SEO, spam, low-quality content, search rankings — they’re some of marketers' favorite buzzwords, and for good reason. They’re also the focus of Google’s most recent algorithm update.
Google is building up its defenses against spam and egregious search engine manipulation in its results, and brands may need to adjust their SEO strategies to keep up. This new update is aimed at identifying and de-emphasizing the seemingly more sophisticated pieces of low-quality content and spam produced by automated content generation systems (read: generative AI tools like ChatGPT). There are a few factors Google will now evaluate and consider before filtering content out of search:
Whether the content is AI-generated, human-generated, or a combination of both
Whether the content holds any value — like providing original information or answers to popular search queries
Because generative AI tools are continuously improving, the words they produce are becoming harder to discern from human-generated writing. But be careful with how you choose to incorporate AI writing into your own content creation as you test out different tools: If the algorithm deems your content spammy or not of significant value to a user’s search, you’ll likely see a negative impact on your search placements.
TL;DR: Google’s recent algorithm update reminds businesses to be intentional with their SEO strategy and cautious about their use of generative AI tools in content creation.
Learning Goes Long-form
The perfectly timed, seven-second joke and punchline videos that thrived on early TikTok (and Vine, #RIP) have been replaced by the minutes-long deep dives that aim to grab and hold our attention. Now, this long-form educational style of video is moving beyond video-first platforms.
In a UK-exclusive experiment, Spotify is testing a new, paid offering featuring long-form educational video content. The streaming platform, which offers educational podcasts and audiobooks in addition to music, also recently launched a music video updatefor listeners to watch as they listen. Spotify’s push to release these courses in video format is another sign of the upward trend of long-form video — and the growing desire to learn from the media we consume.
TikTok is now filled with 10-minute news updates, multi-part product reviews, and long-form explainer videos. X users frequently share threads with double-digit post countsexplaining specific topics. YouTube viewers love an hours-long video essay. But Spotify is leaning into a formal version of this longer content. As audiences seek out opportunities to learn, incorporating informational content into your marketing strategy can entice these curious viewers. Offering a unique and informative angle not only demonstrates your expertise, but can keep your audience coming back for more.
TL;DR: Spotify is leaning into the trend of long-form educational video, showing brands that informational content is an effective way to keep their audience’s interest and attention.
You Must Be This Old To Scroll
If you were one of those rule-following kids who patiently waited until your 13th birthday to make your first Facebook account, a new Florida law would have you waiting even longer. Last week, governor Ron DeSantis signed a billinto law that will prevent anyone under the age of 14 from signing up for a social media account, and require parental permission for children under 16.
Legal opposition to the bill is expected, as a fight is breaking outnationwide over the impact of social media on children’s mental and emotional wellbeing. Proponents of these age-based restrictions argue that addictive social media algorithms are harmful to kids’ mental health, while detractors believe social media is an important place for kids to find community and connection.
For marketers whose target audience includes minors, these restrictive laws may require a refining of your audience-targeting strategies to comply with new constraints. But even if your audience is adult-only, these legislative moves point to a shift toward more regulated social media environments. You can expect to see proposed limitations on algorithm-driven content personalization, which could eventually necessitate more generalized content strategies.
TL;DR: U.S. legislators are debating new restrictions on social media for minors, a warning for marketers to expect increasingly regulated social media environments.
WHAT LIT US UP
Source: Liquid Death and e.l.f. Cosmetics
KISS and Make Up
At Tier One, we love a good unexpected brand collab, and the latest campaign from Liquid Death and e.l.f. Cosmetics was right up our alley.
The canned water company, known for its edgy, hardcore aesthetic, and affordable beauty brand narrowed in on an incredibly niche, yet somehow-perfect point to come together: corpse paint. (And if you don’t know what corpse paint is, think KISS!) The collab’s coffin-shaped packaging, emblazoned with both brands’ logos, included the makeup products and brush necessary to replicate the high-contrast, heavy-metal look.
It might feel random, but the partnership received significant organic engagement on social media — including among corpse paint enthusiasts, fans of 80s nostalgia, and as a uniquely creative marketing move. The enthusiastic response suggests “random” ideas, when executed well, can still engage and surprise your audience. e.l.f. teased the collab on Instagram the day before the product dropped, followed by a cheerfully cheesy throwback-style video ad that quickly went viral on social media. The Corpse Paint Vault makeup collection sold out in under 24 hours.
The best brand collabs are the ones that get people talking, and this one definitely caused a stir. Quirky and bizarre campaigns appear throughout Liquid Death and e.l.f.’s marketing strategies, positioning the two as experts in disruptive brand awareness.
While eccentric campaigns may not fall into your brand’s style, this combination of nostalgia and shock factor is a great example of how confidently and strategically deviating from your usual strategy can boost brand awareness and pique the curiosity of new audiences.
TL;DR: Liquid Death and e.l.f.’s corpse paint collab demonstrates how unexpected strategies can boost brand awareness, engagement, and lead to new business opportunities.
