The Scoop: 8.3.22

Whether you’re searching for “something”, looking for creators or a fun meme ⬇️ it’s hard to keep ignoring how virtual we are becoming with our day-to-day. The VMAs debuted a category for best virtual and video game concerts and there continues to be an influx of virtual outfits for fashion shows. And of course, the ever-longing to be “perfect” among Gen Z+ and their obsession with virtual influencers (yes, we are linking this topic again! 😉). Contrary to what we keep seeing/reading, this does seem to be taking off faster than media has been predicting, right?

Is Social the New Search?

In a recent interview, a Google senior vice president shared that social apps such as Instagram and TikTok continue to run off with what was once Google’s stronghold of Search and Maps. Google’s internal research, which included a survey of 18 to 24-year-old U.S.-based users, revealed that users in this age group are opting to visit social media apps such as TikTok or Instagram instead of starting on Google for location-based searches. In a digital world where 55% of product searches now begin on Amazon, maybe it makes sense that users are leaning toward more “visually rich platforms.” On July 19, Meta announced it is introducing a new searchable and dynamic map experience on Instagram. The new feature includes an immersive experience to help users find “popular locations and businesses around them via tagged posts, stories and guides.” With digital trends moving away from legacy search tools such as Google, brands and companies will need to continue prioritizing “social SEO” in addition to legacy SEO.

Sources: TechCrunch – Google, TechCrunch Meta

Where Do All the Social Media Creators Drive Authenticity and Brand Messaging?

At the intersection of social media and audience, there lies content creators: those whose authenticity lends amplification to a brand’s message and storytelling, showcasing product, ideas or love for the brand in one video, image or reel. Platforms have stood up and taken notice of this. They are creating access to new data and tools that impact the type of content trending with the algorithm, and ways for creators to charge for exclusive access to content, all while making it easier to edit on the fly. With the major shift in News Feed for Facebook – signaling creators > news – and creators claiming that YouTube Shorts drives more revenue for them than Instagram or TikTok, the next few months should give brands an indication of what audiences are reacting well to, what they don’t like and the type of content that should be at the forefront of brand planning. Are you ready as a brand? Even the content creator darling, TikTok, is realizing there needs to be some control and power in creator hands.

Sources: Vogue, Digital Trends, Meta Newsroom, Social Media Today

Is It Just Us or Is Meme Culture Popping Off More Than Usual This Summer?

You’d be hard pressed to finish an Instagram scroll without seeing at least five “he’s a 10 but….” memes from comedy accounts and brands across various industries. Companies capitalizing on viral moments isn’t a new phenomenon. Over the past few years, creative brand marketers have identified ways to insert themselves into the cultural zeitgeist. We’re starting to see more health care brands hop on the bandwagon, especially with the latest trend, “Little Miss,” a nostalgic nod to a ‘70s book series featuring cartoon drawings. Brands including hers, Ten and the Leukemia & Lymphoma Society have put their own spin on Little Miss content, creating memes that relate back to their company mission, products or industry. Of course, it won’t always be appropriate to utilize memes, but it’s important to ensure alignment with your brand’s tone of voice and persona.

Sources: NBC News, Mashable, Instagram (1)(2)(3)

And in Other News…

New profile, same me: Facebook tests a way to add up to five profiles tied to a single account.

Cut to the point: YouTube adds a new option to cut your long-form videos into Shorts.

Contributing Writers and Editors: Nick Cardillo, Ricki Kahn, Jacob Laros, Lauren Fernández Meihls, Amanda Oberstein, Jennie Szink, Nia Roberts and Bre Thomlison

Real Chemistry’s The Scoop is brought to you by an editorial collective, featuring industry updates and insights from subject matter experts across social media, digital and influencer activation teams.

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