"Research from Forbes shows 24% of people already prefer social media over Google for search, with adoption accelerating among younger audiences. The average consumer now uses nearly seven platforms a month, as reported in our . Brands must shift from 2026 Global Digital Overview "Which platforms should we focus on?" to "How do we weave all touchpoints into one connected campaign?" Consumers move fluidly across TikTok, Instagram, YouTube and more, so they need a brand story that is consistent wherever they encounter it."
"Social media has become the main channel for customer service, not just marketing. According to our 2026 Global Digital Overview , half of U.S. adults turn to social platforms for brand information. When mentions go unanswered or replies are slow, brands lose opportunities, erode trust and damage their reputation. Reddit has evolved from a collection of fringe forums into mainstream hubs that shape authentic consumer decisions, especially in B2B and tech."
Research from Forbes shows 24% of people prefer social media over Google for search, with adoption rising among younger audiences. The 2026 Global Digital Overview reports consumers use nearly seven platforms monthly, so brands must weave touchpoints across TikTok, Instagram and YouTube into a consistent cross‑platform story. McDonald's 2024 Grimace initiative exemplified a tailored, cross‑channel campaign that combined social content with a landing page and Spotify audio. Social platforms have become primary customer‑service channels, with half of U.S. adults seeking brand information there. Reddit now attracts 4.9 billion monthly visits and commonly appears in search and AI answers.
Read at Social Media Today
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