Quick Take:

• LinkedIn offers 250 free AI courses until April 5 for digital marketers and SEO specialists.
• The courses cover topics like prompt engineering and AI-powered app development.
• AI literacy is becoming more crucial for career progression and job security.
• LinkedIn’s initiative responds to a growing demand for AI skills in the professional world.

The initiative is particularly beneficial for SEO professionals. It aims to provide them with essential tools and knowledge to adapt to rapidly evolving skill requirements in the digital world.

A wide variety of LinkedIn courses cover everything SEO experts need to stay on top of their game. These range from basic AI literacy to specialized courses for different professional roles. 

The courses revolve around prompt engineering, building AI-powered applications, and harnessing AI for innovative content creation. These skills are becoming indispensable for SEO professionals seeking to leverage the full potential of AI in their field.

An Overview of Key Courses for SEO Professionals by LinkedIn

AI literacy meets industry demand for AI skills and expands capabilities in the SEO field. SEO professionals with AI skills are likely to experience more employer engagement. Among the 250 courses LinkedIn offers, several stand out for their direct relevance to SEO professionals.

These include:

1. General AI-literacy Courses

‘Building AI Literacy’ and ‘Responsible AI Foundations’ offer crucial insights into AI concepts and ethical considerations, foundational knowledge for SEO experts.

2. Prompt Engineering Skills

A course dedicated to crafting effective AI prompts can significantly improve the relevance and accuracy of generated content and keywords. By guiding AI tools with effective prompts, users can improve workflow efficiency and come up with innovative content ideas.

3. Generative AI for Different Roles

SEO experts can learn how to communicate AI’s value, enhance content creation, and build more effective websites through this course customized for business professionals, creative pros, and developers.

4. GAI For Power Users

The courses ‘Hands-On Projects for OpenAI-Powered Apps’ and ‘Building LLM-Powered Apps’ provide practical experience in creating AI applications. It enables SEO professionals to develop custom tools for tasks like keyword research and content optimization.

AI Literacy Continues to Gain More Importance 

A LinkedIn report shows that four in five people are keen to learn more about AI applications in their profession. However, only 38% of U.S. executives are currently helping their employees to become AI-literate. The demand for AI literacy is evident as there is a significant skills gap.

A key strategy in retaining employees is providing them with learning opportunities. LinkedIn’s free courses present an invaluable chance for SEO professionals to acquire new skills. They can enhance their job security and career prospects.

According to LinkedIn, the skills required for the average job will change by 68% by 2030. As generative AI advances, talent leaders are in a key position to help people adapt and thrive in the AI era. As AI content on LinkedIn engages more users, such educational initiatives are urgently needed.

LinkedIn Offers Free Access to 250 AI Learning Courses appeared first on Coinbound.

Quick Take:

• Pinterest urges brands to integrate inclusivity throughout their content marketing process.
• Diverse audience consideration and visual representation are crucial while creating content.
• Inclusive language and accessibility features help expand the reach of the content.
• Continuous learning and adaptation are keys to successful inclusive marketing.

The goal is to connect genuinely with a broader range of people. This move will ensure that everyone feels seen and heard. It could also assist marketers in reaching their campaign goals.

A Six-Step Approach to Inclusivity by Pinterest

Pinterest’s emphasis on inclusivity is part of its ethos. It is reflected in features like skin tone search filters and hair type discovery options. Now, Pinterest is extending this philosophy to advertising by offering six key recommendations for brands to create more inclusive content:

