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Google Search Trends Insights April 2021 - AMP Agency

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for April 2021.

Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month.

The 10 Million Plus Group

The highest number of daily queries that Google Trends reports is 10,000,000+. Here are the keywords that made that grade last month.

  • Covid-19 prevention - 4/5/2021 - 10,000,000+ queries
  • DMX - 4/8/2021 - 10,000,000+ queries
  • Prince Philip - 4/9/2021 - 10,000,000+ queries
  • The Metropolitan Museum of Art - 4/12/2021 - 10,000,000+ queries
  • Johannes Gutenberg - 4/13/2021 - 10,000,000+ queries
  • Derek Chauvin - 4/20/2021 - 10,000,000+ queries
  • Anne McLaren - 4/25/2021 - 10,000,000+ queries

 

There were seven phrases that were reported to have been queried over ten million times in one day in the month of April. Some of these were related to news items, like the Derek Chauvin verdict and the deaths of DMX and Prince Philip. The other phrases were connected to Google Doodles. On the 5th, Google pointed its logo to search results for COVID-19 prevention as vaccines rolled out across the country. The 151st anniversary of the Metropolitan Museum of Art was celebrated along with two important historical figures: Johannes Gutenberg, who invented the printing press in the 15th century, and Anne McLaren, who was an important 20th century reproductive biologist. 

Spring Holidays

Because there are a large number of people searching for more information about special occasions, phrases related to holidays tend to make the daily top 3 in Google Trends. 

  • Happy Easter - 4/4/2021 - 1,000,000+ queries
  • Easter - 4/4/2021 - 500,000+ queries
  • Ramadan 2021 - 4/11/2021 - 1,000,000+ queries
  • Earth Day - 4/22/2021 - 2,000,000+ queries

The subject of Easter made the list twice on the 4th. Clearly, some people were seeking a happy one while others just wanted the plain variety. We’re joking about that assessment, but it is interesting to see that variation during that day. There could be queries related to holiday wishes or gifts being picked up by the search engine that are different from queries with strict  informational intent. The query volume associated with the beginning of the month of Ramadan was reported on the 11th and Earth Day, which happens every April 22nd, was supported by a Google Doodle this year.

 

What Are We Watching?

 

Over the last few months, Google Trends has been giving us a good sense of what the most popular new video entertainment is. Here’s a chronological list of queries related to TV shows and movies that premiered in April 2021:

 

  • Law and Order: Organized Crime - 4/1/2021 - 500,000+ queries
  • Thunder Force - 4/9/2021 - 500,000+ queries
  • Cruel Summer - 4/21/2021 - 200,000+ queries
  • Mortal Kombat - 4/23/2021 - 2,000,000+ queries
  • Shadow and Bone - 4/23/2021 - 500,000+ queries

Of that list, the Mortal Kombat film reboot got the most daily queries, indicating that the popularity of the ‘90s video game has not waned.

Events and awards shows drive people to search, too.  Here’s our list for April 2021:

  • WrestleMania 37 - 4/10/2021 - 500,000+ queries
  • ACM Awards 2021 - 4/18/2021 - 1,000,000+ queries
  • Oscars 2021 - 4/25/2021 - 5,000,000+ queries
  • Oscar winners 2021 - 4/25/2021 - 1,000,000+ queries

Although it is interesting to see the continued popularity of the WWE and Academy Of Country Music Awards, the one item we wanted to investigate further from this list was the popularity of the Oscars. This year, the awards show received the lowest TV ratings in its history with its viewership dropping 56% from last year. The one question we wanted answered was, “Would search interest also be down YoY?”

Yes, it appears that search interest has dropped considerably on the search term “the oscars” from last year. The search volume on the term is at its lowest level in 5 years. 

Google Trends does have special groupings of keyword phrases as a part of its tool that allows us to see the trends across multiple related terms to a topic in a selected timeframe. The AMP team looked at the special “Award” grouping of the topic “Academy Awards” to see if the trend was the same.

