Connect with us

SEO

8 Digital Marketing Trends That Will Continue in 2022

Published

on

8 Digital Marketing Trends That Will Continue in 2022

Marketing is changing faster than ever. Those of you who aim to become T‑shaped marketers or who manage entire marketing departments know it best. Chasing after the latest marketing fads may provide some short-term results, but marketing strategies can’t rely on that.

For long-term marketing planning, you need strong foundations: strategies and tactics that have shown good results in the past and are likely to do so in the future. After all, marketing activities thrive on iterations. And the more time you put into something, the better you become at it.

That’s why in this collection of digital marketing trends, we’ve focused on eight trends that aren’t just industry fads but general directions that marketing is heading toward in 2022 and beyond.

In this article, we’ll talk about the following:

  1. Search intent is king
  2. Word of mouth is still a trend
  3. Privacy factors will impact digital advertising
  4. Omnichannel marketing is a must
  5. Video is an essential marketing channel
  6. Data changed marketing for good
  7. Frictionless experience is ideal for customers
  8. Remote work is here to stay

1. Search intent is king

Search intent refers to the reason behind a search. Google tries to understand the meaning of our search queries and the category of information we’re trying to find.

For example, Google ranks guides the highest for an informational intent query like “how to tune a guitar.”

Informational search intent

On the other hand, for a transactional query like “amazon,” Google knows a user is trying to navigate to the ecommerce website most relevant to their location (as opposed to finding information about the Amazon river).

Navigational search intent

Google believes in optimizing for humans, not algorithms. In fact, some of Google’s sophisticated machine learning algorithms like BERT or MUM are introduced to make the search engine “more human.” That is, the search engine should understand information as well as humans.

There are many recognized trends in SEO, but search intent is and will probably remain king. After all, it’s the core of Google’s business.

What to do about it

Design and optimize content with search intent in mind. This comes down to looking at the search result pages for a particular query and identifying the three Cs of search intent:

  • Content type – What is the overall type of content? Is it a blog post, product page, or video? For instance, this very article is a blog post.
  • Content format – Some common formats include how-to guides, list posts, reviews, comparisons, etc. The article you’re reading right now is a list post.
  • Content angle – The unique selling point of the content piece. For example, “best,” “cheapest,” and “freshness.” Can you guess what the angle of this article is?

Once you identify the three Cs of search intent, you should have a pretty good idea of what type of content Google “recommends” to its users for particular search queries.

Recommended reading: What is Search Intent? A Complete Guide for Beginners

2. Word of mouth. Yes, this is still a trend

Word of mouth (WOM) is the “invisible force” behind many brands’ successes and the unsung hero of converting prospects to customers. Here’s some data to illustrate my point:

  • 83% of respondents from 60 countries trust recommendations from friends and family, and 66% trust online recommendations (Nielsen).
  • 74% of purchasers (auto, beauty, and smartphone categories) identify word of mouth as the main point of influence for purchasing decisions (Google, TNS, & Ogilvy).

At Ahrefs, we find that to be true and recently ranked word of mouth as one of the top three customer acquisition channels.

Thanks to online media, that “invisible force” of WOM—otherwise harder to notice and measure—has become quite tangible. We can witness it in the following:

  • Social media – WOM is seen in both conversations and sharing of content.
  • User-generated content about brands and their products – Customer reviews, unboxings, or fan pictures posted on Instagram are great examples.
  • The proliferation of influencer marketing – While influencer marketing is a marketing type of its own, the fact that’s been working so well is based on the same mechanics as WOM: People trust other people more than brands.

What to do about it

First, create a great product or service. Without one, you won’t go far. You should have something that exceeds expectations. Make it change the users’ lives for the better.

Word-of-mouth marketing

If people truly like your product, they will start expressing it. You can potentially affect the velocity and scale of that process through some marketing tactics, such as:

  • Encouraging users to share pictures or short videos of your product under a specified hashtag.
  • Creating content that appeals to the reasons why people share on social media.
  • Sharing positive testimonials about your business (but don’t brag).
  • Sharing your product reviews.
  • Engaging in conversations. Or even starting them. Caution: This can be scary. You have very little (if any) control over such situations, but courage and transparency go a long way in the marketing world. Plus, you can learn a great deal from the feedback you’ll receive.
Tim Soulo word-of-mouth marketing

Every two years on the same day, our CMO asks the good people of Reddit the same question, “Do you like what we do?”

3. Privacy factors will impact the performance of digital advertising

Fact 1. Safari and Firefox browsers already block third-party cookies by default. In case you’re wondering, third-party cookies are small text files set by a website other than the one you are visiting, mostly used to track users between websites (and show retargeting ads, for example).

