Shift from traditional search drives Yango Creator
On Thursday, Yango announced the launch of Yango Creator, a new division specialising in end-to-end influencer advertising. Eb Yusuf, general manager of strategy, culture, and insights, explained to Mumbrella that as younger audiences move away from traditional search, creators become more important for brands.
“We really needed to find a solution for brands to become more discoverable in these sort of newer, more emerging search environments,” Yusuf told Mumbrella.
From a search perspective, people are moving away from traditional search engines and instead going straight to social media platforms like Tiktok or Youtube, or engaging with LLMs like ChatGPT.
In particular, she said Gen Z are 25% less likely to use traditional search engines.
