Local Memo: Shifts in Search, Messaging, Social — Platforms Redefine Engagement

Summary

From ChatGPT’s slow climb against Google Search, to Google enabling direct business chats in Maps, to Instagram unveiling retention insights for Reels, the latest updates show how digital platforms are reshaping how people discover, connect, and engage online.

Tool Tracks Referral Traffic From ChatGPT vs Google: Can AI Catch Up?

The News Barry Schwartz, writing for Search Engine Roundtable on August 20, reported that Tim Soulo and Ahrefs launched a tool at chatgpt-vs-google.com to track referral traffic growth between ChatGPT and Google Search. The data shows that while ChatGPT’s referral traffic is growing around 1.5% per month, it remains far behind Google’s massive traffic share. Monthly updated charts illustrate that ChatGPT’s growth is real but small compared to Google.

Additional context highlights that as of late 2024 and early 2025, AI-driven search referrals made up just about 1% of site traffic for most publishers. Studies like this one from Nielsen Norman Group confirm that user habits strongly favor Google, with most people defaulting to it first, often only encountering AI Overviews incidentally.

What This Means Despite the hype, ChatGPT’s referral traffic is still too small to pose an immediate threat to Google’s dominance. Most people default to Google, and changing this behavior appears difficult. Generative AI adds value but tends to complement rather than replace traditional search. Even modest month-over-month growth could eventually shift dynamics, but for now, AI search is best understood as an adjunct tool rather than a primary channel.

Google Expands Chat Feature to Maps

The News Google has officially expanded its Chat feature to Google Maps, enabling customers to message businesses directly via text or WhatsApp. This update allows users to easily ask questions, book services, or request help without leaving their phone. Businesses can now add chat links directly to their Google Business Profile, making communication smoother and more accessible.

What This Means This expansion gives local businesses a more direct way to engage with customers where they already search. By integrating messaging into Maps, Google reduces friction in the customer journey and makes it easier to capture leads or bookings instantly. For businesses, adopting this feature could mean improved customer satisfaction, faster conversions, and stronger relationships built at the moment of intent.

Reels Retention Metrics

The News On August 24, Instagram announced new performance metrics for Reels creators. The most notable addition is a Retention chart, which visually tracks the percentage of viewers who continue watching a Reel at each moment. While the graph will always slope downward, a flatter line indicates stronger engagement. This gives creators precise feedback on which parts of their content hold attention and which cause drop-offs.

Instagram is also phasing out the “View Rate” metric and replacing it with Skip Rate, which shows the percentage of people who swiped away within the first three seconds. A high Skip Rate signals that the opening of a Reel isn’t compelling enough to capture interest.

Together, these updates provide creators with clearer, more actionable insights into audience behavior, adding to the suite of analytics Instagram has been rolling out throughout the month.

What This Means With competition for attention higher than ever, creators need to know not just how many people watch their Reels but also when and why viewers disengage. The addition of Retention and Skip Rate offers sharper feedback on storytelling, pacing, and first impressions. By using these insights, creators can refine their content strategy, improve engagement, and ultimately boost visibility in Instagram’s algorithm-driven feed.