Fact 2. Google planned to stop supporting third-party cookies in Chrome by 2022. Then delayed it until 2023.

Fact 3. Starting from iOS 14, Apple began requiring a voluntary opt-in for the Identification for Advertisers (IDFA) from its users. Translation: Companies, such as Facebook, won’t “track you across apps and websites” unless you explicitly give them permission.

App privacy notification on iOS

Source: Apple Insider

If that’s not enough:

  • 42.7% of internet users worldwide use ad blockers (Hootsuite).
  • Half of Americans have decided not to use a product or service because of privacy concerns (Pew Research).
  • There is a proliferation of products built with security and privacy in mind, designed to “rescue” you from the data-harvesting monopolies. Examples: DuckDuckGo, Brave, Signal, ProtonMail, and Blockchain smartphones.

All this information paints a rather clear picture. Internet users will, theoretically, have more privacy when browsing the web. As a result, marketers will have fewer data points about potential customers, maybe even fewer advertising options, and more headaches when it comes to assigning ad attribution.

Most marketers already anticipate the moves made by Google and Apple will have a significant impact:

How privacy moves by Apple and Google will affect the advertising industry

Source: Epsilon.

What to do about it

Digital advertising won’t go away because of the “cookie apocalypse.” Here’s why:

  • Let’s not forget that Google relies mostly on ad revenue. In fact, it is already working on a new browser-based tracking standard called Federated Learning of Cohorts (FLoC). So if we take Adroll’s advice (one of the biggest companies in the adtech business), until that happens, it’s business as usual.
  • Big publishers are steering away from third-party ad solutions in favor of their own data aggregation and ad selling, e.g., Insider’s SAGA platform.
  • We may even see wide adoption of Unified ID 2.0 (developed by The Trade Desk and the IAB Tech Lab), which appears to resemble third-party cookies.
  • While Facebook took a blow after undermining the IDFA, Apple’s own ad solutions suddenly became more attractive. Looks like one man’s loss is another man’s gain.

So it seems brands that want to use online advertising after 2023 will still have plenty of options. The only hurdle here is that they will have to adapt to the new standards and different forms of advertising (like buying ads directly from publishers).

However, some brands are already impacted by privacy factors, seen in declining ad clicks and lower returns on ad spend on Facebook.

Others, acting like smart investors, are already taking measures to diversify their marketing channels. Privacy measures or not, it’s a good idea to invest in omnichannel marketing, as we’ll see in the next section.

So what are the alternatives here? If you want to learn how you can grow by taking advantage of other marketing channels and minimum paid traffic, read our article below.

Recommended reading: 8 Effective Marketing Channels in 2021 (And How We Use Them)

Omnichannel marketing is about giving customers or prospects access to your products, offers, and support services on all channels, platforms, and devices.

How omnichannel marketing works

This trend can easily be observed in commerce. For example, IKEA allows you to order through an online store, a mobile app, a phone call, or a visit to a local store.

What’s more, IKEA offers every possible contact option, including a live chat with a chatbot.

IKEA live chat

But let’s look at the larger picture:

  • The purchase rate of omnichannel campaigns is 287% higher than single-channel campaigns (Omnisend).
  • Customers are channel-agnostic. They expect businesses to be available on any channel that’s convenient for them (Gartner).
  • The more channels in your channel mix, the better. More channels mean more convenience for your customers. More prospects mean more ROI. At least, that’s what we can learn from this analysis of 6,000 Effie-award-winning campaigns.

What to do about it

You can offer omnichannel experiences in three key areas.

The first one is the product (or service). For example, Ahrefs is primarily a SaaS platform, but we also extend some of the product features to plugins, such as our SEO Toolbar for Chrome and Firefox and our free SEO WordPress plugin. This way, we can provide data contextually and make things more convenient for our users.

Domain and page stats via Ahrefs' SEO toolbar

Ahrefs’ SEO Toolbar allows you to see SEO-related data directly on search engine results pages.

Ahrefs’ WordPress plugin performs automatic content audits combining data from Google Analytics and Ahrefs.

Ahrefs’ WordPress plugin performs automatic content audits combining data from Google Analytics and Ahrefs.

The second area is customer support. Think about expanding the channels that can be used to reach your business. Don’t blame customers for using the “wrong” support channels. Instead, be prepared for any questions on all channels.

Conversational marketing solutions, such as live chats, are something more and more companies invest in. If you look at the data, it makes perfect sense:

  • 82% of consumers expect an immediate response to sales or marketing questions (Hubspot).
  • 79% of companies say that live chat has had positive results for customer loyalty, sales, and revenue (Kayako).
  • Conversations inside Facebook Messenger between companies and customers have a 30% higher conversion rate than retargeting ads (Facebook).

