How AI is reshaping the content creator industry

Written on July 16, 2024 at 7:20 am, by admin

Major tech companies have been rushing to develop their own AI models, dramatically altering the digital landscape. Goldman Sachs predicts that the content creator industry will reach half a trillion dollars by 2027.

The evolution of a new digital landscape can bring opportunities and challenges. Daron Acemoglu, an economics professor from MIT, has analyzed past industrial revolutions and highlighted that technological progress is not inherently beneficial; its impact depends on its direction and the institutions shaping it.

This article will:

• Explore the current state of the content creator industry.
• Highlight the consequences of large tech companies’ rushed use of AI.
• Examine the rise of AI-generated content spam and scams.
• Provide strategies for reassessing digital businesses in the AI era to achieve long-term sustainable growth through ethical AI practices.

Tech companies and their AI models

Historically, there has been a balanced cooperation between content creators and large tech companies like Google and Meta.

For example, creators would produce content for Google in exchange for visibility and traffic, which allowed authors to monetize it through ads and affiliate links.

The launch of ChatGPT ignited an innovation race, prompting Google, Meta and Microsoft to hastily release their own AI applications. These applications significantly transformed the digital landscape, though not always in everyone’s best interest.

Creativity and accuracy

These generative AI models have been trained on content created on the web by individuals, and the content generated by these machines re-elaborates someone else’s creativity and lacks any recognition or attribution. 

In addition, those models are subject to hallucination due to “an inherent feature” of how these models are developed. They are trained on large datasets that can contain inaccuracy and cannot always distinguish between facts and sarcasm.

These models, like AI Overviews from Google and Meta AI, are slowly taking over the interaction between content creators and their audiences, creating a digital space that will soon lack innovation and genuine creativity.

Unfortunately, the news industry is not united in its response. While some authors and news media are fighting back with lawsuits against AI, others are establishing contract agreements for fair use of content.

AI-generated content spam and scams

Large companies are not the only ones using this new technology irresponsibly. Independent bad actors have been inundating the digital space with low-quality and misleading articles.

So much regurgitated material has been created to game the search algorithm that Google had to launch the core and spam updates to clean the web of useless information.

While intended to combat spam and improve search quality, Google’s algorithm updates have had unintended consequences for many website owners and publishers, mainly smaller and independent ones.

These updates have led to a significant drop in traffic for many websites, forcing some to lay off staff and face potential closure. 

Your content is not useful

Some SEO experts blamed small creators’ unhelpful content for their devastating drop in traffic and revenue. Discussions were focused on improving content to recover the lost traffic.

However, after six months, no website has recovered.

Google’s algorithm favored its platforms, such as AI Overview answers (with no links back to small creators), websites with established brands and forums like Reddit and Quora, regardless of the quality of content.

Analysis has shown that the general drop in traffic to small independent sites was not caused by the unhelpfulness of their content but by an overall drop in click-through rates.

SparkToro’s 2024 Zero-Click Search Study found that: 

• In the EU, out of every 1,000 Google searches, only 374 lead to clicks on websites outside of Google’s platforms.
• In the U.S., this number is 360.
• Almost 30% of all clicks go to Google-owned platforms like YouTube, Google Images, Google Maps, Google Flights, Google Hotels and the Google App Store.

It looks like we are moving toward an AI-generated web, where financial rewards and incentives for original content creation are fading away.

Financial market forces

Demand and supply shape a market’s economic development. AI has generated an oversupply of content, which has dropped demand and, therefore, financial reward.

Advertising networks have also been impacted by revenue reduction, and as a reaction, they are restricting the ability of AI-generated mass content sites to monetize with ads.

Mediavine and Raptives are perfecting their site approval system to identify and reject spam websites early on. They aim to protect and safeguard original content creators and promote their value-added.

However, the drop in traffic and ad revenue is still not deterring bad actors from spamming and scamming. They still make money by selling courses and books to the naïve public on “how to make easy money by mass-producing content with AI.”

Scammers are already finding ways to exploit Google’s new algorithm.

Multiple profiles are created in Quora to upvote their links artificially. Applications like ReplyGuy use AI to develop comments on Reddit that subtly promote specific products or websites.

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Reassessing a digital business in the AI era

The rapid advancement of AI technologies is transforming the digital content creation landscape, necessitating a re-evaluation of traditional business models.

