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Most people over the age of 30 grew up using Google as their core resource for finding just about anything on the internet. This approach is so commonplace and so popular that many people simply say, “Just Google it,” whenever they want to find something.
But there’s growing evidence that young people search for content on the web differently than older, long-time social media users. And that means much less of a reliance on Google, and much more reliance on social media.
The shifting patterns of search behavior
Young people are increasingly searching for information with their mobile phone, and not via their desktop or laptop. According to one recent survey, one-third of people are exclusively using their mobile phones to access the internet. That figure is even higher for members of Generation Z. So it’s only natural that they would place a premium on mobile-first search experiences.
As a result, popular social media apps like Facebook, TikTok, and even Instagram are starting to displace Google as the search engine of choice. In short, social media is becoming the new Google. It’s just so much easier to search for content within a social media app, and not leave the app for a more traditional web browsing experience. And that’s backed up by evidence, too. Nearly one-quarter (24%) of people primarily use social media when searching online.
And, in fact, there are certain types of content that are almost tailor-made for social media search. For example, there are several categories where TikTok is outpacing Google in terms of search activity, including anything related to hair and makeup, recipes and meal prep, and gift ideas. That’s because social media-powered search can deliver a much more visual experience.
And the thinking is that, when it comes to new trends, social media is much more on top of things than Google these days. So, for example, if you search for a “gift idea,” you’re much more likely to turn up something fun, trendy, and viral using TikTok than Google.
Implications for brands
All of this has strong implications for brands, of course. For one, younger internet users are now using social media to discover new brands, not Google. Right now, 24% of people are finding new brands via social media. Older users, as might be expected, are still using Google to discover brands, but that’s because they place much more emphasis on established, traditional brands rather than buzzy, up-and-coming brands.
So, if you’re a small business trying to appeal to younger consumers, the writing is on the wall. Just a few years ago, it might have made sense to dedicate a big percentage of your marketing budget to SEO. The thinking here, of course, was that showing up highly in Google search results was the key to finding new customers. But that thinking might be outdated. If people are abandoning Google, and using social media instead, then you need to be doing more to appeal to people searching for content on social media.
For example, the most popular search category on Instagram right now is “fashion brands.” So if your business has anything at all to do with fashion, then you might be best served by reallocating a large percentage of your marketing dollars to Instagram. That’s where new customers are going to discover you, so that’s where you need to be spending money.
Go where the customers are
All of this makes perfect sense, given the massive change in user behavior over the past few years. Mobile phones are ubiquitous these days, and social media apps continue to be some of the most popular apps on those phones. So go where the customers are, and start thinking about creating new ways to tap into social media search.
