Influencer marketing is evolving, integrating more with search as influencers shape search results. Creators now appear in Google's video features, and Meta is allowing search engines to display all content for better discoverability. New strategies are emerging, prioritizing natural language over traditional keyword tactics. Agencies emphasize crafting conversational content suited for both humans and machines. For instance, TikTok content answering common questions can significantly extend engagement and visibility in search results, showcasing the changing dynamics in brand discoverability via influencer strategies.
"We are entering an era where content must serve two audiences simultaneously, humans and machines. That shift requires a very different mindset," said Chris Camacho, CEO at Cheil UK agency.
"Think less 'NYC pizza' and more 'What's the best pizza in New York City?' in creator content captions, titles and the like."
"That content was picked up in Google search results, extending the shelf life of that TikTok content by months," said Alyssa Murfey, VML's discoverability director, organic search.
Meta notified users that search engines would automatically be allowed to show all photos and videos on result pages to boost discoverability for creators and businesses.
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