Is Social Media the New Search Engine?

By Reem Shukla 

Hold onto your hashtags because things are seriously changing. With 24% of consumers now using social media to search for answers to questions, the power is slowly shifting. 

Imagine this: you’re in the mood for a cute, cosy café with the best flat white. You would traditionally type in “best flat white near me” into Google, but instead, you scroll through Instagram or TikTok. 

Why? Because you want to see that smooth extraction and perfect latte art before you even step outside your door. Research shows that 46% of Gen Z prefer using social media for search queries over traditional search engines.

There are so many reasons why Gen Z is gravitating towards social media for answers. 

• First off, it’s visually engaging. Watching a quick 10-second video is way more appealing than reading through a text-heavy blog. 
• Plus, let’s be honest: there’s something about hearing a recommendation rather than just reading one. 
• Lastly, in a world where attention spans are getting shorter, social media delivers information in bite-sized pieces, making it easy to absorb what we need quickly.

 

What Does This Mean for Paid Media?

If you’re wondering what this means for paid media, it means adapting and optimising in response to this change. Platforms like TikTok and Pinterest have started leveraging this shift by allowing advertisers to target keywords—a feature that has traditionally been dominated by search.

Advertisers need to focus on reworking paid media strategies for brands now more than ever. It’s essential to find a balance and synergy between paid search and paid social and develop a solid cross-channel plan that engages users at every touchpoint of their journey. 

 

And for SEO, It Means Diversifying Beyond Google.

Our SEO executive at Tug, Michael Speede, helped us understand how SEO should adapt to this trend. 

Consider diversifying your online presence beyond Google by leveraging editorial syndicators, forums and social media platforms.

• Editorial syndicators like Medium, WordPress, and LinkedIn cater to professionals and knowledge seekers, offering in-depth content and industry insights that are especially valuable for Gen X and Millennial audiences.
• Forums like Reddit, Quora and Threads encourage community engagement and establish brand authority by providing answers and participating in niche discussions.
• Social media platforms each offer unique benefits: Facebook connects with Gen X, YouTube engages audiences across age groups through video content, Instagram appeals visually to Millennials and Gen Z, and TikTok captures younger audiences with its dynamic search-friendly interface.

These platforms can boost brand mentions, popularity and engagement, reaching a broad range of audiences and building a versatile digital presence.

If you’re a brand and want help to create the most impactful paid media strategy, Tug has the answers. Contact us today and follow our socials to keep updated on the latest digital marketing trends and insights.