1. Inclusivity at Every Stage: Inclusivity should not be an afterthought but a core part of your campaign, from the initial stages to final edits. It involves aligning your team with your creative vision and consulting with diversity, equity, and inclusion (DEI) experts to establish official guidelines and a clear feedback process
2. Consider a Diverse Audience: Diversity goes beyond visible traits and encompasses a spectrum of characteristics. It includes age, body type, and more. Brands should step back and reflect on the diversity of their target audience. They can collaborate with creators who bring authenticity and varied perspectives to the campaign.
3. Utilize Insights and Trend Patterns: Strong campaigns are rooted in understanding your audience deeply. You must utilize tools like brand trackers, user research, or third-party market research to gain insights and customer feedback. It will help in ensuring your strategy resonates with a broad audience.
4. Diversify Visual Representations: Use images and videos that reflect a range of cultures, lifestyles, and appearances. Consider varying the settings of your assets to connect with audiences globally by allowing them to see themselves in your ads.
5. Use Inclusive Language: Thoughtful word choices can make a significant difference. Any content can be made more inclusive by simply changing its language, and consulting experts can help prevent stereotypes and outdated idioms. Incorporating features like captions and alt text caters to the diverse ways people engage with content, including those who use screen readers.
6. Learn and Evolve: Mistakes can happen, but the key is to learn from them. Acknowledge feedback, apply the insights to your strategy, and be transparent about your learning process. An open-minded approach to evolving your campaigns can help rebuild trust.

Pinterest added,

“We believe that advertisers can also help people to feel seen and heard in their campaigns. From imagery to messaging, your creative choices can greatly impact how people perceive your brand. You can also inspire people with inclusive content that showcases new ideas that they can incorporate into their lives.”

By adopting these guidelines, marketers can create campaigns that resonate with a wider audience. Pinterest’s initiative reflects a growing understanding in the industry that inclusivity is a responsibility. If brands follow these tips, the content marketing landscape will become more inclusive, where every consumer feels valued.

Pinterest Shares a Guide to Inclusive Content Marketing appeared first on Coinbound.

Quick Take:

• LinkedIn’s algorithm change will give your best posts a longer life.
• The platform is introducing new tools to enhance user growth and engagement.
• LinkedIn’s focus remains on delivering content that offers real value to its users.
• The algorithm change encourages a focus on quality over quantity.

The platform’s “suggested post” feature ensures that valuable professional insights do not just vanish in the endless scroll of the newsfeed. But it should now continue to reach new and relevant audiences long after it has been published.

The essence of this transformation lies in LinkedIn’s reimagined approach to content distribution.

A senior director of engineering at LinkedIn, Tim Jurka, shares the vision behind this move,

“Right now, content lives and dies on the newsfeed very quickly. We’re trying to collect the sum total of professional knowledge on our platform, and make sure it surfaces whenever you need it.”

This approach extends the reach of high-quality posts and aligns with LinkedIn’s shift towards valuing “knowledge and advice.” By doing so, LinkedIn is changing how content is consumed and reshaping the very fabric of professional interaction online.

With “suggested posts,” users can connect content with their interests and needs, regardless of when the content was first published. This paradigm shift opens possibilities for content longevity and relevance. It will encourage users to contribute meaningful and useful content to the professional community.

LinkedIn Continues to Empower Users with New Tools and Insights

LinkedIn is consistently rolling out new tools and features to enhance user engagement and growth. These include the introduction of a custom button for premium members, a verified badge to build trust, thought leadership ads that allow companies to promote positive mentions, and a more robust newsletter product.

Additionally, LinkedIn is democratizing access to audience-building tools such as LinkedIn Live and audio events. The platform is moving away from the exclusive “creator mode” to make these features available to all users.

LinkedIn’s editor-in-chief, Dan Roth, emphasizes the platform’s focus on meaningful, targeted reach over sheer volume despite some users reporting a perceived decrease in post reach. Roth and his team are dedicated to connecting professionals with opportunities that resonate with their goals and interests.

How Does the Change Affect Marketers?

Digital marketers need to adapt their strategies to maximize their impact on LinkedIn. With the platform’s emphasis on content, it is more important than ever for marketers to prioritize the quality of their posts. The goal should be to create unique, insightful content that provides lasting value.

Moreover, the importance of engaging with niche professional groups on LinkedIn is becoming less important. By targeting specific subsets of the professional community, one can build stronger connections that can be more useful.

Embrace Long-Form Content and Monitor Analytics Closely

LinkedIn’s suggested post and newsletter features are particularly well-suited to lengthy and in-depth content. Marketers should experiment with long-form articles and series to leverage these tools effectively.

