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Google Adds Short-Form Video Carousel in Selected Search Results

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google adds short form video carousel in selected search results

This is interesting, and could, potentially, have implications for your 2021 content approach.

This week, Google has begun testing a new carousel of short-form video results for selected queries, providing direct links to relevant TikTok and Instagram Reels video clips.

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The move aligns with the rising popularity of short-form video content, enabling Google to tap into that trend, while also maintaining the relevance of its search results.

And there’s a key element to Google’s lean-in to short clips.

As noted by TechCrunch:

“Both Instagram and TikTok videos were available in the Short Videos row. When clicked, you’re taken to the web version of the social platform – not the native mobile app, even if it’s installed on your device. The end result is that Google users are more likely to remain on Google, as all it takes is a tap on the back arrow to return to the search results after watching the video.”

So Google’s essentially looking to become a broader search engine for these short-form clips, showing you all the relevant results from both TikTok and Reels, while you would also expect it to add in YouTube Shorts videos as well. If that listing is dictated by content engagement – i.e. likes and comments per video – that could make Google a better short-form video search engine than any of the individual platforms themselves could provide, as it would be a comprehensive listing of what’s available on all platforms, as opposed to just the one at a time.

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Of course, that could change. The platforms could demand that Google provide direct links to their apps instead, or they could work to limit linkage to the web versions of their clips. But the question would then come down to exposure versus control. Is it of more benefit for the platforms to boost exposure for their content via relevant Google search results, or is it more important to get people to download their apps?

It seems like the latter would be the more ideal option – but then again, having your clips appear in search results could also drive traffic. It might not be as clear-cut as it seems.

For content creators, this could become an important consideration, depending on where Google goes with this. Getting onto the front page of Google remains key to maximizing discovery, and if creating relevant short-form videos provides another way to do this, that could make it a valuable SEO consideration, depending on how, and when, Google looks to display these video carousels.

In the above example, the carousel is shown in a search for ‘Packers’, which is not necessarily a time-sensitive search, but it does relate to trending content, with the NFL season currently in-progress. If Google limits these results to trending topics only, it may not have a heap of value for non-topical brands, while you would also assume that Google would need to have a certain amount of videos indexed for a chosen topic to be able to display the listing. 

That could limit its marketing potential, but if the option proves popular, and Google looks to expand it to more search queries, it could be valuable. That could provide more incentive for marketers to create, say, ‘how-to’ videos on TikTok in order to link into relevant searches, or seek to answer commonly searched queries in their niche via short clips.

Which, in turn, would make TikTok, Reels and Shorts all much bigger considerations in your planning. If you weren’t considering TikTok clips before, that could change if indeed Google expands this test.

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It’s fairly limited for now, and there’s not a lot to go on. But it may be worth keeping an eye on searches within the Google app for your target keywords and niche. If you start to see the short video carousel showing up, it might be worth some further investigation, and consideration in your planning.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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