Why Should Google Be Scared?
Google is a part of most people’s vocabulary which is every business owner and marketer’s dream. For example, when a member of the Social Star team asks a difficult question, the initial response is usually - “Have you Googled it?” But the everlasting battle of making it on the first page of Google may not actually be eternal. Behold, this is why I think Google should be scared.
Back in the days when I first used a laptop, it typically involved Mozilla Firefox or Internet Explorer. These ancient internet browsers naturally directed me to Yahoo or Bing. When the rise of Google came along, I remember going into the settings and intentionally selecting Google as my default browser, obsessed with the aesthetic, lack of ads, functionality and the daily changing Google word. Google was even exciting when your internet connection wasn’t working, you got to jump over cactuses!
With the rise of Google beyond the Search Engine, it is clear that Google shouldn’t actually be scared, I just thought it was a catchy title, let me explain why it’s relevant.
TikTok
If you aren’t on TikTok you may be thinking, how on earth will a video-based app come near to competing with Google? Well, I thought the same, before they released the search bar feature. When recently travelling overseas - I found myself using TikTok to search “Best Restaurant in ___” or “Things to do in ___”. I find when I use TikTok to find information, I’m presented with clear and concise information, which I can verify easier due to seeing video evidence from the creator being at that location and for example, trying the specified food or visiting the specified location.
What adds to the trust I place in TikTok content even further, are the laws regarding paid promotional transparency - enforcing that paid sponsorships need to be outlined in the description or caption of the video. This way, I can know whether or not the creator enjoyed their meal based on taste or moreso the monetary compensation.
Other examples of information I gather using TikTok as a primary means of searching are cooking/recipe videos, fitness videos, pop culture news, fashion/styling videos, new music releases and more. Now although this covers most bases of my leisure searches, it doesn’t quite answer the questions I faced during University lectures or work projects, this is where Chat GPT comes in.
Chat GPT
If you asked me what Chat GPT was a mere two months ago, honestly, I wouldn’t have been able to provide an answer. Rapidly consuming my LinkedIn feed by storm, I can say now I have gone to use it a multitude of times for all types of questions. Chat GPT taught me the other day that my surname (Schultz) was given to people in positions of power in middle-century Germany and translates to ‘Sheriff’. I also answered many work-related questions using Chat GPT - in all honestly I did use it to see how it explained the TikTok search bar feature whilst writing this blog.
Someone asked me the other day, “as a young marketer - are you threatened or excited by Chat GPT?” My thoughts aren’t completely black and white, as I don’t believe I understand its full capability. To answer the question in relation to Chat GPT automating and replicating tasks I get paid to do in my current job such as copywriting, content creation & branding - I am not threatened.
It may be a useful tool for verifying information and keeping topics relevant and factual, but it doesn’t know my clients in the way I do. In branding, personality and tone is crucial in establishing what you want your business to represent and without that - how do you expect your customers to recognise and choose you through the noise without a unique voice?
In summary, Google has more going for them than the average Joe. As someone who has lived in a technological era where we are accustomed to Google’s domination over other means of sourcing information, the rise of these new technologies is a nice surprise and I look forward to seeing where it is to go from here.