Large tech companies and digital content creators must adapt to these changes to stay competitive and sustainable.

However, as Acemoglu found in previous industrial revolutions, technology produces growth when invested to improve productivity, not to cut costs to automate production.

Shareholders vs. stakeholders

Instead of waiting for legislative regulations to shape and dictate the ethical use of AI, large tech companies should focus on the long-term interests of all stakeholders.

Their strategy should benefit society, including creators and users, instead of solely focusing on short-term returns to shareholders and top management compensation.

By prioritizing the open web in their decision-making, these companies can empower smaller voices and ensure a rich and engaging landscape of human-created content for users.

This approach promotes a more inclusive digital landscape and upholds the integrity and diversity of online information and creativity.

A new diverse digital creator business

By integrating AI ethically, content creators can enhance their performance, improve content quality and foster long-term growth.

Using AI for enhanced workflow and efficiency

AI can streamline many repetitive tasks, freeing up time for creators to focus on more strategic and creative activities. 

By automating data analysis, research and content formatting, AI tools enhance workflow efficiency, allowing creators to produce high-quality content more quickly and consistently.

Leveraging AI for data-driven content strategies

AI’s capability to analyze audience data and engagement metrics enables creators to develop data-driven content strategies. 

Identifying trending topics and popular content formats allows creators to tailor their content to meet audience preferences, resulting in greater reach and impact. 

This approach ensures relevant and engaging content, fostering a deeper connection with the audience.

Ensuring AI applications prioritize user experience and authenticity

While AI can significantly enhance content production, it is crucial to prioritize user experience and authenticity. 

Creators should use AI to augment their unique value propositions rather than replace human elements entirely. 

By maintaining a focus on authenticity and genuine engagement, creators can build a trustworthy online presence that resonates with their audience.

Adapting content to different channels

AI can help creators repurpose content for different channels and their audiences. 

Video content has been more resistant to changes. YouTube, Facebook, Instagram and TikTok are offering different ways to monetize content. 

AI can help streamline video creation and retrieve several shorts and Reels from long videos. Creators can multiply their traffic sources, improve their brand awareness and grow their audience into real fans.

Ethical AI usage helps build trust and credibility with audiences. By ensuring that AI-generated content is used responsibly and transparently, creators can foster a positive reputation and establish themselves as reliable sources of information.

Unlocking sustainable growth in the content creator industry

The use of AI in the content creator industry is shaping a new form of digital reality. While everyone understands this new technology’s potential benefits, no one can predict the future.

To benefit society as a whole, large industry players like Google, Microsoft and Meta should shift their focus from optimizing short-term returns for shareholders to maximizing value for all stakeholders, including users, independent content creators and news outlets.

Independent content creators face significant challenges, including declining organic reach, evolving search engine algorithms and the rise of AI-generated content.

Looking for shortcuts and using AI to game the system can only bring uncertain short-term success and feed bad actors in their scam practices.

As a content creator, you will be more successful by adopting ethical AI practices and innovating responsibly to ensure a positive impact on your audience.

These efforts will build trust, foster sustainable audience growth and ensure long-term success in the dynamic digital landscape.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Maximizing profits: Strategies for earning through loyalty programs by Comarch

Written on July 16, 2024 at 7:20 am, by admin

Loyalty programs significantly enhance your company’s financial well-being. Beyond simply rewarding returning customers, a strategically designed loyalty program can unlock multiple revenue streams that greatly benefit your brand. So, how do these programs actually generate income? Let’s delve into the key methods they employ to engage customers, boost sales, and ultimately increase your profitability.

What makes a successful loyalty program?

A well-designed and carefully calculated loyalty program can be a game changer for brands looking to maximize their return on investment through customer engagement. Loyalty programs have evolved beyond simple points systems to sophisticated, data-driven strategies that leverage technology and personalized experiences. These programs aren’t just about rewarding repeat business — they’re strategic tools that cultivate lasting relationships with customers, fostering a sense of connection and value.

The information collected from these programs facilitates targeted marketing, optimizes advertising expenditures and enhances overall customer satisfaction. In essence, a well-implemented loyalty program is not merely a cost, but an investment that yields substantial returns through increased customer retention and long-term profitability.