Keeping a close eye on LinkedIn analytics will provide valuable insights. It will help marketers create a more effective content marketing strategy rather than relying on generic “hacks” or presumed best practices.

With LinkedIn expanding its offerings to include newsletters, audio, and live video, it is a great opportunity for marketers to explore a variety of content formats. Finding the most engaging approach for their audience will require analyzing the results across these different mediums.

The platform is actively exploring ways to further integrate newsletters and audio features. This expansion is part of LinkedIn’s broader strategy to transition from a social network to a comprehensive knowledge-sharing platform for professionals.

LinkedIn’s latest update redefines professional networking as it is more than just a technical adjustment. LinkedIn is inviting its users to be part of a more meaningful exchange of professional knowledge by prioritizing content that offers genuine insight and utility.

LinkedIn Changes Algorithm to Promote Your Best Posts for Months appeared first on Coinbound.

Quick Take:

• YouTube launches “Collab” for Shorts, challenging TikTok’s duet feature.
• Collab allows creators to engage with and remix content in a split-screen format.
• The feature is designed to help collaborative creativity and open new possibilities for digital marketers.
• YouTube leverages its vast video library to offer a unique edge in the competitive short-form video landscape.

The new tool fosters a new era of collaborative creativity on the video streaming platform. This strategic move not only enhances the content creation toolkit on YouTube but also heats the competition with TikTok, a platform renowned for its duet functionality.

“Collab” signifies a major leap forward for YouTube. It offers creators a novel way to interact with the vast array of videos available on the platform. YouTube shares the collaborative spirit that has fuelled the rise of social media short-form video content by allowing users to create content alongside existing videos.

The “Collab” feature introduces a seamless method for creators to produce Shorts alongside any video from YouTube’s extensive catalog of up to 60 seconds in length. By enabling side-by-side layouts, picture-in-picture, and green screen effects, this tool revolutionizes how creators react to, collaborate with, and repurpose content.

How Does ‘Collab’ Work?

Utilizing “Collab” is straightforward and user-friendly. Moreover, it encourages even those who are new to content creation to dive into remixing and collaborating. 

Creators can simply navigate to the video they wish to remix. Then, they have to select the ‘Remix’ icon followed by ‘Collab,’ and choose up to a 60-second segment from the original video. 

Furthermore, creators can record their Short in tandem with the original content, with various layout options at their disposal. The tool fosters a dynamic blend of creativity and interaction.

Besides content creation, “Collab” provides digital marketers with an opportunity to leverage user-generated content to enhance brand messaging and engagement. Marketers will be able to implement this feature to inspire creative campaigns that include audience participation. As a result, they could potentially enhance engagement and build a deeper connection with their audience.

YouTube vs TikTok: The Battle of Short-Form Video

As YouTube unveils “Collab,” it is clear that the platform is setting its sights on rivaling TikTok’s dominance in the short-form video space. YouTube is trying to steal the spotlight from TikTok by introducing a feature that mirrors TikTok’s duet capability.

YouTube is not only offering its creators similar tools for collaboration and creativity but is also offering a wide range of content for remixing through its extensive video library. This strategic move could give YouTube a distinct advantage in the battle for short-form video dominance.

As it looks, YouTube is increasing its competition with TikTok by empowering creators to remix and collaborate in new ways. In the battle for dominance in short-form video, the focus on collaborative content is likely to remain a central theme as both platforms continue to evolve.

YouTube Introduces “Collab” for Shorts, Ramping Up Competition with TikTok appeared first on Coinbound.

Quick Take:

• Google and Reddit’s deal opens up real-time access to Reddit discussions through Google.
• The partnership aims to enhance Google’s search and AI models with Reddit’s diverse content.
• Structured data from Reddit will enable more relevant and user-friendly search results on Google.

It allows Google real-time access to the vast array of discussions happening on Reddit. The aim is to show more of Reddit’s content on Google. It will refine the search engine’s training models with the diverse, real-world human interactions found on one of the internet’s largest forums.

