So What? Identifying Social Media Influencers on TikTok

Well, hi everyone. Happy Thursday. Happy St. Patrick's Day for those of us who observe. Uh, I'm Katie, joined by Chris and John.

Uh, on today's episode of So What The Marketing Analytics and Insights show, we're talking about identity identifying social media influencers specifically on TikTok. Now, social media influencers is a topic that comes up a lot, but we're specifically talking about TikTok because we actually just launched a new research paper on this subject, how to identify influencers on TikTok specifically. So we'll be covering that platform today. That said, the principles that we talk about in terms of the kinds of influencers that you should be thinking about apply across all social media platforms in terms of identifying them. So we'll get into all of that.

So we'll be talking about what data is available on TikTok, how to use the data to identify the influencers, and then setting up a measurement plan. So just sort of we're covering the basics today. So Chris, John, where do you guys want to start? Well, I guess we should probably start with what is in the box, what kind of data there is, and and maybe even how do you get a hold of it. So one of the challenges with TikTok is that it doesn't have an official API.

Um it doesn't have an unofficial API, it literally does not exist. But what uh a number of enterprising uh coders and developers and folks who are used to uh doing web-based data extraction have been able to do is write code that essentially reads through TikTok. Um it doesn't actually watch the videos, it just reads through and pulls all of the metadata, all the you know, essentially the data about the data out on TikTok videos based on things like what's trending or particular hashtags or particular users. And when we look at what these tools can sort of extract, there's actually quite a lot of information. So there's the usual stuff you would expect, like how many plays has the video gotten, who made it stuff.

But if we take a look and this is the sort of the spreadsheet view of that information. This is for the hashtag uh for social media marketing world, the conference that was held this week. So we get, for example, the text of the caption that goes with the video, which uh is super helpful. You can see a number of things like hashtags in there, other people's handles that they're referencing, uh, and of course, uh what the video is about. The time that uh the video has made, and we start getting into things about the author.

Who is this author? Some of the IDs that the system has about them. Their TikTok handle, for example, is in here. That's a very, very useful thing. The name that they go by on the platform, whether they are a verified user or not, larger accounts are typically go ahead and get verified.

Uh, and then their signature, which is what we normally think of as a bio, right? A short statement about who's this thing. And then you start getting to all the the metrics, you know, number of followers, number of likes, number of comments, all this stuff for both the user and the individual video content. A couple of things that are go ahead, Katie. Uh, yeah, I have a quick question before you get too far into this.

So that I'm following clearly, this is not data that you can export from TikTok. This is from a third-party tool that somebody else created, because the data of the analytics available in TikTok, uh, either as a user or as a business are still pretty limited. You get video views, you get likes, you get number of comments, you get number of followers, and that's essentially it. Correct. Okay.

I just wanted to make sure I was following correctly because as I'm looking at this, much like you know, with every spreadsheet you show me, I'm immediately overwhelmed and my brain just stops hearing words. Okay. I'm back. Okay, okay. Um, some things that are unique to TikTok that I think are kind of interesting is every video typically has some kind of audio.

And if there's identifiable audio, um, for example, if you're sampling from an existing song, it will have both the song name and the musician. So there's obviously things here that are original sounds. Um, you do have uh some artists, you know, Shun Aya Twain, and they're the title of their song. So if you have um a particular industry or niche you're looking at, you can see if there are common forms of entertainment that would be uh worth noting. And again, of course, the the your major video metrics, you have mentions, which is uh how who what other handles were mentioned in the text of the uh video, and of course um the hashtags that were used as well.

So all this combined prov provides us with a lot of information that we can use to to draw some conclusions to draw some uh analysis. Some of the things that we would want to take a look at uh obviously are the the major metrics like views. Views is probably I would call it the objective, uh at least on platform the idea you want to get seen uh for stuff, and then of course you have the contributing things like the likes and the shares and the comments, um the hearts and the fans, uh all those things. But for our purposes for for influencer identification, there's two things that are really important. One is that column on mentions.

Every time a user mentions somebody else, you're kind of voting for that user in a way, right? If I'm uh if I'm on my personal TikTok account and I mention trust insights, I'm essentially I'm giving up uh space in my very limited amount of text I have for a caption to essentially endorse trust insights to say, like, yeah, trust insights is a I'm tagging them in this in this video. The second thing, of course, are all the text itself, the hashtags and the commentary and things like that. Those words and phrases can prove to be helpful as well. It's a you know, it's a lot to take in.

