lead” under English influence. You can find it otherwise just below the title/main headline. A properly written lead paragraph works on its own, which means that the reader should understand the gist of the article without seeing the headline or the text itself.

Why should a lead paragraph contain no more than 2-5 sentences?

A perox should contain no more than 2-5 sentences to succinctly capture the essence of the article while keeping the reader’s attention and maintaining their interest without overwhelming them with too much information.

The recommended length of 150-300 characters is based on the practice and experience of marketers and copywriters, who have found that shorter introductions increase the chances that the reader will continue reading the article and are more likely to grab attention. This rule is not based on formal regulations or requirements but on the practice and experience of marketing and copywriting experts who have found that short and punchy introductions have Studies show that the perex needs to be concise because readers have limited time and need to quickly understand what the article is going to be about.

That’s because, in a digital environment where readers move quickly between different content, the main thing they need to do is immediately engage with their message.

Users usually consider whether to continue reading an article within the first 3 to 5 seconds. This short period of time is known as the “3 second rule” and determines whether the reader is interested enough in the content to read it all. Therefore, it is crucial that the introduction of the article (especially the perex and the headline) are engaging and interesting enough to hold the attention in this very short time.

In the online world, where it’s common for readers to move quickly between content and to always devote a very limited amount of time to content. This is because they need to quickly evaluate whether it is worth their time to continue to focus on the message and read it further (whether it makes sense to spend more time on it) as they filter the information (thus saving their precious time as we are overwhelmed with information in this modern age). If the reader is not intrigued by the perex within a few seconds, they are likely to close the article and walk away.

The perox serves as a sort of introductory taster, offering key information but not revealing everything.

That’s why, by the way, tabloid media write shocking and sensational (and often untrue) headlines, where the real truth can only be read after the headline clicks (they get traffic and there’s some chance they’ll go on to read other articles that catch your attention).

How to write a good perex?

Do you want to know how to write a good perex that won’t make the reader skip your text? Let’s break it down in more detail what such a good perex should contain.

Perex must captivate – as with the headline, the perex must not bore the reader and must make him want to read more. Because often an uninteresting perex is the reason why the reader doesn’t click on the article and read on. The style should be lively and tailored to the target audience, and above all, the perex must immediately draw the reader into the story. A well-written perex will keep the attention and trigger the need to read on. After reading the pericope, the reader should have the impression that he or she is yet to learn the essentials.
The perex must be concise and clear – despite its brevity, the perex must convey the key ideas of the article. Each word should be carefully chosen to add value (which is why it is often quite short, about 2-5 sentences, with a recommended length of 150-300 characters).
The pericope should contain relevant information – the pericope should contain key information about the article (it should not be false or unnecessarily tabloid). It will give the reader an immediate idea of the content and help them decide whether they are interested. Relevance ensures that the perex provides a clear overview and does not waste the reader’s time with unnecessary details. Similarly, a perex should not promise something that is not then found in the article. The perex should be clear in its meaning and intent, thereby informing the reader of what to expect, but at the same time not overwhelming them. It is a brief extract of the main idea of the article that does not force the reader into long thought but draws their attention to the main message.
The pericope should be truthful – so the reader should not be promised something in the pericope and find out the opposite in the article. This is typical of tabloid media. You are lured by the headline, then you click through to read more extensive info, and only underneath the perex are things set straight.
The inverted pyramid of writing a perex – the inverted pyramid style is a key technique in writing lead paragraphs, especially in journalism. It structures information so that the most important details come first, followed by supporting or background information. The primary goal of this method is to immediately provide readers with the crucial facts or conclusions, allowing them to quickly grasp the main points. This format works particularly well in digital media where attention spans are short, making it essential to capture the audience’s interest right away with the most newsworthy elements.By placing essential information at the top, the inverted pyramid ensures that readers who only skim the article still come away with the key takeaways. This approach also benefits search engines, as lead paragraphs often determine rankings in search results, boosting the visibility of the content. Additionally, in case an article needs to be shortened for space, editors can easily cut the less critical details from the bottom without losing core information. This style is widely used for its efficiency and effectiveness in communicating in both traditional and modern media.
The pericope should be written in engaging language – the language must be interesting, lively, adapted to the reader’s pique and his interest, and make him continue reading. Stereotypical or overly formal expressions should be avoided and instead dynamic wording should be used to evoke emotion or interest. For example, instead of the boring and formal “In this article, you will learn more about how to maintain your garden properly, ” try a more lively formulation: “Have you ever wondered how to turn your garden into a flower paradise? We’ll give you tips on how to do it!” Dynamic terms like “transform,” “flower paradise,” or the question at the beginning actively engage the reader. Avoid empty phrases and clichés that don’t engage the reader, such as “A garden is an important part of any home.”
Perex should be free of spelling or grammatical errors – error-free is key to creating a professional and credible perex. Grammatical errors or typos can completely invalidate an otherwise well-written text and discourage the reader. To identify potential errors, it is important to check the text carefully, preferably several times, or use tools such as Microsoft Word (which automatically underlines grammatical errors and typos when your language is set up correctly and can activate advanced grammar and style checking) or Google Docs (which offers a similar function to Word, with real-time checking). One other method to spot typos if you don’t have these tools is to read the text backward, which helps you focus on individual words instead of the content as a whole. Other useful methods include using grammar checks and possibly having another person read the text, which may reveal errors you missed.
A well-written perex should function as a self-contained unit – that is, even if the reader doesn’t see the headline or the main body of the article, they should get the basic idea and gist of the content from the perex. Such a perex summarizes key information and sets expectations without giving away all the details of the article. The independence of the perex ensures that even if it is presented separately to the reader, for example in search engines or social media, it still fulfils its role as an enticing and informative introduction to the article.
The perox should contain the right keywords – keywords are essential for online articles in particular, as search engine optimization (SEO) increases the chances of the article finding a relevant audience. Perex with properly chosen keywords ensures that search engines index content better, which can lead to increased traffic and finding a relevant audience. The appropriate keyword should be placed naturally in the text, without excessive repetition, to avoid being penalized by search engines.
Perex should persuade the reader and contain sales arguments – if the article has a sales objective, the perex should contain strong sales arguments that show why the reader should try the product or service. A well-articulated sales argument helps increase conversions and get the reader to buy/try the service or product offered (at the very least, they will continue to think about it for a long time become more interested in the product, and probably finish reading the whole article). When the reader clearly understands in the perex what problem your product can solve or what benefits it brings, they are more likely to become a customer.

