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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 September 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. Three Main Topics - September 2022 If we had to boil the month of search topics down to three (not that anyone is asking us to do that), we’d say: Hurricane Ian, The Queen, and Adam Levine. Beyond that trio, we had a couple of Google Doodles that drove queries. We got a good sense of what people were watching on big and small screens. Apple released a new phone, we celebrated coffee, and wanted to know how big the interest rate increase was. We are still wondering if the Artemis rocket will launch and we love football on the professional and collegiate level. Let’s examine the details. Top Queries of the Month There were four keyword phrases that were queried over 10 million times in a 24 hour period, according to Google Trends. A couple were driven by Google Doodles: Labor Day - 9/4/2022 - 10,000,000+ queries How do i register to vote - 9/19/2022 - 10,000,000+ queries Google Doodles are modifications to the Google logo where, when clicked, direct people to a results page. The query that is attached to the result page gets recorded by Google Trends’ Daily Trend report. We had some clicks on a Labor Day Doodle along with a call to register to vote. Before you started reading this post, you probably knew that the biggest news story of the month was the death of Queen Elizabeth II. Here’s the timeline of keywords throughout the month: Queen Elizabeth - 9/6/2022 - 10,000,000+ queries Two days before her death, the queen met with the new British Prime Minister Liz Truss and there was a photo taken at the meeting. This event led to lots of searches in Google. Queen - 9/8/2022 - 10,000,000+ queries Prince Charles - 9/8/2022 - 5,000,000+ queries Princess Diana - 9/8/2022 - 1,000,000+ queries On the day of her death, the top three most queried keywords were of the Queen, her son, and Princess Diana. Queen Elizabeth funeral - 9/18/2022 - 1,000,000+ queries People search for information about her funeral on the 18th. Top Viewing Choices Do you ever wonder what films or TV shows people are the most excited to see? Search query volume is a good indicator of excitement levels. Here’s the list of the most searched, video-based entertainment in September 2022: Don't Worry Darling - 9/5/2022 - 2,000,000+ queries Ana de Armas - 9/28/2022 - 500,000+ queries Hocus Pocus 2 - 9/30/2022 - 2,000,000+ queries The opening weekend of Olivia Wilde’s film Don’t Worry Darling was certainly buzzworthy with two million queries behind it. Ana de Armas plays Marilyn Monroe in the movie, Blonde, and it was released on Netflix on the 28th. Finally, the sequel to the 1993 film Hocus Pocus made its debut on the 30th. Cobra Kai - 9/9/2022 - 500,000+ queries Emmy winners 2022 - 9/12/2022 - 1,000,000+ queries Andor - 9/20/2022 - 200,000+ queries Dahmer Netflix - 9/21/2022 - 500,000+ queries For TV shows, Cobra Kai launched its 5th season on the 9th while Emmy winners were looked up on the 12th. On the 20th, people were excited to see the Star Wars series Andor start streaming on Disney+ the next day and the release biographical series Dahmer – Monster: The Jeffrey Dahmer Story drove people to search on the 21st. Oh My - Adam Levine We typically don’t include celebrity scandal news in these reports unless it just can’t be ignored. This timeline of queries over the course of four days made it difficult not to examine it. Adam Levine - 9/19/2022 - 1,000,000+ queries Adam Levine cheated on wife - 9/20/2022 - 200,000+ queries Adam Levine messages - 9/22/2022 - 200,000+ queries The AMP team thinks it’s fairly amazing that this story had such stay power. Furthermore, the list of keywords goes from a general query of the singer’s name to the specific messages he sent. It’s like a real world example of a search keyword consideration funnel! Celebrate Coffee We do love our coffee in the USA and there is a day to celebrate it every year. National Coffee Day 2022 - 9/29/2022 - 200,000+ queries We predicted that interest in this special day would be high this Autumn. Let’s see what the Google Trends chart shows on the search term “national coffee day” over the last 5 years. From this chart, you can see the interest (query volume) was larger last year. Not satisfied with these results, we looked at different queries, used the Google Trends topic “International Coffee Day to generate the data in the chart, and adjusted the category to Food & Drink and didn’t see anything that indicated the holiday was more popular this year. Still, these national food and drink holidays can be a day on the calendar for brands to plan campaigns around. A Brand To Save The World Sometimes brand names make the daily trend top 3. In September 2022, one of those brands was Patagonia. Patagonia - 9/14/2022 - 500,000+ queries On the 14th, the founder, Yvon Chouinard, announced that he was transferring ownership to a trust created to protect the firm’s values, as well as a nonprofit organization giving away all profits to protect the planet. AMP Agency had the pleasure of working with Patagonia and the details of our engagement are in this case study. The Annual Apple Update Another brand driving search queries last month was Apple. l Apple event - 9/6/2022 - 500,000+ queries iPhone 14 - 9/7/2022 - 5,000,000+ queries Google Maps - 9/12/2022 - 1,000,000+ queries At their event, they announced their latest iPhone. Later on in the month, Google announced new features of their Maps app for iOS. These changes enticed people to learn more via search. Interest Rates Keep Rising… To counter inflation, the Federal Reserve announced an increase to interest rates in September. Fed rate hike - 9/21/2022 - 200,000+ queries Queries related to the economy have been gaining popularity over recent months. We’ll keep monitoring these phrases and will discuss them in these monthly posts. …But The Rockets Stays Grounded We thought for sure that the Artemis rocket was going to launch last month after the mission was delayed in August. Well, no, that didn’t happen. Artemis launch - 9/2/2022 - 1,000,000+ queries NASA - 9/26/2022 - 500,000+ queries The NASA query was driven by the news the organization was postponing the launch again due to Hurricane Ian. Hurricane Ian’s Path Over the span of six days, people searched for more information about this destructive and deadly Category 4 hurricane. Hurricane Tracker - 9/23/2022 - 1,000,000+ queries Hurricane Ian - 9/24/2022 - 1,000,000+ queries Hurricane Ian - 9/24/2022 - 1,000,000+ queries Ian path - 9/25/2022 - 2,000,000+ queries Hurricane Ian tracker - 9/26/2022 - 5,000,000+ queries Florida Hurricane - 9/26/2022 - 500,000+ queries Ian - 9/28/2022 - 2,000,000+ queries The timeline of keyword phrases shows how the topic developed over time, how many queries there were about the topic (noting that it caused a glitch in Google Trends reporting as it listed the same phrase twice on the 24th, and the importance of search