Collecting data using tools like Google Analytics is critical for expanding your business’s online reach, converting leads into customers, and optimizing a digital marketing strategy to create stronger relationships with your audience.
However, collecting data is easier said than done. Google Analytics and other similar analytics tools aid the process, but they work more effectively with the addition of tags.
For marketers, necessary tag information typically includes how long users visit a page on your site, form submissions, how they arrived on your site, which links they clicked, or even what products they removed from their shopping cart.
Each tag tracks something different. For instance, you might create a tag just to see how many people fill out the form on your “Contact Us” page. That tag can then send more precise information to Google Analytics, or AdWords, or another third party.
Unfortunately, manually coding tags can be a tedious and difficult process for marketers without much development or coding experience, and it’s time-consuming to fill out tickets for the IT department.
With Google Tag Manager, your whole tagging process becomes much easier. All you do is embed a code into your site pages once, and then each time you want to create a tag, Google Tag Manager codes it and embeds it for you.
What is Google Tag Manager?
Google Tag Manager is a tag management system that allows you to create and monitor tags on a user interface, without writing new code each time you want to construct a tag. You simply embed the Google Tag Manager code into each page of your website. This eliminates the manual process of creating tags, making your marketing process more efficient and precise.
Google Tag Manager does a few things: first, it allows your developers and IT department to focus on bigger-picture tasks by eliminating the burden of coding each individual marketing tag.
Second, since Google Tag Manager codes the tags for you, it significantly reduces the possibility of human error.
And third, Google Tag Manager enables your marketing department to take complete control over the tags they create and monitor. Giving your marketers full reign over their tags increases efficiency. Plus, using tags improves the accuracy of your analytics system, guaranteeing higher-quality reports and a better sense of your true online audience.
With all that said, it’s still a tool you might want to try for yourself before deciding if it’s a perfect fit -- perhaps you already have a tagging system in place, or you don’t feel you need that level of organization, since your website doesn’t usually need new tags.
Google Tag Manager is free, so you can try it out virtually risk-free. Here, we’ll show you how to set up an account, how to create a new tag, how to use Google Tag Manager with your Google Analytics account, and how to embed the tool in WordPress.
After that, you can decide for yourself if it’s the right system for your business.
Google Tag Manager Tutorial: Set Up an Account
Setting up a free account is an easy two-step process, but it’s separate from any of your other Google Analytics or Gmail accounts. To ensure a painless set-up for you, we’ve recorded our process for setting up an account.
Here’s what you do:
1. Go to https://www.google.com/analytics/tag-manager and click the green “Sign Up for Free” button. It will ask you to input your account name (company), country, and website URL, as well as where you want to use Google Tag (web, iOS, android, AMP). When you’re finished, click the blue “Create” button.
2. Next, you’ll be given codes and instructions to include one code high in the <head> of your page, and the other after the opening <body> tag. You can do this now, or apply the codes to your site later (they are accessible in your dashboard). Once you’re done, click “Ok”.
Google Tag Manager Tutorial: Set Up a Tag
Once you have a Google Tag Manager account, the first thing you’re going to want to learn is how to set up a tag.
You can create unlimited configurations of tags in Google Tag Manager.
This is helpful for creating in-depth reports on your audience’s behavior, but it can become inefficient if you don’t organize your tags properly.
Google recommends using the following naming convention: tag type - name of app - detail.
Perhaps you name one tagging configuration, “AdWords conversions - iOS - 2018-02 campaign” and then another, “Google Analytics - CTA - About Us page”.
This way, you can correctly identify and collect data related to specific campaigns or pages.
For instance, the second tag, “Google Analytics - CTA - About Us page,” tells you how well your About Us call-to-action button is performing. That information is valuable, and might be lost if you named your tags more generally, like, “CTA button”.
Now that we’ve cleared that up, let’s check out how to set up a tag:
1. Within your Google Tag Manager dashboard, click the “Add a New Tag” button, circled below in red.
2. Title your tag, and then click anywhere in the top “Tag Configuration” box, to choose a tag type.
3. There are dozens of tag types (they are not all displayed here, and you can also customize a tag type). I chose “Classic Google Analytics”.
4. If you want your tag tracked in Google Analytics, the next step will be to input your Web Property ID, found in your Google Analytics account. Then, select a “Track Type”. I chose “Page View”, but there are plenty of other options.
5. Next, choose a trigger (a trigger means when you want the tag recorded, i.e. “every time someone visits the page”). I chose “All Pages”, to get insights every time someone views any of my web pages, but this varies depending on your purposes.
6. When you’re happy with the information in the “Tag Configuration” and “Triggering” boxes, click the blue “Save” button.
7. Next, click the blue “Submit” button. Your tag won’t work until you do so.
8. When you click “Submit”, you’ll be taken to this “Submission Configuration” page. There are two options: “Publish and Create Version” or “Create Version”. Since I’m ready to push the tag onto all my site pages, I selected “Publish and Create Version”, and then I pressed the blue “Publish” button in the top right.
9. Finally, you’ll be shown this “Container Version Description”. To keep your tags organized, add a name and description to understand what you’re trying to record with this tag.
10. Ensure your tag appears in your “Version Summary” report.
Now, you’ve successfully created your first tag.
Google Tag Manager and Google Analytics
If you want to use Google Tag Manager in conjunction with Google Analytics, there are a couple steps you need to take. However, it’s a worthwhile endeavor -- embedding tags in your site will increase the precision of your Analytics reports.
First off, you’ll need to remove your GA code from your site pages. You’ll only need your Google Tag Manager tag code embedded -- if you use both, it’ll just report everything twice and mess up your data.
Second, you’ll probably want to create a variable for your Google Analytics Tracking ID. A variable is a Google Tag Manager tool meant to increase your efficiency by saving additional (optional) data you provide.
If you save your GA Tracking ID as a variable, you won’t have to look it up every time you create a new tag for Google Analytics (which makes the lazy-person in me very happy).
How to Create a Variable in Google Tag Manager
1. Click “Variables” on your Google Tag Manager homepage.
2. Under “User-Defined Variables”, click “New”.
3. Name your variable -- I named it “GA Tracking ID” so I’d remember. Then, click the “Variable Configuration” box.
4. Choose “Constant” as your variable type, since you don’t want the ID to change for different tags.
5. Now, input your Google Analytics Tracking ID number into the “Value” box, and then select “Save” in the top right.
Next, let’s edit our “TestTag1” that we created earlier in this post, and include the new variable you just created.
How to Edit a Tag and Change its Value
1. Back on your homepage, select “Tags” from your side bar. Click on the tag you want to edit (I clicked “TestTag1”).
2. Click the grey “+” icon beside the “Web Property ID” box.
3. A “Choose a variable” box will pop up, and the first option, “GA Tracking ID”, is the variable we just created. Select that.
