Google asking questions in SERPs

[4RS_John]

I just did s search for Hayley Kiyoko, and Google asked me which song is my favourite from her new album.

Is this a new thing? I've never asked Google a question before and had it ask me something back, other than "did you mean... (the correct spelling for what I was looking for)?"

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[Dr-Pete]

We've seen them around major events (like the Super Bowl in the US or the Olympics in Korea recently), but they do seem to be popping up more often now. They're pretty rare, and I honestly have no idea what/who is driving them or what's being done with the data. Seems to be an internal Google thing, and not something we can create as marketers right now.

[4RS_John]

Interesting. This is the first one I've seen, and it's much more obscure than the Olympics.

I'm guessing they use this one to choose what YouTube video to show in one of their info boxes at the top or on the right

Although on second thought I would expect them to already know which video, and probably which song, is the most popular. I wonder why they're asking then.