The third area is promotion. Like the aforementioned Effie study has proven, the more channels, the better.

For example, we promote Ahrefs Webmaster Tools through many channels: Twitter, YouTube, Google Ads, various kinds of sponsorships, and more. We also try new ones whenever possible. (Recently, we have used Brave Ads and Quora Ads). Here’s an example of a video ad.

Wherever you look, you can see the same pattern:

  • 79% of people say they’ve been convinced to buy or download a piece of software or app after watching a video (Wyzowl).
  • YouTube is the second-most visited website in the U.S. by organic traffic (Ahrefs).
  • 91% of marketers feel the pandemic has made video more important for brands (Wyzowl).
  • Video is the primary form of marketing media being created in 2021, followed by blogs (used by more than half of marketing teams), and infographics (Hubspot).

Video proves to be great for users and businesses. It’s really hard to find a sound reason not to invest in video marketing. This is especially if your product is better shown in video than explained in written content.

What to do about it

If you’re at the beginning of your video marketing journey, the video below explains how to set up for success in this type of marketing even if you lack professional equipment, proficiency in English, or experience in front of the camera.

https://www.youtube.com/watch?v=QCgDIhvFkCM&list=PLvJ_dXFSpd2tsn8vwEmhFM0McBH4PhEty

Need more? Make sure to check out our playlist on the subject. We’ll show you how to make the best of YouTube Ads and do video SEO and YouTube SEO to send consistent, free traffic to your videos.

According to Harvard Business Review, data science is “the sexiest job of the 21st century.” It also added:

If companies sit out this trend’s early days for lack of talent, they risk falling behind as competitors and channel partners gain nearly unassailable advantages. 

That article is from 2012. Some 10 years later, data scientist is #2 in Glassdoor’s 50 Best Jobs in America for 2021 report. And #1 is Java developer, with a comparable job satisfaction degree but about a $20k lower median base salary.

The data science trend is so impactful that it has left its mark on marketing. This study from Altimeter says that from a set of 11 skills, data analysis is the most desired skill among digital marketers.

Data analysis is the most desired marketing skill, according to a study from Altimeter

Source: Prophet.

And when we look at some data analysis courses, we can see that they are already being customized for marketers:

Data analysis courses for marketers

The courses cover many aspects, from advanced spreadsheet skills to programming in Python and R. Just one look at these courses, and we can see complex marketing problems that data analysis can help solve: customer churn, multifaceted customer data, sentiment analysis, campaign performance, etc.

What to do about it

Step 1 is to connect to quality data sources. There is a dedicated analytics tool for every marketing channel out there.

For example, if you want to take advantage of organic search, you will need a premium SEO tool like Ahrefs. Such a tool is your ticket to the vast pool of global search demand and backlinks data.

With the right SEO tools, you can also peep at your competitors’ data and see where you can improve.

Content Gap report results

Among many features, Ahrefs’ Content Gap tool allows you to perform content gap analysis and see which keywords your competitors rank for but your website doesn’t.

The second step is learning data analysis skills.

Basic skills include mastering relevant spreadsheet formulas, understanding statistics, and understanding how your data is collected. If you think you can benefit from more advanced skills, invest in learning SQL, Python, or R.

That said, marketing analytics software can already perform a lot of data cleaning, analysis, and visualization for you. Particularly, the latest marketing automation technology has become quite remarkable.

Solutions like Blueshift or Bloomreach can take all your customer data points, merge them into one database, and then allow you to design omnichannel communication workflows triggered based on customer characteristics, actions, and even AI predictions.

Can you point to a moment in time when buying something online was as easy, fast, and essentially frictionless as it is today?

Example of a frictionless experience on Amazon

It’s obvious: Customers are more likely to make a purchase when companies make it easy for them.

Let’s look at some more examples:

  • These days, you can buy new and used cars 100% online.
  • E‑grocery companies declare deliveries to be as fast as 15 minutes.
  • Investing in the stock market is a breeze nowadays with apps like Robinhood or eToro.
  • Klarna, whose tagline is “the shortcut to shopping,” allows you to buy something online even if you don’t have the money at that moment.
  • Last but not least, think how disappointed you would be A.D. 2022 if a SaaS product didn’t have a free trial or some form of “free” element to it.

What to do about it

Decrease friction for any form of conversion action that you want the user to take. Be it signing up for a newsletter, signing up for a trial, or even making a purchase. As you can see above, businesses can make more money when they make the money flow easier.

But before you do, take a moment to think about whether you may need some kind of “friction.” Here are a few examples:

  • Friction from a lead generation perspective – For instance, you may find that gated content results in more qualified leads with more data points available.
  • Friction as a security measure – For example, before I took that screenshot from Amazon, I needed to go through a two-step verification process to log in to my account.

