GroupM Nexus - From Scroll to Search

From scroll to search

Integrated search on social platforms

Over the last 24 months we’ve witnessed a significant shift in user behavior with search becoming a cross-platform user mindset that answers consumer no matter how or where they are asked. Search is now a consumer mindset, not just a platform, an activity, or a behavior. As a result we are seeing a considerable crossover in product development from platforms in these two areas with existing or planned search products and integrations .

Summary of Guidance

The how & why users use the search function across social platforms is unique, however generally most platforms show results through to purchase without users ever having to leave the platform ecosystem. Social media platforms that offer a search function help users by employing a unique algorithm based on relevance, interest, profile authority, post popularity & engagement, user search history, and interactions. In the future, AI-based Large Language Model technology may influence thas well as the types of results returned. For advertisers looking to appear in search results across social platforms the products available typically fall into two categories:

The Social Search Ecosystem

How People Use Search

To find friends, common interest groups, companies, events, and community/ neighborhood shopping (Marketplace).

Facebook and Instagram both offer ads placements on the search results page. Today these are solely search result adjacent placements and keyword targeting is not available. There are no 1st or 3rd party brand safety/suitability controls available for either of these placements. GroupM expect Meta to evolve their offering in this space, particularly if other platforms continue to move quickly in offering new search-based solutions for advertisers.

Meta (Facebook & Instagram)

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Pinterest’s keyword targeting option (in conjuction with the ‘search’ placement) gives them one of the most advanced search advertising product of the social media platforms. The ability to target and exclude user searches based on broad match, phrase match, and exact match (plus negative phrase match) means teams can now action a relatively sophisiticated search strategy on Pinterest.

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As of January 2024 Snapchat does not offer any native ad products in its search function. Earlier in the year Snap inc did however announce a partnership with Microsoft to allow sponsored links in it’s new “My AI” tool. These sponsored links are powered by Microsoft Advertising and GroupM clients wanting to exlore opportunities should get in touch with their agency Paid Search team for more information.

Snapchat

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TikTok currently offers one search-related ad product. The Search Ads Toggle allows advertisers to extend their TikTok in-feed advertising campaigns to the TikTok search result page. This is a search adjacent placement based on contextual targeting only and is not a traditional keyword-based search ads offering. TikTok does however claim to automatically create keywords from advertiser content and connect these with relevant user queries. TikTok have publicly stated that they “plan to introduce increased control over keywords” in future.

TikTok

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X’s native search product, Keyword Ads is currently in beta and allows advertises to place search keyword targeted ads in the Search Placement on app. The beta allows for up the 200 exact match keywords per ad group which are not case sensitive and make use of white-space trimming by default. The Search and Replies placements have no 1st or 3rd party controls available, including adjacency controls. As such, Keyword Ads product at this time may not be a fit for many advertisers.

X (FKA Twitter)

WeChat Brand Zone (within search results) provides advertisers with a dedicated space to showcases all their branded WeChat content. By creating a specific area that appears at the top of search results (when users search for a branded term), businesses can ensure that their information is prominently displayed. Advertisers have full control over their dedicated space, which can be populated with 1st party content and divided into five sections: • Brand information • WeChat Official Accounts & Mini Programs • Sales channels • List of brand services • Custom templated components/modules Clients advertising in APAC should get in touch with their local agency team to find out more information.

WeChat

User behaviour and platform ad products are changing rapidly in the social search space. Our ability to collaborate across practices and to build and share client focused digital knowledge across all of our subject matter experts drives successful client outcomes today and will continue to do so in the future. Clients who can similarly break down siloes in their own organization will be best positioned to capitalize on this shift in consumer behavior and platform functionality.

Summary

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Contact

Gillian Collison

Global Director of Social PlatformsGillian.Collison@groupm.com

Katelyn Taylor

GroupM Nexus Director of Search PlatformsKatelyn.Taylor@groupm.com

INTERNAL & EXTERNAL DISTRIBUTION

JANUARY 29, 2024

To find creators and content tailored to interests, passions, needs, and goals.

