Google officially announced their strategic partnerships with internet giants – Reddit and Pinterest.

What does this mean for digital marketing?

The Pinterest Partnership

With this new collaboration, Google is now Pinterest’s second third-party ad partner, following their multi-year partnership with Amazon announced last year.

Did you know that Pinterest has over 498 million monthly active users?The Pinterest + Google partnership will allow ads to be displayed on Pinterest via Google’s Ads Manager. For advertisers using Google Ads campaigns, this offers the chance to broaden their reach and engage with Pinterest’s high-value consumer base – hopefully improving conversions and increasing ROI. Pinterest is definitely one to consider and a partnership with Google changes the game.

The Reddit Partnership

Reddit is a forum based social network with a cult-like status which attracted over 850 million monthly active users in 2023, putting it ahead of Snapchat and LinkedIn. 

The partnership between two influential internet giants, Reddit and Google, is one geared towards improvements to the quality and accessibility of searching for human-generated content. The two companies can now lean on each other's strengths – with Google gaining access to Reddit's Data API, which is constantly updated with authentic conversations and experiences by users. Meanwhile, Reddit benefits from Google's Vertex AI to improve their internal search capabilities. 

As a result for digital marketers, Reddit content will be more easily found and accessed by Google users, so if your brand is mentioned positively, this could increase the online visibility and traffic to your website.  Moreover, Reddit could be used as an organic platform to establish your brand as an authority in your niche and attract potential customers in a community-centred approach.

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Could there be a potential TikTok Partnership on the horizon?

Although not confirmed, a potential partnership between Google and TikTok has been widely rumoured. Driven by the emergence of TikTok as a preferred search engine among younger demographics (Gen Z and Gen Alpha), a collaboration between the two makes sense. The combination would likely benefit both parties as Google can provide their search algorithm expertise to TikTok to enhance their user experience, while also reaping the benefits of a boost in traffic from TikTok searches. 

Although it's unclear when a TikTok partnership may become official, it’s clear both parties are open to the idea as they have previously launched beta tests.  

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These giant partnerships signify a paradigm shift in the digital marketing landscape, offering marketers unprecedented opportunities to expand their online presence and drive business growth. By keeping an eye on the impacts these shifts will bring to SEO, ad reach and audiences, businesses can stay ahead of the curve and leverage opportunities while adapting their campaigns accordingly.

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