Perex/lead paragraphs in PR articles

Perex in PR articles plays a crucial role as it often determines whether the reader reads the whole article. Therefore, it should be clear, concise and at the same time contain a key selling proposition (USP – unique selling proposition). This is the main reason why the reader should pay attention to your product or service. For PR articles, it is important that the pericope immediately reaches the reader and communicates the key benefits, even if they do not read the whole article.

The size of the perex depends on the medium where the PR article is published, but it is always crucial to its effectiveness. If the reader only reads the perex, they should still understand what product you offer, what makes it unique, and what its key benefits are. Companies often work with advertising agencies to ensure their PR articles meet marketing objectives and get into the right media.

A few tips for writing the perex for PR articles:

Highlighting the lead paragraph – perex should be set off with bold type or other formatting to make it stand out visually.
Clear style of writing – use short, punchy sentences that quickly convey the main idea of the article.
The 3-second rule – you have roughly 3-5 seconds to engage the reader, so the perox must be compelling and concise.
Formatting – the font size and type of the peroxide should be legible and match the style of the article.
Use the inverted pyramid of writing a lead paragraph – the recommended structure of an article, where the most important and interesting information is listed first, is applied to the perex. The more interesting the first sentences are, the higher the chances that the reader will continue reading.

Is using noscript tags GDPR and CCPA compliant – key considerations for website compliance according to the EU law

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Are noscript tags GDPR and CCPA Compliant?

No, noscript tags are not GDPR or CCPA compliant by default. These tags are designed to function when JavaScript is disabled, meaning they bypass JavaScript-based cookie consent tools. Since you cannot control or block noscript tags without JavaScript, they run automatically, potentially without user consent, which violates privacy regulations/GDPR. To ensure your website is compliant, you should remove all noscript tags in third-party scripts, such as those in GTM, Facebook Pixels, to prevent unregulated tracking.

Difference between GTM script and noscript tags and how it affects GDPR

The GTM script tag uses JavaScript for tracking and can be controlled by cookie consent tools, ensuring GDPR compliance when users give consent.