Revenue streams from loyalty programs

Membership fees

The growing trend of loyalty programs has introduced various models, with paid loyalty programs becoming particularly prominent. These programs offer brands an effective way to enhance customer retention by requiring an upfront investment from customers. In return, customers receive exclusive benefits, rewards and sometimes special resources akin to subscription services.

Paid programs present multiple fee structures to cater to different customer preferences and needs. A common model is the annual subscription, where customers pay a fixed yearly fee to access exclusive benefits throughout their membership period. This approach provides both customers and companies with predictability, ensuring consistent revenue and sustained engagement. Another popular model is tiered membership, where customers can select from different levels of membership based on their preferred benefits and budget. This tiered system allows for customization and personalization, encouraging customers to upgrade for additional perks and rewards. These fee structures not only generate revenue but also boost customer satisfaction by offering flexibility and value.

Increased customer spending

Loyalty programs play a critical role in incentivizing customers to spend more with a brand. By offering exclusive rewards, discounts or points for purchases, these programs create a sense of value and appreciation. The prospect of earning rewards motivates customers to choose a particular brand over competitors, especially when they are close to reaching a reward threshold.

Moreover, loyalty programs can incorporate tiered membership levels, where increased spending unlocks premium benefits, motivating customers to spend more to reach the next tier. Additionally, the psychological impact of these programs fosters a sense of reciprocity and loyalty to the brand, encouraging customers to keep purchasing to maintain their status and enjoy continuous rewards.

Enhanced retention

Loyalty programs provide measurable financial benefits that directly impact revenue, particularly through increased “captive” revenue resulting from reduced customer churn and member inactivity. When customers feel appreciated by a program, they tend to remain engaged and loyal, leading to a higher retention rate. This improved customer lifetime value translates into ongoing revenue from repeat purchases and continued participation in the program. Additionally, loyal customers often become brand advocates, sharing positive experiences and attracting new customers, which further boosts the program’s revenue potential.

Supporting this, Zippia reports that a 5% improvement in customer retention can lead to a profit increase of 25% to 95%, highlighting the significant impact of repeat customers. Returning customers account for approximately 65% of total sales and the cost of retaining customers is six to seven times lower than acquiring new ones.

Cross-selling and upselling

Loyalty programs serve as powerful tools for enhancing upsell and cross-sell initiatives through the invaluable data they collect from members. By tracking purchase histories, preferences, and engagement patterns, these programs provide companies with actionable insights into individual customer behaviors and interests. Armed with this data, you can tailor personalized offers and recommendations that resonate with each member’s unique buying habits and preferences.

For instance, a fashion brand can use a loyalty member’s purchase history to recommend complementary clothing items or outfit upgrades, thereby increasing the chances of additional sales. Furthermore, loyalty programs deepen the customer-brand relationship by rewarding continued support, which builds trust and encourages customers to explore new products. Ultimately, the strategic use of member data allows you to boost incremental revenue by successfully upselling and cross-selling relevant products and services to an engaged audience.

Cost savings

Loyalty programs are not only a money maker, they are also a money saver. They play a pivotal role in expense reduction through their ability to deliver targeted promotions based on collected customer data, reducing unnecessary marketing and advertising spend. By understanding individual preferences and purchase histories, you can tailor promotions to loyal customers who are more likely to respond, reducing the need for broad, less effective marketing campaigns.

In addition, these programs help improve the efficiency of inventory management and sales strategies by providing insight into demand patterns and customer behavior. Armed with this data, companies can optimize inventory levels, minimize out-of-stocks, and strategically allocate resources to meet the demands of their most valuable customers. Ultimately, loyalty programs not only promote customer retention, but also drive cost savings by ensuring that marketing efforts and inventory management strategies are targeted and executed efficiently.

Innovative monetization pathways

Innovative ways to monetize loyalty programs are increasingly embracing emerging trends such as gamification and the potential of cutting-edge technologies such as augmented reality (AR), virtual reality (VR) and beyond. Gamification brings fun and engagement to loyalty programs by incorporating game-like elements such as challenges, rewards, and levels that encourage repeat interactions and purchases. In addition, the integration of AR and VR technologies opens up exciting possibilities for enhancing the loyalty program experience. Customers using AR to unlock exclusive virtual rewards, or engaging with VR to explore immersive brand environments that offer unique benefits and incentives – augmented or virtual, these initiatives become a reality.

