The Best of SparkToro
10+ most popular SparkToro articles, as voted by our community.
We're an audience research tool that helps you discover people's sources of influence: who+what they follow, visit, read, watch, & listen-to.
These are currently making the rounds on Refind.
The Power of Word of Mouth: How to Find What Influences Your Customers
Customer acquisition costs (CAC) have increased significantly over the past decade. This is true for both B2B and B2C companies, with CAC across both
SparkToro on Content Marketing
AI-Generated Content is the New Floor
Anyone can make it. Most of it is at least OK. Some of it's pretty good. A few folks are already sharpening their skills at prompting AIs to generate
“High Quality Content” is the Most Useless Phrase in Marketing; We Can Do Better
Did you watch the television program Ted Lasso? You probably did; it has the ubiquity of the 1980s' The Golden Girls in an era of deeply fragmented
SparkToro on Creator Economy
SparkToro’s Year 2 Retrospective: Can Chill Work, Alternative Funding, and an Indie Approach Scale?
Two years ago today, at the nerve-wracking start of a global pandemic, we launched SparkToro. Since then, we've learned a lot, and uncovered plenty of
The Incentives to Publish No Longer Reward the Web’s Creators
It's been almost two months since my last post here. For those of you who pay attention to the digital marketing world, the infrequency of updates may be
SparkToro on Google
Less than Half of Google Searches Now Result in a Click
We've passed a milestone in Google's evolution from search engine to walled-garden. In June of 2019, for the first time, a majority of all browser-based
In 2020, Two Thirds of Google Searches Ended Without a Click
In August of 2019, I published research from now-defunct clickstream data provider, Jumpshot, showing that 50.33% of all Google searches ended without a
SparkToro on Marketing
Provable Marketing Attribution is a Boondoggle; Trust Your Gut Instead
You've heard the marketing analytics spiel before. It goes something like: Marketing journeys are long, complicated, multi-channel paths. Tracking them is
8 Counterintuitive Marketing Strategies That Actually Work
Cold outreach is typically seen as a numbers game: hit as many inboxes as you can, assuming 5% or fewer will convert. But I’ve never agreed with that
SparkToro on Personas
You Don’t Need a Buyer Persona. You Need Multiple Audience Personas.
I have a bone to pick with buyer personas, but it’s only because I like them (in contrast to Rand who doesn’t like them; yes, we can disagree). My
SparkToro on Public Relations
How to Measure “Hard-to-Measure” Marketing Channels
I've ranted endlessly about how marketing leaders refuse to invest in hard-to-measure marketing channels like PR, media, native social, events, many types
These are some all-time favorites with Refind users.
Zero-Click Content: The Counterintuitive Way to Succeed in a Platform-Native World
It could be a chicken or egg situation: Maybe the platforms have made us lazy, or we’ve trained their algorithms to reward platform-native content — as
SparkToro & Followerwonk Joint Twitter Analysis: 19.42% of Active Accounts Are Fake or Spam
TL;DR - From May 13-15, 2022, SparkToro and Followerwonk conducted a rigorous, joint analysis of 44,058 public Twitter accounts active in the last 90
Google, Apple, and Amazon Stifle Innovation When They Favor Their Own Products
The SparkToro team got an exciting surprise on Sunday evening: a mention of our research on Last Week Tonight by John Oliver. The full episode, Big Tech
Marketing Right Now Is #$%*ing Hard.
Over the last couple weeks, I've talked to dozens of startup founders, small business owners, and web marketers of all kinds. Folks are scared, and
Where Should You Start Marketing a New Business or Product?
There's no question I get more when presenting on startup marketing than this: "I feel so overwhelmed... Where do I even start?" It's a fair response, one
What is Refind?
Every day Refind picks the most relevant links from around the web for you. is one of more than 10k sources we monitor.
How does Refind curate?
It’s a mix of human and algorithmic curation, following a number of steps:
- We monitor 10k+ sources and 1k+ thought leaders on hundreds of topics—publications, blogs, news sites, newsletters, Substack, Medium, Twitter, etc.
- In addition, our users save links from around the web using our Save buttons and our extensions.
- Our algorithm processes 100k+ new links every day and uses external signals to find the most relevant ones, focusing on timeless pieces.
- Our community of active users gets the most relevant links every day, tailored to their interests. They provide feedback via implicit and explicit signals: open, read, listen, share, mark as read, read later, «More/less like this», etc.
- Our algorithm uses these internal signals to refine the selection.
- In addition, we have expert curators who manually curate niche topics.
The result: lists of the best and most useful articles on hundreds of topics.
How does Refind detect «timeless» pieces?
We focus on pieces with long shelf-lives—not news. We determine «timelessness» via a number of metrics, for example, the consumption pattern of links over time.
How many sources does Refind monitor?
We monitor 10k+ content sources on hundreds of topics—publications, blogs, news sites, newsletters, Substack, Medium, Twitter, etc.
Can I submit a link?
Indirectly, by using Refind and saving links from outside (e.g., via our extensions).
How can I report a problem?
When you’re logged-in, you can flag any link via the «More» (...) menu. You can also report problems via email to firstname.lastname@example.org
Who uses Refind?
200k+ smart people start their day with Refind. To learn something new. To get inspired. To move forward. Our apps have a 4.9/5 rating.
Is Refind free?
Yes, it’s free!
How can I sign up?
Head over to our homepage and sign up by email or with your Twitter or Google account.
SparkToro on Social Media Marketing
How to Invest in Episodic Content that Promotes Itself
I've long been bullish on episodic content; in fact, I think it's likely the best kind of long-term content investment most online brands can make. The
Why Marketers Should Follow Their Audiences, Not Predict the Future
It's 2017, and you convince your executives to be early adopters of the #Web3 trend. Blockchain-based product investments, marketing with NFTs, perhaps