Yes, quite. We wonder if this trend is a temporary one and the interest will come roaring back in 2022. We’ll have to wait and see. For marketers, this award show may not be the advertising boon as it once was if the audience continues to dwindle.

So Much Sports

 

As promised in our March 2021 article, we learned who won the NCAA Basketball Championships in April:

  • UConn women's basketball - 4/2/2021 - 500,000+ queries
  • Gonzaga - 4/3/2021 - 5,000,000+ queries
  • Gonzaga University - 4/3/2021 - 500,000+ queries
  • Stanford women's basketball - 4/4/2021 - 200,000+ queries
  • Gonzaga - 4/5/2021 - 5,000,000+ queries

We did find it fascinating that losing teams made the top 3 (UConn, Gonzaga) more often than winning ones (Stanford, Baylor (men). It could be a sign of bigger fan bases driving more searches, no matter the game outcome.

Jake Paul was back in the top 3 in April with his Pay-Per-View fight against Ben Askren.

  • Jake Paul vs Ben Askren - 4/16/2021 - 2,000,000+ queries
  • Ben Askren - 4/16/2021 - 2,000,000+ queries
  • Jake Paul vs Ben Askren - 4/17/2021 - 5,000,000+ queries

Historically, boxing events of all kinds drive a large number of queries. Search interest in this match was powered not only by Jake Paul’s notoriety, but also because it was the inaugural event of Triller Fight Club, promoted by the video sharing app Triller. 

The NFL Draft had people searching. Here are the top queries related to activities of the teams choosing new players.

  • NFL Draft 2021 - 4/28/2021 - 5,000,000+ queries
  • Aaron Rodgers - 4/28/2021 - 2,000,000+ queries
  • Trevor Lawrence - 4/29/2021 - 2,000,000+ queries
  • Mac Jones - 4/29/2021 - 1,000,000+ queries

Overall, the general subject of the draft was the biggest driver of search, but word of Aaron Rodgers’ unhappiness in Green Bay drove interest in his situation. Ultimately, it was nice to see the New England Patriots top pick make the daily top 3, since the fans on the AMP team need to move on from the Tom Brady era.

Lastly, the Kentucky Derby was run on the 30th of April and not on its traditional first Saturday of May. The pandemic is still shifting schedules and affecting search interest. 

  • Kentucky Derby 2021 - 4/30/2021 - 2,000,000+ queries
  • Kentucky Derby 2021 horses - 4/30/2021 - 500,000+ queries
  • ESPN - 4/30/2021 - 500,000+ queries

As social distancing mandates start to ease, will these traditional annual events (Kentucky Derby, The Oscars) regain their search popularity? We’ll have to continue to track this data to see.

Who’s Hungry?

We love when food related queries make Google Trends’ daily top 3 because they don’t happen often and they’re alway fun to report. Here’s one about the launch of a YouTube star’s virtual restaurant chain.

  • MrBeast Burger - 4/26/2021 - 100,000+ queries

Ok – with query volume somewhere between 100-200K, the topic is not a search powerhouse as compared to other phrases that made the daily top 3 (the 26th may have been a slow search day). Still, the AMP team is always looking for new and interesting topics that pop up in the Trends data, and here’s an example. Could this virtual restaurant concept be a start of a new business trend? There also seems to be a connection between YouTube stars and Google Trends (see also: Jake Paul) that we’ll continue to investigate as time goes on.

Thanks for reading. If you liked this article, we invite you to learn more about our SEO services.

Until next month.