It’s been two years into the pandemic, and we’re all living in the “new normal.” That said, it’s reasonable to wonder if remote work should stay for good.

Well, according to a couple of statistics on the recent global remote work phenomenon, it seems that the transition to home offices was mostly successful.

Remote work statistics

Source: PWC.

What’s more, remote work proved to have its upsides.

Remote work statistics

According to a Stanford study of 16,000 workers over nine months, a work-from-home arrangement increases productivity by 13%. Reason: more convenient working environment, fewer breaks, and sick days.

Here are a few more benefits:

  • Lower cost of employment
  • Better mental health
  • Access to better job options
  • More employee loyalty
  • Lower commuting costs (and more time saved on traveling)

If you’ve worked remotely, I’m sure you have your own pros and cons.

On the whole, though, employees are eager to continue working remotely or semi-remotely. According to FlexJobs’ 10th Annual Survey conducted between July and August 2021, an astounding 97% of workers desire some form of remote work—be it fully remote or hybrid.

And according to another study, over half of the employees want to work at least three days a week remotely.

Thus, it appears that remote work is here to stay.

What to do about it

The overall consensus seems to be that in order to adapt to this situation, companies will employ a hybrid model: Staff will spend some days in the office and some days at home.

1641271222 455 8 Digital Marketing Trends That Will Continue in 2022

And another study by Mercer confirms this sentiment: 70% of companies say they are planning to adopt the hybrid model.

In the above statistics, marketers are no exception. Who knows? Maybe marketers are even more likely to adopt the remote model. After all, we don’t often experience client-facing situations. And even if we do, those can be handled online. Also, I guess most of the tools we use for work are cloud-based.

So, dear marketers, you will likely see yourselves working remotely or semi-remotely in the coming years. There is a lesson here for employers also: Don’t be surprised if the people whom you work with expect some kind of remote work.

To wrap things up, let me also share a few tips on how to make the most of remote work based on the research I’ve seen so far:

  • Avoid the always-on mentality – This is advice both to employers and employees. Many people report that while working from home, they feel like they’re constantly working. This eventually leads to lower productivity, lower satisfaction, and professional burnout.
  • Use the right tools – For example, here at Ahrefs, some of us are remote-only workers from all around the world, while some are based in the Singapore office (but work remotely from time to time). So our work model is hybrid in a way. But all of the tools we use are remote-work friendly. Our staff can log in wherever and whenever they need.
  • Consider more in-office time for new hires and inexperienced workers. They may need the support and a taste of the company vibe.
  • 87% of employees say the office is important for collaborating with team members and building relationships (PWC). That’s right—having friends at work is that important. We just have to get used to chatting with people over the internet rather than in person.

Final thoughts

The future is always uncertain. Marketers can rarely afford the luxury to wait things out. So the only other option to cope with uncertainty is to start taking action. And hopefully, your path to success will become brighter as you go.

I hope the above list of digital marketing trends provided some insight into a couple of smart moves you can make in marketing in the near future.

If you have questions about marketing in 2022 or answers (even better), let me know on Twitter.




Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SEO

How Do I Get A Job With A PPC Agency

Published

on

By

Conversion Tracking In PPC Campaigns

This month’s “Ask A PPC” question is particularly significant because the job market has been quite volatile.

“How do I get a job with a PPC agency when I have only worked in-house. What experience would they want?” – Karl Toronto

It’s understandable that people want to know which skills employers seek when hiring for a PPC team. There can be a disparity between what people think they need and what the market actually demands.

We’ll delve into some data and commentary to explain why various traits are valued.

It’s crucial to understand that the ideal candidates will be versatile and have an aptitude for all aspects of digital marketing.

However, no one can excel at everything, so leveraging your strengths or preferences is beneficial.

Ensure that you’re securing the best role for yourself while the company hiring you finds the best fit for them.

Here Are The Essential Skills

  • Analytics.
  • Creativity.
  • Ad network knowledge.
  • Willingness to test/learn.
  • Culture fit.

Discrepancy Between Market Demands And Perceived Needs

I conducted a poll on my LinkedIn to gauge the skills desired by current employers and practitioners.

Screenshot from author, LinkedIn, April 2024

Analytical skills emerged as the most sought-after trait. Employers seek individuals who can interpret numbers and discern the story behind them.

However, relying solely on analytical prowess may overlook the importance of creativity.

Creative skills are vital in today’s ad networks, especially emphasizing visual content like videos and campaign types that force visual content (Performace Max/Demand Gen). Neglecting creativity can hinder a company’s branding efforts.