4. Now, your tag’s “Web Property ID” should say (or whatever you named your variable). Click save, and your tag is updated.
Google Tag Manager for Wordpress
If your business uses WordPress to host its website, there’s an easy two-step process to integrate Google Tag Manager into WordPress.
There are plug-ins available if you’ve paid for a business version of WordPress, such as DuracellTomi's Google Tag Manager.
However, if you’d rather do it manually, it’s relatively simple to do. It will only get tedious if you have a ton of different pages of your site and want to use tags on all of them -- you’ll have to copy and paste a code below the <body> tag on each page.
Here’s what you do:1. Copy the Google Tag Manager code you are given during the set-up process. If you’ve already set up your account, click the blue “Google Tag Manager” code beside “Workspace Changes” on your Google Tag Manager homepage (circled below in red). That blue code will also supply you with your specific Google Tag Manager code.
2. Now, paste that code below the <body> tag of each page on your WordPress site.
Images courtesy of WordPress.org
Now, your WordPress site is prepped for any tags you want to create within Google Tag Manager. Google Tag Manager will automatically code future tags and embed them in whichever page you’ve selected.
via Blogger The Beginner's Guide to Google Tag Manager
It’s likely you’ve heard of Facebook Business Manager, which Facebook describes as their tool to “manage ad accounts, Pages, and the people who work on them -- all in one place.”
If you haven’t heard of it, or if you don’t know much about it, Facebook Business Manager is a useful tool if you have more than one ad account, if you need to track separate clients’ ads or pages and create reports for them, or if your company uses Facebook for different services related to your business.
What is Facebook Business Manager?
Facebook Business Manager is a tool to help you create, publish, monitor, and report on various business-related assets, including your business’s Facebook Pages, or your Facebook advertisements. Business Manager allows you to grant partial or full access to different employees, and assign them different roles within the platform.
Essentially, Facebook Business Manager helps your team stay organized and focused while monitoring, creating, and publishing ads, pages, and other business assets on Facebook.
Here, we’ll delve into how to create a Facebook Business Manager account, how to add your business pages, ads, and people, how to use the analytics tools in your account, and how to extract the most value from the ads manager tool.
For the purpose of keeping this article easy to follow, we’re going to assume your business is interested in using Business Manager for your own pages and ads, rather than for your client’s pages and ads.
Is Facebook Business Manager different from your Facebook account?
Facebook Business Manager isn’t tied to your personal account. You don’t need a personal Facebook account to use Facebook Business Manager, and Facebook Business Manager only shows you your business assets, including ad accounts, pages related to your business, and advertising or social media analytics. It doesn’t have a newsfeed and won’t send you notifications from your personal account.
How to Set Up Facebook Business Manager
How to set up Facebook Business Manager
When you’re setting up your Facebook Business Manager account, it doesn’t matter whether you already have a personal Facebook account or not. The Facebook Business Manager account is a different set-up process, and simply requires your business name and email to begin. It’s an easy three-step process that took me approximately two minutes.
Here’s what you do:
1. First, go to business.facebook.com and click the blue “Create Account” button in the top right corner.
2. Next, fill in your business name in the pop-up, and click “Continue”.
3. The pop-up screen will then ask you for your email in the box. Type it into the box, and click “Finish”.
This is your Facebook Business Manager account. If it looks intimidating at first glance, don’t worry, it’s actually pretty intuitive.
Let’s delve into how to add pages and ad accounts to your Business Manager account.
How to Add Facebook Business Pages to Your Business Manager Account
On your Facebook Business Manager homepage, you’ll immediately see the buttons to “Add Page”, “Add Ad Account” or “Add People”.
1. First, let’s click “Add Page”.
2. Click “Add Page” on the pop-up screen.
3. On the next page, type your page into the search bar. If it’s a pre-created Facebook business page, it should pop right up. Click the blue “Add Page” botton.
4. If you see this pop-up with a green check mark, you’re all set! Your page is successfully added.
How to Add Your Facebook Ad Accounts
Adding your Facebook ad account is an almost identical process to adding a page, but I’ll walk you through the steps here so you can see them in action.
It’s important to note you can only add one ad account at first, and then you’ll be able to add additional ad accounts once you start spending money in your first ad account.
However, you can’t host more than five ad accounts at any one time.
1. Click the blue “Add Ad Account” button on your homepage.
2. Select “Add Ad Account”.
3. Enter your “Ad account ID” into the box. When you’re finished, click “Add Ad Account”.
How to Add People to Your Business Manager Account
For this example, we’ll focus on adding internal employees to your Business Manager Account, not clients or external advisors.
Adding people to your account is easy, and you can limit the amount of access each employee gets.
Limiting access to “employee only” is useful if, for instance, you want to assign one employee to handle your Instagram account and monitor those analytics, but then you want another employee on the team to handle your ad accounts and those analytics.
1. First, go to your “Settings” icon in the top right corner.
2. Next, click the blue “Add” button, highlighted below.
3. Type in an employee’s email address (so Facebook can send them an email with access permissions), and then select “on” for either “Employee access” or “Admin access”. Then, click “Next”.
4. Here, you have a couple different options. You can assign your employee to any of the assets on the right (Pages, Ad Accounts, or Catalogs). Then, check off the box of the Page, ad, or catalog you want them assigned to. Next, select a role for your employee (like “Page advertiser”). Once you’re satisfied, click “Invite”.
5. Now, your employee has been sent an invite, granting her permissions to 1 account and tool.
How to delete Facebook Business Manager
Ads Manager Tools
Now that we’re all set up, you might be curious about some of the additional benefits of creating an ad inside your Business Manager.
When creating an ad in Ads Manager, one of the best advantages (as you’ll soon see) is the ability to create a highly-targeted core demographic group with the “create new audience” feature.
You can choose a gender, age, region, and language to reach, and even dive into specific interests you want your audience to share.
Then you’re given estimates based on your audience and budget, like how many people you’re expected to reach daily, and how many people will click your link. Those performance evaluations are critical to deciding whether to increase or decrease audience size, or whether your budget is big enough.
Here’s how to create an ad in Ad Manager:
1. Click the “Business Manager” three line icon in the top left, and then select “Ads Manager”.
2. Select “Create New” under the “Ad Account” category on the left-hand side, and input basic information, like country, currency, and time zone for your ad. Then click “Continue”.
3. If you’ve already created an audience for another ad, you could “Use a Saved Audience”. If not, you will input information about your new desired audience here -- you don’t need to include all the information, but the more you include, the more likely you are to reach your target demographic with your ad.
