Tuesday, October 15

🌟 Today’s Highlights:

• Adobe launched video generation capabilities for Firefly AI

• Google showcased the top Halloween search trends of the year

• Meta really wants people to use its AI tools (but it isn’t going so well)

• 📊 Stat of the Day: Gen Z adults spend more than double the amount of time on TikTok, Instagram, and Snapchat compared with the general population. (Source: eMarketer)

• 💡 Today’s Insight: How eComm brands can adapt to a social search world

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💡 Today’s Insight 💡

How eComm brands can adapt to a social search world

🗞 TL;DR - Google and other traditional search engines have long been the focus of marketers to rank in user queries. But today’s consumers are turning to social platforms like YouTube and TikTok to discover new products, get answers to popular queries, and purchase directly in-app. How can eCommerce brands adapt?

💡 Insight - The traditional search journey starts with users’ broad informational queries and pushes users towards conversion. SEO and PPC ads are key players in that road to conversion, as they match user queries and target commonly used keywords. This can often be segmented from other content discovery processes like social engagement – i.e. just because a user searches for your product doesn’t mean they’ll necessarily find your content on social media. This creates multiple touchpoints and a long customer journey, which can often cause drop-offs.

With TikTok and YouTube (and even Reddit, to some extent), consumers are receptive to new brand discovery. When they’re scrolling on the platforms, they’re not always looking to solve a problem. But influencers and creators have crafted content that don’t just solve users’ problems, they invent new problems that users never could’ve imagined in the first place and simultaneously solve them with products and brands. Combine that with TikTok & YouTube’s in-app shopping tools and you’ve got a majorly increased conversion rate!

Now, this probably isn’t news to most of you – you’re reading a growth marketing newsletter, after all. So, here’s an idea you maybe hadn’t thought of: maximize your social search traffic by leaning into platform resources. You can’t just SEO your way out of this one. TikTok and YouTube will always prioritize brands who prioritize them. So, try out the Live Shopping features on both platforms and lean into TikTok Shop. Integrate shoppable content into your organic content on your social platforms. Embrace a “search everywhere” mindset and don’t rely on any search engine for 100% of your awareness.

🛠 Things Worth Checking Out 🛠

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💡 BFCM HACKS - BFCM is the biggest week of the year - so to make sure you’re prepared, I've put together my 5 must-implement growth hacks to turn BFCM into a profit powerhouse. Download the guide instantly here →

🌯 VIRAL EATS - Turns out, going viral with food influencers can make or break L.A.’s restaurants. But is that always a good thing? Some restauranteurs are conflicted about the onslaught of new traffic and influencers crafting unsolicited content.

⚡️ Today’s Headlines ⚡️

🤬 Instagram is blaming some moderation issues on humans, not AI

🎥 Adobe debuted its video generation capabilities for Firefly AI

🤔 X dropped Unilever from its lawsuit against brands in an ‘illegal boycott’

🎃 Google highlighted its top Halloween search trends of the year

😬 No, Meta, not everything has to be replaced by AI tools

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