And so for someone who maybe doesn't so okay, let's say you're me. Let's say you're you know, looking at this, you're like, I don't even know where to start to get this. So is this software something that somebody could buy off the shelf to then get this data? Or is this something that you would need to know how to code alongside the other code that was already created in order to get this level of granular data? Both.

So there are companies that offer this data as a service effectively, doing the the hard work for you, or um, there are a number of open source packages that can just do this on your machine if you have the technical sophistication to do so. But I was expecting you to say actually the starting place for this would be the user story because you got a pile of data which is like a bunch of ingredients, but it's just I'm I'm still trying to wrap my head around the pile of data. But yeah, you're absolutely right. You want to start with the user story in order to know what data goes into your data pile what is the most important. So if we are looking at you know so we've been doing network graphs for social media marketing world this week and so we've been doing who's the most talked about you know the user story in this sense would be as a marketer looking for the influential people at social media marketing world I want to understand who is the most talked about so that I can try to make connections with those people to get my brand shared amongst their content.

That's it seems like a a very reasonable uh user story to me. So I guess the question then is we know we have this data we now have to figure out what do those words mean. So go it go into some more detail. Explain what it is that we're trying to to dig out here maybe we can uh have some fun hacking on this um you know so I think what we're trying to dig out what we're trying to understand is so in this example you know I've been tasked with getting my brand into the conversation that's happening with social media marketing world because uh my company has identified social media marketing world, audience, crowd, speakers as the people we want to see our brand. And so what I need to understand as the person being tasked with this is not just who's doing the most talking, but who's being talked about.

So I need to understand who's being mentioned, probably, and I need to understand some context as to what kind of content is associated with these people being mentioned so that I can make sure both are the right kind of match for my particular company. Okay. So let's see how we can extract this information. Um, do you want to do this live or just want to talk about it generally? Um I would say we can do it live as long as it's not going to be like an hour of watching your computer process information.

No, only half an hour of watching it process information. Um, the first thing we'd want to do is is obviously get our all of our social media marketing world data together, right? So um one of the things about these different types of code is that you have to run them somewhere and and compile the data. And this is something you have to do over time. So you can see here we've actually been collecting the social media marketing world data now for almost uh a little more than a week.

You can't go backwards in time when it comes to uh any uh analytics really. And so if you have not provisioned the software and the collectors uh in advance, it it's it's not gonna go well. Um, that's I would say probably the most important thing is it requires a lot of planning ahead um to do this. The next thing we need to do is these are all individual files um what we want to do is we want to bring that all together and turn it into uh something usable so we're gonna need to do some data processing to assemble these files essentially and generate the the pieces we need to do a network graph the big thing about a network graph is that we need to know who's talking to whom so here's an example of the the uh the different people who are you know who is who mentioned whom I'm gonna say this right now there's not enough to do a network graph here there tick tock in this case for social media marketing world the wrong platform because you can see there's probably 40 mentions the network graph is going to be so sparse that it's essentially unusable so that raises the interesting question then from a user story's perspective um is tick tock the right place to be doing this analysis um is there an opportunity here is the audience here the audience isn't here so then in that case we would want to step backward and create a user story that comes ahead of the TikTok user story that says as a social media marketer I want to understand who the most influential people are at social media marketing world and on which platform they're on and so first we have to determine platform then we can start to narrow it down to say I want to find I guess the user story would be like, as a as a marketer, I want to understand where the audience is and or where people are talking about social media marketing world on which platform before I can even get to influencers because I first need to narrow it down. Exactly.

And so the now the question is and this is more of a strategic question if we can't make this work, then is the social media marketing world crowd itself that far behind? That's that's really what we're in essence we're saying here is uh things are so unusable here that I guess that's why you would go to social media marketing world in the first place. If you were not familiar with platforms like TikTok, then obviously uh you would want to get up to speed on it, right? And and you would uh attend that show. Uh let's take a look.

