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Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.

AMP Agency Acquires Genome

AMP Agency, a full-service digital marketing agency, has acquired Genome, an award-winning digital innovation, transformation and product development company. The addition of Genome will further AMP’s strategy to advance technology-enabled innovation and grow internationally. “Our technology practice has become a valuable resource for clients. It was clear from the start that Genome would bring necessary skill sets, so the acquisition felt natural. The addition of the Genome team’s expertise and its capabilities take our offerings to a new level.” said Michael Mish, President of AMP Agency Genome CEO Matt Fitz-Henry will serve as senior vice president of technology for AMP Agency, with the primary objective of building innovative technical solutions for clients. Genome’s Executive Vice President and General Manager Nate Herr will serve as senior vice president, technology services.   Read the full press release here.

Google Trends Search Insights April 2022

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 2022. 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+ (sometimes 100,000+). 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. Top Trending Keywords - April 2022 Overview Last month, we only had one phrase that was queried over 10 million times, according to Google Trends. We’re not sure if “April Showers brings less Unified Search Interest” is the new hip saying but you’ve read it first, for sure.We did see queries across the typical topics: Entertainment, Holidays, Politics.  We’ll delve into all of those phrases.  Oh yeah, and a billionaire decided to buy a social network so we’ll examine the timeline of that topic. Finally, since there were so many and they were spread over five distinct subcategories, we are doing a deep dive into the keywords related to sports.  Those live events certainly capture the attention of Google users.   Climate Change Awareness In coordination with Earth Day, Google changed their logo with a Doodle that linked to search results for the following phrase: Climate Change - 4/21/2022 - 10,000,000+ queries SInce the inception of Google Trends, the search interest for this phrase has never been as high as it was last month. Google has used its Doodle program to bring attention to other topics in the past. We wonder if search interest in this topic will continue to increase in future months and years.   No One Was Slapped At The Grammys After we reported that Will Smith broke Google Trends in March 2022, the AMP team thought there may be a spike in interest in other awards shows. Check out the phrases attached to the Grammys: Grammys 2022 - 4/2/2022 - 2,000,000+ queries Olivia Rodrigo - 4/3/2022 - 2,000,000+ queries The awards show received a respectable number of queries and congrats to Olivia Rodrigo on her wins.  Let’s look at the historical data for this awards show: Looking at the past five years, the search interest in this year’s Grammys was a part of a downward trend.  There appears to be no effect from the Oscars.  We do like the small spike in the chart that is connected to when nominees are announced.   Top Movie Queries Last Month What films drove people to search in April 2022?  Here’s the list we collected: Doctor Strange 2 - 4/6/2022 - 200,000+ queries Sonic 2 - 4/7/2022 - 500,000+ queries Thor: Love and Thunder - 4/18/2022 - 1,000,000+ queries Don't Worry Darling - 4/27/2022 - 500,000+ queries The only phrase that is attached to a movie that premiered in theaters from this list is “Sonic 2”.  The rest are associated with a trailer that was made available online. If interest in a trailer is high, we feel that it’s a good indication that anticipation for the film is high.   Bonus query - the final episodes of the Netflix series Ozark were made available on the 29th: Ozark - 4/29/2022 - 500,000+ queries   Holidays And Natural Occurrences Interest in holidays is strong and we typically see the most popular holidays get queried on the day they occur or when the celebration starts.  Here are the phrases that we collected last month: Passover - 4/14/2022 - 200,000+ queries Happy Easter! - 4/17/2022 - 1,000,000+ queries Earth Day - 4/21/2022 - 1,000,000+ queries It’s clear that the Google Doodle related to climate change dwarfed the search interest in Earth Day.  In this five year view, the interest is in a bit of a down trend. The spike in the middle of the chart shows that search interest was at its highest in April 2020. Some people may not think it’s a great holiday but Tax Day in the US was on the 18th this year and here was the phrase associated with that day: TurboTax - 4/18/2022 - 1,000,000+ queries Procrastinators unite!  Or not. Or whenever you get to it. We saw that the full moon in April drove people to search and another weather related query made the daily top 3: Full moon April 2022 - 4/14/2022 - 200,000+ queries Severe thunderstorm warning - 4/11/2022 - 200,000+ queries Winter is officially over - we did not see any Winter Storm Warning queries in April!   Politics As Usual We had a few queries related to politics, both domestically and abroad, that made our collection from last month: Senator Dianne Feinstein - 4/14/2022 - 200,000+ queries Rudy Giuliani - 4/20/2022 - 500,000+ queries Madison Cawthorn - 4/22/2022 - 200,000+ queries French election - 4/23/2022 - 1,000,000+ queries Sen. Dianne Feinstein made the list because of news stories that she is no longer mentally fit for Congress.  Rudy Giuliani made an appearance on The Masked Singer TV show, which was spoiled back in February.  The North Carolina congressman made headlines on the 22nd and the presidential election in France captured enough attention of the US audience that it was queried over a million times on the 23rd.   Elon Musk  Not sure if you’ve heard but Elon Musk announced that he was going to buy Twitter and then had his offer accepted - all in the month of April 2022. Elon Musk - 4/4/2022 - 500,000+ queries Elon Musk - 4/25/2022 - 5,000,000+ queries At the time of this writing, the deal has not been finalized but all of AMP is watching closely to see what changes may come to this social media platform and its ads policies.   Just a Month About Sports Since people have been allowed to watch events in stadiums and arenas, sports-related searches are back with a vengeance. We did see a dip in the number of phrases that had sports intent between April 2020 through the summer of 2021.  Last month, we saw a good number of phrases that could be grouped to tell a few stories. Check out the timeline of the NCAA Basketball Tournaments: Final Four - 4/1/2022 - 1,000,000+ queries UConn women's basketball - 4/1/2022 - 500,000+ queries Duke - 4/2/2022 - 5,000,000+ queries Duke vs UNC - 4/2/2022 - 2,000,000+ queries UConn women's basketball - 4/3/2022 - 1,000,000+ queries NCAA basketball - 4/4/2022 - 5,000,000+ queries The Masters were back in a big way thanks to Tiger Woods and newcomer Scottie Scheffler.  See how people searched over six days in April: Tiger Woods - 4/5/2022 - 500,000+ queries Masters leaderboard - 4/6/2022 - 2,000,000+ queries Tiger Woods - 4/7/2022 - 1,000,000+ queries Scottie Scheffler - 4/8/2022 - 1,000,000+ queries Scottie Scheffler - 4/9/2022 - 2,000,000+ queries Scottie Scheffler - 4/10/2022 - 2,000,000+ queries Did you know European Football is popular in the US, at least from a search perspective? Check out this list of league and team names: Champions League - 4/5/2022 - 500,000+ queries Real Madrid - 4/6/2022 - 1,000,000+ queries Europa League - 4/7/2022 - 500,000+ queries Liverpool - 4/10/2022 - 500,000+ queries Read Madrid - 4/12/2022 - 1,000,000+ queries Man City - 4/13/2022 - 200,000+ queries Liverpool vs. Man United - 4/19/2022 - 500,000+ queries Liverpool - 4/24/2022 - 200,000+ queries Champions League - 4/26/2022 - 1,000,000+ queries Real Madrid - 4/26/2022 - 200,000+ queries Real Madrid - 4/30/2022 - 200,000+ queries NBA playoffs kicked off in April 2022 and the queries related to it rolled from the 13th through the 29th: Pelicans - 4/13/2022 - 500,000+ queries Hornets - 4/13/2022 - 500,000+ queries Clippers - 4/15/2022 - 500,000+ queries Hawks - 4/15/2022 - 500,000+ queries Warriors - 4/16/2022 - 1,000,000+ queries Timberwolves - 4/16/2022 - 500,000+ queries Bulls - 4/17/2022 - 500,000+ queries Suns - 4/17/2022 - 500,000+ queries Warriors - 4/18/2022 - 1,000,000+ queries Bulls - 4/20/2022 - 1,000,000+ queries 76ers - 4/20/2022 - 500,000+ queries Miami Heat - 4/22/2022 - 200,000+ queries Celtics - 4/23/2022 - 2,000,000+ queries Bulls - 4/23/2022 - 500,000+ queries Pelicans - 4/24/2022 - 500,000+ queries Jimmy Butler - 4/24/2022 - 200,000+ queries Celtics - 4/25/2022 - 2,000,000+ queries Warriors - 4/27/2022 - 1,000,000+ queries Joel Embiid - 4/28/2022 - 1,000,000+ queries Memphis Grizzlies - 4/29/2022 - 1,000,000+ queries Lastly, American Gridiron Football made some appearances in the daily top 3. The first phrase being a new league and the NFL draft. USFL - 4/16/2022 - 1,000,000+ queries NFL Draft - 4/27/2022 - 5,000,000+ queries 2022 NFL Draft - 4/28/2022 - 2,000,000+ queries Phew - that was a lot but each subsection had its own little journey.  You could see how the NBA playoffs are unfolding by just reading through the top queries.  Go Celtics! Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services. Until next month.

