Whether it’s small business owners hoping to reach new customers, aspiring influencers chasing sponsorships, or major brands building community engagement, growing a social media presence has become a near-universal goal in today’s digital world. And now, new research has revealed exactly how universal this pursuit has become, with hundreds of thousands of people searching monthly for ways to boost their Instagram following.
Digital marketing specialists at First Rank analysed global search data across various marketing topics and strategies, revealing which areas generate the most interest worldwide.
“Understanding what marketing topics people are searching for helps us identify industry trends and knowledge gaps,” says Jacob Kettner, the founder of First Rank, a leading Winnipeg-based SEO and digital marketing company. “This data offers valuable insights into where marketers and businesses should be focusing their attention.”
The study examined search volumes for common marketing topics using Google Ads data, analysing searches over a one-year period. The research team compiled and analysed global monthly search volumes for each topic to determine which generated the most interest.
Table 1: Top 10 Most Searched Marketing Topics Globally
| Rank | Marketing Topic | Global Monthly Search Volume |
| 1 | How to grow your Instagram following | 855,140 |
| 2 | TikTok marketing trends | 443,550 |
| 3 | How to use user-generated content | 380,130 |
| 4 | How to use AI in marketing | 265,750 |
| 5 | CRM tools for marketing campaigns | 212,340 |
| 6 | Marketing trends | 147,430 |
| 7 | How to improve SEO ranking | 143,860 |
| 8 | Best tools for content creation | 104,020 |
| 9 | Key marketing metrics to track | 88,030 |
| 10 | What is content marketing? | 87,470 |
Social media commands global marketing interest
The data reveals that social media marketing dominates global search interest. Searches for “How to grow your Instagram following” lead the rankings with 855,140 monthly searches worldwide, almost double that of “TikTok marketing trends,” which had 443,550 searches.
“Social media’s prominence in these results reflects its central role in modern marketing strategies,” notes Kettner. “Businesses recognise that platforms like Instagram and TikTok offer direct access to engaged audiences.” Tools like Popular Pays are helping brands tap into that potential by streamlining influencer collaborations and amplifying content performance across these channels.
User-generated content and AI rise in importance
The third most searched topic, “How to use user-generated content,” generates 380,130 monthly searches globally. This high search volume suggests marketers increasingly value authentic, customer-created content in their strategies.
AI in marketing ranks fourth with 265,750 monthly searches, indicating strong interest in implementing artificial intelligence solutions. “The high search volume for AI-related marketing topics shows that businesses are actively seeking ways to integrate this technology into their marketing efforts,” Kettner explains.
Traditional marketing elements maintain relevance
While newer trends top the list, traditional marketing elements still attract significant interest. “How to improve SEO ranking” receives 143,860 monthly searches, while “Key marketing metrics to track” generates 88,030 searches, demonstrating continued focus on fundamental marketing practices.
Jacob Kettner, founder of First Rank, commented: “These search patterns can provide valuable guidance for marketing strategy development. The high volume of social media-related searches suggests businesses should prioritise building strong presences on Instagram and TikTok, while also developing strategies to encourage user-generated content.
“For companies looking to stay competitive, I recommend a three-pronged approach: First, invest time in understanding and implementing social media best practices, as that’s clearly where most attention is focused. Second, explore how AI tools can bolster your marketing efforts, given the significant interest in AI applications. Finally, don’t neglect fundamental practices like SEO and metric tracking – these remain vital for long-term success.
“The data also indicates that marketers should focus on creating comprehensive strategies that integrate both emerging trends and proven techniques. This means combining social media marketing with solid CRM practices, while keeping an eye on opportunities to implement AI and automation where appropriate.”