Unexpectedly, ad network skills and cultural fit were deemed far less critical than analytical skills. Brands should prioritize team cohesion for long-term success, yet this aspect is often undervalued.

The disparity between job descriptions and actual skill requirements contributes to the difficulty in the job market.

Agencies that hire for how PPC used to work will be left wanting. Practitioners who only focus on popular skills instead of needed ones will be made obsolete by the privacy-first era obscuring data and AI owning creative.

Analytical Skills

Analytical abilities involve knowing where to find relevant data sources and understanding how they contribute to success.

While PPC historically relied on measurable outcomes, the landscape is evolving, necessitating adaptability in data analysis. Technical proficiency and strategic acumen are crucial for navigating different data sources.

These include:

  • Customer relationship management (CRM) systems.
  • Google Analytics 4 (GA4).
  • Ecommerce platforms.
  • Content management platforms (CMS).

Empathy for various ad channels improves your candidacy, and knowing how to work with post-click data will give you an edge over those who can only work with ad platform data.

While being highly technical isn’t required, having empathy for coding and scripts will give you a better chance to stay current with evolving data mechanics (especially as APIs become even more important for accessing data blocked by privacy-first regulations).

Here are some takes from PPC experts on why analytics is the most important:

A screenshot of a LinkedIn comment by Georgi Zayakov, who describes himself as analytical Screenshot from author, LinkedIn, April 2024
A LinkedIn post by Kathryn B., a paid media specialist at a PPC agencyScreenshot from LinkedIn, April 2024
Screenshot of a LinkedIn post by Nikolaos B., discussing how marketers must become data-savvyScreenshot from author, LinkedIn, April 2024

Creativity

Creativity is essential for crafting compelling ad content, yet many PPC agencies struggle in this area.

Clients are often tasked with providing creative materials due to cost or complexity constraints.

You’ll get a competitive edge if you have these skills:

  • Video Editing: With the rise of PMax, as well as many ad networks leaning heavily into connected TV, having video editing chops will be a huge asset for any team. If you’re not comfortable using conventional editing tools, AI tools like Descript are a great way to take on those tasks.
  • Graphic Design: No matter the ad network your potential employer is hiring for, you will need some ability to design static images. Whether you use stock photos or AI-generated images or come up with the creative yourself, the days of purely text ads are over. Tools like Canva can help bridge the gap for less technical designers, but don’t discount ad network AI.
  • Content Creation: While the first two categories leaned toward visual content, written content is still important (i.e., most ad formats include some text). Having the ability to understand how diverse audiences prefer to be addressed while respecting the specific requirements of each format is a great skill to hone.

While some roles may prioritize analytics or ad network knowledge, emphasizing creative abilities can distinguish you during the hiring process.

Here are some experts who value creativity:

A screenshot of a LinkedIn post by Erik PetersonScreenshot from author, LinkedIn, April 2024
A screenshot of a Linkedin post by Amy HebdonScreenshot from author, LinkedIn, April 2024

Ad Network Knowledge

Ad network expertise is valuable, but adaptability is paramount as platforms evolve rapidly.

Some agencies will have specialists, while others hire folks they expect to be passable at every network they service. It’s important to understand what workflow will enable you to succeed.

If you’re happy working with all platforms, then don’t shy away from it. However, if you do better in focusing on one aspect of PPC, that’s totally valid. Just know it might limit your ability to get hired into smaller “familyesque” agencies.

Understanding auction dynamics and bidding strategies is crucial.

Many of us who entered the industry when manual bidding was more popular have an unfair advantage over those who came in during the Smart Bidding era (i.e., anything from 2020).

This is because manual bidding requires you to think about the mechanics of each ad platform’s auction and how you could use those mechanics to your advantage in building account structure.

Knowing what to track and allocating appropriate budgets are key considerations.

Understanding that some networks require more conversions than others to run (e.g., Meta Ads’ 50 in a 7-day period vs. Google Ads’ 15 in a 30-day period) should influence what you choose to track, as well as how you report the data.

Additionally, if you are under or over budget, you’ll set yourself up to fail. Knowing which channels require a big investment upfront and what the breaking point for each network is (either on underspending or spending too much) is critical.

Awareness of potential pitfalls, such as false positives or negatives, enhances campaign effectiveness. For example, it’s important to know how to check if automatically applying recommendations is on and what tasks it’s on for.

It’s worth noting that none of the experts who chimed in on the poll made a clear case for ad network knowledge specifically.

Willingness To Test

Success in PPC requires openness to experimentation and a willingness to adapt. While this wasn’t one of the criteria in the poll, it was one of the most popular traits experts look for in hiring.

Perfectionism can hinder progress in a fast-changing environment. Testing new ideas and embracing failure as an opportunity for growth are essential.

