We live in a time when technology has drastically changed our daily lives, especially when it comes to how we search for and consume information. Entrepreneurs have always relied on search engines such as Google to make their businesses visible, but a striking change is underway. More and more people, especially younger generations such as Gen Z, are turning to social media instead of traditional search engines for their searches.
In this blog, you'll learn more about this shift and what it means for you as a business owner. We discuss the rise of social media as a search tool, the differences in search behavior between generations, and how you can adjust your marketing strategies to take advantage of this change.
Generations and their digital habits
Internet use has changed dramatically by 2024. Where desktop computers were once the norm, there is now a significant shift to mobile devices. Younger generations in particular, such as Gen Z, spend most of their time on smartphones and use social media as their primary source of information.
Recent research shows that there is a 25% decrease in Gen Z's use of Google compared to Gen X. This is a striking statistic that shows how the younger generation is shifting their search habits to platforms such as TikTok and Instagram. These platforms not only offer social interaction, but are increasingly being used as primary search tools.
Image - Filming a product
Social media as a search engine: a new reality
Social media are no longer just for social interactions. They have evolved into full-fledged search tools that more and more people are using for all kinds of searches. Platforms such as TikTok, Facebook Marketplace and Instagram are now used for everything from searching for restaurants to discovering new brands.
A survey found that 24% of people primarily use social media to search online. For Gen Z, this percentage is even higher, with a whopping 46% considering social media as their primary search tool. This means that if you, as a business owner, are not yet active on social media, you are missing out on a large portion of your potential audience.
Why Gen Z would rather use TikTok than Google
TikTok is a phenomenon that cannot be ignored. For Gen Z, TikTok is not only a platform for entertainment, but also a valuable source of information. Its visual and quickly digestible content makes it an ideal platform for young people who want to find information quickly and easily.
Example: Imagine searching for a restaurant. Instead of reading a long text on a traditional search engine, Gen Z can easily search on TikTok for videos of people who have actually visited the restaurant. This provides a much more direct and personal view, something traditional search engines often cannot provide.
Image - On TikTok Search
The impact of mobile devices on search behavior
Mobile devices have completely transformed the way people search for information. By 2024, one-third of Americans will exclusively use their smartphones to access the Internet. This shift to mobile is also affecting search behavior.
Generation Z and Millennials are the biggest users of mobile devices, and they prefer to do everything on their phones, from shopping to searching for information. This means businesses need to make sure their websites and online content are optimized for mobile use, or they risk losing these valuable audiences.
Differences in search behavior between generations
The difference in search behavior between different generations is remarkable. Baby boomers remain largely loyal to traditional search engines such as Google. But among Gen Z, we see a 30% drop in the use of search engines for brand discovery compared to Baby Boomers. This difference shows that younger generations rely more on social media to discover new brands and find products.
This means companies need to adapt their marketing strategies to stay relevant to these younger audiences. Consider developing content that better suits Gen Z's preferences, such as short videos and visually appealing posts on social media.
Social media as the key to brand discovery
Social media has become a crucial part of discovering new brands. Research shows that 24% of people discover new brands daily through social media. This shows how powerful these platforms have become as marketing tools.
For Gen Z, this percentage is even higher: 44% of them find new brands on social media daily. This frequent interaction highlights the importance of a strong social media presence for brands looking to position themselves in the marketplace. Thus, companies that do not use social media are missing a huge opportunity to attract new customers.
YouTube: its rise as a search engine
YouTube has positioned itself in recent years as more than a platform for videos. It has become a search engine in its own right, where more than half of its users search for information the same way they would on Google.
This phenomenon is especially popular with younger generations, who prefer visual content to text. For business owners, this means that investing in video marketing is essential to staying visible to this target audience. Consider creating informative videos that address your customers' search needs, such as product demonstrations or tutorials.
The power of TikTok for business intelligence
TikTok has quickly become a favorite search tool for business information, especially for Gen Z and Millennials. The interactive and visual nature of TikTok videos makes it a powerful platform for brands to connect with their target audience in an engaging way.
Research shows that users are more likely to use TikTok than Instagram to search for businesses. This means businesses need to invest in creating content that is not only informative, but also provides entertainment. By leveraging TikTok's unique features, brands can authentically capture the attention of their target audience.
Conclusion: Is social media the new Google?
The answer is nuanced but clear: Yes, social media are increasingly being used as search tools, especially by younger generations. These platforms offer an interactive and visual experience that traditional search engines cannot always provide. For business owners, this means adapting marketing strategies to these shifts in search behavior.
If you want to succeed in this new digital world, being present on social media and adapting your content to the preferences of different generations is crucial. Are you ready to take your business to the next level with effective generational marketing? Contact us and find out how we can help you!
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Social media is increasingly being used as a search engine, especially by Gen Z. Wondering how this can affect your marketing strategy?
In the latest blog post, I share insights on this shift and how to grow your business in a digital world.
#SocialMedia #GenerationMarketing #DigitalMarketing
