Google is unarguably the world’s biggest search engine, dominating with a market share of approximately 90%. While a majority of Baby Boomers and many Gen X-ers are likely to continue using Google and similar “traditional” search engines as their first preference for finding the solutions they seek online, younger audiences are reshaping how a lot of online searches are performed.
Specifically, Gen Z and Millennials are increasingly inclined to ditch Google in favour of TikTok and Instagram for discovery when they go online find everything from products and services to places and recommendations. This consumer behaviour for people under the age of 35 is a game changer for a lot of businesses, especially those seeking the patronage of younger audiences. Business owners and marketers need to keep up and adapt their approach to SEO and other marketing strategies if they are to succeed in this new space. This includes having a robust, dynamic, and effective business presence on relevant social media platforms.
Using Social Media Platforms as Search Engines – How & Why?
Gen Z is an exceptionally digital-savvy generation, and Gen Alpha (born 2010-2024) is poised to be even more so. The way in which these audiences consume and process information is different, and the way they use the internet is shifting dramatically.
Social media platforms, particularly TikTok and Instagram, are emerging as powerful search alternatives to Google, Bing, Yahoo, and others.
Consider:
- 67% of Gen Z audiences aged 18-24 use Instagram to search and 62% use TikTok (61% use Google).[1]
- For other demographics, the use of social search includes Millennials at 35%, Gen X at 20%, and baby Boomers at 10%[2]
- Almost 40% of Gen Z prefer to seek product recommendations, restaurant reviews, and other information from TikTok and Instagram over Google[3]. For example, rather than Googling a recipe to read or watch a long-form video, Gen Z audiences often prefer to go to TikTok for a short, punchy, step-by-step immersive video that’s easier to digest and less time-consuming to avail of.
- Image-based Instagram is highly curated and aesthetically appealing. It’s the perfect place for finding inspiration for travel and tourism, events, home décor, fashion and beauty, style, and much more – and shoppable posts dramatically expand its benefits for both consumers and businesses.
Why are social platforms so popular for search?
The main reasons are:
- Visual Learning Shift
At least 65% of people are visual learners. This means they absorb and retain information most effectively by watching videos and looking at charts, diagrams, or other image-based content. Gen Z and Gen Alpha audiences have grown up with predominantly visually-driven content in the form of TV, Instagram Stories, YouTube videos, and similar (as opposed to Baby Boomers and Gen X whose learning was primarily text-based/article-driven or audio-based).
- Human Engagement
Google and other search engines are algorithm (bot)- driven. While they do consider the human user experience (and top SEO providers adapt content for both human audiences and the algorithm), social media, while also algorithm-driven, often feels more human-centred, personalised, and therefore authentic. Product recommendations and other content, especially when influencer-produced, feel friendlier, more accessible, and more trustworthy on a social platform than they do on a brand’s website, which is overtly there to sell. Social posts designed to trigger customer conversions tend to be more covert in this goal.
- Curated Content
For some users, there’s not even a need to enter a search query for social searches. As an example, the “For You Page” on TikTok delivers users a cornucopia of content deemed relevant to them based on their activity on the platform and elsewhere online. It simplifies the online experience and “spoon-feeds” targeted recommendations for everything from dining options to essential services, fashion, streaming, book, film, travel, and music.
Other reasons why social search is becoming so popular include the benefits offered through bite-sized content, personalised opinions, and additional context via audience comments.
The TikTok and Instagram algorithms masterfully manipulate the content presented to users and provide the sense that social recommendations are more human and authentic than those from Google.
The Impact of Social Search on Traditional SEO
Traditional Search and SEO (search engine optimisation) are not going anywhere and these will continue to play an intrinsic role in digital marketing far into the future. Techniques used for SEO, however, will increasingly need to also incorporate strategies that nod to the growing popularity of social search among Gen Z and other users.
Marketers need to understand how Gen Z combines social search with traditional search engines…
- When it comes to finding snippets, moments, and engaging dynamic content, many people will gravitate to Instagram and TikTok.
- For detailed information, price comparisons, or in-depth research, however, Google remains the top choice for most – and likely will continue as such.
Savvy marketers and expert SEO providers will adapt to the evolving online marketplace – and in terms of search, this means combining SEO with specific social media strategies targeted to support SEO campaigns that also meet the needs of social search.
Tips for Optimising Brand Content for Instagram & TikTok Search
- Keywords – incorporate your focus SEO keywords into your social posts to match search queries. This includes your descriptions, video or image titles, and hashtags.
- Hashtags – curate a mixture of specific and broader hashtags, including your keywords and trending tags. All must be relevant to your business, audience, niche, and post. Don’t overdo it and don’t spam hashtags.
- Captions – every image and video you share needs a relevant, well-written, concise caption.
- Engagement – social media is about conversing, not broadcasting. Invite responses, respond to comments, and encourage interactions.
- Consistency – maintain a regular and consistent posting schedule of fresh, visible content, but don’t spam or overwhelm your audience. One high-quality post per day is ideal for a lot of businesses.
- Backlink – where relevant, include a backlink from your social posts to your website landing pages, onsite blog, or similar online content to further engage your audience, drive SEO results, and trigger exploration of your website and conversions.
- Video/Image Metadata – include metadata for images and videos – this is essential for SEO. Mention your location as well if relevant.
Talk to a Digital Strategist!
Social search is growing – is your business on board?
Dod-to-Dot Digital is here to help you adapt your digital marketing strategy for evolving industry trends and changes in consumer behaviour online. Our team of experienced, passionate digital strategists will work with you to understand your business, your goals, and your customers so that we can help you design and implement an effective digital marketing strategy. Effective social media marketing and SEO are just some of the solutions we offer.
We’d love to hear from you! Book a Strategy Session with us today.
[1] https://www.forbes.com/sites/johnkoetsier/2024/03/11/genz-dumping-google-for-tiktok-instagram-as-social-search-wins/
[2] https://www.forestshipping.com/over-half-gen-z-use-tiktok-instagram-for-searches
[3] https://techcrunch.com/2022/07/12/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps/
