Is Social Media the New Search Engine?
Introduction
The introduction of search engines revolutionised the way people looked for information.
Gone were the days spent rifling through worn pages in dusty bookshelves. With a few keystrokes into a sleek interface, answers now appeared instantly in the form of blue hyperlinks. And thus began the digital age, where the world’s knowledge was accessible at the mere click of a button.
In the years that followed, search engines evolved rapidly, leaving our pre-digital search methods all but a distant memory. Dynamic result pages entered the scene. These featured images, videos and other multimedia that enhanced the search experience – features that are still key to today’s search engines.
Needless to say, the developments did not end there. As digital technology continues to advance, we find ourselves entering another new era of search. This article will explore how Gen Z’s digital habits and preferences are challenging traditional search engines and redefining the search landscape, particularly with the rise of the social media search engine.
Emerging Shifts Towards Social Media Search Engines
Social search is increasingly overshadowing traditional search engines with younger generations. Studies have found that in 2024, Generation Z used Google 25% less than older generations. Many are turning to other search engines, with social media becoming a popular alternative.
In fact, in 2024 Forbes reported that 44% of Gen Z used social media search engines to look for brand names, with 24% discovering new brands on these social platforms daily. It also revealed that 53% used social media to gather information before purchasing. This included reading comments, asking community forums and watching review videos.
Additionally, the report highlighted how Gen Z’s social search preferences are shifting towards social media platforms over Google for certain topics. For instance, 40% of Gen Z opted for TikTok when searching for hair and make up gift ideas. In contrast, just 25% stated their preference for Google. Similarly, 39% turned to TikTok for fitness and wellbeing information, while only 29% looked on Google.
Although search engines are still the dominant tool for information discovery, the rise of social media search engines signals a new trend businesses need to watch. As Gen Z grows in influence and spending power, their preferences will shape how companies approach digital marketing. Businesses will need to cater to Gen Z’s search habits by optimising their content for social media platforms they frequent. This will be crucial for firms to increase visibility, enhance appeal and to stay competitive in a rapidly changing market.
But why is this happening?
Gen Z and The Rise of Social Media Search Engines
The rising popularity of social media search engines can largely be attributed to two main factors – the rising preference of mobile phones and the values of Gen Z consumers.
The Role of Mobile Phones
1. “Mobile First” Mindset
Gen Z are digital natives, for whom the internet and social media are integral parts of everyday life. Growing up with mobile phones have also led many to adopt a “mobile first” mindset.
Indeed, studies have shown that the average Gen Z spends up to 7 hours on a phone, using it for everything from chatting to completing daily tasks. As a result, seamless access to information is valued – which mobile optimised social media platforms deliver.
Its ability to offer location-based answers, quick loading time, and intuitive user experiences cater to users’ on-the-go lifestyles, making it a natural extension of search engines that offers instant and personalised information directly to the palm of their hand.
The Role of Gen Z Values: Why Social Media Search Engines Win
1. Personalisation
Personalisation is favoured by Gen Z consumers who tend to value seamless user experience and have less brand loyalty.
Algorithms allow social media search engines to anticipate user needs to curate highly tailored content. This lets platforms filter out irrelevant information and immediately deliver the desired material. Social media platforms also allow users to directly visit brand websites, making it a convenient and reliable search engine.
Therefore, when compared to the generic results of traditional search engines, it is no surprise that the personal relevance and efficiency of social media has made it the more attractive choice for Gen Z.
2. Bite-Sized, Easy-To-Understand Information
Gen Z consumers are notorious for having short attention spans. That’s why the popularity of bite-sized content is growing.
Social media platforms are specifically designed to offer answers in engaging and easy to understand formats. Rather than wading through text, social platforms provide a way to swiftly get information through a quick video and image.
This can be beneficial as visual content can convey the ambience or appeal of their firm more effectively than a drawn-out review. Users can gauge whether a product or service is relevant to them, without investing too much time.
Additionally, the time and character restrictions often mean that social media content gets straight to the point. Users can directly get the required information without unnecessary and unimportant details.
