There is one end-of-year spot guaranteed to bring on the waterworks every time – Google's annual Year in Search campaign. What people search on Google creates a worldwide picture of the year behind us, what we have done and where we are headed.
This year’s most-searched-for question was compelling: “Can I Change?” Looking back on everything that has happened in the world, from politics to pop culture, it seems like the new year will be ripe with new possibilities.
Google Top Searches in the United States
In the U.S., Google Search results show that people wanted to help others. For example, the most-searched “How to help...” question was “How to help Ukraine?” followed by “How to help Ukrainian refugees?” with “How to help abortion rights?” in third place.
Ukraine was also a big topic as it was the third most searched topic in News, with “Queen Elizabeth passing” in second place and “Election results” on the top of the list, unsurprisingly.
Johnny Depp topped both the “People” and “Actors” most-searched list, with Amber Heard in third on both lists, a particular nod to their defamation trials which were live-streamed on television. Will Smith took second place on both lists, clearly referencing his public altercation with Chris Rock at the Oscars Awards Show.
The most-searched for films and television shows brought the taste for the drama to the big screen. Indie teen drama “Euphoria” was first under “TV Shows,” with 80’s-themed sci-fi mystery “Stranger Things” second. Although “Top Gun: Maverick,” “The Batman,” and “Thor: Love and Thunder” all made the “Movies” list, animated children's “Encanto” surprisingly took first place. The film about a Colombian teenage girl struggling with being the only one in her family without magical powers, won over the hearts of US audiences.
Believe it or not, the most-searched word in 2022 was “Wordle,” speaking to the popularity of the game, which challenges players to guess the hidden word in six tries.
Since the way we search has started to evolve, so have the things we search for. For example, people have been using the “Hey Google” feature more frequently, as well as Lens, to search for pictures.
Google Top Searches in the APAC Region
In the same “Year in Search” report, Google looked at Asia and Pacific region’s top searches to uncover critical insights about its people.
The report shows that people in the APAC region are rethinking how they spend. This is after “price of goods” made it to the top search lists. “Good ratings” and “Brand reputation” were also searched this year.
Now, what does this mean for global marketers?
For brands and agencies looking to reach a global audience, Google suggests that marketers must keep up with people as they search for value and trust. “Immediately deliver the right deals for them [customers] using marketing automation,” the search engine added.
According to Simon Rogers, Data Editor for Google Trends, Year in Search has provided a unique look into what we all cared about, what inspired and intrigued us worldwide. “As the year comes to a close, take a moment to look back, reflect and celebrate all the moments this year that challenged, inspired and enabled us to grow,” he added.
With more than 3.5 billion daily searches, Google remains the most visited website in the world.