Two common terms associated with GTM are <script>:

<!– Google Tag Manager –>
<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({‘gtm.start’:
new Date().getTime(),event:’gtm.js’});var f=d.getElementsByTagName(s)[0],
j=d.createElement(s),dl=l!=’dataLayer’?’&l=’+l:”;j.async=true;j.src=
‘https://www.googletagmanager.com/gtm.js?id=’+i+dl;f.parentNode.insertBefore(j,f);
})(window,document,’script’,’dataLayer’,’GTM-XXXXXXX‘);</script>
<!– End Google Tag Manager –>

And <noscript>:

<!– Google Tag Manager (noscript) –>
<noscript><iframe src=”https://www.googletagmanager.com/ns.html?id=GTM-XXXXXXX“
height=”0″ width=”0″ style=”display:none;visibility:hidden”></iframe></noscript>
<!– End Google Tag Manager (noscript) –>

In this example, replace GTM-XXXX with your actual GTM container ID. You can generate your unique GTM code directly from your Google Tag Manager Console.

Note: GTM code is always having these two parts, first <script> is inserted in the <head> (according to the instructions as high in the <head> of the page as possible – which is actually also in many cases not the best decision, as it may easily slower the website visualization/speed score), and second shorter (noscript) part in the <body>.

The <noscript> tag loads an invisible iframe that connects to Google Tag Manager, allowing it to track page views and manage tags, such as analytics or marketing scripts, without relying on JavaScript. If you omit this code, tracking may not work for users who have JavaScript disabled, leading to incomplete analytics data or missed marketing tags.

The noscript tag is basically bypassing consent mechanisms and may track data without user approval, which is not GDPR compliant solution. Properly managing noscript tags (even those third-party scripts) is essential to ensure proper data handling and compliance.

GTM script tags – what they are and how they work

A GTM script tag is a JavaScript snippet generated by Google Tag Manager that you embed into your website’s HTML. This tag acts as a container for various tracking tags (like analytics, ads, or remarketing tags), allowing easy management without directly altering the website’s source code. GTM is especially useful for managing LinkedIn Ads, Google Analytics, or Facebook Pixel, offering flexibility and real-time updates for ad tracking and data collection.

To make sure your tracking tags (e.g., for Google Analytics) capture all important data, you should place the GTM script as high as possible in your website’s HTML, typically in the <head> (but there is one big BUT – see below, what it can cause). If you place it lower, the script may load after some key user actions (like page views or clicks) have already occurred. For example, if the script loads late, you might miss tracking a user who quickly navigates away. This can result in lost data, meaning incomplete insights into how users interact with your site. But in reality, you try to find some consensus – to get as much data as possible and also not influence the website speed (and the marketing campaign outcome) in a negative way.

This particular <script> GTM code in the head is the driving force behind all the tracking processes occurring on a website. It is responsible for establishing the dataLayer, activating triggers for execution, dispatching tags, and more.

Here’s an example of a GTM script tag:

Similar here – replace GTM-XXXX with your unique GTM container ID, which can be generated from your Google Tag Manager console.

However, GTM can impact website performance if not optimized, as I mentioned several times already. Improper placement or too many GTM tags in the <head> section may delay page rendering, affecting Largest Contentful Paint (LCP). To prevent this, GTM tags should be loaded asynchronously, which allows the script to load in the background while the rest of the page renders smoothly. This prevents the GTM script from blocking the display of critical content.

To ensure GTM doesn’t impact website performance, several optimization tools can help. GTmetrix, Lighthouse or PageSpeed Insights from Google can analyze your site’s performance in general, highlighting issues like delayed script loading or LCP and what to do (you will get exact recommendations for your developer/agency, on how to optimize the site). For WordPress users, I can recommend plugins like WP Rocket, which helps optimize script loading on your web pages, ensuring they don’t block the rendering of critical content. These tools make sure your site will render smoothly and maintain good performance scores while preventing the script from delaying content visibility. Also – if you do not have some programming skills, you will need to hire a web developer, as even the best plugins like WP Rocket, will still break probably some functionality (in case you have done some custom development/updated WordPress core little).

Tag bloat is another issue connected with GTM that can affect website performance. Each tag adds some “weight” to the page (a few kilobytes), and firing too many tags unnecessarily can slow down the website, also when there are setup rules or third-party tools for managing website GDPR compliance (cookie banners), where scripts again need to wait for each other (fonts, pixels, other third-party software/scripts, which populate other scripts and those other scripts…). To mitigate this, regularly audit and remove unused tags and ensure that tags fire only when necessary. For example, tags can be set to trigger based on specific user interactions (e.g., form submissions or button clicks) rather than firing on every page load. This targeted triggering helps maintain page speed and avoids unnecessary strain on performance.

While the optimization principles remain the same, the specific setup can vary depending on the website’s platform or CMS. More complex websites or those with heavy traffic may need advanced tag optimization, such as deferring non-critical tags until after the page has fully loaded. By handling tags efficiently, you can maximize the benefits of GTM without sacrificing performance.

Note regarding to the dataLayer – the dataLayer is a crucial part of Google Tag Manager (GTM) that acts as a bridge between the website and GTM itself, enabling the seamless collection of data. Essentially, it is a JavaScript object that holds and transfers information about user interactions, such as clicks, form submissions, page views, or product purchases. This data is then used to trigger specific tags for tracking purposes.

A dataLayer looks like a simple JavaScript object, structured to hold multiple pieces of data. Here’s an example:

window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
‘event’: ‘formSubmission’,
‘formType’: ‘newsletterSignup’,
‘userEmail’: ‘example@domain.com’
});

But dataLayer can have many different uses. For example this code sets the default consent settings to “denied” for various types of data storage, including ads, analytics, ad personalization, and ad user data. The wait_for_update parameter delays the tag firing for 2000 milliseconds, allowing time for consent to be updated. Additionally, ads data redaction is enabled to prevent the collection of certain ad-related data by default:

<script type=”text/javascript”>
// create dataLayer
window.dataLayer = window.dataLayer || [];
function gtag() {
dataLayer.push(arguments);
}
// set “denied” as default for both ad and analytics storage, as well as ad_user_data and ad_personalization
gtag(“consent”, “default”, {
ad_user_data: “denied”,
ad_personalization: “denied”,
ad_storage: “denied”,
analytics_storage: “denied”,
wait_for_update: 2000 // milliseconds to wait for update
});
// Enable ads data redaction by default [optional]
gtag(“set”, “ads_data_redaction”, true);
</script>

Noscript tags and their role in GTM

A <noscript> tag acts as a backup for when users disable JavaScript, ensuring basic tracking like page views can still occur. Since GTM relies on JavaScript for loading and managing tags, the absence of JavaScript would typically cause tracking to fail. By including a <noscript> tag, an HTML <iframe> is loaded to maintain minimal tracking for these users. While useful, noscript tags only capture limited data and lack advanced tracking features. Additionally, they can impact GDPR compliance, and don’t support dynamic event tracking or e-commerce actions. They also add minimal load to the page, offering basic functionality without slowing down performance. Finally, noscript tags can be customized to enhance fallback behavior for specific tracking needs.

Here’s an example of a <noscript> tag:

Similar to the GTM script tag, you’ll need to replace GTM-XXXX with your unique GTM container ID, which can be generated from your Google Tag Manager console.

GDPR implications of GTM script and noscript tags

Under GDPR, explicit user consent is required for collecting and processing personal data. GTM script tags can trigger various tracking tools, so integrating a consent management solution is crucial to ensure compliance.
Noscript tags provide basic tracking when JavaScript is disabled, but advanced features may still require user consent.
Although noscript tags can offer minimal tracking, GDPR best practices recommend focusing on script-based tracking and ensuring that only essential tags with proper user consent are deployed. This follows GDPR’s principle of data minimization, which aims to limit unnecessary data collection. Websites should prioritize only those tags that serve a specific purpose and have been approved by the user.
Additionally, website administrators must carefully configure GTM to collect only the necessary data, reducing risk and maintaining GDPR compliance by ensuring proper consent is gathered before activating any tracking or analytics mechanisms.

Plus, there is still this note – it’s critical to regularly audit and optimize your GTM tags to ensure they do not impact the overall performance of your site. Implementing asynchronous loading, deferring unnecessary tags, and minimizing tag bloat are all essential steps in maintaining a fast, responsive website. In addition, keeping an eye on performance metrics with tools like GTmetrix and PageSpeed Insights will ensure your website remains efficient while still gathering valuable tracking data.

How to identify AI-written content – a complete guide how to detect automated articles by AI/ChatGPT

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Leveraging AI for content creation has proven to be highly effective, increasing productivity up to 5X. However, it’s important to understand how to detect AI-generated content, which can often be identified through certain characteristics.

Examine the writing style

AI-generated text often maintains a highly consistent tone and structure. While human writers adapt their tone based on context or the subject matter, AI tends to stick to one pattern. This makes the content feel predictable, lacking the variability and nuances seen in human-authored writing. The sentence structures are typically simple, sometimes overly so, and repetitive in style. Additionally, the complexity of AI content might seem unnatural—either too formal or too simplified depending on the prompt.

For instance, AI tends to repeat similar sentence patterns or phrase structures, making the writing feel robotic. These types of patterns don’t break, and you can sense a distinct monotony. For example, instead of shifting style or adding personal anecdotes, AI may consistently deliver grammatically correct but formulaic sentences, which can feel less engaging to the reader.

Text formatting issues

AI-generated content frequently exhibits formatting inconsistencies, particularly when handling structured elements like bullet points, headers, and lists. Human writers intuitively understand the importance of maintaining a logical and visually coherent structure to improve readability, but AI can miss these nuances.

List formatting

A common mistake AI makes is mixing different list types, such as starting with numbers and then suddenly switching to bullet points or using too many bullet points. This disrupts the natural flow and makes it harder for the reader to follow the progression of ideas.

AI-generated list example:

Benefits of solar energy

Reduces energy bills

Environmental impact

Here, the AI begins with a numbered list, abruptly shifts to a bullet point, and then returns to numbering. This inconsistency is not only jarring to the reader but also reduces the professionalism of the content. In contrast, a human writer would maintain consistency:

Human-generated list example:

Benefits of solar energy
Reduces energy bills
Environmental impact

Misuse of headers

AI can also struggle with applying headers correctly. In some cases, it might use subheadings inconsistently, placing an H2 header where an H3 or H4 would be more appropriate or forgetting to add any headers in relevant sections.

AI header mistake:

H2: How to save energy text: Simple steps to reduce energy consumption.

H2: Turn off devices text: Make sure to turn off all electrical devices when not in use.

Here, the AI uses two H2 headers for separate points that should fall under one broader category. The transition feels abrupt and lacks hierarchy. A human writer would likely structure it like this:

Human header example:

H2: How to save energy

H3: Turn off devices text: Make sure to turn off all electrical devices when not in use.

Capitalization errors

AI-generated content can also struggle with consistent capitalization, or for example for local languages, it still uses capitalization as in the English language and capitalise every word in the headline. For example, it might capitalize bullet points incorrectly, making them look unpolished. In human writing, capitalization is more thoughtfully applied based on style guidelines.

AI example with capitalization mistakes:

Solar Panels Save Money
reduce energy bills
Use Renewable Energy Sources

In this case, the AI improperly capitalized the first bullet while leaving the second uncapitalized. A human writer would ensure consistency:

Human Example:

Solar panels save money
Reduce energy bills
Use renewable energy sources

Identify repetitive patterns

One of the most noticeable features of AI-written content is repetition. This can take the form of repeated phrases, keywords, or concepts throughout the article. AI-driven SEO tools often optimize content by repeating keywords more than a human writer typically would, trying to hit certain SEO metrics. If you observe this overuse of specific terms or repeated ideas in a way that feels forced, there’s a good chance it’s AI-generated.

Assess originality

AI systems draw on vast datasets of existing information, which often leads to generic or surface-level content. AI-generated articles may fail to provide fresh perspectives, nuanced analysis, or detailed insights into a topic. This lack of originality is a red flag, especially if the article covers a broad subject without any unique contributions or expert opinions.

Checking for plagiarism can also help identify AI content. Although AI tools generally create unique text, they can still produce material similar to existing sources, particularly on widely covered topics. Using plagiarism detection software can reveal if the content has significant overlap with other articles or websites.

For instance, if the text has been flagged for repeated phrases or entire sections matching other published works, it could suggest the content has been generated by an AI tool. Additionally, AI struggles with providing unique perspectives, making it essential to check for originality.

Plagiarism checkers also highlight whether the content structure feels formulaic, a hallmark of AI-generated material. Human writers tend to incorporate depth, context, and cultural references that AI struggles to replicate, whereas AI outputs often contain standardized formatting or predictable patterns, which can show up in plagiarism reports.

By combining plagiarism detection metrics with analysis of the content’s depth, flow, and uniqueness, it becomes easier to determine whether the content was AI-written or produced by a human.

Check for contextual errors

AI is improving, but it still struggles with context. You may find that AI-generated content has abrupt transitions or lacks logical flow. For example, it might jump from one idea to another without smooth transitions, or it might leave out important steps in explaining an argument. Similarly, AI may occasionally produce outdated or inaccurate information since it relies on the data available to it, which can sometimes be obsolete or misleading.

A detailed fact-check can expose whether the content has been created by AI—look for inconsistencies or information gaps that a human writer might not overlook.

Evaluate for human touch

Human writers often add personal touches, such as anecdotes, humor, or emotional nuances, making the content feel relatable and engaging. AI-generated articles tend to lack these qualities, which can make the writing feel detached or too formal. Humans typically consider the audience while writing, using rhetorical questions or interactive elements that AI is less likely to include.

Human writing often reflects an emotional connection to the subject matter or an awareness of the reader’s perspective. AI, while highly efficient, produces text that might lack these deeper considerations.

How does Google identify AI content and what patterns in Google do they look for?

Google uses advanced natural language processing models, such as BERT and GPT, to identify AI-generated content by analyzing patterns in sentence structure, syntax, and word usage. These models evaluate the flow of the text, looking for mechanical or predictable phrasing, often seen in AI output. For instance, AI frequently overuses transitional phrases like “however” or “therefore” in predictable sequences. Additionally, Google examines sentence variability, grammar, and complexity. AI-generated content tends to follow rigid structures, while human writing exhibits more natural variation in style and tone.

Google also tracks user engagement metrics such as bounce rates, time on page, and click-through rates to assess content quality. Low engagement could suggest low-quality or AI-generated content, especially if it lacks the depth, nuance, or cultural references typically found in human writing. In addition, Google’s focus on expertise, authoritativeness, and trustworthiness (E-A-T) means that content created by experts or containing original research is more likely to rank higher than AI-generated articles, which often rely on generic information.

The models used by Google break down language in sophisticated ways, analyzing sentence length, repetition, and the logical flow of ideas. AI writing often contains repetitive sentence lengths, overly consistent phrasing, and lacks natural transitions, which can easily be detected by these algorithms. For example, AI may write overly simplistic sentences, all of similar length, or frequently use certain patterns of words that make the text sound robotic.

Fact-checking is another critical factor in detecting AI-generated content. AI may produce inaccuracies or outdated information, especially if its dataset isn’t updated frequently. Google cross-references content with verified sources to ensure the information provided is accurate and timely. If the content contains errors or lacks relevant updates, it is flagged as low quality.

One of the biggest challenges for AI-generated content is demonstrating unique insights or expertise. While AI can pull together information from multiple sources, it struggles to offer novel perspectives or deeply analyze topics. Google’s algorithms assess how well a piece of content provides valuable, unique insights that are not easily found elsewhere. AI often produces generic content that covers the surface level without in-depth analysis, making it easier for Google to detect through its models.

Google also looks at how content engages with cultural and contextual factors. AI tends to generalize without accounting for cultural nuances or local contexts, which is another clue that it was machine-generated. A human writer would typically bring in personal experiences or culturally relevant examples, which are often lacking in AI-generated text. This lack of depth is another red flag for Google.

Additionally, the inclusion of relevant keywords and the flow of keyword density play a role. AI-generated content often over-optimizes for SEO, leading to keyword stuffing or unnatural phrasing to meet keyword demands. Google penalizes content that prioritizes SEO over quality, especially when keywords are forced into the text without regard to readability.

Plagiarism is another factor Google considers when determining if content is AI-generated. Even though AI models produce new text, they are trained on vast datasets of existing content, which can lead to unintentional overlaps or close paraphrasing of existing work. Google uses plagiarism detection algorithms to check for such overlaps, especially in common or widely discussed topics. Tools like Turnitin or Copyscape can also be used to check for potential plagiarism.

Manual rewriting can significantly help in bypassing Google’s detection of AI-generated content by adding human creativity, nuance, and variation that AI models often lack. By manually rewriting, writers can avoid predictable patterns, overused transitions, and repetitive phrasing that are typical in AI output. Human authors can also inject personal experiences, cultural references, and deeper insights, which AI struggles with. This makes the content feel more authentic and tailored, improving its originality. Furthermore, rewriting helps to avoid plagiarism issues, ensuring the content passes as unique and engaging for readers and search engines alike.

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Examine the writing style

Text formatting issues

List formatting

Misuse of headers

Capitalization errors

Identify repetitive patterns

Assess originality

Check for contextual errors

Evaluate for human touch

How does Google identify AI content and what patterns in Google do they look for?

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