The Grip is a newsletter that compiles essential news and insights for bold healthcare marketers, brought to you by Grippi Media.
In 2025, video marketing is a top focus for marketers, with 90% honing in on YouTube in particular.
YouTube has been the go-to platform for video content consumption, but with evolving viewer demands for authenticity, emotional storytelling, and community connection, how is the algorithm changing to prioritize the content viewers desire?
In issue 20 of The Grip, we dive into YouTube’s latest viewer insights and explore how these trends could reshape the future of content creation on the platform.
Other stories from this issue include:
👉 Marketers are Not Won Over by New AI-Powered Search Tools
👉 Amazon Unboxes Advertiser Capabilities Spanning AI, DSP, and Insights
👉 Meta Must Face US State Lawsuits Over Teen Social Media Addiction
👉 Google is Replacing the Exec in Charge of Search and Ads
👉 Medicare Plans Are Making Big Changes for 2025
👉 Consumers Still Ally with Brands on Social
👉 Semrush Acquires Search Engine Land
All this and much more in issue 20 of The Grip!
I Can’t Believe That’s a Keyword
Using Semrush, we hunt down bizarre (and totally real) search queries and try to answer them.
This Week’s Keyword: How Often Does Ikea Come Out Wiiht Qa New Sofa
Avg. Monthly Search Volume: 1,900
Answer: This typo is so common that it's an actual keyword. Apparently there IS something more difficult than spelling the names of Ikea's furniture!
Top Stories We’re Tracking
Essential marketing and healthcare headlines of the week.
YouTube Shares What Viewers Want from Content
YouTube has shared valuable insights into viewer preferences, highlighting a growing demand for authenticity and community engagement in content.
Recent trends indicate that audiences favor relatable creators and genuine interactions, which lead to increased retention and satisfaction. The platform’s algorithms are now prioritizing content that fosters connections, underscoring the importance of understanding these viewer desires.
As creators adapt to these insights, they can enhance their strategies to resonate more effectively with their audience.
📄 Read Article (Source: Social Media Today)
Marketers are Not Won Over by New AI-Powered Search Tools
Marketers are expressing significant skepticism about new AI-powered search tools like Perplexity and Google 's AI Overviews, citing concerns over reliability, effectiveness, and ROI.
While these innovations promise to enhance marketing efforts, many professionals find they often fail to deliver actionable insights. This hesitation reflects broader industry challenges as marketers seek to balance potential benefits with the need for proven results.
With concerns about brand safety and performance metrics, many advertisers prefer traditional methods, leaving Google as the dominant player in search advertising for now.
📄 Read Article (Source: Digiday)
Amazon Unboxes Advertiser Capabilities Spanning AI, DSP, and Insights
Amazon has unveiled a suite of new advertising tools that leverage AI and its Demand-Side Platform (DSP), aimed at enhancing the effectiveness of ad campaigns for brands.
These innovations are designed to improve targeting and optimization, allowing advertisers to connect with audiences more efficiently. Key features include advanced audience insights and streamlined campaign management, which enable marketers to maximize their impact.
With these developments, advertisers are positioned to harness the full potential of Amazon's advertising ecosystem, making it easier to navigate the complexities of digital marketing in a competitive landscape
📄 Read Article (Source: Marketing Dive)
Meta Must Face US State Lawsuits Over Teen Social Media Addiction
Meta is facing lawsuits from several U.S. states over allegations that its social media platforms contribute to addiction and mental health issues among teens.
The lawsuits claim that Meta knowingly exploits young users, leading to harmful consequences for their well-being. This legal action reflects growing concerns about the impact of social media on youth and highlights the accountability that tech companies may face regarding user safety.
As the cases progress, they could set important precedents for the industry and shape future regulations surrounding social media use among younger audiences.
📄 Read Article (Source: Reuters)
Google is Replacing the Exec in Charge of Search and Ads
Google has announced a leadership shake-up, with Prabhakar Raghavan, previously in charge of Search, Ads, and other key divisions, stepping into a new role as Chief Technologist. Raghavan will focus on providing technical leadership and spearheading innovation, while Nick Fox, a member of Raghavan’s team, will now oversee Search, Ads, Geo, and Commerce.
Additionally, Google is restructuring other units, integrating the Gemini app team into Google DeepMind and moving the Assistant team under Platforms and Devices. These changes come as Google faces rising competition from TikTok, AI search engines like Perplexity, and antitrust challenges from the U.S. government.
