Evolving Audiences: TikTok vs. Insta

🚀Google's Core Update: Key Insights

May 20, 2024

Hey there Scooper 🍨

Ready for another day of staying ahead of the competition in the Virality race?

Oh and before we go ahead! If your friend sent this to you, be sure to subscribe here! So you don’t miss out on any scoops

TIKTOK AND INSTAGRAM

📊 TikTok and Instagram's Evolving User Base and Marketing Preferences
Insights from Retail Dive

TikTok’s Growing Influence:

TikTok’s usage has surged since 2021, with 21% of Americans using the app weekly. Despite regulatory challenges, it remains crucial for marketers, especially with its expanding user demographics.

The Scoop:

  • User Demographics: TikTok's user base is aging, with significant growth among users over 35. In 2022, 35% of users were aged 18-24, dropping to 25% in 2024. Gains were noted in older demographics.

  • Household Characteristics: Weekly TikTok users are more likely to have children and live in urban areas. Over half (55%) of users are women.

TikTok excels in driving impulsive purchases and influencing buying decisions. However, in-app shopping adoption remains low, with only 31% of users making purchases through TikTok Shop.

  • Advertising Impact: 64% of TikTok users agree that ads help them decide what to buy, compared to 46% of the general population.

  • Influencer Trust: TikTok users trust influencer marketing more (47% vs. 27%).

Instagram’s Marketing Edge:

A survey by Zoomd reveals that marketers prefer Instagram for video-based user acquisition over TikTok.

The Scoop:

  • Ad Spend: 79% of marketers allocate most of their budget to Instagram.

  • User Acquisition KPIs: Instagram is favored due to its effective user acquisition KPIs and Meta’s robust ad solutions.

53% of marketers plan to increase their user acquisition budgets in 2024. In-app purchases remain the most popular monetization method, cited by 81% of respondents. While TikTok’s regulatory issues create uncertainty, it remains a powerful platform for marketers. Instagram, however, is preferred for video-based user acquisition due to its effective ad solutions and broader advertiser appeal. 

TOGETHER WITH IGNITE DIGITAL

Use SEO to reach red-hot buyers before the competition with Ignite Digital 🔥

There are 8.5 billion searches per day on Google. Are you showing up? If not then you’re losing sales. Ignite Digital are the SEO experts with 13 over years of experience. They’ll design a custom strategy to help you drive website traffic and online sales. 

Wanna give them a test drive? Request a FREE competitive analysis and Ignite Digital will respond on the same day with a sneak peek of your competitor’s strategy & how you can beat them. ​

GOOGLE

📈 Google Enhances Site Rankings and Introduces New Web Crawlers
Insights from Search Engine Journal

Google has announced upcoming improvements to its core update, aimed at rewarding high-quality content, and introduced two new web crawlers for image and video content collection.

The Scoop:

  • Google’s John Mueller revealed that the Search team is working on better rewarding sites producing valuable content in the next core update. Sites affected by previous updates may see improvements, provided they have enhanced their content quality.

  • Mueller emphasized showcasing helpful and well-produced content, encouraging site owners to maintain high standards.

  • Recovery from previous updates is possible but requires deep analysis and significant changes. Mueller advises focusing on creating exceptional content to align with evolving user expectations.

New Web Crawlers:

  • Google introduced GoogleOther-Image and GoogleOther-Video crawlers for collecting non-text data, such as images and videos, for internal research and development. These new crawlers are part of the GoogleOther family, designed for specific research needs without impacting site rankings.

User Agent Strings:

GoogleOther-Image: GoogleOther-Image/1.0

GoogleOther-Video: GoogleOther-Video/1.0

  • Publishers can block these crawlers using the appropriate user agent tokens in their robots.txt file.

GoogleOther Family of Bots: The new crawlers will appear in server logs, helping publishers identify and manage their presence. Blocking these crawlers will not affect site rankings as they are not used for AI training data collection.

Conclusion:

Google’s next core update will better reward high-quality content, while the new web crawlers enhance multimedia content collection for research. Site owners should focus on producing exceptional content and can manage crawler access as needed.

QUICK SCOOP

🍴 How do you get paid for your feedback or opinions? Wynter is looking for marketers to become research participants. You can participate in surveys and 1-1 meetings, and get paid for your feedback and comments. Up to $600/hr in just 2-10 minutes. Sign up as a participant today!

✖️X, formerly known as Twitter, transitioned its primary domain from "twitter.com" to "x.com", fulfilling Elon Musk's long-standing vision. 

🧱 Walmart gained market share among higher-income consumers and saw a significant rise in ad sales. U.S. ad sales increased by 26%.


That’s all for today! While we curate another Viral Scoop for tomorrow, let us know how you felt about today! And share this with someone who’d love it.🥰