Aug 2024
RIP Google? Why social is the new search engine
For years, traditional search engines like Google have reigned supreme as the gateway to online information. But a fascinating shift is happening, particularly among younger demographics. Social media platforms are rapidly evolving into powerful search engines in their own right. This blog dives into the rise of "search through social" and explores what it means for the future of brands.
The Rise of Social Search
Social media is no longer just a place to connect with friends and share experiences. Platforms like TikTok, Instagram, and YouTube are becoming the go-to destinations for information discovery, especially for younger demographics.
A study by GlobalWebIndex found that a staggering 54% of social media users now leverage these platforms for product research, and this number is only expected to climb.
There are several factors driving this trend. First, social media offers a more visually-appealing way to consume information. Short-form video platforms like TikTok excel at presenting complex topics in digestible chunks, making them particularly attractive to Gen Z and Gen Alpha users.
Secondly, social media fosters a sense of community and trust. Users can see real people's experiences and recommendations, which can feel more authentic than anonymous search engine results. This is especially true for niche interests or product categories where user reviews and testimonials hold significant weight.
A recent study by Google themselves revealed that 40% of 18-24 year olds now prefer to search using platforms like Instagram or TikTok instead of Google Search [Source: GlowMetrics].
Implications for Brands
The rise of social search presents a unique opportunity for brands to connect with their target audiences. Here are some key takeaways:
- Content is King (and Queen): Creating high-quality, informative content that resonates with your audience is crucial. Think explainer videos, product tutorials, or user-generated content that showcases your brand in action.
- The Power of Hashtags: Hashtags act as keywords on social media. Utilise relevant hashtags to ensure your content is discoverable by users searching for information related to your brand or industry.
- Authenticity is Key: Consumers, especially younger generations, crave authenticity. Let your brand personality shine through in your social media interactions and avoid overly promotional content.
- Engage with Your Audience: Respond to comments and questions promptly. Building relationships and fostering a sense of community can turn casual social searchers into loyal brand advocates.
The Future of Search
Social search is here to stay, and it's only going to become more sophisticated. Brands that adapt to this changing landscape and leverage the power of social media to connect and inform their audiences will be well-positioned for success in the years to come. Social media is truly becoming the future of brand discovery.
Understanding the breadth of opportunities across the social media landscape can be challenging. If you’re looking for support in creating a social strategy that gets results, get in touch with our Social Media Strategy Manager, Joe! joe@wearedna.co.uk
In categories: Marketing, Industry Insights