The collaboration is set to transform Google’s search landscape and promises to bring Reddit’s vibrant discussions directly to more Google products. Reddit’s content will be leveraged by Google to enhance its language models, which are crucial for interpreting and ranking web data.

A Strategic Alliance Between Reddit and Google

This partnership is a win for both platforms. By tapping into Google’s Vertex AI platform, Reddit aims to elevate its search functionalities and develop new capabilities. Therefore, it could revolutionize how users navigate and discover content on the platform. 

The mutual exchange of resources shows a shared vision for harnessing AI to streamline and enhance the user experience across both platforms.

Reddit’s vast repository of discussions covers an almost limitless range of topics, making it a goldmine for training sophisticated AI models. These conversations can be characterized by their authenticity and diversity. Nonetheless, they provide invaluable insights into human dialogue and topical interests. 

Google can enhance its understanding of user queries by structuring this content. Therefore, it will lead to more relevant and personalized search results for users.

In its announcement, Google stated,

“This partnership will facilitate more content-forward displays of Reddit information that will make our products more helpful for our users and make it easier to participate in Reddit communities and conversations.”

The Shift From Unstructured to Structured Data

The transition from unstructured to structured data could be a game-changing outcome of this partnership. Unstructured data requires extensive processing to discern relevant information. However, structured data is neatly organized, which makes it easier for machines to interpret.

Google’s access to Reddit’s structured data in real-time promises to improve search accuracy. Moreover, it offers users a more intuitive and helpful browsing experience. 

Through this partnership, Google aims to showcase more Reddit content in its search results. The search engine will acknowledge the platform’s growing role as a trusted source of advice, recommendations, and information.

Reddit stated:

“Our work with Google will make it easier for people to find, discover, and engage in content and communities on Reddit that are most relevant to them.”

This deal is about fostering a more interconnected and accessible online community. As a result, the partnership will improve the overall online user experience by making it easier for users to find and participate in Reddit discussions through Google products. 

It shows how AI and structured data can be used to organize dynamic and vast internet content in a more coherent and user-friendly manner. Furthermore, this partnership also highlights the importance of collaboration in the modern digital world. Both platforms are creating a more informed and connected world by improving information access and facilitating community engagement.

Google Partners With Reddit to Show More of Its Content appeared first on Coinbound.

Quick Take:

• YouGov’s “The US Media Morph: 2024 trend report” indicates that only 25% of US adults favor TV as their primary news source. 
• For Americans under 34, social media has surpassed TV as the top news source.
• Facebook maintains a dominant 68% user base, while YouTube and TikTok show significant growth at 51% and 26% respectively.
• Messaging app trends reveal a notable 9% increase in WhatsApp usage. 

YouGov’s “The US Media Morph: 2024 trend report” indicates a change in how Americans consume news. The study shows a decline in TV as the primary news source. Around 25% of US adults favor TV as their primary news source. This marks a decrease from 31% in 2019. 

Among Americans under 34, social media has overtaken TV as their preferred news source. About 19% of Americans say social media is their primary news source. 

The report reveals a surge from 19% to 26% in users paying for online magazines, showing that users are showing more interest in paid content.

However, 53% of users consider advertisements mere time-wasters, whereas 46% find them beneficial for making purchases. This indicates a shift in consumer attitudes toward ads.

Usage Patterns Among Social Media Platforms

YouGov’s report provides valuable insights into the usage patterns of various social media platforms. Facebook maintains its supremacy with a robust 68% user base. 

On the other hand, YouTube and TikTok exhibit commendable growth, as they stand at 51% and 26%, respectively. The data shows that social media continues to significantly impact Americans’ lives.

As per the report, users are spending an increasing amount of time on social media platforms. Around 46% of Americans dedicate six or more hours per week to these platforms. This statistic escalates to 60% for users aged 18–24, showing the increased use of social apps in the interactive processes of young adults.

Messaging app trends showcase a considerable shift in favor of WhatsApp, with a 9% increase in overall usage compared to the 2021 report. The rise aligns with the broader trend of users embracing more privacy-focused applications. 