4. As you fill out the information, you’ll see an “Audience Size” chart on the right. This gives you estimates for how many people you might reach daily, and how many clicks you’ll get. While it’s not guranteed, it’s a good tool for evaluating whether you should narrow your audience or, if possible, increase your budget.
5. Once you’ve created an ad, you’ll find it in your Ads Manager homepage by clicking “Ads Manager” or searching facebook.com/adsmanager. Along with your ads, you’ll also find Ad Sets, Campaigns, or a general Account Overview. The Ads tab in particular provides you with analytics such as reach, impressions, cost per result, and relevance score.
Facebook Business Manager Analytics
Lastly, here’s a general overview of your “Analytics” tab and what the Analytics page looks like:
We won’t go too in-depth with analytics, since it’ll vary drastically depending on your business’s advertising goals, budget, and audience.
However, it’s important to note a few major components of Business Manager’s analytics, to ensure you understand the tool’s most impressive functions.
5 Business Manager Analytics Functions You’ll Want to Know About
Check out Facebook Business’s advertising information page to learn more about Facebook ad functions, read success stories for industry-specific businesses, and get inspiration and ideas to improve your own ads.
via Blogger Facebook Business Manager: The Ultimate Guide
“We’ve lost our way.”
I’ve heard this from clients countless times. And it’s no wonder people are saying this: today’s businesses have to evolve very quickly because employees rarely stay in one job for their whole careers and technology is growing so fast that it’s a constant battle to keep up with the next new thing. The stress can be overwhelming. I went through it myself at a time before Sub Rosa was what it is today.
Often the best way we inspire our clients for the future is when we connect them to the most indigenous part of themselves, to understanding why they were founded and why they are still here.
We help them reconnect by exploring their:
• Origin story: How it all began.
• Language: Your shared lexicon.
• Traditions: How you engage your community and acknowledge milestones.
• Purpose: Your reason for being.
Think about it: these are the building blocks of every thriving community. Whether in a tribe, a religion, or a corporation, these four building blocks are what provide meaning and create the connective tissue that forms a lasting foundation from which to grow.
A Tradition In Denim
At a meeting with a Levi’s executive, he told us that the company had missed a major opportunity by not participating in the “premium denim boom,” and it was now suffering both reputational and financial challenges. The “premium denim boom” had occurred when a number of high-fashion brands entered the market and began selling $200-plus pairs of jeans. During that time, Levi’s had maintained its traditional price point of around $39, and as a result, its jeans had acquired a low-end reputation and were considered less chic and no longer fashionable. The company was experiencing a significant sales slump.
We had been involved in a similar conversation not too long before with Absolut Vodka, whose management felt the company had missed out on the “premium vodka boom.” Apparently this premium boom was a phenomenon in a number of sectors. In the 1980s, Absolut was a top-shelf vodka. But in the 1990s, competitive vodka brands such as Grey Goose and Ketel One came onto the market with a more premium-priced product.
Absolut, like Levi’s, had stuck to its price point and dropped to a midtier status, losing market share to the new entrants. Ultimately Absolut found a way out of this by creating its own specialty, limited-edition lines, such as Absolut Brooklyn, created in partnership with Spike Lee, and premium-crafted versions such as Absolut Elyx, which was sourced and distilled in a manner designed to compete with other premium vodkas.
Levi’s needed a strategy to help it overcome a similar challenge. They had hired Wieden + Kennedy, a wellknown and successful advertising agency, to help rejuvenate the brand. Their campaign, which would later be known as “Go forth,” was being shot by a famous fashion photographer, and it would draw on inspirational imagery and language from well-known American authors such as Walt Whitman and Jack Kerouac. It would depict a new era of American nostalgia, and it was sure to capture attention. Levi’s wanted our help in turning that attention into action.
Our job was to make sure that once they had people’s attention, there would be have something to act upon and a real reason to care about the brand. This is the sort of integrated, complex challenge we love to solve, and we first began by focusing on the brand as we knew it. The company made denim and sold jeans (primarily) at a modest price point. They had once been the jeans of Marlon Brando and Steve McQueen and later the jeans of rock stars from the Rolling Stones to the Ramones. But somehow the company had lost its grip. We asked what had come before Brando and Jagger? Levi’s had begun making jeans in 1853. What had the company stood for then, and what was its origin story?
It’s fairly common knowledge that Levi Strauss & Company started out as a brand of pioneers. The men who had set out for the gold hiding in the uncharted lands of California during the famous Gold Rush of 1849 were known as the 49ers, and they had taken a big gamble, often risking life or death, to try to strike it rich. Those tough men needed tough jeans, and that’s what Levi Strauss produced. They had reinforced stitches and held up during hard work.
Over the coming decades, Levi’s rugged jeans continued to be a staple of the hardscrabble masses. Factory workers, laborers, farmers, and all manner of builders and fixers wore Levi’s as they headed out to work. They were the jeans that helped build America. We had to tell the story in a way that would ignite a newfound interest in the hearts and minds of new consumers and (hopefully) would bring back some customers the brand had lost along the way.
Panning for Gold
We asked ourselves, “Who are our modern-day pioneers?” After all, we’re not settling the West anymore, and many hard-labor jobs have since been shipped overseas. We wanted to find people who were embodying that spirit of progress and hard work and pull them into a new conversation, one that celebrated their sense of craft, of making things, of the integrity that comes from doing that kind of work well.
After a few weeks of development, we had created a program we called Levi’s Workshops and sent it off to Erik and his team. We admitted that what we were giving them was “only 75 percent of the plan.” The rest would have to be left open to serendipity. We knew we were going into the unknown, like the gold panners of the nineteenth century, and similarly we knew something about what we’d find but not everything. Like any good prospector, we knew to leave room for the unexpected. After all, you never know where you might strike it rich.
Together, our two teams became one unit. It didn’t take long for us to develop a working and speaking lingo, a kind of shorthand. When we said “pioneer,” we weren’t thinking of a grizzled old prospector chewing tobacco and swilling whiskey, we were imagining today’s artists, craftspeople, designers, teachers, and builders. When we said, “Go forth,” we knew we were looking for the spirit of adventure and discovery we wanted people to feel when they interacted with the brand. This shared language was built upon the origins of the brand, yet it was contemporized and translated for today. It drew our own teams closer together and became contagious throughout Levi’s organization.
Within months we were ready to open our first Levi’s Workshop in the heart of San Francisco’s Mission District, which was chosen because the neighborhood was thriving with diversity and craft. It felt like a pioneer town for new ideas.
