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Google trials Featuring TikTok and Instagram Videos at the Top of Mobile Users’ Search Page

Google trials Featuring TikTok and Instagram Videos at the Top of Mobile Users’ Search Page

Google has previously featured YouTube videos in the carousel of short clips at the top of their mobile users’ search page. The introduction of TikTok and Instagram videos as a new extension of the feature began its testing at the end of December 2020, piloted by Google to retain platform users.

For brands that have a target audience including Millennials and Gen Z, TikTok as a platform is attractive for brand marketing and engagement, with its monthly active users surpassing 1 Billion. The development of this new feature is something brands should consider watching as they plan their 2021 content approach. The feature could act as a tool to broaden marketing potential, as featuring high on a Google search page in a dedicated carousel remains key to maximising discovery.

Influencer Marketing Manager at Formula E, Philip Brown said, “This could have a huge impact on the way that influencer content is able to travel – allowing users to be exposed to posts without actively seeking them out on their native platform(s).”

(source)