Well, I was gonna say, I think in terms of audience, you know, we know that people tweet out a lot of, you know, they sort of live tweet, here's what's happening at social media marketing world. We had this conversation on our podcast the other day that TikTok and Twitter are very different because tick to TikTok requires some kind of a video in order for you to create the post, whereas Twitter does not, you can have just text space, and so with that in terms of where the audience is, I would say part of it part of it is the conversation happening, it's the ease of use for the person to get information out quickly, you know, so you can fire off a string of 30 Twitter messages without having to have an associated image, whereas on TikTok, you have to have a video that goes along with it, and unless you're using the same video over and over again, you have to like maybe stop, edit the video, find the video. Like, like and so it to me it's more of an ease of use versus they're behind. That's fair. But I would I would still argue that with 2500 people there who are supposedly um social media marketers, um, there would be a little bit more than than the very, very, very sparse amount that we found.

That's again um it's just one of those things you look at and go, huh, it's awfully thin. So um let's do this then. Let's take a look. Why don't we take a uh look at something that has a little bit more uh traffic than then uh social media marketing world? Let's take a look at South by Southwest, which is the uh Austin Mega Conference.

I think that would um we know there's a there's you know magnitudes of of people more uh there than at social media marketing world. And because South by has been known as a conference for um sort of up and coming avant-garde tech stuff, a lot of things do really well there first. Twitter itself made a debut at South by Southwest, really in in 2007. Uh prior to that, Odeo, which is the company that made Twitter, um, was you know trying to get some traction for it, and then in 2007, that was the thing. So let's see if we've got anything to work with here uh for South by.

So as that's loading, so John, you know, you I know I've known you to be, you know, sort of like live posting during events. Is TikTok a platform that you would, you know, as you're going back to events, would you be like, oh, I should probably post something on TikTok as well, or is your default Twitter or even LinkedIn? Yeah, you know, for so many things, it's just easier to do something that's text-based or photograph you know to shoot video is uh well yeah exactly we know my record of shooting video at events and you would never ask me to do anything on TikTok based on past performance. So your video reputation aside. Aside, right, right.

Yeah I think if you were going to do speaker clips but see there's the challenge with that too of you can have a keynote speaker say something and then you can type it in and post it whereas otherwise you have to you know grab the whole video presentation videoed and then take a clip out of it of the right quote you want unless you just happen to get lucky and capture the right 10 seconds that you want. So you know producing short form video is is a pretty heavy ask for a social network. It's like you know nobody would be posting stuff real time to YouTube. You know you'd be on to Twitter and Facebook and all these other platforms on LinkedIn but yeah short form video is tough. And then there is the uh you know there's the chicken and egg problem of the fact that right now so many TikTok videos are you know what most business people would just consider the most ridiculous trash you know like dancing and fights and you know adult content and just stuff that is just kind of this crazy assemblage of stuff.

But yeah I think it would be one of those things where if you really wanted to break into that channel doing some 10 minute clips and then at the end of the day posting like best of the event like I think yeah there's something there. Well and it sort of it it strikes me as well South buy is it's it's it's like it's a destination. It's you know, people see a lot of music acts. It's like a festival, whereas something like social media marketing world can focus more on the tech and the platforms and measurement. And it, you know, when I think about that kind of video content, a clip of a band playing versus a clip of you know me speaking on stage about you know social media ROI, one's naturally going to perform better on a platform like TikTok than the other one.

Yeah, and South by is really unique in that it's kind of is closer to that burning man side of things than it is to any of the marketing B2B kind of shows that we do, you know, it's more of a social thing. So in the background, while John, you and I have been basically saying all the reasons why you shouldn't be on TikTok, uh Chris has been putting together a network graph. So Chris, can you walk us through what we are actually looking at? Because I love the videos of how these come together, but I think for people who've never seen this, what are we looking at? So what we are looking at is indeed it's a network graph.

And the way network graphs work is that if one node interacts with another node. So Katie, if you if all three of us were on TikTok, for example, and I made a video and I mentioned Katie Robert in my video, that would create a very primitive network graph where there'd be Chris, there'd be Katie, and there'd be a connection between the two of us because I mentioned you. And then if John was on TikTok and John made a video and also mentioned you, there'd be uh now three nodes on this graph, and there'd be two lines, one going from Chris to Katie and one going from John to Katie. So it's a essentially a very primitive network graph. What we've done is in the data for South by Southwest from TikTok, we've looked at all the individual handles that are on uh on TikTok uh that were using the South by Southwest hashtag.

And then we said, okay, in there and that remember that column in the spreadsheet that's called mentions. Who have they mentioned? So now we have these pairs of the person mentioning and the person being mentioned. Network graphing software. This is an open source tool called Gefi.

