Gen Z Crowns The New Search King ??

Digital Disruption is the New Normal?

Google's learning that AI content moderation is no cakewalk, but growing pains pave the way for progress. Meanwhile, TikTok is shaking things up, impressing Gen Z with its refreshing approach to search that has industry kingpins nervous. In this dynamic landscape, AI is transforming marketing into an artful science, granting brands the power to wow customers, albeit with potential risk.

AI will wait for no one - adapt or fall behind.

In this context, All Ears emerges as a pivotal tool for brands seeking to navigate the audio and video landscape, especially with the rise of TikTok as a critical platform among Gen Z and most other generations. All Ears leverages AI and natural language processing to analyze audio and video content across social platforms like TikTok, YouTube, and podcasts. This gives brands critical insights into what content is trending and whether they’re involved.

Google's AI Content Conundrum

Google is in hot water over AI-generated content on Google News. A recent report by 404 Media highlights that Google News is favoring the search results that use AI to create articles, often with content similar to existing publishers. This raises red flags about Google's content moderation capabilities as the tide of AI-generated SEO content grows.

Google maintains that its focus is on the quality of content rather than its origin, flagging AI-generated content designed for ranking purposes as spam. However, 404 Media's findings suggest Google's current systems may not be robust enough to filter out low-quality, AI-produced search results.

Plot twist: As Google integrates AI into its search functions, the quality of links may become less critical. AI chatbots in search engines provide direct answers, keeping users on Google's platform longer. This could further strain the struggling publishing industry while potentially reshaping the $99 billion paid search ad spend landscape. Despite the minimal impact on competitors like Bing, it's another step in solidifying its dominance in the search market for Google.

My Take

There is a clear lesson in all of this. Brands and creators need to prioritize creating genuinely helpful, high-quality content. With AI churning out articles faster than CMC turning the corner for an 80-yard touchdown, standing out in this space means offering more content that genuinely helps searchers.?

Also, diversity in content is key. Brands should embrace a mix of long-form articles, engaging videos, and immersive audio to cater to varied user preferences. This approach aligns with Google's latest helpful content update and prepares content creators for these changes where user experience trumps keyword optimization.

TikTok Search Engine: The Go-To for Gen Z

TikTok is no longer just for entertainment; it's becoming a go-to search engine for Gen Z. According to Adobe, nearly 10% of Gen Z users now prefer TikTok over Google for finding information, recipes, music, and more. This trend is bolstered by a HerCampus study, which found that 74% of Gen Z internet users use TikTok for search, with 51% favoring it over Google. ??

TikTok is capitalizing on this shift. In September, it started testing third-party integrations, such as incorporating Google Search and Wikipedia entries, to broaden its appeal beyond short video content.

This shift is significant for several reasons:

• 40% of consumers now use TikTok for information, and it's trendy among younger generations, with 64% of Gen Z and 49% of millennials turning to the app.
• TikTok's versatility is critical to its success. From DIY ideas to fashion tips, the platform caters to various interests, making it a one-stop destination for diverse information.
• Video tutorials are the top choice for 62% of TikTok users, followed by reviews and personal anecdotes. This preference underscores the growing importance of video content on the platform.
• Over 53% of businesses plan to increase their investment in TikTok marketing, recognizing its growing influence and effectiveness.

My Take

TikTok's evolution from an entertainment hub to a preferred search engine for Gen Z is a game-changer. The platform's appeal for information underscores the importance of engaging, video-based content. With over half of Gen Z favoring TikTok over Google, the message is loud and clear: adapt or risk irrelevance.

For brands, this means doubling down on TikTok as a marketing tool and a primary channel to connect with a younger, information-hungry audience.

I don't know how many times at home I hear, “Look what I found on TikTok?” And then I roll my eyes.

AI: The New Marketing Maverick

A recent World Federation of Advertisers study reveals a growing embrace of AI in marketing, with 74% of marketers already using AI for content generation. This trend is not just about content creation, though. Many marketers use it to optimize customer experiences and personalization, with 58% prioritizing AI.

AI's role in marketing extends to content ideation (55% of marketers), gathering consumer insights (45%), and driving business growth (38%). Nearly half of the respondents believe AI can enhance creativity, while 35% see it essential for staying competitive. Despite concerns over job security, marketers recognize AI as a strategic growth capability.

The broader impact? Immense.

AI's influence will reshape 40% of jobs globally. The IMF and PwC's recent studies highlight AI's potential to boost productivity while displacing jobs, especially in the media, banking, insurance, and logistics sectors. This was a very hot topic at Davos last week.?

My Take

AI in marketing is a double-edged sword. It offers immense opportunities for creativity and efficiency but also presents challenges in job security and the need for skill evolution. The key for marketers is to use AI's potential responsibly, balancing innovation with ethical practices and workforce well-being.

Unboxing the Latest: Tool Spotlight?

Let me first sat that I'm hyped about this new tech.

All Ears uses advanced audio analysis technology to help companies understand how their brand is being discussed across leading social platforms. They use AI and natural language processing to audio and video content from sources like TikTok, YouTube, and podcasts.

Key capabilities include:

• The platform uses AI and natural language processing to scan millions of audio and video sources.
• Provides sentiment analysis to categorize mentions as positive, negative, or neutral.
• Generates analytics reports on topics, sentiment, reach/subscribers, etc, to showcase impact and insights.

Founded in Stockholm in 2016, All Ears has secured $7.32 million in funding to support its proprietary technology innovation and develop features that help modern brands effectively listen to evolving social conversations, optimize marketing efforts, prevent PR crises, and strengthen consumer connections.

I'm currently on a free trial. Check the shareable dashboard ?? ?? I appreciate the heads up Richie Goodman .

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The opinions expressed in this newsletter are solely my own and do not express the views or opinions of Zeno unless otherwise stated.