Moreover, the report questions Snapchat’s positioning as the messaging app landscape evolves, particularly among younger users.

The decline of traditional news sources, the surge in paid content adoption, and the dominance of social media platforms highlight the need for brands to align their marketing strategies with these shifting patterns. 

This data provides marketers with a roadmap for identifying platforms and age groups where engagement is the most important. Businesses must adapt to the changing trends of digital interaction to connect effectively with their target audiences.

Latest Report Unveils Evolving Trends in Social Media and Messaging App Usage appeared first on Coinbound.

Quick Take:

• With Chrome M121, Google integrates advanced AI and machine learning to make browsing safer.
• New features include AI-generated custom backgrounds, a writing assistant, smart tab management, and personalized themes.
• Chrome plans to integrate the Gemini AI model in the future for further improvements.
• The update signifies Google’s dedication to transforming web interactions through AI.

The M121 update includes an expansion of Google’s generative AI wallpaper option to Chrome on desktop. Users can now create personalized backgrounds by entering text prompts, allowing for artistic expression in a basic yet engaging way. 

Moreover, a writing assistant has been introduced within Chrome to assist users in crafting better queries and posts. These AI features are part of initial public tests and will be turned off for business and school accounts during this early stage.

Google stated, 

“Last year, we introduced generative AI wallpapers with Android 14 and Pixel 8 devices. Now we’re bringing that same text-to-image diffusion model to Chrome so you can personalize your browser even more. You’ll be able to quickly generate custom themes based on a subject, mood, visual style and color that you choose — no need to become an AI prompt expert!”

Google Continues to Leverage AI Features

A key feature of the update is the Tab Organizer tool, which is designed to streamline tab management. Users can now right-click on a tab and choose “Organize Similar Tabs,” prompting Chrome to automatically detect related tabs and suggest creating tab groups. 

The tool even proposes names and emojis for these groups, simplifying the process of locating them later. This will help users navigate important tabs in their browsers.

Chrome M121 allows users to create personalized themes using AI technology. With Chrome, users can choose subject matter, mood, visual style, and color palette options, taking inspiration from Google’s previous AI-generated wallpapers for Android and Pixel devices.

The AI will then generate a unique theme based on these selections, offering a one-of-a-kind browsing experience. This will not only enhance their browsing experience but also make it simpler and more accessible for them. 

In the next update, Chrome will feature a “Help me write” option activated by right-clicking on any text field on a website. This AI-powered tool will provide suggestions to improve the quality of the text.

Users could use it for different writing scenarios, including reviews, formal messages, blogs, and so on. Looking ahead, Google plans to integrate its Gemini AI model into the Chrome browser later this year. It will simplify and speed up common tasks for an even more enhanced browsing experience.

The introduction of AI-generated tools and features reflects Google’s dedication to innovation. As Google continues to integrate advanced AI capabilities, Chrome users can get more familiar with AI. With the M121 update, users can interact with online content in a more user-centric way. It will mark the beginning of a new AI-influenced era for the tech giant. 

Google Introduces AI-Powered Chrome Update for More Personalized Browsing appeared first on Coinbound.

Quick Take:

• 85% of viewers show a preference for short-form videos under 15 seconds.
• Businesses are adopting simpler production methods to create relatable content based on user-generated content.
• Accessibility features like subtitles play a crucial role in expanding audience reach.
• The video-first approach gains momentum as marketers see the potential return on investment.

Short-form videos under 15 seconds have witnessed a surge in popularity. 85% of viewers express a preference for concise and engaging content, mainly short-form videos. 

The trend is supported by data showing that short videos receive 2.5 times more engagement on average than their longer versions. Short video ads are projected to generate over $10 billion in revenue, underlining the increasing demand for video content.

Advertisers are taking note of these changes in the marketing arena. However, video marketing needs strategic planning and investment. This is why content creators on social media are becoming more relevant in the digital marketing world. 

User-Generated Content Takes the Spotlight

Consumer purchasing decisions are influenced by user-generated content. It is becoming a key factor in today’s marketing landscape due to its authenticity. Businesses are opting for simplified production methods that leverage smartphones and essential equipment. 

