Scroll to Sales: Creator Impact

🔍 AI Overview Reshape Ecommerce Search

May 28, 2024

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INFLUENCER MARKETING

🤳 Unveiling the Influence of Creators on Consumers
Insights from Amazon Aws

Creators have become the new guardians of consumer trust, driving trends and choices. Understanding the creator economy is essential for brands to succeed in a market where authenticity matters.

The Scoop:

  • Creator Engagement: There are 27 million paid creators in the US, with 69% of consumers following them, and 60% engaging daily.

  • Content Quality: 83% of consumers have a positive sentiment towards creator content, finding it entertaining and educational.

  • Trust and Influence: 75% of respondents trust recommendations from family and friends, with 62% valuing insights from specialized influencers.

  • Action from Content: 80% of followers take action due to creator content, including visiting websites, following brands on social media, and making purchases.

Creator-driven content is more trusted and engaging than traditional ads, leading to higher consumer actions. Brands need to leverage the creator economy to enhance their marketing strategies and connect authentically with their audience.

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AI IN SEARCH

🤖 Google’s AI Overviews Shake Up Ecommerce Search Visibility
Insights from Search Engine Journal

A recent analysis of 25,000 ecommerce queries by Bartosz Góralewicz, founder of Onely, highlights the significant impact of Google’s AI overviews on search visibility for online retailers.

The Scoop:

AI Overview Presence: 16% of ecommerce queries now feature an AI overview, accounting for 13% of the sector’s total search volume.

Ranking Disparity: 80% of sources in AI overviews do not rank organically for the original query.

Low Organic Integration: Being ranked #1-3 only gives an 8% chance of inclusion in AI overviews.

Shift Toward “Accelerated” Product Experiences

International SEO consultant Aleyda Solis explains that Google prioritizes an “accelerated” approach for product-related queries, bypassing traditional organic results in favor of AI-generated summaries that directly showcase product information.

Traffic Impact Assessment

Solis provides a spreadsheet tool to help retailers evaluate the potential traffic impact of AI overviews. Góralewicz suggests that this initial rollout might expand, especially for high-cost queries when ads are enabled.

AI overviews represent a shift in how ecommerce search visibility is achieved. Traditional connections between organic rankings and search traffic are disrupted, creating new opportunities for retailers to optimize product data and detail pages for AI-driven displays. 

AI TRUST

📊 AI Firms Trusted More Than Social Media Platforms
Insights from Superhuman 

The Scoop:

An Axios-Harris poll shows Nvidia leading in reputation among 100 major companies, with OpenAI, Microsoft, and Alphabet also highly trusted. Conversely, social media giants like Meta, ByteDance, and X are rated poorly, with X ranking second-to-last, just above the Trump Organization. Despite the AI trust, only a third of Americans are more likely to buy AI-powered products, indicating that AI adoption alone doesn’t ensure trust.

QUICK SCOOP

🌏 With over 250 million influencers and creators worldwide, how do you begin to find the right partners for your brand? Ryan Prior from Modash interviewed 4 senior influencer marketers to learn how they approach influencer selection. Discover more ways to find your best niches here!

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📷 Instagram is experimenting with a new "Memes" option in its Reels editing tools allowing users to add popular meme elements to their clips. 

👨🏻‍✈️ Microsoft introduces "CoPlanner," an AI-powered media planning tool  to streamline the process for advertisers and agencies. 


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.🥰