📄 Read Article (Source: The Verge)
Medicare Plans Are Making Big Changes for 2025
Medicare plans are making substantial changes for 2025, which will affect how beneficiaries access care and manage costs.
Notable updates include a cap on out-of-pocket spending for prescription drugs, improved access to mental health services, and a focus on preventive care benefits.
📄 Read Article (Source: The Wall Street Journal)
Consumers Still Ally with Brands on Social
Consumers are continuing to leverage social media to connect with brands, with platforms like Facebook, Instagram, and TikTok playing pivotal roles.
Research shows that a significant number of users expect brands to engage authentically and respond to their feedback. Companies such as Nike and Starbucks are adapting their strategies to prioritize community engagement and personalized interactions, recognizing that these approaches are essential for fostering brand loyalty.
As the demand for genuine connections grows, brands that effectively utilize social media to engage with consumers are likely to thrive in a competitive landscape.
📄 Read Article (Source: Marketing Dive)
Semrush Acquires Search Engine Land
Semrush has acquired Search Engine Land, an OG in search engine marketing journalism.
This acquisition aims to enhance SEMrush's content offerings and expand its influence in the search engine marketing space.
📄 (Source: Search Engine Land)
Hear our 60-second take on the move 👇
Our Latest Podcasts
Recent episodes of the podcasts that we produce.
Blue Shield of CA's Bold Move to Bypass PBMs
It’s no secret that medical drug prices have been out of control for most Americans.
However, one hospital group has a novel idea to control drug spending.
Blue Shield of California is bypassing PBMs by negotiating directly with the manufacturer of a biosimilar for Humira.
This blockbuster drug costs the insurer over $100 million annually, but their approach aims to lower costs.
Is this a one-off experiment or the start of a bigger trend that can drive industry-wide impact?
In this episode of CareTalk Podcast: Healthcare. Unfiltered., David E. Williams and John Driscoll discuss these price negotiation tactics and what they see as the long-term results of Blue Shield of California’s attempt to lower pharmaceutical prices.
Helene's Impact on the Healthcare Supply Chain
This year’s hurricane season is battering states across the country, and the healthcare supply chain is feeling the pressure.
Making matters worse, Hurricane Helene has just crippled a North Carolina factory responsible for producing 60% of the IV fluids used in U.S. hospitals.
Will the healthcare supply chain buckle under the weight?
And how will patient care be impacted nationwide?
In this episode of HealthBiz Briefs, David E. Williams and John Driscoll explore how recent natural disasters affect our healthcare system and medical supply chains—and what these disruptions reveal about the long-term need for stronger disaster preparedness.
Decoding the Immune System with AI, Adam Laing from IMU Biosciences
In this episode, we learn all about the immune system with Adam Laing, Co-founder & Chief Scientific Officer of IMU Biosciences, as he joins Alex Merwin, Head of Growth for Healthcare & Life Science Startups at Amazon Web Services (AWS), on the AWS Health Innovation Podcast. IMU Biosciences is transforming our understanding of the immune system by leveraging AI-powered immune profiling to create unprecedented insights into health and disease, and to advance precision medicine through collaborations with leading pharma, research organizations, and academic institutions.
What We’re Listening To
New music that has been inspiring us.
Vincent's Pick: Gilligan Moss - Speaking Across Time
As a DJ, dance music is part of my everyday soundtrack. Fans of the genre know that dance music thrives on single releases, with albums often feeling like a challenge to pull off effectively. But Gilligan Moss defies that expectation with their second album, Speaking Across Time.
The duo weaves together a dynamic blend of sounds and energy levels, all while showcasing their extraordinary production skills. “Turn Back Time,” is my favorite dance track of the year - it's also a staple of my family’s living room dance parties.
Sal's Pick: Billie Eilish - Hit Me Hard and Soft
Billie Eilish's new album, Hit Me Hard and Soft, showcases her artistry at its finest, blending her signature haunting melodies with raw, introspective lyrics. Eilish continues to push the boundaries by merging pop with elements of alternative and electronic music. Her ethereal vocals take center stage, guiding listeners through tracks that are both vulnerable and powerful, often exploring themes of love, loss, and self-discovery.
Don't forget to check out our 2024 Digital Health Inbound Marketing Report:
Thanks for reading! See you next week! 👋
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