This shift aims to create content that resonates with consumers. It will foster trust and relatability in an era where authenticity sells. Once consumers can connect with a business or a product, sales will likely go up as well.

The report highlights the growing prominence of accessibility features, particularly subtitles and captioning. These features cater to the hearing-impaired audience. It also enhances engagement for users who prefer to watch videos with the sound off. 

As businesses recognize the importance of inclusivity, accessibility features play a significant role in expanding their audience. It helps create a more engaging viewing experience.

Return on Investment and the Video-First Approach

Marketers are expressing their excitement about the potential return on investment from video content. It is leading many brands to adopt a video-first approach. This involves tailoring content for different platforms to reach broader audiences. 

Video SEO has gained significance as companies strive for improved visibility and higher search rankings. Brand loyalty and awareness are directly impacted by emotional storytelling, which is a crucial element of establishing brand loyalty.

Successful viral videos often share common attributes, including a fast speech rate of around 150 words per minute. It also includes collaboration between 2-3 speakers offering diverse viewpoints. 

Research suggests the most engaging viral video clips are around 40 seconds long. It shows the importance of concise yet impactful content.

The Challenges Around Short Videos in Digital Marketing

Video marketing comes with its own set of challenges. Pre-production steps, such as generating ideas and writing scripts, are time-consuming. The filming and editing production process demands investment in equipment and software.

Businesses also need to develop video strategies within budget constraints that resonate with target audiences across platforms. Instagram and YouTube remain the most popular platforms for businesses and content creators. 

TikTok is also quite popular, but it faces challenges in its adoption as a platform for small business marketing content. The media and finance sectors prefer interviews, while the health and finance sectors prefer monologues, webinars, and explainer videos.

While video marketing is challenging, adherence to platform and industry trends, collaboration, and careful planning contribute to creating engaging content. In developing effective video marketing strategies, businesses must evaluate video goals, resources, and target audiences.

Short Videos and User-Generated Content Take Center Stage in Digital Marketing appeared first on Coinbound.

Quick Take:

• LinkedIn retires the Lookalike Audiences feature, effective February 29, 2024.
• Advertisers are advised to shift to alternative targeting methods, Predictive Audiences and Audience Expansion.
• Active ad campaigns using Lookalike Audiences will continue, but new creations or edits will be disabled.

LinkedIn’s Lookalike Audiences leverages user data to identify profiles resembling existing customers. Moreover, it will cease to accept new creations or edits after February 29. Existing audiences will turn static and will not be able to refresh with new data, making them dormant.

Transition to Predictive Audiences and Audience Expansion

LinkedIn encourages advertisers to transition to its newer targeting tools. These are Predictive Audiences and Audience Expansion. Predictive Audiences deploy AI to identify potential converters based on conversion data, lead generation forms, or contact lists. Meanwhile, Audience Expansion broadens target demographics using LinkedIn’s professional demographic data.

To create a Predictive Audience, a minimum of 300 people in the selected data source is required. Ad accounts can have a maximum of 30 predictive audiences, which are non-transferable between accounts. However, campaigns using predictive audiences won’t have the flexibility to expand the audience.

Audience Expansion can be combined with Matched audience segments. Performance metrics encompass the initially targeted group and the extended audience. However, certain limitations exist, such as the inability to widen audiences for adaptive ad formats or behaviors predicted by the platform.

LinkedIn added, 

“LinkedIn member profile data and company attributes are used to determine similarity to expand to audiences based on similar characteristics. This means that your lookalike audience size can be up to 15 times larger than your original audience size.”

Implications for Current Campaigns on LinkedIn

Current ad campaigns utilizing Lookalike Audiences must swiftly transition to Predictive Audiences or activate Audience Expansion to maintain a dynamic targeting approach. LinkedIn grants a 30-day grace period for accessing unused Lookalike Audiences before they are archived.

LinkedIn’s API for creating Lookalike Audiences through third-party platforms will be discontinued. Marketers relying on these integrations, such as those with HubSpot will have to seek alternative solutions for audience building.