How Brands Can Use Social Components In Products

“If you look for it, I’ve got a sneaky feeling you’ll find that social actually is all around.”  Okay yes, I did steal that line from one of my favorite Holiday movies, Love Actually. But it’s true– elements of social networking are integrated into many of the products we consume every day, even if it’s not as overt as platforms like Facebook or Twitter.  Take Venmo for example. You open up the app to pay your roommate for your share of utilities and catch yourself scrolling through a feed of your friends’ recent transactions, decoding emojis to figure out what they’ve been up to. At its core, this is social networking, and it’s a feature of Venmo’s payment platform that has set it apart from its competitors like Zelle.   By adding a social component to something like a payment platform, Venmo created a space for not just payments to be exchanged, but social interactions. As humans, we intrinsically crave these connections and interactions that remind us we’re not alone. Leveraging this insight has put Venmo at a competitive advantage, as with many other brands who have taken the opportunity to create a social experience around their product. Why? Because nothing can compete with the power of a strong community around a product.    Case Studies: Products with Social Components & Where Brands Can Lean In There is a range of products with social components baked in. Some were created with social at the forefront, while others added social components as a feature to an existing product. Some have opportunities for external brands to join the conversation and leverage their niche communities, while others are a closed community of consumers. We’ll dive into two case studies to show the ways this has played out for two popular brands: Strava and Spotify.    Strava  Strava calls itself a social fitness network. The app allows users to track their activities and offers a range of analysis tools, from miles ran to calories burned and so on. But they didn’t stop there– Strava integrated a social experience into the commonly found fitness tracking app by allowing users to post their workouts to a feed, follow friends, and comment to give “kudos” (likes) to other users’ workouts.  Similar to other social platforms, users find themselves following IRL friends and acquaintances, but also their idols and professional athletes to get a glimpse into their training. The app allows users to join clubs, such as a running club or group of members training for the event, and invites them to take part in challenges such as “complete a 5K in May” or “log 250 minutes of activity”.  Brand Involvement  Clubs and challenges are the best way for brands to get involved in the conversation on Strava. A brand can create a club like Brooks Run Club or Nuun Hydration to connect athletes who identify with these brands to each other. Another option is for brands to host a challenge such as Lululemon’s Move and Stay Connected challenge, which was created during the height of the pandemic in 2020.    Spotify  Spotify serves a very straightforward purpose to consumers– to access music and podcasts. With that said, they have done a great job at weaving in social components that feel additive to the experience of using the app.  When you sign up for Spotify, you create a profile with your name and a profile photo. You’re prompted to connect your account to Facebook, and recommended users you may know and artists you may like to follow. Once you’re following other users, you can check your “friend activity” on the desktop app, view their profiles and save their playlists, and even create co-authored playlists with other users.  In addition to these social components within the app experience itself, Spotify has mastered the art of integrating with other social networks and encouraging users to share the music and podcasts they’re listening to on those external platforms. For instance, the notorious Spotify Wrapped campaign is practically designed for sharing on Instagram Stories. But even on a normal day, the regular social sharing integration in the Spotify app that allows users to share what they’re listening to on social is seamless.  Brand Involvement  There are a handful of ways that brands can get involved in the conversation on Spotify. Perhaps one of the most fun and creative ways is to create a brand profile with curated playlists like McDonald's and Gymshark have successfully done. Brands may also buy a variety of ad placements in the Spotify app, including audio and video ads served to listeners who use the free version of the app, and also podcast ads.    Below are a couple of questions to ask when thinking about how you can apply this to your brand or product:   Can a social component be added to my product in a way that adds value to the overall experience?  A social component needs to build upon your existing product, and it needs to feel natural as if the purpose of the product supports the need for a social component and the experience is additive to the product.  There should also be a clear reason to create a space for consumer-to-consumer interactions. For example, perhaps you can see that these engagements are already happening on another social platform, like a Facebook Group or a Reddit thread.    Can my brand join the conversation or have a presence in a social component of an existing product, like Spotify or Strava?  If there’s a social component of a product that feels like a perfect fit for your brand, there may be an opportunity to establish a presence in that community. However, it’s important to approach these opportunities thoughtfully and strategically, because you will be under the microscope of a niche community. Additionally, you need to be careful that you’re joining a conversation where brands are welcome. For instance, communities like Reddit exist for user-to-user interactions, and brands can be shunned away from the platform.     With this all in mind, my hope is that next time you’re deciding which social platforms to leverage for an upcoming project or campaign, you may think outside the box about social media and look at the non-traditional, yet intrinsically social, platforms at your disposal. 