How People Use Search

To find creators and explore content. Increasingly for how-to content.

How People Use Search

groupm

For inspiration, planning or ‘how to’ by exploring products, guides and trends.

How People Use Search

Following Shop For You

Search Pinterest

Please see below available ad products for key platforms.

To find connections, jobs, companies and thought leadership.

How People Use Search

Search Result Adjacency Active Keyword Targeted

Explore How People Use Search by selecting the icon on the phone screen. Click the X to return home after exploring each app.

To find accounts, lenses, and shows.

How People Use Search

To find topics, interests, passion points and communities.

How People Use Search

To find trends, real-time news, entertainment and sports.

How People Use Search

End-to-End life-solving features, from connecting with friends to banking, paying bills, ride hailing, OTA, gaming and food delivery, among others.

How People Use Search

Using WeChat for search is so great!

Christopher

I think WeChat is the best place for group conversations.

Michael L.

I order all of my takeout food for delivery using WeChat.

Katherine Corwin

INTERNAL & EXTERNAL DISTRIBUTION

JANUARY 29, 2024

GroupM Nexus Director of Search Platforms
Katelyn.Taylor@groupm.com

Katelyn Taylor

Global Director of Social Platforms
Gillian.Collison@groupm.com

Gillian Collison

Contact

View the full report

Summary

WeChat

Learn More

X’s native search product, Keyword Ads is currently in beta and allows advertises to place search keyword targeted ads in the Search Placement on app. The beta allows for up the 200 exact match keywords per ad group which are not case sensitive and make use of white-space trimming by default.
The Search and Replies placements have no 1st or 3rd party controls available, including adjacency controls. As such, Keyword Ads product at this time may not be a fit for many advertisers.

X (FKA Twitter)

Learn More

TikTok currently offers one search-related ad product. The Search Ads Toggle allows advertisers to extend their TikTok in-feed advertising campaigns to the TikTok search result page.
This is a search adjacent placement based on contextual targeting only and is not a traditional keyword-based search ads offering.
TikTok does however claim to automatically create keywords from advertiser content and connect these with relevant user queries.
TikTok have publicly stated that they “plan to introduce increased control over keywords” in future.

TikTok

Learn More

Snapchat

Learn More

Pinterest’s keyword targeting option (in conjuction with the ‘search’ placement) gives them one of the most advanced search advertising product of the social media platforms.
The ability to target and exclude user searches based on broad match, phrase match, and exact match (plus negative phrase match) means teams can now action a relatively sophisiticated search strategy on Pinterest.

Learn More

Facebook and Instagram both offer ads placements on the search results page. Today these are solely search result adjacent placements and keyword targeting is not available.
There are no 1st or 3rd party brand safety/suitability controls available for either of these placements.
GroupM expect Meta to evolve their offering in this space, particularly if other platforms continue to move quickly in offering new search-based solutions for advertisers.

Meta (Facebook & Instagram)

Please see below available ad products for key platforms.

End-to-End life-solving features, from connecting with friends to banking, paying bills, ride hailing, OTA, gaming and food delivery, among others.

How People Use Search

I order all of my takeout food for delivery using WeChat.

Katherine Corwin

I think WeChat is the best place for group conversations.

Michael L.

Using WeChat for search is so great!

Christopher

To find trends, real-time news, entertainment and sports.

How People Use Search

To find topics, interests, passion points and communities.

How People Use Search

To find accounts, lenses, and shows.

How People Use Search

To find connections, jobs, companies and thought leadership.

How People Use Search

For inspiration, planning or ‘how to’ by exploring products, guides and trends.

How People Use Search

To find creators and explore content. Increasingly for how-to content.

How People Use Search

Search Pinterest

To find creators and content tailored to interests, passions, needs, and goals.

How People Use Search

groupm

To find friends, common interest groups, companies, events, and community/ neighborhood shopping (Marketplace).

How People Use Search

Summary of Guidance

Integrated search on social platforms

From scroll to search

Following Shop For You