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).”