AMP Agency Mentioned In AdExchanger Article

A buzzing topic in the world of data security and protection is the upcoming Google Chrome changes. That’s right, we will soon be living in a cookieless world. Technology solutions in the current landscape are optimizing their efforts much before the implementation as they’d like to get well-acquinated with what the future of advertising may look like.   “We want to be early adopters and hand-raisers as a part of these cookieless and new ID solutions,” said Meghan Galligan, Stop & Shop’s director of digital marketing. (Source: AdExchanger) AMP Agency partnered with Stop & Shop and Dstillery to learn more about how to navigate through an ever-changing cookieless landscape.   Read the news here.

Recalibrating Cinco De Mayo

Cinco de Mayo is a day most Americans associate with two-for-one margaritas and bottomless salsa or maybe even with Mexican Independence. In reality, it’s the anniversary of a David vs. Goliath-esque battle that took place between Mexico and France in the 1860s. More than a century later, it was co-opted by alcohol marketers to sell booze to Spanish-speaking Americans. Quite the tenuous thread, considering that outside the state of Puebla–where the battle took place–it isn’t widely celebrated in Mexico. But this post isn’t intended to cancel Cinco de Mayo revelry; quite the opposite. With an Avocados from Mexico poll revealing that only 22% of Americans know what they’re actually raising their cervezas to every 5th of May, consider this a brief primer on how to celebrate a day of Mexican heritage, resilience, and pride respectfully, without the appropriation of a sombrero. As marketers ourselves, it’s the least we can do.    Picture it: Mexico, 1862.  What started as a naval invasion to secure debts owed by Mexico to European governments turned into a sly attempt by France to take over the country. Emperor Napoleon III–nephew of his namesake Napoleon Bonaparte–set his sights on claiming a French-backed stronghold in North America. But before his troops could invade Mexico City, they were remarkably defeated by Mexican general Ignacio Zaragoza and his men in Puebla de Los Ángeles. Though Napoleon ultimately occupied the country until 1867, this battle remains a symbolic and historic moment of Mexican resilience and sovereignty with as few as 2,000 Mexican soldiers fighting off three times as many French ones. Against the backdrop of the American Civil War, Mexicans living in California–wary of France’s Confederate support–regaled their underdog countrymen’s victory over foreign powers with the first Cinco de Mayo celebrations stateside. Today, the largest Cinco de Mayo celebrations take place in Los Angeles, California.    From cultural pride to corporate gains   In the 20th century, Chicano activists embraced the holiday as an occasion to celebrate their broader Mexican heritage and fight for their civil rights. President Franklin D. Roosevelt is also said to have had a hand in raising its popularity through US-Latin American policy. But, as happens with most holidays, Cinco de Mayo’s origins were usurped by commercial interests. In the 1980s, beverage brands saw it as a prime opportunity to sell more beer and launched marketing campaigns to Spanish-speaking Americans. As Paste magazine put it, “An ethnically-themed holiday falling on a relatively blank calendar space between St. Patrick’s Day and Memorial Day, just as the weather is starting to warm up? Nothing could be more perfect.” The rest, they say, is history. Or rather, historical ambiguity?    Celebrating responsibly  Of course, supporting your favorite local Mexican restaurant or bar on Cinco de Mayo is a wonderful thing. But without the sobering context and history of a day that is typically anything but sober, it’s easy for Cinco de Mayo to simply be an excuse to throw back too many tequila shots at a chain restaurant wearing a stick-on mustache when it could be an opportunity to authentically immerse yourself in the culture. So, without further adieu, here are a few ways we recommend celebrating and a few that should be absolutely stricken from the itinerary. By now it should be obvious, but for those not of Mexican descent who may be unclear: trust your instincts and forgo dressing as a caricature of Mexican attire. That means no sombreros, no ponchos (called serape and jorongo in Spanish), and absolutely no fake mustaches. Embrace the culture without making a mockery of it. In this same vein–for marketers and everyday folks–don’t give English words a Spanish flair in an effort to rhyme or be cute. It’s not Cinco de Drinko.   Go ahead and sip on a freshly muddled margarita, an ice-cold tequila, or even a smoky mezcal, but refrain from getting sloppy at best or offensive at worst. Better still, talk to your bartender and ask to try a cocktail you haven’t had before like a paloma, michelada, or horchata. Beyond enjoying Mexican spirits or beers, it’s the perfect opportunity to eat delicious, authentic food. Seek out family-owned Mexican restaurants, food trucks, or ingredients you haven’t tried before, and avoid chains if you can. Take a Mexican cooking class taught by a Mexican or Mexican-American chef and learn how to make traditional recipes at home like mole poblano, a traditional sauce of Puebla. Read a book by a Mexican or Mexican-American author, watch a Mexican show on your streaming service of choice, or sing along to a playlist of Mexican musicians. Attend a Cinco de Mayo festival in your area to experience traditional music, dancing and dress, and activities for the whole family.  Tell your friends what you learned in this blog post! Or better yet, continue reading about the intersectionality of Mexican and American history.     AMP and Advantage Employees Weigh in on Cinco de Mayo  “In my family, Cinco de Mayo is usually combined with Mother’s Day and boxing fights. It’s a weekend of bonding, delicious food, and good times. However, I did grow up seeing it celebrated inappropriately by my peers. As an adult, I notice that there is more of an effort to explain what the day actually commemorates and how to celebrate appropriately. The comradery of this makes me more proud to be Mexican-American and even encourages me to celebrate my culture more with my family.”  - Destiny Velazquez, Engagement Strategist at AMP “Cinco de Mayo is a holiday that in Mexico we don't really celebrate. As Mexicans or Mexican-Americans in America, we cringe about [it] due to the insensitive depiction of our heritage and culture and seeing it narrowed down to maracas, sombreros, and culturally appropriated Americanized dishes that fail to represent the rich gastronomy that Mexico has to offer. As a result, as an ERG, we originally chose to bypass Cinco de Mayo as an occasion to celebrate or even acknowledge. But the more we thought about it, the more we thought about the need for us to be part of the solution. Cinco de Mayo will not go away, and we do not want it to go away. We want more people to embrace it and celebrate it appropriately. It is an opportunity to share our culture, tradition, and history, and it’s an opportunity to bring our communities closer together.”  - Gerado Orta, Co-Chair HOLA (Advantage’s LatinX ERG) and VP Strategic Planning at InMarketing Services    "Yo soy (I am) Peruana. In the town I grew up in [in] New Jersey, Cinco de Mayo was not something I saw celebrated or acknowledged; most of my friends were from Puerto Rico, the Dominican Republic, Cuba, or from South America. And because I am Peruvian, Cinco de Mayo was not part of my cultural upbringing. It wasn’t until I began working professionally in corporate America, that I was introduced to Cinco de Mayo. Frankly, it never felt right the way the holiday was presented, associated with tacos, margaritas, and sombreros. I have friends who are Mexican and saw the holiday as perpetuating stereotypes about Mexican culture. I did my research and learned more about the origins and significance of the holiday – something, unfortunately, missed when talking about Cinco de Mayo. If you want to celebrate or partake in another communities’ cultural traditions or celebrations, learn about [them] first. Sometimes people confuse dressing in a certain way or imitating another cultures’ traditions as appreciation, [when] what they are doing is appropriating another culture. This can be off-putting or seen as disrespectful by individuals in the other community.  Even if the intent was meant to be positive, “I was just trying to celebrate x culture,”  what’s important to remember is the impact it can have on another community. The best advice I can give [is] showing appreciation for another culture starts with educating yourself first on what’s acceptable and what’s not before taking any action. And if you make a mistake, which is bound to happen (I mean we are human), acknowledge it, learn from it, and don’t do it again." - Giannina Seaman, Senior Director of Diversity, Equity, and Inclusion at Advantage Solutions

5 Ways To Implement Nostalgic Marketing

If you’ve ever watched an ad or TV show and felt fond memories of simpler times rushing back to you, then you’re familiar with nostalgia. Connecting with a brand’s positive concepts or ideas from the past is referred to as nostalgic marketing. The goal is to create campaigns that trigger fond memories of comfort and security causing consumers to have positive associates with the brand. The emotions that viewers experience with specific brands serve as an escape from reality. While the concept is not new, it’s become more popular in recent times and is used by companies of all sizes across all industries, from Coca-Cola to the Walt Disney Company and that’s because it works.  There are plenty of brands that have created notable “throwback” campaigns over the past few years targeted at millennials, GenX, and GenZ. From reboots of beloved television shows, limited runs of signature throwback packaging, or collaborations of new and #TBT music remixes, these all successfully promote sentimentality. If Stranger Things doesn’t scream “the ‘80s”, then I don’t know what does. The Netflix original series lays the nostalgia factor on thick, complete with Eleven’s vibrant and geometrically fabricated outfits to Steve Harrington and Billy Hargrove’s hairstyles. The creators of the show have perfected the balance of fond memories and futuristic innovation to keep viewers hooked with the heartwarming storyline and CGI that brings the Demogorgons to life from the popular game Dungeons and Dragons (D&D). Fast-forwarding to the ’90s, the hit HBO Max show, Euphoria, has brought back glitter and Barbie’s baby blue eyeshadow.  In season two, the cast adorned their lids with bold flicks of blue leading fans to take to Instagram and TikTok to show their best takes on the show’s top makeup moments, according to Instyle. With Y2K taking over, vibrant colors are back and brighter than ever.  Nostalgic marketing is an effective way to inspire brand affinity and encourage consumers to romanticize memories of the past. Here are 5 ways to implement nostalgic marketing: 1. Tune into Social Media: With the resurgence of the Y2K aesthetic powered by social media creators and influencers, gaucho pants and platform sandals have found their way back to our timelines and into our hearts. Social media is a melting pot of nostalgia where you can reminisce and feel connected to a larger community of people with shared interests. Social platforms are full of conversations and content about what consumers miss from the past, the memories that bring them back to their childhood, and what brands left a mark along the way. Scrolling on TikTok or Instagram allows consumers to find out what’s trending from the past. It is important to keep your ear to the ground regarding trends to know what to do when injecting nostalgia into a future campaign. Think about a brand and how it could’ve improved from back then to now. 2. Focus on the audience:  The best nostalgia marketing effort resonates with multiple audiences. Brands need to understand their audience and keep in mind that the generation that first experienced the product or service will immediately be drawn to the campaign because of the nostalgia factor. In the beauty realm, Colourpop has been nailing this with their recent throwback collabs with Lizzie McGuire, and Malibu Barbie. As history repeats itself, nostalgia is now and TikTok is where Gen Z sets trends for what’s in and what will fly off the shelves.  3. Supply and demand: Consumer preferences and shopping trends are always changing, which is why brands frequently discontinue and launch products. With social listening, brands can take into account the backlash they are receiving for taking away beloved products. If the conversation is large enough, the brand might consider bringing the product back to the customers' delight.  4. Pull on those heartstrings: What story can be told? Is there a fan of the brand who has been following the company’s moves for a while? Make the brand feel human and embrace the 5 senses that dig deep into the brain’s memories. Recently, the Harry Potter crew had a reunion (Harry Potter 20th Anniversary: Return to Hogwarts) on HBO Max. The special took place at Warner Bros. Studio which is home to the beloved sets of the Harry Potter movies. As many people streamed the reunion, a flood of emotions filled the cast and viewers when reliving the films. 5. Don’t rush it: You are working with human emotions so your approach must be strategic and full of effort. A quick turnaround campaign will feel rushed and a money-grabbing stunt. Make your audience want more while also feeling satisfied with what you have given them.   Keep listening to your customers to figure out what makes your audience nostalgic. Allow your brand to bring comfort to many during these unpredictable times by connecting and embracing the familiar.  Best-in-class brands listen to the voice of the customer to make strategic decisions to ensure their campaigns create warm feelings for their customers while also shedding a positive light on the brand. Time to shake up your Magic Eight Ball and bring memories to fruition!