The programming was built on collaborations with “pioneers” from the Bay Area. Right down the street from us, the writer Dave Eggers had opened his first whimsical tutoring location (themed as a pirate shop), where volunteers taught kids the value of creative writing. We partnered with them and paired the kids’ writing with artists who created original artwork for their stories. The kids got to watch the books being printed in the shop, and they were dazzled as they flipped through a book that had come to life from their story.
We brought in Alice Waters, a pioneer of California cuisine, and designed a beautiful letterpress harvest calendar that supported the work of her charity, the Edible Schoolyard Project. She hosted a small dinner in the space and signed copies for us to sell at auction, with the proceeds benefiting her cause as well as the Levi Strauss Foundation, the company’s charitable organization.
Not only did each project bring into the workshop a compelling pioneer to help create programming, but every piece of programming was designed to reach different subcultures and niche audiences in the Bay Area with authenticity.
These new traditions we were creating for the brand were building on Levi’s legacy of engaging with powerful subcultures. From gold-panning pioneers to punks on the Bowery, Levi’s has always been the uniform of the brave and status quo challenging. We built programming for the literary community, musicians, foodies, inner-city youths, and more. If you were willing to “Go forth” and try something different, we wanted you to know that Levi’s was with you.
Our work with Levi’s showed us the value of looking back to a brand’s indigenous roots and bringing thoughtful inspiration and wisdom into the present. Admittedly not every company has a brand that is more than a hundred years old, but every business does have an origin story.
Excerpted from Applied Empathy by Michael Ventura. Copyright © 2018 by Seed Communications, LLC d/b/a Sub Rosa. Excerpted with permission by Touchstone, an imprint of Simon & Schuster, Inc.
You can purchase Applied Empathy on Amazon.
via Blogger Every Business Has an Origin Story: A Lesson in Branding
Welcome one, welcome all, to your unofficial midweek marker: HubSpot's Wednesday weekly tech news roundup.
Traditionally, things start to "slow down" in May. People graduate, vacations are looming, and summer beings to peek around the corner.
But it seems that within the world of tech, things aren't showing any sign of slowing down.
And with all those pre-summer activities taking place, how can anyone be expected to keep up with all the news? Well, that's what "Unriddled" is for: a quick rundown of each news item that grabbed our attention over the past week.
So, without further ado: Let's break it all down. Here's our Wednesday tech news roundup.
Unriddled: The Tech News You Need
1. Senate Passes Resolution to Overturn Net Neutrality Repeal
Last Wednesday, the U.S. Senate voted to overturn the Federal Communications Commission's December repeal of net neutrality. The move came in the form of Senate approving a Congressional Review Act (CRA) resolution that would reverse the FCC's decision to disband regulations of internet service providers. But it still needs to be approved by the House of Representatives -- and signed into law by the president. Read more about the CRA and what would happen if it makes it through the House from Ars Technica's Jon Brodkin. Read full story >>
2. "Freedom From Facebook"
A group of not-for-profit organizations have launched the "Freedom From Facebook" campaign: an estimated six-figure digital ad campaign targeted toward the Federal Trade Commission with one message: Break up Facebook’s social media conglomeration. The campaign's mission appears to be convincing the FTC to force Facebook's portfolio companies -- Instagram, WhatsApp, and Messenger -- into separate, independently-operating companies. The hope is that it would allow, among other things, more balanced competition within social networking. Read more about the campaign from Axios's David McCabe. Read full story >>
3. Instagram Unveils Option to Mute Accounts
Instagram has finally released new tools that allow users to mute content from accounts they're following -- without unfollowing them altogether. Need a break from animal-adoption sob stories, for instance? With this new feature, users can hide posts in their feeds from said accounts, but continue following them and manually see posts on their profiles. Once an account is muted, users can unmute it at any time. The new feature arrives on the heels of news from TechCrunch that Instagram recently implemented a "you're all caught up" feature to let users know when they've seen all new posts from the past 48 hours. Read Instagram's full statement on the new mute option >>
4. Amazon Is Marketing Facial Recognition Technology to Law Enforcement
Amazon has developed facial recognition technology called "Rekognition," according to documents obtained by the American Civil Liberties Union (ACLU), and has partnered with governments and agencies to deploy it. That, says the ACLU, could potentially violate of civil liberties and civil rights. Using artificial intelligence, the technology "can identify, track, and analyze people in real time and ... quickly scan information it collects against databases featuring tens of millions of faces." That's according to Amazon's own promotional messaging of Rekognitio -- which the Associated Press discouraged Amazon from selling to law enforcement in an op-ed. Read the ACLU's full story >>
5. Mark Zuckerberg (Kind Of) Testifies Before European Parliament
Members of European Parliament yesterday challenged Mark Zuckerberg with noticeably tougher questions than U.S. lawmakers did at his congressional hearings last month -- but an unfortunate meeting format left most of them unanswered. Read HubSpot's full story >>
That’s all for today. Until next week, feel free to weigh in on Twitter with your tech news questions or thoughts on what kind of events and topics you'd like covered here.
via Blogger Unriddled: Net Neutrality's Second Chance, Facebook's Dubious Breakup, and More Tech News You Need
I believe in freedom.
I believe we should be able to make our own choices and shape our lives however we wish.
I long for a world without borders, racism, sexism, and barriers of any kind.
These are big dreams, but they can gain momentum with small cultural shifts. I believe blockchain is one of those shifts.
I’m passionate about emerging technologies like AI, machine learning and bots not just in a nerdy, code-centric way, but because of what they represent.
Blockchain, specifically, promotes decentralization. As someone who came of age during the 2008 global financial crisis, I watched how wealth and power can breed corruption — even if people start out with good intentions.
Ever since society began, humans have put their faith in powerful figures, like popes and kings. Eventually we realized that individuals tend to make decisions that create optimal outcomes for a small, select group of people. Revolutions occurred and democratic governments began to rise.
The shift from a single cult of personality to a group of elected decision-makers marked our desire for more inclusive societies, where different groups of people can thrive.
The invention of blockchain takes that push for inclusion to another level by decentralizing decision-making — allowing token holders to have a say in how they want society to be structured.
Whether you’re deep in the waters of cryptocurrency or you’re still confused about what these new technologies could mean for your life, I want to cover a small slice of the blockchain revolution.
Tokenization is a great way to understand the philosophy behind cryptocurrency; how it works, but also what it stands for.
This is the future that many blockchain pioneers and enthusiasts envision. Get ready for the Tokenization of Everything (TOE) — and a lot more freedom.
What is Tokenization?
In today’s financial world, everything you own is tied to your name. Maybe you have a house, a car, stocks, or cash in the bank.
In the process of tokenization, all those assets can be broken into pieces. That means you can create a stock or a single proof of ownership tied to any asset.
For example, let’s start with a long-range vision for tokenization. This is the future that I might not even see in my lifetime.
