Seek and You(Tube) Shall Find

If marketers could have any superpower, many of us would choose to read the minds of our audience. And while YouTube’s new Search Insights test feature isn’t quite a mindreading metric —  it’s pretty darn close.

The data will be available within the YouTube Analytics/Research tab, and it will track two key behaviors: the search tendencies of your particular audience and search behavior across all of YouTube. The test feature also includes a Content Gap marker. In short, a high-volume search without many results indicates a content gap (and an opportunity for you to fill it!).

No more educated guesses on what your audience is looking for with video. These insights let you know what your viewers (or all of YouTube) are searching for, so you can cater your content to their needs. If you’re  looking for data-based inspiration to strengthen your video content, check out this tool — and  mind the gap!

TL;DR: YouTube is testing a new Search Insights feature that tracks audience search tendencies and gaps in search results. Marketers can use the insights on audience behavior and unresolved searches to inform new content.

Gone in 60 Seconds

Constantly tapping away through endless minutes of IG Stories? Instagram is giving your fingers a break with the introduction of 60-second, uninterrupted stories.

Okay, the test update isn’t really about saving your cramping fingers. It is, however, designed so your content can be easily absorbed without interruptions every 15 seconds. (Rejoice, Reels fans! Post those Reels to your story and optimize your content.) The new story feature is part of Instagram’s effort to consolidate its creative tools. 

Stories still have one function that Insta’s other video products do not: impermanence. (Cue the “internet is forever” speech.) The story upgrade will allow you to utilize longer video content in a short-term setting. So, if your business is promoting an event or service that is time-sensitive, there’s no need to turn to Reels to accommodate longer videos. And if you’re new to video, the lengthier run time also gives brands room to experiment with their video content using a less-permanent format. 

TL;DR: Instagram has launched a test feature for stories that accommodates uninterrupted videos up to 60 seconds in length. Marketers can use this format to share long-form content temporarily or share other video content (like Reels) to their story.

Don’t Forget About the Zoomers!

Gen Z (aka Zoomers) has already taken over social media platforms like TikTok and Snapchat. Their next target? LinkedIn.

With more than 78 million Gen Z-ers using LinkedIn, they’ve quickly become the platform’s fastest-growing audience. Zoomers (individuals ages 9 to 24) have surpassed millennials as the most digital segment of the workforce, with a majority of Zoomers spending more than an hour on social media each day. LinkedIn reports that the Gen Z demographic will account for 27% of the workforce by 2025  — which isn’t as far away as you think.

Marketers should keep Zoomers in mind when posting content to LinkedIn. After all, it's not just working professionals who use the platform — job-seeking Gen Z-ers are viewing what your business posts too. This younger audience is rapidly growing, and you should craft your messaging accordingly. 

As the Zoomer demographic continues to build, LinkedIn suggests adjusting your content to catch the attention of those youngsters. (Hint: Interactive and collaborative are Gen Z’s buzzwords.)

TL;DR: LinkedIn reports that Gen Z is its fastest-growing audience. B2B marketers should consider creating more immersive content to draw in the younger demographic on LinkedIn.

ICYMI