Marketer Crew - Gen Z Doesn’t Like Google…


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Hey 👋🏼 Chris here…

Happy Monday to the thousands of motivated marketing professionals, startup founders, and business owners who are a part of this community.

It used to be hyperbolic to say that short form video is taking over the world… but when 40% of the largest generation is ditching Google for TikTok, it’s becoming more true each day.

Today’s issue takes around 2 minutes to read. Enjoy!

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Nearly Half of Gen Z Prefers Searching on TikTok over Google

According to Google’s own data over 40% of Gen Z is turning to TikTok to perform searches before going to Google.

We’re not just talking about searches for the latest trending topics — The largest and most technologically savvy generation is searching for product reviews, food reviews, and how-to’s on TikTok and Instagram.

🔥 Hot Take 🔥 -- Short form video will eventually rule the SERPS in Google.

It's the obvious progression of the trend.

So what should we do about this?

✅ Optimize your content for keyword rankings AND distribution

We can no longer just look at the success of our SEO efforts with a formula using the variables - word count, keyword density, backlinks, internal links, and technical hierarchy.

These are all table stakes.

Instead we have to focus on the quality of our content and how it will be consumed on multiple platforms.

Here are a few ideas --

Embed short form videos from TikTok, YouTube, and Instagram in your articles.
Make sure the short form video has consistent and relevant keyword mentions, hashtags, and optimized descriptions.
Include links to other short form videos at the bottom of the article.
Promote each article you publish on social media platforms.

✅ Convert your articles into short form videos

The amazing thing about short form video is that you don't need polish or an entire film crew to get the job done.

You can use tools like Lumen5, Canva, or even an AI powered short form video editor like Synthesia to convert the key points of your message to short form video.

If you have a little budget, you can go to UpWork and find short form video creators to produce them for you for as low as $50 per video.

✅ Publish at least one video per day on each platform

It's unclear at the moment how the social platforms will determine video rankings for searches. One thing we do know is that volume and engagement matter a lot.

It's important to publish at least one video per day to generate the kind of audience engagement required to rank for certain keywords. This will take time so it's best if we commit to at least a 90-120 day plan for 1 post per day.

If this sounds like too much then I suggest outsourcing your production or even doing some User Generated Content (UGC). Check out the following tools that can help:

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The rise in organic reach of short form video is one of the single largest brand distribution opportunities we've seen since Facebook Ads. If we act early we can make the most of this paradigm shift!

As always, I'd love to hear your feedback. Feel free to send me a DM on TikTok.

Cheers

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