Search Updates: April 2021

Search Updates: April 2021

Yelp adds “Asian-owned” to its list of business profile attributes

Helping consumers show support and appreciation for Asian communities and businesses is more important than ever amid an alarming increase in violence targeting the Asian community. Therefore, Yelp has added “Asian-owned” to its list of available business profile attributes. This searchable, opt-in-only attribute enables businesses to self-identify as Asian-owned and is available free of charge. Google introduced a similar rollout earlier this year for Black-owned businesses that allow Black-owned businesses to show a special label in their product and shopping results within Google Search.

According to Yelp, searches for Asian-owned businesses were up 130% Y-o-Y when comparing February 2021 to February 2020. In addition to distinguishing your business, these attributes can make it easier for audiences that want to support diverse businesses to find them on Yelp. Yelp wants to make it easier for people to support and spend dollars with Asian-owned businesses they love. Asian-owned businesses should consider adding this feature to their Yelp business profile.

Amazon now accounts for more than 10% of U.S. digital ad revenue

According to eMarketer, Amazon grew its ad business by 52.5% last year, further securing its position as the third-largest ad publisher in the United States. A primary reason is Amazon has benefited from the COVID-19 pandemic as locked-down consumers ordered more products online. Another reason is Amazon’s DSP product’s targeting data is becoming more valuable as Google sunsets third-party cookies in Chrome. This leaves an opening for Amazon to steal market share from Google by emphasizing their ability to leverage e-commerce data at scale to target ads.

According to eMarketer, as Amazon continues to grow its share of overall domestic digital ad revenue, Google’s share will shrink from 28.9% in 2020 to 26.6% by 2023. With consumer shopping preferences moving online during the COVID-19 pandemic, Amazon has been able to attract a larger slice of advertisers’ budgets.

Google still holds 28.9% of the U.S. online ad industry so we aren’t worried about clients spending less on Google. However, Amazon continues to present a real alternative to Google for brands wanting the benefits of performance advertising without the uncertainty of cookies. Therefore, we see this shift as an opportunity to continue adding Amazon to our search arsenal, specifically for our direct-to-consumer clients. Amazon does restrict certain brands from advertising on their platform so we recommend checking with Amazon.

YouTube used by more U.S. adults than any other social network

According to a study on social media usage in 2021, Pew Research Center finds more U.S. adults use YouTube than any other social network. 1,502 U.S. adults were contacted via telephone for this survey. 81% say they use YouTube, Facebook takes second place, with 69% of respondents saying they use it, followed by Instagram which 40% of respondents say they use it. The report also shows that social media use has remained flat and YouTube and Reddit were the only two platforms measured that saw statistically significant growth since 2019. YouTube, 81% in 2021, up from 73% in 2019. Reddit increasing from 11% in 2019 to 18% in 2021.

Facebook is still one of the most used social media platforms with 69% of respondents saying they use it, but Pew’s data show that its growth has leveled off over the last five years. Also, the respective number of Americans who report using Snapchat, Instagram, Pinterest, Twitter, and WhatsApp is statistically unchanged since 2019.

Adults under 30 stand out for their use of TikTok (48%), Instagram (71%), and Snapchat (65%) compared to those 30 to 64 that use TikTok (18%), Instagram (39%), and Snapchat (18%). However, YouTube is used the most by both age groups, 95%, and 87% respectively. Comparatively, age gaps between the youngest and oldest demographic narrow for Facebook, with 70% of those ages 18 to 29 saying they use the platform and 73% of ages 50 to 64 saying they use it. Facebook usage is highest amongst older adults with 50% of U.S. adults over the age of 65 say they use Facebook. Other apps that stand out for their demographic differences include Pinterest, where women continue to be far more likely to use it than men, 46% versus 16%.

PMG is seeing the way social media platforms are used change during 2020. Facebook is used more towards keeping you informed of key events in the news or in the lives of friends and family (birthdays, announcements, etc.) versus before it was also largely used for entertainment and ongoing engagement. While most people do check Facebook each morning, most are spending more time on Instagram or TikTok, where there tend to be more engaging, immersive options. Consider these audience demographics when evaluating platforms to target the right audience.