Guide to Understanding Web 3.0: NFTs in the Metaverse

Understanding Web 3.0: Your Guide to NFTs and Guide to the Metaverse What is an NFT? A non-fungible token (NFT) is a unique digital asset. NFTs are not interchangeable, and each one is unique. NFTs can be used to represent items such as digital art, collectibles, and in-game items. What is the metaverse? The metaverse is a term used to describe the virtual world in which people can interact with each other and with digital objects in a realistic way. the metaverse is a natural extension of web 3.0, which is the next stage of the internet. Web 3.0 is often described as a more user-friendly and interactive internet, where users can easily connect and share information. What is Web 3.0? In the vein of Web 2.0, Web 3.0 refers to the next generation of the internet. It is expected to be more interactive, intelligent, and user-friendly than Web 2.0. Some of the technologies that are often associated with Web 3.0 include artificial intelligence, virtual reality, and blockchain. How are NFTs used in the Metaverse? Since Web 3.0 is still in its infancy the relationship between the metaverse and NFTs is still be explored and in many ways, created. NFTs could be used to create and represent virtual assets in the metaverse, or they could be used to create unique, one-of-a-kind experiences that can be shared and experienced by people in the metaverse. A major difference between early metaverses and the web 3.0 metaverse will be the widespread presence of virtual currencies, digital tokens, and NFTs. How to create an NFT? There are a few different ways to create an NFT, but the easiest way is to use a service like Decentraland. These platforms allow you to create and manage your own digital assets, and they also provide a marketplace where you can buy and sell NFTs. The general steps that go into the creation of an NFT will differ as platforms evolve but usually: The artist creates a digital or physical piece of art The artist submits the artwork to a minting service or platform. The minting service or platform verifies the authenticity of the artwork. The minting service or platform mints the artwork into an NFT. The NFT is stored on a blockchain and can be bought, sold, or traded like any other cryptocurrency. How to buy NFTs? NFTs can be bought in a variety of ways, including online marketplaces, online auctions, and directly from the creators themselves. Some of the most popular NFT marketplaces include OpenSea, Rarible, and SuperRare. To buy an NFT, you will need to create an account on one of these marketplaces and deposit cryptocurrency into your account or contact a creator directly to exchange crypto wallet addresses. How to sell an NFT? The process to sell and NFT is similar to the buying process. Generally the most common way to sell an NFT is through an online marketplace. There are a number of online platforms that allow you to list and sell your NFTs, and the most popular ones include OpenSea, Rarible, and SuperRare. When listing your NFT for sale, you will need to set a price and provide a description. It is also a good idea to include a link to the digital file so potential buyers can preview it.   Best NFT marketplace? While there are many to choose from, as of 2022 OpenSea is the largest and most popular NFT marketplace with over 2 million users. It has a wide range of NFTs available for sale, including art, collectibles, and gaming items. OpenSea also has a built-in wallet so you can store your NFTs in one place. How to buy land in the metaverse? The best way to buy land in the metaverse will vary depending on the specific virtual world you are interested in. However, generally when buying metaverse land you should do your research and make sure you understand the virtual world you are interested in and the process for buying property within that world. Also remember never to spend more than you can afford on metaverse land. Should you invest in the metaverse? Some people believe that the metaverse will be a powerful and influential force in the future, while others believe that it is nothing more than a fad. Ultimately, it is up to the individual to decide whether or not to invest in the metaverse. However, it is worth remembering that there is singular metaverse, so while the concept may gain more widespread adoption your favorite metaverse could fail and stop existing. How to make money with NFT? There are a few ways to make money with NFTs. The most common is to create and sell them. You can also earn royalties from selling NFTs, or from having your NFTs used in games or other applications. Finally, you can earn interest on your NFTs by holding them in a wallet that supports NFTs.

