The traditional search landscape, dominated by Google, is no longer linear. Social media platforms like TikTok, Instagram and Reddit and even AI tools like ChatGPT are now key players in the consumer search experience.
This has not reduced the demand for content but simply redistributed organic traffic across social media and AI tools, making Organic KPI’s less relevant.
It is no longer about optimising content for just clicks, impressions, CTR and rankings, instead brands must now optimise for influence and presence to achieve overall Organic visibility improvements.
Gen Z has been key in redefining the role of social media reinforcing the importance of a social-first strategy.
That’s where social listening comes in.
By having access to real-time conversational data, brands can understand what audiences truly care about for example their pain points, the latest trends, and the influential voices and influencers driving engagement within a sector. Social listening informs content ideation and production across sectors from B2B to Finance and Retail sectors, to create genuinely audience-centric content.
Download our latest whitepaper to uncover key insights when navigating the “new” organic search and social media landscape.
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