TikTok’s “Search Ads Toggle,” YouTube’s Podcast Push, and a Format That Wins Scroll Wars
TikTok’s sneaky new ad switch, YouTube’s bet on podcasts, and a battle-tested format that stops the scroll cold.
📢 ANNOUNCEMENT
Quick reminder: I’ll be speaking on a Storytelling panel at RAMP - a conference for marketing professionals and leaders in the PropTech and Access Control spaces.
📍 October 16th, NYC
🔗 Check it out here: https://luma.com/4cijm085
📊 TREND WATCH
TikTok Adds “Search Ads Toggle”
TikTok just introduced a feature that lets advertisers toggle on search ads with one click. That means your content could show up right next to TikTok search results (think “best coffee shops in NYC” or “how to edit Reels”).
Why it matters:
TikTok search volume keeps climbing - Gen Z already prefers it over Google for discovery.
Paid placement next to search results is prime real estate.
Creators who optimize their captions, hooks, and hashtags for search queries will be ahead of the curve.
Takeaway: Treat TikTok captions like SEO headlines. “How to ___,” “Best ___,” “Why ___ matters.” Simple but effective.
⚡ CREATOR MOVES
YouTube Doubles Down on Podcasts
YouTube has officially integrated podcasts into YouTube Music, signaling that they’re chasing Spotify and Apple for longform audio dominance.
Translation: Your podcast isn’t just a podcast anymore. It’s a YouTube growth lever.
Action Step: If you’re already recording video podcasts, upload clips to Shorts + the full episode to YouTube Music. This two-lane strategy expands reach and retention.
💡 FORMAT OF THE WEEK
The Scroll Stopper List
A bold, curiosity-driven list post designed to hook attention immediately.
Structure:
Open with a hot take.
“3 things creators waste time on (and what to do instead).”
Deliver each list item in punchy one-liners.
End with a CTA to share or comment.
Why it works:
Lists feel digestible in noisy feeds.
Strong framing (“things to stop doing,” “rules nobody talks about”) primes curiosity.
Comment bait built-in: everyone thinks their list is better.
🛠 TOOL SPOTLIGHT
CapCut’s New AI Script Generator - TikTok’s editing suite now includes an AI tool that auto-writes shortform scripts based on your topic. Great for brainstorming hooks, though you’ll still need to add personality to make it stick.
📬 QUICK HITS
Instagram testing multi-collaborator Reels (more than 2 accounts on a post).
X (Twitter) rolling out topic-based following feeds to mimic Reddit-style discovery.
LinkedIn experimenting with AI-assisted headline suggestions for posts.
Next Up:
Thursday’s AI Edge will cover how Runway + Pika Labs are reshaping pre-production workflows, letting you storyboard before filming a single shot.
Stay sharp,
Alex