While analytical skills aid in test design, empathy and creativity are equally vital for devising effective experiments.

Here is an expert who favors a willingness to test:

Screenshot of a social media post by Mike RhodesScreenshot from author, LinkedIn, April 2024

Cultural Fit

Cultural alignment with an agency fosters productivity and job satisfaction. However, you can only achieve that by being honest with yourself about what you want and the mechanics of how you work.

Agencies demand intense effort and collaboration, making compatibility with colleagues crucial.

Anyone looking to make the shift from in-house to agency needs to be prepared for a much faster pace of work and a lot more agency.

Open communication with leadership regarding preferred management and learning styles will ensure a positive working relationship.

Respect for peers and a supportive atmosphere contribute to a fulfilling work environment.

Here are a few thoughts on cultural fit from polled experts:

The image shows a LinkedIn post by David Zebrout containing text discussing the importance of integrating PPC network knowledge with intertimed optimizations in generating profitable growth.Screenshot from author, LinkedIn, April 2024
LinkedIn post by Lisa Erschbamer discussing the importance of cultural fit and individual personality in team dynamics for effective performance at a PPC Agency.Screenshot from author, LinkedIn, April 2024
A screenshot of a LinkedIn post by Aaron Davies discussing the importance of cultural fit, individual skills, and team communication in marketing for a PPC agency. The post has reactions and a question comment by NavahScreenshot from author, LinkedIn, April 2024

Final Thoughts

Navigating the current job market can be challenging, but understanding industry needs and honing relevant skills increases your chances of success.

Balancing technical proficiency with creativity and cultural fit is essential for thriving in a PPC role. By aligning with market demands and showcasing your strengths, you can secure rewarding opportunities in the field.

Have a question you’d like us to address? Fill out the form!

More resources:


Featured Image: Paulo Bobita/Search Engine Journal

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

Why Every Marketer Should Be On Reddit

Published

on

By

Why Every Marketer Should Be On Reddit

In its nearly 20 years of existence, Reddit has built a robust, dynamic, and highly engaged community.

It has cemented itself as not only one of the key influencers for the internet culture we have come to know today, but also as one of the top 10 social media sites in the world, with more than 500,000 monthly visitors across more than 100,000 active communities.

Despite its size and influence, marketers have long avoided, overlooked, and failed to establish a presence on what is arguably one of the most influential social media sites today.

To be fair, Reddit has always been known as one of the hardest communities to have marketing success with, requiring months (if not years) of dedicated commitment to actually being a part of the community and engaging with your audience through meaningful, genuine, and honest interactions.

To many, that is just too much risk and too much work, but let’s be honest – most amazing things take risk and hard work. And for all of you who put in that work to be successful on Reddit, you already see the payoff it brings.

Regardless of the reasons, marketers who continue to overlook Reddit’s potential are missing out on an extremely influential community with ideal targeted demographics, where authenticity and genuine connections lead to valuable information, positive branding, and marketing success.

Not convinced? Let’s take a closer look at Reddit!

Reddit Stats You Cannot Ignore

Reddit users are dedicated to their use of the platform, with a reported 82 million (16.4%) of its 500 million users visiting the site daily, sharing over 1 billion posts, with over 16 billion comments across 100,000+ active communities, making it easily one of the top visited and most active sites in the United States today.

The user base is so loyal that they spend, on average, 20 minutes on the platform each day (and over 45 minutes a day for long-time users of more than 7 years) and, in many cases, are inactive on other social platforms.

This makes Reddit one of the only places to actually get in front of this massive audience, with 32% being inactive on Facebook, 37% on Instagram, 41% on TikTok, and 53% on X.

When it comes to demographics, a 2019 survey concluded that the overall Reddit audience was majority male (59%), ranged in age (36% aged 18-29; 25% aged 30-49), and well educated (42% college degree; 31% some college) making them an ideal audience many businesses looking for success.

They also helped Reddit improve revenues by 21% to $804 million in 2023, with a global addressable market for advertising estimated at $1.4 trillion by 2027.

Thought by many to be mostly a North American audience, Reddit claims more than 50% of its traffic comes from international users, a rather impressive climb from its earlier years.

It is important to remember, though, that Reddit is a platform that allows communities to grow and thrive, so those demographics change from subreddit to subreddit.

If that isn’t enough to grab your attention, surveys have found that 75% of users find Reddit a trustworthy source for making purchasing decisions.

For years now, it has been included heavily and prominently in Google search results, which have become even more visible due to reports following their inclusion in SGE results and with Google’s recent $60 million a year deal with Reddit to have real-time access to Reddit content and to use its content to train Google’s future AI models.

Speaking of Reddit’s visibility in Google’s search results, let’s take a closer look at why that deal is so important, especially to search marketers.