3. Authenticity and Transparency
Gen Z consumers place great importance on the authenticity and transparency of information. The visual and interactive nature of social media offers a personal touch websites can’t replicate. It lets creators share their experiences and directly engage with the audience, making their reviews seem genuine. For example, watching an influencer’s live reaction feels more reliable than a static and faceless text review.
While websites can include author bios, they lack the authenticity of social profiles that show ‘real people’ and ‘real moments’. All this makes social search the preferable choice for Gen Z when seeking opinions and reviews before making a purchase.
4. Social Media Platforms Are Introducing More Search Features
Social media has evolved beyond just connecting with people. New search features let users find what they’re looking for by using keywords, hashtags, and location. This helps them quickly see the most relevant posts and profiles.
If you want fitness tips, just search #WorkoutTips or #HealthyMeals on Instagram. You’ll get a page full of personalised health content.
Social media algorithms improve search results by showing more relevant content. For example, TikTok’s discovery page uses your behaviour and preferences to recommend videos you’re likely to find useful. This makes it easy to find and explore content directly on the platform, acting like a personalised search engine.
How Businesses Can Tap Into This Demographic
Optimising for Social Media Search Engines
Just like traditional SEO helps a website rank higher in search results, social SEO improves how your social media shows up when people look for topics related to your business.
Gen Z digital natives tend to discover brands through direct social search or through algorithm based discovery. When they find engaging content, two things typically happen:
First, users can like and/or save the post, signalling its value to the algorithm which can then recommend it to wider audiences. Second, they may share it with others in their social circle, who may in turn share the post with their circle, starting the cycle all over again.
Optimising for social search does not only enhance brand visibility, it can drive word-of-mouth and significantly boost brand awareness.
1. Use Hashtags As Keywords
Hashtags are the social media equivalent to keywords, through which businesses can increase their engagement, reach and discoverability of their content. They play a crucial role in social search, helping users find relevant content more easily.
- Incorporate hashtags into your captions, profile bios and captions. But as with writing SEO content for search engines, do not use too many hashtags as it can be seen as “spammy”.
- Many video-based platforms are using algorithms to index video content. This can affect the searchability and visibility of your content in social search results. Consider incorporating keywords into subtitles, captions, and on-screen text.
- To find effective hashtags, identify the ones that are trending on your platform, niche, and location.
- Consider terms people might use to describe your businesses – such as “travel app”. You may want to opt for more specific terms to better target your audience – like “budget-friendly travel app”.
2. Optimise Your Profile
Gen Z are looking for content that is authentic and transparent with its audience. The trust this fosters then encourages consumers to develop an affinity with the brand. The first step to achieving this is to ensure that your profile appears genuine and reflects the real people behind the brand.
- Don’t be anonymous. Make sure to include profile pictures and clearly communicate what the brand is in the account bio.
- Verify your account. A study on 6.5 million Instagram accounts found that verified accounts have 30% higher engagement.
- Link back to your website from your social media platforms to drive traffic.
- Regularly update and post on your social media accounts, featuring real faces. This will help boost your visibility on social media search results and appeal to Gen Z consumers.
3. Engage Your Audience
Engaging your audience and building an online community is an effective way to build trust. This enhances the likelihood of Gen Z consumers turning to your brand for their needs and wants.
- Create interactive posts.
- Reply to comments and DMs to start a conversation with your audience on social media platforms.
- Create brand hashtags to encourage customers to share their experiences and increase your visibility.
- Create engaging and shareable content that adds value and resonates with your target audience’s social search intent. Provide answers to their queries and measure its performance by the level of interaction and community engagement.
Conclusion
What worked for one generation, may not always work for another.
Gen Z’s changing search habits exemplifies the need for businesses to adapt. While traditional search engines are still a significant part of information discovery, the use of social media as search engines cannot be overlooked.
To stay competitive, businesses should increase their presence on emerging social platforms, optimising their content for greater personalisation and engagement. Embracing these strategies will help enhance visibility, build trust, and effectively connect with today’s digital consumers.