Image credit: distributedlab.com
Imagine all my personal assets add up to a million dollars. Kind of a stretch, but it makes for easy math. Those combined assets could be broken into “Justin” coins that represent everything I own. If I created 100 coins or tokens, each would be worth $10,000.
The blockchain technology would allow anyone to trade their token(s) for a Justin coin. That means no banks, no financial managers, no complicated paperwork or red tape. It would be two people making a direct transaction.
The tokenization of everything imagines a world where anything can be traded. Your liquidity isn’t restricted by cash or concrete assets. Instead, it can include anything you own, and maybe even your time.
TOE removes all aspects of the middleman institution. It enables online transactions through a trusted, de-centralized system. It breaks down power and access barriers. We still have to contend with inequality in terms of assets and wealth, but no one can control how or what you trade.
The blockchain technology that powers these transactions also makes investing faster, cheaper and more secure. It liquefies assets and makes investing possible for people who have been restricted by means or geography.
Third-generation blockchain technologies like Cardano are trying to solve the big problem of operability, which means that everything is programmable, with an automated market-maker as the intermediary.
For example, imagine paying for your Starbucks order with airline miles, while the barista is paid in US dollars. That’s interoperability in action.
We’ve already watched the internet tear down gatekeeper layers in entertainment, publishing, communication, sales, and many other industries.
As we dismantle hierarchical financial systems, transaction costs go down, volumes go up, and people are more willing to trade with each other. It creates a more connected, global system.
This long-term vision also (perhaps ironically) takes us back to barter trading, which is where the concept of money first originated.
A Collection of Diverse, Personal Tokens
In the near future, blockchain could give us the ability to create multiple coins for several different assets.
Imagine you own a home worth $1 million (stay with me … this is all about that simple math).
You could again break the ownership of that home into 100 tokens worth $10,000 each. This scenario is much like creating a real estate index or trust fund to manage multiple properties. But now, you could sell partial ownership of your home with individual tokens that you create, trade and control. There’s no intermediary.
So, why would I want to sell partial ownership?
Great question. I would tokenize my home for two main reasons:
On the other side of the trade, you might want a share in my home if you believe it has better appreciation potential than your company. Our different perspectives on the asset valuation would allow us to reach a trade consensus.
If we can do all these different trades, it doesn’t matter where we live. Artificial geographic borders could break down when we don’t rely on a single entity or regime to prove our value.
For example, the global currency system determines how much our assets are worth, depending on the stability (or volatility) of our native currency and how our home country’s institutions reach consensus with other markets.
When assets are tokenized, that value is stored in a single profile with fully decentralized transaction paths.
Technology can streamline this brave new financial world.
If these scenarios feel complicated and time-consuming, I hear you. The idea of valuing your assets, making the trades, and ensuring you’re not getting duped in the process can sound more than a little overwhelming.
Again, I’m bullish about emerging tech because it has the power to help. I see a future where humans, aided by artificial intelligence, can make more efficient and effective financial decisions.
We might trust the people who currently control and manage our money — and in many cases this trust is well founded — but even “experts” don’t have all the answers.
Technology won’t provide foolproof investing, but it does remove industry greed from the equation.
Running your own trades eliminates high bank and investment fees. It ensures that you’re buying a stock because you think it’s smart, not because it pays kickbacks to the broker.
You won’t question the intentions of a financial institution, because they don’t have a hand in your assets.
Let the bots do the busywork.
Chatbots are arguably today’s most relatable AI application. Most people have used Facebook Messenger or interacted with a chatbot while shopping online or asking their telecom provider about those weird mobile charges.
Currently, chatbots are built to solve a specific set of problems. We’ve builtGrowthBot, for example, to deliver marketing and sales information without leaving your task or productivity platform (such as Slack).
You can ask questions about top posts, organic site traffic, or get company overviews. And instead of switching to a web browser and getting lost in a Google spiral, you can stay focused while GrowthBot digs up the details.
Now, apply this kind of “assistant” technology to your financial life. The bot could do everything from researching investments to calculating an asset value, in real time.
Then, the chatbot could actually conduct the transaction as you instruct. That means no more calls to your bro-ish financial advisor or trying to recover a lost login password.
We Still Have a Long Way to Go
I do realize that the utopian future of my dreams is a long way off — if it’s ever going to be possible.
We will still face complex, ongoing issues about who holds wealth in our society and how to level the field. I’m not naïve about these challenges, nor do I believe that technology is a magic solution.
Even cryptocurrencies are promising, but they’re still rife with problems. These are totally unregulated assets, for better and worse.
At this moment, the “worse” is an approximately 90% rate of fraud among Initial Coin Offerings (ICOs), according to the People’s Bank of China.
Yet, I’m still motivated by the possibilities. Tokenization is just a tiny example of what a more decentralized, egalitarian, and direct financial system could enable.
It’s time to decide how we’ll organize our society, for hundreds of years to come.
via Blogger The Future Will be Tokenized: How Blockchain Will Free You to Control Your Financial Destiny
I’m willing to bet you already know what kerning is -- you just don’t realize it.
While you might not recognize when kerning is done well, you certainly see it when it’s done poorly.
Here’s an example of bad kerning: M a rk e t i ng .
Kerning is adjusting the space between letters, and either increasing or decreasing the distance to ensure better readability or appearance.
Interestingly, it’s not always best to have equal spacing between each letter. Each letter has different shapes and curves, so sometimes kerning actually helps the letters look less conspicuous. For instance, a “cl” can sometimes appear to be a “d”, so you might use kerning to space them further apart.
What is kerning?
Kerning refers to the space between letters to ensure better readability. Since not all letters are created with equal curves and shapes, you might need to increase or decrease the distance between one letter and another, to create more legible text. Kerning improves the appearance and design of your text, which might otherwise look awkward.
No matter what your job title, it’s important to understand the power of kerning. Kerning can help you create better designs, produce more visually appealing copy, or construct better presentations. Kerning is one of those actions that can push your deliverables from ordinary to exceptional.
If you don’t know how kerning works, don’t worry. Here, we’ll show you how to use kerning in Photoshop, Word, and Illustrator. Plus, we’ll provide examples of bad kerning, so you know what to avoid when using kerning for your own text.
Kerning vs. Tracking
Kerning is the adjustment of distance between two letters. You’d use kerning if you felt a word looked funky because the letters A and B were too close together. Tracking, on the other hand, is adjusting the spacing equally between each letter, to either spread apart or bring together an entire word.
Kerning in Photoshop
Kerning in Photoshop is incredibly easy, once you figure out where the “Kerning” tool is. If you’re designing a presentation or email template in Photoshop, and your words look a little sloppy, this is an easy way to clean up your text to improve the appearance.
