Google's New 'Perspectives' Section Showcases Creator and User-Generated Content in Search

Source: Google

During its I/O 2023 Developer conference this week, Google introduced a new section of Search called Perspectives. This section showcases a range of creator- and user-generated content, including personal narratives, tips, and advice in the form of blog posts, YouTube and TikTok videos, and Reddit and Quora links. Users can click on the content to access additional details such as the creator's name, profile photos, and information about the content's popularity.

Source: Google

Google is currently working on improving its system to better understand and rank the value of personal content. It also plans to introduce a “Hidden Gems” feature, curating content that may come from less popular sources but provides a unique point of view.

Google's introduction of Perspectives brings a more visual, snackable, personal, and human dimension to Search. By incorporating content from creators across various formats, Google enriches Search with diverse perspectives and visual elements, proving particularly beneficial for addressing queries that traditional web results may struggle to answer.

This initiative is part of Google's ongoing efforts to adapt to modern technologies and the evolving ways in which people seek and consume information. Recognizing that 40% of Gen Z now relies on social media platforms like TikTok for search needs instead of Google, the tech giant has been actively making updates to remain relevant as search behaviors, particularly among younger audiences, continue to evolve.

The increased involvement of creators in Google's core business opens up new opportunities, such as offering ads to creators to expand the reach of their content. Twitter, Meta, and Snapchat have played a role in making creators more receptive to "pay to play" models through their subscription offerings, further fueling the potential for Google to generate revenue from the creator demographic.