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In the world of social media, trends, features, and even platforms can seemingly become a phenomenon overnight. One night, you go to bed after scrolling your Instagram feed, and the next morning you wake up to a brand new, intriguing yet unfamiliar app called TikTok. It doesn't take long for this app to surpass all others as the most downloaded app of all time with over 1 billion active users across the world.  Flash forward to the present day where Instagram - and almost every other popular social platform, for that matter - are scrambling to keep up with this new app. So, what makes TikTok so attractive, and can Instagram compete with their look-a-like competitive feature, IG Reels? Well, let’s dive in!    Why is short-form video so popular all of the sudden?  Before we talk about Reels and TikTok, let’s first address why the short-form video nature of both platforms caught on so quickly. For a long while, social media marketers have strategized their content around the fact that the attention span of our followers is short- and we mean short. According to Facebook, marketers only have 0.25 seconds to capture a user’s attention before they keep scrolling.  With that in mind, snackable video content became the name of the game for brands and content creators and opened the door to a scrappier style of content - especially for brands who had typically seen video content as an expensive, high-production-value ordeal.  The lower production value required for a high-performing Reels or TikTok video was key for brands. That, paired with the fact that these platforms became widely popular during a pandemic when creative teams were developing content out of their own homes. Additionally, it opened up a new door for brands and content creators to turn out quick-hit, entertaining content.    What’s the difference between Reels and TikTok?  Now that we’ve covered why short-form video content is so popular across both Reels and TikTok, let’s discuss the key differences between these platforms that have affected how they’ve been adopted by social users.    Reels TikTok The Takeaway The User Experience To navigate to Reels, users must first open the Instagram app, where they will be shown their regular feed from accounts they follow. Then, they will select the Reels icon from the bottom menu to start viewing Reels in a TikTok-esque feed of content that’s been curated for the user by Instagram’s algorithm.  When a user opens the TikTok app, they are immediately shown a curated feed of TikToks the platform’s algorithm has chosen - AKA the “FYP” (for you page). The full screen and vertical swipe feed create a frictionless user experience that makes it as easy as possible to enjoy the app.  TikTok’s unique user experience puts short-form video content curated just for you at the center stage, creating a seamless and simple way to enjoy content. On the other hand, Reels is only a feature of Instagram among many others.  Music & Video Editing Tools Due to copyright concerns, Instagram business accounts only have access to Reels’ library of royalty-free tracks, while content creators have access to a larger library full of popular copyrighted music. While Reels does offer video editing tools, they can be tricky to navigate and their filters and effects are not very extensive.  Music and sound are the cornerstones of a TikTok video, and the app has nailed this feature with its extensive library of music and user-generated sounds available to content creators and brands alike. On top of that, TikTok’s video editing features are user-friendly, and they offer a wide variety of filters and video effects.  TikTok is the clear winner when it comes to music and video editing tools given their extensive music and sound library and editing capabilities.  Platform Purpose   Instagram, home of Reels, is a network-oriented app, where users are used to seeing content from people they are familiar with and have chosen to follow. 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We don’t know as much about Instagram’s Reels algorithm, but we can assume it attempts to mimic the TikTok experience while staying true to the app and attempting to keep Reels content unique.     How Brands Can Be Successful on Reels and TikTok To be successful on Reels and TikTok, brand content shouldn’t feel like brand content. Brands need to get scrappy and creative to grab user’s attention and not stand out like a sore thumb among the style of content shared by individual creators. With that in mind, both Reels and TikTok require a unique content strategy within the brand’s larger social strategy. However, that inevitably requires extra time and effort. To decide which of these platforms to begin focusing your efforts on, ask yourself these two questions:  Which platform is your audience on currently?  Which one can you commit to doing consistently?  While there are many benefits of TikTok as discussed above in our comparison of the two platforms, many brands have already established themselves and have grown a following on Instagram, and therefore beginning to utilize Reels has a low barrier to entry. While cross-posting between the two platforms is an option we’ve seen numerous brands take, a carefully thought out strategy for each channel your brand has a presence on is more important than simply having content out there. When it comes to a brand’s social presence, quality is always preferred over quantity.  The social world is ever-evolving - and at the end of the day, there’s no one-size-fits-all answer to which platform is best - the answer is unique to your brand’s priorities and your team’s bandwidth to thoughtfully manage the channels on which your brand appears.