There's many, many different network graphing packages. Node.js, node uh node for JS. Uh is that the name of it? I'm drawing a bike. Uh Neo4J.

Ah, man. Uh, Neo4J is probably the best known one at the enterprise level because it's a giant, uh, massive, uh, very, very powerful server. We'll take those pairs and draw them essentially here. So we see, you know, uh, you can see the little lines connecting one node to the next. The colors are based on who uh talks to each other a lot.

So things, for example, purple, these things uh talk to each other more often than say the gray ones. The size of the bubble in this, when we measure essentially how many times one person is talked about, the that number, the more it is, the larger the bubble gets on this type of chart. So you know, you see the a whole bunch of things here where there's really almost you know, you you can't even see the names it's a zoom super in, and even then uh very challenging to identify a sort of we can see here's a very small network graph uh uh part of the graph, but zoomed out here, we see that these are the names that have been mentioned the most at South by Southwest. So, from a an influencer identification perspective, this would be the first stage, the first step of identifying who's most influential at South by Southwest, who's been most talked about. And then we'd want to take a look at those accounts properties, um, the things they talk about to see are they if we're going to do outreach for for trust insights, you know, are they talking about things that are relevant to us, or do they just happen to be you know popular because I don't know, they were you know dunking, you know, doing uh bombing for apples in a Vata beer or something.

It's something that would be not aligned with our brand. Well, and you know, what's I guess comforting is not the right word, but what you would expect to see, especially if you're doing this for an event, is that the event handle itself is likely going to be the most prominent. And if it's not, you know, that's a problem for the event marketers. That the event that people are at where they're talking to each other, if your event handle is not the thing that's the most prominent, you have a marketing problem. So it's also a good way to check that.

Exactly right. So the graph does a really good job of identifying you know the most talked about things. And then what you would normally do as a marketer is you would go into the data side of things, do a quick sort on this, and then you have here are all of the the actual handles that you know, by that score, uh, that influence score, you would then say, okay, these are the things that we need to go pitch, right? These are the accounts that we need to go investigate and then possibly pitch them. Um now a fair number of these are you know our our brand handles, but there's a bunch of other ones that are I don't necessarily recognize because I don't spend a whole lot of time on TikTok.

But um, some of these would be folks that you you might want to do some outreach to and say, hey, you know, would you be interested in doing a partnership with Trust Insights? South by is probably not the right crowd particularly right now because right now is the music festival uh interactive doesn't start I think for uh until next week interactive is the tech side and that would be probably more relevant to what we're doing but from a a practicality perspective this spreadsheet is what you then hand to your your social media marketing department or your agency or things and they could go for example and create videos uh mentioning these people if you have a popular musician that you're after you could see if their songs are available in TikTok's catalog and use their you know snippets of their songs in your videos there's a lot you could do with this list but it all stems around cleaning up who you should reach out to and so Chris I know we've talked about this before and I know I asked you this exact question on the podcast but you keep mentioning who's being the most talked about not who's doing the most talking can you explain a little bit why that's preferred to someone who's you know doing the most there are lots of people particularly in social media who just like to talk to the air they just like to talk and tweet say things and use buzzwords and jargon and nobody listens to them right um and even in you know especially larger social networks uh twitter comes to mind an account may have eight hundred thousand followers. But if that account has done something to get themselves what's called shadow banned, or uh which is uh uh sort of a term for being downranked in the algorithm, uh you're where your your content doesn't show up because you've had you know too many reports of uh abusive or or um malicious content on your account, uh Twitter and other networks just simply stop showing you. And so even though you may have a lot of followers, or even though you may be loud, if no one's listening and no one's paying attention, those metrics don't really matter. On the other hand, if you can get somebody else talking about you voluntarily, um, that's a pretty good indicator that you've got people's attention, right?

Uh people look to you for information for engagement, for entertainment, something like that. There's three basic models of influencer, right? There's the the I guess you call them the thought leaders, the folks where ideas originate. There are folks uh we call them mayors who are sort of connectors that can take an idea from maybe a lesser known account and hand it off to a bigger account, uh sort of uh being the the intermediaries inside of a network, and then there are the broadcasters, they're the the big mouths, you know, uh the the archetype we often use as a Kardashian, um, where they they're just loud. When it comes to influencer identification, particularly if you want your influencer marketing program to be efficient, uh you getting the biggest bang for your buck, we think the uh use of nodes in the network that are are talked about can often be very useful for getting your message out, uh, potentially at lower cost or with less difficulty pitching.