While existing Lookalike Audiences will continue to function until February 2024, advertisers are urged to make a shift towards Predictive Audiences and Audience Expansion. LinkedIn’s move reflects a shift in prioritizing its proprietary tools over external data sources for ad targeting.

With Predictive Audiences and Audience Expansion, LinkedIn provides advertisers with more dynamic and effective targeting options. Moreover, LinkedIn’s evolving ad platform will provide marketers with a chance to work with refined strategies and obtain more fruitful results.

LinkedIn Bids Farewell to Lookalike Audiences, Introduces New Targeting Tactics appeared first on Coinbound.

Quick Take:

• Over 40% of Americans now turn to TikTok for various searches.
• TikTok’s appeal lies in its short, informative videos with a distinctive storytelling format.
• More than half of business owners use TikTok to promote their ventures.
• 53% of businesses plan to increase their investment in TikTok marketing.

The study reveals TikTok’s newfound significance as a search engine. The app’s journey from a viral video platform to a preferred search engine is nothing short of remarkable. Therefore, businesses are strategically pivoting their marketing approaches to tap into this trend.

Rise of TikTok As a Search Engine

The study, involving 808 consumers, shows a surprising trend. Over 40% of Americans have utilized TikTok as a search engine. Consumers are turning to the social media platform for diverse searches, including recipes, music exploration, DIY tips, and fashion guidance.

This paradigm shift is particularly pronounced among younger generations. Around 64% of Gen Z and 49% of millennials acknowledge TikTok as a search engine. TikTok is a 29% more likely source of culinary inspiration for Gen Z, nearly 10% prefer it over traditional search engines like Google.

As per the study,

“Many American consumers aren’t turning to TikTok just for entertainment anymore; they’re also leveraging it as a search engine that’s in touch with what they like. This movement is particularly evident among the younger audience, who not only receive content personalized to their tastes but also view TikTok as a genuine competitor to established search engines.”

TikTok’s appeal lies in its short format, informative videos with a distinctive storytelling style, and personalized content. Gen Z users comprise 40% of the platform’s audience. They are drawn to content tailored to their tastes.

Approximately 26% of baby boomers appreciate TikTok’s narrative-driven videos. The study reveals that 62% of users favor video tutorials, while product or service reviews (39%) and personal stories (38%) also gain significant attention.

Businesses Continue to Strategize Influential Marketing Campaigns

Businesses are adapting quickly to TikTok’s expanded potential as consumers redefine their search habits. More than half of the surveyed business owners (54%) have leveraged TikTok to promote their ventures, posting an average of nine times per month. 

TikTok influencers are used for product sales and promotions by 25% of small business owners. Business owners allocate a noteworthy 15% of their marketing budget for the video app’s content creation. 

The study provides insights into the types of content businesses invest in. Around 43% focus on creative tangential content, followed by product or service reviews (36%), video tutorials (35%), personal anecdotes (29%), and participation in trending challenges or memes (25%).

While TikTok presents promising opportunities, there are a handful of challenges. About one-third of businesses find boosting engagement rates challenging. Moreover, 25% grapple with consistently creating appealing content and reaching a broader consumer base. 

Despite these hurdles, 53% of business owners intend to increase their investment in TikTok affiliate marketing in the coming year. This year could be a defining time for the platform and its relevance in the business world.

In a landscape where consumer behavior is continually evolving, the video app’s rise as both a search engine and a marketing powerhouse highlights its growing influence across demographics and industries.

TikTok Takes Center Stage with Its Emergence as a Search Engine appeared first on Coinbound.

Quick Take 

• Google emphasizes user-centric content instead of obsessing over SEO tactics. 
• Google has denied the existence of a perfect formula for higher rankings. 
• The search engine urged publishers and websites to focus on what the audience expects from them.
• Along with SEO tactics, professionals must stay vigilant about hacks and spam attacks.

Google, in its recent statement, clarified that no perfect page formula currently exists for higher search engine rankings. Therefore, overcommitting to SEO could lead to more confusion without any significant benefits in return.

