June 2023 Issue - WHITE64 In 64 Seconds

By:?Daley Keator,?Senior Content & Social Media Manager?

SOCIAL?

Social Media: The New Age Search Engine?

The battle between search engines and social media platforms continues to brew. Many younger generations are now turning to social media as a search tool. In a recent report published by HubSpot, it is reported that 82% of businesses believe that consumers will find brands through social media instead of traditional search engines such as Google & Bing.?

Gen Z especially is turning to platforms like TikTok as a search tool because of its easily accessible combo of reviews and tutorials. This is only the tip of the iceberg when it comes to a shift in the overall digital landscape. While Google remains the top dog for now, increasingly, people are turning to alternative platforms to satiate their search needs. For example, Amazon has become a hotspot to search for products, Instagram is a place where people head to find the latest trends, and of course TikTok is a one stop shop for anything about everything.

Stay tuned to see if social media ends up taking over or if Google holds its ground.?

The Power of Podcasting?

Podcasting has taken the world by storm, and it seems like many creators have jumped on the bandwagon. Creators who started their career on TikTok are now expanding their personal brands to include podcasts for a more reliable and lucrative source of income. Especially with the future of TikTok uncertain, it is a smart business move for creators to diversify their digital portfolios.?

Podcasts also are a good opportunity for advertisers because it allows for more sponsorship potential. A new report, published by Magna & Vox Media, found that 75% of consumers find podcast hosts have more influence in their purchasing decisions compared to traditional influencers. Spending anywhere from 30 minutes to an hour listening to someone speak makes consumers feel more connected to podcast hosts which increases their trust. Many people turn to podcasters for anything from career and relationship advice to financial advice, therefore it is only natural that they are more likely to trust a podcaster's recommendation for a product or service.?

Will advertisers shift their strategy to prioritize podcasts? Only time will tell.?

Social Media x AI?

AI is the topic du jour and many social media platforms have started to integrate AI capabilities into their interfaces. Some platforms that have jumped on this new trend that is taking the digital world by storm are TikTok, Snapchat, Pinterest, Instagram, and Facebook.?

TikTok’s AI capabilities started long ago with the famous algorithm that curates your feed based on your interests, interactions, and search history. The platform recently just announced that they are piloting a program in the Philippines called Tako. Tako is an icon that lives in the top corner of the platform and is able to suggest search options based on viewers' video content.?

Snapchat is continuing to update its AI capabilities to help improve the accuracy. Pinterest is utilizing AI to help simplify the user experience with some features including smart boards, which recommend content based on your interests, pin suggestions, and Pinterest Lens which allows users to search by taking a picture of something offline and in turn they receive online recommendations. Meanwhile, Instagram and Facebook have started using AI as a way to help organize content.?

Is AI the future? As social media platforms continue to integrate and enhance their AI capabilities, it will certainly be interesting to see.