1. First, ensure your cursor is in between two letters. Next, select the “Character” panel, as highlighted by the red arrow below (If you can’t find it, try searching “Character” within the Photoshop search tool).
3. Within the “Character” panel, you’ll see a V/A (with a little arrow below the A). That’s the “Kerning” tool. It’s automatically set to “Optical”. Click the down arrow to see your options for kerning.
4. For instance, I chose the number “75”. If you’re unsure how much space you want between your letters, test out a few different options. The negative numbers make your letters closer together, and the positive numbers create more space between the letters.
5. Now, there’s a nice “75” point space between my “K” and “E” (of course, this is probably an example of bad kerning … ).
Important note: There’s a quicker option to use the “Kerning” tool in Photoshop. If you click in between two letters, you can hit “Option” and then hit the “Right” arrow. This will create more distance between letters.
Kerning in Word
If your writing copy in Microsoft Word, or using Word to design a poster, you might want to use kerning, especially if your font is bigger and the letters look awkward.
Fortunately, it’s easy to do.
2. Next, click “Advanced” within the Font panel.
3. Under the “Advanced” section, you’ll see “Kerning for fonts” with an empty box to the left of it. Check that box. Then, input a number (I put “20”, which you’ll see circled). The number you choose will depend on how much space you want between the letters.
4. There’s now “20” points of kerning in between the “K” and the “e”.
Kerning in Illustrator
Finally, let’s take a look at kerning in Illustrator. Since many designers and marketers use Illustrator for clients or for personal projects, it’s important to know how to apply kerning to your letters.
Kerning in Illustrator is an almost identical process to how you’d do it in Photoshop (which makes sense, since they’re both Adobe products). Nonetheless, here’s how you do it.
2. Similar to Photoshop, there will be a “V/A” tool, with a little arrow underneath the “A”. That’s the kerning tool. With your cursor placed between two letters, increase or decrease the number beside the kerning tool -- as you can see, I set mine to “200”.
3. Now, I have a (admittedly, very ugly) space between my “K” and my “E”.
Examples of bad kerning
I’ve probably already shown you plenty of bad kerning examples throughout this piece, with my own attempts at kerning on various software.
But if you’d like to see more, don’t worry -- we’ve got some hilarious real world examples, to show you just how important (good) kerning is.
Here are a couple examples of bad kerning:
1. Bus sign gone wrong.
2. What's up with this spacing?
3. I think fixing this sign would be worth the investment.
4. Watch out for bad kerning, too.
5. This gives me a headache.
via Blogger A Comprehensive Guide to Kerning in Typography
Once upon a time, a focal point in the family room was a sizable, heavy box that delivered picture shows into our lives. Families arranged the furniture so you could see its magical screen while listening to its simple little speaker.
When you turned it on entertainment and information came a-flickering into your life.
You controlled this thing called the television by twisting its dial. If you didn’t like the program, you had the option to watch what was playing on another channel. You might have had up to three or four choices.
Of course, if you fast-forward to 2018, you can control the signals with remote controls, smart phones and your voice. But far more importantly, you now control:
Speaking to the last point above, consumers can now find and enjoy content about any subject -- free, or paid, or both.
The definition of “television” you’ll find in the dictionary isn’t inaccurate today, however, what we consume now is more often described as “video.”
A new form of freedom has kicked in. We care mostly about the content and enjoy insane new levels of choice for controlling how and when we consume it.
“Where’s video going” is a far more interesting question than “Where’s TV going.” And so I explored the topic by collaborating with my friends at Uscreen.tv where a new generation of video content creators go to sell lessons and programs about everything from learning magic, to mixing music, to training dogs and everything else you might image.
This development, OTT, or “over the top,” where content providers sell media directly to the consumer over the Internet (think Netflix), is just one of ten trends marking the rapid evolution of video. All of the trends have interesting implications for marketers, sellers, trainers, content creators, and consumers.
Let’s have a look at 10 trends streaming across the online video landscape.
via Blogger Where’s Video Going? 10 Trends to Watch [Infographic]
Facebook CEO Mark Zuckerberg is due to testify before members of European Parliament (MEPs) tomorrow, in an appearance that was confirmed by President Antonio Tajani on Twitter last week.
Zuckerberg is due to appear before the Committee for Civil Liberties, Justice and Home Affairs (LIBE), where he'll likely be asked questions about protecting the personal data of EU consumers, as well as Facebook's role in election processes and integrity.
The session -- which is scheduled to begin at roughly 6:15 PM local time in Brussels (12:15 PM EST) -- was speculated and predicted by many in the weeks leading up to Tajani's confirmation.
In addition to some outlets reporting that such a meeting was in the works, several events took place soon before and after the announcement that indicated another appearance from Zuckerberg before legal officials, ranging from official statements on Facebook's new initiatives, to changes within its organizational chart.
Before Zuckerberg makes his next official appearance, here are some key things to know.
5 Things to Know Before Mark Zuckerberg's European Parliament Testimony
1. The testimony was originally scheduled as a closed-door session.
Shortly after Tajani's announcement, Bloomberg reported that Zuckerberg's initial appearance before EU lawmakers would take place behind closed doors, and that European Parliament would schedule a separate, public hearing with representatives from Facebook that may not necessarily include Zuckerberg himself.
While a secondary hearing has yet to be scheduled as of publishing this piece, Tajani announced this morning that Zuckerberg agreed to permit the session to be live-streamed -- likely due to pressure from several parties, including MEPs.
In our own survey of 313 consumers in the UK -- which was conducted prior to the announcement that the session would be live-streamed -- 61% of respondents said that they believed the testimony should be public.
Verhofstadt has since reversed his statement on the matter, after the decision to cast the session. However, the degree to which the event will be "public" is arguable, as it's not clear if members of the press or other concerned public parties will be permitted to attend.
2. Not long before the testimony was originally announced, Facebook's executive org chart had a major shakeup.
On May 8 -- just over a week before Tajani's confirmation that Zuckerberg would be testifying before MEPs -- Recode reported a major shuffle to its executive organizational chart, with changes made among the leadership at WhatsApp, Messenger, Instagram, and the core Facebook app.
Here's a visual peek at the overall changes:
In addition to the general re-org of leadership within existing Facebook teams and umbrella brands, a new team has been created to focus solely on privacy products, such as the Clear History feature announced at F8.
When word of the executive shuffle first arrived, we anticipated that an official appearance from Zuckerberg could be imminent -- especially with the creation of an entire division dedicated to one of the issues (privacy) for which Facebook has received the most scrutiny, and continues to answer the most questions.