The clarification was made to disregard claims and beliefs about specific word counts and page counts. Also, it clears the air of common myths regarding search engine optimizations that users practice in hopes of higher placements.

It was highlighted that these claims gained popularity before Google gained mass popularity. At the same time, the platform also asked publishers and websites to abandon the idea or the need to work on something purely mythical.

Google Does Marketers a Favor by Debunking SEO Myths 

Several third-party SEO tools indeed advise publishers and websites to develop pages in certain ways to boost the probability of success. However, Google clarified that these tools are incapable of accurately predicting rankings.

Furthermore, statistics have revealed that the advice given by such tools is purely based on finding averages among the top pages. On the other hand, Google’s algorithm places greater emphasis on values, commonalities, and unique differences.

Tips for SEO Professionals 

Google has highlighted key advice for publishers and websites to abandon relying on inaccurate algorithms. They should prioritize being helpful and relevant to common users. Considering how it might make sense for readers to see a byline for an article, it must be done purely for them.

Steps like these should not be taken under the belief that bylines pave the road to higher search engine rankings. If websites and publishers continue to put their readers and their audience first, they will end up doing things for them.

As a result, there is a higher possibility of them aligning with different signals that Google uses to reward content. The fundamental goal of all SEO professionals is to drastically boost search engine rankings. 

However, there are a few tips that are necessary to keep in mind on a day-to-day basis. Hacks and spam attacks have increased considerably over the years, and these professionals need to include regular security updates, malware scans, and link audits in their routine maintenance.

Google Emphasizes Focus on User Experience Alongside SEO appeared first on Coinbound.

Quick Take:

• Google has targeted third-party cookies by introducing Tracking Protection.
• Chrome would now restrict third-party cookies by default.
• Users would still have the option of turning on third-party cookies.
• Google plans to pull the plug on all third-party cookies in the second half of this year.

The newest development is part of Google’s controversial Privacy Sandbox. It aims to limit websites from using third-party cookies to track users as they browse the web. Furthermore, this comes years after rival browsers, including Safari and Mozilla Firefox, blocked third-party cookies by default.

Google Introduces Tracking Protection 

Just last month, Google promised to roll out its newest feature, called Tracking Protection, to a mere 1% of Chrome users. If a certain individual is randomly selected for the tracking protection, they will see a notification in the pop-up box on the Chrome application, either on mobile or desktop.

The notification would read that the specific user is one of the first to experience tracking protection. The feature would limit sites from using third-party cookies. Moreover, the change would take place automatically as users continue to browse the web, and all third-party cookies would be disabled by default.

In case a user feels like having these cookies continue on Chrome, all they would have to do is click on the eye icon with a diagonal line through it in the search bar.

Right after clicking, users would be able to toggle on the option to receive cookies. It would remove the diagonal line and expose the user to third-party cookies.

Furthermore, if a user turns these cookies on, Google will automatically prompt them to switch them off after 90 days. Even if an individual is not part of that 1%, there’s nothing much to worry about as the days of third-party cookies are nearing an end.

Google’s Vice President, Anthony Chavez, said in a statement,

“We’re taking a responsible approach to phasing out third-party cookies in Chrome. If a site doesn’t work without third-party cookies and Chrome notices you’re having issues… we’ll prompt you with an option to temporarily re-enable third-party cookies for that website.”

Google currently plans to eliminate third-party cookies as a whole for all users globally within the second half of 2024. However, the Tracking Protection feature is currently subject to regulatory approval.

Understanding Chrome Cookies 

Based on the data shared by Statista, it has come to light that Chrome is used by almost 3.22 billion users worldwide. However, a great percentage of them have no idea about cookies or what they do.

Third-party cookies are created whenever a user visits a website and include elements from other websites, like images and ads.

These contrast with first-party cookies, which are set by users when visiting a certain website. These cookies are often useful as they are responsible for letting the browser remember important information.

Google Pulls the Plug on Cookies for Millions of People appeared first on Coinbound.