Bing Partners with Qwiki, Integrating Media into Search Results
Just a couple weeks ago Microsoft made a major announcement regarding Bing taking social search to an entirely new level. Now, Microsoft has made search and brand marketing even more so about sharing content to connect search results with destinations via video. Bing has partnered with Qwiki (pronounced “quickie”) to create a new media format in Bing’s search engine results that combines audio, video, images, maps and Twitter.
For example, companies such as major news corporations will be able to use a web-based Qwiki creator tool and an application programming interface for developers to create the embeddable, interactive video. News anchors will be able to create interactive content and viewers will be able to click on the content to gain more information about the topic and generate a new search. But, it’s not just for news anchors; anyone can create their own Qwiki in three easy steps on the Qwiki website, like this one:
You can think of a Qwiki as a “movie trailer for mobile and desktop web pages, an unpaid search ad in organic results,” says Qwiki founder Doug Imbruce. He goes on to state that, “by 2015, about 90% of IP traffic will come from video.” There’s no doubt video has become increasing popular in recent years and Qwiki is just another reason to leverage video to share your content.
Qwiki was launched in 2011 and initially rejected from search engines to drive engagement until now. The typically 1.5 minute long Qwiki has the ability to keep searches connected to the topic for an additional five to six minutes on social networks as well as within the search engine.
Recent research from eMarketer and Simply Measured reveals that videos posts on Google+ are the most popular type of content on brand pages and video posts from the Top 100 brands produced over 115,000 +1s, comments and shares in Q2 of 2012, up from 66,000 in Q1. Google’s +1’s have proven to be a strong social signal and boost search engine rankings for brands that are active on the Google+ network.