As Florida search trends evolve, AI is pushing businesses to adapt, favoring longer, more specific queries and transforming traditional practices. In this final part of my Inbound Conference recap series, let’s dive into how these changes impact SEO and explore the strategies to stand out on platforms like TikTok and LinkedIn. From AI-influenced search patterns to creative lead generation, discover the tactics that help businesses capture attention, enhance engagement, and build brand recognition in today’s competitive digital landscape.

SEO & Search Trends: Say goodbye to traditional search trends and say hello to search trends influenced by AI.

• Search Volume Decline: According to experts, search volume is set to drop by 25%, and longer, more specific search queries (7+ words) are becoming the norm. AI is impacting traditional search practices, and businesses must adapt by focusing on becoming trusted voices in their industry.
• Blogging & Content Updates: Blogs remain relevant (like the one I’m writing here!), especially when frequently updated with fresh, human-curated content. Human-written content generates more traffic and engagement than AI-generated posts. [Insert human defeats AI headline here.]

TikTok Advertising and Lead Generation: If you’re not using TikTok for lead generation and creative campaigns… well, TICK TOCK. The time to do it is now!

• Lead Capture and Retargeting: TikTok’s native lead generation tools, which integrate with CRM systems in real-time, reduce form friction and boost email list sign-ups. Using question cards and flexible templates has resulted in a 90% increase in lead submissions, which is great for businesses with high input fields.
• Creative Strategies: The most effective campaigns use 5–7 different video creatives, refreshed every two weeks. That’s a lot of creative but it shows you how important video production is in today’s digital world. TikTok also has AI tools that help optimize ad creation, including multilingual AI dubbing to broaden reach. Very cool!

Other Key Takeaways on Social Media and Digital Marketing! But wait, there’s more…

• Followers Are Vanity Metrics: Platforms like LinkedIn and Instagram focus more on engagement and relevant content rather than follower counts. Providing timely, relevant answers is the new goal.
• Brand Distinction Matters: Consistency across platforms, leveraging distinctive brand assets, and ensuring immediate brand recognition are essential for standing out in a crowded digital landscape.
• Creative Risk-Taking: Standing out requires creativity and risk-taking. It’s ok to use humor, relatable content, and emotional storytelling to connect with audiences.

And just like that, my 2024 Inbound Conference recap ends, but the real work–applying what we learned–has just begun. When you start planning new content for your business, remember to note the shift from traditional marketing metrics like followers to deeper engagement, the importance of integrating AI with human touch, and the ongoing dominance of short-form content. As AI continues to reshape the landscape, businesses must balance automation with authenticity to succeed, but also keep in mind the power of storytelling, the value of personalized experiences, and the need to stay adaptable in a—you guessed it— ever-evolving digital world…

Ashley Kearns

Social Media Director