These technologies have the power to transform loyalty programs into dynamic, interactive platforms that not only drive brand loyalty, but also create new revenue streams through enhanced engagement and monetizable virtual experiences. As you continue to innovate in this space, the fusion of gamification and advanced technologies promises to redefine the monetization potential of loyalty programs in exciting and unprecedented ways.

Key takeaways

Loyalty programs generate revenue through multiple avenues, serving as comprehensive revenue drivers. These include membership fees, increased customer spending, enhanced retention, cross-selling and upselling opportunities, cost savings, and the use of innovative technologies like AR and VR.

Continuous innovation is essential to keep pace with changing consumer preferences and technological advancements, ensuring that loyalty programs remain relevant, effective, and valuable. This ongoing commitment to innovation not only supports revenue growth but also strengthens customer relationships and maintains a competitive edge over time.

Interested in exploring the profitability of loyalty programs further? Learn how to determine ROI and transform your loyalty program into a revenue center in our detailed publication on the subject. Download “The ROI of a Loyalty Program” e-book and discover the secrets to measuring customer loyalty.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Amazon’s AI shopping assistant Rufus is live for all U.S. customers

Written on July 12, 2024 at 10:19 pm, by admin

Amazon rolled out its AI-powered shopping assistant, Rufus, to all U.S. customers in its mobile app.

Why it matters. This move signals Amazon’s push into AI-assisted shopping, potentially transforming how consumers interact with ecommerce platforms.

How it works.

• Rufus uses a specialized large language model (LLM) trained on Amazon’s product catalog, customer reviews and web data.
• Customers can ask questions about products, comparisons and buying considerations.
• The AI can provide suggestions for specific tasks or projects.

Why we care. Rufus may change how shoppers discover and research products, potentially altering the customer journey and how it allows advertisers to target customers on Amazon ads.

By the numbers.

• Tested across “tens of millions of questions” during beta.
• Available to Amazon’s entire U.S. customer base.

Key features. Rufus offers:

• Product recommendations and comparisons.
• Insights from customer reviews and expert analysis.
• Updates on fashion trends and the latest tech.
• Assistance with past and current orders.

Yes, but. Early tests show Rufus doesn’t always provide accurate information and its recommendations are limited to Amazon’s catalog.

What’s next. Amazon plans to continue improving Rufus over time.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Hidden Google tool reveals GA4 and Google Ads discrepancies

Written on July 11, 2024 at 7:17 pm, by admin

Google Analytics 4 (GA4) contains a concealed report that allows users to compare conversions exported to Google Ads and explains discrepancies between the platforms.

Why we care. This hidden feature provides advertisers with a valuable tool to reconcile differences in conversion data, potentially improving campaign accuracy and performance.

How to access:

1. Start with your standard GA4 property URL
2. Append “/advertising/key-event-differences” to the URL
3. The full URL should resemble: “https://analytics.google.com/analytics/web/#/p153293282/advertising/key-event-differences“

First seen. We first came across this from Brais Calvo Vázquez’s LinkedIn who showed us the shortcut that allows us to see this report:

Yes, but. The report isn’t accessible for all GA4 properties.

Between the lines. The renaming of “conversions” to “key events” in GA4 was meant to eliminate discrepancies with Google Ads. The report‘s hidden status may be due to its potential contradiction of this goal.

The big picture. Some users report seeing this feature for over a year, suggesting extended development or testing.

What to watch. Whether Google will officially release this tool or continue to keep it hidden, given its usefulness to marketers in reconciling data inconsistencies.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

No deal: Alphabet won’t acquire HubSpot after all

Written on July 11, 2024 at 7:17 pm, by admin

Alphabet’s rumored deal to acquire HubSpot is shelved, sources told Bloomberg (subscription required). Alphabet reportedly walked away from the deal weeks ago, according to Reuters.

• “Parties didn’t get to due-diligence stage in deal talks,” Bloomberg reported.

Early rumors about the talks seemed to solidify at the end of May, when CNBC’s David Faber reported the companies continued to have discussions and an all-stock deal was on the table.

Why we care. Rumors that Alphabet was considering a HubSpot acquisition began in April. Alphabet reportedly made significant strides in discussions to acquire HubSpot by May. But it seems like it’s not going to happen here in July. In the meantime, HubSpot users were either wondering what it would mean for a central part of their marketing stack, or maybe just ignoring it all.

