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TikTok is Fast Becoming a Key Search and Discovery Platform for Younger Audiences

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TikTok is Fast Becoming a Key Search and Discovery Platform for Younger Audiences

Could TikTok really become a competitor in the web search and discovery stakes, and move into Google’s territory?

Google’s Senior Vice President Prabhakar Raghavan recently shared that the search giant does indeed see this as a risk, noting that:

“In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

That’s not overly surprising, but the volume of searches that could imply is significant, with hundreds of millions of searches being conducted every minute via Google’s apps. If TikTok and Instagram are eating into that, that could have big implications, and not just for Google itself, but also for brands looking to connect with younger audiences, and maximize their discovery opportunities.

Do you have a TikTok SEO plan in place? Should you?

The idea of TikTok as a search engine isn’t new.

Back in 2019, investment firm Andreesen Horowitz highlighted the potential of TikTok as a search engine, based on how Chinese users were evolving their use of Douyin, the Chinese version of the app.

As per AH:

Since many Douyin videos are geo-tagged and automatically categorized into buckets – restaurants, tourist attractions, hotels, culture, entertainment, shopping, exercise – users can browse them to find interesting places to visit and things to do. Businesses are also able to attract new customers by supplementing Douyin with basic information, waitlist support, and coupons.

Douyin has become an eCommerce powerhouse in China, and parent company ByteDance has been pushing to transform TikTok along the same lines in western markets – with mixed results thus far.

But Raghavan’s comments do point to discovery, in particular, being a significant opportunity, and with more and more young users referring to TikTok clips to discover the latest trends and products, that should be on the radar of all brands, as a potential avenue to reaching new audiences, and maximizing interest online.

This sentiment is becoming increasingly common, and TikTok is also leaning into discovery, with a range of new features, aside from its main eCommerce push.

Recently, TikTok began experimenting with linked keywords within comments and video descriptions, which guide user discovery by connecting them through to broader trends.

TikTok product links

As you can see in this example, posted by user Olivia Deng, certain keywords, including product names, now autolink through to search results for that term, helping to facilitate more search activity, and get users engaging with product discovery in the app.

That, of course, leans into TikTok’s in-stream shopping as well. But even as an aside from this element, more discovery could facilitate significant potential for many brands looking to raise awareness, and highlight specific products in the app.

Add to this the fact that, according to data from Cloudflare, TikTok.com overtook Google as the most visited domain in the world in 2021 and there’s a fairly clear picture forming, in regards to TikTok being a key destination for discovery in 2022.

As per Mashable:

People are sick of the Google recipe algorithm that prioritizes obscure search engine optimized blogs. It’s been a running joke on the internet that in order to read a recipe you have to get through the blogger’s entire life story, but this is actually deterring the young people I talked to from searching for recipes on Google. Because a TikTok has to quickly grab your attention, recipe videos on the platform are to the point, putting the focus on the food, not the creator.”

That could apply to more than just recipe sites, and with a recent survey also finding that TikTok is the fastest growing news source for users aged 16 to 24, the broader trend is clear.

So should you be developing a TikTok SEO strategy? It may seem unusual, but the stats don’t lie, and the insights here do suggest that product discovery is rising in the app, which is the fastest-growing social platform in the world at present.

That could facilitate big opportunities – and maybe, now is the time to get in, and establish a presence, before everyone else starts trying to optimize for TikTok search.



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Twitter Experiments with Reply Filters, Timeline Controls, and the Capacity to Search Your Tweet Likes

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Twitter Experiments with Reply Filters, Timeline Controls, and the Capacity to Search Your Tweet Likes

Amid the various large-scale changes at Twitter, the platform is also working on some smaller tweaks and updates, which may or may not ever get released, but could provide valuable functionality for many users.

First off, Twitter’s testing the ability to search through your Likes, so you can find out who, specifically, has liked your tweets.

That could help you glean more context when reaching out to someone, or just another way to understand who’s responding to your tweets.

And it could be particularly valuable as a research tool for marketers in understanding their audience and who they’re reaching with their tweets.

Twitter’s also testing a new way to filter your replies, which could be handy if you get a lot of responses to a tweet.

Tweet reply sorting

I mean, I’m not sure how many people are getting so many replies to their tweets that they need a filtering option, but for those that are, this could be a simple way to ensure you’re staying up on the most relevant responses and responders, to better manage your engagement.

Finally, Twitter’s also experimenting with new timeline settings, which would provide more control over your timeline and pinned lists.

Twitter timeline controls

Note also, in the middle screen, that Twitter’s developing an option that would enable you to hide your tweet view counts, which would provide another way to manage your activity in the app.

As noted, all of these are in test mode, with Twitter engineer Andrea Conway posting them for public opinion, before exploring further development. But they could be handy, and while they’re not game-changers as such (which may mean they get less priority), smaller tweaks and updates like this could be significant for certain users, and could make it easier to manage your tweet activity.

We’ll keep you updated on any progress.



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Fed-up accountant 'shocked and disappointed' after his Facebook account is taken down again

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Fed-up accountant 'shocked and disappointed' after his Facebook account is taken down again

A fed-up accountant has spoken of his “disappointment” after his Facebook page was taken down AGAIN. Last July, we told how Suleiman Krayem feared …

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Twitter Tests New Quick Boost Option for Tweets

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Twitter Tests New Quick Boost Option for Tweets

Here’s the difficult thing with Twitter no longer having a comms department – now, there’s nowhere to go to confirm info about the app’s latest updates and features, and where each is available, etc.

Case in point – this week, Twitter appears to have launched a new in-stream boost option for tweets, which provides a quick and easy way to promote your tweet without having to launch a full ad campaign.

As you can see in these screenshots, posted by Jonah Manzano (and shared by Matt Navarra), the new boost option would be available direct from a tweet. You’d simply tap through, select a budget, and you would be able to boost your tweet then and there.

Which seems to be new, but also seems familiar.

It’s sort of like Twitter’s Quick Promote option, but an even more streamlined version, with new visuals and a new UI for boosting a tweet direct from the details screen.

Tweet boost

So it does seem like a new addition – but again, with no one at Twitter to ask, it’s hard to confirm detail about the option.

But from what we can tell, this is a new Twitter ad process, which could provide another way to set an objective, a budget, and basic targeting parameters to reach a broader audience in the app.

Which could be good, depending on performance, and there may well be some tweets that you just want to quickly boost and push out to more people, without launching a full campaign.

It could also be a good way for Twitter to bring in a few more ad dollars, and it could be worth experimenting with to see what result you get, based on the simplified launch process.

If it’s available to you. We’d ask Twitter where this is being made available, but we can’t. So maybe you’ll see it in the app, maybe not.

Thus is the enigma of Twitter 2.0.



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