Since the noughties Google has dominated the search engine market – so much so, it became a verb in 2006. But today, Gen-Z is busy doing a lot of their ‘googling’ on other platforms. Ones that were right under our noses all along.
Short-form is king
Thanks to the rise of personalised short-form content, Gen-Z is often accused of having a limited attention span. Apps like TikTok cater well to this using a sophisticated algorithm. For example, the more time you spend watching people make a sandwich, the more sandwich-related content you’ll be shown. Due to the nature of TikTok, it’s now widely used to search for engaging content. Why look for a recipe elsewhere when you can be shown a thirty second video (and see the delicious end results)?
When it comes to marketing, TikTok is tailored for B2C. But where does B2B come in? The content consuming habits of B2B decision-makers are being influenced by their time using such apps. This means we must tailor accordingly using increased personalisation, trending topics and short-form, digestible content. If you’re considering taking your B2B marketing to TikTok, this is the place to lean into relevant keywords and hashtags, be responsive to trending audio, and post at optimum times.
An eye for detail
Three billion searches take place on YouTube per month, proving that, as one of the largest search engines, it is still the home of video content. And it’s constantly adapting to the latest trends – YouTube Shorts is the perfect example of catering to Gen Z. As YouTube is owned by Google, the same optimisation rules can be applied. Keyword research is the first step, revealing customers’ frequently asked questions. Then simply answer them in engaging ways to create a captive audience.
Here are a few tips to ensure you gain maximum reach from your next upload.
Ad_final_final_final.mp3 doesn’t give away much. While YouTube can’t watch your video, the system can pick up keywords from your raw data file, so make sure you’re taking every opportunity to be seen.
Tags, Titles, and Descriptions
These categorise your video and support the algorithm. Use your keyword research to support this content.
Use a nice visual to complement your title and description. You can always use a suggested one from your video, but we recommend instead creating a custom graphic.
Transcriptions, Subtitles, and Closed Captions
Not only are these vital for accessibility, but they have a huge impact on the algorithm too. Use a supported text transcript (SRT) file to boost optimisation further.
Tailor to multitasking
Playlists and podcasts are key for Spotify. Listeners often tune in while taking on other tasks such as driving, cleaning, or being at the gym – so your content needs to relate to more abstract search queries. “tech podcast” “cloud solutions” and “B2B strategy” are great examples. By following search practices you’ll keep content on track and find yourself in the top rankings. We talk more about podcasts in this dedicated strategy blog.
The Social Keyword
It’s not just Spotify, TikTok and YouTube that can be used as search engines these days. Other channels such as Pinterest, Twitter, and Instagram can all be honed to your B2B strategy. Rule of thumb? Optimise posts through hashtags and keywords, so you can drive traffic from social searchers.