Read at The Drum
Searches on TikTok and Instagram have been gaining ground as more people, especially Gen Zs and millennials, prefer social media platforms for finding answers and browsing content. While Google remains the dominant search engine, social search is slowly shifting the power. Social search is expanding to include not only content and influencers but also local restaurant recommendations and product reviews. Recent research shows that one in three people choose social media over search engines, with Gen Zs and millennials leading the trend. Social platforms are better optimized for trends, speed, and user-generated content, and they rely heavily on AI tools to understand user behavior and needs.
Could this be the year when OG search engines become second best? Could Google and Bing soon be a thing of the past as more gen Zs and millennials turn to social platforms to learn the latest news, browse events and answer everyday life questions?
Social search is expected to be the hottest trend in 2024, as social platforms continue to release new features and updates to appeal to their audiences. Marketers will need to embrace 'social SEO' strategies to stay ahead of the game. With social platforms relying on AI tools and algorithms to understand users, marketers will need to understand and leverage these tools to reach their target audiences effectively.
The evolution of social search and the preference of social media over search engines by Gen Zs and millennials suggest that social search will be the hottest trend in 2024. Marketers will need to understand and leverage 'social SEO' strategies to stay ahead.