Content Creators as the New Search Engine
SEO has evolved so much over the last few years and it’s about to change again! When I was first introduced to the world of SEO, it was mainly text-based and mostly confined to platforms like Google, Bing, and Yahoo. You know, traditional search engines. Today, search is no longer confined to familiar locations like Google. With search spanning across different platforms, it has evolved from strictly text-based to include video and sound.
What is SEO?
SEO stands for Search Engine Optimization. Basically, are you searchable? Can people find you? But the technical definition, according to Search Engine Land is, “SEO means the process of improving your website to increase its visibility in Google, Microsoft Bing, and other search engines whenever people search for:”
SEO content writing became so formulaic that I honestly feel like it killed search. Because a site would get pushed down in the search as new and old sites began to refine their optimization, it feels like we see the same articles over and over again.
Enter the Content Creator
A content creator is someone who creates content that inspires, educates, and entertains people in their audience and niche. Content creators can present as themselves or choose to stay behind the camera creating face-less content. Because of the wide range of things, people, and topics influencers and content creators present as it makes sense that they would be playing an integral role in the future of search.
Search Engine Land just announced the prediction of content creators becoming their own search engines.
Well, if you didn’t know, TikTok just became the #1 Search Engine for Gen-Z. Users are choosing to stay in the app when searching for more understanding of something they’ve just seen and heard. Making it an app with a high conversion rate for people seeking out products and services. 58% of TikTok users stated that they purchased something they saw on TikTok and 67% of users said the app inspired them to shop even when they weren’t even looking for anything.
Users are often quick to parrot what they’ve seen and heard on the app. Ultimately creating a unique myopic echo chamber that is being created as we speak. Woah!
Content Creators as the New Search Engine
The concept of Content Creators as Search Engines may seem wild but it’s already becoming a reality. If you’re an avid or even casual TikTok user, you’ve probably noticed search query context at the top of the video’s comments. It might look something like this
If you’ve seen a blue-text sentence start with a “how to” or “what about” or “who is” at the top of a TikTok video’s comment section, that means that the creator has created a video that is either most viewed or viewed often when other users are searching a topic related in and/or to the video.
Like Millennials, Gen-Z has strong convictions and morals and they want their consumables and their sources to be in alignment with those. But unlike Millennials, Gen-Z holds a greater importance on content that comes from a person, brand, or place that aligns with their personal morals, thoughts, and feelings. This place can exist as a singular individual. Gen-Z users desire personal and authentic experiences which is what individual content creators offer on various topics.
Increasingly, users are seeking content for themselves, about themselves. The content that does the best with the Gen-Z audience is content that is authentic and genuine.
Brands can tap into this by creating experiences for their audience. This experience creation through content satisfies their need for “lived experiences.” By using an organic and authentic approach in utilizing content creators or influencers, brands can reach unique audiences in a really natural way.
How Can Your Brand Use Content Creators to Improve Your SEO?
When user reviews became a thing, it was great to be able to experience a product or service through the eyes and ears of someone else. There was a feeling of relatability. But as leaving reviews became more popular, users quickly learned that not all reviews really even made sense. Often emotionally skewed to one extreme or another, or worse, paid and bought for, reviews became diluted and overwhelming.
I mention this all to say that the idea of lived-in experiences when it comes to a brand, business, or product is not unique to Gen-Z.
The sharability of Content is improved with content creators. As content creators establish themselves as a thought leader within their space a publication is more likely to engage with and share a piece of content with their own audience due to having overlapping audiences.
Embracing this kind of content, brands, and businesses can reap the benefit of building a community around their brand and reap the benefits across every search universe.
Content can be time-consuming to create and is often better outsourced to content creators because of its all-consuming nature. When content creators make content, for, or about your brand or product or, create content about something in your niche or industry, you can use this as filler content. The most common way brands and people do this is through National Holiday content. Have you ever heard of National Bourbon Day or National Salt Day (probably not but Salt is my favorite book.) Similar to User-Generated Content, you can repurpose or recycle this content to fill up your content calendar and send “experience” signals to Google.
Search Engine Land gives the example of using Dunkin’ Donuts x Charli D’Amelio collab. When Charli D’Amelio launched her signature coffee drink in partnership with Dunkin’, publications in the coffee niche, including Coffee at Three, happily shared the content, exploring the partnership, trying the drink, and sharing thoughts with their community. It’s fun to connect and eliminate competition because there’s always room at the table for everyone.
So when you notice a content creator or influencer leading a trend on TikTok or discussing a recent experience with a product or service, it makes sense for you to share and engage with this content because it engages your audience effectively and organically.
5 Reasons to Use Content Creators
Create Lived-In Experiences
Getting ready to launch a new product? Want to highlight a service you offer? Want to do all of this in a natural, organic way? Content Creators to the rescue! Content creators can create that lived-in experience so many consumers crave. Seek out Influencers or UGC creators to create content for your business. If you’re short on funds and can’t afford to hire a creator, engage with content creators in your industry or niche to engage and activate your audience by organically entering the conversation(s) that are already happening.
Expand Your Presence in the Search Universe
Search is no longer relegated to search engines like Google or Bing. Today, search exists in so many different universes like Reddit, Instagram, Facebook, TikTok, Pinterest, etc. Users are already searching in these apps, so make sure that you can be found. You can do this in a few ways
Make content!
Utilize content creators to do the content creation for you
Engage with content in your niche
Drive Better Engagement
If you’ve ever talked to me about social media then you know that I think social media is for SOCIALIZING and building COMMUNITY. While it is a great tool to use for advertising and marketing, its original purpose was to connect people. Now that we have brands in the mix, things have changed a little. Engagement and social proof go hand in hand and are necessary for a successful social media presence. Strong engagement keeps your brand in the conversation. Content Creators can help encourage that conversation naturally.
Improve Trust
Content Creators have built a really unique and close relationship with their followers and audience. Their audience often feels like they know them personally and is usually privy to intimate details of their life like their likes, interests, dislikes, hobbies, personal relationships, etc. They invite their audience into their lives and ask their audience to help them make big and small decisions which then creates this unique bond that allows the creator to sway their audience. Because of this ability to sway, Content Creators are often highly trusted and their opinions are highly valued by their followers. If you want to improve the social proof of your business, brand, product, or service, a content creator can help you do just that. If they believe in you, so will their audience.
Increase Visibility
Feeling like your content just isn’t getting the visibility it once was? You’re not alone. Many brands and people have been noticing the lack of visibility. Fortunately, Content Creators can breathe new life into your social presence. By creating content for you or adjacent to you, they are helping improve visibility by creating content around conversations that are already happening in places that you might not know about. Besides, social is all about connecting. It feels good to be seen!
Want to Learn How to Find Creators?
Digital Candy can help! If you’re curious how UGC marketing and Influencer Marketing can work for your business, let’s chat! Email me at candace@digitalcandyllc.com.
