Google's Content Update, Marketing Data Changes, TikTok vs BeReal
Andrea J. Sok
It’s your story, own it! Communications Consultant Supporting Small Businesses and Nonprofits with Communications Strategy + Fractional CCO/CMO + Influencer PR + Storytelling + Community Management
Google recently released a “Content Update” and PR pros are still unpacking the potential impacts. The changes call for a greater emphasis on quality content that puts the user at the center. The content must add value and answer the search query. The new update also calls for a review of your backlink strategy- avoid relying too heavily on purely homepage-based links.
5 years ago, Brand-lifts weren't considered when looking at the data of an advertisement. The old question when looking at the ad was how effective was it? Whom did it reach? How likely is the audience to buy the product? What is remembered? So what is a Brand-lift? And why is it relevant now?
Brand lifts are taking a look at advertisements run by influencers. The new questions these companies are looking at are: "Is the product viral? Is it trending? Who's using it?" The "coolness" of the product and opinions around the product is the focus when looking at influencer marketing. Why is this? Well, specific influencers are known for specific things. If you are working with a fashion influencer, your product should be loved by the fashion community and fashion trends. The social appeal of your product is the main focus when looking at a "brand lift" and can help the brand know if they're reaching out to the best influencers for the specific product.
领英推荐
If you haven't heard about the new social media fad, Be Real, the trending platform lets their creators be authentic, and share the less "aesthetic" parts of their day. With Gen Z and millennials craving authenticity, it's becoming one of the most downloaded apps this quarter.
TikTok is very much catching on to this trend and demand from creators and their audience. The platform recently launched a very similar-looking feature to their feed that prompts creators to post a selfie at a random time during the day. The need for realness and un-edited clips are coming more and more needed from people on the app. I'm predicting many platforms if not all, trying to catch up to "Being more Real."
Instagram has plans to dial back their shopping experience. Reports show the Shopping page will eventually disappear representing a change in focus for the company’s commerce objectives.?