Media Monday

A New Frontier for Marketers: Substack Creators

By: Lily Farlow, Senior Media Planner

For Creators and Lifestyle Brands, Substack is a new and welcomed tool helping to monetize their Brand outside of Social Media. The platform offers Branded newsletters and dedicated posts that Advertisers can sponsor.

Although Substack doesn’t yet have an ad platform for marketers to use, they’re reportedly piloting a program to help creators sell ads, particularly for podcasts and are actively exploring ways to integrate advertising into the platform. 

Promisingly, the tech is there and Substack allows creators to track advertising analytics by integrating a Meta (Facebook) pixel into their Substack, enabling them to see events like free signups, paid signups, and pageviews driven by Facebook ads.

Data: Google Search Had 22% Growth In Searches Year Over Year

By: Leonard Greene, Paid Search Manager

Are AI tools taking market share away from Google? Is Google search growing, flatlining, or declining? These are two questions that have dominated marketers minds since the launch of ChatGPT. Thanks to a new data report from Rand Fishkin at Sparktoro, Google Search has seen 21.64% growth in searches year over year.  

Looking at global searches a day on Google vs AI platforms, LLMs have not taken away from search market share in SERP results. Just in 2024 alone, Google had more that 14 billion searches per day while ChatGPT at most 37.5M searches per day. Google received about 373 times more searches than ChatGPT.

With AI tools only taking less than 2% of the overall search market, marketers shouldn’t be worried whether their audiences have migrated or disappeared.  

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