Um, so for example, some of these accounts here I'm unfamiliar with, right? I don't know who the Nueva Latina is. I'm assuming it's uh uh an individual. Other accounts like Porsche or Lizzo, we you know are uh important accounts, but they're also either brands of very, very, very prominent uh broadcasters. The likelihood of us being able to probably pitch the Nueva Latinos probably better than Porsche, the brand, uh, in terms of distributing our stuff.

Now, again, this is not the right content for Trust Insights, so it's you know, all of it would be a bad pitch for us. But from a imagine if we did have something to sell, maybe in the music space, you know, a new music analytics tool. Some of these other accounts that are not as you know, that are not have 10 million or 100 million followers, but are talked about a lot means that they've got the attention of their audiences and we might do better pitching them. I think it's always it's interesting having been on you know both sides of an influencer marketing program. By that I mean, you know, people who, you know, uh teams who are going after just the big name versus teens who are going after the connectors, for example.

Um it it never ceases to amaze me how let's just go after the person who has the most followers is still that's the whole strategy, and then shelling out so much money to get your message just kind of lost in all of the noise that this influencer is making for not only your brand, but probably for 50 other brands at the same time. So your brand is not treated as something that they necessarily care about. Oh, yeah. I mean, uh, the NDA ran out three years ago. Uh we did a campaign uh with Toyota, and they hired uh Coco Rocha, the fashion model to uh promote the Prius Prime.

This is back in 2016. She put up two Instagram posts uh for you know featuring the vehicle, uh, I think only one of which actually had her, you know, even in the image at all, and charged Toyota 140,000. And then we ended up getting tasks trying to prove the impact of that, which surprise, surprise there wasn't. Uh and that was again because it was a decision was made, okay, who's just got the biggest audience, not who is uh you know, who's looked to? And one of the things that you want to do also with this is to make sure that the the audience is the right audience.

Um so for example, when I look at the bios, uh I gotta change the topic there, but um, we see for it for South by Austin Music, you know, Instagram, uh, Texas artists and stuff like that. So podcasters. So there is uh there are some terms in these bios that indicate like this is probably an okay crowd for us to be looking at um if we were selling music. For trust insights, no, right? For a flower shop, no.

But these, you know, these things for their bios would not be necessarily thematically aligned what we're trying to do. When you look at somebody like that Toyota campaign, is Coco Rocha the fashion model the right person to be talking about a hybrid electric vehicle? She doesn't spend a whole lot of time talking about fuel efficiency, you know, or miles per gallon or uh carbon impact of of a vehicle. She spends most of her time on on fashion. That that's her forte.

And so influencer marketing, one of the big challenges, which is why we have a tendency to default to writing our own software. It doesn't take into account a lot of these other factors. Like is the influencer topically aligned? Uh is their audience expecting this content from them. This morning we put up a blog post on the Trust Insights blog about the new Google Analytics 4 and how you know Google is retiring the existing version of Google Analytics.

I went out and shared that a bunch of places. And to no one's surprise, it's probably one of our most trafficked pieces of content all year. Why? Because our audience expects it from us. And they went and read it.

Now, if that was a post about the new Hyundai electric vehicle, probably would not have done very well because that's not what our audience expects. So with influencer marketing, that audience alignment is critical. Yeah, it just I mean, the whole influencer marketing, I know that it's it's not a strategy that's going anywhere anytime soon. I know that there are people who specialize in it who literally just wrangle influencers all day long, which quite honestly sounds awful. Um I can only say that because I worked in casting, so I understand how wrangling uh people is not a fun thing.

It's not my gym anyway. Um, you know, it's being it's it's like being a speaker wrangler, too. I mean, you have to get people to a certain place at a certain time and do certain things, and you know, a lot of things are out of your control. And so, as more platforms are cropping up, I mean, TikTok is not gonna be the last social media platform to pop up that's gonna have some sort of an influencer reach. There's gonna be other things, new challenges, new people, you know.

Why do you feel, Chris? Um, and John as well, why do you feel these platforms make it so difficult to get the data from them, knowing that they are creating these kinds of personalities, these kinds of influences that they that they have that kind of power over our culture. Why are they making it so difficult for us to then access that information? It's all about the money. No, it it's all about the money because look, if you can extract this data and do the analysis yourself, this is one of the things that Facebook and Instagram in particular has um been really throttling uh down on.

