The Rise of Social Media as a Search Engine
An insight into how social media platforms have evolved into powerful search engines.
The role of social media has evolved beyond communication. Social media platforms are transforming into powerful search engines, competing alongside Google and other traditional search engines.
This shift is driven by changing user behaviour, algorithm enhancements and how content is discovered. The three platforms that stand out the most in this evolution are TikTok, Youtube and Instagram, however, other platforms such as Pinterest, Twitter and Facebook are also being used as search engines by older demographics. The likes of TikTok and Youtube are becoming highly trusted sources of information, as they provide authentic, easily digestible and entertaining content.
Will social media overtake traditional search engines? In this blog, we’ll reveal why the rising popularity of social media platforms might change how people search for information online.
Are People Still Using Google for Search?
Google still remains dominant in search. As of January 2024, Google accounted for 81.95% of the market share of leading search engines worldwide. However, when it comes to younger consumers, According to Vogue Business, social media takes the lead as the main source of inspiration for beauty and fashion product searches.
This indicates a change in behaviour and preferences among certain demographic groups in terms of where they seek inspiration and information. Statistics prove that social media is the preferred channel for brand discovery and information.
Gen Z vs Millennial Statistics
The statistics below highlight how Gen Z (left) and Millennials (right) discover new brands, products, services, and experiences. It's evident that Gen Z is moving away from Google search, preferring social media platforms instead. Meanwhile, millennials still heavily rely on Google, constituting 44% of their discovery needs.
Why Has There Been a Rise in Social Search?
The reason people are converting to social media to conduct their searches is the convenience of personalised and relevant content, which is easier to digest, involving minimal reading or effort. Traditional search engines require more work from users to find specific answers to their search queries. Often, traditional search engines deliver irrelevant and unsatisfying results, forcing the user to scroll through unnecessary amounts of information.
The rise in social search is a result of the visually appealing content delivered by platforms like TikTok and Instagram. Gen Z, in particular, are exposed to more content than ever and therefore, it's becoming increasingly harder to earn their attention when they are continuously flooded with information. 80% of Gen Zs agree that they are exposed to more brands and advertising than any other generation, which is why the likes of short form video content works so well as it enables users to get answers to their questions quickly in an engaging and appealing format. TikTok is also full of real time, user-generated content which is perceived as more authentic, more so than the ads and optimised websites that appear at the top of traditional search engines.
For instance, when people are seeking information about hotels, restaurants, or events, a short user-generated video showcasing a first-hand experience is the perfect content to invest in when people are at the top-of-the-funnel stage, searching for inspiration and info before going on to the business’ website to make purchase decisions.
Additionally, social media provides a sense of community and authenticity. Consumers want to hear authentic information from real people, sharing their genuine transparent experiences and opinions, opening up the opportunity for a two way conversation. With transparency being such a hot topic in digital marketing, it is easy to see why social searching has become so popular.
How Consumers are Using Social Media as a Search Engine
Consumers are using social media as a search engine by simply using the search function on various social media platforms to find new products, services, brands and experiences that pique their interest.
The search bar feature on social media platforms like those listed below, allows users to conduct searches for specific terms or hashtags tailored to their interests. However, the manner in which individuals use each platform varies, as the content delivered by each platform differs. Let's delve into how consumers are leveraging these platforms as search engines, considering that each one functions differently.
TikTok
“I Don’t Google, I TikTok” - A phrase you have probably heard floating around. It is no question that TikTok has started to steal traffic and visibility from search engines like Google due to its speed and convenience for responding to search queries.
TikTok consists of both branded and User-Generated Content. As demonstrated above, when searching for "nice restaurants in London," it suggests additional search terms based on popular queries. TikTok extends beyond mere content consumption, featuring its TikTok Shop, which enables consumers to complete purchases in just 10 seconds.
TikTok takes all the functions we love about other social media platforms and has built it into one platform. It takes all the inspiration from Instagram, the community from Facebook, education from Linkedin, the search power from Google and purchasing from Amazon. Having everything under one app can be more convenient for the consumer.
People are using Instagram's search function to discover new products, services, and content creators. Hashtags particularly play a crucial role in search with regards to Instagram, allowing users to explore trending topics and find relevant posts. Instagram's Explore page offers personalised recommendations based on the users' interests and interactions, similar to other social media platforms.
Instagram offers users personalised recommendations based on their interests and interactions. For instance, if you're seeking bathroom inspiration, you can discover and follow content creators who specialise in this area, facilitating inspiration and online business connections. Much of this content is generated by users, enhancing its credibility.
Youtube
Similar to TikTok, YouTube remains a dominant search engine for individuals seeking video content across a wide range of topics. Users rely on YouTube's search function to find tutorials, reviews, vlogs, and entertaining content. It serves as a go-to destination for consumers searching for informative and entertaining videos.
YouTube serves as a valuable platform for visual demonstrations, catering to an audience less inclined to read lengthy articles. Unlike TikTok, YouTube allows users to watch longer videos, making it a preferred choice for those seeking visual tutorials over written content. In 2022, TikTok increased their video length to 10 minutes to try and compete with Youtube, hoping to capture an older audience and appeal to those with longer attention spans.
Youtube can be less convenient than the likes of TikTok due to the necessity of more scrolling and searching. Individuals less familiar with TikTok may choose YouTube as an alternative for accessing visual content.
Pinterest is a visual search engine, allowing its users to discover inspiration and ideas through images and pins. Users can search for specific keywords or browse through curated boards to find content related to their interests, whether it's fashion, home decor, recipes, or DIY projects. People may favour Pinterest because it enables its users to easily access their saved inspirations.
Based on my personal experience, I find Pinterest to be the most convenient platform for recipe inspiration. It efficiently presents images and ingredients together, offering a quick and easy browsing experience.
Twitter & Facebook
Twitter acts as a real-time search engine, enabling users to find trending topics, news, and discussions. By searching hashtags, keywords, or accounts, users can discover relevant tweets and engage in conversations. Its conversational tone is what sets it apart from other social platforms. Older demographics are more likely to use Facebook to find pages, groups, and events relevant to their interests. Users utilise Facebook's search bar to discover specific topics, businesses, or people.
Optimising Your Social for Search
Making sure that your social media platforms, pages and content are optimised is important when it comes to boosting online visibility and attracting organic traffic to your page. Posting identical content across various social media channels won’t work well, as each platform has a distinct audience. It's important to create unique content for each social platform. What will do well on TikTok, won’t necessarily do well on the likes of Instagram or Facebook. Here are a few key things that will help improve your social strategy.
Profile Information
Handles and names that are easy to remember
Include Website links and interlinks to other relevant social platforms
Include contact information. You want this to be easily accessible
Keywords
Maximise keywords by including them in text overlay and in captions
Alt Text
Incorporate alt text - describing an image for those who cannot see it, ensure that your description is concise, relevant, and descriptive.
While Instagram generates Alt text for photos automatically, crafting your own can significantly enhance social SEO performance.
Hashtags
Don't overuse hashtags! Include niche and relevant hashtags related to the specific content you're sharing. Incorporating 2-6 hashtags within captions is a great way to enhance reach.
The Key Takeaway
Social media has become a go-to search engine for many of us. Whether you're on the hunt for information or looking to boost your own online presence, platforms like Instagram and TikTok play a big role in today's digital marketing landscape. Adapting to this trend opens the door to new opportunities for connecting, exploring and growing online.
Are you a business looking to optimise your SEO and digital strategy? Get in touch today, our experienced team is here to help.
