Our Marketing Blog

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.

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.

Related Posts

This post is part of our ongoing blog series highlighting our CMS practice at AMPXD; learn more about how we select CMS solutions through our other stories. As a large worldwide enterprise software organization with multiple product teams, marketing teams, customer communities, and outreach programs; VMware knows the daily challenges of managing a robust blog ecosystem and its content.. With over 40 different corporate blogs, VMware tasked our CMS experts at AMPXD with creating and managing a centralized authoring environment. Before our engagement the VMware teams had disparate blog instances in multiple platforms which made both content and user administration difficult to coordinate and manage. The organic growth of the various blog platforms also created the situation where they lacked brand consistency with various blogs’ look-and-feel resembling different brands. This lack of cohesion resulted in end users browsing between properties having jarring experiences as brand assets and user interface elements were unique to each blog. The AMPXD team in coordination with VMware stakeholders audited their internal workflows and business needs and identified WordPress Multisite as the ideal platform to enable blog authoring for the entire organization. The extensibility and control features of creating a WordPress Multisite network allowed for consistent user interfaces via brand controlled themes, a centralized user repository integrated with SSO, and one true dashboard to manage content and sites across the organization. AMPXD completed the migration of the existing VMware corporate blogs to the WordPress platform and, as part of the work, unified all of the disparate user interface elements of the blogs into one true corporate blog theme. The VMware blog network now has consistent styling elements whether you are browsing content from VMware Latin America or reading about the latest tips for utilizing vSphere The flexibility of the WordPress platform and the ability to create multisite blog networks has enabled VMware to create a robust blog ecosystem with over 40 blogs specialized to VMware products and disciplines. Utilizing content syndication mechanisms, VMware now has one blog space that is an aggregate of all corporate content across the blog network, giving customers one portal to discover and consume corporate content from across the whole ecosystem. By centering on the authoring workflow and optimizing the WordPress platform, the VMware team’s ability to easily manage authors, themes, system integrations and plugins has allowed the enterprise to focus on creating rich content and communities. Over the course of our ongoing series of posts around technology, we will share stories of uniquely different CMS solutions in practical implementations. If you have an upcoming CMS project or need to discuss content management strategies, the team at AMPXD would love to assist you with your needs. Reach out to us via our Contact Us form. You can also read about our entire suite of Experience Design and Website Development capabilities on our Services Page.

  • 3 min read
  • September 14, 2023

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 2023. 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. Search Is Sizzling In July Actually, the total search volumes for the phrases we collected in July 2023 were lower compared to June so sizzling may be an exaggeration. We can’t say for certain why the reported search volumes were lower. There could have been a change in the way Google Trends was reporting query volume. The team likes to think that the people are out and about and not looking at their phones as much. Oh sure. Looking across the keywords, we had several celebrity deaths that made up the most searched topics of the month. The 4th of July holiday and the guy who seems undeniably connected to it made our report. We have an understanding at what movies, TV, and music were popular last month along with how much big jackpots of money captivated the search audience. Carlee Russell was someone people wanted to know more about and there was a lot of interest in the sport of soccer. Lastly, changes at Twitter and the launch of Threads had us excited to share more from the category of social media. Here’s what we have for you in this report! We Say Goodbye Sadly, the queries with the most volume from the past month were driven by celebrity deaths: Tony Bennett - 7/21/2023 - 2,000,000+ queries Sinead O'Connor - 7/26/2023 - 5,000,000+ queries On the last day of the month, two other entertainers passed away. Angus Cloud - 7/31/2023 - 5,000,000+ queries Paul Reubens - 7/31/2023 - 2,000,000+ queries We tend not to report on the query related to celebrity deaths but last month, two of these phrases were the only ones to be reported as having over 5 million queries for the day. The Fourth Fireworks, parades, and Joey Chestnut. These are the things that come to mind when we think about the Fourth of July holiday. You may not agree with the last item in the series, but the competitive eater has made our report over the past 3 years! Joey Chestnut - 7/2/2023 - 100,000+ queries Independence Day - 7/3/2023 - 200,000+ queries Fourth of July - 7/3/2023 - 2,000,000+ queries Joey Chestnut - 7/4/2023 - 500,000+ queries Take a look at the rising search popularity of his name in this Google Trends graph! Like it or not, Joey Chestnut is becoming a regular feature for the holiday. Summer Entertainment There were a few movie titles in our list from July 2023: Sound of Freedom - 7/3/2023 - 200,000+ queries Wonka - 7/11/2023 - 100,000+ queries Barbie movie - 7/20/2023 - 2,000,000+ queries The Sound of Freedom was released in theaters on July 4 and the Wonka film trailer dropped on the 11th. What seems to be the movie of the summer if not the year, Barbie hit the big screens on July 21st. Here are the queries that made our list that are related to TV shows. Emmy nominations 2023 - 7/12/2023 - 200,000+ queries The Summer I Turned Pretty - 7/13/2023 - 200,000+ queries Golden Bachelor - 7/17/2023 - 100,000+ queries Lastly, Travis Scott released an album on the 28th and people wanted to know more: Utopia Travis Scott - 7/27/2023 - 200,000+ queries Dreams of Free Money It seems like once or twice a year we get a large lottery jackpot that stirs up search interest. In July, we had two: Powerball - 7/8/2023 - 200,000+ queries Mega Millions - 7/8/2023 - 200,000+ queries Powerball - 7/11/2023 - 500,000+ queries Powerball - 7/15/2023 - 500,000+ queries Powerball numbers - 7/18/2023 - 500,000+ queries Powerball - 7/18/2023 - 1,000,000+ queries Powerball - 7/18/2023 - 2,000,000+ queries As you can see, the Powerball lottery game was very popular in July. Even though Mega Millions saw one entry in July when no one won the $427 million prize, The Powerball jackpot hit 1 billion dollars on the 18th and there was one winner for the drawing on the 20th. The Curious Case of Carlee Russell Carlee Russell’s name was reported on news outlets as someone who was kidnapped. Carlee Russell - 7/14/2023 - 500,000+ queries Carlee Russell found - 7/15/2023 - 1,000,000+ queries Carlee Russell - 7/19/2023 - 1,000,000+ queries The Alabama woman admitted later that she staged her own kidnapping and turned herself in and was charged with making false reports. Some Keywords Related To Politics Here are the phrases that made Google’s Daily Trends top 3 last month. Cocaine found in White House - 7/4/2023 - 100,000+ queries Student loan forgiveness - 7/14/2023 - 200,000+ queries Mitch McConnell - 7/26/2023 - 1,000,000+ queries Besides all the holiday festivities, people wanted to know about the cocaine found at the White House. We guess we’ll never know. On the 14th, the Biden Administration announced it would forgive the loans for 804,000 borrowers and on the 26th, Kentucky Senator Mitch McConnell had an episode where he stopped talking while being interviewed by reporters and was escorted from the podium where he was speaking. Soccer Keywords We are going to call it soccer in this report, but the sport better known as football around the world drove many people to search last month. The USMNT was involved in the CONCACAF Gold Cup tournament. Here are some queries that were related to it that made our collection. USA vs Trinidad and Tobago - 7/2/2023 - 100,000+ queries Mexico vs Costa Rica - 7/6/2023 - 200,000+ queries USA vs Panama - 7/12/2023 - 200,000+ queries The USWNT played in the 2023 FIFA Women's World Cup and search interest in that team and their matches was strong and they also made the list. Women's World Cup - 7/19/2023 - 500,000+ queries USWNT - 7/20/2023 - 100,000+ queries U.S. Women's Soccer - 7/21/2023 - 200,000+ queries USA vs Netherlands - 7/26/2023 - 200,000+ queries Women's World Cup - 7/27/2023 - 200,000+ queries It figures that after a world famous player joins your club that suddenly the team name is getting queried every time you play. Inter Miami - 7/21/2023 - 1,000,000+ queries Inter Miami - 7/25/2023 - 500,000+ queries We’ll keep an eye on how many times this team makes our list for the rest of the year. Major League Baseball There is another major league playing games in the summer. MLB had their All-Star game in July but searchers mostly cared about the Home Run Derby. Home Run Derby 2023 - 7/9/2023 - 200,000+ queries Home Run Derby - 7/10/2023 - 500,000+ queries The trade deadline for the league actually occurred on the first of August but people still wanted to see the flurry of trades. MLB Trade Deadline - 7/31/2023 - 200,000+ queries Sorry Mets fans. Interest In Other Sports Too Queries related to big events in Tennis and Boxing made our list. Carlos Alcaraz - 7/14/2023 - 200,000+ queries Wimbledon - 7/16/2023 - 1,000,000+ queries The Wimbledon tournament was played in July 2023 and Carlos Alcaraz was the Men’s Singles winner. Spence vs Crawford - 7/28/2023 - 200,000+ queries Crawford vs Spence - 7/28/2023 - 200,000+ queries Errol Spence Jr vs Terence Crawford - 7/29/2023 - 200,000+ queries The boxing match between Errol Spence Jr. and Terrence Crawford was fought on the 29th. As you can see, there were many ways to search for this bout. On the 29th, Crawford defeated Spence via TKO. Prime Day Amazon had their big deal day for Prime members as they typically do in July. Amazon Prime Day - 7/10/2023 - 1,000,000+ queries The search volume is almost back to pre-pandemic levels but not quite where it was in July 2019: ‘ Twitter, Threads, and X We finish up this edition of our search trends report with all the big happenings with social media platforms. Here’s a timeline of all the things searchers wanted to know more about with the changes at Twitter (X) and Meta: Rate limit exceeded Twitter - 7/1/2023 - 200,000+ queries Threads - 7/5/2023 - 1,000,000+ queries Twitter rebrand - 7/23/2023 - 200,000+ queries For some reason, there were limits put in place for the number of tweets users could view in a day, with different limits for verified and unverified accounts. Meta launched Threads on the 5th, much to the surprise of social media managers everywhere. We shall see how this new platform evolves as we have been viewing Twitter’s many changes over the course of 2023, which includes its rebrand to X. Update all of your social icons! 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.

When you’re first starting out on social media, you may be heeding advice to “just show up” on each platform. Great advice, nonetheless, but there’s an opportunity to diversify your content and give it a more native fit for each social media platform. Establishing distinct channel strategies ensures that you’re engaging most effectively with that channel’s audience. Consumers use different apps for different reasons.Your audience on Instagram is completely different from your audience on Twitter or TikTok. More importantly, media dimensions, character limits, and the overall strategy and objective vary depending on what social media platform you’re using. Content can be repurposed to ensure it communicates the brands' message across different platforms,however, it should always be tweaked to fit the social channel’s needs and to increase engagement. Let’s take a look at a few popular platforms and how to optimize your content on each one. Instagram Instagram is a staple when a brand is trying to showcase their visual DNA. Most brands only have about 3 seconds to capture consumers’ attention, so they’ll want to get a good understanding of what you’re about from just a photo. No matter the industry, people will be coming to your brand’s Instagram profile to see what the products or services offered look like and take a peek at the aesthetics offered inside as well. Instagram is a visual storytelling app. Feed posts allow you to show the bigger picture, while story posts are where your consumers can see every step along the journey. Through story interactions, reels, and direct messages, there’s also a wide-open opportunity to develop a community surrounding your brand. X (previously Twitter) A community manager’s dream (or nightmare), X (previously Twitter) allows you to speak directly to your audience—and they’re likely to respond! X gives your brand an avenue to speak on what speaks to them, interact with consumers, and easily repost relevant content, all great ways to lean into your brand's personality. Most brands allow the witty, not-so-serious side of themselves to live on X, leaning into gifs, memes, and trends that float across the text-first platform. You could use this platform to engage jokingly with your competitors, start conversations about the products or services you offer and have a little fun. TikTok TikTok is a great platform to push your brand creativity and have your content reach new audiences using unique trends. For your brand, TikTok is a creative playground. With trending sounds, filters, and templates, there are so many ways to present your brand in a way you may never have before. The platform’s motto, "Make TikToks not Ads," is a great guardrail for developing content. Consumers on TikTok learn about hidden gem products, new recipes, or product hacks. Optimal content on this app is very immersive, so you have an opportunity to find more information and insights about your consumers. LinkedIn LinkedIn is a great place to show off some thought leadership and anything interesting you’re doing in your industry. Think of LinkedIn as your brand’s professional landing, a place to network and mingle in a more formal setting. Brands could use this to showcase their values, employee spotlights, and business achievements. This could spark an interest in future customers, employees, or investors. So, before jumping into a new social media platform, (like Threads), develop a channel strategy. If the app is primarily visual, take some time to solidify pictures and videos that will add value to your page and engage your audience, like relevant infographics or shots of real people enjoying your brand. For more text-first apps, take advantage of the opportunity to let your words do the work by starting engaging conversations with your consumers or answering FAQ. Most importantly, get to know your consumers! Understand how your audience behaves and engages on each specific channel so you can tailor your content to fit right in.