Reddit In Google Search, SGE, And Google’s Reddit Deal

For years, Reddit results have been prominently displayed in Google’s search results – so much so that users have even started adding the term “reddit” to the end of their search queries.

So often, you will see Google suggest search lines with the term “reddit” prefilled at the end.

Screenshot by author from search for [are purple mattresses good], Google, May 2024

Even without selecting the query that includes “reddit,” you will notice Reddit’s prominent placement in two places: discussions and forums, and Reddit sitelinks, which are both just below the ads and the first organic result.

Reddit resultsScreenshot by author from search for [are purple mattresses good], Google, May 2024

This was amplified by Google’s recent Helpful Content Update (HCU), which allowed platforms like Reddit and other forums to show up more frequently in search results,

Reddit’s ability to be helpful in satisfying a user’s search for information is so successful – in combination with reported shortages in new content for AI models from all major platforms – it is not surprising Google struck a deal with Reddit to show its content faster in search results and to use the content in training future AI models.

Since news of the deal between Reddit and Google was reported, there has been a lot of additional focus on Reddit’s visibility in Google’s search results.

Experts throughout the search industry report an increase in not only the total visibility of Reddit going up within search but also the speed at which a Reddit post is indexed and shown to users.

Google responded to concerns about Reddit showing up more in search results, saying that “some of the SEO folks who tend to be vocal on this platform (X) really dislike seeing more forum content in our search results. But actual searchers seem to like it. They proactively seek it out. It makes sense for us to be showing it to keep the search results relevant and satisfying for everyone.”

Google responded to concerns of Reddit showing up more in search resultsScreenshot by author from X (Twitter), May 2024

Although disputed by Google, Roger Montii wrote about one report of Reddit content being indexed within five minutes.

ChatGPT to Surface Reddit Content

Adding to the deal Reddit made with Google, it was recently reported that OpenAI has partnered with Reddit to surface their content in ChatGPT, adding to the clear value that both OpenAI and Google see in Reddit’s content today and in the future.

Of course, this has sparked a lot of interest in companies of all sizes. They want to figure out how their brands can participate and succeed on Reddit in hopes of increasing their visibility in Google’s search results, SGE, and ChatGPT and building their brand’s visibility amongst one of the most influential audiences on the internet today.

**Quick warning: Reddit requires genuine, long-term engagement and a strategy for success. So, I would definitely advise individuals and businesses to avoid trying to game, spam, or blindly jump into marketing on Reddit and take the time to really understand the platform, its audience, and your place of value within its communities.

Let’s look at how some major brands have been successful on Reddit in the past.

noosa Yoghurt

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit was a great example of tapping into niche audiences to create engaging, user-driven content.

To capitalize on Reddit’s community of vocal yogurt enthusiasts, noosa launched a Flavor Poll that invited Redditors to upvote their favorite noosa flavors in the comments. This created a sense of community and interactivity around what could have been a standard poll.

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit.Screenshot by author from Reddit, May 2024

After tallying the upvotes, noosa published a Promoted Post that showcased the results using a sleek custom infographic, highlighting the community’s favorites while also giving the brand important insight into consumer preferences.

Noosa published a Promoted Post that showcased the results.Screenshot by author from Reddit, May 2024

The results:

  • 49% increase in brand recall among Reddit users who were exposed to the campaign.
  • 30% increase in brand favorability.
  • 39% increase in purchase intent (15X the typical lift observed in the food vertical).
  • 50+ billion monthly views.

Sony Pictures Germany

To drum up excitement around the release of “Spider-Man: Across the Spider-Verse” in Germany, Sony Pictures Germany crafted a Reddit campaign that combined organic and promoted content to engage the platform’s robust fan communities.

The brand created a Reddit account under the protagonist’s name, u/MilesMorales, and used it to share exclusive content directly within Spiderman-related subreddits.

It also organized an AMA with the German voice actor Miles Morales to create a more personal connection with fans and promoted video posts featuring the movie trailer to amplify the excitement.

Sony Pictures Germany crafted a Reddit campaign.Screenshot by author from Reddit, May 2024

The results:

  • Sony Pictures Germany achieved a click-through rate (CTR) that was 344% higher than that of its standard paid media.
  • 831 upvotes.
  • 618,000 impressions.
  • The film remained No. 1 on the German movie charts for three consecutive weeks.

It is important to note that promoting your content and your brand on Reddit is definitely not the only value Reddit can bring you and your business.

Reddit is an amazing place to get honest feedback.

Whether you are trying to figure out what your target audience wants from your brand, test out a new feature or concept before investing and launching it openly, or even just to have continued open communication with your customers to support them and keep them connected to your brand, Reddit can help you succeed in an amazing way.