If you can identify if you have the data, you can identify influencers, you can go directly to them, and then the platform doesn't get a cut of the budget, right? The platform doesn't get to get dealt in, whereas if you have to run ads on the platform itself, maybe to that influencer's audience, then the platform makes some money. So it is not in the interests of the platform to share this data. Um there are you know, even some level of privacy issues. All these things, all these videos are public videos, right?

They are posted publicly, so it's it is there's not a confidentiality issue, but the data itself technically is still personally identifying information, right? Uh a social media handle legally is PII, and so having this data does have some level of risk to it. And a platform sharing it voluntarily is sharing PII. And so uh unless a user has uh particularly with you know GDPR at CPRA, if a user is not explicitly consented to saying yes, some any rando third party tool can come in and take you know personally identifying information out, that's not legally not a good idea. Um so again, these platforms um web scraping in in a fairly famous uh case uh of LinkedIn versus a scraping farm a couple of years ago.

LinkedIn lost. Uh courts ruled that scraping public information is permissible and is not um something that a platform can can deny, but they don't have to make it easy. And so for uh you know, for these platforms, they're saying, yeah, we don't want a legal risk of providing that information except under tightly controlled circumstances where uh these this the data extracting entity signs a bunch of things agreeing to the liability of it. I mean, one of the things that you know we're very, very careful of uh at Trust Insights is we know this is PII, it has to be treated in a you know protected way, it has to be encrypted, it has to be you know stored and then destroyed uh when we don't need it anymore. It's it's not good to just have it piles of it laying around, uh, you know, none of it's kept on servers and things.

So uh that's you know some of the major reasons. You can venture further out into tinfoil hat territory too. And you know, there are stories about this just being honeypot for people to put embarrassing videos for political leverage later on down the line. I mean, that's not thoroughly impossible, but um yeah, the the ad dollars is just the obvious pinch. So you know, there's no denying that.

We've seen that happen over and over again with so many social networks already. Exactly. And I think back to 2016, uh the Cambridge Analytica scandal where uh you know Russian uh groups were extracting massive amounts of data from Facebook to influence an election. Again, um the I don't know that anybody learned their lesson in general on that one but the the practical takeaway was restrict the amount of data that people can can take off your platform so that A it is technically subject to slightly less misuse but B uh it's just less of a PR black eye. So I you know as we're starting to wrap up you know I can imagine that some poor intern is being tasked with finding influencers on TikTok.

So as much fun as it might sound watching hours and hours of TikTok videos, you know, that's probably what's happening is that they're sitting there watching the videos trying to figure out who has the most followers who has the most views whatever the thing is. However if you want to learn how to do it a little bit better you can go to trustinsights.ai slash TikTok and get our latest research paper on how you can extract some of that more meaningful data and what you can actually do with it. Chris, John, final thoughts yeah that's huge. You know learn about topic alignment and talk to somebody who knows about shortcutting it you last thing you want is an army of 12 interns sitting and watching TikTok all day for a week like that's a bad idea yeah especially so the stuff on the platform is it becomes very dystopian very quickly. No, I say you take a look at the paper and stuff.

If you have questions, you know, let us know. Pop over to the the Slack group and stuff. But uh grab the paper uh and uh and let us know how you're getting along with with using TikTok data because there's a lot of it to be had. Um it is a platform that has, I think uh now it just crossed the billion uh monthly active users mark. So there's a lot of people there.

You know, any platform with more than a hundred million users is is worth paying attention to. And once you get into the billion territory, whether you like it or not, it is influential. Um and and so it must be part and parcel of your social media toolkit. Yeah, you can even go to the Trust Insights TikTok channel, go to TikTok.com, you know, at trust insights, and you can watch our meager attempts. That's right.

I'm in the or not category of whether you like it or not. And you know, begrudgingly putting up videos on our TikTok channel, just trying to make sure that we have a presence there as we're migrating away from other social media platforms that no longer make the most sense for us. Um exactly. So I think that's it for this week. Next week, I won't be here.

Uh, but you two fine gentlemen, I believe we'll be talking about uh Search Console. Possibly. Um possibly, unless something else happens. I was gonna say we might spend time uh answering people's questions about Google Analytics 4. Now that there's a certain sense of urgency about it.

So who knows? But no matter what, be here Thursdays at 1 p.m. Eastern time. That's right. Bye everyone.

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