All Roads Lead to TikTokTired of hearing about short-form video yet? We can’t get enough — and neither can Google.
Though we’ve known Google had plans to roll out short-form video in search results, we’re finally beginning to see them in action. Now, when you perform a Google search, results may include a short video section, where a carousel of short-form videos features content from TikTok, YouTube, Facebook, and more, for the first time. In a recent Twitter post, SEO expert Brodie Clark demonstrated Google short videos search results complete with a test carousel of videos at the top of the page. A simple recipe search now includes YouTube tutorials and TikTok foodie content — significantly extending the reach of this visual content.
We know short-form video has its marketing benefits, but with this update, those advantages are being extended well beyond the confines of TikTok. Now that marketers can develop SEO strategies around this short content, it’s time to step it up. For specific topics consumers will prefer easy-to-digest video content rather than links or lists. Short-form videos lend themselves best to quick tips and tutorials, making them useful search results. So, go ahead, Googlers. Embrace short-form video on TikTok and beyond.
TL;DR: Google is now testing short-form video as a search result. Marketers should consider SEO when creating this type of content.
Yes, You Can(va)Can you create Canva posts in Facebook Business Suite? How about edit video content right in Canva? The answer to both: Yes, you Canva!
Canva’s integration with Facebook and the introduction of its video editing suite further expands its mission to make design accessible for all. Social media junkies (us) have known Canva for its easy-to-use designs and templates for social media posts. But video is taking over — and Canva won’t be left in the dust.
Canva’s video suite has a few features for the not-so-graphic designers out there that will make video editing much more efficient than learning an entire complex video editing software (sorry, Adobe Premiere). What’s Canva without its templates? The video suite will include templates based on the platform you’re posting to, so you can easily distinguish your TikToks from your Twitch banners. Canva Video is also multiplayer, which means you can collaborate and edit with teammates. It’s like the Google Drive of video editing (and we all use G-Drive, don’t lie). Though it may not have the capabilities of a software like Adobe, Canva Video creates a simplicity that enables non-designers to create and edit basic video.
Canva’s integration with Facebook can help businesses with lean graphic design resources keep all of their content in one place, creating a quick and affordable turnaround for current or hopeful video marketers looking to efficiently get their content out on social platforms, especially Facebook. This video suite is also a perfect tool to capitalize on the short-form video trend.
TL;DR: Canva has launched a video editing suite and announced its integration with Facebook Business. It’s not Adobe-level design, but it’s a great affordable and efficient way for marketers to do simple video marketing.
What Lit Us Up
Some Fine Strategy From NYPLThe New York Public Library has finally crossed the fine line — that is, they have officially eliminated all late fees.
Though NYPL is not the first public library to eliminate fees (*ahem* preceded by Tier One city libraries, Chicago and Boston), it is the first to use multiple media platforms and a clever, creative strategy. Specifically, NYPL used the Twitter thread in ways we wish we had thought of first. The thread, consisting of many recognizable memes (remember Arthur’s angry fist?), pokes fun at the antiquated logic behind late fees and promotes accessible knowledge in the New York community.
But the creative juices didn’t stop flowing there. NYPL also put together an official #GoodbyeFines Spotify playlist, featuring songs about freedom, money, and of course, libraries. (Dua Lipa’s “New Rules” and Jimmy Buffet’s “Love in the Library” were some of our faves, to name a few.) The #GoodbyeFines hashtag also carries its weight on Twitter, with passionate NYPL-goers and other libraries chiming in. Note to marketer self: people like hashtags and LOVE playlists.
Marketers can take a page or two from NYPL’s book. The Twitter thread not only lends itself to some serious meme potential but also creates an ongoing conversation rather than a one-and-done post. NYPL used the thread to answer all of the questions that came up after the initial announcement, providing its followers with an abundance of information regarding the decision to ditch the fees. The library also read its social media audience. Though the NYPL posted the announcement on all its social channels, Twitter was the platform that best suited the casual and conversational meme catalog.
We have no further questions. Alexa, play “Love in the Library.”
TL;DR: New York Public Library has announced the elimination of all late fees — and made the Twitter thread relevant again in the process. Marketers should use NYPL as an example of using a social platform to its highest potential to reach just the right audience.
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