Google Trends Search Insights March 2022

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 March 2022. 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+ (sometimes 100,000+). 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. Will Smith Broke Google Trends Well, let’s not bury the lead. The biggest story from our collected data stems from The Slap Heard ‘Round The World. There was a huge spike in search volume related to the slapper, Will Smith on the night of the Oscars.. Because of the large number of searches, it made the reporting of Google Trends’ daily trends a little funky.  We’ll examine those queries in their own section below, but the rest of the month did have some other interesting search topics. There were other topics related to the world of entertainment outside of the Oscars. We’ll examine what movies and TV shows people were hoping to see. March Madness took up a lot of real estate in Google Trends’ report so we’ll take you through those queries, and we think we know why weather-related keywords are getting more queries lately. Without further ado, here are our insights into Google Trends for March 2022.   The Other Top Quered Phrases For March 2022 Beyond Will Smith, there were two other  topics that drove over 10 million queries in a day. Those topics were attached to Google Doodles, which become queries when someone simply clicks on the altered Google logo. Winter Paralympics - 3/3/2022 - 10,000,000+ queries Rosa Bonheur - 3/15/2022 - 10,000,000+ queries The Winter Paralympics were held between March 4th and 13th and interest in the games was supported by Google Doodle.  The French painter Rosa Bonheur was celebrated on what would have been her 200th birthday.    Holiday Searching - March 2022 Style This year, March was full of holidays.  Let’s take a look at the list. Ash Wednesday - 3/1/2022 - 1,000,000+ queries Mardi Gras 2022 - 3/1/2022 - 1,000,000+ queries International Womens Day - 3/7/2022 - 2,000,000+ queries Pi - 3/14/2022 - 1,000,000+ queries St. Patrick's Day 2022 - 3/16/2022 - 1,000,000+ queries April Fools pranks - 3/31/2022 - 1,000,000+ queries The start of Lent kicked off March and people interested in both Mardi Gras and Ash Wednesday took to Google to learn more about those holidays. One of the members of our AMP SEO team went to New Orleans to see the celebrations first hand and lived to tell the tale!   The highest queried holiday in this list was International Women’s Day, which occurs every March 8th.  This holiday has picked up in search interest over the last 5 years.  It looks like there was a lull in 2020 (gee, I wonder what else was happening around March 8th that year?) but has rebounded nicely to where the interest was in 2018.  An unofficial holiday that is celebrated on March 14th is Pi Day.  Since Pi the mathematical constant of the ratio of a circle's circumference to its diameter is 3.14 (rounded up), it corresponds with the month number and day of March 14th.  Let’s see the five year trends of Pi Day. The search interest peak for this holiday happened in 2018. During the pandemic, the interest took a big blow but it appears to be back on the rise. Holidays present a big opportunity for marketers.  How can you use these upward trending holidays in your plans for 2023?   Since these two queries were aligned with the passage of time, we’re discussing here in the Holiday section. Google searchers also wanted to know more about Daylight Savings time for two different reasons.  Daylight savings 2022 - 3/11/2022 - 2,000,000+ queries Daylight savings time - 3/15/2022 - 2,000,000+ queries The first reason was to figure out when to change the clocks.  The second reason was to find out more about Congress trying to keep Daylight Savings in place for good.  We’d like the time to stay in one place but it probably should be Standard time (sorry).   Entertainment That Wasn’t The Oscars Ceremony Here is the list of all the TV shows, films, and trailers that were released in March 2022 that made the Google Trends daily top 3: The Dropout - 3/3/2022 - 500,000+ queries Pieces of Her - 3/4/2022 - 200,000+ queries ACM Awards 2022 - 3/6/2022 - 500,000+ queries Turning Red - 3/11/2022 - 1,000,000+ queries Deep Water - 3/18/2022 - 500,000+ queries Where the Crawdads Sing - 3/22/2022 - 200,000+ queries Bridgerton - 3/25/2022 - 1,000,000+ queries Moon Knight - 3/29/2022 - 1,000,000+ queries Morbius - 3/31/2022 - 1,000,000+ queries The Dropout, Pieces of Her, Bridgerton, and Moon Knight are all shows that you can stream and the spike in search interest corresponds with their release date.  Turning Red, Deep Water, and Morbius are all films that were released last month.  Where the Crawdads Sing is a film that is adapted from a novel and its trailer dropped on the 22nd. It will be shown exclusively in theaters in July.  Lastly, the American Country Music awards were held on the 7th and, for the first time, were not on network television. The show was streamed on Amazon to mixed reviews. Queries related to this award show were probably related to understanding where one could watch them.   The Effect Of Extremely High Query Volume There are some events that occur that drive people to search.  The last one we saw was the November 2020 Presidential Election. Looking back at those insights, the queries were stretched out over many days.  The immediate reaction of Will Smith slap on The Oscars caused a big spike in queries during a short amount of time.  Here’s our recording of the queries: Will Smith - 3/27/2022 - 10,000,000+ queries Will Smith Oscars - 3/27/2022 - 10,000,000+ queries Will Smith - 3/27/2022 - 10,000,000+ queries Here’s a screenshot from Google Trends’ Daily Search Trends page:    It’s not often you see the same query in the first and third position. The volume of searches were too much for the reporting module to take.   We noted in the February report that the Oscars had a down year in 2021 in terms of search interest and we would be monitoring the trend in March. Any guesses if the trend is up or down this year?  Here’s the chart: This chart is of the Academy Awards topic over the last five years.  It’s hard to decipher if the search interest would have been as high as it's shown here without the slap but it’s clear that it is much higher than it’s been since 2018.   News Queries As the Russian Invasion of Ukraine continues, so do queries related to it persist in Google Trends. Ukraine nuclear power plant - 3/2/2022 - 200,000+ queries Ukraine nuclear power plant - 3/3/2022 - 500,000+ queries Oil Prices - 3/7/2022 - 100,000+ queries Unlike February 2022, there were only these three queries that made Google’s daily top 3.   March Madness Throughout The Month The most persistent topic during March 2022 was the NCAA basketball tournament.  Take a look at how people searched for their teams, the matchups, and the tourney itself over the month. Duke basketball - 3/5/2022 - 1,000,000+ queries Michigan basketball - 3/9/2022 - 500,000+ queries NCAA bracket - 3/13/2022 - 2,000,000+ queries NCAA Tournament - 3/16/2022 - 1,000,000+ queries March Madness - 3/17/2022 - 2,000,000+ queries NCAA Tournament - 3/17/2022 - 1,000,000+ queries Baylor basketball - 3/19/2022 - 1,000,000+ queries Gonzaga - 3/19/2022 - 1,000,000+ queries Michigan basketball - 3/19/2022 - 500,000+ queries Duke basketball - 3/20/2022 - 500,000+ queries Duke Basketball - 3/24/2022 - 1,000,000+ queries Texas Tech basketball - 3/24/2022 - 500,000+ queries NCAA basketball - 3/25/2022 - 2,000,000+ queries Duke Basketball - 3/26/2022 - 2,000,000+ queries Kansas basketball - 3/26/2022 - 500,000+ queries Duke vs Arkansas - 3/26/2022 - 200,000+ queries UConn women's basketball - 3/28/2022 - 200,000+ queries Clearly, there are a few Duke fans out there.   Players Making Moves In The NFL The most popular sport in the USA from a search perspective is the NFL.  The league doesn’t stay out of the Daily Trends of Google Trends for long - even in the off-season. Russell Wilson - 3/8/2022 - 5,000,000+ queries Carson Wentz - 3/9/2022 - 500,000+ queries Tom Brady - 3/13/2022 - 5,000,000+ queries Von Miller - 3/16/2022 - 500,000+ queries Davante Adams - 3/17/2022 - 1,000,000+ queries Deshaun Watson - 3/18/2022 - 2,000,000+ queries Matt Ryan - 3/21/2022 - 1,000,000+ queries Tyreek Hill - 3/23/2022 - 2,000,000+ queries All of these players made changes of employment.  Most of them are going to play for another team next year, except for Tom Brady who just can’t stay retired.   Weather Queries Aren’t Getting More Popular But …they are becoming easier to plug into Google’s search bar.  As a part of a user’s Google Discover feed, there is a clickable button that leads to Google search results that are tied to weather queries!  Because of this new feature, millions of queries related to extreme weather are now appearing in Google Trends. Winter Storm Warning - 3/11/2022 - 1,000,000+ queries Severe Thunderstorm warning - 3/29/2022 - 1,000,000+ queries Mystery solved!  We didn’t think that people were suddenly really, really interested in the weather but one never knows.   Tech Woes, Tech Shows Finally, the two top Tech queries from March 2022 happened on the same day. Spotify - 3/8/2022 - 2,000,000+ queries Apple - 3/8/2022 - 500,000+ queries Spotify had a major outage on the 8th as Apple had an event announcing their newest devices and operating system release dates.  Not having Spotify makes pulling Google Trends data mor difficult for some reason.   Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services. Until next month.

TikTok Influencers Effect On Search Trends

Mikayla Nogueria: How Much Influence Does She Really Have? (According to Google Search Trends) Mikayla Nogueria (@mikaylanogueira on TikTok) has changed the world of consumer buying habits with her TikToks that average 2 million views per video. Viewers immediately became enamored with Mikayla and her honest reviews of beauty products and trends. There’s no holding back with her bold and authentic Boston personality that just makes you want to trust every word she says! Her page offers candid reviews, beauty tips, and stunning makeup looks that have resulted in over 9 million people following her account. She is also the queen of body positivity and motivational talks, we love that! Me, being an SEO specialist, lover of TikTok, and frequent viewer of Mikayla’s videos(including being influenced to buy some of the products she recommends), I was curious to see how her TikToks of reviewing products with millions of views translated to Google search trends and Google search results. I figured with how influential she is, that has to have some effect on Google search, right? So I went ahead and pulled Google search trends and Google keyword planner data from her recent videos reviewing viral makeup products. Let’s take a look into how those performed!   Mikayla Nogueria’s TikTok Videos and Their Effect On Google Search Trends TikTok #1 Starting off with a TikTok Mikayla posted on December 20th, 2021 that received 3.3 million views of her reviewing the “NARS Orgasm Liquid Blush”, which singer and celebrity Madison Beer swears by. Mikayla had to see if Miss Madison was telling the truth and tested out the product for us. She gave the product stellar reviews stating that the blending, pigmentation, and color were amazing (definitely adding this to my cart later)! This video received over 500k likes and 2,000 comments but what happened to the Google search results after this video was posted? I pulled Google Trend data for the keyword “NARS Liquid Blush” and analyzed the week it was posted, including the days leading up to the post and after. We can see that before December 20th, this product wasn’t really trending, but it began to climb after Mikayla posted her TikTok. Now, this looks promising so far right? But I’m thinking we should look at a few more examples before coming to a conclusion because we love not only a material girl but a research girl.    TikTok #2 Let’s move on to another viral product that Mikayla tried on January 11th, 2022: pastel chromes from Chaos Makeup(this product gives very much Euphoria vibes). This video has almost 10 million views with almost 2 million likes and close to 10,000 comments! This product was given the stamp of approval by Mikayla which resulted in it completely selling out, we stan supporting small businesses. But did this translate to Google Trend results? Yes. It. Did. Let’s go, Mikayla! We can see an instant peak in trend results for “Chaos Makeup” beginning on the day Mikayla posted and reviewed the product. But again, what are we? A research girl, so let’s look at a couple more videos to further prove that Mikayla is a TikTok beauty review goddess.   TikTok #3 The next day, January 12th, Mikayla reviewed Charlotte Tilbury’s (an icon in the beauty industry rn, we love her) new foundation, and her video received over 2.8 million views. Charlotte Tilbury has been slaying with their contour and blush sticks and their flawless filter that gives your skin that perfect glow. When they announced their new product, of course, Mikalaya had to put it to the test! The product is Mikayla approved (unsurprisingly because we love C Tilbs), she even stated that this will be the foundation she’ll be using for her wedding makeup! The video amassed over 440k likes and 4,000 comments but let’s see how this affected Google trends and search results. As we can see in the graph on the left, the Google trend results shot up by 300% the day Mikayla’s TikTok was posted. In the graph on the right, we can see that the monthly search volume shot up by over 1,000% in January 2022 compared to December 2021. We’re still seeing a pretty consistent trend of an increase in both Google trends and search results after Mikayla reviews a product on TikTok.   TikTok #4 On January 19th, 2022 Mikayla reviewed the NYX Tinted Brow Mascara, another product that went viral! With over 1.5 million views, Mikayla gave it a thumbs up and was obsessed with how natural it made her brows look. Her video gained 222,000 likes and over 1,000 comments but did we see this same kind of volume in Google trends and search results? In the graph on the left, we see an immediate increase of 250% in Google Trends on the 19th when Mikayla posted the video, love that for her! On the right, we see the monthly search volume increased by 120% from the previous month. So far we’re 4/4 for Mikayla’s videos and their positive impact on Google Trends and search. Even though this is very impressive for Mikayla, I thought to myself, do her sponsored videos perform just as well?   Mikayla Nogueria’s Sponsored TikTok Videos and Their Effect On Google Search Trends Let’s start with some background information! Sponsored videos are typically noted with a hashtag, #ad, in the caption stating that the individual was paid by the company to promote/review this product. Mikayla got her start on TikTok from reviewing makeup products organically, so of course, brands started to realize the influence she has on consumer buying habits and wanted to use her influence to promote their products. Get that coin Mikayla! We know with her authentic personality that she would never promote a product just for a check, but because she truly likes and uses that product herself, so keep it up queen.   Sponsored TikTok #1 The first sponsored video I took a look at was her review of the “Glow Recipe Plum Plump Hyaluronic Serum” on December 7th. The video received over 1.6 million views and 94,000 likes and over 700 comments. Before Mikayla was even sponsored by Glow Recipe, they reached out to her earlier in the year asking if she could try it and give it her honest opinion. It quickly became her favorite moisturizer and she’s been using it for months!  In the graph on the left, we can see the keyword “Glow Recipe Plum Plump Hyaluronic Serum” shoots up by 200% in Google Trends the day after the TikTok was posted. On the right, search volume was up 270% from the previous month, jumping from 590 results to 1,600, iconic!   Sponsored TikTok #2 Mikayla’s next sponsored video was her reviewing the “Maybelline Fit Me Matte + Poreless Foundation”, aka one of the most iconic drugstore foundations, on December 20th, she gave it stellar reviews and it garnered over 1.1 million views and 100,000 likes, and over 1,300 comments. Everybody loves a product that is great, but also doesn’t break the bank so I have a feeling this video is definitely going to impact some trends and search results. No shock here; We see on the left that the Maybelline foundation keyword blew up by 110% on Google Trends within the day of Mikayla’s TikTok video being posted. The Google search results also increased by 110%, jumping to a thousand monthly search results in December 2021.    Sponsored TikTok #3 On January 3rd, Mikayla is sponsored by Makeup Revolution and reviews their 5D Lash Mascara. The video received over 900k views, 110k likes, and 900 comments with Mikayla stating the mascara made her lashes look beautiful! She’s also sporting a red lip in this video, something she rarely does because she doesn't typically like red lipstick but we love it on her! Anyways, let’s see what the results were for the keyword “Makeup Revolution 5D Lash Mascara”. Google Trends for “Makeup Revolution 5D Lash Mascara” shot up by 200% following the 1 to 2 days after Mikayla’s TikTok was posted! And on the right, we can see the search volume grew by over 1,000% in January 2022 compared to December 2021, we love to see it!   Sponsored TikTok #4 The last sponsored TikTok of Mikayla’s that I took a look at was posted on January 19th featuring the company Peach & Lily and their “Glass Skin Refining Serum” product. Mikayla talks about when she used to work at Ulta and she would sell Peach & Lily like crazy! She’s been a fan of this brand for years so it’s great to see it all come full circle for her. She follows the video up by demonstrating how to use the products correctly, again, we love that. The Google Trend results went up by 200% over the past week as we see an increase in trends after the video was posted on the 19th. Similarly, we see an increase in search volume for “Peach & Lily Glass Skin Refining Serum” in January 2022 of 480 monthly searches as opposed to 390 monthly searches in December, meaning an increase of 120%! Looks like Mikayla is 4/4 on her sponsored TikToks and their effects on Google Trends and search results.   Mikayla is A Major Influencer When It Comes to Google Trends and Search Results. Period. I think we can all agree with the conclusion that Mikayla Nogueria has some serious influence when it comes to Google Trends and search results! The days of advertising have completely changed with the TikTok platform and Mikayla is definitely a pioneer in the movement. Being able to see how TikTok videos and trends impact Google search results warms my little SEO heart and has made my love for TikTok grow even more. By comparing the organic versus sponsored TikTok videos, the only difference I noticed was a drop in views, likes, and comments for sponsored content but since the Google Trends and search results are consistent, they seem to be just as effective in getting viewers to search for the product online. Also, the videos Mikayla organically reacts to are typically ones that have gone viral, so it makes sense those videos get more engagement in comparison to sponsored videos. All in all, Mikayla has done an amazing job at being a trustworthy influencer when it comes to makeup and beauty and it’s amazing to see the impact that she has on Google Trends and search results.

Katelyn Crowley, VP Talent Acquisition Chats With Authority Magazine

“In a world where there are so many people shouting, I want to hear from the silent observer.”                                                                                                                       - Katelyn Crowley, Vice President Talent Management & Organizational Performance, AMP Agency and Advantage Solutions Katelyn Crowley leads AMP’s human resources department, as well as many other agencies in the Advantage network. The post-pandemic job market is a fierce one, and she has taken this time to increase her knowledge and create and implement talent acquisition strategies that can thrive in the current competitive landscape. Katelyn shared her insights with Authority Magazine in their latest article. Read the full article here.

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