🗞️ Digital Marketing Must-Knows

Your weekly 60 second round-up

Author

Kole Ogundipe
October 03, 2022

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📰 Round up

1. Google is creating a more visual search experience in response to competition. 60% of shoppers start their product search on Amazon. Google is improving their shopping experience with richer content. The key updates from Google's latest search event are below. (Search Engine Land ↗️).

  • When people use the word "shop" in an apparel search, Google will start to show a visual feed. Relevant products, lifestyle imagery, and guides will appear to help customers buying decisions.

  • Google will also soon show 'trending' products in a particular product category.

  • Google expanded the multi-search feature too. Users can search Google with a photo combined with text in 70+ languages. Google will start showing localized results when users include 'near me' with multi-search.

2. TikTok expands video description length to make content easier to search. Google estimated "40% of young people don't use Google Search or Maps when looking for a place for lunch, they use TikTok or Instagram". Now TikTok increased the description character length from 300 to 2,200 characters. This move enables TikTok to better index their content. And shows TikTok are developing the product with the search in mind. Are TikTok search ads next? ( Social Media Today ↗️)

3. TikTok has partnered with TalkShopLive to launch live shopping in the U.S. TalkShopLive is the online QVC. It's an online platform for live streaming and home shopping shows with a built-in buying experience. Details are still being finalized so watch this space. (Reuters ↗️)

4. Twitter rolls out its own vertical video feed. Selecting a video will open the video full-screen. From there, users are in a scrollable TikTok-style video feed. Meaning they just need to swipe up to watch more video content. Video is also going to feature more prominently in the 'explore tab'. (Twitter ↗️)

5. Meta announced updates to call ads and a 'request a call-back' feature test. The call back feature allows brands to call the customer back when they are not available to speak. Meta announced in-app calling functionality and more optimization options for call ads. (Meta ↗️)

Plus

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✂️ TL;DR

The TikTokization of Everything

AI has reached the stage where people interact with it every day. Recently it was text-to-image generative art that emerged as a breakthrough application. But there's perhaps no better use case than TikTok to show us what's coming. 

  • AI-first companies are going to reimagine consumer business categories over the next decade.

  • The past decade saw new technologies such as mobile and cloud disrupt industries. Companies specialized in a niche and gave consumers endless options to choose from.

  • But what’s better than having endless options is having the ideal option for each individual. Take Tinder for example. In the 2010s, Tinder won because it could provide tons of potential matches. In the next decade, AI could save the constant swiping. And show each person their ideal match instead.

  • SHEIN is the TikTok equivalent for fast fashion. It's now worth more than Zara and H&M combined after growing 100% every year for 8 consecutive years. SHEIN analyzes competitors’ websites and uses search data to understand trends. Then they create designs, forecast demand, and quickly launch in-demand products/styles.

  • Instagram tried to shift to become a ‘recommendation media’ product. But they received they got backlash for leaving their social media roots. Meta know that using AI to select the most engaging piece of content for each user from a global supply will win out. The pool of content produced by a person’s social network has less opportunity. Compare the common criticism that Facebook is just full of friends’ baby pictures... versus the new latest viral TikTok video.

  • AI-led recommendations are just beginning to come to consumer businesses. And will disrupt industries by replacing endless choices with personalized recommendations.

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