Transamerica Helping Reddit Make Dollars Make Sense

Transamerica’s campaign on Reddit is a great example of a company identifying an opportunity to connect with its target audience on the subreddit /r/finance.

This allows the company to better understand its customers’ needs and focus on content creation and future marketing plans.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

Aligning itself with its audience by demonstrating awareness of the topics around personal finance happening in the subreddit, as well as acknowledging the Redditors working at the company, it asked what topics it could create “specifically for the reddit community” around the topic of finance.

It stayed involved and engaged throughout the campaign, responding to threads and maintaining a lighthearted and sometimes humorous tone.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

After getting all the feedback it needed, it created content around the more popular requests, going as far as branding and designing them similar to Reddit.

IRA vs 401K venn diagramScreenshot by author from Reddit, May 2024

It even took the time to individually comment a link to the published content on its site, bringing attention back to the overall campaign and the content it created.

This campaign was 10 years ago, and it is still referenced as a core example of engaging on Reddit as a brand in a respectful, thoughtful, and meaningful way.

Why You Should Be On Reddit Wrapup

TL;DR: If your brand has something meaningful to say and is interested in truly connecting with your audience, then yes, you should be on Reddit.

These successful brand campaign examples showcase Reddit’s power when used correctly. With research to understand the specific communities you want to reach, Reddit can have exceptional performance compared to other channels.

The stakes are high to get it right because Reddit communities can be highly negative toward self-serving promotion. But if you put in the effort and solve people’s needs and problems, Reddit has the potential to be a high-performance channel.

Edit: Updated daily active users figure based on Reddit’s Q1 Earnings Report

More resources:


Featured Image: Julia Tim/Shutterstock



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

No Algorithmic Actions For Site Reputation Abuse Yet

Published

on

By

Looking up at an angle at the Google sign on the Head Office for Canada

Google’s Search Liaison, Danny Sullivan, has confirmed that the search engine hasn’t launched algorithmic actions targeting site reputation abuse.

This clarification addresses speculation within the SEO community that recent traffic drops are related to Google’s previously announced policy update.

Sullivan Says No Update Rolled Out

Lily Ray, an SEO professional, shared a screenshot on Twitter showing a significant drop in traffic for the website Groupon starting on May 6.

Ray suggested this was evidence that Google had begun rolling out algorithmic penalties for sites violating the company’s site reputation abuse policy.

However, Sullivan quickly stepped in, stating:

“We have not gone live with algorithmic actions on site reputation abuse. I well imagine when we do, we’ll be very clear about that. Publishers seeing changes and thinking it’s this — it’s not — results change all the time for all types of reasons.”

Sullivan added that when the actions are rolled out, they will only impact specific content, not entire websites.

This is an important distinction, as it suggests that even if a site has some pages manually penalized, the rest of the domain can rank normally.

Background On Google’s Site Reputation Abuse Policy

Earlier this year, Google announced a new policy to combat what it calls “site reputation abuse.”

This refers to situations where third-party content is published on authoritative domains with little oversight or involvement from the host site.

Examples include sponsored posts, advertorials, and partner content that is loosely related to or unrelated to a site’s primary purpose.

Under the new policy, Google is taking manual action against offending pages and plans to incorporate algorithmic detection.

What This Means For Publishers & SEOs

While Google hasn’t launched any algorithmic updates related to site reputation abuse, the manual actions have publishers on high alert.

Those who rely heavily on sponsored content or partner posts to drive traffic should audit their sites and remove any potential policy violations.

Sullivan’s confirmation that algorithmic changes haven’t occurred may provide temporary relief.

Additionally, his statements also serve as a reminder that significant ranking fluctuations can happen at any time due to various factors, not just specific policy rollouts.


FAQ

Will Google’s future algorithmic actions impact entire websites or specific content?

When Google eventually rolls out algorithmic actions for site reputation abuse, these actions will target specific content rather than the entire website.

This means that if certain pages are found to be in violation, only those pages will be affected, allowing other parts of the site to continue ranking normally.

What should publishers and SEOs do in light of Google’s site reputation abuse policy?

Publishers and SEO professionals should audit their sites to identify and remove any content that may violate Google’s site reputation abuse policy.

This includes sponsored posts and partner content that doesn’t align with the site’s primary purpose. Taking these steps can mitigate the risk of manual penalties from Google.

What is the context of the recent traffic drops seen in the SEO community?

Google claims the recent drops for coupon sites aren’t linked to any algorithmic actions for site reputation abuse. Traffic fluctuations can occur for various reasons and aren’t always linked to a specific algorithm update.


Featured Image: sockagphoto/Shutterstock



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending