Inside Digital Marketing: February 2024
At a Glance...
Google extends its partnership with Reddit, but what could this mean for Search? GA4 introduces a new trend insight tool, and TikTok influencer, Reesa Teesa, takes the platform by storm with a bizarrely riveting series of long-form videos.
Google’s extended partnership with Reddit
Google and Reddit have a longstanding relationship – and they’ve recently announced that this partnership is deepening. This is a strategic move by Google.
It’s commonly known that users go to Reddit for recommendations – a lot of the time via Google search. They will be improving the accessibility of this content on their platforms.
The most integral part of this is Google getting access to Reddit’s data API. This will give them the ability to serve fresher information, with more accurate answers and more relevant search results – improving the overall user experience.
We will be keeping a close eye on developments in this space. Will high SEO pages be pushed further down the page? What will that mean for ads? Will Reddit ads start to take market share in the SERP? Follow our series for further updates!
GA4 welcomes new insight feature
Google has introduced a valuable new addition to GA4 with its trend detection insight, which is all about spotting subtle, yet long-lasting and important shifts in data. We should really think of it like the trusty anomaly detection, but with a twist.
While anomaly detection focuses on catching sudden spikes or drops in data, the insight tool is instead the most appropriate way to spot slower changes that happen over time – it’s like zooming in for a closer look at data, allowing users to effectively identify both short and long-term trends.
The importance of this feature lies in its ability to give deeper insights into trends, which in turn means marketers can make smarter, more data-driven decisions. Whether it’s predicting future opportunities, managing risks, or just optimising resources more effectively, understanding market behaviour is key. And with this new feature, GA4 is providing an even better way to stay ahead of the curve.
However, opinions from marketers are divided. While some welcome the addition, others say Google should prioritise different insights – in particular, real-time data – and Google is yet to announce when or if it will release real-time data into GA4 anytime soon.
At In Digital, we hope this will be coming soon. So watch this space for more!
Reesa Teesa shows the world that long-form content still has its worth
In February, we saw Reesa Teesa break the internet with her 50-part TikTok series. Despite her videos being over 10 minutes in length, they all managed to get over 1 million views. She also gained over 1 million followers in the space of a week.
The short-form strategy recommended for TikTok, and later mirrored by YouTube with their introduction of Shorts, seems to not be the only way to push for engagement on the platform. Reesa’s longer storytelling approach has proven the value in engaging content.
The transition from YouTube Influencers to TikTok Influencers has demonstrated the power of short form videos, with creators making content that conforms to the “algorithm” of keeping videos between 30 seconds to 3 minutes long. However, Reesa’s success demonstrates the powerful effects and potential inherent in longer form videos. Afterall, they allow viewers to make a deeper bond and really resonate with the creator.
Such proven success presents brands with an opportunity to delve deeper into their storytelling, establishing a solid, extended narrative with their audience. Social media marketing, especially on TikTok, has in many ways become formulaic and at times restricted by 15 second norms. Reesa Teesa has shown that this approach should not always be the case! We look forward to seeing how others will take inspiration from this long-form legacy.
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