For the first time, we’re witnessing a shift in the online information-seeking behavior of users, leading to the convergence of search and social platforms.
TikTok and Instagram are leading this trend with the introduction of new ad formats. They want to tap into the search advertising domain traditionally dominated by Google.
ChatGPT and similar AI tools have revolutionized information search, serving as alternatives to traditional search engines. Notably, ChatGPT’s lack of ad capabilities sets it apart.
💙 TikTok tests the ‘Visual Search’ feature
TikTok is testing a new visual search tool in its Shop tab, allowing users to search for products based on images. The feature is being tested in select markets outside the U.S. and could provide another access point to TikTok Shop (June, 2023).
Searching for more
While social commerce has faced challenges in the United States, visual search has shown potential to improve user experience and increase product discovery. However, user adoption of visual search is still relatively low.
🤔 Twigeo’s Take: What does this mean for marketers?
Visualizing the future of search
Search has evolved beyond a single channel, including platforms like TikTok favored by the younger generation. First-mover advantage exists in TikTok’s search landscape. Beyond shopping, optimizing organic videos for top hashtags is vital.
Employ TikTok’s Keyword Insights tool for ad and content optimization (learn more how to use that here). Apply this approach to visual search as well and align content with your audience’s visual preferences.
Advertisers see opportunities to optimize for visual-first search, and the early adopters may gain a competitive advantage in this evolving space.
⚡ Seizing the power of social and search convergence
Since YouTube evolved into the platform we know today, multiple channels have emerged, each offering the potential to tap into demand.
In the current landscape, even more platforms provide opportunities to capture demand. However, the key isn’t just about having a presence across numerous channels; it’s about identifying where you can efficiently capture substantial demand.
🤔 Twigeo’s Take: What does this mean for marketers?
In light of this, marketers should concentrate efforts and excel in one or two channels, rather than diluting their presence, trying to be everywhere.
🎥 TikTok ads we like: MySpace, making a comeback
When you hear MySpace, does it ring a bell?
It is a social platform that was popular in the early 2000’s and now, it’s making a comeback. The TikTok aims to appeal to the new generation (Gen Z look out) and be one of the players in the social media landscape.
They are tapping into nostalgia marketing to reach audiences familiar with their product, which seems to be the new trend.
🎥 TikTok ads we like: Crocs, but cool
Crocs, a well-known brand, has chosen to embrace their unconventional image rather than shy away from it, as is widely known.
In their #CrocTok ads, they feature dads and individuals with a tongue-in-cheek approach to fashion, happily showcasing their colorful and distinctive footwear. This approach aims to ensure that their audience finds enjoyment in selecting their next pair of shoes. The outcome has been impressive, with the brand amassing a substantial following of 824k and garnering 5.5 million likes on TikTok.
This indicates the platforms scope as not only a platform to showcase creativity, but as one that enables brands to test new ideas.