Whatever the truth of any of the rumors, HubSpot’s shares moved up and down like a yo-yo at each twist of the story. Maybe things will settle down now?

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Google AI Overviews only show for 7% of queries, a new low

Written on July 11, 2024 at 7:17 pm, by admin

Google’s AI Overviews now appear less than 7% of the time. This is one of 10 noteworthy findings from a new analysis of AI Overviews.

• This trend or less visibility for AI-generated answers started in mid-April, when the number of Google Search results without SGE jumped to 65%, up from 25%.
• Google then announced the rollout of AI Overviews in the U.S. at Google I/O in May, and the trend continued. AI Overviews only showed for 15% of queries.
• We next saw multiple examples of incorrect and dangerous AI-generated answers, such as Google suggesting people drink urine and eat rocks. Google promised to improve AI Overviews.

This data was shared with Search Engine Land by enterprise SEO platform BrightEdge and its BrightEdge Generative Parser, which has been tracking and monitoring AI Overviews (and formerly Search Generative Experience) since late last year.

AI Overviews drop. Google continued to reduce the presence of AI Overviews in June – dropping from 11% to 7% of queries, according to BrightEdge. However, there was also a slight increase in AI Overviews in mid-June before the big drop.

Here’s a screenshot showing the drop:

Education, entertainment, ecommerce. The presence of AI Overviews remained stable in many industries – but these three were not among them.

• For education queries, AI Overviews dropped from 26% to 13%.
• For entertainment queries, AI Overviews fell from 14% to nearly 0%.
• For ecommerce queries, AI Overviews decreased from 26% to 9%.

AI Overviews real estate shrinks. AI Overviews take up less pixel space on top of Google’s search results than ever. They are now 13% smaller, on average, according to BrightEdge.

Less duplication in AI, Classic search results. Google is less frequently citing the same sources in AI Overviews that appear in Classic Search. This is because Google is leaning into its concept of “Let Google do the searching for you” where Google brings in information that anticipates relevant follow-up queries.

Search query patterns. Search intent plays a role in whether AI Overviews appear:

• Increases: “Best,” (+50%) “what is,” (+20%), “how to” (+15%) and “symptoms of” (+12%) queries are more often to trigger an AI Overviews
• Decreases: “Vs” (-20%), brand-specific (-15%), general product (-14%) and lifestyle-related (-12%) queries trigger AI Overviews less often.

UGC loses visibility in AI Overviews. Reddit and Quora lost a staggering number of AI Overviews citations – 85.71% and 99.69%, respectively, in June. Google must have recognized that these popular user-generated sites are unreliable sources of trustworthy information (at least for AI Overviews).

Less comparisons. Google cut in half the number of product comparison tables it showed in AI Overviews. This decline started June 1.

Less product viewers and carousels. Product viewers and carousels are two AI Overviews features that appear “significantly less” often in AI Overviews, BrightEdge reported. This decrease also started in early June.

Less lists. Ordered and unordered lists, which at one time were the most common SGE module, now appear “less often,” according to BrightEdge. This could be related to Google attempting to reduce the amount of space AI Overviews occupy.

More financial warnings. Google increased the number of financial warnings by 10% in June. Google already had a similar warning for healthcare queries.

Why we care. AI Overviews continue to be an area of extreme interest for SEOs, publishers and content creators because the search feature upends the traditional model of Classic Search. Since the arrival of SGE and AI Overviews, there have been huge concerns about Google making it harder or near impossible for some websites to get organic search traffic.

Even though AI Overviews are less visible overall, we don’t expect AI Overviews to go away. Google has told us it will continue to evolve in this direction and that it is resulting in more searches. Though Google has yet to share any data to back up this vague claim.

The report. BrightEdge continues to monitor and share updates as part of its AI Overviews guide.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Amazon expands ad offerings for non-Amazon sellers

Written on July 11, 2024 at 7:17 pm, by admin

Amazon rolled out a new beta feature for businesses that don’t sell products on its platform, allowing them to generate leads through display ads across Amazon’s vast network.

Why we care. Amazon’s new lead generation ad type gives advertisers the opportunity to expand their customer base and tap into Amazon’s data-rich environment, even if they don’t sell products on the platform.