But privacy isn't the only topic for which Facebook has faced particularly heightened scrutiny -- which brings up another important item to keep in mind going into tomorrow's session.
3. The day after the testimony was announced, Facebook announced a partnership with the Atlantic Council for its election integrity efforts.
Facebook has also continued to receive criticism and questions about the weaponization of its platform by foreign actors to influence the 2016 U.S. presidential elections. Since then, consumer and authorities alike have been especially vigilant of the spread of misinformation and hate speech on the site, especially where divisive issues that often cause contention during election seasons are concerned.
That prompted Facebook to release its first-ever Community Standards Enforcement Report, which includes a preliminary inventory of rule-violating content and the action Facebook took on it between October 2017 to March 2018.
But it also led Facebook -- whether strictly for appearances or out of genuine concern over the weaponization of its platform -- to partner with outside experts to boost its election integrity efforts, which Zuckerberg is likely to be questioned on by MEPs.
To help combat "fake accounts – the source of many bad ads and a lot of misinformation," Facebook has partnered with nonprofit Atlantic Council, whose mission includes "stimulating dialogue and discussion about critical international issues in the Administration, the Congress, corporate and nonprofit sectors, and the media among leaders in the U.S., Europe, Asia, and the Americas."
The Atlantic Council's Digital Forensic Research Lab -- the primary team partnering with Facebook -- released a statement about the collaboration, in which it elaborated on that mission. Specifically, it pointed to the importance of closing the "information gap between governments, tech companies, and media in order to solve for challenges like disinformation."
It was an interesting statement to make the day after it was first revealed that Zuckerberg's session with MEPs would be a closed-door one, limiting the very transparency between governments and tech companies to which the statement alluded.
It also came after a recent and repeated refusal from Facebook of requests from UK Parliament for Zuckerberg to appear -- which is another key item to note before tomorrow's session.
4. UK Parliament has requested an appearance from Zuckerberg repeatedly -- and Facebook has continued to decline.
On May 1 -- just over two weeks prior to Tajani's announcement -- House of Commons Culture Committee chairman Damian Collins issued an open letter to Facebook UK Head of Public Policy Rebecca Stimson, stating that "the committee will resolve to issue a formal summons for [Zuckerberg] to appear when he is next in the UK."
In response to that letter, Stimson wrote a response on May 14th indicating that "Mr. Zuckerberg has no plans to meet with the committee or travel to the UK at the present time."
Zuckerberg's resolve to not appear before UK Parliament raises several questions. While other Facebook executives have undergone questioning from the committee, like CTO Mike Schroepfer, Zuckerberg himself has steadfastly refused to appear, despite committing to back-to-back U.S. congressional hearings, as well as tomorrow's testimony before MEPs.
So, why the resistance to testifying before UK MPs?
One possible reason is that Zuckerberg's appearances before U.S. lawmakers were voluntary -- as will be his testimony before MEPs -- whereas UK Parliament has reached the point of issuing a formal summons.
“It’s not entirely clear why Zuckerberg is resisting appearing before UK members of parliament,” says Henry Franco, HubSpot's social media editor. “We know that the tone from the UK has been a fairly vindictive one, and we also know Zuckerberg (and Facebook) doesn’t want to open the door to negotiation and questioning from every governing body. They want a free and independent Facebook, which means answering the bare minimum number of questions necessary to keep it that way.”
5. The testimony is taking place three days before the General Data Privacy Regulation (GDPR) comes into force in the EU.
This Friday -- three days after Zuckerberg's scheduled testimony before MEPs -- the GDPR comes into force in the EU, marking a major shift in European data privacy laws and consumer rights.
Whether the timing was deliberate is somewhat speculative, but it appears to be slightly more than coincidental -- at least on the part of European Parliament. Facebook has received criticism for its approach to the GDPR, and Zuckerberg has frequently evaded questions about how he would apply similar protections to non-EU consumers, or backpedaled on previous answers to them.
Many wonder how these imminent regulations -- which are much stricter than those, if any, in the U.S. -- will influence MEPs' lines of questioning tomorrow, and if those questions will reflect the tougher nature of European laws than those in the U.S.
The general consensus seems to be that, yes -- they will. When we asked 302 consumers in the UK if they believe MEPs will be harder on Zuckerberg during tomorrow's hearing than U.S. lawmakers were in April, 48% responded with "yes."
In a survey of 303 U.S. consumers, meanwhile, 53% of respondents had the same answer.
"My sense is that the big difference between the EU and the U.S., is that consumers in the U.S. kind of don't care," says HubSpot VP of Marketing Jon Dick. "We just assume we're being taken advantage of, and are okay with it."
The heightened level of concern among European consumers, meanwhile, could be reflected in a tougher line of questioning from MEPs tomorrow.
"Consumers in the EU care. They want proper notice and controls, and they want companies to be held to account if they violate their data privacy," Dick continues. "So my expectation is that EU Parliment will be far tougher on [him] than the U.S. Congress was."
via Blogger 5 Things to Know Before Mark Zuckerberg's European Parliament Testimony
“Video marketing” is one of today’s hottest industry buzzwords -- and, of course, we at Animoto agree that video is a priceless tool when it comes to engaging your audience, sharing stories and information, promoting products and services, piquing interest, and more.
But we also know that video in and of itself isn’t a magic bullet. You should never go into any marketing initiative assuming what’s going to work. You need to test to find out what works for your company, your audience, and your objectives.
To that end, we set out to take Animoto’s HubSpot-inspired video templates for a spin. We ran thousands of dollars worth of tests with Facebook Ads Manager to see how video stood up to other types of content -- when it worked, when it didn’t, and how to optimize its performance.
We were interested in answering these questions:
Here’s what we found out.
Videos or images? Which perform better?
The first question we set out to answer was: do videos really perform better than images in Facebook ads?
The answer: it really depends on the video or image!
Test 1: Video vs. Blog Post Meta-Image
We started with a test driving traffic to a post on the HubSpot blog, 22 Companies With Really Catchy Slogans & Brand Taglines. We tested a video teaser, with a taste of what the blog post had to offer, against a simple shared-link posting that auto-pulled the meta-image from the blog post.
What did we find? The video outperformed the image … by a lot. The video got 20 percent more clicks than the image.
But wait, we asked ourselves. Was that really the best image to promote this blog post? What did a cityscape really say about catchy slogans and brand taglines? We went back to the drawing board on our next test to see if video would still perform better than image if the image was optimized.
Test 2: Video vs. Optimized Image
For our next test, we decided to promote a different HubSpot blog post, How to Recover From a Bad Sales Call. This time we tested two different video variations -- one listicle, featuring three of the tips from the post, and one with more or a narrative appeal that speaks to the viewers. Check out both in the following video:
The two videos were run alongside an image test, but this time we pulled a relevant screenshot from the video that made it clear what people would get if they clicked through.
With an optimized image, things turned out a little differently. This time, the image actually beat one of the videos -- the listicle. The image got more clicks at a lower cost than this video.
However, the narrative video won out in the end with the most clicks and a 3 percent lower cost per click. The narrative video had a 34 percent lower cost per click than the listicle.
Takeaway: It’s all about testing.
In the end, it turned out that videos don’t always perform best, and images don’t always perform best either. It really depends on the content. We saw image perform better than some videos, and videos perform better than some images. But testing different types of marketing collateral allowed us to figure out what type of ad and content would maximize ROI for the particular use case.
Optimizing Ad Creative
So if you’re embarking on a Facebook ad campaign, or really any type of social ad campaign, how do you ensure you’re getting started with optimized creative? We’ll break down some general rules to help you get started, based on the findings of our tests.
First things first, we did learn a few things from our tests about what you can do to optimize the videos you’re creating for advertising:
We also learned that an optimized image can do wonders for the success of your ad. Here are a few tips to help ensure your image is optimized:
But as we discovered, there’s no one-size-fits-all approach, so it’s important to test --try a few different things, see what works, what doesn’t, and iterate.
Optimizing ROI with A/B testing
Whether or not you’ve used A/B testing in the past, thinking about testing in the context of video can be a lot to wrap your head around. There are all sorts of things to test, from CTA copy to colors, fonts, what photos and video clips you use, what story you tell, and everything in between. Test videos against images; test videos against other videos; test everything and improve your results over time.
What Variations to Test
Not sure which variations to test? Here are some suggestions:
How to Set up A/B Tests
You can set up A/B tests in Facebook. To get started you’ll need a Facebook page, a Facebook Ads Manager account, and some ad variations -- two or more videos, two or more images, or a combination of images and videos. Simply run two versions of your ad and be sure to keep everything the same except for the variation you are testing. This includes the ad objective, budget, target audience, and any copy that runs alongside your ad (unless the copy is the variation).
As you test, you’ll begin to understand what resonates with your audience and can hone your strategy going forward. By not assuming that one type of content will work best for your advertising you can start creating ads that perform.
Animoto and HubSpot recently joined forces to create a collection of video templates for business owners looking to create professional marketing videos to promote blog posts, boost event registration, or collect leads for a product.
via Blogger Video or Images: Which Performs Better in Facebook Ads?
The right font can instantly improve the look of your marketing presentation, impress your client, or escalate your design from average to exceptional.
But it’s often tough to find a font that falls somewhere in-between classy and dramatic -- particularly when you’re not willing to pay for an experienced calligrapher.
We’ve compiled 15 of the best calligraphy fonts we found online. These fonts are subtle, professional, and eye-catching. Best of all, they’re free, so you can download and try them all before picking your favorite.
Check out our list, if for no other reason than to see me try to describe fonts.
Most of these fonts are for personal use only, but some of them are available for commercial projects. Below each font, we’ll specify whether it’s free for personal or commercial use -- however, if you’re considering using the font for commercial purposes, please read the font’s individual licensing agreement.
1. Alex Brush
This font is classic and understated. It’s also legible and clear, with decent space in between each letter, so you can use the font even for dense paragraphs of text.
Download at: 1001 Free Fonts
Free for personal and commercial use.
2. Adreno Script Demo Regular
Adreno Script is more playful and fun than most of the other calligraphy fonts in the bunch, making it a good option when your design intent is more lighthearted.
Download at Urban Fonts
Free for personal use.
If you’re designing an artsier project, like a book cover or presentation swag, this font is folksy and down-to-earth, and doesn’t appear too formal.
Download at: Free Design Resources
Free for personal and commercial use.
4. Bukhari Script
Bukhari Script is bold and fluctuates in shading, making it appear vintage and old-school. It’s a good font to use if you’re trying to invoke some nostalgia in your marketing.
Download at: Font Fabric
Free for personal and commercial use.
This font is decorative and classically formal -- you’d probably use this font for invitations, placeholders, or titles, rather than long paragraphs of text or a presentation.
Download at: Dafont
Free for personal and commercial use.
6. Easy November
The swoopy, exaggerated nature of Easy November makes it a great font for titles or branded items like calendars or stickers. Its eye-catching nature makes it appropriate for many different platforms.
Download at Font Space
Free for personal use.
7. Great Day
This font falls somewhere between retro and conservative, making it fitting for both professional presentations, or playful signs or titles. The spacing between each letter also makes it easier to read than some of the other calligraphy fonts.
Download at Font Space
Free for personal use.
This is one of the more casual and spirited fonts in the mix, evoking memories of girls names in high school yearbooks, which could be ideal if you’re looking to add a personal or hand-written feel to your design.
Download at: Font Squirrel
Free for personal and commercial use.
9. Learning Curve Pro
If there was ever a font that mimicked a “Learn Cursive” activity book, this would be it. The simple, precise lines make it a good bet for any longform content you’re trying to spruce up, while remaining traditional.
Download at: Font Squirrel
Free for personal and commercial use.
10. Pinyon Script
This formal design echoes nineteenth century letter-writing styles, making it a tasteful option for formal posters, invitations, or namecards. This is a good font to use if your theme is more conservative.
Download at: 1001 Fonts
Free for personal and commercial use.
11. Ralph Lanok Future
Ralph Lanok Future is dramatic, and sleek. While it seems too theatrical for dense text, it’s a great option when you’re aiming to draw a viewer’s attention to a few words or phrases.
Download at Urban Fonts
Free for personal use.
This casual, funky font is a throwback to styles of the 1960s -- perfect for large signs or advertisements aiming to create a vintage feel.
Download at: 1001 Fonts
Free for personal and commercial use.
Undoubtedly one of the more feminine, charming fonts in the list, Sophia uses wide and thin strokes to appear beautifully hand-drawn. This font would work perfectly for any design calling for a soft, graceful feel.
Download at: Creative Booster
Free for personal and commercial use.
14. Special Valentine
Special Valentine is one of the few classic fonts where the uppercase and lowercase letters are similar sizing and aligned. This makes it useful for full paragraphs by ensuring easy readability, but it’s still elegant enough to also use for invitations or titles.
Download at Urban Fonts
Free for personal use.
15. Qaskin Black Personal Use
There’s something about this font that screams “outdoors-y” to me. I don’t know if it does the same for you, but regardless, Qaskin Black is an unusual calligraphy font, seeming more tough and rustic than the others.
Download at Font Space
Free for personal use.
via Blogger 15 of the Best Calligraphy Fonts You Can Download for Free