in times of crisis. It’s clear the Google is trying to understand the motivation behind these keywords related to emergency situations as we can see from this Opinion Rewards question: College Football Teams With the calendar change, people’s attention turns to the gridiron. Take a look at the list of College Football queries last month: Ohio State football - 9/3/2022 - 2,000,000+ queries LSU football - 9/3/2022 - 500,000+ queries LSU football - 9/4/2022 - 1,000,000+ queries Clemson football - 9/5/2022 - 1,000,000+ queries Texas A&M football - 9/10/2022 - 500,000+ queries Ohio State football - 9/10/2022 - 500,000+ queries Florida State football - 9/16/2022 - 200,000+ queries App State football - 9/17/2022 - 500,000+ queries Nebraska football - 9/17/2022 - 200,000+ queries Syracuse football - 9/17/2022 - 100,000+ queries Clemson football - 9/24/2022 - 500,000+ queries Did your favorite team make the list? If not, did your favorite NFL team make this list? Another NFL Season Dallas Cowboys - 9/11/2022 - 2,000,000+ queries NFL - 9/11/2022 - 2,000,000+ queries Steelers - 9/11/2022 - 1,000,000+ queries Chiefs - 9/15/2022 - 2,000,000+ queries Packers - 9/18/2022 - 1,000,000+ queries Eagles - 9/19/2022 - 2,000,000+ queries Steelers - 9/22/2022 - 2,000,000+ queries Packers - 9/25/2022 - 1,000,000+ queries Buffalo Bills - 9/25/2022 - 1,000,000+ queries Teams weren’t the only part of the NFL that drove queries. Unfortunately, injuries to starting quarterbacks did as well. Justin Herbert Injury - 9/15/2022 - 500,000+ queries Trey Lance - 9/18/2022 - 1,000,000+ queries Tua Tagovailoa - 9/29/2022 - 5,000,000+ queries More NFL queries will fill our reports until February. That’s a prediction you can bet on. 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.
Recently the Attorney General of California (Rob Bonta) announced that Sephora had reached a settlement with the state for continued violation of tenets of the California Consumer Privacy Act (CCPA). According to the settlement, Sephora had been notified of their violations and were unable to address and/or correct them within 30 days of notice which forced the state to sanction the brand via financial penalties in the amount of $1.2M dollars. Brands have been struggling to bring marketing and information technology stacks into compliance with modern data and privacy regulations that are being issued by various world governments (e.g. CCPA, GDPR) hoping that regulatory auditors would be lenient and/or forgiving. California has clearly stated that they are no longer taking the issue lightly and have given fair notice to businesses and data processors to comply. The South Korean Personal Information Protection Commission (PIPC) has also started cracking down on brands and recently issued over $71M dollars in fines to Google and Meta (Facebook) for using improperly gathered data to personalize advertisements. The European Union GDPR authorities also continue to hand out very sizable fines to businesses misusing user data and user consent. While it can be a very challenging task to contend with strict and ever changing regulations; the problem can be broken down into workable units (especially while partnering with consultants such as AMP Agency). Where possible it’s easiest to adhere to the most limiting regulation your brand is subject to so that there is no need to maintain or defend multiple workflows based on customer residence or other criteria. Some helpful guidelines regarding the gathering and maintenance of consumer marketing consent: Leave nothing to chance, spell out exactly what you are doing with the data Consent language must be clear and easily understood Consent must be freely given, no deception or coercion Consent is a one-time non-editable event You cannot change consent without asking You cannot change refusal of consent You can ask for new consent or different consent Consent must be a positive action Must be a click or checkbox …. “Yes, I agree” or an actual signature Absence of action is not consent You are generally allowed to send non-consensual communications when they are specific to: A transaction that requires confirmation or notice such as an eCommerce order notification A communication that is required as means to complete a contractual obligation on part of the user or organization A communication that is required by a specific membership or operational model where said model is clearly stated in a terms of service (e.g. operational emails to a franchise owner, delivery of a digital magazine subscription) As part of a Marketing Organization you need to be able to answer these questions: Is the organization capturing personally identifiable information such as name, address, birthday, gender, photographs, phone numbers, email addresses, IP addresses (this list is not exhaustive)? Is the organization capturing financial data, biometric data, genetic data, or any data regarding a user’s physical health? What kinds of data processing or models are already being performed? What are the current and anticipated use cases for processing user data? How long do you intend to hold the data? Do you have existing consents for user data? Can you provide a record of active consents? How was user consent to capture and process data collected? How does the organization flag and handle a user’s withdrawal of consent? A simplified action plan/checklist you can use to plan your adherence to regulatory guidelines: Audit your existing data and vendors - Look across all systems and integrations - Your vendors’ liabilities are your liabilities! Document how the data is being used - How, where, when, and why Update your policies and procedures - Make sure the data is secure and exposed only on a “need to know” basis - Make sure there is a data breach policy - Make sure there is a listed contact in data policies such as a Chief Data Officer, including various methods of contact. Build mechanisms to capture clear consent - Where possible turn on Double Opt-In policies - Update the Terms of Service where applicable - Deploy Web Forms with clear notices and positive consent action items (e.g. user checks checkbox) - Build a subscription preferences page and make sure communications adhere to it - Add cookie/tracking pixel disclaimers where applicable Regather user consent whenever the data is unclear Respect consent and preferences - Use Opt-out and exclusion lists - Make sure segments contain proper audiences Provide a means to update and/or revoke consent - Provide useful content options in a preferences center - Send unsubscribe confirmations Make sure consent is always a positive action - Click, checkbox, signature Make sure you have policies to handle customer data requests- Right to be forgotten (deleted from all systems) - Right to full disclosure (data record report from across all systems) Remove anything broken or out of compliance Implement all of your new best practices into all your future campaigns - Always remember consent is key! - Always remember consent is revocable!
When The Dust Finally Settles A Comprehensive Study Of The Actual Effects For Brands That Experience High-Profile Cultural Crises More than ever, people are pressuring brands to improve society. And it’s not just about cleaning up their own act, it’s pressure to affect change on a wider scale. This leads to drama – sometimes high profile – when people think companies have misstepped. It results in bad press, boycotts, and more. We decided to tackle the topic from multiple angles with our own research. We selected a range of brands from diverse industries who have found themselves in hot water, and we did an in-depth analysis. The result of our research is significant. AMP Agency is now able to report how customer behavior actually changes after high profile incidents – from search and social media behavior to sales. For brands seeking to thrive in this new CSR environment – an endeavor that has lately felt like guesswork – we bring comprehensive, data-fueled guidance. Download the full report here.
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 August 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. August 2022 - A Summary Looking through the top queried phrases by day last month, there were a few topics that surfaced as macro trends. As primary elections happened across different states, candidates and ballot questions landed in the top 3 daily queries. The NFL preseason stoked interest in fans as they searched for their favorite team in Google results. The other big sports topic was Champions League soccer and we’ll present the sheer number of queries related to that European-centric subject. Lastly, there were TV and films that people wanted to learn more about and we’ll examine which ones were the most popular. A Doodle and a Travolta Curiosity These two phrases were the only two that made the elusive 10 million plus club last month. Anna Mani - 8/22/2022 - 10,000,000+ queries Google changed their logo on August 23rd to celebrate “the 104th birthday of Indian physicist and meteorologist Anna Mani, one of the country’s first female scientists.” You can read more about her on their post. We tend to see interesting Doodles get top query status as the logo is hyperlinked to a result page tied to a keyword - in this case, “Anna Mani”. The second phrase is a bit of a head scratcher but it’s not unprecedented. John Travolta - 8/8/2022 - 10,000,000+ queries On August 8th, Olivia Newton-John passed away and the news sent people to Google to search. When we first looked at Google's Daily Search Trends, it was her name that was the top query. From our experience, it takes 24 hours for the report to finalize. We have seen queries shift or change completely when we revisit the report after that 24 hour period. When we looked back at the daily top 3 for August 8th on August 10th, the phrase above replaced the Olivia Newton-John query and it was the top queried phrase of the day. The other surprising thing was there were no Olivia Newton-John related phrases in the top 3 at all. SInce we have been collecting this data for years now, we recalled this same sort of phenomena happening when Kelly Preston, John Travolta's wife, died in 2020. Here’s the top phrase from July 12th of that year: John Travolta - 7/12/2020 - 10,000,000+ queries Again, there are no queries related to Kelly Preston in the daily top three of that day. The phrase that was reported was John Travolta’s name. The AMP team is not sure what to make of this reporting shift. It doesn’t make sense that his name would be a higher queried phrase than either Olivia’s or Kelly’s. It does make us wonder what kind of query consolidation is happening as the Daily Search Trends report gets finalized. Is there a knowledge graph consideration? Does the weight of the John Travolta entity make the report combine related terms underneath it? It’s odd, for sure, and for it to happen twice in the last two years is odder. Pet Holidays Did you know that August has two days that celebrate two of the most popular household pets? We didn’t either. CAT - 8/7/2022 - 1,000,000+ queries National Dog Day - 8/26/2022 - 200,000+ queries On International Cat Day, Google implemented a search result “Easter Egg” where the result page for the query “cat” was altered with animation. Although dogs are certainly more popular than cats nationwide, the enhanced result page helped to drive more search queries for cats on their special day this year. Martin vs. Tolkien and Other Entertainment Every month, TV show and movie queries make the daily top 3. AMP likes looking for these phrases to figure out how large the audience is for each. Here are the top movie related keywords from August 2022: Batgirl - 8/2/2022 - 200,000+ queries Prey - 8/3/2022 - 200,000+ queries Prey - 8/5/2022 - 500,000+ queries Orphan: First Kill - 8/18/2022 - 200,000+ queries So, the Batgirl query is a bit of an anomaly since the volume behind it is related to the decision to never release this movie by Warner Bros. People really wanted to know where they could see the latest installment of the Predator franchise, Prey (Hint: Hulu & Disney+) Lastly, the horror film, Orphan: First Kill also received a top 3 query phrase placement on the 18th a day before its release date. A couple of non-epic fantasy TV shows made our collection. They include a new series about an established character and an awards show: Wednesday Netflix - 8/17/2022 - 100,000+ queries VMAs 2022 - 8/28/2022 - 1,000,000+ queries Netflix is producing a TV series about Wednesday Addams, a character from the fictional Addams Family. A trailer for the show was released on the 17th. Also, The MTV Video Music Awards still stir a buzz and search interest in this year’s show drove more than a million queries on the day it aired. As we alluded to in the previous section, the biggest news for the TV audience was the release of 2 anticipated fantasy shows last month: House of Dragon - 8/21/2022 - 2,000,000+ queries Rings of Power - 8/31/2022 - 200,000+ queries From the query volume, it appears that the Game of Thrones prequel series is more popular than the Lord of the Rings prequel series. We’ll keep monitoring to see which show’s season finale makes the daily top 3. Elections and Federal Acts With the first wave of elections this year, we saw some queries related to US politics with high volumes last month, if only for a day. Liz Cheney - 8/15/2022 - 1,000,000+ queries Harriet Hageman - 8/16/2022 - 500,000+ queries Alaska primary 2022 Results - 8/16/2022 - 200,000+ queries Mary Peltola - 8/31/2022 - 500,000+ queries On the 16th, U.S. representative for Wyoming Liz Cheney lost in the Republican primary to Harriet Hageman.The Alaska primary results were also popular as it led to Sarah Palin loss to Mary Petola in the special election to replace the late Rep. Don Young. The other topics in this category were related to the Kansas special election and two measures moving forward in the Federal government. Kansas abortion amendment - 8/2/2022 - 500,000+ queries Inflation Reduction Act - 8/7/2022 - 200,000+ queries Student loans - 8/23/2022 - 2,000,000+ queries Voters in Kansas decided to keep abortion legal in the state. The Inflation Reduction Act getting voted into law and details of the student loan forgiveness program drove people to search. August 2022’s Sports-Related Queries Do you know what gets keywords related to the NFL back into Google’s daily search trends? The preseason. Raiders - 8/4/2022 - 500,000+ queries NFL - 8/4/2022 - 500,000+ queries Patriots - 8/11/2022 - 200,000+ queries 49ers - 8/12/2022 - 500,000+ queries Zach Wilson - 8/12/2022 - 500,000+ queries Steelers - 8/13/2022 - 500,000+ queries Dallas Cowboys - 8/13/2022 - 500,000+ queries Patriots - 8/19/2022 - 200,000+ queries 49ers - 8/20/2022 - 200,000+ queries 49ers - 8/25/2022 - 200,000+ queries Packers - 8/25/2022 - 200,000+ queries Dallas Cowboys - 8/26/2022 - 200,000+ queries Chicago Bears - 8/27/2022 - 200,000+ queries Steelers - 8/28/2022 - 500,000+ queries Did your favorite team make the list? If so, you’re in good (large) company. Major League Baseball’s season is still going on and a couple of phrases were Juan Soto - 8/1/2022 - 1,000,000+ queries Field of Dreams Game 2022 - 8/11/2022 - 500,000+ queries Juan Soto was included in a major trade between the Washington Nationals and the San Diego Padres. The new featured game that takes place near a corn field also drove people to search for more information about it. If you didn’t think European soccer was popular in the USA, think again. Fulham vs Liverpool - 8/6/2022 - 200,000+ queries Everton vs Chelsea - 8/6/2022 - 200,000+ queries West Ham vs Man City - 8/7/2022 - 200,000+ queries Real Madrid - 8/9/2022 - 500,000+ queries Real Madrid - 8/13/2022 - 500,000+ queries Chelsea vs Tottenham - 8/14/2022 - 500,000+ queries Liverpool vs Crystal Palace - 8/15/2022 - 200,000+ queries Leeds United vs. Chelsea - 8/21/2022 - 200,000+ queries Man United vs Liverpool - 8/22/2022 - 500,000+ queries Champions League draw - 8/24/2022 - 500,000+ queries Liverpool vs Bournemouth - 8/27/2022 - 500,000+ queries Some members of the AMP team have a theory that online sports betting has increased the visibility of the Champions League in this country. Looking at the phrases that are match-related where both teams are included, the checking of scores may be a reason for this query volume. Finally, Serena Williams’s progress in her last U.S. Open drove people to learn more. She announced her retirement earlier last month. Serena Williams - 8/29/2022 - 1,000,000+ queries Other Topics Worthy of Mention Working with CPG brands, we monitor search queries for them to keep check on negative sentiment. You hate to see it, but recalls can wreak havoc for a brand. August 2022 was not a good month for Capri Sun Group Holding: Capri Sun recall - 8/15/2022 - 200,000+ queries People were looking to the skies with the full moon and the Aurora Borealis on their minds last month: Full moon August 2022 - 8/9/2022 - 200,000+ queries Northern Lights - 8/17/2022 - 200,000+ queries They kept thinking about those skies in anticipation of our continuing mission to the moon Artemis launch - 8/28/2022 - 1,000,000+ queries Maybe someday that rocket will blast off. 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.
AMP Agency’s Top Trends of Fall 2022 Predictions Report AMP Agency has published another report as a part of their Search Insights service. This report is available for download and provides consumer and audience insights to help inform your marketing and business decisions for the Autumn season. AMP Agency’s SEO Supervisor Kevin Davis dug deep into search query data to gather useful insights for this report. “We learned a lot from producing the Summer Trends report. Using the tools available to us, we were able to not only find products, events, and activities relevant to this time of year but also predict the ones that will be very popular this year. Looking back at query data for the past 4 years, you can see increases in volume that we feel is a good indicator of interest in the future. I am excited to share our findings in this report.” The Top Trends of Fall 2022 report has insights on 40 topics across 8 different categories including holidays, home decor, and food & drink. The data presented in the report is pulled straight from Google’s Keyword Planner (US only) and is paired with our analysis of why we think the topic will increase in popularity this Autumn. Download our 2022 Fall Trends report and learn more about our seasonable predictions for this coming season.
The ‘influencer’ title is quickly becoming a term of the past, but that doesn’t mean influencer marketing is slowing down any time soon. In the last 2+ years we have seen massive changes facing the influencer marketing industry due to the impacts of the global pandemic and great resignation, both of which have been catalysts for the creator economy boom. For people who were stuck working from home in the early stages of the pandemic, their consumption of online content increased by unimaginable levels, creating a need for more production. Additionally, while working from home and re-evaluating their careers, many of these individuals saw opportunities to work outside of their typical 9-5 jobs and generate more streams of income to keep up with rising costs of living. According to a pre-pandemic 2019 survey from Morning Consult, Americans were already hot on this trail. Eighty-six percent reported that they would post sponsored content for money, and 54% would become an influencer given the opportunity. With the lure of a potential six-figure income, more and more people have considered or are considering joining the creator economy. Brands and social media giants have taken notice as investments in the creator space totaled $5 billion last year alone. Even in the wake of a recession, brands are not slowing down their investments in and focus on this space as consumers continue to rely on influencer recommendations over “clickable and shoppable” ads when it comes to product purchase. Additionally, the competitive nature between social media platforms has added even more fuel to the fire as they attempt to gain users and market share. TikTok was a leader among competitors with the development of their Creator Marketplace and Creator Fund, but even now they are continuing to increase creators’ ability to monetize with the announcement of their ad revenue sharing program TikTok Pulse. YouTube launched their creator solution BrandConnect in 2020 and more recently have been pushing creators towards YouTube Shorts, after seeing an increase in the percent of users favoring videos running under 1 minute. In response, Meta has focused efforts on rolling out new monetization tools for creators including the launch of their own Creator Marketplace, a hub designed to help brands discover and reach out to creators and to manage partnerships. As these platforms continue to evolve to support the creator economy, marketing agencies and brands will need to adapt as well to keep up with creator expectations. This means keeping a pulse on constant social platform changes, rethinking influencer management processes and payment models, to continue building strong relationships with influencers as partners promoting their products. With this rapid evolution, there has been backlash by both creators and content consumers alike as social media platforms themselves are changing, too. As the number of TikTok users continues to increase, Instagram has started to replicate popular platform features to compete, including video-first content with the focus on Reels and adjustments to the algorithm to prioritize content over people. This has caused frustration among users who expect to see updates from their friends and family on Meta platforms. Additionally, content creators are dealing with burnout from the high demand for more social content. Content creators know they must produce content daily and source frequent audience input to make sure they have engaged viewers who can help support their ability to monetize on social platforms. The relationship between creator and audience has become more co-dependent, and younger creators are experiencing negative impacts on their mental health. English professor Barrett Swanson published an article “The Anxiety of Influencers” after spending time with college-aged TikTok creators. His takeaway, “TikTokers know that their fame will likely fade unless they work very, very hard to cultivate themselves into something solidly monetizable. They seamlessly toggle between their two identities — the real person and the online persona — and speak with a kind of cynicism about tying their livelihoods to a platform that could disappear in an instant. It all feels like stuff they shouldn’t have to think about, not yet.” So, with the rapid change and the rise of the creator economy, how can brands and marketing professionals properly prepare themselves? The solution comes in two-fold: equipping ourselves to be adaptable as influencer marketers and supporting creators along the way. Following are three tips to help you get there: Stay informed. With TikTok and Meta driving the creator economy forward, do your part to stay up-to-date on platform announcements and Creator Marketplace innovation to better understand what creators expect so your programs can compete. Community Management is key. If the traditional influencer is changing, that means the way you source your brand partners should be changing as well. Lean into social listening to see who is authentically talking about your brand or industry to create organic relationships and increase your pool of content creators. Lead with empathy. Content creators are struggling with this transition as well. Focus on creating long-lasting, meaningful relationships with creators and seek mutually beneficial opportunities. Be more understanding when your creators need flexibility in their schedules or adjustments to their rates. The stronger the relationships you create with your partners will allow for messaging to feel more authentic and increase opportunities for future collaborations.
What Are You Waiting For? CTV is not going away, so why aren’t you investing more of your ad dollars in this space? With linear viewership and spending levels dropping virtually every year, the epitaphs for TV advertising have been widely reported in the trades. What is lost in this chicken-little hysteria is that video advertising is thriving - thanks to CTV. Television isn’t in decline, it’s just in transition from traditional to digital distribution channels. The same way that TV elbowed its way into the radio-dominant entertainment world of the 1950’s, streaming has arrived and is here to stay. Let’s not forget that when television made its debuted and soon dominated, radio still had a role - albeit a backseat role. Similarly, traditional TV isn’t being replaced by CTV, just improved upon and augmented. Seismic Shifts The CTV marketplace in the ’22-’23 upfront saw massive growth with a 35% increase in spending, which translated to over $6.4B dollars. Coupled with the time spent metrics where TV viewing and digital video viewing times are nearly identical, it clearly shows the continued growth and consumer adoption of CTV. In fact, 2/3’s of the digital video dollars committed this upfront were spent against streaming services. eMarketer projects that total US CTV spend this year (upfront and scatter) will reach $19B this year. The upfront haul this year was more than the total, full year CTV haul from three years ago. In fact, Disney says 40% of it’s upfront spending went to its streaming platforms and Peacock doubled their upfront revenue to $1B this year. Objective Look As with anything in this business, when you peel back the shiny veneer & Wall Street numbers, there are some challenges & shortfalls. CTV Benefits- Audience Targeting- More accurate & planful allocation of budgets to specific, high value audience targets Original Programming- Upscale, original programming Better Measurement Than Linear- Data allows for more focused view of who your ad reaches More Video Eyeballs- Pool of additional impressions helping to offset linear declines But They Have Issues Too... Uniformity & Measurement - Too many walled gardens prevent the ease of buying across streaming vendors and the sharing of data between them Frequency Capping – Again, the lack of shared data and the sheer number of vendors running CTV makes it difficult to set frequency caps Getting Crowded While streaming has been around for years, the last 3 years have seen an explosion of providers enter the fray. And they have been significant players, many of which are from traditional linear vendors looking to stem the tide of broadcast erosion and to add revenue streams. Peacock, Discovery+ and Paramount have all established viable streaming offerings in short order. It’s clear that the networks recognized the consumer shifts and had no choice but to embrace CTV or risk irrelevancy. Over the next 12 months, there will be even more competition and more choices. Several major players will roll out their own CTV services. Disney+, Netflix and to a lesser degree, HBOMax are three heavyweights poised to add more choices to the genre. The existing footprints of Disney and Netflix alone are enormous and will increase the pool of available impressions significantly. These two behemoths have 110MM and 180MM monthly users respectively - incredible scale at launch. These two will both improves and complicate the CTV space. And HBOMax is set to be combined with Discovery+ to launch a more robust offering with differing tiers. On the one hand, we will have more options to invest in and more competition to help mitigate costs. But the lack of standardization is a challenge. The nomenclature each vendor uses are unique to them. There is little-to no coordination between CTV partners. So there is no uniform way for brands to track a single data set across multiple partners because none of them are speaking the same language. What Does This Mean For Clients In spite of the headwinds facing CTV, the positives outweigh the shortcomings. Streaming is here to stay and it’s a valuable compliment to our media plans. It allows us to augment the losses on the linear side of the aisle with quality, targeted video impressions. Test and learn…and then test some more. Experiment and try multiple vendors to determine which ones fit your marketing objectives the best. These are fertile times to add more targeted tactics to your upper funnel media plans. Additionally, we expect Disney+ and Netflix to offer more unique, creative messaging opportunities. They have never accepted advertising before, so with a clean slate, it would behoove them to come to market with non-traditional ad formats. In a sea of streaming sameness, the hope is that they embrace the idea of truly partnering with brands to help us bring our marketing campaigns to life in new and exciting ways. Conclusions The industry’s collective focus has swung decisively toward the challenge posed by audience fragmentation. The decline of cookies and other identifiers is one big reason for this shift. Another is a shift in consumer behavior that has fractured media impressions across a growing number of applications and mediums. As the world rights itself after a pandemic that threw so many media consumption patterns upside down, the streaming world will begin to settle into a new normal. One where it is part of everyday life in a way it wasn’t before the pandemic. It has earned a seat at the table alongside the more established media tactics as a quality medium that can buttress media plans beset by the loss of affordable, quality, linear activity.
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 July 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. July 2022 - Hawt Weather & Hawt Queries Not sure that’s how you spell the word hot, but last month was full of query curiosities. There were three keywords related to food in our recorded list. Dreams of large jackpots drove people to search about the Mega Millions drawings and other lottery games. Our pick for the biggest movie of the summer made the daily top 3 not just once but twice along with other shows and films. Other topics people queried were Amazon Prime Day and keywords related to the economy. In Sports, the MLB All Star game was a hot topic along with UFC events. Lastly, the name of a face recognition disorder made our list (Ramsay Hunt Syndrome is soooo June 2022), but let’s kick off with some deep looks into our universe. Photos From Space In July 2022, one of the top queries by volume as reported by Google’s Daily Search Trends was driven by the Doodle for the new James Webb telescope that went online during the month. Before that Google Doodle was posted, people were already very excited about the views from outer space we were about to see. James Webb telescope - 7/11/2022 - 1,000,000+ queries James Webb Space Telescope - 7/12/2022 - 10,000,000+ queries It’s good to see that a topic related to science made the daily top 3 for two days in a row, even if some of us were duped into thinking a slice of chorizo was a faraway star. Next, it’s a topic of more Earthly pursuits. Let’s Get Rich Quick Every so often, the Mega Millions jackpot gets really big - over a billion dollars big. When it does, it captivates the Google search audience. Take a look at the progression through the month of July. Mega Millions - 7/19/2022 - 1,000,000+ queries Mega Millions - 7/26/2022 - 5,000,000+ queries Mega Millions - 7/29/2022 - 10,000,000+ queries On the 19th, the total prize was just over a half billion dollars. We believe that once the word ‘billion’ starts getting used when describing Mega Millions, then the search volume starts to spike. After the announcement that there was a winner from the July 29th drawing, it appears there was a hangover effect and people wanted to learn more about the Powerball game. Powerball - 7/30/2022 - 500,000+ queries It was “only” a $170 million jackpot, so it seems the amount wasn’t the driving force behind the query and just the habit of querying for quick riches. Economic Factors From these two queries, maybe the current trouble with the economy had people thinking about ways to supplement their income. Inflation - 7/13/2022 - 200,000+ queries Fed rate hike - 7/27/2022 - 200,000+ queries Although lower in query volume than the lottery-related phrases in the last section, concerns over inflation and rising interest rates are clearly on people’s minds. Amazon Prime Day Hyped as the biggest shopping day of the year next to Black Friday, Amazon Prime Day returned to its typical July occurrence after the pandemic shifted it a bit for a couple of years. Here are the phrases we captured last month. Amazon Prime Day - 7/11/2022 - 1,000,000+ queries Amazon Prime Day 2022 - 7/11/2022 - 500,000+ queries Amazon Prime Day - 7/12/2022 - 500,000+ queries We grabbed a chart to see the deals day’s popularity over the past 5 years. You can see that the pandemic did have an effect on the search volume in 2022 and 2021, but the downtrend started in 2019. It’s safe to state that even with less query volume on the actual phrase “amazon prime day” that the summer shopping event is still quite popular with Prime members. Summer Eats We’re so happy to see food-related queries in our data. Here are the three top keywords from July 2022. Nathan's hotdogs Contest 2022 - 7/4/2022 - 200,000+ queries National Ice Cream Day - 7/17/2022 - 200,000+ queries Choco Taco - 7/25/2022 - 200,000+ queries The hot dog eating contest always brings out the searches. In past years, Joey Chestnut has been top term related to the contest but he had a non-record breaking performance in 2022. It’s nice to see National Ice Cream Day make the daily top 3. We wish that it had a bigger response last year when we predicted it was going to be huge and it wasn’t. We pulled the chart to see what’s up: Based on this chart, you can see the search interest spiked in 2019 and then trailed off. It was more popular in 2022 vs. 2021 so that’s something. Looking back at those previous articles, it’s clear that the improvement applied to their data collection system on January 1, 2022 changed the data on this topic. No matter - ice cream should be celebrated even when novelties are being discontinued like the choco taco. Clearly, it will be missed. Streaming, Taking In a Flick, and a New Album The conclusion of Stranger Things Season Four had people querying in Google. Stranger Things - 7/1/2022 - 1,000,000+ queries Noah Schnapp - 7/7/2022 - 1,000,000+ queries One of the actors from the show, Noah Schnapp, received some extra attention when he shared private messages from the pop star Doja Cat. Any publicity is good publicity? Our pick for the biggest movie of the summer had a good showing in the daily trends report: Thor: Love and Thunder - 7/5/2022 - 500,000+ queries Thor: Love and Thunder - 7/7/2022 - 1,000,000+ queries Does high search volume equal box office success? We will examine that question in a follow up to our 2022 Summer Trends report. Marvel continued to drive search interest with the release of the new Black Panther movie trailer and details of its Phase 5 film plans. Black Panther 2 - 7/23/2022 - 500,000+ queries Marvel Phase 5 - 7/23/2022 - 500,000+ queries Again, the fan interest is strong for the Marvel Cinematic Universe. Search query data is a great indication of the fan’s devotion. We tend to see award shows drive search queries. Here’s the interest for the Emmys: Emmy nominations 2022 - 7/12/2022 - 500,000+ queries We’ll report in September if people are interested in the show. Fans of Disney Channel movies were pleased to see that the latest installment of the Zombies film series was released on the 15th. Zombies 3 - 7/15/2022 - 200,000+ queries This film can be streamed on Disney+ and a fourth film has not been confirmed or denied at the time of this writing. Lastly, Queen Bey released an album in July 2022. Beyonce - 7/28/2022 - 500,000+ queries According to Variety.com, Renaissance is the second best album debut of the year behind Harry Styles’ Harry’s House All Star Activities and Other Sports Near the middle of the month, Major League’s Baseball’s All-Star Game. People seem to love the long ball. Home Run Derby 2022 - 7/17/2022 - 500,000+ queries Home Run Derby - 7/18/2022 - 500,000+ queries Albert Pujols - 7/18/2022 - 200,000+ queries All-Star game 2022 - 7/19/2022 - 500,000+ queries Albert Pujols played in his final All-Star game as he is retiring at the end of this season. Since the other major sports leagues are not in season, we thought we’d look at other sports-related keywords that were queried last month. They include Formula One racing, Ultimate Fighting Championship, and Professional Wrestling: F1 - 7/3/2022 - 200,000+ queries UFC 272 - 7/2/2022 - 500,000+ queries UFC - 7/16/2022 - 200,000+ queries UFC - 7/31/2022 - 500,000+ queries Money in the Bank 2022 - 7/2/2022 - 100,000+ queries SummerSlam 2022 - 7/29/2022 - 200,000+ queries UFC and Wrestling event keywords are mainstays in our data collection but Formula One racing is increasing in popularity. We’ll keep an eye on this auto racing keyword as the months go on. Cat Games, Face Blindness, and Concern With CERN In our final section, here’s a collection of keyword phrases that fit uniquely into their own categories so we packed them all together here. Did you know that cat video games were a thing? Stray - 7/18/2022 - 200,000+ queries The long awaited game Stray (for those who wait for cat video games) was released on July 19th but people were searching for information the day before. Also, did you know that prosopagnosia is the medical term for face blindness? Prosopagnosia - 7/6/2022 - 100,000+ queries It was reported that Brad Pitt suffers from prosopagnosia so people looked it up on the 6th. For what it’s worth, more people wanted to know what the affliction that affected Justin Bieber was last month. Lastly, the organization that operates everybody’s favorite Large Hadron Collider made headlines last month. CERN - 7/5/2022 - 500,000+ queries No, they didn’t create a black hole to swallow the planet but they are trying to collect data on dark matter. We really hope they don’t create a black hole, though. 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.
Approximately 95 million photos and videos are uploaded to Instagram everyday. Could you sort the edited from the non-edited? The staged from the candid? These days, not many can, which is why anti-Instagram social platforms such as BeReal, Poparazzi, and Locket are dominating the social media space as users, especially Gen Z’ers, seek ways to authentically stay connected with their friends. The purpose of these apps is to break away from the edited photos and faux lifestyles and give a more authentic view of users’ day-to-day life. Let’s take a closer look at a few of these up-and-coming social media apps. BeReal encourages users to keep it real. Once a day, all BeRealers get a notification from the app at the same time to post their photo of the day. The app gives users two minutes to take a photo with both the front and back-facing camera at the same time. It’s currently ranked #1 in the social networking category on the App Store, and approximately 6.8 million people have downloaded BeReal and downloads have grown by 315% in 2022. Poparazzi is deemed the “anti-selfie” app. It has no likes, no followers, and only your friends can post photos on your feed. It performed incredibly well in its first year of launch as it quickly skyrocketed to the top of the App Store, even ahead of TikTok as the number one social media platform. Although this unseating was temporary, the app remains successful and popular. Since its 2021 launch, it has been downloaded more than 5 million times, with over 100 million photos and videos shared. Locket is for your closest friends only– 20 of them to be exact. When a friend sends their photo, it instantly appears in your Locket widget and displays directly on your home screen. Unlike a regular app, widgets are continuously running and you don’t need to click on it to start the program. You can respond to friends with your own photo that will appear on the Locket widget of their phone’s home screen. As you use Locket, you’ll build a history of photos that you’ll be able to look back on. Locket is also quickly rising in popularity, currently ranked 11th in the social networking category on the App Store. Why is it becoming popular to be candid and unfiltered on social media? Social media has been linked to everything from depression and sleep deprivation to anxiety and feelings of loneliness, especially among younger users. “Likes” specifically have become a measure users equate to status and how well you’re actually liked in the real world. However, Millennials and Gen Z have more access to mental health education than previous generations, and it has become an increasingly important topic amongst younger audiences. Their knowledge about mental health has helped them understand the negative impacts of social media, and in fact, Gen Z has shown a major decline in social media use on every social media platform besides TikTok. They are simply not willing to succumb to the pressure of traditional social media and want to be part of safer, less toxic environments online. While many younger users have attempted to make their own accounts on Instagram more realistic and less filtered (e.g. photo dumps), platform updates that flood users’ feeds with unwanted ads and posts from users they don’t follow has pushed them off the app even quicker. They are worn out and losing trust in these big name apps, which is leading developers to create new apps with more authentic purposes, and let me tell you, Gen Z loves them. What does this mean for brands? Takeaway 1: Users are seeking relatability and authenticity. They no longer want to see glossy, branded content from brands on social media– they want to see content that looks real, even on Instagram. It’s important that brands keep this at the center of their content strategy and when they consider who they partner with (other brands, influencers, etc). Takeaway 2: While the way brands can get involved in the conversation will certainly vary from app to app, the best way we’ve seen brand utilize anti-Instagram apps like BeReal so far is by offering its consumers some type of exclusive offer or look at some behind the scenes with the brand or its products. For example, Chipotle’s first Bereal post offered a promo code to the first 100 users who used it at checkout on the Chipotle app. Takeaway 3: If a brand is looking to be a part of the conversation on one of the anti-Instagram apps, they must recognize the fine line between being relatable and being cringey. Trying too hard will drive users away, which is especially important to remember when getting involved in an emerging platform or even just jumping on trends to create culturally-relevant content. One thing we're asking ourselves: do these apps represent the next wave of social media? That may be the case. We are tracking the latest and greatest closely (while using the apps ourselves). Time will tell and we can't wait to see what's next.
The upcoming Google chrome changes have been a buzzing topic in the programmatic advertising industry for almost over two years now, pushing brands and vendors to build alternative solutions to audience behavior tracking and targeting. Many businesses have been successful in finding ways to target without using cookies. Samantha Weiss, VP of Data Strategy and Programmatic, recently sat down with Venture Beat to talk about how our client, Stop & Stop, has been using Artificial Intelligence to target audiences. “AMP began testing cookie-less solutions in the back half of 2021 to prepare for the eventual deprecation of third-party cookies. We believed it was critical to test new targeting while we had long standing targeting and measurement capabilities to benchmark against. We knew it would be incredibly important to hit the ground running, rather than begin testing once third party-cookies were no longer available. Google’s recent announcement delaying the removal of third party-cookies to the back half of 2024 anchors our position on preparing for the cookie less world. We are excited for the additional time as capabilities & betas continue to be introduced and opened. We will use the extension to focus not on what we are losing with the deprecation of cookies, but rather how we create optimized and efficient media plans with the targeting that is available. One partner we have seen great success with is Dstillery. We partnered with Dstillery in Q4 of 2021 to test their ID free Custom AI Solution. We saw strong results in our e-commerce campaigns, outperforming cookie-based audiences by 72%. With Google’s first extension, we have iterated on the models and data utilized for the ID Free segments. With the added time, we are excited to continue to optimize the segments and move these audiences from testing budgets to always on targeting capabilities.” - Samantha Weiss (VP, Data Strategy & Programmatic) Read the full Venture Beat article here.