How it works. The new lead generation ads allow customers to sign up for information directly within the ad creative, without leaving the website they’re browsing.

• Ads appear across Amazon’s properties, including the homepage and product detail pages, as well as owned sites like Twitch and IMDb, and third-party destinations.
• Placements are automatically optimized based on targeting tactics and desired outcomes.

First seen. We first were alerted to this update by Jeffrey Cohen on LinkedIn:

What came before. Amazon began exploring solutions for non sellers last year. Search Engine Land contributor Navah Hopkins, who wrote about the beta solution, confirmed that it’s now available for everyone and that before now customers weren’t able to fill out a lead form.

The big picture. Amazon is leveraging its extensive network and billions of user signals to help non-Amazon sellers engage with potential customers.

• This feature aims to level the playing field for businesses of all sizes, allowing them to tap into Amazon’s rich data ecosystem.

What’s next. Interested businesses can contact their Amazon Ads Product Development Manager (PDM) for details on accessing this beta feature through the Ad console.

Between the lines. This move signals Amazon’s push to compete more aggressively in the broader digital advertising space, beyond its own ecommerce platform.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Amazon expands Sponsored TV ads to UK, mirroring U.S. success

Written on July 10, 2024 at 4:17 pm, by admin

Amazon is rolling out its Sponsored TV ads in the UK, currently in beta, following a successful launch in the U.S. market.

Why we care. This move opens new advertising opportunities for brands on popular streaming platforms like Freevee and Twitch, leveraging Amazon’s extensive data for targeted ad delivery.

The details.

• Available to sellers in the Amazon Brand Registry, vendors, agencies and U.S. brands not selling on Amazon.
• Some categories, like health and personal care, are ineligible.

Between the lines. Amazon’s first-party shopping and streaming data allows for precise targeting, potentially increasing ad effectiveness.

Exceptions. Brands must review Amazon’s guidelines and acceptance policies before launching campaigns, as certain product categories are restricted.

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The big picture. This expansion reflects Amazon’s growing influence in digital advertising, challenging traditional TV ad models.

What to watch. How UK brands adapt to this new advertising avenue and whether it will impact their overall marketing strategies.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Target audiences precisely to maximize reach and reduce spend by Edna Chavira

Written on July 10, 2024 at 4:17 pm, by admin

Imagine a world where your marketing message finds its perfect match. No wasted effort, no aimless casting of a net. Your ideal audience, captivated.

This isn’t a dream. It’s Connected TV (CTV) advertising. Picture television’s massive reach, sharpened to a digital marketing laser.

Join MNTN for Everything You Need to Know About CTV Audience Targeting (in under 60 minutes) as they discuss everything there is to know about Connected TV audience targeting. They’ll explore time-tested targeting strategies and groundbreaking new tools that give you unprecedented control. You’ll learn the art of reaching the right people at the right time, maximizing television’s unmatched power.

Ready to dive in? Secure your spot!

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TikTok ad spend growth slows amid ban talks

Written on July 10, 2024 at 4:16 pm, by admin

TikTok’s advertising momentum is slowing as uncertainty over a potential U.S. ban looms.

By the numbers:

• Ad spend on TikTok grew 19% year-over-year in March, cooling to 11% in April and 6% in May.
• Total ad spend from January to May 2024 reached $1.5 billion, up 11% from the same period in 2023.
• Nine out of 20 advertising categories saw month-over-month increases in April.

Between the lines. Advertisers are shifting their focus on TikTok from brand awareness to more performance-driven ROI goals.

• CPMs for upper-funnel metrics were up 15% year-to-date at one agency.
• Click-through rates increased 27% in April compared to March.

Why we care. Despite the uncertainty that the potential ban brings and some slow growth, the platform still shows strong engagement metrics, which advertisers should keep considering in their media mix.

Stagnating numbers. TikTok’s user growth is stagnating, particularly among younger demographics.

• The percentage of weekly users aged 18-24 dropped from 35% in 2022 to 25% this year.
• Users aged 35-44 increased from 16% to 19% in the same period.

The big picture. Despite concerns, advertisers still find value in TikTok’s massive user base and engagement rates.

What to watch. How advertisers and users respond to ongoing discussions about TikTok’s future in the U.S. market.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing