The Beat | July 22, 2022
Gen Z is using TikTok to make searches over Google and Spotify gets deeper into video
Can we name 2022 as the year of videos and content diversification? It seems so. After nearly half of Gen Z said they preferred TikTok for search over Google, the search giant is reinventing itself and adding more interactive features to adapt. Plus, they’re not alone: Spotify has been showing a bunch of new acquisitions and tools that go far beyond music, covering video (of course), audiobooks, and even games. Are you ready to start your awesome Friday? Begin with The Beat!
This is the official Rock Content newsletter. Subscribe to receive it every Friday in your email.
✉ Get notified when we publish the next The Beat
Rock Content needs the contact information you provide to us to contact you about our products and services. You may unsubscribe from these communications at any time. For information on how to unsubscribe, as well as our privacy practices and commitment to protecting your privacy, please review our Privacy Policy.
Here's another Friday and another edition of The Beat! In this issue, we'll talk about two things marketers are very interested in: where to invest your money when it comes to paid traffic and how to stand out from the competition with diverse content. We're going to do this by analyzing numbers and examples from names like Google, TikTok, and Spotify. Let’s do this!
Vitor Peçanha, co-founder of Rock Content.
Scroll to begin
Article
Nearly half of Gen Z prefers to search on TikTok over Google Search and Maps
By Bruna Dourado
Digital Marketing Analyst
You already know TikTok has been bothering the competition on social media for some time. However, it seems not even Google has escaped the phenomenon among Gen Z—according to data from Google itself, nearly 40% of Gen Z prefer to search on TikTok and Instagram over Google Search and Maps. To fight this, will Google also incorporate elements of TikTok into its search platform? We answer in the full article.
Article
Nearly half of Gen Z prefer to search on TikTok over Google Search and Maps
By Bruna Dourado
Digital Marketing Analyst
That TikTok has been bothering the competition on social media for some time, you already know. But it seems that not even Google has escaped the phenomenon among GenZ: according to data from Google itself: nearly 40% of Gen Z prefer to search on TikTok and Instagram over Google Search and Maps. To fight this, will Google also incorporate elements of TikTok into its search platform? We answered in the full article.
Article
TikTok is also the platform marketers intend to spend more money on in 2022, according to recent data
By Pedro Lopes
Lead Gen Analyst
Lead Gen Analyst
TikTok is not just for Gen Z and organic content. The platform is also growing (a lot!) when it comes to ads and paid traffic. In fact, it’s the platform where marketers intend to spend more money in 2022, according to State of Inbound Marketing Trends 2022. By 2024, it’s expected their ad revenue to be on par with YouTube. So…is it worth investing in TikTok?
Which social media platform do marketers plan to increase their investment in for 2022?
18%
Tech
15%
Media
13%
Finance
9%
Sercices
6%
Retail
When was the last time you listened to a podcast? If you are in the U.S. and answered within a week, you belong to the 24% of the population (68 million) who listen to podcasts on a weekly basis. That’s why companies are placing more and more ads in this format.
The top 5 categories accounted for 57% of total podcast spend for the year:
Source: MediaRadar
62%
TikTok
54%
Instagram
49%
Youtube
43%
43%
When we talk about paid ads, what are the opportunities within each platform? Is it worth advertising with TikTok? We talk about it in the article
Article
On the other side of the internet, Spotify is also betting hard on video content and games
Ashley Rodríguez
Content Strategist
Content Strategist
Spotify is growing in the video podcast industry. Already available in the U.S. and Canada, the company is expanding the feature to six new markets—a daring decision, considering the focus of Spotify is music and audio. However, there’s more: last Tuesday, the purchase of Heardle (a trivia game for music lovers) was announced. And let’s not forget that Spotify also recently announced a karaoke mode and investments in audiobooks. We explain what’s behind all this diverse content—and what marketers and brand owners can learn from it.
WE WANT TO KNOW
What new Spotify tool are you most excited about?
Karaoke mode
Audiobooks
Games about music
Video podcast
None, actually...
WE WANT TO KNOW
Unless you answered "None," Spotify's strategy seems to be working. People want to choose how they consume content, so it might not be good enough to stick to a single format. Join us in the article to understand more about it.
Article
Will linking to HTTP pages affect your SEO strategy? Google has answered
By Caio Ferreira
Web Developer
Web Developer
The answer is "No." According to John Mueller, Google’s Search Advocate, “There’s nothing against linking to sites like these.” Even though linking to insecure pages does not affect SEO, Mueller interestingly explains how the algorithm works—you can check it out in the full article.
Quote of the week
"The biggest challenge and opportunity marketers face is effectiveness. Delivering greater impact, the biggest prize."
Russell Parsons,
Marketing Week's editor in chief
Quote of the week
"The biggest challenge and opportunity marketers face is effectiveness. Delivering greater impact, the biggest prize."
Taylor Corrado,
Wistia’s Director of Brand for the State of Marketing Report 2022
All done!
So, did you have a good time here?
Don’t forget to subscribe below to receive The Beat weekly, directly in your email. Have a great weekend and see you next week!
✉ Get notified when we publish the next The Beat
Rock Content needs the contact information you provide to us to contact you about our products and services. You may unsubscribe from these communications at any time. For information on how to unsubscribe, as well as our privacy practices and commitment to protecting your privacy, please review our Privacy Policy.
And of course, feel free to share this content with your co-workers and partners