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title: "The Spark: Taking Flight With TikTok 🦅"
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 YouTube tests new Search Insights, LinkedIn grows withs Gen Z, IG introduces 60-second stories, and more!

| View in browser December 2, 2021 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. What Lit Us Up TikTok Gives You Wings ​​🦅 What do you get when you merge a 116-year-old nonprofit with TikTok? Surprisingly, millions of views.   The National Audubon Society, a conservation organization for protecting birds, has mastered the TikTok game. As a nonprofit often associated with older generations, Audubon took to TikTok to try and reach a younger audience. And 3.6 million views later, you could say its social strategy is soaring.   Audubon’s TikTok content flawlessly balances humor with education, combining memes and TikTok trends with fast (feathered) facts High-quality footage of cute birds accompanied by a Doja Cat song and a conservation fact can take a TikTok farther than you’d imagine. Audubon employs a fun and humorous tone without directly calling for action since its main goal is to raise avian awareness.    The TikTok takeover allowed the Audubon Society to successfully reach an entirely new audience, while still sticking to its original, education-driven mission. It wasn't the first nature and conservation-driven organization to spread its TikTok wings (trailing behind TexasBeeworks’ 130 million likes), and we sure hope it’s not the last.   TL;DR: The Audubon Society, a 116-year-old nonprofit conservation organization, went viral on TikTok after posting funny and engaging content about birds. This lesson in reaching new audiences proves the right social strategy can help your business take flight. ICYMI Twitter CTO Parag Agrawal Will Replace Jack Dorsey as CEO via CNBC Instagram Rolls Out New ‘Rage Shake’ Feature and the Option To Delete Posts From a Carousel via TechCrunch Triller Parent Company Buys Tiki Barber’s Live Events Firm Thuzio via New York Post TikTok’s Testing a New ‘Business Registration’ Option To Confirm Business Information in the App via Social Media Today Twitter Cancels AMP via Search Engine Journal (Was this email forwarded to you? Sign up here.) Copyright © 2021 Tier One Partners is a full-service PR, digital, and content marketing agency that helps companies thrive in ever-changing business climates. Our integrated marketing campaigns turn B2B and B2C innovators in technology, digital healthcare, financial services, manufacturing, and marketing services into category leaders by steadily aligning their mission to the most pressing challenges and opportunities of our time. For more information visit: tieronepr.com 129 South St., Boston, MA 02111 \| 125 S. 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