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Google

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    Google and Meta Ads are saturated and automated.

    There is no in-platform secret sauce and the days of scaling your sales to the moon on one or the other are in the rear view.

    They’re still the best at what they do, but you need something else if you want outsized results.

    What’s your new frontier?

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    Beware your metrics: Google capped search results at 10 / page. No more 100 results on a page.

    A lot of rankings tools are reporting issues and I’m noticing improved reported average ranks across Google Search Console accounts, likely from deep page data loss.

    How are ChatGPT results changing?

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    Apple wants to release its own AI powered search integrated with Siri, calling it an “answer engine”. Potentially powered by a Google model.

    Apple is rebuilding Siri around three core components: a planner, the search systems for the web and devices, and a summarizer. The planner interprets voice or text input and decides how to respond; the search system scans the web or user data; and the summarizer pulls it all together into an answer.

    At this stage in the game, makes the most sense to build on an outside model. Maybe one less data set to figure out how to infiltrate for AI exposure?

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    Reports of Instagram’s Death Are Greatly Exaggerated

    Meta’s various apps are the closest we have the US to everything apps. The feature sets are deep enough that people can use them in different ways.

    in multiple interviews with 15- to 26-year-olds, Gen Z people, they said that they used Instagram to keep in touch with friends, scope out crushes, build businesses, and pour over cooking videos. But out of all of its features, they seemed least interested in the polished public photo feed that had once been Instagram’s marquee offering.

    But Instagram (and TikTok) aren’t social networks, they’re social media

    it feels more comfortable to post on TikTok than it does on Instagram. And I think that’s a common narrative and sentiment that we hear all the time. But I think the reality is that most people, young people in particular, don’t really feel comfortable posting anywhere at this point

    Instagram is a mix of entertainment, inbox (DMs as the new email), and search. At least for younger users.

    What does this mean for how brands use Instagram?

    The traditional feed is certainly easiest for most. But how much are people engaging with this “legacy” feature.

    On-platform search plus Google indexing posts for off-platform search means the Instagram feed is more like Pinterest than TikTok. A visual microblog.

    via Behind the Numbers

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    The modern consumer journey according to DemandCurve:

    1. They see your ad while doom-scrolling Instagram. They click.
    2. Something distracts them away from their phone.
    3. They remember later in the evening (or 3 weeks later) thanks to a Trigger Event.
    4. They Google your company name.
    5. They visit your homepage, not the conversion-focused landing page you intended them to hit.

    Between screenshots and post save buttons, everything is a bookmarking app now.

    Marketing is like gardening. You plant a bunch of seeds and sometimes the best plant comes from the compost heap.

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